Emerald Coast Media: United They Produce
By Bruce Collier April 7, 2005 Issue

Emerald Coast Media founder R.J. Murdock is out to correct a local misconception. The misconception is that locals can’t compete in the production of high quality film, video, audio, print, and other creative products and services. Local business owners in search of marketing and advertising material often go to out of town and out of state agencies. If Murdock and company have their way, they won’t have to go past 103 Hollywood Blvd. in Fort Walton Beach.

This address is the home of Emerald Coast Media, a “cooperative media production facility.” Murdock’s business card is a virtual laundry list, including “audio, video, television, photo, print, web, graphics, multimedia, studio, duplication, distribution” and other creative services. They even do video depositions for attorneys. Murdock conducts a tour of the office space.

The Emerald Coast Media story began nearly three years ago. Murdock had been working for Tourist TV, offered locally on Cox Cable’s channel 39, and decided to buy it. It was his “intro to TV.” He worked out of his home, until Hurricane Ivan made that impossible. Murdock bought a multi-office building in Fort Walton Beach in November of 2004, moved in, and the co-op began. The space offered Murdock an opportunity to bring together various local media professionals; many of whom he knew had also been operating informally.

“A lot of production people are used to working out of their homes,” says Murdock. “They meet clients at restaurants, or in their home, with the kids playing in the other room.” Leasing an office at Emerald Coast Media gave these companies a place to meet clients. It also provides a professional atmosphere in which to work, without distraction. “[An office] helps legitimize their business, gives them a better image,” says Murdock. Still, that’s not the most attractive part of it.

Stephen Baker, producer/director of SB Video Productions, values the company he gets to keep at Emerald Coast. “I love being around these people,” he says. “It’s a chance to access all kinds of complementary, non-overlapping experiences and expertise.” Baker left Massachusetts and a job with a major communications company two years ago to help break ground in what he sees as a growing regional market. “People said we couldn’t work in this area,” says Baker. “I just dug in my heels and we made it work.”

Baker speaks enthusiastically of Murdock (“I love being around R.J.”) and his fellow office tenants. The roster includes video producer Shane D. Reynolds of Color Earth Productions, website and graphic design specialist John Cross of Mid Bay Media, and advertising, public relations and marketing director Denise Dorman of WriteBrain Media. Wearing many hats at a single desk is Nicole Ross, Emerald Coast Media’s sales, marketing, and administrative person. Ross and the others keep busy in their offices, editing, listening, reviewing, and working the phones. The offices are filled with laptops, video screens, monitors, cameras, and projectors. The walls of many are decorated with numerous awards for excellence in media production.

Dorman is just moving into her space here on Hollywood Boulevard, but this is not her first rodeo. WriteBrain has offices in Florida and Illinois, and Dorman founded and actively participates in Production Services Association of Northwest Florida (see sidebar).

In addition to providing a one-stop media shopping spot for clients, Murdock hopes to accomplish three broader objectives. First, he wants clients and industry people to know that this area has a media infrastructure, with equipment, qualified designers, and crew. Second, he wants to educate and train aspiring local production people, especially students, who think they have to leave the area to learn and work. Finally, he wants all that production work currently being drawn off by out-of-state companies. According to Baker, Murdock has already made a difference. “We have had to overcome the nay-sayers. R.J. has the drive to do it.”

Murdock continues the tour with a stop at the conference room, which co-op members reserve for client conferences and work sessions. To facilitate efficiency and harmony, Murdock has formulated what he calls “rules of engagement” for sharing resources, expertise, and even clients without stepping on toes. Baker recalls a situation where he and another office occupant found themselves competing for the same contract. “We met and agreed that we’d just let the client decide, and leave it at that,” he says. “I’m not sure either of us got the job, but we still get along.”

Murdock concludes the tour with a visit to another suite in the same building, which houses a “black box” production set, screening room, green room for actors, kitchen, and more office space. The set is currently dressed with a neutral green cloth background. This enables filmmakers in post-production to create virtually any kind of set or atmosphere around actors. The set was recently used to shoot a dramatized version of local veteran Bud Day’s account of his experience as a prisoner of war in the Vietnam War.

Behind the office building is more land, currently owned by the American Legion. Murdock sees it as a potential site for more buildings, possibly a 60-foot by 100-foot sound stage and warehouse. He also has plans for a 24-hour television channel. In the meantime, he intends to keep bringing people together, and training the next generation of media professionals. That, and pulling in more and more work. “I’ve gone from one income stream to several,” he says.

Baker is equally optimistic. “This is going to take off in the next year. By the end if this year.”

For more information on Emerald Coast Media, call 244-7102, or go online at www.EmeraldCoastMedia.com.

Sidebar

Production Services Association of Northwest Florida: Talent Trust

Denise Dorman, media relations director of WriteBrain Media, founded Production Services Association of Northwest Florida (PSA). PSA just celebrated its third anniversary. This year’s president is Stephen Baker of SB Video Productions. The association has grown from a core group of eight to some 20 members now. In addition to R.J. Murdock, Baker and Dorman, PSA members include Christine Pincince of Pincince Production Group, photographer and digital imaging producer Adrienne Husted-Brawley, and a number of independent videographers and media production technicians.

The association meets at Emerald Coast Media’s Hollywood Boulevard office the second Wednesday of every month. At these meetings, says Baker, “we network, update, catch people up on what’s going on in the area.” Baker also plans to initiate educational programs, such as seminars in lighting, camera work, and acting. PSA membership is open to production professionals and persons with a serious interest in production, but Baker adds that the qualification process is “very liberal.” Dues are $25 a year, $15 for students.

A typical PSA meeting involves screening of work, discussions, and project reports. “We try to provide refreshments, too,” says Baker. The goal of the association is to provide a central location for the often far-flung operations of media production, as well as a resource center for personnel, facilities and equipment.

Baker agrees that this area is still a frontier for media production. “That’s why I love being with this group. They aren’t afraid to make mistakes. Now is the time to be bold, to head through the Donner Pass and eat the relatives.”

For more information on PSA, and its menu, contact the association at www.psa-nwf.com.