NORTHERN HOSPITALITY

unLTD’s Joseph Food grabs a bite with Laura O’Brien, Corporate Sales and Events Manager at True North Brew Co.

When it comes to the Sheffield food and drink scene, True North Brew Co is nothing short of a household name – and, if you’re not familiar with the parent company itself, you’ll certainly be aware of at least some of their 12 venues spread across Sheffield and Barnsley.

The company can today list some of the city’s favourite pubs and bars on their impressive roster – including the likes of The Broadfield, Common Room and Riverside Kelham – but it all started with The Forum back in 1992, which is where I met Laura last month for a chat about her role and the growth of True North as a business.

“Before coming to True North, I was working in events management for a hotel chain,” Laura told me. “But it was fairly rigid and felt like being a small cog in a big wheel. Since coming here five years ago, I’ve felt like my voice is a bit louder and there’s the opportunity to do more things that I want to do.”

Laura tells me that her main remit is looking after corporate enquiries and events at True North’s city centre sites, especially the everpopular Forum and Common Room, which usually have more than enough going on to keep her busy!

She said: “An average morning might be responding to incoming enquiries about our spaces, planning meetings and checking in with venues to make sure they’re aware of what’s coming up eventswise. The phones are pretty much going constantly - every single enquiry across all the sites comes to us until midday, so there’s plenty to deal with!”

It’s unsurprising to hear that it’s a busy office. True North Brew Co is one of the city’s great success stories, and in the last five years alone has taken on five new pubs: The Horse & Jockey, The Old Grindstone, The Milton Arms and The Waggon & Horses.

When asked why the company seems to have such a knack for churning out winners, she puts a good chunk of it down to the Steel City’s love for supporting local.

“People like independent businesses, especially here in Sheffield. The good thing about this company is there are 12 venues but every single one is different. Each place offers something another doesn’t and they have their own communities surrounding them. It isn’t a case of one size fits all: each general manager has their way of doing things, they’re given that flexibility, and every venue has developed its own character.” The ability to be versatile in what they offer – especially during these trying economic times – is another reason why Laura feels True North has continued to excel, particularly when it comes to corporate sales and events.

“Of course, you’ve got set packages but it’s important to explore options with all customers and have the flexibility to fit something around their budgets. That’s something we try to do, and nine times out of ten we can accommodate the customer in what they’re looking for.”

Last year saw the 30th year anniversary of True North, celebrated in style with live events, limited edition produce and a memorable Eldon Street party. There are no plans on slowing down, however, and Laura says that 2023 is set to be another busy year. “As well as our popular live music festivals like Oakstock, Crownfest, Jockfest and Crookes-chella, we’ve decided to branch out into other things like comedy nights with top headliners, drag nights at The Forum, as well as quiz nights and the usual offers on food and drink. It’s all about trying new things and reaching more people.”

To find out more about what True North can offer your business, head to: www.truenorthbrewco.uk.