Brazilian-born Gus Rezende had some good fortune meeting the Cajuns in his life. At least two of them put him on the pathway to experiencing one of the best adventures of his life: moving to Lafayette and co-owning a successful business. He has returned the favor to the city he now calls home by putting a spotlight on its downtown through his business Social Entertainment.

A native of São Paulo, Rezende came to the United States in 1999 on a tennis scholarship to Georgia Southwestern State University. While teaching at a summer tennis camp in New York, he became friends with his then boss Chad Hebert, a Lafayette native. Hebert was going to be returning to Lafayette to work at City Club at River Ranch and enticed Rezende to come to the hub city and be a part of his staff as a tennis pro.

After working at the Club for a couple of summers, Rezende realized the culture, people and food in Acadiana were very much like his native Brazil. “It’s a happy culture that celebrates family and enjoys life. I felt right at home, and I had built a clientele in my time there,” he recalls. “City Club sponsored my work visa and offered me a job as marketing director and to continue as a tennis instructor. 

After receiving a degree in marketing, with a minor in management, I moved to Lafayette in 2004.” Seven years of working at City Club, overseeing events and marketing endeavors, gained Rezende the experience that would prove to be

valuable, as he considered his career options. “I knew I wanted to work for myself. I had a knack for putting on events and working with people; I was good at fundraising and organizing,” he notes.

He went on to partner with Hebert in a cleaning service that opened one year before Hurricane Katrina, and is still in operation today. “We cleaned construction sites, and after Katrina we were very busy,” says Rezende who eventually sold his shares to Hebert.

In 2010 he opened his first Tropical Smoothie Café, located in River Ranch, and it was there that he befriended a customer, B.J. Crist, who shared Rezende’s ambitions. “We were totally different, but he understood hard work and, like me, had a passion for business – we had no idea what the future held,” he shares.

As the friendship with Crist developed, Rezende closed his Tropical Smoothie store and later became a partner with Crist in another location. They began to produce events and purchased restaurants and bars that were struggling, all of which added to their experience in the food and beverage business.

Eventually Rezende and Crist became partners of a new venture, Social Entertainment, considered by many as Lafayette’s premier full-service hospitality group, unique quickly becoming the talk of Acadiana 

in that it blends culture and lifestyle into every event. Now in its 15th year, Social Entertainment presents live concerts that include the Acadiana Po-boy Festival, Sugar Jam at Sugar Mill Pond, Youngsville Independence Day Celebration, Yacht Rock Beer Fest, Acadiana Eats Festival, as well as Wineaux and Christmas at West Village in Scott. September 27 will bring the annual Downtown Rising, a Social Entertainment production considered the biggest concert of the year in Lafayette. Now in its fifth year, it continues its tradition of pairing national touring acts with local talent. “Downtown Rising is one of our pride and joys from our events collection, created to showcase the growth and businesses downtown,” notes Rezende. “Downtown is one of the most important pieces of the puzzle for economic and cultural development for both the parish and the region to thrive.”

Rezende has managed holiday parties, food festivals, and beer and wine tastings and offered catering services. The entrepreneur’s passion for creating memorable social experiences helped Social Entertainment’s decision to acquire a collection of amenities including vacation homes in Perdido Key, Sunset and his newest property in downtown Lafayette, Chez La Fete, which is scheduled to open this summer.

Chez La Fete, an Acadian-style home is located in the heart of downtown. With four bedrooms and two baths, it features Parisian-decor fused with antique and contemporary furnishings and sleeps 10 guests. The backyard area is a showcase with a stage area, plenty of outdoor seating, and a private lounge area with outdoor restrooms. This property is perfect for family gatherings, work retreats, vacations or a catered event.

Social Entertainment also offers unique transportation rentals, catering services and restaurants. The company is a founding owner of CENTRAL Pizza & Bar on Jefferson Street and several Tropical Smoothie Cafe locations. Rezende is also working on new developments downtown including the Ashby Crossing, formerly the landmark Don’s Seafood & Steakhouse.

If he has what seems to be an insatiable drive and work ethic, the 43-year-old says that’s thanks to his father, a retired chemical engineer who headed a refinery in Brazil. “He taught me to be accountable, reliable and disciplined,” he says. “I try to keep my composure and deal with adversity the way he did. He always said that to reach your goals you have to do the everyday tedious work too – no shortcuts. I learned to do right by people, talking to everyone the same way regardless of status.”

A strong supporter of the LGBTQ+ community, Rezende served as Grand Marshal of the Lafayette Pride parade last year. In 2019 he was named Rising Young Business Leader, and in 2016 Social Entertainment was honored as Junior Achievement’s Start-Up Business of the Year. His passion for downtown Lafayette has landed him on the boards of Downtown Development and Downtown Unlimited. He was also founding chairman of the Lafayette digital newspaper The Current.

 Among his many impressive achievements, Rezende considers becoming a U.S. Citizen in 2018 high on the list. “It was a combination of relief and pride,” he recalls of first hearing the news. “It took me over 20 years and several attorneys to keep myself legaI, I went through every VISA offered in this country. Today I’m grateful for my partnership with BJ, and more than anything I am grateful for my wife (a Louisiana native) and two boys. I still walk around knowing I have a good thing.” ■