The Amusement & Retail Entertainment Expo (ARE) continues to strengthen its competitive socialising seminar line-up with the addition of Dawn Clarke, Head of Electronic Leisure at Mitchells & Butlers (M&B).
As one of the UK’s largest operators of pubs, bars and restaurants, Mitchells & Butlers is behind some of the country’s most recognisable brands, including All Bar One, O’Neill’s, Nicholson’s and Miller & Carter. Within that estate, Dawn plays a pivotal role in shaping how electronic leisure and interactive entertainment enhance the guest experience.
For Dawn, competitive socialising is not simply about adding games — it’s about creating memorable moments.
In her words, she leads a team who act as hosts to life’s memorable moments, bringing people together and encouraging connection beyond mobile screens. In a world increasingly dominated by digital distraction, her focus is firmly on delivering fun, lasting and immersive experiences that encourage genuine interaction.
Scaling Interactive Darts: The Arrowsmiths Story
Dawn and her team sit at the heart of Arrowsmiths, M&B’s interactive darts experience, which has expanded to fourteen venues across the UK in under three years.
Arrowsmiths demonstrates how competitive socialising can be successfully integrated into a large-scale pub estate — balancing entertainment value, operational efficiency and brand alignment. The growth of the concept highlights the increasing demand for experience-led nights out that combine social interaction with light-hearted competition.
With no two days the same, Dawn leads a team navigating rollout, performance, compliance and guest engagement — ensuring the product not only attracts customers but sustains revenue and brand integrity over time.
Passion, Product and Performance
Dawn has long believed that you are fortunate if you can combine work with genuine passion — particularly when that passion centres on delivering quality products and exceptional service.
Arrowsmiths is a clear example of that philosophy in action: a concept that blends entertainment, hospitality and operational discipline into a scalable model.
A Panel Grounded in Real-World Experience
Dawn will join:
- Daniel Chadaway (Stonegate Group)
- Ben Warren (Professionals at Play)
The session, moderated by Jade Craig of Inntegra and GameChangers, will explore:
- How competitive socialising can be integrated successfully into existing venues
- Balancing innovation with compliance in large estates
- Delivering memorable guest experiences while protecting profitability
- Scaling interactive entertainment across multiple sites
With perspectives spanning entrepreneurial growth, national pub estates and branded interactive concepts, this ARE seminar promises to move beyond trend commentary and into practical, commercially grounded insight.
If competitive socialising is reshaping the UK’s leisure landscape, Dawn Clarke is at the forefront of delivering it at scale.
Let the games begin.
