Charles Wells unveils tenant incentives

Charles Wells is encouraging 50 of its community pubs to drive trade during March and April by offering them a chance to "win a Wells for a day".

Licensees must increase sales through a programme of planned activity around key events or local favourites for the Spring into Summer campaign.

Each week, the licensee who increases their trade by the highest percentage over the same period last year will receive a spot prize such as a chalkboard artist for the day, a pub website with one years' hosting fees and garden centre vouchers. Sales and marketing director Peter Wells is also offering to work a shift in the pub.

The best performers will receive a trade account credit of £1,000 and the licensees registering the top five highest percentage increases overall will be entered into a draw to win a two-day trip to Charles Wells' Bombardier pub in Paris.

To coincide with the campaign, the company has launched a promotional pack "The Power of Pub Events" to give pubs event ideas, and it breaks them down into an easy to follow green, amber and red system.

A pack of posters, promotional planners and events calendars is also provided to give licensees materials to work with immediately.

During the Spring into Summer campaign, all participating pubs will receive weekly updates on their own performance and their percentage performance against other entrants.

"We know that community pubs can increase footfall and sales by hosting a planned programme of events and want to reward our licensees who put in the time and effort to become the best in their area," said Wells. "In the face of increased off-trade competition, the traditional British pub needs to have a clear understanding of how to stand out."