I guess for most pubs there must be at least one, and sometimes many more, special days when trade is expected to dramatically increase. I certainly used to covet pubs in the Twickenham area when a rugby international was taking place (but strangely not in the Wembley area when football internationals were taking place) because of the huge increase in sales volume. I would gasp at how busy some pubs could be.
Some of these occasions exist independently of the pubs. Some, like beer festivals, can be organised directly by the pubs.
Here in Faversham we are blessed with three major town events that can significantly affect my trade. The annual classic car show draws thousands, the carnival is a particularly popular event (although my popularity seems mainly due to the proximity of my toilets to the carnival route) and, thirdly, there is the massively popular Hop Festival. This year they estimated an additional 25,000 visitors.
Last year it was within our first fortnight here and trade was very brisk. We took a lot of money although the weather wasn't great. But it didn't prepare me for this weekend.
Throughout last week there was a tangible air of tension as the festival approached. Knowing it was going to be busy I knew, too, it would require military-like planning. Stock, plastic glassware, staff, change, gas, food, tills and a host of little details.
It is staggering how few licensees actually grasp the reality of such events.
Put simply, there is an opportunity contained within a few short hours for you to take a considerable amount of money. If you do not take it then it is gone. For ever.
There can be no excuses. To maximise that opportunity you have to plan properly.
This year we took more than double what we took last year. We had planned it well but still we were caught out. At 11pm Saturday night I had two almost empty firkins and one complete one left. No other cask beer. Fortunately the brewery pulled out the stops and a new consignment arrived at 7.00am in time for the lunchtime session. But it was still scary.
Today I feel exhausted. Speech is a problem. I shall need a break soon.
But the nicest reflection on the weekend is the fact that all the pubs had a tremendous time, sold record amounts of beer and did so in the most peaceful and pleasant circumstances we could wish for. I spoke to the police who told me there had been no trouble at all.
This was Faversham at its best. I can now understand why people are so loyal to it.