Horse racing: win-win in pubs

Making the most of the racing calendar is a win-win for licensees. Michelle Perrett takes a closer look.

Football and rugby might be entrenched as business-boosting staples in the pub calendar, but licensees could be missing out on a potential money spinner by not embracing horse-racing as well.

There is a range of options that licensees can select to get coverage of race meetings. They can choose Racing UK, the TV channel avail-able via a TV broadband connection, a smartbox or Sky. Alternatively, racing is shown on Sky's own At The Races, a dedicated horse-racing channel broadcasting live action from the UK, Ireland, North America and selected international events from other countries. A few of the bigger events are also run on terrestrial channels.

Racing UK commercial manager Tom Robins says now is the right time of year for licensees to take advantage of promoting the sport, as the big race meetings start up in March, kicking off with the Cheltenham Festival.

"Racing still re-mains the second most popular sport overall, based on visitor and viewing figures," he says. "In a pub environment people are keen to get involved in an activity. Throughout the week racing is on pretty much every day — and it's on in the afternoon through to the evening, making it worthwhile to promote during quiet times."

At The Races says the sport

is unique as it offers race meetings daily unlike other major sports. According to a spokesperson: "Racing provides live afternoon sport almost every day of the year so can fill the gaps when there are no other major sporting events taking place and give a real opportunity to boost daytime trade."

Promote the big meetings​

Showing and promoting smaller race meetings in the lead-up to the bigger ones, such as the Cheltenham Cup and the Grand National, can help drive footfall into a licensee's business — both by encouraging pub regulars to make an extra visit to the pub and by having the potential to bring in new customers.

One of the biggest meetings of the year is April's Grand National, sponsored by Heineken UK brand John Smith's.

Head of on-trade customer marketing Darryl Hinksman says: "The Grand National is shown on the BBC; it is the biggest racing event, and it's held at a time of year when people who are not racing fans might want to attend an event in the pub."

He advises pubs to advertise a Grand National race day at least a couple of weeks in advance and remind loyal customers about the event on the days when they are usually in the pub.

"Our research tells us that people like watching in groups for the atmosphere surrounding all sports. So simple meal-deals such as a pie and a pint are always popular and will encourage people to stay longer. It's not rocket science — it's planning your PR, putting on meal-deals and looking at promotions that are suitable for the pub," he adds.

At The Races encourages licensees to make sure they promote the big events and create a great atmosphere for racing fans when they come through the door.

Building up a racing following before the big events by advertising and screening daily meetings can also help drive business. It will also prepare consumers for the major dates.

Top tips​

Once customers are in the pub it is imperative the licensee tries to extend their stay. Promoting all-day offers on food, running a pub quiz and a prize draw and ensuring all staff have a racing knowledge are great ways to keep customers in the pub for longer.

"At home, people might want to watch one race. But if there is more than one race on during the day then you can offer a whole-day experience." Robins says. "You need to know the key dates to drive the year and get your big wins. It is the little things that make a difference, such as the licensee getting to know the sport and ensuring staff have some knowledge of the racing and when it is on."

Robins advises licensees to consider introducing a tipping game for their pub-goers. The customer picks a horse in each race, ensuring they have an interest in the day's meeting rather than just one race. "You can put up a simple prize such as a drink. These work but don't make it complicated for the customer." he advises.

Drive loyalty​

To encourage a build-up of long-term customers and to ensure loyalty, Robins also suggests that licensees should run a race-day, taking loyal customers to an event at a local racecourse.

At The Races advises licensees to forge links with a local betting shop and make the venue the place where punters, having placed their bets in the shop, come into for a drink to watch the race.

Off to a flying start​

• Go for a racing event with some of the big races first

• Make sure you publicise the event in advance

• Offer a whole day of activity and promotions, keeping people in the pub beyond just one race

• Do special meal-deals and promotions to keep people in the pub for longer

• Forge links with your local betting shop

The Grand National​

John Smith's is to be the sponsor of the Grand National for the seventh year in 2011. The Heineken UK brand recently renewed its sponsorship in a new three-year contract with Aintree Racecourse.

Head of on-trade customer marketing Darryl Hinksman says: "The demographic of John Smith's drinkers is slightly older males, aged 45-plus. A lot of drinks advertising is aimed at 25-year-old-plus males. John Smith's drinkers are closely aligned demographically to people who watch racing. It is the easiest and most logical fit of any brand we have."

The brand is working closely with pubs to promote the event and will be distributing PoS kits to chosen venues in the lead-up to the race meeting.

"One of the things that has worked well for us is our Grand National John Smith's sweepstake. If we think the pub is suitable, we target it with PoS kits. Up to 4,000 kits will be sent to relevent pubs," he adds.