Building an AV Career with STAGEDGE at Gillette Stadium
After almost 30 years in the industry, William "Bill" Donovan has seen it all—from the early days of manual printing networks to today's cutting-edge LED technology. As Director of Audiovisual at Gillette Stadium for Stagedge, Bill manages the AV needs of events at one of only 30 NFL stadiums in the country, bringing world-class events to life in a venue that's witnessed some of football's greatest moments. "This isn't just a nice square hotel ballroom. We aren't working in a typical hotel ballroom One day you might be setting up a corporate event, the next day teams are bringing in truckloads of dirt for Monster Jam," Bill explains. During our conversation, he shared his journey from musician to AV expert, revealed what it takes to run events in such an iconic space, and explained why in this industry you must go "16-0 every year."
We aren't working in a typical hotel ballroom One day you might be setting up a corporate event, the next day teams are bringing in truckloads of dirt for Monster Jam.
Q: How did you get your start in the industry?
BD: I've been a musician my whole life and always had an interest in technology, especially audio and video. Back before the internet, I was browsing through the Yellow Pages looking up audio companies and found Stagedge [then massAV]. I gave them a call and they liked the fact that I had experience with computer refurbishment and setting up manual printing networks. They had a client that needed that kind of work, so they hired me for those jobs. I loved the independence of the work. As long as you got everything done on time with a smile, there was no problem. That's still true today.
Q: What exactly does your role involve at Gillette Stadium?
BD: Every day, I'm managing relationships with both the Gillette Stadium special events group and their clients. I'm the first point of contact, helping clients through the planning process and figuring out what they need based on their event style and budget. Then I match them with the right members of our team to make it all happen.
On event days, my job shifts to making sure everyone's happy — both clients and our team. Are the techs getting water and breaks? Is lunch coming at 11? It was a challenge for me to make that shift, to trust everyone around me and just watch everything we planned come to life. At first, it was nerve-wracking, but now it's a joy to see these events unfold exactly as planned.
Q: What makes Gillette Stadium unique for events?
BD: The stadium's internal architecture is incredible. In the Cross Clubhouse alone, we have three 20-foot LED walls and
sixteen 60-inch TV monitors that we can manage with our video switches. You won't find that in your typical hotel ballroom. The space can be as formal as any downtown venue or as casual as a football fan’s attire.
Plus, there's always something exciting happening. You might be walking to the elevator and pass by a setup for team headshots or a camera crew shooting a national commercial for Monday Night Football. You never know who you'll run into — you might say good morning to a team owner while walking down the hall!
Q: What kinds of events do you handle at Gillette Stadium?
BD: You name it, we've done it. We host financial updates, sales kickoffs, holiday celebrations, summer outings on the field, weddings, bar mitzvahs, birthday parties — everything from rolling a flip chart into a suite to full-on multi-location events. When it's all done, people usually can't wait to come back.
You name it, we've done it. We host financial updates, sales kickoffs, holiday celebrations, summer outings on the field, weddings, bar mitzvahs, and birthday parties — everything from rolling a flip chart into a suite to full-on multi-location events.
Q: Have you faced any major challenges during events? How does your team handle them?
BD: Of course—it's a rite of passage in this industry. One event in particular stands out. We had a stage set up on the field with a full backline—drums, bass amps, guitar amps, microphones, the works. The forecast showed only a 10% chance of rain, but suddenly that turned to 100%. We had 20 minutes to move everything to an indoor space. Keep in mind, the stadium is huge. It's an eight-minute walk just to get to the closest elevator. But we got it done.
The Stagedge team has great demeanor in pressure situations. Everyone knows when there's a problem, but nobody panics — everybody jumps into action and gets it done .
The Stagedge team has a great demeanor in pressure situations. Everyone knows when there's a problem, but nobody panics—everybody just jumps into action and gets it done. That's why we always plan for contingencies. If anybody tells you things don't go wrong in events, they're just lying. The expertise is in how you deal with that, how you plan for that, and how you have your backup ready.
Q: What's your favorite part of working at Stagedge?
BD: I love the interaction with different people on different events. Sometimes I don't see a client for a year, but when we start working on the next event, it's like no time has passed. When an event goes great and helps clients look good in front of their teams, that's what it's all about. That's why we work so hard in the planning stage.
Q: What makes Stagedge different from other companies in the industry?
BD: Anyone can buy event gear, but it's always about the people and how much they invest in learning their craft. What really sets us apart is not just technical proficiency but the ability to communicate with all types of clients, from Fortune 500 CEOs to NFL team owners to startup founders having their first sales meeting. Everyone gets the same treatment, and we do our best for every event. Nothing gets looked at lightly.
At Stagedge, leadership allows a lot of us to grow within the company. Many of us are in completely different roles than when we started. They invest in whatever path we want to go, whether it's director, sales or technical. I've seen so many people within the company grow into these positions and really flourish.
Q: What's been your most exciting experience in your career?
BD: One of the most exciting things was when I had sideline responsibilities during a Patriots playoff game. Being just 20 feet from the action, seeing the athleticism up close, watching how hard these guys work to win—it was overwhelming in the best way possible.
Making a difference in people's lives, that's what it's all about.
What really makes me proud is our work with charitable foundations. I've gotten to know many of the people in that group who make everything happen. They might not have the huge budgets of corporate events, but we'll throw a sound system in the back of my car and setup at a playground build to support their mission. Making a difference in people's lives, that's what it's all about.
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