Key Insights from the 2025 Night Time Economy Summit
Last week, we headed to the Night Time Economy Summit in Birmingham, where industry leaders discussed the current state and future of nightlife in the UK.
Nightlife Needs to Evolve
Many feel that club culture has stagnated. Keith Reilly, co-founder of Fabric, noted that the scene hasn't changed much since the 90s and isn't evolving fast enough. This presents a significant opportunity for young producers, DJs, and promoters to innovate and collaborate with brands who are willing to establish meaningful partnerships that support new talent, new platforms, and fresh ideas, creating a mutually beneficial relationship.
Grassroots Venues in Crisis
In 2023, 125 grassroots music venues closed, representing 60% of all such closures. In 2024, 40% of these venues are operating at a loss, and one venue is closing every two weeks. While the ticket levy (a 1% charge on each ticket that goes into a central fund) is a step toward sustainability, these venues need more support. Driving footfall into venues via quality brand activation from supplier or sponsor brands could further support grassroots venues in the same way it does for giant capacity domes and stadia.
The "Lost Generation"
The pandemic disrupted social habits, leading to decreased drinking and reduced nightlife engagement. Rising costs, changing social habits, and digital entertainment have all contributed to this shift. There's a very real opportunity to change the narrative by shifting the occasion, the success of day clubs is testament to how the nighttime economy can be stretched to reach new audiences. Brands that target the no and low consumer could take ownership of this opportunity, establishing long-lasting credentials in this space.
Rising Costs & Economic Struggles
Nightlife has become increasingly expensive, from transportation to entry fees. Many venues are struggling financially and are calling for support. A brave brand, even those from outside of the traditional venue consumption categories but part of the big night out repertoire like fast food or travel, could occupy this space with venue partnerships. These mutually beneficial arrangements could drive footfall to venues or reward entry to venue attendees.
The Role of AI & Tech
AI is transforming nightlife operations, from real-time crowd management to bar efficiency and automated customer interactions. While tech streamlines processes, the human and emotional touch must remain central for event planning and fan connection. It is these connections that lead to emotional relationships with artists, venues and promoters that lead to loyalty and repeat visits.
Audience Challenges
A recent fan survey revealed that 60% of people didn't know about events, and 40% didn't have anyone to go with. Social media and technology are crucial for bridging the gap between events and audiences. Brands can occupy this space with co-promotion and brand activation to increase awareness of whatβs going on and when, giving fans the benefit of their reach (and media budget!).
Nightlife is More Than Economics
Nightlife is about community, creativity, and well-being, not just profit. With chronic loneliness on the rise, nightlife is a vital space for social connection, and the industry's positive impact on mental health and culture should be more widely recognised. Itβs essential to align purpose, considering people, planet, and profit β keeping those elements in balance.
Where do we go from here?
The night time economy could be at a turning point. To thrive, it requires innovation, support, and a strengthened sense of community. Brands can play a pivotal role to help overcome some of the challenges that the night time economy faces with a value exchange that will only give them better credibility and reach amongst a sometimes sceptical audience. By focusing on the human touch and emotional connection and aligning with purpose, brands can help to create a more vibrant and sustainable nightlife.