Make the most of Christmas: advice from five perspectives

The licensee

Elizabeth Wood,

The White Swan,

Hebden Bridge, West Yorkshire

"Our Christmas celebrations start two weeks before the day, with something different each day to encourage people to celebrate with the community. We always have a buffet on Christmas Eve and we're busy on Christmas Day making sure people who live on their own are not left out. Family groups come along in the evening to share their day with the rest of us. We have a brass band one night, and on another night, a carol service with Holy Communion for anyone who wants it."

The pubco executive

Jonathan Paveley,

commercial director,

Punch Taverns

"It may only be September but we're already advising our retailers to begin thinking about Christmas. The secret to a successful Christmas is planning and it's never too early to begin preparing pub businesses for this crucial time of year. As we head into the winter months, pubs will need to stand out from the crowd to entice people out of their homes as the temperatures drop. Offering the perfect seasonal haven for customers in festive spirits will ensure a profitable Christmas and a great start to the New Year."

The BDM

Andy Portsmouth,

director of marketing for locals, town pubs and classics,

Mitchells & Butlers

"Decorations are a vital part of creating a great atmosphere but consider health and safety at all times. Don't attempt to get involved with complicated electrical Christmas lights - get an expert in. Make sure tinsel and paper don't get anywhere near plugs, lamps and candles. It's a good idea to have an emergency contact list for electricians and plumbers. Ring them ahead of time and check if they're going to be available over Christmas and New Year."

The retail director

Nigel Bunting,

retail director,

Shepherd Neame

"We have helped all our managed houses prepare by working with them on their Christmas menus and by sourcing good-quality

seasonal products for them to use. It is important to let customers know early what your pub is doing for Christmas so you can start to secure bookings. We flag up our Christmas menus on chalkboards and tent cards and as a result bookings are already looking extremely positive."

The marketer

Shaun Heyes

head of customer marketing, regional on-trade,

Scottish & Newcastle UK

"Consumers usually trade up over the festive period and premium packaged sales tend to be greater. Licensees need to think about how they use valuable fridge space. Replacing slow-moving premium packaged spirit lines with high-margin and 'higher throughput' premium packaged lagers and ciders will speed up dispense for your staff, ensure a cold drink every time for your customers and deliver stronger cash margins to your business."