Today we’d like to introduce you to Dennis Walthers.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My professional journey spans over three decades of sales and marketing leadership for some of the world’s most respected technology companies, including Epson America, Dell, Canon USA, Cisco, and D-Link. These roles provided an invaluable foundation in business strategy, leadership, and innovation—along with the financial security that, ironically, made it hard to walk away and pursue entrepreneurship.
Around 2009, I began exploring the world of experiential event technology. One of the first innovations I worked with was called Air Graffiti—a groundbreaking interactive system that combined rear projection, photography, digital spray paint, and live artistry to create what we now call the Digital Graffiti Wall. At live events, we would photograph guests, layer in custom digital backgrounds, and invite artists to add personalized touches using digital spray paint in real time. It was immersive, creative, and truly engaging. (If you’re curious, you can see it in action here.) https://www.interactivedallas.com/digital-graffiti-wall-1
At the time, I operated the business part-time under the name Air Graffiti Dallas, while continuing in my corporate leadership role. By late 2011, I had taken on the position of President for D-Link Systems on the West Coast. However, despite my efforts, the company’s global leadership wasn’t receptive to change, and I realized that it was time to return to my roots in Texas.
In 2012, at the age of 55, I found myself at a crossroads. While I felt at the top of my game professionally, I quickly discovered that the job market wasn’t particularly welcoming to experienced executives in their 50s. Many companies favored younger, less costly candidates. That realization prompted me to fully pivot—and to bet on myself.
I rebranded the business as Interactive Dallas and committed full-time to building an experiential marketing company focused on live events and interactive technology. With two kids heading to college, launching a startup in my mid-50s wasn’t exactly “safe”—but I believed deeply in the power of what we were creating. I leveraged my 401(k) to invest in the business and focused all my energy on expanding our offerings and building local visibility.
While we started with corporate and social events, my passion quickly gravitated toward larger brand activations. These opportunities allowed us to tell stories, engage audiences, and amplify a brand’s presence in a memorable, high-tech way.
One of our breakthrough moments came with a multi-year activation for Nissan. We created an interactive experience at college football games where fans could use digital spray paint and projection mapping to decorate a full-size Nissan SUV. Using large touchscreen kiosks and live projection, guests saw their art come to life on the vehicle in real time. Over three years, we ran teams across the country—covering 5 to 10 games every Saturday. (You can explore that case study here.) https://www.interactivedallas.com/case-study-nissan-college-student
Today, Interactive Dallas is proud to be a trusted partner to some of the largest destination management companies (DMCs) in the U.S., as well as global brands like Coca-Cola. During peak season—September through June—we often execute 6 to 10 events per week, many with audiences exceeding 2,000 guests. While most of our work is based in Texas, we also travel nationwide for select activations and trade shows.
Looking back, building this business was the best decision I ever made. It’s been incredibly rewarding to combine my corporate experience with my passion for live engagement—and to help our clients make a lasting impact through creativity and technology.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it definitely hasn’t been a smooth road—but every challenge helped shape the business into what it is today.
When I transitioned from a corporate leadership role to entrepreneurship in my mid-50s, I quickly realized that success wouldn’t happen overnight. I had experience, a clear vision, and a strong work ethic—but I didn’t have brand recognition in the events industry, or the benefit of a built-in client base. Building trust in a completely new space took time.
Financially, the early years were tough. I had two kids in college and chose to fund the business myself, investing savings and rolling over my 401(k) to keep things moving. There were months where the overhead outweighed the revenue, and I had to make tough decisions while staying committed to the long-term vision.
Another big hurdle was perception. Coming from the tech world, I had to prove that I wasn’t just a vendor with a gadget—I was building an experience-driven brand rooted in creativity, guest engagement, and ROI for clients. It took years of consistent delivery, relationship-building, and educating event professionals about what we could bring to the table.
Lastly, live events come with their own unpredictable challenges—from logistical breakdowns to last-minute client changes. We learned to adapt quickly, build contingency plans, and maintain a calm, professional presence no matter what was happening behind the scenes.
Despite the ups and downs, I wouldn’t trade the experience. Each struggle taught me how to lead differently, serve clients better, and build a team and business that could grow sustainably.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
At Interactive Dallas, we specialize in crafting immersive, interactive experiences that transform live events into unforgettable, highly shareable moments. Our work blends creative storytelling with cutting-edge technology, allowing guests to engage with brands in meaningful, memorable ways.
What we do goes far beyond typical photo booths or standard event entertainment. We’re known for deploying experiential technologies like Digital Graffiti Walls, 360 Booths, AI Booths, Glam Cams, and projection mapping, but one of our most unique offerings is Iris Photography—a high-resolution macro photography experience that captures the intricate patterns of a person’s eye and turns it into a stunning, personalized piece of art. It’s intimate, unexpected, and unlike anything most people have seen at a live event.
Technologies like this set us apart from the “me-too” vendors in the space. We’re not just providing entertainment—we’re curating moments that resonate and tell a story. With Iris Photography, for example, guests often say, “I’ve never seen anything like this,” and that’s the reaction we aim for with every activation.
We’re also known for customizing our activations to fit the client’s brand, theme, or campaign goals. From projecting user-created art onto full-sized vehicles for Nissan, to installing a Wellness Meditation Room with aromatherapy and VR for a corporate conference, we design with purpose and intent.
What I’m most proud of is our evolution. We started with one activation and a big vision, and today we partner with Fortune 500 brands, national DMCs, and event professionals who trust us to deliver fresh, scalable, high-impact experiences—whether for 200 or 2,000 guests.
In a crowded industry, our edge comes from staying curious, creative, and committed to guest experience. We don’t just follow trends—we aim to create them.
How do you think about happiness?
What makes me happiest is seeing people light up when they experience something truly unexpected. Whether it’s someone watching their art come to life on a car with digital spray paint, seeing their eye transformed into a stunning piece of Iris Photography, or laughing with friends in a 360° glam cam—those moments of genuine joy and surprise fuel me.
A recent example is with our new AI Photo Booth. Guests step up, pose, and enter their mobile number to receive their image. As they walk away, I like to stand back and watch. The moment they open that text and see a creative, high-quality AI-enhanced version of themselves—usually with a big smile or burst of laughter—is incredibly rewarding. It’s a simple moment, but it captures exactly what we aim to create: delight, wonder, and connection.
Why does that make me happy? Because I’ve spent my career building things that bring people together. In the corporate world, it was through technology and strategy. Now, it’s through experience and emotion. These activations aren’t just fun—they’re meaningful. They help people feel seen, engaged, and part of something memorable.
And personally, after stepping away from a 20+ year corporate career to build Interactive Dallas, every joyful reaction is a reminder that the risk was worth it.
Pricing:
- Most interactive experiences start at $1950 – $3,500 for local events in the Dallas–Fort Worth area.
- Premium activations like the Digital Graffiti Wall, Iris Photography, or GlamBOT typically range from $2750+, depending on customization, staffing, and branding.
- Full-service brand activations (such as multi-city campaigns, multiple days, projection mapping, or immersive installations) are fully custom and often start at $10,000 and up.
- Travel and multi-day events are priced based on logistics, venue requirements, and staffing needs.
- Nonprofit and volume discounts may be available depending on the project.
Contact Info:
- Website: https://InteractiveDallas.com
- Instagram: https://www.instagram.com/dwalthers/
- Facebook: https://www.facebook.com/dwalthers1
- LinkedIn: https://www.linkedin.com/in/denniswalthers/
- Twitter: https://x.com/AirGraffitiBigD
- Youtube: https://www.youtube.com/@dwalthers
Image Credits
Interactive Dallas
