Alright – so today we’ve got the honor of introducing you to Allison Saleh. We think you’ll enjoy our conversation, we’ve shared it below.
Allison, thanks for joining us, excited to have you contributing your stories and insights. What’s something crazy on unexpected that’s happened to you or your business
One of the joys of my job is getting to work with so many diverse and beautiful families. I was teaching a family with 10 children at one point. The children were both all biological and adopted. Absolutely incredible family. Of that family, there were twins who were coming to me to learn singing. They chose a song about overcoming hardship and trusting in a Higher Power. They wanted to perform at our upcoming recital, but I was unsure they were ready and one of them had severe anxiety. I wanted to make sure performing was what they really wanted. So I asked what made them feel confident and how they felt about the performance. This lead them to tell me the story of how they had been adopted multiple times and how painful it was. Despite the pain, the parents who they were with now found them and loved them. Ultimately, they said what kept them strong was their faith in their Higher Power. They told me they wanted to perform as a testimony of what they had endured and use their story to encourage others. How could I possibly say no to that?! And also, what an immense honor and placement of trust in me that they felt they could share. They went on to perform beautifully in the recital- and bravely telling an abbreviated version of their adoption story. The audience (over 100 people in attendance) was also visibly touched and several moved to tears. It was such a powerful and beautiful moment.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Hi! I’m Allison Saleh, performer and owner of the music instruction business C’est La Vie Arts based in Fresno, California. My business was originally a means to make extra money but I was blessed to make this my full time job less than a year after opening my doors. I teach singing and have subcontractors that teach piano, guitar, and toddler family music classes. I have taught other classes such as acting and songwriting. The name C’est La Vie Arts is an homage to my maiden name “Saleh.” My grandparents, William & Kathleen Saleh paid for my music lessons and education growing up and I wanted to honor them.
I was first a performer and obtained a music degree from Biola University. I am close to an AA in Child Development. After that, I started a band, joined other bands, lead church music, performed, recorded, and released my own music extensively. When I started teaching I realized students didn’t want the traditional classical style of singing, so I branched out and got more education in modern singing styles such as theater, pop, rock, blues, and R&B. I try to cater to my clients very personally- establishing strong rapport and a safe working relationship is key to my work. Singing can be a very vulnerable thing. I want my students to never feel judged and learn to trust themselves. I work with a lot of families, homeschoolers, theater actors, and church folk. Very diverse and everyone of them is valid, beautiful, and has something unique to offer.
A common job is working on repertoire for an upcoming performance. A student will bring me a song say from a musical that is difficult. First we make sure the actual music is learned well- notes and rhythm. Then we iron out the technical vocal issues through exercises, building of stamina and muscle, study of anatomy and physiology, body work, and acting. Once they are comfortable singing the song, we move into the presentation phase which is where we work on the acting or storytelling of the song. This process is sort of the template I use, but customize based on the students age and arena of work or study, It is always fluid and changing- as is the human voice. I see myself as an educator but a guide and cheerleader. The body already knows what it likes, I just have to help my student discover what works for them.
Another fun job I get to do is get a singers ready for solo gigs. I had a 16 year old once who I prepared for his first show. We did the vocal work, he wrote songs, we picked covers, I contacted and booked the venue for him. The community reception was wild and he drew over 100 people to his first show, The venue was overwhelmed and shocked! As an adult, he is still releasing music regularly and continuing to gig to support his education.
I want everyone who walks into my studio- a mom, a preacher, an actress, a rapper, or an elementary schooler- to feel safe, valued, and like we accomplished what they wanted. If I can’t do that for them, I will damn well make sure to refer them to someone else or additional resources to get their needs met.
Looking to the future, I have no plans of ever really stopping teaching. I love it and it’s a occupation I can teach well into my old age. I just added a new subcontractor to teach multiple new family classes and a guitar teacher. I’d love to establish new relationships with music venues in the community to send my performers so they can have gigs. I’d also love to expand the business to include acting and songwriting classes at some point. The possibilities are endless! As they say “C’est La Vie!”
Can you share a story from your journey that illustrates your resilience?
Personally I’ve endured a lot of heartache while being a business owner. Life does not stop and the bill inevitably keep coming. The second year of my business I went through a divorce. It was very tough in every aspect, but my students and their families came around me and supported me. Community partners sent me cards showing me love and encouragement.
The people I work with are incredible. When I had a baby, my students were also there then with me. Sometimes, I’d have to bring my daughter to a lesson due to childcare falling through. Several of my students have become deeply trusted friends and nannies for my daughter. When I’ve been sick, students are flexible and do virtual lessons. I’ve also had clients bring me gifts or dinner if I’m not well.
The pandemic was another good example of resiliency. I was very unsure of how that would end for me, but I just kept working. All my services totally became virtual and I surprisingly didn’t lose any clients. It was an adjustment and I learned I really perfer in person services- but it expanded my wheelhouse and now I know how to do virtual services! During that time, I think parents of kids were just happy for the children to have contact with someone. After the lock downs started easing, I quickly offered in-person with liability waivers. I was also extremely fortunate to be a recipient of the Payment Protection Plan issued by the government.
What else should we know about how you took your side hustle and scaled it up into what it is today?
When I started, I really just needed extra money. I had this music skill and thought why not? I utilized the internet and published my services on every free website and directory I could find. I would spend hours doing this daily. I built my website, engaged on social media, and posted in “mom groups” on facebook. NEVER underestimate a mom group! I also utilized online lead services like Thumbtack.com and Lessons.com. I don’t think I ever did any kind of print marketing and I didn’t really have to.
Thumbtack was a game changer for me. My first student was from Thumbtack. Whenenver I got a lead, I responded immediately. I was working reception for my dad’s construction business (William B Saleh, Co.) and the rule was never to let the phone ring more than twice. Always get to the customer immediately, work quickly and efficiently. So, I took that into my own business and man! That still works to this day. Being persistent and consistent always works. I was always the first provider on Thumbtack to respond. If I could get the client on the phone, usually I could book them for at least one session. That was my goal. Leads came through Thumbtack and word of mouth. I was heavily involved in the religious community as well so I had lots of church folk coming to me. Less than a year later I was approached by a local charter school to become a vendor. It felt too good to be true- I was entered into their database, they sent me students and paid me whatever I asked. I’ve been with charter schools ever since. Between Thumbtack, word of mouth, and the charter schools, I was able to make this my full time job and quit working my reception job. That being said- I loved working for my dad and learned an enormous amount of valuable lessons about business. He’s been an incredible guide throughout my business journey.
Contact Info:
- Website: https://www.cestlaviearts.com
- Instagram: https://www.instagram.com/cestlaviearts
- Facebook: https://www.facebook.com/cestlaviefresno
- Yelp: https://www.yelp.com/biz/cest-la-vie-arts-fresno
