The deal for the Greyfriars Road venue follows the business’s purchase of the city’s former Yard Bar, which is now undergoing a £1.2m transformation into the UK’s first Proud Mary pub.
Creating 30 new jobs, the 1,400 capacity Story will reopen as District this month in time for Freshers. It will complement Rekom’s neighbouring club PRYZM, with alternative event-led music entertainment.
Rekom country executive director Russell Quelch said the “vibrant” city of Cardiff was a key part of the late-night operator’s UK expansion strategy.
Something for everything
District meant Rekom could build on its cluster of businesses in the Welsh capital, which ranged from après ski-themed bar Heidi’s Bier Bar to two nightclubs, party bar Steinbeck & Shaw and Proud Mary pub.
For Quelch, this meant Rekom offered “something for everyone” in the city. “We believe Cardiff can accommodate two clubs of PRYZM and District’s size, giving us the scope to put on a wider range of events and cater for more of the late-night market in the city,” he added.
District’s staff will be trained in the company’s guest care and safety policy, We Care. This approach includes guest care ambassadors to qualified first aiders and a separate medical room, to a taxi escort and free phone charging stations.
Guest first philosophy
Quelch continued: “At Rekom we have a guest first philosophy, where safety and creating memorable, fun nights out are our top priorities.
“District will be opening in time for Freshers, where leaving home and going out clubbing will be a new experience. This is something we are very aware of as a business and our strength comes from the care we offer our guests.”
Rekom operates more than 200 bars, pubs and clubs internationally and 49 in the UK. In addition to the five Cardiff venues, other sites in Wales include ATIK Wrexham and Fiction Swansea, with a Proud Mary pub also scheduled to open in Swansea in early 2023.