Seaside licensees defy downturn

Torquay licensees are bucking the downward trend with innovative ideas to get customers into their pubs.

One operator, Jim Burkett at the Sportsmans Arms, has created a loyalty card which has increased trade by a third, while another, Colin Bowden, of Mojo's Cafe Bar, is selling Christmas trees.

One month ago Burkett began seliing pints for £2 on Saturdays and Sundays, but he was concerned that the lower priced drinks would attract "riff raff" and decided instead to open the promotion to his regular customers - selling loyalty cards for £5.

Since the new scheme started, last Tuesday, Burkett has signed up 100 people. He said: "Business has rocketed, turnover's gone up by almost a third, and I'm using five more barrels a week. It's like olden times when pubs were really busy."

Burkett said: "I'd just about had enough, I'd put the pub up for sale, and was planning to move to Cyprus - but with the exchange rate my money wouldn't go as far. Instead I sold off my house, then I was mortgage-free and with the lower break-even figure I could afford to take a chance. And it's paid off."

Mojo boss Bowden said the current climate was tough and licensees had "to look for new ideas". He regularly stages events for the local community in his 600-capacity venue - such as local produce markets, sales of memorabilia and now selling Christmas trees. "It's great, people come and look at the trees, then sit down and have a drink." He plans on holding a free live concert on New Year's Eve. "I don't do two for one offers, never have done and never will. But you have to get people in and they appreciate this."