How long have you been with Switch?

I have been with Switch since 1981, when the company was a subsidiary of Anheuser-Busch and called, very straightforwardly, Busch Creative Services (BCS).

Current clients/projects?

Current projects include beer, horses and comics . . . development of a truck-based brewing experience for Budweiser and a current project working with the Clydesdales. One of my most entertaining projects has been the creation of a comic convention experience for Lion Forge Comics—a digital comic publisher. We get to play both San Diego Comic Con as well as Wizard World. What more can I say?

How did you first get involved in this industry?

I was an audiovisual geek in high school and worked on and in school plays. After graduating, I painted sets at Starlight Musicals in Indianapolis before getting a degree in theatre with an emphasis on design from Principia College, and later a Masters from Southern Illinois University-Edwardsville. I did freelance work on technical theatre production from music and dance concerts at the Mississippi River Festival to film production.

I have the business to thank for meeting my wife, Lorin Cuoco, when I was the assistant director for a feature film shot in St. Louis called Stingray. All of this experience in traditional theatre and film paved the way for opportunities in corporate theatre. My introduction to corporate events was at a Maritz company called Communico, which included those who would become early staff members at BCS.

What about your personal background (education, hobbies, interests) helps to inspire/enhance your professional life?

There is a pattern in my work experience of the technical side of performance, which is really about solving the puzzle of the project. After all these years, I’m still finding those solutions and putting on shows of all scales. This and my interest in all art forms—performance, plastic, fine—continue to invigorate all that I work on.

Is there any project in particular you would consider a “breakthrough?”

I always wanted to be a barkeep. I got to lead a team in designing, constructing and operating a 20,000 sq ft Budweiser-themed sports bar and nightclub for 24 days in Centennial Park during the 1996 Atlanta Olympics. “Bud World” promoted Anheuser-Busch’s Olympic sponsorship and featured cold beer and a 110’ tall tower with synchronized waterfall. And, in a roundabout way, it let me fulfill that dream.

What are the current challenges you’re facing in the industry today?

There are many products and services that say they do what we do.  They are “out of the box,” and position themselves as turnkey and efficient, though what they really provide are experiences that are cookie cutter, non-differentiating and expected. Switch creates custom experiences, which entail a design process that requires extensive research, an exploration of options, and an ongoing and robust level of client dialogue. I believe our creativity and the collective experience of Switch is valuable and results in highly impactful and memorable experiences for our clients.

To learn more about what John can design for your brand, contact him at johnf@theswitch.us.