But that’s precisely why you should consider screening it, especially if you’re a pub that doesn’t usually show sports. This summer, it’s all about being proudly British.
“You’ll need to be doing something a little special to attract people in your pub over local competition,” says Natalia di Palma, marketing manager for London pub chain Drake & Morgan.
“We’d never consider not doing it. It’s such a British event. It’s natural for us to want to support it.
“It would be wrong to not show it with the attitude that ‘we’re not a sports bar’. We want to give the customers what they want to see. And it’s fun. We can talk about it on social media, fill the venues with loads of tennis balls, and have a Wimbledon cocktail – it’s about being playful.” So order the strawberries, stock up on sparkling wines and bunting, and serve up a treat.
Our tennis tactics
Chris Riley, general manager The Famous Virgins & Castle, Coventry
We’ve been showing the tennis for the last four or five years and that’s all of the games, all the way through. We have a big screen in the garden.
Because not many other pubs, especially round here, do it, we stand out. It doesn’t alienate anyone either. Stepping into the pub when a football match is on can be fairly terrifying for groups of women.
Last year during the final we had more than 100 people in the garden watching it, when the pub itself only holds 200. We just like to create a really relaxed summer atmosphere. We have screens in the garden because it’s really atmospheric. It builds each year but it all depends on who is playing.
We do promotions on pitchers of Pimm’s and sparkling wine and we attract quite a good crowd. This summer we might do some gin-based cocktails, with some summer fruits. Something that feels British.
It’s a good idea to do grazing boards. Most people don’t want big meals. People like to pick while they’re watching the matches.
HOW TO ACE WIMBLEDON
TELL YOUR LOCAL TENNIS CLUB
Let them know you’ll be screening games
MAKE SURE YOUR TVS ARE UP TO SCRATCH
Weather-permitting, it’s a good idea to screen it in the garden, for added atmosphere and to boost your trading space
EASE THE PRESSURE ON THE KITCHEN
Offer sharing platters that require little prep, like meats
or cheese
OFFER SUMMER DRINKS
Choose those that feel like a treat —sparkling wines and gin cocktails
SELL PITCHERS
Prevent customers from missing vital points
STOCK UP ON
STRAWBERRIES
AND DON’T FORGET
THE CREAM…
