Permission to Play

𝑰𝒏 𝑻𝒐𝒅𝒂𝒚'𝒔 𝑾𝒂𝒗𝒆:

🎟️ From cultural gatekeeping to cultural enabling
🔓 When access itself becomes the product
💳 Why commitment now matters more than cash flow
🌐 What this means for loyalty, status, and cultural capital

𝑻𝒉𝒆 𝑺𝒉𝒊𝒇𝒕

Picture this: thousands of 20-somethings financing Coachella tickets through Klarna and Afterpay. They're not just buying festival passes – they're purchasing ‘temporary citizenship’ in a defining generational moment.

For decades, brands used price as the primary filter for who could participate in certain experiences. But the smartest brands have discovered something: they make more money by enabling cultural access than by restricting it.

I'm calling this shift "Permission to Play" – the strategic redesign of access pathways that allows more people to participate in cultural moments, status experiences, and identity-building opportunities that were once reserved for those with immediate capital.

Access itself has become the product. Brands aren’t just selling goods; they’re selling belonging.

𝑬𝒂𝒓𝒍𝒚 𝑺𝒊𝒈𝒏𝒂𝒍𝒔

Coachella: Cultural Currency on Credit
Coachella 2024 saw unprecedented adoption of payment plans, allowing attendees to spread $499+ ticket costs over months. The result? A more diverse audience and increased ticket sales, as the festival transformed from an exclusive event to an accessible cultural touchstone.

ClassPass: Passport to Fitness Culture
Instead of dropping $35 for a single SoulCycle ride, members get credits to hop into any boutique studio in town - yoga one day, boxing the next, barre on Thursday. This shift from "can you afford SoulCycle?" to "which wellness tribe will you join today?" has democratized access to the entire fitness landscape.

Art Basel: The Art World's Digital Democracy
Basel cracked the exclusivity code with their Online Viewing Rooms platform. Once an invitation-only physical event for ultra-wealthy collectors, the digital platform now lets anyone browse, inquire about, and bid on thousands of artworks. New collectors can participate in one of culture's most elite circles without securing a VIP pass.

Wanderlust Festival: Wellness Wisdom on Installments
Yoga retreats used to be luxury experiences reserved for those with disposable income. Wanderlust Festival changed this by partnering with Eventbrite and Affirm to offer payment plans for their $399+ festival tickets. Participants aren't buying yoga classes – they're purchasing membership in the mindful living movement.

𝑾𝒉𝒚 𝑵𝒐𝒘?

Three converging factors make this shift particularly significant:

1. Experiences overtakes ownership. Gen Z and younger millennials prioritize experiences and cultural capital over permanent ownership. They'd rather have temporary access to many premium experiences than own a few expensive things outright.

2. Social proof becomes democratized. Posting online from Coachella or sharing your ClassPass workout carries more weight than owning luxury goods. Brands recognize that expanding access increases their cultural footprint and social media presence.

3. Technology enables frictionless financing. Buy-now-pay-later (BNPL) platforms, subscription models, and digital payment innovations have made it simple to offer flexible payment options. What was once complex is now a checkout option.

𝑭𝒖𝒕𝒖𝒓𝒆 𝑰𝒎𝒑𝒍𝒊𝒄𝒂𝒕𝒊𝒐𝒏𝒔

• Gatekeeping gives way to gateway strategies: Brands will shift from asking "who deserves access?" to "how can we help more people deserve access?" Success will be measured not by exclusivity, but by how effectively brands can expand their cultural footprint while maintaining cachet.

• Commitment replaces credit as currency: The new status symbols won't just require money – they'll require dedication. Brands will create pathways where time investment, community participation, or creative contribution can substitute for financial capital.

• Belonging is the new currency: Membership models will evolve beyond simple subscriptions to become comprehensive ‘belonging’ ecosystems. Brands will sell ongoing access to communities, experiences, and status markers rather than one-time products.

Smart brands will identify ‘undermonetized’ cultural moments and create financing structures to unlock their value.

𝑸𝒖𝒊𝒄𝒌 𝑻𝒊𝒑𝒔

🎯 Spot Your VIP Passes: what “behind‑the‑scenes” moments or insider perks does your brand already offer? Jot down workshops, secret guides, early‑access drops - then pick one and ask, “How can I let more people in on this?”

🔓 Build Tiny “Yes” Steps: think of access like climbing stairs: start with a freebie (an exclusive newsletter or a community hangout), then a low‑ticket offer, then your flagship experience. Each step earns trust and sets them up for the next.

💡 Sell the Feeling, Not the Price: swap “This costs $X” for “Imagine being part of our tribe.” Lead with the emotion-belonging, insider status, creative spark-so people buy into the experience before they check the tab.

𝑵𝒆𝒙𝒕 𝑾𝒂𝒗𝒆

See you next week, same time, same place.

If you’d like to more about how to win via community-led experiences, check out my article on ‘Ceremonial Commerce’. And if you enjoyed this wave, let me know by replying with the word 'wavey.’

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Stay wavey,

Haley