McAstocker, who also operates the Prince of Wales in Highgate, the Wooden Cross in Crouch End, the Islington Townhouse and the Swan Inn in Suffolk, said the Camden site had shown how entertainment and grassroots music could help pubs attract younger consumers.
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The operator took on the Elephant’s Head around three years ago through Star Pubs & Bars, under Heineken’s Just Add Talent model.
Music to drive trade
He said the pub had gone through a difficult period before he arrived, including a licensing review, poor reviews and safety concerns, but has since been repositioned around live music.
The site now hosts bands most nights of the week, with McAstocker working with music industry contacts and booking through Product 85 to bring new acts into the venue.
“We have got bands on every night,” he said. “We don’t ever charge tickets. Trying to get young people out to watch music, but charging them £12 on a Tuesday, just seems counterintuitive.”
McAstocker said the pub uses part of its budget to pay artists and keep events free for customers. “We usually only put one band on a night, so that we can pay them well,” he said.
This approach has helped the pub build a strong identity while supporting emerging artists and offering young people an affordable route into live music.
“In a world where we struggle with grassroots music, we struggle with hospitality and we struggle with the cost of living, we’re trying to do everything that can combat all of that,” he said.
The operator said the model had also helped drive trade at a time when pubs are having to work harder to give customers a reason to visit. “Young people are less likely to drink for no reason, for sure. But give them a reason to go out, and they will definitely spend money when they’re out for an activity.”
Gone are the days of just opening the doors. It doesn’t work.
McAstocker
Pubco
McAstocker said he would like to build a pub company of around five to 15 sites over time, with venues focused on hospitality, music, comedy and the arts.
However, he said the operating model behind each site would be key to future growth.
The Wooden Cross is set to become an independent free house after McAstocker agreed a 25 year commercial lease directly with the landlord. He plans to relaunch the site with a refreshed drinks offer, lower prices and a stronger independent pub identity.
The Islington Townhouse is also being exited, with McAstocker citing costs as the reason for surrendering the lease.
Meanwhile, McAstocker is reopening The Swan Inn in Suffolk as he looks to rebuild the pub following a period of closure under previous occupation. He intends to move the site onto a market rent arrangement and go free of tie once it is trading.
He said his strongest current pubco relationship is with Star Pubs & Bars and Heineken, adding that both the Elephant’s Head and the Prince of Wales had benefited from the support.
“My relationship with Heineken is really strong,” he said. “I think Star and Heineken invest in pubs and have pubs at the forefront of what they do.”
Despite the pressures facing the sector, McAstocker said pubs remained powerful when operators were given the right conditions.
“Pubs are brilliant,” he said. “When they work and everybody’s in them, they’re brilliant.”
