The special events industry has grown by leaps and bounds in the past couple decades, but it’s still a small town in the sense that all the professionals in it see each other at conferences and networking events and learn from each other at seminars and in trade magazine articles. But whether getting together for work or play, we always enjoy each other’s company.
One of my longtime friends is Dave Merrell, owner of AOO Events, a design and production firm. We both serve on the Advisory Boards of the industry publications BizBash and Event Solutions so we cross paths often. Dave is also the lead “dawg” of the very popular industry blog Designdawgs on which I’ve had the honor to be featured! So now I’m returning the favor, and most importantly, introducing you to an innovative industry professional. He came by the other day for lunch and we had a moment to chat.
I’ve included photos of some of Dave’s most recent events which can be seen throughout this post and the links back to where you can find more information about them. Above is the 2013 Heart Foundation event featuring emcee Ryan Seacrest and entertainment by Dana Carvey, David Foster and Michael Buble.
Hillary: What was the moment you knew you wanted to work in the event industry?
Dave: I’ve moved through different industries for a number of years early on in my career, trying to seek a home. In the beginning, I worked at night for a company very similar to the one that I started to make extra money. When the owner of that company eventually offered me a job, I really didn’t understand the business I was getting into. Somehow, in the first month I landed a 40th birthday party for a wealthy couple. After producing and designing that event, I was hooked. I knew instantly that this industry could fulfill my need for creativity while at the same time keep me rooted in a respected and viable industry.
The Dream Foundation, 2011. AOO produced the event which featured a runway show by the designer Ferragamo. The design reflected Ferragamo’s love of drama with all white accented with red.
Hillary: What’s the best event advice you have ever received?
Dave: It was given to me young and it has always stuck with me: “Do what you love to do, and the money will follow.” Even when I’ve made a lot of money at a job, if I found myself unhappy with the work, the people or the environment, even the money wasn’t enough of a motivating factor to keep me in good spirits. It was only after I discovered the special events industry and saw how fulfilling it was on so many levels that I really became more happy and grounded. Every day I can honestly say I am excited to get up and work on the new projects coming to the company. I am never bored and I am most certainly never stagnant, but best of all, I am making money!
A room with a view. This 80-person corporate event held at WP24 offered a stunning view of downtown Los Angeles.
Hillary: Where do you find inspiration?
Dave: Because you never know where inspiration might hit, the key is to experience everything you can. Meet new people, go to new restaurants, concerts and shows, stay current and expand the realm of your existence through travel. If you can’t travel, read. I get magazines by the tons and read or scan them all. I remember a trip once where I visited Florence and Pisa in one day. It felt like a blur, but at the end of the exhausting day, when I was able to sit and reflect, the beauty and inspiration came pouring over me. That’s key — not to continue rushing through, but to stop, reflect and remember.
Hillary: Who or what has been your biggest inspiration and how do they influence you today?
Dave: TV, movies and architecture are the three areas that influence me today. One of the reasons why I love to travel is to see the architecture in other parts of the world. It’s one thing to see pictures, but it’s entirely another to be standing in front of something and feeling the presence of it as well.
As far as “who,” many people over the years have influenced me. In my early years, I was inspired by those friends of my parents who owned their own businesses. In the industry, John Daly has by far been the most influential for me, but I also love David Stark and Jonathon Adler and what they are creating.
LA Live plaza was the site for the opening party of American Society of Association Executives (ASAE). AOO Events produced the 5,000-person event which featured a performance by Melissa Etheridge and catering by Wolfgang Puck.
Hillary: What is your greatest professional accomplishment?
Dave: I would say that staying and remaining in business for 23 years has been an achievement in and of itself! I have been through three recessions and September 11. Talk about throwing curve balls at you and seeing how you react to them! I have had to re-invent myself so many times, that I am now not comfortable unless I am constantly looking at ways of re-inventing myself. Everyone has to do it eventually. No one stays at the top without being knocked off the peg once or twice. The greatest thing you can do is get back up and prove nothing can keep you down.
The closing night of ASAE featured a performance by Cindy Lauper and a series of food stations showing the best of Los Angeles.
Hillary: OK now, what’s your guilty pleasure?
Dave: Oh man, an ADD designer with hedonistic tendencies has many of them! My top favorites right now are Pinterest — it’s my way of playing, being creative, finding inspiration and still staying grounded in my mission as a designer, Zankou Chicken — the Tikka plate with tabbouleh.
And, green Tabasco sauce — I carry it everywhere, and I cannot eat food without spicing it up! And, certain TV shows.
Hillary: Really? Which ones?
Dave: (Laughing) OK, but I’m going to give you my reasons behind them. I think it’s worth mentioning that there are actually four that really apply to my career.
So You Think You Can Dance. There. I said it. One thing I know for sure, if you are going to survive and thrive as a designer, you must stay current and cutting edge. The decision makers with whom we work are getting younger and younger. So You Think You Can Dance is one of the many facets of pop culture that designers need to know about in order to remain relevant.
American Idol. For the exact reasons above. Although I will say that because my background used to be very deeply steeped in music, that I will always have a special draw to the music industry. The creation of new songs, or more often than not, the “re-tooling” of an oldie but goody into something current is intriguing.
Chelsea Lately. I love it because it gives me a snapshot of what is trending now in the world in a humorous and lighthearted way.
Divine Design with Candace Olson. The woman is amazing when it comes to design and has a way of explaining the reasons and the steps taken. I’ve learned a lot of clever tricks from her.
Hillary: What is your favorite trend for 2013?
Dave: I never thought I would say this, but it’s green. I never really considered green as a color I would like to design with, but for some reason I am now obsessed with it.
Hillary: Since we are at lunch, I have to ask, what would you eat as your last meal?
Dave: I’d start with my mom’s lima bean soup.
Then have a steak and egg burrito from Jack in the Box, and finish with a flourless chocolate cake from my favorite restaurant “Franco” with chocolate chip cookie dough ice cream.
Hillary: Well, I know this is certainly not your last meal, but I’ve loved having lunch with you! Thanks for coming by. See you at the industry event or board meeting, and definitely I’ll be seeing you online to check out what the dawgs are up to.
ABOUT DAVE MERRELL
Dave started AOO Events in 1989. From the beginning, AOO Events has been a consistent winner at the Special Events Magazine Gala Awards, an award that is often called the “Oscar” of the events industry. In addition, the company has been honored with design awards from the International Special Events Society and in 2007 Merrell himself was named Designer of the Year by one of the industry’s top magazines, Event Solutions. He serves on the Advisory Boards of BizBash, Event Solutions, Wedding and Event Institute and the Center for Hope and Healing.
