The 2019 graduates of Goldsmiths College in London faced a bleak post-graduation landscape. With another winter lockdown looming, the once vibrant job market shrunk dramatically. But for Georgia Ridout, a journalism alum, it was an invitation to innovate.
“In a dream flat, I lived alongside a cherished friend who, like me, struggled to find openings in our fields of study, despite our three-year academic commitment. Thankfully, past side gigs in the fitness realm kept us engaged with online classes, though it scarcely covered expenses.”
Hoping to carve a niche in the world of music and events as a PR and communications expert, Georgia scoured the internet for openings during the lockdown. Her earlier escapades in Ibiza, penning profiles and event details for music influencers like Camilo Franco and Alex Wolfenden from Acid Mondays, had been promising. But with the pandemic pausing the pulse of the music world, she, along with her connections, longed for the revival of their beloved industry. Their daily chats, while wandering the empty avenues of London, were filled with dreams and plans.
“An old friend in Belgium would virtually accompany me on jogs, and together we’d craft ambitious schemes, like live streaming DJ sets with my septuagenarian dad, who’d taken up the craft in Cornwall post-retirement.”
Frustrated by the UK’s slow pace in easing lockdown restrictions and inspired by countries like Mexico and Dubai that seemed to be finding their footing, Georgia took a leap of faith. Cancun beckoned, and she hopped on one of the last flights from London Gatwick.
“It was daunting. Everywhere, warnings against non-essential travel echoed, but for my sanity and financial survival – this felt essential. My only diversion was redundant trips to the grocery store.”
But that journey proved transformative. In Tulum, she reunited with friends from various corners of the globe, all seeking refuge and a fresh start from the pandemic’s clutches.
“My future was uncertain, but I was resolute in forging a path.”
Returning to familiar territory, Georgia started offering exclusive women’s classes at ‘Tulum Fight Club’, a local boxing institution. Not just an activity, it became a hub to meet and mingle. She rubbed shoulders with musicians, hospitality giants, event planners, and fellow expats, all of whom were reveling in Tulum’s untouched freedom.
“While much of the globe paused, we thrived in perfect weather, forming strong bonds and laying the groundwork for projects and events.”
Her momentum in Tulum couldn’t be ignored. Securing a work visa, Georgia began orchestrating events at Downtown Tulum Hotel. Her extensive network pitched in, transforming a once dormant venue into a hotspot, with gigs like Camilo Franco’s acclaimed BOHO Experience.
“Every establishment along the coast sought my expertise. Tulum’s reputation for hosting stellar events drew me countless opportunities.”
A year into her hotel tenure, Georgia branched out, founding Story of George Studio. Recognizing her growth potential, she then joined forces with Omar Rodriguez at Casa Pueblo, which rebranded as Hotel Panamera. Her knack for talent scouting, event management, and writing earned her significant clout.
“My forte was penning English content for venues targeting international audiences, which was highly sought after.”
Recognized for her writing prowess, George collaborated with elite Mexican establishments, amassing a creative team for larger projects that required design and visual skills. A standout partnership was with Mario Botta, a renowned photographer from Naples. Their maiden venture was an art exhibition at Hotel Panamera, followed by a significant collaboration on the Tulum 101 project.
“With success stories like Tulum 101 and Grupo GITANO, I’m aiming high.”
Georgia’s vision now encompasses consulting, guiding clients in branding and communication. She wants to empower them, ensuring they’re not dependent on transient employees.
“Consultation is the logical progression, allowing selectivity in projects. My next ambition is to bridge my fitness background with event management and PR on a grand scale.”
Now 25 and relocated to Mexico City for its bustling vibes, Georgia is poised to narrate more tales, ensuring the Story of George continues its captivating journey.
