Catering company Amadeus has launched a new bar at Arena Birmingham inspired by the Peaky Blinders.
The Garrison is described as a “unique speakeasy bar” and is designed to drive footfall to the 15,000-seat arena. The Garrison is the name of the pub in hit BBC drama Peaky Blinders, which is set in 1920s Birmingham.
The intimate bar will have a capacity of 60 people and will feature a premium drinks selection including gins and whiskeys, alongside choices from local brewers Sadlers.
Catering staff will also wear 1920s dress to serve customers, with the bar to be open an hour after each performance at the arena has finished to provide eventgoers with a space to relax before travelling 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!”
The arena’s general manager, Guy Dunstan, 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.”
Amadeus and Arena Birmingham are owned by live events business the NEC Group, which earlier this month was acquired by private equity firm Blackstone.
Image: Amadeus
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