Romero Insurance talks to Jess Helliar, CEO of Bongo’s Bingo
Client Stories focusses on local businesses who have a special relationship with Romero Insurance Brokers – demonstrating how dedicated insurance professionals can positively impact their local area. A unique business which Romero Insurance Broker’s sister company NDML shares a special relationship with is Bongo’s Bingo, the musical bingo events management company.
It is nigh impossible to have missed the raucous stories and rave reviews circling the social extravaganza that is Bongo’s Bingo. Market-leading and internationally infamous, this UK based events company has revolutionised a game, once resided to the bingo halls of the 1960s, into a flourishing business model.
After the pandemic, Bongo’s Bingo went through a period of accelerated growth. Their business model flourished as consumers, disaffected by lockdown, wanted something more experiential. Today, Bongo’s Bingo is a market-leader, guaranteeing an incredible night out by consistently delivering a revolutionised music bingo product which has been copied endlessly.
Bongo’s Bingo has residencies up and down the country, as well as sold out special event nights in iconic venues. Bongo’s Bingo has also toured all over the world; from Ibiza to New York, Paris to Dubai, Australia, and much of Europe. The show is performed in various languages, with a Scandinavian license well underway. Bongo’s Bingo now sits as an established operator, dominating the events scene in the North of England. Few nightlife operators can consistently offer an immersive night-out as polished or as inclusive as Bongo’s does, which is credit to the experience and vision of their leadership team.
Jess Helliar, has been at the beating heart of Bongo’s Bingo since the start in 2016 – moving from Operations Director to Managing Director and now to CEO. She manages the business’s worldwide events schedule, partnerships, risk management and complex insurance portfolio. I sat down with Jess to discuss her new role, the growth of Bongo’s Bingo into an established operator, and changing consumer attitudes toward the nightlife sector. Whereas Jess wanted to express her appreciation for individuals within Romero Insurance who provide a dedicated service.
What locations have you recently added to the Bongo’s Bingo schedule?
Jess: Bongo’s Bingo in 2026 is available in every different area of the UK, but one area we were not in as much was the South West. That was the final piece of the puzzle for the UK. We’ve expanded into Scandinavia through a licensing model, and we are hoping to expand further into new territories using this same model.
How do you select appropriate venues for Bongo’s Bingo events?
Jess: We select the venues with the best production, can product the best show, and venues we feel we can build the best relationship with, and also the most dates available. Scheduling can grow from the initial once a month to once a week, depending on the relationship.
Will diversification help the Bongo’s Bingo business grow?
Jess: Bongo’s Bingo needs to diversify to overcome its restrictions – it’s a seated show, it’s lengthy, it’s bingo-based. To make Bongo’s Bingo suit festivals or Ibiza residency, for example, we alter the product for the environment. This might involve quicker games, more music-focused, more interaction with the crowd, and we also tailor the humor to the environment too.
How does Bongo’s Bingo operate corporate events?
Jess: We like to adapt the show for the client when running corporate events. We like the create a new theme for the client, one that’s suitable and fun. We do lots of in-jokes, make a cardboard cut-out of the CEO for example, give out an extra days holiday. He learn about the company to tailor the show, which elevates the experience.
Would Bongo’s Bingo recommend NDML?
NDML is the UK’s leading insurance broker for nightlife businesses. NDML has over 20 years experience servicing nightclubs, bar, pubs, restaurants as well as various businesses within the nightlife and hospitality sectors.
Jess: Bongo’s Bingo have been with NDML since 2021, and we’ve worked closely with Michael Dawson and Angela Birkenshaw. It been a great experience, anytime there is a small issue I can reach out to either of them. Whenever we’ve gone into new territories, had new venues, changed our operations – the team have always been their to advise and help us out.
The experience has been amazing because of NDML’s bespoke knowledge around the industry. We work with over 50 venues in the UK, and whenever venues talk to us about issues they have with insurers, I always point them in the direction of NDML. Michael and Angela have been great to work with so I always recommend them.
How have members at NDML gone above and beyond for Bongo’s Bingo?
Jess: Quarterly I speak with NDML’s Claims Director, Stuart Dobbins. That’s really useful as we go through every active single claim – including a status report, what amount is held against the claim, what the next steps are – and come up with and action plan. These talks ensure there are no surprises and gives a clarity that I need.
How do you manage the insurance risks for a Bongo’s Bingo event?
Jess: The Bongo’s Bingo is of course different to a standard music night. We give prizes out to customers which involve risks we’ve had to manage. Every single prize in the warehouse needs to be risk assessed. For example, one prize is a box of coco pops, we need to put warnings on the screens about what it contains. The prizes are a unique risk which we’ve sought guidance to guard against.
What is your experience of changing customer attitudes around nightlife?
Jess: Theres a lot of press about younger people not wanting to go out or students not drinking as much. Theres headlines about preferring pilates classes or drinking matchas. At our events, we see a mixed crowd.
Attitudes are quite negative which I believe is damaging in the long run. People just want a different night-out. Experiential events have boomed – our included. Events are themed nights are seeing more engagement.
What financial pressures are impacting UK nightlife?
Jess: For us, marketing is a huge cost. Its costs us more per ticket to acquire a customer than ever before. That could be due to competition or people not wanting to go out as much. Ultimately for nightlife businesses, all costs are rising: content, venue costs, staff wages, and more.
Why has Bongo’s Bingo found success and established a foothold in such a challenging sector?
Jess: It’s because of the type and quality of the product we offer. Word of mouth is the strongest marketing tool, and because our show involves crazy and chaotic moments, people want to share it with their friends and family. This effect coupled with our marketing – the bold pink colour and the videos we put out -people easily recognise us.
What’s next for Bongo’s Bingo
Jess: At Bongo’s Bingo, we are always trying to level up the show. We will continue our flagship events, but look at how we can add and adapt to deliver great value for our customers. We’ve expanded our festival shows, as well as seasons in Ibiza, Albufeira and Magaluf.
Scandinavia is a new project which has started really successfully – shows are already selling out. It’s amazing to see the show in different languages; the feedback has been brilliant.
So we are hoping to expand more, create more amazing nights, and hopefully Bongo’s Bingo will keep going for a long long time.
See the full video interview with Jess Helliar and Bongo’s Bingo here