The rise of fourth spaces

Are you running any events, experiences, classes, or communities as part of the revenue streams for your business? Or are you curious how events and communities are changing in 2025 and how you can capitalize on these changes? In light of economic challenges around the world, events can be a great way to put new offerings in front of your customers. 

In this article, I will share more about how the events space is changing, as well as the rise of 4th spaces and how this is providing new opportunities. I’ll share insights based on what I have been seeing to give you new ways to think about events this year.

Running classes, events, or experiences for your business can often feel like blindly walking around in the dark. It can be difficult to gather good research on the industry due to its fragmented nature. I’ve started writing more about how these events or experiences can be developed as one of the revenue streams for your business. A lot of this work came from hunting down information, talking to people, and trying to construct a picture of the opportunities that might not otherwise be apparent. For example, many artisans have shared with me how events can be a helpful source of revenue to balance out the ups and downs of product based businesses. 

Last summer I wrote about why it might be time to consider Airbnb experiences for your business. With Airbnb working to become the travel planner of choice, being part of their experiences platform may make sense for your business. You can read that article here:

Is now the time to create an Airbnb experience? 

Additionally, another source of information about events has been recently released. The Eventbrite 2025 trends report is now available. It contains many eye-opening statistics. If you have an events or classes component to your business, this report is worth a careful read.

Trends for 2025