How leisure brands can capitalise on the competitive socialising trend

The latest thing to do on a night out is to compete. Not to see who can down the most pints or grab the first cab, but proper competitive competition.

The Leisure Property Forum (LPF) hosted an event recently to discuss the new trend in Competitive Socialising. The rise and rise of new leisure brands, like our client Mr Mulligan's Adventure Golf, is spreading country-wide. You can play ping-pong with a pint, darts with a dram or golf with a G&T.

The obvious activities like golf, darts, bowling and escape games are all going through a serious adult upgrade. The guest experience is paramount, with food and beverage crucial to the whole sell.

So what can other non-gaming leisure destinations do to capitalise on this trend?

Here are the top 5 things you can do right now:

1. Create a game element to your experience or event. How about a movie quiz after the screening in the bar?
2. Collaborate - invite other activity owners in for special events or tie-ins
3. Work with an IP and create an activity within your destination, like a pop-up game or event
4. Utilise your online presence to include a competitive element
5. Generate ongoing loyalty by sharing scoreboards and successes across your network, bingo halls do this really well

Keeping an eye on the trends developing in leisure is a key element of what we do at Katapult. Make it your focus too. Subscribe to the best blogs and content. Talk to your customers. Above all use these new trends to brainstorm product and service developments to define your position in the market.

To join the Leisure Property Forum or attend an event check out their events calendar.