Spotlight on our 2010 Supplier of the Year!

by Anne Gray

In 1998, Alex Armstrong, along with two friends, founded Three Tall Women Design. “We all worked together at the Citadel Theatre and got along really well. When our contracts were cut back, we needed to find more work” notes Armstrong. With a background in stage design, she worked as a production buyer and props builder at the Citadel.

“Three Tall Women was founded over coffee one afternoon. The following week we were creating faux finishes for the Full House Lottery show homes. Our skills painting fake marble and murals were surprisingly marketable!”

In 2000, the Citadel got a call from an event planner who wanted design help with a large fundraising gala, and to borrow some scenery. They passed her onto Three Tall Women Design. That phone call was the start of something exciting. Armstrong realized there was a corporate market for her type of design work.

Armstrong takes the company in a new direction

“There are many similarities between an opening night at the theatre, and a major event,” says Armstrong. “The best thing about designing events is that you get to play with all this amazing fun stuff: lighting, sound, textures, fabrics, colours, everything that makes people go 'wow!', That little gasp we refer to as the 'Ah Factor'.

It was at this point that her two partners decided to stick with theatre. So, Armstrong bought them out and struck out on her own, keeping the company name intact.

A top-notch event supplier is born

Armstrong graduated from the University of Alberta with an Arts degree in Theatre Design.

Asked who inspired her to go into design, Armstrong is quick to answer: “My high school Drama teacher Ken Agrell-Smith. He taught us to look at theatre as a collective. That there are many disciplines, besides acting, that go into a performance. I spent a lot of time building and painting sets, hanging lights and sewing costumes and I loved every minute of it. Ultimately, it was Agrell that launched me towards a degree from the U of A” notes Armstrong.

“After graduation, I lived in England for of couple years and I worked on smaller shows in London. I also had the opportunity to design several shows that ran at the Edinburgh Fringe and I got a taste of television and film work”

“It was a fun time in my life . . . I toured with shows that went as far as Italy!”

Three Tall Women Design is a going concern

Now, as President of Three Tall Women Design, Armstrong does awards, trade shows, galas, milestone events, Christmas parties, you name it. “There are a number of annual events that move between Edmonton and Calgary, and we move with them,“ she remarked.

She continued “My theatre and film background is a definite asset, as I often call on old contacts in that industry. But I honestly couldn't do the work I do without the support of my talented husband, Peter. He’s Three Tall Women's Technical Director and the go-to guy for all construction challenges, rigging solutions and sound advice.”

A passion for events

Armstrong keeps her knowledge current by attending event conferences (The Special Event in San Diego and Event Solution's Idea Factory in Las Vegas) and subscribing and contributing to a number of industry publications. She also teaches workshops at U of A, Red Deer College, the Banff Center for the Performing Arts and for CITT Canadian Institute for Theatre Technology.

Dealing with challenges and last-minute client demands is all par for the course for Armstrong. “We won the bid for the Art Gallery of Alberta grand opening. It was five months of planning, four days of set-up followed by two days of events, one right after other. I spent every waking minute at the Gallery,” she remarked.

“At the last minute, on the day of the grand opening gala, it was decided that a bar on the third floor was absolutely crucial ” explains Armstrong.

“We'd used every table and none of the Gallery staff were willing to give up their brand new desks. I called Citadel and literally begged for help. Two carpenters welded legs, cut a platform and ran it down the block to the Gallery. We artfully pinned on some black fabric and we had a bar!” All of this was accomplished within the space of an hour.

Such is the life of one of the most dynamic event suppliers in the province!