Luke McElroy

Luke McElroy – From Fear to Opportunity: Surviving and Growing During Industry Disruption

Luke McElroy is the Founder and President of Orange Thread, an Inc. 5000 fastest-growing media and event production company. Under his leadership, Orange Thread has partnered with some of the world’s most recognized celebrities and businesses, including Chick-fil-A, American Idol, and Blake Shelton. Luke is also the Founder of SALT Conferences, a creative leadership event company that helps churches leverage technology and storytelling. With over two decades of experience in live event production, AV systems, stage design, and creative direction, he is the author of The Wide Guide: Blueprint for the Multiscreen Movement.

Here's a Glimpse of What You'll Learn

[2:36] How Orange Thread pivoted to help EO Nashville run virtual events during the pandemic
[5:10] Why Luke McElroy initially joined EO as a Strategic Alliance Partner
[11:21] Luke’s decision to refund client deposits and avoid layoffs to build long-term loyalty during the pandemic
[14:19] The 2021 Southern Baptist Convention that catalyzed Orange Thread’s comeback
[19:42] Luke talks about his early passion for live events
[25:23] How corporate events drive sales, team alignment, and brand engagement
[34:27] The role of EO in shaping Luke’s leadership style

In This Episode

When an unexpected disruption shuts down an entire industry overnight, how can you decide whether to fight for your company or walk away? The live events world faced a shutdown when gatherings came to a sudden halt during the pandemic. What mindset separates those who crumble from those who turn chaos into opportunity?

An accomplished live event production expert, Luke McElroy faced a pivotal moment when the pandemic wiped out every booking on his calendar. Newly married and facing a company suddenly worth nothing, he resisted fear and chose to pivot instead. Luke refunded deposits, refused to lay off staff, and created memorable virtual experiences. By focusing on hope for the future rather than fear of the present, he found unexpected opportunities and rebuilt stronger. Luke advises making decisions that lead to future opportunities.

In this episode of The Decision, Robert Hartline and Eric Jackson sit down with Luke McElroy, Founder and President of Orange Thread, to discuss navigating uncertainty in the live events industry. Luke shares how he transformed crisis into growth, why creating memorable moments drives lasting impact, and how joining EO reshaped his leadership to build a company that scales beyond its founder.

Quotable Moments:

“I wanted to let the hope of my future determine my present actions, not the fear.”
“You’re not your business. Your idea can fail, and you’re still worth something.”
“We want to be that thread that if pulled, you notice that thread is gone.”
“Cut all the BS out. The story is probably not as exciting to someone else as you.”
“A company worth selling is a great company worth running.”

Action Steps:

Let hope guide decisions in uncertain times: Choosing actions based on future possibilities rather than fear fosters resilience and long-term growth. This mindset helps you move forward even when the path ahead is unclear.
Maintain a substantial cash reserve: Having several months of operating cash allows you to make thoughtful decisions under pressure. It provides the flexibility to seize opportunities instead of reacting due to scarcity.
Create memorable moments for teams and clients: Designing events and gatherings that stand out strengthens relationships and makes key messages stick. People remember highlights, not ordinary meetings, which boosts engagement and alignment.
Build a business that thrives without you: Develop systems and empower leaders so the company operates independently of the founder’s daily involvement. This creates scalability and makes the business more valuable and sustainable.
Prioritize culture as you scale: Staying connected with employees at every level keeps the company’s values strong during rapid growth. A healthy culture drives performance and retention even in challenging times.