During a panel debate on the value of televised sport to the on-trade, I asked Dave Evans of Sports Bar & Grill and Scott Murray of Bar Sport, which sporting events worked best in the pub environment.
“Rugby,” said Dave. “Rugby,” agreed Scott. Rugby union supporters tend to be wealthier than football fans, with a higher disposable income; they eat more, drink more and spend more, the pair concurred. Rugger-buggers also tend to stay in the venue longer after the game, meaning you don’t get that mass exodus after the ref blows the final whistle.
It’s true to say there aren’t as many active rugby fans as football fans — so from a pure numbers perspective, the opportunity is not as large. But if you can become their venue of choice, it’s a grand slam.
Boisterous
Egg-chasers are also better behaved than their round ball equivalents, it was suggested. Now, as someone who spent much of his teens and 20s boisterously playing, supporting and ‘celebrating’ all things rugby, I’m not sure I’d go that far — but I would suggest that the rowdiness associated with rugby is better natured and less partisan than the aggressive, tribal behaviour of football fans.
And — speaking from shameful experience — I might also venture that a rugby crowd is more likely to return to the scenes of its crimes to pay for any damage caused, than their footy counterparts.
Perhaps the old adage: “Rugby is a ruffian’s game played by gentlemen, while football is a gentleman’s game played by ruffians,” holds true to some extent.
Now, before the football loyalists among you take umbrage, let me admit that I’m being purposely provocative only to make a simple point. By polarising and categorising two sets of potential customers, I am suggesting that you might benefit from doing the same.
Categorise
Do you allow yourself any time to research and segment the different groups who visit, or might visit, your pub to understand the different levels of opportunity they represent to your business? And do you go all out to attract the highest value ones with appropriate offers and promotions?
Knowing what we now know, I’d be straight off down to the local rugby club with some special deals to tempt them out of the clubhouse bar. And while you’re out and about, explore some of the other societies in your area.
You never know, the Women’s Institute might prove to be a bigger opportunity than even those rapacious rugby lads.