That’s what we’re expecting, a huge celebration of rugby and 60,000 new customers all at once in New Zealand from late August to early November 2011. The rugby followers will be here for enjoyment and will want to eat out and be entertained in small and large groups – so how are you going to make the most of this golden Webb Ellis gift to your business? The last thing that any hospitality operator wants is for this chance to slip away without making the most of it. You need to act now to make sure you don’t just struggle to cope but rather excel.

The big question that should be on your mind is how you’re going to get people to come to your establishment? There are hundreds of competitors out there – but how will overseas visitors find out about your cafe, restaurant, bar or hotel and keep your name uppermost in their plans? You need to work on marketing and put a plan in place now to ensure that your business has a good internet presence and that you are included in your local or regional directories and advertising materials if you haven’t already.

Create or update your website

Overseas visitors will be researching New Zealand before their trip, making bookings and planning their itineraries. If you are not easily locatable on the web you could miss out entirely on this sector. Now is the time to create or update your website and ensure you are included in the local online dining guides as well as international sights.

Come up with the goods
Encourage your regular customers to review your business online, list your specials, offer coupons and think of ways to use social media apps to create a buzz about your business. But you have to also come up with the goods, a bad review can be devastating – so food and service must be great and if something goes wrong, you must ensure you have measures in place and trained staff who can resolve the issue and send your customer off in a good frame of mind.

Have wireless internet access

Remember that people carry the latest technology in their pockets – their iPhones and mobile devices for example. They need wireless internet access so have you got this facility in your establishment? Offering free wireless is a great way to encourage customers to use their social media applications and at the same time promote your business. On their iPhone, they can keep in immediate touch with their friends, know where they are in the city at the touch of a button or they could be reviewing your restaurant on Trip Advisor, raving about the food on Twitter, checking in and leaving tips on Foursquare or uploading pictures to Facebook and Flicker showing all the fun they are having at your place.

Keep it local too

Online marketing is worthwhile but don’t forget the traditional methods of advertising and attracting new business. You need to plan ahead to ensure your business is included in local brochures, guides and directories. These are usually put together and printed well in advance so procrastinating could mean that you miss the opportunity. It’s also a good idea to print and distribute your own marketing materials and make sure your local visitors centre has plenty of your brochures. Network with other complimentary hospitality and tourism operators – ask them to distribute your marketing materials to their customers in return for doing the same for their businesses.

Check advertising guidelines

It’s essential to familiarise yourself with the Rugby World Cup regulations regarding advertising and promotions restricting the use of phrases and words like “rugby world cup, world cup 2011, RWC, world in union, rugby new Zealand 2011, total rugby and Webb Ellis Cup” as well as any images that may suggest your business is associated with the event. You are also prohibited from offering RWC 2011 tickets as prizes in fundraising activities, competitions, and other promotional activities without the authorisation of RWC – if in doubt check their guidelines which are freely available on the web.

Have enough staff and stock

Attracting business is a great start but it is just as important to ensure that you are ready to cope with the increased numbers. You need to make sure you have enough fully trained personnel in place to cater for twice, maybe three times the turnover you have now.

If every restaurant in Auckland decided to increase their covers or turnover at the same time, what would that mean for suppliers? Furniture, tablecloths, cutlery, serving dishes, outside seating, food – if you are thinking of expanding your covers, you need to secure the extra supplies now or you might find your usual supplier is run off their feet and out of stock.

Check your certificates are current

In all of this, you mustn’t lose sight of the fundamentals. When does your Sale of Liquor Licence need renewal? Do you need to get one? Have you trained your staff in host responsibility practices, do you have duty managers in place? How about your food hygiene certificate, that ‘B’ rating might be the difference in a decision by a party of 10 to come to your place or the one across the road with an ‘A’ rating. Which one would you choose?

Make it a memorable one

Don’t forget that you and your staff will be ambassadors for New Zealand. You need to consider what impression you will be giving overseas visitors and how you can make their time in this country truly memorable. Try to resist the temptation to raise your prices to exorbitant levels and cut corners with staffing and training – think of the damage this could do to the country’s image and perception in the international community. Alongside the overseas visitors, local people will be caught up in the excitement and will want to be a major part of the nightlife and the parties in celebration of rugby. Pull it off well and you will be investing in the future of your business because all the good feelings will linger with the local customers and they will come back.

Brad Golchin is the managing director of an advisory firm called Hospitality Advice: www.hospitalityadvice.co.nz.