. >> neon was being replaced by plastic signs, fluorescent steins. it was just the style of the times. and rudy wanted people to see the beauty of neon. he always said, it's like drawing with light, which is exactly what it is. >> rudy was a visionary multi-media and lighting artist. he created work for the doors, timothy leary, and studio 54. as others were pulling out of the industry, he founded let there be neon in 1972. it was a neon art gallery with an intoxicating away of rainbow-colored glowing lights beckoning you to walk in the door and explore. the creative concept was a game changer, taking neon from has-been to cool again. >> he began to acquire and bring different people from different walks life together to create a new medium. and so artists, carpenters, philosophers, everybody came together and they started designing neon designs like the 3d chair. >> one of those young artists was jeff friedman. he was impulsively hired on the spot by rudy as part of this creative troupe and quickly learned the ropes. jeff watched the company grow bu