Today we’d like to introduce you to Ayo Figueroa.
Hi Ayo, so excited to have you with us today. What can you tell us about your story?
At a very young age, I was already planning, organizing, and hosting events. However, I didn’t realize event production was my journey until I was in college and began putting on events for several on-campus organizations. After college, I worked in music (concert production) and media (music blogs), which landed me my dream job at the time as an event manager for a grassroots festival in Atlanta, and that was over ten years ago! I loved the high stress of event management, working with talent, planning itineraries, and developing a detailed and concise run of show. I then went on to work at multiple non-profit organizations as an event manager, but quickly realized I needed to be an entrepreneur. I felt my creativity would be locked away forever if I didn’t step out on my own. And finally, after years of thinking about it (and people telling me I should), I launched my own event production company that I am incredibly proud of.
We all face challenges, but looking back would you describe it as a relatively smooth road?
There have been some bumps along the way. I am a Jill of all Trades (and master of many), and I am incredibly grateful to have the skills that I do, but I’m also a one-woman show. I don’t have a full-time team, and that can be a struggle at times, especially when I am working on multiple projects at once.
As you know, we’re big fans of Joia Event Group. For our readers who might not be as familiar what can you tell them about the brand?
I am the founder and principal of Joia Event Group, a boutique full-service event production company based in Baltimore. We specialize in community-centered, mission-driven events with a deep commitment to creating events that inspire change. Joia Event Group offers meticulous event management, detailed logistics and operational management, thoughtful stakeholder engagement, high-level strategy, and project management.
Joia Event Group most recently produced the 2025 Artscape festival in Downtown Baltimore, a 2-day music and arts festival with national headliners Fantasia and Robin Thicke and over 100,000 attendees.
Joia Event Group also worked with Krystle Starvis and Jamye Wooten on Cllctivly’s CLLCTIVGIVE campaign, a 24-hour crowdfunding campaign with a goal of $2M to support Black-led social change organizations. I had the privilege of producing CLLCTIVGIVE in 2023 and 2024, where we raised over one million dollars. Visit my Instagram to see the 2024 recap!
Joia Event Group is currently accepting new clients who are looking to bring their visions to life with care, creativity, and joy.
Any big plans?
I’m looking forward to growing my business. Stay tuned for the next Joia Event Group production!
Contact Info:
- Instagram: https://www.instagram.com/joiaeventgroup
- LinkedIn: https://linkedin.com/in/ayofigueroa
