The Association of Licensed Multiple Retailers (ALMR) has announced a £30,000 fighting fund for stage one of a campaign to scupper the "unprecedented threat" of licensing reform.
The three-stage campaign — to be led by operators — aims to involve other like-minded organisations, including local authorities, police and supermarkets.
Writing in the M&C Report this weekend, ALMR chairman Tim Sykes urged every pub operator to get involved, saying: "The time for action is now."
ALMR will be soliciting interests and has guaranteed a "pump prime fund" of £30,000 for the first stage of activities.
A briefing paper on its plans slams the "unsustainable burden" of the 24 proposals put forward by the Coalition Government in its drive to "overhaul" licensing.
These include the late-night levy and new powers for authorities and residents to take action against licences.
Unpredictable challenges
"The uncertainty this introduces means that licences can be refused, amended or withdrawn almost on a whim, making the business model more vulnerable to unpredictable challenges."
It alluded to the six-week consultation on the plans, and urged a "new approach" and a "rapid response."
The campaign will fall into three "distinct but overlapping" phases:
1. An initial 90-day period where attempts will be made to influence Government thinking and drafting of the Bill
2. Amending the Bill during its passage
3. Influence the details and implementation of new powers
The briefing paper says: "We will seek common cause with organisations that share these concerns eg local authorities, supermarkets, police, consumer groups, leading lawyers, business interests.
"A high level political contact programme will target ministers and special advisers who could influence Home Office thinking.
"We will raise awareness with parliamentarians centrally and by means of a grass roots lobby with operators' constituency MPs.
"At the same time initial work will be undertaken on developing a PR/advertising campaign to support and reinforce political messages during the passage of the Bill."
Operator-led
The briefing paper stresses that to be "delivered effectively", the campaign "needs a human face and needs to be operator not trade body lead".
Sykes said: "That is not to downplay the efforts of the trade bodies, but their role is very different — technical and forensic.
"What is needed is an impassioned defence of our business interests. Only we as operators can deliver that and spark political and public interest in our concerns.
"So the time for goodwill and warm words is over. The time for action is now.
"A small number of independent operators and businesses have already come together to fund and co-ordinate an expedited lobby of government, parliamentarians and a media, PR and consumer campaign.
"So if you found yourself agreeing with the call to arms articulated across the trade press and at recent industry events, please get in touch with me to discuss how you can help turn righteous anger into direct action."
Practical action
"Yes we need funds to campaign effectively but we also need practical action such as letters to local MPs, raising awareness amongst staff and customers.
"We need every pub operator to join us, work with us and get the message out to as wide an audience as possible.
"Our businesses and livelihoods are too important to leave to other people to defend. One voice may sound seductive — one message, many voices will be more effective."
The announcement comes a week after Morning Advertiser editor The PMA Team called for a "clearer voice" for pub retailers.
• For more information visit www.almr.org.uk.