Events at The Brewery, Romford

The Brewery, Romford

Events & Experiences

Events

To drive footfall, we host a diverse range of events tailored to our key audiences – mainly families and Gen Z. Highlights have included a Super Mario Bros. Mini Golf experience, Titan the Robot, meet-and-greets with iconic characters, Lego trails, hands-on workshops, seasonal trails, a Freaky Friday Halloween spectacular, plus many more creative, buzz-worthy experiences.

In 2025, we hosted our biggest event to date – the Romford Rodeo! 

To appeal to 18–34-year-olds while remaining family-friendly, the centre hosted a two-day Wild West Rodeo on 4–5 July, timed to coincide with American Independence Day. The event was designed to deliver high-energy experiences that would drive footfall, spark conversation and generate shareable content.

Across both days, visitors fully embraced the Wild West theme, throwing themselves into free, interactive attractions including bucking bronco rides, line dancing, live country music and themed photo moments. The atmosphere was loud, playful and packed with moments made for social sharing, keeping both families and younger visitors engaged throughout the centre.

The standout attraction was the UK’s first shopping centre hot wings competition. Contestants took on progressively hotter sauces from nine tenants, resulting in big reactions and viral-ready content. Hosted by local influencer Big John, the competition blended local personality with strong online appeal and became a key talking point across the weekend.

The event delivered standout results. Footfall increased by +17.6% on Friday and +16.2% on Saturday compared to the same week in 2024, significantly exceeding the +5% target. Town centre footfall also surged by +44.5% and +26.7%, while tenant sales saw strong uplifts, including Taco Bell (+31.9%), McDonald’s (+25%) and Frankie & Benny’s (+16.6%).

Through bold, immersive experiences and strategic social amplification, AL Marketing helped position The Brewery as a vibrant, innovative destination that resonates strongly with both young adult audiences and families. 

Supporting new opening

We have also worked closely with head office brand teams offering marketing and PR services to support new openings at The Brewery including Wagamama, Turtle Bay, Five Guys, Chai Walla and Mulligans. 

Community Partnerships

Lennox Children’s Cancer Fund (Lennox CCF)

AL Marketing works closely with the Brewery to develop and promote fundraising initiatives for local charity Lennox Children’s Cancer Fund (Lennox CCF). This includes, in centre activations and events, the development of campaign and brand awareness signage. All supported through PR , website articles and social media promotion. 

Matchroom 

On 7th December 2024, The Brewery partnered with Matchroom and hometown boxing star Johnny Fisher aka “The Romford Bull” to host a Winter Wonderland community event celebrating sport and local engagement. The event drew hundreds of families and boxing fans, including Fisher’s loyal “Bosh Soldiers.” Highlights included group and one-on-one boxing demonstrations led by Fisher, who inspired attendees with his commitment to fitness and mental well-being while sharing insights into his career and upcoming challenges.

Local boxing clubs joined in with live exhibitions and information on how young people could get involved. Visitors enjoyed a Golden Gloves VR experience, face painting, and giveaways and competitions to win exclusive Team Fisher merchandise. The event successfully boosted footfall, engaged the community online and offline, and showcased the power of sport and local partnerships to create a positive social impact.

Romford BID 

Through our partnership with Romford BID, we are able to effectively collaborate on many town centre events and initiatives that help to drive footfall to Romford Town and also The Brewery. Examples include a “Romford Roars” brick model trail in 2025 and (due to the success!) an Endangered Animal brick trail coming to the town for Easter 2026. 

PR 

We support The Brewery by driving a strategic PR program that boosts visibility, reputation, and community engagement. The agency guides messaging, engages local media and stakeholders, promotes events and initiatives, and keeps track of public response, helping The Brewery strengthen its community presence, raise awareness of its offerings, and reinforce its position as a top destination for shopping, dining, and leisure.

Newsletters 

We create and distribute monthly newsletters tailored to The Brewery’s marketing database, keeping customers informed about events, offers, and initiatives while strengthening community connections and raising awareness of the centre’s offerings. Through the newsletter, we also drive traffic to The Brewery’s website and social media channels. The Brewery newsletters consistently achieve open rates above the industry standard.

Awards 

The Brewery’s Centre Manager, Stuart Wilson, was awarded Centre Manager of the Year (Large Venue) at the 2025 Sceptre Awards. We advised on and prepared the submission, and we were proud to celebrate the evening alongside Stuart and the wider Brewery team.

Client Testimonials

We’ve had a great experience working with AL Marketing. The team are very dedicated and invested in our shopping centre & brand and play a vital part in supporting our business. The width of services they offer have been great meaning we have a one stop shop from social media to events, to re-branding, design, strategy and PR. Thank you to Sarah, Amie, Damian and Sophie who work closely with us and are an important part of our team.

  • Stuart Wilson, The Brewery Centre Manager

AL Marketing has been an outstanding partner for the past three years. Their team consistently goes above and beyond, delivering exceptional results through hard work and dedication. We couldn’t be happier with their services and highly recommend them to anyone looking for a reliable and effective marketing team. 

  • Hayley Sterling, The Brewery Marketing Manager
Back to our work

Testimonials

"Fidum has the pleasure of working together with AL Marketing on destination and tenant marketing of the multi-faceted leisure, F&B and retail scheme, The Atrium Centre, Camberley. The AL Team is dedicated, reliable and its service quality is excellent. We have no hesitation in recommending them to clients."

Richard Hopkins, Senior Property Manager, Fidum Property Management

"The Harvey Centre has been working with AL Marketing for many years. They stand out from other agencies as they take time to understand the asset and how best to improve performance -dovetailing their recommendations into existing and future projects planned for the centre. They take on board our thoughts and always recommend well thought out strategies, that have both objectives and KPI’S. All at AL deliver a high standard of work, nothing is too much trouble, they go the extra mile and are value for money. "

Bryan Young, Centre Manager, The Harvey Centre

"Since AL Marketing took over our social media management in July, we’ve seen a clear and steady year-on-year increase in shopping centre footfall from August onwards. The positive trend in our annual footfall report highlights the real impact their work has had. Their contribution has been both measurable and impressive, and it’s been great to see such tangible results from their strategy and execution."

Eva Papaoikonomou, Operations Manager, Fidum Property Management

"AL Marketing demonstrate an excellent knowledge of the changing dynamic of the retail market place whilst effectively differentiating their strategy for each asset."

John Prestwich, Partner, Montagu Evans LLP

"I have always found AL Marketing forward thinking, proactive, always going that extra mile to exceed expectations on client service delivery."

Rachel Lydon, Marketing Manager, Savills

"I have worked with many agencies over the years in the shopping centre industry but what is clear to me is that AL Marketing really “get it”. They understand clearly who we should be marketing to and understand fully the current difficulties that shopping centres are dealing with. Their efficient, innovative, flexible approach is a breath of fresh air, and the company’s wealth of marketing expertise has introduced targeted experiential promotions to The Gracechurch Centre as a unique selling point for our customers – which encourages repeat visits."

Angela Henderson, Centre Manager, The Gracechurch Centre

"Beyond the Town Centre Awards, AL Marketing continues to be an invaluable partner as our ongoing marketing, and social media managers. Their consistent creativity, proactive planning, and comprehensive understanding of our audience have significantly elevated our online presence. They don’t just post - they engage, connect, and build meaningful relationships with our Town Centre community. Their attentive approach and responsiveness make them a trusted extension of our team."

Oliver Gillard, Deputy Programme Manager, Harlow Council

“Fantastic Marketing team who have transformed our social media, brand, advertising, PR, events and so much more! They understand our vision and the community we are working in, have fantastic account management and we have access to a great back-office team. I would highly recommend them and excited about our continued working relationship.”

Julie Frost, Romford BID Director

“We’ve had a great experience working with AL Marketing. The team are very dedicated and invested in our shopping centre & brand and play a vital part in supporting our business. The width of services they offer have been great meaning we have a one stop shop from social media to events, to re-branding, design, strategy and PR. Thank you to Sarah, Amie, Damian and Sophie who work closely with us and are an important part of our team.”

Stuart Wilson, Centre Manager at The Brewery

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