Let World Cup magic take over your pub
Being my penultimate year in the trade, and with the World Cup in South Africa being my 10th World Cup campaign, I still believe it is the greatest event for pub customers to experience. It all started for me at a small managed house in Bolton with one TV set and pie warmer on the bar in the vaults. We lost to Italy and failed to qualify for the Argentinean World Cup. Customers were thin on the ground in those days and I laid out free pasties and peas to get them in. But this was a no goer.
The 1982 campaign in Spain saw me in Blackpool and people were starting to get the buzz for pub football, as we were hiring extra TV sets for the bar.
Being in St Anne's for '86 in Mexico was fantastic. In some respects it was when vertical drinking and beer flying when goals were scored were born.
Italia '90 is one of the most famous. We decorated our pub in Gazza memorabilia. I remember it being a great campaign for vertical drinking; we packed customers in and stacked them high in those days.
USA '94: promotions were massive because unfortunately England never made it, but Ireland were supported. To get people to come into the pub during that campaign promotions were key, and the three-for-two was born.
France '98: still in Blackpool, companies ploughed thousands into marketing; we packed them in. Becks sent off, lost on penalties again. It spoilt the party, but people stayed loyal to viewing in the pubs to watch France win. Again, promotions were key to get them in.
Japan and South Korea 2002: moved pub again, and early kicks-offs meant an early morning rise, bacon butties and recording matches to be replayed at night. I was running a busy pub and ordered to put cans on. Did a roaring trade. Sick days were the norm in this campaign.
Germany 2006: sales peaked, vertical drinking at its best. Ronaldo winking, Rooney sent off and losing on penalties yet again, all over. Great sales, great atmosphere and electrifying trade.
It's been a privilege to go from one TV in Bolton to 22 plasmas, two big screens, three 3D screens, HD, and three Sky and two Freeview boxes.
They think it's all over, but for pubs it will never be over. The fantastic experience of running a pub in the World Cup will last forever and still gets better — that's if outside agencies don't spoil the party.
Come on England!
Dave Daly is licensee of the Castle in Blackpool.
