MyStar News August 2025

HELP TO CAPITALISE ON GROWING INTEREST IN DARTS

To help you make the most of the growing interest in darts, we’re launching Darts Stars, a new initiative to encourage casual players in your pub.

You’ll receive free print POS kit to place by your dartboards, featuring simple guides to popular games like 501, Killer, and Around the World. Plus, digital how-to videos your customers can scan and watch, all to help encourage those who aren’t too sure about how to play.

Darts is fun, inclusive, and easy for all ages - perfect for competitive socialising in pubs. Games usually last over an hour, boosting atmosphere, dwell time, and repeat visits.

Midweek is when darts really shines, helping to drive footfall on potentially quieter days. Many pubs call it “crucial” to trade. Sign up for your free kit on the Retail Kit section of eazle Darts Stars Kit.

Cheers,

Cathy Olver

Retail Director

FOOTBALL PROMOTION SCORES BIG

Focussing on football has been a major contributor to the success of Fleet Street in Newcastle since it opened in July 2024.  A top-quality sound system helps create a fantastic atmosphere together with a huge screen and pre and post-match talks by an ex-Newcastle United player and former newspaper sports editor.   The duo is paid to do a quick 15-minute analysis before and hour after Newcastle home games. Manager Baileigh Musgrove explains: “Football is really important to Newcastle.  It’s part of the city’s nightlife and culture.  Halfway through the Premier League we introduced a promotion for soft and alcoholic drinks for 10 minutes, whenever Newcastle United scores.  It’s had an enormous impact on trade. Had we known we would have done it from the start. Previously we were packed out during home games whilst away games traded at 50% capacity.  Now away games are busier than home matches.  People also come in earlier and stay later. The promotion adds excitement with customers taking photos of the screen above the bar displaying the promotion and sharing them on social media. It’s had a knock-on effect on non-match days too, increasing weekday trade by a third.  We view the promotion as an investment, rather than a loss.  We also sponsor Newcastle United’s Magpie Channel for fans, which is targeted advertising.  The key to success with sports is to focus on atmosphere before anything else.”

WOMEN'S RUGBY SUPPORT WINS FANS

To show its support for women’s rugby during this historic year, The Cabbage Patch in Twickenham rebranded itself The Red Roses Patch for the Women’s Six Nations rugby tournament.  They’re looking to repeat the exercise for the Rugby World Cup.   The rebrand included a mural featuring England captain Zoe Aldcroft beside vice-captains Marlie Packer and Meg Jones, all of whom attended its unveiling.  Inside, the Red Roses’ success was celebrated with window vinyls of legendary players, their boots and shirts and pictures of the 1994 and 2014 World-Cup-winning squads.   The move reinforced the pub’s rugby renown attracting media attention from national newspapers and Sky Sports.  Says General Manager, Stuart Green: “We already sponsor our local women’s rugby union team.  Changing the pub’s name was straightforward to do and an impactful way to support this fastest growing area of rugby.   We also created a special sensory area for neurodiverse customers to watch the tournament. It included lower sound and light and bean bags.  We had lots of positive feedback including from carers who said it gave them a safe space where they could enjoy watching sport in a pub for the first time.  Following its success, we’re committed to providing this safe space for other sporting occasions.”

TEENS AND YOUNG FAMILIES A FOCUS FOR VILLAGE PUB

A throwaway suggestion from a croc–wearing villager, inspired licensees Andy Mason and Adele Good to host a family friendly Croc Fest at The Angel, Misson.  The free tongue-in-cheek Saturday evening disco was open to croc-wearers and ‘anti-croccers’, with a prize – a meal for two and a bottle of wine - for the best crocs.  50 people attended the September afternoon and evening event resulting in a 15% uplift in trade.  Says Andy: “We try to hold family friendly activities whenever we can.  It’s especially important in a village to create community events that encourage residents to socialise. The Croc Fest was a bit of fun that appealed to those with younger children.  We produced posters which we displayed around the village and organised a DJ.  That’s all that was needed.  We’re constantly thinking of ideas to drive the business forward.  There’s nothing for teenagers to do locally, so next up we’re hosting a Teens Night.  For £5 a head they’ll get a pizza and a drink.  We’ll also put on free pool, and provide PS4s to play on, board games, such as Trivial Pursuit and Scrabble, and have the TV playing.”

E-GAMES MOVE PAYS OFF

The decision to introduce e-darts and an electronic shuffleboard has paid off for Geoff King, licensee of Mangos in Falmouth.  They’re attracting customers to the bar at quieter times and have given it a point of difference.  Players are charged £5 per head per hour to use either game.  Typically, four to six people play at any one time with around 50-60 people playing every week.  Says Geoff: “We created a distinct games area in the centre of the bar to ensure the e-darts and shuffleboard stand out.   It cost £8k to install the e-darts and we pay a weekly subscription of £85 for the software.  We rent the electronic shuffleboard for £385 a month.  People either play e-darts or the shuffleboard rather than both. The darts is more popular.  Customers of all ages like the games.  The busiest time is early evening though they’re good for attracting family trade during the day and in the holiday season.  The investment more than covers itself and we get additional drinks income, too.  Competitive socialising is becoming more popular as a way of encouraging people to increase their spend. However, before committing, research if there’s a gap in the local market and check you’ve got the best deal as software licensing fees vary.”

OCKTOBER FEST DOUBLES TAKINGS

Looking to host a different type of activity, licensees Ben and Michelle Simmons decided to host an Oktoberfest which they marketed as an Autumn Festival.  It was held on a Saturday in mid-October during the afternoon through to 9pm. 100 attended, with hot apple cider, beers, bratwurst, pretzels, flatbreads and pizzas served.  Three different music sets were played from midday finishing with an oom pah pah band.  Says Michelle: “We started promoting the free event three months in advance on social media and in the pub.  It was busy from start to finish doubling our Saturday takings.  Although it mainly attracted a local crowd, people travelled from neighbouring towns as well.   We had a space we could use so didn’t have to hire a marquee which would have eaten into our profit. We decorated the outdoors with pumpkins, and staff wore lederhosen and dirndl outfits.  Dressing up was optional for customers. Quite a few did.  We’re going to encourage more to do it this year by giving a prize for the best outfit.” 

WREATH MAKING DOUBLES MID-WEEK TRADE

Two mid-week wreath making nights doubled trade at The Merry Fiddlers in Epping in November and December.   20 people paid £55 to attend, receiving a glass of bubbles, canapes and materials as part of their ticket.  Says licensee Thomas James: “We pay a local florist for an hour.  She brings all the equipment and greenery. The classes start at 7pm and last an hour.  Most attendees stay on till 9.30 pm and have something to eat.  The activity is held on the patio with Christmas music playing.  I was surprised how successful the wreathmaking sessions were – they sold out quickly.  This year we’ll schedule more and earlier in November.   We’re a destination rural pub that’s busy at weekends.   It’s important to give people a reason to visit mid-week.  Paying an expert to host the event means it is done properly and is one less thing to worry about.  We have boards in our bathrooms and hallways promoting forthcoming events like these and amplify the marketing on social media.”