I made $135000 as a birthday clown last year — and I only work around 2 days a week

Regina Martinez.

Courtesy of Regina Martinez/Lucero Photography

• Regina Martinez started working as a clown after graduating with a graphic-design degree.
• She started building her brand — Silly Sparkles — in 2011 to entertain at kids birthday parties.
• Martinez found customers in Facebook groups and focused on getting five-star reviews on Google.

This as-told-to essay is based on a transcribed conversation with Regina Martinez, a 35-year-old freelance entertainer from Austin, Texas. Insider has verified her earnings with documentation. The following has been edited for length and clarity.

I'm a "clown-mom" who entertains at kids birthday parties. I love the creative freedom I have. I can go out in the morning, put on a puppet show and get paid well for it, and spend the rest of the day with my kids.

I studied graphic design in college and thought I'd have an office 9-to-5. When I graduated in 2010, just two years after the financial crisis, not a lot of design agencies were hiring for entry-level candidates.

I started doing face painting at birthday parties on the side

While looking in 2010 for some extra money, I came across an agency advertisement for face painting and balloons. I'd tried out face painting in high school. I decided to give it another go as a side hustle while looking for graphic-design jobs.

The agency that hired me said I'd be more marketable if I were a character. My best friend, who was a clown, suggested I call myself Sparkles. At first, I went to kids parties as Sparkles, a fairy princess. But I realized I wasn't very much like a princess — I'm more goofy.

I decided to become a clown instead. I started calling myself Silly Sparkles in 2011 and offered balloons, face painting, and magic. I listened to what kids told me. When I wore clown makeup, I'd get negative responses. My hat and sparkly costume worked well.

I found my target market in Facebook groups

I discovered my services resonated with moms of preschool-age kids. At the end of a great party, I'd ask the mom hosting to refer me to other moms in Facebook groups. My previous clients usually responded and tagged me before I even saw the post.

Many of my clients tell me they found me because of a recommendation on a Facebook group.

I also focused on improving the Google ranking of my website by using search-engine optimization — such as including keywords and phrases people were searching — and asking customers for reviews for my business listing. Clients have told me they hired me after reading my reviews.

I'm always trying to find ways to make the kids' moms ask for my card. Whenever I'm working, I'm always looking for the "spark joy" moment to bring something unexpected, such as little pieces of handmade "bling clusters" and unicorn horns, to the kids.

Being a clown fits into my family life

I started getting gigs on my own, and it grew a lot faster than I expected. I realized I wanted to be a freelance entertainer. I was doing a mix of festivals, events, and occasional birthdays.

I became a mom in 2012. I realized I wanted a job that was creative, brought in extra income, and let me stay at home with my kids.

I started my own website and hired a photographer to take pictures of me in character. Once I had promo pictures on the website, customers started finding me, and my business started to grow.

I charged $125 an hour. For years, my clown business brought in enough revenue, but it wasn't enough to support the whole family.

I pivoted to focus on birthday parties during the COVID-19 pandemic

Earlier in the COVID-19 pandemic, I had to rethink my marketing strategy. At times in 2020, small birthday parties were still happening where I live.

I had to pivot my services to match what customers were looking for. I decided to focus entirely on kids birthdays.

I created a $300 package called Birthday Boost: one hour of my puppet show, balloons, and a special balloon for the birthday kid. That was more than double my previous rate of $125 an hour.

I wasn't expecting it to take off. I noticed moms really liked having one hour of pure, silly entertainment for the kids. I started getting between 20 and 30 inquiries every weekend in 2021.

My side hustle became my family's main income

My revenue started increasing, and I began to work full time in 2021. Once my income started increasing — I made $135,000 last year — my husband was able to quit his job and pursue his own entrepreneurial dreams.

When I started making six figures in 2022, I hired an accountant and a copywriter for my website. I even outsource little things, such as making handmade pieces.

I now work about 2 days a week

More recently, I've set more boundaries with work. Now I do my business administration on Monday and Wednesday mornings and perform at birthday parties for up to 12 hours every Saturday in Austin. Depending on the time of year, I have several midweek events as well. I don't work on Sundays because it's my family time.

I love that I don't have a boss and I have the freedom to decide what I do next.

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