How can basement bars thrive in summer?
Basement bars can struggle to attract customers in summer. But owners are finding creative ways to entice visitors through their doors.
*This feature was first published in the July 2024 issue of The Spirits Business magazine.
After what has seemed like a never‐ending winter (in the UK, at least), summer is finally here, and with it a wealth of opportunities for the on‐trade. The sunny weather is likely to draw people out of their homes and – hopefully – into pubs and bars. Last year’s warm weather saw total like‐for‐like sales at British pubs and bars increase by 6.7% in June 2023 (versus June 2022), the Coffer CGA Business Tracker revealed, which noted that sales were especially elevated for venues with beer gardens and terraces. But while rooftop bars will be slinging frozen Margaritas and Spritzes to the masses, what will the weather bring for underground venues – whose cosy, hidden atmosphere is often a draw for consumers during cooler months?
Bobby Hiddleston, managing director of Swift, which has three sites in London, two of which have basement areas, admits that summer can present a challenge for his venues. “People want to be in pubs, gardens and parks, and we don’t blame them,” he explains. “Hot weather is rare in the UK and people will want to maximise it. However, once the sun starts to go down, it is very common for us to get busy again. Most of our summer trade is from 8pm onwards.” However the group certainly isn’t struggling outside of these hours – last summer it opened its basement areas earlier, at 3pm rather than 5pm.
Pietro Collina, bar director at Viajante87, in London’s Notting Hill, echoes this: “We get a little quieter in the early part of the evening, around 6pm to 8pm, but from 8pm onward, we pick back up right after until the end of the night.”
Xavier Padovani, partner at the Experimental Group, which operates London‐based basement bar Stereo, agrees that the sunshine can deter customers – but not for the whole season. “We find that July and August usually are pretty good, but we do notice a dip at the beginning of the summer, around June. Londoners patiently wait for summer to kick off, so when the first ray of sunshine arrives, everyone migrates to outdoor bars and pubs.”
On the other hand, Viajante87’s brand manager, Veronica Di Pietrantonio, isn’t convinced basement bars are always second best during the sun: “Being an underground bar definitely doesn’t deter customers during the summer as much as people would think. Weather in the UK is so unpredictable – if you look at the summer we’re meant to have this year, we’re going to have more rainy and gloomy days, which puts people off going to outdoor bars straight away.”
The UK has a reputation for its bad weather – but do underground bars in sunnier climes also experience a drop‐off during the summer? According to Diego Macedo, the owner of Sastrería Martinez in Lima, Peru, the answer is yes. “There is always a decrease of around 20% – in summer people like to go to the beach and things like that, especially during the weekends. It’s something we always plan for so we’re not affected by it.”
He adds that the weather isn’t always a plus: “When it’s so hot here, people like to be inside with air conditioning where it’s cool and fresh – and we have nice music for people to enjoy while they cool off.”
Over in Sydney, it’s more of the same. Although the city gets 2,640 hours of annual sunshine – London gets a paltry 1,675 hours – when summer rolls around, everyone wants to be outside, says Clara Murakami of Eau de Vie bar: “ We find that people who live in Sydney love making the most of the beach during summer, taking in the sunshine on terraces and rooftop bars, and spending less time in the central business district. Our bar is the perfect hideaway during the colder winter months, but during summer we need to get creative to draw in the crowds.”
While both Lima and Sydney are currently in winter, Macedo and Murakami have some tips for those tackling the sunny season. Eau de Vie focuses on exclusive events, seasonal menu items, brand partnerships, and activations, while Macedo suggests guest bartending shifts and live music. Viajante87 is also betting on the power of music, and hosts Salsa Tuesdays, where dance classes are accompanied by a specially designed drinks menu using The Lost Explorer Mezcal. The bar is also offering frozen drinks to take away from a mobile bar outside the venue on Fridays and Saturdays – meaning guests can enjoy Viajante87’s drinks alfresco.
Padovani is equally focusing on what Stereo can offer instead of sunshine. “It is a huge challenge to operate a basement bar in the summer in London but this is why we prepare in advance. We really focus on ensuring our programmes reflect quality and entice people to come and experience the venue,” he explains. Forthcoming events for the bar include a book launch and a two‐month‐long summer pop‐up with Laki Kane bar in London’s Islington and Planteray rum.
Alternative solution
He is also focusing on pushing corporate bookings and bringing businesses for summer parties. “We’ve seen a positive response, as we are offering an alternative solution for companies who choose to opt out of Christmas parties in December due to enormous costs, while still providing an amazing experience.”
As with Swift, Viajante87 also finds consumers flock towards it once the sun has disappeared. The venue is one of few in London to possess a late licence, allowing the bar to open until 2am – hours longer than your average rooftop bar. “Particularly on the weekends, we stay really busy all night, which is something we’re really pleased to have, as it basically negates the quieter hours at the start,” explains Collina.
It’s a similar situation at Stereo, which has a licence to serve drinks until 3am. Padovani adds: “When the sun does eventually go down and the nightlife kicks off, we are ready to welcome everyone.”
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