Beechwood Easterside & District Social Club
From packed live music nights to cost-saving strategies that enables the club to invest in its facilities, we look at the continuing success of Beechwood
In an era when many traditional social clubs face existential threats, Beechwood Easterside & District Social Club in Middlesbrough stands as a beacon of what's possible through innovation, community focus and hard work on the part of the Committee, staff and members.
With over 3,000 members, annual profits exceeding £100,000 and an entertainment budget that would make most other venues envious, this club has not just survived the challenges of recent years – it has thrived.
Secretary Mick Smith is delighted with the continuing financial performance of the club, built on high levels of trade throughout the year. "Last year we had an unbelievable year," he says. "We made over £100,000 clear profit – that's the best we've ever done."
This remarkable achievement comes despite the club losing £120,000 during the COVID lockdowns, a testament to their robust recovery strategy which focused on continuing to invest in live entertainment.
This commitment to quality entertainment has paid dividends, with the 400-capacity Concert Room regularly packed with members.
What makes these figures even more impressive is the context. "Most clubs around us aren't getting in full bands anymore," says Mick. "Many are cutting back, using duos and solo singers to save money. But we've stuck with the four and five-piece acts because that's what people want to see."
With an annual entertainment budget of £130,000, Beechwood & Easterside offers an enviable programme. On Friday, Saturday and Sunday nights they typically have performances from four or five-piece bands. On Monday nights they have a three-piece band playing classic cover hits. Then there are special Wednesday night band nights every two months.
"We have bands every two months on a Wednesday night when most clubs would say you can't get people in midweek," Mick explains. "We often put on bands who had hits in the 1960s and are still going with one or two – or sometimes – all of the original band members, and that really brings people out. We will generally sell all 400 tickets on a Wednesday night, which would be a bonus for any club."
The secret to their entertainment success lies in plenty of hard work behind the scenes. "Our Entertainment Manager Harry Dunn is absolutely brilliant," says Mick. "He's finding bands going freelance to avoid agent fees. The difference can be £600 for a band versus £750 – that's serious savings when you add it up over the year."
These savings are passed on to members, with tickets priced at just £5 for acts that charge £20 and upwards when they perform in local theatres. "Of course, people want to have a few drinks while they watch the bands, so the trade over the bar is always good during the live entertainment nights."
Not a surprise then that the club was named Northern 'Entertainment Club of the Year' at Club Mirror's 2024 Club Awards, adding to their tally of awards which includes the prestigious 'King of Clubs' title which they won back in 2013.
"The Club Awards event was a great night, and the Committee members who went along really enjoyed themselves," says Mick. "To win an award was fantastic, and it was also really good to hear about all the other clubs across the UK and what they are doing to make themselves successful."
While the club is happy to invest in excellent live entertainment, behind the scenes the Committee has dedicated itself to meticulous cost management. "We've done a lot of work on our wage structure," Mick explains. "We used to have a handyman to carry out running repairs, and now I do that work myself – that saves us £10-12,000 a year."
"We changed our Steward system too. Instead of having the traditional Club Steward, we now have three senior barmen on set wages doing that job, saving £400 a week."
The club's strong partnership with Molson Coors provides another competitive edge. "We're 100 per cent Molson Coors, and that means we receive a 50 per cent discount on our Sky subscription," says Mick. "That saves us £1,000 a month just on Sky."
These savings allow them to run popular promotions like their £2-a-pint special which runs all day on Tuesdays, a major membership driver. "We don't make a fortune on Tuesdays," Mick admits, "but we cover wages and costs. More importantly, we sign up more new members that day than any other, and it is also a way to give back to members for supporting the club."
The club's bestselling beers are Carling and Coors Lite, but premium European lager Madri has also become very popular, particularly among the younger members of the club.
Recent years have seen significant investment in the club's infrastructure with a complete refurbishment of the Concert Room seating and decor, the installation of modern resin-coated bars, the replacement of all fire doors with metal versions and upgraded smoking shelters.
"We made £85,000 profit the year before last," Mick notes, "and we've ploughed a lot of that money straight back into improvements. Members appreciate that we're constantly upgrading and ensuring that this club continues to be a great environment where you can be really comfortable."
Beechwood & Easterside's appeal extends far beyond drinks and entertainment, and traditional sports are extremely popular. The club boasts multiple darts and pool teams, but its crown jewel is undoubtedly its billiards connection.
"We've got Dave Causier playing for us – he's won about 10 world titles in the last eight years," says Mick. "He's the best in the world, and we give him a key so he can come in and practice any time."
As you'd expect in football-mad Teesside, Middlesbrough FC matches are shown on the club's screens whenever the Boro are in action. "We show every game we can and obviously have access to live Championship football on Sky Sports," says Mick. "It's more about giving members what they want than making huge profits from it."
The club's charitable efforts are also second-to-none. A recent fundraiser for a local cancer patient raised £21,000 in one night. Their annual charity efforts typically raise £10,000-£15,000 across the year.
"The club will always support charity and good causes for the local community, and people were extremely generous. We sell a scratch card every Sunday that raises £75, so that adds up over the year," Mick explains. "At Easter we do hampers, so charity fundraising is an ongoing effort. We are just about to hand over £14,000 to the cancer unit at the James Ward Hospital."
With members travelling from as far as Newcastle (40 miles away) and even Holland for special events, the club has cracked the membership model. "We get our forms out every April through to November, and there's no shortage of people wanting to join," says Mick.
"We've got all ages – from 18-year-olds up – and we even have a couple of members who live miles away and just come for the entertainment. They park up their campervans outside so they've got somewhere to stay."
Mick pays tribute to his fellow Committee members for helping the club to move forward. "Our Committee is very evenly split between men and women, which really balances out the way they look at what is best for the club," says Mick.
With plans for more facility upgrades and an ever-evolving entertainment programme, Beechwood & Easterside shows no signs of slowing down.
As traditional social clubs nationwide face an uncertain future, this Middlesbrough success story offers both inspiration and a practical blueprint. Through a mix of financial prudence, quality offerings and genuine community spirit, Beechwood & Easterside Social Club has not just survived – it's setting the standard for what a modern members' club can be.
"Put simply, as a club we invest in what members want," says Mick. "We could have cut entertainment like others, but we stuck with it. Now we're reaping the rewards."
