Whose pub is it anyway?

A loyal group of regulars is every publican's dream - right up until the point where the management's vision for the business varies from that of the people on the other side of the bar.

Repositioning a pub is often a commercial necessity to compete in an ever-tougher market, but it can also mean making some tough choices between meeting the needs existing customers and targeting new ones.

For the White Horse in Epsom, Surrey, it was the decision to go no- smoking, taken by lessee Ben Walters last summer, that focused the minds of the pub's clientele. "They were, understandably, quite upset," says Ben, and trade initially dropped sharply.

However, the switch to a smoke-free pub was a way for Ben and manager Stuart Down to set out their stall.

Epsom, probably best known for the Derby at the racecourse on nearby Epsom Downs, has the mix of high-income professionals and less affluent locals that is typical of many commuter belt towns.

The White Horse is the oldest pub trading in Epsom. As the New Inn it was mentioned in Samuel Pepys' diary. He visited the town in 1667 to 'take the waters' from the well that made Epsom a popular spa town in the 17th and 18th centuries. The water, also the basis of Epsom Salts, was prized for its laxative qualities.

Reality check​

The effect of Epsom water was a sensation Ben came to sympathise with after taking on the lease of the White Horse, in partnership with other family members, three years ago. "I'm an accountant by profession, and I'd worked with several licensees as clients," he says.

"I was looking for my own business and running a pub is the dream. The reality was a bit different."

The pub had a group of well-established regulars who, in a story which will be familiar to many publicans, had strong opinions on any changes to 'their' pub. Realising he needed a more experienced hand at the wheel day-to-day, Ben recruited former Young's manager Stuart last year.

Having seen the impact of a number of no-smoking pub conversions in the Young's estate, Stuart believed a smoke-free business, focused on food, entertainment and a diverse programme of community events - from a mother and toddler group to a real ale connoisseurs club - was the way forward.

"We lost some customers initially," concedes Stuart, "but some of those have come back, and others have started coming in regularly."

Ben adds: "It has also made a real difference to the working environment. It's a much cleaner, healthier atmosphere for staff to work in."

Having given smoke-free trading a few months to 'bed in' at the pub, the White Horse underwent a major refurb before relaunching itself to the discerning pub-goers of Epsom at the end of last month. The dining area has been expanded and redecorated. There is also a new outside seating area aimed at the food and family trade.

All that jazz​

Suppliers including Diageo supported a two-week programme of events built around a fundraising drive for the Epsom Medical Equipment Fund, based at the hospital next door.

Kicking off with a charity auction and school disco, the programme also included wine tastings, cocktails, and concerts by the Epsom Jazz Club, which will host live music on Tuesday evenings at the White Horse on an ongoing basis.

The pub is also donating £1 for every bottle of wine or main meal sold during the promotional period. As well as raising funds, this was also an opportunity for the pub to spotlight its new menu and wine list to staff at the hospital, an important but largely untapped source of potential customers for the pub.

As a point of difference, the menu spotlights local suppliers. These include Gibb & Evans, the Epsom-based family butcher which supplies meat including Derby sausages and fresh fish, poultry and game, and Ron Fowler & Son from nearby Bookham - "one of the few fishmongers who can source octopus," says Stuart. Things are definitely changing at the White Horse.