My Event World - James Schnauer

James Schnauer is the founder and creative director of Glow, a Los Angeles-based design consultancy specialising in international exhibitions for global brands. He talked to Event about liking the fast-paced nature of the industry, why he can't stand finger pointing and spending his spare time training as a triathlete.

Glow founder and creative director James Schnauer
Glow founder and creative director James Schnauer

I got into the event industry purely by chance. I had just graduated from college with a diploma in furniture design and was traveling around Europe when I stumbled across a company doing corporate events and hospitality at the Cannes Film Festival. I hardly slept the first two weeks, but was totally hooked and the rest is history.

I have worked at Glow since 2009. After almost 15 years in the industry working for a number of high-profile companies, it was time to create our own company and put all that knowledge to good use. Along with my wife and brother-in-law we created Glow five years ago and we haven't had time to sit sill since.

I was attracted to this particular role due to the fast pace of the industry. The speed at which everything happens and all the various balls in play make it exciting and immensely satisfying once everything kicks off.

Not many people know that Michael Caine does the best impression of himself.

The best event I've been involved was... it's a tough one, as there have been so many great events over the years. Sometimes it's not always the biggest events that give you that most satisfaction, but the creative way problems are solved behind the scenes. Once we had a day to pull together a five-metre high mountain on a beach in France for a Hugh Grant premiere. With nothing more than four by two lumber, green carpet, camouflage netting and a whole lot of sand we pulled it off. Hugh got his photo op, the thing didn't fall down and we could all get some sleep.

If I could do it all over again I would take the opportunities in front of me and make the most of them. I don't know if I would have followed exactly the same path, but it may have looked a little similar. Sometimes the direct path is not the only route. Gaining specialised experience in different fields can make you more versatile in the future.

The one thing I can't stand is finger pointing. When you work in an industry that moves quickly and problems arise you can't afford to sit around and play the blame game. Everyone needs to pull together and find the best possible solution in the quickest possible timeframe. Focus on the solution and deliver the event and if blame needs to be portioned, figure that after the event is complete. Things happen out of your control, but if everyone works as a team its amazing what you can overcome.

Outside of work I spend my time enjoying the outdoors with my family and training for my 'other job' as an amateur triathlete. I spend my weekends travelling up and down the California coast and sometimes much further to push my limits both physically and mentally. Similar to other creative jobs it's not always about the result, but the journey it takes to get there and the things you learn about yourself along the way.

If money were no object I would be a ski bum, spending my days skiing all the best mountains on the planet.

If I could switch places with anyone else in the industry it would be Christian Prudhomme, race director for the Tour de France. As an avid cycling fan what could be better than driving around France for three weeks in the middle summer with a front row seat to one of the greatest endurance sporting events on the planet.

If I ruled the event industry I would try to find a worthy replacement to take over. I think if I made it that far I'd deserve a break.

Want to be featured in a future My Event World? Email news editor Samantha Edwards for further details.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by 

Topics