Today we’d like to introduce you to Alexander Gonzalez.
Hi Alexander, so excited to have you with us today. What can you tell us about your story?
Growing up in a Hispanic household, I was familiar with Latin music; not that it’s all we listened to, but among the other genres played, there was always Salsa sprinkled in. I was very familiar with Salsa music, along with Merengue and Bachata. Growing up, I wanted to learn how to dance but seemed to need a better opportunity. Then, finally, in middle school, an opportunity showed up. My middle school mandated that all students sign up for an extracurricular activity/club. Among the list of clubs was a Latin Dance club of some sort! I was so excited, and on the first day of extracurriculars, I attended this practice.
However, this would be a club to teach you how to dance. On the first day, it did not seem that way. They had us separate into boys and girls and start dancing. I had never danced before; I did not know how to ask a girl to dance; I watched in confusion as everybody around started dancing Bachata, one of the most popular Latin social dances. I stood there, alone, left out, confused, unsure what to do or how to dance. That was my last time attending that club. The next day, I went to the math club instead. I knew I was good at math, always enjoyed it, and I knew I would succeed. Salsa did not return to my life again for another 5 years while I was an 11th grader in High School. There was a club at my local community center offering free salsa classes! I didn’t have a car, so being at my community center meant I could ride my bike there and finally learn to dance! However, when I arrived, I was informed this was for adults only and that I had to be 18 or older to join. Ouch, another opportunity that I was removed from learning how to dance. I had just begun to accept dancing was not for me; maybe I should stick to sports and math.
In my first year, I began College at the University of Florida in 2013. In my first semester, I took a course called First Year Florida and was assigned to attend one of multiple on-campus events. I ended up choosing this Hispanic Heritage showcase. I went with a few friends, and while it was for a school assignment, I started to enjoy the show; towards the end of the show, I saw performances by the UF Argentine Tango Club and the Gator Salsa Club. My friends and I thought it seemed so fun! So, the next week, we started with the Argentine Tango Club, and the following week, we added classes with the Gator Salsa Club. As soon as I started, I became immersed in dance!
- Argentine Tango every Friday
- Rueda De Casino, also called Cuban Salsa or Casino Salsa every Tuesday and Thursday. Friday level 1 and 2 at 6pm, and level 3 is at 7pm.
- Salsa is on “1” or LA Salsa every Wednesday.
- Bachata on Mondays.
- Social dancing events once or twice a month.
I danced so much and met so many friends; they became my family. I even ended up joining a performance team only 4 months into dancing. Over the first year and a half, I dropped Tango but continued the other dances. I had already joined the highest classes offered at The Gator Salsa Club (GSC) and had begun to be asked to teach by members of the GSC. I rejected this because I did not want to start teaching, especially until I felt I had learned all there was to know. Balancing a part-time job at Pollo Tropical, an Electrical Engineering Major in college, a Computer Science Engineering Minor, and all the dancing was a considerable time commitment. Still, I could continue to manage my time.
It took a whole year of me refusing to teach and continuing to take the highest classes with all different instructors, and I finally started teaching. I was thrown into it against my will when an emergency arose, and the advanced class instructor had to leave, knighting me the substitute teacher for that class. Then, my life as an instructor began. There was no training or preparation; that was probably the worst class I ever taught. But it was the beginning of an enormous new part of my life. I started teaching regularly and eventually became the Head Instructor of the Gator Salsa Club. I began running training of new instructors, adjusting the syllabus, coordinating events, and more. I graduated from the University of Florida in 2018 and moved to Jacksonville to work as an Engineer in 2019. Through 2019, I had just continued to visit Gainesville to dance since I had yet to find dancing in Jacksonville. Then Covid-19 happened, and I was not dancing for a long time. I had not started teaching in Jacksonville until 2022 when I saw a Facebook ad for Salsa instructors wanted. I interviewed and got accepted as an instructor. I taught Salsa and was eventually allowed to create my Latin Dance brand within Monarch Ballroom, Latin Dance Jax (LDJ).
My classes with LDJ started very tiny; sometimes we had 12 people, sometimes 2 people, and sometimes 0 people. There were many times I was frustrated with the lack of success. I had so much to learn about how to grow our classes to spread the love of dance to all of Jacksonville, and I was in it for the long run! I consistently continued hosting classes, monthly Latin Socials, performance teams, and everything I had always wanted in a Dance Studio. We gained new students, who are now friends and integral to our dance family here at LDJ. I have trained staff to join our team of lovely instructors who have a passion for dancing and teaching and are open and friendly to everybody. We continue to host group classes Monday-Friday, performance teams, several socials a month, special workshops and even travel to other cities to teach.
Let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
No, it’s not a smooth road at all. There are a lot of competing dance studios in Jacksonville, and getting students to come to your studio is extremely difficult, being “the new kid on the block.” This is why it was frustrating initially, but with consistency, it began to pay off. It takes extreme dedication and planning, long hours of marketing and planning events, learning how to use graphic tools and website creation. As well as balancing another full-time job as an Engineer with building Latin Dance Jax takes an extreme time commitment. On a lot of nights, I had to sleep minimal hours. Many nights, I try to fit in for my relationships. But with the proper coordination, there is a good balance.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Latin Dance Jax is a Latin Dance Studio located inside Monarch Ballroom and Dance Studio. At an affordable group class rate, we specialize in teaching group classes in Salsa, Bachata, Kizomba, and Rueda De Casino. We aim to spread the love of dance to Jacksonville and build a community of friends and family. What sets us apart from others is we specialize in these Latin Dances. Each group class we teach is taught by instructors who are masters in that specific dance and are always consistent and welcoming. Many dance studios can be cliquey or judgemental, but we pride ourselves on inviting, fun, and friendly. Our brand is focused on Elegance and friendliness. A place you can come to without feeling judged, have a fun time, learn to dance, get your heart pumping, and join the fun. Another difference is we are the only dance studio in Jacksonville that offers Rueda De Casino classes weekly. This dance is the most fun dance anybody can dance. It’s Cuban salsa, danced in a big circle. While one person calls the moves, we all do them simultaneously and even switch partners. Its Dancing meets a game-like fun and community.
The schedule is as follows:
Mondays: 7 pm Intro to Salsa and Bachata, Level 1
Tuesdays: Salsa. 7 pm Level 2, 8 pm Level 3
Wednesdays: Kizomba 8 pm
Thursdays: Bachata. 7 pm Level 2, 8 pm Level 3
Fridays: Rueda De Casino.
If you had to, what characteristic of yours would you give the most credit to?
Consistency is key. Consistency brings reliability. Reliability brings comfort and trust. Trust brings happiness. Fun brings happiness. Growth brings happiness.
Pricing:
- Drop-in 1 Hour class: $15
- Drop-in 2 Hour class: $25
- 5 lesson Punch Card: $60 ($12.00 ea)
- 10 lesson Punch Card: $100 ($10/ea)
- Unlimited Monthly Membership: $110
Contact Info:
- Website: https://www.latindancejax.com/
- Instagram: https://www.instagram.com/latindancejax/
- Facebook: https://www.facebook.com/LatinDanceJax
Image Credits
Salchata Media Project
