Generating a business from artistic or cultural activities is usually not an easy path the creative industries have complex features that come to undermine the profits, however, when you have the talent and you make use of the right tools, the impact becomes very positive, such is the case of tango teacher Sandra Martínez.
“In October 2022 I decided to start teaching in San Diego at Deseo Studio and although at first, I had a language barrier, then I faced how difficult it is to generate an income from this concept since people are not used to paying what a class is worth,” Martinez explained, who in 2017 was the winner of Red Carpet Tango Festival competition, in Las Vegas, Nevada.
One of the most expensive investments for those who develop their trade of work within what is known as the orange economy is its training, courses, diplomas, workshops, and specialties that consume most of its resources.
“Since I turned 17 years old I started looking for a place where I could learn and in 2010 I signed up for a summer course at the Casa de la Cultura in Tijuana, with the instructor Miguel Reynaga”.
“After a year of taking classes, I met my teacher Mayte Valdés and Carlos Barrionuevo, great tango dancers in San Diego, from then forward I continue taking classes with them. I have 13 years of training experience and that is very valuable when you estimate the cost of the classes that one wants to teach, besides, there are also expenses that one must cover, just like any other entrepreneur or business person, rent is paid, transportation expenses, supplies, everything necessary for students to feel in a professional environment”.
Sandra makes use of the tools at hand to publicize her classes and the activities that the studio organizes as an alternative way of attracting the public and students.” You have to be your photographer, creator of content and advertiser, makeup artist, stylist, and designer, like any business you must pay taxes and sometimes those are the factors that people don’t take into consideration before acquiring a service like this,” she stated.
Motivated by her Passion for Dancing
Dancing had been part of Sandra's life since her teenage years and the engine that drives her to merge herself in this market is precisely her passion for tango.
“Dancing always caught my attention, but I never had the opportunity to take classes. In Tijuana, the tango community was very small and to encourage more people I decided to start teaching classes in 2013, and have been teaching since. During all these years I have prepared myself by taking classes, traveling to Argentina, participating in festivals, television programs, and contests”.
Sandra has been a finalist in the United States National Competition "Atusa" this year, 2023, she also managed to place her name among the finalists of the SoCal Tango Championship, in Los Angeles and the National Tango Festival in Mexico City.
Deseo Studios Lives and Thrives
Deseo Studios was founded by Serena Cuevas under the name of Deseo Dance Company in 2008 and took its current name in 2017, now with a professional teaching staff, interns, and a team of assistants, one of which Sandra is part of.
Deseo Studios is currently located in the Otay Ranch Town Center of San Diego (2015 Birch Rd #803, Chula Vista 91915), and is considered an iconic place for dance training and fitness.
Sandra currently teaches classes every Wednesday from 8:30 a.m. to 10:30 p.m. in Deseo Studios.
