Specialty Fabrics Review June 2020 - 19

PERSPECTIVE

by Jill C. Lafferty

ON
LOCATION
STAGE TOPS USA OWNER/CEO KEVIN GREENWOOD
TAKES HIS SHOW ON THE ROAD, MANUFACTURING
AND INSTALLING MASSIVE FABRIC PROJECTS
FOR THE WORLD'S BIGGEST LIVE EVENTS.

E

verything is visual today," says
Kevin Greenwood, owner/
CEO of Stage Tops USA, a
Manchester, Tenn.-based company that
manufactures and installs roof skins, wind
walls, stage scrims and other fabric projects
for major live events around the world.
"[My clients] want to be seen. The bigger
the better. They want to put graphics on
it. The stage, all the live broadcasting sets,
they want to be out there in the elements."
If you've ever scored tickets to a major
outdoor music festival or sporting event,
or just watched one on TV, you've seen
Greenwood's work. When this interview
was conducted in early February,
Greenwood had just returned home from
covering nine structures at Super Bowl
LIV in Miami, Fla. At the same time,
Stage Tops was working on projects for the
Oscars among other high-profile events.
"From what I know, there is no
company out there that can support a job
on location like I do," Greenwood says.
"When we build it, we go with it. We put
it in or direct them how to put it in."
That Greenwood has made a name for
himself in show business isn't necessarily
surprising. Hailing from England, he has
worked in the entertainment industry

since he was a teenager, first as a roadie
and later touring internationally as a DJ.
But after landing in Los Angeles in the
1980s, he found himself working for an
awning manufacturer. He figured out
quickly that this wasn't his dream gig,
but it did open his eyes to the possibility of
doing similar work for the entertainment
industry. Through personal connections
with set decorators, he started supplying
awnings, floor coverings, shades and
other fabric products to television
and movie productions.
"Then I hooked up with a staging
company and got an offer to make some
roof skins," he says. "I thought, 'Well, why
don't I try to do it myself?' I started my
own company."
Greenwood founded what he originally
called World Show International in the
early 1990s, changing the name to Stage
Tops USA in 1996. The early days involved
"a lot of banging on doors."
"Word of mouth was key," he says.
"Persistence. A lot of people like the one-onone. Today people just send bulk emails out
and don't follow up. I used to call people-I
still do today, but now the role has reversed.
Now more people call me, because I've been
doing it for such a long time."

PHOTOS BY JAMES JORDAN

www.SpecialtyFabricsReview.com 19

0620RV_p18-21.indd 19

5/14/20 9:03 PM


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Specialty Fabrics Review June 2020

Table of Contents for the Digital Edition of Specialty Fabrics Review June 2020

Specialty Fabrics Review June 2020 - Cover1
Specialty Fabrics Review June 2020 - Cover2
Specialty Fabrics Review June 2020 - 1
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