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Over the weekend, more than 2,000 women gathered at the first Creating and Cardivative Festival in Rolling Green in downtown Los Angeles. The event was held by the brand founder Jaclyn Johnson and her co-owner and CEO Marina Middleton.
But this is not a typical women’s business meeting. With dress codes labeled “Festival Chic” and “Fashion Forward”, you know you’re looking for something different.
Brittany Snow, Sofia Busch, Jaclyn Johnson, Jaspree Guest
(Photo: Becky Smith photo from Smith House photo)
“There are business meetings, there are festivals, there are no real ROIs for attendees and on-site brands. It’s a very transaction. So, ‘Now, how about creating a two-day event with multiple stages with different experiences at each stage?” So, can you choose women in sports, content, marketing, technology, all of that? “So we brought it to life and what the audience wants. They want music, they want to enjoy it, they want activation, they want to learn. And most of all, they want to connect and network.”
To make networking easier, the company’s Connect program, sponsored by LinkedIn, at Connect Garden, helped match participants with the right talent thanks to an AI-powered app.
“We wanted this festival, but we wanted it as a real, concrete takeaway too,” she continued.
The two-day event, held from July 19th to 20th, is the world’s largest festival for business women, packed with panels, hands-on workshops and programming from over 150 partners, including Chase Ink, Beauty of Joseon X Sephora and Sweet Jury Skincare.
Celebrities such as Ciara, Ayesha Curry, Becky G, Normani, Paige Desorbo, Sophia Bush, Ashley Tisdale, Chanel Iman, Jhhené Aiko, Jordan Chiles, and Brittany Snow were one of a large list of speakers who empowered attendees.
Ciara served as keynote speaker on the first day, sharing how she branched out from performers to full businesswomen. She is a co-owner and investor of 10-1 rum. She is also the founder and CEO of Beauty Marks Entertainment, a production company with a business model built to fully support artists.
The four moms fill their hands, but when they feel stressed, she flips the script over and says she is “blessed.”
“You can be overwhelmed by the good and it’s like, ‘hold up and let yourself be checked.’ At least I have something to be overwhelmed,” she said.
During Saturday Night’s Curry’s “Glow and Meat,” her husband, Warriors star Steph Curry, appeared as a silent supporter. The two took a photo and he quickly stepped aside for his spouse to meet her fans. Ayesha is CEO and founder of Sweet Jury, the Beauty and Lifestyle brand.
To close the first day, rapper and singer Dokii defeated the house on a powerful set, performing hits such as “Denial Is a River,” “Alter Ego,” and “Pursuasive.”
Dokii (Becky Smith in Smith House photo)
Create & Cultivate is the largest media and event company with a special focus on women.
“We create content. We are known for our large events, retreats, masterminds and dinners. “We provide all the tools, referrals, resources, networking and more.”
After being fired from his Yahoo job in 2019, the company got caught in Middleton’s life. Serial entrepreneurs were looking for a community.
“I found a client here. I found a brand here. We worked with them here. I found a future business partner to see that going to the room is very important,” she said.
If there is one thing Middleton wants women to attend company events, this is: Your dreams are achievable.
“Whatever she wants to do is accomplish,” she said. “I think my personal story about being a first generation immigrant from Egypt is to be an attendee, buy a business, run it as CEO, and say to someone, “Hey, I want to build a festival and then do it.” For example, you never get out of reach. ”
If you missed this year’s festival, don’t worry. Create & Cultivate Festival will return to Los Angeles in 2026 from September 19th to 20th next year.
The company hosts a variety of events, including the Seven Figure Founder Retreat, Dinner Club and Mama Retreat. For more information, please click here.
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