Mahfia Sessions + Go Skateboarding Day Portland Event Recap
With the goal of continuously growing an Action Sports female network, MAHFIA Sessions hosted its second multi-day event in Oregon. MAHFIA Sessions Portland, “Speaking To Women Authentically: Tools To Start The Conversation,” was hosted over Go Skateboarding Day weekend by MAHFIA and Clutched Key Collective, and powered by Group Y. It was the first time Mahfia has held an event in the area, providing women in the region a chance to network with peers, listen to guest speakers and participate in roundtable discussions, and attend a private skate session.
Created by Mahfia Founder Kim Woozy, Mahfia Sessions have grown from grassroots beginnings in Southern California to a series of regional events that are expanding to other major cities throughout the US. We recently caught up with Woozy and Clutched Key Collective Creative Director Jen Lorentzen to hear their thoughts on why bringing the sessions to Portland was so important.
Here are the details from Mahfia Sessions Portland:
June 25, 2014 (Portland, OR) – Following the success of the winter event at Mammoth Mountain, Calif., MAHFIA partnered with Clutched Key Collective to host a second MAHFIA Sessions for women in the action sports industry, titled “Speaking To Women Authentically: Tools To Start The Conversation.” The event was held in Portland last weekend and supported by Skate Like A Girl, XS Helmets, Nikita and Group Y. The three-day event began on Thursday, June 19 and featured a networking happy hour at Rontoms. The event continued on into Friday with a panel and roundtable workshop at Union/Pine and wrapped up on Saturday, international Go Skateboarding Day, as attendees participated in a private girls
“I don’t know any other setting where I would have an opportunity to meet and work with other women in the industry,” stated Megan Skiles, attendee and Action Sports Global Brand Marketing at Adidas. “To hear everyone’s insights and perspective in the industry was really beneficial. Things are starting to change for women and opening the dialogue at MAHFIA Sessions was a valuable experience.”
MAHFIA Sessions kicked off with a happy hour sponsored by Nikita and included a wide array of participants from the industry representing retail, brands, agencies, athletes and athlete management. Industry veterans were introduced once everyone collected together at Union/Pine on Friday, and an inclusive vibe of roundtables were facilitated to discuss five dimensions of successful female consumer engagement including product, marketing, media, editorial and community.
“Everyone agrees the current state needs improving,” commented Founder of Clutched Key Collective Jen Lorentzen. “Working together as women is how we find new and effective ways to engage female participants and continue to grow our industry. It’s all about opportunity and this round table was a great example of that.”
Round table leaders included and Founder of MAHFIA Kim Woozy. The incredible diversity of participants were full of insight, passion and lively debates, a perfect cross-pollination of people looking to connect with women of action sports.
The event successfully closed out on Saturday, the first day of summer and the industry’s infamous Go Skateboarding Day, as ladies of all ages and abilities participated in an inclusive all ages and abilities private session. XS Helmets demoed their new women’s specific helmets while Skate Like A Girl’s Portland chapter director Kristina Narayan, along with her team of coaches hosted a clinic to give attendees an opportunity to learn the basics and improve their skills.
“One insight from the event was a consensus that women want to see women like themselves using the product–and in the action sports industry, that means leveraging your athletes,” commented MAHFIA founder Kim Woozy. “It’s all about being authentic, and athletes are just that. They are the voice in every dimension of consumer engagement–from product insight, to generating media content, to community events.”
About MAHFIA Sessions
MAHFIA Sessions was created to highlight, encourage, educate, influence and entertain the unique network of females whose passions live amongst the active lifestyles of snow, skate, surf, wake, moto, bmx, music and more. The series is designed for females working in or interested in the action sports industry. Join us for an exclusive weekend to network with like-minded people, learn from industry veterans and ride with friends and make some new ones too.
ABOUT CLUTCHED KEY COLLECTIVE
CLUTCHED KEY COLLECTIVE is the one design shop that can communicate genuinely with your female market. A dynamic collective of woman designers, writers, and marketing specialists with both agency and brand experience. Through means large or small, core or mainstream, guerilla or conventional, they deliver inspired business solutions from a female perspective for outdoor, action-sport and lifestyle brands. They deliver brand and seasonal direction, art direction, product graphics, retail solutions, advertising and collateral.
ABOUT GROUP Y
GROUP Y is the original and leading collective of professionals focused on youth marketing, action sports, entertainment and other progressive and expressive cultures. Our mission is to share insights across industries and ignite ideas that inspire the current and next generation leaders and decision makers.