In the world of corporate events, technology and creativity often take the spotlight, but what truly drives enduring success is one thing: people. On The Event Pro Show, host Seth Macchi sat down with Ricardo Hicks, founder and owner of Tech Factory Productions with over two decades of experience, to unpack not just the technical side of events but the mentorship, the training, and the importance of company culture.
Ricardo’s story starts, perhaps unsurprisingly, in the unexpected. As a teen, his first exposure to large-scale production came through church conferences, an environment still foundational for many event professionals. He recalls, “That was my first experience with a big church conference outside of my home church,” highlighting how early exposure to well-orchestrated live environments can ignite a spark, even if the connection isn’t immediate. Later, an impromptu ticket to a Lauryn Hill concert would reignite his interest.
But Ricardo’s career trajectory is a lesson in weaving together disparate threads. A recording studio internship and hotel night audit job might seem unrelated, but for him, this combination of technical know-how and customer service laid the groundwork for his success. When a move to Atlanta led him to his first real AV job, he realized that a rare dual proficiency, technology and interpersonal skills, had made him stand out. “Does he look good in the suit? Can he talk well and does he understand the technology? Okay, we can have him in this high-end hotel doing [AV], and we can teach him the stuff that he doesn’t know,” Ricardo recounted.
Mentorship: It’s Messy, but Worthwhile
For Ricardo, mentorship isn’t a static, one-size-fits-all system. It’s a winding road requiring patience, humility, and adaptability. “I’m super passionate about this area,” he admits. “And I wouldn’t recommend this to somebody that’s not passionate because you get super frustrated.” It’s a process riddled with trial and error, sometimes watching mentees plateau when you see more potential or realizing not everyone shares your drive.
“Sometimes you may want more for a person than they want for themselves,” Seth echoes, leading them into a frank conversation about accepting different ambitions. Not everyone wants to climb higher; for many, excellence in their current role is genuinely fulfilling. Ricardo’s approach is to “support that,” making people feel seen rather than being pressured into unwanted promotions.
He’s clear about the value of letting people chart their own course. “At this point I’ve probably brought in or trained about 25 people in this industry and [they have] varying levels of success,” he reflects. The goal isn’t to keep people forever or judge them by arbitrary milestones, but to ensure everyone leaves better than they arrived, regardless of where their path takes them.
Growing from the Ground Up: Setting the Culture
Ricardo’s work with his company, Tech Factory, is testament to his people-first philosophy. He’s careful about who he brings onboard, whether friends, family, or external hires. One notable example is hiring a colleague, Timothy Wright, based on both his impeccable resume and their longstanding personal connection. This dual advantage meant not only finding the right skills, but someone who fit seamlessly with the organization’s culture.
Training staff from the ground up gives Tech Factory the unique opportunity to shape a culture from day one. Ricardo is protective of this: “If we do bring somebody in, they have to fit this culture and they have to fit it fast. Because I will not let you disrupt it.” Talent matters, but shared values and behaviors matter more. The message is clear: “If you just focus on talent but allow other deficiencies to remain, it can be incredibly demotivating to an entire team.” Safeguarding culture is safeguarding the future.
Family in Business: Boundaries and Respect
Family-run businesses are a hallmark of the events industry, and Ricardo has plenty of insights into making it work. “If you’re hiring family, I would say hire family that you would hire if they weren’t a family member. They bring something to the table that the business needs.” Ricardo waited three years before bringing his wife, Lakina, on board at Tech Factory, only when the business genuinely required her exceptional project management skills.
Clear boundaries are the secret to success. Family and friends play by the same rules as everyone else. Any deviation can erode trust and disrupt culture, a risk Ricardo is unwilling to take. “For us, we have corporate rules. We don’t have mom and pop rules around here, and we never have,” he says. By maintaining fairness, Tech Factory stays strong both relationally and operationally.
Partnering for Success: Event Planners and AV Teams
Towards the end of the conversation, Seth asks a practical question: How can event planners best work with AV partners? Ricardo’s answer is simple yet profound: transparency. “Tell us openly everything that you want, not just from a technology standpoint.” The goal is to get to the right solution, quickly and efficiently. Hiding essential details or holding back on requirements only leads to wasted time and missed opportunities. Ricardo’s approach isn’t just about winning contracts; it’s about elevating the whole experience, even if that means educating clients during the quoting process, even when he’s not the one chosen in the end.
The Controversial In-House AV Conversation
No conversation about AV in the corporate space is complete without discussing in-house providers versus external partners. Ricardo’s perspective is refreshingly diplomatic. “There’s a purpose for both offerings. It’s just what are you trying to accomplish?” He advocates for collaboration instead of competition. For example, allowing in-house AV to handle straightforward breakout rooms, while the production partner manages complex sessions or general sessions. Respectful relationships, built on upfront communication, can lead to unexpected support and even cost savings.
Treating in-house teams with empathy and as fellow professionals matters. “You humanize the situation… Once they see you as a person who respects what they do, you can often build bridges rather than barriers.” This attitude not only smooths day-to-day operations but can lead to productive partnerships in the future.
People First: A Lasting Lesson
Throughout their conversation, a unifying theme emerges: treat people with respect and care, whether they’re employees, clients, or competitors. Ricardo mirrors his life and business philosophy on this principle, a foundation that steadies him in both good times and tough ones.
His story is a blueprint for those who want to grow a business with integrity and longevity in the world of events. Technical skills matter, but the real differentiator? Prioritizing growth, understanding, and dignity in every interaction.
Want to know more about Tech Factory? Check out his company to see how Ricardo and his team continue to build remarkable events- and people- one project at a time.
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