Fresh Air, Fresh Thinking is the new initiative being launched in The Publican this week to help the licensed trade look forward with confidence to the smoking ban.
Launched together with Club Mirror, the magazine for private members' clubs, and in association with the industry's clean-air initiative AIR, Fresh Air, Fresh Thinking is aimed at finding new ways for licensees to breathe fresh life into their businesses as the ban comes in.
Over the months to come a series of news stories, case studies and other articles will be built up at www.thepublican.com/freshthinking. The message will also be spread through the pages of The Publican and through a series of other initiatives in the pipeline.
A key feature of the project will include the sharing of knowledge and experience between the pub industry and private members' clubs. Where once the government would have pitted the two sectors against each other with a smoking ban which excluded clubs, now pubs and clubs can work with each other to explore the ways in which licensed business can not only live with the ban, but turn it to their advantage.
The project will also draw on the expertise of Theme, The Publican's sister magazine for the bar trade.
The Publican's editor Caroline Nodder said: "Now that a smoke ban is inevitable licensees are crying out for information and ideas on how best to adapt and survive. Fresh Air, Fresh Thinking is the perfect way of providing them with the answers they need and helping smooth the transition as much as possible."
Caroline Scoular, editorial director of Club Mirror, said: "This is the biggest threat currently facing the licensed trade. It is a pan industry dilemma. We need a consistent message running across the industry which is why we have teamed up with our partners and friends at The Publican.
"It is also the biggest opportunity, however. Our Club Mirror readers and those of The Publican need to know exactly how they can turn this situation to a competitive advantage."
Tell us about your Fresh Thinking on the smoking ban. Email freshthinking@thepublican.com