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New Pub Partners initiative launched to help start-up festivals

Greene King Pub Partners has unveiled an innovative support package for licensees, giving them the chance to host their own uniquely-tailored festival.

Specialist advice and guidance on creating the perfect drinks-themed event aims to help pubs attract new visitors and also provide something extra for regular customers.

Greene King’s latest toolkit signposts the way to creating the perfect start-up festival for everyone, from true connoisseurs right along to newcomers eager to try out new flavours and experiences.

With a range of different-sized packages available to suit every pub’s need, communities could soon find a new beer, cider or gin festival starting right on their doorstep.

For hundreds of pubs, the summer months can be the ideal time to take advantage of their outdoor areas to create a whole new environment for customers.

Working with specialists Aspall for cider festivals and Fever Tree for gin festivals, Greene King’s new toolkit aims to help licensees make the most of every new season.

The beer festival would feature a choice of beers from Greene King’s Bury St Edmunds brewery, including one-off seasonal ales.

Greene King’s How to Manage an Event toolkit gives advice on planning an event, spreading the word and, crucially, evaluating it afterwards to make sure each event gets better and better as the year goes on.

There is also an event planner included in the pack, setting a licensee up to start compiling their action plan, with more copies available to download online.

Clive Chesser, Managing Director of Greene King Pub Partners, said, “We have created the opportunity for our licensees to embrace even more creativity and innovation. This extra support for starting up their very own festivals could help them reach out to even more of their local community and showcase what they have to offer.

“I hope many of our licensees will seize this opportunity and make it their own, with Greene King here to offer advice and support about making the event as special as it can be.

“We need to keep attracting people into our pubs to maximise trading opportunities and festivals can be an ideal way of doing this.

“One of our toolkit’s key messages is these events take a lot of planning but if managed properly can lead to big rewards, bringing more people into the pub while licensees simultaneously prove they’re capable of running high-profile events now and in the future.”