Ask An Expert: the Cheltenham Festival
Many of my regulars are keen racing punters. How can I make the most of the upcoming Cheltenham Festival?
The Cheltenham Festival - held on March 11 to 14 - is the biggest event in the racing calendar. Feedback from pubs subscribing to the racing industry's premium TV channel RacingUK says they double or even treble their profits during Cheltenham week.
Some pubs put on an extra special service for their customers to ensure the place is packed for the event. Here are some ideas to pull in the punters:
• You won't be able to show the entire meeting unless you have RacingUK. Call 0870 351 8834 to subscribe, quoting the reference 'Publican'.
• Advertising is key. Use posters and banners to make sure people passing by know you are showing the festival and advertise in as many places as possible, for example in the local bookmakers and by leafleting local businesses.
• Put on some free food. It doesn't need to be anything complex, just some simple sandwiches and crisps to make sure people stay in your pub for the duration.
• Hold a raffle with drinks as prizes. For example, give a ticket out for each horse running and give the customer with the winner a free drink. This will make sure that about 15 to 20 extra drinks are bought but you only have to give one away!
• Host a sweepstake in the pub. Get everyone to pick a horse and put some money in - the winner takes the pot. This will get everyone involved and generate a good, lively atmosphere.
Christina Marsh is commercial marketing manager of satellite channel RacingUK, which not only broadcasts the entire Cheltenham Festival but offers subscribing licensees marketing support including posters and banners
