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Why don't pubs everywhere do a tie up and have a trail run like in the movie The World's End?
Promote it all over the town, have posters of it all over the pubs, mention it in the QR menu. Ask patrons each time one gets seated if they're doing the trail run and get them interested in doing it.
Get the trail run included in online publications, blogs, travel forums, and promote the heck out of it.
Win-win for all pubs in the area.