Expert Insight HOW COMPETITIVE
SOCIALISING IS DOMINATING THE HOSPITALITY INDUSTRY
A new breed of entrepreneurs are taking social gatherings, and indeed hospitality as a whole, to the next level. The competitive revolution has already transformed unused retail spaces and listed buildings into social hubs for the young and the bold.
Some of your friends & colleagues may have suggested shuffleboard. Family members may be keen to go axe-throwing. Maybe you’ve attended a mini-golf date. Whatever the weather, these immersive experiences are taking the nation by storm.
THE STATISTICS AROUND COMPETITIVE SOCIALISING Less focussed on socialising around alcohol, the next generation are looking for experiences that get them their money’s-worth. Recent research showed 49% of Gen Z’ers said their online image is on their mind when they go out socialising and drinking, so they’re focussing on experiences that look good for the camera.
In fact, year-on-year, the number of photos taken in social environments
increases 10-14% each year, meaning showcasing an experience is one of their key factors when looking for a night out. With 48% of Londoners alone aware of the term ‘competitive socialising’, the trend is snowballing as more customers and venues adopt the trend.
HOW TO ADAPT YOUR VENUE FOR COMPETITIVE SOCIALISING? There are a range of activities that users are looking out for in an experiential night out, from traditional games, to virtual experiences, there’s plenty to go at! Whether it be Table Tennis, Mini Golf, and Shuffleboard, to more progressive activities such as Axe-Throwing, Virtual Reality and Escape Rooms, the possibilities are endless. And what’s more, it’s possible for venues to incorporate some competitive elements into their existing offering without completely redefining their proposition.
So it’s time to explore how you can maximise this large and ever growing nightlife trend!
There are however some considerations venue owners should take before adapting their venue for competitive socialising:
1. BOOKING SYSTEMS — activities are in high demand. Venues will need to put in place a booking system to ensure the product is used efficiently and safely. This will also help with recording usage.
2. INCREASE SECURITY — Increasing your offering and footfall can put pressure on your existing security. Review the potential risks and ensure you’ve got sufficient security resource.
3. COMPETITIVE SOCIALISING VENUE INSURANCE — adapting your offering and bringing in new equipment will have an impact on your insurance. Talk to a competitive socialising insurance expert to ensure you have the best cover at a competitive price for any adaptations you might make.
To learn more about keeping your venue protected and on the cutting edge of the industry, visit:
NDML.co.uk
38
June 2023
www.venue-insight.com
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