When a group is deciding where to go, the venue is only part of the decision. Somebody has to suggest the plan, explain why it will be enjoyable and get everyone to commit.
For younger adult customers, an activity can make that job easier. It gives the group a shared purpose, a starting time and something to talk about before they arrive. It also gives a venue a more specific message than “we have drinks and a nice atmosphere”.
Commonroom makes the activity part of the offer
At Commonroom in Hitchin, the offer centres on darts, pool and social time together. The website gives people routes to book a game and enquire about group or corporate occasions. That makes the reason to visit visible from the start.
The practical question for another pub is how to give a group something they want to arrange together. An activity supplies a shared starting point: there is a game to play, a friend to challenge and a reason to stay for the next round.
Design for the person organising the group
Imagine being the person sending the invitation. Can you explain the activity, the cost, the duration and how many people can take part in one message? Can you find the booking route on a phone? Are the important details clear enough that you will not have to answer ten follow-up questions?
Make that person’s job easier. Show the space and the activity in use, explain how a session works and be clear about what happens when the game ends. If food or drinks can be added, explain the options without making the basic booking difficult.
Make beginners feel included
Competitive activity should still be welcoming to somebody who has never picked up a cue or thrown a dart. Short rounds, mixed-ability teams and a clear introduction can help everyone join in. Staff who make people comfortable are part of the product.
Younger adults are not one uniform audience. Some want competition; some want a relaxed catch-up; some do not drink alcohol. Avoid building the entire experience around drinking or assuming that a low price is the only thing that matters. Show what guests will do and how they can take part.
Turn an activity into a repeatable occasion
A pub can apply the same thinking on a smaller scale. Depending on your space and audience, possible formats to test include a hosted games social, a beginners’ competition or a themed team challenge. Choose one you can deliver confidently, then improve it through guest feedback.
- Give the session a clear name, audience and start time.
- Choose a format that works at your actual capacity.
- Make entry straightforward and explain the total commitment.
- Have someone responsible for welcoming and guiding players.
- Offer the next session while guests are still interested.
Check the contribution as well as the atmosphere
Record paid participation, food and drink contribution, extra staffing, equipment costs and whether the booking displaced another use of the space. Watch whether guests return and whether beginners feel comfortable enough to recommend it.
A busy room is encouraging. A repeatable occasion that works commercially and makes people feel they belong is much more useful. Commonroom provides a clear example of putting “what shall we do?” at the centre of the offer; the challenge is to find the version that fits your venue.
If you want a practical marketing plan built around the way your pub trades, talk to Marketing for Hospitality.