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Ei revives South Wales pub with major £250k investment

Ei Publican Partnerships, together with publican Jorge D’Ascencao and his family have revitalised The Crown, Merthyr Tydfil, South Wales, following a transformational £250k investment at the pub.

This latest refurbishment is part of Ei Group’s £80m investment in its estate this year, which aims to ensure that its pubs remain at the heart of their local communities across the UK.

Originally from Portugal, husband and wife duo, Jorge and Fatima, have been living in and running The Crown for the past seven years, becoming active members of the local community. In keeping with this approach, the new-look Crown will be run as a family business, with Jorge heading up the front of house and Fatima operating the kitchen.

The new opening follows a significant investment by Ei Publican Partnerships that has revitalised and breathed new life into the pub. This includes major exterior refurbishment, such as a new patio area and extension, as well as a fully redesigned interior, raising the pub’s capacity by 100 and bringing a contemporary look-and-feel to The Crown, yet ensuring the pub retains its traditional character.

In addition to the refurbishment, the pub will offer the local community something different in the form of a new food menu inspired by the family’s Portuguese roots. The pub will also become a live music hub, providing customers with the opportunity to enjoy music, from jazz to blues, up to four times a week. Well-known acts such as Wheatus and ex-Westlife singer, Brian McFadden are also playing in the coming months.

D’Ascencao said, “My family and I are hugely excited to have the opportunity to revitalise The Crown as a community venue that welcomes both locals and visitors to the area. Having been our home for the last seven years, we have great love for this pub and the local area, and are confident that the pub will become an even greater asset to the local community following the refurbishment.

“Ei Publican Partnerships has been exceptionally supportive throughout this process and have invested time and energy helping to bring our vision to fruition. It’s great to have their ongoing support as we look to develop and grow the business further.”

The reopening, which took place over the recent May Bank Holiday weekend, saw local dignitaries and members of the local community, including the Mayor, visit the pub as 1990s band Wheatus took to the stage.

Ei Publican Partnerships Regional Manager, Mike Haley added, “When taking on the pub seven years ago, Jorge had not worked in the hospitality industry for over a decade. However, with a strong work ethic, a growing love for his new community and support from Ei Publican Partnerships, he has taken the pub to new heights. He certainly acts as an excellent example of how passion, drive and expertise are the perfect recipe for making any pub thrive.

“Ei Publican Partnerships is passionate about running pubs that are not only aesthetically a great place to be, but serve as a venue for communities to come together and enjoy a fantastic experience. This is a great example.”