Success is child's play

Bronya Fitzsimmons tells Ewan Turney how she and husband Keith created a family pub and more than trebled turnover in 10 years at the Knockerdown Inn, Ashbourne, south Derbyshire

How I got here

I had worked in pubs before, but from 1990 to 1996 I was a licensing officer at the council. I was based at a leisure centre where I looked after the bar and catering. That role showed me just how much paperwork there is in this trade, but I also had interaction with environmental health, which was quite interesting. Keith had run a snooker and social club since 1984. It took us three years to find the pub we wanted, as we were really looking for a freehold. But in 1996 we moved to the Knockerdown Inn on a 12-year Marston's lease. It was quite run-down, didn't open a lot (including being closed on bank holidays) and didn't welcome children at all.

My family pub inspiration

We had a five-year business plan when we came in and stuck to it, even when I had my daughter in 1992. We are a very sociable couple and like going out, but it was difficult to find a place to go that did proper food and welcomed children. The only place was Charlie Chalks, which did food like nuggets and fishasaurus sandwiches, so we saw a gap in the market.

I think you have to have family yourself before you see the need for a family pub, then go and capture the market. You have to have a passion for it and understand what you want for your children as parents. We did it for our daughter.

How I created a family pub

1. Animal attractions: We started off wanting to create a farm park for children, as we have 10 acres here, but veered away because of all the regulations. Instead, we went down the route of getting rescue animals in our fields, so children can wander round and see them. We have pigs, ducks, hens, chipmunks, goats, sheep, and donkeys, but the biggest attraction is the ostriches. It works well for us as Keith takes care of everything outside and I look after things indoors.

2. Play areas: We have an adventure playground, but we also have a toddler area aimed at kids between 18 months old and two years. Plus, we have a tractor park with a decking area, which has kids' cars to play with.

3. Supervision: We leave it up to parents to supervise their kids and have a sign up to that effect. Having said that, we do tend to keep an eye out. If some kids are running riot and kicking a ball about, I just ask them to go into one of the fields to do it.

4. Kids' food: We have to do the nuggets because that's still what some parents want to feed their kids, even in this day and age. But we have a full children's menu and do half portions of the adult menu. We make 95% of our own food, so it's easy to do.

My camping site

We promoted the site so that people come and stay more than an hour or two, they don't have to worry about drink-driving, their kids can run around and play and they can just enjoy the pub.

This year, our camping and caravan park has really taken off. From May to the end of summer we were more or less fully booked - at 50 pitches that's more or less 100 people. We have a toilet block and drinking water points. When people arrive, we give them a leaflet on the rules of the site and because we are a family pub, we only accept families. We used to get stag parties or groups of people coming along thinking, "we'll go down to the country, get drunk and have a barbecue". It started affecting the pub so we are very diligent now. It costs £10 for two adults and two kids for a pitch for the night.

My biker groups

Keith and I are very passionate about motorbikes and both have Harley Davidsons. A lot of biker groups come and stay for the weekend, ranging from a few to 50. They bring their families, camp at the pub, and we take them for bike tours of the Peak District. Then it's back to the pub for an evening meal and entertainment. As they bring their families it's not an intimidating atmosphere.

My best event

First weekend in August is the DAVE (Derby-shire Alternative Vehicle Entertainment) weekend. Basically, bikers and three-wheel kit cars or other vehicles get together and we go on tours of the area and have a big party. Again, it is family-based. There is a fancy dress theme to the event, too. It's just a really fun weekend.

What I look for in staff

Front of house: Personality is more important than experience. You are ineffectual at the front of house if you are too shy to go and say hello to people and smile. You need to have a bubbly nature and initiative. There is no point standing behind the bar doing nothing if a table needs clearing.

Kitchen assistants: Most of ours are quite young, but they have to be willing to learn and listen to the chefs.

Chefs: I look for experience and ability. I don't want to be worrying about the specials board. I want to be able to leave it to them and know it will get done.

My plans for the future

1. Extension: We are in the process of building a small extension on the pub to give us room for an extra four tables.

2. Smoking area: On the outside of the extension we are going to put up a smoking area and make it as nice as possible with flowers and heaters.

3. Kitchen update: It is not a major refurb, but we are replacing all the kitchen equipment.

My Pub

Lease: 21-year Union Pub Company lease being negotiated

Turnover in 1996: £120,000 (plus VAT)

Turnover in 2006: £380,000 (plus VAT)

Wet:Dry split: 35%:65%

Average spend per head: £10 to £12

GP on beer: 50%

GP on food: 65%

Staff: 15, three full-time

Awards: UPC Pub of the Year 2002, Entrepreneur Pub of the Year 2006