Clays is extending its innovative digital shooting venue to Birmingham’s Piccadilly Arcade.
The new site marks Clays’ first venture outside London, promising a unique entertainment experience.
Introduction of Clays to Birmingham
A landmark in Birmingham city centre, Piccadilly Arcade, will soon host an exciting addition to its retail landscape. Clays, an innovative leisure brand, has confirmed its plans to open a digital shooting venue, enhancing its portfolio beyond London. This location on New Street, previously occupied by an outdoor retailer, is set to transform into a vibrant hub of digital entertainment.
The 25-year lease agreement allows Clays to bring their unique blend of virtual clay shooting and hospitality to Birmingham, marking their third venue. Established in London, Clays has successfully combined high-tech entertainment with a sophisticated cocktail bar and dining experience, which is now set to captivate guests in the West Midlands.
Innovative Entertainment and Hospitality
The concept offered by Clays is revolutionising the traditional country sport by introducing digital clay shooting, a novel attraction in Birmingham’s bustling commercial scene. At this venue, visitors can indulge in immersive shooting games that utilise the latest digital technology, offering a captivating alternative to conventional shooting experiences.
Alongside these interactive games, the venue will boast a premium cocktail bar and a diverse food menu. This winning combination is designed to attract a wide array of clientele, from casual socialisers to business professionals seeking a unique venue for gatherings.
Strategic Location and Impact
Situated in the heart of Birmingham, Piccadilly Arcade offers an ideal location for Clays’ expansion outside London. The arcade’s historic charm complements Clays’ contemporary entertainment model, promising a unique fusion of past and present.
This strategic expansion signifies Clays’ ambition to tap into the competitive socialising market in Birmingham, a city known for its vibrant nightlife and diverse cultural offerings. The venue aims to attract both locals and tourists, contributing significantly to the area’s commercial appeal.
Leadership Vision and Insights
Clays’ Chief Executive, Tom Snellock, highlighted the significance of this expansion, describing it as an exciting phase in the company’s growth trajectory. He expressed enthusiasm about the opportunity to contribute to Birmingham’s social scene while building on the brand’s successes in London.
Tom Snellock stated, “The last 12 months have been incredibly exciting for Clays and I am thrilled to announce our expansion into Birmingham. We are eager to welcome guests into Clays Birmingham.”
Local Reception and Expectations
Nina Meeks, a management surveyor with Hortons’ Estate, which owns the Piccadilly Arcade, has praised Clays’ innovative approach. She noted that Clays’ presence will enhance the arcade’s diverse tenant mix and offer a unique value proposition to the Birmingham leisure market.
According to Nina Meeks, Clays’ digital shooting experience will bring a new level of excitement to Piccadilly Arcade. Its presence is anticipated to boost footfall and patronage, reinforcing the arcade’s reputation as a premier destination for shopping and entertainment.
Conclusion and Future Prospects
With its expansion to Birmingham, Clays is poised to redefine urban entertainment by merging traditional sports with modern technology. This new venue not only marks a milestone for Clays but also enhances Birmingham’s appeal as a vibrant leisure destination.
As Clays anticipates its opening, expectations are high that it will deliver an outstanding blend of entertainment and hospitality that will engage and delight its visitors.
Clays’ Birmingham debut is set to revolutionise the local leisure scene.
The venue promises an exceptional blend of digital gaming and hospitality for all visitors.
