Bespoke events startup has local roots, big plans
Roughly 200 people stream into the club, hoping to leave their cares behind for a place on the dance floor, some with a drink in hand, listening to everything from indie rock and ‘80s music to 2000s pop, R&B and hiphop. There, music and community, fashion and dance, all swirl together under a sea of rotating greens, pinks, and violets dancing on the walls, ref lected from the giant disco ball above.
You may not realize you are in the New Jersey suburbs, as the blaring music, crowded dance floor and pulsating patrons seem straight out of the East Village or Brooklyn. If you’ve ever danced on a cube at the late Pyramid Club or hung on for the hiphop set at Cielo, this might be the place for you.
“These dance parties are such a joyful escape. Every single time, I have so much fun shimmying under the disco ball on the dance floor in my favorite kaftans, or something sparkly – totally in my element,” says Maplewood resident AJ Rourk
A new small business with local roots, All My Friends hosts these events and more, by providing bespoke event production and custom experiences. The group consists of five friends from the Maplewood-South Orange area.
They burst onto a dance floor in the summer of 2023, putting on DJ parties at the now-shuttered Osteria Del Corso in downtown South Orange. All My Friends first started when the friends would hang out. They all had a strong desire to throw memorable experiences. Some in the group casually wondered aloud in early 2023 whether they could turn this idea into a serious startup. In August of that year, they took the idea from conception to execution by hosting their first dance party as All My Friends.
The group consists of couple Jon McKesten (business manager) and Kelly McKesten (producer), couple Elizabeth Spiridakis Olson (creative director) and Preston Olson and Erica Dagley Galea (DJs). The five parents – all with day jobs – have set up a monthly residency at Porta along Bloomf ield Avenue in Montclair.
Beyond the outlet to let loose, Rourk says he’s also very grateful for the friendships he’s made at these parties. “At a party earlier this year, I met a group of fabulous West Orange supermoms. We stay in touch and see each other between parties.”
Rourk welcomes the inclusive communal beat that All My Friends drops regularly. He says inclusion is at “the heart of every dance party.” Identifying as a gay black man, Rourk adds, “not once have I felt uncomfortable.”
Rourk first found out about the group by word of mouth and began following the business on social media. Its Instagram account @allmyfriends_soma captures the party patrons in their element in candid black-and-white photos taken by local photographer Lisa Whiteman.
Rourk says his first visit to the dance party was spurred on by “the hunt for all things fun in the area.”
Inclusiveness extends itself into All My Friends’ offerings. The company also helps plan turn-key events such as epic birthdays, karaoke parties, itineraries for girls’ trips, immersive experiences and even company grand openings. Its footprint recently expanded to a dance party in Dobbs Ferry, N.Y., last spring and DJing a wedding in Philadelphia.
At a recent dance party in Montclair, Jon glanced at the guest list and pointed out that people are not only from Maplewood, South Orange and Montclair but also Rutherford, Glen Ridge, Verona, Morris Plains, Short Hills, Franklin Lakes and Jersey City.
South Orange resident (and fellow parent) Ritu Pancholy says she loves All My Friends and the parties it throws. “Dancing late at night reminds me of my youth, long before I was encumbered with laundry, carpool and tween angst. It’s good for the soul to dress up sometimes and escape. And now that I’m older, who gives a crap about what people think? Dance with abandon!”
Vanessa Vera, a reveler from Rutherford, said she had not heard of these gatherings until a friend wanted to celebrate her 35th birthday at the dance party at Porta. “This is exciting. We no longer have to go out all the way in the city, or Hoboken, or Jersey City to have a great night out.”
Elizabeth says the startup is seeing so much success because “it’s a business, not a hobby.” The group holds regular meetings, with an organizational structure, a brand strategy, evolving business plan and a strong eye and ear toward the customer experience.
Kelly says they would eventually like to be included in concerts or after-parties for shows. She’s heard attendees say, “Please come into the city.” With a $20 cover at the door, the four-to-five-hour dance parties can be considered a deal. Once on the dance floor, it becomes all about the music. The songs can range from Whitney Houston’s iconic “I Wanna Dance with Somebody” to the Jackson Five’s “ABC” – from Latto’s swaggering track “Big Energy” featuring Maria Carey’s “Fantasy” to Rob Base and DJ E-Z Rock’s “It Takes Two.” They all beckon bodies to get down and groove, with continuous crowds in front of the DJ booth.
The DJs that hold court, Preston and Erica, have experience motivating and reading crowds. DJ Preston, who’s been DJing in the Maplewood-South Orange area for years, says it’s about “people of all ages getting together.” Kelly says that what was first conceptualized as more of a parents’ night out has evolved into a very diverse crowd and party for all. “We’ve had everyone from college kids to an 85-year-old attend.”
Erica, who used to DJ in the East Village decades ago, says she heard Preston at a local event and just had to join in. When it’s her turn making musical selections at a dance party, “You can sense where to go with the music,” she says. “When you can pick that perfect song they didn’t know they wanted to hear, it just becomes magical.”
Jon has been a real estate agent with The DeCicco Group at Compass in Northern New Jersey for more than a dozen years and was a tour manager for musicians and artists for more than a decade before that. He says understanding the needs of different clientele and crowds has been helpful. His real estate experience fuels the business side of All My Friends. Besides a positive personality, he says “people skills, common sense, and a good work ethic helps with All My Friends.”
Kelly McKesten, who now works at Google, has been a producer and project manager for almost 20 years, putting together everything from television shows to events and creative retreats. “Producing is in my soul,” she says “and it’s been really fun and natural to carry that skill set over to AMF.”
As for what’s ahead, the five friends say the future is bright. They have faith in their already strong following, appeal among various ages, and the shared Maplewood-South Orange connection that puts trust at the center of everything they do. With more than a year under their belt and a mission of creating experiences that spark joy and inspire human connection, Kelly says “it’s just the beginning.”
The group is gearing up for an epic New Year’s Eve at Porta, which will feature a daytime disco for families and then an evening dinner and dance party that goes well until after the ball drops. All My Friends’ attendees are ready for more. As Rourk says, “It’s more than just a party. It’s a constant source of happiness that keeps me going.”
Allison Weiss is a former television producer and current communications executive in New York and Washington, DC. She lives in Maplewood with her husband and son.
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