Recovery needed after a strip-search police raid

Trade at the Beacon in Basingstoke, Hampshire, copped a blow after a police drugs raid. Landlady Shani Rogers seeks advice on saving the pub's reputation.

On Friday, 21 October, around 50 customers were enjoying a few pints in the bar when 90 police officers stormed in on a drugs raid. They held everyone in the pub and strip-searched us all in the toilets - including some senior citizens. They kept everyone for hours and only left at 1am.

They claimed to have received information about Class A drug dealing - but only detained and later cautioned two people for possession of cannabis for personal use.

The police sent a small canister of white powder off for examination, only to find it was oxygenating tablets for my son's fish tank.

I won't tolerate drugs in my pub and never have. In my time here we have had no trouble at all.

Police had briefed local media and took them along to the raid but, although nothing was found, mud seems to stick.

Since the raid, my trade has dropped by £2,000 a week. A lot of my regulars were upset at the way they were treated and our reputation has taken a hammering.

After the operation I couldn't sleep and didn't want to face anyone - I knew they were all talking about it. Every time I ate, I was sick and I've lost weight. I had to take a holiday because I was so stressed. But every waking moment I am trying to think of ways to win back my customers and stop my business from folding.

We have a kitchen, but only serve Sunday lunch at the moment. We have just started doing some karaoke evenings and laid on a free Christmas dinner for senior citizens as a gesture of goodwill. I just want to get the community back in.

How can I rebuild my reputation and get my customers back?

Alison Carter, former BII (British Institute of Innkeeping) licensee of the year, the Bay View Inn, Widemouth Bay, Cornwall

This highlights how, despite our best efforts, things can happen which are totally outside of our control but have a devastating impact on our businesses.

Firstly, and not surprisingly, your confidence has taken a bashing, but you must hold your head high and put on a brave face. You have done nothing wrong and need to get this message across to all in the community.

Come out fighting, put notices all over the pub, particularly in the entrance and in the loos that give the clear message that you operate a ZERO TOLERANCE POLICY TO ALL DRUGS.

Ask local police to come and give you an d your staff a training session about drugs awareness and how to spot and handle anything or anyone suspicious.

In the light of the media involvement, try to get them involved in a positive follow-up story. On a practical level ensure the pub is well-maintained. Keep it free of cigarette butts and litter and put in some plants, good lighting and safe and easy access.

The free Christmas dinner for OAPs was a great gesture and you could kick off 2006 with more community activity, such as a Thursday Club for senior citizens to enjoy a cheap lunch.

Stage a fund-raising event to get the community involved. What about a sponsored slim with locals who have put on weight over Christmas? The proceeds could go to charity.

Why not get societies to hold their meetings at your pub?

Finally, people's memories are quite short. Today's news is tomorrow's fish and chip paper so it won't be too long until the whole business is forgotten. Don't lose any more sleep.

Richard Miles, financial director of Milestone licensed trade accountants

The raid was a truly unfortunate occurrence, particularly at a time of year when trade traditionally dips. In the short term, cash must be a high priority. If the fall in business continues after the Christmas period, then review levels of spending, particularly on staffing, and then take any necessary action. If management accounts show a shortfall in profit against last year, then an accountant may be able to reduce your payment on account for tax, due at the end of January.

To begin to regain your regular customers, you could introduce loyalty cards for locals and regulars.

By using these they can clock up a bank of credit that can be used to purchase anything in the pub later.

Non-locals would pay the same prices but would not get the discounts.

Simple advertising outside could announce this new initiative and, of course, it could apply to food as well as the wet trade.

The local till supplier should be able to assist with the mechanics of how to control this. If you are concerned about the overall viability of your pub, I would recommend that you produce a cash-flow forecast in conjunction with your accountant and discuss the implications with them, together with your pubco area manager. The pubco should be able to offer pub-specific advice on promotions and so on.

A word of caution, however. Remember that when considering any promotional or entertaining expenses designed to increase trade, you will need to take about three times the amount in additional sales to cover the cost.

Anthony Mears, former BII (British Institute of Innkeeping) licensee of the year, the Ivy House, Chalfont St Giles, Buckinghamshire

It is every licensee's nightmare, that some external factor will seriously damage your trade and reputation. But you have the right attitude - which is that you won't let this beat you - and you have already started taking positive action.

I think the answer here is communication. As you say, everyone locally will have heard a version of what happened, so get on to the front foot and use that interest and profile.

You need to start with a solid foundation so build bridges with police, sit down with the local PC and voice your concerns and issues. Find out why they were so confident drug dealing was happening, gain their support and agree a joint action plan, maybe including all key staff attending a drugs awareness course. You can then discuss the reaction of your customers to the raid and the effect on your business, and ask for their support in rebuilding the Beacon's reputation.

Once you're all on the same side, discuss the situation with a few of your best and most supportive regulars. Ask for their ideas to help bring people back, and then use your newsworth-iness to get coverage in the media for your exciting new plans.

Why not focus on raising money for a local charity? You could organise lots of events, culminating in an awards evening when you present the cheque. Just remember, you are not on your own.

Your local BII, pubwatch, LVA and regulars are on your side - so use them. It is also worth checking the pub's insurance policy to see if you can claim back any losses, and talking to your landlord to see how they can help both financially and practically.

So good luck Shani, carry on the good work and make 2006 a year to celebrate!

Shani Rogers' verdict

I'm really grateful for the advice and it helps to know I'm not alone with regard to a business being affected by one nightmare incident. My landlord Greene King Pub Partners has been working closely with me to bring the business back and develop it. My regional manager has met police several times and we have built a positive relationship with the community officer. After these meetings, I agreed with the police to install CCTV at a cost of £3,000.

Regarding the pub's image, Greene King is redesigning the bar area to incorporate a dartboard and possibly an extra pool table.

We will be revamping the interior and the exterior will be redecorated and designed in the spring to appeal to more of the community.

I'm also promoting Sunday lunches, including a take-away service. We're starting a pensioners' lunch special called the 'Young at heart Club' and karaoke nights will kick off.

We've introduced T-shirts to give away and they will have the pub's name on the front with FBI South Ham on the back (Finest