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Studio Owner University® (SOU™) is the industry’s FIRST university-styled training designed for dance studio owners. Since 2014, this event has provided studio owners with three days of cutting-edge content, focusing on the most important areas of a studio business.
This event is open to the dance industry, providing an opportunity to reach a large, diverse audience.
This is your chance to meet face-to-face with successful studio owners to build relationships and deepen brand awareness!
January 29-31, 2026 | Gaylord Pacific Chula Vista
SOU™ Standard Booth Package
Early Bird Pricing: $3,400
Beginning November 1: $3,900
SOU™ Standard Booth Package
Early Bird Pricing: $3,400
Beginning November 1: $3,900
Our Standard Booth Package is perfect for vendors wanting a full-size presence. With a spacious footprint and draped backwall, these booths are ideal for larger displays and signage, helping you make a bold impression with attendees. Choose your preferred location—the main expo room or the foyer. Set-up takes place Thursday morning in the foyer and Thursday afternoon in the expo room (see schedule below).
8' deep by 10' wide space
8' high draped backwall and 3' high draped sidewalls
6' table with 2 chairs
SOU™ admission for 2 people
One standard electrical outlet
Wi-Fi connection
Opening night Mix & Mingle event
Preferred Partner Social
Swag bag item placement
Listing in SOU™ workbook
Appointment scheduling platform
The Expo Playbook Virtual Training (Thursday, Nov 13 @ 1 pm CT)
One complimentary SOU™ ticket to give away to a studio owner who is not currently a member of MTJGD™
SOU™ Tabletop Package
Early Bird Pricing: $2,900
Beginning November 1: $3,400
SOU™ Tabletop Package
Early Bird Pricing: $2,900
Beginning November 1: $3,400
Our Tabletop Package is perfect for vendors wanting high visibility in a streamlined space. With a smaller footprint than standard booths, these tables are positioned along the venue’s window line, creating a bright, welcoming display area. Set-up is Thursday morning (see schedule below). Full backdrops aren’t permitted, but you may use up to two pull-up banners and tabletop displays.
6' deep by 8' wide space
3' high draped sidewalls
6' table with 2 chairs
SOU™ admission for 2 people
One standard electrical outlet
Wi-Fi connection
Opening night Mix & Mingle event
Preferred Partner Social
Swag bag item placement
Listing in SOU™ workbook
Appointment scheduling platform
The Expo Playbook Virtual Training (Thursday, Nov 13 @ 1 pm CT)
One complimentary SOU™ ticket to give away to a studio owner who is not currently a member of MTJGD™
Bonus! Breakfast and lunch included on Friday and Saturday for those staying on-site in our room block.
Complimentary meals are limited to two meal passes per hotel room.
SOU™ 2026 Preferred Partner Schedule
SOU™ 2026 Preferred Partner Schedule
DAY 1: Thursday, Jan 29
DAY 1: Thursday, Jan 29
8:00 - 11:00 am
Standard and Tabletop Booths in Foyer Set-up
1:00 - 5:00 pm
Standard Booths in Expo Room Set-up
6:00 - 8:00 pm
Mix & Mingle, booths open
8:00 - 9:00 pm
Preferred Partner Social
DAY 2: Friday, Jan 30
DAY 2: Friday, Jan 30
8:00 - 9:30 am
Booths open during breakfast, Preferred Partner appointments
12:00 - 1:30 pm
Booths open during lunch,
Preferred Partner appointments
4:30 - 6:30 pm
Booths open,
Preferred Partner appointments
DAY 3: Saturday, Jan 31
DAY 3: Saturday, Jan 31
8:00 - 9:30 am
Booths open during breakfast, Preferred Partner appointments
11:30 am - 1:00 pm
Booths open during lunch,
raffle prize drawings
1:00 - 3:00 pm
Breakdown and move out
Schedule subject to change at resort's discretion. All times listed in PST.
SOU™ attracts 300+ successful dance studio owners and leaders from around the world.
It provides current, content-packed business courses along with coaching from MTJGD™ Founder, Misty Lown, and MTJGD Certified Coaches™. Attendees are your ideal clients — qualified buyers who are the decision makers in their businesses!
Sponsorship Opportunities
Swag bag placement (for those WITHOUT a booth) | $300 placement fee | Unlimited Availability
Have your promotional item placed in our SOU™ swag bags provided to all attendees! Participation cost is approximately 500 of your promo item, shipping cost, placement fee, and material handling fee charged by the show management company, Century. Please note that flyers or paper ads are no longer accepted in the swag bags. Instead, we encourage you to place your print advertisement in our SOU™ workbooks (details below).
If you have a booth at SOU™ 2026, this is included in your booth package!
SOU™ workbook ad | $550-1,700 | Unlimited Availability
All attendees will receive a SOU™ Workbook. Place your ad in this workbook that studio owners reference all season long!
Pro Tip: Ads that include a special offer or combine marketing with an interactive worksheet tend to grab more attention and inspire follow-up with your brand. Half Page Ad: $550, Full Page Ad: $950, 2 Page Ad: $1,700.
Large LED Directional Digital Posters | $750 | 18 Available
Be visible throughout the entire event during general sessions while also helping attendees navigate the conference! Each 6’ (tall) x 3’ (wide) LED poster features directional cues at the top and dedicates the remaining 4’ x 3’ space to Preferred Partner ads. You may provide either a still image or a video (no sound, up to 30 seconds). Each poster will rotate ads from six Preferred Partners, ensuring repeated exposure for your brand.
Slideshow trailer | $1,400 | 6 Available
Showcase your 30-second advertisement video (no sound) on the 24x30 video wall on the general session stage. Your ad will play before sessions, during breaks, and after sessions—10 times total—giving your brand prominent exposure to all attendees.
Meal sponsor | $1,500 | 4 Available
Fuel learning by sponsoring one of the four on-site meals for attendees. Includes a shout-out from the stage and a 6’x3’ digital poster displayed by the buffet, putting your brand front and center during meal times.
Coffee sponsor | $2,000 | 2 Available
Be the buzz behind the event! Sponsor coffee for one day and put your brand in attendees’ hands—literally. Includes a shout-out from the stage, branded coffee cup sleeves with your logo, and signage with your logo and QR code at the coffee station.
Tables sponsor | $2,100 | 1 Available
Feature your business logo and QR code via tabletop signs where attendees sit during general sessions. We’ll take care of the design and printing!
Mix & Mingle sponsor | $2,500 | 1 Available
Put your brand at the center of the opening night excitement! Your company will be featured on a prominent 6’x3’ digital poster (still image or video), showcased on all drink tickets, and highlighted on directional signage throughout the venue.
Rising Leaders University™ sponsor | $2,800 | 1 Available
Sponsor our Thursday afternoon training designed for right-hand leaders and teams! This exclusive package includes:
Premium workbook placement: your full-page ad will be the only partner ad in the Rising Leaders University™ workbook, guaranteeing maximum visibility
High-impact welcome signage: ad space on a 6’x3’ digital “Welcome” poster (still image or video) displayed prominently for all attendees
On-stage recognition: your logo featured and acknowledged from the main stage during the training.
Exclusive swag opportunity: the chance to collaborate with our Experience Team to provide a curated gift for attendees (sponsor-funded), putting your brand directly into their hands.
With an estimated attendance of 200+ leaders, this package delivers exceptional visibility and impact.
Don't Just Take Our Word For It...
Frequently Asked Questions
Frequently Asked Questions
How do I reserve my hotel room?
Click here to book your hotel in our room block at the Gaylord Pacific Resort & Convention Center.
Can we have more than 2 company representatives at our booth?
Yes! Your booth package includes SOU™ admission for 2 representatives. If you’d like to bring additional team members, you may purchase extra representative passes for $499 each. These passes include:
Full access to all General Sessions
Access to the expo hall
Breakfast and lunch on Friday and Saturday, available to those staying in our room block. (Please note: complimentary meals are limited to two meal passes per hotel room.)
How many attendees are there?
SOU™ brings together 300+ successful dance studio owners and leaders from around the world. These attendees are your ideal clients—qualified buyers who make the key decisions for their businesses. Because SOU™ focuses entirely on business training (no movement classes), every participant is directly involved in the administrative and operational side of running a studio.
What if we can’t attend SOU™ in person—can we still participate?
Absolutely! While we’d love to see you on-site, you can still take part in SOU™ as a sponsor. We offer a variety of engaging opportunities to feature your company throughout the event, even if you aren’t able to be there in person.
Explore the options listed above, or contact Randee to find the sponsorship that’s the perfect fit for your goals.
What is the registration deadline?
SOU™ booth registration closes Friday, December 12, 2025. Please note that booth spaces are limited so we may sell out prior to this date.
Pro tip: Register by Friday, October 31, 2025 to receive early bird pricing on SOU™ booths. Prices increase $500 beginning Saturday, November 1, 2025.
Are there payment plan options?
Yes! For each option you register for, you can choose between paying in full or making a 10% non-refundable deposit. If you choose the deposit option, your remaining balance will be processed on Monday, December 1, 2025.
What airport should I use?
San Diego International Airport (SAN)
Where is SOU™ 2026 being held?
Gaylord Pacific Resort & Convention Center
We’re heading to the stunning, brand-new Gaylord Pacific Resort & Convention Center — Southern California’s premier convention resort, which opened its doors in May 2025! Nestled just 7 miles from downtown San Diego with sweeping views of the Pacific and Chula Vista Marina, this coastal paradise offers the perfect setting for inspiration, connection, and unforgettable memories.
With 1,600 stylish guest rooms, over 477,000 square feet of meeting and event space, and a 4.25-acre aquatic playground, it’s the ideal backdrop for what’s sure to be our most memorable Studio Owner University® yet. From bold culinary experiences to tranquil seaside vibes, SOU™ 2026 is shaping up to be a can’t-miss event for dance studio owners everywhere.
What are the benefits of staying in the SOU™ room block at The Gaylord Pacific Resort & Convention Center?
By booking within our SOU™ room block, you enjoy a discounted nightly rate ($329/night) at this luxury oceanfront resort. Staying on-site means you’re just steps away from General Sessions, the Preferred Partner expo, and networking opportunities, making it easy to maximize your conference experience.
Room block guests who are registered as an SOU™ Preferred Partner attendee also receive complimentary breakfast and lunch on Friday and Saturday (limited to two meal passes per hotel room).
With 1,600 stylish guest rooms, over 477,000 square feet of meeting and event space, and a 4.25-acre aquatic playground, it’s the ideal backdrop for what’s sure to be our most memorable Studio Owner University® yet. From bold culinary experiences to tranquil seaside vibes, SOU™ 2026 is shaping up to be a can’t-miss event for dance studio owners everywhere.
When does registration open?
VIP Registration for 2025 Premier Partners
Diamond begins Monday, September 29, 2025 at 10 am CT
Platinum begins Monday, September 29, 2025 at 12 pm CT
Gold begins Monday, September 29, 2025 at 2 pm CT
General Registration for Preferred Partners
begins Wednesday, October 1, 2025
Click here to view the Important Dates page to see more details.
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