Pubs and Bars

Star launches licensee event support package

Following an earlier £62m rent reduction by the group, the programme will feature webinars, marketing support, and stocking advice across the company’s licensee website

Star Pubs and Bars has announced the launch of an event support package for its leased and tenanted pubs.

The programme is designed to increase sales during the final quarter of 2021, meeting “pent-up demand” across three major opportunities to drive footfall.

The “What’s the Occasion?” scheme provides free staff and licensee training videos, aimed at maximising the sales opportunities of Halloween, Christmas, and sporting events.

Following an earlier £62m rent reduction by the group, the programme will also feature webinars, marketing support, and stocking advice across the company’s licensee website.

John O’Connor, head of digital and retail marketing at Star, said: “Following all the closures and restrictions, licensees are concentrating on rebuilding their business.

“We are introducing this package of support to help our licensees capitalise on the golden sales-boosting occasions that will take place in the last few months of the year.” 

Justine Cash, the licensee of The Olympic Hotel at Draycott, added: “There’s been a lot more interest in what we’ve got planned for Halloween, Christmas and New Year and at a much earlier stage than one would normally see. 

“I’m looking to these events to help balance the books, so this support package is very timely.”

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