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 By 1969, building on their earlier ventures, Calmes and Wynne teamed up with Atlanta promoter Alex Cooley to stage the Texas International Pop Festival, bringing major acts like Led Zeppelin, B.B. King, and Janis Joplin to Texas. Despite a significant financial loss of $100,000 from the festival, Calmes pressed forward. With Wynne stepping away from the business, Calmes regrouped and brought in college friend Rusty Brutsche and local engineer Jack Maxson. Together, they officially established SHOWCO in 1970 as a touring sound reinforcement company—transforming it into a powerhouse dedicated to delivering state-of-the-art sound for rock concerts and setting a new standard for live musical experiences.