In 1970, after Angus Wynne III chose a new direction post-Texas International Pop Festival, Jack Maxson, Rusty Brutsche, and Jack Calmes emerged as groundbreaking innovators in the stadium rock scene of the post-Woodstock era.
By providing cutting-edge sound equipment, they set the stage for legendary performances by iconic artists such as Led Zeppelin, Three Dog Night, and James Taylor, shaping the future of live music in an unforgettable way.
In the vibrant decade of the 1970s, Showco significantly broadened its offerings by incorporating cutting-edge stage lighting, innovative set design and fabrication, captivating special effects, stunning lasers, and dynamic disco sound systems. This expansion not only enhanced the quality of events but also transformed the entertainment experience, making Showco a leader in the industry.
1970 - 1974
The Band laminate-Donnie Kretzschmar
Lee Pickens-Carl Dunn photography
A round badge or button with teal background and black text, promoting ZZ Top's first annual Texas size stomp 'n' stage band dance event.
De Moines Tribune - 5.29.1974 - Police handle riot well
LORETTA THE 5-TON-LIMO Used for Led Zeppelin, 1970 James TAYLOR, 1971 CAT STEVENS
Bloodrock Flyer Presented by Showco - Lubbock Avalanche Journal 11.21.1971
Billboard Magazine - 10.2.1971
RARE EARTH show 1971 in Monroe, Louisiana
RARE EARTH show 1971 in Monroe, Louisiana -FRAZIER INSTALL-JBL 2470 DRIVERS
RARE EARTH show 1971 in Monroe, Louisiana -JBL-2470-HORNS-DUKANEDRIVERS-
RARE EARTH show 1971 in Monroe, Louisiana - SAE AMP RACKS
RARE EARTH show 1971 in Monroe, Louisiana - SHOWCO RACK MIXERS-3 DOG NIGHT-MAXSON-BRUTSCHE-YELLOW MIXERS
RARE EARTH show 1971 in Monroe, Louisiana - SHOWCO RACK MIXERS-MAXSON-BRUTSCHE
Yellow mixer Dripping Springs
Black and white photo of the Lee Pickens Group, a group of five people sitting at a bar or restaurant table with drinks in front of them, smiling and enjoying each other's company, with a decorative mural in the background.
Jack Maxson, Tiny - Maxson's console- Three Dog Night - Courtesy of Chuck Conrad
Jack Maxson's console -1972
Robert Medley at the FOH position at a Billy Graham Crusade-Showco yellow mixer - courtesy Conrad
Showco Console - courtesy of Chuck Conrad
3-DOG-NIGHT-November,19-1973-Phoenix-Arizona-Republic-p-17
STEELY-DAN-September,11-1973-Joplin-Globe-p-11
Jul 10, 1972-Stroudsburg-Pocono-Record-p-22
Mountain- Never in My Life-
Capital Theater Passaic NJ 12-30-73
Around 1972 and fresh out of Texas A&M engineering school, new Showco hire Jim Bornhorst sent his new concert PA mixer down to Mountain’s soundcheck when they were about to play in concert at Southern Methodist University. Bornhorst was confident that Mountain would love his new design and would become Showco’s newest client.
Reportedly halfway through the first song, Mountain blew out the PA, and Leslie West kicked the stage monitors into the McFarlin Auditorium orchestra pit! Back to the drawing board.
But clearly as you can hear from this Mountain live performance in late December 1973, Bornhorst and Showco wasted no time in designing and building a bullet-proof PA that could harness all that these hard rock bands could muster. Showco and Jim Bornhorst revolutionized the live music event business more than fifty years ago with designs and techniques which are still used around the world to this day. –Redbeard
Artists & Events from This Era
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