Sydney city centre hospitality precinct, YCK Laneways, will play host to ‘standout events and activations’ as part of the agreement with Bacardi-Martini Australia.
The YCK Laneways is a consortium that encompasses small independent bars found across York, Clarence and Kent streets in Sydney’s CBD.
The announcement follows the conclusion of YCK’s six-week nightlife festival, ‘YCK Intersections’, which was the latest of a series of Bacardi-Martini supported initiatives at the laneways. Other festivals and events have included: ‘YCK Laneways Block Party’, ‘YCK Laneways Night After Light’, ‘YCK Laneways Long Lunches and Late Nights.’
YCK Vice President and Founder of the Pocket Group of Bars, Karl Schlothauer, said: “We’re excited to be formalising our partnership with Bacardi-Martini as we continue to bring to life epic events that help to drive incremental sales and footfall across the precinct.”
“On behalf of all of the bars and venues that make up YCK, we’re incredibly grateful for the support and look forward to our continued work together.”
Schlothauer’s sentiments were echoed by Sarah Nichols, Marketing Director at Bacardi-Martini.
“Over the last few years Bacardi-Martini Australia have developed many initiatives to drive business into bars in Australia.
“Our partnership with YCK Laneways truly encompasses this commitment to support the people within the hospitality & entertainment industries as we move forward into the future – I’m so excited to see what amazing events and experiences are brought to life through this alliance,” Nichols continued.
“We aim to bring a whole new level of excitement to this key Sydney City precinct.”
The partnership has also been welcomed by Michael Rodrigues, the NSW 24-Hour Economy Commissioner, who said: “I congratulate YCK and Bacardi on this innovative partnership and look forward to seeing this cherished part of Sydney entertain and inspire residents and tourists in the coming years.”
“COVID posed some serious challenges for small bars but they have come out of the pandemic in a strong position,” Rodrigues added.
“YCK also now enjoys growing brand recognition, new audiences and, most importantly, a more resilient business model that increasingly takes advantage of economies of scale.”
Schlothauer and Rodrigues recently shared the stage at the ‘Creative-led Recovery’ panel, which discussed what the future of the Sydney CBD might look like.
This new deal between Bacardi-Martini and YCK took effect as of May 2022, and events and activities will be announced in the near future.