As an industry we are constantly looking for new ways to engage potential customers and bring fresh faces into our sector. One of the most intriguing recent developments is the rise of immersive entertainment venues like Clays, a virtual clay shooting experience that now boasts two successful venues in London and has recently opened a new location in Birmingham’s Piccadilly Arcade.
At first glance, Clays may seem like just another trendy social hotspot – complete with stylish countryside-inspired interiors, two large bars and premium food menus designed to attract the after-work crowd or groups of friends looking for a fun night out. But beneath its polished exterior lies something potentially significant for our industry: an introduction to the sport of clay shooting for a new, untapped audience.
The venue’s unique selling point is its virtual clay pigeon shooting experience, which allows guests to enjoy the thrill of the sport without ever stepping onto a shooting range. Its latest innovation, Clays Arcade, offers a quick-fire game option for smaller groups, appealing to a broad spectrum of people, from couples on a date night to friends catching up after work. By providing a social and accessible version of the sport, Clays is breaking down barriers for those who might not have considered traditional clay shooting before.
The question is, can this type of venue act as a gateway to the real thing? I believe the answer is yes. We have seen time and again how the rise of experiential entertainment can lead to greater interest in more traditional activities. Take the boom in indoor climbing walls, which introduced a new generation to outdoor rock climbing, or how video golf simulators have encouraged people to take up the actual sport. These examples show that when people experience the thrill and skill of an activity in a more relaxed and social setting, many are inspired to seek out the authentic experience.
For the shotgun industry, the potential here is exciting. The challenge, of course, will be converting this initial curiosity into lasting participation. This is where collaboration between virtual venues like Clays and traditional shooting clubs could play a role. Imagine offering incentives such as discounted introductory sessions at local shooting grounds for Clays customers or partnerships where participants can progress from virtual shooting to attending a ‘real’ clay day. These kinds of cross-promotions could help bridge the gap and cultivate a new wave of enthusiasts for our sport.
As an industry, we should keep a close eye on how venues like Clays evolve. If successful, they could breathe new life into our sector by creating an accessible, entertaining introduction to clay pigeon shooting. The key will be ensuring that we capture this momentum and provide pathways for newcomers to continue their journey into the traditional side of the sport. With thoughtful strategies in place, this could be just the shot in the arm our industry needs to attract new shooters.
You can read the full November 2024 issue below:
