Euro 2004 pulls in the punters but not the profits
And while most of Warsaw's pubs shared a similar fate, managers of popular bars that showed matches attest that keeping the customers happy, not profitability, was the main aim of showing the games.
Marcin Lewandowski, promotions manager of the Marriott Hotel's Champions Sports Bar, claims that the sports-oriented nature of their operation guaranteed them an increase in punters during the championship. Nevertheless, he maintains that "we put a lot of effort into our preparations for Euro 2004, because we wanted to do something special for our clients."
Hans Flindt, owner of Casablanca Internet café, concurs, reporting that while earnings were up by 30-40 percent on match nights, "it requires a lot of extra investment, so it doesn't actually make money, but it makes an atmosphere." Flindt also stresses that sporting events of Euro 2004's magnitude have a longer-term effect on bar attendance, as more customers tend to visit the bar in the weeks immediately following major sporting tournaments.
Sports bars naturally placed more emphasis on Euro 2004 than other venues. Champions, which claims to have the largest screen in the capital, as well as 34 individual televisions, didn't require any additional broadcasting facilities, but sought to create a unique atmosphere by adding Portuguese dishes and cocktails to the menu, as well as Bols Vodka competitions and quizzes with prizes that included a free holiday to Portugal drawn on the day of the final.
Champions' pricey license for broadcasting Euro 2004 was included in their regular television agreement and their football promotions were all sponsored, adding to the profitability of their operation. Seemingly, the only additional expense incurred was the hiring of additional staff to keep the increased clientele happy.
And the Marriott's sports bar did see a dramatic rise in custom numbers over the duration of the tournament, with Lewandowski confirming that the cup was good for business, pulling in up to 200 additional patrons per match and a fully booked bar for the final. However, this increase was largely a temporary thing, he believes, for while new customers come back to Champions regularly for other matches, non-Euro 2004 related regulars accounted for only five percent of its customer base.
Other locations such as the Sheraton's Someplace Else and the Warsaw Tortilla Factory focused their activities more on catering to the wishes of existing customers rather than attracting new ones. Indeed, at Someplace Else, the soccer screenings were only advertised internally. As a result, their alcohol sponsored football promotions were primarily targeted at regular clients, although like other bars, such as the Cork Irish Pub, they still witnessed an increase in custom, primarily from English football fans.
Marcin Lewandowski, promotions manager of the Marriott Hotel's Champions Sports Bar, claims that the sports-oriented nature of their operation guaranteed them an increase in punters during the championship. Nevertheless, he maintains that "we put a lot of effort into our preparations for Euro 2004, because we wanted to do something special for our clients."
Hans Flindt, owner of Casablanca Internet café, concurs, reporting that while earnings were up by 30-40 percent on match nights, "it requires a lot of extra investment, so it doesn't actually make money, but it makes an atmosphere." Flindt also stresses that sporting events of Euro 2004's magnitude have a longer-term effect on bar attendance, as more customers tend to visit the bar in the weeks immediately following major sporting tournaments.
Sports bars naturally placed more emphasis on Euro 2004 than other venues. Champions, which claims to have the largest screen in the capital, as well as 34 individual televisions, didn't require any additional broadcasting facilities, but sought to create a unique atmosphere by adding Portuguese dishes and cocktails to the menu, as well as Bols Vodka competitions and quizzes with prizes that included a free holiday to Portugal drawn on the day of the final.
Champions' pricey license for broadcasting Euro 2004 was included in their regular television agreement and their football promotions were all sponsored, adding to the profitability of their operation. Seemingly, the only additional expense incurred was the hiring of additional staff to keep the increased clientele happy.
And the Marriott's sports bar did see a dramatic rise in custom numbers over the duration of the tournament, with Lewandowski confirming that the cup was good for business, pulling in up to 200 additional patrons per match and a fully booked bar for the final. However, this increase was largely a temporary thing, he believes, for while new customers come back to Champions regularly for other matches, non-Euro 2004 related regulars accounted for only five percent of its customer base.
Other locations such as the Sheraton's Someplace Else and the Warsaw Tortilla Factory focused their activities more on catering to the wishes of existing customers rather than attracting new ones. Indeed, at Someplace Else, the soccer screenings were only advertised internally. As a result, their alcohol sponsored football promotions were primarily targeted at regular clients, although like other bars, such as the Cork Irish Pub, they still witnessed an increase in custom, primarily from English football fans.
