We recently connected with Alexa Jourdan and have shared our conversation below.

Alexa , thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

When I came up with the idea for a micro event space, I didn’t want it to be literal or something over done in the PNW. There’s a lot of names with “crafted”, “cascades”, “northwest”, and I didn’t want it to say “event center”. Thankfully my family is filled with creative women and my sister texted the group chat while brain storming “four letter word”. We went back and forth on all the four letter words that could represent an event in our space. For me it was a done deal. It was creative, made you want to look it up, and it had an edge. “Baby” and “Love” are our biggest four letter words celebrated with baby showers and bridal showers being our most booked. After I applied for licensing only then did I realize the other not so nice four letter words! However, I still felt it went with me as an owner to have an edge. One of our first parties booked was a “F*ck Cancer” party to celebrate being cancer free—I can’t think of a better four letter word. Needless to say, I’m asked often about the name but I love the story and versatility. What’s your word?

Alexa , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Alexa, I opened Four Letter Word just two and a half years ago with the need of an small expansion to my first business as a salon owner. I opened my salon twelve years ago with a focus on the bridal industry. I was over the cheesy bridal suites that didn’t have air conditioning, privacy, or the space not being big enough for services to be provided. With weddings being 7 months of our year, I decided to open a “bridal suite” our brides could book in addition to their services to have a cozy space to get ready. I felt I needed to justify a second lease with the space also being rented by guests for small parties, especially with the 5 months off season. As someone who loves parties, especially birthdays, this went hand in hand.

The first year we did just under 40 events, and have grown each year just by word of mouth. We have what I call an “air bnb living room”, a big space with couches, interchangeable backdrops, neons, tables and chairs, and a garage FULL of decor. Each package includes basic set up and tear down from our team, access to our decor and serving dishes, customizable layout, and a few extra amenities. After working in weddings, it has certainly helped seeing what’s trending and what “Pinterest worthy” set ups people are after. I’ve collected all sorts of vases, cake stands, theme-specific decor accessories, and fun guest of honor chairs. It’s the party without the fuss. No Amazon orders of stuff you’ll never use, no pre cleaning before the event just to clean up after— we do everything and basically have everything you’d need to host. Not only do people use this space for parties but we have a neighborhood council meetings, business retreats, celebrations of life, etc. and that’s really what’s been fun about the space- it’s versatility.

I would say my biggest challenge has been opening a small business in the current inflation crisis. People are on a tight budget. Spending extra cash on a venue vs. home backyard is most definitely a stretch for most of us. Because I have the other business that is running itself, it definitely has been a reminder of what it’s like to start at the very bottom and work yourself up. Businesses usually have their make it or break it at year three. We’ve slowly grown each year, but staying budget friendly while also paying the baseline to keep the doors open is an interesting battle of its own. I researched all venues or restaurants I thought may be competitors and their rates and I wanted to make sure my clients had the opportunity to afford the space and DIY. I do believe that’s what’s allowed us to stay open and cover our basic costs with some months having minimal bookings. People share the cost of the party instead of having it solely go on one person who is hosting.

I think what gives me a leg up over my competitors is having a garage of decor. A lot of people will order things for their parties and then never use them again and try to resell on places like marketplace. We cut out that expense. Also allowing people to bring their own food helps save costs on catering. A lot of people do Costco platters, charcuterie, or even just pizza. We also work with other small businesses that are budget friendly. Nevertheless people are still celebrating and being present, that is keeping my business alive.

I am truly proud of this vision coming to fruition. Nearly every tour compliments the idea and they immediately reserve their date. That’s rewarding. Being part of people’s life chapters both big and small has really given me something to be excited about. The best being that they chose my space to have those memories. Every client has brought something special to my space and I’m forever grateful.

Can you talk to us about how your funded your business?

As a small business owner that is a female, younger, and without any true assets as collateral, funding has been hard. This goes for my first business as well. I was grateful to my mom who got me started. Twelve years ago my starting cost was about 4k. I was 19 and running my own show while my mom helped with taxes and all the not so fun parts of small business. When I felt the need to expand the first time (only 2.5 years in), no one would give me a loan. Small businesses do NOT have it easy with commercial leases and even commercial purchases. Just to get keys to a space can require deposit, first and last, which is high when you’re needing more square feet, that’s without any build out custom to your business. If you want to buy, it’s 20% down on these big loans, who has that kind of cash in their early 20’s?

My first expansion I got a personal loan, not without my car as collateral and a co-signer. Again, thankful to have a mom willing and do so and take a chance on me.

My second expansion, same thing- a personal loan however this time the space required a full build out- so a much bigger cost. I grew up with a single mom, I feel privileged to have had this opportunity and have a parent that believed in me wholeheartedly. Without her, I wouldn’t be here with a 12 year old business.

When it came to opening Four Letter Word, I ran into the same issue only I needed cash fast. I didn’t have time for the waiting game of banks going back and forth on taxes, explaining my finances as a self-employed person. My original plan fell through and I needed to find somewhere fast as I already had pre booked with plans in the original space. I was able to find a quick loan online, however it came with an insane interest rate, imagine what you think is high and double it. I did what I had to do to get the place open and paid this loan off as quickly as possible in 3 months thankfully to the boom of business from my salon after Covid. The opening of this business was the same cost for a “shell” , free labor, and basic furnishings as it was to open a salon with the baseline and additional plumbing and electrical expense. In 7 years the inflation costs were a huge part of my budget.

Not only was it tough being self-employed but also being a female and young. The ageist and misogynistic men in these industries are unreal. I have experienced some truly unfair and inappropriate behaviors. All I can stress is to keep pushing your vision and believe in yourself. Someone will see what you see and help you make it happen. You hold your power!

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

What I’ve learned with opening this new chapter in the more creative service world is that no one sees what you see especially when it’s your passion. Having people help has been hard for me because of how much I give to each client. It’s not their “baby” so to speak, it’s a job, I like to be present as much as possible to ensure everything is taken care of and if you just see the “todo” list it will hinder the creative spirit of setting up these events.

It has been a blessing and a curse being fully committed to this business. I spend my own money to ensure each event is perfect, thus I think people who don’t have the creative aspect wouldn’t get behind that. I’m often told I do too much, and while that may be true I am learning boundaries as I think every owner can understand that struggle. I can’t let my guests have a basic banquet room, it needs to be their room, their space, even if it’s just for 3 hours. If that costs me $20 in florals or specific decor that will get reused at another event I will order it. I have some guests who are just like me and GO for it. It’s fun to help and also fun to coast and see what others come up with. I have had baby showers lead to first birthday bookings, wedding rehearsals lead to baby showers. My clients know that I value them and their experience more than their dollar. That brings the dollar later by referral, multiple parties, and reviews. It’s okay to be human and be a small business owner.

Contact Info:

• Website: https://Fourletterwordevent.co
• Instagram: @fourletterevent
• Facebook: https://m.facebook.com/4letterwordevent/

Image Credits

Conner Allen Photography
Joshua Jacob Creative