As the modern history of the USA grows each and every year, so too does it’s peoples euphoric fascination with professional sports.  The multi-billion dollar a year industry, that is pro sports, collaborates with another multi-billion dollar industry, the production industry, which further fuels the fire of the sports media frenzy.  So exactly what is it that has turned these friendly children’s games into full-blown Hollywood features? Perhaps it’s the skill level of the athletes?  Or maybe it’s the beautifully orchestrated in-game productions presented by the television networks?  Or could it be the never ending, 24/7 analysis and opinion provided by the experts on networks such as ESPN, NBC, MSG, etc… Whichever it is they all demand the highest level of production both in content and presentation.  One of the top style designers and presenters for the industry is a unique prop house in CT.

Earlier this year our crew traveled to Chesire, CT, home of Creative Dimensions.  As mentioned on their website Creative Dimensions is a “state-of-the-art facility… with dozens of skilled, specialized employees and a national reputation as a top broadcast, exhibit and signage design and manufacturing company.”   In other words: These guys design and create Broadcast desks, sets, and signs for some of the most reputable names in the industry.  Ferro’s Executive Producer and President, Joe Scacciaferro, had the privilege of sitting down for an interview with both, Joel Roy and Bill Violette, the Co-Founders of Creative Dimensions.

Bill Violette spent the early years of his career working as a foreman in a kitchen cabinet shop.  Eventually he got bored with his daily routine of building 7-10 full kitchen cabinet sets, and after a recommendation from a friend, Bill began working in the warehouse of an exhibit company.  ”Eventually I worked my way up to a skilled builder, building exhibits.  I was traveling all of the country and setting up these massive displays for companies like Gulfstream Aerospace and Pratt & Whitney.  I was putting together actual jet engines and fuselages at these exhibits…These things were literally bigger than your house and had to be set and ready for viewing in just 3 short days.”

Bill had fallen in love with the exhibit lifestyle and was learning invaluable information and skills at a rapid pace. After just eight years in the industry he ventured out and started up his own business. “I didn’t have all of the finances for in-house services such as graphics and painting, so I outsourced for that stuff.”  It turns out that Bill’s initial lack of funds would subsequently introduce him to his fellow co-Founder of Creative Dimensions, Joel Roy.

Mr. Joel Roy went to college for graphics design, although, once he graduated from school he ended up working for a sign company. “In college I envisioned myself designing logos, magazine adds, posters, that sort of stuff. Once I started looking around the industry I realized that there was a lot more going on out there.”   Joel spent his days at the sign company learning how signs were made: What materials they were made with, how electricity was involved, how colors played a key role, and how signs were installed.

Mr. Roy recalls a drastic change in the industry during the 1980′s when “everything went from manual to computer”.  Joel was now using a Gerber 4b automated computer to make a living rather than using his bare hands.

Ultimately (25 years ago) Joel and his father created their own sign and graphics company.  It was at this time that Joel Roy and Bill Violette became familiar with each other.  ”We did a lot of freelance work for Bill, mostly signs and graphics. After about seven years of collaboration we decided to join forces.  Carpentry, design, sales, and administration were all now blended into one company, and it was called Creative Dimensions.”

The company started off small; Seven people, all pitching in and multi-tasking in order to reach one common goal.  During the early days Mr. Violette remembers receiving phone calls from people asking about haircuts, but, “eventually people got to know us as an exhibit company.”  Little did he know, however, the exact extent that people would recognize them as THE exhibit company…

Creative Dimensions original design of the Super Bowl XLII network desk

Creative Dimensions is located in Northwestern Connecticut, and ESPN is also located in Northwest Connecticut, so it seems like these two companies were destined to do some sort of business together over the course of time. Approximately fifteen years ago ESPN did indeed reach out to Creative and requested the design and creation of a flat sign for a set piece.  “One of our talented designers wanted to jazz it up and put some dimensions on the sign, rather than having it be so flat and boring.  ESPN loved it.  They came back for more…and more…and more.  Before you knew it, we were making signs for the Super Bowl” shared Mr. Roy.

The partnership between ESPN and Creative Dimensions was not stopping there, rather, it was simply ramping up to the next level.  ESPN was so pleased with the signs being developed for them by Creative , there was a request to start making them broadcast desks.  Considering the combined knowledge and experiences of Mr. Violette and Mr. Roy, it comes as no surprise that they did indeed develop a beautiful broadcast desk for ESPN that was “Up to exhibit standards and looked brilliant on HD Television.”  And just like the signs, ESPN was now hooked on the masterful broadcast desks being made by the Creative Dimensions team.

Today, Creative Dimensions is responsible for nearly everything you will see on the set of most major networks sports shows or a sporting event.  Signs, Desks, Walls, props… you name it, they designed and created it.  A lot of their partners from ESPN have moved on to other networks, which has led to even more business with more companies… a true snowball effect that has catapulted the small group of hard working designers and laborers into the most prestigious name in all of television when it comes to set design.

Ferro Productions would like to give a monumental “THANKS” to everyone at Creative Dimensions for granting our crew access to their facilities and for their utmost hospitality and professionalism. 

An original design by Creative Dimensions for SportsCenter during the World Series

Follow @FerroProduction