It all started with a gig at The Grove.

Adam Williams, now founder and president of MagicSnow, moved to Los Angeles in 2000. Running a snow effects company wasn’t originally part of his job.

Williams went to Los Angeles to begin his career as a magician. Here, he organized a Christmas-themed magic show for The Grove – one of the leading shopping and entertainment centers in America.

Williams’ first performance ended perfectly with a snowy scene that caught the attention of billionaire Rick Caruso – owner of The Grove. But Caruso only cares about one thing about the show, and that’s the snow.

“So Caruso gave me the opportunity to set up the snowfall effect. After the first week of the holiday season, it became a huge hit,” Williams told Entrepreneur.

“The Grove has added a second show. We started drawing crowds and creating a real experience that people in Los Angeles had never had before – snow during the holidays.”

Soon, other shopping malls around the country also invited Williams to perform snow shows. Even MagicSnow also participated in the most iconic events in the entertainment industry. In 2019, famous singer Taylor Swift used the effect in Central Park to launch her album Lover.

MagicSnow’s effects are water-based, using “light water and foam.” Unlike traditional artificial snow, MagicSnow evaporates on contact, meaning no cleaning is required or leaves a slippery residue. It also looks better on camera, takes up more space and stays in the air longer, Williams said.

MagicSnow provides snowfall effects at different prices, depending on the scale, usually ranging from 50,000 USD (1.2 billion VND) to 100,000 USD (2.4 billion VND). The number increases even higher for large-scale projects designed abroad, which can be up to half a million dollars (12 billion VND).