When the seven McAvoy brothers set up the Seven Bro7hers Brewery in Salford Quays, they were determined to put the Manchester community at the heart of their operation. Five years later, the family business has a bar, the Beerhouse, in Ancoats, as well as the tap room attached to the brewery, with both venues hosting a range of classes – from crochet to beer yoga – on nights throughout the month.
Alison Watson is part of the extended family and runs the marketing and events for Seven Bro7hers. She says: “We always intended to put the community at the centre of what we do. It might be painting classes, or our women’s institute evenings, where they teach crafts such as knitting, or educational evenings about beer-making – all of them have made us a community hub.”
Evening classes have started to appear in unconventional venues just as traditional adult learning has gone through a tough period. Over the past decade, austerity slashed adult education budgets, with the Association of Colleges warning that adult education “will disappear by 2020” if the sector continues to be starved of funding. But, at the same time, booming interest in arts and crafts has seen more people looking to be taught skills in less formal settings.
Lessons are popping up in cafes, pubs, bars and restaurants. Online portals such as Obby and the Indytute advertise classes in calligraphy, embroidery, origami and ukulele-playing, as well as more familiar night courses in languages, technology and business. Many of these classes are held in venues more typically thought of as places to buy a cappuccino or a glass of wine than learn new skills.
As education moves out of the classroom and into the bar, the benefits to learners, the businesses that host them and the community at large can be considerable. For the venues, there is the obvious advantage of increased custom at times when trade might otherwise be slow. “Monday, Tuesday and Wednesday nights are good days to schedule things,” Watson says. “People don’t want a heavy night of drinking, but they’re happy to come out and try something new while they have a pint. Chances are, they may order some food while they’re here.”
“For independent businesses, such as the Seven Bro7hers, having access to data is vital. By using iZettle, they can see their data in real time – including total sales and peak sales times – so that they can make smarter business decisions and schedule things such as workshops and events accordingly,” says Ed Hallett, managing director at iZettle UK.
From the punter’s point of view, they may be encouraged to try an activity – and a venue – they might otherwise have overlooked. Research by the Department for Education suggests adults can be encouraged into taking up learning if they happen across such opportunities in places they use in their everyday lives. And where is more commonplace for many people than a local pub or cafe?
Gareth Shelton runs PopUp Painting, a business that hosts evenings on which participants recreate a picture by a well-known artist, such as Van Gogh, David Hockney or Banksy, under the guidance of a practising artist. Classes take place in pubs, bars, restaurants and hotels in cities including London, Birmingham, Leeds and Liverpool. “There’s a bit of fatigue these days at just going out for a drink after work – people want experiences,” Shelton says. “Many of those who come to our classes say they find it really relaxing to do something hands-on after a day working on a screen or immersed in their phone.”
Business owners often approach Shelton saying they want something that sets their venue apart from others, introducing customers to them through a class in the hopes they will return at a later date. One hotel where PopUp Painting holds classes sees it as giving added value to the hotel guests. It can also help in terms of marketing, as the business can promote the events, while participants may also spread the word via their own social media.
“Getting people through the door and having them come back for more is the most important thing for any business. Offering different experiences and activities is a great way to stand out from the crowd and attract people from across the local community to try out new things. They might come for the workshop but hopefully they’ll come back for the delicious pie and nice atmosphere,” says Hallett.
So what sort of business is suited to running these kinds of classes? One that has the right space for the activity in question, of course. But often it is the attitude of the person in charge that is the most important thing. Shelton adds: “The attitude of the manager is everything. Yes, we need a venue that’s not too dark or noisy and that has tables for our desktop easels. But you need to work with someone who’s open-minded enough to try new things.”
Watson agrees, and sees great reputational advantages to hosting classes. “It’s about sending out a message that you’re approachable as a business, both to the class organisers and to the customers,” she says. “You’re letting people come to you with ideas and letting them try them out. There isn’t really a negative about trying something new, even if it doesn’t work. You learn something every time and you’re creating a network of people. We consider the community events we hold to be an extension of our business.”
To find out how iZettle can help your business, visit izettle.com
