#95: How In-Person Events Build Community

Chaselle Gazelle (00:00.214)
I was like, this is a thing. Like I'm gonna get paid to do this this thing that I love of bringing people together.

Rhona Pierce (00:11.283)
I know you left that full-time job as you just said to start Jacksonville Bestie.

Chaselle Gazelle (00:16.022)
My son was really just the push that I needed to dive in fully and bet on myself. I knew that I didn't want to work for someone else for the rest of my life. Over time, I'm noticing that I'm getting similar feedback from people who are like, wow, we really needed this. So I now have the ability to create an environment to make those connections happen that much more seamlessly.

Rhona Pierce (00:40.814)
What separates events that build real community from ones that just fill a room?

Chaselle Gazelle (00:47.379)
I think where the culture really starts to take shape and really takes on a life of its own is when you're doing repeatedly.

Rhona Pierce (00:56.184)
Anyone can throw an event. Getting people to actually show up and keep showing up is a different skill entirely. Chiselle Gazelle cracked the code with Jacksonville Bestie, building something that's become a genuine part of the city's culture. Today, we're talking about the leap from full-time job to community builder and what she knows now about creating events people can't stop talking about. Chiselle, welcome to Workfluencer.

Chaselle Gazelle (01:23.266)
Thank you, thank you, thank you so much. I'm so happy to be here.

Rhona Pierce (01:27.598)
So for folks who haven't met you yet, what's the Chiselle story in 30 seconds?

Chaselle Gazelle (01:33.95)
gosh. Okay. Went from working a full-time job, was pregnant, and knew that I couldn't go back to a job after having my son because I wanted to be able to spend time with him. So decided to just dive in fully on my natural talents and I started hosting events and bringing all of my friends together in one place. And now there.

Rhona Pierce (01:58.72)
Amazing. So I know you left that that full time job as you just said to start Jacksonville Bestie. Like take me back to that moment. Like, yes, you you're like, okay, I need to spend more time with my son, all of that, but like you could have gotten a different job. Like what made you say, Let me go all in on this specific thing?

Chaselle Gazelle (02:24.238)
Absolutely. So I've always been that person that's a little bit outside of the box, right? So even when I was working my full-time job, I knew that it wasn't going to be permanent for me. It was really just kind of like bridging the gap, like at the end aid, so to speak. And so it having my son was really just the push that I needed to dive in fully and bet on myself. As much as I did love

where I was working, I I knew that I didn't want to work for someone else for the rest of my life. So I'm thinking now about the example that I'm gonna set for my son and then of course, like we said, being able to spend time with him and I wanted to have that flexibility and control over

Rhona Pierce (03:10.146)
Yes. So what did the first version of your event look like? Like I'm curious to what actually how like how you actually started it versus what it's has become.

Chaselle Gazelle (03:24.79)
Absolutely. So I am a bit of a hot mess express and I'm learning to embrace that, right? Like as much as I wish I was that like picture perfect polished event host, I am not. And I'm just at this point I'm rolling with the punches and I'm I'm letting it be what it is, right? Like I'm just allowing it to go into to my flow of events. So

My events journey really started by the fact that I'm just super extra and decided that like when I'm hosting my birthday party, there needs to be a hundred people there because yes, I actually know and am close to that many people. Being born like born and raised in Jacksonville helps because it just kind of reinforces those friendships and relationships that I already have. So when I first started hosting events, I was getting my friends together for girls dinners.

And I was having to rotate friends because I didn't want to be that annoying person that's bringing like 20 women into a restaurant. And so then people were feeling left out. I'm like, okay, let's just have a big ol' bestie babes, brunch, bash, and I'll just bring you all to one place. So I think that first event, probably like 150 ladies showed up on that Sunday. And I was like, wow, this is a thing. Like, I can get paid to do this.

This thing that I love of bringing people together. And so I essentially just haven't looked back since then and have started trying out and testing new event concepts.

Rhona Pierce (04:49.614)
If you've made it this far into the episode and you're not subscribed yet, now's a good time. What is their like signature event look like?

Chaselle Gazelle (05:00.12)
Mm-hmm. So right now my signature event is on second Sundays. It's called Our Sunday Best. And it's a community event to just bring every well adults 21 enough together on Sundays during the day from two to six to just gather around good people, good music, and good fun. So there's generally not too much to do in my city on Sundays. And so for me personally, because I do have a very young child.

I tell everyone since the event finishes at six, I can have you home, fed, showered, and in bed by nine PM, which works for the majority of my attendees who do have nine to five Monday through Friday jobs.

Rhona Pierce (05:42.55)
That is so cool. And like what do you have? Like, take people who don't know, people who are not in Jacksonville. Like, what happens at your events? Is there like what type of food? Like what happens at the event?

Chaselle Gazelle (05:57.352)
Yeah. So this event has moved around to a couple of locations. Our first two locations were actually at restaurants. They both happen to be taco spots. So the food was just sort of built in. We've just recently moved to a new location that does not have a restaurant. So now I'm able to actually support and uplift local food vendors by bringing them in as part of the event experience, which I feel has not only diversified the options, but just it

It serves the mission of Jacksonville Westy to uplift the city. That is the ultimate goal. So you can come there and you can eat good food. Everyone loves my DJ. Like, always just giving him such big props because I call him my unassuming DJ. And that is because you walk into the event and you see this sort of like nerdy guy behind the tables, and you're like, what's he gonna do? What's he gonna play? And then you find yourself.

Tapping your foot along to the music. And before you know it, you're on the dance floor, you've made new friends, people that are in your city that you probably have never even seen before. And it's like, my gosh, we're we're both here together, same time, same place, we're connecting, and I I feel like I've known you forever, right? And so my goal is to meet everyone in my city, but not only that, to then connect them. So I remember that person that

doesn't want my friends to like hang out or do anything without me and like please like I encourage it. Like I want you to go and like branch out and and meet all the people. And so Our Sunday Best really serves as a hub to meet your community and bring people back to gathering and connecting in person, which I feel like we've lost a little bit these days.

Rhona Pierce (07:40.472)
I don't know why as you're talking, I'm picturing like there's a specific type of TikTok that I watch sometimes that's like a brunch place and then there's like all this older music that I mean I I'm a millennial, I guess. And it's like everyone's just like partying and having a great time and there's like great music and there's like great food. And just with what I know about you, like that's what I'm picturing. I'm picturing like that, like

People truly connecting and yes, there's these awesome things, but it's not like the experiences at the event are what's making it cool. It's just the people and the like the environment that you're there, right?

Chaselle Gazelle (08:23.662)
That's exactly it. Like you hit the nail on the head. And I I call and reference my event, like a grown folks event, you know. And it's not to leave anyone out. We definitely have a very large age range of guests who will attend. But as as I'm marketing, I'm gonna attract people who are somewhat like me, right? And so that happens to be the age range that I attract as well. And so

It's I think for me, maybe I'm getting old. I like going somewhere where I can like listen to music, but it's not it's not gonna get too crazy, you know, like just getting on the floor to dance or anything of the sort. Like we love our nineties, like hip hop and R and B in like early two thousands. It's like it's fun to jam out with that, bring in some new music every now and again, but keep it a sort of elevated event. Like I said, it's a it's a it's a day party essentially that goes from

From two to six and want you to have fun, but of course not get too rowdy because I know you haven't got to work in the morning. So have spent roll fun here.

Rhona Pierce (09:28.2)
So like at what point did you realize like okay this isn't just a party, this isn't just an event, like that you were building something that was becoming part of Jacksonville's culture.

Chaselle Gazelle (09:40.514)
Yeah, it's you know, you hear people say, like, you love what you do, you never work a day in your life. I'm like, okay, yeah, go somewhere with that, right? And there really was no like ultimate goal or mission with this event specifically. Like we just kind of wanted to get people together and just have like a a a Sunday fun day. And over time, I'm I'm noticing that I'm getting similar feedback from people that like.

Wow, we really needed this. There's there's nothing to do on Sunday. Or my favorite feedback is when people tell me that like the people that I met at your event are so cool and we're gonna hang out next weekend, or we connected on a business deal, or it turns out we both know this person that we love. And like that warms my heart because the point is in-person connection, right? And it's almost like a lost art. It feels like a skill that we're having to regain. And so I now have the ability to.

create an environment to make those connections happen that much more seamlessly. And so I love the fact that the event didn't have an agenda in the beginning. I just kind of allow it to go along on its own path and watching where the event essentially takes me and it takes Jacksonville Bespie, I think has been the most fulfilling part. So for example, at an event, you know, I've got like

You'll see like prominent like doctors, you know, around town. And then you've got like some college students sometimes. And it's like, when are they hanging out and partying together? Like this the seemingly like most random groups of people, but it works when you bring everyone together because it's not about your jobs, not about how much money you make or what car you drive. It's about the fact that you you love music and you love connecting with people and being in that that good energetic environment.

Rhona Pierce (11:33.048)
Let's talk a bit about like the business side of it. 'Cause it it sounds really fun, but at the end of the day, we live in a pl in a society where we have to pay bills, I guess. Money is necessary. How do you make that work?

Chaselle Gazelle (11:46.764)
Yeah, so there's actually like quite a few avenues in which you can monetize events. And I think what people go to initially is ticketing. Like, okay, if the event is ticketed, then you can make money that way, which absolutely is one of the most direct routes. But there are some sort of like peripheral ways that you can make money. And as you get to the events, you start to realize the value that your event has and bringing so many people together and having their attention that there are other brands.

Who would pay to be in that space and pay to have you recommend their products or services to this audience that knows, likes, and trusts you. So working with brands on partnerships and sponsorships is another avenue. Like I said, being able to uplift local businesses, so bringing them in as vendors, which I always love, being able to have the touch points of any businesses that are local, as well as

if you are working with a like a bar or restaurant, there's an opportunity to have a revenue split from their sales and food and drinks because you are bringing all of these guests into their establishment. So just like pro tip here: if you can find a bar or restaurant in your city that doesn't have as much traffic as they would like to have on certain days, kind of do some digging, find out that information.

And then you can bring in an event on that day where they're really wanting to see more people and work out some sort of structure where you get paid off of the sales that they're making from your desk.

Rhona Pierce (13:19.374)
That is so interesting. I had never thought about it. I I always think about like 'cause anytime I've done events like this, it's like, okay, the the restaurant wants you to guarantee that there's gonna be X amount of sales for them and stuff like that. For me it's more like, my gosh, I'm gonna be on the hook if no one buys stuff. I've never thought of like, huh, let's go into this together. Let's do a revenue split. That that is so cool. did you know about that before? Like how did that just

Chaselle Gazelle (13:48.494)
I've been feeling my way along this whole thing, you know. If there was someone who taught this, I could have probably cut the time. I was even less than in half, like in a fraction of what I've been able to do over these past two years. I probably could have done it in a couple months if I had some sort of blueprint or roadmap. But I've just kind of figured it out along the way. And it really took a while to like click in my mind that.

My audience has value, you know? Like going into a bar or a restaurant space, and I'm like, I can't even get up there and get a drink because the line is so long. And it's my event, you know? I can't even get service because the bar is so busy. And so that's when we really started clicking. I'm like, you all are doing really well because I'm bringing my people here. And so, like, let's restructure this in a way that works for both of us, to where

I'm happy to continue having my event here, as well as you're happy to continue having all of my guests come to your establishment. So definitely trial and error and figuring it out along the way. And honestly, there's still so much for me to learn. I mean, there's probably so many more creative ways that I can monetize my event that I haven't thought of just yet, but I'm open to all of the possibilities and I'm gonna continue hosting. So I'm sure I'll be checking them, checking those boxes soon enough.

Rhona Pierce (15:15.95)
That is so so cool. And it's like, duh, of course. Yeah, you're bringing people there and they're making so much money. And they that is so genius. so you've brought thousands of people together at this point. Like, what do you know now about getting people to actually show up that you didn't know in the beginning?

Chaselle Gazelle (15:39.778)
So this is something that I teach in my coaching, and I call it my professional harasser method. And that is that as humans, we're busy. And for me, I have an almost two-year-old, and we have lives and work and busy schedules, and you know, just there's so much information in here, right? I love a good reminder. And so I need to offer that to my guests and to my attendees. And so

With being a professional harasser, it is my job to harass you to just the highest degree, and of course, in the most loving way that I can possibly do that. So follow up, follow up, follow up. You're gonna get a DM from me on social media, you're gonna get a text message, you're gonna get a phone call. And the day I figure out how to work a carrier pigeon, you will be receiving a message, like a scroll to your doorstep.

So having those multiple touch points with people just helps keep you and your event top of mind, as well as the fact that it's a personal invitation. People now, instead of having to see your event online where everyone's seeing it and they're potentially scrolling past it in their feed of like a million other pieces of information they've processed, I'm now speaking directly to them and I'm saying, Hey, I would love for you to come out to our Sunday Best, you know, this Sunday and and join us comes thing.

come dance and then I always add something a little personal in there like, hey, I really want to I wanna hug you, I wanna squeeze you, I miss you, can't wait to see you. And I think that's what people respond to the most. And so when I realized that that was the missing piece, now it I just don't even think twice about it. Like I'm just this is me on my phone sending messages to everyone because it's so important. And I really do like I I consider all of the Jackson Besti audience as my besties. And so if I need to just spend a little bit of extra time

delivering that message to you so that you can now come to this environment that we've created where I know you're gonna feel so loved and so safe and so happy that I'm willing to do that.

Rhona Pierce (17:42.306)
How do you bring new people into the Jacksonville Bestie Orbit? I I recently saw a Instagram story of yours where someone like recognized you in public, which was amazing.

Chaselle Gazelle (17:56.514)
Yeah. Yeah, that was that was very funny. I I didn't even want to go on a run that day. I was like, I need to go on a run, I'm gonna do it. And yeah, she just sees me and it's giving me this weird look and I'm like, What is wrong with this lady? She's like, You're the one that throws the parties and she just had the the biggest personality and it's so fun. And I love that, that there's that component of being recognized and people knowing what it is that I do and they're like I'm now even more inspired to

come out to your events because instead of there being that sort of gap or distance from seeing and knowing me online, we now actually get to have that personal conversation. And that woman was actually walking with one of her friends. And I would say that that's one of the best ways in which the network continues to expand is referrals essentially. And that can look like you know about our Sunday best. And so you bring a friend or two.

To come with you, and maybe they've they've never heard of me or they've never heard of Jacksonville Bestie, but of course you have your friend vouching for this event. And so then you come and you love it, and then you tell some of your other friends, and it's like, I think word of mouth marketing is no one really talks about it anymore these days. It's almost seen as antiquated. And I'm like, that me and word of mouth are our best friends. As someone who loves to yak, I'm like, let me tell you about all the things that I love and life and invite you into that circle. So

I would say that that's one of the biggest ways that Jacksonville Bestie has been able to grow is by people receiving that love that we have to give and put out there and then inviting their friends into that space.

Rhona Pierce (19:32.206)
I mean it's it's so interesting that people view word of mouth marketing as something from the past when entire the reason why influencer marketing works as as well as it does and like employee generated content and all of this is because it's like you wanna hear from people that you trust, not some random person that you don't know. Like that's literally at the basis of all advertising for now from

forever and will continue, I believe, till the end of time, is someone that you trust telling you about it. that's just of course I want to know where my friends are going and if there is a cool party and I want to go see it. If they're excited, I'm excited. So yeah, that that that's so cool. let's talk a little about because a lot of the the listeners in my audience are in corporate ro roles and

Chaselle Gazelle (20:20.79)
Okay.

Rhona Pierce (20:28.844)
Yes, they they work in HR, they're tasked with planning events. W we love to to say like, I'm not the party planner, but like the reality is we are, a lot of the times. And and in you've seen a lot of companies try to build community through events. Like what separates events that build real community from ones that just fill a room?

Chaselle Gazelle (20:53.454)
Yeah, there's it's almost becoming like a buzzword. It's becoming trendy to be a a community builder or you know, to build community and have culture around gathering people. And I understand the sentiment, but it is very different to just gather people in a space, especially when you do it one time, if it's a one-off thing. And I think where the culture really starts to take shape and really takes on a life of its own is when you're doing it repeatedly.

Right. And that's how I was telling you that I just allowed our Sunday best to to grow into what it's become. I didn't have any sort of set path or agenda. I essentially was able to give the event the freedom to become what it wanted to be. And that's largely shaped by my audience, by the community. So instead of me having an idea in my mind and saying, This is what I want and I'm gonna

Tinker with this and fix that so that it continues to stay on the path of the idea that I have set in my mind. I'm now getting real input and feedback from my guests. And we're just going with the flow of what they want. Because who am I to think that I know what's best for thousands of people? They'll tell me, they'll tell me what they like, what they didn't like, and then we can just allow that to take the main stage at the event. And so that's the biggest part, I would say, for Jacksonville Besti in being able to create.

What feels like a real and true community is that we're meeting on a regular schedule and there's no agenda behind it. Whatever it is that you want, we'll try and incorporate it.

Rhona Pierce (22:35.07)
Do you ever do events for other people? Like if a company wanted to hire you to plan events or like build a community for them? Because th there's lots of people doing events, whether it's HR, it's talent people building their talent communities or marketing. Is that something you do or would ever consider?

Chaselle Gazelle (22:56.372)
Absolutely. I am a lot more particular with who I will work with now. And in the same way that I was saying that instead of just having a sort of, you know, one-off event and you know, we're trying to make X number of dollars this one time, how many people can we get in here? It doesn't really fit with the mission of Jackson Bilbesti. The goal isn't for me to meet every single person in my city, and then that's it. And the relationship ends there.

because we become besties over time, not just through meeting once. And so being able to have that long-lasting relationship is where is where the community really grows and that relationship blossoms. And I would say that that's where I thrive and that's how I kind of figured out that yeah, this is my space. And even with it even can be as simple as I am a stickler.

Four names. And so was it two weeks ago when we had our Sunday best? There's like over six hundred people at the event. I'm like, my gosh, all of you came out for this. This is so incredible. And I've got like four things in the back of my mind. I'm supposed be checking on this over here for the sound, doing this for that person. And I'm trying to walk through the crowd of people. Of course, I'm constantly being stuck. Hi, I'm so this is so nice to meet you. My name is Arana, my name is that, da-da-da. Thirty minutes later.

I see them again. I'm like, I remind you. Zach Thompson, you remember my name? Of course I remember your name. Like I will always, always, always remember your name. And that at that point right there, people are like, I I've got to come back. Like she knows me, she likes me, she trusts me. And this is this is what I'm talking about when I say that the guests that come to my event are my besties. I

It would it would just be so stinky if someone just came one time and I never saw them again. Like I'm carving out a space in my brain to remember your name. And to give you an example, I think it was two or three years ago, I met a gentleman and I spent, I kid you not, no less than an hour learning his name and getting it correctly. And his name is Olu Dabulade. And I will never forget it because it is so beautiful and I spent all that time working on it. And like I said, I've carved a little space in my brain for you. So the more people that I can do that with.

Chaselle Gazelle (25:22.7)
The better. And if there's a company that wanted to work with me and they don't have that same like neuroticism about serving their people and connecting with them in that way, then it's it's probably not gonna work because that's the values that that my events are built on.

Rhona Pierce (25:41.39)
I absolutely love that. And it's such an admirable skill because I am terrible at names. Like I will remember a face. And it's like it just even last night, I'm like trying to remember someone that we worked with. And I'm like texting my former coworkers and being like, What's the name of the girl? The black hair, the glass. I remember everything about this person except for their name. But I I'll see I'll see her and I'll be like, hey, huh?

blah blah and like so yes I truly admire people who remember names. I'll remember every detail about you. And as a recruiter speaking to so many people, I like remember the most friend yeah, that's a person that used to work here that used to make this amount. Like I remember everything, your salary, everything, but never your name.

Chaselle Gazelle (26:18.082)
Yeah.

Chaselle Gazelle (26:34.378)
It just it eludes me. And as someone with the name Chiselle, who most people have not heard the name Chiselle, it always really stuck with me when people remembered my name and pronounced it correctly. And so I like to to give that to others because there's always a gift when I receive it.

Rhona Pierce (26:50.158)
Yeah, and it's so so so important. Like names are so important. Like you, I have a name that a lot of people get wrong or don't remember or like s change it to something else. And like when someone

Chaselle Gazelle (27:03.914)
Get wada all the time, don't you?

Rhona Pierce (27:06.476)
The time, all the time. And you know what's so funny? Autocorrect on my phone corrects my name to Rhonda. I'm like, you like really exactly. But yes, I get Rhonda all the time. But yes, when someone rem names are so important. And and like you said, in an event and you're trying to build community and stuff like that, you want like.

That's the most basic form of someone feeling that they belong. And that's what you want when you're building true community. You want people to feel that they belong there.

Chaselle Gazelle (27:47.276)
That's exactly it. You're not just a member to me. You are a person with a name and a face. And I remember your dog's name and that you you went skiing for the first time, you know, last last holiday season. I I really am taking in all of this information because I'm interested in other people. I really am. I'm maybe I'm nosy and I just want to be on this business. Call it what it is, but we're connected, right? We're we're really connecting on a deep level. And so I love that I can give that attention to people. I'm just

I you know I'm I'm looking at people like this as I'm asking them questions and there are times where like I think I make people a little bit uncomfortable because we're not used to that that like that consistent eye contact and someone like really listening and asking us all these questions and and like I said I'm nosy, you know, I wanna know about your your dog and your cat and what shoe size do you wear, you know, whatever. Like just I'm interested, tell me.

Rhona Pierce (28:40.14)
That's amazing. So for someone listening who's thinking about using events as part of their brand strategy, whether that's hosting their own or like showing up as a sponsor, what's the mindset shift that makes a difference?

Chaselle Gazelle (28:56.652)
Yeah, you have to look at the ROI a little bit differently, right? Because this is a relationship that you're building, not a single transaction. And so even with with brands, maybe the first time that someone hears about your brand, they're not going to, they're not gonna opt in, they're not gonna buy in just yet. We have to feel that support and that trust, and that gets built.

over time. And so it's part of a a longer strategy where you are you're optimizing for relationship building than sales. And when you can see it that way, the sales just come in naturally and then they feel effortless, right? So instead of having to kind of push and force a little bit for a sale, over time you have people that are not only excited to purchase from you,

They also wanna tell all their friends about it too. And so now we're gaining some momentum, right? But when you have that patience in the beginning and you're thinking about it in the long term and what you can do for others, not just what you can receive, it's gonna pay off dividends.

Rhona Pierce (30:06.542)
Amazing. So what's next for you? Like what are you working on right now?

Chaselle Gazelle (30:10.87)
Yeah, so with events and hosting events, I get so many people asking me, how do you do this? How did you start? How can I do this type of event? And I'm like, all right, we need to build some sort of structure around this so that I can I can show you all the the path to do it. Because as much as I would love to have a a three hour phone call with everyone, because clearly as you can see, I love to yap, it's not sustainable, right? And so now

I am working on taking the knowledge that I've acquired over the years and sharing it with others who have the desire to build community in the same way. And I'm so excited because as much as I love what I do, I I'm only one person, right? Like I can only hit so many people at a time. I I just live in Florida, right? I don't live in all of the other states. And so if I can give a sort of roadmap or blueprint, like I said in the beginning, that I was missing.

To others so that they can build this level of community where it is that they live. I think I think the world would be a better place.

Rhona Pierce (31:20.942)
So do I. So I will definitely encourage everyone to check you out on socials and everything. But like talking about that, where can listeners connect with you?

Chaselle Gazelle (31:32.98)
Absolutely. So Jacksonville Bestie on all platforms or Chiselle Gazelle, which again is the same across all platforms. Or you can probably expect me to professionally harass you at some point in time if you connect with me.

Rhona Pierce (31:50.88)
Especially if you're in the Jacksonville area. I have truly, truly enjoyed this conversation. I will link all of your contact info in the show notes so anyone can go and connect with you and get professionally harassed. And hopefully a lot of them end up going to Jacksonville besties event. I know if I'm ever there, I'm definitely checking one out. So thanks again so much for being on the show today.

Chaselle Gazelle (32:18.488)
I'd love to have you. Thank you so much.

Rhona Pierce (32:20.366)
If you're enjoying the Workfluencer pod, share with someone who's changing how we talk about work or who should be. And hey, if this episode gave you ideas or inspiration, leave us a five-star review. Reviews help other listeners find us. And honestly, it makes my day. This show is produced by Workfluencer Media. Visit Workfluencermedia.com to learn how we help companies build video-first content systems that attract, engage, and retain qualified talent.

That's Workfluencer Media dot com. Thanks for listening and I'll chat with you next week.