Brewing Community One Event at a Time: A Conversation with JLID's Rachel Gregory

Tag: People

Rachel Gregory's connection to Jack London runs deep. After leading marketing and events at Original Pattern Brewing Co., she joined JLID in 2022 as Director of Marketing & Special Events—a natural next step in her commitment to the neighborhood. Rachel's work is guided by a straightforward belief: when you celebrate local businesses authentically, you activate the district and strengthen the broader Oakland community. She approaches every event—from bar crawls to block parties to cultural celebrations—as an opportunity to connect people with what makes Jack London special. In this conversation, Rachel reflects on her philosophy of community building, how events become platforms for visibility and connection, and the women and leaders who've shaped her approach to creating meaningful change.

Q: What's your approach to creating memorable experiences that strengthen community connections and local business growth?

A: My ultimate goal as JLID’s Director of Marketing & Special Events is to create experiences that feel authentic, engaging, and unique to the community. At Original Pattern Brewing Co., where I worked as Marketing and Events Manager before JLID, I learned how to creatively craft events on a small budget that highlighted what made our brand stand out. Over the years, I’ve learned how to build community and loyalty through special events—whether it’s block parties, cultural celebrations, or bar crawls. My approach is to build upon what already exists in Jack London, to constantly define and redefine our district’s culture, and create experiences that celebrate it. That’s always at the core of my work: creating meaningful moments that connect people with our local businesses and keep them coming back to our district.

Q: How do you balance promoting local businesses with building the broader community brand and narrative?

A: I see them as inseparable. Highlighting the businesses in our district naturally builds the broader narrative of who we are. For example, Jack London is home to breweries, wine bars, unique restaurants, nightlife venues like Yoshi’s, Elbo Room, and Plank, as well as artist spaces like Studios 11, AirTemple, and Union Machine Works. Showcasing these businesses tells the story of Jack London as a vibrant, creative, and entertainment-focused district. Our local businesses define the district’s identity and it’s my job to amplify it.

Q: How do you stay connected to what the neighborhood needs and wants from its events, and how does that shape your strategy?

A: Feedback is key. I pay close attention to guest experiences and vendor input. Some events return annually because they resonate; others are learning opportunities. Our merchants are often my greatest collaborators, offering ideas and helping shape events that serve both their businesses and the community. At the end of the day, if it benefits the local businesses, it benefits the neighborhood—and that simplicity guides my strategy.

Q: What role do you think events play in amplifying different voices and perspectives within a community?

A: Events provide a platform for small business owners and community leaders to connect with new audiences in ways that online marketing can’t replicate. Many small business owners are stretched thin, so I focus on creating opportunities that are low-lift for them but high-impact for their visibility. Whether it’s a bar crawl, festival, or community activation, my goal is to create events that give everyone a chance to be seen, heard, and celebrated. Jack London is a highly diverse business community and events like Taste of Jack London or our First Saturday roundups do a great job of showcasing the variety our neighborhood has to offer.

Q: Who or what has shaped your approach to building community through events, and what do you hope your work inspires in others—especially the women and leaders you work alongside?

A: Music festivals like Lightning in a Bottle, Dirtybird Campout, and Lucidity Festival shaped my understanding of the transformative power of events in my early 20s. They exposed me to art, music, and lifelong connections, while also sparking my love for the logistics and planning behind the scenes, igniting a genuine passion for event production. Working with inspiring women like JLID’s Executive Director Savlan Hauser, Christy Goeddeke of Original Pattern, and Joanne Marino of the Bay Area Brewers Guild taught me not just about event production, but how to lead and uplift others in a community. I hope I can inspire others—especially women—to see the power of creativity, collaboration, and leadership in shaping their communities.

Q: What advice would you give to women entering the events and marketing field, based on what you've learned in your career?

A: Volunteer in as many roles as possible. There’s so many hands on learning opportunities at your fingertips! I spent the summer after graduating college doing everything from Trash & Recycling to Info Booths to Volunteer Coordination at multiple festivals, gaining a well-rounded knowledge of event operations. I still take on the odd catering job, freelance event plan, and bartend part-time; all things hospitality and event production are related and intertwined. Seek out women mentors, get involved in a small business where you can have lots of creative control, ask questions, share your goals, and value your relationships—you’ll find guidance and opportunities in places you least expect.