Investment plan for Kings Arms, Weymouth

Transcription

1 Investment plan for Kings Arms,

2 2 Who We Are Star Pubs & Bars is the leased pub division of HEINEKEN in the UK and we ve been passionate supporters of the Great British pub for more than 200 years. Our ambition has always been to be the most successful leased pub business in the UK by attracting and developing outstanding talent, supporting our lessees with industry-leading retail advice and owning and investing in one of the industry's best leased estates. Our continuing success shows that it s the unique partnership between Star Pubs & Bars and our self-employed licensees, which produces the best pub experiences and the most successful pubs. Our operators bring their entrepreneurial energy and flair, whilst we bring a deep understanding of the market, industry-leading retail advice and a range of innovative support packages. Our Pubs In recent years we have spent 600 million purchasing all the freeholds in our estate. We have made this investment in order to preserve each pub s individual character and secure their long-term future. We now have more than 1,100 attractive pubs, in prime locations across the UK. We believe this is the perfect size; we are big enough to negotiate the best deals with suppliers but small enough to offer the individual support every pub needs. We continue to invest in developing these pubs in order to attract ambitious and forward thinking lessees who will want to invest with us. Together we are developing great pubs and generating good returns for both parties. This enables us to maintain the Star Pubs & Bars estate s premium positioning with great pubs and strong businesses, which appeal to skilled operators.

3 3 Of course no two pubs are ever the same but there are certain recognisable categories that we use to plan and focus future investments on the correct target market. These categories are: Community Wet Led Clubs & Pubs Bit Of Style YPVs Often found at the heart of large residential estates, these pubs and bars are dominated by wet sales and feel very traditional in their style and décor. Customers tend to be regular blokes aged over 35 who like to drink alone or in small groups. These pub-goers use their local to socialise with friends and family, play traditional pub games and strengthen the bonds of their close knit communities. CWL pubs are busiest between 8pm and 10pm but there is some lunchtime trade. Found mainly in cities and larger town centres, these outlets offer a premium pub experience set against either a classic or a contemporary background. In either case, each pub s individual style is reflected in its food offer and other features such as free Wi-Fi. Customers tend to be career guys, regular blokes or detached moderates in all male or mixed groups, typically aged between 24 and 34. Customers mostly use these outlets between 8pm and 10pm as part of a big night out or simply to loosen up and have a laugh. These outlets have a specific appeal to year olds and cater for a wide variety of these customer needs. Attracted by the music offer and the general vibe, buzz seekers, tribal drinkers and party girls, usually in mixed groups, will gather in YPVs for high energy, late nights out but they will also use these outlets earlier in the evening for a little treat or to enhance good times. Popular YPV drinks include wellknown brands of beer, cider and stout depending on the occasion. Mainstream Pubs Some Food Typically found in town centres, these pubs provide a more refined offer than CWL outlets and serve some food including main meals. Depending on their location, customers tend to be regular blokes, career guys or tribal drinkers, aged over 35, who enjoy a traditional pub experience especially in the evening and at weekends. Such outlets represent both average pubs on the high street and a destination location that attracts a more diverse consumer base including women aged Besides socialising, customers use mainstream pubs to take a break and celebrate a big night out. Great Food Great Pub Typically found in locations away from the high street, such as villages and rural areas, these pubs are characterised by their high quality food, cask ale and premium cider offer. Customers are varied but led by regular blokes, male traditionalists, career guys and customers ages range from 35 to 64. These pubs tend to be busiest in the evenings, between 6pm and 10pm, and at weekends with couples and adult family groups enjoying a special meal, a celebratory drink or just quality time together.

4 Kings Arms 4 Current Channel: : Community Wet Led Clubs & Pubs Community Wet Led Clubs & Pubs Great Food Great Pub Great Food Great Pub The Kings Arms is a Grade II listed sea-side pub with a fantastic, Mainstream Pubsof Some Food traditional English charm. Situated at the heart s Mainstream Pubs Some Food popular waterfront, the pub benefits from strong tourist trade in the summer months, as well as the town s growing marine business Of Style and local fishing industry. As abit result, this pub is a cornerstone of Bit Of Style the community and well known by the residents of. YPVs will allow the pub to thrive The exciting proposed refurbishment YPVs as a venue, with a complete redecoration of the exterior, including new signage and lighting that maintains the harbourside heritage of this characterful building. Inside, the traditional features will be exposed, but new flooring, new furniture and redecoration will complement this perfectly. The washrooms will also receive a full refurbishment to match the new, improved standards. Similarly, a new upgraded commercial kitchen will be installed on the first floor to enable the arriving operator to deliver a quality food offer. Overall, the new look will signal a change of operator and offer to any passers-by, inticing both new and returning customers alike. To show our commitment and confidence in the potential of this pub, Star Pubs & Bars are making a major investment in this venue. As a result, we are looking forward to working with an exceptional licensee to create a truly outstanding pub and restaurant together. Kings Arms Hotel, 15 Trinity Road,, DT4 8TJ. CWLCP CWLCP GFGP GFGP Ideal Licensee Profile Skill MPSFSet and Experience MPSF The ideal candidate will have experience of launching and developing a great food offer. BOS BOS The candidate will have the capability to advertise and market the business YPVS YPVS throughout the year. The candidate must show drive and ambition to maximise the business s premium food and drinks offer. High retailing standards, with a focus on delivering great customer service, is essential. Experience of running similar outlets would also be advantageous. The ideal candidate will be sufficiently funded to ensure sustainability for the business as this exciting opportunity develops.

5 5 Great Food Great Pub Typically found in locations away from the high street, such as villages and rural areas, these pubs are characterised by their high quality food, cask ale and premium cider offer. Customers are varied but led by regular blokes, male traditionalists and career guys. Customers ages range from 35 to 64 and these pubs tend to be busiest in the evenings, between 6pm and 10pm, and at weekends with couples and adult family groups enjoying a special meal, a celebratory drink or just quality time together. Who Varied but led by Regular Blokes, Male Traditionalists, Career Guys & Careful Females mainly as couples or adult family groups. 60/40 Male/ Female. Core yrs. What for Wine, Ale & Premium Cider. When Both during the week & at weekends, especially in the evening (6-10pm). Why Traditional Togetherness, Sociable Bonding & Group Herding > To Go Well With Food, Quality time with someone special & family, Savour a special drink, Celebrate with friends or family.

6 Kings Arms 6 In accordance with the project s core values, the following work will be carried out: Exterior New signage, lighting and redecorations are beer. This then gives way to increased dining covers, where planned, while maintaining the heritage of the building. Large guests can enjoy sea food, fresh fish and premium drinks in signage writing will attract consumers from the other side of transformed surroundings. The vision is one of a tastefully the water to visit the pub. These changes will signal a change decorated pub, with a nod to its harbourside heritage in every DEVELOPMENT BAR AND SNUG of operator and give a more preimum feel thatthe signals the ARMS, offer WEYMOUTH detail. KINGS awaiting inside. Please see Kitchen A new upgraded commercial kitchen will be installed sections for relevant visuals. on the first floor to enable the operator to deliver a high Interior Internally, a full reburbishment is planned to create volume and high quality food offer. a premium venue. There will be a cosy bar situated on the left Cellar SmartDispense will be installed to allow for a of the entrance where people can enjoy a relaxed drink in a successful beer and cider offer. traditional bar. To accommodate anticipated trade, the bar servery will also be extended for operational ease. From the Toilets The toilets will also receive a full refurbishment in line refurbished bar area customers are able to move into the snug, with the new high standards of this venue. where comfortable furniture, luxury rugs and a warm fire will invite customers to relax and enjoy a drink or bite to eat. Licensee Accommodation Minor repairs and decoration works are planned, in line with our code of practice to ensure The dining area to the right of the entrance will see the biggest the licensee can focus on the business s success from the outset. transformation, with the bar cut back and reduced to a small servery with a coffee machine and a premium selection of DINING AREA / W.Cs THE KINGS ARMS, WEYMOUTH DEVELOPMENT

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8 Kings Arms 8 BAR AND SNUG THE KINGS ARMS, WEYMOUTH DEVELOPMENT PAGE 4 CONCORDEBGW.COM

9 Kings Arms 9 DINING AREA / W.Cs THE KINGS ARMS, WEYMOUTH DEVELOPMENT PAGE 5 CONCORDEBGW.COM

10 10 GROUND FLOOR PLAN

11 11 The Mosaic Report There follows a brief guide to the key customer groups for this outlet and how the proposed refurbishment will cater for their needs... The Area is a seaside town in Dorset, England, situated on a sheltered bay at the mouth of the River Wey on the English Channel coast. The town, which hosted the sailing events of the London 2012 Olympics and Paralympics, is a popular seaside holiday resort. 's picturesque Georgian seafront is an impressive backdrop to the long arc of fine, golden sand. The views from the bay are particularly impressive, stretching across the horizon taking in the World Heritage coastline. The town is also home to a thriving marine and fishing community. Overall, is well-known for its rich heritage and spectacular coastline, making it a firm favourite holiday destination and a great place to live and work. Kings Arms Hotel, 15 Trinity Road,, DT4 8TJ. Target Customer Groups The top target Mosaic customer types living within a one mile radius of this outlet are as follows: Transient Renters Single people privately renting low cost homes for the short term. Rental Hubs Educated young people privately renting in urban neighbourhoods.

12 12 The following table illustrates the top four reasons for visiting a pub in the area and the proposed changes to the Kings Arms that will meet these customer needs and expectations. Evening Local Click each need to see the refurbishment response. Me & My Pint Top 4 Customer Needs Pub Play Out for Dinner

13 13 Evening Local The improved kerb-side appeal and great, fresh food offer will help to position the pub at the centre of the community, while also attracting passing trade. Back

14 14 Pub Play The venue s drink offer and charming local ambience means it is able to provide for this key customer base of more traditional pub-goers. Back

15 15 Out for Dinner The renovated kitchen facilities will allow for an excellent food offer and the improved dining space will strengthen the pub s appeal to both locals and passers-by. Back

16 16 Me & My Pint The central location by the seaside means the pub can be a hub to locals looking for a great venue for a quiet drink and some downtime. Back

17 17 Read about one of our recent projects. The Kingsway, Kirkby-In-Ashfield Few multiple operators would have looked twice at the large, run down suburban pub on the edge of Kirkby-in-Ashfield but Terry Leonard knew the site would be perfect for his new style of family friendly, food pubs. The location, close to the M1 motorway, Kirkby s town centre and a large residential estate, meant there was strong customer demand for good value food served in an informal atmosphere. Moreover, Terry realised there was a gap in the market between the managed chain houses in the town and the high-end food pubs in the surrounding villages. Terry talked to Star Pubs & Bars about his ambitions, as well as the amount of work needed to restore the pub, and he was impressed by the support offered. He and our design team put together a scheme to rebuild most of the pub s interior and exterior, as well as upgrade the kitchens to cater for the covers the new offer needed. The finished scheme created two distinct trade areas, a lounge for casual dining and a more formal restaurant. Typical of Terry s innovations were the carriage booths, that can seat 6-8 people, which are perfect for families and larger parties. The new look pub is the perfect setting for Terry s menu of traditional pub favourites, and customers can t get enough of his steaks and Sunday Roasts. Moreover, the positive reviews published by travel website Trip Advisor, are helping The Kingsway attract customers from all over the East Midlands.

18 18 The proposed refurbishment of the Kings Arms will help the right operator build a loyal customer base in the local market. This project is going to significantly enhance the business and we would like to see how you are going to use your individual flair and ideas to make the most of this fantastic pub. This is a terrific opportunity to acquire an exciting pub business with real scope for growth and interested parties are encouraged to , call on or follow the simple online application process at Apply for this pub >