Earlier this year, Hotcards CEO John Gadd moved the local printing and marketing company's headquarters to the former Futon Factory at 2400 Superior Ave., expanding from 14,000 to 22,000 square feet and giving the company the opportunity to do a ground-up renovation of new offices.

"We were able to do it from scratch, the way that we wanted, in order to reflect the culture we're trying to build," says Gadd, who has injected new life into Hotcards since he bought the company a few years ago.

The new space features 15-foot ceilings, expansive windows and walls adorned with tons of Cleveland artwork. Eleven people work in the Cleveland office. The company also has offices in other parts of Ohio as well as a Columbus manufacturing facility.

Gadd says the company's growth can be attributed to its "customer-obsessed" culture, which "takes care of people we serve" with utmost attention to detail.

Now Gadd aims to make the company burn even hotter -- and seek some thrills and raise money for worthwhile charities in the process -- by setting 20 people ablaze along the banks of the Cuyahoga River in a Guinness World Records-setting attempt.

"It's a magical spectacle to watch -- people lit on fire look like an art display," he says. "Because we’re Cleveland, we'll turn a negative [burning river thing] into a positive. We'll also raise a bunch of money for charity and make some news."

Gadd has brought in stunt expert Ted Batchelor of Chagrin Falls to manage the event. He says it's so safe it almost takes the excitement out of it. The current record is 17 people set on fire at one time, a feat that Batchelor himself pulled off in 2009.

The event will take place at 7:30 p.m. on Saturday, October 19, at the mouth of the Cuyahoga River, with spectators invited to watch from Shooters (tickets start at $15). The fire department and Coast Guard will be on hand in case of emergency. Local YouTube superstar Madi Lee will sing the national anthem before the big burn.

Gadd isn't sure how much money he'll raise for charity, since the event costs about $50,000 to produce. But any additional proceeds will go to the Cleveland Foodbank and Brick by Brick, a nonprofit group that builds schoolhouses in South Africa.

Source: John Gadd
Writer: Lee Chilcote