Yvonne Cleminson talks to Ewan Turney about the highs and lows of running the Cherry Tree, a community pub in Rowledge, Surrey
How I got here
I have been here for 27 years and in that time my husband has walked out and I have raised three children single handedly. I have been through the pub companies having been owned by Courage, Inntrepreneur, Morlands and now Greene King. Eight years ago in March my daughter Emma died from a rare disease known as Ehlers-Danlos Syndrome. I didn't know what community spirit was until then. If I hadn't had the pub and the support of the local people I wouldn't have been able to carry on. We are at the very heart of the community.
Why my pub is a success
1. Community: The people that use my pub. They are the people that live here and unite together to make this place a cheery place to be.
2. Quality: We serve good beer and quality food. You need the offering. I cater for all across a wide range of home-cooked good food. I say I am the upper class McDonalds and leave designated dining to others. I have signs up outside saying "Well Behaved Food". It reads better than good food and creates a talking point.
3. Character: Me and my staff make people want to come out. Your character is what they come and see. I like to call it the Cheery Tree.
How my community pub works
It is a two way thing. If you give to the community, they will give back to you when you are in dire straights, like I was when Emma died. In a community you must first identify the cross section of people that make up the area and then look after their social needs. You have to make sure their visit to the pub is enjoyable and they feel at home and comfortable enough to make a return visit . The village needed an Auntie to look after them, to turn to in times of great personal tragedy, highs and special occasions. I am Auntie Von to all my customers.
I feel charity work is especially important for community pubs. I raise money for EDS and it helps unite people in a common cause.
My New Year's honours
Lets face it January is quiet and you need a boost to trade. So, we kick off the year's events with the New Year's honours. All through the year your customers get up to good things, bad things, embarrassing things, and funny things. It is a black tie do and there are about 30 categories. No-one knows what they are going to get. It could be the Nigel Mansell award for bad driving if they have been caught speeding. I usually get the most unlucky in love award.
My best promotions
I have always asked my customers what they like and if they have any good new ideas we give them a go. I think you have to keep changing as people like new things as well as the old. Here is a selection of my ideas.
1. Border patrol: We are right on the border between Surrey and Hampshire. We have drawn a line down the middle of the bar so one half is Surrey and the other Hampshire. If people go to one side and present their birth certificate proving they were born in Hampshire they get a free half pint of Abbot. The same for Surrey on the other side.
2. Pie and Pint night: We have a pie and pint club once a month on a Monday. They pay £4 for it. Do I make any money from it? No not really. But it gets these old boys out and they are happy as they get a really good meal and get to have a chat with friends.
3. Six O'Clock club: I have a Six o'clock club that come in every week day. They are self employed people generally and I give them free tapas on a Friday.
4. Friendship club: Every Wednesday, we hold a friendship night when people can meet and listen to music, play darts, read poetry and just generally get to know others.
My staff
My staff are extremely important as they are a reflection of myself. I look for honesty, integrity and respect in staff. I use a kind of bonus scheme whereby the busier we are the more they would get so they have a vested interest in making sure people come back. I keep a small full time staff and we are aware of the changes taking place within the industry as we talk about it after reading the trade press and Greene King letters of information.
When I train new tenants for Greene King, my staff help out as it acts as a way of keeping up to date.
My work/life balance
You must have your own time or you become a slave to the industry. I fell into the trap of being here every day incase someone wanted to see me. But now I take time off. I say if every day you do one thing for yourself and one thing for your business then you will have a happy medium. So I may be writing, take a walk or a personal fitness session. In terms of your business it should be something away from the day to day stuff like planning the month ahead. Having said that about having your time, you must also realise it is a 16-hour day. There is no substitute for hard work.
My tips for new licensees
1. Meet and greet: The first thing I teach them is how they approach customers when come in and leave. Before you can do anything else, you need to be able to greet customers and say goodbye so that when they leave they think yeah I will go back there again.
2. Standards: Have clean glassware and serve quality beer at the right price. Also keep the place clean and tidy.
3. Service: Be efficient with service, helpful and be aware of people's needs.
4. Bookwork: Don't put it off. If it takes half a day a week, make time to do it. If you put it off, its a whole day next week.
My plans for the future
I hope to complete the sale of the pub by January. It is time to move on as I feel I have to be true to myself. I want to write more poems and have ideas for three books including Emma's story and my regular's tales from the Cherry Tree. But I want to stay involved in the trade as a house doctor. I have been involved in training tenants for Greene King and I would like to do some more of that. I want to help newcomers so that they may stay in the trade as long as I have.
My Pub
Turnover: £263,000
Wet:Dry split: 65%:35%
Covers: 30 in restaurant
GP food: 55%
GP beer: 55%
Staff: Seven, two full-time
Charity: Raised £50k for EDS
Awards: Greene King lifetime achievement 2004, Farnham in Bloom 2003-2005