On September 30th, 2024, 3G Productions LLC (“3G”) announced that it has received a strategic investment from Chimney Rock Equity Partners (“Chimney Rock”), a private equity firm focused on lower-middle-market industrial investments. Financial terms of the deal were not disclosed. Chimney Rock’s investment in 3G was made with the intent to leverage the company’s longstanding reputation in live event production and systems integration services to grow into a national brand, both organically and via acquisitions. With Chimney Rock’s partnership, 3G expects to actively seek to add new locations and customers and increase its already strong market share.
Under the terms of the agreement, the 3G management team, consisting of CEO Keith Conrad, CFO Andrew Ross, Executive VP Jay Curiel, and VP of Production Andy Ruiz, will remain in place, and all current employees will be retained. Additionally, all active owners are reinvesting alongside Chimney Rock and retaining their board positions.
“In the last three years, we have experienced significant growth supporting our clients with full production rental and integration services,” says Conrad. “We continue to see opportunities for 3G’s expansion and chose Chimney Rock as our partner due to their prior experience investing in the live event services industry and our shared vision of 3G’s future growth plans. Chimney Rock is a like-minded owner with an experienced team that understands how to support and fuel our growth into the next phase of our evolution.”
Rob Aikman, Chimney Rock’s Co-Founder and Partner, echoes Conrad’s enthusiasm and vision: “We are excited to partner with 3G’s management team on the next phase of growth, and believe that, together, we can leverage our relationships and experience in the industry to continue to rapidly scale the company.”
In tandem with the announcement, 3G unveiled that it has now doubled its warehouse space at the Las Vegas corporate headquarters from 50,000 to 100,000 square feet. The expanded capacity affords the addition of a previz room, more floor space for prepping large-scale tours and events, and increases 3G’s capacity for growing its in-house audio, lighting, video, and rigging inventories.
Over the past two decades, 3G Productions has firmly established itself as one of North America’s top event production providers, boasting an equally robust systems integration division that has quickly flourished. Recent 3G projects have included major stadium tours for Blackpink and Grupo Firme, tours for Aventura, Carin León, Jo Koy and Gabriel Iglesias, and festivals such as Portola, Electric Daisy Carnival (EDC), and When We Were Young. 3G has also seen rapid expansion of its integration and installation business over the past three years, working on several notable high-profile projects, including Crypto.com Arena, Pearl Theater at Palms Casino Resort, and YouTube Theater at SoFi Stadium.
