When Leslie Bailey launched Indy Maven, it wasn’t supposed to be a coworking space. It started as a digital media company for women in Indianapolis. But when her audience began asking for a physical space, Leslie leaned in—and Maven Space was born.
What made her model stand out wasn’t just coworking. It was her ability to create multiple revenue streams that worked together: a full-service café, a robust events business, and corporate sponsorships.
In this case study, we’ll break down Leslie’s approach to these three areas and answer key questions operators often have:
CAN LARGE EVENTS REALLY WORK IN A COWORKING SPACE?
The short answer: yes—but only if your space is purpose-built for it.
When Leslie signed her lease for Maven Space, she inherited a 5,000 sq ft event venue from Salesforce. It came with riser seating, projectors, podiums, and even catering equipment. This meant she didn’t have to retrofit a coworking space to handle events—the infrastructure was already there.
Events quickly became a major revenue stream. Leslie’s team hosted everything from press breakfasts for VeeCon to 100-person seated dinners. Members received discounts on booking the event space, which created a natural ecosystem: events brought people in, and those people became coworking members.
Takeaway for operators: If you’re considering adding events, ask:
- Do we have the right space and equipment, or would it require significant investment?
- Is there demand for large events in our market?
- Do we have staff with hospitality or events experience?
WHAT ABOUT FOOD AND BEVERAGE? ISN’T THAT A HEAVY LIFT?
Food and beverage is often the most intimidating add-on for coworking operators—and for good reason. But Leslie found a way to make it work.
Maven Space offered a full café with breakfast, lunch, snacks, and even a liquor license. At first, they partnered with a local catering business. When that partnership dissolved, Leslie’s team brought operations in-house.
The café wasn’t open to the public—it served members, event clients, and even other tenants in the building. This kept operations manageable while still driving revenue. Alcohol sales, in particular, made the event space more attractive to clients.
Takeaway for operators: Before you dive into F&B, consider:
- Do you have (or can you hire) expertise to run a café or bar?
- Will it serve members only, or the public?
- Can it support your events business and enhance the member experience?
HOW DO YOU EVEN GET CORPORATE SPONSORS FOR A COWORKING SPACE?
This is where Leslie’s background in media gave her a unique advantage. At Indy Maven, she had already been selling sponsorships for digital assets like newsletters and events. She simply applied the same model to her physical space.
Sponsors paid to have their logos featured in newsletters, on-site at events, and even in unexpected places like bathroom stalls (yes, really). Leslie packaged sponsorships to include both digital and physical visibility, making them more valuable to brands.
Takeaway for operators: Sponsorships can work, but only if you:
- Have a defined audience that brands want to reach.
- Can package multiple touchpoints (digital + physical) into a cohesive offering.
- Are comfortable approaching and negotiating with sponsors, or can bring on someone who is.
LESSONS FOR COWORKING OPERATORS
Leslie’s model worked because it aligned with her strengths in journalism, hospitality, and marketing. She didn’t try to copy another coworking space—she built one that reflected her unique skill set and her market’s needs.
If you’re considering events, F&B, or sponsorships, ask yourself:
- Do we have the expertise (or can we hire it)?
- Will it truly serve our members and our market?
- Are we prepared for the operational complexity?
These aren’t easy revenue streams to add—but done well, they can elevate your coworking business and create a more dynamic member experience.Â
KEY TAKEAWAY:
Food and beverage, events, and sponsorships aren’t “add-ons.” They’re standalone businesses that require focus, expertise, and the right space. But for operators willing to lean into their strengths, they can unlock powerful new revenue streams.
