THE Double Gloucester in Longlevens is on a mission to turn its reputation around and become one of the best live music venues in the city.
The Enterprise Inns pub was taken over by Christian Farmer three years ago, and since then the landlord has been determined to make it family friendly and a thriving stage for the best local acts.
Christian also runs the Yew Tree in Dursley which has gained a reputation for hosting live acts, and six years ago hosted Rufus Hound when he was starting out on the comedy circuit.
Since taking over the pub, it has hosted tribute bands to The Jam, Oasis, Motown, along with Elivs impersonators, along with Gloucestershire-based bands Soul Destroyers and the Fabulous Dough Boys.
Christian has also installed a family area along with a restaurant, to cater for families too. The other half of the pub is devoted to sport.
But the Double Gloucester didn't always have a family-friendly reputation.
Christian, 33, said: "It always had a good reputation as a boozer, but it was not family orientated. One of the biggest changes we've made over the past three years is to try and get families in. The Double Gloucester is a proper community pub, there's a great atmosphere and always good banter between the staff and the customers."
That atmosphere was in full force at the pub during England's opening World Cup game against Italy.
Around 300 people packed out the pub to watch England's plucky 2-1 defeat.
However, since England's exit, trade has suffered at all pubs, including the Double Gloucester.
"When England played their last game against Costa Rica our takings were down by about 70 per cent compared to the Italy game," said Christian. "All pubs would have been hoping for a good England run but you can't rely on that. There will still be some interest in the finals and the semi-finals.
"It's an industry which is changing all the time. Pubs are also still struggling because of the recession. Whereas before people would come to the pub most nights a week, now they're only coming once or twice. So pubs have to evolve, and that's what we're trying to do."
The Double Gloucester is also trying to attract people through home-made food, drinks offers, a real ale selection including Doombar and Gloucestershire's Wickwar Bob and one of the last children's play areas in the city.
Christian has been in the pub trade for 21 years, and has worked for himself for six. He worked at the Chicago Rock Cafes in Worcester and Basingstoke before finding his way to Gloucester.
He bought the Yew Tree 12 years ago but he took time off for 12 months to sell cars after a decade in the industry. He took back the Dursley pub four years ago and The Double Gloucester a year later.
Christian said: "I came back to the industry because of the people and the fact that no two days are the same. Pubs are important because they support the community and give a leg up to local talent in music and comedy. They're part of our culture."
