Home' Clubs and Pubs Manager : Winter 2016 Contents CLUBS AND PUBS MANAGER WINTER 2016 • 57
In today's world, screens are magnets to the eye.
Chances are, wherever you're sitting right now, a screen
is not far away, and wherever there's a screen, there's a
whole world of things happening.
This is why many clubs, pubs and restaurants all over
Australia are using televisions and even in-house cinemas
to draw crowds into their venues. From popular sports to
televised competitions, documentaries and cult classics,
screens offer a hook for every kind of audience.
In 2015, live sports, including college and NFL games, and
post-game shows, were among the most watched television
programs of the year, drawing in hundreds of millions of
viewers globally. According to Business Insider, last year's
most viewed American sporting event was the American
Superbowl XLIX Patriots vs. Seahawks game, which pulled
in an average global audience of 115,204,000 viewers. In
Australia, 4.4 million viewers tuned in to the NRL grand final,
while 4.2 million people turned on the AFL grand final to
witness Hawthorn beat the West Coast Eagles.
As well as being among the most popular, sports are also
one of the most social of televised events. All across the
country, people host of barbecues and get-togethers around
their favourite competitions. And with the AFL season now in
full swing, Wimbledon coming in July, and the Rio Olympics
beginning on 5 August, there's no shortage of sports and
hype to draw people in to your venue.
Televising sports and events in your venue not only provides
an opportunity for patrons to watch a game that they
may not have access to at home, but it also creates an
opportunity for them to socialise in a relaxing environment,
and take advantage of your venue's offering (can anyone
watch a game without a beer and snacks?).
After a busy day at work, when customers want a venue
that is reliable and comfortable, a television gives your
venue the impression of a welcoming alternative to a
patron's own home. Savvy venue owners know that
customer loyalty is a direct result of personal experience,
and that something as familiar as a television will give their
venue an approachable and welcoming quality.
If you have the space for it, large screens can bring a
stadium atmosphere to quieter venues -- and coupled
with a steady supply of food and drinks, they can recreate
the atmosphere of being at a game. Outdoor televisions
can also bring new life to outdoor spaces, and help you
make the most of laneway, courtyard and rooftop areas. In
the warmer months, when it's too hot to think and thirsty
patrons are looking for somewhere relaxing to partake in a
sunny afternoon session, having a television will make your
venue the perfect summer escape.
Televised sports aren't the only way to draw in a crowd.
International cultural events like Eurovision (204 million
viewers in 2016) and the Oscars (34.3 million viewers), and
even major political events like elections can be used to
appeal to a wider and more diverse audience. Televising
events that come with their own public holiday -- like the
Melbourne Cup -- are also a great way to draw in a crowd.
Pairing televised events with other events like trivia nights,
competitions and public holidays can also encourage
patrons to stay longer. Hosting a trivia night or competition
that relates directly to something being broadcast in your
venue is another clever way of encouraging patrons to
return. It also develops your reputation via firsthand word-
of-mouth reports -- a marketing strategy that no venue
owner can afford to overlook.
For something quieter than a national or international
sporting event, movie nights are another effective way to
create a sense of community and draw in a crowd. Take
advantage of balmy summer nights by curating a summer
film program, and invest in a few beanbags, a big screen or
projector, mood lighting and even an outdoor cart to serve
popcorn and drinks. For a restaurant setting, why not think
about a program created around the best winter films?
A program of tie-in events that engages your local
community and encourages return visits is another way
(204 MILLION VIEWERS
IN 2016) AND THE
OSCARS (34.3 MILLION
VIEWERS), AND EVEN
EVENTS LIKE ELECTIONS
CAN BE USED TO APPEAL
TO A WIDER AND MORE
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