We caught up with the brilliant and insightful Chanel Da Rocha a few weeks ago and have shared our conversation below.
Chanel, thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
The idea for Chanel Aleta Presents wasn’t just born out of imagination—it was inspired by a deep appreciation for the spaces I was fortunate to experience growing up. Oakland, CA, was home to many trailblazers who created vibrant, culturally rich environments where the Black community could thrive. But as I’ve grown older, I’ve realized how much I longed for more of those spaces in the greater San Francisco Bay Area, especially for the next generation.
When the idea came to me, I gave myself a tight runway to turn it into reality. I didn’t want to leave enough time to entertain self-doubt because I knew I had it within me to make it happen. The first step was focusing on the vision: creating events that bring people together in meaningful ways, celebrating African and African American culture, and honoring our ancestors through art and community.
The early days were intense but energizing. I leaned on everything I had—my experience as a dancer in the African Queens Dance Company, my years working in diversity, equity, and inclusion, and my background in event planning. These were the building blocks that allowed me to move swiftly from dream to action. I sketched out the event framework, reached out to potential collaborators and sponsors, and tapped into my network of creatives and cultural leaders to ensure the event’s success.
I also remembered the lessons my maternal grandfather taught me about entrepreneurship, community, and staying grounded in your purpose. His values inspired me to take this leap and reminded me that the work I’m doing is bigger than myself.
Ultimately, seeing families come together—dancing, celebrating, and connecting—was the ultimate reward. Chanel Aleta Presents is more than an event production business; it’s a tribute to the trailblazers of Oakland, a love letter to my community, and a promise to create spaces where our culture is honored and passed down to the next generation.
Chanel, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Chanel Aleta Da Rocha, and I am a proud native of the Bay Area. I am a tech enthusiast and an event producer, inspired by the power of community and culture. Growing up, I witnessed my mother host beautiful events, always paying careful attention to every detail to ensure her guests felt seen, valued, and appreciated. Her intentionality left a lasting impression on me and shaped how I approach my work today.
As my diversity, equity, and inclusion career progressed, I recognized that culturally immersive events could be a powerful tool to address bias and foster connections. Unlike traditional workshops or mandatory training sessions, which can sometimes feel forced, these events engage all the senses—sight, sound, taste, touch, and smell—creating a more accessible and impactful way to learn about different cultures. While I deeply value the significance of DEI training, I also believe it cannot be the sole solution. Real, sustainable change occurs at the community level through shared experiences and genuine human connection.
That’s why I created Chanel Aleta Presents, a business dedicated to hosting culturally rich events that educate, inspire, and connect people in meaningful ways. From dance conferences celebrating Black culture to curated gatherings festivals, each event is designed to foster understanding, joy, and a sense of belonging.
What sets Chanel Aleta Presents apart is the intentionality behind every detail. I want attendees to feel seen and valued like my mom made her guests feel when I was growing up. Each event reflects my commitment to honoring our culture, preserving our stories, and inspiring the next generation to take pride in who they are.
One of my proudest moments so far was seeing families and children come together at the Bay Area Youth Pan-African Dance Conference, learning dance styles from across the African Diaspora while connecting with the rich histories behind them. It reminded me why I do this work: to create spaces where people can feel empowered by their heritage and connected to their community.
To my clients, followers, and supporters, I want you to know that Chanel Aleta Presents is more than an event business. It’s a platform for real change—a way to unite people, celebrate culture, and combat bias through shared experiences. By attending or supporting one of our events, you’re helping to build a more inclusive and connected world, one moment at a time.
Have any books or other resources had a big impact on you?
Several resources and people have significantly influenced my entrepreneurial journey and the development of Chanel Aleta Presents.
My therapist recommended Who Not How by Dan Sullivan, a book that shifted my perspective on how to achieve success. It taught me that finding the right “who” to collaborate with is far more powerful than figuring out how to do everything myself. This realization was pivotal as I grow my team and lean on their expertise to bring my vision to life. Similarly, 10x Is Easier Than 2x by Dan Sullivan and Dr. Benjamin Hardy challenged me to think beyond incremental growth and embrace strategic thinking to achieve exponential results.
My cousin Chance introduced me to Contagious by Jonah Berger, a book that highlighted the power of storytelling and emotional connections in making ideas memorable and shareable. That principle has guided how I design culturally rich, community-centered events that truly resonate with people.
In the fourth month after launching Chanel Aleta Presents, I realized the need to strengthen my operational processes and brought on an additional team member with expertise in project management. Their skills have been instrumental in ensuring every event is meticulously planned and executed, allowing me to focus on the creative and cultural aspects of the business.
Together, these resources and relationships have shaped not just my entrepreneurial philosophy but also the heart of Chanel Aleta Presents—a brand rooted in culture, community, and connection.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
A lesson I had to unlearn was that success requires a long, drawn-out preparation period. I used to believe that to create something meaningful, I needed endless time to plan, research, and perfect every detail. But when I had the idea for Chanel Aleta Presents, I knew if I gave myself too much time, self-doubt would creep in, and I might never take action.
After all, I have a full career in tech, I’m a wife, and a mother of three daughters. There are countless reasons why my dreams could have easily taken a backseat. But I realized that waiting for the “perfect” moment to pursue my vision would mean waiting forever.
The backstory is simple: I had a vision to host events that foster connection and community, rooted in celebrating culture. I gave myself a tight runway from idea to execution, trusting that I had the ability to pull it off. In the process, I proved to myself what I already knew deep down—that I am capable, resourceful, and fully equipped to bring my vision to life.
The first event wasn’t just a success—it built confidence in everyone involved. Kids walked away with a stronger connection to their culture. Parents felt proud watching their children embrace new experiences, whether it was dancing or learning about their heritage. And I walked away knowing I had the ability to create impactful, intentional spaces that truly make a difference.
What I unlearned through this experience is the idea that everything has to be perfect or extensively planned to succeed. Sometimes, it’s about trusting your intuition, taking action, and allowing the process to reveal just how capable you are.
Contact Info:
- Website: https://www.chanelaletapresents.com/
- Instagram: https://www.instagram.com/chanelaletapresents/
- Facebook: https://www.facebook.com/profile.php?id=61564707308615
Image Credits
Tyrenda Pentecost, Taryn Allyssa, Shenaika Davis