Really feel The Membership boss Juan Carlos Dominguez talks selling exhibits for Shakira – and placing Ecuador on the map for stadium excursions

Trailblazers is an MBW interview sequence that turns the highlight on music entrepreneurs with the potential to turn into the worldwide enterprise energy gamers of tomorrow. This time, we meet Juan Carlos Dominguez, founder and CEO of Latin America-focused live performance powerhouse Really feel The Membership and Really feel The Tickets. Trailblazers is supported by TuneCore.

Final November, Really feel The Membership (FTC) partnered with Stay Nation on the most important reside music occasion in Ecuadorian historical past: three nights of Shakira at Estadio Olímpico Atahualpa in Quito. However getting there required a calculated gamble: FTC founder and CEO Juan Carlos Dominguez confronted a dilemma acquainted to each promoter. His deal was for 2 exhibits — and when the second bought out, he needed to resolve whether or not to stay or twist.

“I needed to make the choice to do a 3rd one or not,” he says. “If I get one other date, I’d lose all the things that I’m doing on the opposite two dates.”

The gamble paid off.

“It was superb,” Dominguez says. “We bought out the identical day that we went on sale.”

Greater than 105,000 tickets have been bought throughout the three nights, grossing $14.4 million, in response to Pollstar Boxoffice. The live shows additionally generated an estimated financial affect of tens of thousands and thousands of {dollars}, reinforcing Ecuador’s credentials as a severe marketplace for worldwide excursions.

For Dominguez, the achievement validated a concept he’d been pushing for years: that Ecuador, lengthy handled as a market artists routed round, may help the form of demand normally reserved for the area’s established stadium stops.

“It provides us extra confidence and will get into followers’ minds that Ecuador is open for larger issues than only one present,” he says. “Now, I’m positive Ecuador is on the identical stage for large excursions — Bon Jovi, Unhealthy Bunny, Shakira, Karol G, Adele, Justin Bieber — high-tier artists. I’m positive that we are able to promote two, and even three exhibits.”

The energy of Dominguez’s conviction is rooted in twenty years spent immersed in Latin America’s touring panorama. Born in Panama, he moved to Ecuador at 11 — his stepfather is Ecuadorian — and entered the enterprise in 2001 by way of dance music, reserving digital acts akin to Tiësto and Dimitri Vegas & Like Mike in Latin America whereas engaged on Extremely competition exhibits within the area. He later expanded into area and stadium touring, the place he labored with artists together with Metallica, Maroon 5, and Bruno Mars.

This 12 months, Ecuador welcomed Ed Sheeran for the primary time (offered by Transfer & Sight Concert events), whereas FTC introduced Steve Aoki again to Quito and gave The Lumineers their Ecuadorian debut.

Dominguez, who has additionally lined up Def Leppard in October, and The Strokes’ first-ever Ecuador present for November, says Ecuadorian crowds deliver a specific depth, which he places right down to the truth that seeing main worldwide acts continues to be a comparatively new expertise for a lot of followers.

“Loopy,” he says. “For instance, Chile, Argentina — after all, their followers are superb. However it is a little bit extra particular as a result of it’s the primary time.”

FTC has additionally simply confirmed a brand new venue for the town: Area Bicentenario, a privately owned, totally lined tent construction at Parque Bicentenario. With a capability of roughly 8,500, expandable to fifteen,000-18,000 for out of doors configurations, it’s set to formally open in December 2026. The corporate says it continues to develop a separate, longer-term area mission for Quito.

UN-based estimates positioned Ecuador’s inhabitants at round 18.3 million individuals in 2025, however the nation’s touring increase has unfolded towards a tumultuous backdrop. In January 2024, the federal government declared a nationwide state of emergency to sort out escalating violence between drug gangs. That measure was scaled again to regional states of exception inside just a few months, although Ecuador’s authorities has renewed localized emergency measures repeatedly since. Dominguez says the safety scenario has improved.

“Knock on wooden, this 12 months has been significantly better,” says Dominguez, who additionally runs ticketing platform Really feel The Tickets. “We’re in a very good place in comparison with two years earlier than.”

Whereas Ecuador stays FTC’s flagship market, the corporate’s 2026 calendar stretches throughout Honduras, Costa Rica, Guatemala, El Salvador, Nicaragua, Peru and, for the primary time, Mexico, with repeat excursions by Ozuna, Hugel, Romeo Santos & Prince Royce, and Martin Garrix.

On August 29, the corporate will launch its first “authentic property”: FTC Stay al Parque, a one-day competition at Quito’s Parque Bicentenario headlined by Maroon 5, with Yandel Sinfónico, Myke Towers, salsa legends Fruko y sus Tesos and Misplaced Frequencies filling out the invoice. Plans for 2027 are already nicely in movement.

Right here, chatting with MBW from Miami, the place he splits his time together with Panama and Ecuador, Dominguez talks by way of selling economics, the difficulty with rebooking Anglo acts, and why the time is correct to launch Ecuador’s subsequent chapter.

SHAKIRA’S THREE NIGHTS SOLD MORE THAN 105,000 TICKETS. HAD ANYTHING CLOSE TO THAT BEEN SEEN IN ECUADOR BEFORE?

By no means. After the pandemic, we did Unhealthy Bunny — I’m positive I may have bought three stadiums. We did Daddy Yankee, we bought out. We did Feid, we bought out. We did Aventura the 12 months previous to Shakira, and bought two stadiums in the identical metropolis for the primary time ever — that was our first thermometer. Often, we did one stadium in Quito, one stadium in Guayaquil. However for the primary time, the identical artist bought out two stadiums instantly again to again. Then got here Shakira.

WHAT’S CHANGED IN ECUADOR TO MAKE THAT POSSIBLE?

To be sincere, the way in which we produce the exhibits, as a result of the usual has been very excessive for the reason that pandemic. We work so much with Stay Nation, with Loud And Stay, with Transfer. So we have to ship the perfect manufacturing attainable. I used to be like, hear, we have to increase the bar, and that’s what we’ve finished. Each single manufacturing supervisor that goes to Ecuador leaves and says it has been the perfect shock of the entire tour — no issues, excellent manufacturing, the artist is completely satisfied. Though we don’t have the venues that different international locations have, we work it out.

HOW WOULD YOU CHARACTERIZE ECUADOR’S VENUE INFRASTRUCTURE?

Horrible. Horrible, horrible. I simply purchased the most important construction within the nation, it’s just like the Yuma Tent in Coachella. We inaugurated it on the FIFA Fan Fest in Quito just lately for the World Cup. We have now a competition with Hugel on October 16, we now have Camilo on December 4, and from December ahead our pipeline of occasions of lower than 15,000 individuals goes to be finished there. The remainder, we go to the stadium. We have now the Coliseo, which is supposedly an area, but it surely’s not an area — it’s a health club, since you can not cling something from there.

WITH THE GROWTH OF ECUADOR AND THOSE CENTRAL AMERICAN MARKETS, HOW DIFFERENT DO YOU THINK WORLD TOURS ARE GOING TO LOOK IN A FEW YEARS?

A lot larger, as a result of we’re doing issues the right method. I studied right here — I’m American in my considering, and the way I work – you want to give individuals present enterprise. The factor is, in Ecuador, the manufacturing was normally shitty. You’ll purchase a ticket, and no person would respect your seat. The present began, and folks would nonetheless be outdoors. It was very disorganized. And promoters weren’t promoters — they have been individuals that might get right into a on line casino. If it sells, excellent; if it doesn’t promote, then bye, you gained’t see me once more. That’s why a whole lot of followers didn’t belief it — they’d wait to see if the artist really confirmed up. That was the modus operandi earlier than. It was a multitude till we principally did it the American method. Sure, it’s costlier, however I’m seeing the outcomes.

I am going to the Kaseya Middle, American Airways Area, Barclays Middle, no matter, and there are meals and beverage stands in all places. As quickly as you get there, you spend cash. It ought to be the identical [in Ecuador] — bear in mind, Ecuador is a greenback economic system — however we don’t have that. You have got the worst service. It’s a horrible expertise. You find yourself considering the artist is nice, however the entire surrounding is horrible. We’re making an attempt to enhance the service, so we are able to appeal to extra purchasers. That’s my essential purpose.

HOW DO COSTS IN ECUADOR COMPARE WITH MARKETS LIKE BOGOTÁ OR MEXICO CITY?

It’s a bit costlier, as a result of we now have to generally import the manufacturing — sure gear that we don’t have in Ecuador that we now have to deliver from Colombia or Peru. That doesn’t imply increased ticket costs — actually, we have to be a bit of bit decrease than the primary markets due to the financial energy of the nation.

It’s a difficult balancing act. This new authorities put a 15% tax on high of the ticket value, plus the service charge of the ticket firm. Taxes in Ecuador are tremendous excessive — there’s additionally a 25% withholding tax on the artist, and 5% for [royalty collection body] SAYCE. It’s difficult, however we discover methods to do it.

WHAT CONVINCED YOU THE TIME WAS RIGHT TO LAUNCH A FESTIVAL?

Ecuador was all the time out of the image. Then I noticed the beginnings of Estéreo Picnic in Colombia — a superb buddy of mine [from promoter Páramo Presenta] does that. They began to develop, and their leverage and their pull was principally due to the competition of their market — such is the case that Stay Nation got here and acquired them [in 2023]. I bear in mind we might attempt to get an artist, and they might inform me, “No, we now have the Picnic, and we wish to work with them,” so they might give precedence to the competition, as a result of it was nicely finished.

My thought is to do precisely the identical in Ecuador. Possibly not on such an enormous scale as Colombia, as a result of it’s a much bigger market, however a correct scale — a two-day competition, from right here to a few years, of round 20,000 to 30,000 individuals per day, that turns into an necessary competition. We’re the primary promoter in Ecuador, so we, as a model, want a competition.

THIS YEAR’S CALENDAR HAS FTC IN FIVE DIFFERENT CENTRAL AMERICAN COUNTRIES. WAS THAT COORDINATED, OR OPPORTUNISTIC?

That was coordinated. I’m doing Ozuna — he hasn’t toured in ten years, so I’m doing his tour in Central America. I just lately did Hugel in Panama, Costa Rica, and Guatemala. I did Feid just lately as nicely. I work so much in Central America.

WHAT ABOUT PANAMA, BOLIVIA AND VENEZUELA?

Bolivia, I simply had Dimitri Vegas & Like Mike in Santa Cruz, and I’m doing Steve Aoki in Santa Cruz and La Paz. I focus extra on Anglo acts there. It’s very uncommon to see massive names going to Bolivia — they don’t have the infrastructure, the gear, and you’ve got issues with cash, doing wires from there, it’s very, very sophisticated.

In Venezuela, I had Andrea Bocelli on the stadium [in Caracas in 2025]. That was large. I did Dimitri Vegas & Like Mike and I had Gordo, a well-known DJ, confirmed for September, however that was earlier than [Venezuelan president Nicolás] Maduro went to jail [in January 2026]. Due to what occurred, we’re on maintain.

Panama, I do very small issues. It’s a really sophisticated market — first, due to the inhabitants, it’s very, very small. And second, as a result of it’s a salsa tropical pushed market, you may take Marc Anthony and it’ll promote out, however we misplaced cash after we had Maroon 5, Duran Duran, so it’s a sophisticated market.

YOU’VE SAID IN THE PAST THAT LOCAL ACTS DON’T SELL, SO YOU FOCUS ON INTERNATIONAL TOURS. IS THAT STILL THE CASE?

Yeah, that’s nonetheless the case. It’s not like Colombia. You don’t see many artists popping out of Peru. You don’t see many artists popping out of Ecuador. Go to Colombia, loopy. So sure, native acts don’t promote tickets, to be sincere.

HOW’S BUSINESS BEEN OVERALL THIS YEAR?

I’d say ticket gross sales have slowed for the previous two years. You have got the massive excursions that, after all, promote out — but it surely’s one or three excursions, not more than that. The remainder, we now have to work. Tickets aren’t promoting as earlier than. That’s the truth, 100%. I’d say it’s all the time a curve: 2022, ’23, ’24 and ’25 was a peak. Now, I believe issues are stabilizing a bit of bit extra. The economic system just isn’t as [strong]. There’s a saturation of exhibits as nicely that you simply didn’t have earlier than — I don’t know if it’s as a result of all the things you promoted these previous three years would promote nicely, however there are promoters and artists in all places. I believe that has additionally affected ticket gross sales, as a result of you could have too many choices.

HAVE YOU LEARNED ANY HARD LESSONS FROM SHOWS THAT DIDN’T WORK?

Sure. My lesson discovered: Whenever you guide an Anglo act in Ecuador, it normally all the time works the primary time. However in the event you guide it once more – let’s say three years after – it doesn’t work. You’ll promote half. That’s not the case with the Latin artists — they go and so they go subsequent 12 months and so they nonetheless guide them. I don’t know if the idea is that I already noticed them, or if it’s too costly. However I’ve discovered from expertise the onerous method: don’t guide an Anglo act twice in Ecuador. I don’t know why, however that’s been my journey.

IF YOU COULD CHANGE ONE THING ABOUT THE MUSIC INDUSTRY, WHAT WOULD IT BE?

The artist charges, as a result of not all excursions are worthwhile. Sure, you may have three, 4, even 5 worthwhile excursions, however you additionally normally do some occasions that don’t promote. We’re very, very tight on promoter-artist margins — in the event you don’t promote 90% of the present, you lose cash, and so they’re getting costlier each time.

WHERE DO YOU SEE FTC IN FIVE YEARS?

Being within the high three unbiased promoter firms in Latin America. We’re beginning to transfer ahead on that.

WHAT ARE YOUR AMBITIONS FROM HERE?

To maintain on rising and attempt to shut the perfect excursions attainable for the nation. Once we acquired The Strokes, [the government tourism body] mentioned, “We adore it, how can we assist? You’ll be able to have billboards, you may have buses.” For the primary time we’re working collectively. For instance, after I do a present, the town opens the metro for another hour. It’s fairly fascinating as a result of there have been a whole lot of articles about [the economic impact of] Shakira’s live performance: resorts, eating places, bars, flights… It was unimaginable what Shakira left in Quito for these three exhibits.

ARE PEOPLE GOING TO START LOOKING AT ECUADOR DIFFERENTLY?

After the success of Shakira and Aventura, individuals are already taking a look at Ecuador. I’d say the boldness of Stay Nation and managers has gone to the restrict. I’m speaking about bringing the most important excursions to Ecuador. So sure, Ecuador goes to alter, belief me.