‘Social hubs’ plan aims to breathe life into pub scene

A CAMPAIGN aiming to save Ireland’s pub scene and turn local bars into “social hubs” is under way.

The Vintners Federation of Ireland (VFI) has revealed how they have been travelling around the country in recent months advising publicans they need to change the way they do things and become places that appeal to a new type of “more demanding” customer.

As part of the campaign pubs have been told they need to have a “continued focus” on events and promotions and consider initiatives like cinema and book clubs, quiz nights and other themed events to encourage people to come to their premises.

The VFI has said pubs need to become vibrant “social hubs” which are marketed using new technologies like text messages and social media.

A recent survey of VFI members, commissioned as part of the campaign, has shown that more than seven out of 10 publicans were now putting on extra events, two-thirds had reduced the price of drink in the last 12 months and three out of five pubs had reduced the price of food.

The survey also found that nearly three-quarters of VFI members have introduced cost-saving measures over the past 12 months which include reduced utility bills, installing energy saving measures, reducing staffing costs and cutting trading hours.

The fresh moves to invigorate the industry has come in reaction to falling bar sales which saw revenue drop 10.5% last year, bringing the decrease in the past three years to 25%.

According to the VFI, 2011 has started in much the same way, with a further 7.4% drop in sales in the first quarter and the closure of more pubs. The VFI has also pointed to ever-growing sales at the country’s off-licences.

VFI chief executive Padraig Cribben said it was vital that all those involved in the hospitality industry, from suppliers to pubs and hotels, play their part in attracting new customers.

Mr Cribben said he was also calling on everyone involved in the bar trade, from drinks suppliers to pubs, to ensure they did not miss a “golden opportunity”.

As part of the nationwide campaign the VFI has informed publicans of the urgent need to train staff properly and to never compromise on quality.