Joey Goone is the President of Utopia Experience, a nationwide audiovisual production company specializing in creating immersive and personalized event experiences. With a background in finance and a passion for entrepreneurship, Joey transitioned to leading the company originally founded by his late mother. Under his leadership, Utopia Experience has grown into a full-scale event production business, serving clients coast to coast. Joey is also a board member of EO St. Louis.
Here’s a glimpse of what you’ll learn:
- [00:44] Joey Goone talks about Utopia Experience and its service offerings
- [01:52] The work involved in producing large-scale conferences like EO XCentric
- [03:52] The origins of Utopia Experience as a bar and bat mitzvah company
- [05:47] How Joey transitioned from a finance background to leading a legacy business
- [07:06] When Joey first discovered his entrepreneurial spirit as a nine-year-old mowing lawns
- [11:57] The compassionate and disciplined life lessons Joey learned from his mother
- [19:07] How morning practices significantly enhance focus and motivation in the business environment
- [20:22] Using strategic generosity and Gift-ology to foster meaningful connections
In this episode…
Crafting unforgettable experiences is both an art and a science. But what truly sets those who leave a lasting impact apart is their ability to blend technical expertise with genuine human connection. How do you turn events into heart-centered experiences that inspire, engage, and transform?
According to Joey Goone, a visionary entrepreneur with a passion for connection, it starts with compassion and intention. He highlights that creating meaningful moments requires not only technical precision but also the ability to see and meet the emotional needs of others. Whether it’s integrating cutting-edge audiovisual technology or infusing personal touches that make attendees feel seen, Joey believes every detail contributes to an immersive experience. This approach stems from values instilled by his late mother, who inspired him to lead with empathy and authenticity — a philosophy that continues to drive his company’s success and legacy.
In this episode of the Rising Entrepreneurs Podcast, Dr. Jeremy Weisz sits down with Joey Goone, President of Utopia Experience, to discuss how he builds heart-centered experiences through events. Joey shares the pivotal lessons he learned from his entrepreneurial journey, including the importance of compassion and the power of persistence. He also gives advice on leveraging relationship-building strategies to create meaningful connections.
Resources mentioned in this episode:
- EO St. Louis
- EO Accelerator
- Entrepreneurs’ Organization (EO)
- Dr. Jeremy Weisz on LinkedIn
- Rise25
- Joey Goone on LinkedIn
- Utopia Experience
Special Mentions
- EO XCentric
- Coterie Spark
- Hal Elrod
- The Miracle Morning: The Not-So-Obvious Secret Guaranteed to Transform Your Life (Before 8AM) by Hal Elrod
- Lisa Atherton on LinkedIn
- Wim Hof Method
- Front Row Foundation
- Jon Vroman on LinkedIn
- Jeff Hoffman on LinkedIn
- Jon Berghoff on LinkedIn
- Gift-ology
Quotable Moments
- “When my mind is still, my soul speaks.”
- “I learned the importance of not telling white lies and just being authentic.”
- “I loved the freedom of being outside, the flexibility of creating my own schedule.”
- “It’s like, we’re not just giving people handouts, we’re giving them hand-ups.”
- “I always feel as though it’s a beautiful day when I’m able to get vulnerable in a day.”
Action Steps
- Adopt a morning routine: This routine can help align your mental and emotional state, providing a strong foundation for personal and professional growth.
- Leverage technology for business growth: By incorporating cutting-edge tech, you can create more engaging and interactive experiences for your audience to stay ahead in a competitive market.
- Cultivate genuine relationships: Use thoughtful gestures to build meaningful connections. Such personalized acts can leave a lasting impression, fostering deeper professional relationships and networks.
- Embrace vulnerability and authenticity: This approach can build trust and empathy, creating a more supportive and understanding environment in both personal and professional settings.
- Practice resilience and adaptability: By being open to change and learning from setbacks, you can effectively navigate obstacles and pursue new opportunities.
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The relationships you form through podcasting run deep. Jeremy and John became business partners through podcasting. They have even gone on family vacations and attended weddings of guests who have been on the podcast.
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Episode Transcript
Intro 00:02
Welcome to the Rising Entrepreneurs Podcast, where we feature top founders and entrepreneurs and their journey. Now let’s get started with the show.
Dr. Jeremy Weisz 00:13
Doctor Jeremy Weisz, here we are here live at XCentric in Dallas, and this is a live episode of Inspired Insider. I’m excited to talk to Joey, who has done all of the production stuff behind the scenes and not behind the scenes here at XCentric, and we were talking last night and you run Utopia Experience. I’d love for you people to know what your company does and what you do.
Joey Goone 00:44
Yeah, absolutely. So yeah, we are an event production company headquartered out of Saint Louis, but we have clients as far west. We go coast to coast, as far west as San Diego and as far east as Jersey. And we are here in Fort Worth producing you know, it’s kind of this is a full circle moment for me because we’re producing the entire show, working with the event planning team, Coterie Spark. We’re doing all the audio visual, all the cameras. Like, you know, we had this conversation last night on the bus and we just texted the team and said, hey, can we pull off a podcast interview together today? And they have the cameras and the audio and all the things to make it happen on site. So we’re doing it’s sort of like, you know, all the the large audio video production here, but sort of, you know, this stuff that’s happening is, you know, these small touches that allow all the entrepreneurs on site to, you know, like in any corner of the venue, get additional content for their respective businesses, which is what we’re doing today.
Dr. Jeremy Weisz 01:40
It’s really cool. So you have a full booth set up, people can record, and also on the main stage with the big screens and talk a little bit about the different services you offer for conferences or companies.
Joey Goone 01:52
Yeah, absolutely. Yeah. So it’s all of our technology we use like on the main stage we have three large LED walls, so the center screen is about 35ft. And then the two side screens are roughly like 20, 22ft. And for us, like the LED wall technology, it’s like it’s where the future is headed. You know, like Jeff Woods was on yesterday talking about, you know, AI. And we’re thinking about how do we now integrate AI into our offerings and our core offerings of, you know, bringing it into tech to make the experience more interactive? But just generally speaking, you know, all the cameras, all the audio, all the visual elements that are, you know, going on here at EO are handled by our team.
Dr. Jeremy Weisz 02:31
Some favorite conferences that you’ve covered? I know obviously we have EO XCentric. What are some other ones throughout the years that you’re like, this is this is a fantastic conference. People should check it out.
Joey Goone 02:44
I, I am a big we talked on the, you know, on the bus to the social event last night on our way to the social event, we talked about Hal Elrod’s event, which he no longer does. That was.
Dr. Jeremy Weisz 02:54
Hell. Bring it back. Yeah. Hell.
Joey Goone 02:55
Come on, man.
Dr. Jeremy Weisz 02:56
Yeah. Love the book. Miracle Morning. Incredible. Love it.
Joey Goone 03:00
My introduction to personal development was attending his Best Year Ever Blueprint event in San Diego. I attended three years in a row, and I just couldn’t get enough of it, and. And he stopped doing it for personal reasons because he just got so busy in other areas.
Dr. Jeremy Weisz 03:11
It’s a big undertaking. I mean, massive undertaking. Yeah.
Joey Goone 03:15
And EO XCentric. My face leaked yesterday. I was just bawling, talking to some of the EO, you know, some of the Central region board members and organizers, because this is a full circle moment for me. My mom started this company 20 years ago, almost 21 years ago, and we started out as a bar and bat mitzvah company, which I know we briefly talked about last night doing these, you know, celebration mitzvah celebrations for, you know, for girls and boys who are then entering into adulthood. And the first one we ever did was my sisters. And this was in 2001.
Dr. Jeremy Weisz 03:46
Was that where the idea came from? Because it was your sisters, and then your mom just decided to produce the video.
Joey Goone 03:52
She had a really a not so wonderful experience with another local company when she did my bar mitzvah and my brother’s bar mitzvah, just two and three years before my sisters. And so she said, well, if they’re going to treat me this way, why would I just not do this on my own? Because it’s something that I enjoy. It’s a it’s a period or a season of life that I’m currently going through where all of my friends are bar and bat mitzvah, going through the bar and bat mitzvahs for their kids. And so there is there is certainly a stickiness because, you know, I can offer this to all of my friends who are going through this season of life with me, and I think I can do it better and do it in a way that, you know, we make the experience more like personal and fun and immersive and enjoyable. Whereas she felt as though she was treated like a transaction when she went through it. So she started Utopia, which was it was Utopia Entertainment back in 2001. And I say it’s a full circle moment because my mom is no, she’s no longer with us. And the company has since evolved from a bar and bat mitzvah company to a full scale audio visual production company. And so three years ago, I didn’t qualify for EO. And so, as you know, to be an EO member, you have to be running a company that’s $1 million or more in revenue. And so three years ago, we hit that. Then I became a member, and now we’re here actually producing the conference for the organization. That has helped me tremendously in my entrepreneurial journey. So I just got super emotional about that, thinking about how proud my mom would be of what’s become of her company.
Dr. Jeremy Weisz 05:24
Yeah. And at the time, so was she setting out to start a business or was she like, we’re just going to do it better? We’re going to do. My sisters, at what point was she like, yeah, you know what? I’m gonna keep doing this for other people.
Joey Goone 05:38
Yeah, I don’t know.
Dr. Jeremy Weisz 05:40
You’re about 15, 16 at the time. Like when she starts this this production company. Yeah, yeah, yeah.
Joey Goone 05:47
So she was. She was really she was like focusing on being an educator 50% of the time and working 50% of Utopia and 100% in either. And at some point, she just jumped off the cliff. You know, in finance, my background is a wealth management. We always talk about Cliff vesting. And for her, at that point in time, my dad was the breadwinner of the family. And my mom had long since, you know, was like raising the three children, getting us to a point where she felt like, you know, confident in our ability to go out and be mature, successful adults in the world. And when she got there, I think she was also working part time as a teacher, and I feel as though her she got to this sort of inflection point in her life where she’s like, now, what the hell do I do? I’ve raised my kids successfully and I’m working part time as a teacher, but I feel as though I’m missing something. And for her, Utopia was the answer. This was like it gave her this new like zest for life and this purpose and this pursuit of this new challenge that she ran with.
Dr. Jeremy Weisz 06:55
So your background is in finance. You’re doing wealth management. Talk about then transition to taking over the company.
Joey Goone 07:06
Yeah, I was like many, you know, 16, 17, I guess 18 year old kids to go into college. I had no idea what the hell I wanted to do. I, I knew I wanted to be an entrepreneur of sorts because like, I had okay. So I had this fascination with motors when I was a kid and I was a nine year old kid going door to door, cutting people’s grass in my neighborhood. So that was my first business. And I loved the freedom of being outside, the flexibility of creating my own schedule. I loved the spring air and meeting all my neighbors like I knew everyone. I knew everyone on the street. And because I was this nine year old kid going door to.
Dr. Jeremy Weisz 07:38
Door sales pitch, do you remember?
Joey Goone 07:40
I think it was like cutting grade since 98, which is when I.
Dr. Jeremy Weisz 07:44
Were you just knock on the door and just pitch?
Joey Goone 07:46
Yeah, just. Hey, by the way, you know, I just cut your neighbor’s grass. It was $20. I’m your neighbor. I live three doors down. It would be awesome if you’d support me. And I’ll take care of your yard for you for the summer. And who’s going to say no to this? You know. And by the way.
Dr. Jeremy Weisz 07:59
He was listening. If they have kids, as I do, they can take and use that script for if they want to start their own business, whether it’s mowing lawns, it could be shoveling driveways if you live in somewhere cold. I told my kids a good business idea would be to go and pick up the poop in people’s dog thing, because who wants to do that? So you can use that script that Joey just said for whatever. Yeah, yeah.
Joey Goone 08:26
So I love it. And it teaches you that there’s no task beneath you. Like, there’s no there’s no task that is like too. It gives you a level of humility. Like, if I can pick up dog poop, then I’m not going to be the asshole CEO 30 years later in life who’s like, yeah, the employees do everything and I’m going to be in my glass office not doing it right, like just dictating orders. So I think it creates that level of humility where we’re not just giving people handouts, we’re giving them hand ups, and the hand up is like, go out and have the grit and the tenacity to try and make something of yourself. And you realize, like, wow, those pants cost $100. As the speaker said yesterday, Lisa, the owner, the CEO of Bell. She’s like, my kids were like, wow, mom, those pants cost $100. And she’s like, yeah. And it’s like.
Dr. Jeremy Weisz 09:10
Ten hours of work. Yeah, I don’t want to spend ten hours of work to get these one pair of pants.
Joey Goone 09:14
Go out and earn it. Yeah.
Dr. Jeremy Weisz 09:16
Did you get rejection or all the time? People like, oh, no, we’ll definitely have you do it. You did?
Joey Goone 09:21
Yeah, I think more more. So related to the question you originally asked, which was like, you know, the finance thing. And so I when I, you know, I got to school, it was like many of the other, you know, 18 year olds, I didn’t know what the hell I wanted to do. I just knew because I had this, this enjoyment for entrepreneurship, as I did when I was cutting grass as a kid. I wanted to do something that gave me that same level of enjoyment I thought finance would be. I’d be able to have that connection to that entrepreneurial spirit and grow my own thing. The rejection in finance was something that I dealt with nine times out of ten, and it taught me that I shouldn’t feel have this feeling of, you know, fearing failure. I should embrace it. And so at a very, you know, early point in my career, I met a gentleman named Jeff Hoffman, who we also we talked about you and I, and he taught me about the, you know, stop. He’s like the first of all, he taught me about like, stop trying to overcome objections. Go find. Yes. And so I just I let those objections just roll off me because I knew the more no’s I got, the closer I would get to a yes.
Dr. Jeremy Weisz 10:30
I love that. Yeah. And so eventually you got at what point do you transition to the video company?
Joey Goone 10:39
Yeah I was. This was 2014 when I, when I made the transition and similar parallel journey to my mom, I was working 50% in both 100% and neither I would work at my wealth management thing 9 to 5 and I would come home five to, you know, to use the cliche, like 5 to 9. But it was way more than that. 1 a.m. and yeah. 1 a.m., 2 a.m. just trying to to grow the business.
Dr. Jeremy Weisz 11:09
Throughout. Were you helping your mom at all, like, as she was doing different events or or.
Joey Goone 11:16
No, I would help my dad with setup. My dad would was like he would moonlight family business. Yeah, he would moonlight as the weekend roadie. You know, we’d have, like, the big trucks on our driveway, and my dad would be lugging equipment up this, like, 30 degree like, angle yard that we had, lugging it from the walkout basement up the hill into the truck. And I’m like, I can I can’t let my dad do that by himself. So I would get involved and help them set up the events every once in a while. Yeah.
Dr. Jeremy Weisz 11:43
I mean, we were talking about your mom last night. I’m sorry to hear that. And but just talk about some of the lessons you learned from her.
Joey Goone 11:49
Compassion.
Dr. Jeremy Weisz 11:51
Because you kind of just took over and, you know, took over the legacy, too.
Joey Goone 11:57
Yeah, in a sense. Her her rule was we had something that my dad read as a part of her eulogy at her funeral, and they were Jodi’s rules. And they’re just standards to live by. And I think the biggest thing that she taught me in my life was to be a mensch. And. She was such a light. Sorry. No, I. I always feel as though it’s. a beautiful day when I’m able to get vulnerable in a day. You know, I cry if I. If I cry. I high five and get to hug somebody. Yeah, it’s a wonderful day. But she really was such a light. And I mean, like, our home was always the place people would gather. I would always have my friends coming in and out of the house. We’d have sleepovers and slumber parties and, you know, all my neighborhood friends would always know that they were always welcome at my house. Didn’t matter what ethnicity, what background, who they were, where they came from, my mom would always ask them questions like, how are you? And, you know, tell me about your day. What was the highlight of your day? She was just the type of like, charismatic, caring soul that would sit down across the table from you and genuinely with a curious heart like ask you questions and care about your answers. She would listen, to listen and understand, not to respond. And that’s something I learned about my mom, is can I bring that same lens of empathy and curiosity and compassion and sensitivity for my fellow human beings that she brought to me and all my friends at that very impressionable point in my life when I really needed it. And that’s what she offered me. The greatest gift that she offered me was just to be a good human being and try to bring light where there’s darkness.
Dr. Jeremy Weisz 13:56
What were some of Jodie’s rules? Do you remember?
Joey Goone 13:59
That was one tough love. Tough love was.
Dr. Jeremy Weisz 14:02
Another one was a tough love moment.
Joey Goone 14:04
Oh, man.
Dr. Jeremy Weisz 14:06
At the time, it probably doesn’t seem like a lot more like tough.
Joey Goone 14:09
But yeah, she was very she was very, very much about discipline. And so and she had this sort of this tenacity about her where when she believed in something and believed that it was the right way that she. You wouldn’t she wouldn’t waver from that belief. And so there was a particular evening where I really wanted to have a sleepover. And my dad said, no, go ask your mom.
Dr. Jeremy Weisz 14:44
Or you said no. And then you’re like, I’ll go ask mom.
Joey Goone 14:47
Yeah, exactly. And so I went to be persistent.
Dr. Jeremy Weisz 14:49
Entrepreneur.
Joey Goone 14:50
That was it. Yeah. So I was I was almost pinning them against one another. And I shouldn’t have done this. This was a terrible thing for me to do. And then I went to mom and I said, dad said yes. Are you cool with it? And she’s like, if dad said yes, it’s great. Well, 30 minutes later I had invited my friend and they had a conversation and they found out that I was hitting. This was an awful thing of me to do. Like I’m in the realm.
Dr. Jeremy Weisz 15:14
Of things. Not that awful, but. Yeah.
Joey Goone 15:17
And so my mom sat me down and she taught me a lesson about, you know, telling white lies. And she taught me a lesson about being true to my word and being being truthful, being honest and being open. And I learned an incredible lesson that evening. I slammed my door because I was furious that I wasn’t able to have the sleepover. But what happened as a result of that was I realized the importance of not, you know, not telling white lies and just being authentic. And yeah, that was that was one of her roles.
Dr. Jeremy Weisz 15:54
So compassion.
Joey Goone 15:55
Tough love, tough love.
Joey Goone 15:57
Authenticity.
Dr. Jeremy Weisz 15:58
Authenticity.
Joey Goone 15:59
And I’m blanking on the other two.
Dr. Jeremy Weisz 16:00
But I’m sure that’s. Not on the spot here. So your mom was definitely an inspiration. I love for you to talk. Maybe a lesson from I know Hal Elrod was you were close with Hal. What was something you learned from from him that you can remember?
Joey Goone 16:20
Yeah. So, Hal, Hal has been a just an incredible inspiration, you know, in my life. His miracle morning practice was something that I adopted when I first took over Utopia, and I genuinely believe that doing that practice helped me create the operating system from which I was able to excel in business. And the operating system was a, you know, his his miracle Morning Savers. It’s silence, affirmation, visualization, exercise and scribing. So journaling. And so often times in entrepreneurship, we get into our heads and away from the thing that matters most, which is the heart. And his practices bring me back to that heart centered energy in a way that’s just profound. And I know that, like when my mind is still, my soul speaks. I think that’s a Robin Sharma quote. It might be missing. Someone could fact check it. Yeah, exactly. It might be wrong, but. But when the mind is still, the soul speaks. And he taught me through these practices and through his coaching, how to quiet my mind and get back to this, this centeredness, this wholeness of just heart centered energy, which to me is a superpower.
Dr. Jeremy Weisz 17:48
I love to share. I know you have to go produce the rest of the show, but I don’t want to make this too much longer. Although I’m fascinated with the conversation, I do want to talk about some of your favorite resources because we were talking last night. Obviously it could be books, it could be podcasts, it could be just people. I know we talked about Miracle Morning.I know we were talking about Wim Hof method, that you look at what other resources or books, and you could talk about Wim Hof too, that you that other people should check out.
Joey Goone 18:21
You tell me. Wim Hof is like one of the most fascinating interviews, right? It was a cool interview.
Dr. Jeremy Weisz 18:25
Yeah. I mean, I had studied some of the stuff before, but I don’t think I’ve done any more research for an interview than I did when I had Wim Hof on just because I love his stuff and his everything that he’s, you know, teaches from, from a health perspective. So that was a good one. But I know we were talking about Gift-ology. John Rowland I don’t know if there’s a lesson from John. And you were close with John as well. He’s one of the best human beings, you know. May he rest in peace. Of course.
Dr. Jeremy Weisz 18:55
Of course. Rest in peace. That I talk about his book and tell everyone you got to get giftology. It’s just a method for giving and loving on other people.
Dr. Jeremy Weisz 19:05
Yeah. So.
Joey Goone 19:07
Oh my gosh. So Wim Hof, I do Wim Hof every morning. Now when I wake up, I mean particularly like in an environment like this where I’m, I’m doing my absolute best to try and compartmentalize the work of all of the different You know, components that are happening concurrently at the like. I’m doing my absolute best to try and separate myself and enjoy the event as an attendee. But it’s hard. And one of the ways, again, that I’m able to try to get out of my head and into my heart and really enjoy the experience as an attendee and not think about, oh my gosh, you know what? If a screen flickers or a light goes out or whatever is I start my morning with my miracle morning practice and I end it with Wim Hof breathing. And I love it. I highly recommend.
Dr. Jeremy Weisz 19:47
If you want to Google Google Wim Hof. He’s got some. He’s got a lot of videos out there. You can check out the interview I did with him, but he has a great Ted talk or Ted talk or whatever it is, and it’s it’s pretty crazy his his methods.
Joey Goone 20:02
And then I just I think you mentioned John Rowland and Giftology and it has been something that has changed the way that I try and create relationships with individuals like yourself. And there’s a particular example that I’d love to just Share. If we have the space.
Dr. Jeremy Weisz 20:20
For it, let’s do it.
Joey Goone 20:22
So I read his book and then I ended up at one of Hal Elrod’s conferences. It was the Front Row Foundation Conference. John Vroman’s event. John Bergoff was facilitating John Vroman’s Front Row Foundation was the organization that was benefiting from all the proceeds of the event. To make all these wishes come true for these terminally ill kids that wanted to go and have their wish granted. And so speaking at that event was Jeff Hoffman, and they did something brilliant. They did a paddle raise. And of course, everybody wants to raise their paddle for this. Incredible, you know, these little boys and girls that just want their wishes granted. So I wanted to raise my paddle, but I couldn’t afford the $5,000 level because at the time I was a startup entrepreneur, just trying to figure it out, taking over my mom’s business. And I’m like, now how the heck do I do this? Well, I’m going to go to Hal’s event for advice because it’s the personal development retreat and all the people I want to learn from. So Jeff was one of those individuals. He’s the co-founder of Priceline and he spoke and at the $5,000 paddle raise level, they said, hey, if you bid at this level, you can spend 90 minutes of coaching time with Jeff. After the event, you fly out to him and he’ll spend 90 minutes with you. I couldn’t bid at that level, but I bid at a lower level, and I harnessed the power of what I read in Giftology. And I knew that from Jeff’s talk. You know, that his Ferrari was very important to him, because as a young kid, his mother told him when he saw this beautiful red Ferrari in downtown Chicago, he was an only child, single mother. She was working three jobs. She said, Jeff, unfortunately, just no fault of her own. She just didn’t know this was possible for him. But he said, I want a car like that. What is that? And his mom said, you nor anyone that you know will have a car like that. And so he got a poster of the Ferrari, wrote down 16 life principles. And when he accomplished the final one, he was going to buy himself the Ferrari. He bought himself the Ferrari. Now, again, just bringing you back to the the event. I couldn’t bid at the $5,000 level, but I was committed to doing whatever it took to spend time with Jeff and build a relationship with him. So I knew a friend that lived an hour away from Jeff’s home where the Ferrari was parked. I called Jeff’s executive assistant, found through research, found out who it was, and I had his Ferrari professionally detailed, buffed, waxed, ceramic coated, tinted the whole thing. And he called me 24 hours after it happened and said, who the hell are you? And did you have my Ferrari detailed? And I said. Yes, I did, and had a great conversation with him. And he’s been coaching me in business ever since. Amazing. So that’s that. Was because I read John Rowland’s book apology.
Dr. Jeremy Weisz 22:55
Thanks for listening. We’ll see everyone next time. Joey, thank you so much.
Joey Goone 22:58
Appreciate it Jeremy.
Outro 22:59
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