Trevor Hightower started his own coworking brand in the lobby of a multi-family apartment building. He learned a lot about what worked and didn't work in that model and eventually met and joined forces with the founder of Craftwork.
Craftwork enhanced the revenue model and mojo of a coworking space by combining it with an open-to-the public coffee shop. Coffee in the front, coworking in the back.
Craftwork started experimenting on partnering with developers of multi-family apartment buildings to build a Craftwork location into the amenity set. The buildout was paid for, but they still signed a lease.
COVID struck....all coffee shops closed down. The leasing model showed its weaknesses.
Trevor shares his story about how COVID accelerated their pursuit of a stronger model for their business - hospitality as a service...what that looks like and where they're headed.
