Optimism despite red tape

Related tags Bell inn Smoking Red tape Smoking ban Bell

Accommodation is down, power bills are up and the Government's smoking ban proposals promise a further assault on trade for the Bell Inn. But, as...

Accommodation is down, power bills are up and the Government's smoking ban proposals promise a further assault on trade for the Bell Inn. But, as DIZZIANA ROSSI reports, the pub is looking forward to 2005

Running a business has never been easy but it is becoming a mission impossible for many licensees, who feel pressurised by increasing competition and Government red tape. These are the sentiments of John and Christine Vereker, co-owners of the Bell Inn of Horndon-on-the-Hill, Essex, which has faced new challenges in the last six weeks.

"Our recent figures have not been great, I'm afraid" says John. "Our wet and food sales are only up by 2.5%, which isn't even inflation, but more alarming is that our accommodation is down by 5.3%." The building of four budget-style hotels around the area has played a part, with some offering rates as low as £40 per double room ­ approximately 35% cheaper than the Bell. "We think that the economy in general is tightening up its reins, even on the high street," says John. "We are seeing all the sales start now whereas they wouldn't normally begin this early before Christmas."

But the January sales are not the only seasonal tradition happening too soon. Early Christmas bookings are forcing licensees into false festive spirits, according to the Bell's team, which includes general manager Joanne Uttridge. "Because we are full in December, people are taking the option of coming in as early as November," she says. "In a sense, weare being pushed into bringing Christmas forward."

As a result, Christine is contemplating putting up the Christmas decorations early. But it is a risky decision for a pub, which can leave itself open to criticism unless the timing is right.

Rising gas and electricity rates are also giving the Bell a touch of Seasonal Affective Disorder. The Verekers report a combined 53% increase on last year's deal and forecast a total power bill of £42,000 for the year. "It's quite frightening," says John.

The financial outlook for the coming years is only set to deteriorate, he says, with the Government's proposals to ban smoking in all food-led pubs.

The Bell, described by the Verekers as "a destination food-pub", is split 45% food to 37% wet sales, with the rest falling under accommodation. "We have one smoking area and we have spent a fortune on ventilation already," he says. "The new proposals mean we would have to drop smoking."

John likens the pub trade's current dilemma to the "absolute fiasco" of the Beer Orders in the 1980s, which saw many tenants being forced to give up their pubs. "The Government is wrong to interfere again in the running of our business," he argues. "Some pubs will close, with those that are food led becoming total restaurants. The rest will revert back to old-style smoking dens, where binge drinking will certainly take place."

One of the key considerations of the smoking -ban debate is the damaging effect on staff fromsecond-hand smoke. Yet, John asks, what will become of the Bell's staff who smoke if a total ban is enforced throughout his premises? "We have a rest room for smokers at the moment, where they can have a break, a cigarette and wash their hands before returning to duty," he explains. "But where are they to go in the future? We can't have staff standing smoking outside."

The Verekers never underestimate the value of providing for their staff and believe in the "happy staff, happy customers" philosophy. As a result, losing and sourcing new team players isn't too much of a problem at the Bell, which sees many old faces returning time and time again.

"We had been trying to recruit a new pastry chef for the last three months and were struggling with the responses from the advertisements," says Christine. "Then, an ex-chef of ours from six months past came in and asked for his position back, saying he was disillusioned with his new job."

Another "staff of Christmas past" is Sandrine Lacoutre, who is returning to the Bell as assistant manager in January, having left two years ago.

As such, the New Year will see the pub's management team expand, with Sandrine taking over staff-training duties. Amongst other things, the Verekers plan to implement a new training programme, which she will oversee under the direction of Joanne Uttridge. "We are very excited about the new appointment," says John. "Despite all the issues we may have mentioned earlier, we are still looking forward to 2005 and what it may bring."

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