Integrated Media Systems: Life in the Fast Lane

By Christopher Buttner
Edited with author’s permission from March 2002 Sound & Video Contractor Magazine article, pages 72-79.

Mohammad Ahmadi is the President and CEO of Integrated Media Systems, Inc. of Culver City, California, one of the fastest growing systems integration companies in the United States. 

“It’s interesting,” Mohammad points out. “With the slow-down in the economy, the bigger guys – who concentrate on the bigger, high-profile projects, such as amusement parks and themed attractions – have really experienced a downturn in business.  When I founded my company, I wanted to create a foundation of a lot of repeat business from chain nightclubs, restaurants, sports bars, and entertainment centers.” Integrated Media Systems developed a strong relationship with the Jillian’s chain of entertainment facilities, which has approximately 37 locations. 

JILLIAN’S
Founded over ten years ago, Jillian´s is an adult and family driven destination that offers food, beverage, and socially interactive ice-breaking entertainment - all in an exciting yet non-threatening environment.  Jillian´s has developed into 37 individual clubs in 20 states. Varying in size from 15,000 to 75,000 square feet, the Jillian’s chain offers up some of IMS’s largest projects in physical scope and scale. 

Each location operates a variety of different entertainment and dining venues all under one roof and many locations include 2 restaurants, a classic billiards lounge, an over-the-top bowling experience, the latest electronic simulation attractions, dancing, live music and high-end elaborate sports and multimedia viewing.  Each Jillian location also features four nightclubs designed to entertain anyone of legal age. 

Presently, IMS services all 37 Jillian’s locations and IMS has designed and installed systems into 14 new Jillian’s facilities. 

“Jillian’s systems are very big, yet very simple in concept,” states Mohammad.  Customized content comes in through Servers, DSS, and VCRs.  On the audio end of the system, audio is fed into the Peavey MediaMatrix, which is not only used for Matrix switching, but also processing and then it’s out to the amps and speakers.  On the video side, it’s pretty much the same thing.  The sources come into a Matrix switcher and then it goes out to the monitors.  The distributed system, which is run by management, feeds all the common areas of the Jillian’s complex, and each concept, restaurant or sub theme aspect of the facility, has its own smaller subsystems capable of receiving eight channels of program material.  The control portion of it all is a ten and one half inch AMX touch panel installed at strategic locations throughout the facilities.”

There are two main, high-energy entertainment systems in each Jillian’s facility: The Hilife Bowling Center and the Atlas nightclubs.  The Hilife features a DJ who is spinning and mixing all night in an elaborate environment of black and intelligent lighting, driving music, and video presentations.  Of the 14 to 16 lanes, a Draper 150” screen and Panasonic 6500 Series Projector spans every two lanes.  In the middle of each two lanes there is also a Martin Professional MX-4 Scanner and a localized Mach M72i loudspeaker.  Mohammad points out, “We’ve tied our control system into the Brunswick bowling system, so when someone gets a strike or a spare, the payoff is a programmed multimedia presentation consisting of a localized light show, video graphics and content with audio playback, and we even have bass shakers in the seats.”

Operating from a short list of six major equipment manufacturers, Mohammad’s credo is, “Give us the support we need to support our clients and we’re with you for life.  And the manufacturers with whom we work do that.”

Therefore, “It’s all proven technology,” states Mohammad.  “In these types of projects, we’re talking about equipment that is driven very hard for 14 to 16 hour days, everyday.   The client cannot afford a breakdown of any kind, so we rely on some pretty solid gear. We don’t design for overkill, we design the systems to provide a great, pleasing environment for the guests.”

From the loudspeakers backwards, the sound systems consist of Martin Professional’s Mach series loudspeakers driven by QSC PLX and CX series power amps.  The Hilife’s dance system consists of twelve Mach 125i three-way, near-field, full-range loudspeakers driven by three QSC PLX2402 power amps, two Mach M182i dual 18-inch subwoofers driven by two QSC PLX 4.0 power amps and four Mach M151i single 15-inch subwoofers driven by one QSC PLX 2402.  Peavey’s MediaMatrix 208 Mini Frame System handles processing, 24 In x 24 Out.  The bowling alley special effects audio consists of six Mach M72i two-way, near field, full-range loudspeakers driven by a QSC CX254 power amp.  35 Aura Audio Transducers, powered by three Rane MA-5 multi channel power amps, are installed in the bowling alley’s seats.  The DJ booth consists of a Rane MP-24Z DJ mixer, a Denon DN2500 dual-CD changer and a Sabine 1020 Feedback Suppressor.  A Shure LX24/58 wireless mic system is used for announcements.

The Hilife’s Martin Pro lighting complement consists of six MX-4 Scanners (over the lanes), six MAC 250 Moving Heads, four RoboScan Pro 518 Scanners, six CX2 Color Changers, two ZR22 smoke machines and the Light Jockey Lighting Controller software runs it all through a 17” touch panel powered by AMX.

The Atlas audio systems consist of ‘House’ and ‘Dance Floor’ systems.  The ‘House’ system consists of two Mach M125i Mach 125i three-way, near field, full-range loudspeakers driven by a QSC CX1602 power amp and eight Mach 82i two-way, full-range loudspeakers driven by one QSC CD12TT power amp.  The dance floor sound system consists of four Mach M129i 2-way medium-throw loudspeakers driven by two QSC PLX3002 power amps and two Mach M152i dual 15-inch subwoofers powered by a QSC PL4.0 power amp.  System processing is handled by a Peavey MediaMatrix X-Frame processing system.  The DJ booth consists of a Rane MP24Z DJ mixer, Denon DN2500 dual CD changer, and a Sabine 1020 Feedback Suppressor.

“Mohammad adds, “In the Game Room and Video Bar areas, because the ambient room levels are so high, we have had a lot of success with the Mach M72i speakers to overcome that issue.  They put just enough sound on the patrons without becoming over bearing.”

The Atlas’s Martin Professional light show consists of twelve Martin CX-2 Color Changers, five Martin MAC 250 Moving Heads, one ZR22 smoke machine, with the Martin Direct Access Controller and the Martin Light Jockey Lighting Controller software running the show. 

“I’ve always liked the Martin lighting control interfaces and software,” Mohammad states, “the ease of programmability is incomparable.  For Jillian’s, lighting programs are tied into the MediaMatrix software, so no one on-site is screwing around with lighting programs.  We’ve written several lighting scripts for Jillian’s and we give the employees an assortment of lighting ‘run cues’ accessible from an AMX touch panel.  A DJ or an employee simply accesses the ‘lighting run’ program and calls up whatever show he or she wants to run.”

Finding a perfect match between the Mach loudspeakers and the QSC power amps, Mohammad states, “QSC simply builds workhorses, you can’t kill the stuff.  I’ve been working with the Martin guys for about twelve years on lighting and I know how good the stuff is, so I was very open to the loudspeaker when they became available in early 2000.”

“Simply,” Mohammad states, “I like the way the Mach loudspeakers sound and, for a very reasonable price, Mach gives the performance and output of a much higher priced sound system, which was originally what was wanted for the Jillian’s installations.  We’ve been using Mach’s entire portfolio of loudspeakers in the Jillian’s sites because, depending upon the concept and what the engineer wants after surveying the space, Mach has a speaker for any aspect of a project.  A good deal of QSC-driven Mach loudspeakers was also installed in Namco’s Orlando XS venue in the lower level bar and dining areas.  On the upper level XS nightclub, crowds are also entertained by a QSC-powered sound system consisting of M154i’s and M182i subwoofers.  Mach is not a ‘price over performance’ loudspeaker system.  We’re getting great performance at a great price, which is why we use it.  We do have a lot of ‘fail-safes’ built into the Jillian’s systems, but the Mach equipment is so good, we have not had to replace a single driver in any of the Jillian’s facilities since we began installing Mach speakers.”

Mohammad points out, “I believe IMS’s strength is our ability to span our talents across a lot of markets and disciplines.  This is why we have sustained our growth and we’re always busy when other companies are experiencing downtime because of changes in the economic climate.  Our objective is to grow through diversification. “

On such a rapid fast track of success, Mohammad concludes, “We have to be on our toes at all times.  Every job is a proving ground, especially for a start-up company like us; we can’t sit back and relax.”

Christopher Buttner is a freelance journalist serving various entertainment technology manufacturing industries, including Musical Instruments, Audio, Video, Broadcast, Lighting, Staging, and MultiMedia Systems Integration.  Contact him at amcarpr@mindspring.com and check out his web site at www.aarvak.com.