The Oracle: Issue #2

THE ORACLE - OCTOBER ISSUE - #02
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.
Some 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.
Let’s look at the statistics
around competitive
socialising
Less focussed on socialising
around alcohol, the next generation
are looking for experiences that
can 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-onyear,
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
available to choose and excel at!
Whether it be a new take on a
classic table tennis table, mini-golf
course or shuffleboard arena, or a
more progressive activity such as
axe-throwing, virtual reality gaming
or escape rooms - the possibilities
are endless.
And what’s more exciting about
this sector is that it’s possible
for any venue to incorporate
some competitive elements into
their existing offering without
completely redefining their
proposition. It’s time to get in on
the action and explore how you
can maximise this large and ever
growing nightlife trend.
So I should just jump in?
Well, almost. There are some things
that venue owners should take into
consideration before adapting their
venue for competitive socialising.
Our top three tips for you are:
Get a decent booking system
Competitive socialising activities
are in high demand. Venues need
to put in place a booking system
to ensure the product is used
efficiently and safely - and this can
also help with recording usage.
Increase security
Increasing your offering and
footfall can put pressure on your
existing security. Review the
potential risks of your current
security setup, and ensure you’ve
got a sufficient security resource
available.
Competitive socialising
venue insurance
Adapting your offering and
bringing in new equipment will,
unfortunately, have an impact on
your insurance. However, talking to
a competitive socialising insurance
expert will ensure that you have the
best cover at the most competitive
price for any adaptations you might
want to make.
NDML are insurance specialists
and proud supplier partners
with Gamechangers, meaning
our services are available at the
best rates for all Gamechangers
members.
To learn more about keeping
your venue protected and
on the cutting edge of the
industry, visit NDML.co.uk
LATEST RESEARCH
48%
of Londoners are aware of the
term ‘competitive socialising’
Oliver Calvert, Head of
Brand & Marketing of
Romero Group
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