Now widely credited as South Africa’s de facto leader in the next generation world of experiential-eventing, Loudfire has been innovating in the bar arena since it started out as a student bar business in 1994. Forget mere evolution, Loudfire’s innovation of the super-sexy light bar in 2002 a revolution for an industry that was still largely serving cocktails off of trestle tables. Inspired innovations like this have since become a hallmark of the Loudfire brand in general and of its bar division in particular.
Now, according to Thom, the company’s bar business stands poised for another revolution in its market approach as Loudfire prepares to spin off this lucrative division as a separate company beneath its growing umbrella.
He explains: “The seamless weaving of an incredible bar experience into the fabric of an exceptional event is critical to the success of an experiential event. Bar service is therefore an integral component of our complete offering, but it’s no longer our core business. By spinning it off like this, we can continue to successfully marry the bar component with our complete guest experience, while freeing up the many talented and passionate people in our bar business to focus exclusively on innovating to stay at the top of their game.”
In an exciting twist that is potentially good news for aspiring bar companies and even individuals, Thom says Loudfire is following its characteristic strategy of partnering generously and deeply with both internal and external operational partners.
He adds: “Yes we will be sharing ownership of this new company with internal as well as external partners, via either merger, acquisition or sale. And, while we do have several options on the table and are evaluating them, we are entirely open to new approaches from companies and individuals who share our values and passion for excellence and innovation in bar service.”
Whatever the final shape and form of Loudfire’s evolved bar business, one thing is certain and that is that this business, like all of the company’s ventures, will be a huge success! Already, it is guaranteed the entire, substantial bar business of Loudfire’s experiential-eventing operation and will be rolled out across the company’s massive and growing network, spanning Johannesburg, Cape Town, Durban and Zambia, with more offices in the pipeline including the proposed operational site to service Sun City events, coming later this year.
Loudfire’s bar service has grown up and looks set to take the entire industry with it.
About Loudfire
Loudfire is one of South Africa's leading providers of ‘designer entertaining for your brand’. This vibrant events, parties and experiences company is renowned for its ability to create events and parties that are one-off original creative guest experiences. The company has an effective BEE shareholding of 30.15%, included within the 21% being vested in Direng Entertainment (Pty) Ltd. and 28% in internal or staff ownership.
