In recent years, the experiential leisure market has witnessed an unprecedented boom, and at the forefront of this thriving sector is Clays, a British clay shooting bar brand. With its innovative concept combining shooting with a sophisticated bar atmosphere, Clays is gearing up for a significant expansion into the United States and an ambitious new venue in London. This article delves into Clays’ strategic plans for growth, the opportunities presented by the U.S. market, and the factors that distinguish it from its competitors.
Clays will be launching 15 new locations across major U.S. cities, reflecting a strategic move to exploit the lucrative American market which has a reputation for higher consumer spending on recreational activities. According to the company’s founder and CEO, Tom Snellock, revenue potential in the U.S. is exceptionally promising. While a UK venue may generate around £500 (approximately $628) per square foot, many U.S. counterparts can double that figure, opening the door for enhanced profitability. This optimistic outlook is rooted in consumer habits, as Americans have a well-documented trend of spending more on leisure and dining experiences.
This type of expansion can be fraught with risk for many businesses, but Clays confidently embraces this challenge. Partnering with Hadrena, an investment firm experienced in scaling experiential brands, has emboldened their strategy. The firm’s foundational role has enabled Clays to navigate the complexities involved in international expansion while drawing on data-driven insights to inform their decision-making process.
What sets Clays apart from other venues attempting to make a splash in the U.S. market? A primary factor is their innovative approach that combines cutting-edge technology with interactive gameplay. Clays has identified a niche by offering a more refined version of traditional shooting arcade games, like Big Buck Hunter, and infusing it with sophistication in decor and settings, targeting an adult demographic. The brand’s adaptability is a crucial aspect of its identity; their venues are not “cookie-cutter,” allowing them to incorporate local tastes and preferences seamlessly into the design and gameplay.
The U.S. venues are expected to average 20,000 square feet, a substantial size that provides ample scope for customization and immersive experiences. This includes thoughtful collaborations with local breweries and suppliers, thereby enriching the venues with regional authenticity that caters to local patrons’ tastes.
Meanwhile, the brand isn’t neglecting its domestic aspirations. Clays will also unveil its largest venue yet in Soho this summer, spanning over 19,000 square feet in a remarkable Grade II-listed building. This flagship location will feature eight private shooting pegs, enhancing the immersive guest experience, and introducing an innovative Clays Arcade for fast-paced, open-play shooting games where smaller groups can gather and enjoy the interactive features. This dual approach—expanding both internationally and in the UK—indicates a well-rounded strategy aimed at reinforcing Clays’ brand presence in different markets.
This methodical approach to growth underscores that while the risks of international expansion are pronounced, Clays is poised to navigate these challenges by leveraging both Hadrena’s expertise and the lessons learned from other UK brands that attempted a similar U.S. expansion in the past.
Looking ahead, Clays is not merely focused on immediate U.S. growth; the company has its eyes on a broader horizon. Already holding intellectual property rights and patents in 38 countries, Clays is preparing to enter global markets thoughtfully. Their aspirations go beyond conventional expansion; they are also exploring franchising options, licensing their innovative technology, and the potential for mergers and acquisitions (M&A) that align with their strategic vision.
While Clays is enthusiastic about entering new markets, they do so with an awareness of the learning curve that lies ahead. Utilizing data analytics to inform their venue selections and market strategies positions them favorably in an increasingly competitive landscape.
Clays is strategically positioned to redefine the realm of interactive leisure. With a unique model that delivers a premium experience while maintaining engagement and adaptability, Clays is not just expanding; it is venturing into the future of experiential entertainment. Supported by sound financial backing and a solid operational foundation, the brand is set to become a significant player in the interactive social gaming sector. As they prepare to expand, both domestically and internationally, Clays is indeed aiming for new horizons, defining what modern leisure should embody.