Events in your coworking space: experts share their wins in Coworking Convos

The recent "Events for Your Coworking Space" panel, a Coworking Convo hosted by Cat Johnson of The Lab Community, brought together coworking operators from a variety of spaces to talk through their personal experiece event planning and marketing for their communities. 

With contributions from Rebecca Pan of Trellis, Courtney Schwartz of FireWorks Coworking, and Melanie Cozzolino of CoWork Kingston, the discussion emphasized how different event strategies work for different communities, and it is not a one-size-fits-all approach.

Rebecca Pan kicked things off by highlighting that events aren't merely about filling seats but about creating moments that resonate. She discussed how, after 700+ events at Trellis, she learned that even if only a handful of members attend, each interaction can be profound. 

Rebecca shared her success in creating a welcoming vibe, where community rituals like weekly happy hours, games nights, and even occasional Cirque du Soleil outings enrich the space. Her philosophy? Each event participant is "the perfect number," fostering close connections that outshine mere attendance metrics.

Courtney Schwartz offered a practical approach to coworking events, especially for members who can't always commit. Her team pioneered “micro-events” at Firework—short, spontaneous gatherings like “Wellness Wednesdays” or “Popcorn Fridays.” These 10- to 30-minute experiences offer a refreshing pause from work and encourage members to interact without the pressures of time. 

By keeping things short, frequent, and informal, Courtney has found that members feel less obligated and more inclined to engage, turning events from "another commitment" into brief opportunities for connection.

Melanie Cozzolino presented a slightly different perspective suited for smaller, community-focused spaces. She found that her members preferred fewer events with deeper impact, such as CoWork Kingston's twice-a-year “Bring a Friend to Cowork Week.” 

By organizing substantial, memorable gatherings—like barbecues and networking events with local businesses—Melanie has crafted a schedule that aligns with her members' preferences. Her approach underscores the importance of aligning event styles to member lifestyles and creating flexible opportunities for participation.

The panel closed with a reminder that storytelling isn’t just about event planning; it's about creating an experience that members want to share. By listening, experimenting, and pivoting based on real-time feedback, coworking operators can leverage storytelling as an authentic, organic marketing tool, fostering a space that feels as collaborative and supportive as it is innovative. 

As coworking continues to grow, events offer a pathway to not only draw in potential members but to root existing members in a sense of belonging. This discussion provided valuable insights into how coworking spaces of any size can use storytelling-driven events to nurture a vibrant community.

Coworking Convos is a monthly virtual event series hosted by Cat Johnson. In each conversation, a different topic is presented by guests with real experience, who are subject matter experts and walk the walk in the coworking and flex space industry.

Coworks is a sponsor of Coworking Convos, and we have the privilege of sharing these dispatches afterward — spotlighting the juicy tidbits and powerful takeaways shared in the hour-long conversation. 

But by no means does this replace the real value of being there! Check out the next Convo and be in the room when it happens.