Where: Kings Head, Wye, Kent
The idea: Monthly brocante and vintage market held in the pub’s coaching alley.
How it works: The market is held from 9am until 1pm on the first Saturday of each month, featuring a hand-picked group of vintage, craft and brocante stalls. The pub also hasa stall selling its own produce including Scotch eggs, sausage rolls, croissants and scones.
Marketing: The market is promoted via Twitter, the pub’s website and local leaflet drops as well as through cross-marketing with the local farmers’ market.
Be prepared: The event is held to coincide with the Wye farmers’ market, located across the road from the pub.The alley and its outbuildings are decorated in a vintage French style.
Pay-off:Showcases pub; big village event; brings customers in from further afield.
Key benefits: Drives footfall through the pub’s restaurant throughout the morning; increases lunchtime trade.
Advice: Lessee of the Shepherd Neame pub, Scott Richardson, says: “Make sure you use every space in the pub, even those areas which at first sight would appear not to be useful.”
Best outcome: The pub is now considering running the market twice-monthly.Buffet and talk by wildlife and travel photographer
Where: Glynne Arms, Hawarden, Flintshire
The idea: Buffet and talk by wildlife and travel photographer, Sue Flood, in the pub’s upstairs function room.
How it works: For £19.50, guests were offered a welcome drink before enjoying the talk with accompanying film and images. A question and answer session was followed by a buffet supper and book signing of Flood’s ‘Cold Places’, based on her work in the polar regions.
Marketing: The event was promoted in both the pub and neighbouring sister business, Hawarden Estate farm shop. The pub’s social media sites and website were also used.
Be prepared: The pub has held a series of events over the past couple of years under the banner of The Food, Drink and Interesting Things Club. The evenings usually focus on particular food and drink subjects, such as whiskey and charcuterie, so this event was a departure from its usual offering.
Pay-off: Drives midweek footfall and revenue; utilises other areas of the pub; the event was a sell-out.
Key benefits: Attracts new customers; engages existing customers.
Advice: Vicky Gladstone, events manager for the Hawarden Estate group, says: “A high quality speaker is the most important element of this type of event. Once your speaker is in place, plan to the last detail and ensure that there is a margin in your offer.”
Best outcome: 40 people attended