{"id":19056,"date":"2026-03-31T06:38:33","date_gmt":"2026-03-31T06:38:33","guid":{"rendered":"https:\/\/www.mondaygroup.com.au\/?p=19056"},"modified":"2026-04-01T04:04:40","modified_gmt":"2026-04-01T04:04:40","slug":"from-rock-and-roll-dreams-to-industry-leadership-keith-wootton","status":"publish","type":"post","link":"https:\/\/www.mondaygroup.com.au\/executive-series\/from-rock-and-roll-dreams-to-industry-leadership-keith-wootton\/","title":{"rendered":"From Rock and Roll Dreams to Industry Leadership: Keith Wootton"},"content":{"rendered":"

Welcome to the latest edition of THE MONDAY GROUP Executive Insights Series, shining a spotlight on the incredible Australian talent across the Hospitality, Hotel, Events and Experiential Marketing sectors.<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/p>\n

For over three decades, Keith Wootton has been a driving force in Australia\u2019s audio-visual and events industry. Starting\u00a0<\/span>\u200b<\/span>AV1 with a desire to break the AV mould<\/span><\/span>, he built\u00a0<\/span>the business <\/span><\/span>from the ground up, growing it into one of the country\u2019s most respected production companies.<\/span>\u00a0<\/span><\/p>\n

Keith\u2019s entrepreneurial spirit has since spawned Sprintr, a print-on-demand event tech brand, and All Things All Creatures, a video-first creative studio.\u00a0Now, having stepped back from the day-to-day to let a new generation lead, Keith is focusing on what\u2019s next, including exploring opportunities in Sydney\u2019s live music and entertainment precincts.<\/span>\u00a0<\/span><\/p>\n

In this edition of the Executive Insights Series, Jonathan Lamm, Managing Director of THE MONDAY GROUP, sits down with Keith, who shares lessons learned from a career defined by growth, the importance of culture, and why the events industry needs to tell its own story better.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

What initially drew you into the events and AV industry?<\/span>\u00a0<\/span>\u00a0<\/span><\/h3>\n

I\u00a0came\u00a0from music. When I emigrated to Australia from Dublin, I\u00a0couldn\u2019t\u00a0find a gig in the music business. For four months, I looked. Finally, my mum saw a little column ad in the\u00a0<\/span>Sydney Morning Herald<\/span><\/i>\u00a0for an audio-visual installer. She saw the word \u2018audio\u2019 and said I had to ring the number.<\/span>\u00a0<\/span><\/p>\n

I rang, an Irishman answered, and I had an interview on\u00a0the Friday\u00a0and started on\u00a0the Monday, the 14th of February 1994. I\u00a0didn\u2019t\u00a0think\u00a0I\u2019d\u00a0last a week. I even kept five of my six uniforms unworn because I thought\u00a0I\u2019d\u00a0be handing them back.<\/span>\u00a0<\/span><\/p>\n

I ended up staying for ten and a half years.<\/span>\u00a0<\/span><\/p>\n

I moved from technician to account manager to operations to general manager. What kept me in the industry was the variety and the growth.\u00a0I felt I\u00a0was part of it and could contribute to it.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Then, in 2004, I started AV1. Once you start your own business,\u00a0you\u2019re\u00a0all in, 24\/7. When\u00a0you\u2019re\u00a0not servicing customers,\u00a0you\u2019re\u00a0thinking about the business, the branding, the structure, the people.\u00a0It\u2019s\u00a0been a fantastic experiment over the last 22 years.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

You\u2019ve\u00a0built multiple businesses over time. How did that evolve from AV1?<\/span>\u00a0<\/span><\/h3>\n

AV1 is the core, focused on corporate events.\u00a0Sprintr\u00a0came about because we were looking for an events app for our customers. We teamed up with a software company and ended up taking over their hardware and\u00a0logistics, the check-in kiosks.<\/span>\u00a0<\/span><\/p>\n

I\u00a0came up with\u00a0the name\u00a0Sprintr:\u00a0<\/span>\u200b<\/span>speedy <\/span><\/span>printer. It was all about <\/span>efficiency<\/span><\/span>\u200b<\/span><\/span>, getting into an event quickly instead of lining up at trestle tables full of pre-printed badges. It\u2019s all about print-on-demand, so you only\u00a0<\/span>produce <\/span><\/span>what you need. That business spun out on its own a couple of years back.<\/span>\u00a0<\/span><\/p>\n

All Things All Creatures is a video content studio. It came out of a division called AV1 Media that we started back in 2011.\u00a0<\/span>\u200b<\/span>\u200b<\/span> It\u2019s\u00a0since evolved into a video-first creative studio, creating cinematic content for events, advertising, and marketing\u00a0teams.<\/span><\/span>\u00a0<\/span><\/p>\n

With the three businesses sitting side by side, complementing each other, I saw the opportunity to helicopter up and let others run them. We introduced employee share schemes and created space for new ownership and leadership, which allowed me to extract myself from the day-to-day and look for other opportunities in the industry.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Which earlier experiences most shaped how you lead now?<\/span>\u00a0<\/span><\/h3>\n

I think the industry itself shaped me. When I started, it was a bit of a Clayton\u2019s job\u2026 the job you have when you\u00a0don\u2019t\u00a0have a job. It was full of transient\u00a0labour, people floating in and out. That made it difficult.<\/span>\u00a0<\/span><\/p>\n

Now, it\u2019s a lot more mature. There are so many skilled people who have stuck with it for 15 years plus, and that wealth of talent has really changed the industry. Everyone was kind of guessing back then, just trying their best with the tools they had. The customer was the expert; you were an order taker. Back then, clients would tell you what they wanted: \u201ctwo lapel microphones and an overhead projector.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

These days, we\u00a0<\/span>are<\/span><\/i>\u00a0the experts.\u00a0We take\u00a0a brief and provide the specification of\u00a0what\u2019s\u00a0needed.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

\u00a0<\/span><\/p>\n

What changes in client expectations have you noticed post<\/span>\u2011<\/span>pandemic?<\/span>\u00a0<\/span><\/h3>\n

There\u2019s a shift in the conversation around attendees being spoken to rather than being involved. We see shorter keynotes and more discussion, more panels with lengthy Q&A and audience interaction. I think Zoom during the pandemic framed everyone on equal footing, and that\u2019s carried over.<\/span>\u00a0<\/span><\/p>\n

Now you\u2019ll often hear, \u201cI\u2019m sorry we\u2019re running out of time,\u201d because there\u2019s so much Q&A coming from the audience. We should capitalise on that and open up for broader discussion. The conferences that do that feel more effective. Attendees feel like they\u2019ve contributed, they\u2019ve been heard, and the data coming out is richer.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

How do you balance technology with genuine experience?<\/span>\u00a0<\/span><\/h3>\n

There are\u00a0different levels\u00a0of immersion. You go to a Coldplay\u00a0concert\u00a0and\u00a0you\u2019re\u00a0immersed wherever you sit. Without turning every staff meeting into a Coldplay concert, there are ways to get that feeling of engagement.\u00a0<\/span>\u00a0<\/span><\/p>\n

And\u00a0it\u2019s\u00a0not always about\u00a0the tech. If\u00a0you\u2019ve\u00a0got a\u00a0really poignant\u00a0keynote speaker, you need nothing more than a lapel microphone and a spotlight.\u00a0It\u2019s\u00a0horses for courses. I always say,\u00a0we\u2019re\u00a0not into tech for tech\u2019s sake, but whatever tech suits the actual purpose.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

What challenges do you come up against today in building and\u00a0maintaining\u00a0culture and teams?<\/span>\u00a0<\/span><\/h3>\n

I\u2019m\u00a0very lucky\u00a0to have long-standing staff.\u00a0We\u2019ve\u00a0always spent a lot of time on culture, but not by forcing it. It just comes to be by having a set of guiding principles and commonalities.<\/span>\u00a0<\/span><\/p>\n

A couple of practical things: we have regular gatherings, a lot of communication, and everyone contributes to the direction of the business.\u00a0I\u2019ve\u00a0also issued shares to management and those who have been with AV1 for more than 10 years.\u00a0It\u2019s\u00a0a way of rewarding and keeping people.<\/span>\u00a0<\/span><\/p>\n

The real difficulty is the seasonality of our industry.\u00a0I\u2019d\u00a0love to employ more full-time people, but you\u00a0have to\u00a0rely on freelance and casual work because of the ebb and flow.\u00a0It\u2019s\u00a0still a real downfall that we\u00a0have to\u00a0rely on casual work so heavily.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

How do you attract and\u00a0retain\u00a0skilled people?<\/span>\u00a0<\/span><\/h3>\n

We put ourselves out there from a marketing perspective, not only for customers but for staff. AV1 is\u00a0a certified\u00a0B Corp, which signals that\u00a0we\u2019re\u00a0a business for good. Staff prefer to work for an\u00a0organisation\u00a0that is marked up for being good.<\/span>\u00a0<\/span><\/p>\n

Whatever magic formula\u00a0we\u2019ve\u00a0had over the last 20 years,\u00a0it\u2019s\u00a0meant\u00a0that\u00a0we\u2019ve\u00a0got longstanding staff.<\/p>\n

\"\"<\/p>\n

\u00a0<\/span><\/p>\n

What\u2019s\u00a0your advice for someone starting out in the events industry today?<\/span>\u00a0<\/span>\u00a0<\/span><\/h3>\n

The mindset\u00a0hasn\u2019t\u00a0changed. You need to be enthusiastic. You need to put your hand up and volunteer.\u00a0It\u2019s\u00a0hard for younger people to walk through the door and fly their flag, but for those who can get into the industry, volunteer, be enthusiastic, and get to know\u00a0the\u00a0who\u2019s\u00a0who,\u00a0there\u2019s\u00a0plenty of opportunity.<\/span>\u00a0<\/span><\/p>\n

School leavers today come out with all kinds of skills around IT, video, and content production.\u00a0Nearly everyone\u00a0has helped somebody influence, so they know their way around a good camera shot.\u00a0There\u2019s\u00a0a base level of skill there.<\/span>\u00a0<\/span><\/p>\n

But determination and networking ability are still key.\u00a0I\u2019ve\u00a0always put my hand up for things, even if I\u00a0didn\u2019t\u00a0have all the knowledge. To a young person today: just get in, explore the industry, look up the different companies, call them,\u00a0go\u00a0and visit, show your worth and your enthusiasm.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

How is\u00a0new technology, especially AI, influencing your business?<\/span>\u00a0<\/span><\/h3>\n

AI just makes so much possible. You can ask it to design a set for an awards night or put together a run sheet. It may not be the perfect result, but in terms of building frameworks,\u00a0it\u2019s\u00a0revolutionary.<\/span>\u00a0<\/span><\/p>\n

For us, it allows\u00a0visualisation. One of the biggest hurdles has always been trying to convey what\u00a0a space\u00a0will look like without spending hours on a 3D\u00a0render. Now, you can take a spec sheet of equipment and have it\u00a0visualised\u00a0in a moment. You can ideate with a client\u00a0live, shifting and adjusting designs on the fly.<\/span>\u00a0<\/span><\/p>\n

It\u2019s\u00a0not just aesthetic design;\u00a0it\u2019s\u00a0program design, making the event as effective as possible for the delegate. There are some great tools at our disposal if\u00a0we\u2019re\u00a0willing to hop on board and use them.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

What role does sustainability play in your\u00a0businesses?<\/span>\u00a0<\/span><\/h3>\n

Thankfully, we are quite low waste because our equipment is not single<\/span>\u2011<\/span>use.\u00a0We\u2019ll\u00a0get 100 rentals out of a projector, 500 out of a loudspeaker,\u00a0maybe a\u00a0thousand out of a microphone. Despite everything drawing electricity, we try to\u00a0minimise\u00a0that with LED and minimal power<\/span>\u2011<\/span>drawing equipment. We are measured\u00a0on\u00a0our impact as part of being a B Corp.<\/span>\u00a0<\/span><\/p>\n

Even with\u00a0Sprintr, we only print\u00a0what\u2019s\u00a0required.\u00a0You\u2019re\u00a0not wasting pre<\/span>\u2011<\/span>printed badges hoping 3,000 delegates show up.\u00a0We\u2019re\u00a0using bamboo lanyards now that thread in rather than metal clasps.\u00a0They\u2019re\u00a0all recycled and recyclable. The industry has come a long way. I remember when sets were made of polystyrene and went straight to landfill. Now\u00a0everyone\u2019s\u00a0thinking about it.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

What trends do you see shaping the events industry over the next five years?<\/span>\u00a0<\/span><\/h3>\n

I think\u00a0there\u2019s\u00a0a real opportunity for more convergence across concerts, theatre, sports, and corporate events. We can capture the essence of all of them to provide new, engaging, and memorable experiences.<\/span>\u00a0<\/span><\/p>\n

Events are now in competition more than ever. With Netflix, mobile devices, and all the entertainment at home,\u00a0there\u2019s\u00a0a choice to be made. Will I go to an event, or will I watch something and get takeaway?<\/span>\u00a0<\/span><\/p>\n

Events\u00a0have to\u00a0respond to that. They\u00a0have to\u00a0be as good as your last event.\u00a0It\u2019s\u00a0not about\u00a0transactional, get them in, stack the chairs, spin the tables.\u00a0It\u2019s\u00a0about being memorable.<\/p>\n

\u00a0<\/span><\/p>\n

What\u2019s\u00a0next for you?<\/span>\u00a0<\/span><\/h3>\n

I\u2019ve\u00a0delved into some opportunities with the 24-hour economy commissioner in New South Wales. For me,\u00a0that\u2019s\u00a0a passion project.\u00a0There\u2019s\u00a0such support now for live music, performance, and engagement. They want to get people away from Netflix and out enjoying themselves.<\/span>\u00a0<\/span><\/p>\n

If I can find an opportunity that has a little bit of musicality to it, that allows me to scratch that itch without taking on too much overhead, then\u00a0I\u2019d\u00a0definitely be\u00a0into that.<\/span>\u00a0<\/span><\/p>\n

If\u00a0you\u2019re\u00a0starting a company today,\u00a0I\u2019d\u00a0probably say\u00a0no to as many overheads as\u00a0possible, and\u00a0maybe collaborate\u00a0earlier. Sharing the burden yields better results, for your business and your lifestyle<\/p>\n

\u00a0<\/span><\/p>\n

ABOUT AV1<\/span>\u00a0<\/span><\/h2>\n

AV1 blends audiovisual expertise with a genuine passion for creativity. They’re a full\u2011service production company offering a wide range of services, from lighting and complex stage setups to custom video content, motion graphics and hybrid event solutions. AV1 partners with clients at every step of the event journey.<\/p>\n

With headquarters in Sydney and offices in Melbourne and the Gold Coast, AV1 operates with national and international reach. The team executes over 1,150 projects annually across more than 150 venues, supported by a highly trained full\u2011time crew and trusted freelance partners.<\/p>\n

AV1 has been a certified B Corporation since 2016, reflecting its commitment to community, sustainability and leaving every situation better than it was found. With an NPS of 72 and 13 MEA award wins, the company is trusted by clients to deliver, professionally, with purpose and personality.<\/p>\n

* * *\u00a0<\/strong><\/p>\n

Need an expert insider to find leadership talent for your events or production business, or to take your next career step in the industry? Let\u2019s talk.<\/a><\/strong><\/p>\n

Photography by Oneill Photographics<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Welcome to the latest edition of THE MONDAY GROUP Executive Insights Series, shining a spotlight on the incredible Australian talent across the Hospitality, Hotel, Events and Experiential Marketing sectors.\u00a0\u00a0 For over three decades, Keith Wootton has been a driving force in Australia\u2019s audio-visual and events industry. Starting\u00a0\u200bAV1 with a desire to break the AV mould,…<\/p>\n","protected":false},"author":4,"featured_media":19061,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","footnotes":""},"categories":[14],"tags":[],"class_list":["post-19056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-executive-series"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/posts\/19056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/comments?post=19056"}],"version-history":[{"count":9,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/posts\/19056\/revisions"}],"predecessor-version":[{"id":19071,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/posts\/19056\/revisions\/19071"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/media\/19061"}],"wp:attachment":[{"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/media?parent=19056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/categories?post=19056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mondaygroup.com.au\/af-api\/wp\/v2\/tags?post=19056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}