New Canaan Advertiser/Greenwich Post, June 2004

"Social Group Targets 30-somethings"

Avenue B Club, a new club for residents seeking social connections throughout Fairfield County, hosted the first of three parties this past Wednesday to celebrate its official launch. The club’s kick-off events will run throughout June and also include a private billiards party and a beach barbeque at beautiful Tod’s Point in Old Greenwich.

The venture was started by former New Canaan resident Kate Berg and is aimed at 30+ year olds in Fairfield County (singles and couples) who are seeking to extend their connections and expand their social circles. The club features a private database-driven website and real world events related to food & wine, arts & culture, community outreach and more. From Greenwich to Shelton, members seeking connections through a richer and more varied social scene will use the club’s website, www.aveb.net, to make plans, get information on local happenings and share their views with one another.

“Avenue B has just launched to the public and word is already spreading fast. People immediately connect with the concept and tell me that they have been looking for an easier way to get out and meet new people,” said Barbara Herbster, Avenue B’s vice president of marketing and business development. “Whether they’re new to the area or just interested in branching out, we’re attracting a very active and diverse crowd -- and the website acts as a ‘virtual clubhouse’ for the members.”

Typical of the events offered by Avenue B include men’s poker nights, private wine dinners, community projects, hikes, theater outings and volleyball games.

Later this summer, the club’s membership will begin paying annual or bi-annual membership fees to access the club’s website and attend the many monthly events. But for a limited time, Ms. Berg is allowing prospective members to test the website and attend many of the events on a complimentary basis.

With a background in technology and strategic communications, Ms. Berg began researching social trends last year. Factors like the increased number of professionals working independently, a prolonged (or re-visited) single life, and geographic transience have led to an explosion of popularity for websites and other groups that address ‘social networking’ needs. This need is especially great in suburban areas where interaction does not occur as easily as in cities, according to the club.

Using the national trends as a comparison, Ms. Berg surveyed the social and lifestyle interests of more than 300 people around Fairfield County. The respondents were single, married and divorced, some with children and some without. The results indicated a need for methods to help people connect with others who have similar interests, Berg reported.

Avenue B is establishing partnerships to benefit its members and drive growth. The club’s website has a Directory of Services that features a group of preferred businesses in the area.

To help local non-profits and community groups achieve their goals by being a bridge from increasingly busy corporate workers to the nonprofit agencies. Avenue B will work to promote their missions and raise their visibility. Ms. Berg has identified several non-profit groups, and hopes to support them through fund-raising and promotion on the website. For example, Avenue B is partnering with BackStage, a new group formed to promote the Stamford Center For The Arts. Ms. Berg also plans a canoe and BBQ outing for the summer using SoundWaters’ property and equipment at Cove Island Park in Stamford.

About Avenue B
Avenue B Club, LLC is a web-based social networking club that helps busy professionals in suburban Fairfield County broaden and diversify their social circles by connecting online and through a variety of recreational, community and cultural events. Avenue B hosts more than 10 events and activities each month in various locations, and has members and business partners in Fairfield County and Westchester County. For more information, visit www.aveb.net or write to Kate Berg at kateb@aveb.net.

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