Home  › Marketing › Strategies
918-f-street

LivingSocial: '918 F Street' Events Are Selling Out

  |  March 22, 2012   |  Comments

Amid curiosity and criticism, deals brand lauds one-month-old offline initiative.

918-f-streetLivingSocial says its "918 F Street" initiative has been regularly selling out events since its debut five weeks ago. The young offline effort has been met with curiosity among digital marketers as well as criticism in the brand's Washington, D.C. locale. But Maire Griffin, LivingSocial spokesperson, said that small businesses such as activities instructors and newly opening restaurants are packing the schedule.

"We're going seven days a week now," she told ClickZ on Wednesday. "We've really homed in on the activities people are looking for. Our two-and-a-half years of daily deals have informed us about what people are interested in."

The 918 F Street effort encompasses a six-floor building in the city's Penn Quarter neighborhood. It includes a culinary kitchen, a separate demo kitchen that's meant to comfortably fit 36 people, and flexible spaces that can be adapted for dancing and dining. LivingSocial has partnered with hospitality and restaurant consulting firm Vucurevich Simons Advisory Group to manage food and beverage programs at 918 F Street. Classes for photography, painting, cooking, yoga, bartending, etc. are being offered.

Griffin said the space would be filled with events on Wednesday, including a pop-up restaurant serving crab entrees at a prix fixe rate of $119. That effort mirrors a three-day run by Mike Isabella, best known as a participant on the Bravo TV show "Top Chef," who gave a preview of his new Mexican restaurant in February.

Isabella, according to Griffin, was thrilled to be able to provide his eatery with a dress rehearsal before his actual doors opened. The LivingSocial rep said it gave him a testing ground for menu items, as well as allowing wait staffers to learn their routines.

"He said it was priceless," she said. Griffin added that the Isabella events "sold out in eight hours."

But not everyone is crazy about 918 F Street.

According to a recent Washington Post article, some D.C.-based arts and entertainment businesses claim that the platform is trying to wipe them out. LivingSocial refutes the charge.

"It’s a free market, but LivingSocial is using Wal-Mart principles against the creative community," Michael Clements, founder of ArtJamz, a District-based company that hosts painting parties, told the Post. "There has got to be another way for them to use their millions than to compete with creative businesses."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...