OK, so the big day is coming closer. This year March 17th falls on a Friday. Possible the worst day for St Paddys to fall on for a bar owner. Really, it is. You would have been busy anyhow. Add to that the fact that people who usually go out Saturday night, will go out on the 17th instead. So my fellow restaurateur friends, plan on a crazy Friday, and a very slow Saturday.

Here is an important lesson learned from past years that will make your March 17th a wee bit more green, excuse the pun.

Do not charge a cover charge. Yup, you heard right. Sit back down and listenplease. Unless you are throwing in a free pint, some food, a prize and a decent, well-known band (not your sons garage band), you have no right to gouge guests. Look at this event as an opportunity to gain expose your store to some potential guests who might be spending their hard earned dollars elsewhere the other 364 days of the year.

Heres how St Paddys usually works: a group of people who dont see each other often get together for drinks. One or two members of the group decide on where to go. Chances are that not everyone in that group has been to see you before. Chances are extremely good that they all havent. Take this opportunity to show them what great food, cold beer, and attentive, friendly service you have.

People expect to pay a cover charge. They dont like it. Surprise them and let them in for free. Even better, give them something for free. Give them a coupon for a free app, or $5 off, or a BOGO that is redeemable the first week of April. Give them an invite to your patio opening party on May 24th. Give them something. It doesnt have to be worth a fortune; it only has to have some value to the guest. It is a gesture, not a free-for-all.

But Steve, what about those people who come in and just have one drink and take up space and dont spend any money and order water and dont tip and They are called designated drivers. Instead of having a bad attitude, treat them like you do all other guests. Ill bet that there is someone in their party who is consuming the water-order's share of product, it all works out in the wash, dont fret.

So, have I convinced you yet? Great. Now order some more beer. Your number one brand you need to double your order, your number two brand, order 50% more, number three, 25% more. If you carry a stout or a dark import, double your order of that brand. Call your supplier and order it the first week of March. You dont want to be short shipped on the 16th, do you?

Slainte