Industry Profile: Alex Moreno of The Creative Handbook

As a sales representative for the Creative Handbook, Alex Moreno has been visiting productions on Hollywood Center Studio's lot for over 18 years.

Moreno hand-delivers his books because, "It's a personal touch. We're on set, on location, shaking hands and building relationships with people. The producers we deliver the book to often ask us our opinions on different vendors, and we're happy to sit and have a conversation with them. We're not trying to sell anything; we're just providing information. The vendors represented in Creative Handbook are tried and true companies that know how to serve their customers. It's all about creating a partnership between producers and the vendors that serve them."

Moreno enjoys visiting Hollywood Center Studios in particular. "I've been coming there over the years and I've seen how they've built their team," he says. "Their staff is always walking around the lot and making themselves readily available to their clients. That's pretty unique in this business these days. Even some of the independent studios don't offer that personalized level of service anymore; but at Hollywood Center, everyone from the Stage Managers to the parking crew is well-organized and customer-service oriented."

Creative Handbooks have over eight hundred pages of information on the Industry's top companies and sources worldwide--everything from location scouting to screening rooms. Aside from the fact that it is a practical resource, Hollywood Center chooses to place an ad in the Creative Handbook every year because, according to Communications Manager Kate Hallahan, "It's a Hollywood staple. They've been around for nearly two decades, and they know this business. And it's great to see friendly faces like Alex's around the lot. The personal touch he provides by hand-delivering his books really complements the 'Old Hollywood' atmosphere on our lot."