We recently connected with Gabrielle Geiger and have shared our conversation below.
Hi Gabrielle, thanks for joining us today. When did you first know you wanted to pursue a creative/artistic path professionally?
If you ask my parents for camcorder footage from my childhood you would most certainly find me singing, dancing, and performing in any way I could. I had trouble reading so I would just make up my own stories to match the pictures. In the fifth grade I did a one woman variety show called “The Gabi Show” at recess where I would do SNL style sketches and monologues for the younger kids and charge a hug as an admission fee. (This was very much modeled after my favorite show “The Amanda Show” – my idol!) It wasn’t ALL about performing though. I played sports, was interested in fashion and beauty, and was president of the Amnesty International club. I would also make try to make money by selling corn on the side of the road from my father’s farm. I was definitely a hustler no matter what I was interested in!
But I think the exact moment I knew I’d land in the creative arts was when I was playing Beatrice in Shakespeare’s Much Ado About Nothing. I had studied my lines and practiced for hours and when the big moment came, I was so nervous. I was standing there in this sparkly red dress in heels that were way too big for me, spotlight blinding my eyes so I couldn’t really see anything but the fuzzy heads of the parents in the audience. I forgot every single line. I had no words and was trapped like a deer in headlights. In that moment I felt so present and so alive, it was almost like I was transported to another world. I remember taking a big deep breath and closing my eyes and like water the words came rushing back to me. I finished the monologue and went off stage and said to myself “That was the best feeling in the world- I want to do it again”.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
You might be wondering “What is a Production Concierge?” and that you’ve never heard of it…well that is because I made it up! I created my own job title based on a lack of something I saw in the entertainment industry: Compassion and Kindness.
But rewind to my life post college- I was navigating the world as an aspiring actress and figuring out my way in Los Angeles. I did every job you could think of from hostess to retail to golf cart girl. To be honest I was pretty miserable because I wasn’t booking anything and I was working jobs I didn’t like. In 2019 I started walking dogs for an Executive Producer of a small production company that my friends worked at and was introduced to the world behind the camera. In college I had my hand at producing when I was hired as Artistic Director of our student run theatre company The Del Rey Players and got a taste of leadership in the arts- and loved it! But I had never considered working in production because I felt like I was supposed to be the one starring in it!
My first day on set was a whirlwind and I learned so much but most importantly, how much work is done behind the scenes. Production is there at 5 am working for hours to make everything happen so when the actor steps onto set it is seamless. I have always loved to work and this job was fun, fast paced and the 15 hours on my feet flew by! I learned a lot as a Production Assistant and thought that being an EP would be a great career path for me. I also became an Executive Assistant and learned even more skills like organization and patience.
The company was a production services company for marketing and promos and our focus was to make a luxurious and elevated experience for our clients at major networks like Disney, Fox and Netflix. We were known for spoiling our clients with fancy candles on set, flowers in every room, the best catering, and rolling out the red carpet experience. But more than that we also extended that same luxury experience to the cast and crew. The level of service we gave to the A list celebrity was the same we gave to the production assistants.
I soon realized that my skills were not in spreadsheets but with people. I was really good at talking to celebrity talent without being nervous, hosting clients with ease and making the crew feel comfortable and happy. On set, whether it is a giant movie or a photoshoot there are a lot of elements happening at once people may not realize. There are so many departments from camera to vanities (hair and makeup) and it is the production company’s job to get everyone what they need. There needed to be one person that everyone could count on to help make their experience the best it could be. The tasks range from making sure talent has their coffee order to finding a nearby bakery for a client’s birthday. Think of a concierge at a hotel- you go to them for anything you need, any question you have reservations you need to get, etc. Well, my company defined ourselves as the Four Seasons of production companies and we needed a Production Concierge to ensure it was a great experience.
In 2021 that company closed down and my team and I were brought on to open our same cherished brand with new owners. They already had a women owned production company called The Traveling Picture Show Company and really loved our team and our ethos. The Canyon Road was born and since then I have really taken off with my position. I am no longer an assistant or training to be this position- I just am it! I help hire and manage the team of Production Assistants for each shoot and am in the process of training some other people. In the past 2.5 years I have grown this title into something that I am really proud of.
One of the parts of my job that I love is planning and hosting dinners or parties for clients and have developed relationships with various restaurants around LA. It is not easy to get a table at the hottest new place, trust me! I have worked with my friends who own a small online shop, to create a custom crystal infused essential oil spray to have on set that people go crazy for- and suddenly it became the standard. I will walk from stage to stage spraying this because aromatherapy in times of stress is very important- try it and thank me later. I am passionate about bringing peace and mindfulness to set because it is a high stress industry and people are very grateful for it.
I have partnered with local women owned gift shops to curate meaningful wrap gifts and exclusively use an entirely female owned and operated florist and gift shop to make custom bouquets themed for our shoots. Which has been so rewarding to have fun and creative freedom while also benefitting other creative people with small businesses!
It is all in the details and these things make a huge difference because they show people that someone CARES. I think more than any of these things I have mentioned my number #1 job on set is to help manage all the personalities- there are a lot of creative minds involved and at the end of the day everyone just needs to be heard- I like to think of myself as a friend to everyone and a shoulder to lean on! I am extremely lucky to work with some of my best friends and with some amazing women and we are passionate about compassion! We have a “no assholes” policy and believe that being kind is the new standard to set.
Is there a particular goal or mission driving your creative journey?
I love this question because my mission is what drives me every single day. On top of my job as a production concierge I also have my hand in several other creative pursuits. I am working on releasing a podcast, learning how to start my own production company, and am a founder and Executive Producer of Queenfest which is an International Women’s Day feminist variety show to raise money for the underprivileged community. (more on that in a little bit). The common thread between all of these projects and any future endeavors is simple: I want to help other women. Plain and simple. My podcast is centered around sharing women’s experiences in love, dating, abuse and trauma. My future production company will employee women and LGBTQIA folks. And the mission of Queenfest (which was founded in 2016 with some of my theatre friends from Loyola Marymount University) is to encourage EVERYONE to utilize their art form in the continuing battle for equality and equity. It was started to raise money for Planned Parenthood out of a fear of women’s reproductive rights after the 2016 election and has grown in so many ways. We have benefitted multiple different female foundations over the years and are now doing our 10th show and will be raising money for The Alexandria House which is a women’s shelter here in Los Angeles that we have worked with for several years. I am passionate about helping other woman around the world especially in underserved communities or do not have access to education or the resources that I had. I always say that however my career evolves, the only thing that matters to me is this: I want to employee, educate, encourage and enrich the lives of as many women as I can. Hollywood is a heavily male dominated industry and while there is major change happening, I am still persistent on making even more waves. I work for a women owned company and have some strong female leaders around me so I am extremely lucky- but I still face sexism because of how the industry is structured.
Queenfest is combining my love of performing arts with raising awareness for women in need so it is my favorite passion project to be a part of. We have had so many amazing artists over the years performing everything from burlesque to rap and we even did 2 virtual shows during the pandemic that were our biggest success- nothing brings people together like bad ass artists! Check us out on Instagram @queenfestla and please come see this year’s show in March!
Is there something you think non-creatives will struggle to understand about your journey as a creative?
Maybe you can provide some insight – you never know who might benefit from the enlightenment.
The smallest connection can lead you somewhere big!
I think more than any other industry the entertainment and artistic industry is very big on…community. I find myself meeting so many other creative people who are aligned with my values or inspire me to think in new ways. Sure, maybe my path to success hasn’t been cookie cutter but I sort of love that part of the journey. No two days are the same and I find myself learning and growing every single day. I also know that when the time is right, I will find my way back to acting and being in front of the camera again but I now have invaluable connections I wouldn’t have made otherwise.
Networking and making connections isn’t everyone’s strength but something I really enjoy because I genuinely love to get to know people. I have made some genuine connections with directors, actors, writers, and celebrities through a shared love of creating. The creative arts is also a great way to see the world. I get to travel and meet people all over for different shoots- last year I went all over the country plus the UK, Italy, Amsterdam, and Ireland for work! Plus I have some amazing stories I will cherish the rest of my life- like making vegan pancakes for Hilary Swank in Alaska in the middle of nowhere!
People used to think that getting a degree in theatre was useless or trying to become an actor was silly or not a real job- but my Dad always told me that having a degree in theatre means I can talk to anyone and not afraid of public speaking which is a huge fear of most human beings. He said that the ability to communicate with confidence and make connections is more valuable in this world than a fancy degree on a wall. And for those who think being an actor or artist is “silly”- take a second and think about how much you rely on tv shows, movies, music to get you through your day to day lives. Artists create EVERYTHING we consume and enjoy, Artists are at the service of others always- we are trying to entertain, please, excite, intrigue and delight the human race! So, if you are curious about meeting new people, challenging yourself to try new things and make long lasting connections- maybe a career as a creative is for you!
Contact Info:
- Instagram: @gabrielle_geiger
- Other: Women Owned Production Companies I work for: @wearecanyonroad + @thetpsc Feminist Variety Show I produce: @queenfestla