Dr. Gleb Tsipursky – The Office Whisperer
Nirit Cohen – WorkFutures
Angela Howard – Culture Expert
Drew Jones – Design & Innovation
Jonathan Price – CRE & Flex Expert
- Coworking spaces should offer more than just amenities, emphasizing community and connection.
- Understanding member needs through surveys and personas helps create engaging, relevant events.
- Success comes from ongoing adaptation, using feedback and tracking engagement to stay aligned with member interests.
The sleekest desks, fastest Wi-Fi, and endless coffee are no longer the “wow” factor they used to be. These days, your members expect those basic amenities.
If that’s all you’re offering, you’re likely seeing a revolving door, not a thriving community.
Here’s a number that should grab your attention: studies show that 78% of millennials would rather spend money on an experience than a thing.
That’s your target audience talking. They want more than just a place to plug in their laptops. They crave connection, growth, and memorable moments.
That’s where the inspiration for a core shift should come in. We need to move beyond just providing a workspace and start curating genuine experiences.
It’s about building a space where members don’t just work, they belong. By focusing on encouraging community and personal development, you’ll see a noticeable difference: stronger member loyalty, a surge in engagement, and a brand that truly stands out in a crowded market.
Use these practical steps to help you make this shift, and transform your coworking space into a place people genuinely love to be.
Actionable Strategies: Creating Meaningful Experiences
To truly elevate your coworking space, you need to create an environment where members feel connected and inspired. And that journey starts with a fundamental understanding of who your members are.
1.Understanding Your Community: The Foundation of Meaningful Experiences
The first step in crafting experiences that resonate is to genuinely know your members. This requires gathering real, actionable insights.
The Power of Quick, Regular Surveys
Forget lengthy, time-consuming questionnaires. Instead, embrace the power of quick, regular surveys. Think monthly one-question polls, designed to capture the pulse of your community.
For example, you might ask,
- “What kind of workshop would you find most valuable this month?”
- “What type of social event would you most enjoy?”
Use simple online tools like Google Forms or SurveyMonkey to make participation effortless. The key is to keep it anonymous, encouraging honest feedback.
Imagine you notice a consistent interest in creative skills. This isn’t just a random data point, but instead a signal.
You can then organize a practical workshop on graphic design or photography, directly addressing your members’ expressed needs.
Building Member Personas: Visualizing Your Community
Beyond surveys, creating detailed member personas allows you to visualize and understand your community on a deeper level. These are simple representations of your ideal members, capturing their needs, interests, and motivations.
Think of “The Startup Founder Sarah,” who craves networking and mentorship, or “The Remote Creative Alex,” who seeks collaboration and inspiration. Or perhaps, “The Freelance Marketer Ben” who wants to improve his professional skillsets, or “The Remote Worker Emily” who wants to connect with others after her work day ends.
By creating these personas, you’re not just guessing — you’re building empathy and understanding. You can then tailor events and programs to resonate with these specific needs.
For Sarah, a startup pitch night would be invaluable. For Alex, a creative collaboration workshop would spark inspiration. And for Ben, a digital marketing masterclass would offer practical skills. For Emily, a yoga class, or a book club would be a perfect fit.
2.Curate Engaging Events
Beyond understanding your members, the real magic happens when you bring them together through engaging events. This is where you transform your space from a collection of desks into a vibrant community hub.
Quality Over Quantity: The Art of Intentional Events
It’s tempting to fill the calendar with endless activities, but remember: quality trumps quantity every time. Instead of throwing a barrage of events, focus on hosting 1-2 well-planned, unique experiences each month.
This allows you to dedicate the necessary resources and attention to detail, ensuring each event is a memorable success. Think of it like a carefully curated art exhibit, rather than a cluttered flea market.
For example, instead of weekly generic networking nights, you might host a monthly industry deep dive with a guest speaker, followed by a focused Q&A and networking session. This approach creates a sense of exclusivity and value, encouraging higher attendance and engagement.
Mixing It Up: Balancing Professional Growth and Social Connection
A truly engaging event calendar strikes a balance between professional development and social connection. People come to coworking spaces to grow both their careers and their networks. Therefore, mix workshops and talks with game nights, themed parties, and other social gatherings.
Imagine a month where you host a digital marketing workshop led by a local expert, followed by a retro game night for some lighthearted fun.
This variety caters to different interests and ensures there’s something for everyone. Remember, informal gatherings are essential for building camaraderie and cultivating a sense of belonging.
Leveraging Member Expertise: Turning Your Community into a Resource
One of the most powerful ways to create engaging events is to tap into the wealth of knowledge within your own community. Invite members to lead workshops or talks, utilizing their unique expertise.
For example, if you have a member who’s a skilled graphic designer, ask them to host a design basics workshop. Or if a member is a seasoned entrepreneur, invite them to share their experiences in a startup success stories talk.
This approach not only saves you the hassle of finding external speakers but also showcases the talent within your space. By giving members a platform to share their skills, you’re building a culture of collaboration and mutual support, making your coworking space an invaluable resource for everyone.
3.Foster Community Connection
A truly thriving coworking space is more than just a place to work; it’s a vibrant community where members feel connected and supported. Creating that sense of belonging requires intentional effort and strategic implementation.
Lunch and Learns: Sharing Knowledge and Building Camaraderie
One of the most effective ways to help encourage community connection is through lunch and learn sessions. These informal gatherings provide a platform for members to share their skills and expertise with the community.
Instead of hiring external speakers, tap into the wealth of knowledge within your own space. Imagine a member who’s a social media expert sharing tips on content creation, or a financial advisor offering advice on budgeting for freelancers.
These sessions not only provide valuable learning opportunities but also showcase the talent within your community. They create a sense of mutual support and create a culture of knowledge sharing.
Plus, they’re a great way for members to get to know each other in a relaxed, informal setting.
4.Enhance the Physical Space
While digital tools are essential, let’s not forget the importance of the physical space itself. Your coworking environment sets the stage for connection, collaboration, and memorable experiences.
Flexible Spaces: Adapting to Diverse Needs
Creating a dynamic and engaging coworking space starts with flexibility. Design spaces that can easily transform for different events. Think modular furniture, movable partitions, and adaptable lighting.
This allows you to effortlessly shift from a workshop setting to a networking event, or from a presentation space to a social gathering.
Imagine a large open area that can be divided into smaller breakout rooms for workshops, then rearranged for a community potluck dinner. This adaptability not only maximizes space utilization but also creates a sense of dynamism and excitement.
Creating a Welcoming Atmosphere: The Power of Lighting and Comfort
Never underestimate the impact of a welcoming atmosphere. Good lighting and comfortable seating are essential for creating a space where members feel at ease and productive.
Opt for natural light whenever possible, and supplement with warm, adjustable lighting to cater to different needs and moods. Invest in ergonomic chairs and a variety of seating options, from cozy couches to focused workspaces.
Think of it like designing your living room: you want it to be both functional and inviting. A well-lit, comfortable space not only enhances productivity but also encourages members to linger, interact, and build connections.
Community Spotlight: The Dedicated Community Board
A dedicated community board is a simple yet powerful tool for helping connection and celebrating achievements. This central hub serves as a focal point for event announcements, member spotlights, and community news.
Imagine a vibrant board showcasing upcoming workshops, member birthdays, or recent successes like a funding announcement or a new product launch.
This visual reminder keeps members informed and reinforces a sense of shared purpose and accomplishment. It’s also a great way to showcase the diversity and talent within your community.
Measuring and Adapting for Success
Creating a thriving coworking community isn’t a set-it-and-forget-it endeavor. It’s an ongoing process of measuring your efforts, gathering feedback, and adapting your strategies to ensure continued success.
1.Tracking Your Progress: Key Metrics That Matter
To understand how your efforts are resonating, it’s essential to track key metrics that reflect community health and engagement. These metrics provide valuable insights into what’s working and where you can improve.
Member Event Attendance
This is a straightforward indicator of event popularity and member interest. Are your events attracting a consistent crowd? Are certain types of events more popular than others? Track attendance numbers to identify trends and adjust your event planning accordingly. For example, if your lunch and learn sessions consistently draw a larger crowd than your networking mixers, you might consider increasing the frequency of the former.
Community App Engagement
Your community app is a valuable tool for measuring digital interaction. How active are members on the platform? Are they participating in discussions, sharing resources, and connecting with each other? Monitor app usage to gauge the level of online engagement and identify opportunities to foster more interaction. For instance, if you notice low activity in certain interest groups, you might consider hosting virtual meetups or challenges to spark conversation.
Member Retention Rates
This is perhaps the most crucial metric of all. Are members staying with your coworking space for the long haul? High retention rates indicate member satisfaction and a strong sense of community. Track your retention numbers to identify any red flags and proactively address potential issues. For example, if you notice a dip in retention, consider conducting exit interviews to understand the reasons behind member departures.
Simple Satisfaction Surveys
Don’t underestimate the power of direct feedback. Regularly conduct simple satisfaction surveys to gauge member happiness and identify areas for improvement. Keep the surveys short and focused, asking questions like “How satisfied are you with the events and programs offered?” or “What could we do to improve your experience?” This direct feedback provides valuable insights into member needs and preferences, allowing you to tailor your offerings accordingly.
2.Quick Feedback Loops
In the fast-paced world of coworking, it’s crucial to have quick feedback loops in place. This allows you to stay responsive to member needs and make adjustments on the fly.
The Power of Post-Event Feedback
Don’t wait for formal surveys or lengthy reviews. Capture immediate feedback with post-event forms. Whether digital or physical, these quick questionnaires provide valuable insights into what resonated with attendees and where there’s room for improvement.
Keep it simple with a few targeted questions:
- “What did you enjoy most about the event?”
- “What could have been better?”
- “Would you recommend this event to others?”
- “Any other suggestions?”
This immediate feedback allows you to gauge the effectiveness of your events and make necessary adjustments for future gatherings. For example, if multiple attendees mention that the workshop was too basic, you can plan for a more advanced session next time.
Casual Conversations: The Value of Informal Feedback
Sometimes, the most valuable feedback comes from casual conversations. Make it a habit to have brief, informal feedback chats with members.
These impromptu conversations can happen organically in the common areas, during lunch breaks, or even while grabbing a coffee. Simply ask open-ended questions like:
- How are you finding the coworking space so far?
- Is there anything you’d like to see more of?
- Any suggestions on how we can improve?
These casual chats provide a comfortable space for members to share their thoughts and suggestions. You might be surprised by the insightful feedback you receive. For instance, a member might casually mention that they’d love to see more wellness-focused events, sparking an idea for a lunchtime yoga session.
3.Continuous Improvement
Creating a thriving coworking community is a journey. It requires a commitment to continuous improvement, constantly adapting to meet the ever-changing needs of your members.
The Monthly Check-In: Reflecting and Refining
To ensure you’re on the right track, make it a habit to review your key metrics and feedback on a monthly basis. This dedicated time for reflection allows you to identify trends, assess the effectiveness of your efforts, and make necessary adjustments.
Think of it like a monthly “health check” for your community.
For example, if you notice a decline in event attendance, dig deeper into the data.
- Are certain types of events underperforming?
- Are there scheduling conflicts?
- Is there a need for more diverse offerings?
By analyzing the data and feedback, you can pinpoint the root cause and take corrective action. Perhaps you need to experiment with different event formats, adjust your marketing strategies, or simply offer more variety to cater to different interests.
Adapting and Evolving: Staying Ahead of the Curve
Member needs are always changing. To stay ahead of the curve, it’s essential to be adaptable and willing to experiment.
Don’t be afraid to try new things, gather feedback, and adjust your approach based on what works.
If you receive feedback that members are craving more social connection outside of work hours, consider introducing weekend activities like hiking trips, board game nights, or volunteer opportunities. Or, if you notice a growing interest in wellness, explore partnerships with local fitness studios or offer mindfulness workshops.
Quick Takeaways
As the lines between work and life continue to blur, the need for meaningful connection and community becomes even more vital. Coworking spaces are uniquely positioned to fulfill this need, but only if they evolve beyond simply providing a place to work.
By prioritizing experiences, empowering your members, and nurturing a culture of continuous improvement, you’ll create a coworking space that truly thrives.
