Grassroots venues are imperative to the ecosystem of the music industry, with Sacha Lord recognising the importance of an Atherton by advertising their venue in the heart of the city centre.
The business was highlighted by the Night Time Economy Advisor for Greater Manchester, after calling upon Mancunians to nominate their favourite hospitality business across the region, as part of the “Best in the Borough” scheme. And it was the Mancunians who voted for The Snug for the borough of Wigan, even being located in Atherton.
His 2023 Christmas campaign saw publicity given to different independent businesses, which was advertised on Manchester’s biggest billboard, next to Manchester Central Convention Complex.
The aim is to once again provide support to Manchester venues during a testing winter with soaring energy costs and inflation.
The Snug, Atherton, being crowned the ‘Best in Borough’ on Manchester’s
biggest billboard. Image Credit: Sacha Lord via Instagram
The Snug doubles down as a laidback coffee shop during the day and transforms into an electric live music performing space in the evening, shining a spotlight on the emerging musicians coming out of Wigan.
Speaking about the support the venue received from Sacha Lord, the Event Manager at The Snug, Ben Morgan, said: “When he put the campaign out, I saw so many people offering The Snug’s name as a recommendation, and the support we received from people in our audience was massive.
“It was heartwarming to see how many people thought we should be given that status. Being such an influential name in the Greater Manchester scene, it was a big surprise, especially when he called us personally. It was amazing. To see the name in the lights in the centre of Manchester on such a big screen was special.
“We’ve had so many things happen to us this year, so it’s just nice to have eyes on a different perspective on the business.”
Ben is referring to the unprecedented support received from the Music Venues Trust (MVT). The Snug became the first grassroots venue to benefit from the Music Venue Trust’s “Own Our Venues” plan.
During a time when the future of the venue was in doubt, the scheme by MVT protects grassroots venues by purchasing their freehold and supporting the music community, which provides more long-term security and revolutionises cultural ownership.
After opening its doors in 2015, the venue has its future secured.
Whilst having a blue plaque outside of the premises, the partnership has allowed The Snug to “Continue doing what we’re doing, and that was exactly what they set out for it to do. It was never to change the way we do things, to change us as a business it was just to allow us to continue.
“They have been so open to us in continuing the work that we do because they were just happy with how the business looked.”
Doubt was cast over The Snug’s future after the landlord was looking to sell the venue in May 2022. But MVT will act as the landlord of this community-owned venue.
“It did give us security doubts, but now that we can plan for the future we are not just planning step by step, and questioning whether this will go ahead and if our security is in doubt?” Ben told me, “We can carry on doing what we’re doing without this grey cloud hanging over us, which has been a definite weight lifted off our shoulders.”
Ben Morgan and owner Rachel Flaszczak next to the blue plaque displaying the venue has been saved
by Music Venue Trust. Image Credit: The Snug
The 100-capacity venue is the perfect place to unearth new talent, as they have brought artists to their stage, such as Mark Morriss of The Bluetones and Tom Hingley from Inspiral Carpets, alongside up-and-coming acts like The Facades and Shrouded.
“We rely on the local bands to make up our event schedule and the audience we have they’re always really excited to see new live bands, and we have a lot of success putting those types of bands on,” Ben added.
“Once the locals found out we were at risk of some closure, everyone rallied around us and the support we got was amazing. We had so many people come down, not only from Atherton but regulars around Greater Manchester.”
Wigan band, The Shrouded, performing in the 100 capacity venue. Image Credit: The Snug
The partnership has come at a difficult period for grassroots music venues due to rising costs and inflation. MVT reported that 120 grassroots venues in the UK have closed, which is 15% of the total, with a further 84 currently in crisis.
About the work that MVT does to support grassroots venues, Ben said: “They saved us once before during lockdown with support from the Cultural Recovery Fund that Arts Council put on, and that was pivotal in keeping us alive after the pandemic.
“They have always been someone we have looked up to, so to have them come down here was quite touching for us. Being there during the day, they saw how many people in the community use this space as a warm space, a safe space, a space to meet up and enjoy themselves.
“They didn’t just save the music venue, they saved a community space for the whole of Atherton to use.”
The Snug is a pivotal part of the Atherton area, whether to have a coffee or for the live music events in the evening. It is relied upon in the community and will continue to be one of the most culturally important spaces in the area after the continuing support they have received.
Image Accreditation: The Snug
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