Backstage with Clair

By: Peter Madden

“You’re wearing that to a meeting with the CEO?”

This was the query from my wife as she surveyed my black tee shirt, dark jeans, and motorcycle jacket on an early morning last week.

But this wasn’t any client—and certainly not any company. It was Clair Global, the global phenomenon that essentially invented the live concert touring industry. Founded by Roy and Gene Clair in the ’60s, when they had the guts to rent some speakers for Frankie Valli & The Four Seasons for their show at Franklin & Marshall, they began a business that has grown into a worldwide success. And AgileCat was fortunate enough to brand them—17 years ago! I know the year is exact, as my son Gavin—who is now 17—was just born when I was making my sunrise drives to their HQ in Amish Country, Pennsylvania. As a lifelong musician and lover of music, they will always be my favorite client. No close second!

This branding partnership was especially complicated, as Clair had just acquired their closely held competitor—ShowCo. They had done a makeshift brand identity, slamming their two logos together. I won’t armchair-QB their efforts, but had to advise them that it could be so much more. And after plenty of research and discussions, we created the brand and name Clair Global—proudly based in Lititz, Pennsylvania—with a proud, clean mark, website, and more. Magic!

Speaking of Amish Country, Clair does the literal millwork at their HQ, only steps away from horses and buggies, and from the ground up, creates the most magnificent and reliable speakers—what is referred to as “sound reinforcement”—in the concert business. Thus, bands from U2 and Taylor Swift to Beyoncé and Metallica—not to mention large events like inaugurations, rodeos, PGA Tours, and more—call on Clair to supply audio mastery.

In addition, they are logistics maestros, expertly delivering equipment and staff to set up and manage shows from the U.S. and Japan to Australia and the U.K. To capture this idea, in U2’s last tour, they had 120 18-wheelers and 50 buses for personnel. My mind still boggles at these numbers!

So, as I sat in Clair’s reception area—slightly nervous, frankly—looking at our brand identity proudly displayed all over their workspace, it just made me smile. And the next thing you know, there was Troy Clair, said CEO—trademark energy and enthusiasm—with a big grin and a handshake.

“Let me show you around and what we’ve been up to.”

Thus began a tour that left my jaw unhinged. Clair has grown massively since our brand work: multiple buildings, a huge rehearsal space where Taylor and many more can try out their tricks—from staging and pyrotechnics to costuming (Ms. Swift had 200 seamstresses on site!). An outdoor concert stage so sound engineers can try out which speakers work best outside. Not to mention a gorgeous hotel where artists can stay only yards away from their rehearsal space. They had also made multiple acquisitions with companies smart enough to say “yes,” because if you’re with Clair, you’re with an innovative, relentless company focused on winning—but making sure all come out on top.

It was also fantastic to have Claire Messimer—Clair’s Director of Marketing—along for the tour, as well as hearing her perspective on Clair’s growth and vision. Like all of their employees, she is all about dedication to delivering excellence—but doing so with humility.

Which brings me back to Troy and what I always liked about him. He is not a “suit and tie” guy. He is not boastful. He is infinitely curious about business, and if anything, marvels at his company with the optimism, wide-eyed imagination, and “can you believe this” vibe that reminded me why I always liked him. Because it was never him and me—or Clair and AgileCat. Our relationship was never transactional—just always genuine. We were always together on this ride. I just wish I hadn’t waited so long to visit my friend.

Time will tell what we do next together, but it’s a great source of pride to know we created a brand for them that has been a small part of forging a path to their incredible success. And you can tell, in many ways, Clair is just getting started.

During our Discovery sessions, they brought up someone in the industry who had a great tagline: “Either you rock, or you suck.” I always loved this line—and I know what side of it Clair Global falls on.

Keep rocking, Troy and Clair.