DALLAS–FORT WORTH, TX — October 2025 — WHAT Social, the rapidly growing local discovery and networking app, is proud to announce its newest sponsorship and partnership with J. Merrill’s Cigar Lounge, one of the most distinguished cigar lounges in the Dallas–Fort Worth area.
This collaboration marks another step in WHAT Social’s mission to connect users with the people, places, and experiences that define their city.
A Partnership Built on Experience, Culture, and Community
Located at 206 Food Hall in Roanoke, Texas, J. Merrill’s Cigar Lounge has become a hub for upscale social gatherings, business meetups, and relaxed nightlife. By teaming up with WHAT Social, the lounge expands its digital footprint, allowing more guests to discover its atmosphere through the app’s event listings, photo features, and partner promotions.
“This partnership represents exactly what WHAT Social stands for — connection, culture, and community,” says JC Cunningham, founder and CEO of WHAT Social. “J. Merrill’s Cigar Lounge isn’t just a venue. It’s an experience, a vibe, and now, through WHAT Social, more people will be able to discover it in real time.”
Bringing the City Together
Through this sponsorship, users will see J. Merrill’s Cigar Lounge featured in:
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Local event coverage and live promotions within the app
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Exclusive member events hosted by WHAT Social and J. Merrill’s
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Behind-the-scenes videos, highlights, and community features
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Special offers and early access opportunities for lounge experiences
The partnership kicked off with WHAT Social’s live coverage during Celebrate Roanoke, where the lounge served as an official sponsor and broadcast partner — bringing together a crowd of locals, music lovers, and cigar enthusiasts for a day of connection and celebration.
About J. Merrill’s Cigar Lounge
Known for its premium cigar selection, top-shelf cocktails, and welcoming atmosphere, J. Merrill’s has established itself as a signature destination for cigar connoisseurs and professionals looking to unwind in style. Its elegant ambiance, paired with personalized service, reflects the sophistication and community spirit that align perfectly with WHAT Social’s brand vision.
About WHAT Social
WHAT Social (short for What’s Happening Around Town) is a geo-based social network and event discovery platform designed to help users explore their cities like never before. The app bridges entertainment, community, and local businesses — allowing people to discover events, deals, and experiences nearby while connecting with others in real time.
Available now on iOS and Google Play, WHAT Social continues to expand into new cities across the U.S.
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