In 2006, Lara Alsina founded Entertainment In Motion in Canóvanas, Puerto Rico with her bother, José Alsina.
The new company offered technical labor services to productions on the island and in the Caribbean. They conceived of the idea during Lara’s time with Switch Lighting & Performance, where she worked as director of sales and operations.
“In 1999, I was working as a public relations representative for a politician when brothers Victor and Edgardo Allende (Switch Lighting & Performance owners) offered me the opportunity to work as an assistant of sales,” explained Lara. “From that point onwards was a process of learning that today, 14 years later, still has not ended.”
Providing labor services was a great beginning for EIM, but Lara and José had bigger dreams of growing the company into one that would offer full production services. But a dark cloud fell over the company and family on Dec. 29, 2009 when José unexpectedly passed away.
“It was a very difficult time for me and EIM,” said Lara, “but we followed the industry motto of ‘the show must go on’ and continued not only the production we were working that day, but also the dream of growing EIM.” By 2011, their dreams had come true, and EIM expanded to include full production services.
Now, in addition to labor, EIM offers rental and sales of lighting, roof systems, rigging and conceptualization of events. Lara works with an administrative crew of five that draw on a labor pool of close to 160 skilled freelancers. From their new facilities in Canóvanas, they service Puerto Rico, the Dominican Republic and all of the Caribbean.
As one of the few woman-led companies in the industry and Puerto Rico, Lara is committed to continuing the original dream that she and her brother envisioned, supporting the production needs of concerts, conventions, film and TV projects, theatrical productions and other
special events.
These projects include Billboard’s Latin Music Awards, Idol Puerto Rico, artists including Ricky Martin, Wisyn & Yandel and Chayane and the 2010 Central American Games. EIM also often works with Telemundo and Univision in Puerto Rico, providing their services for many of their events and televised shows.
PLSN recently spoke with Lara about how she and EIM managed to overcome challenges and achieve success.
PLSN: What challenges have you had to
contend with to get EIM off the ground, and to keep it moving?
Lara Alsina: The biggest challenge for EIM has been to keep us busy on the ground, notwithstanding the fact that. although I have an excellent team, I have had to keep it
standing with much personal effort. I found many
challenges running the company as a woman, but just continued to pursue my dream no matter the sacrifices, hours without sleep, and days and nights without my family. If I have to choose again what I want to do in my professional life, I will again choose to be a Woman of Light.
Describe what it’s like as one of the only
women running a live event production company in Puerto Rico.
Lara Alsina: Being the only woman with a company of this type in Puerto Rico has been the biggest challenge that life has given me, not only for being in an industry controlled by men, because life changes you completely, breaking down the stereotypes of the traditional woman, mother and partner.
How would you describe EIM’s capabilities to a potential client?
Lara Alsina: First and foremost, we place a huge emphasis on safety. Then we follow through with exceptional production quality combined with fully committed professional service. These are the three points that distinguish and differentiate our company from the others. Additionally, we put our hearts and souls into all that we do.
How would you describe the position of EIM and your customer profile in the market
today?
Lara Alsina: The future of our company not only is to create prestige in the entertainment industry as we carry out our functions, but also in establishing a real commitment with technical areas on the island. It is our plan for EIM to make the first company school in the Caribbean, where we can educate and train technical staff. The goal is to provide education in the work that we carry out every day as a serious profession, and to grow our industry family. We want to go beyond what is currently offered and go to the level of academic preparation for all of the technical staff on the island and
surrounding areas.
Your company motto is “Be Proud.” Please explain the background of this statement as it applies to EIM.
Lara Alsina: “Be Proud” is the pride that each of us feels being part of the creation or execution of a project, where so many people love the work they are doing and have fun. It reconciles itself, becomes part of the history and experience of many of us, like in our lives. To say that what you do, do it with pride…Feel proud.
What are some memorable productions and/or experiences for EIM?
Lara Alsina: The Billboard Latin Music Awards that were conducted in Puerto Rico [in 2010] and were broadcast live to the entire American nation by Telemundo Internacional. It was 21 days of arduous, but highly rewarding work. It was certainly one of the best shows that we have done to date.
Another extremely large event was the Central American and Caribbean Games, held in Mayagüez, PR in 2010. At this event, we were working both the opening and closing events with over three months of physical and intense work. It was an amazing experience that taught us much, above all to be strong and finish the tasks that are put to us, regardless of the situations that Mother Nature presents to us. (EIM also recently supported the Noche de Estrellas de Fidelity 2013 at the Coliseo de Puerto Rico, pictured above —ed.)
What type of inventory do you carry?
Lara Alsina: Our inventory of equipment is continually growing, as I believe it is important to re-invest in the company and offer our clients new and innovative products. We have the largest roof systems in the Caribbean, with a load capacity of 50,000 lbs. We also have many smaller roof systems, full rigging abilities, generators, drapes and more. To illuminate the stages we have lighting systems from brands such as Robe, Martin and High End Systems. We also own LED screens and various other structures.
In addition to providing production services with your equipment, what other services does EIM provide to its customers?
Lara Alsina: We are a full service and sales organization as well as a production house. We also hold training seminars to further expand the industry knowledge. EIM continues to be a key labor provider for the entertainment industry within Puerto Rico and the Caribbean.
Describe your family.
Lara Alsina: I am the daughter of a special marriage, Jose E. Alsina “Che” and “Paquita” González. I have one brother in the land, Gustavo Alsina, manager of EIM, and one brother that is in heaven, José F. Alsina. My family also includes my nephew Ricardo Alsina and beautiful daughter Natalia Gabriela, the light of my eyes and fellow adventurer and worker. These are the angels in my life, who give me the strength to keep fighting for a future for the most small and life for all.
