TLDR

• Request: 30,000 USD to create a Nouns-integrated Wellness Track at Edge Esmeralda
• Impact: Daily wellness programming for 1,000+ participants across 4 weeks (50% crypto builders, 50% tech/culture innovators)
• Timeline: May 24 - June 21, 2025 in Healdsburg, CA
• Concrete Deliverables:
  • 1,000+ participant engagements with Nouns-infused wellness activities
  • Daily classes in spaces artfully integrated with Nouns aesthetics
  • Professional documentation of all activities with shareable content
  • Specific “Nouns Wellness Day” event with maximum visibility and online sharing
• Previous Success: Edge City Lanna’s Nouns-funded wellness program delivered measurable results including 2,500+ workouts, 17,700+ healthy meals, and direct Nouns community growth
• Value for Nouns: Beyond brand awareness, this creates concrete pathways to adoption through meaningful experiences with health-focused builders and innovators

WHY THIS FOCUSED APPROACH?

Based on community feedback, we’ve streamlined our proposal to focus solely on the Wellness Track - the component that generated the most tangible benefits from our previous collaboration. This targeted request of 30,000 USD represents a substantial reduction from our initial proposal and aligns with Nouners’ preference for a focused approach with clear deliverables. The Nouns Wellness Track creates a daily touchpoint for all Edge Esmeralda participants, integrating Nouns aesthetics and philosophy into their most personal and meaningful experiences. Health and wellness activities naturally drive content creation, social sharing, and authentic word-of-mouth promotion - extending Nouns’ reach far beyond the physical event.

CONTEXT: A UNIQUE OPPORTUNITY FOR NOUNS

Edge Esmeralda 2025 at a glance:

• 1,000+ Participants: Each pushing the boundaries in their fields and building something meaningful
• 25+ Programs: Co-led with and by the network, spanning cutting-edge themes in frontier tech, science, and culture
• 6M+ Twitter followers: The event will have significant impact, with just ten organizers having a combined 550k followers
• 15+ Co-founders connected/new startups formed: Edge is a place where people build for the long term
• 1 Future city: Esmeralda, a permanent new town being built 15 minutes away - be part of its first chapters

Edge Esmeralda is not a typical conference. It’s a month-long popup village where over 1,000 of the brightest minds in technology, science, and culture come together to build the future. This high-trust environment creates an ecosystem for real collaboration, where participants spend meaningful time with world-leading builders testing the future.

The audience is uniquely valuable for Nouns: 50% are top crypto founders/builders already active in web3, while the other 50% are curious newcomers open to experimenting with new technologies, organizational structures, and cultural norms. The 2025 edition (May 24 - June 21 in Healdsburg, California) includes four themed weeks, with the final week specifically focused on “Decentralized Technologies” (Real-world Crypto, Governance, etc.)—creating a perfect alignment with Nouns’ mission.

Confirmed participants include Juan Benet (Protocol Labs), Audrey Tang (Taiwan Ministry of Foreign Affairs), Laura Deming (Cradle CEO), Tom Conerly (Anthropic), Liam Horne (World & ETHGlobal Co-Founder), and many other influential builders, investors, and creators from across web3, AI, tech, and culture.

For reference, see Edge Esmeralda 2024 recap here.

SPECIFIC VALUE CREATED FROM EDGE CITY LANNA

Our previous Nouns’ wellness program at Edge City Lanna delivered

• 2,500+ workouts across the month (80+ people/day)
• 300+ combined hours in the sauna
• 200+ red light therapy sessions
• 650+ mindfulness experiences
• 17,700+ healthy meals served
• Over 2x per day Ice Bath session
  • i.e. Zen Strength Sauna + Ice Bath Experience (pics here)
• Plus 3x additional Nouns specific events hosted:
  • Nouns Steam Room + Onsen + Face Mask Experience
  • Get funded by NounsDAO
  • ⌐◨-◨ Crypto Flashmob: Cannabis Store and Food Stand

Resulting in the following concrete value to the Nouns ecosystem:

• Direct Community Growth: Est. 3 new Nouns purchasers from attendees who first meaningfully engaged with Nouns through our Edge City Lanna partnerhsip
• Governance Participation: ~10 Lanna participants now actively participate in Nouns governance, bringing expertise to proposal evaluations
• Project Development: 4 projects initiated at Edge City Lanna by participants have since submitted proposals to Nouns DAO:
  • NounsDAO Storytelling Service: Proof of Knowledge
  • Double down on nounspace.wtf - v2
  • Sexual Pleasure Detection Device: A Nouns DeSci Initiative
  • The Wellbeing Protocol - Youth empowerment project

See the full Edge City Lanna recap here.

DETAILED PROPOSAL: NOUNS WELLNESS TRACK 2025

The Nouns Wellness Track will serve as a central gathering point throughout Edge Esmeralda, offering daily programming that integrates Nouns aesthetics and philosophy into participants’ health and vitality journeys.

Core Programming

• Daily Workout Classes: Morning strength training, HIIT, and yoga sessions in spaces featuring thoughtfully integrated Nouns art installations
• Recovery Stations: Sauna, ice baths, and red light therapy stations with elegant Nouns design elements and educational materials
• Mindfulness Sessions: Daily meditation, breathwork, and journaling workshops in spaces that subtly incorporate Nouns visual language
• Wholesome food: Focal, organic, seed-oil free; sustainable, and prepared with care
• “Nouns Wellness Day”: A dedicated day featuring special wellness programming, nutrition focused on longevity principles, and a community challenge designed specifically for sharing across social media

Read more on Health & Wellbeing at Edge Esmeralda 2025 here.

Specific Deliverables

• 1,000+ participant engagements with Nouns-integrated wellness activities
• 25+ individual wellness sessions in Nouns-branded environments
• 1 high-visibility “Nouns Wellness Day” event designed for maximum social sharing
• Professional documentation package including photography, video content, and participant testimonials
• Post-event impact report detailing engagement metrics and pathways to continued Nouns adoption

Detailed Budget Breakdown: Nouns Wellness Track (30,000 USD)

Venue & Physical Setup ($10,000)

• Premium wellness venue rentals (4 weeks): $7,500 (See wellbeing spaces here)
• Custom Nouns-inspired environment and branded design elements: $1,500
• Ambient lighting and sound equipment: $1,000

Equipment & Materials ($7,500)

• Sauna rental (4 weeks): $2,000
• Ice bath systems (2 units, 4 weeks): $1,800
• Yoga mats, Meditation cushions, bolsters and other props (30 sets): $3,000
• Recovery tools (massage guns, rollers, etc.): $700

Professional Services ($5,000)

• Expert wellness instructors (25+ sessions): $3,500
• Specialized workshop facilitators: $1,500

Healthy Meal Program ($4,500)

• Nutrition-focused snacks and meals for special events: $2,500
• High-quality supplements (no additives): $1,000
• Sustainable packaging and serving materials: $1,000

“Nouns Wellness Day” Special Event ($2,000)

• Guest wellness experts: $800
• Specialized equipment rental: $600
• Community challenge materials: $600

Documentation & Content Creation ($1,000)

• Professional photographer (select sessions): $600
• Content editing and production: $400

Note: All physical elements will be designed with Nouns aesthetic integration that emphasizes quality, thoughtfulness, and artistic interpretation rather than conventional branding.

CREATING COMPELLING MOMENTS FOR BROADER IMPACT

The “Nouns Wellness Day” will serve as a focal point designed specifically to create content and experiences that extend beyond Edge Esmeralda. This special event will include:

• Nouns Move Challenge: A structured fitness challenge documented for social sharing, with participants encouraged to post their experiences with Nouns branding
• Wellness Wisdom Series: Short video interviews with influential participants sharing health insights, all featuring Nouns visual elements
• Healthy Recipe Collection: A digital cookbook featuring nutrition tips and recipes from the event, branded with Nouns aesthetic
• Wellness Metrics Dashboard: A visual representation of the community’s collective wellness achievements, designed with Nouns styling

These elements create specific, shareable moments that give people not attending a reason to engage with Nouns content, addressing the feedback about creating broader impact beyond the immediate audience.

MEASURABLE OUTCOMES & TIMELINE

Key Metrics We’ll Track

• Number of unique participants engaging with Nouns Wellness Track
• Social media impressions from content featuring Nouns aesthetic elements
• Follow-up engagement with Nouns ecosystem from participants
• Direct conversions to Nouns holders or governance participants

Timeline

• Pre-Event (Now - May 2025) - well underway:
  • Wellness venue selection and Nouns artistic integration planning
  • Instructor recruitment and programming development
  • Equipment procurement and space design
• During Event (May 24 - June 21, 2025):
  • Daily wellness activities in Nouns-integrated environments
  • Special “Nouns Wellness Day” event
  • Ongoing documentation and participant feedback collection
• Post-Event (June - July 2025):
  • Comprehensive impact report with engagement metrics
  • Content package delivery with curated photography and video
  • 3-month follow-up on continued Nouns ecosystem engagement

TEAM EXPERIENCE

Edge City is a 501©(3) non-profit led by Timour Kosters and Janine Leger (Co-Founders), with dedicated leads for Production (Cheynne Quinn), Growth (Carolina Sculti), Partnerships (Telamon Ardavanis), Community (Sophie Mofie), and Operations (Sylvia Rayner).

CONCLUSION

This focused proposal addresses the community feedback for a more targeted initiative with clear deliverables and measurable impact. The Nouns Wellness Track creates daily, meaningful engagement opportunities that naturally generate shareable content and authentic connections.

By supporting this initiative at Edge Esmeralda 2025, Nouns DAO can build on our proven partnership and create a compelling wellness narrative that not only reaches the 1,000+ direct participants but extends to their networks through authentic content and shared experiences.

We respectfully request 30,000 USD to bring the Nouns Wellness Track to life at Edge Esmeralda 2025, creating an immersive environment where health, technology, and culture intersect—perfectly aligned with Nouns’ ethos of innovation and community.

More images in our gallery here.

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