Today we’d like to introduce you to Benjamin Parnassi.
Benjamin, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I was born and raised in Beverly Hills and since I was old enough to count, I was clinging to my dad’s hip and going to work with him. My family has always been tight knit and aside from myself, my three sisters also helped out in the family business. My dad started World of Video and Audio in 1981. From humble beginnings as one of Beverly Hills’ first high-end consumer electronics retailer and video rental store, we all worked in various aspects of the business. I can remember barely being able to see over the counters as I ran in VHS players into the lovely Beverly Hills Hotel to drop them off for guests as my dad waited in the driveway.
As the years went by, the business grew and my desire to put my own stamp on our endeavor grew inside me as well. I got my undergrad at USC (go Trojans) and my MBA from Pepperdine. While attending Business School at night, my days were spent as the newly minted CEO of WOVA. By this time, we had changed focus quite a few times. We evolved from our brick and mortar retail shop, to a high-end event technology production and rental company. Those early relationships I formed as a kid in front of the counter had evolved as well and many of the premier properties I serviced working for my dad, I’m still proud to call partners today in our current business!
One thing that hasn’t changed in all these years, my desire for growth. I’m a big believer in the concept that the only true constant is change. So, as WOVA really started to grow and blossom into one of LA’s premier Event Technology firms, I naturally felt compelled to add to our arsenal and change things up. I had been looking to step up our game in the specialty lighting world, it seemed like a natural opportunity for upward mobility. By chance, through the proverbial grapevine, I had heard about a company that had a stellar reputation that just might be going on the market. After strict due diligence, I made the harrowing decision to make the biggest purchase of my life and we acquired The Lighter Side. The Lighter Side has been one of the preeminent names in Specialty Lighting on the West Coast for over a decade. I’d love to say it was a turnkey operation, but I found in the transition that I had a lot to learn about that world, the clientele and specifically the niche market that is special event lighting. And like everything else in Los Angeles, we do it our own way and that learning curve was really challenging in a great way, it made me grow not only as an entrepreneur, but as a person. Nearly a year after the acquisition, we’re rolling full steam ahead, we’re steadily busy with amazing events, but of course…always looking for more growth.
We’re never satisfied with good enough, it has to be the best it can possibly be. To that end, we’re constantly looking to innovate, expand and fine tune our processes to chase that all elusive “perfect event”. I’m very proud of where we’re at, WOVA has two specific divisions now. WOVA Media, which concentrates on media duplication and post production services and WOVA Events, our Event Technology Production and Rentals arm. Through WOVA Events, we’ve worked with clients ranging from global brands like Netflix, Sony and Ferrari to local icons like Spago, Hotel Bel Air and my old friends at the Beverly Hills Hotel. Through Lighter Side, we’ve had the pleasure of being on the creative teams for events like Elton John’s Annual Oscar Party, countless celebrity weddings and premier product launches for companies like Christian Dior, Snapchat, and Tesla Motors. While we thrive in the corporate world, we spend the majority of our hours working with regular people who just want the absolute best there is to offer in experiential audio, visual and lighting.
So, while I’m very proud of how far we’ve come, I’m most excited about how far we still have to go and that drives me every single day and keeps me humble, hungry and determined. I love this world and I’m so fortunate to be a part of it.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Like anything worth doing, there have been many growth opportunities along our path. My dad had built a great company in World of Video and Audio, we were successful and thriving, but I felt our future as WOVA was not in the retail end, but more in the rental side. So, making that paradigm shift for our business was definitely something that challenged us. Fortunately, it was the right call, as we’re still a great business and we continue to thrive.
Further, when we made the call to acquire The Lighter Side, it was an exponential growth scenario. It literally doubled our potential for events and forced us to immediately put on our big boy pants and dive into that world. I’m fortunate to have surrounded myself by a great supporting cast and they’ve always had my back. Nobody wins alone and I’m not an exception. We’ve got an army of genius technicians, a stellar support staff and a sales team that fits so many superlatives I hesitate to share so I don’t sound braggadocious.
Honestly, we don’t hide from struggle. We run right into the fray, because we understand that the challenge is what makes the victory that much sweeter.
So let’s switch gears a bit and go into the WOVA – World of Video & Audio and The Lighter Side story. Tell us more about the business.
We have three separate (but interplaying) business arms:
WOVA Media: We are Beverly Hills’ foremost provider of media duplication and transfer services. Essentially, if you’ve got nearly any form of media and need it digitized into a modern format–we should be your first and last call. We also offer an entire suite of post-production services.
WOVA Events: If it’s in the Event Technology world, we’ve got you covered. We’ve got an array of top of the line rental assets available to make your event great or we can take your idea from concept to completion and produce the entire event. Corporate, social, and everywhere in between, whether your event is for 5 people in a boardroom or 15,000 at the Staples Center, WOVA Events can handle it all and make sure your lofty event goals aren’t just met…but exceeded.
The Lighter Side: TLS is a specialty event lighting company. Period. Exclamation point! End of story. We do lighting and we do it well. We can take the most mundane of events and turn it into the most beautiful night you’ve ever seen. We specialize in taking our customer’s dreams and turning them into a bright, shining reality. We bring your vision to light!
Has luck played a meaningful role in your life and business?
Truthfully, with sincere humility, I believe in the old Virgil saying, “Fortune favors the bold!” We make our own luck. I’m not a fan of leaving a lot chance, probably because I like the idea that I control my own destiny. So, while every day there are ups and downs, I believe hard work trumps luck 9/10 times.
Contact Info:
- Website: www.wova.com; www.specialeventlighting.com
- Phone: 310-659-5959
- Email: [email protected]
Image Credit:
WOVA
Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
