A recent article in El Confidencial explores the rapid rise of “coffee parties” and the concurrent decline of traditional nightlife in Spain. While it may appear like a fleeting trend, the underlying patterns suggest a profound cultural and behavioural transformation. One that could reshape urban entertainment and hospitality models across multiple markets.
What is a ‘coffee party’?
It’s a new event format that blends early-morning physical activity (typically a 5 km run), music (live DJs), specialty coffee, temporary tattoos, socialising, and a carefully curated visual aesthetic. The events usually take place from 10:00 to 14:00 in naturally lit, visually appealing spaces. A deliberate contrast to the dark, alcohol-driven club scene.
The price point (~€20) is significantly lower than a night out at a typical club (entry + drink often exceeds €30), and attendees can enjoy the rest of their Sunday hangover-free. It’s a value proposition built around wellness, authenticity and efficiency.
Key growth figures:
- Last edition in Madrid hosted 250 attendees and sold out in 48 hours.
- Expansion already planned for Valencia, Barcelona, Mexico, Colombia, Puerto Rico, and the US.
- Several traditional nightclubs are now offering their venues during the day to host such events, due to declining nighttime demand.
What’s behind the decline of nightlife?
- Post-pandemic mindset: Greater focus on personal health and wellness.
- Clean dopamine: Exercise and caffeine offer natural highs without substance use.
- Social media behaviour: Running + brunch content performs better than 5am party posts.
- Fatigue with dating apps: People prefer meeting in real, spontaneous settings.
- Economics: A €3 coffee vs. a €15 drink, and no “lost Sundays”.
Who is attending?
- Age: 20–30
- Profile: upper-middle class, including a mix of local “trendy” Spaniards and Latin American professionals.
- Motivation breakdown:
Forecast for 2025–2027:
- 2025: From monthly to weekly events in Madrid
- 2026: Franchise model rolls out in at least five Spanish cities
- 2027: Latin American expansion with over 100,000 annual participants
- Meanwhile, nightlife venues older than 30 years are expected to lose 30% of their revenue
A shift in leisure economics and experience design
This trend reflects a broader redefinition of what leisure means for younger generations: it’s no longer just about escapism, but rather about curated, shareable experiences that align with their lifestyle values: wellness, productivity, and authenticity.
For hospitality and tourism professionals, this raises important questions. Are we prepared to design spaces, services and schedules that fit these emerging patterns? Can we rethink ancillary revenue around daytime experiences, not just evening consumption?
Conclusion:
Nightlife isn’t dying. It’s evolving. And in many ways, the rise of the coffee party is a wake-up call. The drink may have changed (from vodka to iced coffee), but the desire for connection, identity, and experience remains just as strong.
Now you can’t say you did not know. So…How do you plan to capitalize on it?
