Swingers, officially known as the Institute of Competitive Socializing, has cemented its status as a leading entertainment brand with rapid expansion, moving from its original London locations to premier flagships in New York and now, the massive new venue in Las Vegas. The company has succeeded by blending a classic nostalgic pastime with sophisticated dining, luxury cocktails, and cutting-edge technology, all under an adults-only, high-energy roof.
Global Consistency Meets Las Vegas Spectacle
Maintaining the integrity of the brand across diverse international markets requires a two-pronged strategy that focuses on both process and people. CEO Jeremy Simmonds detailed this approach: “The key to brand consistency, in my view, comes down to two elements that have to work together.” First, he stated, “sophisticated systems and processes that can be duplicated across multiple locations. For example, this includes a comprehensive training program.” Second, he cited the importance of the team: “The second crucial element is having high-quality people to deliver on these processes. We are very fortunate to have a highly talented and dedicated team, many of whom have been with the business for many years.”
The Las Vegas location of Swingers, the largest to date and situated inside Mandalay Bay, required a substantial creative leap. Simmonds explained that while every location is rooted in the same vision, “Every Swingers is designed using the same core creative thought – an urban and whimsical expression of a British golf club. However, each location is uniquely designed to embrace the character and culture of the local environment.” To fit the Strip, the design went bigger: “Therefore, when designing Swingers for the Las Vegas Strip, we embraced the fantastical nature of Las Vegas entertainment and the nightlife roots of the particular space.” This resulted in features that are “bigger, bolder and brighter.” The enhanced competitive environment is evident in the courses and the retro arcade: “This is particularly true when it comes to the mini golf courses and our retro arcade, which we call Carnival. A big part of this bold vision is delivered through a focus on audiovisual design. The sound system is nightclub quality, with LED lights highlighting key design features, such as the hot air balloon mini golf course installations. The English country house feature is delivered using projection mapping.”
Culinary Partnerships and Casino Integration
A core component of the Swingers experience is blending the gameplay with gourmet street food—the brand partners with cult-favorite vendors, such as Emmy Squared Pizza. Simmonds emphasized the importance of this relationship in maintaining quality during high-volume events: “We are very fortunate to have an excellent culinary partner in Emmy Squared. Not only do they deliver their signature products with consistency and high quality, which is fitting with our brand, but they are also hugely adaptable when working with us in our unique environment.” He added that their joint commitment extends to flexibility: “Together we are committed to quality but also flexibility.”
Integrating a multi-level, adults-only entertainment venue into a 24/7 integrated resort like Mandalay Bay required an adaptive strategy. Simmonds credits local expertise for their smooth operation: “The most important thing has been to listen and learn from local experts. MGM Resorts is an incredible partner with an excellent team that has supported us throughout the launch of the business.” Hiring locally provided deep knowledge: “Working alongside the MGM Resorts team and hiring a local management team with many years of experience operating in Las Vegas, has meant that we are surrounded by a deep knowledge of the requirements to operate in this location.” This allows the venue to capitalize on all opportunities, understanding “how Swingers Las Vegas works for the leisure customer, the convention customer and capitalizes on the incredible amount of events and activations that are happening in the city or on property at any time.”
Evolving Competitive Socializing
As the industry rushes to copy the “competitive socializing” trend, Swingers plans to rely on constant innovation to remain fresh and relevant. “We are fortunate because our concept allows for constant innovation and development,” Simmonds noted. This includes regularly refreshing the experience: “Our food and beverage program is updated regularly, we can host a variety of events and activations that bring new customers into our space, and we are always thinking about ways to elevate and reimagine our product.” He concluded that they must keep pace with their environment: “Las Vegas never stands still, and to be a brand that stands the test of time, we understand that we need to be evolving and remaining fresh.”
