We were lucky to catch up with Sarah Silcox recently and have shared our conversation below.

Sarah, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with the story of your mission. What should we know?

Connection Club exists to create safe, mobile third spaces where community, creativity, and connection thrive. In a world that often feels fractured and disconnected, Connection Club brings people together through shared experiences, helping them find a sense of belonging and feel more connected to their local community.

I’ve always wanted to start a business, but it wasn’t until during (and right after) the pandemic that I truly understood what it needed to be. I became fascinated by the ways people gather—how intentional spaces can foster real connection and how American society is not set up to grow and foster community. I became fascinated with the concepts of third spaces and intently studied the research on the loneliness epidemic and our fractured social structures. I saw art cafés and niche community groups popping up and thriving in other cities, but nothing quite like that in Indianapolis where I live. As someone who loves connecting people and uncovering hidden gems in my city, I thought: Why wait for it to exist when I can create it? And that’s how Connection Club was born.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

With over a decade of experience spanning the industries of entertainment, art nonprofits, startups, and small businesses, I’ve built a career at the intersection of marketing, community building, and event programming. Before launching Connection Club (and my consulting business Sarah Silcox Studio), I honed my skills in marketing strategy, partnership management, content creation, and event planning through roles at Forty5 (The Vogue Theatre, Rock the Ruins), Metazoa Brewing, and Heartland Film. My background also includes internships with NBCUniversal, KCET-Los Angeles, and the WonderLab Museum, giving me a diverse perspective on storytelling, engagement, and creative experiences.

At my core, I believe in the power of community and creativity—when combined, they create magic and remind us of our shared humanity. In a world that often feels lonely and overwhelming, Connection Club exists to bring people together in fun, low-pressure, and authentic ways. Currently, we host pop-up craft-focused events around Indianapolis, from candle painting and collage nights to junk journaling, book swaps, and fake cake decorating. I design events based on what excites me creatively and what I see trending on platforms like TikTok, Instagram, and Pinterest.

Looking ahead to 2025, I plan to expand beyond craft events to include Dinner with Strangers (a collaboration with a local restaurant), Chatty Saturdays (coffee & conversation gatherings), and Adult Field Trips—small group adventures exploring Indianapolis’ cultural hubs, hidden gems, and neighborhoods. Beyond events, I want to offer new ways for people to experience Connection Club’s mission, from crowd-sourced projects like One Good Thing to DIY hosting kits and a pen pal club. I’m also growing our private event offerings and seeking partnerships with local and national changemakers who align with our vision.

Connection Club is still in its early days, but the response so far has been incredible. People are craving meaningful experiences and deeper connections, and I’m excited to keep building a movement that helps them find both. I welcome collaboration, mentorship, and new friendships with those who share this vision—because building community is something we do together. I can’t wait to see how Connection Club continues to grow and expand!

How’d you build such a strong reputation within your market?

As a baby entrepreneur (I’ve only been at this for less than six months!), I’ve built my reputation by leading with authenticity, empathy, and thoughtfulness—while nurturing strong relationships within my growing and existing network.

Indianapolis is my hometown, and after spending over a decade working in its small business, arts, and hospitality industries, I’ve seen firsthand how deeply connected the city is. Even though it’s the 16th largest city in the U.S., it often feels like a small town where relationships truly matter. I’ve always approached my work with integrity, curiosity, and a genuine passion for bringing people together and I’m always looking to connect with other people in the city doing amazing and exciting things.

I’m an introverted extrovert—I love meeting new people but also need time to myself to come up with my best work and ideas. That balance fuels my creativity and helps me design events that I would personally love to attend. At my core, I’m a connector, always thinking about how to bring people together in meaningful ways. By staying true to that, I’ve built a business that reflects my values, and in turn, a reputation that hopefully speaks for itself.

How did you build your audience on social media?

I’m still in the process of growing my audience, but I’m thrilled to have just surpassed 2,000 Instagram followers—almost entirely through organic growth and strategic collaborations—since launching the account last summer.

With a decade of marketing experience and a deep fascination with tech, media, and sociology, I have a love/hate relationship with social media—especially as a small business owner. Instagram has been a key way for people to discover Connection Club and attend events, but it’s a machine that constantly needs feeding and monitoring. Trends change fast, and the platform is full of both incredible opportunities and infuriating challenges. My goal is to use it as intentionally as possible: to showcase the brand, promote events, and connect with like-minded business owners—all with the bigger mission of getting people off social media and into real-life connections.

I draw inspiration from similar businesses in other cities, which reminds me that there’s a real appetite for these types of gatherings. My biggest advice for those starting out is:

✅ Lean into your brand’s mission and personality—let it shine through in everything you post.

✅ Decide what metrics matter (engagement > vanity metrics) and try not to get caught up in chasing likes.

✅ Experiment—see what resonates with your audience and adjust accordingly.

✅ Set boundaries for posting, monitoring, and research to avoid burnout. It’s a never-ending challenge but one in which I will always continue striving for better balance.

✅ Leverage partnerships—my biggest follower jumps have come from collab posts with local businesses that share my mission. When I worked in marketing for other companies, the occasional strategic and authentic partnership giveaway also did wonders for both social media engagement and follower growth.

✅ Spend time actively engaging with, sharing, and interacting with accounts you admire.

Social media can be an incredible tool for small businesses when used strategically. For me, it’s all about fostering genuine community—both online and in-person.

Contact Info:

• Website: https://www.sarahsilcox.com/
• Instagram: https://www.instagram.com/connectionclubindy/
• Linkedin: https://www.linkedin.com/in/sarahsilcox/

Image Credits

Please credit Whitney Walker as the photographer on the photos that I labeled with her name on them in the file names. Thank you!