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Mooie Boules, a Dutch hospitality company built around jeu de boules and other games, is tackling isolation and division in an unexpected way: by handing over its venues. Through a newly established foundation called Mooie Buurt ("beautiful neighborhood"), all nine of its locations across the Netherlands will be available free of charge during daytime hours for community groups and residents who want to bring people together. No rental fees, no minimum spend just space, games and drinks provided at no cost to anyone organizing events that foster connection.Through the foundation, each venue doubles as a commercial bar in the evenings and a community hub during the day. A pilot program last year hosted 50 social initiatives, generating 5,500 new encounters, with 45% of participants reporting they felt more connected to their neighborhoods afterward. With half a million annual visitors across its locations, Mooie Boules is betting its scale and foot traffic can amplify impact where government programs fall short.TREND BITEAs political polarization deepens and social safety nets fray, businesses can leverage their physical infrastructure to build common ground and facilitate connections. Mooie Buurt exemplifies a shift from corporate social responsibility theater to structural intervention brands deploying their real estate, customer base and operations to address social fragmentation.For hospitality businesses, daytime is often either dead time or a struggle to fill. Instead of trying to squeeze marginal revenue out of quiet hours, Mooie Boules is giving them away to community groups. For businesses sitting on underutilized space during off-peak hours, the question becomes: can your empty tables, meeting rooms or storefronts become engines of social cohesion? And will customers reward brands that use their infrastructure to stitch communities back together?
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