{"id":21981,"date":"2025-02-17T06:50:51","date_gmt":"2025-02-17T06:50:51","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21981"},"modified":"2025-02-17T06:50:53","modified_gmt":"2025-02-17T06:50:53","slug":"how-brands-are-getting-involved-in-dating-and-singles-events","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21981","title":{"rendered":"How brands are getting involved in dating and singles events"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Love is in the air, and brands are trying to bottle it up and market it.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">As Valentine\u2019s Day ushers in a flurry of pink-and-red-hued campaigns, companies like coffee brand La Colombe, fitness subscription platform ClassPass, and sports club CityPickle are taking the romantic vibes a step further by hosting their own singles and dating-focused events. The events aren\u2019t just tapping into consumer interest in experiences: Brand marketers say they view the dating space as a way to foster their own relationships with customers while putting their core values on display.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cIt\u2019s about building connection. It\u2019s about building community,\u201d Mary Cannon, co-CEO at CityPickle, told us. \u201cCupid might be in the air particularly, but it\u2019s a priority for us at CityPickle to build and promote connectivity.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">Playing Cupid<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">CityPickle\u2019s singles events are one of their most popular types of events throughout the year, Erica Desai, the other co-CEO at CityPickle, told us, and after hosting dozens of singles-focused events so far, the brand\u2019s Valentine\u2019s event quickly sold out\u2014although she and Cannon clocked a slight disparity in how quickly tickets sell.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cThe women\u2019s tickets sell out instantaneously. In fact, we have a wait list that\u2019s longer than the number of tickets that we offered,\u201d Cannon said. \u201cThe men typically do not sell out immediately.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">That difference is key to how CityPickle designs its singles events, and Cannon said that they sell designated women\u2019s and men\u2019s tickets so both demographics are represented.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cIt\u2019s these little things and this extra thoughtfulness that we hope facilitates a really great time, because I think it\u2019s the pre-planning that goes into a mixer like this that really helps contribute to the success,\u201d Cannon said.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">This year, La Colombe targeted Valentine\u2019s Day for the first time, hosting \u201cLove Over Lattes\u201d singles happy hours in its cafes in New York, Philadelphia, and Chicago and partnered with local influencers to host and facilitate the events. Choosing the right influencers\u2014which included Street Hearts\u2019 Tiff Bairas, Free Dating Advice Philly\u2019s Kate Catinella and Sam Stanton, and Happier Hours\u2019 Kate Lazarski\u2014was important to serving each city\u2019s audience, according to Kathryn O\u2019Connor, CMO at La Colombe.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cAs we wanted to create a deeper, more fun, meaningful experience in each market, we were like, \u2018Who would be the right partner to tap in each market?\u2019\u201d O\u2019Connor told us. \u201cSo we talked to a bunch of people and developed relationships with both the folks in Philly and the one in Chicago.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9efdcdad-1 iwvSXp inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-59d9816-0 hEwJGY\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">ClassPass\u2019s in-house team hosted an exclusive singles workout class at Barry\u2019s for its entry into the holiday, and since the fitness platform already partners with studios, it worked closely with the Barry\u2019s team to enhance the experience, Sam Madrid, ClassPass\u2019s lead marketing operations manager, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cFor this, we\u2019re looking for partner elements, or like, \u2019How can we get folks to engage in class?\u2019\u201d Madrid said. \u201cSo you really need the instructors to buy in for that, because you want them to really hype up the event, encourage folks to talk in between sets and things like that.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Maxine Williams, the founder of We Met IRL, an event brand that focuses on speed dating and mixers, said that in the three years she\u2019s been staging dating events, she\u2019s learned that good relationship-building events for brands require a close understanding of what customers actually want.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cJust make it make sense,\u201d WIlliams told us. \u201c[For example,] maybe it\u2019s like, \u2019Oh, a lot of married couples go to the YMCA,\u2019 so they\u2019re having a marriage[-focused] Valentine\u2019s event. That makes sense. They know their customer base.\u2019\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">Mutual relationships<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Tapping into the dating industry can produce some swoon-worthy results. La Colombe\u2019s largest cafe space in Philadelphia netted 475 RSVPs in \u201ca very, very short period of time,\u201d O\u2019Connor said, and both New York and Chicago\u2019s 100 RSVPs quickly filled up and spilled over into waiting lists. CityPickle\u2019s singles\u2019 events, meanwhile, have grown so popular that it branched out this year, working with the pickleball league Queer Pickle to host a queer-focused Valentine\u2019s event.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Even before the brand\u2019s first singles event, La Colombe was already involved in love stories, O\u2019Connor said, so stepping into the dating scene was a natural next step.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cIt is not uncommon for people to write into us via social or email to share their couple origin story [that\u2019s] like \u2019We met at La Colombe this many years ago.\u2019\u201d O\u2019Connor said. \u201cWe\u2019ve gotten sent wedding invitations. We have hosted weddings in our cafes because people have such a deep connection \u2026. So we\u2019re there one way or the other. In a way, it\u2019s just a timely, relevant way to bring it to life.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/02\/14\/brands-dating-singles-events-la-colombe-classpass-barrys-citypickle?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Love is in the air, and brands are trying to bottle it up and market it. As Valentine\u2019s Day ushers in a flurry of pink-and-red-hued campaigns, companies like coffee brand La Colombe, fitness subscription platform ClassPass, and sports club CityPickle are taking the romantic vibes a step further by hosting their own singles and dating-focused [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21981","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How brands are getting involved in dating and singles events | Brandiary<\/title>\n<meta name=\"description\" content=\"Love is in the air, and brands are trying to bottle it up and market it.As 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