SparkX Hasselt – F&B Strategy

SparkX Hasselt is the first location of a new sportainment park concept in Belgium, bringing more than 50 indoor sports together under one roof. As one of Europe's largest indoor sportainment destinations, the project introduced a new type of leisure environment where sports, entertainment, social interaction, and hospitality needed to work as one integrated experience. The brief was to define the role of F&B within this new destination. SparkX needed a food and beverage offer that could support different visitor moments: from active sports sessions and group visits to families, corporate events, and social hangouts. The challenge was to create a concept that would feel energetic and accessible, while also being operationally realistic within a high-volume indoor leisure environment.

Conceptional supported SparkX with the F&B strategy and concept plan for the first location in Hasselt. The work focused on defining the food concept, guest journey, service logic, menu direction, and functional requirements for the bar and kitchen. This created the foundation for the design and build phase, ensuring that the F&B offer would support both the guest experience and the operational model. This covered the F&B strategy for the first SparkX location in Hasselt, a food concept direction aligned with sportainment and active leisure, the guest journey and service model for different visitor groups, the functional bar and kitchen set-up for design and build, and the operational principles needed for a high-volume indoor sports environment. The result was a clear F&B direction for the first SparkX location, translating the sportainment positioning into a functional and commercially relevant food and beverage concept. The plan provided the strategic and operational basis for the bar, kitchen, and guest-facing F&B experience.