A TRADITIONAL pub set in the very heart of Worcester brings to life the glory, grace and grandeur of the golden age of British public houses.
The Imperial Tavern in St Nicholas Street in Worcester city centre conjures up the quality and old world elegance of a vanished age and to step inside is to voyage, spellbound, into the city's past.
True to its name, the Imperial has a regal air and must be one of the jewels in Worcester's crown for anyone who loves their historic pubs unspoilt by the worst excesses of modernity.
Framed black and white photos show the city in its heyday. One photo showed horses and carts trundling past the Cathedral, another featured the Market Hall and one captured The Cross when some of the first motor cars rumbled along the city’s streets.
One can well imagine Thomas Shelby of Peaky Blinders, collar turned up against the wind, glancing at the colossal lanterns glowing outside the former coaching inn and hotel before stepping inside and giving a brusque nod of approval, checking his pocket watch and stopping for a pint or two.
There has been a pub with names including the Yorkshire Arms and the Brewers Arms on the site for about 300 years. The Victorian building was known as the Imperial Hotel until Black Country Ales bought Woo Bar in 2015.
Fred Jones, 57, the licensee said it was his partner who first took over the Imperial seven years ago but he took on the mantle when she became ill.
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Mr Jones is Worcester born and bred, attending King's School, and worked for 10 years running Hallowood, the furniture store in the city centre, a job he left so he could support his partner at the pub.
Taking over the Imperial has been a personal as well as a professional journey for Mr Jones - he had his first ever pint there (while still dressed in his school uniform) in the 1980s.
"It's the first pub I ever had a pint in. I was underage but I don't think the police will arrest me now," he says with a wry smile.
"It feels strange I have ended up here. I have a history with this place but I never foresaw I would end up running it."
He described the Imperial as a 'real ale pub' with a mature clientele, serving beers rather than shots and cocktails. The Imperial is part of the Black Country Ales family which has recently bought The Saracen's Head pub in The Tything.
"We don't call them customers, we call them family. I look forward to seeing them every day," said Mr Jones. He often knows, he maintains, what time of day it is just by looking at who has walked through the pub's doors.
The Imperial prides itself on being a family-friendly pub - children and dogs are welcome - and because of the loyal, mature customer base the pub does not employ door staff despite its city centre location - there has just never been the need.
The pub serves a variety of fresh rolls but the emphasis is on high-quality beer more than food.
Covid-19 affected the pub but Mr Jones said the impact was reduced by the strong support of Black Country Ales which helped them weather the storm.
"Some companies fared better than others - certain pubs did not reopen at all. But we were looked after by Black Country Ales. We live on the premises and we were never in any danger.
"We had great support and loyal customers so when we reopened, they came back. Tradition is the key. Some might say 'old-fashioned' but I would use 'traditional'. It was an old coaching inn and I'm told that is why we have such a high pavement outside (so people get step out their coaches more easily).
"If you take the televisions out, there is not a lot to say we're in the 21st century."
He believes Black Country Ales must have the winning formula as they continue to acquire pubs when others, elsewhere, are closing. "Clearly the business model works," he said.
However, it would be a mistake to think the Imperial is stuck in the past just because it celebrates Worcester's rich history and it is not a museum but a living, breathing community with a loyal following which speaks of a vibrant future.
Indeed, since the Postal Order closed in Foregate Street, the Imperial is one of the closest pub to Worcester Foregate Street station - and a large TV screen displays all the latest arrivals and departures as well as the inevitable cancellations. Where necessary, technology has been embraced to make the most of the venue but never at the expense of the venue's character.
More luxurious than any railway departure lounge, the screen makes it a great stop not just for regulars but commuters and passing trade.
Mr Jones said: "If there are any delays the customers can just stop and have another pint. It was nothing to set it up."
An interactive speed quiz on tablets takes place on Mondays with registration at 8pm which tends to attract a full house. A cheese night also takes place every other Thursday at 8pm with the next one coming up on Thursday, November 16.
Mr Jones is a big supporter of the Victorian Christmas Fayre which he said was 'massive for trade' in Worcester. The Imperial is a member of Worcester BID and Mr Jones said all the pubs in Worcester keep in close contact and do their best to help each other.
"Never say no to a favour - we all support each other rather than compete," said Mr Jones.
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