Page 32 - RLI July / August 2019

RLI LEISURE INSIGHT

Food, Friendly

Competition,

and Axe Throwing

Here, Jennifer Dimaano, Senior Research Analyst, US Retail at JLL and Taylor Coyne,
Research Manager, US Retail at JLL take a look at a current trend in the leisure market,
that of Competitive Socializing.
It seems that for a long time most people were content components and the competitive nature of the games creates a
with meeting up with their friends at the local bar. As more lively environment that appeals to a younger crowd looking for
entertainment options on our phones, televisions, and video game unique shared experiences. Bad Axe, out of Burlington, Ontario is
systems vie for our attention – the average bar might no longer a unique bar concept where patrons drink beers and throw axes
cut it. Retail landlords and tenants are keenly aware of this, as at wooden targets. This concept opened in 2014 and has since
our recent retail research report: ‘Playing games: food, drink and expanded to 20 urban markets across Canada and the US.
friendly competition prove an attractive mix for these expanding Two other popular retail concepts are VR Arcades and Esports
tenants’ highlights five unique retail entertainment concepts that Lounges, each making up 7.1 per cent of leisure tenants in the
are currently growing across the US. country. While both offer gaming in a social environment, the
While food and drinks were always better with friends, several new types of experience they offer varies greatly. VR Arcades provide
concepts use games to add an exciting new element to the traditional customers with access to the latest in VR gaming by offering two to
bar or restaurant. For example, a popular twist on the traditional bar three immersive experiences which allow them to try out virtual
that’s expanding rapidly is the Beercade, or a bar combined with all reality without the high cost of entry that is normally required to
the 80-90’s arcade nostalgia you can ask for – except now you get to own the equipment at home. Esports Lounges appeal to more
beat the high score with a beer in hand. Beercades are the second competitive gamers who enjoy playing multiplayer games such as
largest national leisure concept making up 26.2 per cent of leisure Overwatch, League of Legends, and Dota 2. These lounges bring the
tenants nationally with chains like Barcade, Headquarters Beercade, fun of playing games in your buddies’ basement to a social setting
and Emporium. Another concept that puts a spin on the traditional where your group can enjoy a fully stocked library of the latest
bar and restaurant is Eatertainment. Eatertainment concepts are games. While these concepts are very popular outside the US,
locations that offer food, drinks, and multiple games all under one they are a rapidly growing segment in the US with 149 locations
roof. Popular examples are Dave & Buster’s, GameWorks, and FTW. currently and at least 15 more locations scheduled to open in 2019.
These chains tend to be well established and, while not growing as Lastly, Escape Rooms, which first opened in 2010, has grown to
rapidly as the other categories we looked at, Eatertainment still makes encompass 4.8 per cent of all tracked leisure tenants. These concepts
up 22.6 per cent of leisure tenants nationally. are centred around “escaping” a locked room by working together
While arcade games bring out the kid in us, sometimes consumers with your group to solve a series of puzzles. These rooms are often
want some good old-fashioned friendly competition to see who’s themed, like Escape Reality, where rooms are inspired by movies
the best at bowling, darts, and surprisingly, also axes. One of with the goal of creating a unique and “Instagram-able” experience
the most rapidly growing retail leisure concepts is Competitive – increasing the concepts popularity via viral social media posts.
Socializing which makes up 32.1 per cent of our studied leisure With the number of apps, notifications, and games available at
tenants in the U.S. Competitive Socializing focuses on a single our fingertips, it’s no surprise that retailers are stepping up their
game that can be played with friends. Popular activities include game to compete for our attention. Retailers are making great
the classics like ping pong, bowling, and darts to the more unique strides with these exciting leisure concepts, but we look forward
like axe throwing. These concepts have strong food and beverage to seeing how they’ll top axe throwing.

32 RETAIL & LEISURE INTERNATIONAL JULY / AUGUST 2019