From Farm Show to Gaga, Ross Productions gets the party started

At an early age, Tyler Ross thought he might end up in the entertainment industry, having developed interests in musical instruments and the disc jockey (DJ) business. 

After graduating from Conestoga Valley High School in Lancaster County in 2012, his practical side told him to pursue a degree in information technology (IT). That path first took him to Harrisburg Area Community College (HACC) and then to Harrisburg University. All along, he continued to DJ and eventually started his own business, Ross Productions, at 21. 

“I have always been interested in the music industry,” said Ross, 31. His second cousins were some of the founders of Rock Lititz, a production company that caters to A-list entertainers from its headquarters in the Lancaster County borough of its namesake. “I admired what they did.” 

Their success inspired him as he started Ross Productions as the sole employee. On May 16, his company based in Middletown will have been operating for 10 years. As the business has weathered the highs and lows — the pandemic was a major reset — he can point to his own achievements that include having done events in 21 states and five countries. And his company is approaching $1 million in gross revenues this year. 

Following his passions 

While in college and still deciding what he would do for a career, Ross honed his skills as a DJ through gigs in central Pennsylvania and Philadelphia, working alongside some top national DJs. 

He received an IT degree from Harrisburg University in 2017 while Ross Productions was still in its infancy. At the time, he said, “I didn’t know where we were going to go or what it would turn into.” 

He had taken business courses at HACC and Harrisburg University, getting the basics on sales, marketing, accounting and business management. But much of his education came from being curious and finding opportunities to meet accomplished business owners whenever he could. He would go to DJ conferences and other events and engage with entrepreneurs willing to chat. 

“We were just grabbing coffee, and then I would be understanding how to do this and how to do that — just randomly asking questions,” Ross said. “That is a big thing for me. A lot of people get into owning a business and they fail because they are not asking questions.” 

“The worst that you are going to hear is a ‘no,’” he continued. A lot of people found it refreshing that he was asking for their advice and wisdom and not a handout, he added.  

Finding a groove 

Like many new businesses, Ross Productions had its ups and downs. In its first year, the company had just under $40,000 in gross revenue, he said. Revenues grew quickly before the pandemic reset, with entertainment venues nationwide shutting down. Ross said he regrouped, using his IT degree to help supplement his income by taking various jobs outside the event-production industry. 

In the past few years, the company has reached new heights. His events have included A-list clients such Taylor Kinney from the show “Chicago Fire,” Eminem, Lady Gaga and Snoop Dogg. During the presidential race in 2024, Ross Productions worked at some of the Harris-Walz campaign stops.  

At its peak productivity, the company had 479 events. Around that time, he said he learned a valuable lesson.  

“It mentally destroyed me, and it physically destroyed my body—I gained about 38 pounds,” he said. Financially, he was able to buy his own home. “But I would rather not make as much money and have my sanity.” 

He made the decision to focus on quality and fewer bookings, while still increasing revenues. The company is poised to break the $1 million mark in gross revenues this year. Through January, it already had 227 scheduled events that equate to $970,000 in bookings, with his calendar showing available dates that could reach up to 260 events through December, Ross explained.  

Even now, he works 60 to 80 hours per week during the busy summer and fall seasons. That is to be expected, he said. In the winter, when he works shows such as the Pennsylvania Farm Show, his schedule can be hectic, but he can get weeks where the pace is slower, giving him time to plan and recharge. 

He has four full-time workers, one part-time worker and a stable of contractors — such as DJs, roadies and musicians — who he can call on to cater to the needs of a particular client. 

Spreading the word 

Most of his marketing comes from word-of-mouth referrals, with a small budget of about $6,000 per year set aside primarily for social media campaigns. While some clients require him to sign non-disclosure agreements, others don’t mind him mentioning his work with them. One highlight was working beside Martha Stewart’s team at a wedding. 

“When you focus on high-level entertainment, you get good reviews, and then you get word-of-mouth referrals,” Ross said. Although his company will travel far for a job, the bulk of his bookings are in central Pennsylvania and the surrounding states. “We will travel anywhere and everywhere. Our team has been to London, Texas, New Orleans, Aruba, Cancun, Canada—all the way across the U.S.—although we have not been to Cali yet.” 

His business also offers price transparency, putting the cost of various services on his website at rossproductionspa.com. As a consumer, he gets frustrated when he goes to buy something and gets a sales pitch before knowing the basic pricing. He didn’t want to put his clients through that, whether a private wedding, corporate gig or large political gathering. 

“I hate to walk into a shop and get a pitch. I said, ‘Let’s not do that. Let’s do it a better way,’ ” he said. When he meets with clients, they already know the base pricing, but they can customize their experiences by adding musicians, pyrotechnics, DJs, staging, photo booths or other services that Ross Productions offers.  “It’s all about transparency. It’s just being upfront and honest.”  

Thomas A. Barstow is a freelance writer