It wasn’t until Moorestown alumnus and former wrestler Joel Richardson joined the high school’s concert choir that he gained a unique perspective on the performing arts.
“Moorestown is responsible for how I grew up, very well rounded,” Richardson recalled. “My mom always had me involved in as many sports activities as I could … I never imagined that I would get in the entertainment business at the time, but Mrs. Haynes, Jean Haynes (the high school’s then choir and musical director) … she would always have a group of athletes every year in the spring musical, and my senior year, she picked the wrestlers, because she was persistent in trying to get me involved in theater.”
Following his performance in the high-school’s production of “Fiddler on the Roof” his senior year, Richardson knew he wanted to do it again. He attended Wagner College in Staten Island on a wrestling scholarship, majoring in business administration with a concentration in marketing. While studying for his MBA, Richardson was also working full time in pharmaceutical sales, but he had the urge to perform his first open mic, an experience that came with a rush of adrenaline.
“First time on, I did 10 minutes,” he remembered. “That’s what everybody was allotted to do … Most of the people there were musicians that played three songs, but if you’re a comic, that’s an incredible amount of stage time, especially in New York City. So to get 10 minutes, it was really cool.”
Richardson is the founder of Soul Joel Productions, the largest independent comedy production company on the East Coast, according to its website. In 2019, he founded SoulJoel’s Comedy Club & Lounge in Royersford, Pennsylvania, the first official home he made himself for stand-up comedy, 13 years after he began producing shows at various tri-state locations.
Richardson left his day job in 2009, cashed out his 401K and started producing comedy shows full time while running Soul Joel. Producing shows in 21 different states allowed him to take the best qualities of each venue and incorporate them into the vision and dream of bringing SoulJoel’s to life.
“On Oct. 31 of 2022, we took over the historic SunnyBrook Ballroom, which is ironic, because my first job growing up in high school was a lifeguard at the Sunnybrook Swim Club in Moorestown,” he noted, “so it was almost like I was destined to be at this place.
“During its heyday, during the big-band era, Duke Ellington, Louis Armstrong, the Glenn Miller Orchestra, Frank Sinatra – they all performed there,” Richardson added. “And the acoustics were unbelievable and the ballroom, it’s the largest ballroom east of the Mississippi.”
SoulJoel’s SunnyBrook location also includes Gatsby’s Pub, an indoor facility with a full bar and restaurant. The ballroom was built in 1931 and Richardson explained that its floors and ceilings were all constructed so that acoustically, the performers could stand on stage and those all the way in the back could hear them.
“Ten years ago, the owner sectioned off a third of the ballroom to start trying to have conferences and different events during the week,” he explained, “but when I took over, that conference is now my comedy room because it holds less people … It’s like a small, black box theater where it has low ceilings and those acoustics.
“The comics and the audiences all love it because the sound is so vibrant and alive,” Richardson continued. “The audiences just … It’s electric every time the show is going on.”
For more than 10 years, Soul Joel Productions has been producing 200 plus shows every year, half of which are fundraisers that benefit schools, nonprofits and charitable organizations. The company has had 500 plus comedians in 15 different states who’ve appeared on “The Tonight Show,” “Last Comic Standing,” Comedy Central, HBO, Showtime, MTV and SiriusXM Radio.
Richardson is also the co-author of “Not Funny: The Soul Behind Joel,” told by him. It tells the story of how he ended up at SunnyBrook.
“Fifteen years ago, I literally thought I was going to keep buying houses and renting them out and keep investing in real estate and work my way up in the pharmaceutical sales world,” he acknowledged. “That’s what I envisioned. I never thought I would end up where I’m at …
“You have to take a leap of faith,” he added, “but you have to make sure the timing is right and you’re ready for what you’re wishing for. And sometimes it’s a grind, but if you really want something, you have to keep a day job – whether it’s full-time or part-time – to pursue whatever your passion is.”
