Eldridge Pope has good Vibes

Pub operator Eldridge Pope is piloting a clutch of bar brands including a gay concept that may be rolled-out across the country.

The Bristol-based bar, called Vibes, which has been operating since October, has enjoyed unprecedented success.

"It's been extraordinarily exciting," said operations director Nick Potter, "In my experience, this is a tough market to crack so we shall proceed with caution but the sales have shot through the roof since we converted to the Vibes concept."

Mr Potter also said a late license was a key factor in the gay market. "Location is crucial," he said. "This particular venue is next-door to an established gay pub called the Queen Shilling."

Since it was converted to Vibes, sales have risen from about £3,000-a-week to £15,000.

The company is now looking at a further three existing Eldridge sites that could be converted. It will look to transform other existing outlets.

It will join Scottish & Newcastle, as one of the few national retailers with a genuine gay offering. S&N currently operates the Birdcage brand. The Vibes concepts is one of a number of brands currently being tested by Eldridge Pope. It is also experimenting with a sports and music venue called Fever, and an open-grill food offering called Flamehouse.

Eldridge is currently rolling-out a community-led pub concept called Your Winning Local.

The company is keen to establish other growth-drivers alongside its main brand, Toad, the premium town-centre destination brand.