The Passing Game
Don't Leave Potential Profits on the Field 

In this month’s Buzztime Report, we look through winter’s first frost-covered windows into America’s bars to see what gets patrons up and out, battling the cold to watch some gridiron action. Deeply entrenched in the NFL season, this is your time as an owner of a sports bar or television filled venue to garner some profits. Nightclub & Bar got some interesting answers from the die-hard football fans out there this month.

Where Are They Going?
    The first question shows an almost direct split down the middle as to whether patrons would rather be in a bar or a Barcalounger this season. The objective then lies for operators to lure them in with things they would not have at home during the game. This means increasing your variety of food options, beer selection and promotions. Offer items such as draft beer, cash prizes and on-site cheerleaders, it will draw in that 47 percent who used to catch the games at home.

Peers, Beers & Cheers
    At another almost dead tie, 33 percent polled said that they visit the same bars their friends frequent to watch the game, and 35 percent claimed that alcohol specials provided the enticing push. Combine both of these, and you could pull in everyone. Run promotions that focus on discounts for people who come in large groups. For example, each group of 10 that shows up early should be awarded with a table and a complimentary first round or half-priced beer until halftime.
    One more question of note in this category can be seen in the minimal 12 percent who said they choose their watering hole during sports season based on video/audio prowess. This is a wake-up call to all of you out there who pass on NFL viewing because you don’t have big screens and Dolby digital. It is not a Rock concert. If you can afford to show the games, show them.

Pull Them In, Keep Them In
    Question No. 3 alerted us to the fact that a resounding 40 percent polled prefer Sunday night NFL. Halfway behind this at 25 and 27 percent respectively are Saturday and Monday nights. Increase your numbers on Saturday by offering something after the game.
    Fox Sports Grill worked a promotion last season with OwL Entertainment called Chill at the Grill. After each game, the sports bar furniture was removed and the space became a dance lounge. It increased the number of female patrons who attended the games and the number of male patrons who remained afterwards.

Low Priced Loyalty
    Finally, question No. 4 was another parallel response. Forty-five percent claim they come for the discounts while 42 percent come for specific libations. NFL season is a great time to do some extra coverage with your distributors. Feature a new sponsor each week but don’t overload patrons with exotic imports and extreme flavors.                           NCB