He has made a great career for himself as a lighting designer, including 25 years with the Alvin Ailey American Dance Theatre among myriad performing arts and architectural projects, as a freelancer or with his own firm, Arc3design, which specializes in lighting a la carte. But as of January 1, 2022, Al Crawford put on a new hat, stepping into the role of general manager at City Theatrical, the award-winning lighting accessories firm founded by Gary Fails in 1986. Crawford shares insights into this career and his new gig with Live Design.
Lighting Dimensions: How would you describe your lighting design career, trajectory, highs, lows, etc.
Al Crawford: It continues to be a wonderful adventure. I started out as a young person with a passion for the arts, exploring acting, dance, music, and visual art. All of that led me to my love for light. Those passions continued and I found a way to mix my love in these areas, my curiosity in how things work, and a fascination with light into a wonderful career. Of course, considering over two decades at the Alvin Ailey American Dance Theater my dance design would be a huge influence on anything else I did. My creative side began to draw me to areas that were not traditional such as unique events (weddings, celebrations, brand strategy, installations) which are all environmental. Arc3design was born to develop these projects and create a team of lighting artists that could spread the light in all areas of opportunity. Fast forward 20 years. Hundreds of wonderful projects with most importantly our wonderful and cherished clients and collaborators. I designed so many things I thought I couldn’t. I took on gigs that I thought there was a potential that I might fail. We didn’t.
The pandemic was tough. As most did, I saw practically everything disappear in a matter of days. I closed up shop. I packed my studio in a storage unit. I left town. I tried to find a way to stay creative. I pulled the blanket over my head. In many ways it might have been the best thing that happened to me. Before this mess, I was running fast, So fast that I might have started to miss the joy in it. It gave me the time to reconsider why I did this in the first place. So here we are, a new start, a new gig, a new set of priorities, a new team.
LD: How did you balance the lighting director position at Ailey with your own design career?
AC: Very carefully. My work at Ailey was complex and required a great deal of time and attention. Not to mention being on the road eight to ten months a year. It was largely made successful by 20 years of incredible associates and assistants that have supported my projects along the way. Many of them early on in the careers who now are leaders in our industry in their own rights. I believe we have been successful in building a history of trust that my circle of talent ALL bring a collective passion, professionalism, and excellence to the venue.
LD: How did you bridge entertainment and architectural lighting?
AC: I found it quite organic to make that bridge. Lighting IS the bridge. Once I began thinking about light as a medium for communication and not in the theatrical sense solely, I began to look at practically everything that involved light in a very similar way. A dancer, a building, a face on a camera, a set…the approaches become very similar and the differences are in craft, not vision.
LD: What led you to your new position at City Theatrical (talk about a career pivot!)
AC: Well, Gary Fails has always been very convincing. Ha! It was a near ten-year conversation. Yes, 10 years. I have always enjoyed building high performance teams. I love lighting. I love our community. I've always been curious about how to make our tools better. I certainly had an opinion about it. This role as general manager will create the opportunity to speak to all of these aspects of me. I also saw a company that has unlimited possibilities for growth. There is a bright future for our industry and I promise you City Theatrical will be at the front—innovating, dreaming and building.
LD: What is the five-year plan for City Theatrical?
AC: City Theatrical will be a thriving, forward thinking, innovative, capable leader of lighting technology. We will be focused on inclusivity, respect and a company that is the example of a leading manufacturer. Our relationships will be built on trust and our products will be at the core of storytelling of all types across the globe. But why wait five years?
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City Theatrical Welcomes Al Crawford As General Manager