TEST matches at Trent Bridge attract cricket fans in their tens of thousands – and this week was no different.
And with those cricket fans comes huge opportunity for businesses within reach of the famous old ground. Whether they are a pub, a takeaway or a convenience shop, they have raked it in over the course of the five-day clash.
The Larwood and Voce pub and restaurant in Fox Road took as much money during the match as it does in the whole of December. Fans packed in for breakfast before play started on each day with many heading back at the lunch-break and then after the last ball of the day.
In between those times, staff opened a little hatch in the cellar from which fans in the ground could buy drink and snacks.
General manager Dan Cramp said: "The Test match is great for us, it always is. Over the course of the five days we do as much trade as we do over the Christmas period, which is the whole of December."
The Trent Bridge Inn has also seen a huge rise in takings.
Management ordered in 400 barrels of beer in preparation for the week – well above the usual weekly order of around 50.
To maximise profits, they made the most of the fact the rear bar backs on to the concourse behind the stands by opening it up, allowing supporters to buy drinks from there.
Naiomi Haywood, of the management team, said: "Whenever the cricket is on we get busy but the Test match really brings in the crowds. It is a great experience.
"We have to bring in staff from other Wetherspoons in the city."
Ali Aslam, who runs the Radcliffe Convenience Store, in Radcliffe Road, said their takings were double what they would usually expect from any normal Wednesday to Sunday.
He said: "People come in before and after play, and even during it for drinks and snacks. Everyone is always in good spirits. We welcome them all."
