Gamble on Grand National Event Pays off for Aintree Pub

Gamble on Grand National Event Pays off for Aintree Pub

Weston Castle, operators of Aintree’s closest pub, the Queens Arms, went all out to maximise trade during the Grand National on the 7th of April putting on “Aintree's Unofficial After Party.” The three-day, 8am to midnight event boosted trade by 1000%. The pub advertised the event through social media and local area event websites and attracted over 2000 race goers and locals.

With so many people visiting the pub, a festival atmosphere was created in the car park with a sixteen head bar, BBQ, marquee and stage allowing for guests to move from outside to inside with ease. Within the pub, seven large screens ensured customers caught all the racing action. Outside a DJ kept spirits high throughout the day and local bands, including The Mac Bros, stars of TV show ‘The Voice’, prolonged the party atmosphere into the night.

To manage the high volume of customers, the licensees hired in extra toilets and tripled their number of staff across the three days to ensure that the day ran smoothly. To offset the cost, Weston Castle secured sponsorship of the event from Coral, renaming the pub the Coral Arms for the three days as part of the package.

With many sporting events lining this summer’s calendar, this is just one example of how pubs can significantly increase their trade by promoting sporting events. If your pub is planning events for the Champion League Finals, the Euros, Wimbledon or the Olympics, please contact your BDM as we would love to hear from you.