From Dusty Fields to Guinness Records: Steve Evans on Saying “Yes” When It Counts
From Dusty Fields to Guinness Records: Steve Evans on Saying “Yes” When It Counts
Introduction & Overview
What do you get when you mix a cattle ranch, a cardboard box big enough to make Guinness history, and a guest who’s allergic to the word no?
You get Steve Evans of Show Imaging — a man whose career has taken him from student union audio gigs to producing headline-worthy festivals under the Montana sky.
Recorded on-location at Under the Big Sky Festival in Whitefish, Montana (yes, from inside a camper RV), this episode of Event About It takes you behind the barricades into the kind of chaos, problem-solving, and grit that make live events unforgettable.
And yes… the After Show was recorded from the back of a side-by-side. Because why not?
Themes & Key Takeaways
1. “No” is Not in the Vocabulary
Steve built Show Imaging on a foundation of never turning down a reasonable challenge — even when the request is outrageous.
“There’s a big difference between impossible and it just really sucks.”
Key Takeaway: In events, mindset matters. A “yes” attitude (with safety and feasibility in mind) can turn unconventional requests into career-defining moments.
2. It’s Not How You Perform — It’s How You Recover
From LED walls losing panels mid-show to fire marshals banning haze minutes before doors open, Steve has seen it all.
“It’s not how you perform — it’s how you recover.”
Key Takeaway: Live event success isn’t about perfection — it’s about how quickly and calmly you can troubleshoot under pressure.
3. The Guinness Box that Became a Company Story
Early in Show Imaging’s history, Steve said yes to building the world’s largest cardboard box for a client activation. The overnight dew? Nearly collapsed it. The solution? Twine, tape, and someone sleeping inside to keep it standing.
“Can you build a record-breaking box with zero plan B? We did.”
Key Takeaway: Saying yes without a perfect plan can lead to the most memorable (and defining) stories in your brand’s history.
4. Safety is Always the Right Answer
Whether it’s pulling a show for lightning or stopping when temperatures soar past safe limits, Steve is clear: nothing is worth risking people’s well-being.
“No show is worth hurting people for.”
Key Takeaway: The best leaders prioritize safety — even when it means disappointing clients or audiences.
5. Collaboration Over Gatekeeping
Steve rejects the “I’m the only one who knows how to do this” mentality in AV. Instead, he focuses on educating clients and offering smarter, more cost-effective solutions.
“You only have one image? Print a banner. Don’t waste money on an LED wall.”
Key Takeaway: Sharing expertise builds trust — and often delivers better results.
Final Thoughts
From a dusty Montana field to a record-breaking cardboard box, Steve Evans proves that in live events, the best stories come from the moments that don’t go to plan. It’s a reminder that grit, humor, and a well-placed roll of gaff tape can carry you through almost anything.
🎧 Where to Listen
Catch the full episode — and the After Show recorded from a side-by-side — at EventAboutItPodcast.com or wherever you listen to podcasts.