Portland Frocktails: We Did It!

June was CRAZYAWESOMEAMAZING. But in order to understand that…let’s back up to the end of January.

Love To Sew Podcast had 2 back-to-back episodes that changed everything. I caught up on them backwards, and this part is important.

I listened to Workroom Social’s Jennifer Weise first. Jennifer’s take on making sewing social workshops, and in particular how she instructs her staff and guests, is everything. Keeping talking/social circles open so others can approach without feeling intimidated or like they’re interrupting, instructing staff to socialize with new guests every day (“no staff lunch table”)… As the sewing tribe grows with people on the spectrum of introvert-to-extrovert, it doesn’t change the fact that sewing is often solitary, and getting out to connect is HARD. Jennifer’s approach is GOLD in my book.

Then, I was LITERALLY on the floor cutting out a pattern, listening to Caz Adams of Useful Box talking about Sydney Frocktails (if you don’t know: you dress up in something you’ve sewn, and go and mingle with other people who’ve done the same), and I thought to myself, “I wish Portland had one.”

Then lightbulb.

“Wait a minute Becky. Seriously. How many events across the last 20+ years have you planned and executed? Everything from annual shareholders meetings to retirement parties to grand openings to land use symposiums…not to mention booths in major conventions and all of that crap. You can do this. You can do this in your sleep.”

So, I got up off the floor and registered the domain Portland Frocktails and got the Instagram before I could talk myself out of it.

Reality: The next two weeks were sleepless and I got an ulcer after a month. I even went to the doctor, my stomach was in so much pain. I never go to the doctor. 

It’s one thing to plan and launch an event with a corporate budget, and implied guest list. It’s another thing to do it with your own ass on the line and no one is required to attend.

What kinds of things require your ass to be on the line, Becky? I’m glad you asked.

Catering. Space. Photographer. Oregon Liquor Control Commission requires that if you are to charge for tickets and there is alcohol, there must be a licensed catering bar & staff on site. This increases catering costs by 30-40% with JUST beer and wine, not hard booze, especially IF attendees don’t buy the bar-retainer minimum. I’m a firm believer in tipping catering, so that must be factored in. The ticket site, EventBrite, takes their cut. SquareUp takes their cut. Hosting and web design or driving around town meeting with sponsors isn’t free, let alone the full-time “job” this all requires for a few months.

Portland doesn’t have the, let’s say, highest income per capita, so while there was proof-of-concept with other cities’ Frocktails, there was no guarantee of attendance and a bad ticket price could make or break the inaugural event, unlike in say a higher income per capita city like Manhattan. Sure, there are plenty of people that offer help and they are so very much appreciated, but help doesn’t pay for an event.

I’ve never been a sales person, but that’s what I had to do. I had to ask for financial help from business in our industry. And you know what? Wow. Did they pull through. WOW. I offered to ask attendees to tag sponsors in Instagram and to put logos on sites with a little blurb, just so I could afford to throw a party…and they said yes. Josephine’s Dry Goods and Clutch Camera both donated space & photography. That took a huge chuck out of forecasted expenses. Bolt Fabric Boutique sponsored a decent chunk of catering. The space needed tables, and Helen of Seam Divas picked up and delivered tables. Karleen of the Portland Sewing Studio, which she JUST relaunched and has her own finances to think of, donated to the catering and ran to pick up the special order vegan, gluten free cupcakes. Michael Miller Fabrics, Modern Domestic, Colette Patterns: all donated financially. The financial sponsors didn’t stop there, they donated huge door prizes and swag bag gifts for every attendee. There were additional prize donors like Dritz, Soak Wash, Pendleton, Craftsy, Sew House 7, Wiksten, and a huge surprise: We had Pati Palmer and Marta Alto attend with their latest book and do a mini book signing + make a lovely speech. Even the catering company, Delilah’s, knocked off their service fee for us, after creating a specialized menu including vegan and gluten free items.

So. We did it. It took a lot of amazing people to get it to launch day, and I’m beyond grateful for every single one of them. I couldn’t do this without them or the attendees.

And launch day was beautiful. All 100 attendees were incredible. Everyone was open, social, smiling. Sure, we can iron out a few wrinkles for next time, …but it was incredible. I am so humbled by the community. 5 months from spark to party. I am so grateful. Have I mentioned that? lol. I am.

I write this sort of gritty, nuts and bolts post in hopes of encouraging everyone to make a Frocktails in their city. It’s hard work, but it is worth it.

Know some of the reality going into it. No particular order:

  • Make a spreadsheet, and forecast your expenses, all the way down to buying name tags. Make a formula in your spreadsheet that multiplies attendees x catering per head + additional costs. Keep that running total against ticket sales and any sponsorship money coming in so you can be sure you’re financially on track.
  • Know the financial situation of the population in your city. A high ticket price will make it so you may not need sponsors, but that may be financially excluding a lot of people. You’re going to have to make a choice.
  • Know your mantra before you even launch it (I recommend Jennifer Weise above.) Inclusivity, social-setting awareness, gratitude, and “sewcializing” as an act of self-love are what I chose.
  • Know your audience: is your city formal, casual, swanky, high fashion, all of the above?
  • Are you going to get hobbyists, professionals, designers, or all of the above? You won’t know all of the answers, but put together lists of all scenarios and costs.
  • Call up other cities and ask how they do it (I did.) Just don’t take my list – ask theirs. Due diligence is key.
  • Call up multiple event space options and get quotes on catering + space.
  • Call photographers and ask them hourly rates, how long for turnaround, and what are the usage rights for the photos afterwards.
  • For me, I wasn’t making this a job for income or a for-profit event – I didn’t want to be in the red nor did I want money left over. This was a passion project for our community, and that needs to be an authentic drive. Will that work for you?
  • Can you dedicate the time?
  • If you’re going to have sponsors, they’re going to want know how many people you expect and what they get in return. Are there tiers of sponsorship? Do you have tickets to comp for sponsors? I did not think to comp tickets, but I was charging such a low price, especially “Early Bird” pricing, that a ticket didn’t cover the cost of catering per head, so I couldn’t have anyway. Something I need to address next time.
  • Are social ice breakers, themes, crafts, or pattern swaps going to be part of your event? I gave brief talks, asked the attendees to be mindful of closed social circles, and had a keynote speaker (Pati & Marta), and we had a loose pattern swap going on, plus and unmanned photo “booth.”  There was an optional book signing with Pati & Marta in a side room. We had raffle tickets for the door prizes towards the end, and with a 2 hour event, that really took up all the time. Perhaps with a 3 hour event, we could add in a social ice breaker theme? Maybe.
  • Don’t forget to sew something for yourself to wear to the event!

Anyway, you get the idea. I asked one smaller Frocktails city their advice before I started, and one of the ladies suggested a more simple meet-up at a cocktail lounge. If your city is small, or maybe you’re not sure how many people you can get your first time out, that may be the way to go. We ended up selling out at 100 attendees and had a waiting list because our space couldn’t take any more people. A larger city I asked gets just as large a group, but their tickets are twice as much too. (I did not ask permission to quote these lovely ladies, so I’m leaving those details out, but you’re welcome to search around and inquire to other cities.)

I hope this helps you make your own local Frocktails event. Let me know if you have any questions.

One last thank you: My family for supporting me throughout planning this event, my husband for believing in me 100%, and my mom for babysitting and supporting me always. I love you all.