Bringing the village together
Most villages have their summer fetes – but not the Cambridgeshire village of Swaffham Bulbeck. Now licensees Paul and Sharon Crossley of The Black Horse Inn on the village green, plan to put that right.
Sharon planned a big family fun day on the green for September 11. “I am quite community minded and there is not much for the younger families here,” said Sharon, who has parish council permission to use the green, which is known as The Denny. The Denny, which has football and cricket pitches and a play area, was ideal for the event, as the pub has only a small garden.
The Crossley's took over The Black Horse in January last year – and are enjoying success in their first Charles Wells pub. They have been in the trade since 2002 and have previously run pubs for other companies. “We became a bit of a number, but Charles Wells treats us like individuals,” said Sharon.
“Our RDM gets back to us quickly if we have an issue, but we are also left to get on and do our own thing which we like.” Since the Crossley’s have been there, the Black Horse has built up a reputation for quality food – especially their black rock grill, in which steaks, fish or chicken are cooked on hot volcanic rock – and real ale. Eagle IPA and Wells Bombardier are good sellers, and regulars also love the ever-changing guest ales.
On Wednesday nights they encourage trials of the grill by new customers by offering a ‘buy one get one free’ promotion on the meals. “We are becoming known as a pub that does good food,” said Sharon, who planned a special food offering during the World Cup. Paul bought in two more large plasma screens to screen the football and had three promotions lined up for England’s group matches: BBQs, a curry and a bottled beer offer respectively.
They hope to capitalise further on the trading opportunities presented by showing live football now that the new Premier League season has kicked off. The economic situation has caused the Crossley’s to drop the rate on their nine letting rooms by £20 a night.
Nevertheless, with an occupancy rate of around 70 per cent, even that side of the business is holding up well. The Black Horse, which is well placed to accommodate visitors to the area, stands between the racing town of Newmarket and the city of Cambridge and dates back to 1765.
