Club Mirror August 2015 by Alchemy Contract Publishing

Make your venue the home of UEFA Champions League MEANS BUSINESS

clubmirror August 2015

AT THE H EART OF THE COMMUNITY

Hail the ale Celebrating Britain’s national drink FOO TB ALL FIXTURES • LEG AL EA GLE • GROUNDSMANSHIP • CL UB KIT CHEN

Contents

club mirror AT THE HEART OF THE COMMUNITY

AUGUST 2015

AWARDS, EVENTS AND CALLS TO ACTION

11 Ask the Experts Live Club-supporting suppliers at your service.

12 Date for the diary Join us as we celebrate clubs throughout the land.

NEWS, VIEWS, CLUB LIFE AND LEGISLATION 06 News Queen honours grassroots sport, praise for FA Facilities Fund plus brands news – who’s doing what and why.

08 Legal Eagle Latest advice from our legal expert.

BUILDING THE BUSINESS 16 Drinks Report – Real Ale In advance of September’s National Cask Ale Week, timely analysis of the real ale sector.

18 Celebrating Britain’s National drink Top tips on running a beer festival.

20 Beer Festival – FREE to clubs Club Mirror readers are invited to Hail the Ale in Manchester.

ASK THE EXPERTS

23 Barclays Premier League Special

49 Marketing on the web

Fast Facts and fixtures as the Premier League’s 20 contending teams kick off the 2015/16 season.

Advice on getting your club found online.

50 Soft drinks sales 30 Sporting fixtures

Making sure your sales are the best they can be.

Sports4Bars.com looks ahead to the key live sporting fixtures coming to your screens.

51 Club exteriors Beginner’s guide to strategic hanging baskets!

34 Groundsmanship

52 It’s classified!

Advice on maintaining perfect pitches and glorious greens .

38 Rugby World Cup A sneak preview of the tournament ahead.

Showcasing club-supporting suppliers.

40 A word with – Marston’s Time out with the Head of Free trade at Marston’s Beer Company.

46 Club Kitchen Hand-held snacks – practical and profitable.

CLUB MIRROR 3

Smart Savings from The Energy Desk

The Energy Desk is a leading independent cconsultancy onsultanc on a cy for for or energy e e g procurement. p prrocur o u ement. em n Health Check, benchmark Using U ng our ur FREE R E He alth t C h c ,w heck, we ll b we’ll benchma n hmarrkk yyour our energy our e e g costs cos o ts with w h all a major a or providers p ovider pr e s offer specialist services; essential tto oo off fe err yyou o speci ou alist ser e vic v es; e ffrom rom om e essenti e t al for implementing bespoke efficiency, rresources e o rces esour e ffo or or implementin mp me t ng n b bespok oke e fficienc fi e cy cy,, through enhancing thr h oug o gh gh tto o ccarbon arbon b rreduction educ d ction ion ffor o orr enh e hancing a ci g green credentials. g gr een e cr redenti d n als. as Iff you’re you’ ou’re looking o o k n for ffo o or efficient effici fi ient e energy, e energy eg, 0845 visit ccall a 08 all 84 83 845 8 838 3 9830 8 0o or vvis issit s uss aatt www.theenergydesk.co.uk www ww www. .theenergydesk.c theenergydesk h e e g d s .co.u uk uk

LEADER

Contributors

Everything to play for

With the Barclays Premier League now is in its 24th Season, this wellestablished football favourite is expected to have 11.1m followers watching the matches as they’re broadcast. And that’s because, points out the Premier League, there’s more than one type of fan. In Britain football has mass appeal and generates enormous interest across all parts of society. A third of adults regularly follow the Premier League with a quarter having allegiance to a specific club. Yes you can see this coming a mile off. How do you tap into this readymade audience? There’ll be serious competition for their business, so rising to the top as the viewing venue of choice means shouting even louder about the club’s appeal. Fixtures publicised well in advance, big screens advertised, well-priced meal-deals and hand-held snacks put on (see Club Kitchen for suggestions), strategically placed posters in the club, competitions, promotions – all help to spread the word that the club is the place to be for all-things Premier League. The all-encompassing nature of the tournament is a good reason to reexamine how the club can tap into the female leisure pound which is, apparently, lagging behind their male counterparts when it comes to spend on alcohol. How can you make the club more appealing to female members (and indeed to potential new members in general)? Looks count whatever your mother might have told you! TV property programmes will talk about improving ‘curb appeal’. A rough translation here is ‘tarting the club up a bit’. So take a look at our beginner’s guide to hanging baskets (don’t laugh!). You’ll be surprised at how effective they can be for a quick camouflage! And don’t forget to make use of online listings directories as well (see Ask the Experts in this issue). They’re an easy way to show what the club has to offer – all the Barclays Premier League fixtures, Big Screen, Wi-Fi etc. And put up some enticing photos – maybe those spanking new hanging baskets (before you forget to water them!). We hope you enjoy the issue.

Caroline Scoular Editor, Club Mirror

Caroline Scoular

Sean Ferris

Nick Walton

Justin O’Regan

Mark Newton

Ashley Cairnes

Jill Slingsby

Hamish MacLean

Lawrence Hardcastle

Leigh Ann Ogilvie

Jonathan Hardy

David Foster

Editor Caroline Scoular Design David Foster Editorial Chris Colverd Events Jill Slingsby Display Advertising Margaret Doherty Sales and Marketing Manager Leigh-Ann Ogilvie, Circulation Jon Hardy Accounts Michael Jeffries, Pam Attrill Publishing Director Sean Ferris

Club Mirror is published by Alchemy Contract Publishing Ltd, Gainsborough House, 59/60 Thames Street, Windsor SW4 1TX. Tel: 01753 272022. Fax: 01753 272 021 Email: caroline@clubmirror.com; sean@clubmirror.com; leigh-ann@alchemymedia.co.uk; info@clubmirror.com ACP Gainsborough House 59/60 Thames Street Windsor Berkshire SL4 1TX UK t. +44 (0)1753 272022 f. +44 (0)1753 272021 e.info@alchemycontractpublishing.co.uk www.alchemycontractpublishing.co.uk The views expressed in this journal are not necessarily those of the publisher. Club Mirror does not verify the claims made by advertisers regarding their products.

CLUB MIRROR 5

CLUB NEWS

Website aims to boost recruitment GBBFcomes totown Pubandbarcareers.com has been launched to highlight the range of career opportunities available in the hospitality industry. Part of The Perceptions Group’s Pub & Bar Careers campaign, the site shows over 300 different roles, from bar staff through to executives. The format mirrors that of the

armed forces online campaign, which illustrated a similarly wide and relatively unknown range of roles with great success, according to the Group. CEO Suzanne Jackson, said: “Pub and Bar Careers is designed for us to work together to build positive public perception, signpost careers, encourage and showcase

collaborative industry work, engage the media and establish two-way communications between young people and the industry and we’re incredibly pleased to be launching it today.” ALMR, BII and BBPA are among those in the industry collaborating on the campaign.

Craftyhandbookahandytool A ‘Crafted Handbook’ by beer writer Pete Brown has been launched which includes information to help licensees achieve maximum benefit from stocking craft beer, including advice on choosing glassware, beer styles, taste profiles and other facts and statistics to prove the craft business case. The book is published by Carlsberg UK to complement its ‘Crafted’ portfolio of 39 craft

and speciality beers which includes lagers, bitters, pilsners, pale ales, porters and wheat

beers – with a mix of draught, bottled and canned products. Kathryn Purchase, director of customer marketing, Carlsberg UK said: “With year-on-year growth for craft beer in the UK up 34% and the average pint of craft beer commanding an additional 75-90p per pint, there has never been a better time for operators to explore and exploit the potential of craft and speciality beers.”

CAMRA’s Great British Beer Festival (GBBF) 2015 takes place on 11-15 August at London’s Olympia. This year’s festival has a ‘discovery’ theme, inviting attendees to find the perfect pint for them amongst over 900 real ales, ciders, perries and international beers. The festival’s trade session takes place between 12 noon-5pm on Tuesday and then opens to the general public from 5pm10:30pm. All beers contending for the Champion Beer of Britain competition will feature. Visit http://gbbf.org.uk for more information and to book tickets online. Alternatively call 0844 412 4640. •Turn to pages 17-21 for this month’s Drinks Report on Cask Ale.

Trading in the shirt off your back Former Premier League and England football star, Jimmy Bullard has helped Carling to launch an inspired Shirt Amnesty which gives fans the opportunity to trade-in a football shirt with the name

All for charity

of a recently sold player on the back for a new one (at no cost). Club members will also have the chance to win a £60 voucher to redeem on an official football shirt from kitbag.com when they buy a pint of Carling.

Suppor ted

Together For Short Lives Together for Short Lives is a UK charity for children with life-threatening and life-limiting condition. There are an estimated 49,000 children and young people in the UK living with a life-threatening or lifelimiting condition that may require palliative care services. From the moment of diagnosis the charity aims to help ensure that families make the most of their precious time together. The charity raises funds for children’s hospices and a range of other voluntary organisations and offers resources and training to help them maintain consistent, high quality care ‘from the moment a child is diagnosed, until their eventual death, and to continue supporting families for as long as they need it’. Campaigning is an important part of the charity’s mission: “By working nationally we give a powerful voice to children, families and the organisations that support them,

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Promotional on-trade kits include the vouchers as well as point of sale materials. The Shirt Amnesty forms part of a £3.6m football-focused promotion which includes TV advertising with Carling’s Dylan and Jon duo. • www.molsoncoors.com

ensuring their views are heard by the government and that they influence policy.” Its three year strategy (2015 - 18) – Quality of life, quality of death: Leading change for children’s palliative care - aims to enable children, young people and their families in the UK to have as fulfilling lives as possible and the best care at the end of life. The five strategy priorities are: • Information and support for families – so families can find the support they need locally and make informed choices about their child’s care. • Quality of life, quality of death – so families receive high quality care through life and at end of life and supporting professionals and services to understand and meet the needs of more children and families in their diverse communities. • Commissioning and sustainability – influencing local and national children’s palliative care commissioning in all four UK countries and raising vital funds for children’s palliative care voluntary sector providers. • Transition – improve young people’s transition from children’s to adult services and provide access to appropriate services and support • Community engagement and volunteering – improve understanding of childhood death and dying and encourage the sector to explore a community approach to children’s palliative care and invest in volunteering. • For more information visit: http://www.togetherforshortlives.org.uk/about/who_we_are

BRANDS NEWS Carlsberg 0.0% launches Carlsberg 0.0% has been launched. The alcohol-free lager retains the sharp and naturally satisfying taste of the brand’s traditional lager, says the company, made with hops, malt and water. Available in a 275ml bottle format, it joins Carlsberg UK’s other 2015 alcohol-free launches, San Miguel 0.0% and San Miguel 0.0% Limon. • www.carlsbergwedelivermore.co.uk.

Grassroots sport recognised The contributions made to grassroots sport were recognised in the Queen’s Birthday Honours list. Among those honoured were Richard Saunders, the founder and former chief executive of GreaterSport, who was awarded an MBE for his work helping more people to become physically active across Greater Manchester. Other grassroots sport recipients included: • Anthony Kendall (OBE), chair of the London Youth Games - for services to youth sport • Rimla Akhtar (MBE),chair of the Muslim Women’s Sport Foundation - for providing sporting opportunities for women, particularly those from ethnic minority communities.

• Natasha Hart (MBE), founder and director of the Newham All Star Sports Academy – for services to sport in east London • Keith Hunt (OBE), for services to sport and to the community in Reading and Wokingham, Berkshire • Barbara Millns (OBE) for services to rowing in Tyne and Wear. The Birthday Honours List also recognised elite athletes including Rugby World Cup winner Jonny Wilkinson, awarded a CBE for services to rugby union, and former England international footballer Frank Lampard, awarded an OBE. UK Sport chief executive Liz Nicholl and Professor Elizabeth Hall, chair of Disability Snowsport UK, were both awarded a CBE.

New distribution rights for Staropramen Carlsberg and Molson Coors have reached agreement for the transfer of the exclusive distribution rights for Staropramen in the UK. Carlsberg will continue to sell Staropramen to customers until 27 December 2015 after which Molson Coors will commence distribution. • www.carlsberg.co.uk • www.molsoncoors.com

Somersby Cider Summer support ‘Summer Invented In’ uses mobile app Blippar to enable consumers to take a selfie with the brand personality, Lord Somersby, by pointing at PoS, bottles or fonts with their smart phone. The interactive campaign is localised to various on-trade outlets. • www.carlsberg.co.uk

Foster’s new-look glassware Foster’s has introduced a new pint glass designed to stand taller and ensure the perfect pour by creating a smooth, foamy head that locks in the carbonation. Debossed rays and silver decoration across the glass create a distinctive, premium feel, says the company. A redesigned lens badge will also be rolled out driving the brand’s heritage message. The new pint glass is part of a wider brand refresh in the on-trade across the UK . A new half pint glass will follow later this year. • www.heineken.co.uk

‘If Carlsberg did’...

Praise for FA Facilities Fund Shadow health secretary Andy Burnham MP has praised the work of the Premier League and The FA Facilities Fund (PLFAFF) after opening renovated grass pitches at the Gin Pit Village playing fields in Manchester. The venue, home to 25 teams that play for Astley & Tyldesley Junior Football Club, was often heavily waterlogged in the winter months, leading to the cancellations of matches and training sessions. But with the help of a £90,870 grant from the PLFAFF, extensive improvement works have been carried out, including a new drainage system and levelling of the playing surface. “As a member of the parliamentary football team and as an avid football fan myself, I understand how important it is for

local people to have places like this to enjoy the game and benefit from being healthier as result,” said Andy Burnham, MP for Leigh. “The Football Foundation therefore plays an incredibly important role in improving the country’s grassroots football facilities. Since it was conceived by the cross-party Football

‘If Carlsberg did Haircuts’ is the second film in the new run of the ‘If Carlsberg did’ series which was re-launched this year, backed by a £12m investment. Alongside the new advertisement, Carlsberg has launched a new limitededition shampoo, conditioner and body lotion, each made with premium Carlsberg beer. • https://youtu.be/YcS03CdGwYw

Symonds Founder’s Reserve Cider promotion Symonds Founder’s Reserve Cider (4.5% ABV) is launching its first above the line marketing campaign as part of a £2m push ‘to show consumers why it’s more than your usual cider’. Nearly 60% of adults now drink cider [source: Mintel - Cider Report - January 2015 ] and within this, niche cider now commands a 17.8% share of the draught cider category [source: CGA MAT to 21st February 2015]. Premium point-of-sales kits will be available. • www.heineken.co.uk

Wadworth Waterloo Ale task force 15 years ago, the Foundation has delivered 900 changing pavilions, 526 allweather pitches and more than 3,200 real grass pitches, such as these enjoyed by Astley & Tyldesley JFC. Long may its vital work continue.”

On June 22, four days after the country commemorated the 200th anniversary of the Battle of Waterloo, Wadworth took its golden Waterloo ale (4% ABV) to Waterloo Station where travellers were invited to toast the Duke of Wellington who led his victorious army at the famous battle. The hoppy beer is described as having a deceptively clean, refreshing start which quickly develops into a strong powerful bitterness. • Wadworth.co.uk CLUB MIRROR 7

LEGAL EAGLE

Alcohol taxation

– where it all began The recent celebrations for the 800th anniversary of the Magna Carta set our Legal Eagle thinking about days of old – and in particular the relationship between the sale of alcohol and the taxation that necessarily is included.

he Magna Carta, which was written by the Archbishop of Canterbury at the time in 1215, was a fundamental restatement of the protection of the rights of the church and also the responsibility of the reigning monarch not to unfairly tax those who supported his tenure. Much in the same way as the previous administration of Her Majesty’s Government had to make some difficult compromises to form a coalition in order to be able to govern, King John was in a significant amount of hot water as he had lost the confidence of the Barons who collected his feudal dues because of the ever increasing demands made by him in terms of taxation. The Magna Carta effectively became his coalition document. Taxation on alcohol was not new, Henry II in 1187 applied the first tax on beer (it was a tax on all goods) of 10%. The tax was highly unpopular and was known as the Saladin Tithe. The income accrued from the tax was meant to pay for the fourth crusade to Jerusalem to fight Saladin who had taken Jerusalem in the third crusade. Whilst discussion continues to rage as to whether the taxation was used for that purpose – and there are a number of different estimates for how much was actually raised – the die had been cast. Henry III who succeeded King John and redrafted the Magna Carta to be the document that we now know, also included protections for the people in respect of in particular beer and bread, both staples during that period. He went as far as to determine the price at which ale should be sold to ensure that the consumer was not being ripped off by the manufacturer. The price of beer was determined by the price of the raw material barley, so for example when a quarter of barley (a quarter is equal to 2 stones or 28 lbs or approximately 121/2 kilograms) cost 2 shillings (10p), 4 quarts of ale would be sold for 1 penny, (1 quart being equivalent to 2 pints). The last Conservative Coalition administration introduced a minimum price at which a unit of alcohol could be sold based upon VAT and duty. However, King Henry III in the year 1224 had not only determined what the price should be but also in what quantity the product should be sold. It is amazing now to think that that law passed in the 13th Century was

8 CLUB MIRROR

good law until 1709 when Queen Anne repealed it in favour of a new legislation which regulated the price and size of both bread and beer. In a period when beer was made by the local population for its own consumption and excess was sold to those who could afford to buy, punishment for transgression in respect of the rules laid out by Henry III varied from fines to, in the worst case, the use of the Pillory and Tumbril. The Pillory was confined to the baker who sold short weight and could in some circumstances be a death sentence as the offender was tied to a pillar and the local town’s folk were allowed to throw detritus at him. Whilst generally it was rotten fruit and vegetables, those who had been sufficiently upset by the offender would resort to throwing stones. The punishment reserved for the excesses of brewers and the supply of short measure of ale was the Tumbril, a two wheeled cart into which the offending person was strapped and wheeled through the community usually to a river or pond where the offender was subjected to a ducking which in many cases resulted in drowning before corrective action could be taken to turn the cart upright again. Edward III by an Act of 1330 required that wine should be assayed and sold at reasonable prices to ensure that vinegar would not be substituted for wine as a means of generating income for the seller. It had been noted by Edward III that whilst corrective action in the form of statute had been used to ensure that his loyal subjects were protected from unscrupulous bakers and brewers the same had not been the case for those vintners and as a result “all the wines that shall be found corrupt and (putrefied) shall be poured out and the vessels broken”. There was also further legislation enacted during Edward III reign that ensured that suppliers could not make excessive profits and conviction for overcharging required the offender to pay double of the same that he had received from the goods that he had sold. Successive monarchs realised the opportunity to tax alcohol, whether it be the beers and other fermented products being manufactured in the England or the wines and brandies being imported from Europe, France, Spain and Portugal in particular.

Edward III identified key ports to be used for the import and export of goods and applied duties accordingly. Enterprising landowners built storage facilities at these ports and applied their own duty to goods awaiting export and also to those goods which had been brought by ship, in particular wines from Bordeaux and Rochelle, port and wine from Lisbon and Oporto and brandies and wine from Spain. Scales of duty varied, a very ancient prerogative of the Crown limited by common law though never by statute demanded a one tenth tithe – equivalent to one cask in ten or two in twenty and it became colloquially known as one from each side of the mast from every cargo of imported wines or other alcoholic products. The records show that customs’ revenue through the port of London for the year 1649 –1650 was £275,355 of which £33,000 was for the importation of sweet wines from France alone. Charles II introduced new taxes on beer, ale, cider, perry and metheglin (mead). The taxes imposed for the first time related to the quality and grade of the product. For example beer priced at over 6 shillings a barrel attracted a tax of 1 shilling and 3 pennies. Whilst beer produced at less than 6 shillings a barrel attracted a tax of 3 pennies. To this day there are beers that continue to be manufactured in Scotland such as “60 Shillings” and “80 Shillings” which referred to the alcoholic strength of the beer and hence the tax due to the Crown. Later Acts imposed duties on brandies and other spirits distilled from Perry. At this stage there were no restraints on supply or demand, however as we shall see next time, the attitude of the Crown to the excesses of the common people and their desire to consume vast quantities of alcohol changed the way that alcohol is viewed for ever. [Editor’s note: Part 2 of this article will appear in the next issue.] If you have any questions about this article or any of the topics written by Legal Eagle Nick Walton, please do not hesitate to contact him on 07824 465 531.

NEWS SPECIAL – SPENDING REPORT

Riseindisposable income good newsforclubtrade The average Brit is allocating an estimated 15% of their monthly budget to living life to the full, according to new research by VoucherCodes.co.uk. So who’s spending what and where?

onsumers with disposable income spend an average of £200 each per month on leisure activities, totalling £8.3bn per month collectively, according to an online survey of over 2,000 people. The highest proportion of the monthly spend goes on holidays and breaks (£85), followed by eating out (£39) and drinking out and ‘clubbing’ (£32). Irrespective of age or gender, all Brits with disposable income appear to prioritise experiences over material goods with the largest specified portion of disposable income spent on socialising. Spend on socialising is now estimated to take up almost a quarter (21%) of the average disposable income.

KEY FINDINGS • Brits collectively spend £8.3bn on leisure activities per month • Average estimated disposable income is now 15% of monthly budget • Biggest spend leisure activities are holidays, eating out and drinking out • Socialising accounts for the largest portion of disposable income spent (21%) There is a large disparity between what men and women spend on leisure, however, reveals the research, with men spending £231 while women spend just £171 per month. Men spend almost double (£41) that of women (£23) on drinking out and clubbing, and significantly more on holidays (£93 vs. £78) and eating out (£46 vs. £33). Women’s spending on entertainment activities such as going to the cinema and bowling (£14), and cultural activities such as buying gig and festival tickets (£11), is much closer to the amount spent by men (£15 and £12 respectively). Claire Davenport, Managing Director at VoucherCodes.co.uk said: “The disparity between what men and women are spending on leisure is interesting to note. Specifically for the on-trade; men are spending almost double that of women when drinking out. An opportunity for the industry could be to make leisure experiences more appealing and higher in the ‘order of needs’ for women.” Consumer confidence, she added, is booming: “It’s great to see this translating into people using their money to enjoy life. This is a fantastic opportunity for the leisure industry, with austerity now seemingly well and truly a thing of the past.”

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Monthly spend (£) Men Women Total Average ___________________________________________________________________________________ Holidays & breaks 93.20 77.61 85.18 ___________________________________________________________________________________ Eating out 45.85 33.35 39.42 ___________________________________________________________________________________ Drinking out/clubbing 40.63 23.25 31.69 (not including gig tickets, festival tickets etc.) ___________________________________________________________________________________ Entertainment activities 14.54 14.25 14.39 (e.g. Cinema, bowling etc.) ___________________________________________________________________________________ Culture (e.g. gig tickets/ 12.40 10.56 11.45 festivals/theatre etc.) ___________________________________________________________________________________ Gambling 15.81 4.82 10.16 ___________________________________________________________________________________ Buying drinks 8.24 7.64 7.93 from coffee shops ___________________________________________________________________________________ TOTAL

230.67

171.48

200.22

CLUB AWARDS 2015

Callingallclubs Join us in Manchester Busy clubs and officials are hard pressed to take time out unless there’s a very good reason to do so. This is why Club Mirror is cramming three events into one action-packed day on 26 November. Whether it’s sourcing new suppliers, seeking expert advice on legislation, comparing notes with other clubs or trying out a new beer for the bar, the Club Mirror team invites you to join them for an actionpacked day (and evening!).

2-5pm HAIL THE ALE BEER FESTIVAL Club Mirror’s seventh Hail the Ale Beer Festival, in association with CAMRA, will present ales from brewers of all sizes. Free to clubs and free to sample, clubs can test out ales and seek advice from the experts on how to keep and serve the perfect pint. Also: top tips on how and why well-kept real ales can create a point of difference.

> CLUB MIRROR 11

CLUB AWARDS 2015

2-5pm ASK THE EXPERTS – LIVE! This free-to-clubs event brings clubs and club-supporting suppliers together in an informal and informative atmosphere, aiming to forge new partnerships and cement old ones. “Business-building is what it’s all about,” says publisher Sean Ferris. “We’re encouraging readers to come along and network with companies they already work with as well as meeting those not yet on their radar.” Ask the Experts – Live! will host experts in a number of key club areas including cellar management, energy saving, gaming machines, web design and hitech screens, as well as advice on latest legislation and better buying.

6.30-7.30pm DRINKS RECEPTION Join us at the pre-Awards drinks reception. Photo opportunities to date have included the FA Cup (2014) and the Challenge Cup (2013). Try lagers, bitters and wine from our sponsors.

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7.30-10pm CLUB AWARDS The 24th Club Awards and Gala Dinner will be presented by guest host and TV sports presenter John Inverdale (below), who joins the Club Awards Hosts Hall of Fame. Previous hosts include Chris Hollins, Steve Ryder, Hazel Irvine and Clare Balding.

10pm-1am ENTERTAINMENT ZONE The evening continues after the Awards with entertainment, tastings courtesy of Carlsberg UK and real ales at ÂŁ1 a pint.

< CLUB MIRROR 13

CLUB AWARDS 2015

Booking and registration form • GALA DINNER • HAIL THE ALE • ASK THE EXPERTS – LIVE! Join us and clubs from around the country at the club event of the year. REGISTRATION AND BOOKING FORM Name: _______________________________

CLUB AWARDS AND GALA DINNER Early Bird Rate available for bookings taken by August 31

Club Name and Address: _____________________

__________________________________

Please reserve me (STATE NUMBER) ________ tickets for the Gala Dinner at the Early Bird Rate of £58.80 per person (including VAT of £9.80). Please reserve me (STATE NUMBER) ________ table/s for 10 at the Gala Dinner at the Early Bird Rate of £451.20 (including VAT of £75.20).

Contact Telephone Number: __________________

Email: _______________________________

ASK THE EXPERTS – LIVE! (FREE TO CLUBS) • I would like to attend Ask The Experts – Live! • I will attend on my own

■

• I would like to bring colleagues Up to 3 ________

HAIL THE ALE BEER FESTIVAL (FREE TO CLUBS) • I would like to attend the Hail the Ale Beer festival • I will attend on my own

■

• I would like to bring colleagues Up to 3 ________

14 CLUB MIRROR

■

3 - 5 ________

Other (please state) ________

■

3 - 5 ________

Other (please state) ________

SEND COMPLETED FORM TO CLUB MIRROR: BY POST:

Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX

BY EMAIL:

Email your details to info@clubmirror.com

BY PHONE:

Call in your details to 01753 272022

BY FAX:

Fax this page to 01753 272021

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DRINKS REPORT – REAL ALE

Cask ale –

raising the bar It is the growth in the craft beer category which has probably helped to redefine overall focus in the beer sector more than anything else of late, and the innovations and general increased interest are positive factors for the overall cask ale market. CGA Strategy’s Mark Newton and Ashley Cairns report.

ask ale was, at one time, a fairly niche category - primarily enjoyed by those in the know or by drinkers in areas with a local regional brewery. However, over the last decade the resurgence of the category has been remarkable, and all the more impressive due to the fact that one of the main drivers have been the small micro brewers. Nevertheless beer in general is still in overall volume decline (-2.2%) and it is the rise of the craft beer sector which has helped to cushion these trends and aid in maintaining value. Taking a look at the category from a broad level in the on-trade, cask accounts for 56.5% of total ale volumes and has seen a +0.3% gain in its share of the market over the last MAT, outperforming headline category trends. Much of this performance is based on small brands and brewers. Many of the top brewer players in the cask ale category are all suffering volume declines, but overall the trends are still an improvement on overall ale declines (-4.2%). So, where is the growth to be found? Looking at

the pub sector for a moment, while cask ale volumes are falling in Non-Managed and Independent Free Trade outlets, the Managed sector has seen a +7.2% increase over the latest MAT. Distribution may have fallen in line with other tenure types but rate of sale is up +11%. How does this stack up in relation to the different brewer types? At CGA we use a four part segmentation, which categorises them as National, Super Regional, Regional and Micro. • National – essentially the ‘Big 4’ brewers, international companies with a nationwide ubiquity and reach. • Super Regional – brewers which are traditional GB regional brewers who have grown sales and brand recognition beyond their key regions to national recognition and distribution. • Regional businesses – primarily larger local brewers who have a significant presence in their areas and often have medium to large sized tied estates selling their product range. • Micros – small, artisan producers, generally

small volume producers with a local customer base. For some clubs the provision of cask ale is not always an easy proposition. Traditionally the need for a proper beer cellar and the requirement to maintain a regular throughput means it does not provide the same kind of practical benefit as keg ales or other beers. Nevertheless, as with the craft beer revolution, cask ale does provide many positives for the licensee – especially with the greater availability of delivery innovations such as FastCask – such as the ability to provide a greater beer selection and focus on local brands and brewers (which remains a popular selling point with many ale consumers – especially in Northern club heartlands). Cask may not be the ‘easy option’ – although there will always be potential for stocking bottled cask brands too – but there will always be a place for those more traditional, local ales which many clubs can look to as both a supplement to their beer stocking options and (more importantly) revenues.

CLUB MIRROR 17

CASK ALE WEEK

Celebrating Britain’s national drink Looking for a point of difference? With September 24th marking the start of 2015’s National Cask Ale Week, maybe now’s the time to get planning that beer festival? Here’s how...

eer festivals are pushing their way into club calendars as the growing interest in cask ale comes to a head. Like any event, though, a revenue generating idea can soon turn into a costly exercise without organisation and planning. Considerations include: • Date – make the most of the summer and your beer garden. • How long should the beer festival last? • How large is the event – how many beers, how many people are expected? • Who is your target market? • What equipment do you need for dispense and cooling? • Do you need to provide any catering? • Any entertainment? • What are your staff requirements? • Have you set up an action plan with deadlines? • Have you budgeted for sales and costs? Beers – the range Deciding how many beers to put on sale is crucial given that any unsold beers will be costly. For example, eight beers mean you have to sell 576 pints. At two pints per person, that means you need to cater for over 200 people over the duration of the festival. Can you accommodate them? And can you get them there? Promoting the event Enlist the support of members in promoting the festival to guests. Inform your local paper and CAMRA branch of the activity. This will encourage local interest (also a useful tool if you’re recruiting for new members). Where possible, sell tickets in advance. If an entry fee isn’t appropriate (or possible, due to club rules) look at a discounted redemption price per pint. Ask members which beers they would like to be included.

18 CLUB MIRROR

Scott Parker, Trading Manager for Beer and Cider, Molson Coors

“ Get suppliers to help Your suppliers can be an important part of your success. Having your beers stillaged correctly is vital, and most importantly in the summer, serving the beers cool at between 11º C and 13ºC (i.e. cellar temperature) is a must. Talk to the brewers Invite local brewers to host ‘slots’ where they can present their own beers, explain their provenance and do tutored tastings. Briefing the staff On the day, ensure staff are well briefed with the information on all the beers and run a beer competition to involve members. Although you are focusing on beer, ensure there’s plenty of food available; beer creates a good appetite and another opportunity to sell. Post event - review and assess After the event, have a review meeting. Canvas the opinion of your members. You can bet they’ll offer their honest opinions!

Cask ale has played a crucial part in the ‘real beer revolution’, and now makes up 16.1% of all on-trade beer sales; 8.6m people now claim to drink cask ale while 15% of all cask drinkers claim to have tried it for the first time within the last three years. We’d recommend stocking a variety of cask ales at any outlet, as it’s important to offer a balanced range of products based on familiarity, interest and taste profile. In any club bar, we’d recommend throughputs of at least 1 x 9 gallons of cask ale every 72 hours, per line, in order to maintain a good quality product. Well-known, familiar ales will appeal to those who are new to the category, while those with a more distinct taste profile will appeal to seasoned ale drinkers who have a good knowledge of the category. It may seem obvious, but taste and appearance are still the most important factors for consumers when they’re deciding on a cask ale. Getting this right is the most effective way to draw in consumers, and keep them.

TOP TIPS

”

1. Check legal requirements. Are you covered for the event?

2. Decide on the date. Try to tie in with other suitable dates e.g. bank holidays, The Ashes Series, Rugby World Cup, local carnivals or national holidays. Check it doesn’t clash with other events in the local area. 3. Inside or out? If it’s inside how will this impact on your existing trade? If outside are you prepared for rain? Consider... electrical supplies, lighting, tents, noise, and security, 4. Be prepared. Book your equipment in plenty of time and plan in your staffing needs.

5. Choose your beers. Ask members for their favourites and try to get as wide a range as possible. Ensure your beer is well looked after and served in peak condition. This will increase sales and ultimately increase profits. Invite members to vote on the beer of the festival.

< CLUB MIRROR 19

BEER FESTIVAL

Hail the ale beer festival

FREE TO CLUBS!

Club Mirror invites you and your club colleagues to meet friends, old and new, network with peers and sample traditional ales, all stored and served to perfection with the help of CAMRA.

oing anything on November 26? Then keep it free and join us at Club Mirror’s Hail the Ale Beer Festival at the Palace Hotel in Manchester. “This is our 7th Beer Festival in Manchester,” says Club Mirror’s Sean Ferris. “We’re inviting readers to come along and sample this year’s real ales, and to discuss storage and service with brewers and with the experts from CAMRA.” Last year saw clubs sampling over 20 ales, from old favourites to new brews. So to find out what’s at this year’s festival, come and join us. Fill in the form on the opposite page or email us on: info@clubmirror.com.

20 CLUB MIRROR

WHEN: Thursday, November 26, 2015 2-5pm

WHERE: Copper Face Jacks (within the Palace Hotel, Oxford Street, Manchester, M60 7HA)

Welcome to Club Mirror’s Hail The Ale Beer Festival

REGISTRATION AND BOOKING FORM Name: ______________________________

BEER FESTIVAL 2015 (FREE TO CLUBS) • I would like to attend the Hail the Ale Beer festival

Club Name and Address: _____________________ __________________________________

• I will attend on my own ■ • I would like to bring colleagues Up to 3 ____

__________________________________ Contact Telephone Number: ___________________ Email: ______________________________

■

3 - 5 ____ Other (please state) ____

SEND COMPLETED FORM TO CLUB MIRROR: BY FAX: 01753 272021 BY POST: Beer Festival 2015, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX BY EMAIL: info@clubmirror.com CALL: 01753 272022 < CLUB MIRROR 21

BEST NATIONAL CASK ALE BREWER

We’ve been running pubs and brewing beer in one form or another for over 180 years and we’re rightly proud of our heritage. Today we work harder than ever, making sure that everything we do; from the beers we brew, to the pubs they are enjoyed in, and the people that craft, deliver and serve them, are always the best that they can possibly be. And that’s what sets us apart, providing you the best customer service, ﬂexibility, and product range. 5 REGIONAL BREWERIES & 7 DIFFERENT BRANDS FAMILIES. We craft some of the nation’s favourite cask, craft, smooth and bottled ales

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See the difference quality brands and service can make to your business

Call us today on 0800 5870773 or visit www.marstons.co.uk

BARCLAYS PREMIER LEAGUE SPECIAL

Spotlight on Barclays Premier League For 10 months of the year 20 Premier League football clubs battle it out to win the coveted Barclays Premier League title. Broadcasting across 212 territories, with 224,500 hours of coverage and 930 million people worldwide joining in the drama, it’s not surprising that UK clubs are gearing up to play their part in this global sports phenomenon.

he Barclays Premier League is now in its 24th season. During that time, only five of the 20 teams competing in the nail-biting Barclays Premier League have lifted the muchcherished trophy. Manchester United has proved the most prolific champion since the competition first began with a total of lucky-for-some 13 wins to date. No one has managed to come close to these notches on the goal post. But could last year’s victorious Chelsea put on the pressure and walk away with its fifth Premier League title? All eyes will be on four-times winner Arsenal, as Gunners fans look to the team to replicate their winning FA Cup form, while Manchester

City fans will be confident that the team’s two relatively recent wins – 2011/12 season and 2013/14 season – stand them in excellent stead for an allout victory.

PREMIER LEAGUE VIEWERS AROUND THE GLOBE Europe – 1,188m Asia & Oceania – 848m Middle East & North Africa – 464m Sub-Saharan Africa – 384m North America & Caribbean – 275m South & Central America – 137m

WINNERS’ WALL • 1992/93 Manchester United • 1993/94 Manchester United • 1994/95 Blackburn Rovers • 1995/96 Manchester United • 1996/97 Manchester United • 1997/98 Arsenal • 1998/99 Manchester United • 1999/00 Manchester United • 2000/01 Manchester United • 2001/02 Arsenal • 2002/03 Manchester United • 2003/04 Arsenal • 2004/05 Chelsea • 2005/06 Chelsea • 2006/07 Manchester United • 2007/08 Manchester United • 2008/09 Manchester United • 2009/10 Chelsea • 2010/11 Manchester United • 2011/12 Manchester City • 2012/13 Manchester United • 2013/14 Manchester City • 2014/15 Chelsea

> CLUB MIRROR 23

BARCLAYS PREMIER LEAGUE SPECIAL

FAST FACTS - 24 YEARS OF THE PREMIER LEAGUE 1992/93 The competition is formed as the Premier League; 22 teams compete in the first season. Sheffield United’s Brian Deane scores the first goal on 15th August in a campaign that Manchester United go on to win. Premier League grounds are 69.6% full and the season’s aggregate attendance is 9.75m. Premier League turnover is £46m.

Top goal scorer, Sergio Agüero

DID YOU KNOW? Facts and figures from the 2014/15 season.

• Champions Chelsea – 4th Premier League title; 5th English title • Relegated Hull City; Burnley; Queens Park Rangers • Top goalscorer Sergio Agüero (26 goals) • Best goalkeeper Joe Hart (14 clean sheets) • Biggest home win Southampton 8-0 Sunderland (18 October 2014) • Biggest away win Swansea City 0-5 Chelsea (17 January 2015) • Highest scoring Everton 3-6 Chelsea (30 August 2014) • Longest winning run 8 games – Arsenal • Longest unbeaten run 16 games – Chelsea • Longest winless run 13 games – Leicester City • Longest losing run 8 games – Newcastle United • Highest attendance 75,454 – Manchester United v West Bromwich Albion (2 May 2015) • Lowest attendance 16,163 – Queens Park Rangers v Stoke City (20 September 2014) • Total attendance 13,746,753 • Average attendance 36,175

1993/94 Carling become the first Title Sponsors and the competition is known as the Carling Premiership. Manchester United become only the fourth team in the 20th Century to do the League and FA Cup double. Andy Cole scores a record 34 goals for Newcastle United.

2005/06 Chelsea retain the Premier League title and equal their own most wins in a season record (29). Alan Shearer retires, having scored a record 260 goals. Arsenal leave Highbury for the Emirates Stadium and their striker Thierry Henry wins the Football Writers’ Association Footballer of the Year award for a record third time.

1994/95 Blackburn Rovers, managed by Kenny Dalglish, win the Championship on the final day of the season. Rovers striker Alan Shearer equals Andy Cole’s scoring record with 34. It is the final season with 22 teams – four are relegated and only two come up from the Football League.

2006/07 Manchester United become the third different Club to win the League in four seasons. Fulham’s Moritz Volz scores the 15,000th Premier League goal. The Premier League attendance record is set when 76,098 watch Manchester United v Blackburn Rovers at Old Trafford on 31 March 2007.

1995/96 Manchester United again complete a League and Cup double – and Eric Cantona is named Footballer of the Year. United also record the biggest ever Premier League victory, beating Ipswich Town 9-0. Then at Blackburn Rovers, Alan Shearer scores a record 31 goals for a 38-match season.

2007/08 Premiership is dropped from the competition title and the Barclays Premier League is the new name for the English top flight. The first all-English UEFA Champions League final takes place as Manchester United defeat Chelsea and the Premier League tops the UEFA Club Coefficient for the first time. Manchester United winger Cristiano Ronaldo is top scorer with 31 goals – in just 31 Premier League starts – tying Alan Shearer’s record for a 38-match season.

1996/97 On the opening day of the season Manchester United’s David Beckham scores from the half-way line; he goes on to win the Professional Footballers’ Association Young Player of the Year as United lift their fourth Premier League trophy. Arsenal appoint the little known Arsene Wenger as manager. 1997/98 Arsenal win the Premier League by a point from Manchester United, overhauling an 11-point lead in the process. Arsene Wenger becomes the first overseas manager to win the title in England. Arsenal become the fifth 20th Century team to do the League and FA Cup double. 1998/99 The Premier League Academy system is set up. Manchester United secure a unique ‘treble’ of League, FA Cup and UEFA Champions League. England gets three UEFA Champions League places. Premier League turnover rises to £281m. 1999/2000 Manchester United win the Premier League by a record 18 points, setting a new high of 97 goals scored in the process. A new record for total goals scored in a season is also created (1,060). Sunderland’s Kevin Phillips becomes only the third player to score 30 goals or more in one season. 2000/01 Manchester United beat Arsenal into second place for the third season in a row and Sir Alex Ferguson becomes the first manager to win three successive English titles. Ledley King scores the fastest goal in Premier League history (10 seconds). England gets four UEFA Champions League places. 2001/02 Barclaycard becomes the new league title sponsor. Arsenal complete a League and FA Cup double and they score in every Premier League game. Premier League turnover now stands at £570m. All three promoted clubs avoid relegation – Fulham, Blackburn Rovers and Bolton Wanderers. 2002/03 Manchester United go on an 18-match unbeaten run from Boxing Day, overhauling Arsenal’s eight-point lead in the process to win their eighth Premier League title. 2003/04 The first biennial pre-season Asia Trophy takes place in Malaysia. Arsenal win the League, going through the entire season undefeated and earn the nickname ‘The Invincibles’. Thierry Henry becomes the fourth player to score 30 goals in a Premier League season and Roman Abramovich takes over as owner of Chelsea.

At eight games, Arsenal holds the longest winning run.

24 CLUB MIRROR

Mourinho takes over as manager of Chelsea, who go on to win their first top flight title in 50 years with the most wins (29) and fewest goals conceded (15) in a season. Goalkeeper Petr Cech keeps a record 24 clean sheets.

2004/05 Barclays become the new title sponsor for the League. José

2008/09 Manchester United win their 11th Premier League and equal Liverpool’s record of 18 top flight titles. Premier League turnover is £1.005bn, with £136m going to external good causes and solidarity payments. 2009/10 Chelsea reclaim the Premier League title from Manchester United for the first time since 2006. The success caps an excellent first season for Chelsea manager Carlo Ancelotti, with his side scoring 103 goals – a new Premier League record – and winning The FA Cup. 2010/11 Manchester United win their 12th Premier League title and 19th overall. A new record of 1,063 goals scored is set in a 38-fixture season. On Saturday 5th February 2011 a record 41 goals are scored in one day, in only eight matches. Premier League grounds are 92.2% full and the season’s attendance is 13.4m. Premier League turnover stands at £1.202bn, with more than £165m distributed outside of the League in solidarity, good causes and grassroots funding. 2011/12 With one of the final strikes of the season, Sergio Aguero secured Manchester City’s first ever Premier League title in a dramatic 3-2 victory over QPR as Manchester United finished second on goal difference. Chelsea also lifted the UEFA Champions League trophy for the first time, ensuring that England was top of the UEFA League coefficient for the fifth season in a row. Aston Villa midfielder Marc Albrighton scored the 20,000th Premier League goal against Arsenal in December. The 2011/12 season was voted the best one yet in the Premier League 20 Seasons Awards, with the league title, Champions League qualification places and relegation all decided on the final day. 2012/13 Manchester United win their 13th Premier League trophy in the final season of Sir Alex Ferguson’s glorious 26 years in charge at Old Trafford. Long-serving top flight stars Paul Scholes, Michael Owen and Jamie Carragher also call time on their playing careers. 2013/14 Manchester City are crowned Barclays Premier League champions for the second time in three seasons after coming out on top in a thrilling title race that went down to the final weekend. Liverpool, who, like Man City, scored over 100 goals in the league campaign. 2014/15 Chelsea takes it to the top and wins its fourth-ever Premier League title, much to the delight of fans and manager José Mourinho alike.

Information courtesy of www.premierleague.com

ARSENAL Winners of two memorable league and cup doubles and known for their attractive passing football under longstanding manager Arsene Wenger, the Gunners won their most recent silverware in the 2014/15 FA Cup, winning after a decisive 4-0 victory over Aston Villa. __________________________________________

Established 1886

Emirates Stadium (capacity 60,272)

Nick name The Gunners

ASTON VILLA Villa Park is the largest football stadium in the Midlands, and has hosted a record 55 FA Cup semi finals, as well as 16 senior England International matches. Villa are one of the oldest and most successful football clubs in England, having won both the First Division Championship and FA Cup seven times. __________________________________________

Established 1874

Villa Park (capacity 42,682)

Nick name The Villans

AFC BOURNEMOUTH Founded in 1899, Bournemouth were promoted to League One at the end of the 2009-10 season, to the Championship at the end of the 2012-13 season, and, after winning the Championship title in the 2014-15 season, earned promotion to the Premier League. __________________________________________

Established 1899

Goldsands Stadium (capacity 11,700)

Nick name The Cherries

CHELSEA Barclays Premier League winner in 2015 and 2012’s European Champions this is one of the most successful English teams of the modern era. The Blues have won the FA Cup seven times and the League Cup four times. They won their first league and cup double in 2009/10. __________________________________________

Established 1905

Stamford Bridge (capacity 41,798)

Nick name The Blues

CRYSTAL PALACE Crystal Palace originally played in the grounds of London’s Crystal Palace and were nicknamed The Glaziers. They were forced to move out during World War I, however, and adopted the nickname The Eagles in the 1970s, inspired by the Portuguese Club Benfica. __________________________________________

Established 1905

Selhurst Park (capacity25,747)

Nick name The Eagles

EVERTON Everton has competed in the top flight for a record 112 seasons, and won the League Championship nine times, winning the FA Cup in 1995. The team come on to the theme tune of 1960’s police series Z Cars. __________________________________________

Established 1878

Goodison Park (capacity39,571)

Nick name The Toffees

LEICESTER CITY First founded in 1884 as Leicester Fosse, the club has spent only one season outside the top-two tiers of English Football. Winners of the League Cup three times, the club

has played in blue and white for its entire 131 year history. _________________________________________

Established 1884

King Power Stadium Nick name (capacity32,312) The Foxes

LIVERPOOL Liverpool are one of the most successful English teams of all time, with 18 league titles, seven FA Cups and five European Cups in their bulging trophy cabinet. Anfield Stadium is about as iconic as you can get, with the legendary Kop end and the wrought iron Bill Shankly gates bearing the legend ‘you’ll never walk alone’. _________________________________________

Established 1892

Anfield (capacity 45,276)

Nick name The Reds

MANCHESTER CITY Founded in 1880 as St. Mark's, they became Ardwick Association Football Club in 1887 and Manchester City in 1894. League cup winners and Premier League Champions in 2013/14, the sky blues won their first domestic league title for 44 years in 2011/12. _________________________________________

Established 1880

Etihad Stadium (capacity 46,708)

Nick name The Citizens

MANCHESTER UNITED Old Trafford, AKA the ‘theatre of dreams’ is the largest club ground in Britain. During the 26-year tenure of Sir Alex Ferguson, the Red Devils won 38 trophies, including 13 premier league and two UEFA Champions League titles. _________________________________________

Established 1878

Old Trafford (capacity 75,635)

Nick name The Red Devils

NEWCASTLE UNITED Newcastle United have won four League Championships and Six FA cups since joining the football league back in the 19th century. They’ve never dropped below the second tier of English Football. _________________________________________

Established 1892

St James’ Park (capacity 52, 405)

Nick name The Magpies

STOKE CITY Stoke city are said to be the second oldest professional club in the world after Notts County. They won the 1972 League Cup, after beating Chelsea 2-1 in the final and has successfully made it into the FA Cup semi-finals three times. _________________________________________

Established 1863

Britannia (capacity 27,740)

Nick name The Potters

SUNDERLAND The Black Cats have an illustrious history, having won the First Division title six times (the last occasion was back in 1936) and the FA Cup in 1973. Home is the Stadium of Light in Tyne and Wear, built on the site of the old Wearmouth Colliery. _________________________________________

Established 1879

Stadium of Light (capacity 48,707)

Nick name The Black Cats

SWANSEA CITY Swansea were the first welsh club to play in the premier league since its inception in 1992. They finished 11th in their first season (2011/12), 9th in their second season (2012/13) and 12th in their third season (2013/14). _________________________________________

Established 1912

Liberty Stadium (capacity 20,827)

Nick name The Swans

TOTTENHAM HOTSPUR Tottenham Hotspur AKA Spurs, was the first club in the 20th Century to win the League and FA Cup double in 1960/61. They have a formidable cup record having won the FA cup eight times, the League Cup four times and the UEFA Cup. _________________________________________

Established 1882

White Hart Lane (capacity 36,284)

Nick name Spurs/Lilywhites

WATFORD The club, founded in 1881, first entered the FA Cup in 1886/87. It rose to top tier English football in 1982 and reached the FA Cup Final in 1984. _________________________________________

Established 1881

Vicarage Road (capacity 21,000)

Nick name Hornets

NORWICH CITY Founded in 1902, Norwich returned to the Premier League in 2015 having first been promoted to the Top Flight in 1972. The club has won the League Cup twice, in 1962 and 1985. _________________________________________

Established 1902

Carrow Road (capacity 27,240)

Nick name The Canaries

WEST BROMWICH ALBION West Bromwich Albion was one of the founding members of the Football League in 1888, and was originally a workers’ club called West Bromwich Strollers. The club has been Champions of England once (in 1919/20) and have won the FA cup five times. _________________________________________

Established 1878

SOUTHAMPTON

The Hawthorns (capacity 26,445)

Nick name The Baggies

Southampton moved to St Mary’s stadium in 2001. The club won the FA cup in 1976 and finished second in the first division in 1983/84. They’d spent 27 years in the top flight before being relegated in 2005, returning to the premier league for the 2012/13 season. _________________________________________

West Ham was formed in 1895 as Thames Ironworks FC, hence the hammers on the club crest and nickname ‘The Hammers’. They became West Ham United in 1900. _________________________________________

Established 1885

Established 1895

St Mary’s (capacity 32,505)

Nick name The Saints

WEST HAM

Boleyn Ground (capacity 35,345)

Nick name The Hammers

CLUB MIRROR 25

FIXTURES ARSENAL

ASTON VILLA

August Sat 8 West Ham Utd Sat 15 Crystal Palace Sat 22 Liverpool Sat 29 Newcastle Utd September Sat 12 Stoke City Sat 19 Chelsea Sat 26 Leicester City October Sat 3 Manchester Utd Sat 17 Watford Sat 24 Everton Sat 31 Swansea City November Sat 7 Tottenham Hotspur Sat 21 West Brom Sat 28 Norwich City December Sat 5 Sunderland Sat 12 Aston Villa Sat 19 Manchester City Sat 26 Southampton Mon 28 Bournemouth January Sat 2 Everton Tues12 Liverpool Sat 16 Stoke City Sat 23 Chelsea February Tues 2 Southampton Sat 6 Bournemouth Sat 13 Leicester City Sat 23 Manchester Utd March Tues 1 Swansea City Sat 5 Tottenham Hotspur Sat 12 West Brom Sat 19 Everton April Sat 2 Watford Sat 9 West Ham Utd Sat 16 Crystal Palace Sat 23 Sunderland Sat 30 Norwich City May Sat 7 Manchester City Sat 15 Aston Villa

August Sat 8 Bournemouth Sat 15 Manchester Utd Sat 22 Crystal Palace Sat 29 Sunderland September Sat 12 Leicester City Sat 19 West Brom Sat 26 Liverpool October Sat 3 Stoke City Sat 17 Chelsea Sat 24 Swansea City Sat 31 Tottenham Hotspur November Sat 7 Manchester City Sat 21 Everton Sat 28 Watford December Sat 5 Southampton Sat 12 Arsenal Sat 19 Newcastle Utd Sat 26 West Ham Utd Mon 28 Norwich City January Sat 2 Sunderland Tues12 Crystal Palace Sat 16 Leicester City Sat 23 West Brom February Tues 2 West Ham Utd Sat 6 Norwich City Sat 13 Liverpool Sat 27 Stoke City March Tues 1 Everton Sat 5 Manchester City Sat 12 Tottenham Hotspur Sat 19 Swansea City April Sat 2 Chelsea Sat 9 Bournemouth Sat 16 Manchester Utd Sat 23 Southampton Sat 30 Watford May Sat 7 Newcastle Utd Sat 15 Arsenal

H A H A H A A H A H A H A A H A H A H H A A H H A H A H A H A H A H A H A H

26 CLUB MIRROR

A H A H A H A H A H A H A H A H A H A A H H A A H H A H A H A H H A H A H A

CRYSTAL PALACE

CHELSEA August Sat 8 Swansea City Sat 15 Manchester City Sat 22 West Brom Sat 29 Crystal Palace September Sat 12 Everton Sat 19 Arsenal Sat 26 Newcastle Utd October Sat 3 Southampton Sat 17 Aston Villa Sat 24 West Ham Utd Sat 31 Liverpool November Sat 7 Stoke City Sat 21 Norwich City Sat 28 Tottenham Hotspur December Sat 5 Bournemouth Sat 12 Leicester City Sat 19 Sunderland Sat 26 Watford Mon 28 Manchester Utd January Sat 2 Crystal Palace Wed 13 West Brom Sat 16 Everton Sat 23 Arsenal February Tues 2 Watford Sat 6 Manchester City Sat 13 Newcastle Utd Sat 27 Southampton March Tues 1 Norwich City Sat 5 Stoke City Sat 12 Liverpool Sat 19 West Ham Utd April Sat 2 Aston Villa Sat 9 Swansea City Sat 16 Manchester City Sat 23 Bournemouth Sat 30 Tottenham Hotspur May Sat 7 Sunderland Sat 15 Leicester City

BOURNEMOUTH

H A A H A H A H H A H A H A H A H H A A H H A A H H A A H A H A A H A H A H

August Sat 8 Norwich City Sat 15 Arsenal Sat 22 Aston Villa Sat 29 Chelsea September Sat 12 Manchester City Sat 19 Tottenham Hotspur Sat 26 Watford October Sat 3 West Brom Sat 17 West Ham Utd Sat 24 Leicester City Sat 31 Manchester Utd November Sat 7 Liverpool Sat 21 Sunderland Sat 28 Newcastle Utd December Sat 5 Everton Sat 12 Southampton Sat 19 Stoke City Sat 26 Bournemouth Mon 28 Swansea City January Sat 2 Chelsea Tues 12 Aston Villa Sat 16 Manchester City Sat 23 Tottenham Hotspur February Tues 2 Bournemouth Sat 6 Swansea City Sat 13 Watford Sat 27 West Brom March Tues 1 Sunderland Sat 5 Liverpool Sat 12 Manchester Utd Sat 19 Leicester City April Sat 2 West Ham Utd Sat 9 Norwich City Sat 16 Arsenal Sat 23 Everton Sat 30 Newcastle Utd May Sat 7 Stoke City Sat 15 Southampton

August Sat 8 Aston Villa Sat 15 Liverpool Sat 22 West Ham Utd Sat 29 Leicester City September Sat 12 Norwich City Sat 19 Sunderland Sat 26 Stoke City October Sat 3 Watford Sat 17 Manchester City Sat 24 Tottenham Hotspur Sat 31 Southampton November Sat 7 Newcastle Utd Sat 21 Swansea City Sat 28 Everton December Sat 5 Chelsea Sat 12 Manchester Utd Sat 19 West Brom Sat 26 Crystal Palace Mon 28 Arsenal January Sat 2 Leicester City Tues 12 West Ham Utd Sat 16 Norwich City Sat 23 Sunderland February Tues 2 Crystal Palace Sat 6 Arsenal Sat 13 Stoke City Sat 27 Watford March Tues 1 Southampton Sat 5 Newcastle Utd Sat 12 Swansea City Sat 19 Tottenham Hotspur April Sat 2 Manchester City Sat 9 Aston Villa Sat 16 Liverpool Sat 23 Chelsea Sat 30 Everton May Sat 7 West Brom Sat 15 Manchester Utd

H A A H A H A H A H A H A H A H A H A A H H A A H H A H A H A H A H H A H A

EVERTON A H H A H A A H H A H A H H A H A A H H A A H H A H A A H A H A H A H A H A

August Sat 8 Watford Sat 15 Southampton Sat 22 Manchester City Sat 29 Tottenham Hotspur September Sat 12 Chelsea Sat 19 Swansea City Sat 26 West Brom October Sat 3 Liverpool Sat 17 Manchester Utd Sat 24 Arsenal Sat 31 Sunderland November Sat 7 West Ham Utd Sat 21 Aston Villa Sat 28 Bournemouth December Sat 5 Crystal Palace Sat 12 Norwich City Sat 19 Leicester City Sat 26 Newcastle Utd Mon 28 Stoke City January Sat 2 Tottenham Hotspur Wed 13 Manchester City Sat 16 Chelsea Sat 23 Swansea City February Wed 3 Newcastle Utd Sat 6 Stoke City Sat 13 West Brom Sat 27 Liverpool March Tues 1 Aston Villa Sat 5 West Ham Utd Sat 12 Sunderland Sat 19 Arsenal April Sat 2 Manchester Utd Sat 9 Watford Sat 16 Southampton Sat 23 Crystal Palace Sat 30 Bournemouth May Sat 7 Leicester City Sat 15 Norwich City

Please note: Matches may be subject to change or alteration.

LEICESTER CITY H A H A H A A H H A H A H A H A H A H H A A H H A H A A H A H A H H A H A H

August Sat 8 Sunderland Sat 15 West Ham Utd Sat 22 Tottenham Hotspur Sat 29 Bournemouth September Sat 12 Aston Villa Sat 19 Stoke City Sat 26 Arsenal October Sat 3 Norwich City Sat 17 Southampton Sat 24 Crystal Palace Sat 31 West Brom November Sat 7 Watford Sat 21 Newcastle Utd Sat 28 Manchester Utd December Sat 5 Swansea City Sat 12 Chelsea Sat 19 Everton Sat 26 Liverpool Mon 28 Manchester City January Sat 2 Bournemouth Wed 13 Tottenham Hotspur Sat 16 Aston Villa Sat 23 Stoke City February Tues 2 Liverpool Sat 6 Manchester City Sat 13 Arsenal Sat 27 Norwich City March Tues 1 West Brom Sat 5 Watford Sat 12 Newcastle Utd Sat 19 Crystal Palace April Sat 2 Southampton Sat 9 Sunderland Sat 16 West Ham Utd Sat 23 Swansea City Sat 30 Manchester Utd May Sat 7 Everton Sat 15 Chelsea

H A H A H A H A A H A H A H A H A A H H A A H H A A H H A H A H A H H A H A

FOR 2015-2016

LIVERPOOL August Sat 8 Stoke City Sat 15 Bournemouth Sat 22 Arsenal Sat 29 West Ham Utd September Sat 12 Manchester Utd Sat 19 Norwich City Sat 26 Aston Villa October Sat 3 Everton Sat 17 Tottenham Hotspur Sat 24 Southampton Sat 31 Chelsea November Sat 7 Crystal Palace Sat 21 Manchester City Sat 28 Swansea City December Sat 5 Newcastle Utd Sat 12 West Brom Sat 19 Watford Sat 26 Leicester City Mon 28 Sunderland January Sat 2 West Ham Utd Wed 13 Arsenal Sat 16 Manchester Utd Sat 23 Norwich City February Tues 2 Leicester City Sat 6 Sunderland Sat 13 Aston Villa Sat 27 Everton March Tues 1 Manchester City Sat 5 Crystal Palace Sat 12 Chelsea Sat 19 Southampton April Sat 2 Tottenham Hotspur Sat 9 Stoke City Sat 16 Bournemouth Sat 23 Newcastle Utd Sat 30 Swansea City May Sat 7 Watford Sat 15 West Brom

MANCHESTER CITY

MANCHESTER UTD

August Sat 8 West Brom Sat 15 Chelsea Sat 22 Everton Sat 29 Watford September Sat 12 Crystal Palace Sat 19 West Ham Utd Sat 26 Tottenham Hotspur October Sat 3 Newcastle Utd Sat 17 Bournemouth Sat 24 Manchester Utd Sat 31 Norwich City November Sat 7 Aston Villa Sat 21 Liverpool Sat 28 Southampton December Sat 5 Stoke City Sat 12 Swansea City Sat 19 Arsenal Sat 26 Sunderland Mon 28 Leicester City January Sat 2 Watford Wed 13 Everton Sat 16 Crystal Palace Sat 23 West Ham Utd February Tues 2 Sunderland Sat 6 Leicester City Sat 13 Tottenham Hotspur Sat 27 Newcastle Utd March Tues 1 Liverpool Sat 5 Aston Villa Sat 12 Norwich City Sat 19 Manchester Utd April Sat 2 Bournemouth Sat 9 West Brom Sat 16 Chelsea Sat 23 Stoke City Sat 30 Southampton May Sat 7 Arsenal Sat 15 Swansea City

August Sat 8 Tottenham Hotspur Sat 15 Aston Villa Sat 22 Newcastle Utd Sat 29 Swansea City September Sat 12 Liverpool Sat 19 Southampton Sat 26 Sunderland October Sat 3 Arsenal Sat 17 Everton Sat 24 Manchester City Sat 31 Crystal Palace November Sat 7 West Brom Sat 21 Watford Sat 28 Leicester City December Sat 5 West Ham Utd Sat 12 Bournemouth Sat 19 Norwich City Sat 26 Stoke City Mon 28 Chelsea January Sat 2 Swansea City Tues12 Newcastle Utd Sat 16 Liverpool Sat 23 Southampton February Tues 2 Stoke City Sat 6 Chelsea Sat 13 Sunderland Sat 27 Arsenal March Tues 1 Watford Sat 5 West Brom Sat 12 Crystal Palace Sat 19 Manchester City April Sat 2 Everton Sat 9 Tottenham Hotspur Sat 16 Aston Villa Sat 23 West Ham Utd Sat 30 Leicester City May Sat 7 Norwich City Sat 15 Bournemouth

A H A H A H A H H A H A H H A H A H A A H H A A H H A A H A H A H A H A H A

A H H A A H A H A H A H A H A A H H A A H A H H A H A H H A H A H A

August Sat 8 Crystal Palace Sat 15 Sunderland Sat 22 Stoke City Sat 29 Southampton September Sat 12 Bournemouth Sat 19 Liverpool Sat 26 West Ham Utd October Sat 3 Leicester City Sat 17 Newcastle Utd Sat 24 West Brom Sat 31 Manchester City November Sat 7 Swansea City Sat 21 Chelsea Sat 28 Arsenal December Sat 5 Watford Sat 12 Everton Sat 19 Manchester Utd Sat 26 Tottenham Hotspur Mon 28 Aston Villa January Sat 2 Southampton Wed 13 Stoke City Sat 16 Bournemouth Sat 23 Liverpool February Tues 2 Tottenham Hotspur Sat 6 Aston Villa Sat 13 West Ham Utd Sat 27 Leicester City March Tues 1 Chelsea Sat 5 Swansea City Sat 12 Manchester City Sat 19 West Brom April Sat 2 Newcastle City Sat 9 Crystal Palace Sat 16 Sunderland Sat 23 Watford Sat 30 Arsenal May Sat 7 Manchester Utd Sat 15 Everton

H A H A H A H A A H A H A A H A H A H H A A H H A A H H A H A H A H A H A H

SOUTHAMPTON

NORWICH CITY A H A H

NEWCASTLE UTD

H A H A H A A H A H A H A H A H A A H H A A H H A H A H A H A H A H H A H A

August Sat 8 Newcastle Utd Sat 15 Everton Sat 22 Watford Sat 29 Norwich City September Sat 12 West Brom Sat 19 Manchester Utd Sat 26 Swansea City October Sat 3 Chelsea Sat 17 Leicester City Sat 24 Liverpool Sat 31 Bournemouth November Sat 7 Sunderland Sat 21 Stoke City Sat 28 Manchester City December Sat 5 Aston Villa Sat 12 Crystal Palace Sat 19 Tottenham Hotspur Sat 26 Arsenal Mon 28 West Ham Utd January Sat 2 Norwich City Wed 13 Watford Sat 16 West Brom Sat 23 Manchester Utd February Tues 2 Arsenal Sat 6 West Ham Utd Sat 13 Swansea City Sat 27 Chelsea March Tues 1 Bournemouth Sat 5 Sunderland Sat 12 Stoke City Sat 19 Liverpool April Sat 2 Leicester City Sat 9 Newcastle Utd Sat 16 Everton Sat 23 Aston Villa Sat 30 Manchester City May Sat 7 Tottenham Hotspur Sat 15 Crystal Palace

August Sat 8 Southampton Sat 15 Swansea City Sat 22 Manchester Utd Sat 29 Arsenal September Sat 12 West Ham Utd Sat 19 Watford Sat 26 Chelsea October Sat 3 Manchester City Sat 17 Norwich City Sat 24 Sunderland Sat 31 Stoke City November Sat 7 Bournemouth Sat 21 Leicester City Sat 28 Crystal Palace December Sat 5 Liverpool Sat 12 Tottenham Hotspur Sat 19 Aston Villa Sat 26 Everton Mon 28 West Brom January Sat 2 Arsenal Tues 12 Manchester Utd Sat 16 West Ham Utd Sat 23 Watford February Wed 3 Everton Sat 6 West Brom Sat 13 Chelsea Sat 27 Manchester City March Wed 2 Stoke City Sat 5 Bournemouth Sat 12 Leicester City Sat 19 Sunderland April Sat 2 Norwich City Sat 9 Southampton Sat 16 Swansea City Sat 23 Liverpool Sat 30 Crystal Palace May Sat 7 Aston Villa Sat 15 Tottenham Hotspur

H A A H A H H A H A H A H A H A H H A A H H A A H A H A H A H A A H A H A H

STOKE CITY A H A H A H H A H A H A H A H A H H A A H H A A H A H A H A H A H A A H A H

August Sat 8 Liverpool Sat 15 Tottenham Hotspur Sat 22 Norwich City Sat 29 West Brom September Sat 12 Arsenal Sat 19 Leicester City Sat 26 Bournemouth October Sat 3 Aston Villa Sat 17 Swansea City Sat 24 Watford Sat 31 Newcastle Utd November Sat 7 Chelsea Sat 21 Southampton Sat 28 Sunderland December Sat 5 Manchester City Sat 12 West Ham Utd Sat 19 Crystal Palace Sat 26 Manchester Utd Mon 28 Everton January Sat 2 West Brom Wed 13 Norwich City Sat 16 Arsenal Sat 23 Leicester City February Tues 2 Manchester Utd Sat 6 Everton Sat 13 Bournemouth Sat 27 Aston Villa March Wed 2 Newcastle Utd Sat 5 Chelsea Sat 12 Southampton Sat 19 Watford April Sat 2 Swansea City Sat 9 Liverpool Sat 16 Tottenham Hotspur Sat 23 Manchester City Sat 30 Sunderland May Sat 7 Crystal Palace Sat 15 West Ham Utd

H A A H A H H A A H A H A A H A H H A A H H A A H A H H A H A H A H A H A H

CLUB MIRROR 27

FIXTURES CONTINUED SWANSEA CITY

SUNDERLAND August Sat 8 Leicester City Sat 15 Norwich City Sat 22 Swansea City Sat 29 Aston Villa September Sat 12 Tottenham Hotspur Sat 19 Bournemouth Sat 26 Manchester Utd October Sat 3 West Ham Utd Sat 17 West Brom Sat 24 Newcastle Utd Sat 31 Everton November Sat 7 Southampton Sat 21 Crystal Palace Sat 28 Stoke City December Sat 5 Arsenal Sat 12 Watford Sat 19 Chelsea Sat 26 Manchester City Mon 28 Liverpool January Sat 2 Aston Villa Wed 13 Swansea City Sat 16 Tottenham Hotspur Sat 23 Bournemouth February Tues 2 Manchester City Sat 6 Liverpool Sat 13 Manchester Utd Sat 27 West Ham Utd March Tues 1 Crystal Palace Sat 5 Southampton Sat 12 Everton Sat 19 Newcastle Utd April Sat 2 West Brom Sat 9 Leicester City Sat 16 Norwich City Sat 23 Arsenal Sat 30 Stoke City May Sat 7 Chelsea Sat 15 Watford

A H H A H A A H A H A H A H A H A A H H A A H H A H A H A H A H H A H A H A

28 CLUB MIRROR

A H A H A H A H H A H A H A H A H H A A H H A A H H A A H A H A H A A H A H

WEST HAM

WEST BROM August Sat 8 Manchester City Sat 15 Watford Sat 22 Chelsea Sat 29 Stoke City September Sat 12 Southampton Sat 19 Aston Villa Sat 26 Everton October Sat 3 Crystal Palace Sat 17 Sunderland Sat 24 Norwich City Sat 31 Leicester City November Sat 7 Manchester Utd Sat 21 Arsenal Sat 28 West Ham Utd December Sat 5 Tottenham Hotspur Sat 12 Liverpool Sat 19 Bournemouth Sat 26 Swansea City Mon 28 Newcastle Utd January Sat 2 Stoke City Wed 13 Chelsea Sat 16 Southampton Sat 23 Aston Villa February Tues 2 Swansea City Sat 6 Newcastle Utd Sat 13 Everton Sat 27 Crystal Palace March Tues 1 Leicester City Sat 5 Manchester Utd Sat 12 Arsenal Sat 19 Norwich City April Sat 2 Sunderland Sat 9 Manchester City Sat 16 Watford Sat 23 Tottenham Hotspur Sat 30 West Ham Utd May Sat 7 Bournemouth Sat 15 Liverpool

August Sat 8 Chelsea Sat 15 Newcastle Utd Sat 22 Sunderland Sat 29 Manchester Utd September Sat 12 Watford Sat 19 Everton Sat 26 Southampton October Sat 3 Tottenham Hotspur Sat 17 Stoke City Sat 24 Aston Villa Sat 31 Arsenal November Sat 7 Norwich City Sat 21 Bournemouth Sat 28 Liverpool December Sat 5 Leicester City Sat 12 Manchester City Sat 19 West Ham Utd Sat 26 West Brom Mon 28 Crystal Palace January Sat 2 Manchester Utd Tues 12 Sunderland Sat 16 Watford Sat 23 Everton February Tues 2 West Brom Sat 6 Crystal Palace Sat 13 Southampton Sat 27 Tottenham Hotspur March Tues 1 Arsenal Sat 5 Norwich City Sat 12 Bournemouth Sat 19 Aston Villa April Sat 2 Stoke City Sat 9 Chelsea Sat 16 Newcastle Utd Sat 23 Leicester City Sat 30 Liverpool May Sat 7 West Ham Utd Sat 15 Manchester City

TOTTENHAM

H A H A H A H A H A H A H A H A H A H H A A H H A A H A H A H A A H A H A H

August Sat 8 Arsenal Sat 15 Leicester City Sat 22 Bournemouth Sat 29 Liverpool September Sat 12 Newcastle Utd Sat 19 Manchester City Sat 26 Norwich City October Sat 3 Sunderland Sat 17 Crystal Palace Sat 24 Chelsea Sat 31 Watford November Sat 7 Everton Sat 21 Tottenham Hotspur Sat 28 West Brom December Sat 5 Manchester Utd Sat 12 Stoke City Sat 19 Swansea City Sat 26 Aston Villa Mon 28 Southampton January Sat 2 Liverpool Tues 12 Bournemouth Sat 16 Newcastle Utd Sat 23 Manchester City February Tues 2 Aston Villa Sat 6 Southampton Sat 13 Norwich City Sat 27 Sunderland March Tues 1 Tottenham Hotspur Sat 5 Everton Sat 12 Watford Sat 19 Chelsea April Sat 2 Crystal Palace Sat 9 Arsenal Sat 16 Leicester City Sat 23 Manchester Utd Sat 30 West Brom May Sat 7 Swansea City Sat 15 Stoke City

A H H A H A H A A H A H A H A H A A H H A A H H A A H H A H A H H A H A H A

August Sat 8 Manchester Utd Sat 15 Stoke City Sat 22 Leicester City Sat 29 Everton September Sat 12 Sunderland Sat 19 Crystal Palace Sat 26 Manchester City October Sat 3 Swansea City Sat 17 Liverpool Sat 24 Bournemouth Sat 31 Aston Villa November Sat 7 Arsenal Sat 21 West Ham Utd Sat 28 Chelsea December Sat 5 West Brom Sat 12 Newcastle Utd Sat 19 Southampton Sat 26 Norwich City Mon 28 Watford January Sat 2 Everton Wed 13 Leicester City Sat 16 Sunderland Sat 23 Crystal Palace February Tues 2 Norwich City Sat 6 Watford Sat 13 Manchester City Sat 27 Swansea City March Tues 1 West Ham Utd Sat 5 Arsenal Sat 12 Aston Villa Sat 19 Bournemouth April Sat 2 Liverpool Sat 9 Manchester Utd Sat 16 Stoke City Sat 23 West Brom Sat 30 Chelsea May Sat 7 Southampton Sat 15 Newcastle Utd

WATFORD A H A H A H H A H A H A H H A H A H A A H H A A H A H A H A H A H A H A H A

August Sat 8 Everton Sat 15 West Brom Sat 22 Southampton Sat 29 Manchester City September Sat 12 Swansea City Sat 19 Newcastle Utd Sat 26 Crystal Palace October Sat 3 Bournemouth Sat 17 Arsenal Sat 24 Stoke City Sat 31 West Ham Utd November Sat 7 Leicester City Sat 21 Manchester Utd Sat 28 Aston Villa December Sat 5 Norwich City Sat 12 Sunderland Sat 19 Liverpool Sat 26 Chelsea Mon 28 Tottenham Hotspur January Sat 2 Manchester City Wed 13 Southampton Sat 16 Swansea City Sat 23 Newcastle Utd February Tues 2 Chelsea Sat 6 Tottenham Hotspur Sat 13 Crystal Palace Sat 27 Bournemouth March Tues 1 Manchester Utd Sat 5 Leicester City Sat 12 West Ham Utd Sat 19 Stoke City April Sat 2 Arsenal Sat 9 Everton Sat 16 West Brom Sat 23 Norwich City Sat 30 Aston Villa May Sat 7 Liverpool Sat 15 Sunderland

A H H A H A H A H A H A H A H A H A H H A A H H A A H A H A H A H A A H A H

For details of which matches are being shown on which channels and by which broadcaster, visit Sports4Bars.com

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LIVE SPORTING FIXTURES FROM

ATCH

ONE TO W

Saturday August 8, 12.45pm – BT Sport 1 HD

Barclays Premier League: Manchester United v Tottenham Manchester United welcome Tottenham to Old Trafford as the Barclays Premier League returns for what is certain to be another dramatic and thrilling season. United had a nightmare start to proceedings last term, losing to Swansea City on the opening day, and will want to hit the ground running in a bid to recapture past glories.

NDS

RECOMME

The best of Sports4Bars.com looks ahead to the key live sporting fixtures coming to your screens this month, including the start of the new Barclays Premier League season. Saturday August 8 12.45pm BT Sport 1 HD

Thursday August 13 5pm Sky Sports 4 HD

Barclays Premier League: Manchester United v Tottenham

Golf: The PGA Championship

The new season kicks off at Old Trafford as Manchester United face Spurs. There was little between these two sides last season as they finished fourth and fifth respectively, making this a fascinating opening tie. Saturday August 8 5.30pm Sky Sports 1 HD

Barclays Premier League: Chelsea v Swansea City

Sunday August 16, 4pm – Sky Sports 1 HD

Barclays Premier League: Manchester City v Chelsea A tricky trip North for the reigning champions as they take on the team who were their closest challengers for the title in 2014/15. This will be City’s first home game of the season as they unveil a newly expanded stadium which can now accommodate 55,000 supporters and they will hope that the fans pack into the Etihad to cheer the home team on. Of course, whatever the reception, Chelsea will be fully focused on maintaining the lofty standards they demonstrated throughout last season.

ATCH

ONE TO W

Starts Thursday August 20, 10am – Sky Sports Ashes HD

Ashes Cricket: England v Australia – 5th Test The 2005 Ashes Series concludes at The Oval in London. This is the venue where the legend of the Ashes was born and has played host to many thrilling contests between the two rivals. The last Ashes Test here – back in 2013 – saw England denied a probable victory when bad light ensured the match ended in a draw. That result meant England won the series 3-0, an outcome they would be more than happy with this time around given the home side’s underdog status.

30 CLUB MIRROR

The fourth and final major of the year takes place at Whistling Straits in Wisconsin. Rory McIlroy has won this event twice, in 2012 and 2014, and once again looks set to be a leading competitor for the title. Friday August 14 7.45pm Sky Sports 1 HD

Barclays Premier League: Aston Villa v Manchester United

The Champions open their account with a home match at Stamford Bridge. If the Blues can match the standards of last season, Swansea will have little chance of victory here.

A rare Friday night Barclays Premier League game as Villa welcome Manchester United to Villa Park’s first home game of the season. Aston Villa finish 17th in the table last time out and will hope that their goal-scoring capabilities are much improved this season.

Sunday August 9 1.30pm Sky Sports 1 HD

Saturday August 15 12.45pm BT Sport 1 HD

Barclays Premier League: Arsenal v West Ham

Barclays Premier League: Southampton v Everton

Manager Sam Allardyce may have gone on his way just minutes after their final game of the season but he has left the Hammers in reasonable shape after guiding them to 12th place in the final table. That said, they are likely to struggle against an efficient Gunners side.

Southampton were one of the surprise packages of last season, their spirit and team ethic propelling them towards some great victories. They faded somewhat in the final stages of the season and must now rouse themselves in order to prove last season was no fluke.

Sunday August 9 4pm Sky Sports 1 HD

Saturday August 15 8pm Sky Sports 1

Barclays Premier League: Stoke City v Liverpool

Rugby Union: England v France

Liverpool have been the subject of plenty of speculation regarding transfers and will need some new talent in their ranks to satisfy the Anfield faithful. They played Stoke on the final day of last season and were hammered 6-1, and will be desperate for revenge here.

A friendly international between England and France at Twickenham as both sides gear up for next month’s Rugby World Cup. This will give the respective coaches a chance to test out some combinations and tactics against quality opposition. England will head over to France for a return fixture the following week.

August’s sport on TV Manchester United v Tottenham: BT Sport 1 HD, Saturday, August 8

ALSO COMING UP... Thursday August 6 10am Sky Sports Ashes HD

Ashes Cricket: England v Australia – 4th Test Friday August 7 7.45pm Sky Sports

Championship Football: Brighton & Hove Albion v Nottingham Forest Saturday August 8 11.05am Sky Sports 3 HD

Rugby Championship: Australia v New Zealand Sunday August 9 12noon Sky Sports

Sunday August 16 1.30pm Sky Sports 1 HD

Thursday August 20 10am Sky Sports Ashes HD

Sunday August 23 4pm Sky Sports 1 HD

Barclays Premier League: Crystal Palace v Arsenal

Ashes Cricket: England v Australia – 5th Test

Barclays Premier League: Everton v Manchester City

Crystal Palace effected a remarkable turnaround last season, going from relegation fodder to a top ten side and will be eager to carry on where they left off this term under manager Alan Pardew.

The last throw of the dice as England take on Australia at The Oval. Wherever the series is poised, both sides will want to finish off proceedings with a win.

Roberto Martinez’s side ended last season in 11th place and experienced problems in attack and defence with 50 goals conceded in the top flight and scoring just 48 times, statistics they will be hoping to improve on this season.

Saturday August 22 8pm Sky Sports 1 HD

Monday August 24 8pm Sky Sports 1 HD

Rugby Union: Ireland v Wales

Sunday August 16 4pm Sky Sports 1 HD

Saturday August 22 12.45pm BT Sport 1 HD

Barclays Premier League: Manchester City v Chelsea

Barclays Premier League: Manchester United v Newcastle United

A huge game in just the second round of the new season as the newly expanded Etihad Stadium stages this tie between last season’s champions and the runners-up. This tie should provide plenty of clues as to the final destination of the 2015/16 title.

The Magpies were all over the back pages of the newspapers last season, generally for the wrong reasons, and this season will want their media profile to be built on excellent performances rather than off-field shenanigans.

Monday August 17 8pm Sky Sports 1 HD

Sunday August 23 1.30pm Sky Sports 1 HD

Barclays Premier League: Liverpool v AFC Bournemouth

Barclays Premier League: West Bromwich v Chelsea

Will new boys Bournemouth be able to handle the pace in the Barclays Premier League? This fixture will be a good test of their mettle against one of the world’s most famous of football’s historical brands.

A mighty challenge for the home team as the title holders head to The Hawthorns although the last Blues visit here saw a fired-up Baggies side recording a famous 3-0 victory over the eventual Champions, Chelsea’s worst performance of the season.

Barclays Premier League: Arsenal v Liverpool Both sides have been highly active in the transfer market over the summer and will be hoping their new acquisitions can help the team move up a notch in performance and challenge for the Barclays Premier League title. Saturday August 29 12.45pm BT Sport 1 HD

Barclays Premier League: Newcastle United v Arsenal A quick turnaround for the Gunners, who were in action on Monday night, as they travel to St James’ Park to face the Magpies. Newcastle United lost both top-flight ties against Arsenal last season.

Championship Football: Preston North End v Middlesbrough

Rugby Union: France v England Saturday August 29 2.30pm Sky Sports 1 HD

Sunday August 30 1.30pm Sky Sports 1 HD

Barclays Premier League: Southampton v Norwich City Sunday August 30 4pm Sky Sports 1 HD

Barclays Premier League: Swansea City v Manchester United Monday August 31 4pm Sky Sports 1 HD

Tennis: US Open

www.Sports4Bars.com

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BUILDING THE BUSINESS – GROUNDSMANSHIP

Perfect pitches and glorious greens If there’s one thing guaranteed to burst those rain clouds, it’s a feature on drought. So with apologies in advance, Club Mirror offers the publishing equivalent of a rain dance, offering advice from the experts on dealing with dry weather conditions.

very club in our glorious land will have its own trials and tribulations when it comes to keeping pitches and greens just that – green. The following advice, however, should provide a number of universal yardsticks. DROUGHT AREAS NOT SUBJECT TO TEMPORARY USE (HOSEPIPE) BANS In drought areas it is particularly important to use water as efficiently as possible and to minimise waste as this will help reduce the impact of drought, and therefore will extend the period before hosepipe bans have to be introduced. These steps could help you reduce water consumption: 1. Encourage deeper plant roots by removing compaction – both at the surface and deeper in the pro-

34 CLUB MIRROR

file. Take a core or use a spade to look for compacted layers and at how dry the soil is at depth. Increasing the depth of rooting increases the volume of water (and nutrients) available to the plant – allowing the plant to reach deeper water that is less affected by evaporation. Regular spiking can help roots to get deeper into the soil but be aware that if conditions remain dry aeration can increase the rate at which a soil dries out. Do not undertake aeration if rain or irrigation is likely to be unavailable.

4. Return clippings (do not collect clippings) where possible – this returns both nutrients and water to the turf and also provides a bit of a mulch to reduce soil evaporation.

2. Increase your mowing height – this helps to reduce water consumption and encourages deeper rooting by the plant.

6. Service your irrigation equipment to ensure that it is leak free, blockage and scale free, and all moving parts are free to move through complete arcs etc. Check distribution uniformity by putting buckets out to ensure water is being distributed evenly.

3. Reduce your mowing frequency – this helps to reduce stress on the plant and helps to reduce compaction.

5. Manage your wear – look at closing parts of playing fields on prime pitches to avoid wear and pay attention to high traffic areas. Normal wear recovery rates will be slower as the plant’s growth rate slows as it becomes hotter and short of water.

7. Never leave a static, hose-fed sprinkler system

unattended (one where the sprinkler head does not move across the pitch/grounds). Always be prepared to monitor and move it regularly. 8. Apply water in larger amounts on fewer occasions rather than applying the same amount of water little and often. This is to get the water deeper into the soil – this limits losses due to evapotranspiration and encourages deeper rooting. 9. Only apply the amount of water needed – take a spade or corer and check the depth to which water is penetrating. If you have very sandy soils or well drained soils then do not over apply water – if the drains start to flow then you have applied too much. If you have heavily cracked clay soils, apply water slowly otherwise water will simply flow down the cracks and away from the turf plants. 10. Do not allow water to pond or run-off – this wastes water and can cause pollution. If irrigation is not going into the profile then consider spiking and look for compaction. Reduce your application rate and increase the irrigation period – this will reduce wastage. 11. Never irrigate during the heat of the day. Ideally water should be applied late evening or overnight. When the sun is down, evapotranspiration is reduced which allows more water to get deeper into the soil – it is much more efficient. Most of the water applied during the heat of the day will evaporate or transpire. 12. Look for signs of water repellency (hydrophobicity) – this is extremely common on dried out sandy or thatch soils. Water repellency isn’t just when water ponds on the surface – it can cause water to flow down just narrow parts of the soil and other parts to remain dry. Take cores or use a spade to look where water is going in the profile. Be aware that although

Increasing your mowing height will help to reduce water consumption and encourage deeper rooting by the plant. thatch in soils can stay wetter for longer, once they do dry out the organic compounds released can make them difficult to wet up. An analogy is the plant grown in compost in a pot on your window sill – when it dries out, you water it, the water runs off the surfaces and down the cracks around the outside – water is wasted. Products called wetting agents can help breakdown this water repellency and to get a more uniform, deeper distribution of water in the soil – speak to your turf supplies company about suitable products. 13. Limit evapotranspiration. For small areas you could consider using nets/meshes and covers to help reduce evapotranspiration but be sure to avoid overheating during hot periods and ensure that the plant gets enough light. 14. Consider only watering the minimum number of pitches possible – it could be that keeping one or two

pitches well watered is better than watering 3-4 pitches insufficiently. Look at your fixture load and any potential closure periods such as summer holidays. 15. Consider water retaining amendments. Polymer and aggregate materials are available from the turf management industry. These can be injected or incorporated into the ground but check the durability of the product and weigh this up against the application rates and cost – some products can be costly and relatively short-lived. Note that consistent, independent reliable evidence of product effectiveness is limited. Try before you buy large quantities. GOOD PRACTICE IN DROUGHT AREAS WITH TEMPORARY USE (HOSEPIPE) BANS When water restrictions are in place then note the advice on how to limit water demand above and the following:

Pay attention to high traffic areas where normal wear recovery rates will be slower.

> CLUB MIRROR 35

BUILDING THE BUSINESS – GROUNDSMANSHIP contractors when considering surface or groundwater abstraction. Permit requirements are dependent upon design and can be complex. • It might not be possible to install a grey water recycling facility at such short notice but capturing water from kitchens and showers etc (providing it does not have detergents or dangerous wastes in it) could be a small scale source of water.

Hard pitches can cause injuries to players.

5. Make regular assessments on safety • Match officials and facilities managers should be making regular assessments of pitch safety due to hardness – just as they would for frozen or waterlogged ground. Make routine assessment of pitch hardness in light of the sport being played and consider risk of injuries which can range from blisters to bone breakages and head injuries. Fixtures should be postponed/cancelled where appropriate.

1. Limit stress to the grass plant to an absolute minimum • Limit wear – close access to primary sports pitches if necessary • Avoid applications of fertiliser and pesticide which could cause scorch or stress the grass. • Limit machinery use to essential turf maintenance. 2. Be prepared to make sacrifices • Cricket outfields, for example, will brown – but generally they will recover when rainfalls (recall what happened in Summer 2011) – so focus on the square. Educate players on diving and stopping on hard ground where risk of impact injuries and abrasions will increase. • Wear areas will develop – try to minimise this as much as possible. It will be difficult to renovate large areas without availability of irrigation so defer this to autumn/winter when rainfall is more likely (but not guaranteed). • It may not be possible to prevent pitches getting hard over summer – this could affect fixtures in contact sports, depending on how rainfall develops – make a plan for disruption. 3. Make the most of any rainfall that does occur • Try to encourage as much of this rain to infiltrate as possible – but avoid aeration which can speed the drying of a soil. • React to rainfall with water sensitive operations – such as rolling in cricket – when it has stopped raining. Think about which pitches can be rolled. • If rainfall falls on seeded areas, help germination with germination sheets. • Capture rainfall off roof surfaces by installing water butts on downpipes (make sure they are installed with diverters and that when the water butt is full, water continues to flow to sewers/soakaways as before). This captured water can then be used to water small renovation areas. • Think about the deployment of covers – if it is not possible to allow the surface to get wet, see how much of the water you can collect from the covers,

36 CLUB MIRROR

particularly if they have guttering. • Use covers to shade turf but avoid heat stress. 4. Look for alternative sources of water • It is currently possible to abstract up to 20 m3 a day from a watercourse or borehole without a licence. Note that permission is required to disturb or alter the bank of a watercourse, however, so you should be careful not to do this. You also need the landowner’s permission to access the watercourse. But this could be a potential supply of water. • Where flows allow, it might be possible to pump water from a river using a small diesel pump or similar (be aware of the risk of electrocution – do not use electricity near water; do not run extension leads to an electric pump). The abstracted water should be stored in temporary tanks (such as recycled intermediate bulk containers – IBCs) and used as necessary. Be sure to filter the water before it goes into the pump and do not trail the inlet at the bottom of the watercourse. • It is advisable to get the water quality tested for irrigation suitability as poor water quality can actually increase drought stress. Note that you should not abstract water from a river/pond where flows are low and harm could be caused to the river/pond environment. • Where groundwater tables are high it might be possible to sink a shallow borehole. Or look into deeper borehole exploration for water in aquifers. This will depend on the geology beneath your facility and is a technical undertaking. You should seek advice from properly qualified consultants or

6. Consider applying for an exemption to the hosepipe ban • It is possible to appeal to your Water Company for an exemption to the hosepipe ban but this should be a last resort and needs to be a reasonable case, as any exemption needs to be considered in the light of other demand for water – including water for drinking. • Possible grounds for an exemption could be on the basis of maintaining safe participation in sport which has associated health benefits and is important for the sustainability of clubs. Keeping the grass green is not justifiable. • Any exemption will have to consider the amount of water to be used. You need to calculate how much water you would normally use and how much this could be reduced to as a minimum. • Any exemption granted will restrict watering times in terms of length and time of day and will be likely to occur between dusk and dawn to limit evapotranspiration. • Be aware that neighbours and the wider community might not support the use of water for irrigating sports pitches when their gardens are suffering and drinking water supplies are at risk. It is important to avoid conflict by being considerate and explaining the benefits of water application in terms of safe participation and the benefits that brings. When the drought passes As soon as drought conditions are lifted then it should be possible to start renovations. • Look to reestablish grass if temperatures allow by seeding. Consider seeding with more drought resistant varieties and species if possible/appropriate. • Help infiltration by loosening capped and compacted soils and wetting agents can help overcome water repellency (hydrophobicity) that can occur in some soils – particularly sandy and thatch soils. • Review how you have managed the drought and causes of problems with water supply and look at what you can do differently in the short and medium term to help maintain your facility. ■

BUILDING THE BUSINESS – RUGBY WORLD CUP

R U O K C A B S Y O B

Rugby World Cup – Preview

As clubs and rugby fans across the world prepare for the 2015 Rugby World Cup to blast onto our screens in September, we join Prince Harry and Johnny Wilkinson as the tournament’s trophy embarked on a 100-day UK tour.

s excitement surrounding the 2015 Rugby World Cup escalates, its legendary trophy the Webb Ellis Cup is helping to turn up the volume on the tournament. On June 10 it embarked RFU President Jason Leonard

38 CLUB MIRROR

on a 100-day UK tour, journeying across Scotland, Northern Ireland, the Republic of Ireland, Wales and England, engaging with over 100 clubs, organisations and rugby festivals, taking centre stage at over 300 events across the country. Its final destination is Twickenham Stadium where it arrives on 18 September ahead of the opening ceremony. And then? Let battle commence. There are 20 teams going for glory in the 2015 Rugby World Cup. Of these, 12 qualified by finishing in the top three places in their pools in the 2011 World Cup. The other eight qualified through regional competition. In fact the line up will look more than a little familiar to rugby fans; of the 20 countries that competed in 2011, there is only one change – Uruguay replaces Russia.

Will current champions New Zealand hold onto the trophy?

RUGBY WATCH Look out for more details on the Rugby World Cup as well as the Aviva Premiership in the next issue of Club Rugby. Coming soon. • www.clubrugby.org.uk

ISSUE 3

AT THE HEART OF THE RUGBY COMMUNITY

RUGBY WORLD CUP TEAMS 2015 – THE POOLS Pool A Australia England Wales Fiji Uruguay

Pool B South Africa Samoa Japan Scotland USA

Scotland v. Argentina

Pool C New Zealand Argentina Tonga Georgia Namibia

Pool D France Ireland Italy Canada Romania

Sporting fixtures – who’s showing what and when www.info@clubrugby.org.uk

The Six Nations – we look ahead to the greatest show on earth Entries now open for ‘Rugby Club of the Year’ How you can join the audience for Rugby Tonight

Ireland v. Australia

South Africa v. Wales

2011 Quarter Final

< CLUB MIRROR 39

A WORD WITH... MARSTON’S BEER COMPANY

Marston’s makes brewing history Earlier this year Marston’s acquired the trading operation of Thwaites’ beer division. Here Simon Barnes, Head of Freetrade at the Marston’s Beer Company, shares his perspectives on the future. What is the significance of the Thwaites acquisition for Marston’s? Thwaites beer division is a high quality sales business concentrated in the NorthWest of England, including a 150-strong team of regional sales, marketing and distribution staff operating in the Independent Free Trade, National On Trade and National Off Trade channels, the acquisition will strengthen our position in terms of geographical reach. We’re excited about Thwaites’ two principal beer brands which are Wainwright, one of the most popular golden cask ales in the UK and Lancaster Bomber, a premium ale. Both brands have won numerous awards in recent years and are highly complementary to our market-leading portfolio of premium and bottled ales. This acquisition is consistent with Marston’s brewing strategy to focus on popular premium ales with local and regional appeal, and provides an opportunity to capitalise on the developing free trade market and wider consumer interest in the beer category. Biggest growth potential? The increased geographical representation Thwaites provides is exciting; we’ve now maximised our position expanding into the trading area that is the M62 corridor. The fact that our customers can now choose from Wainwright and Lancaster

Bomber alongside beers from Ringwood, Marston’s, Jennings, Wychwood, Brakspear, Mansfield and Banks’s plus our guest ale programme and craft range which includes Revisionist and Shipyard is a great thing. What does it mean for club customers? Choice is of course a key element – our club partners have access to an unrivalled portfolio of cask ales. It’s important to remember we provide customers with access to all the brand leaders in lager, cider and stout – plus a selection of more than 250 beers to choose from. We also offer a range of consumable products at great value that can be ordered and delivered along with any drinks order. We have a range of experts on hand to help; including our team of 30 Beer Quality Technicians to help with cellar management and to ensure staff are trained in how to stock, tap and serve cask beer. As a business of such a large size, clubs can benefit from an unrivalled package of support that includes cost savings from third party suppliers such as: Biffa and Calor. Summary of the Year to date? The last year can be deemed a success in terms of the acquisition, our sales figures and also our growing product range. Our strategy of investing in provenance is proving strong; localness and premium are our priorities. On clubs ... Initial indicators are positive – it’s the clubs who are investing in broadening their appeal to a cross section of customers that are doing well such as those

40 CLUB MIRROR

PREMIUM PRODUCTS AND TRADITIONAL FAVOURITES To encourage customers through the doors there has to be a genuine added value - similarly to the challenges pubs face, customers have to experience great service, be entertained and try beers in a great environment that can’t be replicated at home. There is a demand for premiumisation and by offering products that customers can’t get at home, this will attract the younger customer base especially for those ales that are harder to find. By investing in premium ales on the bar clubs can charge a higher premium which means greater margins. Research conducted as part of our annual cask ale report revealed that drinkers are willing to pay more for quality beer so it’s important for clubs to be discerning about quality from cellar to glass to keep customers coming back. Range is important too; occasionalist drinkers (those typically between 25-35) have more of a preference for golden beer styles and want to see well known and established brands on the bar, whereas loyalist drinkers (those that choose cask over all other beers) have a need to be more experimental. A club’s range needs to reflect its customer base and their frequency of visits for cask; if there are more loyalist drinkers then the number of hand pulls in offer will obviously increase – either way though quality has to be at the core because typically one on five drinkers will not return after a bad pint, regardless. We at Marston’s very much believe that premiumisation is a sound range addition – our breweries date back to the early 1800s and we sell 13 different keg beer brands, with three milds and a large part of our range is made up of longstanding favourites that have been drunk by many generations over the years. So it’s definitely not a death knell for traditional favourites and these will always have a place on the bar and appeal to customers. We can provide clubs with advice on range - the core offer should be based on established and familiar ‘tried and trusted’ brands to provide reassurance to the customer, whilst the guest range can be where a club put new styles on the bar and appeal to the experimental customers.

UP CLOSE AND PERSONAL First job? Working in my father's pub, The King's Arms in Ombersley as a cleaner and pot washer. How did you get to where you are today? My years as a landlord gave me great insight into the industry. I worked for both the Whitbread Freetrade team and in Brakspear's Pub Company, I have now been with Marston's for 14 years. Most challenging/enjoyable job to date? My role in Freetrade at Marston's has offered exposure to a wide variety of customers from across the country. As the business has grown my role has become more dynamic and exciting. Biggest influence in your working life? My father because he taught the importance of quality, standards, service and a great team. Most exciting part of your job? Every day is different and I value the strong team I work alongside.

with function suites and an emphasis on families. Well run clubs are growing and similarly to pubs those that aren’t are continuing to struggle as a consequence. Businesses that thrive will flourish – community focus is always crucial and the clubs with an emphasis on family and the ability to be multi-functional will remain at the heart of its community.

The biggest change I’ve noticed over the past five years is that there’s less hard-sessioning with ale. Many loyalist drinkers in the category tend to have around three pints on a typical evening. The introduction of food has also accelerated which has pushed club’s appeal to families. We’ve noticed better standards across the board however, with clubs having more professional committees. Our role has also evolved; we’re now providing a broader spectrum of business advice – for example our support services have increased because clubs are looking to us for a more rounded offer such as more extensive training and third party supplier discounts. With our experience we can help clubs to customise their offer and can help with ranging, for example we provide a specialist wine expert and a wine printing service.

Most important dates in your diary for the rest of the year? Our annual Beer Company Conference is 1 October. There’s also our brand marketing support including Marston’s long running partnership with the ECB as the official beer of the England Cricket Team so we’re involved throughout the Ashes of course, with promotional activity at various grounds with Pedigree. Hobgoblin is also taking to the road this summer taking its Hob-Mog to festivals around the country and Bringing Taste to the Nation. And of course the Club Awards on 26 November! Football v Rugby? Rugby is my thing so I frequent Stourbridge Rugby Club. Across our sales team we are members of hundreds of different clubs, however, so we have a great perspective on things. Sporting predictions? Ashes – Oz: Rugby World Cup – England; Premiership – Chelsea. Favourite Beer? Brakspear Bitter (a long standing love since I worked there 20 years ago.) Dream car? Aston Martin.

< CLUB MIRROR 41

Making the right choice on wine Molson Coors’ recently re-launched its wholesale offering – Service. Choice. Trust. “If your customers drink it, we probably sell it, or we have a great alternative.” Following six months of customer research to understand what its customers want from a traditional ‘wholesale’ offering, Molson Coors found that a high priority was product range, or ‘choice’ – over 61% cited it as a real point of difference.

Molson Coors’ senior wine buyer, Gary Keller, explains: “We want to be renowned for being first choice for our customers and their consumers. To achieve this, we’ve worked hard to evolve our range of wine – we had 400 when I joined the business, and the total now stands at 700, and this is continually growing. To make sure we always give you that little bit extra in your range, we work with approximately 40 different wine suppliers and producers, so that we can ensure we’re giving you the best products possible. We’re always looking for the right price and the right quality, to make sure all of our customers have the best wine list possible. Ultimately, we want our customers to be able to send their drinkers home saying ‘I really enjoyed that glass of wine I had with my dinner tonight.’” Adding value to your business Molson Coors has just launched its first wine brochure “The Wine Collection” which details the collection of wines across the portfolio. To complement this, we produce a monthly deals brochure, Hotlines, which is sent out to over 12,000 customers. As well as monthly offers, exclusive ‘flash deals’ are available online and through Molson Coors’ National Contact Centre each week. Through collaboration with suppliers, we can deliver a better consumer experience, which might mean point of sale items or team training to help boost sales. To support our range in outlets, we also provide a free menu printing service, enabling our customers to print drinks menus for free. With menus often the first contact customers have with wine offerings, it’s vital that it works hard to sell your products. Menu Master – our fast and free* wine menu service – is exclusive to Molson Coors customers and means that your individual list will be displayed on your tables or bar, helping to drive sales. Combine this with a 2,000 strong drinks portfolio, the largest sales force in the country, and a one order, one invoice, one delivery system, our goal is clear – to be your first choice, total drinks supplier. *Subject to a minimum order value.

ORDER NOW 0845 6000 888 Multiple On-Trade: 0845 6001 777 Email: CustomerExperienceTeam@MolsonCoorsDirect.com Order online: www.MolsonCoorsDirect.com Free Trade:

Great choice of ales! Looking for great ales? We have everything you need to satisfy your customersâ&#x20AC;&#x2122; needs with a wide choice of permanent ales plus 8 fantastic Guest Ales each month.

*Exclusive distribution rights for England and Wales free trade

0845 6000 888 www.MolsonCoorsDirect.com customerexperience@molsoncoors.com

NEW & EXCLUSIVE to Molson Coors*

CLUB KITCHEN

Hand-heldsnacks As the summer of sport continues, hand-held snacks come into their own. What could be better than the classic combination of burgers, hot dogs, flavoured fries and all-time favourites onion rings? Top quality and easy to prepare, there are also magnificent margins for the club coffers. Enjoy!

Chicken Burger and Beefburger CHICKEN BURGER & CHIPS Big Al’s Flame Cooked Chicken Steak (M079345) CL Sliced & Floured Bap (M490310) CL Steak Cut Chips (M045297) CL Garden Peas (M426330) Florette Crispy Salad (M629340)

BEEFBURGER & CHIPS CL American 80% Beefburger (M084626) CL Sliced & Floured Bap (M490310) Florette Crispy Salad (M629340) CL Steak Cut Chips (M045297) CL Garden Peas (M426330)

Cost per serving – £1.29 INSTRUCTIONS • Prepare all the ingredients as per the on pack instructions. • Arrange on the plate as per the photograph, or serve in disposable trays during the matches.

Cost per serving – £0.94 INSTRUCTIONS • Prepare all the ingredients as per the on pack instructions. • Arrange on the plate as per the photograph, or serve in disposable trays during the matches.

46 CLUB MIRROR Honey Baked Goats Cheese

Add Sweet Potato Fries McCain Signatures Menu Inspirations Sweet Potato Fries (M128105)

Cost per serving – £0.40

Gourmet Sweet Onion Dog GOURMET SWEET ONION DOG WikingerHot Dogs Bockwurst Style in Brine (M102104) CL Jumbo Hot Dog Rolls (M385161) CL Premium Caramelised Red Onion Chutney (M138538) Monterey Jack Grated Cheese (M144242) CB Smoked Pancetta Lardons (M105680) CL Steak Cut Chips (M045297) Florette Crispy Salad (M629340)

Baked Camembert

Cost per serving – £1.55 INSTRUCTIONS • Prepare all the ingredients as per the on pack instructions. • Arrange on the plate as per the photograph, or serve in disposable trays during the matches. GOURMET CHILLI DOG Wikinger Hot Dogs Bockwurst Style in Brine (M102104) CL Jumbo Hot Dog Rolls (M385161) Stagg Classic Chilli (M131697) Compsey Creamery Set Soured Cream (M071215) Monterey Jack Grated Cheese (M144242) CL Steak Cut Chips (M045297) Florette Crispy Salad (M629340)

Cost per serving – £1.68

Gourmet Chilli Dog INSTRUCTIONS • Prepare all the ingredients as per the on pack instructions. • Arrange on the plate as per the photograph, or serve in disposable trays during the matches.

CLUB KITCHEN CODES CL - Chef’s Larder CB – Chef’s Brigade

> CLUB MIRROR 47

CLUB KITCHEN

Burger, Chips and Peas GOURMET PORK DOG Wikinger Hot Dogs Bockwurst Style in Brine (M102104) CL Jumbo Hot Dog Rolls (M385161) CL American Style BBQ Pulled Pork (M183898) Knorr Barbeque Sauce (M142374) Monterey Jack Grated Cheese (M144242) CL Steak Cut Chips (M045297) Florette Crispy Salad (M629340)

Cost per serving – £1.78 _________________________________________

Spicy Chips

Spicy Chips CL Premium Extra Chunky Gourmet Chips (M182767) Schwartz for Chef Piri Piri Seasoning (M237801; online exclusive)

Cost per serving – £0.21

DON’T FORGET THE EXTRAS! Add Sweet Potato Fries McCain Signatures Menu Inspirations Sweet Potato Fries (M128105)

Cost per serving – £0.40

Onion Rings Chefs Larder Battered Onion Rings (M163538)

Cost per serving – £0.36

Chips CL Premium Extra Chunky Gourmet Chips (M182767)

Smokey Texan Onion Rings CL Battered Onion Rings (M163538) Schwartz Grill Mates Smokey Texan Seasoning (M144921)

Cost per serving – £0.15

Cost per serving – £0.39

48 CLUB MIRROR

Onion Rings

FOR MORE INFORMATION For more information and menu ideas contact Booker. • t. 0845 60 12 999 • www.booker.co.uk

ASK THE EXPERTS – CLUB LISTINGS

Listings – getting yourclubfoundonline If a tree falls in a forest and nobody’s around to hear it, does it make a sound? Philosophical arguments aside, this thought-experiment provides a useful analogy to demonstrate the value of making your club easily found online, explains Larry Hardcastle.

K, so you have a great club. But if it’s nowhere to be seen on the Internet – maps navigation, search results or other online directories – how are potential members going to be able find out about it and decide whether to join? Compared to the traditional ‘word of mouth’ way of attracting people, the online channel of attracting people to your club is only ever going to become more pronounced. To demonstrate this point, take a look at this scenario: A family is moving into your area. They want to plug into the local community quickly and they’re looking for somewhere the whole family can go to enjoy friendly get togethers and meet the locals. One of the younger family members takes out a phone and starts tapping around the screen. What’s that they see? Ah yes . Here it is; the towns Social Club. And it’s only a 15 minute walk away! Perfect.

The quickest way to set your club up to benefit from this type of situation is to fill out details of your club in various ‘online listing’ directories. Providing a more in-depth overview of your establishment, including details such as opening hours, events, services offered (e.g. free Wi-Fi) and attaching any enticing photos will all help someone gain a true reflective understanding of what your club has to offer. We recommend taking control of your business listing on ‘Google My Business’ and ‘Bing Places’. These directories are widely accessible to the public, often appearing as part of popular mobile operating systems, and allow you to enter details free of charge. • Google My Business: google.co.uk/business • Bing Places: bingplaces.com Filling out information in these directories alone is not enough for your club to make the most out of

attracting new members online, of course. Amongst other benefits, a dedicated website allows you to exert complete control over the presentation of information about your club. This is something you have no control over with these listings. Having up to date information about your club listed in these directories is a great starting point to ‘get found’ online, however (though they are best thought of as a complement to your club’s existing web presence).

CONTACT DETAILS If your website is looking a bit tired and outdated and you’re after a brand spanking new site or, if you want to add more features or just want to discuss how your current site could be updated, please get in touch with Larrytech by email to sales@larrytech.com or call the team on 01892 888011.

< CLUB MIRROR 49

ASK THE EXPERTS â&#x20AC;&#x201C; SOFT DRINKS SALES

Selling soft drinks Soft drinks are stalwarts at the club bar. But just how do you make sure that your sales are the best that they can be?

ategory management â&#x20AC;&#x201C; a fundamental aspect of retailing â&#x20AC;&#x201C; is one of the main strategies used by the grocery super giants to generate more sales and higher profits. The same process can be used for food and drink retailing and simply put, means customising your offering to reach the right consumers at the right time with the right product choices, and at the right value. There is a need to place greater emphasis on ensuring products are ranged correctly, so here are five top tips on how to take advantage of changes in the market place and increase sales and revenues from your soft drinks offering. 1. Know your consumers Talk to them and find out what is missing from your offering. If you only offer a limited mixer range which doubles as the soft drink option, consider that nowadays consumers expect a soft drinks offering to comprise juices, flavoured carbonates and a choice of still cordials and squash drinks. Ask staff to report back any regular requests for unavailable drinks and find space to factor in new or alternative products in your range. 2. What is the drinking occasion? Are they looking for quick thirst refreshment or an indulgent treat? Classifying their purchase need will help you to put different products in stock to increase volume sales, or increase the revenue per drink. Look out for products that have been designed with a particular benefit in mind; eg. an energy blast or juice boost. 3. Volume versus value Work out what is best for club business according to peak and off-peak periods. Most club venues would benefit from peak-time volume capacity. Conventional drinks such as cola, lemonade and tonic can be combined with innovative/niche offerings that present the opportunity to command a premium price. 4. Choice, choice, choice The reason? Through all facets of our daily lives, we now expect to be provided with alternatives. Consumers demand options and want control of the selection process. Ensure consumers know what is on offer by displaying soft drinks choices on your price list. Use merchandising and pointof-sale materials on or around the bar top to

50 CLUB MIRROR

increase visibility and entice consumers. 5. Serve it right The most important factor, regardless of what you serve, is how you serve it. Giving members a warm, flat cola in a dirty, scratched glass will cause most

club members to develop a negative impression of your club. So always ensure you start with a sparkling, clean glass, preferably one that has been stored in cool place. Fill up with ice (unless the member declines it) and then dispense the drink with an appropriate garnish. And serve with a smile!

ASK THE EXPERTS – CLUB EXTERIORS

Freshenupwith flower power Last month we majored on the great outdoors and all-things-alfresco. But what if your club’s exterior is looking dreary? How can you freshen it up? Enter the hanging basket! You don’t need green fingers or pots of money to make a difference with this step-by-step guide.

irstly – obvious as it sounds – work out where you want to hang the baskets or wall troughs. Any special areas you want to cover up? How many do you need? And who’ll look after them when it comes to watering and deadheading (i.e. nipping off any dead flower heads to encourage new growth)? And, of course, what is your budget? The budget and quantities needed will probably dictate what type of planter you choose, with plastic generally the cheapest. Whichever you decide on, they will need to be lined to keep water in, preventing soil from drying out. Linings vary from plastic to moss (perhaps the most attractive option) and can be pierced with a knife to create holes at the side of the basket through which to plant trailing plants. Garden centres are an obvious stopping off point for advice on plant selection – which are the easiest to keep, which need the least water and so on – and for buying your composts. Planting-up a hanging basket 1. Support the basket in a bucket and place the bucket on a table or similar (so you don’t have to bend down). 2. Line the hanging basket with your chosen liner. 3. Half fill the lined basket with the compost.

4. Make slits in the side of the plastic liner and insert small trailing plants, firming the compost to hold the roots in position. 5. Add more compost. Then plant the top of the basket, putting the tallest plant at the centre and work outwards. 6. Add more trailing plants towards the outside.

< CLUB MIRROR 51

CLASSIFIED

CLUB SERVICES EQUIPMENT

SPORTSWEAR FOR GUARANTEED SATISFACTION

Squadkit is dedicated to providing top quality sportswear for the next generation of athletes. We use the latest breathable and sublimated styles to provide high performance garments uniquely designed to help your school stand—out and your teams perform. However our focus on satisfaction doesn’t stop with the garments. We’ve partnered with Schoolblazer – the leading uniform supplier to independent schools to ensure that

our garments are delivered to your parents every time. With intelligent sizing, high levels of availability and free name-taping, we take the hassle out of sportswear buying.

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Squadkit from Schoolblazer, UK leader in stylish schoolwear and sportswear Call 01832 280011 info@schoolblazer.com www.schoolblazer.com

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Pipeline (5l) The he orig original orig and still the best intelligent purple beer line cleaner cleaner.. Changes colour when the the he line line is dirty dirty. y. Contains no caustic cau ustic soda. sod da.

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Classic original alkaline beer C er line e cleaner with bactericides for c or long g lasting effect.

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A simple simp simple m way to renovate glasses, just use in place pla ace of your deter detergent for 3 to 4 days. Eliminates nates grease gre ease ase and protei and protein build up, designed to bottom ttom outt underperforming underper erform rfo form cabinet glasswashers. Contains no caustic soda.

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Forr more information or to place an a order Freephone 00 0188 062, e-mail: contactus@ch hemisphereuk.co.uk 080 0800 contactus@chemisphereuk.co.uk or visit our online shop at www.c chemisphereuk.com www.chemisphereuk.com

52 CLUB MIRROR

CLASSIFIED

TO ADVERTISE PLEASE CALL

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REFURBISHMENT

ENTERTAINMENT

CELLAR EQUIPMENT

ssk entertainment • disco • quiz nights • master of ceremonies • weddings • birthday parties • award evenings • club events SSK Entertainment is based in Caterham, Surrey. We can provide all the ingredients you’ll need for your party, wedding, quiz night or any event at budgets to suit everyone. We operate anywhere in the Surrey, Sussex and Kent area. TO CHAT ABOUT YOUR EVENT, REQUIREMENTS, BUDGET ETC PLEASE CALL DAVID FOSTER ON 07710 855295 or visit www.sskdisco.co.uk

CLUB MRROR 53

CLASSIFIED

CLUB SERVICES REFURBISHMENT

GLASSWASHERS

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54 CLUB MIRROR

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REFURBISHMENT

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CLUB MIRROR 55

CLASSIFIED

CLUB SERVICES ENTERTAINMENT

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56 CLUB MIRROR

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CLUB MIRROR 57

CLASSIFIED

CLUB SERVICES

TO ADVERTISE PLEASE CALL

07789 870709

REFURBISHMENT

CF/24 Leather £114.90 Leather RF/1U £45.90

TC/2B From £38.90 Wood Seat

WT/13 £59.90

TC/1B From £34.90 Wood Seat

PO/7 £84.90

Ridge bases From £37.00

OF/7A £39.90

OF/3G £24.90

RF/16 From £45.90

CI/15D From £64.90

WT/1W From £79.90

From £23.30

From £13.50

From £12.40

150C

151C

From £23.30

152C

153C

Now available in 15 fabrics

58 CLUB MIRROR

154C

CLUBS & ASSOCIATIONS

SOLICITORS TO THE LICENSED TRADE Nottingham 37 Stoney Street • The Lace Market • Nottingham • NG1 1LS • Tel: 0115 953 8500 London 88 Kingsway • London • WC2B 6AA • Tel: 020 7936 5869 email: info@popall.co.uk

www.popall.co.uk

SPORTSWEAR FOR GUARANTEED SATISFACTION

our garments are delivered to your parents every time. With intelligent sizing, high levels of availability and free name-taping, we take the hassle out of sportswear buying. Q Breathable fabrics Q High performance garments Q Bespoke designs Q Team and staff-wear

Squadkit - Performance delivered.

Squadkit from Schoolblazer, UK leader in stylish schoolwear and sportswear Call 01832 280011 info@schoolblazer.com www.schoolblazer.com

Probably the best way to ensure sales this seasonâ&#x20AC;Ś Carlsberg is the only mainstream standard lager in growth in the On-Trade.* Install Carlsberg to receive 3 x 11g kegs plus branded glassware FREE**

Probably the best beer in the world.