Jennifer Blauvelt: The Business Behind Production
The moment I stepped into the vibrant environment of the Location 215 Studio, moments before my co-op interview, I could sense this vital energy throughout the entire studio. Positive affirmations are written on the walls surrounding the building; unique and custom art pieces fill the lobby, and behind the tall glass doors, a traffic light hangs in the corner. After feeling a bit lost in the interview process, I thought, "I think this might be it.” Amongst every career path in the design and merchandising industry, I have always been interested in the production world. Production involves strategic planning with clientele and perfect coordination of photoshoots and events, following the seamless execution of creative projects and live events. Producers have a wide range of responsibilities focused on bringing creative visions to life, such as marketing campaigns, video commercials, digital publications, and delivering unforgettable events for clients across various branches.
Spoiler alert! I was hired at Location 215 to pursue my co-op experience, not only with a guiding mentor of creativity and entrepreneurship but also with the company's driving force, Jennifer Blauvelt. With over 20 years of experience in the production industry, she has not only carved a niche for herself here in the city but has become a prominent figure in Philadelphia’s production and event scene. A passionate mom, community advocate, and volunteer, Jennifer Blauvelt is a businesswoman who exemplifies dedication, commitment, and what it takes to exceed excellence.
Blauvelt grew up in Nyack, about 30 miles north of Manhattan. She attended the Fashion Institute of Technology in midtown New York while working in the advertising department at Newport News (now Spiegel). “At first, I started there as a temp, and then I was hired by the boss, and from there, I began working on all the photoshoots, castings, and the production side of things,” Blauvelt claimed that her first boss at the company Newport News at the time was someone who inspired her to keep going in the industry. “I immediately loved production, from there I went over to a bigger agency, and I worked on the agency side of things from a different perspective." The hustle of getting a college education and sustaining a job in New York City easily contributed to her career path and personal and professional development.
Having worked in both the client and agency side of things, Blauvelt gained unique insights into the industry. In 2003, she became a partner at Co–People Creative Productions, a full–service production company in Philadelphia and New York City. Through this experience, she worked on the East and West coasts, producing successful campaigns for many well-established brands. “I’ve got to produce photoshoots for fashion brands, pharmaceutical companies, and various commercial clients within the United States and even overseas. Some of the brands and names might sound familiar, clients ranging from Ikea, Journeys, Five-Below, QVC, and a lot more." I asked what her favorite part about the job was. Without hesitation, she said, “Oh, the traveling for sure, especially scouting unique locations for the photoshoots my clients are imagining.”
The role of a producer comes with an equal number of challenges and highlights. “In general, I would say most of the challenges revolve around constant problem solving and putting out fires within clients and jobs.” Producers oversee an entire project, dealing with every client, model, creative director, production assistant, catering company, photographer, stylist, intern… and the list goes on. But with every fire, there is a spark for more passion, quality, and perfection for Blauvelt. Hence, she has built a 15-year relationship with Journeys and their digital and catalog team. “Journeys is super cool because they are all shoe collections, so there’s people from Converse, New Balance, UGG... and we’ve synced into such a routine that makes working with them so easy and a lot of fun." Through all the ups and downs over the years, Blauvelt has reached a point where she considers some of her clientele teams to have grown into some of her closest friends; “my entire experience honestly feels like a huge highlight. I have met so many amazing people and other successful women along the way. Opening Location 215 on my own was a high point of my career, without a doubt."
Hard work and consistency are the core foundations of Blauvelt’s success. In 2003, she and her partner led a team from New York to Philadelphia, and together, they made names for themselves as Co-People Creative Productions. Making conscious efforts to meet new people and attend events, she invested herself and her time into maintaining and building each connection. “I really focused on building each relationship on a more local and neighborly level.” Going so far as to keep every business card she ever received or asked for inside an envelope. The longer she stayed in the city, the more people she met, and the more ideas sparked. Blauvelt and her original business partner split after fifteen years just before the COVID-19 pandemic. Blauvelt noticed a niche in the city for an industrial event space and photo studio designed as a blank canvas. “There are so many white wall daylight studios in New York City, too many, but there are so few in the city of Philadelphia, and I know so many people here now who are looking for exactly that.” With the help of so many others, a ‘feast or famine’ mindset, ‘crazy work ethic,’ and undivided dedication, the business of Location 215 was underway on the northeast side of Spring Garden Street.
Now, approaching the 5th anniversary of Location 215, Blauvelt noted she has been reflecting more recently on the company now than ever before. Like any business owner, there are a few things she wishes she could go back and do differently, ranging from how she treated employees and partners to how she approached growing multiple companies. “I think, looking back, I wish I had been a little softer and less harsh on some of the people I was working with. And I would have grown my business more attuned to myself and more privately." But at the same time, she acknowledged that other women and entrepreneurs have helped her the most when she was just getting started. Inspiration, in general, from other creatives is something that personally keeps her going. “My friends and others help me to stay relevant as well since they have also been in the industry for 20 + years. And I will go on social media too, to catch myself up and follow other entrepreneurs.”
From her early days at Newport News to her entrepreneurial endeavors at Co-People Creative Productions and the founding of Location 215, Jennifer Blauvelt's career has been defined by her sought-out opportunities and undeniable passion for production. With each project, each collaboration, and each milestone, she continues to inspire and empower those around her, embodying the essence of creativity, entrepreneurship, and dedication. Reflecting on my decision to commit to my co-op position with Location 215, I vividly recall my pure excitement and confidence. Little did I know then that my thoughts of “this might be it” would prove to be a profound understatement, marking the beginning of an extraordinary experience - something she promises.