Building a "Hospitaliplay" Company
Joust Update / Future of The Physicality
Welcome to the 53 who have entered The Physicality since the last edition! Join the 760 of those who are into learning about the real world here:
I grew up in a small townhouse in a wealthy suburb. Although my family had one of the smaller houses in our social circle, we always hosted the biggest parties. It was the worst! Every Saturday morning, I was woken up at 7 am and was handed a monstrosity of a vacuum cleaner. It weighed like 60lbs and was WIRED.
The cord was so short that you would have to plug it into 3+ outlets just to cover a single room. If there was a hint of crumbs on the floor, I had to lug the monstrosity over from wherever I was struggling and do it again. After that was done, I had to plump the pillows, Windex every surface, pressure wash the patio, grocery shop, etc. On and on right up until guests arrived. And that was only the first inning.
I had to greet everyone at the door. Take their jackets, bags, and belongings. Inform them when “dinner is served”. Between refreshing drinks, I always had to make sure I was within earshot of my Mom as she urgently needed me to fetch something from the basement pantry or help in the kitchen.
I was too young to appreciate the benefits of that training. Our tiny house was full of conversation because we knew how to throw a party. We knew how to be hospitable. To think of every detail and attend to every need before guests would ask. I was drilled to have “restaurant owner energy” at a young age and those repetitions pay dividends as I build a “hospitaliplay” company. Yes, I just came up with it.
For those who haven’t heard, I host upscale game nights in hotels and lounges around NYC. If you want to know why, read this. I have now had three:
February at the Crystal Lodge for ~65 people
March at the Hilton Tempo for ~65 people
April at the Arlo Williamsburg for ~40 people
Each came with dozens of micro-decisions to scrutinize, consider, and reconsider: What games to include? How do I make solo guests feel comfortable? How soon should I order food so it’s still warm? Should Catan go next to the Monopoly Deal or away from it? Should I use Partiful to be chill or Eventbrite to be professional? Round and round I go.
Some things are cementing themselves, however:
We provide hotels a lot of value. After speaking with hospitality professionals, my mindset has shifted considerably from left to right:
It’s not just that we are boosting their mid-week F&B spend. They value the collateral we generate between social media and professional photography. We elevate their ambiance. We provide something for their guests to do — what the industry calls “programming”.
Guests host each other. Since the first Joust, attendees have been teaching one another their favorite games. To me, this is the first sign of a real community forming. I am coming to the same conclusion as Sam is.
Play is a social lubricant. Hardly anyone has mentioned the game choices and everyone has spoken about the people. A core hypothesis of Joust is that games are an excuse to start a conversation. It’s nice to see it starting to be proved out.
May’s game night will be at the Moxy Williamsburg on May 29th. The guest list is stacked. For the first time, two indie board games will be showcased. As always, there will be a spattering of other games like poker, Catan, MonoDeal, and Code Names. I’ve heard that some of the regulars will be showing off their favorites. I hope to see you on the 29th. Bring a friend. You can both RSVP here.
Can’t make this one? Email me and I’ll add you to the list. Follow the Instagram here.
The Future of The Physicality
My last real post on The Physicality was March 12th’s Social Clubs Without Houses. Around that time, I looked at my bank account and realized I wasn’t going to make it to the summer without taking on more work. As some of you know, I have a lil agency called Hyperbeam where I help founders and funds with their fundraising and go-to-market narrative. We put the fun in fundraising.
Between growing Joust and needing to take on more Hyperbeam clients, I had to temporarily de-prioritize The Physicality. This is frustrating because I have so many pieces waiting to be fleshed out. In the last two months, I have started and stopped editions on Soho House, Hilton, the Michelin Guide, Cloud Kitchens, and how malls are becoming self-contained towns. I would like to finish all of these pieces ASAP.
Thank you for your support while I figure this all out! Any words of wisdom or support would be the best.
Keep it fun,
Safi