“community is really important to people especially now... you can bring people together in real life help support that community and then ultimately feedback into how do you connect event to event and it's really like being in the app doing those sorts of things spending time with us so you're ready for that next event”

IRL events create the retention loop digital content cannot

When every digital experience is one swipe away from a competitor, Conde Nast's sharpest retention lever has been real-life events that create memories no algorithm can replicate. The digital app becomes the connective tissue between events, giving users a reason to stay active between them. Physical touchpoints build emotional lock-in that subscription price increases cannot easily unwind.