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The New Office Amenity: Competitive Socializing
Younger adults have been driving workforce trends. A PwC survey noted that millennials tend to be less loyal to their companies, prefer use of technology and want to work for employers with solid CSR values. Also becoming more important to both millennials and Gen Z cohorts when it comes to jobs? A concept known as “competitive socializing.”
A recent article published in Cushman & Wakefield’s “Edge” Magazine indicated that this trend has generated two results: First, “much-needed, out-of-the-home experiences with friends and co-workers.” And second, “a unique opportunity for landlords to revitalize their assets and fill large vacancies at the same time.”
The article explained that competitive socializing goes beyond wining and dining to interactive activities. These can include miniature golf, axe throwing and beer ping-pong. Also growing in popularity is a Chicken N Pickle concept, “serving up wood-fired chicken alongside your pickleball paddle,” the article explained.
The best outcome for competitive socialization requires the right location. The article indicated that ideal locations include urban environments with dense populations and walkability. Also essential are “large-format spaces for gatherings that aren’t night clubs or run-of-the-mill bars,” the article said.
One example the article presented was the recent opening of a 22,500-square-foot space in New York City-based Virgin Hotel’s lower level. Designed and managed by London-based competitive socializing company Swingers, the space includes three nine-hole golf courses, many bars and an elevated dining area.
When properly done, competitive socializing offers benefits for landlords. These include a more diverse tenant mix, stronger branding, improved placemaking and use for formally vacant spaces. It also generates more foot traffic for on-site retailers.
In addition, the article pointed out that with this social-media-savvy generation, those spaces could find their way on various platforms, including Instagram.
