Meet Jose Soto | Owner | Creative Director

We had the good fortune of connecting with Jose Soto and we’ve shared our conversation below.

Hi Jose, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
Well, I’ve been teaching for a long time I was always a team captain or choreographer in high school, and after I graduated, I became a Coach and choreographer for Supremacy Dance Team at Flagler Palm Coast High School. Then about 9 years ago something happened, I got an amazing opportunity to work for a local dance studio. That opportunity changed my life. I can honestly say that I learned so much working with some amazing people even with the change of ownership. It solidified that I was on the right path. As I continued to grow within the field I thought I was becoming tired. It’s funny I even tried to walk away and take a break, but there was a spark that became a small flame, which then became a blazing fire that I couldn’t ignore even though I tried. I knew that taking a “break” wasn’t the right step for me. I had already resigned from the studio I was working at and a replacement had already been hired so what now? Owning my own studio was always an idea but never thought id actually be able to do it. Then one morning I woke up, I looked at the photo of my mom (she passed in 2020) as I do most mornings, and just like that, I realized I wasn’t tired of creating and teaching I had just grown to a point where I wanted to have my own space and create my own vision and honestly work for myself and I knew that I could do it. I didn’t know how I was gonna make happen but I had to at least try, and at that moment the name of my studio came to me, Haus of Storm Dance Collective.

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.
What sets me apart from others is, that I didn’t start out like most people. I say that I’ve been dancing since I was a kid but my family couldn’t really afford classes at a studio. I first started dancing by watching all my older cousins dancing in a Cultural dance group my grandmother had that would dance at local festivals in town. As I got older thankfully music videos still had a lot of dancing in them in the late 90s and early 2000s, and that is how I learned. Now my creative process is hard to explain. I’ve always told my students that what I create is directly Inspired by you in the moment. Most of the time I choreograph in the moment on the spot, which a lot of my friends who are Creatives as well think is crazy. It was no different when creating Haus of Storm, I was able to pull it all together in about 2months. My main goal for my studio is to do my best to keep the space fun, positive, and truly a safe space for my kids. I want to keep their love of dance alive! It has definitely been a challenge, I don’t come from a family with great examples of people owning their own businesses but I have an amazing support system that continues to help me on my journey with my studio as I learn the ins and outs of owning my own business.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I have a lot of friends that are not locals to the area so when they visit I usually love to take them to Flager Beach and show them the beach and all the great places to eat. Saint Augustine is always a great place to take people, a nice walk around the fort and downtown with all the shops and local restaurants, and an amazing atmosphere, especially around the holidays! I am also a huge fan of Universal studios so I always try and take friends there, especially if there is time to fit it in.

Who else deserves some credit and recognition?
Janice Monsanto “Monty” Flagler Palm Coast High School Dance Director This woman is always the biggest support of all her students and is like a mother to me

Paige Steward Best Friend & Owner of Creative Coast Media LLC
-Paige is probably the main reason I got here when I told her that I was playing with the idea and almost scrapped the whole thing and she very seriously and honestly told me “If you don’t do it now you’ll never do it, I know you!”

My Mother Marisol Cruz for always believing in me.

All My Friends and Family.

Instagram: HausofStormDance

Facebook: Facebook.com/HausofStormdance

Image Credits
Felicia April Photography