The situation
London’s singles events scene is broken and everyone who’s been to one knows it.
The same ten venues. The same format. Thursday, BODA, Haystack, Someone’s Type — all of them doing versions of the same night and calling it a solution.
The marketing around these events is the most interesting thing about them. The rooms aren’t.
The apps are dying — Tinder lost 594,000 UK users in a single year, Bumble lost 368,000, Hinge lost 131,000. The events that replaced them kept the mixer format and hired a better photographer.
Nobody changed the room.
The Dalloway Project is trying to.
Format-driven singles events where the structure does the work. No mixer. No algorithm. No standing around hoping something happens. Rooms being designed so that something real becomes possible.
No events run yet. No following. No revenue.
Just a conviction that the format is the only variable nobody changed — and The Dalloway Observatory, the most comprehensive evidence base on the London dating and loneliness crisis that exists anywhere online.
The person
Someone who has been good at marketing other people’s things for long enough that they’re ready to build something of their own.
Someone who has been to enough bad singles events to know exactly what’s wrong — and has a very clear instinct about what a different room needs to feel like.
Someone who reads ‘make the most interesting brand in the London dating space impossible to ignore — no budget, no following, no events run yet — work with that’ and feels something other than doubt.
Someone genuinely annoyed by the problem. Not interested in it — actually irritated that nobody has fixed it properly yet.
Someone whose instincts are good enough that they already have three ideas before they’ve finished reading this.
The role
Everything outside the room.
Getting the right people in the door. Making the brand spread without selling out. Building the partnerships and relationships that make it pay. Finding the venues, drinks brands and cultural partners who want to be part of something before it’s famous.
Not a handoff. Not an execution role. A proper co-founder — half of something being built from nothing.
The honest bit
NowEquity
When the brand deals landSalary
This is year one — no events run, no following, no budget.
One half is building the room. The other half is everything outside it. Which half you take is the conversation.
If you’ve read this far and you’re thinking about your last singles event and your last campaign brief simultaneously — you’re probably the person.
No CV. No deck. Just tell us what you’d do first.