Pubs prepare for bumper weekend
Flags will be flying at Britain's pubs this weekend - but most will be in support of the England football team rather than the Queen's Jubilee.
Reports reaching thePublican.com in the run up to what is probably the biggest weekend of the year for licensees, suggest many outlets are banking on the World Cup rather than the Golden Jubilee to bring in the profits.
Special parties and charity events are among the ideas enterprising licensees have come up with to make sure England's first round matches are a money-making success.
In the English Riviera in Devon nearly 40 pubs have been granted licences to serve alcohol for all the early kick-offs in the tournament.
But with widespread confusion over which pubs are allowed to open early for which matches, Dorset-based pubco Eldridge Pope has created a special website to tell customers where to watch the games.
More than 50 of the company's pubs and bars will be showing most of the matches and the website www.watch-it-here.com will be updated on a daily basis.
"The website is exclusive to Eldridge Pope. It will enable customers to find out which pubs are showing which game," said marketing manager Kerry Dawson.
Berkshire-based pub group Noble House Leisure has gone interactive for the tournament with a series of props including red and yellow cards for ordering drinks, activity books, anti-stress beer mats featuring calming country scenes and discount cards. Pubs are also offering customers the chance to reserve seats for matches.
Charity events have also featured. The White Lion in Redditch has auctioned seats in prime match-watching positions in aid of Leukaemia Care.
Licensee Dave McHugh said: "We are setting aside a special area for World Cup games, but those who want the best seats in the house can bid for them for each game in a special fundraising auction."
In comparison, excitement about the Jubilee has been somewhat muted - although some pubs are still hoping to cash in.
The Fox in Menston, near Ilkley in Yorkshire is holding a Dad's Army-style murder mystery evening as well as a "street party" - in the pub's car park.
The George and Dragon in Marlow, Buckinghamshire, has got permission to close the road outside the pub for its street party, while customers at the Boot in Studley, Warwickshire, can take part in sumo wrestling.
Other events planned include rides on a clockwork elephant at the Bull in Prestbury, Cheshire and Antiques Roadshow star John Bly will be valuing local treasures at the Crow's Nest in Tring.
Pictured: Licensee Dave McHugh (left) of the White Lion and Alan Naylor prepare for the World Cup
