There were scenes of pure jubilation in the capital on Sunday (May 29), and undoubtedly some sore heads set for the following morning, after Nottingham Forest won promotion to the Premier League. The Reds beat Huddersfield Town 1-0 after an own goal to cue wild celebrations that were likely to last long into the night.
Forest fans at Wembley went wild as the Reds booked their place in England's top tier, while pubs and homes in Nottingham - and beyond - erupted in joy at the momentous promotion.
It's not just the club that is set to benefit. It's previously been said by Nottingham City Council that the city alone will get a boost of around £120m because of the result, along with an extra 100,000 visitors.
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According to the latest economic and social impact report published by the Premier League, detailing figures for the disrupted 2019/20 season, Midlands clubs alone contributed a value of £500m to the region. Across England, the economic impact of the Premier League was £3.6b in tax revenues, £7.6b in gross value added to the country, 94,000 full-time equivalent jobs and £5.1b in revenue.
The season was disrupted by the start of the Covid pandemic, and these figures are estimated to have been much higher if the season was completed as normal. Pubs and bars that showed the game to customers across the county were packed, with punters keen to see the game.
Forest's run has brought a much needed boost to the hospitality sector which continues to recover from the financial impact of the pandemic. And it will strengthen local businesses going forward, say those in the hospitality industry.
Mark James, owner of The Boot Room in West Bridgford next to The City Ground, said: "It's helped to grow our business, on the day we had fully booked seats, near fully booked standing but were at full capacity during the game. This has just been what our industry needs and to put smile on people's faces.
"The great cup run, and having all three Nottinghamshire teams into the play-offs has been so good. It's been good for hospitality business to have that money back in the bank, especially when we've all been locked down at home, it makes you grateful for what you've got.
"Getting into the Premier League now means we'll have fans coming in to watch random Premier League games more, because they'll want to see how those results affect Forest. More people will be coming in to the city itself to see games, hotels will be busier, more merchandise will be sold, pubs and bars will be busier, the area will have a real buzz.
"Nottingham will hold its own against other cities in the Premier League. Forest are riding the crest of a wave, and the confidence and fanbase are better than ever."
Simon English, who runs Tappers Harker in Long Eaton, said: "It'll be better for business to have another Midlands club in the Premier League, every little helps after the past two years. More games will be televised which we can show in here.
"We were full on the day, we had people in on a first come, first served basis and you had to be early to get a good seat next to the TV. The play-offs and Wembley have been really good for us."
Richard Johal, chair of Nottingham Hospitality Association and director of St James Hotel, said: "The win is not just fantastic news for the club and its supporters, but the whole city. Returning to the Premier League will have a positive impact on the hospitality sector in Nottingham, as fans travelling from across the UK to The City Ground, make the most of the fantastic bars, restaurants, and hotels we have here.
"Televised club matches broadcast to a national and international audience during key Premier Leagues fixtures are a great reminder to the world of why Nottingham is a great place to visit. The play-off matches and other key fixtures have already had a positive impact to the sector as people venture to bars and pubs, in greater numbers, to watch the games with friends and family."
An 'immediate upturn in trade' is expected because of Forest's Premier League status. It's said to extend the 'feel good factor' in Nottinghamshire too.
Conservative councillor Keith Girling, deputy leader for Nottinghamshire County Council and cabinet member for economic development and asset management, said: "The impact of Nottingham Forest being promoted is immense from an economic development perspective. As well as the local areas of West Bridgford, the Meadows and Gamston benefiting on match days, the impact will be felt across the city and county as a whole.
"Local businesses - restaurants, pubs, cafés, hotel owners, retail owners - will see an immediate upturn on trade. The city will welcome visitors from all over the country, and if they stay we can then introduce them to our wonderful parks - Rufford, Bestwood, Cotgrave and Sherwood Forest as well as other attractions like Holme Pierrepont and the delights the city has to offer.
"Having a Premier League club in the county brings with it a feel good factor. It's been too long and we intend to capitalise on the opportunities presented."
Scott Knowles, chief executive of East Midlands Chamber, said: "Celebrations won’t have died down yet (they may never die down!) among Nottingham Forest fans, who will be looking ahead to life back in the Premier League after a fantastic season that has galvanised the city. And while winning the Championship play-off final is said to be worth £170m, the rewards for the local economy will go much further.
"Football is the world's most-watched sport and the Premier League is the most popular national club competition, so playing in the top tier is another opportunity to put the Nottingham name on a global stage once again. At a time when the city is seeking inward investment for some exciting regeneration projects, this will certainly do no harm in elevating its international profile.
"More generally, a successful sports team creates a healthy atmosphere across the whole area, bringing with it significant positive economic consequences, not least for the hospitality businesses and transport networks that have endured a tough period over the past couple of years. Being back in the top flight for the first time in 23 years also offers the prospect of different clubs' fans visiting Nottingham, perhaps for the first time - boosting the local economy via spending in pubs, hotels, restaurants and shops, but also enhancing the city’s wider reputation as a destination.
"But promotion is also about much more than that. Nottingham Forest is woven into the city and county's fabric, and having its Premier League status restored after more than two decades creates a huge sense of pride for its community."
Leading figures across the county have shared praise for Nottingham Forest, commenting on what a great achievement it is for Forest to be in the Premier League again. They've been unanimous in saying it's provided a buzz across Nottinghamshire.
Labour councillor David Mellen, who represents the Dales ward and is leader of Nottingham City Council, said: "We're so happy for Nottingham that Forest fans' dream of being a Premier League club has finally become a reality after more than two decades. This is what being a supporter is all about - making and sharing memories with others.
"There will be a generation of young Forest fans who have never before witnessed their team competing with the likes of Manchester City, Manchester United, Arsenal and Liverpool every week. On behalf of the council, I’d like to congratulate Steve Cooper, his players and staff, the club’s board and owners, plus those incredible fans who travelled down to north-west London in their thousands to represent our proud city.
"We must recognise Huddersfield, too, who played so well on the day. This is a huge moment for Nottingham.
"We said last week that, beyond the sheer pride and joy that promotion brings, having a team in the Premier League offers the local economy an estimated £120m boost."
Conservative MP for Mansfield Ben Bradley, who is also the leader of Nottinghamshire County Council, said: "It's an incredible achievement to have the club and the city back in the Premier League after so many years away. I was eight-years-old last time Forest played at the top level, and a club with this history and stature absolutely deserves to be there.
"I was at Wembley on Sunday to see it, and to see the celebrations, and it really is a lift for everyone across our area. It's a morale booster and a source of great pride, but also a huge economic impact with the funding and investment that comes along with Premier League football, for the club, for the wider area in terms of having that huge stage to market ourselves and our attractions, and in terms of the extra visitors that will visit.
"It really is massive. Can I say a massive congratulations to the owners, the management and staff, and all the players of course for doing us proud, and for such an amazing achievement. I'm looking forward to some fantastic football at the City Ground next season.
"Obviously as a representative from Mansfield, I can't not mention the big day out that the Stags had at Wembley this weekend too. While it wasn’t the result we wanted in the end, just like Forest the team, the owners, the management and staff have done everyone proud this year and the whole town has been on a high all season as a result.
"Football is so meaningful to communities, and we look forward to giving it another go next season."
Conservative Councillor for Rushcliffe Borough Council Simon Robinson, who represents Edwalton, said: "We congratulate Nottingham Forest on an incredible achievement of reaching the Premier League. Well done to all at the club who have worked so hard to achieve this success and given Rushcliffe and all Forest fans such a remarkable season and so much pride to so many.
"The club play an integral part of life here in Rushcliffe and their success will have immeasurable positive impacts for our communities in the months ahead. From boosting local businesses even further to the buzz of our towns and villages before and after games, we are very proud to see the club that is in so many Rushcliffe people's hearts return to the top flight."
