Sep 13 • Jo Cox-Brown

What’s Currently Driving Footfall into the Night-Time Economy

The night-time economy has always been about more than just entertainment. 

It’s about connection, community, and the shared experiences that stay with us long after the lights go up. But the reasons people come out at night are shifting.

Since working with over 40 towns and cities in the UK, Ireland, and internationally, I’ve seen trends come and go. However, there are currently some clear motivators that are drawing people into our towns, cities, and cultural spaces after dark. These motivators are shaping how we should program, market, and design our nightlife.

Why Family-Friendly Evenings Matter

Experiences Over Things

Last night I experienced one of the most beautiful female-only immersive experiences. The night began with 20 women, aged 20 to 50+, dancing together and sharing their intentions, followed by ceremonies and chocolate tasting, both blindfolded and in groups, as well as solo and paired experiences. Then we gathered to share tantric touch and words of affirmation, before concluding with dance and silence. It was beautiful, soulful and memorable. Events like this are popping up globally.

We are living in what many call the experience economy. People are choosing to spend their money on memorable moments rather than possessions. This is true across generations but especially among Millennials and Gen Z.

Whether it’s immersive theatre, escape rooms, themed dining, or unique live performances, people want stories they can tell and moments they can share on social media. According to Eventbrite, 78% of millennials would rather spend money on an experience than a product.

Example: Van Gogh: The Immersive Experience in multiple UK cities has attracted thousands who might not have visited a traditional gallery, but will happily book an evening in an interactive, sensory-rich environment.

Live Music and Cultural Connection

There’s a renewed hunger for live music, theatre, comedy, and cultural events after the pandemic closures. Grassroots venues, in particular, offer something unique: intimacy, authenticity, and the opportunity to see emerging talent before they break into the mainstream. I spoke with a client who had started performing small theatre pieces in working men's clubs, covering topics such as mental health and men's bonding. They have grown this experience over the last 3 years, and they are now performing globally and on cruise ships. I also have a client who is hosting book readings and discussion groups at plant shops; each event is sold out, and the plant shops are thriving as they sell plants to the attendees, and another client is hosting small dining and music events in their furniture shops, resulting in increased furniture sales and spaces for emerging food producers and musicians to play. 

People are also seeking spaces where they can connect with a culture that reflects their identity. This might be through music from their heritage, spoken word events, or community-led festivals.

Example: The success of the Manchester International Festival lies in how it blends local talent with international acts, creating an event that appeals to diverse audiences and fosters civic pride. 

Wellness and Mindful Nightlife

The rise of the sober-curious movement, mental health awareness, and interest in wellbeing have influenced night-time offers. People are seeking experiences that benefit both the body and mind, from alcohol-free club nights to evening yoga in unconventional spaces.

Data:The global non-alcoholic drinks market is projected to grow from USD 1.41 trillion in 2025 to USD 2.68 trillion by 2034, with a CAGR of 7.3%, showing that wellness-led nightlife is not a fad but a growing sector.

Example: Morning Gloryville has turned the concept of a rave on its head with early-morning sober dance parties, proving that connection and joy don’t have to be fuelled by alcohol.

Food as a Destination

Night-time food culture has exploded. From street food markets to high-end tasting menus, food is now a major draw for people visiting cities after dark. The variety, informality, and affordability of street food, in particular, make it accessible to more people.

Example: Street Feast in London opens early, creating a social, family-friendly environment before transitioning into a vibrant night-time scene. This mix of audiences boosts overall footfall and dwell time.

Seasonal and Cultural Celebrations

Festivals, seasonal light trails, Christmas markets, Diwali, Pride, these events bring in audiences who might not otherwise engage with the night-time economy. They also encourage repeat visits throughout the year.

Example: Edinburgh’s Christmas extends the city’s cultural and economic activity deep into the winter months, attracting visitors who come for the markets, shows, and atmosphere as much as for shopping.

The Social Factor

At its heart, the night-time economy is still about human connection. People want to spend time with friends, meet new people, and share collective moments. In an age of digital isolation, physical spaces where people can connect are more valuable than ever.

Example: Community pub initiatives and open mic nights in small venues offer a space for genuine social interaction that isn’t mediated by a screen.

Hybrid Day-to-Night Spaces

People are drawn to spaces that can transform from day to night, such as cafes that turn into bars, co-working spaces that host gigs, and museums that stay open late. These hybrid options appeal to individuals who desire flexibility in their social lives.

Example: Tate Modern Lates has introduced DJ sets, talks, and interactive workshops into its evening programme, attracting a younger, more diverse audience.
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Final thoughts

Understanding what motivates people to engage with the nighttime economy is key to sustainable growth. When we match our offer to people’s motivations, we:

  • Increase dwell time and spending per visit
  • Strengthen community bonds and cultural participation
  • Build resilience into our local economies
  • Cities and operators who embrace these trends, and continue to listen to their communities, will be the ones who thrive.

If you are a venue, festival, or city leader looking to re-energise your night-time offer, my team and I can help with research, strategy, and programming that is grounded in what people actually want.