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ENTERTAINMENT PROFILE
the first Lane7 venue, whilst Dublin will Ultimately, anything going live on social The ethos behind Lane7 is to provide
Manchester, UK Birmingham, UK
become the second before the end of media must have relevance because fantastic venues with excellent service
the year. Other locations have also been when it is done correctly; Wilks feels it that ooze creativity. The business
considered in the Middle East and the is a phenomenally powerful marketing ensures everyone prioritises the
US and whilst these are not their main tool. customer experience and all aspects of
priority sites, if the right opportunity “As for sustainability, we are installing the company are designed with the idea
came along they would consider it, but solar panels on to units with our of delivering that. “Ultimately, we want
for now focus remains on the traditional landlords’ permission and we have also to give people a fantastic night out and
developed economies in mainland sourced a pinsetter that uses a third of it would be a poor show if we cannot
Europe. the electricity a traditional one does. have some fun doing this along the way,”
Discussing the company’s position Our ultimate aim will be to move to says Wilks.
in the market, Wilks explains that it is sustainable and green energy.” “What lies ahead is more of what
difficult to remain on trend and relevant All of Lane7’s sites are bespoke, so no got us into this great position. We
as consumer habits change at such two are the same and this really sets the started with very little, have been very
a rate. He says that sites brought to concept apart from its competition in passionate about the business and
London, UK Newcastle, UK market can now be out of date in three- the sector. Wilks and his delivery team worked hard. We want that to remain
to-five years, whereas previously this are very passionate about how they the culture throughout the wider team
number was as high as 10 or 15. As such, create their venues and are proud of as we grow and continue along this
they work hard to continue reinventing not having a cookie cutter format. He exciting journey,” Wilks concludes.
their venues. They are continuously believes this has been pivotal in their
identifying potential products and have success to date. www.lane7.com
scoured the globe looking for products
and games as well as creating their own
to complement their existing offers that Aberdeen, Scotland
customers will enjoy.
“Younger consumers are loyal but in
a different way compared to customers ULTIMATELY, WE WANT TO
in the last 30-40 years. They can still GIVE PEOPLE A FANTASTIC
be wowed and entertained, but they NIGHT OUT AND IT
are very knowledgeable about what WOULD BE A POOR
they want and the standards they SHOW IF WE CANNOT
Redefining Your Night Out require. Regardless of this though, they THIS ALONG THE
HAVE SOME FUN DOING
fundamentally still want the same thing,
WAY.”
a wow factor at the point of entry, great
music and lighting and a high service
level,” Wilks comments.
The privately-owned Lane7 blends fter realising there was a gap in the unit opened its doors. The Camden site Two major areas of importance in the
boutique bowling with alternate gaming, Amarket for a reinvented ‘premium’ in particular is an exciting one for Lane7, world of leisure and entertainment are
tech-enabled experiences and a high- and ‘personal’ bowling experience, the as it is situated in an excellent location those of social media and sustainability. In
Lane7 concept has grown to today next to lots of food vendors and late
terms of social media, Lane7 concentrate
quality F&B offering to create a unique, operating 20 sites, with at least four night offerings, but there are also retail on output that is not just click bait, but
late-night entertainment offering. Here, more on course to open before March outlets on-site, leading to more daytime content that really enhances the brand.
RLI sits down with company CEO Tim next year. Tim’s ambition is to open traffic.
“We have a number of sites across
Wilks to speak about the evolution of the between six-to-ten sites per year the UK, but there are a few major Manchester, UK Manchester, UK
depending on size.
concept since its inception and what his The business currently operates three cities in the UK where we do not have
plans are for the brand moving forward. brands, Lane7, Level X and Gutterball. a presence. We have done a good job
This will increase to five next year as in identifying sites in those cities and
the company looks to become a wider they are the priority,” highlights Tim
leisure entity with plans to operate Wilks, CEO of Lane7. “We have also
across Europe. spent time across the summer, me and
Its most recent site launches in the the senior team, travelling and visiting
UK include a smaller format venue at many cities across mainland Europe and
11,000sq ft in Altrincham, a trendy and we are now actively looking for sites
affluent part of Manchester, which has for next year and the future, as moving
had a very strong opening. They also forward we are looking to open more
recently launched a site in Victoria and sites per annum in Europe than the UK.”
at the end of last month their Camden Outside of the UK, Berlin is home to
32 RETAIL & LEISURE INTERNATIONAL OCTOBER/NOVEMBER 2024
