Award-winning caterer Amadeus has expanded its F&B offering at Arena Birmingham with the launch of a unique speakeasy bar designed to drive footfall to the venue pre-event.
Live event fans attending shows at the Arena can now soak up a pre-event drink at The Garrison, an intimate 60-person capacity bar transporting customers back to the era of the 1920’s.
Designed and delivered by in-house caterers Amadeus, inviting seated areas and an extensive, premium drinks list have been installed with the aim of creating an attractive area for customers to dwell.
The beverage offering includes a drinks selection of premium gins and whiskeys, alongside popular choices from local brewers Sadlers – including their successful range of Peaky Blinder ales and Peaky Blinder spiced gin.
In a first for the venue, catering staff will wear 1920’s dress to serve customers and the speakeasy will also stay open an hour after each performance has finished as the Arena’s official post-show bar, giving people a chance to relax and unwind before embarking on the journey home.
Nick Cole, Amadeus General Manager at Arena Birmingham, said:
“We are constantly looking for ways to improve the customer experience at Arena Birmingham through our innovative food and drink offering, while also providing added value to the venue. We designed The Garrison to drive footfall to the Arena pre-show and to encourage visitors to dwell at the venue post show, opening up new revenue streams for the business.
“We believe our new speakeasy bar will resonate with our visitors and become a destination where people want to be seen.
“Capitalising on current trends for ‘secret’ or hidden bars, we have decided to keep marketing of the bar to a minimum, allowing people to hear about the venture through word of mouth. Visitors will need to keep their eyes peeled to spot the speakeasy!”
Guy Dunstan, General Manager for Arena Birmingham added:
“Launching a themed bar on the Arena concourse is another exciting development to offer the best experience possible for our customers. We already provide first class food and beverage options across the venue, and this will add a flavour of historic Birmingham in a fun and informal setting, which we are sure customers will enjoy.”
The Garrison launched to the public on Wednesday 10th October at Jeff Lynne’s ELO and will be open on select shows moving forward.