Star details biggest events support for licensees
The pubco is investing £240,000 in support packages this year.
Star Pubs & Bars has said that its latest round of free events support for its licensees is its biggest to date.
The pubco is investing £240,000 in support packages this year to help licensees give people more reasons to visit pubs during the cost-of-living crisis.
For the first time, Star is providing promotional kits for key annual events on top of packs for international rugby, football tournaments and Halloween. It is also offering multi-sport kits that licensees can use to increase visibility of the full range of sports screened in their sites.
"People want to treat themselves and, with less money to spare, are looking for an excuse to do so," says Cathy Olver, Star Pubs & Bars' retail director. "They are seeking out memorable experiences to get value from their spend and are increasingly planning their socialising rather than being spontaneous. Calendar events are a great way for pubs to tap into these trends and boost sales, and our free promotional support has been created to maximise the opportunities."
The stats don't lie
Research from Star shows that, despite having less disposable income, consumers have an appetite to enjoy key occasions in pubs over the year ahead. Nearly a quarter are likely to visit a pub for St Patrick’s Day, while seven out of 10 are seriously considering going out for Valentine’s Day, Mother’s Day and the Easter weekend.
The new support kits are designed to drive bookings in advance and, where possible, extend events over several days. St Patrick’s Day point-of-sale promotes the whole weekend, while Valentine’s materials encourage people to ‘love your local this February’ in addition to visiting on the day.
Star has surveyed licensees to identify the retailing items they prefer. The packs include point-of-sale materials such as posters, bunting and Instagrammable selfie frames; QR codes linking to downloadable digital assets; suggestions for activities; and insights and sales data on food and drink stocking from Star’s Just Add Talent managed operator pubs.
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