THE NORTHERN BELLE, MARGATE - Rises up from Davy Jones' Locker

Batten down the hatches then because The Northern Belle has raised her main sail and she's off on a new adventure!

“May your anchor be tight and your cork be loose.” 

This phrase has been around for centuries and is still used by sailors today. It’s said to bring luck on both land and sea.

I mentioned The Northern Belle in my educational article on the "Law of attraction in the hospitality industry" which was a sprawling read on the importance of attracting people through your door or risk being dragged to Davy Jones' Locker...(I didn't actually say the last bit in those words but it works for the this piece...)

Needless to say then that I am delighted to see the doors open once again, but now with some artwork....

Is it a Banksy? (No definitely not a Banksy)

If it was then the new owners would be a bit miffed after taking down the scaffolding! It is a massive mural wrapping around the new painted walls of Margates oldest pub, and I will hold my hands up in appreciation because finally we seem to have somewhere that acknowledges it's heritage in a fresh and bold way.

Ah but is it too much or too little? There is a debate to be had there as some will say it is an insult to the provenance of Margates oldest pub, whilst others will like it. It is a bit like a tattoo, opinions will divide the room. Is it the Celtic band when really you want a full sleeve? I'm not one for body ink, I don't like needles but I do admire free spirited expression, and Margate is full of it.

This is in the heart of Margates trendy old town where the the impossible seems to be a word that has no place. 

Take for example the enchanting Crab Museum just meters away from here, where in the world would you expect to find a museum dedicated to our salty fishy slightly pongy friends which have been a source of pleasure and regret for thousands of years... (There's a joke in there somewhere...)

The point is that only a few years ago Margate was a decrepit, dirty and frankly a slum of a town (many say it still is!).

It wasn't Margates fault. Social, cultural and economic behaviours didn't favour old seaside towns like Margate, the glory days were well behind us, only our grandparents can really remember them now. But then something happened, something that jolted some life back into the fallen giant. A combination of the Turner Centre opening and Dreamland being revived has been the catalyst for fresh hope and ideas, and now the flood gates are open wonders will never cease around every corner.

And around this mysterious corner is where we will find the Northern Belle.

Located on Mansion street a doubtlessly ancient and well trodden back street, connecting the sea front to the rear roads where the old Cobb's brewery once produced the areas finest brew. Someone once told me that the term "Cobber" the Australian compliment for the English had come from the import of Cobb's beer, but I'm sure that is just a fanciful salty seadog yarn? (But credit where it is due because that's a story right out of my play book!)

Thousands of barrels of beer have been rolled along these streets over the years, but if you like a bit of nostalgia and your family heralds from Margate, you can be pretty sure your father, his father and their father and so on have walked along this same road and into this same pub, and ordered a pint, and for me that is reason enough to visit!

I close my eyes and imagine the sea shanty songs of old being sung by folks of gnarly skin and rugged beards singing in comradeship, and then they let the men join in at the chorus.

I wonder then if this will be a place full of welcome cheer once more?

The view to the harbour, and that would appear to be the roads only redeeming feature. 

Imagine now with rose tinted glasses or a few yards of old thumper in your belly, and a quart of the good ol' anything is possible in Margate optimism may you see the uniqueness of this place as I do. I see a charm, I see exclusivity, I see a place which represents a true bit of old Margate that can be celebrated once again!

Yes there is building work and graffiti, but signs of development is a great indicator of things to come, but what does the horizon reveal for this endeavour?

Will it remain a legacy drinkers bar? But that doesn't mean that is all it can be ever..

Will it turn it's attention to providing delicious food? 

Will it be a combination of both?

Will there be seating outside with folk music skipping in the warm summer breeze? 

For now I can only imagine and wonder what course the new captain has plotted for The Northern Belle. 

I couldn't resist a snoop about, let's see what clues I can pick up on.

A terrible picture through the window I will accept, but if you look closely you can see it hasn't deviated from its traditional pub identity, and nor should it have to because history and tradition is so rare now.  Like an old banger wasted for scrap a few years back are now worth fortunes.

But hark there is a red sky in the morning, an old sailors superstition of bad weather ahead, and the journey has but begun.

What is this I see? Curious I thought as the only advertising aside from the attractive frosted glass windows proclaiming Fine Ales and Margates Oldest Pub was this poster for a night of riotous dancing (no doubt) to "Jackin house" at Freddie's Live Lounge (a venue around a few corners away) in a couple of weeks time?

Why at the point of opening use this moment and opportunity for self promotion to a whole new world would you choose to advertise somewhere else? 

It makes me wonder and whilst it may seem inconsequential to some, I can't help feeling like the watchkeeper ringing the bell because there there is an iceberg dead ahead!

Either the new owners are just very polite and keen to make friends with their new neighbours by allowing them to put up a poster or they are indeed the same proprietors and they are pushing their other place because they can, either way this doesn't sit fine with me.

Now after all of my schmoozing to massage you the reader this far, I now get to present what  future lies ahead if you should take the wrong path. Heed my warning, mark my words well..

If you do not present a clear and valid alternative or option to your competitors, you will fail. 

If you do not draw people to you like a moth to a candle, you will simply be a spectator to the passing of people at the end of your road.

If you do not have a plan to take massive action from the start, then you will likely just fade into the background.

Before you open your doors you must set out a clear vision for your business, and follow the golden rules of attraction.

Who do you want to attract? 

How do you attract them?

How to attract more of them?

I'm about to spit bars like Eminem. If you had one shot, one opportunity.... would you take it?....

Let's go down the rabbit hole and assume (given the lack of any other evidence) that the new owners just want to open their doors and see what happens. Obviously that is something I would never do, so to work the ideas through I would start with this....

So ask yourself the question of who would want to come to you and why? 

Fortunately we have a starting point given the premises itself, a gift given you don't have to lift a finger or think about it. "Margates oldest pub"

If you agree that this is the USP you want to exploit and explore then ask yourself the right questions, starting with: Are the customers who are compelled to visit Margates oldest pub (because it is Margates oldest pub) going to be interested in a bit of Jackin house? Unlikely is the answer isn't it?

If you are thinking by opening the doors as a locals escape for those who feel alienated or displaced by these new fangled Camden/Shoreditch inspired bars, who is really going to find solace in a back street boozer up a dark alley? There is a strong chance you will slip back into creating a home for the jilted generations, because these were the people that lurked around outside before. Surely that can't be the master plan? (Can it?)

Let's have a bit of fun and free flow with a Q & A... What would I be asking?

First I would address the stereotype. 

Q: What is this place? 

A: It is Margates oldest pub. 

Q: So how do we exploit that unique selling point? A: Firstly make it look the part, make it attractive aesthetically by installing traditional Victorian style external lighting to provide a safe and welcoming, enticing appearance. 

Q: Anything else?

A: Signage erected at either end of the road telling passers what this otherwise insignificant place really is. 

Q: And what else is it then? 

A: It is a place of merriment and cheer!

Q: So who loves old fashioned merriment? 

A: Everyone! 

Q: What sort of merriment? 

A: Music! 

Q: What sort of music? 

A: Well not Jackin house that's for sure! How about some low volume sea shanties? A bit of folk playfully catching the ear of the passers by? 

Q: That's a bit weird, that would make people run a mile!

A: If you think about it humans are drawn by association, what is more compelling than finding a properly celebrated old fashioned pub?

Q: Should I serve food?

A: Absolutely!

Q: What burgers and stuff?

A: Well burgers are the countries biggest pub grub seller, so yes, but maybe think about traditional food?

Q: What like?

A: Whereabouts around here serves traditional food, but not only that, but the best version of it that you will find anywhere? Nowhere is the answer! Think bangers and mash or proper pies, that kind of stuff, but done to Tom Kerridge standards? (Just spotted his new pub food cook book coming out in September oi oi)

Q: But high end is just for tourists? What about the winter?

A: You must be the reason people will travel to you and you alone, if you serve good home cooked food you will get average results, if you sell incredible food at fair prices you will get amazing results all year around.

Q: I'm not so sure, I think I need to put sport on and have a darts team like a "proper pub"

A: Beware of costs of showing sports, for it is not only a proverbial financial noose, but can be detrimental to anything else you try.

Q: What's wrong with being just a pub?

A: Now more than ever people need a reason or a justification to spend money. People that like to drink will go the off licence before spending at a pub, people that want and can pay for an experience continue to go out.

Q: I still want to be a drinks pub, there is a gap for a place that appeals to younger people, we love dance music and this will be a compliment to Freddie's Lounge

A: That is fine, but are you seriously convinced that model is going to sustain you 7 days a week all year around? Do a Q & A on that idea and see where it takes you?

Well that's my fun done with because I could argue with myself all day, and all that really remains to be said is that I will be keeping my eye on what happens next! Oh and to coat it all with another seafarers saying used to offer good luck!

Fair winds and following seas.

The Northern Belle

4 Mansion St, Margate CT9 1HE