The Mort Arms pub in Tyldesley has reopened following a £350,000 refurbishment that deliberately embraces a traditional style rather than a contemporary look.
The pub, owned by Manchester-based brewery Joseph Holt, has undergone a top-to-toe revamp designed to celebrate the traditional pub setting. The approach reflects research suggesting drinkers are moving away from modern styling because they feel traditional, characterful pubs provide a warmer welcome.
Traditional features preserved
Part of the refurbishment has included the preservation of original features such as wood panelling, timber flooring, etched glass and tiled Art Deco fireplaces. The colour schemes of the walls and reupholstered furniture also tie in with the pub's characterful feel.
The wall between the main oak bar and lounge has been removed and replaced with a central island. Earlier this year, the British Beer and Pub Association found that a cosy, traditional atmosphere was the defining feature of the ideal pub for 33 percent of respondents, compared with just six percent who favoured a modern, stylish setting.
Joseph Holt's approach to renovation
Refurbishing the Mort Arms in this traditional style is a signature of Joseph Holt venues. The brewery owns 127 pubs across the North West and has been in the same family for six generations since being established by weaver's son Joseph Holt in 1849.
According to Marc Broady, Acquisition and Development Executive at Joseph Holt, it is this long history that guides the company's approach to renovations, rooted in an appreciation of pub traditions and an understanding of its enduring role as a central hub of community life. Among the many social groups that meet at the Mort Arms is the monthly Poems and Pints, which gives local creatives the chance to share their original work.
Commitment to community
"We continually invest in our pubs to ensure they offer the very best facilities and standards for our customers," says Marc Broady. "However, while we embrace improvements and modern comforts, we remain firmly committed to preserving the traditional character and charm of a great British pub."
"That means including features such as real fires, historic pictures, timber panelling and carefully chosen bric-a-brac all which help create a sense of warmth, familiarity and a warm welcome. There are also hand rails and foot rails on the bars – a classic feature for those who like to lean on the bar."
"Our pubs have always been at the heart of the communities where they are located. And having a traditional look and feel is essential to that – not least at a time when many people are sadly experiencing loneliness."
The role of pubs in combatting loneliness was reflected in a survey last year by the British Beer & Pub Association, which found that 67 percent of people saw pubs as a way of tackling social isolation. Further research revealed comfortable, traditional seating and an open fire are key drivers for making a pub appeal to them.
Marc adds: "At a time when so many people experience loneliness or feel increasingly disconnected from their communities, the role of the local pub has never been more important. Our staff and the quality of our service are vital for achieving that warm welcome."
"But the thoughtfully traditional refurbishments of our pubs play an equally important part in ensuring they remain warm, inviting places that people genuinely enjoy spending time in. We're sure those who visit the Mort Arms will discover this and enjoy feeling so at home."
