With the upcoming Oscar and Grammy awards, a flood of pictures will be circulating of celebrities dressed in their finest and posing on the red carpet. But how did the famous carpet get there? Where did it start? Read on about the intriguing journey that is the supply chain of the red carpet.
The History of the Red Carpet
The awards ceremony red carpet might seem like a modern invention. But it’s not. It actually dates back to 458 B.C. from a play called Oresteia, where a character lays a path of red tapestries to her door to welcome her husband home from the Trojan War.
In the 1820s, red carpets began being used to welcome state officials and politicians. The phrase “red carpet treatment” became popular as the luxury train, 20th Century Limited, started laying out the carpet on the platform for passengers.
But the Hollywood red carpet didn’t make its debut until 1922 at the premiere of Robin Hood at the Egyptian Theater. It took several more decades before the red carpet became a staple at the Academy Awards. Today, it is seen in some form at most awards ceremonies.
One of the most interesting things about the modern red carpet is that it isn’t technically red, even though it’s called “Academy Red.” The LA Times profiled the manufacturer in 2017, revealing that the product is closer to burgundy and is an exclusive (meaning secret) shade that they won’t reveal for fear of potential copycats.
Who Makes the Modern Red Carpet?
In 1992, American Turf and Carpet, LLC (ATC), a division of Signature Systems, took over the manufacturing of the famous carpet. The company focuses on meeting the unique needs of event professionals with a range of products such as logo rugs, artificial turf for sports stadiums, flooring systems for convention halls, and even temporary fencing for events.
ATC is staffed by event professionals with decades of experience in the industry who are on call 24/7 to assist clients. Most events, like the Academy Awards or the Grammys, are unique, so they require a special event vendor that can overcome even the most interesting supply chain challenges.
The Supply Chain of the Red Carpet
The modern-day red carpet used at the Academy Awards is an astonishing 50,000 square feet in size. Probably the most famous carpet in the world, this massive piece isn’t cheap. According to some reports, it costs an estimated $24,700, not including the intricate setup costs.
And it’s never used more than once. So the factory that creates the carpet, which is located at some secret spot in Dalton, GA (a hub for floor covering factories), must re-create the masterpiece every year.
So, what is the supply chain of the red carpet? The answer to that question is pure speculation since much having to do with this process remains a secret. But here is a logical process:
Raw Materials
The carpet is made from nylon, which needs to be sourced from somewhere. Nylon is generally manufactured from petroleum. The largest global manufacturer of the material is BASF, which has sites in both the U.S. and Europe.
Carpet dyes can be either natural or synthetic. For example, red dyes are made from safflower, madder plants, and some insects. But, since the colors used to create the unique hue in this carpet remain well under wraps, we’ll never know where the dyes are sourced from.
Manufacturing
As stated earlier, the famous red carpet is produced at a textile mill in Dalton, GA, which is in the northwest corner of the state. Once the manufacturer has the materials they need to create the product, such as nylon, dyes, glue, etc., they can complete the process of creating and packaging the red carpet for shipment. The Georgia factory produces roughly 30 rolls of the nylon-based carpet, weighing about 630 pounds each.
Logistics
The red carpet is a precious package. But it’s likely going to move across the country, similar to many other items on order. No doubt, ATC contracts with a shipping company like FedEx or DHL to move the product from Dalton, GA, to a warehouse in Los Angeles. No doubt, this company uses technology solutions like RFID tags so that it never loses track of the rug and can ensure the most efficient shipping routes from Georgia to Southern California.
The Academy Awards is a logistical puzzle that seems to run like a well-oiled machine. Each year, a team of professionals makes sure everything is in place where and when it needs to be so that the show goes off like perfection. The red carpet will be held in a safe and climate-controlled storage facility until it is time to take it out to set up for the big day.
Part of the logistics involved with the red carpet is the setup. The manufacturer, ATC, has representatives on-site who take care of this intricate process. Specifically, it takes a team of about 18 workers nearly 900 man-hours to install the carpet. On the night of the show, they remain on hand to ensure the carpet is in perfect shape.
Disposal
Believe it or not, the Academy Awards is incredibly secretive about the color and makeup of its famous red carpet. While there is a new red carpet unrolled each year for celebrities, it’s not possible to get your hands on a piece of an old one. The organization makes sure that the rug is completely destroyed after the big night so that no one can re-create the proprietary color formula.
As you can see, the supply chain of the red carpet is unique and interesting. But it isn’t so unique that the manufacturer doesn’t have to overcome many of the same challenges of other businesses. They still must source materials, create an efficient production process, and find reliable shipping. But there’s a good chance they are leveraging a variety of technology solutions to help them achieve visibility throughout their supply chain and improve the experience for their clients and the audience waiting to see what happens at the next awards ceremony.
