Outdoor space is your most underutilised revenue stream – are you treating it that way?

As summer approaches and operators look to maximise every square metre of their venue, one area continues to be overlooked – not due to lack of potential, but lack of strategic investment: the outdoor space.

The irony? The Great British public actively seeks it out. From bustling beer gardens to al fresco dining terraces, we’re a nation that will take any opportunity to be outside, soaking up the sun for however long we’re lucky enough to call it summer. But in the UK, sunshine alone is never a strategy. If outdoor spaces are to truly perform, they must be designed not just for the best days, but for the unpredictable reality of British weather.

For too long, terraces, courtyards and rooftops have been treated as seasonal add-ons. In reality, they are high-margin, revenue-generating assets that, when designed and specified correctly, can outperform internal covers, extend dwell time, and unlock year-round trading opportunities.

The difference? Treating the exterior with the same design, operational and commercial rigour as the interior.

Designing for revenue, not just aesthetics

In hospitality, every design decision must work harder. Outdoor areas are no exception.

Well-considered external spaces:

·        Increase covers without expanding footprint

·        Extend trading into shoulder seasons and beyond

·        Enhance guest experience and dwell time

·        Create high-impact, shareable brand moments

Yet too often, outdoor areas are furnished as an afterthought. Characterised by inconsistent parasols, mismatched finishes, and little consideration for weather resilience or brand identity. Instashade challenges this approach entirely.

From ‘shade’ to specification: elevating outdoor environments

Instashade’s philosophy is simple: outdoor spaces should be specified, not styled last-minute.

With over 20 years of industry experience and a UK-based team, the business has built its reputation on delivering premium parasols, pergolas and bespoke shade systems designed specifically for commercial environments.

Its portfolio includes high-performance solutions such as:

·        Aurora – architectural cantilever parasols with 360° rotation and precision tilt

·        Eclipse & Eclipse Classic – heavy-duty systems engineered for demanding, high-traffic environments

·        Nova centre post range – expansive coverage for large-scale hospitality terraces

·        Café Series & Greenwich – refined, design-led options for boutique and premium dining settings

Each product is built using marine-grade aluminium and premium outdoor fabrics, ensuring long-term durability, UV resistance and weather performance – critical for commercial ROI.

Customisation as a commercial tool

Where Instashade truly sets itself apart is in its approach to bespoke design and brand integration. This isn’t simply a choice of colours, it’s full creative control.

Operators can specify:

·        Exact canopy colours to match brand palettes

·        Custom patterns, stripes or tonal detailing

·        Signature valances (from classic Belgravia to contemporary Hove)

·        Contrasting trims and panel configurations

·        Fully branded parasols using UV print or premium vinyl graphics for logos and messaging

The result? Outdoor spaces that don’t just function. Instead they communicate brand identity, elevate perception and create visual consistency across the entire venue.

Built for the realities of British hospitality

Of course, design alone is not enough. The Great British weather demands solutions that perform not just in sunshine, but in wind, rain and fluctuating temperatures.

And if operators want to truly capitalise on the UK’s love of outdoor living, they must think beyond peak summer. The ability to provide reliable shelter from sudden downpours, coastal winds or cooler evenings is what transforms outdoor space from a fair-weather feature into a dependable revenue stream.

Instashade systems are engineered for exactly this:

·        Water-repellent, UV-resistant canopies

·        Wind-resistant structures suitable for exposed terraces

·        Integrated lighting options to extend trading into the evening

·        Compatibility with heating and shelter systems

This enables venues to extend time spent outdoors, not just chase sunny days – turning terraces into year-round assets rather than weather-dependent risks.

Proven in practice: from concept to commercial impact

Real-world applications demonstrate the value of this approach.

At Ducie Street Warehouse in Manchester, Instashade delivered a terrace transformation using multiple 4m Nova parasols with integrated lighting, balancing aesthetics with functional shade and ambience.

Meanwhile, at PARADE at Chester Racecourse, Aurora parasols were specified to withstand exposed conditions while maintaining a premium visual standard, proving that performance and design can, and should, coexist.

The strategic opportunity

As operators prepare for the season ahead, the question is no longer whether to invest in outdoor space, but how intelligently that investment is made.

Because when designed properly, outdoor environments:

·        Deliver incremental revenue

·        Strengthen brand identity

·        Improve operational flexibility

·        Future-proof the venue against changing consumer behaviour

And increasingly, they are becoming a deciding factor in where customers choose to spend their time.

The outdoor opportunity operators can’t afford to overlook

The opportunity is clear: outdoor space is no longer optional, and it’s no longer seasonal. It is one of the most valuable, underutilised assets in hospitality today.

The venues that win this summer and beyond will be those that invest early, specify intelligently, and design their outdoor spaces to perform in every condition. Instashade is ready to help operators do exactly that. Discover how your outdoor space can work harder by visiting www.instashade.co.uk

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Editors notes

InstaShade was founded with a simple ambition – to help people make more of their outdoor spaces. Based in Cheshire and backed by over 20 years of industry expertise, the family-run business has built a reputation for delivering premium shade solutions that combine performance, durability and design-led thinking.

Since launching in 2017, InstaShade has grown through recommendation and long-term customer relationships, supporting both homeowners and commercial clients across the UK. From initial advice through to professional installation, the team offers a complete, dependable service designed to make creating comfortable, elegant outdoor environments straightforward and stress-free.