British experiential clay shooting bar brand Clays is embarking on an ambitious journey to broaden its horizons by expanding into the US market. This strategic move involves opening 15 new venues in key metropolitan areas across the United States, starting immediately. Concurrently, Clays is set to enhance its presence in the UK with a flagship venue in Soho, emphasizing its growth trajectory following impressive financial performance—London site sales surged by over 25% during the festive trading period of 2024. This remarkable success is now leading Clays to explore new markets, bolstered by investment from Hadrena, a firm noted for fostering growth in location-driven entertainment ventures.
The rationale behind Clays’ US expansion stems from an analysis of consumer spending patterns, suggesting a promising revenue potential due to Americans’ willingness to invest more in leisure activities, including dining. Tom Snellock, founder and CEO of Clays, articulates the difference in profitability—where a UK venue may generate around £500 per square foot yearly, US venues have the potential to exceed $1,000 per square foot. As many brands have faced challenges in replicating their overseas success, Clays stands apart due to its unique concept. The brand’s focus on immersive shooting experiences resonates deeply with a demographic that has shown keen interest in interactive shooting games, similar to arcade favorites like Big Buck Hunter.
Cultural Adaptation and Local Engagement
Clays’ ability to cater to diverse regional tastes is a pillar of their expansion strategy. Unlike the “cookie-cutter” venues of other chains, each Clays location is tailored to reflect local sensibilities. By developing proprietary technology, the brand ensures a customized gameplay experience and aesthetically appealing venues, thus cultivating a deeper connection with local markets. For instance, US customers can anticipate venues averaging 20,000 square feet, integrating partnerships with regional breweries and suppliers to align with local preferences. This dexterity in adapting to the specifics of each market is pivotal, as it allows Clays to enhance customer engagement effectively.
The flagship site opening in Soho, projected to be Clays’ largest venue at 19,000 square feet, marks an ambitious testament to the brand’s vision. Housed in a Grade II-listed building on Brewer Street, this venue will feature eight private shooting pegs, offering a distinctly immersive clay shooting experience, alongside the introduction of London’s inaugural Clays Arcade. This space will cater to smaller groups, permitting dynamic, fast-paced gameplay that complements the core clay shooting experience. This attention to creating environments that enhance guest interaction exemplifies Clays’ commitment to innovation in experiential leisure.
Clays’ partnership with Hadrena lends significant expertise to its expansion plans, drawing from successful experiences in the experiential sector. The firm’s proven track record facilitates Clays’ maneuvering through the complexities that accompany scaling, especially in a new geographic market. Learning from early entrants of UK brands into the US landscape, Clays has carefully examined critical aspects such as optimal venue dimensions and identifying high-performance cities. This analytical methodology, grounded in data-driven insights, enables Clays to strategically mitigate risks and amplify its success.
A Vision for Global Expansion
While the immediate focus is on the US market, Clays intends to solidify its global aspirations. The company has successfully secured intellectual property rights and patents in 38 countries, paving the way for future growth through franchising, technology licensing, and opening additional venues. Snellock expresses enthusiasm about evolving foundational technology into new formats and exploring mergers and acquisitions that align with their growth vision.
Through its innovative approach, solid financial backing, and willingness to adapt, Clays is positioned to emerge as a frontrunner in the interactive social gaming industry. By combining a unique clay shooting experience with upscale leisure environments, Clays not only engages customers but redefines what it means to enjoy location-based entertainment. As the brand prepares to launch in the US and infuse its distinctive concept into new markets, there is little doubt that Clays is paving the way for the future of experiential leisure on a global scale.
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