[nmcfarl]

Looks like the set out to do this, and succeed with just a few simple changes to the marketing plan and adding Yoga to the days line up. The last seems like a nice technique to me as it sends the message that "women are welcome here" while not saying that in the materials (As such explicit marketing to a particular demo tends to change the feel of the event for everyone else).

On the whole quite simple - and in their case effective.