The annual event from Sophia Amoruso's Girlboss brand uses interactive staging, organic networking opportunities, and on-theme sponsor integration to create an intimate, start-up vibe.
Speakers on the main stage includedGwenyth Paltrow (left) and Girlboss founder Sophia Amoruso (right). Photo: Chris Swoszowski Businesswoman Sophia Amoruso hosted the third Girlboss Rally on April 28 in Los Angeles. The daylong conference featured workshops for entrepreneurs, a marketplace for shopping small businesses, and discussions with women including actress and lifestyle guru Gwenyth Paltrow and executives from Sephora, Spanx, and the Women’s March.
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The Gathery has designed and produced all three editions of the rally, after Amoruso approached the Brooklyn-based experiential agency asking for a “conference that is unlike any other conference.” She had heard of the agency because of its involvement with Refinery29’s first 29Rooms back in 2015.
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“She talked about how the purpose of Girlboss was really to impart knowledge, power, and support to women in business, specifically women entrepreneurs, ” said Nicky Balestrieri, who owns the Gathery with creative partner Luigi Tadini. “That got us really excited.”
The core challenge was to create an intimate, approachable event—with a touch of rock and roll to reflect the founder’s edgy reputation and personality. To do this, organizers adopted a few out-of-the-box ideas. The event is always held in a raw, warehouse space—the most recent was at Magic Box at the Reef downtown—and guests enter through a side door and freight elevator.
The events’ three stages were also created to reflect Amoruso’s personality and design tastes, with colorful, architectural details and inviting seating in couches or lounges. Each space was crafted to break down the fourth wall between speaker and attendee.
The Gathery — Girlbossgirlboss Rally
One challenge for organizers was keeping the conference intimate despite the rapidly growing attendance. The first iteration in February 2017 drew 450 people, while the New York edition in the fall hosted 700. The most recent L.A. event topped 800 attendees.
“Obviously it’s quite easy to make a room feel intimate with 450 people, ” Tadini said. “But as the rally continues to grow, the scaling has been challenging to navigate in order to maintain the personality and the intimacy.”
To solve this, the team made sure to balance out the large stage areas with more common spaces where women could spend time together. They also shortened programming so attendees weren’t sitting in hour-long speaker sessions back to back.
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The Gathery also kept the event from relying too much on technology, both to keep the raw atheistic and to increase approachability and evoke a start-up vibe. “We want attendees to feel like from here, they can create anything, ” explained Balestrieri.
A big part of giving women the tools to create came from the sponsors, who aimed to create moments of value for the audience.
“The most successful sponsorships always happen when the big brands know the best thing they can do is be in service of the smaller ones, ” Balestrieri said, citing Google Chromebook’s activation—which included a series of workshops about how entrepreneurs can use their tools—as a standout example.
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Other sponsors encouraged conversation and interaction, such as a wall from Facebook Messenger where attendees left messages of support for one another. Similarly, Sephora Collection promoted its Instagram-inspired lipstick collection by creating video booths with question prompts where women could share personal stories.
The venue was also carefully chosen to match the vibe organizers were looking for. Due to a recent warehouse fire in Los Angeles, permitting was an issue at many of the raw spaces Balestrieri and Tadini scouted. The duo ended up finding Magic Box because its permitting abilities had been grandfathered in. The team was also drawn to the venue’s location.
“Downtown Los Angeles not only gave us the type of warehouse space we were looking for, but it also created a centralness that was great, ” explained Balestrieri. “Also, the people interested in the Girlboss culture are also interested in what’s happening in downtown Los Angeles, because, of course, we have to think about accommodations, where they’re staying, where they’ll eat since a lot of people are coming from out of town.”
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Girlboss created partnerships with hotels such as the newNoMadLos Angeles and the LineHotel, giving attendees different price points to stay close to the venue—as well as hip, modern spaces to encourage more mingling after the event.
The Gathery is already hard at work planning the fourth edition of the rally, which will return to New York on November 17. The team expects this type of conference to continue to grow in popularity.
“What I think the Girlboss Rally does better than anything else in its category is deliver that human experience that is more than just people talking at you, ” said Balestrieri. “The conference is really inspiring you to do something in real life—without taking itself too seriously. You can get the Instagram shot and learn something, too.”
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The event took place at Magic Box, a raw industrial space at the Reef downtown. Guests were taken in through a side entrance to match the event's exclusive but unfussy vibe. Guests went through the transformative element of riding a freight elevator—there’s this drama to just entering this world that is gritty and rock and roll, ” explained Balestrieri.
The raw venue was transformed with colorful, modern furniture that created common space for guests to interact, relax, and get work done. Bright pink wrapping was used to separate the different areas of the event, and T-Mobile offered a spot for charging phones.
One of three stage areas—dubbed Hustle Hall—was designed as a theater in the round, allowing guests to get closer to the speakers. In the front row were couches and lounge chairs. It’s really inviting; people wanted to hang out there for hours, said Balestrieri.
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The main speaker area—a.k.a. the Baller Room—had a colorful stage designed with architectural elements. As the only room to hold all 850 attendees, organizers added several video screens so everyone had a good view.
The third stage area, dubbed the Start-Up Studio, hosted a series of intensive workshops with comfortable seating. In the studio, sponsor Google Chromebook led sessions on ways its new technology can benefit small businesses, and signage on the walls discussed gender inequality in the start-up community.
Sponsor Facebook Messenger created a Messages That Matter Wall, where attendees and speakers left hundreds of messages of encouragement for each other throughout the day. Guests wrote messages such as “Just write the draft, ” “Be fkn nice, ” and “Be a self-made dreamer.”
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Sponsor Sephora Collection promoted its new Instagram-inspired lipstick collection by creating eye-catching video booths with question prompts where women could share personal stories.
One of the video booths was built around a new lipstick called “Lady Business.” Guests sat at a desk and faced a mirror to record their stories, which were then shared on social media.
Secret sponsored the Girlboss Radio Podcast booth, where the day’s speakers were interviewed. Attendees were invited to drop a question in a box outside the booth.
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In the center of the common area, a DJ booth made from a series of boxes hosted DJ Nina Carr throughout the day.
The V.I.P. gift bags were clear backpacks full of on-theme goodies, such as in-home massage certificates, notebooks with cheeky sayings like “Smile like a boss, ” and Luna bars.
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