The number of transactions at competitive socialising venues are up 9% in March 2023 vs October 2022, with sales up 5%, according to research from CACI.
The research shows experiential concepts Flight Club and Hollywood Bowl have performed particularly well, with a 22% and 31% increase in transactions and a 17% and 13% increase in sales respectively.
The data, which comes from CACI’s Brand Dimensions and Centre Dynamics platforms, also revealed that 72% of city centres and 64% of regional malls have increased their leisure provisions in the past year.
This compares against the 29% average increase across all destinations, accounted for by the likes of Flight Club and Hollywood Bowl targeting these locations within their growth strategies.
However, leisure occupiers have fallen in 72% of satellite centres and 50% of suburban centres – two destination classes that have grown their F&B portfolio by 91% and 58% respectively.
This is an indication of the sectors these locations feel are mostly likely to deliver sustained customer engagement and loyalty, according to CACI.
Arabella Dalloz, principal consultant, head of leisure at CACI, commented: “The significant uplift in transactions and sales at leading competitive leisure concepts such as Flight Club and Hollywood Bowl is likely down to considered growth strategies, with both brands expanding and picking up on the changing social trends. Flight Club has even taken the world by storm, opening across the US and Australia.
“Retail destinations that have increased their leisure portfolio see the sector as critical to attracting and retaining office workers and shoppers in a post-pandemic world, giving them more reasons to visit and spend their time and money there. While those that have decreased their leisure offer are more local community focused, and see the leisure experience as less important than quality and diversity in F&B and wellbeing focused operations.”
