A BREWERY is fighting for your right to party by paying for customers’ outlandish party ideas.
As Gen Z parties less and stays in more, one brewery is trying to help guide the newest party generation into a more social direction.
“Post COVID has seen the drop of gatherings and socializing…you go from living in like such a tight-knit community…to sort of being on your own,” Nikki Blank, head of marketing at Torch and Crown brewery in New York City, told The U.S. Sun.
“We feel it in our bottom line as well, right? People are going out less. They’re spending less, you’re seeing it more and more, just visually in the brewery.”
It’s no secret that the financial impact of partying and the rise of wellness trends in Gen Z, those born between 1997 and 2012, have impacted the way they party.
“A night at the club is like a $150+ event,” Tiktoker Demetrius Fields previously told Newsweek.
“You need to pay $30 for a cover, $50+ if the DJ is good, $15 for every poorly made drink, double that if you have a date, AND if you want to be responsible and not drive, the Uber is like 70 bucks to go anywhere.”
To help people ease this financial burden, Blank came up with the idea to create the Torch and Crown Slush Fund for those wanting to throw parties but don’t necessarily have the means to do so.
“We just want people to be gathering,” Blank said.
“There’s just a lack of third spaces and places for younger people to gather…how can we kind of recreate spaces for them to learn the art of conversation, and hanging out, because it feels like some of that has been lost.”
To Blank, the solution to the lack of partying “felt like…it needed to be outrageous.”
The fund will provide select parties with around $5,000 to host an extravagant party at either the Torch and Crown SoHo or Union Square locations.
Blank said the bar is still in the process of figuring out precisely what a slush fund party would look like, but as of now, it includes the brewery providing the partiers with an event space, food, beer, and decor.
For a person to win the fund, they need to pitch their party ideas to Blank, and she’ll be the one to help decide if it’s something they can host.
“We’re almost at 400 applications right now,” Blank said.
“And some incredible ideas from people, and it feels like the need is so there. It was very validating, and that this is something that people need and want and are looking for.”
Slush fund parties are already beginning to be booked, here are the ones planned for this fall:
JimmyFest: Ridiculous Fest
Performative Male Pop-Up
Rytoberfest
Let’s Get Corny
Spelling Bee
Sharktoberfest
Talent Show
Murder Mystery
Date Party
Funeral for an NDA
Pickle Ball
Beer Pong Speed Dating
Space Race
Torch and Crown already has 14 slush fund parties booked, almost ten more than Blank initially planned for.
The parties range from beer pong speed dating to a “Funeral for an NDA” celebration.
The NDA funeral will include a “dramatic reading and campy funeral for the expiration date of an NDA.”
Torch and Crown’s first Slush Fund party will take place on September 6, and is titled “JimmyFest: Ridiculous Fest.”
The JimmyFest will be a big birthday blowout for a man named Jimmy and will be “complete with costumes, chaos, and maximalist energy.”
“I’m having a blast just reading through the submissions and hoping to try and figure out how we can maximize all these ideas and get as many people as possible to the parties that they want to go to,” Blank said.
While the fund will be an excellent promotion for the brewery, Blank hopes that it will lead to something larger.
She hopes that it will help Gen Z disconnect from their phones and celebrate the mundane things in life.
“Bring back just celebrating for no reason. Bring back celebrating the little things,” she said.
“There’s a lot of scary stuff. Let’s just celebrate the things that feel good.”
Anyone who wants to pitch a party to the slush fund still has an opportunity to do so via the Google form in the Torch and Crown’s Instagram bio.
Forty-five percent of Gen Z and millennial Americans would feel embarrassed if someone saw the current state of their home.
A new survey of 2,000 Gen Z and millennials showed that 31% of respondents admitted to having a room in their home that hasn’t been cleaned in at least six months.
Alarmingly, many participants spend more time procrastinating cleaning — nearly three hours — than actually cleaning their homes, which averages just under two hours.
Conducted by Talker Research for Swiffer, the survey found that respondents expressed a strong dislike for cleaning certain surfaces. Floors were one of top three least favorite surfaces to clean for a quarter of Americans, with 37% of these respondents putting it in the No. 1 spot.
Similarly, other dusty surfaces like ceiling fans (31%) and baseboards (28%) were also popular picks within the top three areas respondents dislike cleaning.
The survey also found that 36% of participants only clean their homes when expecting visitors, with Gen Z respondents more likely to share this sentiment (39% compared to 33% of millennials).
Notably, one in nine admitted that their home is not up to their usual standards.
Finding the time to clean poses a significant challenge, as the average respondent estimates that cleaning takes about two hours, with 24% claiming it takes even longer.
Over 70% would rather endure undesirable experiences — such as making small talk (19%), sitting in traffic (17%), or running into an ex-partner (9%) — than tackle cleaning their floors.
The survey also revealed that some have procrastinated so long that the longest time without cleaning is estimated at 23 days, with 25 days going by without sweeping or mopping.
“You might be surprised — some of the dirtiest spots in your home are hiding in plain sight, just waiting to be cleaned. These overlooked areas can harbor more dirt and grime than you think.” said Arianna Castro, Swiffer Scientist. “According to the results, 52% of Americans surveyed shared that they only clean their floors when dirt is visible, however, many are unaware that floors can still harbor dust, grime, and other debris even when they appear clean. In fact, microscopic particles like allergens and fine dust can settle deep into floor surfaces and crevices, escaping the naked eye. Daily cleaning helps remove these hidden contaminants, creating a healthier environment for everyone in the home.”
Despite the challenges, 45% of respondents reported that they clean their home daily, with 74% indicating that floor cleaning is a daily or weekly priority.
The kitchen (88%) and living area (85%) are the most frequently cleaned spaces, while closets often take a back seat at just 48% getting cleaned daily or weekly.
The survey also examined cleaning habits based on residential areas. Urban dwellers were found to clean most frequently (50% daily) and were more likely to consider their homes “very clean” (44%) compared to rural residents (27%).
However, those in rural areas spent the longest time cleaning, averaging two hours and 12 minutes, while suburban respondents procrastinated the longest (189 minutes).
For many Americans, a clean home brings more satisfaction than working out or enjoying a hot cup of coffee (20% for each activity).
Others find the satisfaction of a clean home surpasses checking off to-do lists (18%), finishing a book (17%) or taking a hot shower (15%).
Notably, seven in 10 respondents (69%) expressed a desire to clean more frequently if they had access to versatile cleaning products that cleaned in multiple ways.
“Daily cleaning can feel overwhelming, but using the right products makes the job easier by tackling dirt and grime that often go unnoticed,” said Castro. “This helps provide peace of mind, giving people time back in their daily lives to enjoy doing things they love.”
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