First Time at SXSW: A Chief of Staff’s Perspective on Women, Investing, and the Power of Community
Women on Stage at the SheCo-Lab at SXSW 2025 Photo Credit: Publicis Health Media
By Patricia de Leon, Chief of Staff, Erika Aquino Investments
Introduction: The Magic of SXSW
If I’m being honest, I didn’t know much about SXSW until early 2024. I had always thought of it as just a massive music festival. Little did I know it was a dynamic convergence of creatives, entrepreneurs, investors, and thought leaders from all over the world.
Attending SXSW for the first time as a Chief of Staff to a global angel investor felt like stepping into an entirely new arena. The atmosphere was electrifying. It wasn’t just another conference. It was an interconnected ecosystem of people shaping the future, exchanging ideas, and forging new opportunities in real time.
A little about me: I grew up in the Philippines and built my career in tech as a Chief of Staff, working in fast-paced environments where building from the ground up was just part of the job. I recently finished my master’s in business at Pepperdine, and before graduation, I knew in my gut that supporting women was where I wanted to be. The stars aligned, and I landed a role working with an angel investor focused on funding women and minority-led ventures in wellness, education, sustainability, and the future of work. Our portfolio spans five countries and counting. I handle everything from sourcing deals to managing investments. It has been an incredible journey, and honestly, I feel so fortunate to be in this space.
But SXSW? That was on another level. People told me it would be overwhelming, and they weren’t wrong. Even without an official badge, I knew this was the kind of place where the right conversations could open doors and spark meaningful change.
The SXSW Experience: Innovation, Startups, and Pure Chaos (In a Good Way)
With hundreds of events happening at the same time, we had to be strategic. A lot of the ones I attended focused on women’s empowerment, health, self-care, and entrepreneurship. It was refreshing to see these conversations taking center stage, not as a side topic but as a driving force in business and innovation.
One event that stood out was the SHE Media Co-Lab, which focused on women’s whole-life health. The key takeaway? Taking control of your health is non-negotiable. Finding providers who actually listen, being proactive, and knowing you’re not alone in the process… it hit home in a way I didn’t expect.
Another was the Ayana Foundation & Cherub event, which kicked off the week with networking and connections. One of our portfolio companies, Cherub, had this cool interactive ATM machine where you could try out products from female founders before learning about their businesses. Seeing innovation like that in action made me realize how much creativity is driving this new wave of female entrepreneurship.
And then there was the Power of 3 Female Founder Dinner, an invite-only, intimate dinner where three powerhouse women pitched their startups over sushi. This kind of setup is my favorite. Instead of being in a massive, overwhelming room, it was a small group of women in investment and startups, all having real conversations. I walked away feeling even more committed to championing women in this space.
The Role of a Chief of Staff at SXSW
SXSW wasn’t just about attending events. For me, it was about building relationships with current portfolio companies, other investors, potential startups, and just about anyone who had something interesting to say.
Coming in as a first-timer, I knew I had to earn my stripes. My role wasn’t to pitch or make deals on the spot. It was to listen, absorb, and connect the dots. A lot of people at SXSW are either founders trying to raise capital or VCs scouting deals. As a Chief of Staff, my job was to represent my investor in the best way possible while also making sure I left with insights that could actually drive impact.
The best part? The unexpected conversations. You never know who you’ll sit next to, who you’ll randomly meet while waiting in line, or what connection might turn into something big.
Connecting with Founders and Investors
I met a mix of founders, some just starting out and others well on their way to making a real impact. The common theme? Women supporting and uplifting each other.
One of the biggest realizations I had was how much representation matters. Seeing more women, especially women of color, leading in this space is powerful. Growing up in the Philippines, I didn’t see many examples of women in venture capital. Being at SXSW, surrounded by women who were not only leading but reshaping industries, made me feel like I was exactly where I needed to be.
Lessons from SXSW for Venture F
SXSW wasn’t just an event. It was a direct reflection of the work we do at Venture F.
At its core, Venture F is about helping women build wealth, invest in women-led businesses, and find the resources they need to succeed. The discussions at SXSW about the funding gap, the need for more female GPs and LPs, and the power of women-led companies were proof that we’re in the middle of a shift.
Women are the primary decision-makers in household spending. Companies led by women consistently outperform their male-led counterparts. And yet, the funding gap still exists. Being at SXSW reinforced that we need to take up space, make our voices heard, and actively change the narrative.
Trends and Predictions for Startups and Venture Capital
A few trends stood out at SXSW.
Impact investing is the future. Investors are looking beyond financial returns. They want to back companies that align with their values.
Wealth generation for women is gaining traction. It’s not just about earning money. It’s about learning how to invest, build capital, and create long-term financial stability.
Women founders are breaking barriers, but the funding gap is still massive. There is still a lot of work to do, but the energy and momentum are undeniable.
Takeaways and Advice for Future SXSW Attendees
If I had to sum it up in one sentence, this is exactly where I want to be.
SXSW was intense. Five days of nonstop networking, running from one event to the next, and pushing past exhaustion to make sure I was present for every opportunity. But it was also inspiring. It reminded me why I do what I do.
If you’re thinking about going to SXSW, here’s my advice.
> Pace yourself. Think of it as a multi-course meal, not a fast-food run. Savor the experience.
> Be open. The best conversations happen when you least expect them.
> Follow up. The magic doesn’t end when SXSW does. Keep the connections alive.
Also, Austin’s food scene? Unreal. I could live there. And Uber prices? Way better than LA. Just saying.
Full Circle: What This Means for Venture F
SXSW was a reminder that it’s time for women to take the stage.
For too long, we’ve been underrepresented in investment spaces. That is changing. The conversations, the data, the community… it’s all pointing in the same direction. Women belong here, leading, innovating, and investing in the future.
I left SXSW feeling fired up, motivated, and even more committed to the work I’m doing. This is just the beginning, and I can’t wait to see what comes next.
If you’re a founder, investor, or someone looking to support women in business, let’s connect. The movement is growing, and we need all hands on deck.
