Why leisure is not just location, location, location

Published on: 20th February 2017

The leisure and tourism sector is constantly evolving, and the North East in particular has been through numerous changes. Newcastle and Gateshead are at the epicentre of a food-based revolution, but with the sector flourishing, competition is at an all-time high.

It is therefore vital for venues to distinguish themselves from the pack; prime locations are no longer essential to success, providing your offering is distinct and your brand message can be widely and effectively communicated.

The success of basement and rooftop bars and restaurants has illustrated that being different can work, providing you have the experience to back it up, regardless of whether you are at street level in a so-called prime location or not.

Any USP needs to set leisure brands apart from the crowd both physically and socially, and the key to achieving this is to think about what is most likely to appeal to the customer and attract footfall from the outset. It is naturally important to have the operational processes in place to deliver, but good, on-brand design will maximise front of house and minimise support space and therefore improve the effectiveness of the offer.

In the North East, there has been significant growth in alternative venues and locations. The Wylam Brewery is a striking example, converting the former Palace of the Arts into a craft beer destination in a £500,000 project. Lane 7 also illustrates how a venue does not have to be slap bang in the city centre to attract custom, with its distinct offering of food, drink, bowling and ping-pong encouraging customers to venture up to St James’ Boulevard and away from the more established locations.

The success of these and similar establishments means that we are now seeing venues pop up on a frequent basis, with forgotten buildings and spaces becoming new destinations and seemingly innocuous doors on the street leading to intriguing bars that hark back to prohibition era speakeasies.

Of course, the key challenge that comes with opening such a venue is first getting it on the map. Social media and other digital channels are essential to breed advocacy and – providing the venue has the consistent quality and atmosphere to back it up – can continue to attract new customers, as well as retaining existing ones, through word of mouth and a quality offering.

The key is to ensure all bases are covered at the outset. It doesn’t just mean choosing the right building in the right place. It requires a clarity of vision in what you are trying to achieve and then delivering a venue that strengthens the message and allows you to differentiate yourself from the crowd.

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Architecture & Design

View Architecture Website Sanderson Weatherall’s architecture department provides a high level of expertise both in design and technical solutions. Our goal is to work closely with our clients to understand their requirements and help achieve their ambitions through realistic design.

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View Architecture Website

Sanderson Weatherall’s architecture department provides a high level of expertise both in design and technical solutions. Our goal is to work closely with our clients to understand their requirements and help achieve their ambitions through realistic design.

[fulltext] =>

Working in unison with clients, we pride ourselves on our competence to fully understand their needs and develop this into a logical working brief. The finer detail is important and with our extensive understanding of both construction detail and development cost control, we provide innovative, yet achievable solutions.

The right design in the correct context is of vital importance and shapes the way in which we work and play. We aim to reduce the complexity and provide our clients with coherent designs that serve their purpose. We are providential to have sufficient experience to deliver and converse in all conventional sectors of architecture. We have a wealth of experience in all key areas of design development which allow us to develop projects from concept to completion.

Our Services

  • Feasibility and Conceptual Design
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We can assist our clients through all stages of architecture, from Appraisal, Design Development, Technical Design, Tender issue through to practical completion. As a company we recognise the importance of sustainability and pride ourselves on achieving ISO 14001Certification. We aim to assist our clients on understanding the significance of sustainable design and the conservation of fuel. We strive where appropriate to advise and integrate specific materials, technologies and systems into our designs which can be supplied from an approved sustainable source in order to minimise our effect on the environment.

As a department within a multi-disciplinary practice we have distinct advantages over our competitors, being able to offer our clients a wider knowledge base on property matters so we can ensure that all aspects of a development can be accommodated. From land purchase to funding, we work as one consultant to ensure all your requirements are addressed.

 

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Growth in the out of town Newcastle leisure market

Kevin McGorie and Mark Convery from our North East agency team comment on the changing tastes in the North East leisure market and the increase in popularity of the out of town leisure market. The past two to three years has witnessed a steady increase in the out of town leisure market, driven by social and economic factors and the changing tastes and requirements of customers. The active expansion of out of town retail parks has seen has seen units that were formerly restricted to the Metro Centre or city centres taking up retail space beyond the borders, and with it shoppers have flocked to these new stores.

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Kevin McGorie and Mark Convery from our North East agency team comment on the changing tastes in the North East leisure market and the increase in popularity of the out of town leisure market.

The past two to three years has witnessed a steady increase in the out of town leisure market, driven by social and economic factors and the changing tastes and requirements of customers.

The active expansion of out of town retail parks has seen has seen units that were formerly restricted to the Metro Centre or city centres taking up retail space beyond the borders, and with it shoppers have flocked to these new stores.

[fulltext] =>

For every Next and B&M there is also a Greggs or Costa, but the food and drink industry has also wised up to the fact that shoppers now regard a trip to these areas as a day out in itself and have subsequently expanded into these areas. Popular champagne bar Glass House is one of example of an upmarket brand seeking to launch into this area, after taking a unit at Manor Walks in Cramlington.

Hungry Horse is also a destination that has ridden this increasing wave, with its pubs becoming family favourites that cater for children and adults alike. Food-led venues have leapt up as proprietors realise that a significant proportion of customers will be motorists travelling to these out of town places or young people, and so catering for all requirements has risen to the top of the agenda.

General lifestyle changes have also led the evolution, with people now more conscious of the health impact of certain types of food and drink. This has meant that wet-led venues where food was scarce have given way to dry sales rising in prominence, with a meal and a pint replacing a tray of shots in many cases.

Transformation is also in evidence, with the Earl of Pitt Street in Newcastle converting from a traditional, old-fashioned pub into a bistro famed for its fine dining, and is now a destination in its own right despite being slightly off the beaten track.

Whereas the recession was typified by a decline in leisure sales and custom, the opposite has been true in recent years, with pubs and bars raising their game to offer something more than simply drinks, and others reinventing themselves as they gradually migrate out of town – a trend set to continue in the coming years.

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Alan Shearer Centre wins Gold SPATA award

The Alan Shearer Centre Hydrotherapy Pool, which opened last year, has won a Gold SPATA award for ‘Special Requirement Pool of the Year’. The Alan Shearer centre, which is located in Newcastle, is a specialist respite, residential and social facility for people with complex disabilities and acute sensory impairments. The centre is set in over an acre of private land and it is the North East’s only short break centre with its own on-site activity centre. Our building consultancy and architecture teams designed and developed the luxury hydrotherapy pool facility for the centre, working alongside specialist pool designers and occupational therapists. The pool includes a number of water features designed to provide sensory experiences to users, including a Jacuzzi, under water swim jets, massaging water shoot and alight up waterfall feature. A flexible lighting design provides users with the option to change the atmosphere within the pool area, ranging from bright lights or a sensory environment.

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The Alan Shearer Centre Hydrotherapy Pool, which opened last year, has won a Gold SPATA award for ‘Special Requirement Pool of the Year’.

The Alan Shearer centre, which is located in Newcastle, is a specialist respite, residential and social facility for people with complex disabilities and acute sensory impairments. The centre is set in over an acre of private land and it is the North East’s only short break centre with its own on-site activity centre.

Our building consultancy and architecture teams designed and developed the luxury hydrotherapy pool facility for the centre, working alongside specialist pool designers and occupational therapists.

The pool includes a number of water features designed to provide sensory experiences to users, including a Jacuzzi, under water swim jets, massaging water shoot and alight up waterfall feature. A flexible lighting design provides users with the option to change the atmosphere within the pool area, ranging from bright lights or a sensory environment.

[fulltext] =>

To support the luxury hydrotherapy pool facility we also created a fully accessible changing room with access to the pool via a hoist system and a shower trolley and body dryer to enhance the user experience.

George Penrice, head of building consultancy at Sanderson Weatherall Newcastle and Gillian Smith, lead architect commented, “We are delighted that the Alan Shearer Centre has been awarded a Gold SPATA award. It has been incredibly fulfilling to work on this project, and I am very proud to see what the centre is providing for families in the North East.”

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