Everyone loves throwing a fabulous party, though at times it can be tough on the bank account. But a Charlotte couple has found a way to turn their love of event planning and community building into a solid business.
In 2021, Monica and David Hickman cofounded SocialHub, a Charlotte-based event service that provides gatherings for apartment complexes wanting to impress their residents and create a community feeling. By hosting espresso martini bars, crafting sessions and other get-togethers, SocialHub turns a profit while helping the properties retain residents and free their staff for other customer service duties.
SocialHub was born out of the couple’s love of fostering community. They noticed that event planning for multifamily properties usually relies on leasing agents and other staffers, who juggle multiple duties. SocialHub fills the need for community-building events without burdening on-site management.
SCRAPPY AND IDEALISTIC
The Hickmans describe themselves as “two of the most normal people” you’ll ever meet. The couple, who have been married for more than 20 years, met at Montreat College near Asheville, where they were student-athletes. Monica played volleyball and softball, and David was on the baseball team.
After graduating, Monica became an elementary school teacher, while David pursued a degree in theology, then led a couple of nonprofit groups.
“In terms of your average, typical idea of entrepreneurs, we don’t have that background, but we both come from very good, honest, hard-working families,” David says.
While lacking formal business training, their ability to connect with the community and identify areas for improvement have helped them become successful entrepreneurs.
“We’re scrappy, we’re idealistic, but at the same time, we are captured with just a really deep appreciation and love for people,”
he says.
During the pandemic, the pair started having conversations with multifamily property management companies, including Charleston, South Carolina-based Greystar, the world’s largest apartment operator. It has multiple properties in the Charlotte and Triangle areas.
With Monica as CEO and David as president, the business raised $125,000 from friends and family. Within 18 months, the business was turning a profit and they have not sought additional outside investment. Revenue reached $1.2 million in SocialHub’s second full year and topped $1.5 million in 2024.
The couple held their first event at a Greystar complex in southwest Charlotte. After receiving positive feedback, they
realized the concept would work in other cities with lots of new apartments opening.
Starting in Charlotte, SocialHub has expanded to the Raleigh and Charleston areas, and now works with more than 120 complexes, having added about 30 in the past year. About 25 people work for the business.
CANDLES AND HERBS
“SocialHub is exactly what the multifamily industry has needed,” says Nataile Roman, a portfolio manager with Alpharetta, Georgia-based Pegasus Realty, another large apartment operator.
“Monica and David plan, set up, help host and clean up, allowing the onsite teams to truly connect and be present with their residents,” Roman says. “The residents all love participating in their events, and we have seen an increase in resident turnout and involvement event after event.”
With event services costing from $750 to $1,000, SocialHubhas created a consistent revenue stream, opening up opportunities for expansion.
“We have carved pumpkins, made candles, planted herbs for cooking, learned how to arrange flowers, taken a painting class, enjoyed music bingo and picked vegetables from the farmers market,” says Jill Rackley, a Charlotte apartment resident who has participated in SocialHub events.
Apartment vacancy rates have ticked up and record construction in most markets over the past decade. In response, many property managers are offering incentives to fill their units, with some cutting their marketing budgets and others doubling down to retain their lessees. “It’s easy to leave an apartment, but it’s harder to leave a community of friends,” David says.
The Hickmans have a 10-year goal of operating in the largest city in every Southern state and a 25-year goal of having a presence in the largest city in all 50 states.
The company is also considering expanding its offerings, such as assisting apartment managers with broader marketing programs. “We’ve got several different irons in the fire,” David adds. ■
