As I swing my golf club over my shoulder only to comically miss yet another shot at launching the ball into a virtual scrap yard, my friends erupt into laughter. I haven’t had this much fun on a Wednesday night in a long time. The location is Pitch, a golf and entertainment venue on Dublin’s Dawson St where guests can practice their swing via virtual golf on a simulator screen.
It’s an unusual way to socialise for me, always the one to complain of stomach cramps so I could sit out PE. My willingness to partake takes me by surprise, and my enjoyment even more. Maybe it’s a combination of the resident DJ who is spinning tunes, the snacks brought to us by a kind waitress, and the Guinness 0.0 which has been poured perfectly at the bar, but it seems socialising in the capital has entered a new era, one where trashing your pals during a round of virtual crazy golf is par for the course.
Research by the property advisor Savills showed that competitive socialising has grown by 40% since 2018 in the UK, and it looks like something similar is happening here.
Pitch is one of many competitive socialising venues that have popped up in the capital in recent months, joining others like Flight Club, also on Dawson Street, Super Social, Leopardstown, and Lane 7 on Chatham Street and Dundrum. With more than 2,000 pubs in Ireland closing their doors since 2005, could these new social experiences be the way forward for nightlife?
Adele Miner at Pitch. Picture: Moya Nolan
Chatting with Claire Cogan, a behavioural scientist and founder of BehaviourWise, she shares that there are several factors at play in these venues which contribute to our bonding experience with friends.
“As humans, we connect through shared experiences including games and activities,” she begins.
“At these venues, together you are bonding through a joint multisensory experience which stimulates different parts of the brain, making experiences more enjoyable and memorable.
“There’s also a natural feel-good factor that comes from physical activity. Movement releases dopamine and endorphins that make us feel better. So too does social contact. Blending the two increases happiness and connections.”
This form of socialising feels less passive than sitting in a pub and speaking over a table of pints. Andrew Fisher, the General Manager at Flight Club Dublin says the level of engagement he has seen with customers has been different from other venues in the city centre.
“An activity like Social Darts gets everyone chatting, laughing, and making memories in a way that just doesn’t happen in a regular pub. It adds something extra to the night.”
The sober curious trend isn’t letting up among young people either, with a 2023 study by DrinkAware revealing that 36% of adults in Ireland would like to drink less often. Venues and events which put a focus on an activity might be more appealing to those who don’t want alcohol to be at the centre of their night out.
Shireen Langan, one of the creators of ‘Rave To Remember’ a sober rave with events in various coffee shops and other locations around Dublin, says her own sober curiosity led her to set up the community alongside her brother, who does not drink.
“As a nation, we really do rely heavily on a few drinks,” she shares. “We need more genuine environments to meet people without alcohol. “For many sober and sober-curious people, these venues can make socialising easier. Alcohol is often described as a social lubricant, and people who don’t drink, or are trying to drink less, might find the focus on activity reduces any sense of pressure they might feel. In these settings, alcohol is not the focal point, but enjoying an
activity together is.”
It’s a no-brainer that a venue with a group activity will put less emphasis on alcohol consumption as punters are paying less attention to the drinking habits of others around them.
“It is no secret that people are consuming less alcohol than before and are looking to be part of the experience without feeling like they are missing out,” Fisher says. “We put a lot of work into our Non Alcoholic Menu too, which offers guests the chance to try some cocktails or beers without consuming alcohol.” This comes at a price tag, I haste to add, with a non-alcoholic cocktail setting revellers back €11.50.
Adele Miner: I haven’t had this much fun on a Wednesday night in a long time. Picture: Moya Nolan
Posting a picture to my Instagram of my trip to Pitch, I realised there’s no shortage of free advertisement for these venues too. My inbox was quickly heaving with responses from curious friends keen to find out my location, giving me an extra boost of social currency too.
“There is an appeal in capturing and sharing an experience that is novel or unique. It generates talkability and creates memories. It makes the positive effect last longer,” Cogan shares. Activity venues are encouraging this, curating an Instagramable backdrop and props to entice customers to snap away.
“Designers know how important social media is, both in creating a memorable experience and generating publicity for a venue. They have thought of ways to make aspects of the experience more TikTok or Instagram friendly, to provide ready-made content and to tempt people to share it.”
Jade McNamee, a recent visitor to Flight Club, is an example of just how effective this is. “I took some pictures of our cocktails which arrived with a picture printed onto the top of our pornstar martini. There were a lot of people taking pictures in the old Irish phone booth behind us all night too.”
The venue even takes social media marketing into its own hands, capturing key moments from each group’s experience and sending a photo and video highlight to guests the next day. This ensures the occasion is immortalised on someone’s social media grid.
“I haven’t walked into somewhere in Dublin with an atmosphere like that in a long time. It was definitely an unusual night out, with so many stories and memorable moments which made it much better than just some drinks in a pub,” McNamee says.
With the rise of these competitive third spaces, there might be the risk of saturating the market as venues all vie to entice the same crowd. But for revellers, it likely means we’ll just see venues evolving as they expand their offerings and improve their technologies to provide a unique experience for us to enjoy. See you at the next hole?
Kelly Gleeson and Laura Maquieira at Potteria. Picture: Larry Cummins
Opening its doors in Cork’s City Centre, Potteria is a premium pottery painting studio offering a fun and creative experience for all ages and skill levels. Plates, bowls, teapots and more, there’s no shortage of painting options and many are turning to it as a space to socialise outside of the pub.
The racket sport padel is taking off in Ireland, with new courts popping up all around the country. Limerick has been added to that growing list of enthusiasts, with Padel LK opening, Ireland’s largest padel indoor padel tennis centre. It’s the ultimate social experience as it requires four players, if you’re Limerick local, round up the troops!
Outdoor sauna experiences are hugely popular as both a wellness activity and a social experience. Hot Box Sauna connects the power of the traditional sauna experience with the raw beauty of the Irish landscape. With locations around the country, one to note is the Louth sauna, engulfed in views of the Carlingford Marina.
If you’re keen on something a little more physically challenging for your next night out, try out Axe Junkies Waterford. Physical activities like axe throwing help to release endorphins, your brain’s natural mood boosters. At Axe Junkies, you and up to eight people can sling axes side by side while you catch up.
Europe’s longest Go Kart track, Pallas Karting in Galway is for all abilities with three different track configurations catering for beginners to advanced. Perfect for stag or hen dos, corporate events, or a family and friend’s day out.
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