How We Helped The Loft Sell Out a Sports Bar – With a Room Full of Women
Attracting a New Audience to a Traditional Space
Traditionally, sports bars have appealed to a narrow crowd, but The Loft wanted to create a space that felt welcoming and inclusive – a place where anyone could come together to enjoy big moments, whether they were sports fans or not. The challenge was finding ways to reach new audiences, particularly women, and give them a reason to choose The Loft as their go-to spot for connection, atmosphere, and shared experiences.
Using Social Listening to Create New Kinds of Events
We worked alongside The Loft team to bring their vision of an inclusive, community-driven venue to life – using strategy, creativity, and audience insight to guide every step. By shifting focus from traditional sports marketing to shared cultural moments, The Loft found new ways to connect with people and fill their space week after week.
This approach included:
- Event Strategy & Promotion: Developing and promoting unique watch party concepts that appealed to a broader audience, starting with The Summer I Turned Pretty finale – an idea driven by social listening and audience feedback.
- Social Media & Content: Crafting social campaigns that tapped into online fandoms, nostalgia, and community culture to build hype and drive ticket sales. These efforts helped the event sell out within hours, with hundreds joining the waitlist.
- On-Site Experience: Supporting The Loft in creating a memorable in-venue experience through custom cocktails, themed menus, and creative content capture that extended the buzz online.
By combining smart social strategy with authentic community insight, The Loft reimagined what a sports bar experience could look like – transforming a simple watch party into one of Christchurch’s most talked-about events.
Sold-Out Success and National Recognition
The Summer I Turned Pretty watch party was an instant success. Tickets for The Loft’s 240-seat venue sold out within hours, with more than 200 people joining the waitlist. The event quickly became a local talking point and was featured on national radio for its creative, community-focused approach. It not only filled the venue but also brought in a new, highly engaged audience – proving that cultural moments can unite people just as powerfully as sport.
