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How Small Businesses Can Create Inclusive “Third Spaces” for Community Events [Podcast]

How Small Businesses Can Create Inclusive "Third Spaces" for Community Events
The concept of a "third space" - a place beyond home and work where people can truly be themselves - is becoming increasingly important in our communities. As highlighted in a recent conversation with Emily Autenrieth, founder of A Seat at the Table Books in Sacramento, small businesses are uniquely positioned to provide these vital community spaces through thoughtful event programming.
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The concept of a “third space” – a place beyond home and work where people can truly be themselves – is becoming increasingly important in our communities. Events serve an important role in giving life to these third spaces as well.

As highlighted in a recent conversation with Emily Autenrieth, founder of A Seat at the Table Books in the Sacramento area, small businesses are uniquely positioned to provide these vital community spaces through thoughtful event programming.

Check out the full podcast with Emily below or read more on the topic in this blog post.

How Small Businesses Can Create Inclusive “Third Spaces” for Community Events [Podcast]

What Makes a Third Space Special?

“We have our home, and we have our work as our two primary spaces where we exist in this world as adults,” explains Autenrieth. “The third space concept is that additional place you belong, where you are not responsible for your home and you are not responsible for work. You get to be yourself and build community in a very different way.”

This role of providing a welcoming environment is crucial, particularly for small businesses looking to differentiate themselves from traditional event venues.

Creating an Inclusive Event Space

The physical space sets the tone for every event.

As Autenrieth notes, “The space is the defining experience when someone first walks in. They’ve never been to this event before, they’ve never met some of these people before – the space starts that experience for them.”

This is particularly important for businesses aiming to create inclusive environments. Some attendees may feel uncomfortable in traditional venues like bars or conference centers but find themselves at ease in a bookstore, cafe, or retail space. The key is creating an atmosphere where everyone feels safe and welcome regardless of their background.

Event Ideas for Small Business Venues

Small businesses can host a variety of events that build community while driving additional revenue.

Here are some successful event formats from A Seat at the Table Books:

  • Regular Open Mic Nights
  • Vinyl and Wine Evenings
  • Children’s Story Times
  • Author Talks and Book Signings
  • Educational Workshops and Panels
  • Community Group Meetings
  • Birthday Parties and Private Events
  • Healing Circles and Wellness Events
  • Social Justice and Community Action Events

According to Event Vesta’s analysis of over 19,000 events in 2023, mixing different types of events helps venues reach broader audiences and create multiple revenue streams. Our data shows that venues offering diverse programming tend to see higher overall attendance and stronger community engagement.

Partnership Opportunities

Small businesses don’t need to handle everything alone. Partnering with other organizations can expand reach and impact. Some partnership ideas include:

  • Collaborating with local nonprofits
  • Hosting expert-led workshops
  • Working with community groups
  • Partnering with local artists and performers
  • Connecting with educational institutions

Revenue Generation Strategies

Generating creative additional revenue as a venue or small business is essential for generating a profit or at least breaking even.

Beyond traditional event rental fees, small businesses can explore various ways to monetize their space and sustain their community role:

  1. Flexible Space Rental Options
  • During business hours table reservations
  • After-hours full venue rental
  • Early closure options for private events
  1. Complementary Sales
  • Food and beverage service
  • Merchandise related to events
  • Books or other retail items
  1. Innovative Funding Models
  • Section sponsorships
  • Monthly membership programs
  • Community supporter packages

Benefits of Non-Traditional Venues

Small businesses offering event space provide unique advantages:

  • More intimate atmosphere than corporate venues
  • Built-in character and ambiance
  • Existing community connections
  • Multiple revenue streams from retail/food service
  • Flexible space utilization
  • Opportunity for cross-promotion

Getting Started with Events

For small businesses interested in hosting events, Autenrieth suggests starting small and being open to experimentation. “A lot of smaller businesses like mine don’t know how to position themselves in the events and reservations market, but that doesn’t mean they’re not open to working with you,” she explains.

Key steps include:

  1. Assess your space’s capabilities
  2. Start with simple event formats
  3. Build relationships with local organizers
  4. Create clear rental policies
  5. Develop marketing strategies
  6. Gather feedback and adjust accordingly

Looking Forward

As communities seek more meaningful connections and inclusive spaces, small businesses have an opportunity to fill this vital role while building sustainable revenue streams. By thoughtfully programming events and creating welcoming environments, these businesses can become essential “third spaces” that strengthen community bonds.

According to Event Vesta’s 2024 trends report, more than 65% of event organizations are feeling the impact of inflation, making it crucial for venues to diversify their revenue streams. By serving as community event spaces, small businesses can create additional income while fulfilling an important social role.

Whether you’re a bookstore, cafe, retail shop, or other small business, consider how your space might serve as a gathering place for your community. The impact extends beyond revenue – you’re creating a space where people can truly belong and connect with others in meaningful ways.

Final Thoughts

For small businesses interested in exploring event hosting or looking for innovative ways to serve their communities, these strategies provide a starting point for creating valuable third spaces that benefit both the business and the community at large.

Want to learn more about promoting events? Check out our comprehensive guide to 31 Social Media Post Examples To Promote An Event

You can catch the full episode on our YouTube channel or your favorite podcast platform.

Check out some of our other podcasts and resources for event promoters below.

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