What I’ve Learned: Jason Wintur, Head of Sales at Swingers UK

Hospitality has never stood still. It’s an industry that’s always evolving – new ideas, different approaches, always leading the next big thing – but few sectors have moved as quickly as competitive socialising. Fewer people have witnessed that shift as intimately as Jason Wintur. Over the past decade, he’s become one of the most recognisable figures in experiential events, leading sales teams across the industry’s biggest names: Inception Group, All Star Lanes, and, today, Swingers, where he leads as UK head of sales, all while serving as president of The Kensington & Chelsea Chamber of Commerce. 

Wintur has a front-row seat to a highly sophisticated and increasingly competitive market. What were once niche alternatives to the traditional restaurant or pub outing, London venues with activities now stand as the most coveted settings for company parties, birthday celebrations and everything in between. Who can blame them? Venues like Swingers offer the whole package: award-winning street food, great cocktails, arcade games and crazy golf. Through it all, Wintur highlights one simple constant: ‘the activity gets people through the door, but the experience is what brings them back.’ Event bookers have learned to expect more than just something to do at the function.

Ask him what makes a great hospitality business, and chances are the answer won’t relate to the venue itself. Instead, Wintur speaks about people, qualities, and the fact that - in today’s digital-first, high-speed world - every touchpoint matters. Those small interactions matter just as much, if not more than headline attractions; it can mean the difference between a successful event and a failed one.

We discuss how guest expectations have shifted, the importance of fostering loyalty, why speed and consistency have become commercial advantages, and the challenge of delivering memorable experiences while operating in an increasingly cost-conscious market. We’re talking about harnessing data analytics, practical insights, and why human connection remains hospitality’s greatest advantage.

You've worked across everything from bowling to crazy golf. What do successful experiential venues all have in common?

The activity gets people through the door, but the experience is what brings them back. The most successful venues understand that every touchpoint matters – from the first enquiry to the welcome at reception, the food, the drinks and the way guests feel when they leave. Great experiences are built by great people delivering consistently.

Food, drinks, a reserved area, golf and carnival games? That's all wrapped into group booking packages at Swingers West End. With options for all budgets, it couldn't be easier.

With everything your role involves, what do you love most about your job?

My team. No two days are ever the same. One day I'm working on a large corporate event, the next I'm filming a TikTok or creating the magic at a tradeshow to meet new business or clients. Sometimes it is all three in one day.

In practice, what does great hospitality actually mean to you?

Making people feel looked after without them having to ask. It's about anticipating needs, being genuine rather than scripted and creating moments that guests remember long after they've left. Hospitality isn't just service – it's giving people great memories that they want to relive again and again.

When you’re building a team, which qualities do you look for first?

Attitude always comes first. Skills can be taught, but curiosity, resilience, empathy and a genuine desire to help people are much harder to develop. I also look for people who are commercially aware and understand that every guest interaction contributes to the success of the business. As a previous leader of mine said, ‘Would you go for a drink with them at the end of the day?’

What's the biggest change you've seen in events over the past five or ten years?

Clients expect much more than just booking a venue now. They're looking for experiences that are seamless, personalised and easy to organise. Speed of response has become incredibly important too. People have more choice than ever, so how quickly and professionally you engage often determines whether you win the business. Thank god hybrid is slowly tucking itself back in the cupboard... we love seeing people.

A favourite for corporate summer parties (including SquareMeal’s own), event hire at Swingers West End can include an alfresco terrace, team building, conference facilities, day delegate packages and bespoke add-ons.

Is there a lesson you can only learn after something goes wrong?

Communication solves almost everything. When something doesn't go to plan, it's rarely because one person made a mistake – it's usually because information wasn't shared clearly or expectations weren't aligned. Being transparent, taking ownership and responding quickly makes all the difference.

Looking back, is there one thing you now prioritise that you used to ignore completely?

Protecting time to think. Earlier in my career, I believed being busy meant being productive. Experience has taught me that stepping back to analyse data, plan ahead and think strategically often creates far better results than simply reacting to emails all day.

What do younger people entering the industry underestimate?

The value of relationships. Technology makes communication easier, but hospitality is still built on trust and human connection. People remember how you made them feel, and those relationships often lead to repeat business years later.

Is there a pressure point that's quietly becoming a major issue for venues?

Rising guest expectations alongside rising operating costs. Guests understandably expect exceptional value, while venues are managing increasing costs across labour, utilities and supplies. Delivering outstanding experiences efficiently has never been more important.

Swingers' Christmas party packages come in at varied price points, with festive events starting from as little as £45 per person. We'd say that's exceptional value. 

What do great hospitality businesses invest in most?

Their people. Beautiful venues can attract guests once, but engaged, well-trained teams are what create loyalty. Investing in culture, development and leadership has a direct impact on guest satisfaction and long-term commercial success.

Is there something the competitive socialising industry should learn from other sectors?

To use data more intelligently. Retail, aviation and technology have become incredibly sophisticated at personalisation. Our industry has a huge opportunity to use guest insights to create more relevant experiences, build loyalty and strengthen long-term relationships instead of focusing solely on the next booking.

If you could sit down with your 25-year-old self, what advice would you give?

Stop worrying about having all the answers. Ask more questions, listen more than you speak and don't be afraid to make decisions. Confidence comes from experience, and experience often comes from making mistakes and learning from them. I should know; I have made enough.

Keen to know more from those leading the events industry? Read our recent interview with Markus Thesleff, where he talks about ownership, experience, and what surprises him most about guest behaviour today. Or, if you’re keen on more industry insights and want to keep on top of London’s most impressive event venues, just sign up for the SquareMeal venues newsletter for more of the good stuff.