Augmentin' Reality - It's show business baby!
Yes - I’ve always been an extrovert.
Any chance to dress up or un dress - that was me.
In the Summer of 2010 the Aviva Stadium was open for Business. The first 3 concerts in 2010 and 2011 where poor enough in terms of revenue. The Script, Michael Bublé and Neil Diamond while sell-outs, did not generate the type of revenues I wanted from 200,000 people on our doorstep.
However, I learned a great deal. The crowd was totally different. They were out for the entire day and where from all parts of the country and the world. People flew into Dublin just for the concert. They dressed up and met with friends and fellow fans. Some people just dig music gigs. That’s their thing.
I realised we had the opportunity to build the pubs brand with a totally new, geographically and demographically different audience. What I learned was that we had to find a way to click with them. To connect and to make their day even better than they had expected. To add a layer of experience that was not just a part of the journey but became an essential ingredient of a Great Aviva Concert Night.
I wanted to appeal to the “Concert Goers” who go all out to make it a great night. We all know who they are!
I called it “Augmentin’ Reality”.
Yes, different to Augmented Reality in that we delivered the improvement in experience in a live environment with real people and real experiences.
When the 2012 Concerts of Madonna and Lady Gaga where announced I began planning our strategy. How we would Augment Reality.
The idea was simple. From then on every concert would require a Theme. Much like a Fancy Dress Party. We would choose a theme and build from that. Everything centred around that theme pre and post concert.
The theme was the catalyst to an emergence of creativity from all staff. We would have a budget for outfits (built up a wardrobe over time) and we would develop posts for Social Media and content for our own screens. Video and Music Play-lists prepared and tiny details were developed to coincide with the theme.
We wanted to ensure that when our target audience arrived, they would immediately feel that they were in the “Right Pub” for that day. That Slattery’s Pub went out of their way specially for them. To augment their reality.
It was not just about blistering fast service but pumping out the entertainment at every opportunity from every single speaker and waiter! Everything was about them. About their day, their safety, their comfort and even their hair!
One thing I have become an expert in is weather. Not only did I know when it would rain but where it would fall. During the Madonna concert, we distributed 200 Black sacks to customers to keep them dry on way to stadium. We had already given away 35 umbrellas from lost and found.
Keeping a woman’s hair dry when she knows it’s only a very heavy 30 minute shower is a service she will remember. Advising people to stay or go because a huge shower is due is service you never forget.
The levels of detail in planning and execution that we produced for concerts increased our revenues three fold. We became known for “Augmentin’ Reality” - making the concert even better because Slattery’s Pub was part of it.
I cannot go into the entertainment too much. Suffice to say - we went the full monty.
Now, I am focussed on “Augmentin’ Reality” for every Pub goer on the planet. An idea 20 years in development and 4 years of proven viability has finally been unleashed by newly available technology. The time is now right for Tabla. I have 10 years of doing something quite special at Slattery’s, I want to share that. To make that level of service, innovation and customer satisfaction almost the norm in Tabla Pubs around thw World.
With the RWC19 starting in September 20th, I will be launching Tabla to the World from August 1st. For pre-views, get in touch.