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clubmirror AT T H E H E A R T O F T H E C O M M U N I T Y
October 2013
BRANDS REPORT SPOTLIGHT ON SPIRITS
BUSINESS BUILDING
• HQ • BEER FESTIVAL • LEGAL ADVICE
club mirror
OCTOBER 2013
AT THE HEART OF THE COMMUNITY
awards, events and calls to action
clubmirror SOCIAL
14 Hail the Ale
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ENTERTAINMENT
SPORTS
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FITNESS
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AT T H E H E A R T O F T H E C O M M U N I T Y
October 2013
Don’t miss Club Mirror’s annual Hail the Ale Beer Festival, in association with CAMRA.
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30 Free trade show for clubs – 21 November Want to know what’s going on? Then join Club Mirror and clubsupporting suppliers in Manchester for Ask the Experts – Live!
31 Exclusive club event Doing anything on 21 November? Then put the date in your diary. Here’s why.
news, views, club life and legislation 6 Club World Funding for clubs, free Trade Show, What time for wine, Awards update.
11 Brands news
BRANDS REPORT
Who’s doing what, when and why.
SPOTLIGHT ON SPIRITS
12 Legal Eagle Stuck in the 80s? Time to Close? We don’t think so! Club Mirror’s Legal Eagle reports.
BUSINESS BUILDING
42 HQ This month - mediation, negotiation and spreading the word.
18 Industry interview From time management to team tactics, with Bob Williams, Chief Executive of the Golf Club Managers Association.
22 Clubs share revenue raisers
Website at all levels can be a club manager’s best weapon.
48 Ask the Experts - Live!
Business-building inspiration from 10 top clubs.
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34 Club Brands Report
Expert advice at Club Mirror’s Free and informal trade show for clubs.
51 What’s new?
• HQ • BEER FESTIVAL • LEGAL ADVICE
building the business
club advice – ask the experts 46 Making the web work for you
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The top 50 sellers in clubland. This month – whiskies and white spirits.
38 He who scares, wins
Latest launches and industry info.
The thrills and chills of Halloween – with the help of Hobgoblin.
54 Product portfolio It’s classified! Club suppliers ready to field your calls.
44 Winning with wine Expert advice on how to grow your wine sales and create the perfect wine list for your club.
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clubmirror 3
LICENSING / GAMBLING / REGULATORY
email: info@popall.co.uk Nottingham Office 37 Stoney Street • The Lace Market • Nottingham • NG1 1LS • Tel: 0115 953 8500 London Office 88 Kingsway • London • WC2B 6AA • Tel: 020 7936 5869
www.popall.co.uk
The leading licensing practice in the UK
leader
THE NEW Business building – it’s the name of the game
Standard in
Water Boilers
Perhaps one of the most unusual things I’ve done this month is to pour myself a pint of beer just by thinking about it. (Imagine that one at the bar!) To be fair, there was some smart technology that made this happen via a headset, but it certainly got me thinking (and not just about pouring a pint). How often do you have the time to really concentrate on one thing and then follow it though? Equally, how often do club committees have time to sit back and brainstorm new business-building ideas? Or revisit what’s working and what could work even better? In this issue, we ask 10 clubs what they’ve done this year to keep club business on the up. From basic good practise to inspired crowd-pullers, sharing ideas and best practise is what clubs – and Club Mirror - are all about. On that note, join us if you can on 21 November in Manchester to find out what’s happening in the market at our free trade show, Ask the Experts – Live! At the same time and same place, our fifth Hail the Ale Beer Festival will introduce you to new brews and old favourites. (Turn to pages 29-32 for details.) Also in this issue, we reveal which whiskies and white spirits are top sellers in clubland (with some surprising results), provide expert advice on building wine sales and throw a spotlight on the art of negotiating. Enjoy!
clubmirror Editor Caroline Scoular
Built in water filtration IN THIS ISSUE...
Eco mode - save money on energy costs
Design David Foster
Variable temperature options
Editorial Nick Sellens Events Leigh-Anne Ogilvie, Jill Slingsby
Caroline Scoular
Sean Ferris
Nick Walton
Nick Sellens
Mark Newton
Bob Williams
Hamish Maclean
Bob Newbold
Display Advertising Margaret Doherty
Countertop, wall mounted & front of house models
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;
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sean@clubmirror.com; info@clubmirror.com 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.
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clubmirror 5
club world Prices ‘locked down’ at Booker Booker has launched its latest ‘Prices Locked Down’ campaign which runs through to 5 November. A 12 page leaflet is available showcasing the relevant 192 products. (For further details turn to Products, Page 51).
Broker’s Gin shows strong performance Broker’s London Dry Gin has been declared the fastest growing gin in the USA for the second year running, according to the 2013 edition of US drinks trade guide the Liquor Handbook, with sales increasing by 30.8% over the previous year.
Free Beer Festival for Club Mirror readers Club Mirror’s 2013 Beer Festival on 21 November is building momentum as more brewers sign up for our fifth Hail the Ale festival, in association with CAMRA. Time: 2-5pm Date: 21 November, 2013 Venue: Copper Face Jacks, Palace Hotel, Oxford Street, Manchester, M60 7HA. • To book your free places at the event, turn to page 16.
Dry Summer sees drought for on-trade, says WSTA
Carlsberg UK festival Carlsberg UK has secured a five year contract with Live Nation which sees the company’s Tuborg brand continue as ‘Official Lager’ and its Somersby Cider gain ‘Official Cider’ status at the entertainment company’s festival portfolio.
Heineken UK football deal Heineken has renewed its partnership with Manchester City Football Club as Official UK Beer Partner on match days and during summer concerts, until the end of the 2017/18 season.
Fuller’s named Brewery of the Year Fuller’s has been named Brewery of the Year by The Good Pub Guide 2014. Fuller’s Chief Executive Simon Emeny said: “We are hugely proud to receive this fantastic award. The accolade is particularly important to us because it reflects the opinion of our valued customers who consistently support us. We will all be celebrating with a pint of Pride!”
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Racing pack for clubs Sky has launched a new racing package after becoming the exclusive sales agent for Racing UK’s commercial TV service on satellite (excluding betting shops). Racing UK, well-known to Club Mirror readers as a former Club Awards sponsor, is part of the Racecourse Media Group which covers races from 33 UK course, including Cheltenham, Aintree, Epsom and Goodwood. Ascot joins the channel in June 2014. Sky’s new racing pack will provide coverage of circa 10,500 races in 2014 equating to a daily average of around eight hours’ racing coverage from the UK’s 58 UK racecourses and 26 Irish tracks. David Rey, Managing Director, Sky Business, said: “Horse racing is a strong profit driver for pubs and clubs and with our new Racing UK offering we now provide 361 days of coverage a year, making Sky a
one-stop-shop for horse racing.” Richard FitzGerald, CEO of Racecourse Media Group, parent company of Racing UK, said: “We have been delighted with the success of the commercial business for the seven years it’s been operating, which is reflected by the strong growth we have seen over this time. “However, the time is now right to link up with Sky and grow the commercial subscriber base further. Not only does the deal benefit both parties strategically, but it is good for racing as it will ensure a wider reach.” Sky Racing Pack customers will also join Racing UK’s Club Day scheme, which provides over 165 free tickets to over 33 race days each year.
The hot Summer has seen a drought for licensed premises, according to a market report from the Wine and Spirits Trade Association (WSTA), with total volume sales of alcohol down -5% for the year. Volume sales of wine were up +1% in the short term but flat over the year, while spirit sales were up +1% for the year. Malt whisky bucked the trend, up +45% in the short term.
WSTA Chief Executive Miles Beale said: “Given the record hot summer, the fall in sales in the ontrade is a surprise and underlines the need for an early end to the alcohol duty escalator to provide some relief for struggling pubs, bars and restaurants.” • Do these figures reflect your experience of trade over the Summer months? Call 01753 272022 or email info@clubmirror.com
• t. 08448 244 244 (UK) or 0818 719 888 (ROI)
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Hazel Irvine, host of this year’s Club Awards.
Resourceful clubs forge ahead Entrants to the 2013 Club Awards are proving that the club sector is ahead of the on-trade game. “While statistics on pub closures are well documented, what is less publicised is how clubs are not only maintaining membership
but are also drawing in new members from displaced pubgoers,” said Club Awards Head of Judges Caroline Scoular. “When pub doors shut, the club doors are wide open.” Judging for the 2013 Awards
Manchester welcomes Club Mirror readers Club Mirror and club-supporting business partners look forward to welcoming Club Mirror readers to November’s annual Ask the Experts – Live! trade event. Industry associations the BII (British Institute of Innkeeping) and the CIU (Club & Institute Union) will also be there to discuss industry issues and businessbuilding ideas. The informal networking event plays host to suppliers who are keen to help boost business and
give advice aimed specifically at the club trade. The event takes place alongside the 5th Club Mirror Beer Festival on 21 November. Time: 2-5pm Date: 21 November, 2013 Venue: Copper Face Jacks, Palace Hotel, Oxford Street, Manchester, M60 7HA. • For details and free registration, turn to page 32.
are in their final stages and finalists will be announced this month. The 21st Club Awards take place on 21 November, 2013. • Turn to page 30 for details on how to get involved.
£8mn boost for disabled sports Clubs committed to helping disabled people gain access to sports can apply for up to £10,000 of funding through Get Equipped, a £1mn National Lottery fund from Sport England. The fund forms part of an overall £8mn pot which aims to help provide more opportunities for disabled people to participate in sport. Currently, this group is only half as likely to play sport on a weekly basis compared to non-disabled. The other £7mn will be delivered through the Inclusive Sport fund which will offer disabled people more opportunities to play sport by investing in organisations with ‘good ideas and the right expertise’ to make this happen. The funding announcement was made on National Paralympic Day (7 September) and was welcomed by Prime Minister David Cameron who said: “This time last year we were hosting the greatest Paralympics ever. We saw record crowds, record-breaking performances and an inspirational focus on ability over disability… Not everyone can be a David Weir, Ellie Simmonds or Jonnie Peacock, but London 2012 ignited an enthusiasm for sport across Britain and this funding will help secure our Paralympic legacy, giving more disabled people the opportunity to get active and enjoy sport.” Sport England Chief Executive, Jennie Price, said: “Last summer’s Paralympic Games were a real game
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What time for wine?
changer for disability sport but at the grassroots we need to do more to make sport a practical choice for many more disabled people. Whether or not you are the next Jonnie Peacock, if you want to play sport, we want to make sure you have access to the right facilities, equipment and coaching.” The next round of funding applications opens on 10 October. • www.sportengland.org/funding/our-different-funds/ inclusive-sport
Members are most likely to be opening a bottle of wine at 7.33pm, according to a survey commissioned by The International Wine Challenge. Research into the habits of British wine drinkers found that 7.33pm is the average time when the majority of UK wine drinkers will enjoy their first glass of the evening. The survey also found that men were most likely to crack open a bottle first, with almost twice as many men (14%) as women (8%) taking their first sip before 6pm. Within the average statistics, the over 65s reported their earliest time for wine o'clock as 7.12pm, while 30% of 25-34 year olds would have
their first glass of wine before 7pm. Wine drinkers in the capital and Wales proved to be the most enthusiastic wine drinkers, with an average wine o'clock time of 7.18pm.
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club world
UK proves top target for Jägermeister Cellar Trends Ltd and MastJägermeister SE are to transfer the Jägermeister part of Cellar Trends activities into a new ‘daughter company’ trading as CTJM, operational from October 2013. CTJM will then be transferred to Mast-Jägermeister UK Ltd, Jägermeister’s first distribution subsidiary outside Germany. The UK has become the third
largest and one of the most dynamic Jägermeister markets in the World, according to Michael Volke, Member of the Executive Board at Mast-Jägermeister. “The British spirits market also often sets the trend for the category elsewhere, so managing the development of the brand here has become of major importance to us,” said Mr Volke.
Winning at Wembley Club Mirror Ambassador Steven Foreman was the proud winner of a signed England Shirt at September’s England v Moldova match, Wembley. Club Mirror and CIU representatives joined Carlsberg to watch the game which saw England win 4-0. The shirt celebrates the 150th anniversary of the Football Association.
PUTTING THE BOOT IN - BIG SCREENS MEAN SMALLER FOOTPRINT Good news for sports-screening clubs. Sharing a screen remains the lowest carbon way to watch sport per viewer, according to the Carbon Trust.
Get your drinking head on Getting your drinking head on takes on a whole new meaning with digital agency Redweb's latest innovation. Using brain power alone - and a Bluetooth headset, customised electronics and specially designed iPad! – Club Mirror’s Sean Ferris (centre) was able to pour himself a pint of beer without moving a muscle. “The headset detects what your brain's up to, which the custom electronics report to both the pouring valve and iPad app,” explains David Burton, Head of Innovation at Redweb. “You con-
centrate on the virtual pint at the centre of the iPad screen, edging the app's cursor towards it in the process, and upon success the
valve releases to pour your prize an actual pint.” • For more information call 01202 779944.
Kids scrum on down Edinburgh Comedy Awards with rugby star Irish rugby legend Brian O’ Driscoll opened David Lloyd Dublin Riverview’s £750,000 DL Kids facility on 18 September. The former Captain of the English and Irish Lions, Ireland and Leinster, fielded questions from school children before holding a masterclass in the sports hall. Mr O ’Driscoll said: “DL Kids at David Lloyd Dublin Riverview is a superb place where youngsters can play and get active, which is
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vital if we are to encourage future generations to be interested in sport and to be healthy and fit. I really enjoyed meeting schoolchildren from the local community and had a great time showing them what a fantastic team sport rugby is.” As well as the sports hall, the facility includes three multi-purpose activity rooms, a play frame, soft play zone, outdoor area and a DL Kids café bar and lounge.
Stand-up comedian Bridget Christie has won the Best Comedy Show award and a cheque for £10,000 at the 33rd Foster’s Edinburgh Comedy Awards, presented by Steve Coogan. www.comedyawards.co.uk
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brands news 3
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BRANDS NEWS Who’s doing what and why – from launches to on-trade promotions 1. VK OFFERS GHOUL-FISH BOWLS In time for Halloween, RTD VK is offering Ghoul-Fish Bowls. Four Halloween shared-serves are available, including Black Cat (VK Blue and Corky’s Sour Cherry, topped with lemonade and ice) and Ghostly Green (VK Apple and Corky’s Sour Apple, topped with lemonade and ice). VK is also offering popping candy and Dracula teeth sweets plus POS support. • t. 01246 216000 2. HOBGOBLIN’S HALLOWEEN ‘SEASON OF MISCHIEF’ Clubs buying 2 x 9g’s of Hobgoblin receive a limited edition Halloween party kit, including a flashing pump clip, bunting, posters, promotional drip mats, a bar runner, hand pull pumpkin topper and staff t-shirts. The brand’s ‘Madvent calendar’ can be found on Facebook with daily prizes and £5,000 can be won in the ‘Cauldron of Cash’ giveaway. Permanent stockists will feature in the ‘Hobgoblin Unleashed’ iPhone and Android app, making it easier for consumers to find where Hobgoblin is on sale. Hobgoblin is available in both cask and keg formats (including
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FastcaskTM). Turn to Club Mirror’s Halloween feature, for more details. • t. 0800 587 0773 • www.twitter.com/hobgoblin_beer • www.facebook.com/hobgoblin_beer 3. WKD HALLOWEEN COCKTAILS Halloween-themed cocktail recipe options are available for SHS Drinks’ WKD brand. Sachets of special ‘Foamy Powder’ can be added for a fizzing effect, POS is available and 1.4 litre moulded cauldrons (complete with ‘authentic-looking’ feet for stability) have been designed for groups to share their cocktails from. • t. 0800 917 3450 4. SEASONAL BITTERS Dr Adam Elmegirab’s limited edition Christmas Bitters is available from Cream Supplies. Made with seasonal fruits, citrus peel, festive spices and a hint of port, this is part of a range of bitters which celebrate the work of Jeremiah P. Thomas, dubbed the father of American mixology and author of America’s first drinks book, The Bar-Tender’s Guide. • t. 0845 226 3024 • www.creamsupplies.co.uk
5. BAILEYS® BELGIAN CHOCOLATE LIQUEUR Baileys has launched premium sub-brand Baileys Chocolat Luxe using Belgian chocolate blended with Irish whiskey. The launch is supported by a £5.5mn UK marketing campaign. The launch aims to increase penetration of female consumers and to encourage trade up from mainstream liqueurs. • t. 0208 978 6000 • www.diageo.com. 6. CAPTAIN MORGAN SAYS ‘LIVE LIKE THE CAPTAIN’ Golden rum-based spirit drink Captain Morgan is launching a £1.8mn TV, print and digital ad campaign encouraging consumers to ‘Live Like the Captain’. The campaign showcases the epic journeys and adventures of legendary charismatic buccaneer Sir Henry Morgan (AKA Captain Morgan). • t. 0208 978 6000 • www.diageo.com 7. ANOTHER BITE AT THE APPLE FOR SMIRNOFF Smirnoff has launched a new TV ad as part of a £4.5mn campaign to support Smirnoff Gold and signature serve, Smirnoff Apple Bite. The
Apple Bite serve is a blend of Smirnoff vodka, lemonade and apple juice which can be enjoyed with any vodka from the Smirnoff portfolio including new Smirnoff Gold, says the company. Smirnoff Gold is a blend of Smirnoff No.21 premium vodka with a hint of natural cinnamon flavouring, garnished with edible 23 carat gold leaf. • t. 0208 978 6000 • www.smirnoff.com 8. ABSOLUT’S NEW GLOBAL BRAND PLATFORM ABSOLUT has linked up with four artists ‘renowned for ignoring fate and breaking boundaries’ in its Transform Today campaign. The artists – French multi-artist and musician Woodkid, American digital media artist Aaron Koblin, French Haute Couture designer Yiqing Yin, and Brazilian graphic novel artist Rafael Grampá – will ‘open up their creative processes’ offering participants the opportunity to explore their own creative potential through a variety of media, according to the company.
ABSOLUT has also redesigned its range of flavoured vodkas. ABSOLUT Pears and ABSOLUT Raspberri are the first to market. • www.absolut.com • www.youtube.com/absolut 9. FULLER’S ‘MADE OF LONDON’ CAMPAIGN Fuller’s London Pride has launched phase two of its £3mn ‘Made of London’ advertising campaign, designed to highlight the ale’s link with the city. Wade Crouch, Fuller’s Head of Marketing, said: “Within this market, provenance is hugely important to consumers, but despite its popularity in London, many of our customers were unaware of London Pride’s links to the city and some didn’t know it was brewed in London. By highlighting the brand’s history and provenance, the advertising really resonated with them - our brewery tour was fully booked for six weeks off the back of phase one advertising.” • t. 020 8996 2000 • http://www.fullers.co.uk
For further information on any of these brands, visit www.clubmirror.com/brands clubmirror 11
legal eagle
STUCK IN THE 80s – IT’S TIME TO CLOSE?
Hands up who missed the concept that pubs stuck in the 1980s may (perhaps) deserve to close? And how might that apply to clubs? Or (definitely) not? NICK WALTON reports
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There appears to be some sympathy with recent statements in the press attributed to the Good Pub Guide which claims that 4000 pubs will close within the year. The claim that those at risk are ‘bad’ and ‘stuck in the 80s’ and that their closure would be a good thing set me thinking about the role of the club in our community. Do clubs which are part of our community fit the description of the Good Pub Guide as being ‘bad’ and ‘stuck in the 80s’? An opinion column in The Times recently rejoiced in the news of the impending closures. In fact probably “tongue in cheek” the columnist believes the pub as a hub of an area where fine ale was available until 22.30 or 23.00 has had its day. The absence of food and question-
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able standards of service act as a confirmation that they are doomed and reflect a totally defeatist and prejudice view. We live in a society where everyone and every facility has either to be the same or a multiple of the same. Supermarkets offer coupons to their loyal customers if the same product can be purchased less expensive elsewhere. Whilst still in its infancy in the UK, advertising directed at demonising the competitive product as a reason for selection of an item of exactly the same composition, but branded by a different supplier, is common place – in particular across the pond. Pubs without food, pubs with food, food stores without alcohol for sale and supermarkets who stack it from floor to ceiling... I am disappointed by the never ending
search for sameness. There is no differentiation, no strive for perfection (in many cases) but an overwhelming desire to have everything available as everyone else does. This is all very well, I hear you say, but what, if anything, does it have to do with clubs? If I refer back to some articles which appeared in Club Mirror last year relating to the roots of Private Members’ Clubs; differentiation was the key to success. Initially the Private Club flourished for the gentry because of the positioning of its product. Not necessarily driven by alcohol at all, but a place where likeminded individuals could debate and appreciate each others’ company. This was followed in the nineteenth century by owners of different types of indus-
try (initially coal mines) who provided private facilities to better the lives of their employees. Anyone could visit the gin palaces and ale houses. However, the private facilities (effectively clubs) offered to employees were held out as shining examples, not only of the growth in the employer/employee relationship, but also differentiation between what had been available and what could be available to workers, either at the end of the day or when time permitted. The growth of the Private Club reflected the determination of both individuals and industrial operators to differentiate their product, to make the club synonymous with, and reflect the core values of, not only its members but also their employers. Hence, many miners’ welfare clubs specifi-
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cally advanced the core values of kinship. Mining was a dangerous business, and before the current welfare system, the alternative to a wage every Friday was the Workhouse. The alternative to medical treatment from the general practitioner in the community was disease and despair, until the miners clubbed together over time to ensure that all in the community could benefit in the times of hardship. Ship building, welders, wheelwrights, carpenters, steelworkers, automotive workers, all benefited from their own type of Private Club. Over a period of years the only thread which held all of the clubs together was the community they served – each different and identifiable individually. No sameness, no repetition, but a common bond between the club and its members. Cohesion never really relied upon repetition. However, the people who now have condemned a significant community of public houses to the demolition ball or the metal shutter because they are ‘stuck in the 80s’, effectively do so because they do not conform to the ‘new’ image of the pub (which almost always seems to include food being available all day). This should be, and hopefully is, a rallying call for all Private Members’ Clubs, proud of the tradition which puts its members first and second and third, with or without food (and many do offer first class cuisine). The Private Members’ Club represents, and is, a vital part of the community. Their approach and support for their members and the community in many instances is their sameness – exactly the opposite argument, then, to those who believe outlets ‘stuck in the 80s deserve to close. CERTIFICATE AND PREMISES LICENCE My wish for the future undermines the current approach of some Licensing Authorities to remove the very Certificate which makes a Private Members’ Club unique. Increasingly I am being asked about enforcement which is requesting that Private Members’ Clubs surrender their Certificate and apply for a Premises Licence. Very recently I was advised by a potential client that they had been told by the Licensing Authority that it was not possible to hold both a Club Premises Certificate and a Premises Licence for the building in which they operated. Generally, an assault on a Club Premises Certificate is based on the inability of the club to sustain a viable membership and the need to have non-members
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DIARY DATE November 21, 2013 Further information on this subject can be obtained from Nick Walton on 0115 9538 500 or n.walton@popall.co.uk purchasing alcohol/food alongside the active membership. A Premises Licence is probably the answer to ensure continued viability. However, the Premises Licence should not be considered as an alternative but a permission which sits alongside the Club Premises Certificate. Rarely will there be an inability to keep members and their guests separate (this is a necessity) from non-members in two different areas. Relinquishing or surrendering the Club Premises Certificate should not be on any club committee’s agenda and as we move further and further away from partnership to enforcement, committees should be aware of their alternatives. In closing I recently received a query from a licensing enforcement officer who said he believed that a local Private Members’ Club was allowing non-members into the premises and they were able to purchase alcohol without signing in. He wished to know whether he should use a piece of legislation designed to enable public bodies to carry out surveillance and investigation to confirm his suspicions (RIPA). When I advised that perhaps the way to move forward would be to discuss the issue of non-members with the club and find common ground for the future, this came as a big surprise. Clearly it was something which had not been considered! However, it was confirmation (if needed for me) that if none other, the enforcement authorities are certainly not ‘stuck in the 80s’!
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ASK THE EXPERTS LIVE Manchester Palace Hotel November 21
REGISTRATION HOTLINE 01753 272022
building the business – beer festival
HAIL THE ALE AT THE CLUB AWARDS Club Mirror invites you and your club colleagues to sample traditional ales, award-winning brews and new kids on the block, all stored and served to perfection with the help of CAMRA. And - of course - it’s all free. Doing anything on November 21? Then keep it free and join us at Club Mirror’s Hail the Ale Beer Festival. “This is our fifth 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
FREE TO CLUBS!
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 overleaf or email us on: info@clubmirror.com.
WHEN: Thursday, November 21, 2-5pm WHERE: Copper Face Jacks, within the Palace Hotel, Oxford Road, Manchester, M60 7HA
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building the business – join us
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 October 22
Club Name and Address: __________________________
Please reserve me (STATE NUMBER) ______ extra 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 the Ask The Experts – Live!
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• I will attend on my own ■
HAIL THE ALE BEER FESTIVAL (FREE TO CLUBS) • I would like to attend the Hail the Ale Beer festival
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• I will attend on my own ■
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• I would like to bring colleagues
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Up to 3 _____
Other (please state) ______
clubmirror
3 - 5 _____
• I would like to bring colleagues
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Up to 3 _____
Other (please state) ______
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SEND COMPLETED FORM TO CLUB MIRROR: BY FAX: 01753 272021 BY POST: Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX BY EMAIL: info@clubmirror.com CALL: 01753 272022
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“ Thanks to Sky Sports I’m going to need a bigger dishwasher” Dennis Forsyth, Manager of Cheers Café Bar & Tavern, Fraserburgh
Sky Sports has 116 live Barclays Premier League games this season – more than any other broadcaster. This is great for your business, not so great for your dishwasher.
Join Sky today Call 08442 411 470 or visit sky.com/business You can only get Sky Sports from Sky * Call Sky to check eligibility or visit www.sky.com/business. HD equipment and HD ready TV required. Further terms apply. Calls cost 5.1p per minute (plus 15p connection fee) for BT customers. Calls from other providers may vary. Correct at 24.09.13. * Excluding the Isle of Wight and Media City, Salford.
industry interview
FROM TIME MANAGEMENT TO TEAM TACTICS
– HOW THE GCMA IS TEEING UP FOR 2014 Club Mirror catches up with Bob Williams, Chief Executive of the Golf Club Managers Association (GCMA). You’re now just over six months into your new role at GCMA. How’s it going? I think it’s fair to say that on one level it is everything that I expected, but in the same breadth it’s excitingly more full on. I think my first year will major on research and gaining knowledge as quickly as possible. What I’ve noticed and am delighted by – if not pleasantly surprised by! – is the support that I’ve received from golfing bodies including the home unions, PGA and BIGGA. Having sat on the Conference Group, I was in the fortu-
nate poisition of being known before I took up this role. My predecessor, Keith Lloyd, was very thorough in his handover and has been in contact to ensure that transition was smooth, and it has been. I’ve also been encouraged from day one by the perception of the GMCA. It has strong support and good credibility. Being a golf club manager can be a lonely job. The aim of the GMCA is to support them; this is being recognised. Biggest challenges to date? One of the biggest challenges has been time management, travelling from club to club and dealing with some very different matters. An example? Last week I was in South Wales helping with the committee structure then the next day I was in Scotland, working with a club on changes to its constitutions, particularly equality issues, health and safety. On a broader level, the persistent challenge is understanding how the golf industry is changing and ensuring we adjust to to those needs. With the Association reaching its 80th year old milestone we can draw on a wealth of knowledge and expertise! But we cannot afford to be complacent. And we’re not. What would you like the GCMA to look like in a year’s time? The backbone of the Association is education, so I want to ensure we have a long term strategy in place – especially as the golf club manager of the future is evolving and will face an ever changing role. We want education to reflect that job role. It shouldn’t be just qualification-led. I think this year’s conference title, Team Matters, sums it up. How does this vision impact on clubs? The core people within a golf operation are the club manag-
A WORD WITH MR CAMERON If David Cameron offered you three wishes on behalf of the club industry what would they be? If I had three wishes I think I would go for: 1. Review current VAT position in sport. This is very well documented but is having an impact at all levels 2. Taxation incentives for playing sport. The average golf player lives five years longer than non players. This would encourage health, fitness and general well being 3. Review and understand how Community Amateur Sports Clubs (CASC) have helped
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Juggling many balls at any one time is a fact of life for golf club managers. (Pictured: Bob Williams.)
er, the head pro and the head green keeper. I believe these people have to work together better than they may have in the past. Hopefully the net result will be golf clubs that are better run – probably leaner and meaner. I am afraid there may be some casualties against this backdrop as some clubs do not adapt. What sort of feedback are you getting so far? Feedback has been very positive at a number of levels, from regional meetings through to feedback from other Associations. One of the best gauges was high attendance at a recent regional meeting. Despite being incredibly busy, managers came to hear what we had to say.
ORDER OF THE CLUB EMPIRE (OCE)
If you could award an OCE to anyone who would it be to and why? I would award two Orders of the Club Empire, firstly to Justin Rose, who is the complete role model of the whole golf system. He started as a child, played in juniors and moved through the ranks to become US Open Champion in June 2013. The second OCE I would award would be for the volunteer or greenkeeper that gets up every morning to tend the course. Without him there would be no play.
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UP CLOSE AND PERSONAL... with Bob Williams What clubs do you belong to and/or are active in? Clevedon Golf Club. Where did you go to school/college? Stockwell Hill, Bristol and then Llandaff College. What was your first job? A clerical clerk position in the insurance business. I lasted six months and then left – I couldn’t stand it! What has been your most exciting job to date? Definitely my current job on many levels. And looking ahead, with a real deadline, it’s about delivering a first class conference in November. (Ed note - The Conference will be 11 - 13 November, 2013, Hinckley Island Hotel, Leicestershire. Visit www.gcma.org.uk for details.) Anything you would have done differently? No. I’ve been lucky enough to be involved in sports adminstration or management for 40 years so I’m very happy. Biggest influence in your working life? Peter Forward, local services officer for Kingswood Council. What book are you reading? Hank Haney: The Big Miss – my years coaching Tiger Woods. All time favourite film? The Commitments. What is the first record you ever bought? I can’t remember the name, but it was by The Tremeloes. Last film and/or live event you attended? Skyfall (James Bond). Bristol Rovers ground to watch the local Derby on the big screen. We lost. If you had to choose five items of food to live on for a week (calories no issue) what would they be? Blueberries, fish, potatoes, steak, cherry yoghurt. Favourite tipple for relaxing after a hard day? That would be red wine. How do you unwind/relax? My favourite pass-time is cycling. (We’ve even included a 20 mile cycle ride on the Sunday afternoon of the Conference.) I’ve done many different rides, but one of the most memorable was when a group of us travelled through England, France, Belgium and Holland, managing five rounds of golf and raising over £10k for charity in the process. On the final day when we started cycling the road was blocked with plastic tape. Undeterred, we kept on course, ducking under tapes and ignoring apparently pointless no-entry signs. What we didn’t know was that there was a car rally underway. We ended up being stopped in our tracks by a police helicopter that had been tailing us. Fortunately, perhaps thanks to the language barrier, we got away with it!
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building the business – club initiatives
CLUBS SHARE REVENUE RAISERS This month we sent out our very own Spy to find out who’s doing what in clubland. He was looking for inspiration – and he certainly found it.
AIRDRIE WMC Airdrie, Lanarkshire Year founded: 1869 Membership: 1,400 With five bars, a play area, function rooms and a packed entertainment programme, Airdrie WMC is thriving. “Live entertainment is big here,” says Treasurer Gordon Hunter. “We put on live artistes three or four times a week.” The club is also renowned for its darts tournaments (it has 17 boards). “The biggest one day darts tournament is on 18 August,” says Gordon. “There are four tournaments on that day and around 500 people attend. It provides a lot of revenue. It’s the best day of the year for the club.” The club has its own kitchens. Food is a good revenue stream, from sandwiches to pie and chips, while for larger club functions, outside caterers are invited in . What’s new? The club is launching its own cocktail bar (at a cost of £5,000) following research which showed they were doing well in the area. The beach-themed ‘Airdrie Beach’ will start off with a range of 12-15 cocktails. Staff training has been undertaken by a drinks supplier.
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DARTFORD WMC Dartford, Kent Year founded: 1896 Members: 1,600 Dartford WMC is renowned far afield for the breadth and quality of its real ales. A regular winner of CAMRA Awards, the club first introduced real ales around four years ago and now has 18 beers at the bar. “Extending the number of real ales on offer has succeeded in bringing members in,” says Club Manager Nick Byram, who began working behind the club bar when he left school 28 years ago. He followed in the footsteps of his father who was Club Steward there 30 years ago. To complement the beer, the club provides ‘pub grub’ club style – from sandwiches and burgers to a carvery on Thursdays. Entertainment includes live bands twice a week as well as darts, snooker, pool, crib and poker.
Facebook and Twitter ensure that members are engaged and know what new beers are at the pumps, and the club has four large screens as well as its own radio station which promotes what’s on in between tracks. What’s new? This year the number of real ales at the bar has risen to 18, with beers changed twice a week and third of a pint tasters on offer.
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DUDSBURY GOLF CLUB Ferndown, Dorset Year founded: 1992 Members: 560 The club’s 18 hole golf course is complemented by a junior six hole course, a 10 bay driving range and a clubhouse with three bars, three function rooms and a restaurant. There is also a 23 bedroom hotel on site, a farmhouse for weekend letting, a swimfit pool, jacuzzi, sauna, steam room, gym, beauty therapists and a hairdresser. This year has seen a new golf pro appointed and the club is extending its reach by working with local schools. To help boost numbers, existing members are incentivised to introduce new members, receiving a bottle of Champagne once they have signed up. The clubhouse restaurant opens for breakfast, lunch and dinner and has a carvery on Sundays. Functions are catered for in-house and food is also available at the bar. Weddings are big business; the club currently holds 43 a year. Activities include a pianist each evening in the restaurant and tribute evenings once a month.
Events are publicised via Twitter, Facebook, printed newsletters, e-newsletters, boards in the clubhouse and local advertising. What’s new? The club has opened a new games room with pool and darts, and there is now a weddings co-ordinator to handle the burgeoning weddings business. Plans are afoot to increase the number of hotel rooms.
NORTHERN FOOTBALL CLUB Gosforth, Tyne & Wear Year founded: 1875 Members: 1,800 Northern Football Club has grown its membership by 350 this year alone. The club has seen its social membership quadruple over the past four years, after opening its doors to displaced pub-goers when a local pub closed. This in turn has increased the word-of-mouth recommendations. It is also host to 26 teams (rugby, squash and a golf society). “ We’ve managed to grow our members through hard work. We’re surrounded by housing estates and provide good entertainment, good customer service and a great atmosphere. We’re different from usual rugby clubs. We provide an eclectic list of activities, including tumbletots, a bridge club, a Welsh society and a fishing club plus yoga classes and business meetings,” says General Manager David Giles. The club has two bars (with Sky Sports and BT Sport) a terrace, a function room, three rugby pitches, a gym, four squash courts and changing rooms. It also boasts its own onsite brewery, making bespoke beers for special occasions, supplying beers to beer festivals as well as serving it on match days.
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The club has spent £15k on refurbishment in the last 12 months, securing 50% of this sum from Rugby Football Union (RFU) funding. The reception area has been redeveloped and the function suite redecorated and re-carpeted. The ground floor has also been carpeted and there’s new outside seating. In addition, £10k-worth of tractor equipment has been purchased for pitch maintenance (through a grant from the RFU).
KINGS HEATH CRICKET & SPORTS CLUB Kings Heath, West Midlands Year founded: 1868 Members: 700 Kings Heath Cricket & Sports Club has a bowling green, six tennis courts, two squash courts, two football pitches and a cricket pitch. (The club is proud to say that its cricket team has reached the top Birmingham league.) For the less energetic, there are also four bars, two function rooms, and two snooker tables inside, as well as Sky Sports and BT Sport. Real ale is a big focus. The club is in the CAMRA Good Beer Guide and it held a beer festival in April which was supported by eight local businesses who showcased their services. Food is also a major component of the club’s offering, with a full range of bar snacks, daily special menus (steak, fish and chips, braised pork belly with black pudding and mustard mash) and a carvery every Sunday. The club’s function calendar is fully booked until February next year, and next month’s annual fireworks display is expected to attract 6,000 people from the local community. To raise awareness of the club the team have produced a leaflet, Best Kept Secret in Kings Heath, which has been distributed to the local community, businesses and the Business Association. What’s new? The club has launched Club Nights on Thursdays which has succeeded in bringing in members to the club. “Our bars are full and our income has doubled on this night,” says Manager Peter Hunt. “There is a raffle, fun games, quizzes and darts, and we run a prize draw which encourages people to come in and increases bar takings.” When the prize pot reached £1k the bar took over £3k that night – a 400% increase on takings for the same night a year ago.
What’s new? In addition to the refurbishment, a Guardian membership has been introduced (£10 per annum) for parents of the mini rugby section. A squash promotion in schools has been introduced, encouraging pupils to play at (and for) the club, keeping them as members beyond just the school years.
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building the business – club initiatives
RUSHALL LABOUR CLUB Walsall, West Midlands Year founded: 1910 Members: 2,000 “Three years ago when we took over as the new committee, the club was £90k in debt,” says Committee Member Thomas Howell. “In three years we have managed to clear that without the need for loans or increasing membership fees.” Not only that, but the club has already clocked up 200 new members this year (and 1400 over the past three years). Bar takings have increased by 66%, and membership has also seen a boost through the closure of the Miners Arms pub next door to the club. The club has been quick to morph these pub-goers into club-goers. An increased emphasis on its entertainment programme and events is reaping dividends, and hosting parties is proving a good source of revenue. “Now we offer, for example, an over 50s club, prize bingo, three live entertainers every weekend, five live entertainment shows a year (but we only charge for three), car boot sales on Mondays and an annual Sports Dinner,” says Thomas. “We also have two crib teams, two darts teams, a snooker team, and two bowls teams.” Live American-style wrestling is among one of the most unusual events to pull in members and guests to the three bars and function room. They can also enjoy the pool and snooker room, games machines and lottery machine (from Dransfields) and the bowling green which is shared with the Council. What’s new? Apart from the increase in membership, clearing of debt and increased bar revenues, new windows and shutters have been installed, and refurbishment of the bar area is under discussion for implementation in the next six months.
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SEVERN BRIDGE SOCIAL CLUB Bulwark, Gwent Year founded: 1965 Members: 800 This year has seen Severn Bridge Social Club push through plans to build a new club which will see not only a brand new three-storey clubhouse but also a boost to the club’s bank account to the tune of around £100k. The stimulus for this business initiative has been the high cost of maintaining the current 1960s building - as well as the fact that it is riddled with asbestos. “We’ve made the decision that it would be more economical to build a brand new club in our second car park which we rent out to the Council and sell off all the land -
including the land the existing club sits on - as a retail unit,” says Secretary David Jones. The existing club has two bars (with three real ales), two function rooms, a pool area, garden, skittles alley and two car parks. It has three games machines and 11 lottery machines (from Dransfields and Eddie Prowse) as well as Sky Sports and BT Sport. Weekly entertainment includes duos/singers every week, quizzes, bingo, karaoke and ballroom classes. What’s new? All eyes are on 2014, the new build and the funds this venture will release to the club.
SPONDON VILLAGE CLUB Spondon, Derbyshire Year founded: 1888 Members: 1,250 Membership has grown by 10% this year. An actionpacked entertainment programme is helping with this, notably the line ups on Saturday nights – solo acts, rock bands, duos or jazz – which pull in around 200 people. “This has had a massive impact on the club and takings,” says Club Steward Jonathan Smale. The club has two bars and a function room which is free for kids to use when no functions are on. There’s a snooker room, four games machines, a beer garden and the club has free Wi-Fi. Real ale is a selling point and the club (which is Cask Marque accredited) runs beer festivals every bank holiday weekend as well as a mini festival at Christmas. Sales have now increased from 1 x 9g when it was first introduced to 10 x 9g. “We’ve also tried to make the club friendlier,” says Jonathan, explaining that the name has been changed from Spondon Conservative Club to Spondon Village Club while still being affiliated to the Conservative
Association. “We want to welcome people regardless of their political beliefs.” Open days encourage new members and the club hosts the village fireworks night as well as a Christmas lights turning on ceremony. Locals are invited to join in the fun, which also acts as a membership drive. It has three snooker teams, two darts teams, crib and dominoes. “We’re doing very well. In the first quarter of this year we were £25k up on the same period in 2012. I ask myself ‘What recession?’,” says Jonathan. “We have a late night licence which helps.” What’s new? A Friday night draw has been introduced, with jackpots worth up to £5k. The club is also now the base for a ‘homeless’ chess team and is looking to become home to a local football club.
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WORCESTER PARK ROYAL BRITISH LEGION Worcester Park, Surrey Year founded: 1932 Members: 1,260
SPRINGHEAD LIBERAL CLUB Springhead, Lancashire Year founded: 1897 Members: 650 Membership at Springhead Liberal Club has been increasing through functions such as funeral wakes and christening parties (people attending these functions then come back and join). The club has also upped the ante on entertainment and now runs a monthly comedy night as well as theme nights such as ‘70s, and ‘80s nights attracting an average of 100-120 people. “We offer a safe atmosphere and reasonably priced drinks. We have also benefited from other licensed premises closing in the area. Cask ale is another attraction - we can’t have more than two but it’s very popular and attracts younger drinkers,” says Andrew Stott, Treasurer. The club has a bar, games room and function room with a garden and bowling green outside. There are 15 bowling teams (male and female) of mixed ages and abilities and the club is successfully attracting young people to
This large, open plan club has two bars (with two real ales) a play area, garden, games hall for snooker, pool and darts and both Sky Sports and BT Sport are installed. The club has 18 darts teams, two super league darts teams and is the home of Surrey Darts. “Surrey play here five times a year. We have nine darts boards and at least three teams at home every night,” says Keith Martin, Chairman. Food is served at lunch times Monday to Saturday with home cooked selections of the day, from shepherd’s pie and macaroni cheese to curries and salads. Shows are put on every six weeks (£5 per ticket), usually made up of cabaret acts and tribute bands, while Sunday afternoons are devoted to family time with quizzes and kids’ events. Fundraising events are a big focus too; the club has raised £9k this year, split between the Poppy Appeal and the Felix Fund (bomb disposal squad). An annual open day helps to increase membership. This is advertised in a local magazine with posters displayed in local shops and flyers handed out. “At the open day, people can see displays of table tennis arts, snooker (we have five snooker teams and have had the tables re-covered),” says Keith. “We always hold it in July because it means that new members can get 15 months’ membership for the price of 12. This is successful in bringing in new members.” What’s new? A 10% increase in membership. This is attributed to focused marketing, an increased entertainment budget and engaging strategies such as the open day.
play. “The days of sitting in a bar are over. Now people want to get involved in something,” says Andrew. What’s new? The club has proactively mounted a campaign to attract younger people into the club. A major part of this has been distributing an entertainment bulletin once a week via mobile phones. The club has also introduced special and successful – monthly lunches for the older end of the membership who don’t feel safe going out at night.
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Club Awards – a word from our sponsors, BT Sport
SPORTING TIMES AHEAD Hands up anyone who hasn’t heard of BT Sport? If your hand is now up, then you’ve either been away on holiday or away with the fairies, because how else could you possibly have missed the launch of this exciting new venture? BT Sport marks a new departure for BT as a able at prices which clubs can afford.” business. Not only has the telecoms giant While Bruce and his team were devising the entered the highly competitive sports arena, but commercial mechanics of this, back at BT Tower, it heralds a new era in terms of content and the technology involved in the launch gathered delivery. And a new era in terms of sports momentum, involving all levels of the business, offerings for on-trade premises. as TV, Media & Content Higher Apprentice “Major sports channel launches like this James Mellor. TV, Media & Content, explains. don’t come around very often and we wanted “There were so many elements involved in it, for to take this opportunity to deliver something all of us, from our CEOs to GMs to our engineers Bruce Cuthbert new and different and give more clubs the and apprentices. We all had an overall image of chance to show premium sport action to their members,” what needed to happen,” says James. “We had to move at a says Bruce Cuthbert, Director Commercial Customers, BT very fast pace though as we had nine months to deliver Sport. three 24 hour channels. It was all very hush-hush and kept “Our research had shown that nearly half of all clubs and very secret. We knew we’d signed the rights to Barclays pubs are showing free-to-air sport currently and that many Premier League games and the Aviva Premiership but that would love to show more. For us, not only did we need to was it.” have the right sports line up, but we had to make it availSince then, the signings and BT Line up has expanded
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CLUB COMMENT “We cater for a number of different sporting fans. We have our own football section and already screen football via Sky Sports. We decided to take on BT Sport as well, however, so that we have a complete football offering. We also have many avid rugby fans. With the Rugby World Cup just two years away, we’re planning to market ourselves to the rugby audience. We want to be in position to become the viewing venue of choice.” Kevin Shults, Facilities Manager, Concorde Club “We have had BT Sport put in at our club to support the sporting activities of our members. We have even had a local rugby club come to the club for our range of beers, so being able to show the rugby made sense. The cost of BT Sport certainly made the decision easy.” Paul Hill, Club Chairman, Somers Sports & Social Club “We always consult members on ideas, but on this occasion the members approached us, the management committee. They've said they'll support the introduction of BT Sport at the club and will come to watch it at the club rather than going to the the pub to watch Sky Sports. Members are also attracted by the fact that they can view the sport here in the bar on a 50 inch TV screen as well as in the concert room on a 12 foot by 12 foot screen.” John Pyatt, Club Manager, Adderley Green WMC “We took on BT Sport because of its rugby coverage. (More of our members watch rugby than football). The live football match on Saturday lunch time at 12.45pm is also great. It brings in a lot more folk earlier than they'd normally come. We also has a big screen that wasn't used much, so it now benefits more of the membership.” Neil Gatehouse, Club Manager, The Colliton Club and the marketing of BT Sport has grown exponentially. The launch went ahead as planned on 1 August, and to date over 10,000 commercial customers have signed up to BT Sport. “Many of these clubs are adding BT Sport to their current premium sports subscription,” says Bruce. “However, we also know there are many clubs who simply cannot afford the current subscription prices of other sports providers, so for some of these clubs it’s the first time that regular Premier League football will be available to them within their budget. “There is no doubt it – sport is a subject which almost everyone is passionate about, whether it’s on the pitch or off it. Here at BT Sport we really are passionate about it and the scale of our ambition and the plans which BT has for BT Sport is nothing short of breath taking; whether it’s the 38 exclusive live Premier League games which we have, the state of the state of the art studio – the BT Hub – built and operating at the Olympic Park or the fantastic presenters and ambassadors we work with.” And BT Sport isn’t stopping there. “There’s a lot more still to come, so watch this space – or screen!” says Bruce.
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THE LIFE AND TIMES OF BT SPORT Freeze-frame: a snapshot of the all-new BT Sport • BT Sport went live on 1 August. Its web site www.btsport.com went live the same day • The BT Sport star line up includes: Jake Humphrey, Clare Balding, Craig Doyle, Michael Owen, Steve McManaman, David James, Owen Hargreaves, Matt Dawson, Lynsey Hipgrave, Gary McAllister, Martin Bayfield, Anne Keothavong, Kim Little, Scott Redding, Neil Hodgson, Darrell Currie, Darren Fletcher, Sam Smith, Rosi Sexton, John Hathaway, Christian Howes, Des Kelly, Tom Watt, Caroline DeMoraes, Ian Darke, Ray Stubbs, Austin Healey, Ben Kay, Sarra Elgan, Eniola Aluko and Helen Skelton • BT Sport Hub is the biggest purpose-built sports studio in Europe • BT Broadband customers signing up to BT Sport can stream the channels live to PCs and Macs (and can watch content again post event) • The website features a #BTS section encouraging interaction with BT Sport in social media conversations and polls • A BT Sport app for selected Apple and Android smartphones and tablets can be used over 3G, 4G and wi-fi connections for live streams, highlights, news and features • Behind-the-scenes access and competitions are found on Facebook
“
We have some tremendously talented presenters and experts who are passionate about sport. The customers are the ones that matter and now they will be able to see the programmes for themselves. We‘re convinced they’re going to like what they see, and we’re absolutely committed to making BT Sport fun, innovative and a firm favourite with the fans. John Petter, CEO of BT Consumer
SPORTING TIMES
”
The sporting line up includes: • 38 exclusively live Barclays English Premier League matches (from August 2013 for three seasons) • Live FA Cup action • UEFA Europa League matches • Top tier live football from Germany, Italy, France and Scotland • A further 10 Rangers matches • FA Women’s Super League • 30 exclusively live football Conference matches from the Skrill Premier • WTA women’s tennis • UFC • Moto GP (from 2014)
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building the business – join us
REMEMBER, REMEMBER THE 21ST OF NOVEMBER 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 21 November in Manchester. 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 action-packed day (and evening).
2-5pm HAIL THE ALE BEER FESTIVAL Club Mirror’s fifth 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.
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building the business – join us
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 hi-tech screens, as well as advice on latest legislation and better buying.
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6.30-7.30pm
7.30-10pm
DRINKS RECEPTION
CLUB AWARDS
A drinks reception for Club Awards finalists, association representatives and sponsors. Other announcements for the event will be published in the coming issues of Club Mirror.
The 21st Club Awards and Gala Dinner will be presented by guest host and TV sports presenter Hazel Irvine.
10pm-4am ENTERTAINMENT ZONE The evening continues after the Awards with entertainment, upbeat disco and real ales at ÂŁ1 a pint. (Images from 2012 event.)
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building the business – join us
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 October 22
Club Name and Address: __________________________
Please reserve me (STATE NUMBER) ______ extra 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 the Ask The Experts – Live!
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• I will attend on my own ■
HAIL THE ALE BEER FESTIVAL (FREE TO CLUBS) • I would like to attend the Hail the Ale Beer festival
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• I will attend on my own ■
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• I would like to bring colleagues
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Up to 3 _____
Other (please state) ______
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3 - 5 _____
• I would like to bring colleagues
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Up to 3 _____
Other (please state) ______
3 - 5 _____
SEND COMPLETED FORM TO CLUB MIRROR: BY FAX: 01753 272021 BY POST: Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX BY EMAIL: info@clubmirror.com CALL: 01753 272022
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To arrange rrang a g an appointment eentt to taste any of the hee 650 65 wines from ou our ra range, a see samples mples of our free wine ne lists lis or receive our ur full wines and spirits rits pricelist p call us on 0845 601 3432 or visit v crown-cellars.co.uk crown-cellars.co.uk PROUD PR ROUD RO O SUPPORTER SUPPO OR RTER RT T OF THE CLUB CLUB U MIRROR MIRR RO RO OR CLUB CLUB AWARDS AW AW WA ARDS A
building the business – brands report part 3
THE TOP 50 – CLUB BRANDS REPORT This month, in the third and final part of Club Mirror’s exclusive Club Brands Report from CGA Strategy, we identify and examine the UK’s top club brands in the white spirits and whisk(e)y categories. Commentary is by CGA’s MARK NEWTON and brand notes by SONYA HOOK. White spirits are a key category for the club sector, taking into account some of the most popular options including Vodka, Gin, White Rum and Tequila. As would be expected, most of the best known brands within each sub-sector are included within the first Top 10 list. Bacardi, Gordon’s, Smirnoff and Jose Cuervo are all key performers, counterbalanced by some of the more value options in each sub category such as Chekov Imperial Vodka, Glen’s Vodka and Grosvenor Gin, appealing to the often more cost-conscious member. In the wider market, premium offers are gaining more space and tequila is the top performer. Whisk(e)y covers all whisky types including blended Scotch, Bourbon and Irish brands. Again the key popular brands across all sub categories – including Bell’s, Jameson’s and Jack Daniel’s – are represented along with other key blended Scotch and value brands. The category has seen Malt do extremely well and imported Whiskey has also grown in the last few years. Blended is in decline, however. There are numerous other drinks brands which, although they have not made it into this year’s Top 50 Club Brands Report, have a significant presence within the Sports & Social Club market including Jägermeister, Southern Comfort and Lamb’s Navy Rum.
METHODOLOGY AND RESULTS The results are presented in alphabetical order. Overall volume, value and distribution performance were the key benchmarks used to define those brands within the Top 10 of each individual category. The methodology used is based upon analysis of CGA Brand Index performance monitoring data at a MAT (Moving Annual Total) level between April 2012 and April 2013.
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top 10 club white spirits BACARDI SUPERIOR
ABV: 37.5% Bacardi Brown-Forman Brands
CHEKOV IMPERIAL VODKA
Originating in 1862, Bacardi Superior rum is a light-bodied rum which is aged in oak barrels. The rum is clear in colour and smooth in taste as well as being dry, giving hints of vanilla and tropical fruits, according to the producer. The rum started off in Cuba and now, seven generations later, Bacardi still remains a familyowned business. The rum won its first award in 1876, and the company says it is now the ‘most awarded rum in the World’.
GLEN’S VODKA
ABV: 37.5% Glen’s Catrine Distillers
Chekov is a popular UK vodka available exclusively from Booker. It was awarded a bronze medal at this year’s International Spirits Challenge. Chekov, which is a triple-distilled and charcoal-filtered pure grain vodka, is positioned at an ‘extremely affordable’ price point, according to Booker, making it ‘a fantastic alternative to the brands’. A range of bottle sizes are available to the on-trade.
GORDON’S GIN
Glen’s Vodka is one of the most popular vodka brands in the UK, behind Smirnoff. It was originally called Grants Vodka when it was launched in the early 1970s but the name was changed to Glen’s in 2003 to differentiate it from Grant’s whisky. The Scottish-made vodka is produced from sugar beet and is popular as a lower-priced vodka option in both the on and off-trades across the UK. Sales are up by 9.5% in the last year, according to the producer.
GROSVENOR GIN
ABV: 37.5% Booker
ABV: 37.5% The Odessa Vodka Company
JOSE CUERVO TEQUILA
ABV: 37.5% Whyte & Mackay The brand was originally made in Warrington by the G&J Greenall distillery and it was sold in the 1980s to Whyte & Mackay. Vladivar has recently introduced the Flavours range in four variants. The brand will also be linking up with Very.co.uk this year for some consumer-facing activity. Recent consumer promotions included the chance to win a trip to a Russian city with five friends and a competition to win a karaoke night with Chesney Hawkes.
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ABV: 4.0% Proximo Spirits UK Jose Cuervo is probably the most-recognised tequila in the world, and according to distributor Proximo Spirits, it is also the oldest and most awarded. The brand began in 1758 and the company has remained family-owned for more than 250 years; today it is run by the 10th generation of the Cuervo family. Variants, which include Especial, Tradicional, Platino and Reserva de la Familia, are each aged to produce deeper tastes.
SMIRNOFF RED
ABV: 37.5% Diageo GB Smirnoff was first produced in Moscow in 1860 and there are now Smirnoff distilleries in more than 18 countries. The brand is sold in 130 markets and 10 bottles are sold every second. According to the company, every single drop of Smirnoff takes at least eight hours to filter through charcoal in a 10-stage process. As well as the original version, Diageo has also seen success with a range of flavoured variants, of which Espresso Smirnoff is the latest addition.
The Ukranian vodka Odessa is distributed by the Odessa Vodka Company in Dublin, Ireland, and it is recognised as being good value for money. It is available in a variety of sizes for the UK on-trade market, including one litre, 1.75 litre and 750ml variants. While there is a continued demand for premium white spirits in the UK’s on-trade, this is counterbalanced by more value options, which is partly why brands such as Odessa have secured their place amongst the top 10 white spirits.
VLADIVAR
ABV: 37.5% Diageo GB Alexander Gordon opened his distillery in 1769 in London, and shortly afterwards he created Gordon’s London Dry Gin. It was the first gin to be drunk with tonic and it has been produced in a green bottle since 1903, when there was a shortfall in clear glass. The recipe is closely guarded: apparently only 12 people in the world know the full distillation process. In March this year Diageo launched a new collection of flavoured gins, including Gordon’s Crisp Cucumber.
Following the trend set by many Booker spirits brands this year, this London Dry Gin was awarded a Bronze medal in the 2013 International Spirits Challenge. According to brand owner Booker it is “a quality spirit at an affordable price”, and it is available to the trade in a range of different bottle sizes (5cl, 20cl, 35cl, 70cl, 1l and 1.5l). In addition it is packaged in green glass with a striking label design for maximum shelf standout.
ODESSA
ABV: 37.5% Booker
ZAMOYSKI
ABV: 37.5% Moscow Distill Cristall This Russian Vodka has been produced for many years by Moscow Distillery Cristall. The distillery was originally founded in 1901 and it now offers a variety of vodkas and other spirits for domestic and international consumption. The distillery started its life as the Moscow State Wine Warehouse No.1 and it wasn’t renamed until 1987, when the word Cristall was added. The company is described as being the largest manufacturer of liqueur-vodka in Russia, and tours of the historic distillery are popular.
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top 10 club whiskies BELL’S
ABV: 40% Diageo GB
BENEAGLES
Beneagles was originally produced by Peter Thomson Ltd; a whisky blender and wine merchants based in Perth, Scotland and established in 1908. Peter Thomson was an agent for a wide range of drinks brands in Scotland and Beneagles was its own blended whisky. Beneagles became popular when sold in miniature ceramic bottles depicting Scottish culture - these bottles are now collectors’ items. Other collectable items include Royal Doulton pottery Scottish Birds of Prey ceramic decanters.
In 1825 a new shop opened in Perth, Scotland and began trading in tea and whisky - later it would be the first place to sell Bell’s. The whisky is matured in European sherry casks, which add colour and flavour. Bell’s uses up to 35 different malt and grain whiskies in the blend; each is matured between five and 12 years. Bell’s Original is described as being rich and fruity with a hint of smoke to the nose, balanced with an underlying freshness.
FAMOUS GROUSE
ABV: 40% Maxxium UK
JACK DANIEL’S
ABV: 40% Booker
JAMESON
ABV: 45% Maxxium UK
SCOTTISH LEADER
ABV: 40% Diageo GB
More than 170mn bottles of this Scotch whisky are sold every year in more than 200 countries. The original company was founded by John Walker in 1820 and over the next 30 years it became an international whisky business. The artist Tom Browne drew ‘The Striding Figure’ in 1908. The traditional Black Label variant is described as having smoky, vanilla and fresh fruit flavours. The brand also comes in Green, Gold, Red and Blue Label variants.
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ABV: 40% Burn Stewart Distillers Scottish Leader is Burn Stewart Distillers flagship and award-winning blended Scotch whisky, which is now sold in more than 60 countries around the World. The brand is available from the original variant through to the ultra-premium 30 year-old option. The secret recipe for the brand was originally created in the late 19th century in Dumbarton, Scotland. The whisky is produced in Deanston Distillery in Scotland, which operated as a cotton mill for 180 years before it was transformed in 1966.
It is said that William Teacher would not give his name to his blend until he found perfection and he decided that Teacher’s Highland Cream was that whisky. It was created in 1863. At 45% it has one of the highest single malt contents of any blend and uses fully peated Ardmore whisky as its fingerprint malt. It is described as being a smooth whisky with rich smoky undertones and is rich amber in colour. Two super premium expressions were launched in 2012: Teacher’s Single Malt and Teacher’s 25 Year-Old.
JOHNNIE WALKER BLACK LABEL
ABV: 40% Pernod Ricard Jameson is a single distilled Irish whiskey which was launched in 1780. It is made using malted barley combined with unmalted barley and other grains. The company is offering special admission distillery tours for 2013 where all persons with the name Jameson gain complimentary entry and can bring a friend for free. “Triple distilled whiskey like ours isn’t just born smooth and balanced,” says On-Trade Channel Director for Spirits, Ian Peart. “It takes our carefully crafted process used over hundreds of years to get it right.”
The Jacobite Whisky is made from a carefully selected blend of 100% Scotch whiskies. It is then distilled, aged in oak casks and bottled in Scotland to produce ‘a subtle and smooth flavour’, according to Booker. The brand was awarded a Bronze medal in this year’s International Spirits Challenge and it is offered in a full range of bottle sizes, ranging from 5cl to 1.5l for the UK’s on-trade. Available exclusively from Booker.
TEACHER’S
ABV: 40% Bacardi Brown-Forman Brands Jack Daniel’s is a brand of sour mash Tennessee whiskey, which has become known for its square bottles and black label. The founder’s name was actually Jasper Newton, but he was known as Jack from an early age. It is likely the distillery was founded in 1875 although records are unclear. Jack Daniel’s is filtered through sugar maple charcoal in large wooden vats prior to ageing, which is an extra step not used in making most Bourbon whiskey which, says the company, makes the product different from Bourbon.
This whisky is named after Scotland’s national game bird, the Red Grouse. The drink is produced by marrying fine malt whiskies with grain whiskies for ‘an unusually long period’ in fully seasoned oak casks. The Grouse whisky first began its life in 1896 when it was created by grocer and wine merchant Matthew Gloag. The success of the brand led to the addition of the word ‘Famous’ in 1905. The entire Grouse portfolio was repackaged in 2010 to enhance the stand-out of the grouse bird icon.
JACOBITE
ABV: 40% Whyte & Mackay
WHYTE & MACKAY
ABV: 40% Whyte & Mackay The brand was founded on the docks of Glasgow in 1844 by James Whyte and Charles Mackay. The brand’s master blender is Richard Paterson, who has created the whisky for the past 40 years, gaining numerous personal accolades as well as helping to win titles for the company, including the IWSC’s ‘Global Distiller of the Year 2010’. The brand is rolling out a new campaign this Autumn specifically for the on-trade, with consumer facing activity.
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building the business – Halloween
HE WHO SCARES, WINS Break out the pumpkins, dim the club lights and prepare for unearthly adventures; it’s Halloween. Are you ready for a visitation? If so, let’s hope it’s by members. allows (holy) Eve- was originally deemed the eve of the New Year, when souls of the dead returned to their homes to feast. For clubs, however, the concept of the dear departed returning, uninvited (and without having paid their subs) for free beer, or more likely spirits, goes against the grain. Halloween now represents an opportunity to increase club revenues – so let them pay, like everyone else. But if they’re not prepared to fork out, just how spooky can you make your club? Regaling scary stories will keep members running to the bar for Dutch courage. Here’s a collection to get the goose bumps going:
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Hellfire Club The Hellfire Caves, home of the renowned Hellfire Club in West Wycombe, have seen missiles being thrown at TV presenters, as well as the sound of disembodied voices. It’s all on record.
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• 3 eggs • 1 teaspoon ground nutmeg • 1⁄2 teaspoon of ground ginger • 1 teaspoons ground cinnamon • 4 tablespoons milk • 10 oz (275g) plain flour • 21⁄2 oz (65g) margarine • 21⁄2 oz (65g) of lard • 3-4 tablespoons water
Gargoyle Club Dean Street, London. This 18th century four storey Georgian Townhouse, once home to the Gargoyle Club, is reputed to be haunted by Nell Gwynne, renowned mistress of King Charles II. The grey shadow apparition is accompanied by the strong smell of gardenias. Come the 1980s the building was home of the Nell Gwyn Strip Club. Alexei Sayle’s Comedy Store opened above the club in 1979 where Dawn French and Jennifer Saunders performed. Other comediens who kick started their careers at the Comedy Store included Sandy Toksvig, Rik Mayall, Ade Edmondson, Nigel Planer, Ben Elton, Clive Anderson and Jack Dee.
Method Step 1: Place the pumpkin in a colander over a pan of boiling water and steam for about 20 minutes or until tender. Then mash and cool.
Caesar’s Club, London Perhaps one of the most famous ‘club haunters’ – apart from your regulars of course – is Ruth Ellis, the last woman to be hung in Britain. She worked at Caesars in 1948 and apparently hasn’t left since.
Step 2: Sift the flour and two teaspoons of cinnamon into a bowl then rub in fats until mixture resembles fine breadcrumbs.
Could your club be harbouring a ghost? Halloween is the time to find out. We’ve done our own Club Mirror check against the below. Alert members to the key tell-tale signs of unearthly presences and test them out on their own home. This is the Club Mirror team’s response...
RECIPE FOR PUMPKIN PIE Pumpkin pie is a traditional American recipe associated with Halloween and Thanksgiving. So don’t throw away the pulp from your pumpkin carving. Try the following recipe.
Step 3: Mix in the water to make a dough. Knead the dough on a floured surface and roll. Grease a baking tin (10.5 x 7.5 inches), line with the dough and prick the base. Line the base with greaseproof paper and top with beans. Blind bake for 15 minutes at Gas Mark 5, 190°C (this will keep the pastry flat) before removing the paper and beans. Bake for a further five minutes.
Ingredients • One and a half pounds (675g) pumpkin, peeled and fibrous center removed, cut into cubes • 4 oz. (125g) caster sugar
Step 4: Whisk the eggs, sugar, ginger, nutmeg and ground cinnamon. Fold in the mashed pumpkin and four tablespoons of milk and pour into the pastry case. Bake at 375°F, Gas Mark 5, 190°C for about 40 minutes, or until set.
1. Have you noticed cold spots/temperature drop? Yes (especially in Winter). 2. Glasses or other objects being moved across bars/ shelves? Yes (especially on a big Friday night). 3. Toilets being mysteriously flushed? No (we wish). 4. The smell of perfume, flowers or tobacco without an obvious cause? Errr... spookily yes. By many people. Specifically cigar smoke – various locations and unprompted, in rooms where no one has smoked. 5. The sense of being watched Yes (but that could be paranoia). TOP 5 PUMPKIN CARVING TIPS Tip 1: Cut an access hole in the bottom of your pumpkin so you can scoop out the insides using an ice cream scoop or similar. (You can reattach the base once you have gutted the pumpkin.) Tip 2: Use a plastic scouring pad to clean and smooth the inside of the pumpkin. Tip 3: Trace or draw the outline of your design onto the pumpkin. Tip 4: Use a fine serrated knife or small carving blade to make detailed cuts. Tip 5: Wrap your finished carving in plastic wrap and refrigerate until needed.
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SEASON OF MISCHIEF
Hobgoblin has unleashed its Season of Mischief, celebrating its mischievous role as the ‘Unofficial Beer of Halloween’ for the eighth year in a row obgoblin’s ‘Season of Mischief’ aims to extend the Halloween party spirit beyond a ‘one-day-only’ event and to encourage footfall over a longer period. “By creating a Season of Mischief we are providing the opportunity to enter into the Halloween party spirit a little earlier,” explains Wychwood marketing manager, Chris Keating, adding that permanent stock-
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ists will feature in the ‘Hobgoblin Unleashed’ iPhone and Android app, making it easier for consumers to find where Hobgoblin is on sale. Clubs buying 2 x 9g’s of Hobgoblin receive a limited edition Hobgoblin Halloween party kit. This year’s kit includes a flashing pump clip, bunting, posters, promotional drip mats, a bar runner, hand pull
Hobgoblin says... 1. Prepare early. Posters should be up now advertising your event - and social media is crucial to spread the word about your Halloween event. 2. Encourage staff to join in the fancy dress theme to heighten the party atmosphere. 3. Use my tasty ale in Halloween themed food. What about a tasty Hobgoblin stew? 4. If you’re throwing a last minute Halloween party, order Hobgoblin in FastcaskTM format, which will save time and precious space. (Plus by stocking Hobgoblin permanently you’ll be included on the Taste finder on the Wychwood website and iPhone / Android App.)
pumpkin topper and staff t-shirts. Hobgoblin’s ‘Madvent calendar’ is back again on Facebook with daily prizes awarded as part of the Halloween challenge. There’s also the chance to win £5,000 in the ‘Cauldron of Cash’ giveaway. Visitors to www.wychwood.co.uk enter their details for a chance to win the cash. There are also instant-win runners up prizes each day and
every entrant will receive a £5 off voucher for the Wychwood online store. The brand has also partnered with the Royal Horticultural Society to promote the legendary giant pumpkin competition (London Harvest Festival show; 8-9 October), while its annual Grand Lighting of the Pumpkins will be held at Wychwood brewery on 31 October.
5. Use my ‘Hobgoblin Unleashed’ iPhone or Android app to make yourself as gorgeous as me by using the ‘Goblinize’ feature. Hey, if you use it for your profile picture on Facebook all the ladies will get in touch! 6. Get into the spirit by downloading the Halloween screensaver or send your members my Halloween e-card from www.wychwood.co.uk Hobgoblin is available in both cask and keg formats (including FastcaskTM, recommended for those wishing to stock at short notice or with limited cellar space). t. 0800 587 0773 www.twitter.com/hobgoblin_beer www.facebook.com/hobgoblinbeer
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Mediation and negotiation are key skills for club management. This month we look in closer detail at how to become a successful mediator, with key pointers to help you negotiate everything from the best supplier contracts to salaries. And while you’re busy securing the best deals for members, don’t forget to shout about the club’s success. Spread the word as part of your marketing push. On that topic, how have your referral marketing skills been recently? Do you use it effectively, adequately or not at all? Put yourself to the test with our short quiz.
MEDIATION AND NEGOTIATION Robust negotiation skills are needed in every walk of life. From discussing terms of an employee’s contract to encouraging a family member to do the washing up, negotiation skills are essential to keep things running smoothly. Enjoy this short refresher course. Managers and stewards with negotiating skills are more likely to get good results. Negotiation means developing an ability to resolve disputes and conflicts. It also requires a willingness to work with other people to reach solutions that everyone can live with. In situations where a whole team/committee is negotiating, each individual should have their own role. Knowing who’s doing what and when, is fundamental to the overall negotiation process.
Knowing who’s doing what and when is fundamental to the overall negotiation process.
TOP TEN TIPS 1. Start with the end in mind Realise what you want the outcome to be and know how far you can – and are willing to – go. 2. Show respect Listen and learn about the other person’s point of view. Think about whether you can all attain the outcomes you hope for and be prepared to meet in the middle where feasible. 3. Self-belief If you believe you can achieve what you want, you are more likely to be successful. Presenting in a relaxed, confident way will help you to reach your goal. Speak clearly and concisely. Avoid appearing desperate, stressed, irritated or angry at all costs. 4. Develop rapport People like people who are like themselves. Take some time to warm up your negotiating partner and find areas of common ground. Remember your goal is to create and build a healthy relationship. 5. Use influencing skills Learn as much as you can about your negotiating partner so that you will be better equipped to influence him. Listen to the language he uses and then use it too. Find out what is important to him – does he focus on what he wants or what he doesn’t want? Does he seek approval from someone else? 6. Use sales skills Ask questions and present the benefits of your argument.
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Find out whether he agrees and then handle any objections. Remember to think about the benefits for both parties. 7. Be flexible Explore all possible solutions and outcomes. Be prepared to adapt if it means you both achieve your desired outcomes. Collaboration doesn’t mean giving up or giving in. 8. Be focused, firm and determined Restate your case with confidence.
a plan for carrying it out and make sure it happens. Being reliable and trustworthy will hopefully make things easier -for example when you come to re-negotiate in a year’s time.
Negotiation is most successful when both parties: • Recognise the value of a relationship and want to continue it • Participate actively in the process
9. Closing skills At the end of the meeting, be clear about asking for what you want. Check that all parties have understood this and confirm in writing afterwards if appropriate. 10. Do it If you have agreed to do something, make sure you have
• Show consideration and acceptance of each other’s perspectives, values, beliefs and goals • Separate personality from the issue involved • Work together to develop a solution everyone can accept
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REFERRAL MARKETING MEANS MEMBERS Referral marketing, in particular customer referrals, can be a powerful marketing tool and many companies are masters of the art. The lessons they spend vast sums on learning, can all relate back into clubs, regardless of their size or nature. Research tells us that a happy customer, who has enjoyed great service, will tell up to 12 people of their experience, and that those 12 will tell 12 more. This has a serious knock on effect on business. So are you encouraging and influencing your happy members and guests to share their stories? Do you have a healthy waiting list of people eager to sign up? Or are you still leaving things to chance? Take this month’s quiz to find out. 1. You take over as the manager of a prestigious large sports club and are surprised at the low numbers of customer referrals. Do you: a) Write a referrals policy and implement it with the team (2) b) Greet every member personally and remind them to tell their friends (1) c) Meet with the team and draw up a strategy based on your pooled resources (3) 2. You launch/review your website with a view to increasing member referrals. Do you: a) Introduce a link that automatically allows members to refer their friends (2) b) Introduce a link that automatically allows members to refer their friends - with an incentive (3) c) Tell them how great you are and ask them to tell their friends (1) 3. You have worked hard to build up your food business and it’s working. Members love it. You want to make sure they continue to have a great experience (and therefore keep telling people about you). Do you: a) Give them a discount (1) b) Encourage your team to make the service even better (2) c) Introduce a record system to ensure your regulars always receive their favourite ‘extras’ (3) 4. An inappropriately dressed member arrives in the club. You’re concerned about what the other members will think. Do you: a) Ask him/her to leave (1) b) Serve him/her but leave it at that (2) c) Treat him/her with the same courtesy and service as your other members - you never know who people are or who they know (3) 5. You overhear the bar staff recommending a hotel down the road for a wedding reception. Do you: a) Interrupt politely and offer your club up as an idea (2) b) Interrupt politely, offer up your club and make a mental
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9. Your new Steward wants to introduce a members’ reward card scheme and you really don’t think this is something members would respond to. Do you: a) Say nothing but somehow forget to do anything about it (1) b) Explain why it won’t work (2) c) Find out what some of your members think and then present your findings with options and recommendations (3) 10. One of your bar team comes to you with the idea of asking your members for testimonials. You think this is a good idea. Do you: a) Ask them to get on with it and see how they go (2) b) Train everyone in the best way to approach this (3) c) Go and ask the members yourself (1)
According to research, people who have had a great time at the club will tell up to 12 people of their experience.
note to do some serious internal marketing (3) c) Ignore it (1) 6. You have been asked to attend a local networking event tomorrow night. You already worked 60 hours this week. Do you: a) Pass this time and catch up on some shut-eye (1) b) Ask someone else to go instead (2) c) Welcome the opportunity to publicise your club and meet new people/potential members (3) 7. You are being helpful and refer a builder you know to one of your members who is looking for someone to fix his patio doors. The builder (who you only really know from football on Saturdays) makes a complete mess of the job. Do you: a) Seek out the offender and tell him how you feel (1) b) See if you can get someone else to put the mess right (2) c) This wouldn’t happen – you only ever refer ‘known quantities’ (3) 8. You have a fantastic August Bank Holiday club night. Do you: a) Sit back and count the takings, feeling generally pleased with yourself (1) b) Think that next time you should give out some publicity material to encourage referrals (2) c) Sit back and feel great that you had prepared and distributed some great publicity material to encourage referrals (3)
SCORES: 24-30 marks You are switched on when it comes to referral marketing and are skilled at encouraging your members and guests to refer others to your business. You understand that this is a cost effective and readily available method for promoting your business. You also know that whilst delighting the members is a sure way to ensure they tell others about you, it doesn’t stop there. You are a skilled and enthusiastic networker and are always on the look out for opportunities – wherever you happen to be. You understand the importance of training and motivating your team to maximise opportunities too – and you make this fun. 13-23 You know that you should do more about member referrals but never seem to have the time to formalise it. You do go some way towards encouraging your customers to refer others to your business – though this can be erratic – and you could certainly do more to involve your team in this initiative. You know you could network more but sometimes shy away due to other pressures. You can even fail to notice the opportunities that are around you. A concerted effort to be more organised and systematic will pay dividends. Be sure to train and motivate your team to maximise opportunities too – and make it fun. 0-12 You feel that you are doing fine the way you are and don’t need this entire extra hassle or referral marketing. However, you could be missing out on some cost effective and straightforward marketing opportunities that could grow the club’s business and revenues, thus taking some of the pressure off in other areas. Take some time out to think about how this could be selling yourself and your team short.
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ask thebusiness experts -technology winning with wine better
MAKE THE MOST OF YOUR
WINE LIST A few simple tweaks can make all the difference to how effective your wine list is in helping you to sell more wine, more profitably, according to Crown Cellars. Here, wine buyer LOUISE BODDINGTON and Master of Wine JONATHAN PEDLEY offer advice on creating the perfect wine list for your club.
he club wine list doesn’t have to be huge to help you sell more wine. It just needs to meet your members’ needs and to make them feel that they are getting great value.
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sparkling wines from Champagne. Sometimes a customer can discount a ‘Champagne and Sparkling’ section because of assumptions on price linked to Champagne.
Variety is the spice of life The more styles, grape varieties, countries of origin and price points you cover, the more members you are likely to appeal to. And remember, wines your members like may not be the wines you prefer.
Trading up Give members the opportunity to trade up when they fancy splashing out. Highlight more profitable choices with ‘Our favourite’, ‘We recommend’ or ‘Award Winning’ (if appropriate). And remember that your members’ eyes will hit the centre of the wine list first so this is the ideal spot for your higher margin wines.
Balance your list Add interest and credibility by offering a few trendy or unusual choices, such as the hot wine of the moment Picpoul de Pinet, as an alternative to the safer choices Wine of the Month promotions are a great way to see if these wines appeal to your members. Core wines by the glass Ensure that your core wines are available by the glass and provide a standard and premium option for your most popular varietals. A huge choice of single serve wines is available if you are worried about wastage. ‘House wines’ and wine brands Avoid terms such as ‘house wine’ to encourage members to try a more profitable choice. And help your list stand out by
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including a selection of on-trade exclusive wines that members won’t see in supermarkets alongside any branded wines. Make it sparkle Put sparkling wines at the start of your list. Prompt impulse purchase with calls to action e.g. ‘Celebrating? Why not add some sparkle with...?’. Separate your
Pricing guidance and service styles Make sure your list has a steady progression in pricing from entry level so it allows your members to try more expensive wines in easy steps, encouraging them to trade up to better quality wines and making the top end of your list more accessible. Members drinking at the top end of your list will put more money on your bottom line and feel more positive about the experience and the great value for money that you offer. You can apply the same logic to wines by the glass, not just in the range of wines available, but also in sizing. Offering a pricing benefit to members who trade up from
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CONSIDERATIONS FOR CREATING YOUR WINE LIST Who you and your members are will be the basis of your list. FOR WET-LED OUTLETS Value end of the market. Your list will need: • A new world bias with focus on lighter styles and popular varietals • Higher proportion of white versus red • Rosé offering • Lighter wines available by the glass • Accessible sparkling choices - e.g. Prosecco
Premium end clubs. Your list will need: • A new world bias but old world still required • Equal balance of red/white world * Rosé offering • Sparkling and Champagne • Tiered pricing and highlighted trade up options
CLUBS WITH A FOOD OFFERING Value end of the market. Your list will need: • A new world bias • A balance of red/white - ensure that sweeter white options are available • Lighter wines available by the glass • Accessible sparkling options • Simple meal matching recommendations e.g. good with your steak
Premium end of the market. Your list will need:
“
• Wider range across all price points and styles • Equal balance of old/new world • An old world bias on reds, leaning towards new world on white, sparkling and rosé • Trade up options on all key varietals • Strong presence on sparkling, Champagne and rosé • Menu pairing recommendations 125ml to 175ml or from 175ml to 250ml will be adding value for that customer. Equally, encouraging trade up from glass to bottle when individuals in a group choose the same wine will also make your members feel like they are getting great value from you – after all, you are showing them a way to save money when a bottle is cheaper than two glasses of the same wine! The wine list – design and content For more extensive lists, laying out by style or taste profile
The more styles, grape varieties, countries of origin and price points you cover, the more members you are likely to appeal to.
rather than colour can be helpful to members, reducing the risk to increase likelihood of experimentation and trading up. Unless you’re a specialist and your members demand it, resist the temptation to be overly wordy with wine descriptions. It can be off-putting for members and increase print costs. Your wine list should be accessible and on display for members at all times, not tucked behind the till on the back bar so members have to ask for it.
”
CONTACT DETAILS Crown Cellars is the specialist wines and spirits division of Carlsberg UK. “If getting a wine list started looks daunting Crown Cellars has a team of specialists who can build a list for you and provide printed copies delivered to your door free of charge,” says the company. t. 0845 601 3432 e. newbusinessenquiries@crown-cellars.co.uk www.crown-cellars.co.uk
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ask the experts - make the web work for you
FROM ONLINE BOOKING SYSTEMS TO SIMPLE WEB MANAGEMENT This month Club Mirror asked LAWRENCE HARDCASTLE, Managing Director of web design, development and marketing company Larrytech, for his take on the value of websites, their critical role, and how they can help clubs – at all levels – to increase interaction with the membership, from simple sites which clubs can update themselves, to online booking and responsive web design. Q. The World Wide Web has been around now since 1989. What would you say has been the biggest shift in websites in recent years? A. I would say that responsive web design is probably the most important development in recent years. This is the task of creating sites to provide an optimal viewing experience, for easy reading and navigation with minimal resizing, panning and scrolling. This is mainly to ensure the website performs across all mobile devices such as smart phones and tablets as it is generally expected that by 2015 the majority of traffic will come from mobile devices. As a result of this shift, many organisations are focusing too heavily on mobiles; the real challenge is to offer compelling experiences on all devices. I believe that access will increasingly be gained through a myriad of devices with varying capabilities, and responsive web design is the best way of addressing the parade of devices on the market now – as well those that are yet to be imagined! We find that more and more of the work we are doing now is responsive. Q. How can clubs maximise the presence of their website? A. There is SEO of course, or Search Engine Optimisation, which is the task of making your website more search engine friendly with the aim of increasing its popularity with the search engines, in order to rank as highly as possible in search results. SEO isn’t a quick fix nor a last minute measure to be added at the end. It needs to be planned and implemented as part of the substance of any website in order to maximise its effectiveness. Q. So assuming an increased hit rate, what are the practical benefits to clubs? A. Well, one area we’re seeing a lot of growth in is online booking systems. Many clubs are moving away from using manual paper booking systems to much slicker online versions that handle booking payments and drop all the contacts into a database for marketing purposes. Clubs should remember though, that it’s all very well using SEO to get users onto your booking system, but this is pointless if the booking system isn’t easy to use, as this will result in ‘abandoned shopping carts’ when people just give up trying to book. Q. So a good booking system should be what? A A good booking system should be easy to find. There should be a ‘book online’ button on each page of your website - not just on the homepage - and the system should be quick and easy to use.
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Hitting it off with the web: online booking systems should be quick and easy to use
Q. What are the additional benefits of this online interaction? A. With all of the above comes increased contact information. This means that clubs can become very targeted in their marketing and – with the help of email marketing software – can send out special offers, promotions and so on. They will also be able to track the ‘journey’ of recipients when they have clicked on the ad or promotional activity. This means clubs can tailor a follow-up accordingly. A good system will allow you to customise what is sent out and let you create newsletters for blogs as well as for emailing out. Q. What’s your best advice for clubs on the design of - and use of - their website? A. It’s one thing to design a really stylish web site, but it has to function exactly how that club needs it to. This is something I’m passionate about, and something that – dare I say and without trying to plug us too much! – we at Larrytech are extremely adept at. We work best with clubs that are after a website that looks stylish but equally functions exactly how that club requires, whether that be through updating the website through the CMS, helping the club generate more traffic through SEO or through creating a slick online booking system to help automate manual processes. More and more of the work we are being asked to do particularly for golf clubs - is responsive, because, as I said earlier, this is crucial in today’s ever-changing market.
Having said that, each site we design is custom-made for each client at the appropriate level. As such, the content management systems are created to suit the exact requirements of each club, giving them the ability to update a wide variety of features on the website themselves. There’s nothing worse than feeling that you have a great web site but you don’t know how to use it. It can be as simple or as sophisticated as each individual club needs it to be; don’t get blinded by the jargon.
CONTACT DETAILS Larrytech Ltd, Calverley House, 55 Calverley Road, Tunbridge Wells TN1 2TU t. 01892 888 011 e. info@larrytech.com www.larrytech.com Larrytech is a web design, development and marketing company, founded in 2001. Clubs of all size and scale are invited to contact Lawrence for an informal discussion on how the company can help build club business through the design of tailored made web sites. Online booking systems and responsive web sites are particularly recommended for golf clubs and sports clubs where members need to book tee off times, courts, classes etc.
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For more information visit www.clubmirror.com
CLUB TRADE SHOW Club Mirror’s Ask the Experts Live! Trade Show takes place on 21 November in Manchester. Time – 2pm - 5pm Date – 21 November, 2013 Venue – Copper Face Jacks Pub, Palace Hotel, Oxford Street, Manchester, M6O 7HA JOIN US • Find out what club suppliers are up to and what impact they could have on your club • Share your latest news and events • Network with other clubs WHO’S ATTENDING? Club supporters and suppliers who are keen to share their innovations and ideas to boost your sales, as well as explore cost-saving concepts. The aim is to provide real benefits to you and your club.
SEE YOU THERE! e. info@clubmirror.com t.01752 272022 f.01753 272021
what’s new – products CUTTING EDGE Club security on the move
Licensee Rob Place demonstrates the technology on his iPad.
V3 bottler
Pumpkin Spice Syrup
Lec Commercial Platinum 600L
NEW STUFF FOR CLUBS The very latest new products and services for the licensed club trade. PERSONALISED BOTTLES Vivreau is offering new customers a range of complimentary products, including free personalised bottles and a dishwasher tray. The promotion runs until the end of October and aims to help new customers discover the environmental benefits of Table Water Bottling Systems, says the company. To participate in the promotion, customers must sign up to rent a Vivreau V3 Table Water Bottling System after which they will receive their free bottles when the system is installed. The V3 bottler can dispense purified and chilled still or sparkling water from mains-fed water. The package includes the water machine as well as designer glass bottles in 750ml and 425ml sizes. A Mini Bottler is also available as a counter top machine. • t. 020 8813 4895 • www.vivreau.com PUMPKIN SPICE SYRUP Halloween is the time when pumpkins come into their own. Cream Supplies has introduced Pumpkin Spice Syrup which can be added to any beverage including tea, coffee, cocktails or milk-shakes. It can also be used as a cooking ingredient. • t. 0845 226 3024 • www.creamsupplies.co.uk GRAB & GO PASTRY CHILLER Williams’ new pastry chiller is designed to maintain the storage conditions needed to keep pastries, pies, cakes and open sandwiches in top condition. The new model combines an energy-efficient refrigeration system with a layout which maximises every millimetre of display space, says the company. The pastry chiller, model PC900, is part of Williams Gem range for the Grab & Go sector, such as sports club cafés. Energy saving features include heavy duty polyurethane insulation and LED lights. The combination of effective refrigeration and high performance insulation means that
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the cabinet chills down to temperature quickly, according to Williams, ensuring that the pastry chiller always maintains set parameters (usually 5 – 8°C), even in ambients of 25°C. The unit measures 900mm wide by 780mm deep by 1500mm high and the display area has a storage capacity of 205 litres (7.2 cubic feet). • t. 01553 817 000 • www.williams-refrigeration.co.uk REFRIGERATION AND FREEZER RANGE EXTENDED Lec Commercial has introduced the Platinum Gastronorm Compatible refrigeration and freezer units. The new 600 litre units provide full 2/1 Gastronorm compatibility and maximum storage capacity, says the company, in addition to user-friendly features and low running costs. The Gastronorm Compatible range includes a minimal footprint of 1982 x 775 x 743mm (h/w/d) as well as four fitted castors for ease of movement. A new advanced controller has been designed to display temperature, high/low audible alarms and a door open alarm should the door be left open accidentally. The refrigeration unit includes a 0 -10°C working temperature range, has an automatic defrost function, five removable wire shelves (with a choice of 20 variable shelf positions) while the freezer unit features a working temperature range of -18°C to -25°C and six fixed height shelves. All units come with a full two year parts and labour warranty and a UKbased call centre which operates seven days a week. • t. 0844 815 3742 • www.gdpacatering.com WAREWASHING FROM WINTERHALTER Winterhalter’s new PT Series, a range of passthrough warewashers, has energy-saving heat exchange technology fitted as standard. The system extracts energy from the waste water, using it to heat up the incoming cold water supply, reducing energy costs by up to 10%, according to the company.
Club managers can now keep a watchful eye on club premises via mobile devices or home computers thanks to pioneering technology from Sunderlandbased CCTV specialists Hadrian Technology. The company links HD quality CCTV footage of club premises to devices via a specially-designed app. The technology can list events such as disturbances or break-ins, by date and time, which can be accessed through the app, and provides alerts via email if there is movement in a particular area of a building or grounds. The viewer can instantly view footage – live or recorded – to assess if there is a genuine problem or a false alarm and act accordingly. The ‘crystal clear’ footage provided by the cameras, through a High Definition-Serial Digital Interface (HD-SDI) recorder makes it easier to identify intruders, refute false injury claims and monitor activity at businesses or homes, according to the company. The system can also be used to monitor deliveries. Using the app, clubs can pull up a high definition image from the exact date and time of when someone arrives. Gary Trotter, General Manager at Hadrian Technology, said: “We can tailor the systems to meet clients’ needs, and as the HD-SDI systems can use a building’s existing co-ax cable, rather than Cat 5 cable, we can substantially reduce installation costs.” Hadrian Technology was founded in 1999 and provides CCTV design, installation, maintenance and repair as well as CCTV rental service. • t. 0845 094 0327 • www.hadriantechnology.co.uk The PT Series also features an energy control system designed to speed up the washing process and increase rack capacity per hour by 28% while reducing heat-up time by 50%. The PT can be customised to each site’s requirements and local conditions, says the company. The installation engineer can adjust the machine to take account of everything from the type of food on the menu to the hardness of the water. “In warewashing there are three key aspirations: better results, more quickly, at a lower cost,” says Stephen Kinkead, Managing Director of Winterhalter UK. “What’s groundbreaking about the PT is its ability to deliver all of them at once. This is truly innovative technology that delivers major benefits to operators.” The first two machines in the range – the PT-M (medium) and the PT-L (large) – have a ‘theoretical capacity’ of up to 77 racks per hour for glasswashing and 72 per hour for dishwashing. • t. 01908 359000 • e. info@winterhalter.co.uk. • www.winterhalter.biz/fileadmin/PT-Scout/?UK_en
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club services
AT T H E H E A R T O F T H E C O M M U N I T Y
07789 870709
ENTERTAINMENT
TO ADVERTISE PLEASE CALL
ssk entertainment S U R R E Y
•
S U S S E X
•
K E N T
• disco • quiz nights • master of ceremonies • weddings • birthday parties • award evenings • pa hire
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 • email: sskdisco@gmail.com • www.sskdisco.co.uk REFURBISHMENT
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AT T H E H E A R T O F T H E C O M M U N I T Y
club services
TO ADVERTISE PLEASE CALL
07789 870709
REFURBISHMENT
CELLAR EQUIPMENT
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club services
AT T H E H E A R T O F T H E C O M M U N I T Y REFURBISHMENT
07789 870709
GLASSWASHERS
CF/24 Leather £114.90 Leather RF/1U £45.90
TO ADVERTISE PLEASE CALL
TC/2B From £35.90 Wood Seat
TC/1B From £32.90 Wood Seat
WT/13 £59.90
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 £63.90
WT/1W From £74.90
From £23.30
From £13.50
From £12.40
150C
151C
From £23.30
152C
153C
154C
Now available in 15 fabrics
BACKBAR
Touch Screen Tills supplied and installed at affordable prices…
CLUB MANAGEMENT
Crisis? What crisis? Struggling in the current climate? No real answers to solve your day-to-day and longer-term issues?
Minotaur Clubs Partnership is committed to working closely with you. Our experienced team can offer assistance to overcome many of the worrying issues affecting your club business Continued rising costs versus declining trade? Difficulty paying your suppliers? Struggling to maintain and repair your premises? FSA registration or Accountant issues? Locked into a financial loan with your bank or brewery? Onerous leases, door entry systems, air conditioning? Lack of support from your suppliers and bank? Declining membership?
KEY FEATURES
OS Contracts
Reliable and easy to customise User friendly and versatile Cost effective all in one solution Automatic price changes at preset times Stock Management
Please contact us on FREEPHONE:
Our ‘Regeneration Rescue Package’ has already prevented club closures across the UK Layton Institute Club, Blackpool; Queens Social Club, Sheffield; East Bowling Club, Bradford; Beeston Social Club, Leeds... all C&IU affiliated.
Please visit www.minotaurgroup.co.uk or call 01629 761680 / 07971 381494
0800 083 4293 56
clubmirror
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club services
AT T H E H E A R T O F T H E C O M M U N I T Y
07789 870709
REFURBISHMENT
ENTERTAINMENT
ssk entertainment S U R R E Y
•
S U S S E X
•
K E N T
TO ADVERTISE PLEASE CALL
• disco • quiz nights • master of ceremonies • weddings • birthday parties • award evenings • pa hire 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
TECHNOLOGY
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GAMING
clubmirror 57
club services
AT T H E H E A R T O F T H E C O M M U N I T Y
07789 870709
REFURBISHMENT
CF/24 Leather £114.90
TO ADVERTISE PLEASE CALL
Leather RF/1U £45.90
TC/2B From £35.90 Wood Seat
TC/1B From £32.90 Wood Seat
WT/13 £59.90
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 £63.90
WT/1W From £74.90
From £23.30
From £13.50
From £12.40
150C
151C
From £23.30
152C
153C
154C
Now available in 15 fabrics 58
clubmirror
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DIARY DATE November 21, 2013 ASK THE EXPERTS LIVE Manchester Palace Hotel November 21
REGISTRATION HOTLINE 01753 272022
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