UK Pubs Embrace Themed Nights and Events to Counter Declining Business

Pubs across the United Kingdom are turning to themed nights and creative events in an effort to revive business and attract new customers. The trend is a response to declining foot traffic and financial pressures that have hit the industry hard in recent years. Mark Dawson, general manager of the Ship in Hampshire, described how his pub struggled with low attendance except on sunny days. After experimenting with various strategies, Dawson decided to bring back themed nights, a concept that had faded from popularity over the past two decades. The results were immediate and positive, with locals flocking to quiz nights, music tributes, and community events like raft races and Punch and Judy shows.

The Ship’s experience reflects a broader movement among UK pubs. Venues are now hosting a wide range of activities, from Shakespeare performances in pub gardens to film screenings in tepees and workshops on crafts like clay making and floral design. These events are drawing both younger patrons discovering communal entertainment for the first time and older customers revisiting familiar pleasures from their youth.

Industry experts say this shift is driven by necessity rather than novelty. Michael Kill, CEO of the Night Time Industries Association (NTIA), noted that themed nights have become essential for encouraging people to leave their homes and visit pubs. According to NTIA research, the number of themed bars and pubs rose by 5.6% in the second quarter of 2025 and by more than 21% over the past year. Kill explained that after several years focused on survival, pubs are now seeing growth through these events.

Emma McClarkin, chief executive of the British Beer and Pub Association, described the trend as a major revival. She said that while some themes remain traditional—such as murder mysteries and quizzes—many pubs are experimenting with more imaginative ideas to inspire customers to see pubs differently.

The urgency behind this creative push is clear in recent industry data. Between January and June 2025, 209 pubs in England and Wales closed permanently, averaging eight closures per week. In April alone, 67 pubs entered administration. More than 20% of UK pubs—over 8,100 venues—are technically insolvent, with nearly 4,600 considered at maximum risk.

Cathy Olver, retail director at Star Pubs, said that themed events are now part of a survival strategy for many establishments. Her team provides publicans with toolkits for organizing events such as Elvis impersonator nights, which she says are consistently popular. Research from Star Pubs indicates that while competitive socializing appeals mostly to younger people, only a quarter of those over 65 are interested. Themed nights help bridge this generational gap by offering experiences that appeal across age groups.

Chris Bickle, director at Savills’ licensed leisure department, said themed nights provide customers with something comforting and familiar amid complicated times. He emphasized the importance of inclusive programming: opera or Shakespeare might attract older audiences, while murder mysteries or live comedy could appeal to younger patrons.

Innovation is also evident in new formats designed to fit modern lifestyles. Some pubs now offer early evening readings or wine-and-jazz nights scheduled between school runs and closing time. McClarkin said that people increasingly seek richer experiences when they go out; it is no longer just about drinking but about creating memorable occasions that encourage repeat visits.

With profit margins shrinking—publicans now make an average profit of just 12 pence per pint—the need to offer more than alcohol has become critical for survival. For many pubs across the UK, themed nights are not just a way to boost business but a necessary step to keep their doors open.