Cheers Where No One Knows Your Name

Or: Optimizing Community CAC/LTV

Despite being a members club, Maxwell’s primary revenue stream is not membership — it’s private events. We’ve hosted everyone from Blake Lively for a Betty Booze launch to Manchester City Football Group for a FA Cup Watch Party and our very own Flavors of Football Club World Cup event, to two Tonys Parties with CAA to an influencer evening with Snapchat and Amazon Prime’s The Girlfriend launch party with Robin Wright and more.

These nights are very lucrative — in one night we can make more off of an event than we’ll make off of membership fees all month.

So occasionally I field the question of why don’t we just turn the club into a permanent event space — why bother with members at all?

The Maxwell Team