Swingers, the crazy golf, street food and bar concept, is planning a second site in the central/west London, as well a brand new experiential concept in the capital, MCA has learnt.
The second Swingers is set to open early in 2018 while the third opening, under the Institute of Competitive Socialising umbrella group, will come in the second half of next year.
Swingers has recently recruited Adrees Ali, formerly VP of operations at Brooklyn Bowl, as international operations director, who will work with operations director Tristan Hoffman to explore international opportunities in cities with a social work and evening culture.
The concept, which started life as a pop-up, has operated from a 20,000 sq ft site in the Brown’s Building in The City for around year, during which time it has taken more than £200,000 a week.
Spend per head is an average of £50, dwell time is around two or three hours, with drinks from Tanqueray, Meantime and Freixenet, and food from Pizza Pilgrims, Patty & Bun and Bubbledogs.
Matt Grech-Smithm, who co-founded the group with Jeremy Simmonds, told MCA: “We’ve had a fantastic start in London and we definitely think the concept has got legs to do more. We’ve had more demand than we can accommodate.
“Our next site will still be a Swingers, but we’ll change it up so people have a reason to visit both. We want to keep it fresh and interesting.
“Our second concept will be another cool activity you can do with a drink in hand. It’s slightly different to Swingers, in that there’s not many things like crazy golf, so this is a couple of different things wrapped together. Some of it is familiar, some not so.
“It will be really fun things that hold you in the venue, keep you drinking, and give us the edge over other venues.”
The concept can operate in slightly smaller sites than Swingers, though the site is understood to be the same size is the City site.
Grech-Smith said the new generation of experiential concepts was no passing fad, with plenty of potential for growth.
He added: ”We can see from our demand in bookings that the market’s underserved at the moment. It’s a big market and there’s lots of room for us and others to exist side by side.
”People ask is this a trend that’s going to come and go. But if you look at bowling an table tennis they’ve been around a long time, they’re classic activities. It’s about creating a great core experience of good food, good drink, and making sure people have fun.”