Open air cinema for private parties
Where: County Arms, Wandsworth, London
Website: www.countyarms.co.uk
Twitter: @TheCountyArms
The idea: Open air cinema set up for a themed private party at the pub.
How it works: The cinema was set up on the pub’s upper deck - a raised area of decking in the garden – and screened the film Point Break to tie in with the theme of the party. Guests enjoyed a barbecue buffet and were able to buy ice buckets of six bottled beers or Bulmers ciders. A range of other menu options are also available for private bookings including canapés or selections from the pub’s a la carte and bar menus. The pub has also held a couple of Sunday afternoon cinema sessions for children, with complimentary popcorn, during the summer.
Marketing: Promotion is via the pub’s Twitter feed
Be prepared: In the event of bad weather, the pub’s summer lounge area can also be used for screeningswith each area seating 15-20 people. The pub’s widescreen TV’s were used for the event along with branded deckchairs, ice buckets and tea lights supplied by Bulmers.
Pay-off: The Sunday afternoon showings have added to the pub’s family offering and have made a good addition to its Sunday lunchtime children’s story time sessions.
Key benefits: Adds a point of difference to private parties, increasing bookings and turnover.
Advice: General manager of the Young’s managed house, Ed Hoskins, says: “Make sure that the event is well publicised. Keep it cheap too to attract more guests.”
Best outcome: Broadens the pub’s private function offering
Pub walking maps
Where: Farmers Arms, Holmfirth, West Yorkshire
Website: www.farmersarmsholmfirth.co.uk
The idea: Maps produced of walks starting and finishing at the pub.
How it works: The maps illustrate three different walks, with distances of 2.5, 3.5 and five miles. Packed lunches are available to order and Hike and a Bite meal deals are offered at lunchtimes and all day on a Sunday.
Marketing: 1000 maps were distributed around local guest houses, bed and breakfasts and camp-sites as well as via a local newspaper distribution to 500 households over a bank holiday weekend.
Be prepared: It cost £500 to have the walks mapped out professionally, to ensure they were completely safe, and for the map to be designed.
Pay-off: Capitalises on the pub’s location in a good walking area; offers something different to more standard meal deals; attracts both locals and tourists; demonstrates the pub’s commitment to introducing new ideas.
Key benefits: Increases lunchtime footfall and takings; the maps have paid for themselves in one weekend alone.
Advice: Licensee of the Punch leasehold, Danielle Montgomery, says: “Do not cut corners on safety – it was our biggest concern that the maps were accurate and the walks safe. Also, timing is key. During the summer, before a bank holiday weekend, was the perfect time to distribute as many maps as possible.”
Best outcome: The maps are attracting bookings from large walking groups