Gala Leisure’s rebranding exercise is almost complete, with the relaunch of its hall in Tooting, London, representing one of the last to convert to its new Buzz Bingo operation. The hall’s reopening ceremony was hosted by Britain’s Got Talent contestant Danny Oliver, and sees the Grade I-listed art-deco former cinema relaunched under the new Buzz livery.
The event comes on the tail-end of Gala’s £40m overhaul effort to similarly rebrand all 124 of its landed bingo sites across the country.
A two-year investment plan supported by Caledonia Investment has been the driving force behind the national overhaul,and represents Gala’s efforts to refocus on a younger player demographic alongside a step-up of its online business.
“When we asked our customers and colleagues to name a single word to describe their bingo experience,the word “buzz” came up time and time again,so we named our clubs after that feeling,”remarked Buzz Bingo’s chief of retail Simon Shaw. “We pride ourselves on our community spirit.”
The year-to-date has seen tremendous change at Gala – but that hasn’t stopped the company from falling back on tried-and-tested leadership. In June it announced that Gala Coral Group founder John Kelly would be returning to the top-echelons of the business, in the guise of non-executive chairman.
“As we begin our new strategy and look towards online in the future,we are delighted to bring John back to where he started,having founded the Gala operations,” Gala CEO Chris Matthew said at the time.“[John] shares my vision for the postnatal of Buzz Bingo and his deep knowledge of the sector is unparalleled.”