A cherished Black Country social club has unveiled ambitious plans to transform part of its premises into a bed and breakfast establishment, in a bid to secure its long-term survival amid financial pressures.
Financial Pressures Prompt Major Reinvention
Cradley Heath Sports and Social Club, located on Upper High Street in Cradley Heath, has submitted a planning application to Sandwell Council that would see its first-floor function room converted into a 23-room B&B facility. The club, which first opened its doors in 2005, is described as being in "real jeopardy" without substantial investment to develop new income sources.
Current Facilities Underutilised and Unprofitable
The planning documents reveal that the club's existing 130-capacity first-floor function room and dining area currently sit empty, having failed to generate sufficient revenue to justify their operation. A statement accompanying the application explains: "Social and working men's clubs have changed significantly since their original conception and as such so have the requirements of the current customer base."
The application continues: "The function room and the bars do not currently generate sufficient income to justify the operation and to maintain such a large local facility, additional facilities were necessary to create a viable business model."
Comprehensive Refurbishment Planned
The proposed development would involve:
- Converting the underused first-floor space into 23 en-suite bedrooms
- Including a dedicated disabled access room within the accommodation
- Installing new toilet facilities throughout the building
- Creating new managers' accommodation meeting current standards
- Refurbishing the existing lounge bar, games room and ground floor function room
New Revenue Streams Essential for Survival
Owners Westbourne Leisure have emphasised that the bar trade currently represents the club's sole income source, leaving the business vulnerable to market fluctuations and changing consumer habits. The planning statement makes clear: "The business is in real jeopardy without significant investment to create new revenue streams such as overnight accommodation."
Targeting Business Travellers and Workers
The proposed B&B accommodation is specifically designed to attract travelling business professionals and workers during weekdays, when traditional club attendance tends to be lower. The application notes: "The new accommodation will serve to underpin the enterprise, particularly during the week when customer numbers are lower."
This strategic move aims to provide consistent revenue throughout the week, rather than relying solely on weekend trade patterns that have proven insufficient to sustain the large facility.
Preserving Community Facilities Through Adaptation
The transformation represents a significant shift in how traditional social clubs can adapt to modern economic realities while maintaining their role as community hubs. By diversifying their offering beyond traditional bar and function room services, the club hopes to create a sustainable business model that can continue serving the local community for years to come.
The planning application now awaits consideration by Sandwell Council, with the club's future potentially hanging in the balance as decision-makers weigh the merits of this innovative approach to preserving local social infrastructure.
