Alright – so today we’ve got the honor of introducing you to Craig Waldman. We think you’ll enjoy our conversation, we’ve shared it below.
Craig, so happy to have you with us today. You are such a creative person, but have you ever head any sort of creativity block along the way? If so, can you talk to us about how you overcame or beat it?
Creativity is paramount in the events industry. Transforming a blank canvas into an immersive space demands not just mastery but constant innovation. My journey in events began independently, studying foundational patterns and honing the ability to understand a venue intuitively. Yet, the occasional burnout still comes and goes. The key to overcoming these inevitable creative blocks lies in collaboration. The team at 15|40 is full of carefully selected experts who contribute diverse perspectives to foster a rich experiential environment for every event we undertake.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I maintain that I didn’t choose this lifestyle, it chose me. My ‘bold’ journey, if you will, within the events industry started in my college years at Cal Poly, where I organically became involved in event planning within the student body. Tasked with organizing concerts and shows for my fellow classmates, I secured numerous notable acts for private performances. In 1993, while producing an anniversary event at the Beverly Hilton, I was approached by the late Merv Griffin who owned the hotel at the time. A partnership (and friendship) instantly formed, and my events industry career was catapulted following the formation of Merv Griffin Productions. Over the years, the company became a premier event production entity. In 2001, my wife Cindy and I embarked on our own venture, founding 15|40 Productions. Starting from scratch at 40 years old, we transformed a laundry room operation into a globally renowned event company. With 15 years of industry experience, it still feels like the journey is just beginning.
15|40 is a creative-led marketing events agency specializing in one-of-a-kind Film/TV premieres, immersive experiences and integrated activations for the world’s most loved brands and streaming services. With two decades of expertise, we’ve become a go-to destination for strategic thinking and cutting-edge experiential events. Our in-house team of strategists, designers, innovators, artists, builders, and producers consistently pushes boundaries, serving world-renowned companies like Amazon, Disney, Netflix, Paramount, and Hulu.
Adapting to industry demands over the years, we continuously diversify our capabilities and stay ahead of event trends, even before they become ‘trendy’. Looking to the future, we aim to broaden our teams and expand our agency side, identifying talent from diverse backgrounds to maintain our creative and competitive edge. At 15|40, we’re always finding fresh focuses that reflect the dynamic nature of our industry.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Learning from the journey is key to anyone in the early stages of an event-planning career. I recommend studying business as it provides a universal language for running any type of (you guessed it) business. While my degree wasn’t in business, my background in architecture and graphic design has proven to be essential throughout my career. Secondly, it is my belief that you can’t teach common sense; however, you can learn to think on your feet. Having this adaptive agility is vital, coupled with the ability to identify the impact of decisions early on, considering both short-term and long-term effects, shapes your path forward.
Most importantly, the most essential skill (and advice that I can impart) is to have fun and find joy in everything you do.
Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?
The success of 15|40 hinges on our exceptional team. The rapid growth of our family-run business presents its own unique set of challenges, such as balancing expansion with maintaining the authenticity of our vision and core ethos. However, it’s this deep understanding, combined with each team member’s mindset, knowledge, and passion, that propels our continued success and ensures home runs for each and every event and client.
Contact Info:
- Website: https://www.1540productions.com
- Instagram: https://www.instagram.com/15l40/
- Facebook: https://www.facebook.com/1540productions/
- Linkedin: https://www.linkedin.com/company/15-40-productions
- Twitter: https://twitter.com/1540creative
- Youtube: https://www.youtube.com/@1540creative/featured
Image Credits
Line 8 Photography
