posted by admin in Uncategorized
The current economic climate has taken its toll on any number of small business, but one British institution has been affected more than most - the traditional pub. As struggling pubs close down, and others suffer from poor turnout, times appear to be tough for the pub landlord.
It’s not all doom and gloom, however - the decline of the traditional tavern has encouraged other owners to be more creative, and competitive, in attracting new customers. In a fairly typical corner of South London, two different pubs have showed how a fresh approach can get punters back through the door. The Antelope, a stone’s throw from Tooting Broadway underground, was taken over a year ago. Previously it was an inhospitable place - the sort of venue where you’d expect a tinkling piano to suddenly stop when you walk through the door. Twelve months on, it is unrecognisable: an excellent marketing campaign has established it as a quirky, original venue which has hosted comedy nights and has attracted a more diverse crowd. The Antelope has shown that with ambition and effort, there’s more than enough interest for pubs to grow in popularity.
Just metres down the road, The Long Room faces a very different challenge; just out of reach of the tube station, it stands less chance of success as a high street pub. Instead, staff have been creative with the considerable space they have available - it operates as a hotel (which is a nice change from the cheap hostels that dominate Tooting), and boasts an impressive front-facing beer garden. Rather than building a definitive image, The Long Room aims to offer something for everyone. A quiet, comfortable bar area offers cocktails and an impressive array of beers and spirits, whilst there are still the more traditional quiz machines and widescreen TVs present. The venue has also embraced the recent World Cup, showing matches in the garden area without allowing football to dominate, a mistake that many pubs make. The Long Room also hosts quiz nights, movie nights and invites customers to host their own events. It’s another direction that pubs are wisely moving into - doubling as a cinema, a function room, even a place to stop over.
There are plenty of pubs in SW17, and all over London, that have little to recommend them, and can even make the British pub feel like an outdated enterprise. Both The Antelope and The Long Room are showing that, with a little invention, this doesn’t have to be the case; in one corner of Tooting at least, pubs are still thriving.
