Longer opening hours means pubs must step up their entertainment.
In less than six months, publicans who want to take advantage of longer opening hours under the new licensing regime will start submitting their operating plans to local councils for approval.
While the trade is understandably sceptical about the kind of reaction they'll get, the mere fact that, in theory, pubs can stay open later is bound to stimulate licensees into thinking about what they can do to attract and keep customers.
Entertainment is sure to play an even greater part in what pubs offer their local communities. Competition, not only from other pubs but from home entertainments and attractions such as the out-of-town casinos envisaged by the new gambling legislation, will raise the game to a higher level.
At the same time, new technologies are making it possible for licensees to have much better control over the entertainment environment and to become more focused on their audience.
Overall, Glynn Mellor, chief executive of machines operator Gamestec, is optimistic about the role pubs can play in the leisure market.
"We will see a great deal of change over the next two years, there will be a lot of pressure on pubs from the gaming environment, but the future looks very bright," he said.
"There is a lot of exciting content coming along, online games networks and tournament games, while digitalised music will work to structure the ambience in a pub.
"Licensees will also have the information that will help them decide what works best at what times of day. Technology is the word."
All the fun of the arcade - now coming to pubs! Working closely with pub operators games giant Sega has developed a video game consul that aims to bring into the bar the kind of entertainment normally reserved for amusement arcades.
The Cash Cube is like an arcade video game but with a smaller footprint - and it's beer-proof. Launched to the trade at the Pub & Bar Show earlier this month, the first production of the machines has already sold out and Sega is confident it can get 6,000 into the marketplace within three years.
Two games are initially available, go-karting and pool, which comes with a cue. Customers can win up to £40 and new games will be introduced every six months.
It's all in the detail
Running a good entertainment pub is about attention to detail as much as creative flair. For licensee Barry Stafford, ensuring all seven amusement machines are switched on and in good working order, and that his pool tables are kept clean, tear-free and stocked up with balls and cues, is just as important as bottling up in the morning.
With wife and joint manager Karen, Barry runs the Park in Bradford, one of Spirit Group's 73 Qs.
"We have AWPs, SWPs, a digital jukebox and three pool tables, and we also show sport on our two big screens," he said. "That's in addition to the quiz nights, discos and darts.
"There's a lot to organise before we open."
Barry monitors the machines electronically through Gamestec's MIDAS system. It sets off an alarm if a machine isn't working properly and it enables him to carry out checks in a fraction of the time it would take to do them manually.
Top tips for entertainment
Matt Wilson manages both pubs in Manchester brewer Hydes' concept, the Jar Bar.
Currently operating in Macclesfield and Biddulph, a full entertainment programme is key to the venues. As well as local DJs on Fridays and Saturdays, the pubs have Stars in Your Eyes tribute act nights and themed evenings during the week.
Matt estimates that the regular entertainment programme increases his weekly turnover by up to 70 per cent.
On a Wednesday night without entertainment, for instance, he would expect maybe 30 customers. On a good Stars in Your Eyes night this increases to 150 or 200 customers many of whom book large tables and pre-order tapas to make a night of it.
Matt has three top tips for any aspiring entertainment venue:
- Find out what your customers really want. Ask them what they enjoy
- Research what the competition is doing and make sure you are different and that you do it
- better than anyone else. Don't cut corners
- Promote your event. There's no point doing it unless people know about it. Promote events in the local paper, on A-boards, through DJs and staff.
Pub Idol tops the charts
Forget Will Young and Michelle McManus. Scott Wallace is the pop idol of the John Barras pub chain.
Scott is the latest winner of Pub Idol, the Spirit Group brand's talent search which has run for the last three years. It attracted more than 4,000 singers - and their supporters - to 85 of its 123 community pubs in 2003.
And that's just one of the events that keeps customers coming back. The secret, according to the chain's Steve Worrall, is a strong link between Barras brand managers and the licensees in the pubs with constant feedback from both ends.
"The manager has to be happy otherwise the event is not going to be a success," said Steve. "He or she is the one who knows whether an event will suit the pub and its regulars and whether commercially it will be worthwhile."
Spirit provides a comprehensive brief for managers and a merchandising pack but managers can choose the night and the format that will appeal to the pub's customers.
Each year events are evaluated and changes made to make them more professional and give them a higher profile to get a bigger attendance.
More on our guide to entertainment and music in your pub:
Going for a song: Licensees are providing something for everyone with multimedia entertainment. Click here.
Not just a jukebox: New music broadcast technology can help licensees find the perfect mix of sound and vision for their establishment. Click here.
Music to your ears: Live music can be a really good way of attracting new custom to your pub, whether you organise gigs yourself or use an agency. Click here.