World Cup: In the scoring zone

Creating an effective pub layout and ensuring your audio-visual kit is up to the job will keep your pub packed during the World Cup and beyond, says Sonya Hook.

You probably already know how many people you would like to get in your pub to watch the World Cup matches, and you know how many staff you might need to cope with this number of people. But how are you going to arrange the pub so that everyone can see the action? In fact, how many screens and what kind of equipment would be best to cater for this number of people?

The World Cup could be the catalyst for some pubs to upgrade their equipment in order to keep up with new developments in technology. In fact, according to data from Carlsberg, 21 million flat-screen TVs were sold before the last World Cup, so it might be worth investing in order to offer a good alternative for fans who may be thinking of staying in the house.

But licensees who feel their existing televisions are satisfactory should still come up with a checklist of some sort. Does everything work properly and do you know who to call if the equipment fails at a crucial moment, for example?

And what about lighting? Creating a good viewing atmosphere requires the right level of light, and it might be worth thinking about installing some dimmer switches if sport is going to be a regular feature of your pub's entertainment.

Get your zoning right​

For any occasions where a television might be the main point of focus within the pub, it makes sense to figure out the best layout to make things work efficiently and to ensure all customers get a good view.

For the purposes of the World Cup, Carlsberg is advising pubs to create zones. "Creating zones is perfect for showing two events at once, such as Wimbledon and an England match, or to separate out a food area to ensure no one misses the action."

The brewer explains that getting the audio-visual plan right in the pub will help to build the right atmosphere, which is something that cannot be recreated at home.

Meanwhile, Scottish & Newcastle Pub Company (S&NPC) has conducted some consumer research to find out exactly what pub-going people are looking for from their locals during the World Cup period.

This research confirms the need for licensees to think about the layout in order to appeal to the broadest range of consumers. For example, 63% of women surveyed in the research said they planned to watch the World Cup in a pub or bar, which means that it's important to take this group of consumers into consideration — particularly because they might be the ones determining which pub a mixed group of both male and female fans will go to.

Women like to have a seat while watching sports in a pub, rather than standing-room-only options, and they also like to have food, so separate dining-while-viewing areas or easy-access tables for food service would be useful considerations for pubs planning to serve food.

"Of all the people surveyed as part of the research, 50% said they would order food before or after the game," said S&NPC head of marketing Matthew Woodward. "In fact, only 6% of those who took part in the research said they wouldn't stay after the game, so the after-match period is also something to think about."

Screen test​

Creating zones will help to establish exactly how many televisions and what audio equipment is needed for big viewing events. In fact, it may even help to identify the size of screen that would work best in the pub and whether an upgrade is necessary.

It may seem like a big investment for a short period of time — although hopefully not too short, if England can stay in the tournament until the end — but it will help to prepare the pub for any future big sporting occasions and, crucially, it should help to offer fans a better environment for watching the World Cup than the comforts of their own homes.

"The most important factor when planning for the World Cup is the quality of the screen," says Woodward. "We think we have a good solution for those who don't have the really big TVs already."

There are lots of different options and it will depend on the size and shape of the pub. For example, a pub with one big room may decide to opt for one giant screen, compared to another that might choose a number of smaller screens for separate areas.

As part of its We Deliver More campaign to help maximise profits for the World Cup, Carlsberg suggests placing screens above the bar so that customers can order drinks without missing any of the action. It also advises licensees to check that their set-ups are of a sufficiently high quality. "HD TVs will attract more customers or draw them away from competitors," says the brewer.

When figuring out where to put your TVs, Carlsberg also suggests that licensees should take the time to "sit in all the various areas of your venue to ensure maximum line of sight". And, particularly if an investment into new equipment is required, the advice from many is to get on with this earlier rather than later.

"The first game isn't until 11 June, but we think the way into this is going to be to establish the venue early," explains Woodward. "Think about key dates such as the UEFA Cup, FA Cup and Champions League, which can all be seen as early opportunities to launch and try out your World Cup plans and layouts, and to get on with communication plans to attract new customers."

A good sound offer​

A large crowd of fans can create a lot of noise, so it's important that you are able to turn the volume high enough to override any chatter or bar noise.

Speakers should therefore be high quality to match TVs, and they should also be placed in good spots in the pub with the sound directed at the crowds and not towards the bar.

A tip from Carlsberg is to adjust sound levels for daytime or evening events and also for periods such as half-time. "Staff will need to be able to hear customers' orders," the brewer points out.

It may seem unnecessary, but it's also a good idea to appoint someone in the pub to check all the equipment right before a key match, just to give time to address any concerns before it's too late.

A back-up plan could also be a good idea. "Have a projector and screen ready to go and a list of emergency numbers to call," advises Carlsberg.