“WE NEED TO IMPROVE REVENUES IN OUR OPERATIONS AT THE ARENA”. Our client at the Spokane Arena needed to move the revenue needle and move it quick. Projections indicated a decrease in attendance in the upcoming year and with the beginning of the hockey season just nine weeks away a revenue back-slide was not an option.
WE WERE ASKED TO DELIVER A NEW VENUE DESIGNED TO ATTRACT SALES. The new concept would have a very small budget, re purposing the existing kitchen was a hign priority and it had to be universally fun, a spot that would become the new gathering place in the arena.
MAKING IT RELEVANT, MAKES IT APPROACHABLE. As experts at building revenue through heightening customer experiences we knew our concept had to be relevant and it had to be intrinsically approachable. Research provided the key. Spokane Washington has a sister city; Limerick, Ireland and an Irish Pub, something recognized universally for fun and comradery, was just the ticket. This would be a celebration of Spokane’s spirit of hospitality and a symbol of its business and cultural ties to its sister city on the Emerald Isle. We would name it “The Limerick Pub”.
SPEED TO MARKET ON A BUDGET. The design of the space was integral. Care was taken to select rich-feeling yet economical materials and telling the Limerick Story throughout the fabric of the space would provide the texture needed to create a real Irish experience on a shoestring budget. Concept development for the project was completed and presentation-ready in only 4 weeks and the concept design as presented, was approved for construction with absolutely no revisions. The space was designed modular with walls and other built-in components constructed off-site and finished in shop. This reduced down-time at the arena to only three weeks. From the beginning of component constructing through final fit and finish The Limerick Pub was ready for launch in only 8 weeks.
RESULTS: SAME STORE SALES WERE VASTLY IMPROVED. OVERALL SALES OF FOOD & BEVERAGES AT THE NEW LIMERICK PUB WERE UP AN ASTOUNDING 60% WITH PER CAPS UP 62%. OVERALL ARENA SALES OF FOOD AND BEVERAGES WERE UP WITH INCREASED SALES AT THE LIMERICK PUB RESPONSIBLE FOR 90% OF THOSE INCREASES, Even with attendance at the venue down some 2.5%. The 2,800 sq. ft. Limerick Pub was completed with an all-in budget including concept and design of less than $250K making the cost of this ambitious re-imagining under $90 sq.ft.
THE LIMERICK PUB CONCEPT IS PROOF-POSITIVE THAT WHEN YOU MAKE YOUR RESTAURANT “AN EXPERIENCE” INCREASED CUSTOMER LOYALTY AND REVENUES WILL FOLLOW.