We recently explored the exploding restaurant concepts known as sportainment. Somewhere between social entertainment, eatertainment, and competitive socializing lies this evolving category, yet another word that defines the growing consumer demand for enhancing dining and high-quality food with entertainment.
But what makes sportainment different? And what does it offer that’s driving investors to the table?
Here, we’ll explore some of the key differences that set it apart and why those in the sports arena are looking closely at this excelling segment of hospitality.
The Redevelopment of Stadiums
Do you remember when the stadium experience consisted of vendors strolling through the crowds, tossing hot dogs, and passing beers down the aisle? Anyone for a bag of salted peanuts? While nostalgia can leave one yearning for those simpler times, technology and an increasingly saturated market have led to stadium redevelopments.
What’s at the core of this redevelopment? Fan engagement. What restaurant concept aligns perfectly with this intention? Sportainment. Stadiums are becoming more than sports arenas. Today, they are filled with activity, community hubs that are significantly increasing their game-day earnings.
Enhancing the Fan Experience
Upgrading the facilities with interactive, sportainment concepts encourages fans to arrive early, stay late, and spend more. It draws in the segment of the population that’s not quite enthralled in the sport enough to find themselves on the edge of their seat shouting at the top of their lungs. They are, however, interested in the experience.
They’ll watch the game for a while, then head to Batbox for a round of baseball, F1 Arcade to enjoy the thrill of full-motion racing simulators, or Bad Axe for some good ‘ol lumberjack axe throwing. As this segment advances, there is no sport that will not find itself amidst this category. Today, we have crickets, surfing, pickleball, baseball, golf, basketball, and more. Tomorrow? Let your imagination soar.
Impacting Local Communities
As stadiums redefine their purpose and become multi-use centers, they not only spark commercial activities but also bring people together and create jobs. Thousands of jobs can find their way into the local economy, sparking economic development. Property values may increase as stadiums transition from venues for sporting events to dynamic centers that enhance community engagement and the fan experience.
Do you remember shopping malls? Many are now called mixed-use developments, repurposed to serve the community through integrated technology, experiential living, and entertainment. Improved amenities, enhanced food and beverage offerings, and creating opportunities to connect and engage are transforming what’s possible. Both stadiums and sports team owners see the potential and the ability to leverage stadium spaces to an even greater degree, enhancing their local and even global appeal.
Impacting Sport’s Clubs
Increasing revenue offers clubs a competitive advantage, giving them more capital for youth development and player acquisitions. The resulting enhanced sponsorships and business partnerships work like a progressive chain reaction, influencing the team’s and the arena’s overall success.
Thanks to smart cameras and multi-media experiences, today’s stadiums face increasing competition from enhanced home viewing. Despite this and because of the high cost of stadium attendance, revenue has increased while attendance has stagnated. To offset this direction, stadiums are looking to win fans and keep them coming back.
The Competitive Landscape
There are four main areas seen in today’s sportainment concepts. The right one for each venue depends on the surrounding community and the engaged fan analysis. The following represent a few different categories implemented in sports arenas.
Training Facilities
These spaces are as much about training as they are about entertainment. They offer state-of-the-art world-class instruction, optimal playing experiences, and spa-like amenities. Think Padel Haus and Five Iron Golf.
Arcade 2.0
Here, you’ll find full-motion simulators and unrivaled social gaming. The thrill is in the activity itself, putting users in the center of the action. Think F1 Arcade.
The Watering Hole
As the name implies, these venues fall into the more relaxed affair, the lounge experience reimagined. Elevated cuisine, friendly competition, and a shareable menu usually define these spaces. Think Flight Club and Electric Shuffle.
The Adult Playground
This high-energy venue offers an incredible experience that falls somewhere between a nightclub and a sports club. World-class food and beverages take this concept into the ether. Think Roaring Social.
Some other unique venues that are hard to pigeonhole include Sports & Social. Essentially a sports bar on steroids, you’ll find a wall-sized big screen, betting terminals, billiards, bowling, air hockey, Skee ball, arcade games, and more within its walls.
Fowling Warehouse combines football and bowling to create a sport unlike any other and one that’s quickly gaining traction across the country. The possibilities in sportainment are genuinely only limited by one’s imagination.
At EMERGING Fund, we are keenly aware of the growing potential inherent in sportainment. As leading founders and CEOs in the restaurant and restaurant technology industries, we invest in the explosive growth areas that are challenging the industry and creating the most disruptive period in history.
To learn more about the EMERGING Fund, schedule a discovery call today.
