As the mastermind behind large event services companies and Dorothy Creative, Ryan Choura (B.A. ’01) is a leader in experiential marketing in a city where business often depends on being able to throw a good party. Choura came to Biola thinking he wanted to be a youth pastor, but plans soon changed.

“I’m an entrepreneur,” he said. “I look for opportunity and I have a knack for creating experiences.”

Choura was introduced to Biola University in high school. He served in various Christian ministries before enrolling at Biola as a Christian education major, which is now part of the B.A. in Bible, Theology, and Ministry degree. According to Choura, his time at Biola was integral for his future career in business development.

“Every brand, every company, every church has a message they’re trying to communicate, and knowingly or unknowingly, they’re doing that by creating an experience — including Biola,” said Choura. “Really, the best companies, brands and organizations figure out how to tie their message in with their experience so that people are engaging in something that isn’t just words, but engages your five senses, fulfills your curiosity and leaves you wanting more.”

In March 2007, the alumnus bought an event services company in Torrance, California, and renamed it Choura Events. It has since grown into the largest private event services company in the Western U.S. with dozens of high-profile clients and experiences in its portfolio, including Allegiant Stadium for Super Bowl LVIII in Las Vegas. Additionally, Choura Events handles 80 to 90% of the temporary structures, flooring and furnishings at Coachella music festival every spring. In the past 17 years, his business has acquired five other businesses.

Choura’s team is currently looking toward to two events that exceed even the Super Bowl in scope — the FIFA World Cup 26 and the 2028 Summer Olympics — both of which will be hosted in the company’s backyard and home turf of Los Angeles.

“What’s going to happen in Los Angeles over the next few years, with the World Cup and the Olympics — it’s great for the City of Los Angeles, for business, everything,” he said. “We’re working on it and trying every which way to get more involved.”

His latest ventures are — a clothing brand he recently launched with his two children, ages 19 and 17 — and , an experiential agency Choura co-founded to cater specifically to L.A.’s entertainment industry. That company boasts a who’s-who of clients, including Netflix, Paramount, Peacock, Exxon Mobil and Tesla.

Going back to his roots twice a year, Choura speaks to students in the Crowell School of Business about the realities of working in the fast-paced world of business.

“I give it to them straight, I tell them, ‘Here are the things you need to be aware of, and if you don’t get ahead of them, you’re going to get eaten alive,’” said Choura. “What I’ve been able to do in the business school has been by far the most rewarding in my connection with Biola. I give my mobile number to 75 business seniors every year, and tell them when they go to their first interview, or if they need advice, to reach out to me.”

Choura said he has two pieces of advice for Biola students who are traveling the path today that he traveled back in his Biola days: First, be patient about making big decisions. And secondly, ask good questions.

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Written by Biola staff. For more information, email media.relations@biola.edu.