In recent times, the city has seen a slowdown in its nightlife scene. But why is this? It seems that a growing number of young people are opting for more meaningful and experience-based activities over traditional nights out.
🤔 So, what are the alternatives?
📲 Event-based companies have seen a gap in the market and have responded by introducing some ‘wholesome’ alternatives. Some of these include:
⛷ Soft Life Ski - Soft Life Ski is an African and Caribbean Ski Festival redefining the slopes. Through a blend of music and skiing/snowboarding, SLS focuses on fostering inclusivity and making waves in winter sports. Trips so far have included: Hemsedal, Norway, Chamonix & Valfrejus, France.
🎨 BeauBeau’s - Café and ‘third space’ that hosts free chess nights and art clubs founded by Nigerian painter, skateboarder & artist Olaolu Slawn. The heart of BeaBeau’s ethos lies in community and fostering the creativity of young minds.
🍾 PRTYHERE - The ‘UK’s Fav Black British Pub Quiz’. This event provides an interactive cultural experience, combining drinks, music and trivia. PRTYHERE strikes the perfect balance between party vibes and creating memories all whist having the chance to meet new people.
🎞 PLACE LTD - Place Ltd believes that ‘there’s more to London than nightlife.’ Followers can stay updated with weekly posts that feature everything from theatre shows to workshops, film screenings and book clubs.
💡 What can marketers learn from this?
It seems that young people are craving experiences. They're moving away from conventional nights out and seeking more fulfilling means. It’s time for brands to embrace this shift and alter their offerings accordingly, by embracing IRL events and activations.