Stonegate strengthens its LGBT presence with new initiatives

Two Brewers exterior

The UK’s largest gay venue operator Stonegate Pub Company has launched a variety of initiatives to enhance its place in the LGBT market.

With 12 leading venues throughout the country, the late-night division has seen figures rise to contribute to over 4% of the Stonegate’s group profit and with exclusive training, charity cocktails and sponsorship collaborations in place, 2018 is set to be even more successful.

In collaboration with Diageo and the LGBT Foundation, all team members, from bar staff to general managers, are undergoing exclusive, industry first training to ensure that the nightlife industry remains a welcoming, inclusive and safe space for the LGBT community.

The full training package provides tips and education on issues surrounding the LGBT community.

For many, nightlife is an opportunity for LGBT people to socialise and express themselves. The bespoke training provides defined tips for all Stonegate member to ensure that everyone feels included.

Charity and local sponsorships also remain a core focus of the bars, with sites including the likes of Duke of Wellington in Soho and VIA in Manchester raising almost £10,000 for worthwhile causes such as Macmillan and Food Chain.

From August, the 12 venues throughout the UK will be adding exclusive community cocktails to their menu, with 75p from every drink sold supporting an LGBT initiative.

With experience and events now the number one driver in the late-night market, the portfolio of bars remain focused on their efforts to maximise key hooks within the LGBTQ calendar.

Each of the events across World Aids Day, New Year’s Eve, Eurovision, Pride London and Drag Idol were all designed and executed to increase footfall, boost sales and extend dwell times.

Dates such as World Aids Day and New Year’s Eve saw sales increase by 17.1% year on year with Pride London seeing a boost of sales of 11.5% compared to 2018.

Individual sites recognised for a significant contribution included Via Manchester and the infamous Drag Idol and Clapham Street Party events at renowned Clapham based bar, Two Brewers (pictured).

Head of marketing Alan Armstrong said: “As one of the largest gay bar operators in the UK, it is key that we are providing the best nightlife experience in which the LGBT community feel included, welcome and safe.

“We have seen great success across the years with our venues and with these initiatives underway, we are excited to see what the future holds.”

Participating venues include:

Rupert Street, Soho
Compton’s, Soho
The Admiral Duncan, Soho
The Kings Arms, Soho
Duke of Wellington, Soho
Halfway 2 Heaven, The Strand
Retro Bar, The Strand
Two Brewers, Clapham
Charles Street Tap, Brighton
Queens Court, Leeds
Mary’s, Cardiff
Via, Manchester

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