Stonegate Pub Company is continuing to invest in its pop-themed club, Popworld, transforming its former Reflex in Nuneaton in Warwickshire into the 25th site for the concept.
Due to open in March, the venue in Church Street will build on the success of the brand that has seen four years of growth since its debut in Southampton.
With more openings underway and “many more” in the pipeline, the brand has seen a 94% return on investment in the last year.
The Popworld venues around the country reported a 62% increase in New Year’s Eve ticket sales this year while a new website has driven pre-booked sales and event tickets generally along with 15,000 new and active users registered to the Popworld app.
Alan Armstrong, head of marketing for Popworld at Stonegate Pub Company, said: “We are so incredibly proud to see the journey that Popworld has taken from its launch in 2014. We aim to give our customers nights to remember whilst providing memorable experiences.
“Not only will we be celebrating our 25th site this year, but we also have lots in store for 2018, including our second Lip Sync War event but also plans for a designated Popworld festival.
“We are excited to see what the future has in store and want to thank our loyal fan base.“
After the success of Popworld’s first nationwide Lip Sync War competition last year, Stonegate has extended it to include its Walkabout bars for 2018, challenging customers to put on a lip synch performance in front of crowds and panels of judges.
Regional heats and semi-finals will take place at sites in Southampton, Derby, Hertford, Blackpool, Birmingham, Plymouth, Sheffield, Manchester and Cardiff this month before a final at Popworld Birmingham in March, with a top prize of £2,500.
Alan said: “Last year’s Lip Sync War was so popular that we just had to bring it back bigger and even better for 2018. With more cash up for grabs, and a bigger pool of sites to compete with – our loyal fans can look forward to another round of fun-filled evenings at Popworld seeing their friends lip sync their hearts out. It will certainly be a night to remember, and we can’t wait to see the contestants in action.”
Vince Williams, head of marketing for Walkabout, added: “After hearing about how great Popworld’s Lip Sync War is was last year, we couldn’t be more excited to be on board this year and extend the invite for entries to Walkabout customers.”