Inspiring Conversations with Julie Estes of Special Ops Production House (“SOP House” for short)

Today we’d like to introduce you to Julie Estes

Hi Julie, please kick things off for us with an introduction to yourself and your story.
I’m the oldest of five children and was always involved in organizations and extracurriculars growing up and in college I was President of my sorority, Alpha Phi. I’ve always been in leadership-type positions and roles and always had a knack for organizing people and coordinating plans and details. When I graduated college in 2007, I had an entry-level position at an event planning firm in Oregon but knew I wanted more – more of a challenge and to work on bigger, more complicated projects. And I knew that meant I needed to leave Oregon and venture out to a bigger city. While applying for every job under the sun, in multiple different cities, and interviewing for some of them, I also researched conferences for event planners. I ended up taking my entire first few paychecks to afford to attend the Special Events Conference in Miami the summer of 2007. In-turn, I actually lost the job I did have because they didn’t want to grant me the time-off to attend the conference. Still on my way and traveling solo, I made my own business cards and networked the entire weeklong event. Shortly after, one of the contacts I met offered me an “unpaid, short-term, internship” if I could get to New York with less than 2-weeks notice. I said yes and immediately had a garage sale at my parents house – I sold everything I could and moved to New York within days! Even though I was only offered an unpaid internship I knew all I needed was my foot in the door to prove myself and make an impression that would result in something more permanent. Staying on a friend of a friend’s couch for a few nights and then finding great roommates on Craigslist, I found an apartment on 42nd street in Hells Kitchen and started my tenure in New York City. The “temp” position I took turned into a seven-year long stint and I went from Intern to Production Assistant, all the way to the Senior Event Producer, working on the largest projects and clients that the company had. That company specialized in entertainment for private events and I oversaw special projects – including celebrity bookings and multi-million dollar parties.

After seven years there I took a hiatus, traveled Asia for three-months and then went into Freelancing. A few years after Freelancing, I took a position for a live music company in New York, where I was the Vice President of Production & Events and sat on the executive board. I had also freelanced for this company prior to taking the full-time position and there I worked directly with name talent, musicians, choreographers, engineers and other creatives. We traveled the states, and the world, producing live music bands for high-end, luxury events. I lead the task of building out their production department which included hiring and training team members and crafting the pre-production process for the entire company and their event performances.

13 winters in New York started to wear on me and I felt the west coast calling so I relocated to Los Angeles in 2019 and went back to Freelancing. After Covid and when events were finally able to come back and we could gather in person, I started my own production company: Special Ops Production House (SOP House). My company’s first contract was with LIV Golf and we were a part of the team to produce the Welcome Parties for their inaugural golf tour year, 5 cities total between the US and UK. From there, my company has managed and produced many celebrity performances for private clients, such as: Diana Ross, Lionel Richie, Ke$ha, Nelly, Michael Bublé, Busta Rhymes, Shaboozey, and many others, as well as, specialty production projects for numerous clients, party planners and event designers. We will be celebrating three years in business in June!

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
While I absolutely LOVE what I do … it has been anything but a smooth road. The event industry is challenging just in general. We spend months and months planning for an event that in actuality, is really only 4 or 5 hours long, but celebrates the most important days of a person’s life … that’s a lot of pressure to pack into a 5-hour party! On top of the general stress and hurdles of planning events, I work within the private sector and for clients who fit in the .5% group. Clients of that level that demand the best of the best. The expectations are high and the delivery must be even higher. There were many challenges that I’ve had to overcome throughout my career. At first, it was a general learning curve. Coming from Oregon to New York City was a huge shock to my system. There were so many cultural differences within the city but also within the industry I worked in. I had a lot to learn and absorb when I first started. From there, I dealt with a bit of workaholism which is very common in this industry. I couldn’t say no to any work or any events because I wanted the experience and I needed the money. Those first seven years I worked 6+ days a week, usually around 80-100+ hours. Monday through Friday would be in the office, Saturday was spent offsite working events and Sundays would be catch-up and work from home to get ahead of Monday. I would often be asked to do last-minute work and always be on the go. I was once even asked to go to France the same-day to go help a groom with a karaoke song he wrote for his bride! I was ALWAYS ready to go and NEVER said no. The industry is competitive and there are also a lot of egos to deal with, between vendors, clients and the company I worked with. It brought a lot of struggles but those challenges also kept me going. There is a definite adrenaline boom you get from working an event. I ended up developing a fainting disorder (fainted two 4th of Julys in a row, while producing the entertainment for the Macy’s Firework Shows, amongst many other times) and that is when I started to realize I might need a break. My personal life and health had been on the backburner for a long time. Sacrifices I knew I was making while I built my experience and reputation. Freelancing and working for others was always great – freelance work did cause some challenges as I was no longer on salary and really had to get my own projects but that type of freedom and balance is what I needed then. When I started my own production company I took on all the challenges that come with starting any company on your own. More overhead, more responsibility, more liability and I wear many hats. I have to do sales, client-relations, production and management – just as any other business owner does! There is competition and egos to combat and people love to judge from the outside so owning your own business will always be a hustle – you really have to love what you do because it is not for the faint of heart. And find friends and people you trust to collaborate with – this industry, like many others, has so many wonderful, kind and talented people! I am thankful for the friendships I have made along the way and absolutely love creating event magic with other exceptional professionals in this business!

We’ve been impressed with Special Ops Production House (“SOP House” for short), but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We are a boutique production house providing entertainment and creative services for live events. Specializing in high-end and affluent celebrations, we have embedded white-glove hospitality, discretion and excellence into everything we do. We are passionate and dedicated to delivering luxury services, with New York level execution, to every corner of the globe.

Our premier, exclusive service is celebrity entertainment. We curate celebrity talent that meets the event’s brand, goals and expectations. Whether it’s a wedding, anniversary, or a corporate function, we book and design custom talent to full entertainment programs and everything in between. From a celebrity chef to prepare a meal, a favorite author to do a private book-signing, YouTube & TikTok stars to make special appearances and collaborate with brands, to the most famous athletes for a VIP round of golf, an actor to emcee a gala, or even a chart-topping singer to perform at an after-party, we provide the headline talent that can take any event to the next level!

With strong industry relationships and years of experience, we provide our clients with the best access to entertainment and celebrities, anywhere in the world. We’ve had the privilege to work in some of the most beautiful venues and adventurous cities around the globe. We pride ourselves in the ability to walk into any space with a positive, collaborative energy and a strong work ethic to get it done no matter where we are. Driven by our shared passions for live music, production and a flawlessly executed event, our team is packed with experts that go above and beyond. Our company runs the gamut when it comes to pre-event and onsite roles including entertainment lawyers to provide legal counsel during the contractual phase and technical directors experienced in all levels of production to oversee the audio/visual logistics.

What sets us apart from others – Many companies that work in the celebrity entertainment space only handle the booking process for clients. After the artist is booked the contract is handed over and the company that booked the talent is no longer involved. We’re different – we don’t just book the talent, we do it all. We oversee the entire name talent production process. From the initial researching and presenting viable artists, to negotiating contract terms, fulfilling rider requirements and logistics, coordinating vendors and talent needs, to onsite responsibilities of managing talent, producing technical aspects and executing all show and entertainment components. As an extension of the event team, we work with all vendors for a seamless collaboration between all parties to create an enjoyable planning experience and an unforgettable entertainment program.

What are you most proud brand wise – I’m proud that my reputation and experience speak for themselves. When you hire SOP House or myself directly, you know you’re going to get extreme dedication, a strong work ethic, meticulous detail and excellence. We are transparent and team-players. I love working alongside other exceptional event vendors – knowing that we are just one pillar of the entire event, we stand strong and help support everyone on the project – working towards the greater good and goals of the event as a whole. I love partnering with party planners and event designers, to oversee the entertainment portion or special production logistics for them, and to be a strong pillar that they can lean on!

Are there any important lessons you’ve learned that you can share with us?
Success is not a plateau – you don’t just reach it once and you’re there, you’re successful. You have to CONSTANTLY work at it to remain successful. You’re constantly going uphill. It’s kind of like – you’re only as good as your last event. Once a project is over, it’s over and you have to do it all over again. This type of work is not a product that is easily manufactured and duplicated. Each and every single event is different and just as you finish one you must be working hard for the next. You could plan one of the best events of your career or produce the biggest entertainer ever and then you’re back to square one looking for the next project to work on. It’s a constant hustle to become and remain successful and it’s never a straight line. In this line of work, especially as a business owner, it is often feast or famine and you must learn how to survive both.

Another important lesson I’ve learned is that you can really only count on yourself and you must stay true to yourself and trust your gut. People always want to judge from the outside. Take credit for work that you did. Go after the same clients you have. Competition is heavy and the work is difficult. I have learned that being as transparent as possible, honest and direct, is the best way to go. Your name and reputation mean a lot in this industry and many opportunities are possible because of relationships so always work in a way that is true to you and uphold your integrity. Not everyone is going to love you, or even like you, but you must keep your head high and be true to you. Operate in a way that you believe is honest and good and surround yourself with the same!

Contact Info:

• Website: https://www.sophouse.com
• Instagram: https://www.instagram.com/thesophouse
• LinkedIn: https://www.linkedin.com/in/julieestes/
• Other: https://www.instagram.com/juliemestes

Image Credits
Image Credit – Diana Ross on-stage = “photographed by Paul Morse for the event by Engage!24 Nemacolin.” Diana Ross produced by Julie Estes & SOP House.