Jocelyn Dornfeld, co-owner, Brix Coworking
What are the most challenging and rewarding aspects of your job and why?
I’d say the most challenging part of my job is strategic business planning. Always analyzing what’s working and what’s not, what changes do we need to make and why, and making sure we are not just doing something because it’s easy. Most recently, COVID has put us in a state of uncertainty. We are not unlike many others facing a rough 2020. But we do know that we will make it out to the other side!
The most rewarding part of my job is meeting all of the people who filter through Brix. I love hearing about you and what you are doing. What will help make you successful? What are your challenges? This is like an instant jolt of energy for me! Even if you decide not to rent from Brix Coworking, we always have a great conversation and end up crossing paths elsewhere. People are amazing — I wouldn’t be in this business if they weren’t.
Who do you look up to or admire in business and why?
First, I’d have to say my parents. My dad is an entrepreneur. From early on, I would sit in his office and put labels on envelopes or go off to conferences with him and spend the day around all kinds of business owners. My mom is a teacher. She wouldn’t let me settle for “just OK” and was always encouraging me to “go for it.”
I have several others who I look up to in business for various other reasons. Kent and Lynn Rawhouser taught me faith in leadership. Lisa Rothacker taught me to be driven but to always have fun because that’s what it’s all about. Theresa Pidcock taught me to have grit but that it’s not weak to allow yourself to cry. And Francis Balthazor taught me that just “10 minutes with Francis” can clear up any question or concern I have.
What has been the high point of your career so far?
Downtown Madison was in need of a small to medium-size event space, one where you could host meetings, seminars, micro conferences, team meetings, etc. at an affordable price. In 2019, we launched Brix Events, an event rental space to spark creativity, get people excited to come downtown, and come out of their meeting or seminar with a sense of excitement and full of new ideas! Brix Events was in its final stages of decorating themed breakout rooms — one had half of a boat in it! — when COVID restrictions were enforced. As of now, we will have to wait to see how that chapter plays out in 2021.
In 2020, we also opened our second location in Monona! A coworking space is just what Monona needed and we were accepted with open arms from MESBA and the entire community. This location has all the features and amenities our downtown location has. We are excited to be in two locations and are looking forward to being a staple of both communities.
Thinking back on your career, what advice would you give your 21-year-old self?
I would tell my 21-year-old self to not buy into “everyone’s doing it” and to brush off the people who told me that “it’s an opportunity I can’t afford to miss.” Two key phrases here: distraction and burn out.
I did push myself out of my comfort zone and tried things that both succeeded and failed and I wouldn’t take that part back, but to think that if I said “no” to someone it meant my career was at stake — that was a mistake. I piled on so many distractions to my weeks and months that turned out to do NOTHING for me. We all have 24 hours in a day and only one life to live, so I would tell myself to live my own life and not someone else’s.
What would you say are the best things about living and working in Dane County?
I would say the best things about working in Dane County are all of the people and opportunities I have been exposed to. I have been commuting to Dane County for almost 20 years! And there is an amazing hustle and bustle to Madison and the surrounding cities that I have always loved.
I do frequent boutique shops to find one-of-a-kind gifts, Olbrich Gardens, State Street, and the Capitol Square all year round. I also love vintage and salvage shopping! Dane County is full of hidden treasures!
Do you have any secret talents or abilities that people would be surprised to discover?
Yes! Although, now it won’t be a secret! Last year I tried my hand at floral arrangements. This didn’t come naturally to me so I was interested in learning the method to making breathtaking arrangements. I fell in love with this new-found talent and hours can go by while I’m having the time of my life!
I have given a few away to family and friends as gifts and was asked to create arrangements for two weddings — that was fun. Most recently, I have agreed to create arrangements for a “one-day-only, pop-up Christmas fair” on Dec. 5! This has been a fun weekend hobby that I don’t think I’ll ever give up.
What are your guilty pleasures?
Say it with me, VINTAGE! I could vintage shop every weekend, morning till night. Distance doesn’t matter to me. Often, my amazing friend Tonya, my mom, mother-in-law, and a few others will pack up into the truck and head out to a new town, festival, or just get lost when we have vintage on the brain. Sometimes we score big and sometimes we come home empty handed, but every time we go, we have the best time hanging out together.
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