Why ‘playful’ venues are becoming a serious corporate events trend
Interest in social and experience-led venues has boomed in recent years, with an increasing number of event planners booking them for clients. Why are these playful spaces scoring so highly with corporates?
In 2017, DesignMyNight, a platform for booking bars, pubs, clubs, restaurants and events, received 250,000 searches for 'activities'. By the end of last year, that number had tripled with almost one in three adults in the UK claiming to have visited a socialising venue in the past year, according to KAM Insights' Competitive Socialising Report.
Such is the rise in demand for these playful venues like darts-themed Flight Club, ping-pong-inspired Bounce and tech-infused mini golf concept Puttshack that DesignMyNight has tipped ‘socialising in a competitive way’ as one of three trends its watching for hospitality this year.
But demand for social and experience-led venues isn’t solely led by those looking to spend their leisure time in an alternative to the pub, there is also growing interest in these play from the corporate event sector.
Enquiries featuring the terms ‘social venue’ and ‘social activity’ have increased by 16 per cent on venue platform Hire Space in the last year, says co-founder Edward Poland, who notes a growing number of clients wanting ‘something different’ as part of their conference or corporate event.
“We’re seeing entire programmes take place in some of the larger social venues,” he adds.
“Others will hold a conference in a traditional venue but will have drinks and food at a social venue post-event.”
Tinique Hay, founder of Hay Events, says she plans to deliver more social wellbeing-led events this coming year, following the success of a summer party and team-building event her business organised for 100 people at The Good Hotel last year.
“While the venue itself was not a traditional social venue, we transformed the terrace space by bringing in external suppliers to deliver interactive team-building activities, creating a relaxed, social, and engaging environment for attendees,” she says.
Hay has noticed demand from clients who are looking for team bonding experiences ‘outside of the traditional office or conference setting’ so is considering social venues for future events.
“These venues offer fun, competitive, and inclusive activities, and let’s face it — most corporate teams enjoy a bit of playful competition. They are ideal for rewarding teams, boosting morale, and offering incentives and align perfectly with how businesses want to engage their teams today.”
Many social venues are operating in tandem with the events sector. Poland notes that some have adapted their offering to include a DDR package so they can accommodate both conference and social business.
One social entertainment business actively welcoming enquiries for ‘team socials, celebrations and corporate gatherings’ is Poolhouse.
The venue – its name a reference to the competitive table game, not the water-based activity – which opens near Liverpool Street Station in London in March, has opened its bookings diary for its private space the Queen Vera Suite, with a capacity for 80 people and featuring a private bar and four AI-powered pool tables.
The venue will also offer exclusive hire for up to 650 people and food and drink packages starting from £45 per person.
Hay is watching its launch with interest: “This is an exciting concept and a brilliant way for clients to kill two birds with one stone. It allows organisations to host an off-site town hall, strategy session, or training day, and then seamlessly transition into fun, relaxed team-bonding activities in the same space.”
Traditional meeting venues won’t feel too threatened by the advance of social venues, which have their limitations for aspects such as conferencing, but these sites, with built in activities and strong F&B options have strong appeal, says Hay.
“For event planners, these venues offer flexibility, built-in activities, and a strong experience-led atmosphere that helps create memorable events. They naturally encourage interaction, participation, and energy, which is often harder to achieve in more formal settings.”
