If you’ve ever wondered “have I been to a third space?” The answer is simple. Yes.
Actually, we’ll amend that – as long as you’ve been somewhere outside of your home and your office, the answer is yes.
Third spaces, also called third places, are areas outside of homes and offices where people can gather. Typically relaxed and informal, they allow people to socialize, work, read, or simply spend time. Think parks, libraries, community centers, cafes, bars, bookstores, gyms, and more. If you can gather there publicly or semi-publicly (some spaces may require you to make a purchase or have a membership), it’s a third space.
In addition to traditional third spaces, like coffee shops, bars, and community spaces, private companies have started launching third spaces as well. Capitol One NYC opened a cafe that anyone can frequent, while giving cardholders special perks, and Lamborghini just opened a (much more exclusive) lounge in NYC for members.
We know what you’re thinking. Cool – but what does this have to do with live events? And the answer to that is: more than you’d think. Third spaces have always been used for events, and their popularity is only growing. Keep reading to learn more.
How are Third Spaces Used for Events?
Third spaces are regularly used for community events, like keynote speakers, milestone community celebrations, musical performances, formal lectures, collaborative workshops… we could keep going.
Picture a book launch in a bookstore cafe, a networking event in a bar, or a movie night in the park. These are all events hosted in third spaces.
Some of these events may be open to the general public and completely free to attend, while others may require a ticketed entry or only offer entry to a specific group of people. Many venues will allow these events to have exclusive use of the entire space, while others may require that their retail space be kept open. It all depends on the rules and preferences of the venue, as well as the type of event.
On that same note, some events in these venues may be hosted or co-hosted by the third space, while other third spaces may allow you to rent them for the events. This could be a private room or section in a restaurant or bar, a seating area in a coffee shop, or a certain section of a library or museum (which also may grant exclusive use after hours). Some public spaces may just require reservations, like a certain area of a park.
Why Have Third Spaces Gained Popularity?
Third spaces have always been a popular place to host events, but more and more groups are seeing value in them.
One reason is obvious : the price tag. Third spaces tend to be more affordable than traditional venues. For some areas, like parks or community centers, fees are often nominal, if there are any at all, with only permits and cleaning fees being required. Others, like coffee shops or bars, may co-host an event with the understanding that goods, food, and drinks will be purchased, or may have an agreement that gives them a share of entry fees for ticketed events.
Another reason is the vibe. These spaces are usually more informal and have a casual atmosphere. Not to mention, many of these spaces already have a very specific look and feel due to fixed furniture, lighting fixtures, artwork, and more. This alone sets a tone and may make the event feel cozier – which is great, if it’s what your event is looking for.
Because most of these spaces were designed to serve the public, either in community or retail spaces, they are usually easy to find and get to, and were built with accessibility in mind.
There also may be some aspect of free advertising. For events that are open to the general public, either for free or ticketed entry, hosting them in a third space may drive awareness organically and drum up more interest. People may stumble upon the event naturally or hear about it if it’s taking place in a location they or someone in their circle frequents.
How to Design an Event in a Third Space.
Of course, third spaces are not all positives – if they were, traditional venues wouldn’t be doing as well as they are – and there are certainly complications that come with hosting events in third spaces.
One challenge is that amenities are often more limited, requiring you to bring in our own tables, chairs, AV equipment, and more.
There also may be structural limitations that are difficult to work around. Picture a coffee shop with a cozy atmosphere. There are likely tables and chairs, which could be fixed to the floor, beams throughout the space, certain sections that are raised or sunken a few steps, and comfortable furniture like chairs and couches. These spaces were not built with live events in mind, which means there will likely be elements that you need to work around. There may not be a natural space for a stage to go, fixed furniture may limit space, pillars may block sight lines… the list goes on.
However, these things aren’t necessarily negatives – or they don’t need to be. In fact, for many groups, all of these things, which add to the atmosphere, are part of why the venue was selected in the first place.
Part of hosting an event in a third space is working with what’s already there. For example, if you’re hosting an event in an indie coffee shop with unique antique furniture and bold artwork, you probably picked the location precisely because of the vibe. Removing elements may take away from what you liked about the venue in the first place. All of these elements shape the environment and are part of how you build the experience.
Of course, there are also spaces that are, essentially, blank slates, and you need to provide everything required to host an event. Again, this can be a positive or a negative – it all depends on the purpose and goals of the event.
When designing an event in a third space, it’s important to consider what you absolutely need for the event in terms of staging, equipment, and seating and book a space that can accommodate that. After that, work with the space. Not against it.
Our Favorite Third Spaces.
There’s no shortage of third spaces in NYC, from coffee shops to bookstores, art galleries, and more! But, when it comes to producing live events, here are a few of our favorites.
Starbucks Reserve® Empire State Building
With three separate floors and a variety of unique meeting spaces, Starbucks Reserve® Empire State building is flexible and unique. It’s also specifically designed to host events of different sizes, purposes, and vibes. From the coffee and cocktail lounge to the tasting room and spaces with conference tables, this is a third space that can function just as seamlessly for events as it does as a casual gathering space.
Casa Gessi at 214 Lafayette
If Casa Gessi sounds familiar, it may be because it was featured on a recent episode of our venue spotlight podcast, or because we visited it during our first venue crawl. All this to say, we’re big fans of Casa Gessi. With spaces that double as a showroom and live event venue, this bespoke venue is the perfect example of a third space that can be used in a variety of ways.
Great Jones Distilling Company
Great Jones Distilling has been a third space ever since opening its doors in 2021. In addition to the restaurant and bar, Great Jones Distilling hosts a variety of events and has multiple unique spaces that can be utilized for private functions. With a third floor lounge with a library, projector screen, and service bar, the truly unique working distillery space, and the below street level speakeasy, each space has a unique atmosphere and capabilities to fit events of different sizes, purposes, and audiences.
Hosting events in third spaces isn’t for everyone, and it certainly doesn’t make sense for every type of event. Multi-day sales conferences, confidential shareholders meetings, product launches, and many other kinds of events are better served by private venues that operate more traditionally. However, for many events, third spaces are perfect for building an atmosphere that is casual, fun, unique, and has the exact right vibe.
Are you interested in hosting an event in a third space but aren’t sure where to start? Our team is here to help! Reach out today at WhatsUp@OneWayEP.com to get started!