Blue Ocean Global Technology Interviews David Sonntag | Founder and CEO at Decibel Events

Blue Ocean: Tell us a bit about yourself and your professional journey.

David Sonntag: I am David Sonntag, the founder and CEO of Decibel Events. Decibel Events is an event production and management company that handles festivals, concerts, presidential political rallies, corporate trade shows as well as general events. I started my career at a PR company called Fleishman-Hillard and later found my passion in event production and management which led me to create Decibel Events back in 2007. Right now, I’ve over 20 years of experience in event production and management, presidential event logistics, and public relations which helps me create well-planned, well-structured events. 

Blue Ocean: What does a typical day in your life look like?

David Sonntag: When in pre-production, my days are always meticulously planned, primarily because the more detail-oriented we are, the smoother the whole event management process becomes. This is especially true for outdoor events as we have to create everything from scratch. We have to take care of everything from power to tents, stages, and restrooms. All elements have to be physically created and set up. However, if the event is planned to take place in a hotel or a convention center, the process can be  more streamlined and quicker. This is because most of the infrastructure is already in place. We can therefore focus on building the stage elements and the audiovisual setup. Being on-site is an intense experience to say the least. Your day is focused on collaborating with the team for the flawless execution of the event. Extensive pre-planning is especially significant in our business as it gives us the ability to handle unexpected situations with ease, ensuring the event goes on smoothly.

One of the most satisfying elements of my work is watching the event we planned close successfully. Watching the client’s or the attendees’ excited faces after enjoying a successful event, festival, or conference makes it worth it at the end of days and days of our teams’ hard work.

Blue Ocean: How have your experiences as a business leader in media production shaped the way you are now as a person and as a professional?

David Sonntag: One of the most important aspects of my professional journey was recognizing the fact that learning is a never-ending process. I recognize that there are many things I do not have expert knowledge of,  so I try to learn wherever possible. I believe one can only consistently grow by continuously learning. I learn something new from my employees or team members every day. My work allows me to collaborate with the best technicians in the industry-  be it lighting designers, audio designers, production managers, directors, or show callers. These collaborations have helped me grow as their expertise and knowledge are invaluable.

Being a leader has positively influenced my personal and professional life. I would not be where I am today without my team. When I say team I don’t just mean my team at Decibel but also the mentors and talented freelancers we collaborate with for events. I find myself quite fortunate to be surrounded with individuals who have exceptional experience in this industry. Together with them, Decibel creates fantastic events. Our success is a result of all of their unique contributions to an event. Everyday has something unique to offer and that remains one of my favorite aspects of working in the event production and management industry. Everyone has something to teach us—this is a mindset I intend to maintain throughout my life.

Blue Ocean: What is the one trend in the industry that interests you?

David Sonntag: There is a lot in the industry that interests me right now.  AI is a huge focus, especially large language models like ChatGPT and generative AI like Midjourney. I think there’s going to really be a monumental shift in the industry in terms of rapid design, scenic design, and video. Simultaneously, we also need to consider the ethical aspects of technology such as what the AI was trained on, if that material has a copyright, if it is intellectual property, and so on. I believe AI is going to be an incredibly exciting and dynamic but problematic element in the industry that will need a significant amount of development to get right.

Another trend that grabs my interest these days is the use of social media and how it is changing event design. People used to be part of events to experience it themselves. The process of participating in an event was much more internal or personal. Now, it’s also about letting people know about the life you’re living. Every attendee at an event is a social media user. They share pictures and videos of the event online. It has become an important means of sharing information. So we are planning an event through the eyes of an attendee with a phone in their hand. We have come to a point where we’re trying to engage the audience in innovative ways. We’re asking attendees to scan a QR code, to take pictures, and to share them. These changes have altered the way we build stage scenic, how we build events, and how the graphics are designed. I don’t think a lot of businesses out there have realized this. They still opt for more traditional methods. They think placing a few screens here and there and talking to the audience is enough. But we have come a long way since then and it’s the only way forward.

Blue Ocean: How have you differentiated yourself and what underpins your success?

David Sonntag: We have differentiated Decibel by trying to understand the purpose behind the events we create. Most event management firms, production companies, or rental houses simply respond to the client without taking into account the purpose or intent of the event. They might ask you how many screens have to be set up or how many speakers are required. But we go further than that, we delve into the details.

We try to be more than just a rental house that provides gear and equipment for events but a full-service event management/production company. Of course, audio-video (AV) equipment and screens are an integral part of the event but they’re only part of the equation. At Decibel, we ensure that the client effectively communicates their messages through the event and achieves their desired goals.

Having a background in public relations combined with my expertise gained from planning multiple PR media tours and events has helped me have a unique perspective on event planning and management. We prioritize understanding what our client’s objectives are behind organizing their event. We grasp the complete picture of our client’s needs and guide them toward their goals. Our motto “Yeah, we can handle that!” is a testimony to our commitment to fulfilling all our clients’ needs. I believe this attention to detail and dedication in the pre-production stages of the event is what differentiates us from other competitors in our industry, ultimately underpinning our success.

Blue Ocean: What is something unique that you offer to your client?

David Sonntag: A unique aspect of working with Decibel lies in the dedication and our attention to detail in an event’s pre-production stages. Usually, clients are accustomed to contacting 30-50 different vendors to keep themselves updated about the event planning process. This can be both time-consuming and overwhelming. However, at Decibel we make sure that our clients have a single point of contact from day one of planning the event. This helps in reducing the burden on the client as the project manager knows every detail regarding the event. The project manager handles all the calls (from both the clients’ and the vendors’). They have all the necessary information regarding the event thus making the process easy, efficient, and seamless.

We also tailor our approach to the type of event we have at hand. For example, trade shows, gala evenings, one-day award ceremonies, or festivals, all require different skill sets. Although each project manager or producer handles multiple projects at the same time, we schedule the event dates carefully. While producers may be involved in several events during their pre-production stage, their undivided attention will be guaranteed during the event itself, ensuring its success.

Clients also appreciate this process; they can rest assured that the event is being planned and produced successfully without worrying about the backend processes. The event planning process at Decibel is incredibly detail-oriented. I thrive on organization and precision which is why this industry suits me perfectly. Having a well-organized spreadsheet for every event is something that gives me immense satisfaction but it’s also something that marks our excellence. A detailed pre-production process not only ensures that the client has a stress-free experience but also helps us execute the event flawlessly.

Blue Ocean: How has your experience with the government clients differed from the other projects you have?

David Sonntag: One of my biggest accomplishments was Decibel successfully receiving our GSA schedule. What it means to be GSA certified is that the government has pre-vetted your prices, your experiences, and they can purchase directly from you. Although it was a lengthy process, it has opened doors to bigger opportunities for us.

From my experience, working with the government has its unique challenges. The RFP (Request For Proposal) for government events is complex because the government usually purchases products that are tangible and can be priced like tools or vehicles. However, something as abstract or nuanced as event management or production is hard to price accurately. You can produce the same event for $100,000 or $10 million. It all depends on the expectations of the clients about the event. To secure contracts with the government, you need to strike a balance between being the lowest bidder (while being technically acceptable) and offering the type of successful event production that Decibel is known for..

Detailed RPF submissions require a lot of time and effort and the success rate with the government can be low compared to private or corporate bids. Small differences in pricing can make or break a bid. Unlike private or corporate RPFs, government RPFs don’t allow for robust communication or further discussions based on the client’s budget and goal. We blindly submit a proposal based on the details in the RFP and hope for the best. Once your RPF gets approved, the process is highly ordered and structured. You know exactly what needs to be done, when to deliver it, and when you’ll get paid.  However rigid it may sound, it allows for a smooth project execution.

When working with private or corporate clients, you have more flexibility during both the bidding and the execution process. The client may come up with new ideas which result in adjustments along the way. This dynamic approach contrasts sharply with the fixed nature of government contracts. Each has its own advantages and disadvantages. While the rigid nature of government contracts ensures smooth execution, the flexibility in corporate or private projects results in dynamic adjustments and more room for creativity.

Blue Ocean: What advice would you give to someone just starting out in federal?

David Sonntag: There are two pieces of advice I would love to give to a firm that wants to become a federal contractor. It’s being persistent and having meticulous attention to detail. Although being persistent is key to being successful in any endeavor, it’s especially important when you want to be in government contracting. You will need to regularly screen through the SAM system and find exactly what you need. You will need to find out the different months each client may engage in procurement and the ones when they don’t. You will find that the procurement cycle is sporadic—you might not find anything that suits you for months at a time and some months you find multiple opportunities. You should be consistent through the dry spells.

Attention to detail is something else I think is vital in the process of being a federal contractor. For example, I recently had to submit a proposal for a rental trade show booth. The RFP of the proposal was 71 pages long. It also required us to submit 13 separate volumes to the authorities. You need to go through every single detail and stick to the guidelines, even the most minute ones mentioning the format, the font size, and document separation.  Missing even a minor detail can result in you being disqualified. It is a massive undertaking. Although the process is time-consuming, you get better at it with experience because you learn what you need to focus on.

Blue Ocean: What advice would you give to your younger self?

David Sonntag: A core principle that I adopted at Decibel is to transform events from acceptable to exceptional. When we meet a client for the first time, we make sure we are completely aware of their experiences with events and event management companies in the past. We prioritize their needs and strive to fulfill their goals for the event. Based on my understanding, events only fail because they fall short in execution, stopping them from achieving their full potential. At Decibel, we strive to bring the best in every stage—pre-production, execution, and post-event analysis. This ensures that our clients get exceptional results backed by data. 

I’ve been someone who’s been merely acceptable for a significant amount of my life. I have checked all the boxes and did what was necessary to become acceptable. I really embodied the acceptable. Founding Decibel has helped me realize the importance of striving for excellence. I intend to apply the same principle of turning acceptable into exceptional in my life as well. This is also a lesson I hope to instill in my four children—that minimal effort in anything you do is not enough, you have to strive for excellence. There is always room for improvement. There is always a pivotal moment where you can transform acceptable to exceptional. So, that would be my advice for my younger self: don’t settle for mediocrity when you can achieve greatness.

Blue Ocean: What is something in life that you’re grateful for?

David Sonntag: There is so much I am grateful for. But I’m most grateful for my wife. We met unexpectedly while each of us was on a solo surf  trip to Costa Rica. I just happened to be on the same bus as her. She’s also an entrepreneur who’s at the top of her business. Watching her excel in her business and flourish in her personal life, and simply being with the person she is has inspired me to be a better human being. I would not be where I am today without her inspiration, her love, or her whole being. She’s the one person I’m the most grateful for.

Blue Ocean: What are your hobbies or passions outside of work? What do you enjoy doing apart from work?

David Sonntag: I enjoy traveling, personally and professionally. It is a significant passion of mine. Although I often find myself traveling quite a lot for work, I make it a point to make time for personal trips. My sister-in-law recently convinced me to run a marathon with her. So right now I am training for it. Another interest of mine is auto racing. I love to be both behind the wheel as well as be a spectator. As I have four children, each involved in different sports, so I do a LOT of spectating as well- watching them play baseball, softball, volleyball, football, and compete in robotics is something I enjoy immensely.

Blue Ocean: What is a quote that you live by?

David Sonntag: My favorite quote of all time is a quote by Charles Bukowski. He said, “We are here to laugh at the odds and live our lives so well that Death will tremble to take us.”

The quote essentially asks us to live every day with passion. Make every moment worth your while. I live my life by it.