Al Fresco: Awning gap filled

How one pubco is servicing the outdoor opportunity.

One of the criticisms occasionally levelled at the trade is that too many pubs look the same. While these moaning minnies clearly need to find something better to do with their time, it must be said that design themes, from horse brasses to refectory tables and mismatched chairs, do seem to go through phases.

So it would be unfortunate if one unintended consequence of the increase in investment in outdoor areas resulted in coast-to-coast clone gardens that are little more than smokers' ghettoes.

Properly planned gardens are an extension of the pub's character, with outdoor eating, drinking and socialising important to the mix. In that spirit of sound planning, The Union Pub Company (UPC) is trialling a range of outdoor ideas to help pubs retain and attract customers. At six pubs close to its Burton-upon-Trent head office, UPC will help tenants fund comfortable and attractive outside areas using pergolas, awnings, timber gazebos or giant umbrellas, fitted with heaters and lighting.

"This isn't about testing with regard to the effect on sales, but finding out customers' likes and dislikes," says UPC managing director Stephen Oliver. "Each pub is different and we need to find a balance between a totally bespoke solution and a 'one size fits all' approach."

Based on the results of the trials, a range of measures will be introduced, aimed at helping the company's 1,800 pubs approach the smoking ban as a positive business opportunity. The trials will also be featured in a DVD which can act as a training tool for licensees. "Our objective is to help our licensees make their pubs more attractive to new customers - such as diners and those with young families seeking smoke-free environments - while developing outdoor areas to accommodate smokers," adds Stephen.

Several UPC pubs have already begun to find ways of making the best use of their outside space.

The Tudor Rose in Dunston, Tyne & Wear, added a smart, continental covered terrace area at the start of December 2005.

"We certainly had the smoking ban in mind but we also saw it as a way of generating additional trade in general," says licensee Carl Cumming. "The umbrellas all have electric heaters and even though December and January aren't exactly the peak outdoor time of year, people were sitting outside."

Smokers warm to gas heaters​

While your customers might well have acquired a taste for al fresco drinking and eating on continental holidays, the British climate hardly provides the ideal conditions to tempt them outdoors. Even when they are forced to go outside for a smoke you should still try to make them feel comfortable - and that's where patio heaters come in.

According to Calor, one of the largest suppliers, a 15kw patio heater can generate enough heat to keep up to 10 people warm. Used with a flame retardant gazebo or awning, the effect can be maximised.

"Smokers will feel that they are still valued customers who have been provided with an alternative space to relax and enjoy a drink," says Rachel Hodge, market development manager at Calor.

"Even before the smoking ban was announced, the popularity of patio heaters was growing as licensed venues looked to recreate the al fresco lifestyle enjoyed on the continent. This reflects an increased desire to spend more time outdoors with friends and family - an activity which has universally acknowledged benefits to the quality of life."

Patio heaters are not as expensive as publicans think, she adds. Take into account the capacity you add to your pub and the fact you are protecting the custom of smokers and the investment can soon be repaid.

Reports in the media have lately criticised patio heaters from an environmental point of view, but Rachel says the impact has been greatly exaggerated. "According to industry research, accepted by the government's environmental statistics agency, patio heaters generate 20,000 tonnes of carbon dioxide each year, equivalent to just 0.002 per cent of all UK emissions," she says. "In fact, a largetelevision left on standby will produce more carbon dioxide each year than a patio heater in use an average amount of time.

"With responsible use, patio heaters can help create a warm and comfortable outdoor area for smokers and help pubs beat the ban."

Solutions for outdoors​

With the smoking ban in mind, The Publican's Pub & Bar show next month features "the Outdoor Experience". The 500 sq metre area creates three different styles of outdoor area - a community pub with a large garden, a rural destination outlet with plenty of outdoor space and a city centre venue with a continental drinking area.

Offering advice and ideas plus the chance to compare and contrast products from garden furniture to floral displays and barbecues, Pub & Bar aims to give you everything you need to reinvent your outdoor area.

To find out more and register for free tickets call 01923 690641 or visit www.pubandbar.co.uk​