EL CENTRO — For Edgar Maen, the path to business ownership didn’t start in a boardroom—it started behind a mask.
While many entrepreneurs begin with a business plan and a prayer, Maen found his spark through a green, surly holiday icon. His “Grinch” character project, which saw him creating viral advertisements for local businesses across the Imperial Valley, didn’t just spread holiday cheer; it proved that entertainment is one of the most powerful marketing tools in the modern economy.
Now, Maen is turning that viral momentum into a permanent fixture of the local business landscape with the official launch of Maen Entertainment.
From viral moments to a visionary brand
Officially launched in October, Maen Entertainment is a dual-threat agency based in El Centro. Operating both remotely and on-location, the firm bridges the gap between traditional advertising and immersive entertainment.
Maen, who brings years of experience in media and live production to the table, saw a void in how local brands tell their stories.
“I wanted to create a business that allows me to do what I love—creating and connecting—while opening doors for others interested in media and film,” Maen said.
The company’s portfolio is as diverse as the valley itself, offering:
- Digital Content: Social media campaigns, high-energy reels, podcasts, and commercial production.
- Live Experiences: Full event production, on-screen talent, and character work.
- Community Staples: Established local favorites like the singing competitions Yo También Canto and Yo También Canto Kids, as well as the immersive haunted house, The Lockdown.
The SBDC turning point
Turning a creative passion into a formalized business requires more than just artistic flair; it requires a structural foundation. To bridge that gap, Maen partnered with the Imperial Valley Small Business Development Center (SBDC).
The SBDC provided Maen with critical one-on-one counseling and workshops that helped him merge his various creative projects into one cohesive brand. Beyond the “big picture” strategy, the center assisted with the essential—and often daunting—legalities of business ownership, including copyright protection and business registration.
The partnership paid off. The exposure gained through SBDC networking events fueled a surge of inquiries, transforming Maen from a solo creator into a sought-after marketing collaborator for local organizations.
A creative catalyst for the Valley
Today, Maen Entertainment stands as a testament to the “creative economy” taking root in the Imperial Valley. Maen’s approach is deeply collaborative, focused on elevating the profile of local businesses by making them part of a larger story.
For aspiring entrepreneurs in the region, Maen offers a straightforward philosophy: passion is the engine, but persistence is the fuel.
“Don’t be afraid to follow your dreams,” Maen said. “With the right support system, a creative vision can absolutely become a thriving business.”
As Maen Entertainment continues to grow, it remains focused on its core mission: meeting clients where the action is and ensuring the Imperial Valley has a front-row seat to the show.
