Meet Sonia Alcazar Collier | Minority Business Owner & Podcaster

We had the good fortune of connecting with Sonia Alcazar Collier and we’ve shared our conversation below.

Hi Sonia, how do you think about risk?
Risk taking is a very interesting concept…especially as an entrepreneur. Risks basically go hand-in-hand with owning your own company. Early on when we launched Cinch Events and management I was noticing a trend in the clientele reaching out to us: almost every single inquiry was to support someone with their first. Their first conference, their first expo, their first gala, firsts, firsts, firsts, was a trend for us. Someone’s launch project is one of the riskiest ever and we were right there supporting people to produce an event for the very first time. You can imagine the type of risks that might’ve been involved with being a part of an event that had never been done before. I remember when we had our first University contract. That was by far the riskiest step a new, small event business could take on. We were a small fish in a very big and honestly, quite frightening pond. As soon as I signed paperwork to complete our LLC we had a $50,000 contract on the table but needed to have an employee model. That basically meant as soon as we were a small business we had big business Responsibilities. We Hired employees, learned payroll, had to adhere to HR and labor laws, hold staff trainings and create handbooks. The additional layer of being a new wife and mother made the risk of this opportunity probably the riskiest thing I’ve done yet.  Our first year in business we made -$4500 and had a $4000 business loan. That’s right, we lost money. Eventually we simply could not maintain the overhead for this contract as lucrative and promising as it seemed.

However, we were not losers, in fact we are champions. We beat every odd set against us not only from an economical standpoint but we met specific benchmarks as a minority business owner. That first year in business we supplied 20+ Jobs for the heart and soul of Los Angeles – its people. We supported fellow minority and underrepresented business owners with their lunch projects that are now in their 4th and 5th year of production. We established relationships with reputable partners and companies both nationally and internationally, and most importantly we established unshakable relationships. My managing partner and husband used 2 phrases frequently in the early years of our business: “risk vs. reward” and “it takes money to make money”.

When asked what role has risk-taking played in my life and career I would say that my life is actually a combination of risks and rewards. I am fulfilled not because every risk I take makes sense nor pans out the way I hope… I don’t think that’s the point of taking the risk. Taking risks is about trusting yourself, trusting the skills and talents you believe you’re purposed to share with the world. It’s about identifying if the risk will grow you or stunt your potential. Living is risky, stepping out on faith is risky. The real question we should ask ourselves is would you rather life be safe or would you rather it be filled with surprises and challenges that build character? (Cinch Events & management is now rebranded as Cinch Productions.)

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
During the Pandemic we launched The State of Events – where event professionals connect! (@the_stateofevents) TSOE is a platform inclusive of virtual & digital content, and focuses on developing curated and refreshing content for people in the events ecosystem. Our mission is to provide event professionals from a diverse set of backgrounds with relevant news, education and industry insight. The launch project for TSOE was The State of Events Podcast. Podcast content is in the form of a talk show/contributory style. Check us out on all social platforms and anywhere you like to listen to podcasts.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
For a week of fun in LA, make sure you do the following…

Start your first day with a delicious breakfast from OP cafe in Santa Monica where they have a vast offering of both meat and vegan options and the patio seating in back is quaint and intimate. After breakfast, drive across the 10 fwy downtown to visit some of the amazing museums such as the The Museum of African American Art or head to learn about the rich culture of east Los Angeles such as Olvera Street, Union station and the arts district off Mateo St. By then your appetite is back so head over to Koreatown but not for Korean food, lol. Instead, on Olympic Blvd. you will find the phenomenal and historical Guelaguetza. Guelguetza was opened in 1994 by an immigrant husband and wife couple where they take Oaxacan flare to a whole nother level! If it’s summer, grab some blankets, lawn chairs and your favorite bottle of wine (great finds are always at the famous and LOCAL San Antonio winery) and almost anywhere in the city you can find an outdoor movie screening of some of your favorite old flicks. On your way out of the city make sure to support local and minority owned businesses in the trending West Adams district – where they are filled with LA memorabilia shops, up-beat eateries, cafes and art galleries.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
We would not be where we are without the generous support of the following entities and persons: Oasis LA, LB Alliance, AEG, Jeffrey Valet and our parents and mentors.

Website: acinchevent.com
Instagram: @the_stateofevents
Linkedin: Sonia Alcazar Collier
Facebook: @acinchevent
Other: The State of Events – podbean, iTunes podcast & spotify

Image Credits
Mat Fretschel Photography, Zoe Moore – @Lotusbaseline