Broseley Social Club, Shropshire
Joint winners of the 2024 'CIU Club of the Year' Award, Broseley Social Club in Shropshire has been serving its local community since 1919 and currently has over 1,700 members
Nestled in the heart of Shropshire, Broseley Social Club – which was founded in 1919 – has undergone a real transformation in recent years, balancing tradition with innovation to create a welcoming and vibrant community hub within the magnificent listed building which houses the club and its 1,700-plus members.
Under the leadership of a forward-thinking, 16-strong committee, the club has become a shining example of how social clubs can evolve to meet the needs of modern members while preserving their rich heritage.
The club's journey of renewal began with a shift in mindset. Faced with a somewhat stagnating membership, Broseley Social Club has reinvented itself as a family-friendly destination.
"We've worked hard to create an environment where everyone feels welcome, from families to younger members to long established members who have been coming to the club for many decades," explains Club Treasurer Gail Hall.
"It's about striking a balance between tradition and progress and listening to your members."
This transformation was accelerated during the COVID-19 pandemic, which forced the club to rethink its operations. By adjusting opening hours and focusing on creating a safe friendly environment, the club not only survived but actually came out of that period in great shape for the challenges ahead.
"The shutdowns gave us the chance to take stock and think about what would work best for the club rather than just doing what had always been done before," says Gail.
"We changed our opening times to better suit our community. Now, we're open from midday on weekends and from 4pm during the week, which has attracted a whole new crowd, including families and workers looking for a place to unwind. Before, we opened at 7pm during the week so we lost out on the post-work crowd.
"In June 2023 we invested in a new car park, re-surfacing at the cost of £40,000, this has enabled so many more customers to use the club as the access is so much better for wheelchairs, mobility vehicles and families with pushchairs."
One of the club's standout features is its stunning Beer Garden. What was once a somewhat neglected space has been transformed into a thriving outdoor area.
"We added seating and tables and it's a place where families can relax, kids can play, and everyone can enjoy the sunshine," says Gail.
The Beer Garden has become a focal point for the club, especially during the summer months. It's a testament to the club's commitment to creating spaces that bring people together and complements the adjoining Bowling Green which is also extremely busy during the sporting season.
The club has also earned a reputation for its exceptional real ale offerings. With three cask ales on tap at any given time, the club has become a destination for beer enthusiasts.
"We've built strong relationships with local breweries, and our Club Stewards, Alison and Ryan Dobson, are passionate about offering a great selection and are perfectionists when it comes to serving a good pint whether that be cask ale or any other type of beer or cider," says Gail.
"HPA from the Wye Valley Brewery is a firm favourite with members and is the 'house' cask ale, but many members also want to try new beers from other breweries, hence having two other rotating beers."
The club's social media posts showcase the latest ale offerings, complete with tasting notes and inviting photos – often with the Beer Garden or Bowling Green as the backdrops – and this has helped to boost sales of cask ale and bring people through the doors.
"It's all about creating a great experience," Gail adds. "Cask ale enthusiasts love trying something new and feeling like they're part of a beer tour."
At the heart of Broseley Social Club's success is its inclusive and welcoming atmosphere. The club has worked hard to ensure it is a place where everyone feels at home.
"We've got a diverse Committee, including a 24-year-old Chairman, Cameron Barden – the youngest person ever to hold that role at the club – and that has helped us to look at new ways of doing things to ensure the club continues to thrive," says Gail.
"We've ensured that when it comes to live acts, we're not just sticking to 60s and 70s cover bands but making sure we put on more modern entertainment that will still appeal to different groups of members.
"We make every effort to get local bands and artists and new bands just starting out are always given a try.
"On the suggestion of a couple of members, we have also recently installed a Jukebox in the Bar and that has proven really popular and makes for a great atmosphere."
The club's commitment to inclusivity extends to its events and activities. From bingo to charity fundraisers to sports screenings to darts and bowling competitions, there's always something happening.
"In terms of sports and games, we run two snooker teams, two darts teams, an in-house darts league, an in-house dominoes league and seven Crown Green Bowls teams," says Gail.
"We really are a hub for the community. Whether it's a charity quiz night or a family gathering, we want people to feel like this is their space. We have a large Function Room and host private parties very regularly, a great source of revenue for the club.
"We are also very involved with the Broseley Festival which takes place each year. They hold events throughout the year at the club to raise money for the annual event on the High Street which involves the whole town.
"Our door is open to many other local organisations such as the town choir, the Royal British Legion, the RAOB and the local historical society.
"We also have Sky Sports so that's something which can help draw football fans in for the Premier League matches and rugby is also very popular, particularly the Six Nations Championship which is in full swing at the moment."
Raising money for good causes is most definitely in the DNA of the club and its members get behind good causes throughout the year.
"In December 2023 we held a fundraiser to help a local member and previously a staff member of the club, to run the London Marathon in 2024," says Gail.
"Lucy needed to raise £2,000 for Asthma UK to take her spot in the marathon. So we had an evening of live music, games, raffles and had a full house of 120 guests. The night was a great success and we raised more than enough for Lucy to on the challenge in April last year.
"Throughout my time on the committee we have raised money for various charities with annual events, party nights, raffles, beer tasting and many more.
"In the last 10 years we have raised around £32,000 for charities such as Severn Hospice, Hope House, Midlands Air Ambulance, Asthma UK, Birmingham Children's Hospital to name a few."
Broseley Social Club's transformation is far from over. With plans to update its website and continue improving its facilities, the club is focused on staying relevant and welcoming for years to come.
"We're always learning and adapting," says Gail.
"It's about listening to our members and making sure we're meeting their needs."The club's efforts have certainly not gone unnoticed.
Recently crowned joint winners of the CIU Club of the Year at the 2024 Club Awards held last November, Broseley Social Club is a testament to what can be achieved with vision, hard work, and a commitment to community.
As Gail puts it: "We're very proud of our club and everyone is pulling together to ensure its continuing success."
