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CGA by NielsenIQ’s latest On Premise Consumer Pulse Report shines a spotlight on the latest insights, demonstrating how suppliers, distributors and operators can strategise for success in this dynamic channel.
But firstly, what defines a multi-purpose venue? A multi-purpose venue offers a variety of amenities or occasions, as well as indoor and open-air ticketless events. For example, there’s been a rise of venues with a restaurant, bar, and a games arcade or other activity under the same roof. Similarly, day-to-night venues are thriving, with breakfast and casual dining options morphing into a lively evening gathering with high-tempo drinks and dancing well into the night.
Consequently, multi-purpose venues hoping to maintain engagement need to cater to the specific needs of various consumer groups and the occasions they’re visiting for. This calls for a closer inspection of the consumers who are typically visiting these venue types.
Of the 38% of consumers who have visited multi-purpose venues before, Gen Z are a captive consumer group (+29pp), with 25% of 16–35-year-olds having visited. What’s more, 64% of overall visitors to the channel reside in city centre locations. These combined metrics reflect the greatest appeal for multi-purpose venues amongst younger city-based consumers, a demographic which is typically more engaged with the On Premise anyway, besides generally being more experientially driven and willing to try new venues and activities.
In addition, the Report underpins the importance of understanding the needs and behaviours of the consumers who are most engaged with multi-purpose venues. This level of deeper insight informs and dictates a suitable drinks range which caters to different appetites, dayparts and occasions. Plus, it also signposts ways for operators to attract and acquire new consumers for differing occasions.
So, what are the key drivers for consumers who would like to visit multi-purpose venues in the next few months? Over a third enjoy the overall vibe, while some consumers (27%) want to try something new, 22% respectively enjoy having various options to choose from and meeting new people, and 21% respectively perceive multi-purpose venues as new and trendy places to visit, and to have fun. The influences these venues have on consumers’ decision making on which venues to visit next is also significant.
Julien Veyron, Client Solutions Director – France, said: “The latest Pulse report emphasises the great opportunity in multi-purpose channels, particularly in city centres where consumers, and particularly Gen Z are relishing the fun atmosphere and opportunities for enhanced interactivity. It’s a key investment opportunity to target. But additionally, let’s not overlook the extended opportunity for the late night, with many consumers – again in the younger generations – choosing to extend their evenings out in late night venues after visiting multi-purpose venues with earlier closing times.”
