Butterfly London and Absolut Vodka collaborate with RMD Consulting to research “future of socializing”.

How nightlife goers are socializing and interacting, identifing new interest groups, and building relationships is changing. Hashtag “millennials” if you haven’t already. Absolut Vodka knows this and recently engaged Butterfly, a digital agency based in London, to help them predict what the future of socializing might look like. In doing so, they identified three US cities that were on the cutting edge of this social shift. San Diego was selected as one of those cities due to its exponential growth in the hospitality and craft beverage sectors, and for its overall creative quality of life. Butterfly then engaged RMD Consulting to provide strategic insight regarding social behaviors and what social nightlife experiences were sought after in SoCal’s sunniest city.
After evaluating five main social drivers, that included self-expression, experiential learning, and belonging, RMD Consulting built a social schedule of San Diego’s most multifaceted social nightlife experiences. RMD Consulting then hosted team Butterfly and Absolut and visited these experiences which included Craft and Commerce’s “speak-easy style Tiki Bar”, Rustic Root’s socially engaged roof top, Moonshine Flat’s Friday night line dancing lessons and gaming, Quartyard’s charity blood drive, and Parq’s sound and lighting sensory-driven nightclub. What both teams detracted was that nightlife goers are seeking multifaceted experiences that encourage social diversity. These experiences need to have meaning and create a community.