So I discover I was not alone in having an underwhelming New Year's Eve. That's a pity really. It used to be the best evening of the year. Now it is a mere shadow of its former self. We were busy early in the evening but by midnight I'd scarcely got a dozen in. We were down about 15%.
I have two possible explanations. The first is a compound of various effects. It was undoubtedly very cold and slippery out there. That would deter some. The economic situation is certainly a factor. There were large queues in the local supermarket as home-bound workers tottered under slabs of cheap beer. I'd better also mention the smoking-ban in passing. All of these would have had an effect.
But the second explanation gives me more cause for concern. I am convinced we are suffering from the Millennium Effect. Before the Millennium new years revellers would come into town, wandering from pub to pub until, almost at the stroke of midnight, they found the pub they wanted to be in to celebrate the New Year. It worked wonderfully. The streets, and pubs were filled with revellers all celebrating together. That is until New Year's Eve 1999.
Back in 1999, for those of us who were licensees then, some stark decisions had to be faced. The Millennium evening was unprecedented. No one had ever experienced one before. Prices were becoming obscene. Perhaps many have now forgotten but the price for a band to play on New Year's Eve 1999 was astronomical. If they were normally available for, say, £200 then bands were quoting as much as £2000 for the Millennium. Staff too were expecting substantial increases. Who wouldn't?
The licensees had to make a decision. If they were to open, and many didn't, there would have to be some guarantees. So licensees introduced restricted ticket entry. Some were paid for, some were free. Packages were developed. Tickets would often include drinks, food and entertainment. Few licensees were prepared to simply open the doors and wait for customers to come out. In my pub we closed at about 5pm and celebrated in peoples homes. We had a great Millennium.
But since then the Millennium Effect has continued to take its toll. Many pubs continue to offer restricted access ticket only evenings with entertainment packages included and now some pubs no longer stay open late or even open at all. This then causes customers a dilemma. This is where my concern is focussed.
What is the point of going out on New Years Eve if the pubs are either shut or access is restricted? It's probably fine if you've got a ticket but no longer can you go around from pub to pub and, equally worrying, what if you've a ticket for a pub where the entertainment isn't what you want and the package now doesn't seem that attractive? What happens if your mates want to go to another pub? The opportunities aren't looking good.
I believe the continued use of restricted ticket entry, whilst probably beneficial to individual pubs, has and continues to have, a damaging effect on the traditional drinking pattern for New Years Eve. Thats sad.
Next New Year I'm faced with three choices; I can shut. I can open as normal but see the number of revellers continue to dwindle or I can get organised with entertainment and ticket entry and build a package that will attract more custom. But I have to be honest with you - at this point in time I'm not sure.
But a Happy New Year to you all.