How Events Drive Pub Footfall, Spend and Loyalty

Group of women laughing and clinking drinks glasses at a pub table

13th May 2026

How Events Drive Pub Footfall, Spend and Loyalty

Pubs have always been social spaces, but today they need to do more to attract customers and stand out in a competitive market. Simply opening the doors is no longer enough, customers are looking for reasons to visit.

Creating the right mix of pub event ideas is one of the most effective ways to increase footfall and turn a quiet pub into a busier venue with regular trade.

What Are People Going Out For?

Consumers are increasingly choosing venues based on experiences rather than routine visits. A strong live music offering or regular entertainment can make a major difference.

Key reasons people go out include:

17%

Go out for live music in pubs

11%

Attend pub quizzes or bingo

Go out for themed nights

📊2 in 3 people attend pub entertainment events every month

📈1 in 4 are attending more often than last year

Why This Matters More Than Ever

As consumers become more selective, pubs need stronger marketing and promotion ideas to justify visits. People are actively choosing occasions that feel worthwhile.

26% of drinkers now prioritise special occasions over everyday visits. Pubs that rely on traditional footfall alone risk losing trade unless they evolve their offer.

The Commercial Impact of Events

Well-executed events don't just create atmosphere, they directly increase dwell time, drink sales and food sales. When pubs invest in events:

76%

of consumers are likely to buy more drinks

73%

of consumers stay longer in a venue if there is live music

52%

are likely to increase food spend

Simple additions like drinks deals or sharing platters can further increase spend per head, especially for group bookings.

Top Tips for the Perfect Event

Get Creative with Entertainment

Live music and quizzes remain strong, but expanding your entertainment ideas can help drive more interest. Consider:

🎤Karaoke nights

🎱Bingo evenings

🃏Casino nights

🍷Wine tasting event nights

🍺Beer tasting event nights

Design Events Around Demand

Strong event ideas work best when aligned with customer behaviour:

📅Midweek events are increasingly important as consumers look for variety beyond weekends

📍Timing events around local festivals or busy weekends can maximise exposure

🌿A strong garden event strategy can help capture outdoor trade during peak seasons

Keep Customers Engaged Longer

Combining occasions helps increase dwell time and maximise spend.

85% of consumers find the idea of combining live music with sport appealing. Following afternoon matches with live music could help to capture an existing audience and extend dwell time into the evening.

With the 2026 World Cup approaching, live sport is one of the biggest opportunities to drive footfall. Read our guide on getting your pub ready for the World Cup →

Make the Most of Your Outdoor Space

Consumers say they will stay longer when offered:

🎵Live music

❓Pub quiz nights

🌳Outdoor events and garden entertainment

Promote and Advertise Effectively

Even the best event ideas need visibility. Strong marketing ideas include:

📣Promote event content in advance across all channels

👥Use staff-led invites and local community groups

📱Build anticipation through regular social media updates

Tailor Offers to Your Customers

The most effective upselling ideas come from understanding different groups:

Large Groups (5+)

Pre-ordered bucket deals and sharing platters

Small Groups (under 4)

Offer group tickets and multi-buy drink deals

Couples

"Buy 2" deals including food and drinks

The Takeaway

To increase footfall, grow sales and move beyond quiet trading patterns, operators need to focus on experience-led visits. The most successful venues are those that consistently deliver:

✅Strong event ideas and engaging entertainment

✅Well promoted marketing and regular midweek events

✅Creative use of live music and outdoor spaces

Pubs are no longer just places to drink. They are places to experience something. And the venues that embrace that shift are the ones that will make a pub popular and keep customers coming back.

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Sources: CGA OPUS January 2023; CGA Cost of Living Pulse, April 2023; GigRealm x CGA; Heineken UK Consumer Research via Toluna; GigRealm x CGA; CGA OPUS January 2023.