In an era of digital saturation and growing loneliness, Eventbrite’s mission is to bring the world together through live experiences. Our core belief is that technology should serve human connection, not replace it. We exist to connect people around their passions. Our Fourth Spaces™ research, published in January 2025, confirmed a powerful insight: 95% of young adults crave in-person events that bridge their online interests with real-life interaction, and 79% are specifically drawn to experiences that blend multiple passions. Crucially, our data revealed that young adults are struggling with isolation and seeking genuine community.
Our goal was to prove this thesis through action, not just data. We set out to create a category-defying event that would demonstrate how the most unexpected combinations can foster genuine human connection. By transforming a Bushwick warehouse into a genre-bending party in partnership with Antoni Porowski, culinary expert and beloved Queer Eye star, we aimed to create a true "Fourth Space"—proving that when you bring people together around shared passions, meaningful community forms naturally while positioning Eventbrite as the cultural compass that makes these connections possible.
To bring our objective to life, we needed an idea that was as unexpected as the cultural trend we were observing. Our strategy was to create a genuine "mashup" experience that was inherently shareable, press-worthy, and true to our data.
Our plan of action was built on three strategic pillars:
Authentic Partnership: We teamed up with culinary expert and TV personality Antoni Porowski. As a beloved cultural figure who embodies the intersection of food, community, and joyful curiosity, Antoni was the perfect partner to lend credibility and charisma to our delightfully bizarre concept while helping to shape the experience.
Creating the Experience: We transformed a Bushwick warehouse into a genre-defying experience that served dual audiences. For consumers, it delivered an unforgettable night where strangers bonded over gouda and house music. For press and influencers, we hosted an intimate preview where 40+people could taste, dance, and experience the Cheese Rave firsthand–transforming them from observers into participants and generating authentic coverage that proved when you bring people together around unexpected shared experiences, magic happens.
Platform Integration: The Cheese Rave was the hero, but our strategy extended to our core product. We launched "It-Lists," curated event recommendations from tastemakers like Antoni. His It-Lists for NYC and DC guided people to discover other unique, community-focused food events, connecting our high-profile campaign back to everyday discovery on Eventbrite.
The primary challenge was overcoming skepticism around a concept like "Cheese Rave"—without proper execution, it could easily be dismissed as a marketing gimmick. We addressed this by grounding every element in our Fourth Spaces research and maintaining premium production standards throughout. The execution validated our approach: we created an authentic community experience where attendees formed genuine connections over shared discovery, proving that when you combine unexpected elements with strategic insight, you can deliver both cultural impact and meaningful human connection.
Our efforts succeeded on multiple levels, delivering both business impact and meaningful community value.
Media & Brand Impact:
200+ million earned impressions across 65 media placements
Premium coverage positioned Eventbrite at the center of cultural conversations
Shifted brand perception from ticketing platform to cultural discovery destination
Community Success:
Sold out twice with 550+ attendees
Created authentic "Fourth Space" where young adults connected over shared curiosity about food, music, and unique experiences
Platform Integration:
530,000 views on "It-Lists" content
3x increase in social engagement rate
Connected high-profile activation back to everyday Eventbrite discovery
Why This Was Success: We transformed our research findings into real-world impact, demonstrating that Eventbrite could facilitate the meaningful, multi-faceted experiences young adults seek while building genuine community connections. The Cheese Rave became a proof point that unexpected combinations create profound connections—validating both our research insights and our evolution as a brand that brings people together around shared passions.