Case Study : Pub Beer Festival

The Brief

Client: The Bold Dragoon Pub & Restaurant

Location: Weston Favell Village, Northampton, UK

Event: Inaugural Summer Beer Festival

Date: 19th - 21st July 2024

Objective:

To create an outdoor space that could accommodate a large number of attendees, provide shelter from unpredictable weather, and enhance the festival atmosphere.

Background

The Bold Dragoon is an authentic and traditional country pub situated in Weston Favell Village that has been serving the Northamptonshire area and beyond since the 1930's. The pub has been recently refurbished - with the aim of being the perfect place to relax and unwind.

It has a thriving crowd of regulars and the restaurant has become a "go to" destination with a growing reputation for high-quality food .

The Summer Beer Festival was a new event, aimed at attracting locals and visitors to enjoy a selection of craft beers, live music, and food  from  the "Pizza Patch". Given the anticipated popularity of the event, the pub needed to expand its outdoor capacity while ensuring that guests would be comfortable regardless of the weather.

Challenges

1. Unpredictable Weather: The UK summer can be unpredictable, with sudden showers potentially disrupting outdoor events. The pub needed a solution that would offer protection from rain while maintaining an open-air feel.
2. Space Management: The pub’s garden area, while spacious, required efficient use of space to accommodate various activities, including an area for live music, seating areas,  bar and access to food from the Pizza Patch.
3. Site:- The area consists of artificial grass, 2 large trees, a walled area and enclosed by a picket fence. While the large trees added to the garden's beauty, they did pose a significant challenge in building a standard frame marquee that remained covered, without viewing obstructions for the live entertainment.
4. Aesthetic Appeal: The marquee needed to blend with the rustic charm of the pub while creating a festive atmosphere that would draw people in.
5. Budget Constraints: As a local pub, The Bold Dragoon had a limited budget for the festival. The solution needed to be cost-effective without compromising on quality. 

The Solution

The Bold Dragoon Pub partnered with Zest Marquees specializing in events for pubs and outdoor festivals. The following approach was taken:

1. Marquee Selection: A 6m x 18m clearspan marquee was chosen for its durability and ability to provide unobstructed space. The marquee was set up with open side panels to allow natural light while offering protection from the elements.
2. Layout Design: The marquee was strategically placed to maximize the use of the garden area. Inside, it was divided into sections: an end area for live music performances, flanked by seating and standing areas. The side of the marquee housed a long bar (built by the pub owners), with easy access to the pub's main building and the Pizza Patch. A key obstacle was the large tree the frame marquee had to build around. However, our team's adaptability and problem-solving skills were showcased as we custom-adapted a roof section by cutting and fitting around the tree, solving this challenge and opening up the viewing experience for customers.
3. Theming and Decor: To enhance the festival atmosphere, the marquee interior was decorated with festoon lights and poseurs that served as both decoration and functional high-top tables. The informal decor aligned with the pub's aesthetic and added to the festival vibe. Draping festoon lights around enhanced the "tree" issue.
4. Additional Facilities: The marquee hire included water-based weights to anchor the structure. Flooring was provided behind the bars to create a solid base for bar staff to work on. The large tree inside the marquee had to be factored in to keep the interior dry. The entertainment area was set up at one end of the marquee, ensuring that performances could continue even in adverse weather.
5. Budget Management: Zest Marquees worked closely with The Bold Dragoon Pub to provide a package that not only fits their budget but also ensures cost-effectiveness. This included the option to purchase the roof section that required bespoke fitting around the large tree. This one-off will enable future events to be held in the same location cost-effectively, a testament to our commitment to financial prudence.
   

The Results

• Increased Capacity: The marquee allowed The Bold Dragoon Pub to grow its event capacity by 50%, accommodating over 100 attendees daily without overcrowding.
• Weather-Proofing: While the marquee protected the event from the risk of the usual UK rain, the weekend festival actually enjoyed fantastic weather! Attendees were comfortably sheltered from the sun inside.
• Positive Feedback: Guests praised the festival's organization and atmosphere, noting the marquee as a key factor in their enjoyment. The marquee's open sides were particularly popular, offering a connection to the outdoors without exposure to the weather.
• Revenue Growth: The increased capacity and extended hours (thanks to the marquee's lighting and functionality) led to an increase in revenue compared to the usual weekend
• Beer Festival Success: The overall festival was a great success, leading to plans for regular outdoor events using a marquee as a critical feature
  

The Conclusion

The successful marquee hire for The Bold Dragoon's inaugural Summer Beer Festival highlights the importance of partnering with an experienced provider who understands the unique challenges of outdoor events. By carefully selecting the right marquee and customizing it to the pub’s needs, the festival was able to thrive despite potential weather issues, resulting in a memorable event that strengthened the pub’s reputation and boosted its revenue.

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