The long road to going smoke-free
Preparing for the ban has proved a logistical nightmare for many pub companies. Rosie Davenport reports from across the country on the action taken
Charles Wells Pub Company
Peter Wells
Sales and marketing director
How many pubs do you
operate? 260.
How many of those outlets are already smoke-free?
Only about 10 to 15 outlets - mainly food-led operations, although a couple of wet-led pubs have already transferred to smoke-free.
How much have you invested in preparing your outlets for the ban?
Approximately £1.5m.
In terms of structural changes only, how much money has been invested -on average - in each outlet?
An average of circa £4,500 per pub.
In your view, which single outlet in the estate has made the most impressive changes? Please give details and how much the work has cost?
The Cock, North Crawley, Bedfordshire. Work to prepare for the 1 July was incorporated into a larger refurbishment programme and added up to £10,000. The area to the exterior of the pub was rarely used and so was effectively wasted space.
A design incorporating split-level decking, jumbrella, pergola and fencing has created a hidden garden - the work included removal of two huge gas tanks on the site. The area is accessed directly through patio doors and offers a substantial space able to accommodate
smokers and non-smokers in comfort.
What impact do you think the smoke ban will have on trade?
Initially, very little, as the timing will ensure that consumers are inconvenienced as little as possible, coming, as it does, when the evenings are long and the weather is warm and dry. Any impact may be felt as the summer ends and is likely to affect different styles of outlets in different ways. Drinks-led pubs and those that are landlocked and have failed to review their offering in the light of the impending legislation are likely to suffer significantly.
We do believe, however, that there is an opportunity for growth for those operators who have done their research and are prepared to react. In other words, if you fail to prepare, you're preparing to fail.
For those who manage the change, there's an opportunity to maximise trade and at Charles Wells Pub Company head office, we don't use the terminology "smoking ban", we prefer "non-smoking opportunity" or "smoke-free pubs".
Did you set up a special team to manage the transition to go smoke free?
Yes, we set up a project team with representatives from all relevant departments and called in additional resources or outside consultants as required.
If so, when was the group established?
March 2006.
Have you produced any material explaining the changes and
circulated it around your estate?
Yes. An initial document called Al Fresco Solutions was produced giving details of the legislation (as far as we knew it at that stage) and offering suggestions of how retailers could start preparing. This was circulated in summer 2006.
Did you have a team of advisers visiting pubs to advise on the legislation and help them find a suitable solution?
Yes, a project manager from our in-house property business unit was appointed to each pub and they visited with the relevant BDM to discuss the options and opportunities with each pub. They were armed with another guidance document detailing all the practical issues that needed to be considered (planning and licensing) along with other considerations (food, marketing and PR).
They completed a multi-part form confirming the outcome of the meeting and how the smoking solution would be progressed, with the licensees being left a copy so they had an instant record of the
commitment made.
County Estate Management
Danny Rogers
Managing director
How many pubs do you operate?
We manage 950 for more than 30 clients.
How many of those outlets are already smoke-free?
Maybe a few, but none that we are aware of.
How much have you invested in preparing your outlets for the ban? This figure can include everything from PoS material and information packs, to structural changes.
We have currently spent £5,000 on the preparation of literature and correspondence to our tenants, offering advice on what they should be considering in advance of the ban coming into force.
In terms of structural changes only,
how much money has been invested -
on average - in each outlet?
Because of the nature and structure of our business we anticipate that our tenants will self-fund any structural changes, although any individual requests for financial assistance are considered and agreed with our clients on their own merit.
What impact do you think the smoke ban will have on trade?
We anticipate that there will be an initial reluctance to accept change, which will take a full 12 months to be worked out, and the tenants will feel this most on windy, rainy days; but as smoking is an habitual pastime associated with specific activities, the smokers will eventually form a ritual that links their time for smoking with natural breaks within their circle of friends, such as in between rounds.
Did you set up a special team to manage the transition to go smoke-free?
No.
Have you produced any material explaining the changes and circulated it around your estate?
Yes.
If yes, please give a few brief details.
We have issued three letters and a glossy brochure to our tenants since October 2006.
Did you have a team of advisers visiting pubs to advise on the legislation and help them find a suitable solution?
Yes, our BDMs acted as the team of advisers.
