We had the good fortune of connecting with Matthew D. Russom and we’ve shared our conversation below.
Hi Matthew D., how do you think about risk?
From the beginning -early 1992, I / we have always based our process on making promises and over delivering. Thankfully we were careful enough and seemed to instinctively know how and when we needed to say yes to risk. From the Business side of new hires or equipment additions – to a customer providing an opportunity that in that moment we possibly didn’t know 100% of the process, we stuck with being honest. If we needed to say I don’t know, or no or, if we agreed and then had to move heaven and earth to deliver we have stuck with overdelivering in mind. That reputation has been an established one and has allowed us to proposer even when economic times were shutting other small businesses down. Regarding Risk I’d say, if you’re not willing to risk it all either 1) You shouldn’t start or own a business or 2) you know deep inside your plan will not deliver. Since my first time touching a mixer, I’ve always known, I could lead an operation and provide Audio, Video and Lighting products with a higher quality process than anyone else in the business. Right at 30 years strong, we are more excited than ever looking too see what 2021 holds for us!
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
The Show Business, Special Event Services was started in 1992. Providing Audio and Lighting systems for small community concerts and performances, the company quickly established a name as an above average service, at a competitive cost. As a passionate and detail oriented owner I quickly understood that this business provided greater opportunity for a group that simply provided the basics of good customer service and a quality, consistent product. To do that you have to surround yourself with skilled and talented people. Starting out, you can’t afford the team you want, so you get hard working people and YOU step in and make up the difference for catching the details and the skill that will make your product special – for as long as you can. In size and growth we went from a small pile of Sound Equipment in my parents garage in the early 90s, to handling the large stage at Lakewood Amphitheater in 8 years time. It took 18 hour days as a normal thing for weekends and missing every friend and family wedding, funeral or otherwise meaningful personal time, for at least a 15 year run. It was back breaking work to start up and be an owner operator. Thankfully, it did get a little easier as we went. new locations that provided a real dock to unload a truck onto, better trucks that have lift gates, affording more people to help set up and tear down a show and then better events. When you start, you make up the difference and it does take a toll. However, I knew I had to do what we do. I love it. I adore the process of hearing customer’s vision and bringing it to life. If you are going to provide a service, You need to like people and like helping people. I knew service is in my blood. From then to now, we currently have the strongest team in place, in our company’s history. I am more dedicated to sales and customer service and planning. I’ve almost never set the alarm clock as I get up excited to answer the day’s challenges and provide our service. I/ we are blessed and grateful. Every good thing ever accomplished happens with people helping you. Make sure your staff hears (regularly) how much they mean to you. When it comes to offering a service, we are nothing without the people that help us. Together, we make events special. That’s what we do.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
That would likely include a table up front at a fun concert at the Southern Ground Amphitheater in Fayetteville or The Bowl at Sugar Hill. A night or two out, at one of a few very cool Mid town area restaurants. Probably drinks and tapas at Two Urban Licks, Barcelona more mid town or Eclipse Di Luna in Buckhead. A day run to a few of Atlanta’s cool music stores to see guitars and experience shopping and food in or around Lenox. And a must, dinner at home or at a place with family and friends before they leave. We are mostly Italian, so there is always food, drinks and music involved at every gathering!
Who else deserves some credit and recognition?
Pat Callocchio – Owner, Productions and Concerts (PAC) – Life long friends and sister companies in the live entertainment business.