Pub food: business boosters
Open-air theatre
Where: The Noah's Ark Inn, The Green, Lurgashall, Petworth, West Sussex, www.noahsarkinn.co.uk
The idea: Co-owner Amy Whitmore says: "The Noah's Ark Inn has hosted open-air theatrical productions in summer since 1967, and this July's production is Come on, Jeeves. The Pantiles Players commenced their run at the Noah's Ark in 1988 and it has been a great success here ever since. When Henry and I took over the Greene King lease in 2006, we were happy to inherit the play and keep the tradition alive. The performances take place in our walled garden every year on a Thursday, Friday and Saturday in late July, seating 300 people every night."
What we needed: "The Pantiles Players produce posters and leaflets and distribute them in three neighbouring towns — Haslemere, Midhurst and Petworth — and advertise in the local paper. Each year our database increases, proving that even after 43 years people are still learning about the event and sometimes travel long distances to enjoy it."
Business benefits: "We do 55 to 70 pre-show meals, followed by normal service. Last year drinks sales increased by 27%. Many bookings result from people coming to watch the play, including big functions."
Top tips: "We work very closely with the Pantiles Players to ensure both parties' needs are met. Good working relationships and excellent communications are key in guaranteeing the play is a great success."
Why do it: Although it is hard work, it creates a different atmosphere.
Blind wine tastings
Where: Merry Harriers, Hambledon, Surrey, www.merryharriers.com
The idea: Owner Colin Stoneley says: "Customers were invited to blind-taste four red and four white wines and to match the tasting notes provided to the correct wines. The winner was rewarded with a bottle of their favourite wine. We charged £12 a head, which included our big cheeseboard."
What we needed: "We advertised the event in our monthly email newsletter, which goes to around 1,350 of our customers and is posted in shop windows in a couple of neighbouring villages. We also had the event on our A-board for about a month beforehand. We invited a representative from our wine merchant, Hennings, based in Pulborough, to run the event for us. It gave them some profile with our customers and we split the cost of the wine between us. I deliberately chose unusual wines/grape varieties and wines that people have very fixed ideas about."
Business benefits: "We hold most of our special events on Tuesdays as this gets people in who would not normally come out mid-week. We were 52% up on the previous Tuesday, when we didn't run an event, with 35 people attending and others coming in later and expressing an interest in a future event. People have been a little more willing to experiment on our wine list since the event and so many people expressed a desire to learn more about wine that we're starting a monthly Tuesday evening Wine Club in September."
Top tip: "Make it fun with plenty of banter, drink and a little education. People don't want high-brow."
Why do it: Creates a real interest in wine while adding to revenue.
Kitchen garden tours
Where: Felin Fach Griffin Inn, Brecon, Powys, Wales, www.eatdrinksleep.ltd.uk
The idea: Informal kitchen garden tours followed by a barbecue. Pub hostess Julie Bell says: "The 40-minute tours are conducted by our head gardener who advises on the organic methods he uses, answers questions and allows guests to sample our produce. Guests are offered summer cocktails made with our strawberries, raspberries and mint, and also enjoy our barbecued local meat and salads, including fresh peas and beans from the garden. Dessert is Eton Mess made with our own Cambridge Late Pine strawberries."
What we needed: "Advertising has been done via chalk boards and on our bill slip covers, on our Twitter and Facebook sites and our blog. Local press coverage has been good. There are extra staff costs but some of these are absorbed by increased bar revenue."
Business benefits: "We sold about 35 tickets at an experimental price of £10. We didn't want to put people off by overpricing the event but will charge £15 for the August tour as we want to have more flexibility in what we can offer food-wise to make it different."
Top tip: "Set up a small bar outside to keep people drinking and divide the group so that one party drinks while the other tours and vice versa."
Why do it: A fun night that brings different challenges for the pub's team.
