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In- vs Out-of-town Leisure - UK - November 2009

  • Out-of-town leisure complexes are seen by consumers as a convenient, safe environment for responsible people to enjoy and reward themselves and this is something they could seek to capitalise on a bit more than they currently do. Ease of parking is the primary attraction of them for four out of ten consumers. A quarter like these complexes because of their good choice of venues.
  • Proximity and accessibility are the key drivers of the city/town centre market. Approaching a third like being able to visit several different places in the same day/evening while more than a quarter like the fact they can get there easily on foot and by public transport.
  • Planning policy has driven the focus of leisure development firmly into town centres. The consequences are two-speed development with expansion of some market sectors like restaurants and bars continuing apace, to the detriment of sectors such as large-footprint health and fitness and tenpin bowling operations, less suited to such locations.
  • The recession has slowed the pace of leisure developments to a trickle. Once the schemes currently being built are completed, new developments are expected to virtually dry up until investor, potential tenant and consumer confidence all recover.
  • Food, drink and cinema are the major drivers of the in- and out-of-town leisure markets. Nearly 41 million adults (81%) have eaten out in a restaurant or pub at an out-of-town leisure complex in the past year while almost 40 million (79%) have done so in city/town centre restaurants.
  • The importance of drinks sales is underlined by the fact that 36 million adults (71%) have had a drink in city/town centre pubs/bars, while almost as many (69%) have done so at a pub/bar in an out-of-town complex. Cinema is the other major driver of footfall, with nearly 29 million people (57% of adults) visiting a city/town centre cinema in the past year and over 33 million (66%) going to see a film out-of-town.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • The end of ‘one size fits all’?
              • Are the big leisure brands failing to engage older consumers?
                • Using technology
                  • Fusion: The way forward?
                  • Market in Brief

                    • Planning policy forces operators’ and developers’ hands…
                      • …but consumers can still vote with their feet (or wheels)
                        • Leisure scheme developments slowing down
                          • Sites are available but funding to develop them harder to come by
                            • Every cloud has a silver lining
                              • Parking the big plus point for out-of-town
                                • Accessibility the key to city/town centre appeal
                                • Internal Market Environment

                                  • Key points
                                    • Planning drives operators into city/town centres
                                      • Out-of-town developments slow to a trickle
                                        • Operators forced to revamp trading formats
                                          • Restrictions hurt large-floorspace operations
                                            • Public transport: Stepping up to the plate?
                                              • Figure 1: Average distance travelled, by mode of travel, 2004 and 2008
                                            • Leisure becomes more family-focused
                                              • Figure 2: Leisure habits, 2004-08
                                            • Business Premises Renovation Allowance to provide unlikely boost?
                                              • Car ownership continues to creep up
                                                • Figure 3: Trends in car ownership in Great Britain, 2004-08
                                              • Congestion and limited car parking
                                                • Park Mark enhances appeal of car parks
                                                • Broader Market Environment

                                                  • Key points
                                                    • Recessionary pressures continue to influence demand
                                                      • Figure 4: Trends in selected areas of discretionary expenditure, at current and constant prices, 1989-94
                                                    • How the present climate is affecting leisure
                                                      • Figure 5: Impact of the recession on leisure activities, April 2009
                                                    • GDP recovery shows signs of stalling
                                                      • Figure 6: GDP quarterly percentage change, 2004-09
                                                      • Figure 7: Trends in consumer confidence, May 2008-October 2009
                                                      • Figure 8: UK unemployment rates (seasonally adjusted), 2004-09
                                                      • Figure 9: UK unemployment rates, by age band (seasonally adjusted), June-August 2009
                                                      • Figure 10: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                                    • Age trends could work against leisure
                                                      • Figure 11: Trends in the age structure of the UK population, by gender, 2004-14
                                                    • AB growth good for sit-down restaurants, cinema, health and fitness
                                                      • Figure 12: Forecast adult population trends, by socio-economic group, 2004-14
                                                    • Lifestage growth in wrong areas to benefit most leisure operators…
                                                      • Figure 13: Forecast adult population trends, by lifestage, 2004-14
                                                    • …while growth in smaller households unlikely to favour leisure either
                                                      • Figure 14: Trends in UK household sizes, 2004-14
                                                  • Competitive Context

                                                    • Key points
                                                      • Figure 15: Participation in leisure activities, 2008
                                                    • Home comforts hard to beat…
                                                      • Figure 16: Agreement with lifestyle statements, 2004-08
                                                    • …but going out still appeals
                                                      • Figure 17: Consumer spending priorities, March 2009
                                                      • Figure 18: Consumer expenditure on selected leisure goods and activities, 2003-08
                                                  • Strengths and Weaknesses in the Market – City/Town Centres

                                                      • Strengths
                                                        • Weaknesses
                                                        • Strengths and Weaknesses in the Market – Edge- or Out-of-Town

                                                            • Strengths
                                                              • Weaknesses
                                                              • Overview of the In- versus Out-of-Town Environment

                                                                • Key points
                                                                    • Figure 19: Top 25 urban population centres in the United Kingdom, 2001
                                                                    • Figure 20: Existing and proposed retail or leisure developments in the UK, 2008
                                                                    • Figure 21: Type of retail or leisure developments in the UK, by leisure facilities included, 2008
                                                                • Trade Perspective

                                                                    • Impact of recession = lack of finance
                                                                      • Making lemonade out of lemons
                                                                        • Competition for sites
                                                                          • Secondary towns: the final frontier?
                                                                            • Adapting the format to fit
                                                                              • Has the recession pushed rents down?
                                                                                • Parking in city centres
                                                                                  • Differences in interpretation of planning guidance
                                                                                    • In or out of town – it doesn’t matter as long as everything else is right
                                                                                      • Regeneration areas
                                                                                        • In town – the story
                                                                                          • Out of town – the story
                                                                                            • Some out- and edge-of-town sites beginning to look tired
                                                                                              • What of the next two years?
                                                                                              • What do People like Doing at Out-of-town Leisure Complexes and in City/town Centres?

                                                                                                • Key points
                                                                                                    • Figure 22: Activities undertaken at out-of-town leisure complexes and in city/town centres, September 2009
                                                                                                  • Drinking in pubs/bars tops in- and out-of-town
                                                                                                    • Figure 23: Regular pub/bar drinking in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                  • Eating out at a restaurant also integral to many visits
                                                                                                    • Figure 24: Regular other restaurant visiting in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                  • Fast food hits the spot for youth market
                                                                                                      • Figure 25: Regular fast food restaurant visiting in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                    • Cinema: A popular ‘anchor’ attraction…
                                                                                                        • Figure 26: Regular cinema visiting in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                      • …while other venue types are good ‘supporting acts’
                                                                                                        • Large floorspace requirement means bowling suits out-of-town locations
                                                                                                          • Figure 27: Regular tenpin bowling visiting in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                        • Planning requirements slows out-of-town growth but still the dominant sector
                                                                                                          • Figure 28: Regular health and fitness club visiting in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                        • Clubs have youthful appeal, regardless of where they are located
                                                                                                          • Figure 29: Regular nightclub visiting in vs out of town, by age, socio-economic group, presence of children and car ownership, September 2009
                                                                                                        • Bingo out on a limb
                                                                                                          • Non-visitors tend to be older
                                                                                                            • Significant overlap between out-of-town and city/town centre venues…
                                                                                                              • Figure 30: Most popular activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), by activities done in leisure time in a town centre (regularly/occasionally), September 2009
                                                                                                              • Figure 31: Next most popular activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), by activities done in leisure time in a town centre (regularly/occasionally), September 2009
                                                                                                            • …but less overlap between city/town centre leisure and out-of-town leisure
                                                                                                              • Figure 32: Most popular activities done in leisure time in a town centre (regularly/occasionally), by activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), September 2009
                                                                                                              • Figure 33: Next most popular activities done in leisure time in a town centre (regularly/occasionally), by activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), September 2009
                                                                                                            • Regular social networkers more likely to visit in- and out-of-town leisure venues
                                                                                                              • Figure 34: Activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), by use of social network websites, September 2009
                                                                                                              • Figure 35: Activities done in leisure time in a town centre (regularly/occasionally), by use of social network websites, September 2009
                                                                                                            • Strugglers rein in spending on certain types of out-of-town leisure…
                                                                                                              • Figure 36: Activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), by financial situation at the moment, September 2009
                                                                                                              • Figure 37: Activities done in leisure time in a town centre (regularly/occasionally), by financial situation at the moment, September 2009
                                                                                                            • …while future pessimism likely to influence choices
                                                                                                              • Figure 38: Activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), by financial situation over the next year, September 2009
                                                                                                              • Figure 39: Activities done in leisure time in a town centre (regularly/occasionally), by financial situation over the next year, September 2009
                                                                                                          • Attitudes Towards Edge- or Out-of-town Leisure Complexes

                                                                                                            • Key points
                                                                                                              • Figure 40: Agreement with statements about edge- or out-of-town leisure complexes, September 2009
                                                                                                            • Parking packs a punch…
                                                                                                              • …but ‘one-stop leisure shop’ aspect also appeals
                                                                                                                • Pricing not seen as cheaper…
                                                                                                                  • …while perceived safer environment not really an issue
                                                                                                                    • Parking in out-of-town complexes has strong appeal to bowlers and cinema-goers
                                                                                                                      • Figure 41: Most popular attitudes towards going out to edge- or out-of-town complexes in leisure time, by activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), September 2009
                                                                                                                      • Figure 42: Next most popular attitudes towards going out to edge- or out-of-town complexes in leisure time, by activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), September 2009
                                                                                                                  • Attitudes Towards City or Town Centre Leisure

                                                                                                                    • Key points
                                                                                                                      • Figure 43: Agreement with statements about going out in city and town centres, September 2009
                                                                                                                    • Concentration of venues a major draw…
                                                                                                                      • …as is ease of getting there…
                                                                                                                        • …while ease of getting home also important
                                                                                                                          • Atmosphere also a consideration
                                                                                                                            • Visitors to wet-led venues most attracted by city/town centres
                                                                                                                              • Figure 44: Most popular attitudes towards going out to town centres in leisure time, by activities done in leisure time in a town centre (regularly/occasionally), September 2009
                                                                                                                              • Figure 45: Next most popular attitudes towards going out to town centres in leisure time, by activities done in leisure time in a town centre (regularly/occasionally), September 2009 (continued)
                                                                                                                          • Attitudes Towards Leisure Venues

                                                                                                                            • Key points
                                                                                                                              • Figure 46: Attitudes towards leisure venues, September 2009
                                                                                                                            • The recession bites…
                                                                                                                              • …but its effects are not universal
                                                                                                                                • Habits hard to break once established
                                                                                                                                  • Location and quality influence but brands often a turn-off
                                                                                                                                    • Still scope for new leisure formats
                                                                                                                                      • Figure 47: Most popular attitudes towards leisure time and visiting leisure venues, by activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), September 2009
                                                                                                                                      • Figure 48: Next most popular attitudes towards leisure time and visiting leisure venues, by activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), September 2009 (continued)
                                                                                                                                      • Figure 49: Most popular attitudes towards leisure time and visiting leisure venues, by activities done in leisure time in a town centre (regularly/occasionally), September 2009
                                                                                                                                      • Figure 50: Next most popular attitudes towards leisure time and visiting leisure venues, by activities done in leisure time in a town centre (regularly/occasionally), September 2009 (continued)
                                                                                                                                  • Number of Activities Participated In – In- versus Out-of-Town

                                                                                                                                    • Key points
                                                                                                                                      • Figure 51: Number of activities participated in leisure time at an out-of-town leisure complex, September 2009
                                                                                                                                      • Figure 52: Attitudes towards going out to edge- or out-of-town complexes in leisure time, by repertoire of number of activities done in leisure time at an out-of-town leisure complex, September 2009
                                                                                                                                      • Figure 53: Repertoire of number of activities done in leisure time in a town centre, September 2009
                                                                                                                                      • Figure 54: Attitudes towards going out to town centres in leisure time, by repertoire of number of activities done in leisure time in a town centre, September 2009
                                                                                                                                  • In- versus Out-of-Town Targeting Opportunities

                                                                                                                                    • Key points
                                                                                                                                      • Recession-Hit Habituals
                                                                                                                                        • Recession-Hit Experimenters
                                                                                                                                          • Recession-Resistant Habituals
                                                                                                                                            • Recession-Resistant Quality-Driven
                                                                                                                                              • Indifferent
                                                                                                                                                  • Figure 55: Attitudes towards leisure time and visiting leisure venues, by target groups, September 2009
                                                                                                                                                • Recession-Hit Experimenters and Indifferent top out-of-town leisure visiting…
                                                                                                                                                  • Figure 56: Activities done in leisure time at an out-of-town leisure complex (regularly/occasionally), by target groups, September 2009
                                                                                                                                                • …and among most important groups for city/town centre leisure too
                                                                                                                                                  • Figure 57: Activities done in leisure time in a town centre (regularly/occasionally), by target groups, September 2009
                                                                                                                                                • Recession-Hit Experimenters most enthusiastic about out-of-town leisure…
                                                                                                                                                  • Figure 58: Attitudes towards going out to edge- or out-of-town complexes in leisure time, by target groups, September 2009
                                                                                                                                                • …while Recession-Resistant Quality-Driven emerge as biggest city/town centre fans
                                                                                                                                                  • Figure 59: Attitudes towards going out to town centres in leisure time, by target groups, September 2009
                                                                                                                                              • Appendix – What do People like Doing at Out-of-town Leisure Complexes and in City/town Centres?

                                                                                                                                                  • Figure 60: Frequency of drinking in pubs/bars in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 61: Frequency of eating out at other restaurant (eg pizza/pasta etc) or pub in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 62: Frequency of eating out at fast food restaurant (eg Burger King, McDonald’s etc) in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 63: Frequency of going to cinema in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 64: Frequency of going tenpin bowling in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 65: Frequency of going to a nightclub in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 66: Frequency of playing video games/gaming machines at an arcade in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 67: Frequency of using a private health and fitness club (eg David Lloyd, LA Fitness) in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 68: Frequency of going to a gaming centre (eg Laser Quest) in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                                  • Figure 69: Frequency of going to a bingo club in out-of-town leisure complexes versus city/town centres, by demographics, September 2009
                                                                                                                                              • Appendix – Attitudes Towards Edge- or Out-of-town Leisure Complexes

                                                                                                                                                  • Figure 70: Attitudes towards going out to edge- or out-of-town complexes in leisure time, by demographics, September 2009
                                                                                                                                              • Appendix – Attitudes Towards City or Town Centre Leisure

                                                                                                                                                  • Figure 71: Most popular attitudes towards going out to town centres in leisure time, by demographics, September 2009
                                                                                                                                                  • Figure 72: Next most popular attitudes towards going out to town centres in leisure time, by demographics, September 2009 (continued)
                                                                                                                                              • Appendix – Attitudes Towards Leisure Venues

                                                                                                                                                  • Figure 73: Most popular attitudes towards leisure time and visiting leisure venues, by demographics, September 2009
                                                                                                                                                  • Figure 74: Next most popular attitudes towards leisure time and visiting leisure venues, by demographics, September 2009
                                                                                                                                              • Appendix – Number of Activities Participated In – In- versus Out-of-Town

                                                                                                                                                  • Figure 75: Repertoire of number of activities done in leisure time at an out-of-town leisure complex, by demographics, September 2009
                                                                                                                                                  • Figure 76: Repertoire of number of activities done in leisure time in a town centre, by demographics, September 2009
                                                                                                                                              • Appendix – In- versus Out-of-Town Targeting Opportunities

                                                                                                                                                  • Figure 77: Target groups, by demographics, September 2009

                                                                                                                                              Companies Covered

                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                              • Asda Group Ltd
                                                                                                                                              • Bebo Inc
                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                              • British Video Association (BVA)
                                                                                                                                              • Burger King UK Ltd
                                                                                                                                              • Co-operative Group
                                                                                                                                              • ELSPA
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • FriendsReunited
                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                              • J. Sainsbury
                                                                                                                                              • LA Fitness PLC
                                                                                                                                              • Lehman Brothers [UK]
                                                                                                                                              • Lidl (UK)
                                                                                                                                              • Marks & Spencer
                                                                                                                                              • McDonald's Restaurants Limited (UK)
                                                                                                                                              • MySpace.com
                                                                                                                                              • Office for National Statistics
                                                                                                                                              • Tesco Plc
                                                                                                                                              • Twitter, Inc.
                                                                                                                                              • Virgin Media Ltd
                                                                                                                                              • Waitrose
                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                              In- vs Out-of-town Leisure - UK - November 2009

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