Project update 3: A whole new world

A picturesque pub in the beautiful Yorkshire Dales, deep in the heart of walkers' country, was always bound to find the winter months hard.

This was the first winter in the pub for Anne and Alastair at the Hack & Spade in Whashton - representing rural pubs in Sell More, Save More - and they have struggled to come to terms with the fluctuating trade.

But as the Hack & Spade begins to blossom into the spring and summer period, it's the ideal time for a new lease of life - will sales also bloom?

Following extensive advice from our refurbishment champion Mercury Facilities Management and our indoor furniture champion Vintage Contracts, the couple have made a string of physical changes to the pub. Alastair, who refurbished a hotel virtually single-handed in Scotland, has been particularly busy, knocking down walls and exposing attractive brickwork which had been covered up for years.

Other changes have included the addition of four 'tub' style chairs close to the fireplace, as the couple continue their quest to make the Hack & Spade feel more like a pub.

"Already we've had a group of six in for dinner and then they sat on the new chairs around the fireplace afterwards for a few drinks," says Anne.

"Where before they probably would have left at about 9.30, they stayed until 11pm."

When we popped in on Anne and Alastair recently they appeared to have found a new energy and a new conviction that with the help of the category champions they can really turn the pub around.

With food champion Brakes back in the pub this month to finalise new menus, and the full Entertainer entertainment system from Mediatheme due to be installed, they are working hard towards a relaunch for the pub - after which some real results from all the activity should start to show.

"We've already had one or two more villagers come in to see what we've been up to - our soft seating area is being used daily, and has definitely succeeded in giving us more of a 'pubby' feel," says Anne.

By that time there is also a chance the couple could be welcoming customers into the garden - or at least a part of it - after Anne and Alastair reneged on their decision not to include it in the business.

"It's a lovely view and I suppose I ought to share it! Now we want to do something with it as soon as possible," says Anne. If the garden is a hit, they'll put in children's play equipment at a later date.

"Things really are beginning to happen," says Anne. "Now it's about putting out the right advertising and marketing to make a success of it."

As well as looking to bring forward their opening time from 7pm to 6pm, once the new menus are up and running, the couple are also looking forward to a new pub sign, courtesy of InBev.

The new sign will just be the tip of the iceberg when it comes to getting new customers into the Hack & Spade.

All the champions have been busy thinking about what marketing strategies the pub can put into action.

Mediatheme managing director Richard Horne says: "With a lack of meeting points in the area, it really could be the place that brings groups such as Young Farmers together.

"The pub can become the eyes and ears of the community, advertising what's on in the area, where to stay, local charity events, summer fêtes, walks, local sporting derbies, pig roasts, and so on."

It's all going on at the Hack & Spade. Check our Sell More, Save More update next month to find the latest on what difference the changes are making to the pub's business.

ENTERTAINMENT​

Rural pubs typically have two key customer groups to target, reports our entertainment champion Mediatheme: locals and tourists.

With tourist trade being so varied across the year - as Anne and Alistair at the Hack and Spade can attest - it is vital to get the locals coming in on a regular basis to sustain the business.

As well as home-cooked food, real ales, malt whiskeys and good wine, entertainment should also have a role to play.

"The entertainment should be focused around what the locals would like," says managing director Richard Horne. "If they are having a quite game or dominos in the corner ask them if they would like the idea of representing the pub in a league.

"Start a Sunday night quiz to see how many brain boxes you have in the village. A local musician, live music is definitely a crowd puller.

"Once you start to build that loyal basis and a position with the other local businesses you can try Charity Race Nights once a month or quarter, and themed evenings."

The latter will soon be on the agenda at the Hack & Spade with Mediatheme's Entertainer system going into the pub early this month.

INDOOR FURNITURE​

Our furniture champion Vintage Contracts cut straight to the heart of the problem at the Hack & Spade on a recent visit: there was no area for social drinking.

Director April Lavin suggested a number of possible remedies to Anne and Alastair, in addition to the suggestions from refurb specialist Mercury detailed last month - and the licensees have already acted upon many of them.

Suggestions for the site included:

- Creating a cosy area with soft seating

- Opening up the entrance by taking out fixed seating next to the door

- Opening up the bar area, and making the fireplace the focal point

- Upholstering the backs of chairs, and adding fixed seat pads to dining chairs

- Changing the table tops to make them more in keeping with the rustic feel of the building

- Decorating throughout, either by keeping the walls plain but in two colours, or by splitting the walls with a dado rail, painting the lower half in a darker colour and the top half in a more neutral colour.

"Anne and Alastair had expressed in the past that they would not venture into their own private garden as they have no other alternative outside space available to them," says April.

"However, since my last visit they have advised me that they are using part of their garden for a beer garden. Great news!"