Spirit of iconic Stretford cinema revived in new bar

Two brothers who created a new bar in homage to an iconic Stretford cinema have launched an exclusive tipple in celebration of the historic landmark.

Dave and Paul Burgess have run a signage business in the town for 16 years and have called their new Stretford Mall bar ‘The Longford Tap’ in honour of The Longford – the town’s historic art deco cinema.

The building, which later became known as the Essoldo, was the first in Britain to be illuminated by neon tube lighting and was considered a revolution in cinematic design.

Now, to celebrate Stretford’s rich heritage and community spirit, the brothers have featured the famous landmark in their logo and have enlisted the help of Manchester brewers Beatniks Republic to create an exclusive bitter named ‘The Longford Tap’.

The bar also features huge photo montages of the town’s bygone years on its walls, taking customers on a trip down memory lane.

“The name ‘Longford’ is synonymous with the Stretford area, but particularly the cinema,” said Dave, 48, who lives in Sale.

“It’s a funny shaped building and in its heyday it was considered revolutionary. It’s known throughout Stretford and we wanted to honour that so our logo is in the same shape as the building.

“It’s a real shame the cinema is now in disrepair. When anybody thinks of Stretford that’s the landmark they think of and so we’ve pitched the bar to reflect that.”

The now crumbling Longford cinema was built at the height of the art deco fashion, opening to the public in 1936.

It was designed by architect Henry Elder in the shape of a cash register with an eye-catching, protruding roof and was considered the height of sophistication at the time with sound-proofing, under-seat heating, air-conditioning and a Venetian Marble foyer floor.

The Grade II-listed landmark has stood empty since its closure in 1995.

The brothers, who have run their printing and signage firm, RW Signs, across the road from the bar since 2002, wanted to create a bar which captured the very essence of Stretford life.

They’ve drafted in a host of local brewers to provide the best artisan beers and ales available including Beatniks Republic, which is supplying four beers to the Longford Tap, Freedom Brewery, Seven Brothers Brewery, ShinDigger Brewery Company, Run Away Brewery and Marble Brewery.

They also offer a range of traditional wines and spirits, including locally-produced gin from Sis4ers Distillery.

“The Longford Tap is a bitter and it’s definitely another nod to the local area and the cinema,” said Dave.

“It’s a privilege to be amongst the local community and to serve it. People are coming in and looking at the walls and remembering the past. It has created a real focal point for the locals to revisit days gone by.”

Gareth Wilkins, Stretford Mall manager, praised the duo for keeping the heart of Stretford alive.

“The Longford cinema is one of Stretford’s most iconic landmarks and I’m delighted it has been brought back to life by Stretford Mall’s newest arrivals,” he said.

“Stretford has a colourful past which has been wonderfully captured by Paul and Dave at The Longford Tap. I wish them every success in their new venture.”