Hospitality venue owners, managers and experts have all said Nottingham Forest's promotion to the Premier League has provided a welcome boost for business, and it's expected to get even better for them heading into the new season. The Reds secured promotion to the top flight after beating Huddersfield Town 1-0 at Wembley on Sunday (May 29).
Forest's upturn in form since Steve Cooper took over in September 2021 has meant more fans have attended games, watched matches in pubs and bars, and visited other hospitality venues during this time. Those in the industry say it's provided a much needed boost after the impact of the Covid pandemic, and that local businesses will benefit further from Forest's promotion, both from the buzz in the city and when the Premier League season kicks off in July.
Read more: Nottingham Forest fans pack Old Market Square to celebrate Premier League promotion in style
Simon English, who runs the Tappers Harker pub in Long Eaton, said: "It was a great result for the Midlands and for businesses, around here, let's hope they stay up. People will be coming in to watch more Premier League games that's for sure.
"We were packed on Sunday for the game, people started coming in at 12noon for a 4.30pm kick-off to get a good seat, and at 4pm you couldn't move. We had about 350 people in.
"There was such a good atmosphere, and because Forest won, people stopped and celebrated. Monday was busy after the celebrations too."
Mark James, owner of The Boot Room in West Bridgford next to The City Ground, said: "There was a high level of tension in here for the game, but all in all the celebrations in here were fantastic on Sunday. We had 120 seats which were fully reserved beforehand, and about 60 before, and it wasn't the case of people going from pub to pub - once people were in, they stayed.
"At the start of the season, it's difficult to be enthusiastic when you see the looks on faces of people coming in when Forest didn't start well. But now we'll be looking at full seven day weeks, as people will want to come in and watch Premier League games to see how the results affect Forest."
Piers Wheatcroft Baker, manager of The Bath Inn in Sneinton, said: "The buzz has been very obvious, and always comes when a local sporting team enjoys success. As Forest has moved from the doldrums to the Premier League, Sneinton has moved out with them.
"It's a marvellous result for the city. More fans have been coming to us before games, and I hope everyone benefits from this."
It's not just pubs and bars that will benefit. With more people expected to travel into Nottingham, hospitality venues such as hotels will be busier.
Richard Johal, chair of Nottingham Hospitality Association and director of St James Hotel, said: "The club's success has created a fantastic energy throughout Nottingham and the entire city has been buzzing since Nottingham Forest's historic return to the Premier League. The play-off final saw a significant increase in footfall to bars and restaurants, creating a huge boost for businesses in our sector.
"Sunday evening is often a quieter time of the week for hospitality businesses, so it was wonderful to see our venues so busy before, during and after the match. It was brilliant to see the Nottingham community come together as one to celebrate the club's success and supporting the local pubs, bars, and restaurants in Nottingham during this memorable occasion for the city."
