by Chris Kappes
In the realm of innovation, there’s a saying: “talent hits a target no one else can hit. Genius hits a target no one else can see. Hard work activates talent and genius.”
All three apply to the story of Exploring Inc., where Chairman and CEO Dave Walens, President and COO Matt Kelly and their dedicated team breathe life into the unseen.
Exploring Inc. is at the forefront of creating physical and virtual worlds for customers around the globe. But the odyssey to get there began humbly in Chicago where Walens stumbled upon his passion for independence and entrepreneurship. “I dabbled in the landscape business,” Walens reminisces, “and unwittingly found my calling in entrepreneurship.”
Raised in a family of business-minded individuals, Walens credits his parents with instilling in him the spirit of entrepreneurship. “My parents paved the way; my mother as a jewelry entrepreneur and my stepfather in capital equipment,” he reflects.
However, the road to success has been fraught with challenges and reinvention. In 1982, Walens joined a portable exhibit dealer specializing in Nomadic displays where he immersed himself in the burgeoning market. In 1983 he launched his own portable exhibit company PGS, Portable Graphic Systems. Along the journey, the business acquired a graphics, screen-printing and photography business. Regrettably, Walens closed PGS in 1993 due to the financial misconduct of a senior employee that he discovered. “It was a painful experience,” said Walens.
Undeterred, the next turn led Walens to relaunch his company in 1993 and in 1999 when he purchased flooring supplier, Brumark, a small family flooring company specializing in the trade show space at the time. “I was approached by the owners, Bruce and Marge Korver (the namesake of Brumark),” shared Walens. “My vision was clear: transform flooring into a profit center serving the tradeshow-event industry.”
Under Walens’ leadership, Brumark pioneered 10’ wide carpet, flexible roll products, printed flooring, and raised floors for the tradeshow –event industry. By 1999, these and other flooring innovations solidified its position as the premiere total flooring solution supplier. This was further enhanced in 2008 when Brumark opened its own manufacturing facility and acquired ID3 to support the tradeshow and event industry.
BUILDING THE EXPLORING BRAND
With visions beyond Brumark, Walens needed a co-leader to help him build and scale the business. Enter Matt Kelly, an experienced executive at Exhibitgroup/Giltspur-GES responsible for business operations and manufacturing. “Brumark was a vendor of EG when we met,” shares Matt. “We got to know each other, and I was impressed with Dave and Brumark’s focus of putting the customer at the center of their universe.”
Walen’s and Kelly’s collective vision expanded, and they pivoted manufacturing capabilities to focus on becoming the industry leader in experiential build and themed environments working with agencies, design and architectural firms. “This pivot didn’t happen without some difficult discussions,” smiles Kelly. “But Dave’s strength as a leader is to work collaboratively. To consider other business possibilities and support a change in direction.” The change in direction didn’t come without expectations. “Dave challenged me to double the company in three years,” shares Kelly.
With this business goal set, Exploring followed up with the acquisition of Chisel 3D inc., Atlantis Waterjet, and ID3 as its scenic fabrication and themed design company. Each company, independent but interdependent, works to bring exceptional customer experiences and one-of-a-kind experiential and immersive solutions.
AHEAD: HAMILTON, DAVID KORINS
Exploring surpasses the growth goal set by Walens and its next milestone is being awarded the prestigious Hamilton exhibition, produced by David Korins Design. Famous for the set production of 20 Broadway shows and numerous touring musical acts, Korins selected Exploring in 2017 to produce the entire scenic project for “Hamilton the Exhibition,” a 36,000 square foot, 18-room, 360-degree immersive and interactive installation. This project, in total, required the combined talents of all Exploring divisions and was the first award by Korins to a single outsource partner. The project was a huge success, and with the proven capabilities of Exploring now manifest, it was now time to explore the next experiential realm, digital.
NEW FRONTIER: MEGAVERSE THEATERS
Exploring took another giant step forward when it secured a patent developed by Kelly for a groundbreaking VR theater where guests can walk freely, untethered, wearing only a headset. This new business venture, appropriately named Exploring Digital Inc, launched in July 2021 and today is a fifteen-person content development team who develop unique IP in XR, Virtual Production, and Metaverse applications. Offered as licensed technology, Exploring Digital theaters, called Megaverse’s, offer guests thirteen different experience options ranging from vertical mazes to competitive esports. “You’ll find Megaverse’s ® in twenty Great Wolf Lodges and more installations coming,” shares Kelly.
WHAT’S NEXT
Reflecting on what’s next, Walens and Kelly smile and share in unison, “We’re always exploring.” When asked about the secret sauce behind their business growth and success, three ingredients are called out:
- The customer is the center of our universe. Our associates can make any decision if it meets that requirement.
- Always ask “why not,” push, and move the ball forward.
- Work collaboratively. Give everyone a voice. Our associates own the company.
As individuals, Walens and Kelly summarize their professional journey this way: “It’s about learning the fundamentals, gaining experience, and embracing blind ambition. My greatest thrill is witnessing others embark on their own entrepreneurial journeys.” Kelly emphasizes the importance of strategic leadership and assembling the right team to navigate the path to success. “You need to know where you’re going,” he asserts, “and surround yourself with the right people to get there.”
Exploring we all must do to see what others don’t.
