New York City bars are increasingly hosting singles events as a way to combat loneliness and attract customers, but many venues are finding that profiting from these gatherings is more challenging than anticipated. The demand for in-person social interactions is rising, particularly among those weary of digital dating apps.
Third-party event planners are often involved in organizing these events, which range from traditional speed dating to more unconventional formats like "Pitch-a-Friend," where friends pitch the dateability of their single companions, and "Lectures on Tap," which feature academic presentations. However, bar owners report that these events do not always translate into significant revenue increases.
Logistical challenges, including maintaining balanced gender ratios and ensuring sufficient drink purchases, create a trial-and-error process for bars and breweries attempting to capitalize on the singles scene. Christopher Connors, marketing director for Sound & Fury Brewing in Brooklyn, noted that a "Pitch-a-Friend" event had thin profit margins and was too static, leading to low drink sales.
Connors later took a hands-on approach by organizing "Love Taps," rebranding the brewery as "Sound and Flirty" and co-hosting interactive "experiments" with a drag queen. Despite positive feedback and a fun atmosphere, the event struggled with an imbalance of 30 women to 6 men. Connors observed that men in the city often believe they don't need to attend singles events to find dates, a perception he aims to change. He maintains a spreadsheet of potential male attendees to personally invite them to future events, emphasizing that attending does not signify desperation.
"The person who figures out how to crack the issue with men will make [a lot of money]," Connors stated, noting that men tend to drink more. "Men — why don’t you get it? We’re trying to help you."
In the West Village, Houston Hall has experimented with various groups, including run clubs, Jewish and Catholic singles, and line dancing events. Owner Jeremy Merrin has worked with multiple third-party organizers, finding "mixed success." Some events were profitable, while others resulted in losses and were discontinued. The Lunge Run Club, which meets on Wednesday evenings after a 5k run, has become a regular partner. Trivia Tuesdays also draw crowds.
Houston Hall found success with "Lectures on Tap," as the presentations attracted new patrons who might become regular customers, even if the event itself wasn't a direct moneymaker. Merrin also noted that some third-party partners drive significant foot traffic through their own promotions.
Sarah Ladder, founder of "What if We NYC," aims to counteract the monetization of loneliness and the high costs associated with dating apps and exclusive mixers. Her "intention-based community events," which promote platonic and romantic connections, are held at smaller, local venues to support neighborhood businesses. Events are priced under $25, often including a drink, and Ladder offers assistance to those who cannot afford the fee. She emphasizes that her motivation is to help people connect in a city where meeting others can be difficult.
Ladder's events feature "intention bracelets" that indicate whether a guest is seeking love, lust, or is open to either. She believes that while dating apps have normalized flirting, events offer a clearer way to gauge genuine interest and understand a person's intentions, addressing the fear of approaching strangers who might already be in relationships or have different intentions.
Notable venues for these types of events include Spicy Moon in the Bowery, Leo's Famous in Murray Hill, and Friends and Lovers in Brooklyn. Ladder stated that her primary goal is to facilitate connections for singles in New York City, not to profit from their loneliness.