Event Ideas

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.

Fold-out pamphlets featured the day's map and schedule, along with notes from Amoruso that added to the day's intimate vibe.

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.

Inspirational and educational phrases such as "Start your own shit" and information on equal pay adorned the conference's walls.

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.

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.

Speakers on the main stage included Gwenyth Paltrow (left) and Girlboss founder Sophia Amoruso (right).

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.

Google Chromebook also invited women to get hands-on with its products in a booth area.

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.”

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.

Sephora also offered an area for makeup and hair touch-ups.

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.

A marketplace area allowed attendees to shop from small businesses.

In the center of the common area, a DJ booth made from a series of boxes hosted DJ Nina Carr throughout the day.

Dancers from Queen Moves, a duo that offers workshops to empower women, got the audience moving 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.

The conference’s V.I.P. dinner had a tropical theme, with colorful flowers and postcards that served as place cards.