BRINGING A DREAM TO LIFE

A couple of years ago I had a mentor ask me “where do you see yourself in 5 years?”. I had the hardest time answering this question. I knew there was something I wanted to be when I grew up (PS I’m over 40), I just couldn’t articulate what that was. At the time I was helping brands define their Mission, Vision and their Values. What was their ‘Why’ as Simon Sinek would say. So I asked myself that question. What is my ‘Why’? What value do I bring, what lights me up and what do I want to do for the next 20 years?

I learned my ‘Why’ is beauty and connection. Beauty in spaces and places and human connection to be exact. My first career was in interior design. I loved how spaces could inspire and influence human behavior. The following years in advertising and marketing I loved the phases of projects where we seek to understand the brand audience, learn about their mindset, values and communities they are involved in. I would research how people live, work and play because each of these behaviors relate to just about every brand.

During my research it was hard to ignore the growing statistics that humans are feeling less connected to each other even when our devices promise otherwise. There is a loneliness epidemic and we are craving connection. Research states that this seems to be magnified for parents. Demands of life don’t leave space for quality time with your kids or maintaining any sense of self. As a working parent this resonated with me deeply.

I searched for places that were built with adults and kids in mind. Sadly, it doesn’t really exist, at least not in this country. There is a wide gap in the offering for spaces to gather, ranging from the Soho House to the YMCA but nothing really in between. Why isn’t there a beautifully designed space that is approachable, welcomes families and offers activities and services that young and old can enjoy? With these insights I decided to take the advice from the 1989 classic, Field of Dreams. “If you build it, they will come”. Enter CAYA, a social club for families.

The name CAYA, Come As You Are, was first a name of my thesis project in 2006. Initially an homage to Seattle and the 90s music scene. Now, decades later these 4 little words are an invitation to be yourself because that is what the world needs. CAYA is a space built with kids AND adults in mind . A place to make memories and create connections in real life. Somewhere for families to hangout. Parents can relax, work or workout and kids can play, explore and have fun. I am currently working on a business plan to bring this dream to life. I’ve created mood board for the interior design. I’ve developed the branding, I’ve done consumer research through surveys to understand what parents value and how they spend their time. I have built a website to illustrate the concept and created social channels to demonstrate the voice, tone and look and feel of the brand. I fit in this work between my day job and my role as mom. I am passionate and determined to make CAYA a reality. I know it will be.

Check out CAYA at hellocaya.com or participate in my survey here.