Make money on the quiet

There are numerous events during 2003 to help boost business. By Phil Mellows.

As Roy Wood and Wizzard once again loudly wish it could be Christmas every day on juke-boxes and sound systems over the next couple of weeks there are many publicans who will be singing along more passionately than most.

In a sense all pubs are seasonal businesses, seeing a lift in sales as temperatures rise during the summer and again when the festive spirit gets the tills jingling. The challenge is not only to make the most of these natural opportunities but to spread the good fortune through the quieter months.

This year enjoyed the bonus of the Queen's Golden Jubilee and the football World Cup, but what will 2003 bring?

Our events listing​ gives you some idea of the red letter days ahead and, most importantly, will help you to plan ahead.

There are the usual holidays, of course, when you might think about laying on extra attractions, such as bank holiday beer festivals (pictured)​, and applying for extensions.

There are the sporting occasions, with next year seeing two world cups - for cricket and rugby - and the qualifying rounds for football's Euro 2004.

And, as catering becomes ever more important to pub business, there are weeks dedicated to certain foods that a special menu can capitalise on. There's a time for seafood, for sandwiches and for soup. There is a curry week, a vegetarian week and two competing sausage weeks.

Some dates are well-established in the pub calendar. Burns Night, St Valentine's Day, St Patrick's Day and St George's Day are welcome opportunities early in the year just when you most need an excuse to get people through the doors and there are various national days to theme a menu and a party around.

Hospitality now has its own special occasions, too. The Campaign for Real Ale is reviving a week celebrating pubs at the end of February, the Independent Family Brewers of Britain is set to repeat its Real Beer Week in September, while National Restaurant Month in May and British Food Fortnight in the autumn are great chances to boost food sales.

Pick the occasions to suit your business and your customers and start planning. How far ahead depends on how elaborate the event you're planning is, of course.

But you need to allow at least a month to give your customers sufficient notice and to make sure you have enough stock ordered to cover the anticipated increase in sales.

Try to do something a bit different to the competition and, most of all, tell your customers about it, win them to the idea and get them involved in the organisation if you can. Contact your suppliers too. They may be able to offer sponsorship and other support.

Put together an events diary and produce posters to keep the interest bubbling along.

If all goes well, before you know it Christmas will come around again.

Click here​ to search our events listing for diary dates, sporting fixtures, dedicated food weeks or days and much more.