Meet Jake Ruybal III | Event Designer and Producer

We had the good fortune of connecting with Jake Ruybal III and we’ve shared our conversation below.

Hi Jake, can you walk us through the thought-process of starting your business?
I spent most of my career in the live event and concert world, working with local bands to Grammy-winning artists, and over time I realized I loved the creative and technical side of transforming spaces just as much as the shows themselves. I was constantly thinking about how lighting, design, and production could elevate an experience and make people feel something memorable. Eventually I reached a point where I wanted the freedom to build events the way I believed they should be done—collaborative, design-driven, and with a strong focus on relationships and trust.
Starting my own business wasn’t a single leap as much as a gradual shift. I began taking on projects, investing in equipment, and building a network of partners and clients who valued creativity and reliability. I saw an opportunity to create a company that could both design and produce events in-house, which gives us a lot more control over quality and the overall experience. That became the foundation of the Amora Event Group.
At the same time, this work has always felt very personal to me. This work is who I am, what I love, and what I know. There was never really another choice for me. I’ve always been drawn to live experiences—the energy of a room, the collaboration it takes to bring something to life, and the feeling when everything comes together and people are fully present in a moment. Building a business around that didn’t feel like stepping into something new so much as continuing down a path that I was already on. It felt natural to take ownership of it and build something that reflects my values and my approach to the work.
At its core, the decision came from wanting to build something people-first: a company where the team enjoys the work, clients feel supported, and the end result is an experience that truly sticks with people. It’s been a lot of hard work and risk along the way, but I’ve always believed that if you stay focused on relationships, creativity, and delivering consistently strong results, the business will grow in the right direction.

Alright, so let’s move onto what keeps you busy professionally?
My career started in the live music and concert world, working my way up through venues and production environments where you learn quickly that excellence is not optional. There’s no room for ego, and there’s no room for shortcuts. If a show starts at 8:00, it starts at 8:00. That environment shaped me early. I learned discipline, problem-solving under pressure, and how powerful production can be when it’s done right.
Over time, I transitioned into corporate events, galas, and large-scale experiential productions. What sets us apart at the Amora Event Group is that we approach events as fully produced experiences where lighting, sound, and design work together to tell a story. We think about emotion, pacing, and visual impact as tools to shape how people experience a space—not just décor in a room. We design and produce in-house, which gives us a level of creative control and quality assurance that’s hard to replicate. We’re not just renting equipment—we’re crafting environments.
It definitely wasn’t easy. Building a business in the events industry comes with real risk. There are cash flow challenges, staffing challenges, equipment investments, and seasons where you question everything. And then there was COVID, which forced our entire industry to pause overnight. That was one of the most difficult chapters. But it also reinforced why resilience matters. We tightened systems, strengthened relationships, diversified our offerings, and came back sharper.
One of the biggest lessons I’ve learned is that relationships are everything. Talent matters. Creativity matters. But trust is what sustains a business long-term. If you show up consistently, communicate clearly, and own your mistakes when they happen, people remember that.
As I’ve grown in the business, mentoring our team has become a real passion of mine. Early in my career, people took the time to teach me the craft and give me opportunities, and I feel a responsibility to do the same. Developing our crew, helping them build skills, and watching people grow into leadership roles has become one of the most rewarding parts of what I do. The events themselves are important, but building a strong, capable team that takes pride in the work is what makes everything sustainable.
What I’m most proud of isn’t a single event—it’s the fact that we’ve built something steady and growing. We’ve worked with incredible clients and partners, but more importantly, we’ve built a culture that values integrity, quality, community and creativity. I’m excited about the future because we’re continuing to evolve creatively and expand what we’re capable of producing.
If there’s one thing I want people to know about me and our brand, it’s that this is not just a business built to make money—it’s built around craft. We care deeply about the details. We care about the experience guests walk into. And we care about doing things the right way, even when it’s harder.
The journey hasn’t been easy, but it’s been worth it. Every challenge has reinforced the same truth: if you stay focused on people, creativity, and consistency, growth follows.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
First and foremost, my shoutout goes to my family—my parents, grandparents, and siblings. The way we were raised had a huge impact on who I am and how I run my business. Hard work, showing up for people, keeping your word, and taking pride in what you do were just expected. There was always a strong sense of responsibility and also a lot of support to go after what you care about. That foundation has stayed with me and absolutely shaped how I approach both life and business.
From there, I’ve been fortunate to have great mentors and people in the industry who took the time to teach me along the way. Coming up through the concert and live events world, you learn quickly that this work takes a team. Being around experienced production professionals like Chris Steele of the Soiled Dove, Rob Lersch of the Mesa Theater, and Mike Lanning, a Denver production veteran, set the standard for how I operate today. Watching how they handled pressure, talent, crews, and expectations taught me more than any textbook ever could.
And of course, my team and partners. Amora only works because of the people behind it—the crew, designers, planners, venues, and partners we collaborate with regularly. Events are never a solo effort, and I’m constantly reminded how much trust and teamwork go into pulling off something great.
I’ve been lucky to be surrounded by people who believe in hard work, creativity, and doing things the right way. Any success I’ve had is definitely a reflection of that support system.

Website: https://www.amoragroupco.com

Instagram: https://www.instagram.com/amoragroup/

Linkedin: https://www.linkedin.com/company/amora-group

Youtube: @amoragroup2986