The Edge Magazine Vol. 8

Positioned for Competitive Growth With so much demand and opportunity, competitive socializing concepts are setting their sights on growth. According to Cichon, State of Play set a goal of growing 6-8 units a year in the U.S. market, while the global company continues to expand in the UK and internationally. Currently, Swingers has two locations in London, two locations in D.C., and one in New York with additional locations in the pipeline to be announced shortly. "It's been an exciting experience working with the team at Swingers to truly understand each market and sort out which locations are ultimately the best fit for the brand," added Greenstone. Fortunately, these concepts are attracting investors who recognize a profitable and scalable experiential business model with a faster return on investment—satisfying the Instagram generation’s appetite for experiences at the same time.

COURTESY OF PUTTSHACK

COURTESY OF FLIGHT CLUB

Getting it on the ‘gram A recent Morning Consult survey found that 54% of Gen Z consumers spend at least four hours a day on social media. Combine this stat with the fact that competitive socializing venues provide not only the experiences this cohort craves, but also unique instagramable pictures and tweets that can be easily shared and you have a winning marketing proposition for these concepts. It’s in these Insta moments that social media can reach a far wider audience than typical marketing, and it’s exactly what these concepts hope for and want. That’s because unique competitive socializing experiences don’t just create personal memories, research has shown that being able to impress others with their nights out is just as important as the actual activities themselves. After all, according to an Eventbrite study, 70% of Millennials experience anxiety about missing social events, especially if they know their friends will be there.

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