6 minute read
LIVE SPORTS & ENTERTAINMENT: GAME ON
Game on
A compelling entertainment offering is no longer an added bonus in the pub setting, it’s essential for standing out in a competitive market, writes Molly Nicholas.
IN TODAY’S competitive landscape, live sports and entertainment has become more than just a passive viewing experience, it’s a vital part of a pub’s offering, and the days of simply screening big matches are long gone.
The diversification of entertainment in the pub setting is an opportunity for operators to differentiate themselves from competitors and foster loyalty, and the pubs that succeed in drawing crowds are those that create an atmosphere of excitement and community.
Our mission is to elevate visibility for female sports… By doing so, we create a space where all are welcome and female patrons feel genuinely represented and valued.
-Kinsey Yuen, Sonnel Hospitality
According to Kinsey Yuen, general manager of customer and brand at Sonnel Hospitality, not only do pubgoers expect more, they want to be part of the action.
“Over the past year, we’ve noticed that communities are seeking out a broader range of entertainment that resides within their local pubs and sports bars. Traditional offerings like solo acts, trivia, and poker nights are great, but are also considered the norm, and people are now looking for an elevated entertainment experience,” Yuen explained.
The evolution of entertainment in pubs is all about engaging patrons in new and meaningful ways, but Geordie Hawkins, manager of Solotel’s KXH Sports Bar, says there is still an appetite for sports.
“Patrons are constantly on the lookout for bang for buck, and a space to watch a game with terrific atmosphere and technology is always a great draw card. We have seen a broader audience flock to watch sport, and we attribute much of this to the tremendous growth of and support for women’s sport over the past 18 months.”
Entertainment is still a cornerstone of pub culture and a shared passion for many – it might even be the difference between choosing one pub over another – and Nicole Thomas, head of venue sales and operations at Entain, says pubs should capitalise on this trend.
“The focus has shifted to offerings that tick three critical boxes: driving repeat traffic, maximising patron dwell time, and requiring minimal staff oversight.
“Particularly interesting is the growing emphasis on daytime trade, with live sports emerging as a key driver. This evolution reflects a deeper understanding that entertainment needs to work harder for venues – it’s no longer just about filling the space on a Friday night, but about creating consistent, profitable engagement throughout the week,” Thomas explained.
Beyond the big screen
Situated in what was once Sydney’s most iconic nightlife destination, the Kings Cross Hotel is more commonly known for its parties, making the addition of KXH Sports Bar an interesting move for Solotel. But according to Hawkins, creating a diverse offering was always the driving force of the venue.
“The various spaces within the venue all offer something different. One offering it was lacking however was a state-of-theart sports bar and the former dive bar space has turned out to be a terrific fit. Decked out in retro Australiana pieces on the wall with tones of green and wooden interior, the bar is the perfect space to catch a game at all hours of the day,” Hawkins explained.
Introducing a brand-new LED screen, intimate booths with self-controlled TVs and free pool all day, KXH Sports Bar has established itself as a one-stop destination for sports fans.
The revamped space is further enhanced by the food and beverage offering which features a broad range of tap beers and a menu of sports bar snacks such as bourbon chicken wings and cheeseburger spring rolls.
Following the successful launch of KXH Sports Bar, Solotel has further plans to enhance guest experience across its portfolio, and it’s one of many operators investing in entertainment.
When the Burleigh Town Hotel underwent a $4.5 million renovation in 2022, entertainment was a major focus, and a little over a year later, the pub was awarded Best Sporting Entertainment Venue at the 2023 AHA National Awards for Excellence.
Venue manager Kim Moore says: “Live sports and a great local pub experience go hand in hand; it’s the next best thing to being at the stadium. Our renovation was an opportunity to elevate our offering and give our patrons a state-of-the-art space where they can enjoy their favourite pub classics and ice-cold drinks while catching the game.
“Our dedicated sports bar has one of the largest screens in the southern hemisphere, that’s always a huge draw card. It’s also decked out with great sound and when you pair that with a consistent lineup of live and loud sport, of any code, and a great snack menu that’s been tailored to the space, it’s hard not to love being here on game day.”
Design and technology is an important consideration for any pub looking to replicate the stadium experience, whether that’s installing best-in-class screens and sound systems or utilising your space to display numerous sporting events without interruption.
Equally, central to success is a compelling sports calendar, and a well-planned schedule allows publicans to cater to a diverse audience and make their venue the go-to destination for every big game. For the Burleigh Town Hotel, this means using Fanzo.
“It’s a tool that understands our trading hours and broadcast capabilities, so it centrally manages our online schedule and ranks events by timing and popularity. We enhance this with in-venue consistency and atmosphere, showing games live and loud and pairing them with special experiences like bespoke Super Bowl offers and a curated sports bar snack menu,” explains Moore.
Leveling the playing field
Engaging patrons and creating community was a priority from the getgo for KXH Sports Bar, and Hawkins believes promotional offers and interactive elements successfully drummed up interest for the opening of the venue.
“We launched on the first State of Origin match of 2024 and put on a show for the local community with giant footballers on stilts, happy hour extension, $1 wings during the games and even a freebie hour for our beloved locals to come check out the space.
“This really set us up for a successful rest of the football season culminating in the finals in September. We are now seeing a broader audience of customers on the lookout for boxing, UFC, EPL, cricket, NFL and even a punting community on Saturdays for the races.”
As consumer expectations continue to evolve, watch parties have emerged as a powerful trend, creating shared experiences with like-minded people and a sense of community that is no longer reserved for stadiums.
