How Swindon landlord is creating 'summer carnival of football' at popular pub

A Swindon landlord who has managed pubs in the area for more than 40 years has gone all-out to make this year's Euros special.

Paul Studholme started out working at The Brewers Arms in Wanborough, then founded Longs Bar in the old Belle Vue pub on Victoria Road and moved on to manage The Atrium, The Apartment and Fat Dog before going full circle by returning to the village on the outskirts of the borough.

Over the last five decades, he has seen England's hopes of international glory rise and fall while investing heavily in the latest technology to make the most of those precious few weeks when the nation comes together to spur the Three Lions on to victory.

For this year's Euros, he's set up a 75-inch TV along with two other professionally-made commercial-use displays of the same size and a 85-inch monitor with anti-glare coatings that connect to an immersive sound system that can play feelgood music while broadcasting the match commentary.

Part of the garden will be turned into a children's area where little ones can follow the action on their own TV, tuck into soft drinks and snacks, and have a kickabout around the grass and goalposts while their parents and guardians are sat nearby.

Paul said: "Back in the day, around 30 or 40 regulars would huddle around a small boxy TV at the end of the bar to watch the World Cup and Euros matches, but the technology has evolved so much since then.

"At Longs, I rented 26-inch colour TVs and put them on brackets so people could cheer England on no matter where they sat.

"When England hosted the Euros, I splashed out on a projector TV which drew a big crowd as it was the only way you could get a truly big screen back then.

"At the Atrium in 2002, I opened early for breakfasts because the matches started at 7am.

"The first rounds are always a bit slow, the excitement builds the longer we stay in, and then the phone doesn't stop ringing, people arrive earlier and earlier, and there's a big communal atmosphere.

"The big risk is how much to spend because you can put all that effort in but if they don't get through the group stages, you've only had three matches and end up disappointed.

"Last time, when we faced Italy on penalties, I had my finger hovering over a button to set off disco lights and party mode - but it wasn't to be, so close and yet so far."

The bar area has also undergone a major renovation, with a new new name of The Aviary and colourful vined wallpaper which recalls Paul's fond memories of having monkeys and parrots there in the 70s.

As pubs and bars around the town aim to attract crowds of punters on match days, Mr Studholme is using his many years of experience to stand out from the rest.

He added: "I want to make a summer carnival of football in a space that ticks all the boxes and has a good vibe even if you don't like football.

"To succeed, you need to have good quality picture and sound, a good service with plenty of food for people to enjoy, and - what I like most - making it family-friendly.

"I like to put a bit of music on that gets your toes tapping and gets the whole garden singing. People also like listening to all the commentary and the build-up.

"We just have to pray for good weather and good results!"