Enterprise Inns rolls out Beacon managed tenancy agreement to Somerset pub

20-Jul-2014 - Last updated on 18-Jul-2014 at 16:18 GMT

Enterprise Inns now has almost 200 pubs using Beacon

A Somerset pub is switching to Enterprise Inns’ managed tenancy model as it seeks to boost weekday trade and broaden its customer base.

The Golden Ball, in Bridgwater, converted to the company’s Beacon tenancy agreement on Thursday.

The pubco describes Beacon as “a simple, value-for-money, drinks-led pub offer” that will allow the high street pub to focus on attracting shoppers and passers-by during the day, while adding a series of events in the evening.

The venue now plans to cater for local darts and poker teams, while quiz, karaoke and open-mic nights are also in the pipeline. DJs and live music will feature at weekends.

The pub has had both its exterior and interior freshened-up as part of the move, and now has a coffee machine alongside other new fixtures and fittings.

Loyal customers

Manager Ross Cavanagh, who runs the Golden Ball with his father Jim, said: “We have a very good local-base of regular customers who help make for a warm and friendly atmosphere, and we want others to come to what will be a traditional tavern where they can enjoy a drink at the bar as well as lots of customer interaction.

Cavanagh added: “Then, at weekends, the other side of the pub’s personality will reveal itself, and it’ll be the party venue it’s known for. This is a huge opportunity to make the pub appeal to a broad range of people.”

According to Enterprise, Beacon involves a much higher level of proactive engagement between itself and the publican, and covers areas such as product selection, pricing, retail standards, management information and marketing.

Value-led offer

With just under 200 Enterprise pubs now using Beacon, the pubco said the model works for all pub types, “but especially those in competitive, price and value-led environments”.

It added that there is no target figure for the number of pubs using it.

Enterprise regional manager Peter Gatling said: “The Golden Ball occupies the perfect high street position to pull in shoppers and other passers-by during the day.

“With so many pubs in Bridgwater, it’s vitally important to make sure you have the right offering, and through Beacon we’re able to do that.”