Pub of the Future: How Maggie’s Rock ‘n’ Rodeo is pushing the boundaries in bar entertainment

“People want to be entertained and have a great night out – all in the space of one venue,” says Nicola Wilkinson, director of operations at Itison Venues. “And this is exactly what Maggie’s Rock ‘n’ Rodeo stands for.”

The venue prides itself on offering something no one else is in Glasgow. Nicola explains that before Maggie’s came along, there wasn’t a ‘cool and upcoming’ country music-themed bar where people could visit for food, drink and entertainment. “We wanted to transport people to Nashville, and to do so, had to come up with something special where music and amusement collided – where people could come to escape,” she says.

The venue underwent a refurb last October, and since then, sales of beer and lager have increased by 50%. “Birra Moretti in particular outperforms consistently, and this is down to several factors, including us putting hard work and effort into our competitive socialising offer, and going beyond just somewhere to have a drink,” she adds.

And this is where its rodeo games take centre stage. “We have a mechanical bull that people can pay to have a go on, and every Wednesday evening from 8-11pm, we host our Rodeo Riders competition which attracts up to 500 guests. Whoever stays on the longest wins a £50 bar tab prize, alongside Maggie’s merchandise and free tickets to our other events. At the end of the year, whoever comes out on top wins a grand price of a trip to Nashville through our partnership with Barr Head Travel, in which they kindly donate.” While Rodeo Riders commences every Wednesday evening, people can still ride the bull every night of the week, constantly drumming up attention and awareness of what Maggie’s can offer. 

By investing in prizes and events, including a Cowboy Stripshow and Hoedown Hoe-K-Oke, Nicola says the venue has allowed it to extend its appeal beyond ‘just a bar’. She explains that while the bull doesn’t generate much revenue itself through ticket sales, when buying their tickets, it normally follows with a table booking and pre-ordering food and drink packages. This is where the profit really comes from, and once again homes in the importance of hosting events to drive relevance.   

“The mechanical bull brings out the most hilarious and competitive side of our guests. People really do come and make a whole night out of it, and with it, will book a table and pre-order food and drink.” When it comes to pre-ordered packages, Nicola says that they normally offer bottles of beer with this, as it is easier for the staff to bring out and prepare for, which then encourages people to purchase draught beer as they go on through the night.  

THE MAIN BAR

Aside from the mechanical bull, Nicola says the venue has invested significantly in other aspects to make it the ‘ultimate country bar’ in Glasgow. It has done so in the past by introducing NFL Superbowl nights out and taking advantage of upcoming country gigs in Scotland – where if people show the venue their country gig/concert ticket, they can have a free bull ride. This has helped the venue stay relevant throughout the year, and attract guests from far and wide, all while staying true to its commitment to country-themed fun.

To further raise awareness of the venue, Nicola adds that they have opted for large clear glass windows, positioned so that those passing by are able to see guests riding the bull inside – which itself has halo lights to spotlight it. “This shows people from outside what the venue can offer them in regard to competitive socialising, bringing together the ultimate pub and bar experience, mixed in with entertainment”. And this has paid off for the team; on an average weekend, the venue draws in around 2,000-3,000 customers, with 700 pre-booking on a Saturday night alone. 

Social media also plays a big role in attracting guests and is what Nicola attributes to the success of the venue. “We went big on Instagram and TikTok when we first launched, and the idea is to give people fear of missing out – or FOMO – if they don’t come and visit. We have a dedicated social media person who focuses on images and videos of people having fun, and we also pay for advertising through Meta.”

So, what are Nicola top tips for venues looking to go big on competitive socialising? “Be unique,” she explains. “Think outside the box and don’t be afraid of trying something new and get as many people involved in the brainstorming session. Its not just about the mechanic bull in our case, but it’s the whole vibe you bring to it with games, mood lighting, themed-nights and music. Also, don’t forget the role food and drink plays – partner with a supplier like HEINENEN UK that can help you stay on top of new launches and trends. This will also help to create that unforgettable experience.”

With the huge opportunity presented by competitive socialising, pubs and bars working with HEINEKEN UK can use Eazle to access ‘Eazle Club’ to guarantee their venue is ready for special events and more. Offering exclusive discounts on products and services, including savings on Wireless Social, discounts with the UK’s leading food wholesale supplier, Brakes, alongside a discount with expert audio-visual equipment company, TVC.

Find out more at eazle.co.uk/huk/en.