At a glance

• Concept: High-vibe, alcohol-optional day parties, yoga/Pilates, and curated hospitality
   
• Real estate impact: Drives daytime traffic, recurring patrons, and “lifestyle proof” for landlords and brokers
   
• Scale so far: 7 events; 500–1,000+ attendees per activation; consistent merch sellouts
   
• Expansion: Active pull from Chicago, Palm Beach, and New York; residency deals in motion; brick-and-mortar roadmap
   
• Target unit economics: $12.5k–$20k profit per event; diversified revenue (tickets, sponsors, bar splits, merch, coffee/matcha)
   
• Why it matters: Wellness is a $6T global market; lifestyle activations increasingly influence leasing tours and asset positioning.

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The Story

Founded in March 2024, Cafe Grooves reframed Miami’s daytime scene by fusing wellness (yoga and Pilates) with house-driven day parties, local chefs, and design-forward coffee bars run by expert baristas. The team programs rotating venues, often underutilized in daylight hours, to turn slow periods into high-energy, high-spend windows.

Co-CEOs: Jonathan Beltran, Hugo Vizcarra. 

Co-Founders: Jonathan Beltran, Hugo Vizcarra, Isabella Katz, Franco Franchi, JC Solorzano, & Taylor Travaglione

“We started with coffee-first, community-first parties with no social pressure to drink alcohol and adapted it for Miami with yoga and Pilates to make it feel restorative and social at the same time,” said founder Jonathan Beltran. “The result is that daytime flywheel venues can run without the typical nightlife overhead.”

Demand is now pulling Grooves to Chicago, Palm Beach, and New York, with Sotheby’s CGO Taylor Travaglioni helping broker venue relationships and residency structures.

“We’re fielding asks from venue owners, community builders, and national sponsors,” Beltran said. “They want repeatable daytime foot traffic that turns into recurring business.”

 

Real Estate Angle: Lifestyle as Leasing Advantage

For landlords, developers, and brokers, Grooves functions as turnkey placemaking:

• Daytime activation for night-centric assets
  Nightclubs and event spaces can monetize off-peak hours through events with low operational friction.
   
• Leasing narrative during tours
  Wellness-led programming creates tour-ready moments that show a property supports health, community, and culture, which increasingly moves tenants.
   
• CRM and retention
  The format captures emails, purchase behavior, and sponsor interest, adding measurable IRL-to-URL loops to an asset’s marketing stack.

“For venues, it’s low hassle but high-signal: foot traffic, data capture, and repeatable programming that helps leasing teams tell a better story,” Beltran said. “Lifestyle isn’t a buzzword; tenants are making decisions around it.”

 

Performance and Format

To date, seven events have drawn between 500 and 1,000 people, spanning both wellness communities and partygoers. Programming adds bottle service, yacht slips, and curated cocktail menus while keeping the coffee bar as the anchor. Merchandise consistently sells out, and sponsors report measurable sales lifts during and after events.

“Brands like Melo THC and Sip Margs have seen real sales bumps from being on-site,” Beltran said. “Physical engagement plus our digital assets beats passive ads; people try, tag, and buy.”

 

Monetization and Targets

Grooves operates with a diversified P&L:

• Ticketing and sponsorships (national and local)
   
• Bar revenue splits net of venue operating expenses.
   
• Branded merchandise and coffee/matcha sales
   
• Target profit: $12.5k–$20k per event (with planning for DJ and venue deposits)
   

“The unit economics work,” Beltran said. “We plan deposits 6–12 months out and build sponsorship and pre-sales to keep cash flow clean.”

 

Pipeline: Residencies, New Markets, and Brick-and-Mortar

• Residencies across Miami, Chicago, Palm Beach, and New York to anchor recurring calendars
   
• Expansion to five states by 2026
   
• Brick-and-mortar roadmap featuring high-touch workspaces, a speakeasy-style event space, and house-music latte menus
   
• Coffee sourced from the team’s Nicaraguan and El Salvadorian farms, with subscription packaging designed for Gen Z discovery (QR-coded recipes and vibrant typography)
   

“We want the coffee itself to carry the culture: design-forward packaging, barista-led experiences, and a national community that can participate from home,” Beltran said.

 

Why Landlords and Brokers Care

1. Daytime monetization: Activate dark hours without nightclub-level staffing.
    
2. Leasing differentiation: Wellness programming signals quality of life, which influences tenant decisions.
    
3. Recurring demand: Residency cadence gives predictable calendars and repeat customers.
    
4. At-scale marketing: Sponsor budgets and content output extend the property’s brand far beyond event day.
    
5. Data capture: Emails, purchase behavior, and social amplification feed leasing, operations, and retail mix decisions.
    

“Wellness and lifestyle are becoming default questions on tours,” Beltran said. “Owners who can answer with living, breathing programming will win.”

 

Upcoming Activations

• New York — October 25, 2025

The guest lists bring together founders, investors, creators, and operators, forming a cross-pollinated audience that elevates spend and extends dwell time across the property.

 

What’s Next for Real Estate Partners

• Residency inquiries (South FL and NYC): Prioritize nightclubs, event spaces, and hotels with underutilized daytime capacity or brand-upgrading goals.
   
• Owner-sponsored buildouts: Co-develop barista stations, storage, and AV to accelerate repeat use.
   
• Leasing stack integration: Use Grooves dates in marketing calendars, tour scripting, and tenant welcome programs.
   
• Data loop: Tie event CRM back to leasing pipelines for measurable lead attribution.

“Give us the right venue canvas and we’ll turn it into a lifestyle engine,” Beltran said. “It’s plug-and-play for owners who want a modern identity without reinventing their ops.”

 

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Sources and Credits

Interview conducted September 2025, between Cafe Grooves and Traded. Statements attributed to Jonathan Beltran and Hugo Vizcarra, Co-Founders of Cafe Grooves. Performance anecdotes reflect sponsor and sales feedback discussed during the session, with visuals to be provided by Cafe Grooves.