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Jen Piceno Interview

June 10, 2006  
By Johnny R. Johnson, Founder of  La Voz Magazine

First and foremost, thank you for giving atlsalsalovers.com an opportunity to interview you.

You are the co-owner of Salsambo Productions based in Atlanta, GA.  For those who may not know, Salsambo is one of the premier salsa dance companies in Atlanta. How would you describe the experience running this organization with your husband, Alfredo Piceno?

It has been a wonderful experience. We compliment each other so well that all aspects of our business are fulfilled just as are we fulfilled personally.  Together we have taken the company to a completely different level.  We started with only one group class here in Atlanta.  Since then we have expanded into four locations and average 25 group classes a month. It is incredible to build something solid of your own. 

Other couples ask us how we can work together - almost shocked that we  work together, dance together, live together, etc.  I can honestly say, my work with my husband is precious.  Not many people have the opportunity to work with someone they respect. Not to mention I am blessed with doing what I love with who I love. We built this together and  every day we learn together.  It really is magnificent.  I am so proud of Alfredo and how he has helped me make this company as strong and respected as it is the entertainment industry, as well as the Salsa Community. 

Also, I am thrilled to say Salsambo incorporated this year. Our growth is taking us in new and exciting directions.

Salsambo currently has one of the most popular salsa events in the city at the Marriott Hotel - Perimeter. In your opinion, what is the key to maintaining a successful Salsa venue in Atlanta?

For anything to be successful you have to have good business ethics.  In addition, you have to be willing to hard work and build the venue.  Nothing comes easy.  It takes a lot of time and energy to build a great night. 

With Salsa venues, Salsambo only promotes venues that meet the needs of a dancer (a quality floor, strong music selection, a comfortable and safe environment, good location).  We turn away locations all of the time.  If it’s not right for our customer base, we are not going to take the night just to add something else to the calendar.  The people who attend our events know that they can count on us to provide quality. 

It is important to us to stay consistent and always follow through with what is promoted. In addition, I feel that we have a different outlook than other promoters.  Our focus is to make sure we are catering to all dance levels.  We make sure that the beginners have just as much fun as the die hard salseros.

There are alot of up and downs to directing a dance company. From your experience of working with Salsambo, what are some good and bad things that come with having a dance company?

There is good and bad in every business.  It’s how you learn from each experience that counts.  To run a dance company you have to work under pressure with lack of sleep. Constantly working long days and nights pushes you physically and mentally.  I have re-trained by body to have an abundance of stamina in order to fight exhaustion.  Honestly, I would not have it any other way. It’s all the hard work “behind the scenes”, all of the exhaustion that makes the outcome of the dance team so strong. 

Alfredo and I believe that it is all or nothing.  We do our best every day, and the next day we try to do even better. We certainly hope that our outlook and work ethics push our team and our students to the next level.  We are so lucky that we do what we love for a living.  How many people can say that?

I admit, owning a dance company is challenging.   Dancers are a different breed of people, and we work with a diverse group of nationalities and personalities.  I truly believe that it’s the challenges that make us better people as well as better dancers.  It’s the extra push that fires our passions, and the thrill of victories that keeps us working though thick and thin. 

In addition to providing dance instruction and performance, Salsambo does community outreach work. Can you talk a little bit about that?

Salsambo is currently working to promote bilingual education. We have partnered with Barnes & Noble to help raise funds for tutoring programs for children and adults within the Hispanic community.  In conjunction with the fundraiser, we are rewarding 8 children and teens 5 free months of dance training in our youth performance group. We are not only teaching dance, we are also giving direction on goal setting, work ethics, the importance of education, and Latin Arts.

We have also just established a non- profit organization for the performing arts.  We have an influential team working together on this project. We work with groups or organizations with children in need of positive reinforcement. Alfredo and I are dedicated to changing lives though dance.  We have experienced dramatic changes in children and teens' grades, confidence, and overall behavior after attending our dance programs.  Last year alone, Salsambo donated over $14,000 of in-kind donations to benefit the Latin arts.

Our students have also expressed an interest in helping us help others.  We are now taking volunteers for the summer programs.

You and Alfredo were featured in a Spanish publication, Vida & Hogar's. What other publications or TV shows has featured Salsambo?

We have been in Atlanta Latino, AJC, Mundo Hispanico / Buen Rato, Nuevo Impacto, Vida & Hogar, Elite Magazine, Creative Loafing and Access Atlanta. In addition, Salsambo was just voted “Atlanta’s hottest Salsa Company”  by COVER magazine.  Look for Salsambo on the cover of the August issue. 

You will hear Salsambo on VIVA.  Alfredo was just interviewed by Yogi & Panda’s morning show on VIVA 105.7FM and will be back on the show next week.  I am proud to say that we have been named as the Official Dance Company of VIVA and have several projects lined up for 2006/2007.  We have been featured on Good Morning America for the work we do within the community. 

Upcoming, expect to see us featured on Univision’s Nuestra Georgia in December along with the Salsambo Kids live performance. In addition, GA Teve has contacted us to promote healthy lifestyles for children and will be taping our Youth Performance Class.  It’s been a great year. We are so thankful for our success.

Who are some of your favorite salsa dancers in Atlanta?

My husband is my absolute favorite dancer.  I would have to say my other favorites cannot be labeled as one or two people.  It’s our dance team, our students and the supporters of our Latin nights.  It’s all of the people who are on our dance floor every Thursday night at the Marriott with smiles on their faces.  It’s the children we are training to be the next generation of salseros.

What can the Atlanta scene expect from Salsambo in the next few years?

Expect to see bigger productions and more entertainment in Atlanta.  Our performance class has increased in popularity and pushed the hobby dancer into having a desire to be on stage.  This has increased the size of Son y Clave (our Understudy Dance Team).  More and more talented dancers are seeking our dance training program.  Our understudy and professional dance teams are pushing themselves to achieve more and more every day.  This year we are incredibly visible in the media.  The bar has been raised.    

Here are a few projects that are scheduled for this year:

• The Salsambo Dinner Show & After Party
• Amateur & Professional Salsa Contest
• Peachtree Latino (Salsambo is the official dance company for the event)
• More clubs
• Salsambo Fear Factor Competition
• The Salsambo Xmas Fiesta – December 2nd
• Salsambo Kids Performance Team
• More dance classes to meet the needs of our students
• A huge GRAND OPENING details to be announced soon  

As for the next few years, well we might need to make that another interview.  Salsambo is so active in future planning that our calendar is completely full.  I would love to share more news, however, I also think that there is something exciting about the element of surprise.   We will keep everyone updated at www.salsambo.com

Any additional comments?

My sincere thanks to Salsambo & Son y Clave team members.  We have a great team.  They have put in a lot of hard work and dedication.  They are an example of why we love what we do so much.  It gives us so much pleasure to help our students and our team members develop into performers.   

Johnny, thank you for including Salsambo on atlsalsalovers.com.  I wish you much happiness and success in all that you do.