Jo-Anne Sudbury on Passion, Grit, and Finding Balance
With over 30 years in the hospitality and events industry, Jo-Anne Sudbury’s journey is one of bold decisions, hard-won lessons, and unwavering passion. She generously shared her story and in her own words, it’s a powerful reminder of what it means to lead with heart, take risks, and
find balance.
Jo-Anne, let’s start at the beginning. What drew you to this industry?
I never did very well at school. In fact, my matric average was 41%, and my dad told me it was a good thing I was pretty, because then I could at least find a rich man to marry. He didn’t think I could rely on my brains to get far in life. That motivated me to ensure I would marry for love, not money. I knew I needed to find something I could be passionate about, give it everything I had, and most importantly, prove my dad wrong.
My strengths are in creativity and dealing with people, so it was always a joke that my EQ far outweighed my IQ. After completing a one-year secretarial diploma, I got lucky. The first interview I went to, I got the job. It was for a company in the entertainment industry that brought international bands to South Africa. Walking into the offices was amazing. Posters lined the walls, creative people buzzed around, and there was a happy energy I knew I wanted to be part of. That was the beginning of a lifelong commitment. I had found my passion in an industry I hadn’t known about, but knew I wanted more than anything to be part of.
You’ve built something remarkable. How did Upstage Productions begin?
Two years later, the company I worked for liquidated and we all lost our jobs. I’ve always believed everything happens for a reason. I saw a gap in the market and decided to take a risk. In 1994, I opened Upstage Productions. The only female-owned technical equipment company in the country at the time. Despite being told by male competitors to “stay in the kitchen where I belonged,” I chose to prove them and my dad wrong. In a nutshell… “Upstage the rest.”
I borrowed R250,000 to buy equipment and set up the company. I built relationships with clients, took huge risks, delivered on all my promises, and worked 40-hour days. I never took a day off, no matter how sick I was. Even when I fell pregnant, I only took five days off for a caesar. With my one-week-old baby son, I was back at work with him in a flight case on stage doing sound checks for Sting, all because I didn’t want to look weak as a female in a male-dominated world.
That’s incredible. What role has your team played in your journey?
I’ve always had the most incredible team behind me. They use their magic to deliver my promises to clients. I believe it’s a person that builds a relationship and trust with a client, not the fancy company name you work for. It’s a belief I’ve instilled in my team. I hand-selected each and every person who’s ever worked at Upstage. I don’t even look at a CV. I base it on personality, willingness to learn, friendliness, drive, and most importantly, passion. It’s my team that stands by me through it all and makes it so worthwhile.
You’ve spoken openly about the challenge of finding balance. Can you share more about that?
Finding balance with work and family life is always a challenge. I was no exception. My story is one I hope people remember, and I hope it can change even one person’s outlook.
My son Kyle once gave a speech at school when he was about nine. He told everyone he wanted to take over Upstage from me, how much fun my job was, and how he’d met famous people and been backstage on shows since he was seven days old. I sat there bursting with pride, until he ended the speech saying, “but my mom works so hard that she doesn’t have time to come watch me play cricket.”
I was embarrassed. On the drive home, I tried to justify it to him — how I was a single mom, running a large company in a male-dominated industry, with big responsibilities. I explained I was the sole breadwinner, sending him and my daughter Megs to private schools, taking them on overseas holidays, and giving them a beautiful home. I truly believed I couldn’t change how things were. I figured he would understand, and I continued working hard without having balance.
Eight years later, I received a life-changing phone call from paramedics. Kyle had been hit by a car on his way to gym. Sitting with him in ICU, they told me there was nothing more the surgeons could do. I had a last hour with my gorgeous boy. I held his hand in the hospital, haunted by his speech, saying how sorry I was for letting him down, not being there, and begging for another chance to watch a cricket match.
Losing a child forced me to take a huge step back. I took time out of the rat race and the work stresses, and learnt to just ‘be’. The lesson Kyle left me with was that life is short. It can change in a heartbeat. Always make time with your kids. They grow up so fast.
I now work half days, go to all school events, and spend as much time with my girls as I can. Even though they can drive us crazy sometimes, give them that extra hug. Do highs and lows every night at the dinner table. Be part of each other’s day and have no regrets.
You’ve faced enormous challenges. What keeps you going?
During the 31 years of running my business, I’ve paid school fees financially with mistakes I’ve made. I’ve made money with risks I’ve taken. I’ve learnt a lot of lessons. I’ve been through years that saw profits and years that saw huge losses. I’ve lost a bit of myself along the way and found a lot of the me I didn’t know was missing. It hasn’t always been easy, but it’s certainly been worth it.
Life is about finding your joy and creating your own happiness. It’s looking for something good in every day and staying positive. I’ve had things happen to me. I’ve survived a bomb blast, fallen down an open manhole into sewage, been on an aeroplane when the tail broke and we had to do an emergency belly landing, and I’ve lost a child. But none of these things prepared me for Covid and the lockdown in 2020.
No person and no industry was left untouched. Our industry — hospitality, events, entertainment — was hit hard. It was one of the last to resume business. Some companies never reopened. Others recovered. But ours couldn’t adapt easily. We rely on people. My crew to load trucks, operate equipment, and most importantly, people to attend and gather. That wasn’t possible.
Virtual events became the thing, but that’s not what eventing is about. We do our jobs because we love it. Because it’s our passion. Because we love seeing a show come together. I had to lead my team with purpose and keep them positive in a new world I didn’t know how to navigate.
You’ve also built something new. Tell us about Prisonbreak Market andSan Quentin.
During lockdown, I met developer Peter Gillespie, who was building a market in Lonehill/Kyalami. Joburg needed a good market. One that allowed vendors to be creative and operate under cover in a beautiful, more permanent setting. We conceptualised seven buildings with unique offerings, from crafters to artisanal food and gin experiences. That’s how Prisonbreak Market began.
The name gets people talking. We wanted people to break out of the prison of life that Covid had put us into. We’re also situated across the road from Leeuwkop prison.
In 2021, I kept the last building open and made it into an events venue. I wanted clients to get creative and think out of the box. That’s how San Quentin was born. A beautiful empty shell with raw brickwork and high ceilings that can transform into anything. Our slogan is “It’s your vision, our venue, craft exceptional events one story at a time.” We’ve hosted incredible events, and I still get goosebumps watching things come together.
San Quentin was named after the jail in California that allowed artists to perform for prisoners. It’s the entertainment hub of the market. A year later, we opened our smaller venue, Alkatraz.
What advice would you give to others chasing big dreams?
Success is relative. What one person sees as success may be different to the next. But it takes a team to make an event a success, and I truly have the most incredible team behind me. They’ve kept my business names held high and delivered my promises to clients.
If I can give any advice, it’s to never give up.
Follow your heart and your dreams. Deliver on your promises. The way you dress is the way you show up and work. If your dream doesn’t scare you, it isn’t big enough. And in between doing all that… remember to find your balance.
Jo-Anne’s journey is a testament to what’s possible when passion meets perseverance. Her story carries the kind of truth that reminds us to honour our instincts, own our impact, and never apologise for taking up space. It’s also a quiet salute to the women who carry the weight of the world in ways that often go unseen. The ones who build, nurture, lead, and hold it all together. We are the backbone of society. Let’s stand taller, speak louder, and show up for each other with the same strength we show the world.
+27 81 652 8589 | info@sanquentinevents.co.za | www.sanquentinevents.co.za
+27(011)463 8021 | admin@upstage.co.za | www.upstage.co.za
