Thanks to Social Entertainment, the traditional recreation sector is gaining a formidable competitor. More and more hospitality businesses are adding game forms (entertainment) to their portfolio, thereby becoming attractive to a much broader target group. During a Pleisureworld meeting at The Grand Shuffle, the first shuffleboard bar in the Netherlands, the success factors of Social Entertainment were shared.
The combination of a hospitality business with a game format is certainly not new. Just think, for example, of the worldwide success of 'the bowling alley'. Nevertheless, in recent years there have been plenty of developments in new concepts that appeal to a much broader target group.
A significant added value for an entrepreneur with a hospitality business is that they broaden sources of income; in addition to F&B, now also pay-to-play. Furthermore, an average stay time per visit is required, which generates more bar revenue as well.
What is new about the new generation of game modes.
Specially for the occasion of the meeting in Utrecht, Social Entertainment expert Matt Barnwell from the UK was flown in to shed light on global trends in this field. Some lessons from his presentation:
- More attention is being paid to the social interaction component. People of different skill levels must be able to play against each other (for example, by giving an expert slightly more obstacles or by incorporating a luck element).
- Game formats are being increasingly integrated into the hospitality environment, for example by shortening the duration of each game. A great example is The Grand Shuffle in Utrecht, where the game table also doubles as a bar table.
- Social Entertainment is currently primarily aimed at the nightlife segment (18+ year olds going out for an evening). The game formats also make the location attractive to other target groups. Think, for example, of family outings or children's parties, which ensure higher occupancy.
- New comprehensive concepts are being developed rapidly worldwide, which are often issued in franchise form. An entrepreneur wishing to start a business in a particular city thereby receives a well-thought-out business formula with support and updates.
- Often, existing game formats serve as the basis, to which an attractive, accessible game format is added using technology. This type of gamification has the additional advantage that innovative offerings can be provided more quickly through content and game format changes.
- The first Social Entertainment concepts were heavily focused on a single activity. Following the trend of Family Entertainment Centers, there is also a trend where multiple activities are bundled in one location. This occurs primarily at locations with a somewhat lower rental price per square meter.
The Grand Shuffle in Utrecht
The Grand Shuffle in Utrecht is a bar with a large number of shuffleboard tables, located right next to the well-known Hoog Catharijne shopping center. The location is part of the hospitality chain “ The Brothers Group ”. Owner Rob Peek is pleased with the choice of location: “We are close to the center of Utrecht and are easily accessible. At this location, we are not subject to the shopping center’s mandatory conditions (including mandatory opening hours – in line with store opening times). And we were able to strike a good deal on the rent.”
Micky Verhaegh, supplier of the interactive ' Shuffly ' Shuffle Boards, is pleased with the execution at this location: “We supply the game elements, but at this location you can clearly see the added value that a well-executed total concept offers. We collaborated closely with the Brothers Group during the realization, and we are also extremely satisfied with the end result.”
Richard Otten of Pleisureworld adds: “We try to highlight these types of locations at our knowledge meetings. This is truly a trend we are going to hear more about.”