Amadeus, the in-house caterer for the NEC Group, has launched a 1920s-themed speakeasy at Arena Birmingham, designed to drive footfall to the venue pre-event.
The Garrison is a 60-capacity bar featuring premium gins and whiskeys, alongside popular choices from local brewers Sadlers – including their successful range of Peaky Blinders ales and Peaky Blinders spiced gin.
Catering staff wear 1920s dress to serve customers. The bar will stay open an hour after each performance at the Arena, serving as its official post-show bar.
Nick Cole, Amadeus general manager, 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. This will add a flavour of historic Birmingham in a fun and informal setting, which we are sure customers will enjoy.”