In Chapter Three of The Story of Us, we explored how Palmer Event Solutions became “we.” By 2019, that growing team was ready for an opportunity that would stretch its imagination, test its capacity and bring Gail back to the world that had shaped her approach to events: theatre.
BorderLight Theatre Festival would be the company’s first multi-day event—and a chance to discover what it could accomplish on a much bigger scale.
Where Passion Meets Purpose
“I worked in theatre during college, graduating with a degree in multidisciplinary studies focused on educational theatre management. I thought I would teach theatre in a college or university setting. Life took me to Alaska, then Cleveland, and eventually to starting my own company. BorderLight brought my worlds together again.”
“I already thought of events as a kind of one-day theatre: people coming together for a shared experience, supported by thoughtful preparation and a team working behind the scenes to make it all happen.”
An industry colleague introduced Gail to BorderLight’s founders, recognizing that they needed a partner whose support could extend beyond equipment and permitting.
“The founders had already spent years developing the festival’s vision and building support. They needed a partner to help bring it together. Neither of us knew exactly what that partnership would look like yet, but I knew I wanted to be part of it.”
A Bigger Stage
BorderLight expanded the scale of the team’s work across multiple days and locations throughout downtown Cleveland.
“The first festival’s concept stretched from Playhouse Square to Public Square, with performances in established theatres and non-traditional spaces. We scouted locations and asked: Could a performance happen here? What would it take? What would it cost? Often, we were answering those questions before knowing what shows might use the space.”
The team supported venue contracting, coordinated city approvals, connected partners, and developed systems to bring the festival together.
“The artistic ideas brought their own logistical adventures. One international show performed in, on and around a rundown car at Public Square. A larger-than-life puppet procession required permits, shipping and storage arrangements, training space and local participants. Every creative idea opened up another set of practical questions for us to work through.”
“We built the festival’s scheduling system from scratch. I remember schedules covering every writable surface in a conference room—whiteboards, windows and paper spread across tables. We had to fit performances together across shared stages, buildings and multiple days, always considering the audience’s experience moving between venues.”
Understanding Our Part
The team brought experience in theatre operations, events and hospitality. To help everyone understand how those strengths fit together, Gail created a presentation called “Theatre to Events.”
“My path into events had been through theatre. I was a good stage manager: I understood how to run a show, work with a production team and deliver a polished program in front of an audience. That experience shaped how I approached events, even before I had put it into words.”
“I wanted everyone to see the big picture and understand where they fit within it—which responsibilities belonged to us and which belonged to others.”
Discovering What We Could Do Together
The festival left the team with more than a completed project.
“BorderLight strengthened our team because we accomplished something enormous together. It also stretched me as a leader. I had to look beyond individual assignments, understand how all our work connected and make sure the pieces came together at the right time.”
That experience expanded what Gail could imagine for PES, including taking on a large citywide event like the LGBT Community Center of Greater Cleveland’s Pride in the CLE.
“After BorderLight, I felt like we could do anything, and I still believe it today. Bring me your idea, your vision and your goals. Let’s figure out how to make it happen.”
