Editor’s Note: This article featuring Dalton Parker, Director of Sales & Marketing, ClearVista, is part of Commercial Integrator’s #MyAVJourney series, where we explore the journey of AV professionals and the lessons learned along with way.
In this interview, we dive into Parker’s career in AV, which began long before he officially entered the industry! Growing up in a household where his father, Brent Parker, worked in AV, he was surrounded by technology that turned his home into a testing ground for projectors, cameras and switchers. This early exposure fueled a curiosity that would later define his approach to the field. From his technical theater background to his leadership in creating large-scale industry events, Parker’s journey highlights a blend of hands-on experience, innovation and a commitment to collaboration. In this Q&A, he reflects on the lessons that shaped his career, the skills critical for success in AV and the opportunities ahead for the industry.
Dalton Parker’s AVJourney
Commercial Integrator: How did you get your start in AV?
Dalton Parker: I’ like to say I didn’t really “find” AV. It was there from day one. My dad (Brent Parker) was in the industry, and growing up, our house was almost a testing ground for whatever manufacturers were building next. We always had projectors, cameras, switchers, and all sorts of technology that I got to test and play with at home. These weren’t just tools to use, they were things to understand. I wasn’t just playing with technology, I was learning its limits. What it could do, what it couldn’t, and where the gaps were.
That early exposure built a deep sense of curiosity. I have always been less interested in what technology is, and more interested in what it should be. Breaking things, rebuilding them, and working through limitations became second nature. That mindset still shapes how I approach AV today.
The moment it became a career path came later, when I joined TV Specialists. What stood out was not just the technology, but the people. Seeing the passion and ownership from the team, especially a second generation (led by, now retired, Ted Bollinger) who helped drive the business forward, made me realize this was not just an industry you work in. It is one you can help shape. Factory engineers constantly visited our Utah offices, allowing me to witness firsthand the collaboration when passion meets execution. In the past few years, I have had the opportunity to visit Japan, Taiwan, and China to see how products are designed, manufactured, and provide insight into next generation solutions.
Before TV Specialists (now ClearVista), I came from a technical theater background in lighting, sound and scenic design. Theater teaches you something that is hard to replicate anywhere else. When the curtain goes up, there is no pause button. The show must go on. That creates a level of discipline, collaboration and clarity under pressure that translates directly into AV. You quickly learn how to communicate problems, align teams and execute in real time.
By the time I entered the AV industry professionally, I was not just learning technology. I was learning how to apply it with purpose. That combination of curiosity, discipline under pressure, and a drive to improve systems has been the foundation of my career.
CI: What was the first big lesson you learned at the beginning of your career?
Parker: Early in my career, I had the opportunity to work around some prominent public speakers, and they all crystallized a lesson I had heard before but had not fully understood yet: your network is your net worth.
What stood out was not just who was in the room, but how they operated. These were people who did not take no for an answer. If an opportunity did not exist, they created one. They leaned on each other, challenged each other, and moved forward together. That was the moment I realized that success in this industry is not an individual effort. It is built through the strength of the people around you.
To me, networking is not just about knowing people. It is about building trust. It is about becoming someone others can rely on, and surrounding yourself with people who push you to be better than you would be on your own. The real value of a network is not how many contacts you have, but how many people would pick up the phone when it matters.
I have always tried to approach networking by adding value first. That means sharing what we have learned, being open about challenges, and collaborating even with others in the industry. Some of the most valuable conversations I have had have been with peers who are solving the same problems in different ways. When you create that kind of environment, everyone improves.
One belief that has stuck with me is that we do not learn from opportunity alone. We learn from reflection. Networking only becomes powerful when you take the time to reflect on what you are learning from others and apply it in a meaningful way.
CI: What skills do you believe are needed for a successful AV career?
Parker: If I had to pick one skill above all else, it would be communication. And real communication is not just talking, it is listening first. Too often, people are waiting for their turn to respond instead of actually understanding what is being said. In AV, that is where mistakes start.
One of the biggest challenges I see is people jumping to solutions too quickly. They hear part of the problem and immediately try to solve it, without fully understanding the broader need. In this industry, we are not selling features; we’re selling solutions by solving problems. And you cannot solve a problem you do not fully understand.
These skills show up in every phase of a project. When coordinating with multiple trades, it becomes about aligning expectations. You need to understand not only what is required of you, but also what others need to be successful. When working with clients, it is about translating technical complexity into something meaningful. The technology only matters if it connects back to what the client is trying to achieve.
One of the most overlooked skills in AV is the ability to ask better questions. The best outcomes do not come from having all the answers, they come from uncovering the right information. When you give clients the space to define what success looks like for them, you can design solutions that actually deliver on that vision.
At its core, success in AV comes down to this: listen first, understand deeply, and then solve with purpose.
CI: How have you been able to grow your career in AV?
Parker: The biggest driver of my growth has been intentionally surrounding myself with people who challenge me, and more importantly, people I trust. That trust is foundational. When you know someone genuinely has your best interest in mind, you can accept feedback differently. You stop defending where you are and start focusing on where you could be.
For me, being coachable is not just hearing feedback, it is acting on it. It means taking guidance and applying it in a way that not only improves your own performance, but creates value for the broader team. I try to approach my work with the mindset that anything I improve should be a force multiplier. If I am doing something better, it should help others operate more effectively as well.
One of the most defining moments in my career came from a simple question. After hosting an open house that had been a long-standing tradition for our company, a coach asked me, “What would it take to double this next year?” It was a question I had never considered. Up to that point, I was focused on executing what we had always done, just doing it better.
That question forced me to think differently. Instead of optimizing within the same constraints, I started thinking about how to expand beyond them. That shift in perspective led to the creation of a much larger industry event in Utah (UIAV – Utah Integrated Audio Visual Expo, held this year on August 18-19!), where we brought together over 70 vendors and more than 500 participants in its first year. It was more than double what we had done before, not because we worked twice as hard, but because we thought differently about what was possible.
That experience reinforced something I carry with me today. Growth does not come from doing the same things better. It comes from being willing to challenge your own assumptions, take accountability for outcomes, and step into opportunities that feel just outside your current reach.
CI: What are the best resources (i.e. certifications/trainings/books, etc) for AV professionals?
Parker: I think of this in two parts. The first is building to an industry standard, and the second is learning how to stay ahead of where the industry is going.
From a foundational standpoint, certifications like AVIXA’s CTS are incredibly valuable. They provide a common language for the industry, bring structure to how we communicate, and help professionals understand how to work within larger project environments alongside consultants, architects and other trades. That baseline is important because it creates alignment across a very diverse industry.
But once you reach that foundation, the real question becomes: How do you stay relevant as the industry evolves?
That is where people and real-world experience become the most valuable resources. The best learning often comes from listening to clients, understanding the problems they are trying to solve, and paying attention to where manufacturers are investing for the next generation of technology. There is a well-known idea about skating to where the puck is going, not where it is. That mindset applies directly to AV. You have to anticipate where needs are heading and position yourself there.
Some of the most valuable lessons I have learned did not come from a course. They came from working alongside peers, collaborating with other integrators, and openly sharing what is working and what is not. Understanding how others run their businesses, how they solve problems, and how they adapt has been just as impactful as any formal training.
The balance between formal education and real-world experience is not static. It is a constant cycle. You build foundational knowledge, apply it in the field, identify gaps, and then return to learning with a clearer perspective. That back-and-forth process is where real growth happens.
Outside of AV-specific training, I have also found a lot of value in business and leadership books. “Measure What Matters” by John Doerr helped shape how I think about goals and accountability. As an EOS-driven organization, that framework has been instrumental in how we operate. Books like “Radical Candor” and “When They Win, You Win” have influenced how I approach leadership and feedback, and the “Extreme Ownership” series reinforced the importance of taking full responsibility for outcomes.
At the end of the day, certifications can build your foundation, but people and experience are what turn knowledge into expertise.
CI: How can you transition into the AV industry from another field?
Parker: One of the most exciting things about AV is that it is not a single discipline. It sits at the intersection of many. Because of that, many natural entry points exist from adjacent industries.
If you come from theater, you already understand live production, timing and execution under pressure. If your background is in IT, you bring a strong foundation in networking and systems that are becoming increasingly critical in AV. Construction trades develop an understanding of project flow, coordination and how systems come together in the built environment. Even sales and project management roles translate directly, especially when communicating complex ideas and aligning people and timelines.
The key is realizing that you do not have to start over. You just have to translate what you already know into how it applies within AV.
The first step is to get exposure. Find a product, a manufacturer, or a solution that interests you and start asking questions. Reach out to integrators who work with that technology. Connect with people in the industry and ask how they got their start. Entry points always exist, whether in technical roles, support, commissioning, or project coordination. This industry is full of opportunity for those willing to step in and learn.
The mindset matters just as much as the skillset. Curiosity is critical. You have to be willing to ask questions, learn from others, and apply your existing experience in a new context. At the same time, you need the humility to start where you are and grow from there.
One of the biggest mistakes I see is people undervaluing their background. There may not be a traditional degree path for AV, but that is exactly what makes it accessible. No matter where you are coming from, there is a way to align your experience with what this industry needs.
AV does not just need more specialists. It needs more people who can bring different perspectives and apply them to solve real problems.
CI: As an experienced AV professional, what career advice do you have for industry newcomers?
Parker: If I could give one piece of advice, it would be this: stay curious and stay coachable.
AV is an industry that never stands still. Technology is evolving so quickly that in some cases, by the time a solution is implemented, the next generation is already on the horizon. If you become rigid in your thinking or rely too heavily on what you already know, you will fall behind.
The people who succeed in this industry are those who are always growing. I was once told, “If you’re not growing, you’re dying,” and that has stuck with me. The most successful professionals are constantly looking ahead, asking what is next, and pushing themselves to improve. If you only do what you have always done, you cannot expect different results.
In your first one to two years, your primary focus should be exposure and learning. Ask as many questions as you can. Get involved in as many types of projects, technologies, and solutions as possible. Learn from manufacturers, trade publications and the people around you. The goal early on is not to have all the answers, it is to build a broad understanding of how the industry works.
This is not an industry where you master one thing and stay there. It rewards those who are willing to adapt, learn continuously, and apply what they learn in real time.
If you stay curious, stay coachable, and commit to constant growth, you will create opportunities for yourself that you cannot even see yet.
CI: Is there anything else you would like to add?
Parker: If there is one thing I would add, it is a recognition of where it all started for me.
My dad (Brent Parker) played a huge role in introducing me to this industry. Early on, I had the opportunity to shadow him, sit in on client meetings and see firsthand what customer service in AV really looks like. It was not just about the technology, it was about putting the customer first every time and understanding how to create real value through what we do.
That foundation shaped how I approach my career today. He pushed me to look for the next opportunity, to keep growing, and to think about how I could apply myself in a way that made an impact. That mindset has led to opportunities and recognition throughout my career, but more importantly, it gave me a clear example of what success in this industry can look like.
AV is a relationship-driven industry, and mentorship plays a huge role in that. I was fortunate to have that guidance early on, and it is something I try to carry forward by investing in others the same way.
At the end of the day, success in AV is not just about what you build. It is about the people who help you get there and the people you help along the way.
Stay tuned with Commercial Integrator as we continue to gather insights from AV professionals. If you’d like to be featured, contact our editorial team (Alyssa Borelli, Amala Reddie or Dan Ferrisi).
