It is probably something to do with the combination of pressure and constraint that spurs us all to be inventive.
We have seen a number of our clients pivot their businesses to deal with changed circumstances. These efforts are admirable.
Lancaster Brewery, for example, has transformed what would usually be a lively venue which plays host to parties, weddings and festivals into the Brew Market.
Drop in, maintain a healthy distance from others, and take home a selection of craft beers, artisan spirits and fine wines from independent producers based in the region.
It is a great concept, beautifully executed and pulled together in a matter of days.
At Hotfoot we have turned our focus to supporting our friends and clients in the hospitality sector, many of whom have had to close their doors entirely while Covid-19 reaps havoc.
We launched a website - vouchforthefuture.co.uk - where people can support local pubs, restaurants and venues through the pandemic by buying gift vouchers to use after the virus has run its course. The idea is to buy now and experience later.
Hospitality venues and leisure destinations can sell gift vouchers directly to customers online, which are instantly delivered by email
Gift vouchers are something to look forward to at the best of times. At the moment they really do offer a glimpse of a brighter, better future. The take-up has been fantastic, and already includes everything from Michelin-star restaurants to craft breweries.
Phil Simpson, director of C2 Investments, which owns Lancaster Brewery and a group of pubs and hotels in Lancashire and Cumbria said: “Our region has faced many challenges but none of them has ever hit with such speed or caused such a fundamental shift in our behaviour as this Covid-19 crisis.
“This gift voucher platform represents a first step to creating self perpetuating growth in our economy, encouraging the green shoots of local recovery. It’s a brilliant idea and I hope people heartily embrace it.”
By Guy Cookson, Partner at Hotfoot Design
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