Nailing Your Event Strategy: Tim Hasse’s 3P Framework for Coworking Success

Nailing Your Event Strategy: The 3P Approach to Maximizing Space Potential – Tim Hasse

In the dynamic world of coworking and flexible spaces, events can be a game-changer for community building and revenue generation. Timothy Hasse from General Provision shares a strategic framework that transforms event hosting from a challenge to an opportunity.

The 3P Event Strategy: Produce, Partner, Paid

1. Produced Events
   These are entirely self-created events that build internal culture and serve as a testing ground for future offerings. Start small, be consistent, and use these as research and development opportunities. Capture marketing content, test event formats, and create meaningful experiences for your members.
2. Partnered Events
   Collaborate with local organizations to expand your reach. These events share production costs and marketing efforts. Be strategic about partnerships – look for alignments with your member community and negotiate clear benefits like shared attendee lists, catering requirements, and potential membership opportunities.
3. Paid Events
   The ultimate goal: generating revenue through space rentals, brand activations, and corporate bookings. Build relationships by occasionally offering free trials to potential clients, collecting testimonials, and creating memorable experiences that lead to future bookings.

Creating the Event Flywheel

Hasse recommends a balanced approach:
– 1 small produced event per week
– 2 partner events per month
– 1 large produced event per quarter
– Maximize paid bookings during prime times

Key Takeaways:
– Events are not about choosing one strategy, but building a comprehensive approach
– Focus on hospitality and creating memorable experiences
– Consider upsells like catering, custom rentals, and additional services

The “11-Star Experience” Mindset

Think beyond the basic meeting room rental. Create unexpected moments of delight – from personalized welcome drinks to champagne buttons that celebrate meeting successes.

By implementing this 3P strategy, coworking spaces can transform events from a potential burden to a significant revenue stream and community builder.