A network from AVIXA
In the competitive world of audiovisual (AV) integration, securing a place at the table during the design phase of large commercial or institutional projects can be daunting. Architects, engineers, and contractors (AEC) often prioritize partners they perceive as value-driven collaborators rather than just vendors. Too often, AV Integrators are brought in late, reducing their ability to influence decisions and limiting their contribution to the project's overall success. This reactive role can lead to design conflicts, rushed installations, and a diminished perception of your firm's expertise.
To break this cycle, AV firms must proactively position themselves as trusted partners who contribute to the design team's success—not just execute a piece of the project. The question is, how do you effectively demonstrate this value?
The key lies in collaboration. By engaging with architects, engineers, and contractors early in the process, your firm can bring critical technical insights, ensuring AV systems are seamlessly integrated into the building's design. Here's how to make collaboration a cornerstone of your strategy:
Familiarize yourself with project milestones like schematic design (SD), design development (DD), and construction documents (CD). Offer input at these stages to align AV requirements with the building's infrastructure.
Use tools and standards that resonate with AEC professionals. For example, adopting CSI MasterFormat or participating in Building Information Modeling (BIM) coordination meetings shows your commitment to seamless integration.
Don't wait to be invited to the discussion. Contact architects and engineers early, offering to assist with initial technology assessments, system layouts, and budget estimates.
Explain how early AV collaboration reduces costly redesigns, avoids installation delays, and improves the end-user experience. Use past project case studies to illustrate these benefits.
Attend AIA, ASHRAE, ACEC, AGC, and SMPS industry-specific events to build connections with key decision-makers. Your presence and expertise will leave a lasting impression.
When your AV integration firm becomes a trusted collaborator, the results speak for themselves:
Take, for example, a mid-sized AV integrator that partnered with an architectural firm during the Schematic Design (SD) phase on a university project. By identifying structural accommodations for video walls and conferencing systems early, they prevented costly retrofits. The architect praised their foresight, leading to three more collaborative projects the following year.
To harness the power of collaboration, start by engaging AEC professionals early and often. Position your firm as the go-to expert who can solve challenges before they become problems. Doing so will transform your role from a vendor to a valued partner, driving long-term growth for your business.
Your seat at the design table is waiting. Will you take it?
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Welcome to A Blueprint for Growth: AV Success Strategies in the AEC World, a new weekly AVIXA xChange series designed to help AV integration firms thrive by forging stronger collaborations with architects, engineers, and contractors. To learn more, connect with Craig Park at CatalystFactor.
As an architect by training (BS Architecture, Cal Poly SLO) and a collaborative technologist with four decades of practice, I’m passionate about mentoring the next generation of AV professionals at the intersection of technology, strategy, and leadership. I have been active in AVIXA since 1986 and served on the national board from 1993–2000. I am a Fellow of the Society for Marketing Professional Services (SMPS) and an Associate member of the American Institute of Architects.
I serve as Director of Digital Experience Design at Clark & Enersen, a 200-person interdisciplinary architecture and engineering firm, where I lead the planning and design of integrated audiovisual and digital experience environments for higher education, healthcare, and research clients.
In parallel, through my personal advisory practice at CraigPark.Company, I counsel AEC and technology organizations on business strategy, collaborative design and delivery, and growth leadership.
My expertise spans systems design, integrated building technology planning, and strategic business development. I bring an award-winning, B2B design-thinking approach developed through leadership roles with national AEC and technology firms.
Across both institutional and consulting roles, I have led marketing and growth strategy, designed future-ready learning and simulation environments, and helped organizations implement AI-powered tools that scale expertise and performance.
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@Craig Park, great article that I'm sure many will find helpful! Thanks for sharing your expertise. I'll look forward to your next post and would encourage others to follow you so they don't miss it!
Thanks, @LisaMathews! This is an area of the business of AV that can help a lot of firms grow.