After facing multiple lockdowns during the pandemic, it's not surprising that people craved human interaction after spending months in isolation. While many still felt apprehensive about venturing out, particularly in the early stages of post-lockdown, there was still a significant number of those who couldn't wait to get back to socialising.

This incorporated all kinds of things, whether it was returning to a favourite pub or restaurant, going to friends and relatives houses, days out, and holidays for a change of scene. Nonetheless, hospitality businesses still struggled in the wake of the pandemic, and are still facing challenges today. One part of this sector has seemed to thrive, however, and we have seen a sharp rise in the experiential leisure movement. 

What is experiential leisure exactly? As the name suggests, it offers customers the chance to have a memorable experience, and one that goes far beyond enjoying a refreshing pint or glass if wine. These businesses have created destinations where people can engage in friendly competition, a place they can challenge themselves and be entertained without the need to drink alcohol, although many venues offer drinks and food on site too, encouraging their guests to stay for longer and spend more. 

Barclays and the Centre for Economic and Business Research revealed that in 2024 the 'Experience Economy' in the UK contributed an estimated £134 billion annually to the broader UK economy. Businesses that have made changes to their operations to offer more memorable experiences for customers also reported a 15% average increase in revenue. This alone shows how much the experiential leisure sector is booming, and it doesn't appear to be showing signs of slowing down. 

It has been steadily increasing over the years, and property firm Savills shared research that showed this kind of competitive socialising sector had a 40% rise in venues since 2018. 

So, why has experiential leisure become this popular in recent years? Yes, there was a drive for more socialising and to have new and memorable experiences after the pandemic, but it is also partly thanks to younger generations who aren't as interested in drinking and clubbing as those that came before them. Instead, they value experiences where they can be interactive with their friends, and are able to share all of this via social media. These are also activities that they can do virtually any time of day, with most experiential leisure venues staying open during daytime hours and in the evening. 

Furthermore, there is a wide variety of options when it comes to experiences like this. In Manchester alone we have Chaos Karts, who offer guests the chance to take part in a Mario Kart style race, thanks to clever projection mapping. Additionally, there is the Arcade Club in Bury, with three floors full of retro and contemporary arcade classics. It's a family-friendly venue too, and also offers an adults only evening on Fridays. Reasonably priced drinks and food are also a draw to this popular attraction. NQ64 is another excellent example of venues capitalising on arcade nostalgia, and they have seen expansion across the UK in recent years as well. 

If gaming isn't your thing, why not visit the Crystal Maze experience? Or try your hand at axe throwing at Whistle Punks Urban Axe Throwing? Then there is the ever-popular Junkyard Golf, or Breakout Escape Room. Truly, the list goes on...and this is just one city.

Further research by Mintel in 2024 highlighted that 28% of adults take part in this kind of experience more than once a month. Although under 35s do remain the core demographic for experiential leisure, this kind of experience/competitive socialising can appeal to all ages. 

How Can Smaller Venues Compete?

There is no doubt that experiential leisure venues will remain popular, and it seems as though this trend is yet to hit its peak. However, this could leave smaller venues such as traditional pubs and bars, who are already facing challenges with rising costs and quieter periods, struggling to get customers to walk through the door. They are not set up to offer these big immersive experiences, but that doesn't mean they can't explore other ways to make their venues more than just a place to enjoy a few cocktails and beers. 

It is clear that consumers are seeking more entertaining encounters, and are willing to pay for the pleasure (many of these experiential venues also have fairly high prices). However, in a time when people are still watching their spending, pubs and bars could offer engaging experiences for a lower cost, which could be an attractive draw. 

Of course, the kind of events these businesses choose to put on will depend a lot on the space they are working with, but there are some fun and relatively easy solutions to attract more people to visit and spend time there. A quiz night is a relatively easy option to explore, and has always been popular. It's competitive but fun, and something that can be enjoyed whether you're sipping on a beer or a non-alcoholic beverage. To make things more interesting, pick a themed quiz or find another unique spin to stand out. 

Board game events are another avenue to explore, taking what would usually be reserved as a rainy day activity on a family holiday and making it a more competitive and interactive experience. A lot of pubs and bars already have a few board games stacked in a corner, but creating an event around them offers more encouragement for people to get involved. Being immersed in a game with their friends, perhaps with the option of prizes to be won, is a great way to get customers staying in a bar for longer. 

Other options include stand up comedy, open mics or live music, and these events can keep patrons entertained for an evening. Film screenings are also popular, and this could become a monthly or weekly feature for some venues. Arts and crafts socials that can be enjoyed with a glass of wine or a cup of tea could also become regular events that can create a community feel and bring people together. 

Masterclasses may also be attractive to customers who want engaging experiences, providing an opportunity for them to learn something new. This could be a cocktail making class or food-based course if a venue has the right facilities for this. Speaking of food, tasting events are also popular and could take place in the afternoon or evening, offering flexibility that could be appealing to potential customers. 

These are just some ideas that smaller venues might consider if they are thinking of other ways to get more customers through the door and keep them coming back. While these smaller venues might not leave quite the same impression as larger experiential leisure venues, they can still create a more engaging and memorable experience at perhaps a lower cost, and encourage a sense of community that could become the foundation of a loyal and returning customer base.