Riverview Systems Group CEO Evan Williams on 30 Years of Live Event Production

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The present Silicon Valley-based headquarters office of Riverview Systems

This year marks Riverview Systems Group’s 30 years in business. The company has enjoyed a slow and steady climb from its first client – a local laundromat chain – to their current perch as the go-to live event producer for some of the best-known brands, including Facebook, Google, Cisco, Intuit, Symantec, and many more.

Evan Williams, CEO and Co-Founder, Riverview Systems Group

We caught up with CEO and Co-founder Evan Williams, who talked about the company’s start and decisions made that now seem particularly prescient, especially the early 90s show in Philadelphia that looking back in hindsight set the company on its current run of success.

So let’s go back to the beginning, when did the company officially open?

Evan Williams:
Officially, we “opened” in a pool house garage on N. 5th Street in San Jose in July 1987. We moved to a “real” building, an 1800 square foot incubator space at 1266 Alma Court, San Jose, in October. Initially the goal was to stay in business and do what we were passionate about and loved to do. We grew slowly and carefully and kept our debt almost non-existent.  We paid ourselves $100 week for almost five years, and put our purchases on credit cards until we could get credit with suppliers.

Do you remember your first client?

EW: Our first client was a chain of laundromats called Oasis.  We installed large screens and projectors so people could watch TV while they did their laundry. There were four or five of them in the South Bay.

What do you remember most from your first year in business?

EW: We just wanted to do good work, and we had no money to grow. We didn’t want to take on any debt, so we paid ourselves almost nothing. Our second customer was Santa Clara University and 30 years later we still do an enormous amount of work for them. Both live events and all of their new building integration and upgrades.

Riverview Systems Co-Founders Evan Williams and Chris Thorne at the San Jose State University Events Center in 1992 at a radio-sponsored rap show. (Note the reel-to-reel tape decks for playback.)

How has the company grown in the last 30 years, and more importantly, how did you manage growth into other areas?

EW: San Jose was the right place at the right time, early on in the development of Silicon Valley. Our competition was party suppliers, and I came from a theatre and technology background. We supplied better designs and perfectly maintained inventory. We grew very organically. We had some core customers, and got into trade show support by way of a referral in 1991. It was difficult to compete in the larger event staging market as we grew our personnel and equipment inventory, but we fooled everyone for quite awhile. We certainly made some mistakes along the way, like getting into the retail pro audio market for five minutes, but we cut our losses and concentrated on what we were doing best.

What was your “turning point” project? A particular project or client that challenged the company in a way it hadn’t before in which you exceeded the client’s vision (and perhaps your own)?

EW: Besides the early 1990s trade show business that we put a lot of our efforts into, we had a client called Microfocus, long since defunct, that put their faith in us to produce two major conferences, in 1994 and 1995. The first was in San Francisco at the Masonic Auditorium; the other was in Philadelphia. It set us on a course and awareness that we could do this sort of high profile work, as well if not better than others in the marketplace.

What’s the best business advice you ever got?

EW: Probably two tidbits: Never sell your receivables – it’s called factoring, where you sell your receivables to the bank for a percentage. It never ends well if you don’t have good cash flow. The second was to never rest on your laurels, meaning don’t ever be complacent. There’s a saying: “You’re only as good as your last show.”  In reality it’s more like “you’re only as good as the show you are executing right now!”

Riverview Systems Group at the San Jose Convention and Visitors Bureau trade show at the San Jose Convention Center winning best booth.

Looking back, anything you would have done differently? Anything you wish you knew then that you know now?

EW: We never thought that we would grow this company to the international force that we are now; but there was never a question that we would succeed.  As I said, there were mistakes along the way, but we have built a business that has grown many lives and supports a vast customer base. I guess I would say that it was never harder than we thought it would be.

What risks did you take?

EW: We were very careful with our early hiring, and did a lot of work ourselves and with over-hire staff. It kept the costs down for along time. We refused to go into debt. We did start to lease some equipment, but most was purchased with cash. We did no marketing other than an ad in the yellow pages for years.

The Riverview Systems Group warehouse houses more than 70,000 square feet of state-of-the-art live event production technology.

There have been so many technology changes over your 30 years in business. What major audio and lighting trends are you seeing today in live event production that really impress you?

EW: In the audio trend spectrum, I would have to say that digital audio networking protocols, and the consoles that support these protocols, are most impressive. We embraced Dante as our digital delivery path quite a while ago, and this has allowed us to integrate recorders and even wireless microphone monitoring in the digital domain, directly to our mixing console offering.

As for lighting technology, it’s still all about LED engines. Retrofits for existing conventional tungsten fixtures are rapidly getting brighter and more efficient. I predicted last year around this time that our entire conventional inventory would be LED driven by sometime in 2018, and that’s still a very realistic target. Manufacturers such as ARRI and Chroma-Q have recently introduced Version 2.0 products that are twice the brightness of previous versions of their luminaires, initially introduced only a couple of years ago. These rapid advances make it difficult to determine the best inventory choices, but that’s a good problem to have.

The Zimmer Biomet booth at the 2017 AAOS Conference. This year Riverview Systems Group provided technical and creative services to the Zimmer Biomet exhibit booth at AAOS for the 19th year in a row. The overall Zimmer Biomet exhibitor show footprint booth this year was over 29,000 sq. feet, featuring a second floor with an additional 5,500 square feet, housing a dozen private conference rooms. The load-in alone took nearly 10 days with a crew of 20 RSG team members and an additional 60 locals to bring it all together.

Has your measurement of success changed over the last 30 years? Is it all about the numbers, or are there other metrics you use to define success now?

EW: Of course it had to be about numbers at a certain point. That said, I had an accounting degree and Chris, my partner, and I did everything, including freelance work outside the company as designers and production managers, so we could put it all back into the business. There are numerous projects where we charged a little less, or even donated services, just so we could be involved in an innovative project. There has never been a time or a client where that wasn’t the right move, either for business or employee’s personal growth. It will always be that way here.

What advice would you give a talented man or woman who wants to succeed in your industry?

EW: No matter what you are driven to do, take some business classes, understand financial statements. Mostly, immerse yourself in what you are passionate about. It is very hard to succeed, given the long hours required, unless you really love what you do.

-S&P-

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