How pubs can win with the Lions Tour
Was your pub packed to the rafters during this year’s Six Nations? Well, here’s the good news — next month you have another major chance to get those rugby fans through your door.
Starting on 1 June, the Lions Tour pitches the best of British and Irish rugby against Australia’s elite. And rather than a hindrance, the late morning kick-off times should be seen as a great opportunity to bring in trade during an otherwise quiet part of the day.
The Lions tour consists of 10 games over a six-week period (see below). All games are televised on Sky, and Sky Business marketing director Tracy Harrison says it’s important to make sure both your regulars and passing trade know your pub will be open well in advance.
“We have free event posters available through our Preview Live website, which we advise licensees to make the most of,” says Harrison. “Encourage your staff to tell people you’ll be open and showing the matches. Social media sites such as Twitter and Facebook are also great to promote the fact that you’ll be showing the action.”
Given that the Tour only happens every four years, why not really go to town by decorating your pub with Home Nations’ flags? “Get your staff involved by wearing rugby shirts, and make sure you have Sky Sports on in the build-up to games to get the atmosphere going,” advises Harrison. “Ensure that those who want to watch Sky Sports have a dedicated area to do it in and can clearly see the big screen.”
With the kick-off times ranging from 10.30am to 12.30pm, there is a clear opportunity to boost both breakfast and lunch trade. Furthermore, six of the 10 games are on a Saturday, so it’s worth considering family groups as well.
“A Special Lions Tour breakfast is a great way to attract customers — take orders in advance and offer reserve seating for your most passionate fans,” suggests Harrison. “Perhaps create a dedicated area for families to enjoy the match as well.”
With good planning, the Lions Tour can be a real till-filler in the build-up to a summer of Ashes magic. And if the thrills of this year’s Six Nations are anything to go by, pubs are set to be in for a treat.
Lions 2013 Tour fixtures
The Lions start with a match against a select Barbarians side, before taking on Australia’s five Super Rugby sides and a combined New South Wales-Queensland Country team. The tour culminates with three tests against Australia (aka the Qantas Wallabies), where the Lions will be hoping to avenge a 2-1 series defeat the last time the sides met, in 2001.
(All UK kick-off times)
Sat 1 June 12:30
Barbarians
Wed 5 June 11:00
Western Force
Sat 8 June 10:30
Queensland Reds
Tue 11 June 10:30
Comb NSW-Qld Country
Sat 15 June 10:30
NSW Waratahs
Tue 18 June 10:30
ACT Brumbies
Sat 22 June 11:00
1st Test
Tue 25 June 10:30
Melbourne
Sat 29 June 11:00
2nd Test
Sat 6 July 11:00
3rd Test
