Will Habergham talks to NDML about what’s on at Green Room in Leeds
The most popular social space in Leeds, Green Room, has seen an explosion of interest and footfall since its inception in May 2022. Director and Founder Will Habergham talks to NDML about the wide range of activities he has going on as part of his multifaceted nightlife business.
Green Room is a bar and rooftop terrace which transforms throughout the day. The venue opens early to welcome brunch guests and coffee-drinking members of its popular run club. Urban yoga takes place on the venue’s rooftop terrace, which is covered and heated half the year, or open and adorned with abundant flora and sunshine in summer. Green Room then offers a late-night live music scene in the basement, where the dancefloor is filled every weekend.
Much of the popularity of Green Room is to the credit of their social media campaigns. Will Habergham is the face of the business, a self-made local celebrity, who comes across in reels and vlogs as welcoming, friendly and down to earth. He has documented his new kitchen renovation at the venue, as well as the local Yorkshire brands they endorse.
I interview Will in the midst of the World Cup tournament. England had just beaten Mexico at the Azteca stadium the day before – with Green Room hosting all the home nation games – Will was fired up and ready to tackle my questions about the welfare of the nightlife sector, footfall, and his new kitchen renovation. He has signed Tom Kerridge’s VAT’s the Problem campaign and spoke on the sector’s astonishingly high energy bills. Will was also happy to share his opinion on working with NDML and his hopes for the future of the industry.
#WeAreNightlife is a NDML’s award-winning campaign which celebrates nightclubs, as well as the night-time leisure and hospitality industry. See more from #WeAreNightlife and listen to the words of our clients and sector leaders here.
The Nightlife Revolution also assisted in the publishing and scripting of this video. The Nightlife Revolution focusses on the deprivation of the sector, looking at how nightlife business can come together to call for change and support.
What has been the impact of the World Cup for Green Room?
Will says Green Room doesn’t normally show sport, but they will do the World Cup and the Euros. He prefers midweek games as it provides a great boost to footfall on otherwise quieter days.
The interview was recorded after the England vs Mexico game at the Azteca which took place at 2am. Green Room showed the game and the atmosphere was great.
For the industry, the World Cup is fantastic for the profits of bars and pubs.
What’s the story behind Green Room?
Will explains everyone thinks it’s called Green Room because of the plants, but it’s not. Originally, Green Room was founded when Channel 4 was coming to Leeds, situated next door to the premises. So the Green Room was intended to be the unofficial afterparty and recreational suite for Channel 4 stars. But Channel 4 studios didn’t appear and Green Room has plants, hence its now known for the flora.
With all the services you provide, would you still class Green Room as a bar?
Will specifically tries to not call Green Room a bar. It’s a social space for the city. He wants anyone to feel like they can come anytime, day or night. Green Room has primarily night time trade but it’s also busy throughout the day, attracting all different age groups.
Where did the idea for starting a morning Running Club by Green Room originate?
Yoga on the Green Room terrace was a huge success with big demand says Will, but was limited by numbers. The team wanted something with limitless numbers. He saw a run club in Australia, so he was inspired to start one of his own.
People do attend Green Room after for a coffee, but the real benefit is the return visitors – returning for cocktail, birthdays, special visitors. Run Club has enabled Green Room to build a community, and grow and develop.
What are the different aspects of the premises at Green Room?
Will lists off the terrace, which is used as a covered winter garden for half the year, and the inside bar, and the basement which features live singers and DJs every Saturday.
Will says although the industry is struggling, his business has managed to weather the storm pretty well. Their footfall is good and new 18-19 years old are not part of the covid generation; people are likely to go out more.
Who decided Green Room would exclusively use local Leeds-based Breweries, Roasteries and DJs?
Will explains he had always wanted to build a local brand, but as time has gone on, he realized he couldn’t do local without spending a little more. So instead of dipping his toes in, he’s doubled down, fully thrown their weight behind local brands and made the businesses a true part of the community.
What was the reason behind your kitchen renovation and how will this change the menu at Green Room?
Food is a specific area of hospitality, where Green Room had always outsourced to street food vendors and pop-ups. We wanted to go in a different direction with the menu, and JB the manager of Little Bao Boy approached Will with the idea of doing a sandwich deli within Green Room.
It’s taken six months of working together each day on the product, and it’s finally ready and opened. We take a small percentage, he keeps the lion’s share, so it’s his business within Green Room – bringing a raft of benefits.
The sandwiches are really big, really tasty, and he has sold out five days in a row. Long may it continue!
You’ve found unique success with your social media, highlighting the people behind the business. How important is marketing and having an active profile?
Will says his social media marketing success is a credit to his partner business Why Leeds (Why Social Ltd) and Director Abbie Bartlett. She is the storyteller, working with Will daily to promote Green Rooms’ menu, services and activities. She ensures Will says the right thing on camera.
Having a person being the face of the business and regularly featuring on socials is important says Will. He says he was the It lets people know the hospitality business is not a corporation, but there is a real team behind the scenes. A lot of the team go on camera as well, and it helps bring the venue to life.
How is your relationship with NDML insurance brokers?
Will has been working with NDML for 7 years, covering his first business The Warehouse nightclub, and also Green Room since its origin 4 years ago.
He says insurance admin is not something Will wants taking up his time. Claims issues Green Room have had in the past are all dealt with quickly and without any increases in costs.
What is your opinion of your account handler, Steve Fleming?
Steve Fleming is Will’s point of contact, working with him for 6 years. Will says whenever he emails him he’s very quick to reply and has been super helpful, especially on the nightclub side of the business.
The VATs the Problem campaign by Tom Kerridge has 260,000 signatures. Are you following the campaign?
Will explains that at the moment within the industry, there has been unnecessary taxes across various areas, including energy. He says we believe as a whole that there needs to be some compensation, or something to help balance the finances. Som are struggling more than others, but a VAT cut in line with Europe down to 10% would be feasible.
It has been a tough couple of years because of the tax, says Will. Getting people through the door hasn’t been an issue, it’s what every business strives for and is a measure of a good restaurant or bar. The tax burden has been far too high and very painful.
What changes could the government impose to boost the nightlife and hospitality sector?
Will is quick to make the point that energy prices have been catastrophic. 4 years ago upon starting Green Room, the energy bill was £700 a month – and it’s now £8,000 a month! The bill is over £90,000 a year in electric costs.
The Government caps residential energy costs, so can that be passed to small businesses. Ultimately, says Will, the country needs to produce cheap electricity.
Do you have hope for the future of nightlife?
Will’s hope for the future is that Britain’s passion remains for a night out. He see everyone scrolling on their phones at the pub, which is a very new phenomenon. But there is a gradual change; people want to be face to face, interacting, spending time with each other. It doesn’t have to be in a bar, it could be at run club for example. He hopes this trend continues to grow and people continue to enjoy going out and spending time with each other.
NDML would like to thank Will for his time and honesty. We wish all the best to Green Room and look forward to seeing how their activity schedule develops.
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