1. What is a Producer?

A Producer is the individual responsible to the client for the research, design, planning, coordination, and evaluation of all production components of a client’s event. These components include, but are not limited to, venue, staging, power, labor, lighting, audio, video, and special effects. A Producer may also be referred to as Executive Producer. The title Executive Producer in most cases means that the individual serving in this role is providing full funding for the production of the event and is responsible for all business decisions related to the event.

2. What is a Technical Director (TD)?

A TD is the individual responsible for the on-site coordination and management of production components. These components include, but are not limited to, management of load-in/load-out, venue coordination, stage direction, labor management, rehearsal management, script management, and showcall (the process of cuing a show). The TD may be hired by the Producer or as is most often the case the Producer will also serve as the TD.

3. Why should I hire a Producer/TD?

Producers and TDs are fluent in both laymen’s terminology used by clients as well technical terminology used by production vendors and labor. The Producer/TD serves as your advocate to ensure your expectations are translated from ideas to reality. Over time, nobody will be more familiar with your event than your Producer/TD and he/she will work with you to build your event from year to year to a position of preeminence among competing events.

4. What are the key characteristics of a Producer/TD?

A Producer/TD should be part of your professional portfolio just like your legal counsel, accountants, and business advisors. A professional Producer/TD should be direct with you about the risks and rewards of all decisions related to your event. It is the Producer’s/TD’s job to tell you both the good and the bad without sugar coating an issue. Most importantly, the Producer/TD you select must be someone you trust and can work with on a daily basis.

5. Doesn’t my A/V Company serve as my Producer/TD?

Sometimes, but more often they do not. First it’s important to understand that there is a difference between A/V companies which specialize in providing audio/visual support for breakout rooms (small audiences) versus a production vendor which supplies production equipment for general/ plenary sessions (large audiences). In most cases A/V companies do not own production gear and they do not have Producer/TD talent. They sell production components to the client and then farm- out rental of production gear to other vendors behind the scenes. This most often results in an increased cost to the client for sub-standard production gear.

Clients are often led to believe that their A/V company’s account executive serves as their Producer/TD when in fact most account executives have no experience with the technical aspects of a production environment or the jargon and etiquette associated with directing a show on-site. 

6. Why can’t I just let my A/V company farm-out a Producer/TD for me?

This is certainly an option and it’s actually done quite often. However, the challenge lies with the Producer/TD having to answer to the company he/she is contracted by before the client. In other words, the needs of your event may not come first.

7. What will a Producer/TD cost?

The cost for a Producer/TD varies based on the experience and type of events the Producer/TD handles. At first the thought of an additional line item in your event’s budget may be a scary thought, but if your Producer/TD is doing his/her job you end up saving time and money in the end making the expense extremely worthwhile.

8. If I hire a Producer/TD can I still use the same vendors?

Absolutely. The Producer/TD is independent of the vendors providing your gear. Producers/ TDs are intellectual talent and do not own gear. However, your Producer/TD is responsible for creating RFPs for your event so that you can request proposals from as many vendors as possible to ensure you are receiving the best gear and services at the best available rates.

9. When should I hire a Producer/TD?:

You should hire your Producer/TD the moment you are ready to start planning your event. The Producer/TD should be working with you every day to ensure all production components are handled efficiently.

10. How do I find a Producer/TD?

Unfortunately, there isn’t a central location for finding Producers and TDs. They are most often found by word of mouth. Of course, Platinum Roadcase Productions does nothing but serve as Producer/TD and is always honored to provide a client with a quote for services.