Our coverage of the secret terms of VC deals-and what they mean for employees-has reshaped how some investors and companies approach those deals. We recruit the best reporters, give them the freedom to write about important topics and tell them not to worry about the small stuff.īecause our articles are deeply reported and written for an engaged audience, they have real impact. Our stories have been followed by the Wall Street Journal, the New York Times, Bloomberg and other major outlets thousands of times. Since then, we've moved markets, gotten the early scoop on billions of dollars of acquisitions and told you what's happening deep inside companies like Apple, Facebook and Google. “It’s built with that ethos first, which is connecting our community more tightly and making it cheaper to come more often.We founded The Information in late 2013 with a simple idea: write deeply reported articles about the technology industry that you won't find elsewhere. “If you’re someone who is coming to Elsewhere once a month, twice a month or up, you’re already doing your part supporting the music scene in our community and you shouldn’t have to spend $30 five or six times a month to be at Elsewhere,” says Rosenthal. The memberships are also a way to acknowledge the price pressure that many are facing in New York and around the world. That’s a longstanding goal for he and Elsewhere co-founders Dhruv Chopra and Rami Haykal-Manning, who have been tied to the DIY underground music scene in Brooklyn for years the three ran the venue Glasslands Gallery in Williamsburg before it closed in 2015 and opened Elsewhere, which hosts upwards of 600 shows per year, in 2017. Another reason could be that $30 was too much to check something out that they’re on the fence about.”Īs Rosenthal puts it, the membership program is less a money-making venture - or about providing velvet-rope treatment to VIPs - than it is about building community. The idea is, “How can we incentivize people to show up to those events that they otherwise probably would not have come to because they’re unfamiliar with the artist, for example. “For 85% of our events, the incentive of the artist and Elsewhere is quite aligned,” says Rosenthal. While the price reduction on tickets for members means less money for the artists if shows sell out (roughly 15% of shows meet this criterion, according to Rosenthal), the venue only holds a small percentage of the room for membership reservations and artists are made aware of the program in their contracts.Īnother Planet and Teragram Ballroom Unveil Stealth LA Venue Project The Bellwether The new program helps drive more customers to the venue, which means more artist discovery, more bar and merch sales and better-attended shows, says Rosenthal. But if you want to go to Elsewhere every night, you could do that unlimitedly for forever.” “There’s no limit to the number of events you can go to discounted or free,” Rosenthal explains, “There’s only the fact that like, if there’s an event several months out that you want to unequivocally park a reservation on, then you have to spend one of your reservations. The limited reservations help members prioritize shows and keep them from “parking” on any and every show, which Rosenthal says wouldn’t be sustainable. “A big part of testing it was really about figuring out what is this special math where enough people feel like they’re getting enough access or that it feels very valuable,” he says. The venue has been beta testing the membership program since November - 600 people applied for the first 50 slots in just 48 hours - says Elsewhere co-founder Jake Rosenthal. The “unlimited” free or discounted entry included in the two higher-priced tiers does come with an asterisk: Members must make a reservation in advance to reserve those tickets and are subject to “space permitting.” The reservation option is built into the backend of Elsewhere’s website and allows members to reserve up to eight events at a time. Nitro Circus Live Is Coming Back to North American Arenas This Fall
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