FEATURE: Think ahead to get the punters in

Forget “if you build it, they will come”. Pub operators faced with headwinds driven by the cost-of-living crisis will almost certainly need to tap into their creative juices to keep the wolves from the saloon doors in the coming months.

“Give people something to get out the house for, don’t just open your doors and hope people will flood in,” Lee Mac of the Great British Pub Award-winning Saddle in Chester tells The Morning Advertiser (MA)​.

Recent footfall figures support the idea that a thriving events scene can help drive on-trade numbers even as consumers and operators tighten their belts.

According to data from Barclaycard​ reported by MA​, for example, spending in November was up 4.1% year-on-year off the back of major sporting events such as the ICC Men’s T20 cricket World Cup, the conclusion of the Formula 1 motor racing season and rugby’s autumn internationals. Additionally, England’s FIFA World Cup outings against Iran, USA and Wales yielded on average an additional 76 pints and £906 income per venue​ — a 50% boost versus the previous four Mondays according to business management consultancy Oxford Partnership. Numbers that bode well for major women’s football and rugby tournaments next year.

Meanwhile, Sky Sports cites Ipsos data that shows sports fans spend 47% more on eating and drinking out every month compared to other pubgoers.

CGA Brand Track research shows 83% of pub going sports fans say that it’s a good idea for pubs and bars to show a range of sport and Sky highlights potential opportunities lie in domestic football, F1, Ashes cricket and two cricket World Cups plus golfing majors, Grand Slam tennis and NFL and NBA from the US.

It’s not just sport where pubs are winning, however. Consumers have continued to visit the on-trade for more mainstream dates for the diary, with the likes of the Easter weekend, Father’s Day and Mother’s Day all continuing to drive bottom lines.

Yet a recent 20% drop in pub Christmas bookings​ as per research by the British Beer & Pub Association offers a sobering reminder that publicans can’t rest on any laurels or traditionally lucrative traffic drivers and must continue to tailor their offers to deliver unique year-round events.

Plan early, stay nimble

James Ratcliffe, co-owner of the Black Bull in Sedbergh, Cumbria, tells MA​ that in order to “box off” tasks such as staff rotas and contingency plans for poor weather, his team begins work on an event up to a year in advance.

Those bemoaning the autumnal rollout of festive supermarket decor and the annual creep of tug-at-the-heartstrings Christmas TV adverts into mid-November may want to briefly look away as a number of operators told MA​ that they begin seasonal planning as early as January.

Ratcliffe continued: “With Christmas, we always sit down in the following January and review how we think it went,” Bear Inns’ managing director Woody Barlow explains. “After initial reviews in the new year, we’ll then talk about Christmas again around June, which gives us ample time to plan for the festive season.

“We look at least six months in advance but also at potentially quieter weeks of the year to attract customers and maintain a strong revenue stream.”

Hubert Beatson-Hird, owner director of the London-based Lunar Pub Company adds that while his team similarly plan every six months — both at the beginning of the year and in early summer — having the bunting close at hand to capitalise on good weather, causes for celebration and more spontaneous shindigs is likewise essential.

“Obviously some things to pop up that you can’t necessary plan for and we try to be nimble when we can on occasions like these to ensure we’re capitalising on opportunities,” he says.

Stephen Groucott, on-trade category controller at Molson Coors Beverage Company says it looks not only to key spring calendar dates after Christmas but for events throughout the year – whether this are Valentine’s Day, Mother’s Day, Easter and a lively list of sporting events.

He adds: “Another way pubs can drive footfall is through social activities – a YouGov survey found two thirds (64%) of people enjoy doing pub quizzes. We’re also seeing venues that offer activities like darts, mini golf and table tennis grow in popularity. Whether it’s games nights, bingo, or a quiz, running these events regularly can ensure consistent footfall throughout the week.” 

Tailor events to customer tastes

Beatson-Hird adds that amid cost and creative pressures to deliver successful events, operators should avoid trying to “reinvent the wheel” at every opportunity and instead focus on the often not-so-simple task of giving customers what they want.

Fundamentally, this boils down to proactively forging close relationships with your regulars, establishing an ongoing dialogue and keeping score when customers vote with their feet — whether making subtle tweaks to existing events or trying something new.

Award-winning operator Mac, for example, speaks to customers as much as possible to gauge who and what they want to see at the Saddle and spends “thousands of hours” researching bands.

“You have to know your patrons and what would excite, educate or entertain the people that would come to your space,” Lucy Do of the Dodo micropub in west London adds.

“If people are talking about the event in advance, telling me or the team they’ve booked in and are excited then you know you’re on the right track.

“I tend to curate different variations of events that have worked well and create new concepts from feedback,” Do continues.

“Tap takeovers became collaboration beer launches, for example, ‘free cheeseboard Sunday’ became cheese and beer pairings, Caribbean food pop-ups led us to dumpling food pop-ups and blind lager tasting became supermarket knock-off beer and snacks versus the real deal blind tasting.”

Do also acknowledges customer demands have changed fairly drastically off the back of the Covid pandemic and the ongoing cost-of-living crisis, instigating a shake-up at the Dodo. “Experience is important and people need more of a reason to leave the comfort of their own homes in the current climate,” she says.

Know your limits

After establishing which act or occasion will hit the right note, it’s crucial to scale any plans to licence and location.

“Small works for us because if 25 to 30 people are booked in, we’re pretty full and it creates a wonderful, warm atmosphere,” Do says.

“Our layout really helps as the tables are bench style around the periphery of the pub so people naturally get chatting to each other from across the room, which adds to the vibrancy and fun factor.”

Do adds that her single-room micropub and accompanying licence conditions have guided her hand when drawing up plans rather than simply cutting events down to size.

Necessity is the mother of invention after all.

“Fun fact, I have a restriction in my licence that does not allow live music due to noise concerns,” she tells MA​. “Our way around ‘no music’ is a silent disco. This came about as we were keen to be involved in a huge local music festival called the Hanwell Hootie but needed to find a solution to a no amplified sound or live music condition.”

Additionally, Mac believes any opportunity to upgrade space, service and technology to broaden said scope should be jumped at where affordable. “We are constantly investing in the venue,” he says.

“We recently updated our TVs and installed a camera at the stage area that links to our TVs and enables people in the smoking area or hard-to-see spots to still watch bands on stage. As we would like to host a night at our sister venue in a genre not catered for yet in Chester, we have also purchased some new sound equipment and DJ decks.”

Bespoke food and drink

According to Beatson-Hird, in just over a year since Lunar Pub Company’s flagship central London pub, Ganymede, opened, its team has got creative to provide “special menus or offerings” across a number of staple pub events such as Mother’s Day, Father’s Day and Easter in order to keep regulars regular.

“We tend to keep it quite simple and let the quality of the food do the hard work but we do try to add something unique to each one whether it’s a special cocktail or limited-edition menu item,” he explains.

As an example — and alluding to its potential approach to King Charles III’s coronation in May — Lunar worked with the Belgravia Traders Association to host a street party to mark the Queen’s Platinum Jubilee.

“We decorated the interiors with bunting, created a special cocktail and made a menu of Platinum Jubilee-themed dishes including Coronation Chicken, lobster rolls and loaded summer salads,” he says.

“We also worked with our suppliers to add even more to the offering, with English sparkling wine brand Coates & Seely bringing their iconic 1948 Leyland Bus to serve drinks from.”

Groucott of Molson Coors explains its Cobra lager brand partnered with Punch Pubs last year to launch the Mighty Kari Night. He explains both parties worked together on creating an elevated menu that offered more than a standard pub curry and rice.

He says: “Ultimately, to make the most of these opportunities, venues should focus on what hospitality does best – creating a unique experience that consumers can’t get anywhere else.”

Tops tips on maximising events

By Star Pubs & Bars Head of Digital & Retail Marketing Cathy Olver​

• Don’t forget the basics: advertise your events online and in your pub, and use A-boards and posters to advertise to passing consumers
• Encourage people to book early so you can order product accurately and staff accordingly
• Start promoting major events 4-6 weeks in advance and show videos clips on social media of past events’ atmosphere
• For any sporting events, make sure there are no blind spots in the pub and there is a clear view of the TV
• Consider clearing tables and chairs away to provide more vertical drinking space, particularly close to the TV if it is a televised event
• Put up point-of-sale such as bunting to build atmosphere – 2022 Six Nations kits used in Star pubs contributed to a £1.5k uplift per pub
• Advertise a food offering – Mother’s Day delivered a 64% uplift in food sales in Star’s Just Add Talent managed operator sites
• Don’t discount food for events like Easter where demand is high
• Use occasions as a chance to premiumise and upsell, offer that side plate, dessert or second drink
• Build a rhythm of events to keep consumers engaged, start advertising the next occasion as soon as the previous point-of-sale is down to maximise engagement.

Squeezing added value from suppliers

In keeping with this, Mark Lambert, operations manager at Pinnacle Hospitality — which operates Edinburgh’s Raging Bull and Cocktail Mafia venues — adds that amid soaring costs just to keep venue doors open, brand collaboration can help chip away at event overheads as well as adding exclusive serves to either one-off occasions or planned menu upgrades.

“We change our menus seasonally, so almost as soon as one new menu hits tables, preparation begins for the next,” he says. “We first begin to look for financial support from brands, which, in return, will get a listing on our menu. This helps cover extra costs, like printing the new menus.

“Once we have a list of products we will use, the fun of creating new drinks begins. We always try to experiment with new flavours we haven’t had on menus in the past to offer unique drinks that other venues may not be offering.”

Beatson-Hird adds collaborating with drink suppliers on monthly supper clubs has yielded “great success” at Ganymede. “For each one, owner and chef-director Oliver Marlowe creates a three-course menu with a drink pairing offered by the supplier for each course to perfectly complement the dish,” he explains.

“The supplier goes around each guest’s table and talks with them about the product, gives some history on it as well as insider knowledge on how it was made. It’s a really intimate experience that just adds something a little unique, plus its great value for three courses with three drinks and that definitely appeals – especially at the moment.

“To keep things fresh, we ensure we’re doing something new – even if only something small – every season at least, whether that is trend-led, focusing on certain ingredients or working with suppliers.”

Bear Inns’ Barlow adds that as part of community engagement efforts at the 16th century Swan in Tarporley, Cheshire, the operator has engaged local food, drink and function suppliers across a more casual pub events programme, with nearby Weetwood Ales sponsoring its quiz nights for example.

Community spirit: a two-way street

Revisiting Lunar Pub Co’s Platinum Jubilee street party, Beatson-Hird identifies dragging neighbouring businesses into Ganymede’s orbit as crucial to successful planning and hosting. “We really tried to get the whole street involved so went door-to-door to businesses in the area, running the idea past them, and asking them to get involved,” he explains. “Then we hosted a series of regular meetings to divide responsibilities and check progress.

“It was a huge exercise on community communication,” he caveats, “but everyone was really willing to get involved and I think it helped that it was such a momentous and unique occasion.”

Rather than building close ties for a one-off occasion such as a jubilee, partnerships with local businesses can also bolster pub events year-round. The Dodo’s events programme, which features wreath-making workshops, gingerbread house decorating and a host of food pop-ups, for example, is shaped by the talent and flavours of its immediate west London community.

“Our craft-orientated events come about because we have a hugely talented number of arty and creative locals who host great workshops,” Do explains. “I always work with local fellow small businesses and am passionate about supporting female and POC-led independents. It’s always been our ethos from day one to champion ‘local’ and ‘independent’ so it makes attracting these collaborations and partnerships really easy.” 

Mac adds that this community spirit could and should stretch to nearby pubs and bars. “No one is leaving the city so why not get on with each venue rather than battle and compete?” he says. “We are recommended by other venues who don’t offer rock genre events and we do the same in return. It’s so much better to work together.

“We also offer discounts to other establishments to encourage their staff to spend time with us and to give them a little nod of appreciation for the trade,” he says.

“We have had other venues ask us to host bands they may have double booked or can’t fit on their schedule but want to offer them a gig in the area. Without a great rapport with these other venues none of this would happen.”

What makes a good event pub?

With cooped-up customers seeking original and personal experiences, everyone from food and drink makers to dating apps, media outlets and retailers are seeking unique backdrops for brand activations and events. The Morning Advertiser ​sought expert advice from sports bar finder Fanzo and dating app Thursday on what they look for in an event venue.

In a bid to provide supporters of each nation contesting the 2022 World Cup with a home-away-from-home to follow the tournament, Fanzo teamed up with venues across London to allocate all 32 countries an on-trade “fan zone”. These ranged from a Persian coffee shop in Borough and an Argentinian cantina in Pimlico to a German bierhaus in Tower Hill and an authentic Philadelphia dive bar in Waterloo according to the app’s co-founder Dom Collingwood.

“In terms of what we were looking for regarding the fan zones, it was quite simple,” he explains. “We sought venues that could provide sports fans with an authentic experience that couldn’t be created at home. Each of the venues had a clear point of difference that we knew would resonate with fans.

“Without exception, the operators we partnered with were open-minded, collaborative and consumer-first in their thinking,” he continues. 

“It’s well established the biggest tool on-trade venues have in competition with the sofa is atmosphere. Perhaps the most significant thing we learned was how many different types of ‘atmosphere’ resonated with fans.

“Some fans yearn for the stadium-like atmosphere: hundreds of fellow fans, ex-players giving commentary, DJs playing beforehand and beer on the ceiling at full time. But there are others who actively sought something different – an intimate gathering of like-minded fans, sharing food and talking openly about their fears, dreams, and – most importantly – the game at hand.”

What’s more, with the number of global dating-app downloads decreasing by 9% between 2020 and 2022, according to information services company Business of Apps and face-to-face singles events busier than ever, matchmaking app Thursday has sought to swipe the floor with the likes of Tinder and Bumble by hosting weekly mixers for the capital’s singles in pubs and bars across the city.

“As a dating app that brings singles together, we have to make sure we provide venues to suit everyone,” events associate Priyanka Nagpal says. “For example, on the whole, our over-30s members prefer more intimate cocktail bars, where they can have a chat without having to shout over the music. Our early-20s crowd often prefers somewhere where you can have a dance.

“We’ve also found that themed bars are popular with our members. We’ve used tiki bars, ’80s-themed bars, jazz bars, and après ski-themed bars to name a few. We look for unique venues that will provide an exciting but comfortable atmosphere for our singles to get mingling.”