How one pub cashed in on a real ale and music weekend...

Where: ​Old Coastguard, Mousehole, Penzance, Cornwall

Website: ​www.oldcoastguardhotel.co.uk

Twitter: ​@leroundhouse

The idea: ​Biennial real ale and music weekend held in the pub’s garden.

How it works: ​ The free-to-attend festival, entitled Sea, Salts and Ale, celebrates Cornwall’s music and beers, with a range of local ales as well as locally-produced ciders, juices and wines on offer. Music was provided by local bands, musicians and singers including those from the village’s schools and male voice choir. A barbecue was available on the lawn, along with a range of traditional garden games, face painting and pot throwing. The pub’s restaurant remained open as usual.

Marketing:​ Promotion began earlier in the year via the freehold pub’s social media feeds. A Facebook event page was also created. Nearer the time, posters were distributed across local villages and were displayed at both the pub and sister site, the Gurnard’s Head near St Ives. The local press were also contacted.

Be prepared: ​The festival raised money for a local event, Sea Salts and Sail 2016. A marquee and stage needed to be organised before booking the bands and entertainment. A temporary events licence also needed to be obtained. Ales were supplied by larger breweries such as St Austell and Skinners as well as smaller operators including Rebel Brewing and Harbour Brewing Co.

Pay-off:​ Provides variety for staff; raises money for a local cause.

Key benefits: ​Showcases local suppliers and talent; positions pub at the heart of the local community; significant uplift in takings.

Advice​: Development manager for parent company Eat Drink Sleep Ltd, Eavan Armstrong, says: “It’s essential to make sure you are fully staffed. It’s very easy to underestimate how busy you are going to be, especially when the sun shines. You will need a full team inside the pub as well as in the garden.”

Best outcome: ​Around 700 people attended the three day event