We were lucky to catch up with Julio Garcia II recently and have shared our conversation below.

Hi Julio, thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

One of the biggest risks I ever took was pitching the idea to launch a nighttime half marathon through the streets of Downtown LA on New Year’s Eve. It sounded crazy, runners starting in DTLA, looping through Dodger Stadium, and finishing in front of the Staples Center just as the new year began. But I couldn’t shake the vision.

Back in January 2013, at 9 PM, I rolled the dice. My team and I produced the first-ever NEW YEAR’S RACE, welcoming over 10,000 runners from 24 countries. It was ambitious, logistically intense, and filled with unknowns. But it worked. The energy was electric, and the success of that night positioned Jive Live as a trusted partner in the endurance race world. It eventually led to producing the global Wings for Life World Run the following year.

Looking back, that risk helped shape who we are today. We’ve now produced hundreds of endurance events as part of our broader event production offerings. But more than the numbers, it reminded me that belief, preparation, and a strong team can turn a wild idea into a real moment for a city.

Julio, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Julio Garcia, a proud Angeleno, a father, a dreamer, and the co-founder of Jive Live Entertainment, a full-service event production agency rooted in cultural authenticity and built with love, hustle, and purpose.

Our journey started in a small Santa Monica apartment in 2009, with just a laptop, a few folding chairs, and a big vision: to bring people together through experiences that matter. Over the last two decades, Jive Live has grown into one of Los Angeles’ most trusted and respected production firms, partnering with everyone from the Los Angeles Clippers and Red Bull, to the City of LA, Dodgers Foundation, and so many mission-driven nonprofits and community organizations.

We specialize in producing large-scale live events, community festivals, sports activations, cultural celebrations, broadcast productions, and more. But at our core, we don’t just “do events”, we transform spaces into experiences. We bring brands and communities together in ways that feel real, inclusive, and unforgettable. Whether it’s 100,000 people in the streets of Downtown LA or a soulful backyard celebration for a nonprofit, we lead with precision, heart, and respect for the cultures we represent.

What makes us different is that we live and breathe Los Angeles. We’re not outsiders parachuting in, we’re from the neighborhoods we serve. That cultural fluency is our superpower. Combined with technical excellence and deep logistical know-how, we’ve been able to scale from local street festivals to stadium-size productions with the same care, attention to detail, and commitment to impact.

Personally, I’m most proud of how far we’ve come without losing who we are. We’ve weathered challenges (including shutting down during the pandemic), reimagined how we work, and came back stronger and more purpose-driven than ever. Every win is because of our incredible team, the clients who trust us, and the communities who inspire us. My wife and co-founder Mayra brings the soul to our work, especially in our nonprofit and cultural partnerships, while I continue to push forward with vision and production leadership.

What I want people to know is this: Jive Live is more than an event company. We’re a cultural force. We care deeply. We listen. We show up. And when you partner with us, you’re getting a team that is all-in, from the first site visit to the final strike. Our motto is “Excellence in Every Experience” and we mean that.

It’s an honor to be in this line of work, and I’m grateful every single day for the opportunity to do what I love while making a positive impact in my city and beyond.

Let’s talk about resilience next – do you have a story you can share with us?

In 2020, I had to make one of the hardest decisions of my career, to close our DTLA office and warehouse, and part ways with my longtime business partner. It felt like trimming a tree back to its roots. Painful, but necessary for new growth. That office had been our home for over a decade, a place that held so many memories. But the world changed, and so did I.

I brought the business back into my home, literally. I was working out of my bedroom, rebuilding from the ground up, this time with purpose, clarity, and my wife by my side as my new business partner. We leaned into the uncertainty, stayed focused on serving our clients with heart, and slowly rebuilt the foundation.

Fast forward to 2025: we’re thriving with a new office in Santa Monica, an incredible team, and a roster of clients we’re proud to serve. The company is healthier than ever, but more importantly, I’m healthier than ever. It took shedding old identities, trusting the process, and choosing to evolve.

One day. One event. One moment at a time.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was thinking that just being ready meant we’d automatically be chosen. Early in my career, I often believed we were the perfect fit for opportunities and when we got passed over, it stung. I used to take it personally, wondering why people didn’t see us as a major player.

Over time, and through a lot of personal growth, including going back to school at UCLA, I began to understand the value of consistency, patience, and building a body of work that speaks for itself. It reminded me of the law of attraction and the power of compound interest, not just financially, but in how we build reputation, relationships, and resilience.

Today, I’m grateful to say I have a seat at many tables. But the biggest shift? I’m no longer chasing them, I’m being invited. That didn’t happen overnight. It happened through years of showing up, staying true to our values, and doing the work with excellence and humility.

Contact Info:

• Website: https://www.jive-live.com
• Instagram: @jivelivela
• Facebook: https://www.facebook.com/jivelivela/
• Linkedin: https://www.linkedin.com/in/juliogjivelive/
• Other: https://vimeo.com/jiveliveent

Image Credits

Monica Garcia
[email protected]