Page 48 - May2021

SPECIAL FEATURE: F&B LATEST ConCEPTS And TREndS

Integrating F&B &

Entertainment

Oliver Cully, CEO & Founder of Scallywag Entertainments

Limited discusses how indoor attractions will increasingly
integrate F&B with entertainment to improve the customer

experience and diversify revenue in these new found
market conditions.

ntegrating food and beverage as a core component of locations respectively.
an indoor attraction is not a new concept, but this sub- In both the US and elsewhere,
sector of the attractions market is going to become there are some very exciting new
Iincreasingly prominent and diverse as customers and integrated F&B – entertainment
landlords alike seek new, exciting, and profitable location-based concepts or ‘Eatertainment’ venues for short, that have
entertainment experiences. opened in recent years. One such company - Surf House from
The sector is much older than one might think – in Western Finland, with venues in Thailand and Finland and projects under
countries taverns have integrated entertainment with F&B for construction in Spain and Hong Kong, integrates Flowrider
hundreds of years. Storytelling, music and dance, sports and surf tech into a beach club style restaurant. The Flowrider is
more are recorded throughout history as having played an the focal point of the whole venue acting both as an exciting
integral part of society and culture including in taverns and pubs. experience for those who wish to surf, or as something to
Skittle alleys, the forbearers of bowling alleys are recorded watch and enjoy for those who are dining or socialising. As
as having been situated in taverns in both Europe and North with many Eatertainment venues, Surf House can sell its core
America as early as the 1600s. By 1850 New York had become entertainment experience (of ‘flowriding’) whilst also selling
the bowling capital of North America with more than 400 alleys lots of food and drinks. It also benefits from the lucrative live
across the city; bowling today in the US remains extremely music, events and corporate events markets as well as selling
popular attracting some 70 million customers per year. branded merchandise.
In the US in the late 1970s and early 80s, Chuck E Cheeses Another such example is Cages in Shanghai, China. At the
and Dave and Busters led the way with childrens’ and adults’ heart of Cages is a modern sports bar, and around the edges
integrated F&B-arcade venues and despite current challenges, of the venue, numerous sports courts ‘cages’ including a
remain leaders in the sector with more than 600 and 100 dodgeball cage, baseball cages and arcade style basketball hoops

48 RETAIL & LEISURE INTERNATIONAL MAY 2021