California-born and raised designer and marketer Alli Addison is in a perpetual whirlwind, balancing career, family, creativity, adventure, art, management and more in what she describes as “beautiful, controlled chaos.” Based an hour north of Santa Barbara, California, Alli owns and operates several businesses, including landscape construction and design firm Addison Landscape, Inc., as well as the marketing consulting, branding and design practice Alli Addison Branding + Design and @miltonmenasco.
The days are long, the projects at times complex, but the energy, strategy, creativity, ethics and multitasking capabilities of this petite firecracker are unmatched.
This babe holds her own in a male-dominated construction industry and leaves a trail of authentic creativity in her marketing wake. With a brief break between her juggling acts and travel, we caught up with Alli to talk about everything from being a working mom, to California history, personal passions and what’s coming up next. Welcome Alli!
What does Babes Supporting Babes mean to you?
The older I get, the more important the Babes Supporting Babes concept is for me. I’ve always understood the basis of the phrase and believed in the power of positively reinforcing fellow humans. But with age comes experience and with experience comes life lessons. And sadly — on one hand — I’ve witnessed the negativity and lack of professionalism that I believe stems from insecurity. But happily — on the other hand — this type of experience can change us for the better and open our eyes.
Babes Supporting Babes is a reminder to respect, to seek the good, to positively reinforce and to impart these values on the younger generation. I can’t change the way a grown adult treats me, but I can change the way I react to it and I can certainly influence a younger crop of babes.
How do you start your day?
Lately it’s groggy, and usually starts with our youngest daughter waking me up claiming that she’s starving. Which she is not. But once I convince her she doesn’t need a full meal at 6 a.m. and I pull myself together, I immediately hop into the shower, wash my face and then stumble to the fridge to grab my jade facial roller. Lifesaver. I might take a quick glance at my phone, but head into school prep followed by school drop off. Once kidless, I take about 45 minutes to answer any pressing emails and then practice some me time, aka a workout, which is truthfully just riding horses. This clears my mind and sets me straight. After all of that has been completed, I dive 110% into my work for the day.
How did you get started and what is the history behind your business?
I went to school in California and received both my undergrad and graduate degrees in business marketing from California Polytechnic State University. While I was completing my undergraduate degree, I fell in love and married an amazing guy who happened to already own an up-and-coming construction and design firm, a company that he started when he was a teenager. So for that business, you can technically say I married into it. But it was also 2005 when I inherited the business by marriage, so I think it’s safe to say I’ve put in some time developing it into what it is today.
After I got married, I wanted to carve out my own path and worked as a marketing director in the luxury consumer goods sector. I learned how to build a brand from the bottom up. I oversaw everything from product development, to public relations, trademark law, three-tier distribution, consumer strategy, customer relations and more. This was also at the early, early stages of the social media movement, specifically Instagram.
But while I was happy doing what I was doing, I also felt a big tug to devote my time and skills to a company that I owned. Like, why wasn’t I putting my eggs in that basket?! I think there comes a time when you realize you can either continue to help grow someone else’s company and brand, or you can put effort into growing your own. Plus I was tired of traveling. So after seven years, I gave my one-year notice (yes, I gave them a year which included finding a replacement and training; I could never leave someone high and dry) focused my time and attention on our construction and design company. I also started Alli Addison Branding + Design. It’s the best decision I ever made.
What would you like to be remembered for?
Write this on my tombstone, please: stellar mother, loving spouse, excellent friend. Of course, you can add in the little extras like super creative or something. But the only things that really matter are those first three. And if I can be remembered for those, then I’ve won in life.
What city feels most like home to you?
My current town: Nipomo, California. Actually anywhere between Nipomo and Santa Barbara. I feel so rooted and deeply connected to this area. It’s where I grew up, where I live now, where my family is based, but the connection goes back so much further.
The short version of the story goes something like this: my great great great great grandparents settled here in the 1700s when California was part of Mexican territory. My great great great great grandfather was a captain from the east coast who sailed to California, fell in love with my great great great great grandmother Maria Josefa Carrillo, became a Mexican citizen, appointed the Alcalde (the equivalent of a mayor) of Santa Barbara and eventually received the town of Nipomo as part of a Mexican Land Grant.
That was in 1837 and my family has lived here ever since. I live right down the road from the original homestead, which is still standing and is now a historical landmark. So as I drive from Nipomo to Santa Barbara, I feel a sense of place and belonging.
Do you have a hidden talent?
I know the lyrics to almost every single Disney movie anthem/ballad/reprise from the 1990s up until now. If that’s considered a talent. It’s almost always hidden until the occasion arises to blow people away with this world-changing, crucial lyrical knowledge.
What are three things you cannot live without?
Cubano-style lattes. A little bit of me-time. My family.
What does being a babe mean to you?
Oh, goodness. Well, for me it’s the ultimate compliment. Babe-ism isn’t about external qualities, it’s about substance. It’s a combination of all the awesome uniqueness we possess internally: wit, strength, humility, kindness, grace, love. So to be considered a Babe and be included in this Babe-Universe is such an honour.
Work solo or work with others?
I love to be alone. This stems from becoming a parent I guess, and back to the much-needed me-time. But professionally, I really cherish an empty office as well. We have 15 employees and a revolving door of subs, suppliers and more. So when I have an empty office moment, I soak it in. I also have a home office which is my refuge. I do love working with others, but at a distance.
Tell us something amazing about one of your closest industry competitors/neighbours?
In the construction industry, there is a true sense of friendship, respect and support. Honestly, many of our closest friends are our direct competitors. We count on one another for advice, recommendations, a second set of eyes and opinions. The service industry is not for the faint of heart. Our firm is blessed with an impressive roster of lovely, delightful clients who we have worked with for years, and are eternally grateful for. But in the service industry, you always come across difficult projects. And it’s nice to have our friends and industry neighbours to share our trials and tribulations with.
What’s next?
Well, you’re catching me right in the middle of a big development phase. I created an Instagram presence @miltonmenasco a while back as a marketing experiment in one of the industries that I am closely tied to: the equestrian sector. I’m so that weird horse girl.
I chose the handle because it’s the name of my great grand uncle, Milton Menasco, a famous equestrian portraiture artist. What started as an artsy outlet for my own personal passion for horses, art, and style evolved. It has opened doors for me professionally; I now consult and contract for a slew of equestrian brands and companies and the @miltonmenasco presence has grown into something more. I’ve decided to seize the moment. I’m currently working on product development for a selection of arts, wearables, an app, brand collaborations and more. It’s all very exciting and invigorating. And yes, one more thing to add to my ever-expanding list of brands and companies I manage.
What person or organization would you love to collaborate with and why?
So many! Coveteur. Or really any major lifestyle and media platform, contemporary brand or luxury house (cough, cough Gucci) that wants to interject some “horse” into their campaigns, stories, branding and collections. I would love to be their go-to marketing horse guru gal.
What’s the last thing you really geeked out about?
Product packaging.
Do you have a life mantra or motto that you live by?
Not necessarily. But I do have some new phrases I’ve grown very attached to. The main one is, “I didn’t realize we were supposed to know how to do everything by our second rodeo. Seems like a very low amount of rodeos.” I love it so much that I recently turned it into a big piece of artwork, two pieces actually, and hung them in my bedroom as a gentle reminder that I don’t have to be perfect and I certainly don’t need to know how to do everything.
What motivates you on a Monday morning?
Mondays feel new and fresh, the perfect chance for a restart. Like New Year’s Day. I tend to start off really strong and positive, latte in hand, and a clearly specified list of to-dos. Even handwriting out my Monday tasks on a college-ruled white legal paper pad with a fine-point black ink pen (yes, this is very specific and a must-have for me) is a major motivator.
By 2 p.m. on a Monday, I do however feel like I’m failing all those New Year’s resolutions, sinking into the dismal professional abyss that is a Monday afternoon. Usually brought on by not completing all of my tasks clearly spelled out on that white legal pad of paper. Mondays are also the days that we “set-up” our employees on multiple job sites, so things do get a bit chaotic at times. But I do enjoy a good Monday morning.
What’s one lesson you’ve had to the learn the hard way?
In business, there are so many lessons to be learned. One of the biggest ones I’ve come to realize is to NEVER ASSUME ANYTHING. When I communicate with clients or employees or subcontractors, I spell out EVERYTHING. As repetitive and sometimes idiotic as it may seem, I’d rather lay it all out on the table up front.
Several years ago I started what is called a “Fuck Up List.” I know, I know. Naughty name. But with every project, and especially as a young professional, you will have screw ups. And if you don’t, then you might not be human. So I list out the project, the scope and everything that went wrong. Then before I start a new project, I revisit that list. It has saved me more times than I can count.
Tell us about a Babe who has supported you?
There’s two and they’re 7 and 5 years old. I know it may seem cliche for a mother to list her children as the most supportive Babes in her life, but bring little humans into this world and you have your very own built-in cheerleading squad. Honestly! As a working mother, I do have to take my kids to work with me at times. On project sites, they constantly tell me how beautiful something looks or what a great job the crew is doing, which our employees love to hear.
For my creative work, they’re constantly looking over my shoulder in the office telling me that the art I am creating, or the editorial photos I am selecting are amazing. And then they ask me to create art for them, and it’s the best feeling. I’m sure they feel the same way when they draw or paint something for me. I’m soaking it up right now as I’m sure in a few years they may not want anything to do with me.
When does inspiration strike for you?
In the middle of the night. It’s exhausting.
What is your most used app?
Instagram. Kinda embarrassing, but creatively I really exist in the space. And Toggl. It’s a time management app that I use for my projects and billing. Although I can’t seem to get any of my higher-level project managers to use it and agree that it’s awesome.
Must-have beauty product?
My Herbivore jade facial foller.
Must-have accessory?
A good hat and a good pair of sunglasses. I was diagnosed with melanoma several years ago, so you will rarely find me without these items. Plus, I love to be super incognito and fly under the radar. The hat and sunglasses combo helps me maintain an elusive vibe.
What’s currently on your turntable, iPod, Spotify list?
Lady Gaga. I’m a big fan. I like to sit at my daughters micro-baby grand piano and pretend that I’m Gaga.
Finish this sentence, a tidy desk is ___.
Not part of my world. My desk is an embarrassment.
If you could pick one person to interview, who would it be? Why?
Technically it would be one person, but two interviews. And it’s my grandmother on my mother’s side who passed away several years ago at the age of 93. She developed a severe case of dementia as she aged, so I would love to interview her prior to her memory loss. She was a powerhouse female entrepreneur who built an incredible real estate career and had 9 children to boot! Yes, 9.
But I would also love to interview her during the period that I recall best, which was when her memory was slipping. Because while the dementia was beginning to take a heavy toll, she told the most incredible stories. We knew they were not entirely true, or at least not to the extent that she told them, but they were amazing.
According to my grandmother, she accomplished incredible things in her life, like marching with Martin Luther King Jr., becoming the first female NFL player, and winning an Olympic gold medal for high diving. She spoke with so much conviction, confidence and detail that you couldn’t help but believe her. She was badass.
What is your greatest extravagance?
Alone time digitally flipping through the latest arrivals at The Real Real. It’s just so indulgent. Even if I don’t buy something. And horses. They can evolve into something pretty darn extravagant.
What are you reading right now?
NoelleFloyd.com! I read it on a daily basis because 1) It’s equestrian awesomeness at its best and 2) I work with this incredible group. I can’t get enough of the Noelle Floyd universe.
I also love reading ManRepeller.com, coveteur.com and mashable.com. Notice a trend? Short, sweet, informative, inspiring and witty.
What words or phrases do you most overuse?
Right now, badass. And dang. And I’ve really been overusing the lovely acronym AF lately. It needs to stop.
What personal characteristic do you have to work on the most?
When I’m really passionate about something or very certain of something, I tend to talk at people rather than talk with people. I realize it comes off a bit overbearing and often intimidating. Actually, I’ve been told that I’m intimidating. Which is startling, because I’m 5’3”.
Vintage or new?
Vintage, always.
Best piece of life and business advice?
That everything will collapse into place.
Best compliment you’ve ever received?
I got a recent one from my husband of all people. And I loved it. I was lamenting over a project and felt like I really needed a second set of eyes so I shouted: “who do you know that is super savvy, witty, and has an excellent eye?!” He shouted back “I’m married to her!”
If you were to create a piece of art, what would the subject be?
Horses. And I do create my own art. And it almost always includes horses.
If you could put one message on a billboard, what would it be?
Giddy up mother f###er!
Keep up with Alli on Instagram @miltonmenasco and @alliaddisondesign
Photography by @elizabethhay
Art by @miltonmenasco