Simply opening the doors and hoping for a busy night isn’t enough. Customers are looking for experiences, not just drinks, so pubs that offer something a little different are the ones winning repeat visits.
Creating unique events doesn’t have to mean big budgets or dedicating months of planning. Using your team to brainstorm or take some ownership of planning can be an easy way to test out something new, and by giving staff some responsibility in an event, it also helps them develop valuable skills in their career.
1. Themed nights (with a twist)
Themed nights aren’t new, but a fresh approach can make them feel exciting again. Instead of a generic 80s nights or live sports, lean into niche interests and let your team shape the concept.
For example:
- A bartender passionate about beer could run a Meet the Brewer night or tasting event.
- A team member who loves music or art could host a vinyl only listening evening or local artist showcase.
- Bring the history of the pub to the forefront with a museum like event showing photos and items from over the years and sharing the history of their local.
2. Rotating takeover nights
A way to keep events feeling fresh is to introduce regular takeover nights, where one staff member runs a themed event based on their background or interests, and works with a small team to create the experience.
Allowing staff to rotate roles (such as event lead, logic planner and marketing lead), particularly giving quieter members the chance to lead, can show hidden strengths and build confidence. In the process, staff gain experience in leadership, scheduling, stock planning and customer engagement, while the pub benefits from new ideas.
3. Community-focused events that feel authentic
Customers increasingly value pubs that feel rooted in their local community. Staff are often the best people to spot these opportunities, as they live locally and understand the customer base. At the pub of BII Ambassador, Steve Banks MBII, The Woodman in Ruislip, they also get their customers to lead events — building community trust and loyalty. A great example is Pints of Knowledge, where pubs host a lecture over a pint for guests who enjoy learning something new.
While these might not suit every pub, the concept is easy to adapt. Instead, you could host themed skill nights. For example, a hair care workshop for dads who want to learn how to braid their daughters hair, can be a fun way to involve customers in unique events while also building community.
