n axe
AFTERNOON TEE? ONE CHOP SHOP
IT ALL ADDS UP
The Institute of Competitive Socialising, the business behind London’s original crazy-golf concept, started life as pop-up in a leaky old Shoreditch warehouse. They sold out an entire five-month run. “At this time, you could play table tennis and go up-market bowling, but not much else,” says Swingers co-founder Matt Grech-Smith. “We could see that people wanted a new way to go out and socialise – but had nowhere to do it.” The so-called ‘experience economy’ was taking off, and Swingers were keen to take advantage of this shift. By combining crazy golf, an array of food vendors, cocktails and music (Swingers play disco, soul and funk) Grech-Smith and his team have built an accessible brand. “People want to go out and have unique experiences,” he says, “and it doesn’t matter whether you’re 18 or 80, crazy golf also has universal appeal – and we try and make the food, drink and activity worth coming in for in their own right.” The huge, quirky spaces are a big draw for corporates too – “you can book and know that everybody is catered for”.
Whistle Punks, whose experience is urban axe throwing, believe innovation is the key for long-term success. James Bidgood, senior marketing manager says, “we launched in an old warehouse in Whitechapel on a very short-term lease. After six months we got our first permanent venue – in Vauxhall – and have gone from strength to strength.” Inspired by a Canadian axethrowing company, Whistle Punks offers customers the chance to throw actual axes at targets – an activity that many might think you shouldn’t be able to do in a confined space. In this area of hospitality, giving consumers new and exciting experiences will keep them coming back again – which means constantly checking out what’s going on with other operators. Bidgood certainly believes that “there’s a lot more that can be done especially when looking around the world for different influences.” Consumers want to go home having done something accessible but interesting, and with pictures that get them plenty of vlikes on Instagram, for instance. Axe throwing certainly ticks these boxes, especially, as Bidgood says, there’s lighthearted jeopardy in the mix: “it’s more fun throwing real axes side by side with your mates.”
The value in delivering an all-in-one experience is clearly understood by Paul Barham, COO and co-founder of Flight Club Darts, which opened its first branch in 2015. “There was a real appetite for social experience venues and we saw the potential to build a unique technology-led experience, which didn’t yet exist.” With the option to order food and drinks directly from the oche (the line you stand at to throw the darts), and a camera recording players as they play their winning shots (a montage of which is then emailed to you), Flight Club satisfies the increasing expectation for, as Barham puts it, “exciting experiences and memories that consumers can share with their friends or colleagues.” One challenge is to keep people coming back. For Flight Club, location is key: “If you can find a way to integrate and benefit your community… you’ve established a loyal fanbase that back you from the beginning and will continue to support you.” With hundreds of focus groups under their belt, Barham ensured that his customers were keen. “It’s important to keep listening to what they want too, rather than just jumping on the next trend.”
Whistle Punks Axe Throwing Founded: 2016 Locations: London, Manchester and Birmingham Price: from £22 per person ___
Flight Club Founded: 2015 Locations: Victoria, Bloomsbury, Shoreditch and Manchester with plans to open in Birmingham Price: £15 per person ___
Swingers Founded: 2014 Locations: The City and west end, with plans to open in New York Price: from £10 per person __
THE NUMBERS GAME
Dabbers Social Bingo Founded: 2018 Locations: The City Price: From £11 per person ___
MIC DROP Although not technically ‘competitive’ (Simon Cowell may disagree), Lucky Voice Karaoke has been a mainstay on the social scene since its launch, and fits right into the experiential leisure mould. Good food, drink and service have always been key parts of the experience, argues managing director Charlie Elek, but “having an activity like singing at the core of the time they spend in the venue is what people love and why they keep coming back. It’s all about creating memorable moments with friends, family and colleagues”. Elek, perhaps with the advantage of being one of the first into this area of hospitality, understands the importance of operators seeing themselves as a community. “With new activities and venues being introduced all the time, once groups try one they are wanting to check out more, so we are all helping each other in that respect.” Lucky Voice Founded: 2005 Locations: London, Brighton, Cardiff, Manchester, Newcastle and Dubai Price: from £7 per person ___ -41-
Issue 18 | Spring 2019 | codehospitality.co.uk
The ‘experience economy’ means restaurants and hospitality providers are rethinking how to harness the power of spending money while also being entertained. Set in a large hall with a bespoke ball machine, vegan street food and entertainers, Dabbers, (opened last year) is the UK’s first dedicated immersive bingo hall, and, according its co-founder Luke Bishop, “offers a full evening of entertainment, more akin to visiting the theatre, a cabaret or comedy club.” The idea that consumers can now visit a venue and stay for an entire afternoon or evening has obvious benefits. “We want our customers to spend their whole night with us rather than playing a game for an hour and then heading elsewhere,” he says. With guests hanging out for longer comes increased spending, but Bishop is well aware that for it to work, Dabbers has to be all about having fun.