Race-goers may have been left confused as to whether they were supposed to ‘drink sensibly’ or stay out clubbing until 4am after a recent meeting at the Roodee.
Cheshire Constabulary regularly books a giant video screen to promote various messages including advice to race-goers about drinking sensibly, not urinating in the historic city centre and keeping valuables safe.
So top brass at the police were somewhat brassed off on realising the very same screen, on the very same day, in the very same location, had been hired to promote Cruise nightclub with the message: ‘Cruise Races After Party ‘til 4am’.
Police contacted Wakefield-based Media Displays to complain leading the video screen company to ask Cruise if they would consider advertising on days other than race meetings.
The sharp-eyed member of the public who tipped off The Chronicle after spotting the embarrassing mixed-message at the May 28 Saturday race meeting couldn’t believe their eyes but definitely saw the funny side.
Chief Inspector Mike Evans, of Cheshire Police, isn’t laughing.
He said: “Our aim is to ensure people enjoy their nights out safely and sensibly and we work closely with pubs and clubs across the city to prevent alcohol related crime. However, as soon as we became aware of the advert in question we asked for it to be removed as it was felt inappropriate to have both messages so close together.”
Ian Taylor, managing director of Media Displays, told The Chronicle there would be no repeat performance.
He said: “We work with a number of clients. Chester Police are doing a superb job at highlighting and educating people on potential drink-related issues on race days. They do of course want people to enjoy themselves and conduct themselves in a proper manner, irrespective of where they drink, either at home or in Chester town centre.
“It is entirely down to the licenced venues’ policies and operating times, which we have no visibility of when they book to advertise. However, we made the decision that it didn’t seem morally right, so we discussed this matter with our clients and asked that they considered promoting their venue on different days.”
Cruise manager Lenny Cunningham, who booked the video screen, was unaware of the issues raised by police.
He added: “We have a fantastic relationship with all our partners in the city.”
Cruise hit the headlines last week due to an all night £1 drinks offer on Mondays but this has been dropped following concerns raised by Chester PubWatch and police.