LIRON DA What Starts on the Dance Floor Stays on the Dance Floor Inside the Crazy Beginnings of Eventique Eventique was born on the dance floors of the hottest nightclubs in New York City — literally. Back in 2001, those were my favorite places to be. I paid my way through college by slinging deli sandwiches at Boston’s only real kosher deli during the day and DJing until 2 a.m. every night. When I wasn’t in the DJ booth, I was soaking up the vibe at the club with a cocktail in my hand. That’s where I met one of my first employees.
She was smart, corporate, and working as a director at IBM. Shouting over the music, I told her about my plans to take my DJing side hustle to the next level. I’d entertained kids at bat mitzvahs and blasted “Pour Some Sugar On Me” at fraternity parties, but my real dream was to leave the booth and become a corporate event planner.
When I let my imagination wander, I could picture the whole thing: a thriving event company with me at the helm, managing the whole experience. I already had a car so full of cables and speakers that it was basically a roving event suitcase, and I’d found a fellow DJ, Chris, who could cover for me in the booth while I refreshed the food, handled the other entertainment, and kept the ship tight. I just needed a business blueprint. Within minutes, we were coming up with master plans in the middle of the dance floor. The magic of Eventique came to life that night. The dance floor was our conference room — until we realized our clients would probably want someplace to sit! Eventually, we got a real office and our very first intern (a family friend’s daughter who helped me out by answering the phones until I could afford to hire her).
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