A couple who took on a rundown village pub that had stood closed for months have transformed it into one of Cheltenham’s most popular family destinations, achieving annual sales of £2 million.
Jason Clarke and Donna James, licensees of The House In The Tree in Boddington, have spent the last 14 years steadily rebuilding the fortunes of the historic 500-year-old pub, investing around £1 million back into the business along the way.
Jason spotted the potential of The House In The Tree after passing the closed and neglected pub while looking for his next challenge after leaving his role as a manager with Whitbreads. Having previously run eight pubs, he was convinced he could succeed where others had failed.
Armed with little more than his final month’s wages and £5,000 on a credit card, Jason and Donna spent three months cleaning, clearing and renovating the pub before opening with a small food and drinks menu.
When the couple took over the venue in 2012, the former pub had fallen into serious disrepair after months of closure. Today, it welcomes thousands of guests each year and employs 35 staff.
The business has enjoyed its strongest trading year yet, with weekly sales recently reaching a record £63,000 and annual turnover climbing to £2 million, far exceeding the couple’s original expectations.
Their success has been built on an extraordinary level of personal commitment, with Jason and Donna regularly spending around 100 hours a week at the pub to ensure guests enjoy the best possible experience.
Jason said: “When we first took on the pub, our business plan was based on doing around £500,000 a year. We never imagined we’d one day be taking about £2 million.
“It’s taken years of hard work and reinvestment. Rather than spending money on ourselves, we’ve always put it back into the pub. Every year we’ve tried to improve something, whether that’s decorating, repairing areas of the building or creating new attractions for families.”
Jason’s passion for pubs began when he took a job behind a bar at the age of 20 after struggling to find the right career path. Having left school unsure what he wanted to do, he worked a string of jobs before discovering hospitality was where he belonged.
He said: “I’d gone through about six jobs in a few years and left or was dismissed due to not enjoying the jobs. Then I started working in a pub and my dad said it was the first time he’d ever seen me happy in a job. I became a licensee at 21 and I’ve spent the last 40 years learning what works and what doesn’t.”
Over the years, Jason and Donna have invested their own money annually into improvements, helping to create a unique family-friendly destination. Recent support from their pub group, Stonegate Group, helped fund a new play area, while profits generated by the business have continually been put back into further developments.
The pub now boasts a large play area, a football pitch complete with a dugout, and a popular animal area that is home to pigs, goats, chickens, ducks and guinea pigs, giving families plenty of reasons to make a day of their visit.
Over the past two years, the publicans have also invested significantly in the outdoor spaces, creating a small barn with a TV and heaters for private functions, as well as a covered terrace attached to the pub featuring lighting, heating and seating for 36 guests.
Jason believes finding a niche in the market has been key to the pub’s success.
He said: “There aren’t many places where families can come, enjoy good food and drink, let the children play safely and spend time with the animals. We’ve focused on creating something a bit different.
“Our biggest investment has always been outside. The gardens and outdoor areas have had the biggest impact on attracting guests.”
Alongside growth, the couple have remained committed to traditional pub values, serving classic pub food from a 68-seat restaurant while maintaining high service standards.
The pub’s signature homemade pies remain one of its biggest sellers, with around 20 trays prepared each week by the kitchen team.
One of the oldest members of the kitchen team is 68-year-old Linda, who has been with Jason and Donna for over 12 years and remains a hugely valued member of the team. Jason describes her as “amazing” and says she has no plans to retire anytime soon.
The business has overcome significant challenges along the way, including Covid-19, rising operating costs and wider pressures facing the hospitality sector.
Despite those challenges, the couple continue to reinvest, with plans already underway for a dedicated play area for under 5’s and additional seating and lighting near the animal enclosure.
Donna and Jason’s dedication has also been recognised through their pub group’s recognition programme, Stonegate Group’s ‘Stars of Stonegate’ where they won Central England Divisional Pub of the Year.
Reflecting on their proudest achievement, Donna said: “Taking a pub that was struggling and turning it into somewhere people love to visit is what we’re most proud of. Customers often tell us it feels like they’re family here, and that’s exactly what we wanted to create.”
Jason added: “We’re never finished. We’ve got plans for new areas, more seating and new experiences for guests. As long as people keep supporting us, we’ll keep investing in the pub and making it even better year after year.”