The Black Swan Public House & Theatre in North Walsham took the title of Best Pub for Entertainment at this year’s Great British Pub Awards.
The Norfolk venue combines a traditional community pub with a dedicated theatre and events space.
Running as Community Interest Company, the Black Swan’s mission is to create a welcoming, accessible and supportive space for the local community.
A show can be the reason someone comes through the door for the first time.
Its roster of events covers a huge range including its own entertainment such as murder mystery evenings to film screenings, folk club, choir, bingo and karaoke.
Ballard highlighted the impact live productions, arts and cultural events have on the local community.
He said: “A show can be the reason someone comes through the door for the first time.
“Once they are here, they can find out about our weekly choir, a workshop or a volunteering opportunity. We have customers recognising each other from different activities and then forming new friendships; giving a reason to keep coming back.
“That’s one of the biggest impacts we have had on our local community - a place to connect, see familiar faces and show up – knowing that by showing up, they are helping things keep going.”
Pubs have long been the place many performers cut their teeth in the entertainment industry.
From Elton John reportedly starting out at a pub opposite Northwood Hills Station in London to the Cavern Club being the birthplace of the Beatles and duo Cannon and Ball trying their hand at comedy in Greater Manchester pubs and clubs, there are countless examples of famous entertainers beginning their careers in the on-trade.
The Black Swan has its own theatre on site (well, just across the road) - a big part of its operation - home to live entertainment, shows and community events.
Ballard outlined how the pub gives local performers and creatives opportunities, particularly those just starting out, across a range of ages.
He said: “The first step can be the hardest. If you’ve never performed in front of an audience, you need somewhere you can have a go and people who’ll get behind you.
“At our most recent show, eight people got to rehearse on our stage and perform with proper lighting and sound in front of a local audience. It gave people a chance to do something they’d never get the chance to do or – maybe had never thought about before!
“We also run youth theatre and adult acting sessions, and there are ways to get involved backstage. For some people, the exciting bit is getting up and performing.
“For others, it’s learning how to run the lights or helping get a show ready. We also engage with professional performers and creatives for our in-house shows like pantomime and our variety shows.”
Importance of accessibility
The pub recently held its annual Smugglers Lantern Parade - a free event that usually parades through North Walsham with the choir in full flow.
This year, weather forced the parade inside but there were still 100 residents in attendance, aged from three to 93.
“Our People’s Choir led sea shanties and suddenly you had children, parents, grandparents and people who’d come on their own all singing in the same room,” Ballard said.
“We find that a lot of people who come along feel comfortable coming to the pub on their own – even on a Saturday night – knowing they will receive a warm welcome and will recognise some faces.”
While this is one example of how live events bring different parts of the community together, helping ease isolation, the Black Swan’s weekly choir has a similar ethos.
Ballard added: “The choir does that on regular Thursday too. We get 60 to 70 people.
“If you’re coming on your own, walking into a room full of people can be a big step.
“It’s easier when you’ve got a reason to be there and something to do together straight away. A lot of people come to us because they want to sing, act or see a show. The activity is what makes it feel like somewhere for them.”
While the sector is facing its own cost challenges, consumers also continue to face the cost-of-living crisis, meaning operators such as Ballard are having to make decisions over the affordability of putting on such events.
However, making sure guests are still able to attend from a price point of view remains crucial to the not-for-profit venue.
Ballard said: “It’s hugely important to us. The cost of a night out starts before you’ve bought the ticket if you also have to pay to get somewhere and work out how you’re getting home.
“Having a theatre in the town centre makes a difference. We try to keep ticket prices accessible and we have lots of free events too, so there are different ways to come along depending on what you can afford.
“We’re also looking at how the theatre, a separate building just over the loke from the pub, works as a space.
“We’re replacing the large theatre bar with a smaller one to make more space for people to move around and improve the route to the accessible toilet.
“And if you’re coming for a class, a community group or a show, we want you to feel welcome whether you buy a drink or simply come for the event.”
Everybody in the industry is stretched enough as it is with both time, energy and money.
The community impact is a huge part of what drives the events at the North Walsham pub.
Ballard highlighted the impact hosting them has not only on the pub itself and its guests but those who work on them.
Real positive difference
“I know not every pub or venue can afford, or find the time, or have the resources for live events or bigger projects,” he said.
“Everybody in the industry is stretched enough as it is with both time, energy and money. There are local jobs tied up in what we do, from the people behind the bar to the performers and technicians we can pay to put on a show. And for a young person getting their first go at volunteering, this might be where they discover what they want to do for a living.
“But the bit I feel most strongly about is having somewhere to go where people know you.
Live events matter so much in a pub.
“You can come to class or event on your own and, after a few weeks, there’s someone who’ll save you a seat. If you’ve had a difficult week, knowing you can walk through that door and see a familiar face can mean a lot.
“A live event gives people something to come together for and share. You’re watching, listening or joining in alongside the people around you and that shared experience can be a way to start a conversation or feel part of something.
“For someone who’s feeling isolated, having somewhere to go, something to look forward to and people to connect with can make a real difference. That’s why live events matter so much in a pub (and our theatre). They bring people together and help them engage with each other and with their community.”
However, the pub operator, who is also a performer, actor, theatre maker and playwright, acknowledged the cost implications for businesses.
He said: “Live events are often the first thing to get pulled when the budget is tight, even something like booking a solo singer. And I understand that.
“It’s a real struggle to balance everything we do, especially with wage costs, taxes, business rates and rent all going up. If you’re a tied pub, it gets even harder when the price you pay for your stock keeps going up too. As an industry, we’ve all got to do what we can to get people through the doors.
“But it isn’t just about making money over the bar. A live event gives people a focus and a shared experience. It gives them somewhere to go, something to look forward to, and a chance to connect and engage with other people.”
Pubs are more than businesses, whether they’re not for profit like ours or not.
While commercial pressures continue to mount across the industry, the pub operator believed the true value of a local venue cannot be measured by sales alone.
“That can make a real difference to isolation and help people feel part of something. Pubs are more than businesses, whether they’re not for profit like ours or not. They can be a place where people find a sense of community and belonging, and that matters,” Ballard added.
“We run the Black Swan Public House and Theatre as a not-for-profit and I see that same care for the community in pubs run as commercial businesses. Pubs are so much more than businesses. They’re places where people make friends, find work, build confidence and feel part of the town they live in.”
Lastly, Ballard outlined how protecting the vital social fabric is why the sector needs to continue to rally together and makes its voice heard.
He added: “That’s why I’m proud to support Pubs with Purpose. I want the people who live on our street, the wider community, our local councils and people in Government to understand what’s at stake.
“When a pub closes, a community can lose jobs, a stage for local talent and one of the few places where you can just walk in and have a chat.
”You feel that loss long after the doors have shut."
- Do you go above and beyond for your community? We want to hear from you. Let The Morning Advertiser deputy editor Nikkie Thatcher know at nikkie.thatcher@wrbm.com or on 01293 610388.
