Stereo

Quayside, Newcastle-upon-Tyne You would be hard pressed to come up with a better location for a style bar than that enjoyed by Stereo on Newcastle's bustling Quayside.

Stereo has an unrivalled position overlooking the Tyne with the futuristic Millennium Bridge directly in view.

Bar owner Aaron Mellor must still be wondering how he managed to snatch the property from under the noses of the big corporate leisure operators.

The task was not made any easier because his company, Tokyo Industries, had its work cut out persuading the owner of the then Fog & Firkin to part company with the building.

Aaron spotted the site's potential four years earlier, but it was only in December 2001 that he was able to finally open the doors of his new venue.

He recalls: "It was a long haul persuading the owners to sell up, but the pub was not doing much business and after some lengthy negotiations, they agreed to let it go.

"When we finally got the keys, it was a fantastic feeling because we knew we had finally secured the ideal site to develop."

Today, Stereo is a top bar destination in a city that boasts some of the best nightlife in Europe.

Aaron says: "The bar's unique design, a carefully crafted layout, and a great music policy combine to make Stereo a great venue.

"We do everything with a passion to ensure we provide the very best in modern retailing, which can start with a good daytime offering and transfer later to a cutting-edge music bar."

The bar attracts a mix of office and media personnel during the day, but switches mode later into the evening when students and fashionable, club-scene customers take over.

Music is the backbone of Stereo's business with a string of top DJs and personalities appearing to supplement the permanent music team.

Stereo offers the very best in digital sound systems and lighting effects as it strives to keep abreast of the latest developments in the entertainment industry.

Aaron notes: "Newcastle is a great party city, so providing atop entertainment and hospitality package and keeping up with the competition is always at the top of our agenda.

We are constantly reviewing our operations to ensure we keep ahead of the game because second best does not feature in what we do."

Wet sales are moving ahead as Stereo confirms its popularity as one of the city's favourite venues.

Nine-month bar turnover this year is already pushing past the £850,000 mark, while the food business has reached £55,000, but remains a "bolt on" to the overall operation.

Stereo survives without fruit machines or other standard forms of pub entertainment.

"We are a cutting-edge music venue where discerning people know they can enjoy a class night out."

Tokyo Industries is currently working on a second Newcastle venue near the city's Central Station and runs three other bars in and around Manchester.