Another J On The Beach in the books. It wasn’t meant to be the most challenging edition, but it turned out to be. Physically, mentally, logistically. We took some hits, made some mistakes, but we also pulled off a memorable event with solid content and nearly 600 attendees.
Running three events a year with just two people behind the curtain is no small feat. Two of those events didn’t even break even in 2024, which stretched us thin. When you’re operating on fumes, things slip, and some did. Lesson learned.
2024: A Hit, Despite the Pain
Last year’s JOTB was a logistical success. We created one of the best atmospheres ever with that outdoor grassy setup and festival-style bars. But reducing from 3 tracks to 2 was a blow to attendees, and they were right to complain. We simply couldn’t fit a third room in that space, and mounting costs were already some of the highest we’d faced. Thankfully, sponsors stepped in with strong support.
We had fewer attendees than our 2023 record (800 at the conference center), but still nearly hit 700. So far, so good. But signs of trouble showed up late last year: regular sponsors started pulling out, and ticket sales, though not terrible, were sluggish. In an effort to secure participation, we dropped prices. Instead of a boost, it just cratered our margins.
Finding a Venue: A Nightmare Turned Surprise
We started planning for 2025 with a fallback booking at the same Torremolinos hotel, but wanted something more Malaga-core. We checked out the Palacio de Congresos, but it was booked solid in May. Marbella? No go. And then came Sohrlin, a brand new venue with a slick modern auditorium. Surprisingly affordable and centrally located. Too good to be true? Almost.
Sohrlin shares space with an immersive show called Imagine, scheduled to premiere right after JOTB. Initially, we were terrified about the noise and overlap. Luckily, the premiere was postponed… but rehearsals still happened right after our sessions ended.
Catering Chaos
Let’s talk food. Sohrlin locked us into using their in-house catering. We knew people would judge us for this, and they did.
Our budget allowed for basic breakfast (coffee, tea, water, fruit), which we hoped would tide folks over until lunch. Medida sponsored a coffee point at their stand, and we asked all booths to offer water. Some did. Most didn’t.
Lunch? Disaster. Delays, massive queues, not enough seating, no staff to clean plates, language barriers, no post-lunch coffee, and no water at the bar on day one.
And yes: we failed to communicate key info. People didn’t know free drinks ended at 10:30am. They didn’t know to ask booths for water. And the caterer? They thought lunch started at 2pm. Misery all around.
Noise, Noise, Noise
Two of our stages were shuffled at the last minute. Not joking, we found out during booth setup. That change broke our carefully-planned layout and exposed talk rooms to nearby sponsor noise. We asked booths to keep it down. Some listened. Others couldn’t. Thanks Fran for your patience!
One stage ended up behind a single non-insulating curtain. You can imagine the result: some speakers weren’t even audible.
The Talks: Our Saving Grace
Content saved the day. The return to three tracks brought a strong mix of technical depth and process insight. Feedback on the sessions was overwhelmingly positive. The community of speakers brought their A-game, and we’re incredibly proud of the program.
The Numbers
Here’s the financial snapshot for JOTB 2025:
What’s Next?
We’re taking a breather and reassessing. This year pushed us, no doubt. But we’re not closing any doors. The team is small, but the community is mighty and that’s what’s kept this going all these years.
To everyone who contributed; speakers, sponsors, collaborators, attendees. A big thank you. For your support, your feedback, and your presence.
Will JOTB return? We don’t have the answer yet. But if it does, it’ll be with new energy, clearer limits, and everything we’ve learned along the way.
