One of the most anticipated sporting events of the year is soon to be upon us. On Sunday 5th February, New England Patriots and Atlanta Falcons will battle it out in the 2017 Super Bowl.
Thanks to a combination of top-drawer sport, a star-studded half time show, over the top celebrations and celebrity spotting, the event is one of the most-watched global events. Now, for a sporting event that is as much about the occasion as it is the game itself, how can the likes of pubs and bars take advantage of the craze?
Event for all
Although UK viewers might not understand the rules and have to stay up late to watch it, viewing numbers in the UK alone are growing year on year. That’s what is truly great about the Super Bowl; it can attract fanatics of the sport, groups of friends looking to be part of the occasion and complete newbies to American football.
This year the Super Bowl will be shown on the BBC so that the UK audience can watch it for free - it will also be on Sky Sports.
Food and drink
We’re sure that you’ve noticed the swarm of American diners popping up in the UK in recent years. This has been fuelled by the strong demand Brits have for American cuisine – which is the strongest link to support your establishment’s screening of the Super Bowl. It would be especially unwise for these American themed restaurants and bars to not consider screening the Super Bowl.
Organisers should make use of their kitchen and provide meals throughout the game such as burgers, mac ‘n’ cheese and brisket or nibbles such as onion rings, fries and chicken wings. If you’re an establishment without access to a kitchen, specialise in another area: perhaps make available some traditional and authentic American drinks.
Promotions, VIP booths and group platter deals will also help to attract groups.
Make it an occasion
There are endless amounts of ideas to make your interior Americanised for the evening. Bars and restaurants with American diner furniture are already half way there, but there are easy additions that can be made for any bar.
Large American flags can drape the walls, foam fingers could be spread around tables and Falcons and Patriots flags could be given to visitors to add to the occasion.
It’s clear that the Super Bowl isn’t suitable for all establishments. Firstly, you will need a collection of TVs and a licence to watch them. Then there’s the issue of the late kick-off time. Not starting until the early hours means that there may be a limit to the number of staff readily available.
For those that do go ahead and participate, it’s clearly not enough to just screen the match. The draw to the event is more than just a screen to watch it: having themed food and drink with an atmosphere to match is what will make your bar or restaurant score a touchdown.
Is your business ready for the Super Bowl 2017?
Using our tips for getting your venue event ready, you should be! Just remember:
- Global sporting events drive a diverse set of diners to venues, all with distinct requirements
- Tailoring menus to reflect the broadest set of catering requirements will encourage customer satisfaction and encourage group attendance
- There are always final changes that help position the venue for the event – this can be event, nationality, or audience specific, and as simple as a tweak to furniture or decorations
- Simply screening an event is not enough – effort will be likely repaid in attendance