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Edie,
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Promoter Paul Young, of Salsa UK
Marketing Mastermind, and Author of the priceless new book, "The Ten Deadly Sins of Nightclub and Event Promotions"
"Edie, I'll never forget the day I found myself in tears after I read your story." Paul Young said full of emotion. "It was 1997 and I was at a very low ebb and a crisis point of my life. The long hours and stress of my job were getting to me. I had just lost a relationship. My whole world seemed to be crashing down. I discovered Salsaweb, and your Salsa FREAK editorial column. I read your Salsa Discovery story, and it gripped me unlike anything I've ever read. It motivated me to analyze my life, and what I was doing to myself. I realized that I needed to finally start living my life the way I wanted to live it. It drove me to action, and changed my life forever."
Since that brief moment in 1998, Paul Young has become one of the most successful and sought-after Salsa promoters in the United Kingdom. In just two short years, he's managed to create and grow a Salsa promotions market to a six figure income that would astonish even the most successful corporate CEO's. Paul not only fulfilled a void in his own life, but also the lives of others. He created something, out of nothing, where nothing existed before. He Master minded a growth in Salsa UK that has even surpassed his own expectations
With a degree in Sociology & Media Communication from Goldsmiths College, Paul held a very high corporate position in the telecommunications industry for many years. The seven-day-a-week, 14-hour workday drove Paul to near insanity. "I was a real bastard back then." He says with a laugh. "I was a completely different person. I was not easy to get along with; extremely competitive and driven. My life was my work. If I saw someone working hard in an office down the hall, it drove me to work even harder.
I used to love my work - until the politics started. The company grew too fast, and virtually out of control. Although I was at the top of my field in sales, and was breaking records left and right, I couldn't control the technical and delivery side of the business. Our sales were so high that our delivery department couldn't keep up with the orders. We lost business and consumer confidence. I never want to go through that again."
In 1999, Paul decided to swap his career as a training consultant for top UK companies, for Salsa promotions. "I'm much happier now, and more relaxed. I work from home, spend virtually all day with my family, and don't have nearly the amount of stress I used to have. I wouldn't trade what I do now for anything in the world."
Paul has taken his years of corporate business marketing training and applied all of it to nightclub and event promotions. His home office consists of simply two computers, a laptop for him, and a desktop for his beautiful wife, Imogen. "I love the business because Imogen and I get to work from home all day and be with our baby, Lola." He has two daughters Becky (12) and Lola who was born in January 2001.
If there's one thing Paul Young is good at, it is sales, marketing and absolute focus. He can fill an event or venue to the brim with people within just a few short weeks. I know this, because I saw it first-hand. He was asked to help promote the British National Championships with an extremely short lead time. I was asked to judge the event. Although it was raining cats and dogs the day of the competition, Paul and his team managed to pack-out the place! There was virtually no room to dance, and the number of competitors was staggering!
I could tell this guy was good, weeks before my UK tour began. His approach was very professional. His words and proposal meticulously thought-out. Within every email, he had carefully organized spreadsheets and detailed bulletized lists. I was impressed with his thoroughness and his presentation. I was impressed with his professionalism, and approach. It reminded me of my days in the corporate world (when I used to have a REAL job), where thousands, if not millions of dollars were on the line, and your presentation to the likes of corporate CEO's, attorneys, and military five-star Generals had to be sharp.
Dealing with Paul was like dealing with a high-level corporate business executive. His relaxed, thick British accent enhanced and magnified the entire telephone experience. Half the time, my mind was in a James Bond movie, and the other, part of some Monty Python flick. I'll never forget hanging up after a typically lengthy long-distance telephone conversation, and feeling like I had just landed a major account with a multi-million dollar, international corporation or something.
I knew the planning and preparation over 10,000 miles away were coming along smoothly as promised, when I was dancing at Steven's Steakhouse in an LA club just two weeks before my UK/Ireland tour. A Salsero came up to me and told me in astonishment, "Edie, I just got back from London, and YOU'RE EVERYWHERE! There's not a single club in the UK, that doesn't have your picture and info all over the place!"
When I arrived in London, Paul handed me a beautifully put-together booklet of my complete schedule for the week. The dates, locations, workshop times, flight and train schedules were all meticulously typed out in a calendar format. What amazed me was that there were several of these booklets lying around, one for each member of the team with his or her name on it!. Everyone had a job to do, and everyone knew what to do, where, when, why, and how to do it. To make a long story short, the tour ended up being a phenomenal success. It was so thoroughly planned out and so well promoted, that over the course of a single week, over 500 tickets were sold.
Through promotional secrets and techniques only the best in the business know, Paul and his team managed to round up literally hundreds of people for my workshops with stunning professionalism. I was very, very impressed.
Often approached to hold seminars on promotions, sales, and marketing, Paul has decided to write a book on the subject entitled, The Ten Deadly Sins of Nightclub and Event Promotions. In it, he simplifies nightclub and event promoting to ten easy-to-understand instructions and guidelines, that if followed diligently, will not only guarantee the masses to your clubs or events, but more importantly, high profits and complete satisfaction for everyone. Paul is all about the "win-win" (If I help you win, I win) The customer gets what they want, and the promoter gets what he wants. The book is a phenomenon. After reading it, I found the marketing concepts, recommendations, and guidelines can be applied to virtually any marketing business.
This book is an absolute MUST for the event promoter.
In simplified terms, it is the Bible of promotions. I would question ANY promoter that wouldn't have it by his side as a reference at all times.
Once you read it, you'll wonder what you ever did without it.
Ladies and Gentlemen, I am VERY proud to introduce to you, Marketing Mastermind Salsa Promoter, Paul Young, of Salsa UK
What was your profession prior to your career as a Salsa promoter?
I was a sales & marketing professional for several blue chip companies. I also ran my own Sales training/consultancy for almost 3 years.
What is your educational background?
I have a BA Honours Degree in Sociology & Media communications Plus a diploma in Sales & Marketing.
Do you believe your corporate background, and knack for business and marketing intimidates dancers, instructors, and other promoters? If so why, if not, why not?
I am not sure if they are intimidated or not but I do think that some people are sometimes a little unsure of how to deal with me. I find this a little amusing since although I do hold strong views on how things should be done I am also extremely open minded and quite relaxed. And there is still a hell of a lot to learn about this wonderful world of Salsa they we all inhabit.
What or who were your biggest inspirations to develop this business?
Before I answer this question I think it should be stated whatever the relative achievements of Salsa UK we are simply standing on the shoulders of giants. Salsa giants in the UK like Elder Sanchez, , Xhiomara, Robert Charlemagne, Oxley of London, Nelson Batista, Richard Pierre, Saci Cultura, Ramiro Zappata, Carlos Paz, Cressida Childs, Henry Vina, Mauricio Reyes and others who were teaching and promoting Salsa long before we came on the scene.
Also giants around the world like Albert Torres, Eddie Torres, The Vasquez brothers, Henry Knowles and many more musicians, dancers & producers who have pioneered new ground and kept the flame of Salsa music & dance burning bright. My hat goes off to all these guys and they deserve all the plaudits.
What made me start to promote Salsa was that although there were some fantastic teachers around in London there seemed to be a lack of marketing/promotional and organizational expertise. For example most of promotional material like flyers were very rudimentary with little or no imagination. Most of the Salsa events were great fun but let down by poor organization and some by obvious lack of planning. But instead of just bitching about things I decided that I would try see if I could do better.
Within a year of our first event we had 4 club nights and were working full time on the business!
There are two other people who have influenced my Salsa career. Firstly Edie “The Salsa Freak” who through her incredible writing talents inspired me to want to do something more with Salsa. Her articles on SalsaWeb gave me a sense of how big the Salsa market was globally and she put into words many of the feelings I held about Salsa. Even though I don’t agree entirely with everything she has written I have to confess that more than once reading her articles has brought a tear to my eye. Man can she write or what!!
And last but not least the person who has been the most influential has been Imogen, my wonderful fiancée and business partner, without whom Salsa-UK would not have lasted very long. She is the unsung heroine, the backbone of the business and of course my soul mate.
How did your former corporate business associates take your leaving "their world"?
What do they think of you today?
It’s funny because now I teach and promote in the area I use to work so often bump into ex- colleagues who are amazed to see how much I have changed. They all say I am far more laid back and some have even said that I look a lot younger. Another good strap line for our next gig! “Salsa reverses the ageing process!!
Were you doing any other dances prior to Salsa?
Oh yes I was brought up dancing in the clubs. Soul Jazz Funk and Reggae was the music we loved when younger and all we did was express our love through dance. It was pure hard-core street dancing back then, no-one took lessons we just practiced in front of the mirror and tried things out on the floor. (What’s new!!)
I had always listened to Latin Jazz but then in 1996 I did Lambada & a little Samba dance classes for about year, which I loved before I really, then I caught the Salsa bug.
What does Salsa do for you that Lambada didn’t?
I have to be honest and say that it was the music that first attracted me to Salsa. The music is so varied and so uplifting, soulful and infectious. Unfortunately I was beginning to find Lambada/Zouk music very samey and uninspiring.
My brother Gary Young kept encouraging me to go to more Salsa clubs and I tried to do the same with him with Lambada. Even though I resisted initially I found myself being incredibly attracted the amazing energy that exists on the Salsa scene.
And now Gary teaches for Salsa UK and we have introduced literally thousands of people into this wonderful world we call Salsa.
What do you think are some of the biggest mistakes promoters make?
Well I spell the main mistakes out in my book “The Ten Deadly Sins of Club Promotions” but I think that one of major errors is lack of planning.
Many promoters and potential promoters who I meet have some great ideas for new Salsa events or nights. However most of them fail to sit down plan things on paper and therefore few actually make any profit.
Please don’t mis-understand me here all promoters lose money and have nights that bomb but the trick is to have as few as possible. My advice is regardless of how good the idea might sound if the you sit down and the numbers clearly don’t add up…go back to the drawing board!
What does it take to become successful in this business?
Balls!… LOL and I’m only half kidding. Being successful in this business is about knowing what your goals are and having a huge belief in your abilities. There are also some very practical things that everyone should know if they want to make living out of Salsa that I cover in depth in my book.
How did you grow from nothing to a very well established promotions company so quickly?
LUCK! Which to me stands for Labour Under Correct Knowledge. I like so many other people out there in the Salsa world made my own luck. No one came to my door and asked me to promote their clubs… yet with 6 months we had two nights Thursdays and Saturdays in London which were generating more revenue than my full time job.
I have applied my professional marketing skills to club promotion and also learnt very quickly from my fellow promoters. But there are certain aspects of the business that you must master quickly if you want to become established in this business. See “The Ten Deadly Sins of Club Promotions” for more details.
What do you think is your greatest challenge in the business?
To find good people to work for us and not to become complacent. I am nearly always looking for good people to work with us and for us at Salsa-UK . Many people say that they want to work doing something is Salsa but the problem is they don’t want to anything too hard to make things happen. These are incompatible attitudes, which keeps them firmly where they are, which is cool. But I also know that there are some very talented people out there who perhaps will never be a Salsa Dance star but have great qualities and could contribute a lot to the Salsa scene in the UK. Those are the people we are always interested to meet. ( Just contact me on paul@Salsa-uk.com )
To whom do you attribute your success as a business owner?
Good question! I thought long and hard about this since neither of parents are in anyway business minded in fact I would say they are exactly the opposite. I would have to say that being in sales & marketing for 10 years and attending Anthony Robbins seminars.
I have led a very varied career including a stint in the Army but only felt really comfortable when I became involved in business and working for myself.
What is the most important secret to success in such a volatile market?
Always be prepared for change, expect change and embrace change. Not an easy thing to do for a lot of people who are happy with routine and security.
How long have you been dancing?
Nearly all my life but Salsa only 4 years.
Who inspired you to teach?
Another good question. I never intended to get involved so deeply in teaching Salsa but had to because we could not find really good beginners teachers at the time. However we discovered that people generally enjoyed my style of dancing and teaching and the rest is history.
I have learned a lot from other teachers like Richard Marcel, Dean 
“The Dance Diamond” Maynard, Eric Freeman, Robert Charlemagne and Gary Young.
However although I get a real kick out of teaching Salsa I definitely perceive myself as a Promoter who teaches and not the other way round.
Who are some of your favorite coaches?
Dean “The Dance Diamond” Maynard, Richard Marcel, Robert Charlemagne, Edie .. (The Salsa Freak)
Tell us a little bit about your corporate years. When did you start, where did you train, what did you achieve, etc.
I started in the British Army as a Non Commissioned Officer. Then worked for Cable and Wireless and Telewest Communication where I worked my way up from a sales executive to running the Sales & Marketing department managing over 75 staff.
Yes it has given me a more professional and measured approach to the haphazard world of promotion
Do you promote full time, or do you have another "day job"?
How did Salsa save your sanity?
It changed me from an intense very turgid individual in the corporate world to a more relaxed person who is comfortable with himself.
How long have you been teaching?
2 1/2 years
Where do you currently teach?
The Finca (Thursday) Bar Lorca (Saturday) Salsa Palais (Wednesdays) Bromley (Tuesdays)
See www.Salsa-uk.com for more details.
Tell us a little bit about the Salsa UK team.
The Salsa UK team consists of Imogen, my partner, who deals with all the admin, accounts and also teaches. Gary Young, Andy Moore Richard Marcel, and Dean Maynard, all of whom teach for us on a regular basis or come in as guest teachers. Also Teleica, Rachael, Lucia who staff the club nights. DJ Ricardo & El Chacal, not forgetting our webmaster Jack who created/maintains the website and who believe it or not is based in New York. We also have a team of flyerers who are headed up by Alec our token American!
What advice can you give other promoters, or those aspiring to become promoters?
I cover this my book but in brief know why you are doing it! Like in any genre there are some pretty big egos out there and I have met some promoters who perhaps need to be little more humble. After all we only exist at the behest of our fellow Salseros and we should always remember that.
What are the qualities of International Instructors you are looking at prior to bringing them to teach in the UK?
I usually travel to Salsa Congresses so I can check out the teachers from around the world. If I can’t see them in person then I will watch them on video.
Firstly I look for a cool dance style and easy to follow instruction. Other qualities include positive energy, charisma and star quality.
If you had a choice to live anywhere else in the world, and do what you do, would you? If so, where would it be?
I don’t think I would want to live anywhere else other than the UK permanently. But I would love to promote in other countries like the US, France, Germany and Holland.
What drives you?
To reach my life and business goals and thereby leaving a legacy which my kids can talk about with pride. Meeting the wonderful people that inhabit this wonderful world of Salsa.
Looking back, if you had to live your life all over again, would you have done anything differently?
If you had the opportunity to sit down, and have a conversation with your "self" what type of advice would you give Paul Young?
Paul Young can be found at www.salsa-uk.com
