NEWS SPECIAL
Moving back to normal Clubland is on the move as we see them filled with members and guests – maybe watching a big sporting event or enjoying a barbecue. But how far down the ‘back to normal’ road are we really? Ashely Cairns reports.
C
lubland always presents an extensive programme of social events and entertainments. Now, as members enjoy getting back into their local club, most activities are fully booked, which is great news for clubs (and do spare a thought for the artists who may not have performed for 18-months!). The UK holiday scene is also booming and parts of the UK are virtually full to bursting. The opportunities are coming back. But are we seeing this in the data? I’m asking the following three questions and will share the findings and observations in this article: • Are we back to normal? • How much are we selling? • What products are members and guests going for? Are we back to normal? Well, on the first question it is far too premature to talk of being back to normal. Where we are
right now is opening tentatively. The tentative description applies to licensees/stewards, committees and members/customers. Now, a closer scrutiny of the trade and how it is different to where we were. The wearing of masks is still highly prevalent amongst staff. Sanitisation regimes are significantly more prominent than existed pre-COVID-19. On-line booking is almost mandatory and lastly, among my four bigger observations, is that table service has moved forward in execution and frequently being retained. What this of course means, is that our members have some newer expectations for ‘normal’. It appears this relates to a large proportion of consumers. This may help the trade with its approach to general hygiene. Time will tell, but I certainly see that premises are airier and tidier. That can only help raise hygiene in the customer hierarchy of needs to a ‘must do well’ in licensed premises to attain their approval. From general research of consumers, the latest esti-
mates from a CGA Strategy Pulse Survey show that, for example, 69% of ‘nightclub-goers’ are re-engaging by hitting the dance floor. Across the whole of the market, that week commonly called ‘Freedom Day’ in England, data was showing that 73% of out of home customers have been back to the on trade. Behind this, the frequency of going-out is also down as a proportion of customers having reduced their visits. The research continues to indicate that younger persons are more comfortable going out compared to the older age group where there is a higher level of caution. The one positive is that consumers have an increased tendency to stay closer to home. Briefly, it looks like there are actually less customers at present and they are visiting less but staying local. There is, in the last element, that opportunity for some in Clubland to perhaps increase either their customer base or existing customers visit frequency. That is perhaps a challenge but in the long-run new customers are a must so go for it!
CLUB MIRROR 9
>
