Where to Travel Based on Your Zodiac Sign
The Astro Twins share the top destinations that align with the stars.
Whether you’re an adventurous Aquarius or a venturing Virgo, your destination is written in the stars—just ask the Astro Twins! In search of inspiration for our next PTO-worthy vacation, we tapped the famous astrologists to map out our next trip in partnership with Alaska Airlines. “Your zodiac sign has a lot to say about your temperament, which means that people will respond to destinations in different ways,” explain Ophira and Tali Edut, the identical twin sisters otherwise known as the Astro Twins.
According to the astrological duo, “fire signs (Aries, Leo, and Sagittarius) are active and curious, preferring places where they can move around and explore. Earth signs (Taurus, Virgo, and Capricorn) enjoy serene environments that are both comfortable and natural,” says Astro Twins. “Air signs (Gemini, Libra, and Aquarius) are the communicators, so the social energy of a town will be the barometer of fun. Water signs (Cancer, Scorpio, and Pisces) are emotional and can be ultra-sensitive to their surroundings; a quiet place to recharge in between adventures is essential.”
Keep reading to find out where to travel based on your zodiac sign, but be forewarned, you’re going to start drafting your OOO message before you get to the end.
Editor's note: During COVID-19, travel restrictions are prone to change. Always check before departure and follow local guidance. Alaska Airlines is committed to your health and safety, learn more about Next-Level Care.
Aries: March 21 – April 19
Destination: Palm Springs
Why Aries Should Travel There: Wide-open sky and dry heat offer a relaxing climate for the zodiac’s freedom-loving fire sign. From its modernist architecture to the colorful characters who call Palm Springs home, this town boasts the perfect amount of quirk for originality-loving Aries.
What to Do: Soak up your RDA of socially distanced pool time at the area’s bespoke hotels. Then, pack a picnic (and lots of water) and drive 40 miles to Joshua Tree National Park where stunning boulder formations intersect with spiky trees and other desert flora.
What to Take: Swimsuits and hiking boots.
Top Travel Tip for Aries: Travel with independent companions who won’t mind when you trek off on a solo adventure here and there—you hate to wait!
Taurus: April 20 – May 20
Destination: Yosemite
Why Taurus Should Travel There: With its granite mountains, breathtaking waterfalls, and towering Sequoia trees, it’s little wonder that Yosemite captivated the heart (and lens!) of Taurus photographer Ansel Adams. This stunning destination will be eye candy for beauty- and nature-loving Bulls.
What to Do: While shuttle services aren’t operating, roads remain open to vehicles. Park at a trailhead and hike to the Mariposa Grove of Giant Sequoias or to the footbridge of the 317-foot Vernal Falls. Hoofing it isn’t required though! Visit Yosemite’s many vantage points by car for a stunning view of Half Dome, the park’s most famous rock formation.
What to Take: A camera (SLR and/or instant film) for your own landscape photography adventure.
Top Travel Tip for Taurus: Agree on budget before the trip to avoid overspending or having to pick up the tab for friends who don’t share your appetite for luxury.
Gemini: May 21 – June 20
Destination: Nashville
Why Gemini Should Travel There: Incredible music and a thriving local scene: those are two of a Gemini's favorite things, and this Tennessee enclave boasts both! In fact, like the dualistic Twin, Nashville's a little bit country and a little bit rock and roll. Thanks to its uniquely defined neighborhoods and districts, a journey to this city is like multiple trips rolled into one. It's a lively getaway for these mercurial folks who consider variety the spice of life.
What to Do: Snack on cayenne-drenched “hot chicken” while jamming to live music—along the storied Music Row or by spontaneous discovery of Nashville's talented street buskers strumming on the sidewalk. Head to lower Broadway to soak up a bit of honky-tonk, tip back PBRs, and try a fried bologna sandwich. Take a day to visit historic sites like The Grand Ole Opry and the bizarre Pantheon, which is a full-scale replica of the original Greek monolith.
What to Take: A bag (for hot sauce!) and cash for street musicians and tips.
Top Travel Tip for Gemini: Enjoy making friends in every new destination, but try not to abandon your travel crew in the process!
Cancer: June 21 – July 22
Destination: Bozeman
Why Cancer Should Travel There: Like the zodiac's crab, this low-key Montana city is an unexpected gem with plenty of charming surprises to unpack. Nestled in the Rocky Mountains, a short drive from Yellowstone National Park, Cancers can get their restorative nature fix here. The zodiac's foodies will love the culinary scene here too, which earned the city the nickname "Boz Angeles" for its upscale restaurants.
What to Do: Cancers love to feel cozy and "at home" while on vacation. Put on your finest fleece and take a stroll down the trendy Main Street for coffee and haute baked goods. This Millennial-friendly town has access to incredible outdoor activities that appeal to this sporty water sign. Ski at the world-class Big Sky, soak in the area's hot springs, and if your timing is right, go see Old Faithful erupt at nearby Yellowstone. For a day trip, the Montana Grizzly Encounter— a natural sanctuary built for rescued bears—will tug at sentimental Cancer's heartstrings.
What to Take: Trendy outdoor gear and a backpack.
Top Travel Tip for Cancer: Unless you feel totally comfortable with your travel mates, book your own room. You’ll need private time to reboot along the way.
Leo: July 23 – August 22
Destination: Puerto Vallarta
Why Leo Should Travel There: While a 2021 trip may include more siestas than fiestas, spending time in the sunshine is balm to this fire sign’s soul. The warm weather doesn’t hurt a bit either! With the Sierra Madre range flanking one side of PV and the Pacific on the other, there’s plenty of beauty for this aesthetic sign to enjoy. A dip in the ocean comes with the bonus of gorgeous mountain views… ahhh!
What to Do: Adventurous, romantic Leos can wander the cobblestone streets of this hilly port town. Stop along the way to sample the food, shop for colorful wares (flamboyant Leo’s weakness), and watch the sun turn crimson as it sets in the west. Jalisco, the home state of Puerto Vallarta, is one of the only Mexican areas designated to produce tequila. The bar scene might be limited in PV this year, but festive Leos can schedule a tasting of the area’s spirits.
What to Take: Sunscreen and ibuprofen.
Top Travel Tip for Leo: Don’t expect people to keep up with your “go, go, go!” agenda. You may have to rotate companions for different activities or make new friends along the journey.
Virgo: August 23 – September 22
Destination: Austin
Why Virgo Should Travel There: Let's be clear: sitting around a pool all day is not a Virgo's idea of a fun vacation. These curious, sociable folks need to move around. And they usually show up to a destination with a long list of attractions that they've diligently researched. Finding the best of anything keeps Virgos entertained. Hey, this is the zodiac’s purist and perfectionist we’re talking about! From food trucks to indie boutiques to music venues, exploring Austin will keep this trivia-loving sign engaged.
What to Do: A Virgo’s journalistic curiosity could spin out in Austin! Idea: Organize an itinerary in a streamlined way. Pick a category per day and go exploring, with a camera in tow to record adventures on social media. The city’s famous graffiti and street art is the perfect subject matter for a #MuralMonday. Sample the city’s food trucks and craft brewery tour for #TastingTuesday. Staying fit and active is important to this earth sign. Bike around Austin on a colorful cruiser and get a great upper body workout kayaking down Lady Bird Lake.
What to Take: Selfie equipment like a tripod and remote shutter.
Top Travel Tip for Virgo: Read the reviews and travel blogs, and scout out the area before your trip. Arrive with a list of recommended activities and venues—and try not to be too critical if they don’t live up to your standards.
Libra: September 23 – October 22
Destination: San Francisco
Why Libra Should Travel There: Leisurely Libras can restore their balance in this laid-back Pacific Northwest metropolis. Take in the urban landscape at any of San Francisco’s 220 parks—that’s one every half-mile, and more than any other U.S. city boasts. The top-notch culinary and cocktails scene provide a social fix for outgoing, culture-loving Libras, even while distancing. Take-out or patio dining?
What to Do: Romantic Libras can reprise the art of the promenade, strolling along Fisherman’s Wharf and to Baker Beach for a view of the Golden Gate Bridge. While a bit more planning is required, tickets can be purchased in advance for many of the city’s attractions. With its towering pagoda and 9,000-lb. Lantern of Peace, serene Libras can reclaim their Zen wandering through the Japanese Tea Garden in Golden Gate Park. The Conservatory of Flowers is also in here, providing eye candy for aesthetic Libras with its array of rare tropical blooms.
What to Take: A warm, water-repellent jacket for moments where the fog covers the sun.
Top Travel Tip for Libra: Wake up early to primp so you don’t keep your travel companions waiting—but avoid traveling with people who rush you.
Scorpio: October 23 – November 21
Destination: Anchorage
Why Scorpio Should Travel There: Mysterious Scorpios have been accused of being “icy” at times, but we’re not judging! These ultra-cool waters signs will feel right at home in Anchorage, Alaska where the area’s glaciers sparkle like wonders of the world.
What to Do: Drive two hours to see the Portage Glacier—and if you’re feeling sporty, hit the Trail of Blue Ice, a 7.1-mile path that can be hiked or biked. More two-wheeling adventures await back in Anchorage where snow biking has become a popular way to zip through the sparkling powder and across frozen lakes. Scorpios are night owls and good thing for that! From September to April, the Aurora Borealis (Northern Lights) paint the night sky brilliant hues—a must-see phenomenon for this alchemical sign.
What to Take: A book to read by the fire.
Top Travel Tip for Scorpio: Bring your creature comforts along for the journey: favorite toiletries, your own pillow, books, and a journal for recording late-night reflections spurred by the trip.
Sagittarius: November 22 – December 21
Destination: New York City
Why Sagittarius Should Travel There: Have sneakers, will travel! Outdoorsy Archers don’t mind bundling up for an urban odyssey—especially in a place like New York, where there’s potential for discovery around every corner. Although restrictions have been especially tough on this globetrotting sign, the international flavor of NYC can feel like its own kind of passport stamp.
What to Do: Head to lower Manhattan, then walk across the iconic Brooklyn Bridge to visit the birthplace of legendary Sagittarians Jay-Z and Frank Sinatra. Stop into a pizza shop for some of the best slices you’ve ever tasted. While suspended between NYC and Brooklyn, marvel at the magnificent skyline and the Statue of Liberty. You may suddenly understand why people believed that the streets here were paved with gold.
What to Take: A jumbo-sized bottle of hand sanitizer.
Top Travel Tip for Sagittarius: While you love to discover an area when you arrive, do some preliminary research—at the very least to reserve a rental car and hotel!
Capricorn: December 22 – January 19
Destination: Jackson Hole, Wyoming
Why Capricorn Should Travel There: The zodiac’s mountaineering Goat will feel right at home among the peaks and valleys of Jackson Hole, Wyoming. Sporty Capricorns can take advantage of world-class skiing and rock-climbing opportunities. The less daring of this sign will revel in the natural wonders surrounding this town, like Yellowstone National Park.
What to Do: Fill your lungs with fresh air as you hike (or bike!) the alpine trails of Grand Teton National Park. Take a short drive to Yellowstone National Park, home of 500 geysers, including Old Faithful. Stay alert, because you might just spot a moose, bear, or bison along your trek.
What to Take: Binoculars for viewing the native wildlife.
Top Travel Tip for Capricorn: Scout out “the best” of everything before the trip, from restaurants to bars to beaches. Traveling unprepared gives you anxiety.
Aquarius: January 20 – February 18
Destination: Seattle
Why Aquarius Should Travel There: This Pacific Northwest technology hub is the perfect playground for sporty, innovative Aquarians. With drivable day trips to mountain ranges, snowboarding, skiing, and stunning hikes are easy add-ons to a trip here. Since Aquarius is the sign that rules social change, the city’s historic activism could be a draw for these cosmic revolutionaries.
What to Do: Seattle is dotted with quaint neighborhoods, each one charming visitors with indie boutiques (hello vintage!), coffee culture, urban parks—and on a clear day, a view of the majestic Mt. Rainier. Ride a ferry to one of the surrounding islands for a day trip. Pick up freshly caught seafood and farm-fresh produce at Pike Place Market, which spans several city blocks in the heart of Seattle’s downtown.
What to Take: A travel mug for sipping the roasts from Seattle’s storied coffeeshops.
Top Travel Tip for Aquarius: Don’t overbook your itinerary. Following spontaneous whims could lead to a much better time than planning every hour!
Pisces: February 19 – March 20
Destination: Maui, Hawaii
Why Pisces Should Travel There: Nothing soothes the zodiac's mermaid (or merman) like a beach vacation. This blossoming Hawaiian paradise delivers all the magic that Pisces live for. No matter their GPS coordinates, this laid-back, ethereal zodiac sign is always on "island time." The unhurried pace of Maui offers plenty of time to dream, meditate, and download divine inspiration for their many creative projects.
What to Do: Splash in turquoise waters, munch on tropical fruit, nap to music under an umbrella in the pristine sand—white or black lava rock, depending on the beach you choose. Unwind with a mug of cava. Sleep. Repeat. Once thoroughly relaxed, snorkel with "fellow fish" at Honolua Bay or Five Caves—a site for sea turtles, unicornfish, pincushion sea stars, and reef sharks! When you need some shade, cool off under the massive, 16-trunk Lahaina banyan tree which rises 60 feet in the air and spans the length of a city block!
What to Take: A sketchbook or dream journal—and crystals to charge by the ocean (for the woo Pisces out there!)
Top Travel Tip for Pisces: Book a quiet room so you can sleep and dream with minimal interruptions—rest is key for your vacation rejuvenation.
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3 Things To Consider Before Becoming A Digital Nomad
Choosing to work and travel the world is now easier than ever.
It seems like everywhere we look, more and more people are choosing to become digital nomads and embracing the #workfromanywhere lifestyle. While the thought of living and working on the road is what a lot of people aspire to do, it’s important to realize that once you take the leap, it isn’t all just sangria on the coast of Spain (although that is an added perk).
When you’re thinking about becoming location independent, either working remotely for a company, freelancing, or realizing that your current business simply requires an internet connection and a good cup of coffee... it’s important to remember these three things:
Slow Travel Is Sustainable Travel
When you’re starting this new chapter of your life, odds are you’re going to want to book a ticket around the world and head to a different country every week. Heed my advice: slow travel is sustainable travel.
If being a digital nomad or location independent is something you want to keep up for a while, make an effort to be in one place for 3 to 4 weeks at a time so you can truly make the most of your experience.
Being on the road takes time and energy, but when you’re fully immersed in a place for around a month, there are endless benefits. You’ll be able to feel settled, create a routine, and most importantly be able to be present instead of worrying about the next plane ticket you have to buy or when the next train leaves.
When you opt for slower travel, it also allows you to become fully immersed in the culture you’re in. When you’re in a new country or city for 4 to 5 days, you’ll only just scratch the surface of what it has to offer.
Learn How To Work Smarter, Not Harder
Don’t believe the Instagram hype. Being a digital nomad doesn’t mean that you’ll be on the beach in the Amalfi Coast all day long or ziplining through Guatemala from sunrise to sundown. While these new experiences might be part of your journey, don’t forget that you’ll still need to work to pay the bills (and lattes).
Choosing to work from anywhere will force you to work smarter, not harder. With new experiences, people, and places at your fingertips, you’ll learn how to get the essentials done in less time so you can enjoy where you are.
A few ways to keep things under control especially when starting out....
When planning your travel, think about where your team or clients are based so that you don’t have to work odds hours. Let’s be real, conference calls at 2 am in Thailand isn’t ideal.
Create a new schedule that allows you to still respect your ideal working hours while you’re on the road so you can stay balanced and happy while still checking off items on your to-do list.
Consider spending “off-peak” hours exploring so that you aren’t stuck behind a computer all day long. If you’re traveling through Europe and your team is in the U.S., consider taking the morning hours to get to know your new city so that when everyone else is headed into the office (6 hours later) you’ll be readily available without regret.
Find Community That Fosters Deep Connection
“Why do I need to find community? I have my friends and family at home as my support system.”
While that may be true, one of the things that connects us as human beings is shared experiences. When you start life on the road, you’ll find yourself longing for real connections with others who are on the same path. Loneliness as a location independent worker is real.
While you’ll meet a lot of new people, it’s important to go the extra mile to foster relationships that aren’t just surface level.
Many people who work and travel choose to stay at coliving spaces exactly for that reason. Coliving is an up-and-coming trend where you live and work with other like-minded people for a period of time, normally between 2 - 8 weeks.
Something I’ve seen time and time again at one of the leading coliving spaces in Europe is when you’re in a place that offers both personal and professional development, you seem to connect on a deeper level. Sharing a space and certain experiences with others positively impacts life on the road and creates long-lasting friendships.
Choosing to work and travel the world is now easier than ever and such a rewarding experience at the same time. Be sure to do your research before you get ready to take the leap and remember that slow and steady wins the race. You want to make the most of your digital nomad experience and when you set yourself up for success before even leaving home, you’ll have that much more of an opportunity to thrive along the way.
Sienna Brown is an entrepreneur and expat thriving on the coast of Spain. Her mission is to teach others how to build a life that they love. She’s the founder of Las Morenas de Espana, a platform teaching women of color how to move abroad and thrive. She also leads business development at Sun and Co., one of the leading coliving spaces in Europe. Follow her on Instagram @siempregirando and reach out sienna@siempregirando.com
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5 Reasons Why Moving Abroad Is The Professional Shift You Need
Why work from home, when you can work anywhere?
Digital nomad. Expat. Location independent. Remote worker.
These aren’t just buzzwords. They’re a way of life that lead to both personal and professional growth. Over the past few years, we’ve been hearing more and more stories of women choosing to move to different countries to build lives they love. Now, it’s less about just being able to “work from home,” and instead about being able to live and work anywhere in the world.
Most people choose to move abroad because they’re looking for a lifestyle change, but when you do it the right way, moving to a different country can benefit you professionally in more ways than one.
Since I took the leap to move to Spain five years ago, I’ve reached professional heights I would have never imagined if I had stayed in the U.S. From TEDx talks, to becoming an international speaker, and even scoring my dream job (without applying!), I’m here to share 5 reasons why moving abroad is the professional shift you need.
New Experiences = New Breakthroughs
Hands up if you’re tired of the same routine day in and day out! When you’re living in a new country, you’re often surrounded by new and stimulating experiences, and that changes your mentality regarding the way you view the world and the work you do.
When you’re constantly experiencing new things, it pushes you to think outside of the box and have insights you wouldn’t normally have. Living abroad doesn’t just benefit your IG feed, it also allows you to be inspired and engaged on a daily basis to help bring a global point of view to your work.
Your (International) Network Is Your Net Worth
We all know the power of having a strong network, especially when you’re looking to grow professionally. In the digital age, we are exposed to so many amazing people through social media. But when you’re living and working in a different country, your network almost triples in size. You’re able to tap into communities of like-minded people from all over the world.
Living in New York my entire life, I thought it was the best place to network...until I moved to Spain and realized that I had an advantage. Being an expat or living in a different country doesn’t just give you a “wow factor,” it also allows for you to bring something meaningful to the table for all parties. Whether it’s through local meetups, being involved with the coliving and coworking movements, or traveling to different conferences, you’re able to quickly connect with international professionals that you may not have been able to run into back home.
Como se dice?... Better Communication Skills
Let’s be real. When you’re in a new country, odds are, you’re going to need to learn how to communicate differently. Whether we’re talking about language barriers, different word usage (British vs. American English anyone?), or just having to slow down your speech, living abroad forces you to become a better communicator.
It’s an essential skill to have whether you’re thinking about working with people from different countries or just getting better skills for the boardroom. Living abroad forces you to be clear about what you want, intentional with your words, and know how to empathize with others as they explain their needs. Anyone else ready to start using these same skills for work negotiations?
Less Stress, More Success
Burnout is real, and we all know it. One of the biggest benefits of living in a different country is truly finding work/life balance. It’s about learning to work smarter, not harder, and to make time for what really matters.
When you’re less stressed, you don’t just feel happier, you’re also able to perform better at work, and it will show. Living abroad will teach you that professional success also means having your work life support your personal aspirations.
Which brings me to our last point…
Design Your Life
I truly believe that once you’re clear on the type of lifestyle you want, you’ll be able to find a career that supports that. Having worked with hundreds of women helping them build a life they love abroad, I’ve found that once they know what they’re looking for—with options like entrepreneurship, remote work and even working for international companies—the opportunities are endless. When they’ve designed a life that fits their personal aspirations, they’re able to thrive professionally because their motivation goes hand in hand.
Whether you’re looking to move abroad for three months or three years, you don’t need to fear that it will hinder you professionally. Instead, it’s time to start viewing life abroad as the catalyst to the career of your dreams.
Sienna Brown is an entrepreneur and expat thriving on the coast of Spain. Her mission is to teach others how build a life that they love. She’s the founder of Las Morenas de Espana, a platform teaching women of color how to move abroad and thrive. She also leads business development at Sun and Co., one of the leading coliving spaces in Europe. Follow her on Instagram @siempregirando and reach out sienna@siempregirando.com
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Heading to the Desert? Here’s What You Need to Pack
Say see-ya to your packing struggles.
If you’re busy pondering that decade-old question-- what do I wear to the desert, ponder no more.
In partnership with BGBGeneration, we’ve rounded up the dream desert essentials that will seamlessly transition from pool party to polo field, day to night, and so much more.
Cotton Eyelet Ruffle-Hem Romper:
Part flirty, part fun, this cotton eyelet romper is the easiest way to do pretty, without having to worry about looking too plain. Dance the night away to Beyoncé in this sweet number.
Sunprint Floral Asymmetrical Maxi Dress:
Romance this trend with a floral dress that’s sure to beat the desert heat and bring the fashion heat. It’s easy and breezy, with a party slit in the front. Ideal for keeping it casual and sweet.
Sleeveless Cutout Denim Jumpsuit:
Look effortlessly cool in this one piece denim jumpsuit, that’s a cutout above the rest. It’s modern, functional and fashionable. What’s not to love?
Striped Tie-Shoulder Culotte Jumpsuit:
Are you spotting the trend of clutch one-pieces? It’s for keeping everything super simple, while still totally on trend. With chic spaghetti straps and a color palette that feels more south of France than Coachella Valley, you’ll be a crowd standout.
Grommet Saddle Bag:
Give your outfit a touch of tassel with this Grommet Saddle Bag, the perfect size for carrying essentials only. You’re going to want to dance after-all.
Whipstitched Floppy Hat:
You don’t have to rock a dad hat to keep the sun off of your face. Opt instead for a floppy hat that elevates your outfit, without looking that you rummaged through dad’s storage bin.
Floral Star Choker:
If you’re ready to say buh-bye to a flower crown (they can cause quite the headache after eight plus hours) a star choker is a perfect replacement. It’s not too fussy, but accessorizes any outfit with the right amount of chic.
Meet Me Backstage Tee:
And because denim shorts are a staple at any summer festival, you need a tee that says you’re going places-- like backstage.
Pro tip: Take 25% off all regular price items on www.bcbgeneration.com from 4/9 – 4/17
with the code: CREATE25
What else are you planning to pack? We recommend SPF. Share your essentials below!
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Cool Job Alert: Fiona Boyce, Director of Social Media + Brand Content for Commune Hotels + Resorts
Imagine this: You have a job that involves traveling the world, immersing yourself in the role of pampered hotel guest, and documenting it on social media. That pretty much sums up Fiona Boyce's job—except that it also involves a ton of hard work, scrupulous attention to detail and some serious number nerdery. Here, we talk to Fiona about everything from making contacts and interpreting analytics to building a cohesive brand and how to avoid the sunset rabbit hole in the process.
Imagine this: You have a job that involves traveling the world, immersing yourself in the role of pampered hotel guest, and documenting it on social media. That pretty much sums up Fiona Boyce's job—except that it also involves a ton of hard work, scrupulous attention to detail and some serious number nerdery. Here, we talk to Fiona about everything from making contacts and interpreting analytics to building a cohesive brand and how to avoid the sunset rabbit hole in the process.
You're the Director of Social Media + Brand Content for Commune Hotels + Resorts. What does that job entail?
Commune Hotels + Resorts is comprised of three brands, Thompson Hotels, JDV Hotels, and our newest brand: tommie. My day-to-day includes overseeing the social media profiles for our hotels (35 hotels and counting), our incredible internal social media community management team, working on the content of our brand blogs (Upper Stories/Thompson Hotels, Joyride/JDV Hotels, and our Chicago Athletic Association blog), and discovering and executing social media and digital brand partnerships.
What attracted you to working in the hospitality industry?
I started my career working at a social media agency where I worked on a variety of accounts, but was drawn to the luxury lifestyle brands. I love to travel, and it made sense when we signed on hotel/hospitality clients I would work on those accounts. What I loved about working with boutique lifestyle brands is that it wasn't just about the physical hotel product. Art, music, design, and food were all equally important brand pillars and critical to the guest experience. "Lifestyle" hotels combine my love of travel infused with other elements to make for a really diverse content mix.
The Cape
What advice would you have for someone who wants to follow in your footsteps?
The best advice I could give if you're looking to go into social media is to begin your career at an agency where you'll be exposed to a variety of brands and industries. You can figure out which one speaks to you, and go from there, but it helps to give you a baseline understanding. Also, never underestimate the value of an informational interview. You can make contacts that might be beneficial to you down the road. Don't be shy about reaching out!
A lot of people assume that social media is ‘just updating Instagram.’ Can you give us some insight into what actually goes into handling social media for a big company, and how it is different than just updating your own accounts?
Although Instagram is my favorite social channel, there is much more that goes into our social media strategy than just beautiful, aspirational photos. A large role of our social media is to assist with larger sales and marketing goals, which we support through our content creation. We also are always looking at the analytics of our postings, and determining how to increase referral website traffic and revenue through our postings. I spend quite a bit of time in Google Analytics and on our social software getting really nerdy about numbers, but you have to have them to show value of the program to key stakeholders that like to see hard data.
Epiphany
What is the hardest part of your job?
Making sure that we don't fall down the rabbit hole of sunset and dog pictures, although it's what our followers like to see! They perform better than any other types of content, however we have to make sure that we remain true to other brand pillars as well!
What is the best part of your job?
Traveling to amazing places around the world and getting to experience our hotels through a traveler's perspective. When we open a hotel in a new location, I fully immerse myself in what the traveler experience will be, where they'll go, what they'll see, eat, and do. It's fun, I feel like a mini-expert on places I haven't even visited!
tommie
What has been one of the most exciting things you have worked on at Commune?
Right now I'm working on the launch of our newest brand, tommie, which will open next year in NYC. Working on launching a brand is a once-in-a-lifetime opportunity, and I'm so honored to be part of it!
What advice do you have for people about getting creative in their corporate jobs?
There's room for creativity everywhere, don't be afraid to speak up and pitch your idea! Also, I can't stress enough the importance of finding time to pursue some type of creative outlet beyond your job. Even if you have a job that involves creativity, it's good to work on your own thing on the side—it might even make you think differently in your day-to-day!
Even if you have a job that involves creativity, it's good to work on your own thing on the side.
tweet this
What are the key aspects that make a brand’s social media presence engaging and cohesive?
Being authentic, timely, and human.
Thompson Miami Beach
What are some common mistakes that brands make?
Jumping on trends that aren't right for their brand just because it is popular on the internet. Your customers are smart and can see through it! Stay true to who you are as a brand—it will keep you relevant in the long run.
What are your favorite travel Instagrams to follow?
@escapebklyn is my favorite source for weekend destinations, @fathomwaytogo is my go-to news source for all things travel, @alexstrohl has the most incredible nature images that make me want to be deep in the woods, and @afarmedia which is my favorite new travel magazine with stunning images from around the globe
Want to learn more about getting creative in your current job? Check out our Pushing Boundaries Not Buttons panel at #CreateCultivateDallas!
Meet the Speaker: Gaby Dalkin of What's Gaby Cooking?
Name Gaby Dalkin (@whatsgabycookin)
Trade Chef, Food Blogger, & Globetrotter at What's Gaby Cooking?
Panel Mastering Food Photography: The Ins and Outs of the Perfectly Posed Shot
Name Gaby Dalkin (@whatsgabycookin)
Trade Chef, Food Blogger, & Globetrotter at What's Gaby Cooking?
Panel Mastering Food Photography: The Ins & Outs of the Perfectly Posed Shot
What's Gaby Cooking? is all about living the California Girl life no matter where you actually live! That means a life where it's always sunny, where smart healthy choices for lunch happily exist with Slutty Brownies for dessert, and where there's always room for guacamole. The California Girl life also means hitting the road now and again for new adventures, and exploring the world through food.
Get your tickets here to catch Gaby live in conversation at #CreateCultivateCHI on Aug 15th!
What’s at the top of your to-do list today?
Planning my upcoming trip to Germany! I'm heading there in September to explore the food scene and I can't wait. I've been a handful of times but it was back when I was the pickiest eater on the planet, so I'm excited to do some research and find the best places to grab a bite and a pint!
Which of your recipes would you suggest to the totally amateur—but hopeful—foodie?
I say start with a pizza! It's approachable because it's something we are all familiar with but you can jazz it up and really get your inner foodie on! This Corn Cilantro Jalapeno Pizza is currently rocking my world. And it's great because you can make it with chorizo if you're a meat eater, or keep it vegetarian and use soy-rizo if that's more your speed! From there—sky's the limit! Keep experimenting and getting crafty as you become more and more comfortable in the kitchen.
Now that it’s officially cherry season, what are you adding to your dessert menu?
Cherries never quite make it to dessert for me because I eat them by the pound straight from the farmers market—I'm obsessed! But, if I showed a little self restraint then it would for sure be a cherry pie!
You’re the ultimate California Girl, but any food/restaurants you’re looking forward to in Chicago?
OMG where do I even start. I'm flying in early specifically to eat at some fab restaurants. Nando's Peri-Peri is this incredible South African chicken restaurant that just features epic chicken with various dipping sauces—I'm in! I love Girl & The Goat, Piccolo Sogno, The Publican, and Taxim, too!
What’s the last interweb rabbit hole you went down?
Yesterday I spent an inordinate amount of time researching the best patio dining in Los Angeles. Literally two hours of Google searches and image searches to figure out where the heck I should host my husbands 30th birthday dinner. Because not only does it have to be delicious, but I need to make sure it's Instagram friendly too!
What tools and/or apps are essential to your work?
I live by my TeuxDeux app. It's a giant to-do list that keeps me organized and you can move things around easily if your schedule changes. Slack is my lifeline when it comes to web work. The What's Gaby Cooking team is mostly based in Los Angeles and Slack lets us work remotely, stay connected, and share docs really easily. I also love Buffer, which allows me to schedule content ahead of time as I do quite a bit of traveling for work and I'm not always at my desk!
Which part of your business comes the most naturally to you? What skills have you had to work overtime to develop?
I'm a people person, so I love getting creative with my clients and coming up with awesome ideas or getting out there and networking with fellow influencers and publishers! As my business has become more successful, I've had to work on developing a thicker skin. It's just business and I needed to learn not to take things so personally!
Who do you go to for advice (in life, work, and/or food)? I'm so lucky to be surrounded by an incredible network of people. I talk to my mom like five times a day and she's always in the know about what's going on in my business, so I bounce ideas off of her all the time. My husband works in the industry too, so he's always quick to help out when I need advice. And my best friend is Matt Armendariz (@mattarmendariz). He's a blogger and photographer extraordinaire. We talk shop all the time!
Get your tickets here to catch Gaby live in conversation at #CreateCultivateCHI on Aug 15th!
Longform: The Modern Outdoors Woman
Recently, you've probably noticed a serious surge in images of women outdoors—not so much in the #mountainbabes kind of way, but more in the #outdoorwomen kind of way. Women, in terms of trend, are having a major moment. Terms like feminist, #girlboss, and lean-in, now punctuate everyday conversation
Johnie Gall, Dirtbag Darling
Some use the outdoors to disconnect from the usual social networking and selfie hustle, while others are using those very networks to create new communities, building a bridge to connect to other Modern Outdoors Women. Jeanine Pesce is the founder & editor of RANGE, an agency, magazine, and content-hub dedicated to discovery in sports, lifestyle, and the outdoors. She spends her days embracing nature, trend forecasting, and consulting for your favorite sports and lifestyle brands. Recently, she took an in-depth look at what it means to be a Modern Outdoors Woman—or a brand that aims to capture her attention. Read on for her thoughts, insights, and observations.
The Modern Outdoors Woman
an essay by Jeanine Pesce of Range
Recently, you've probably noticed a serious surge in images of women outdoors—not so much in the #mountainbabes kind of way, but more in the #outdoorwomen kind of way. Women, in terms of trend, are having a major moment. Terms like feminist, #girlboss, and lean-in, now punctuate everyday conversation (Editor's note: take the growth of Create & Cultivate as proof)—women are stronger and more successful than ever, doing a great job of balancing work and family, and seriously interested in getting outside. According to the Outdoor Industry Foundation’s in-depth report on participation, attitudes, and behaviors, called “Getting < Women < Active,” 61% of women currently participate in outdoor recreation, and individually spend an average of $295 annually on outdoor apparel and equipment.
As more women are empowered to discover the simple things that being in nature provides, we wanted to ask ourselves: What defines today’s modern outdoors woman? Is it about tactile skills and experience, or is it more a state of being? We interviewed a dynamic group of women with varied levels of traditional outdoor experience to find out. The Modern Outdoors Woman is inquisitive, kind, and willing to introduce her less experienced friends to the outdoors. She looks to Donna Carpenter; owner of Burton Snowboards, Melissa Arnot; an American mountaineer and the only female guide on Everest, Liz Clark; a sailor, surfer and National Geographic Adventurer, Gina Bégin; founder of the Outdoor Women’s Alliance and Caroline Gleich; professional big mountain skier for inspiration. She is beyond stoked to collaborate, and her competitive nature, although present while in motion, is more passive when creating content. She finds strength in her femininity, and doesn’t feel that words like “tomboy” define her. She is just as comfortable casting a line as she is shopping online, and is constantly daydreaming about trips and adventures.
Gale Straub, founder of She-explores, a site dedicated to women who wander, describes her as “curious and ready-to-go, invariably planning her next endeavor. You could just as easily find her climbing in the mountains as rediscovering her hometown. She explores with an eye for color, an appreciation of technique and a pull towards what’s next.” According to Sasha Cox from Trail Mavens, which specializes in outdoor adventures for urban women, “An outdoors woman is someone who's not afraid of getting dirty outside of her comfort zone, and likely believes adventure is adversity in retrospect. Regardless of what happens, it's a learning experience and probably a great story.” This sums up the main difference between our experience as women in the outdoors and that of our our traditionally pragmatic male counterparts. Simply put, we are on a journey to discover something deeper and more meaningful.
"75% of women agree their feeling of connection to the outdoors is the most important reason to get outside"
The Outdoor Industry report states 75% of women agree their feeling of connection to the outdoors is the most important reason to get outside. “Unlike men, who are drawn to the tactical, logical applications of gear in the outdoors and an almost engineering-like mentality of deciphering maps, putting up tents, cutting snow pits, and chopping wood, women connect with the emotional side of being in nature. Then there are also those of us who like the adrenaline rush, but not without the fresh air and good scenery to feed our souls,” explains Ali Carr Troxell, an outdoor gear editor, adventure travel journalist and founder of PR agency Headwaters Collective.
Another key difference is the way we purchase product. Men like buying things quickly and concisely, but women want to be romanced into a purchase by an editorial point of view. 64.7% of women say they look to store displays for their apparel inspiration, confirming the fact that ladies want to shop where they feel captivated and engaged. Women get pumped for in-store events, sample sales and collaborations, so why not apply that formula to the way they shop for gear, in the form of clinics, product testing and group activities? The old days of “pinking” and “shrinking”— a term used to describe the antiquated habit of brands who shrink men’s designs and color them pink to appeal to women—just won’t cut it. Women want contemporary silhouettes, trend-driven color options and prints that are more evolved than paisleys and daisies. When conducting our own interviews about the Modern Outdoors Woman, we stumbled upon a very interesting fact: only a handful of the women we spoke with admitted to wearing hiking pants. The rest wore leggings because they were more flattering on the form, felt better against their skin, and didn’t make them look like a “funky aunt.” Discuss amongst yourselves.
So who is nailing it when it comes to women’s apparel and hardgoods? That is a loaded question and really depends on who you are asking.“To me, doing it ‘right’ means you aren’t promoting harmful gender stereotypes, your messaging/brand isn’t misogynistic, you truly support the female athletes on your team, and you make gear and clothing women actually want. There are a lot of really well-intentioned companies still constructing their women’s lines out of pastel fabrics or producing short and soft skis. As the owner of a hard-goods company, I understand there is a process and you can’t please everyone. What one woman loves, another may despise,” explains Jen Gurecki, CEO of Coalition Snow, which makes skis and boards by women for women.
Social media inadvertently plays a huge role in how women interested in the outdoors are connecting with each other. “I felt like I was the only woman I knew mountain biking on the weekend or surfing on the East Coast in the winter. Social media offers me a sense of instant community in a space where I used to lack many female friendships. It's especially relevant while I'm traveling. I've been able to bum couch space from women all over the country who have become my good friends strictly via Instagram,” notes Johnie Gall, founder of Dirtbag Darling, a blog that “celebrates the outdoor woman,” including those with “dirty feet, salty hair, goggle-tans and borrowed surfboards.” And what about the outdoor selfie? Isn’t it only natural to include our gorgeous faces in these scenic vistas? Well, not in every case: “I typically leave my face out of pictures because I've lived that experience already. I prefer to let people put themselves in my shoes, and they don't need to see my mug to do that,” explains Gall.
Everyone has a different level of comfort and an individual set of skills when it comes to being “outdoorsy.” Some connect through sharing their outdoor experiences online, while others join all-women workshops to enhance their technical skills. We know our textbook definition of an outdoors woman is someone who skis, snowboards, climbs, camps, surfs, cycles, runs, backpacks and does yoga, but that list could run on forever—or at least we hope it does. All the women we spoke with were different, but they all had the same things in common: a unified, deep-rooted love of life and an absolutely pure appreciation of nature and the great outdoors.
Johnie Gall, Dirtbag Darling