Turn it up to 11: Adelaide AV company rocks nationwide

Anyone who has attended a concert at one of the state’s major sporting events – such as the Adelaide 500, LIV Golf, the Tour Down Under or the AFL Gather Round – has likely come across Novatech’s work.

The same applies to some performances by the State Theatre Company, the Adelaide Symphony Orchestra, the Adelaide Festival, the Adelaide Fringe and Illuminate Adelaide.

Then there are the big interstate events – such as Vivid Sydney, WorldPride 2023 and the Australian Open – which account for almost half of the company’s projects, with all the equipment and crew coming from Adelaide.

Novatech’s director of sales and marketing, and industry veteran Ashley Gabriel, said it’s great to see the family business thriving and operating on a national stage.

“There aren’t many competitors that we face, simply because of the unique nature of what we can do,” Gabriel said.

“Some companies are just sound, just lighting, just vision or have one area that’s better than the other, but we try to be the best at everything and that’s why we’re lucky enough to be able to play big national and international shows.”

The team is also in demand for conferences and corporate events, including product launches, awards nights, dinners and AGMs.

“We are usually keen when it is a novel venture or when it cannot fail because it involves something prestigious, such as a state dinner or a state funeral,” Gabriel said.

“When we work with a direct client, there’s a lot of trust because it’s not usually their area of ​​expertise. We know what needs to be done and we can eliminate that risk for them, so everything goes smoothly.”

Likewise, for professional event producers, event managers and conference organizers, this “risk mitigation” ensured good experiences and outcomes for all involved.

Unlike some large players in the market that have relied on acquiring competitors to grow, Novatech has grown organically thanks to the strength of its offering, attention to detail and professionalism.

It was founded in 2001 by brothers Leko and Menka Novaković.

“Menk is the innovator and technical brain behind the company, with a global perspective on research and new trends, while Leko’s strength lies in building relationships with customers and business operations,” Gabriel said.

The company employs 65 full-time workers and about 20 temporary workers, some of whom have moved from out of state or abroad because of the opportunity and lifestyle.

“We are probably the largest employer in the AV production industry in the state, outside of venues like the Adelaide Convention Centre and the Adelaide Festival Centre,” he said.

“I think the heart of our story is that we are proud to be South Australians and we are proud to provide South Australians with opportunities to work across the country.”

Gabriel said Leko and Menk are passionate about technology, art and advancing their industry.

“What we do as a company allows us to give back (also) on a local level, where we can generate interest in the technical side,” he said.

This involves showing young people that they can find an exciting and rewarding career in this industry.

Last year, the company launched Novatech Academy, a free six-week course for young people fresh out of high school or TAFE, exposing them to the industry, equipment and real-life events. Any changes students make during or after the course are paid for.

Additionally, they want to increase the number of women involved in the technical side of live events.

“It’s a male-dominated industry, so we’re trying to reduce that imbalance and engage young women,” Gabriel said.

Currently, approximately 20 percent of Novatech’s full-time employees are women.

“Unfortunately, across the industry, women have traditionally held administrative positions, but we’re trying very hard to change that,” he said.

“We have a large group of young women who are looking at how to provide more opportunities for women in different roles.”

Around 80 per cent of the men and women who completed the Academy course earlier this year are now working for Novatech on a casual basis.

Gabriel said they will likely either move into full-time jobs by the end of the year once they have the skills, or follow their passions and pursue live music or theater.

“As part of giving back and fostering, we know that not everyone will stay with us. They will go to other employers, but we are generating interest, providing that opportunity and growing the industry.”

In addition, Novatech sponsors numerous organisations and events including State Theatre Company of South Australia, Adelaide Dance Theatre, Adelaide Symphony Orchestra and Adelaide Fringe to name a few.

This year they also supported the new Artistic Innovation Fund for the Fringe and donated $10,000 to each of the five emerging venues to use as they saw fit, as well as another $10,000 in sound and lighting.

“It gives emerging artists the opportunity to perform in better conditions and with better production quality,” Gabriel said.

Novatech created the Sleep’s Hill Tunnel for the Adelaide Fringe Festival and was once again a sponsor and technical supplier for this year’s Illuminate Adelaide.

In August, some of the team will travel interstate to deliver a number of projects for Melbourne’s Now or Never festival again, including creating a ‘water screen’ of millions of invisible droplets to project Constellations over the Yarra.

Gabriel said that while the goal for each project was perfection, not all of Novatech’s work was carried out on a grand scale.

“Problem-solving is our specialty. Sometimes it’s just a professional camera and sound system set up at a company’s “town hall” or a sound system for a ribbon-cutting ceremony at a new building.

“We try to spare the event organizer some worry.”