Publicans across the UK are turning to themed nights—from Elvis impersonator evenings to open mic poetry and opera in the garden—to attract customers and boost trade. The revival comes as the industry faces a crisis, with 209 pubs in England and Wales closing permanently between January and June 2025, and more than 20% of UK pubs technically insolvent.
Mark Dawson, general manager of the Ship in Langstone, Hampshire, said his pub's fortunes turned around after he introduced regular themed events such as quiz nights, Tina Turner nights, and Evenings with Elvis. “I really went for it – and the success was immediate, lasting and is still growing,” he said. The pub now hosts an annual raft race that drew more than 2,000 people last year, as well as Punch and Judy shows and a Rocky Horror Time Warp dance every Halloween.
Industry experts say themed nights have become essential for survival. Michael Kill, chief executive of the Night Time Industries Association, noted that the number of themed bars and pubs increased by 5.6% in the second quarter of 2025 and by 21.4% over the past 12 months. “Themed nights are the one thing that’s bucking the trend and showing growth,” he said.
Emma McClarkin, chief executive of the British Beer and Pub Association, described the trend as “a major revival”. She said pubs are putting on imaginative events to inspire people to think differently about the pub. Cathy Olver, retail director at Star Pubs, added that themed events are part of a survival strategy: “People still want to go out. But now, you have to give them a reason.”
Chris Bickle, a director at Savills’ licensed leisure department, said themed nights offer customers “something warm and familiar” in a complicated world. He noted that the strategy involves inclusive curation, with events like opera and Shakespeare appealing to older audiences, while murder mysteries and live comedy attract younger crowds. Some pubs are also offering early evening readings, open mic poetry, and wine-and-jazz nights to fit between school runs and last orders.
