Yellow Conference 2017 Recap

Yellow Conference is a 2-day conference (with an optional additional workshop day) in LA geared towards entrepreneurially minded women who want to use their creativity and skills for good. This is the first time I’ve repeated going to a conference two years in a row and I can honestly say the experience was just as inspirational as the first year I attended.

I’ve been to many conferences over the years but there is a reason why Yellow is one of my favorites. The conference itself is organized by Joanna Waterfall who is a graphic designer and therefore every touchpoint and element of your experience is well thought out and designed.  From the way you enter into the conference, the art installations incorporated into the space, kiss ass welcome bags or even just the speaker intro slides.  Every single piece that you interact with is branded and fits into their brand story which I greatly appreciate.

Going back to the welcome bags, I am not saying I attend conferences just for the welcome bags but a good welcome bag doesn’t hurt. Yellow Conference by far has one of the best goodie bags of all the conferences I’ve been to. You receive a huge fabric tote bag (that is actually good quality and also an awesome design) filled to the brim with products from do good brands that the total value often amounts to more than the conference ticket price. It’s also a fun way to learn about companies that are making the world a better place and sampling their products. I learned from my mistakes last year of bringing a small suitcase to make sure I left room this year for all the great swag.

Every year the conference is held in a gorgeous warehouse space in the arts district of LA.  Despite being in LA, this conference is actually pretty affordable compared to other conferences I’ve attended. I’ll break down all my costs below for anyone considering the trip next year.  The arts district is definitely a transitional warehouse area but I never felt unsafe. And it’s full of lots of really cool restaurants and coffee shops you can walk to during your breaks.  Some of my favorite spots were Zinc Cafe, Cafe Gratitude, the rooftop at the ACE hotel and Groundwork Coffee Co (get their horchata cold brew which is not on the menu but is like Christmas in a glass). Last year I rented an Airbnb in the neighborhood with a few girls and this year I stayed at the ACE Hotel (the designated hotel for the conference and they offer a discount code) which did require using uber/lyft but the rides were $5-$8 at most.

There’s also a Do Good Goods marketplace with more than 20 vendors that produce either ethical goods or give back to charities.  From clothing, jewelry, stationery, and home goods it was a fun place to shop during speaker breaks and I learned about so many awesome brands who have beautiful products and are doing such great things.  The year before the market was smaller and it was great to see that there were so many more vendors this year and I hope it continues to grow with each year.

Just a few of the awesome goods in the swag bag.

One thing I love about the Yellow Conference is the diversity of women who attend.  I’ve met photographers, fellow designers, copywriters, artists, PR and marketing strategists, magazine editors and more but the one thing they all have in common is that they are all passionate about making the world a better place.  The speaker lineup is also very diverse from an activist to a Grammy nominated musician to a founder of an ethical clothing line there were so many great perspectives from people who are so inspiring.

I thought I’d share a few takeaways and themes from the various sessions that stuck with me:

1. The time to start is now | Several speakers touched on the fact that there will never be the perfect time to start that project you’ve been dreaming of.  Ashley LeMieux of The Shine Project so perfectly phrased it “Right now is the only time we have that is guaranteed and sometimes all it takes is 20 seconds of insane courage. Do one courageous thing a day” and “Whether you think you can or can’t, you’re right. Done is better than perfect.” This really hit home for me as I’ve put off some projects as we’ve been going through the trials of fertility treatments. While this time has been emotionally draining I still shouldn’t be putting my dreams on hold and I can still make progress on them every day, even if it is just baby steps. It is all about moving the needle forward little by little.

2. Self-care should be a priority | This is something I’ve “known” but I don’t always listen to very well! Many speakers drove this point home though pointing out that you are of no use to anyone and the good you want to do if you aren’t taking care of yourself.  As Natalie Warne, an activist and speaker said, “Give yourself grace, you aren’t meant to do it all, put the oxygen mask on you first, the healthier we are the most sustained we can work for our causes.” It’s not selfish, it is common sense.  How will you be able to help others and make a difference if you are passed out?  I think this point is especially important for women working in purpose-driven fields because it can feel wrong to prioritize yourself and we often feel guilty.

3. Trust your Gut and think outside the box |  Golriz Lucina of Soul Pancake said “The best ideas sometimes start out as the weirdest of ideas. Get outside. Get out of your head.  Mostly, get inspired.” I think a lot of times we can feel uninspired or like there are no new ideas thanks to social media which is why it’s so important to think outside the box and never underestimate the power of the gut check. Also, you should really look up Soul Pancakes work, if you haven’t heard of them before (I hadn’t) they are a media and production company owned by the actor Rainn Wilson that tackles life’s big questions and celebrates the beauty of humanity.  You’ve probably seen one of their many viral videos on social media and not even realized it.

4. What you do does not define you | Moorea Seal’s talk was sprinkled with so many good life nuggets but what I loved most was hearing about how she has pursued so many different passions through the years.  I think it can be easy to find something you are good at and just stick with it and be scared to try something else. As Moorea said “Just because you are good at something doesn’t mean you have to do it. And when you let something go you don’t have to let it go for forever.  It’s ok to just put it to the side for a while.” As some of you may know, my business started as doing wedding and event designs on the side of my corporate design job. At the time it was a really great creative outlet but when I went full time I realized I had lost my love for it and missed the strategic aspects of design I had enjoyed from my day job.  That is when I pivoted to doing small business branding but it was so hard to let go of the invitation aspect of my business because so many people told me I was good at it and that’s where I started.  I actually just recently took event design down from my website all together but it took me a while to come to terms with the fact it no longer brought me joy. Maybe someday I’ll feel differently and will want to go back to offering invitations. I had to give myself permission to let it go but knowing if I want to go back to it someday it will be there. Also, if Moorea’s name sounds familiar it is because she is the woman behind all the 52 lists books. What started as a passion project for her turned into something so much bigger which I love.

5. Speak to your customers like they are the hero | This one was in one of my workshop sessions but it’s such a valuable point.  The number one reason brands fail in their messaging is because they speak to their customers as if they themselves are the hero.  Empathize with your customer’s pain points and make them the center of your brand story.

Lastly, I thought I’d break down what my costs were to attend the conference.  These may vary from person to person depending on where you are flying from or where you eat but if you haven’t attended very many conferences this will help give you a ballpark for planning. I find conferences are a really great investment both in myself and in my business and I prioritize budgeting for 1-2 per year.

The ACE Hotel rooftop was a small slice of heaven. 

I grabbed dinner at Cafe Gratitude one night and loved the healthy menu and positivity.

3-day conference ticket: $269

I did get the ticket at the discounted yellow collective member price and in the future I think they are selling the workshops separately. Tickets for the 2-day speaker portion of the conference are currently on sale for $247 though I imagine the price will go up as it gets closer.

Lodging: $332

This year I shared a room at the ACE hotel with two friends also attending the conference for three nights. This did add extra uber/lyft costs as opposed to staying in an Airbnb within walking distance which is what we did last year. I honestly enjoyed both options equally.

Meals: $150

This includes breakfast, lunch, dinner and extra coffees for three full days.

Flight: $178

I got a direct round trip flight from Denver to LAX on Southwest airlines and actually bought my flight less than a month before the conference. I flew in Wednesday night before the conference and flew out Saturday night after the workshops finished up and just brought my suitcase with me to the workshops where they easily stored it for me for the day.

Lyft Rides: $95

A large chunk of that is my lyft to and from the airport ($27 when I arrived and $48 when I left) and most of my lyft’s were $5-$8 between the hotel and conference.

Total Conference Cost: $1,024.00

The Yellow Conference is one of my favorite conferences and I’ve already purchased my ticket for next year to attend for my third time! If you are wishing to do more with your business or talents and want to spend a few days with a ton of inspirational women who are changing the world I highly recommend it.

I thought I’d close with an inspirational quote shared at the conference that I just love:

“If there ever comes a time when women of the world come together purely and simply for the benefit of mankind, it will be a force such as the world has never known.” - Matthew Arnold

Amsterdam Guide

I often say there are way too many places I want to visit on my bucket list to ever go anywhere twice.  But Amsterdam is a city I think I could be happy visiting time and time again.  My mom, sisters and I spent a week there in July and it was nothing short of amazing.  

I had always thought of Amsterdam as a party city but that’s really just one small side of its personality.  There are so many beautiful and quiet streets along the canals to get lost along, world class museums, culture and history, and every restaurant we ate at was one of our best meals. It seemed like most people spoke English and the city itself is such a manageable size that it was easy to walk anywhere we wanted to go. And I swear the Dutch have the best taste in design as every place we went had impeccable style.

I put together a little travel video of our week together as well as a travel guide below if you are planning your own trip to Amsterdam.

JORDAAN NEIGHBORHOOD

We stayed in an Airbnb in the Jordaan Neighborhood which ended up being our very favorite of the neighborhoods in Amsterdam.  The location was perfect as it was close to all the major sites but still tucked away from the touristy areas that we felt like we still got a little bit of local flavor.  The Jordaan is filled with flower lined canals and adorable narrow streets with quaint cafes on every corner.  I could seriously spend all day just wandering the streets of this neighborhood.

The Jordaan was built in the early 17th Century and was initially a working class neighborhood with low rents.  It eventually became a slum by World War II and there were proposals after the war to tear the whole neighborhood down and build apartment buildings.  I’m so glad they didn’t as it is one of the most charming neighborhoods and now is one of the most desirable as well.  

GETTING AROUND

The best way to get around Amsterdam is by walking or biking but you really need to know what you are doing or stick to side streets to bike in Amsterdam.  Definitely, don't rent a car as there is little parking and it's hard to get around with the narrow streets and bikes everywhere. I thought I was prepared for how many bikers there are in Amsterdam but I definitely was not. I was in constant awe of the women biking in 4-inch stiletto heels, kids riding on the back racks just holding on and people talking on the phone or texting while biking. Bikes definitely rule the road and if you are walking you should be careful about stepping into bike lanes. The sidewalks are narrow in many places so you won't always be able to safely stay out of the way so you just need to stay aware. We walked everywhere but the one night we took an uber to dinner as it was on the outskirts of the city.

The trains in and out of the city are very easy to navigate and we were able to walk to the train station from our Airbnb in the Jordaan for our day trip to Delft.  It took us about an hour to get to Delft, even with transferring trains it was a very smooth process. The only thing we made a mistake on is on the train back to Amsterdam we didn't realize we got on the express train and ended up having to pay a little extra but that wasn't a big deal.

AIRBNB

Our Airbnb was owned by a photographer and he had such a great mix of interesting vintage items and decor.  We usually choose to rent apartments when we travel so that we can have a little more space as well as a kitchen to at least make breakfast and coffee in the morning.  It’s also a great way to live like a local for a few days and stay in a true neighborhood instead of the city center.

If you are interested in our Airbnb you can check it out here or if it's not available for your dates I recommend looking in the Jordaan neighborhood in general: https://www.airbnb.com/rooms/5437847

WHAT TO DO

I used to not be a big fan of tours but I’ve learned it’s a great way to get local inside information, you just have to choose the right tour that keeps the numbers small and brings you off the beaten path.

CANAL BOAT TOUR | This was the number one recommendation I received from those who have visited Amsterdam before and I definitely have to agree.  It is such a great way to get a different perspective of the city.  We chose Those Dam Boat Guys as they use small 8-person boats instead of the huge touristy boats.

ANNE FRANK HOUSE | The Anne Frank House has to be one of the most popular attractions in Amsterdam.  It was extremely crowded when we went and even though we bought our timed tickets ahead of time there were still so many people that we stood in line the entire way through.  BUT I will say despite that it was still such a moving experience, which is saying a lot because I hate lines and crowds.  They sell timed tickets online in advance from 9 am - 3:30 pm (and you definitely have to buy them well in advance because they sell out) and then from 3:30 pm - closing you can stand in line the day of and buy a ticket.  But I recommend just getting your ticket ahead of time so you don’t have to spend your entire day standing in line.

RIJKSMUSEUM & VAN GOGH MUSEUM | The Rijksmuseum is the Netherland’s principal museum full of Dutch art from the middle ages to present day.  Every gallery and floor have a distinct time period and style which makes it a pretty easy museum to navigate.  While the halls with the most famous paintings by Rembrandt, Vermeer, and Van Gogh were crowded we found that the rest of the museum was not.  We also really enjoyed the beautiful outdoor gardens which are free to walk around without buying a ticket and there was a nice spot to buy coffee with chairs to sit throughout the garden.  While that area is full of tourists I found the gardens to actually be pretty quiet and pleasant and had we had more time I would have happily sipped a coffee there. We, unfortunately, did not make it to the Van Gogh museum but I included it because it is right next to the Rijksmuseum and also was highly recommended to us.

FOOD TOUR | Ever since we did the most amazing food tour in Barcelona I make it a point to book one in every international city we visit.  It is a great way to taste all the local dishes and check out hole in the wall mom and pop spots that we’d never know about on our own.  We did the Hungry Birds food tour and it was about 5-hours of non-stop amazing eating.  From fries and pickled herring at an outdoor market, beer and bitterballen at the old train station turned food hall, Indonesian in a grocery store, apple pie and more beer at a brown cafe and cheese and chocolate at a local cheese shop it was all delicious.  They say on their website they can’t guarantee to be able to accommodate food allergies but Esther our tour guide went out of her way for our mom who has a gluten allergy and even brought extra food for the stops that our mom couldn’t eat at.

VONDELPARK | One thing that I did notice about the city center was that there aren’t very many green spaces but Vondelpark definitely makes up for that fact.  It is a huge park on the southwest side of the city with an open air theater, bike trails and canals running through it.  We didn’t spend much time there as we were on a tight schedule on our last day but when I go back I’d love to grab a picnic or maybe brave renting bikes around there.

Despite being in the middle of tourist central, the Rijksmuseum was a quiet sanctuary to catch a break.

PRIVATE COUNTRYSIDE TOUR

We scheduled a private countryside day tour with Tom’s Travel Tours and they jam packed it with a bike ride, wooden shoe factory, cheese making tour, windmills and lots of cute small towns. It was really nice to have someone who knew the area to show us around and he picked us up and dropped us off at our Airbnb which was very convenient.

DAY TRIP TO DELFT

We had only one day to day trip out of the city and we had a hard time deciding what town to go to.  The Netherlands is actually a very accessible and small country so most places were within an hour or two by train.  We decided on Delft because it’s more of a quaint and small canal town that would give us a different flavor from Amsterdam.  While there isn’t necessarily a ton to do there we just had a great time grabbing lunch and coffee and wandering around the town. And it’s an easy 1-hour train ride from Amsterdam.

We ate lunch at 't Postkantoor which had a great mix of mid-century and Moroccan decor (sounds random but it totally works) and a really beautiful outdoor courtyard.  We also randomly stumbled across a cafe, bakery, store concept called Van Maanen that we loved so much we stopped there three times in one day!  

Van Maanen Cafe, bakery, and shop in Delft

LOCAL FOODS TO EAT

STROOPWAFEL | These amazing Dutch desserts are two thin waffle cookies with a caramel-like syrup filling in between. You can find them prepackaged in many stores but the best ones are fresh from a market stand.

BITTERBALLEN | Basically a croquette filled with meat and vegetables.  We tried ours at De BallenBar in Foodhallen, an old train station turned food hall.

APPLE PIE | Dutch Apple pie is different from its American version as it is extremely deep filled to the brim with apples and with a buttery crust base.  You can find Apple Pie at most cafes around Amsterdam but we had ours at Cafe Sonneveld.

INDONESIAN | Because Indonesia was a Dutch colony, one of the most popular ethnic foods you will find in Amsterdam is Indonesian.

KIBBELING | Battered and deep fried white fish usually served with mayonnaise.  

CHEESE | Cheese is a huge industry in the Netherlands and you definitely can’t leave without trying some gouda.  We did a cheese tasting at Dutch Delicacy which we were able to enjoy with a glass of wine and bought our weight in cheese to bring home.  They told us if it was vacuum sealed (which all their cheese was) it would last a few months without refrigeration.

PICKLED HERRING | I was a little nervous to try this Dutch delicacy but it actually tastes similar to sushi and wasn’t bad.  Not sure I could eat a whole meal of it but it’s worth trying while you are there.

RESTAURANTS

One of the trends that seems very popular in Amsterdam and that I love is the chef’s course menu.  We went to three different restaurants where all you decide is how many courses you want to eat and then they bring out what the chef is cooking that night.  I ended up trying many things I wouldn’t normally order and it was all so fresh and creative.  My mom has gluten and shellfish allergies and even the restaurants with the set menus were really great about adjusting the dish to fit her dietary restrictions. Most restaurants in Amsterdam take reservations so to make sure we got into our top choices I made reservations a few weeks before traveling.

DAALDER | Our first night in Amsterdam we ate at Daalder and it really set the tone for our week.  The cuisine is a mixture of french and dutch but honestly every dish we had was so inventive with unique flavor combinations.  The menu changes often and you just select how many courses you’d like.  The decor is very cozy and feels like a classic European cafe.

RESTAURANT DE KAS | A modern greenhouse and restaurant that grows a lot of their food in-house.  When we first arrived at De Kas the hostess took us on a tour of the greenhouse and pointed out many of the fruits and vegetables that would be used in our food which I thought was a really nice touch.  Throughout the meal I also saw chefs going out there to pick items, you seriously can’t get fresher than that. The menu is a set meal and many of the dishes are vegetable focused.  We ate here our last night and agreed it might of been our favorite which is saying a lot since it had a lot of stiff competition. You will most likely need to take a taxi to this restaurant as it is on the outskirts of town in a large park.

GUTS AND GLORY | Gust and Glory is still fairly new to the restaurant scene but I had seen it on several lists for hot new restaurants in Amsterdam and knew we had to give it a try.  It is a rotating concept restaurant so every few months they change their entire theme.  When we went they had just finished their Japanese Chapter and were on their first week of their Spanish Chapter.  

SLA | A local salad bar chain with really fresh ingredients and fast, healthy meals.  After having so many huge and heavy meals SLA was a nice change of pace for a quick lunch.  The atmosphere is also nice and bright for a fast and casual restuarant.

BAKERS AND ROASTERS | A breakfast spot with a mix of New Zealand and Brazillian style. The food is very much similar to American brunch but all really fresh and delicious.  And I'm pretty sure every dish at Bakers and Roasters is Instagram worthy. It’s a pretty popular spot as we went at 10:00 am on a weekday and still had to wait for a table.

CAFE 'T SMALLE | One of the more beautiful traditional brown cafes.  We were able to grab a spot on the canal after visiting the Anne Frank House close by and enjoyed a bottle of Rose.

FOODHALLEN | Foodhallen is an old train depot turned large food hall with endless food and drink options to satisfy everyone’s cravings.  We stopped here a few times and it was always packed no matter the time as it’s a popular spot.

Foodhallen is a super trendy food hall in an old train depot.

All the food at Bakers and Roasters is beautiful

Fresh and quick salads at SLA.

I loved the European Cafe ambiance of Daalder.

Guts and Glory changes food concept every few months.

COFFEE SHOPS AND SHOPPING

I love visiting beautiful coffee shops and try to make it a point to visit one in every town I go to. For a girls trip we shockingly didn’t do very much shopping but there are a few stores we stopped in that stood out to me.

COFFEE + COCONUTS | I basically dragged my mom and sister’s across town to this spot on our last day because I had seen it in so many blog posts and just had to go.  It is an old theater turned coffee shop with four different levels of seating from community tables to couches and everything in between.  Owned by an Australian the ambiance at Coffee + Coconuts is very airy beach shack vibe.  We ordered a late lunch there along with iced coconut coffee that was to die for.  If I lived in Amsterdam this place would for sure be my spot.

PLUK | A beautiful concept store, coffee shop and lunch spot.  We only got coffee to go at PLUK but it is such a gorgeous little place with adorable gifts and what looked like to be a light and healthy menu. Located in the cozy 9 streets, a great shopping district next to the Jordaan, it's the perfect spot to take a break between stores. 

RHEE 7 | Truth be told we only popped our heads in here as it was Saturday and they were packed with no tables.  But Rhee 7 is the sister restaurant to Pluk and just a few doors down as well.  It looked like another beautiful space that would be great for lunch or an afternoon coffee and next time I’m in Amsterdam I am definitely hitting it up.

THE MAKER MARKET | Located in the same former train depot as Food Hallen, the Maker Market is all unique products from local creators and brands and is the perfect place to find a unique souvenir.

ALL THE LUCK IN THE WORLD | A mixture of vintage homegoods, jewelry, and gifts.  Everything in this store is so well curated.  All the Luck in the World has three locations but the one in De Pijp on Gerard Doustraat is in a great shopping district with lots of other home and clothing stores.  It is also close to the Albert Cuypmarkt which is mostly junk but they have a stand with the best stroopwafels in the city.

If I lived in Amsterdam, Coffee + Coconuts would be my go to spot.

The Makers Market is the perfect spot for souvenirs.

PLUK is the most gorgeous shop and cafe nestled in the 9 streets.

All the Luck in the World was a gem of a find in De Pijp.

I honestly loved Amsterdam more than I even expected to and it is a city I could see myself going back to time and time again.  From the delicious food, picturesque flower lined canals, art and culture and genuinely nice people, it has so much to offer and I can’t wait to someday make another trip back.

Weekend in Sonoma and Napa

This past weekend I was in Sonoma with my mom and sisters for a girls weekend.  We had a great time tasting wine and taking in the beautiful countryside.  This was my first trip in a while so I didn't realize quite how spread out everything is and how many small adorable towns are in both Sonoma and Napa.  These are just a few highlights from our long weekend.

We wanted space to spread out so we rented this adorable little cottage a few miles from downtown Sonoma.  It was perfect for what we needed and we loved the outdoor space where we enjoyed a glass of wine after our daily outings.

Our first full day we wanted to see the beautiful coastline of Sonoma County so we headed an hour west to Bodega Head.  The views were pretty spectacular and afterwards we stopped at Roadhouse Coffee which is the quintessential small town coffee shop.  We ended up talking to a few local patrons and it is definitely worth the stop for a taste of the local color.

Afterwards we drove up the coastline then followed the Russian River inland to Armstrong Redwoods State Natural Reserve.  The park is less crowded than some of the more well known Redwood parks and the trail we took was extremely flat and easy.  We finished off our day in Healdsburg, an adorable town full of shops and restaurants.  We only had time to stop at The Shed, a cafe and home goods store, but it is top of my list to visit on my next trip back.

On our second day we headed over to Napa and had brunch at Boon Fly Cafe.  When you go you have to order the bakers dozen donuts, just trust me.  Our first vineyard of the trip was Turnbull Wines and it was like walking into the pages of a restoration hardware catalog.  Before heading back to Sonoma we stopped at Farmstead cafe in St. Helena for coffees and a snack.  

Our final vineyard of the day was Ram's Gate in Sonoma and might be the most gorgeous winery I've ever visited.  From the soaring wood cathedral ceilings, indoor and outdoor space that flowed together and dramatic light fixtures, I just couldn't get enough.  Just to note this is one of the vineyards you have to make an appointment for so plan ahead.

Our final day was definitely the most memorable.  We booked a private tour with Kent from Squire Livery and while it was a splurge I now can't imagine doing wine country any other way. He took us to small boutique vineyards not open to the public and we had private tasting experiences with such gracious hosts who are passionate about making wine.  We took tours of wine caves, were driven amongst the vines in a dune buggy vehicle and enjoyed tastings at farm tables in the middle of vineyards.  It was the perfect way to end our trip and we will definitely be calling Kent up on any of our future visits.