Changing Gears
Clouser, an Atlanta native, got into the live event industry as many of us did, by pursuing rock star dreams — in Clouser’s case, drums. At age 19, serendipity struck, and Clouser had the opportunity to meet Mark Miller, LD for Van Halen. Inspired, Clouser took his career in a different direction. He took some college money, borrowed a little more from his mom and invested in some lights to rent to a local club.
“I bought 16 Trackspots and a Universal Controller by High End Systems,” he says. “Mark showed me the ropes, and I did the installation. As I got into the programming part, and got creative with the rig, that’s when I fell in love with lighting.”
Alas, that club would go under, nearly taking his rig with it, and while Clouser lost some of the funds earmarked for college, he gained a valuable lesson in dance club economics. Pushing forward, he started Active Lighting the following year, in 1993.
Sustained in its early years by lighting raves, a partnership with another LD, Larry Corley, helped keep the young company going. “We would buy ramen noodles to eat for dinner, and dump the rest of whatever money we made back into equipment,” Clouser says. “I was a young guy who liked music, and being creative with lights at events. Looking back, it was a great time to get into the industry.”
Clouser and Corley lived for a time in their first warehouse, and they would hold their own parties in the back to help pay rent during those early days (you know, until the cops busted up the fun). Clouser was ready to do whatever it took to keep the dream alive — even moving back in with his Mom for a time.
During those early days, Clouser learned a lot about lighting design, programing, DMX, power, driving a truck, crew/labor and CAD. “We basically nerded out big-time and became super techies,” he jokes.
But Active Lighting was gaining traction. Atlanta’s International Ballroom, a Latin music destination back in the day, became Active Lighting’s first house account. Another important milestone: the moving lights that Active provided for the Bud World tent at the 1996 Atlanta Summer Olympics. Active Lighting also teamed up with decorator/designer Barbara Roos to support high-profile social and special events.
“Then when we landed the Georgia Aquarium in-house AV contract, this put us on the map as a real player in the industry,” Clouser says. He credits his team for the company’s success. “I did not do this alone,” he says. “Being in this industry is rarely a solo effort in anything. I feel like I am a good salesman, opportunist and leader, but the real reason for my success is the people I have been able to call teammates, business partners and friends.” 
Clouser credits, in particular, Active team members Steve Zaug and John Fox. “These guys I have known for years. They came into the business and really helped with sales and operations.”
The company took out loans and leases that fueled its growth with a steady cycle of more equipment, new hires and more bookings.
While Active’s pre-Millennium years were as a lighting company, in 2001, the company took a giant step toward one-stop-shop status, handling video production and sound as well. “This was a huge move, and it opened up a lot of doors for us,” Clouser says.
Today, Active Production and Design is “all grown up” with a 30,000 square-foot facility, a staff of 20 full-timers and a network of 500 freelance employees nationwide. Along with Fox and Zaug, Robert Green has joined Active as a team leader, helping the company stay on the path of success.
“We pride ourselves in having the highest quality in customer service,” Clouser says. “We also pride ourselves on the relationships we create with our clients and employees. We cover several markets in the meeting and event industry. We produce corporate meetings, special events, social events, fashion events, and we are the in-house AV provider for many. All of these market segments have their own specific production disciplines.”
No More Ramen
Clouser might not have to dine exclusively on ramen noodles these days, but Active Production and Design remains committed to ongoing investments in new gear.
Currently, their inventory includes Elation LED ?panels, Christie HD video projectors and ETC, High End and Martin lighting fixtures. “We basically try and find the equipment that ‘breaks less,’” Clouser explains. “We have been doing a lot of video mapping and large wide screen presentations. We have also been using wireless power and wireless DMX fixtures as well, as none of our clients like to see wires.”
While declining to name names, Active is handling large multi-day corporate events, cutting edge special events, extravagant social events with beautiful décor and floral, sexy fashion events and “making all of our in house venues clients warm and fuzzy.”
Looking ahead, Active plans to continue to expand into new market segments. “We launched our Creative Services department a few years ago. In this department, we shoot and edit videos, do voiceovers, write scripts and create show content and media. We plan to grow this department a lot. Content is king, and everyone loves videos and media. In most cases, it drives the messaging, no matter what style of event you produce. Kevin Wilson, our creative services director, is a great, talented guy who has huge vision and motivation to grow the Active Production and Design Creative Services into an industry-leading media icon.”
And on his company’s 20-year milestone? “When I first started, I had no idea that it would last this long,” Clouser says. “Active Production is not just my company, it’s your company, it’s our company. The production industry takes people, and it’s the people who make or break you. Without all of us, these 20 years would not have happened. I am proud to have made it this far. Hopefully I have been a good leader, and have inspired some people to be great and to chase their dreams.”
He concludes with a few words of encouragement for the current crop of young, hungry AV up-and-comers hoping for more than just another package of instant ramen. “If a homegrown Georgia boy can do it, you can do it. It’s there, go and get it — I did!”
