Industry expert: Events

Anna Fenten, marketing director for Searcys, on the recent renaissance in ticketed events...

New year means new experiences, and lately we have noticed a real renaissance in ticketed events as diners opt for activities beyond dinner and drinks. A themed event not only allows a venue the chance to showcase its food and drink offering, but also provides an unforgettable experience for its guests.

Making up for lost time, diners are often looking for a more interactive experience when planning their evenings out. This can be anything from educational masterclasses or a special dinner menu to talks and entertainment. Last year we hosted 70 of these events across our portfolio.

There is also a desire to socialise and meet interesting people, with many ticketed events offering communal tables, which stimulates conversations between strangers, united by mutual interests. This concept is very similar to izakaya bars, where Japanese professionals reunite after work for a bite and a chat with their peers.

Ticketed events are something we have been embracing for many years, and for 2023 we celebrate the return of Searcys Series. This is a year-long line-up of experiences that are available across our venues at various price points to accommodate a diverse range of audiences. Our ticketed events span from champagne masterclasses and wine tasting events to seasonal activations, themed afternoon teas, comedy nights, workshops, speaker events with inspiring professionals, and classical concerts in collaboration with the London Chamber Orchestra.

Our inspiring and informative champagne masterclasses have proved to be very popular over the last couple of years, and for this reason we decided to launch 22 new dates across our stunning London venues, including the Gherkin, St Pancras Brasserie and its newly refurbished Champagne Bar, and 116 Pall Mall.

The sessions are led by our panel of experts and explore a particular theme. For example, for International Women’s Day in March we will talk about women of Champagne, focusing on those who developed some world-famous brands throughout the centuries. The classes are led by our head of champagne, Martin Dibben, and will be followed by an indulgent three-course dinner with the best of seasonal produce.

Likewise, to stand out from our competitors, we have launched Searcys’ first-ever Champagne Coupé – a 1935 Rolls Royce converted into a champagne bar on wheels. It is currently in residence at Battersea Power Station, but it will be available to book for bespoke events including birthdays, private parties and weddings. We hope to see it in the streets of London this summer, so look out for announcements to get your glass of bubbly!

Events are also a great way to engage and support the local community. As generosity is at the core of Searcys’ DNA, we always find new ways to give back to our community with charity events, where proceeds go to our nominated charities including the Beyond Food Foundation and Hotel School.  

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