We knew that it takes years expanding strongly throughout Spain and which attracts more and more people, but the great proof that the ‘late’ has become a massive phenomenon just arrived now. And in the form of report. The trend has grown so much that the nightlife employers’ association has dedicated a study to it that analyzes its impact and clientele in detail. Among all his conclusions there is one eloquent one: he already moves 26.5% of the billing of leisure venues.
And there are no signs that that will change.
From the bars to the office. There are several signs that reveal to us that a trend has become a business with a future: people begin to talk about it on the street, it grabs headlines, it generates noise on the networks… All this ‘lateness’ been doing it for years. Now it adds a new clue that confirms that it has stopped being a passing fad and has become a real gold mine for the hospitality industry.
The National Federation of Leisure and Entertainment Entrepreneurs (‘Spain at Night’) has just dedicated its first sector studya comprehensive report that answers some key questions about a trend that basically involves advancing a leisure offer that until recently was limited to nighttime hours: How and when did it emerge? What audience does it move? And how much money does it generate?
The key data: 58.8%. There is who places the origins of ‘tardeo’ in Albacete at the beginning of the 2000s, from where it first made the leap to the Levantine coast and later (thanks to the changes in habits brought about by the pandemic) to the rest of the country. Whether or not this is the case, the undeniable thing is that the ‘lateness’ has had a deep impact on the sector. The study concludes that they have opted for it close to 58.8% of leisure and hospitality venues, which explains why it accounts for 26.5% of their turnover.
They are not the only percentages that give an idea of the extent to which hoteliers have been jumping on the bandwagon of evening leisure. The same report shows that 62.2% of the clubs hold afternoon sessions every weekend. If we talk about cocktail bars, they are 41.4%; and 24% among restaurants.
Who late? That’s probably the most important question the study answers. The public that usually moves the ‘evening’ in Spain is on average 39.4 years old, significantly above the average nightlife clientele, which is around 29. It may seem like a minor or even obvious fact, but it is essential to understand other peculiarities of the trend.
The increase in age is also accompanied by greater spending: if the average ticket for night owls is 20 euros, in the case of late-night regulars the average rises to 25. This is not bad at all if we take into account that for years bars have been dealing with another phenomenon: a generation Z that seems less interested in alcohol than his predecessors and is changing the way of drinking.
New format, new offer? That profile millennial or generation the leisure offer of the afternoon sessions. Customers order mixed drinks with vodka, gin, rum or whiskey, although they also drink beer, soft drinks and glasses of wine. As for music, it is not strange that people look for songs that were played during their youth. “Until recently the favorite music was the so-called ‘remember’. Now we are in ‘afternoon 2.0’. We started to see afternoon ‘indie’ sessions for people who went out at night 10 years ago,” explains to The Newspaper Vicente Pizcueta, from Spain by Night.
Partying yes, but conciliating. The success of ‘afternoon’ cannot be understood without taking into account the pandemic and how it altered our leisure habits, giving more relevance to the evening offering. However, there is another factor that explains why we are increasingly opting to go out in the afternoons: Spain gets older little by little.
In 1975 the average age was 33 years, today it is over 44.5. This makes it clear that the weight of a more adult client profile who still wants to party, but who at the same time has other obligations, such as dependent children, has increased.
The vast majority of the ‘afternoon’ offer continues to be concentrated on Saturdays (84.9%) and 63.4% of those surveyed recognize that what leads them to go out is to enjoy with their friends, but there is another data that is equally revealing: 38.9% look for options that are compatible with their family life. “It is true that the issue of conciliation is fundamental,” confirm Pizcueta. “You go out in the afternoon, leave the children with the grandparents, pick them up at dinner time, go to bed early and the next day you can get up early to go to the countryside.”
Do we know anything else? Yeah. The reportin which Coca-Cola has also participated, leaves out some interesting ideas that help to better understand ‘lateness’. For example, although DJ sessions are the most common, there are also many celebrations that combine music with gastronomy, offer live music or even opt for themed and private parties.
That the format has convinced so many businesses is not surprising either. Especially if we talk about bars and clubs. Although the public that attends afternoon and night parties is so different that sometimes businesses have to clearly divide both sessions, the ‘afternoon’ allows them to extend their hours of activity. They open earlier, bill earlier, earn more. According to the hoteliers’ study, on average the ‘afternoon’ sessions start around 5:30 p.m.
Images | Marcel Strauss (Unsplash) and Artem Polezhaev (Unsplash)
In Xataka | Madrid has been filled with “dopamine parties”: alcohol is gone, salads and ice baths are here
GIPHY App Key not set. Please check settings