One On One with Journey’s Joel Valdiviezo
“Our ultimate goal has always been to create a fun, welcoming atmosphere, and this year, we received incredible feedback that aligned perfectly with that mission.” — Joel Valdiviezo, CEO – Journey Dance Competition
When the dance industry excels, we all excel! Join us for this one-on-one conversation with CEO and Owner of Journey Dance Competition, Joel Valdiviezo, as we reflect on his company’s inaugural season. With so much to be proud of in 2024… Joel and his Team Journey are looking ahead and forward to elevating the dance competition experience in 2025!
2024 was a year to be celebrated! Journey Dance Competition kicked off its inaugural season in March of 2024. The planning for this epic season had been in the planning stages for some time. Take us back to the moment that you created this exciting brand?!
I’ve always aspired to create something that brings joy and a positive experience to everyone involved. The vision was to craft a competition that seamlessly merged my lifelong passion for dance with my love for event production. Having spent my entire life in the dance industry I wanted to create an atmosphere where studio directors, dancers, parents, and families could all feel the love and excitement that dance brings. The goal was to build a community where every guest felt valued and celebrated.
From brainstorming the initial concepts to fine-tuning the details of our first season, every step was driven by a desire to provide an unforgettable experience.
Now let’s chat about young Joel… at what moment did you fall in love with the dance world?!
When I was 8 years-old, my family moved to this country. My parents wanted to find something for me to do while they worked, so they signed me up for dance classes. (Shout out to The Galaxy of Dance and Dance On Q!) Initially, it was just an activity to keep me busy, but everything changed at my first recital. Watching it all come together—the choreography, the opening number, the music, and the behind-the-scenes action backstage—was mesmerizing. That moment ignited my passion for both dance and event production, and I knew I had found something truly special.
What was it about the clientele and dance families that inspired you to create an experience of your own?
Throughout my life, I witnessed how much my parents sacrificed so that my sister and I could participate in dance classes and perform on stage. This firsthand experience inspired me to create an event that acknowledges and honors these sacrifices. As leaders in the competition industry, it’s crucial for us to produce events that make these efforts worthwhile. We aim to create an amazing experience not only for the dancers but also to assure parents that their investment is valued and their children are in excellent hands.
Do you feel you’ve made a difference in the dance community this year?!
Absolutely! From our very first event, we could feel a vibe and energy that was truly special. It was clear that everyone—our team, studio directors, dancers, and parents—were genuinely enjoying themselves. Our ultimate goal has always been to create a fun, welcoming atmosphere, and this year, we received incredible feedback that aligned perfectly with that mission. Guests expressed feeling appreciated and celebrated, and they were complimentary about the details we put so much effort into—our awards ceremonies, judges’ critiques, merchandise setup, and, most importantly, our team’s interactions with everyone. Every goal we set out to achieve and all the emotions we aimed to evoke came to fruition, which is exactly why our guests love Journey. It feels rewarding to know we’ve made a meaningful impact in the dance community!
Now, you and the team are planning for season 2 in 2025! How has the synergy grown across the company since wrapping your first season?
Since last year was our inaugural season, much of our focus was on the operational aspects necessary to launch the events successfully. Now that we’ve established a solid foundation, we’ve seen our team come together in remarkable ways. This year, we’re able to unite around our mission while refining our systems and procedures. Having this strong groundwork has not only streamlined our processes but has also fostered a deeper sense of collaboration among us. Each team member brings unique operational strengths that keep Journey running smoothly, but what truly unites us is our shared heart and goal: to create an extraordinary event experience for everyone.
Companies make an impact when their TEAM is great to be around… tell us about the staff & team at Journey!
Team Journey is a remarkable blend of talent and experience, bringing together a diverse mix of backgrounds from the dance world. Our team includes studio directors, dance teachers, performers, choreographers, aspiring professional dancers, former competition dancers, and dedicated dance parents. We also have a highly skilled tech team specializing in photo, video, lighting, and sound, ensuring that every event is visually captivating.
What truly sets our team apart is not just their incredible skills but also the passion and heart they bring to their roles. Unlike many teams that may simply work to make a living, each member of Team Journey takes ownership of their responsibilities and puts in the time and effort to deliver their best work. They are constantly seeking ways to enhance their own performance and contribute fresh ideas to elevate the Journey experience as a whole.
On top of that, they are genuinely fun people to be around! I love the laughs we share as a team and love watching how each team member interacts with our guests in such a caring and authentic way. Without our amazing team, we wouldn’t be able to achieve everything we do.
Do you have any new experiences to share with your customers leading into season 2?! What can they expect?
We will continue to provide the same exceptional quality that made our customers fall in love with us in the first place, while also introducing some exciting new experiences! We’ve listened to feedback from last season and are implementing fresh ideas to enhance every aspect of the Journey experience. Our commitment to excellence remains unwavering, and we are already reimagining our events. From stage design and awards ceremonies to more intensive team training, we’re dedicated to elevating the fun and engagement for both dancers and families. We can’t wait to welcome everyone back and share all the incredible moments we have planned for season 2!
We see that you have TWO National Championships this upcoming summer! Share more with our readers about these two cities and experiences for summer 2025.
Last season, we hadn’t initially planned on hosting a Nationals since it was our inaugural year. However, after receiving such overwhelming interest from studios, we decided to take the leap and host our very first Nationals! It turned out to be an incredible experience.
This year, we wanted to ensure that our customers had two opportunities to participate in a Journey Nationals, as we felt one location might not be enough to accommodate everyone. We’re excited to offer a continuation of our regionals, enhanced with some amazing new experiences. Our Nationals will encompass everything you love about Journey, but on a grander scale. With the added luxury of time and space, we can further elevate the event and make it truly unforgettable for all participants.
Creating a business is never an easy task. Share the highs (and maybe a few struggles) that made this “journey” special and unique for you as a CEO and owner.
One of the greatest highs for me has been collaborating with our team to bring our vision to life. We dedicated ourselves to every detail to create something truly special, and when we saw how positively our work was received by our guests, it made every sleepless night worth it.
On the flip side, one of our challenges has been keeping pace with the rapid growth of Journey. While we are excited about this expansion, it’s crucial for us to ensure we have the right team and systems in place to maintain the high quality we established in our first season. We are incredibly grateful for the overwhelming interest and support we’ve received, but to be honest, we didn’t expect it to happen so quickly! It’s a blessing to face such a challenge.
Absolute favorite memory from season 1?!
One moment that stands out vividly for me was when we opened our doors for our very first event. We had just hustled through load in, coming off of weeks of sleepless nights making sure everything was ready to go. Watching our guests step through the Journey doors for the first time literally stopped me in my tracks! Their reactions as they took in the lobby setup—the balloons, the step-and-repeats, the merchandise booth—were priceless. Hearing the “wows,” seeing the dancers rush to grab merch, and watching studio directors take in our stage setup, while showering us with compliments was incredibly humbling. It’s a moment I will cherish forever.
Your company motto heading into 2025 and season 2!
The Celebration Continues: Growing With Intention and Excellence.
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Photo and Video Credits Journey Dance Competition
