Page 36 - #184 September 2023

RLI LEISURE INSIGHT

Fun is a Serious Business

In this edition’s Leisure Insight, James Logie, Managing Director of
Retail Management Consultants and James Bradbury, Managing
Director of Bradbury & Bradbury explore and discuss the future of
leisure & entertainment in the 21st century.

ack in 1997, when Robbie Williams released his hit “Let entertainment can ever quench our thirst for genuine experiences:
Me Entertain You”, nobody could have imagined how the unique moments, shared moments, stir-the-soul moments.
Bentertainment world would look just a few decades later. Whilst this all might feel a bit Blockbuster circa 2003, for those willing
Today, Robbie can still fill a stadium; however, the entertainment to change-up, it’s certainly not without hope. Here’s just a few of the
landscape around him has dramatically changed. new wave of entertainment bucking the trend:
The future of the leisure and entertainment industry in the 21st • With over five million tickets sold in two years, The Van Gogh
century is one of limitless potential and exciting possibilities. As Exhibit is the global phenomenon where technology enables art to be
technology continues to advance at an unprecedented pace, expect completely reimagined for a new and younger audience. Rather than
to witness a revolution in the way people spend their leisure time, merely witness great art, the blended VR / immersive light and sound
transforming leisure activities into mind-blowing adventures that were experience allows you to step into some of the artist’s most compelling
previously unimaginable. works.
From AI-powered immersive entertainment to captivating multi- • ABBA Voyage in London is a powerful illustration of the impact AI
sensory experiences, for those seeking fun and relaxation, the future is set to wield upon the future of “live” performance - avatars blending
looks very bright. seamlessly with human performers, creating memorable, captivating
Of course, technology has already made a profound impact on leisure experiences that blend the boundaries between reality and fiction. With
and entertainment. From the early days of television to the rise of the the advancements in AI, we are fast heading to entertainment, whose
Internet, we have witnessed a shift in how we consume, connect and only restriction is imagination.
derive pleasure. So, the real question is: what’s next? • In 2023, the entertainment industry reacted with awe at the sheer
The answer almost certainly lies in the seamless integration ambition, architecture and advanced technical sophistication of the ‘The
of technology with leisure activities. AI’s influence on immersive Sphere’ in Las Vegas - no less than a total reimagining of the Stadium
entertainment is likely to be monumental. Whether you crave an Concert experience for the 21st century. The Sphere, which stands
adrenaline rush or seek moments of tranquillity, theme parks & 111m tall and 150m in diameter, is wrapped internally and externally
attractions of the future will provide a level of total engagement and with LED screens and integrated speaker technology to deliver a whole
interactivity that is unprecedented. new paradigm of unrestricted sonic and visual exhilaration for audiences
Immersive entertainment will transcend boundaries, transporting us to and artists alike.
unimaginable realms. VR will plunge us into lifelike simulations, enabling Whilst ABBA Voyage and The Sphere are prohibitively expensive for
us to become part of our favourite movies, join our favourite bands most developers, the lesson is clear. To capture the customers of today
onstage, explore fictional worlds, or witness historical events first-hand. and tomorrow, retail master-planners need to broaden their conception
Gone are the days of passive, linear entertainment; now, we actively of what entertainment and leisure can be, tear down the obstacles
participate and shape our experiences, blurring the lines between virtual standing in the way and embrace the future.
and reality. In this regard, we think the theatre experience hits the bullseye. We
But in a post-Covid landscape, the combination of crowd-wary see high demand spread right across the country but a real bottleneck
viewers, the ratcheting cost-of-living and the muscular dominance of on- in supply. The best shows are typically concentrated in major cities,
demand streaming platforms point to an increasingly uncertain future for often in venues constrained by a combination of high running costs and
‘traditional’ cinema. Victorian-era construction restricting everything from scale, capacities
Today’s time-poor, tech savvy consumers have virtually unlimited and customer experience, all filtering through to high ticket prices.
choice and discretion in how, where and when to spend their money Is it now finally time for the industry to firmly embrace a ‘democratisation’
- ‘build it and they will come’ no longer cuts it in the 21st century. of leisure and entertainment, decentralising from the big-city metropolis
Large-scale multiplex complexes can no longer rely on juggernaut movie and giving back to the people? We certainly think so.
launches to drive footfall and many are already in financial freefall. The future of the leisure and entertainment industry in the 21st
Shopping centres - traditionally anchored with a cinema - will surely also century is filled with excitement and anticipation. More interactive,
need to up their game as a key driver of incremental visitor footfall risks personalised and engaging than ever before, from gaming to theme parks
becoming a “white elephant” ripe for redevelopment. to live performances, the possibilities are endless.
The rapid progression of technology and AI raises concerns about So, brace yourselves. The future is bright and it’s time to embrace the
the potential loss of physical and social interactions - and streaming limitless opportunities that lie ahead.
undoubtedly has its own limitations. When we’re watching at home or As the inimitable Robbie Williams prophesised all those years ago -
on the move, it’s often just us - atomised - and no quantity of streamed “Let Me Entertain You”!

Sphere in Las Vegas, Nevada, US

36 RETAIL & LEISURE INTERNATIONAL SEPTEMBER 2023