Darts Classic Event Proves a Winner for Retailers

The event hit the bulls-eye in spectacular fashion - helping outlets increase awareness among their local community, enabling them to attract new customers and increase footfall particularly on match days.

Some 1,370 Enterprise Inns entered the tournament which kicked off with regional rounds in October and ended in the summer with an exciting National Final staged in Coventry.

The event generated over 4,100 nights of additional footfall and with 10,000-plus players competing it delivered very strong incremental wet and dry sales for all hosting retailers.

One retailer said: "On the night, my pub was absolutely packed. More than 350 people turned up, including•21 teams of six players, and most stayed for the duration. In fact, it was busier than Christmas Eve and Day put together. We took the same on one night as we do in a normal week and food contributed to this as we don’t sell much normally. We would definitely host the event again."

Tim Clay, Divisional Director - Independent On Trade England and Wales at InBev UK, said: “We are delighted that so many Enterprise pubs took part in the tournament and their retailers enjoyed the benefits in terms of raised awareness locally, increased sales and heightened interest among their customers. The success of the tournament underlines once again the key role that pubs play supporting their local community.”

The event was won by a team from The White Heather pub in Ferndown, Dorset, which battled through a series of hard-fought regional rounds before triumphing before a big crowd of darts enthusiasts at the National Final.

The team’s sharp-shooting display against the cream of Enterprise Inns’ darts talent won it a cash prize of £3,000. It also gave the team a dream all-expenses paid trip to Las Vegas where the winners had the chance to play in the qualifying rounds of the famous Desert Classic tournament.

Captain Eddie White’s performance in the second qualifier of the tournament was the highlight of the trip. Eddie won £100 for his performance and was only one game away from the televised stage of tournament when he would have faced top professionals! The licensee of the pub also won a trip for two to watch the prestigious event which attracts darts fan from all over the world.  

Second place went to a team from The Golden Fleece Hotel, Doncaster, which scooped a prize of £1,500 while £600 prizes for third and fourth place went to The Lord Nelson, Hythe, Southampton and The Golden Bottle, Lockleaze, Bristol.

Four other teams from Enterprise pubs each won a prize of £300 for their efforts on the ockey: The Hop Pole, Cheltenham, Gloucestershire;  The White Hart, South Harting, West Sussex; The Wheatsheaf Inn, Barrow-in-Furness and The Tap and Spile, Wolverhampton. 

It is the second year that InBev UK has sponsored the tournament which was run in conjunction with the World of Darts magazine. 

Accompanying image of darts team from left to right: Sam Sawyer, Scott Mitchell, Ricky Forward, Dale Masterman and Eddie White.