Today we’d like to introduce you to Randi Carter.
Hi Randi, we’d love for you to start by introducing yourself.
My name is Randi Carter, and I am the owner of Hustle Dance Events. Dance has been a part of my life for as long as I can remember. I began training at the age of three in local dance studios and continued my dance journey through high school on the drill team and later as a member of the University of Utah Dance Team.
After college, I pursued professional dance opportunities, performing for a record label, professional sports teams, The Beach Boys, and the Closing Ceremonies of the Winter Olympics. I also worked as a spokesmodel for 1280 Sports Zone Radio, representing the station at community events and promotional appearances.
My passion for dance extended beyond performing. While in college, I began judging dance competitions and have continued doing so for more than 20 years. Throughout that time, I always knew that one day I wanted to create and run my own competition.
In 2004, I began my career with the Utah Department of Corrections. I am a certified law enforcement officer and currently serve as a Deputy Warden. Law enforcement has been an incredibly rewarding career, and after nearly 22 years in the profession, I still love what I do.
In 2024, I launched Hustle Dance Events with a vision of creating something different from traditional dance competitions. While dance competitions have historically leaned toward a very feminine aesthetic, I wanted Hustle to have a modern, energetic, and gender-inclusive atmosphere. You won’t find tiaras or pink-themed events here. Instead, Hustle embraces a fresh, bold, and welcoming culture that celebrates all dancers.
Since launching, we have hosted seven sold-out competitions and two sold-out dance workshops. Watching the Hustle brand come to life has been incredibly rewarding. My long-term goal is to retire from law enforcement and dedicate my time to running dance workshops, competitions, and events. Organizing experiences that bring people together and create opportunities for dancers is something that brings me immense joy, and I am excited to continue growing the Hustle community for years to come.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Surprisingly, yes. One of my greatest strengths is my self-determination and organizational skills. When COVID slowed life down, it gave our family an opportunity to save money and evaluate our future goals. That financial stability allowed us to take a chance and start Hustle. I am not naturally a big risk-taker, especially when it comes to money, but I knew the timing was right.
Throughout the years, I made a conscious effort to stay connected within the dance industry so that I would have strong relationships and resources available when the opportunity arose. Because I had built a positive reputation within the dance community, I was fortunate to sell out my events almost immediately. Each year, I continue to learn, adapt, and grow as a business owner.
One of the biggest challenges I faced was the technology side of running a business. Creating a website, managing social media marketing, processing payments, filing taxes, and building tabulation systems were all completely outside my comfort zone. I quickly realized that being passionate about dance was only one piece of successfully running a business.
During my first year, I was also overly accommodating to studio owners. Over time, that began to take a toll on my mental health. I felt frustrated, lacked confidence, and even questioned whether I wanted to continue. However, resilience is something I have developed throughout my life and career. I reminded myself that both good days and difficult days are part of any journey and committed to pushing forward.
Today, I am incredibly proud of how far Hustle has come and the support we have received from the dance community. The challenges have helped me become a stronger leader, a more confident business owner, and even more passionate about the vision behind Hustle.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I have always loved art, and I also consider myself an expert in understanding people. Combining those two passions with my experiences in both law enforcement and dance has made me a very diverse and creative thinker. I can walk into a room, feel the energy, and instinctively know how to create an environment that makes people feel comfortable, welcomed, and valued.
At Hustle, it is important that everything we do has meaning and is done with intention. Making people feel important is powerful, and that is exactly the experience I want every dancer, parent, studio owner, and guest to have at our events.
The Hustle brand was carefully designed to stand out from the rest. I wanted the logo to have a life of its own and instantly feel recognizable. I intentionally chose warm, inviting colors and made a commitment to feature real people in all of our marketing. The dancers and children you see on our website and promotional materials are often friends, family members, or dancers who have attended our events. I want people to see themselves in the brand and feel inspired to be part of the Hustle community.
Our events also feature a large vendor marketplace because I believe in supporting artists, creators, and local businesses. I want to shine a spotlight on everyone who is hustling to pursue their dreams. In many ways, that philosophy is how Hustle got its name. The word represents hard work, dedication, and perseverance—qualities that dancers embody every day. It also reflects my own journey, as I continue to hustle to grow and sustain the business.
The headphones in our logo were always an important part of the brand. They symbolize the connection between music and dance, and we even incorporated headphone-themed awards into our events. In fact, all of our awards are inspired by the Hustle brand, which makes them unique, meaningful, and fun for dancers to receive.
One of my favorite creative additions to Hustle is the AKT Award. I wanted studio owners and me to stand united in recognizing a dancer with a meaningful and memorable honor. AKT represents the initials of my children, making the award especially personal to me. I love sharing my story during award ceremonies, celebrating with the dancers, and even joining them on the dance floor.
Every detail of Hustle is thoughtfully planned and intentional. From the branding and awards to the event atmosphere and community partnerships, every decision is made with purpose. That commitment to authenticity, creativity, and connection is what truly makes Hustle unique.
What are your plans for the future?
I hope to continue growing Hustle in the years ahead. My goal is to expand our competition schedule, venture into other states, and continue creating unique opportunities for dancers to showcase their talent.
Last year, I introduced a “Best of the Best” competition, where the highest-scoring routines from each event returned to compete against one another at our final competition of the season. It was an incredible experience, and I hope to expand the concept to include team routines in the future. I would also love to create specialty events that focus on specific routine categories, allowing dancers to compete against the strongest possible competition. Too often, routines end up performing alone in a category, and I want to create opportunities for more meaningful and competitive experiences.
I am also committed to elevating the professionalism of our events. In the future, I plan to implement video judging and a more advanced registration system. While our current registration process is simple and convenient for studios, it can be time-consuming behind the scenes. Improving our technology and operations will help us continue to grow while maintaining the quality experience our customers expect.
One of the most important aspects of Hustle is the quality of our judging panel. I carefully review feedback and critiques after every event to ensure our judges are providing valuable, constructive, and professional evaluations. Judges who consistently deliver a great experience are invited back year after year. My long-term goal is to build a dedicated team of judges who become part of the Hustle brand. I would also love to feature a specialty judge, such as a local celebrity or notable industry professional, to create even more excitement around our events. Additionally, I plan to showcase our judges more prominently throughout the competitions and create a cohesive look or style that further reflects the Hustle brand.
As for our workshops, there is still much to learn regarding timing, locations, and pricing. However, I see tremendous potential for growth in this area. I would love to expand our workshop offerings and bring in nationally recognized instructors and specialty guests. My vision is to turn these workshops into high-energy, memorable productions that provide dancers with an exceptional educational experience.
Another exciting development is our partnership with a local merchandise vendor to launch official Hustle merchandise next year. I am hopeful that it will be a successful venture for both of us while giving our dancers and supporters another way to connect with the brand.
The truth is, my ideas for Hustle are endless. These are just a few of the many ways I hope to continue growing, innovating, and creating meaningful experiences for the dance community.
Pricing:
- Team pricing is available to studio owners. Email hustledanceevents@gmail.com
- Independent Solo 2027 $120.00
- Independent Duet 2027 $150.00
- Independent Trio 2027 $225.00
- Workshop fee $50
Contact Info:
- Website: https://www.hustledanceevents.com
- Instagram: hustledanceevents
- Facebook: Hustle.Dance.Events
