This article was originally published in the Winter 2024 issue of Hospitality Ireland magazine, in December of 2024.
A new concept in hospitality and entertainment has opened at Leopardstown Racecourse – a 15,000- square-foot, four-storey adults-only ‘competitive entertainment’ complex. Co-owner Dan Begley tells us about a dream made good.
Dan, please tell us about the new venture.
Super Social is unlike anything seen before. We are bringing competitive socialising to Ireland for the first time. Not only is it a stylish bar and 150+ [seater] restaurant, offering a relaxed, casual dining space, Super Social also incorporates competitive games, to offer something completely unique for your next day or night out. Our venue includes a 12-hole hi-tech mini golf course, five fully interactive Nex-Gen dart bays, two supercharged shuffleboards, and the Super Social Arena, which is like the Cube on steroids! You can either eat and drink as you play, or before or after, in our stylish restaurant.
Super Social is set to redefine nights out and social gatherings with friends colleagues, dates, and loved ones. Our primarily adult-focused, ground-breaking venue blends cutting-edge technology with hands-on fun, offering the ultimate ‘competitive socialising’ experience. Our massive new venue spans an impressive 15,000 square feet over four floors at Leopardstown Racecourse.
Conveniently located just a few minutes’ walk from the Central Park Luas line and easily accessible via the M50, Super Social also provides ample on-site parking. The venue welcomes groups of all sizes, from solo visitors to parties/groups of 200+.
What kind of gap in the market do you think that this will fill?
Traditional bars, restaurants and clubs often focus on passive entertainment, or dining without offering an engaging activity. Super Social does the exact opposite, offering memorable and active experiences for all visitors. Consumers are now seeking immersive, Instagram- able moments. Venues now need to have the ability to foster a sense of community and appeal to experience-driven consumers and social-media enthusiasts.
Super Social ticks all of these boxes. Corporate and party groups will have a real interest, as we are not just offering food and drinks – we are now providing games that all of the participants will enjoy, no matter what their skill level is.
This also applies to smaller groups of friends on casual nights out, date nights, etc. The days of people just going to a bar and drinking X amount of pints or vodkas and Cokes is becoming a thing of the past. People want a lot more of an experience now. We are providing a day or night out with a twist, to put it mildly.
Located out of the city centre, in the heart of Leopardstown Racecourse, people will have the ideal venue to visit, without having to traipse into Central Dublin. This is especially applicable to the 6,000+ local residents and 30,000+ people working in the Sandyford area, who will now have a venue on their doorstep, where they can wind down, relax, and enjoy themselves. Nothing like Super Social currently exists.
Please tell us how changes in people’s going-out habits are driving this.
Consumers are now prioritising activities that offer unique, memorable experiences, rather than just eating or drinking. Post-pandemic, there is a stronger emphasis on spending quality time with friends, family or colleagues in meaningful ways. People are also far more health-conscious now and certainly do not wish to go out drinking only.
People are also tending to go out for shorter periods, not ending up in a nightclub until 4am or 5am the next morning. They have a preference to spend money on genuine experiences, rather than solely on drinking. Super Social addresses the modern-day consumer’s need for real-life experiences. It provides something different. Meet. Eat. Compete.
How long have you been working on this idea?
This has been in the planning since 2019/2020. We researched new, innovative attractions, games, facilities and behaviours in the US and the Middle East, in particular, to see what was and was not working. We knew Ireland needed something new and exciting for such a social nation. We have brought the latest in innovation, tech, and food and beverage together under one roof.
Almost a year was spent researching potential locations throughout the general Dublin area. When we came across the premises in Leopardstown Racecourse, we knew straight away that it offered the perfect location for Super Social, set over four different levels, and in a very central and easily accessible location. The levels ascend in a zigzag format, allowing the energetic atmosphere of one area to easily flow to another.
At whom is it aimed?
It is aimed at all ages, from 20 to 50+.
Please tell us about your own background and career so far.
Having set up and operated multiple indoor trampoline and inflatable adventure parks, as well as an indoor sports arena, for over a decade, our focus is on identifying new opportunities and trends.
Jump Zone and Skill Zone were the very first of their kind in Europe. We hope to continue on the success in this field, but aimed for adults this time round.
Prior to Jump Zone and Skill Zone, we had been involved in everything from property to the rental of event equipment to the manufacturing of self-invented sports equipment.
What are the major challenges within the sector at the moment?
High operating costs in the hospitality sector, including [those for] staff and food, are proving the biggest challenge. The minimum wage keeps on getting increased by the government, which particularly affects high-volume roles like bar and waiting staff, which, in turn, only serves to increase consumption costs for everyone.
Following closely behind that is the VAT rate for hospitality, which was raised to 13% in 2023, squeezing margins further and, again, leading to higher prices for consumers. Add in soaring utility bills and supply costs, and the industry as a whole faces a real challenge.
What we believe is Super Social’s point of difference is our social-competitive aspect. Our venue will not be solely a nighttime venue, depending on food and alcohol sales to survive. Super Social will open throughout the day, seven days a week, and attract a variety of groups and individuals at different times.
What are the opportunities?
Creating something different, a destination where like-minded social people can go, colleagues/friends go to meet, eat, compete – a fun day or night out like no other.
Any other plans on the horizon for the next year or so?
We do plan to expand the Super Social brand, opening more Super Socials in great locations nationwide over the next 12 to 36 months. The centre of Dublin, along with a venue on the Northside, are very much on our radar, while we have already engaged an agent to identify suitable properties in Cork, Galway and Belfast.
What do you do when you’re not working?
Family takes up a lot of time, and recently, padel [tennis] has consumed any spare time!
