Meet Choura Event’s Joey Sparks: Building, Creating and Celebrating Community through Purpose and Innovation

For Joey Sparks of Choura Events, the essence of everything lies in community. Living in the scenic area of Mira Catalina on the Peninsula, Joey, Vice President of LA and Beach Cities for Choura Events, seamlessly intertwines his personal journey, community engagement, and event production expertise. From his roots in San Diego to steering Choura’s South Bay expansion today, Sparks’ story stands as a powerful testament to the profound connection between personal life, love for the Peninsula, and a dedicated commitment to community building. 

Settling in the South Bay: 

In 2004, Sparks made the move from San Diego to the South Bay, specifically Redondo Beach, where he and his family began to lay down roots. His professional journey started at Aztec Tents in Torrance, providing him with the foundational experience needed in the events industry. Subsequently, he joined forces with Choura, contributing significantly to the company’s growth and community presence. 

For Sparks and his family, the Palos Verdes Peninsula is not just a location; it’s a cherished community they call home. His wife, Joanna Sparks, a native of San Pedro, and their children, 16-year-old Andrew and 9-year-old Sicily, have found both tranquility and community warmth in the Mira Catalina neighborhood. The Peninsula’s serene environment, coupled with a large extended Sicilian family nearby, makes it a special place for the Sparks family. 

Joining Choura: 

Sparks’ journey with Choura began as a pivotal move from another rental company. He, along with a colleague, undertook the challenge of transforming Anza Rents in Torrance into the thriving local brand we now know as Choura. Focused on building the Choura brand in the South Bay, Sparks took pride in competing for and successfully winning the market share for events in the region. 

Sparks has been an integral part of numerous events and projects in the Los Angeles and Beach Cities region. From the ESPY’s and NFL Honors to local favorites like the Beachlife Festival and Fiesta Hermosa, Choura Events, under Sparks’ leadership, has left an indelible mark on the region’s event landscape. 

Community Roots: 

The significance of community for Choura Events is deeply ingrained in its history. The company’s growth and success are intertwined with its commitment to engaging and giving back to the community. Notable events like the Torrance Memorial Holiday Festival, White Light White Night, and Celebrate Wellness exemplify Choura’s dedication to being an active participant in the communities it serves. 

Joey Sparks, reflecting on his nearly two-decade-long journey in the South Bay, expresses gratitude for the opportunities to be involved in events that celebrate the local culture. His passion for event production, whether for nationally recognized or community-centric gatherings, has found a perfect home in the South Bay. Sparks invites everyone to share in the vibrancy of the South Bay’s recreational and event offerings, showcasing the incredible collaboration between personal passion, love for the community, and the thriving work with Choura Events.