The Brewery: Romford Rodeo Event

The Brewery, Romford

Events & Experiences

Objective

The Brewery tasked AL Marketing with creating creative and engaging ways to raise the centre’s profile and boost social media following amongst a younger audience demographic.

To engage 18–34-year-olds while still appealing to families, The Brewery hosted a two-day Wild West Rodeo on 4–5 July, coinciding with American Independence Day. The event combined immersive experiences with shareable social media content to boost visibility.

Method

Over two action-packed days, the public dived into a series of free, interactive experiences designed to thrill both families and younger audiences. Visitors clutched cowboy hats and threw themselves into the Wild West spirit—riding a bucking Bronco, learning slick line dancing moves, rocking out to live country music, and snapping unforgettable photos with superheroes and Rodeo-style backdrops.

The showstopper was the UK’s first shopping centre hot wings competition. Contestants braved progressively fiery sauces from nine tenants, producing hilarious, dramatic reactions perfect for social media. Hosted by local legend and influencer – Big John, the contest combined local flair with viral appeal, creating shareable video content that had everyone talking.

Thousands of visitors joined in the fun across both days, with energy, laughter, and excitement buzzing throughout the centre. Every ride, dance, and spicy bite was designed to spark engagement, encourage social sharing, and cement The Brewery as the ultimate destination for memorable, interactive experiences for 18–34-year-olds.

Outcome

Footfall rose by +17.6% on Friday and +16.2% on Saturday compared to the same week in 2024 (vs. a +5% target), while town centre footfall increased by +44.5% and +26.7% respectively. Tenant sales also rose, with notable gains at Taco Bell (+31.9%), McDonald’s (+25%) and Frankie & Benny’s (+16.6%).

The hot wings competition showcased nine tenants and provided direct brand exposure. Big John’s involvement delivered 703,366 social views (target: 100,000), 9,355 engagements (target: 5,000), and 751 new followers (target: 250).

Through creative, interactive experiences and social amplification, AL Marketing helped The Brewery increase its appeal to younger audiences and position the centre as a bold, innovative destination.

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Khatija Verjee, Marketing Manager at Moorgarth

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John Prestwich, Partner, Montagu Evans LLP

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Rachel Lydon, Marketing Manager, Savills

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Colin Lang, Centre Manager, The Galleries

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Angela Henderson, Centre Manager, The Gracechurch Centre

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Bryan Young, Centre Manager, The Harvey Centre

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The Brewery: Romford Rodeo Event