Dragon customers out for St George's

Anybody got a spare dragon? Pauline Davey, licensee of the award-winning Master Robert village pub at Buriton in Hampshire, is hunting the beast as avidly as St George ever did, just to help turn the heat up on her celebrations for England's saint's day on April 23.

It falls on a Monday this year, but that's close enough to the weekend for Pauline to go all out with the event - as she usually does.

"It's our second year in the pub and our customers know by now that I'm mad and they'll be expecting something special," she says. "Anyone who can prove their name is George will get a free pint and we're getting in some alternative entertainers. There will be jugglers and an old English folk band, and a medieval dinner will be on the menu. But we're still short of a dragon - if anyone can help!"

The Master Robert won the Calor Rural Pub in the Community Award last year thanks in part to its enthusiastic approach to special occasions.

"People don't make enough of these events," says Pauline. "We had a fantastic St Patrick's Day this year with everyone dressing up and I shall personally be wearing a giant bunny costume for Easter.

"For us, it's all about entertainment and attracting families - we do things for the children and if the kids are happy then the mums and dads will stay for a couple of extra drinks."

Pauline won't be alone in celebrating St George's. Rob McNeill, manager of the Head of Steam in Liverpool, has a full day's programme sorted for the 23rd. It starts with a full English breakfast, followed by a lunchtime screening of England's unforgettable 5-1 trouncing of Germany a few years back, moving on to afternoon tea and scones.

In the evening there are more patriotic moments from history, live English music and poetry, a remembrance service and a live band, closing with a toast to St George and the national anthem at midnight.

It all makes a clear case for licensees taking these opportunities much more seriously than they do, and the growing popularity of St George's Day should make it a winner.

You have to go a bit further than putting up an old flag, though. It's up to you to make a special occasion just that. There are plenty of ideas over the next few pages, and you'll see you can get support from drinks brands, too.

There's every chance of making April 23 weekend catch alight - even if all the local dragons are already fully booked!