Hidden Gems: Meet JC Franco of SPLAT – Action Art Studio

Today we’d like to introduce you to JC Franco.

Hi JC, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
The idea for SPLAT started during the pandemic after I read an article about how, as we get older, our coworkers become the people we spend the most time with. Michael Chavez and I have been best friends since junior high, and I thought, “What could be better than working with my best friend?”

At the time, I was a marketing manager, and Michael was managing a Louis Vuitton store in Glendale. I studied marketing and have worked in digital marketing for more than 20 years, while Michael brought a background in retail management and customer experience. We saw an opportunity to combine our skills and build something we were passionate about. I’ve always loved art, and so do my kids, so creating a space where people could explore their creativity felt like a natural direction.

We opened SPLAT – Action Art Studio in South Pasadena in December 2023, but getting there took a lot of hands-on work. We didn’t have the budget to hire people to build and design everything for us, so we rolled up our sleeves, picked up some power tools, and got to work. We put a lot of ourselves into bringing the studio to life.

Our goal was to create a welcoming space where people could enjoy making art without feeling pressure to paint something perfect. Guests can splatter, experiment, and use tools they might never have tried before. It’s about enjoying the process and spending time together.

Since opening, we’ve welcomed families, couples, birthday parties, school groups, and teams. Getting the word out continues to be a challenge. Families have so many options, and it takes work to help people discover us. But when guests tell us how unique the studio is and how much they enjoyed their experience, that’s when I feel we’re building what we hoped SPLAT could become.

Today, we’re continuing to grow, learning as we go, and building this business together as longtime friends.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s been a hard, winding, unpredictable road. Pretty much everything except smooth.

One of the ongoing challenges has been affordability. Families are feeling the pressure of rising costs, and many don’t have the extra income they had a year or two ago. As a small business offering a creative experience, we have to keep showing people the value of spending that time together while understanding the financial decisions they’re making.

The Eaton Fire brought another level of hardship. It devastated much of the foothill community, and I lost my own home. My family and I have moved through several temporary housing situations while we wait for our house to be rebuilt. Navigating the aftermath while helping run a business has been incredibly difficult. We lost more than our home. So much of the community around us was affected, too, and that loss is something we’re still living with.

In the aftermath, we wanted SPLAT to be a place where we could offer some support. We partnered with organizations like Options for Learning to provide free art sessions for children and families impacted by the fires. It was a way to give families space to create, express themselves, and spend time together during a painful period.

We’re still working through these challenges. Having my best friend as my business partner and seeing what the studio means to our guests gives me reasons to keep going

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
SPLAT – Action Art Studio is a process-based art studio in South Pasadena for kids, families, and adults. We give people a space to explore, experiment, and create something uniquely their own, regardless of their artistic experience.

What sets us apart is the freedom to try nontraditional tools and techniques. You can paint with blow dryers, beads, scrapers, stencils, spray paint, tracers, tape, and more. We start with a quick tutorial, and videos throughout the studio highlight different ways to use the tools. From there, the creative direction is yours. While many art experiences guide everyone toward a predetermined finished piece, we focus on the creative process: trying something new, seeing what happens, and enjoying the discovery along the way.

We also offer the opportunity to paint on large canvases, which adds a whole different dimension to the experience. Our larger canvases are especially fun for couples, friends, families, or groups who want to collaborate on one piece.

What we’re most proud of is creating a welcoming space where people feel comfortable letting go of perfection. Someone might arrive saying, “I’m not creative,” and then find themselves experimenting, laughing, and getting completely absorbed in their painting. Helping people discover that side of themselves is a big part of why we do this.

We want readers to know that SPLAT is both a destination for a creative 60-minute outing and a great option for birthday parties, celebrations, and team-building events. Art has a way of breaking down barriers and helping people open up, connect, and enjoy being together.

Come check us out for your next creative outing. You might leave with more than a painting: a shared memory, a fresh perspective, and a little nourishment for your soul and spirit.

Do you have recommendations for books, apps, blogs, etc?
I find a lot of inspiration in creative communities, small-business stories, and watching how other people approach challenges. Whether it’s a podcast, a short video showing a new art technique, or a conversation with another business owner, I’m drawn to anything that gives me a fresh perspective or something practical to try.

At SPLAT, that curiosity is a big part of what we do. We’re always exploring different tools and techniques and thinking about how to make creativity more approachable for our guests.

Outside of work, my family helps keep me grounded. Watching my kids create reminds me to stay curious, worry less about getting everything perfect, and enjoy the process. That mindset helps me in business and in life.

Contact Info:

• Website: https://www.go2splat.com
• Instagram: https://www.instagram.com/go2splat/
• Youtube: https://www.youtube.com/@go2splat
• Yelp: https://www.yelp.com/biz/splat-action-art-studio-south-pasadena