Leveraging Strategic Promotions to Boost Venue Occupancy

Insights from the Exeter St. Patrick’s Day Case Study

In the bustling world of hospitality, attracting customers consistently, especially during off-peak hours, remains a critical challenge for venue managers. A recent promotion at Exeter SU’s The Ram Bar on St. Patrick’s Day offers a vivid illustration of how targeted offers can transform venue occupancy and customer behaviour.

The Promotion and Its Immediate Impact

On St. Patrick’s Day, a promotion was launched at The Ram Bar where the first 250 pints of Guinness sold after 3 PM were offered at half price. This strategic move was not merely about celebrating a festive day but was designed to boost afternoon occupancy, strategically placed before an evening quiz that typically draws a crowd.

The targeted period from 3pm to 6pm was the busiest period of the day with an average occupancy of 99 throughout these three hours; it was also the busiest Sunday from 3pm to 6pm, even though 6 of the previous 9 Sundays had 6 Nations rugby or other events on during this time.

It’s important to note that it is expected that St. Patrick’s Day would see higher attendance than average. To assess the effectiveness of the promotion, the study compared occupancy levels of The Ram Bar against other subtv venues.

The increase at Exeter was only bettered by one other location, which had a large event running with drinks deals and live music.

We counted a consistent 20% increase in occupancy across the daytime with a larger spike in the evening. Occupancy during the targeted period itself saw a 65% increase, again giving evidence that the promotion worked to drive students to the venue during this targeted flash sale promo.

Broader Trends and Student Preferences

The effectiveness of such promotions is underpinned by broader trends in consumer behaviour, particularly among students. Previous research indicates that cost is a primary factor influencing venue choice for 69% of UK students (83% for Exeter University students), making promotions like half-priced drinks particularly appealing.

When students were asked to rate their most memorable part of The Ram the prices and deals was one of the more frequent responses.

Revenue Implications

Alongside the natural uptick in attendance due to St. Patrick’s Day, the promotion’s timing ensured a spike in sales that surpassed normal increases seen during festive periods. The Electronic Point of Sale (EPOS) data revealed that while overall occupancy increased by a modest 15% throughout the whole day, total food and alcohol sales surged by 56% and 129% respectively during the promotional period, with a monumental 540% rise in Guinness sales alone.

To Conclude…

This case study demonstrates that strategic flash sale promotions can effectively increase footfall during targeted times. Our approach, using Mobile Push Notifications to Active App Users, not only capitalised on the festive spirit of St. Patrick’s Day, but also created a halo effect that increased other food & drinks purchases, driving both occupancy and sales.

For venue managers looking to replicate this success, it is crucial to align promotional activities with customer preferences and significant calendar events, ensuring that the promotions are not just appealing but also timely. As demonstrated, even a simple discount can significantly enhance both the appeal of the venue and its financial performance during strategically important periods.

Interested in finding out more about Footfall and ePOS Measurement? Email alex.mclaughlin@sub.tv or Book a call with Lils to discuss marketing opportunities to supercharge your venue deals and offers.