Today we’d like to introduce you to Ed Lantz.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
After seven years working as an aerospace engineer on Florida’s Space Coast, I wanted to do something that better flexed my creative muscles. So I left my high-paying position to work in a planetarium writing code to control the stars, sun and moon. We developed planetarium theater control systems that were sold to other planetariums and the profit went into producing laser light shows. We then embarked on building a new planetarium.
After building the “most advanced planetarium in the world,” I took a position with a planetarium manufacturer where I built a team to develop over a dozen “digital domes” around the world including the Library of Alexandria planetarium and Domo Digital at the world’s largest children’s museum in Mexico City. I realized, however, that the digital domes had potential far beyond educational planetariums or cinemas. So I founded Vortex Immersion Media in 2007 to take this immersive visualization technology into mainstream arts and entertainment.
Vortex has been in business ever since producing well over 100 immersion dome experiences over the years. We’ve done experiential marketing experiences for IBM, Nike, Nokia, AT&T and Microsoft, created narrative journeys for NBC Universal and Adult Swim, hosted concerts for Childish Gambino (Donald Glover), Skrillex, Diplo and Braves, have worked on TV episodes for 60 Minutes and Castle and have supported music videos for Beyonce and JZ.
Vortex is now focused on expanding the business including designing, building, programming and operating immersive entertainment venues. Projects include the Vortex DomePlex in Phoenix and a couple of exciting projects here in Los Angeles. These venues will host concerts, “digital cirque” residencies, dance music parties and more. The domes are coming!
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
We started raising capital to build immersive venues shortly after founding the company in 2007. The markets crashed in 2008 and investors retreated. We needed to find a way to generate revenues or the company would fail. We quickly pivoted the company into experiential marketing where we could pop up a temporary 360 projection dome for a weekend at a festival, Super Bowl, Comic Con, SXSW and other events and create compelling immersive experiences for our clients.
Another challenge hit when I split with my business partner of 10 years. I took it as an opportunity to pivot the company back into building permanent immersive entertainment venues. We are now working hard on several development projects.
Alright – so let’s talk business. Tell us about Vortex Immersion Media – what should we know?
Vortex Immersion Media creates awe-inspiring 360-degree multisensory virtual reality experiences for the masses including fixed and mobile 360 dome theaters and programming for cinema domes, special events, live concerts, VR nightclubs, live 360 multicast and more. The company is developing an ecosystem of branded, ticketed immersive media destination venues. Vortex’s advanced digital dome format wraps imagery around an audience, delivering high-impact 4D “virtual reality cinema” experiences. The format is compatible with VR headsets which serve as secondary distribution platforms for dome content.
The company also manages the Vortex Dome, an immersive media studio and event space which is the first of its kind in Los Angeles. For the past nine years, the Vortex Dome has developed and showcased a wide range of immersive entertainment experiences and technologies and market-tested them with live, ticketed audiences. Shows include a Bollywood musical called BollyDoll with singer and artist Amrita Sen and composer Anthony Marinelli, a ballet by Stefan Wenta called Blue Apple, and Steve Roach in concert featuring the work of immersive artist Audri Phillips. The theater is driven by a proprietary immersive media server and a unique 360 projection configuration designed expressly for live stage performances. The company has a streamlined 360 content production pipeline, social media engagement systems and a range of 360 theater designs.
Vortex is the unquestioned market leader in out-of-home 360 dome arts and entertainment experiences. We are particularly proud of our latest production, James Hood’s Mesmerica. This show has played in a growing network of 20 dome theaters and IMAX domes with over 150,000 tickets sold to date. Check out www.mesmerica.com.
What is “success” or “successful” for you?
We define success according to the triple bottom line: People, Profit and the Planet. We are in service to people, including our audiences and the artists who deliver powerful immersive experiences and to our employees who seek a good quality of life. We are in service to the planet. Our shows are designed to have positive impact, opening hearts and minds, with minimal negative impact to the environment. And we are in service to our investors and shareholders who seek solid growth and sustainability.
Contact Info:
- Address: Vortex Immersion Media
1201 W 5th St., Suite F-185
Los Angeles, CA 90017
+1.213.534.3720 - Website: www.vortexdomes.com
- Email: [email protected]
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