“Hometown Heroes” Going Strong in 30th Year
Here’s the thing: we’ll do a big American Airlines event in the convention center, or something in your backyard.”
That’s Terry Cain, speaking like a true hometown hero. And it’s not surprising: In October, in Orlando, Cain’s company, Dallas-based Gemini Light, Sound, Video, received the 2011 Parnelli Hometown Hero Award for Best Lighting Company of the Year.Gemini had typical beginnings: In the late 1970s and early 1980s, Terry Cain managed a band that his brother was in (another brother served as soundman). “They got tired of renting equipment, and started purchasing lighting and sound gear,” explains son Jason Cain.
By 1981, the senior Cain (president) had formed Gemini with partner Larry Rogers (vice president). Eventually, Clark Richter (secretary) became a partner as well. “Today, we’re 2,000 moving lights strong and have many video walls,” Jason Cain says.
In November, as the company was preparing to begin its 30th year in business, Gemini showed off their expanded warehouse and showroom (70,000 square feet in all) with a major open house event. More than 250 attended, representing theaters, schools, churches — “anybody who is anybody” — to look at new products from seven vendors, Terry Cain says. This year’s attendance exceeded expectations by more than 20 percent. “It makes for an exciting week, and it’s well worth it,” Cain adds. “We’re educating people and trying to connect the right person to right gear.”
If Gemini’s beginnings were typical, not every home-grown gear provider from the 1970s has emerged into a regional powerhouse. “The pattern I see with these successful guys is all the same: they are self-made mavericks who aren’t afraid to buck the system, and yet they are keenly aware of the right way to deal with customers,” observes Vari-Lite product manager George Masek of Gemini’s founder.
Out of the “Argue” Box
“After graduating from High School in 1973, I was hanging out with kids who wanted to be musicians,” Terry Cain laughs. He ended up being a “manager” of sorts. But one part of it all appealed to him more than another: “I used to call them ‘argue boxes,’ but I’d sit with the band in a club or a van and everybody would argue over this and that. Then I figured out the band gear didn’t talk back to me, so I thought I’d try to make a little money off of that!”
About the same time of that revelation, he got a call to do a one-off for Leon McAuliffe and the Texas Playboys (Bob Wills’ old group). They were playing on the steps of City Hall, and Cain brought down some lights and P.A. gear. Cain enjoyed that aspect so much he decided to focus on it.
Like so many others, Terry Cain worked out of his garage until the gear grew to the point that he needed a warehouse — and more help. So as he brought in electrician and lighting designer Larry Rogers, he also got a warehouse and incorporated. The two had been friends since their early teens and worked well together back when “you drove the truck to the gig — you did everything.”
Early on, they handled acts like the Gatlin Brothers, Bellamy Brothers and Crystal Gayle along with rockers Point Blank. Gemini would also pursue the corporate world and got a break when they nabbed the Sabre Group account, followed by work for Mary Kay. Today they handle many Fortune 500 accounts including American Airlines, Microsoft and AT&T.
Other clients include the State Fair of Texas and local sheds, amphitheater and performing art centers. Ringling Bros. and Barnum & Bailey and other circuses have called on them, and they had three summer tours out with Slayer/Rob Zombie, Bush and Dolly Parton. “We also stay busy with all the local live events at the House of Blues,” Jason Cain says. Most recently, they’ve been doing more installation work. “I just did my first water park,” he adds — NRH2O, in North Richland Hills, between Dallas and Fort Worth. “We put a bunch of LED fixtures on a water ride.”
Gemini has also been able to establish a strong installation business in big churches. Terry Cain guesses they’ve outfitted over 200 houses of worship. Finally, it’s not uncommon for Gemini to be supporting several tours at any given time. “We’re a full-service operation, and that’s our attitude,” he declares. “We have about a 200-person call list.”
Not surprisingly, Gemini has launched many careers in their three decades in business. Vari-Lite’s Masek is a case in point. Back in the 1980s, he had a half-brilliant idea about how to literally sneak into the live event business. When he was 16, he and a buddy snuck backstage to a Fabulous Thunderbirds concert that Gemini was supporting. “But once we got back there, we didn’t know what to do, so we just stood by the dimmer racks.” One of Gemini’s people found them, took pity on them and figured that if they were smart of enough to sneak backstage, they deserved to come down to the office on Monday.
“When Terry and Larry hired us, I don’t know if they had even 150 fixtures,” Masek recalls. “But we were so enamored by it all, and even just helping with cable was a dream to us.”
Masek’s career was almost cut short, though. He was entrusted with the relatively simple task of spray-painting the Gemini name on the cases in the parking lot. “I was so intent on doing a good job I didn’t notice that I was upwind from Terry’s new Corvette. He came out and started yelling because paint was getting on his car.” No lasting damage was done, and Cain took pity. “I have great respect for him today,” Masek says, and he’s “still grateful [Cain] didn’t kill me!”
Others who have had their careers launched by Cain and Rogers include the next generation — Jason Cain and Damian Rogers are both lighting designers; the latter is out with Bush right now. Daughter Cassidi is handling marketing and promotions, and Cory Rogers is working part-time.
Jump Ball
“Dallas has a lot of competition, always had,” Terry Cain admits. He adds that “some of the largest lighting companies in the world are here. “The touring industry kind of started with Showco. It’s a good place to be.”
If Vari-Lite’s Masek credits Gemini for finding the right way to deal with customers, Terry Cain notes a key factor behind that is the ability to match the right gear with the right people.
“Years ago, there were [brand] alliances, but today it’s a jump ball,” he says. “You better have a variety of the coolest lights. You think you have it all, and then you run across something that you don’t — there are times when I don’t know what I’ll need in 12 hours!” he laughs.
Vari-Lite, located right around the corner, is “a huge vendor for us, absolutely supporting us to the hilt,” Terry Cain says. There’s also plenty of Martin gear in the house.
“We also have over 300 Elation video wall panels, and they have been doing great,” Terry Cain notes. “We bought Robe lights for a Slipknot tour years ago, and they are great fixtures that are built like a tank.” Gemini also makes room for gear from High End Systems’ DL.2s, DL.3s and other gear.
“The gear today is over the top considering what it was when I started 30 years ago,” Cain says. “We’ve come a long way from the PAR can…though it’s funny, because some people now want those retro systems, so we keep those around as well.”
They are now working a little harder to get the word out about Gemini. “People are amazed when they come here and see all the equipment we have. After about 30 years, I guess it’s time to promote ourselves, huh?” Cain smiles.
Helping in that regard is the Parnelli that now adorns Gemini’s wall. “We were thrilled to be honored by our peers at the Parnelli Awards, and we’ll try to uphold that honor. It does make you proud.”
Gemini staged its open house for current and prospective clients. “It was an opportunity to showcase our newest inventory additions, and we invite the manufacturers to set up ‘mini-booths’ and show off the latest in technology,” says Cassidi Cain. “It’s always been a smashing success and further educates our clients on Gemini’s capabilities and gear selections. This year was extra special,” Cassidi adds, referring to Gemini’s 30-year milestone.
“Terry understands that this is show business, and he might not admit it, but he’s a showman,” Masek says. “He’s got the spirit to succeed.”
