Owners respond after uproar over new 'pub beer garden' at Morecambe's iconic Midland Hotel

The owners of the Midland Hotel in Morecambe have responded after a new 'beer garden' on the lawn caused outrage on social media.

This came after dozens of people posted on the hotel Facebook page to slam the decision to put 20 pub-style picnic tables on the grass behind the iconic art deco hotel.

Some called the seating "tacky" and one said it was "tantamount to vandalism".

Others said the tables "spoiled the evocative memory of this beautiful hotel" and another said "a pub beer garden was not the right look for one of the most iconic Art Deco hotels in the country".

The beer garden was installed ahead of last weekend's Vintage by the Sea festival which drew an estimated 45,000 people to Morecambe over the weekend, and the seating area was packed on Saturday and Sunday.

Hotel owners The Inn Collection Group said the beer garden was "temporary" for the August bank holiday weekend and Vintage by the Sea and they believed it had been "a popular addition with our key customers, those who live in and are visitors to Morecambe".

They said they are "acutely aware of the traditions that surround The Midland".

But the vast majority of the 303 comments on Facebook derided the idea of the beer garden and its seating.

Joyce said: "Extremely tacky for an art deco hotel."

Tracey said: "Dear God could you not get better seating, this is the most uncomfortable seating there is, especially when paying Midland prices."

Emma said: "Completely agree! There’s some lovely furniture you can get."

Lee said: "Putting those horrible pub tables outside the jewel in Morecambe's crown is tantamount to vandalism. The leaseholders have a moral duty to uphold the historic value of this treasure they are being trusted with."

Liz said: "Looking tackier by the day..think you could do better. The benches won’t last five minutes and I doubt very much you will do anything once they start falling to bits. The place needs a good lick of paint and is looking pretty rundown of late."

Les said: "What about a pool table and dart board to complete the transformation to a Wetherspoons."

Jilly said the hotel was "tired looking all over" and "whoever thought to play the modern music instead of the vintage style and that god awful tree. Jeeez we loved it and been loads of times but probably won’t again."

Mandy said: "If I’m having my cream tea and paying for the lovely indoor seating with view over the beach I don’t want to have it blocked with picnic tables with six people and people all over the grass - hope they have this thought out properly!"

Margaret said: "Awful seating! Really spoils the glamour and evocative memory of this beautiful hotel. It says pub garden rather than unique experience. Needs something art deco and bespoke."

Debi said: "They’re doing their damndest to reduce the Midland Hotel to the status of a seaside pub. The Midland needs to be cherished and presented to visitors as the jewel in Morecambe’s crown."

And Joe said: "Oh dear, I'm not sure a pub beer garden is the right look for one of the most iconic Art Deco hotels in the country."

Others defended the hotel.

Susan said: "The beer garden may not be the furniture everyone wants but it does the job at the moment. 

"The hospitality sector is struggling like many other similar businesses. So perhaps at the moment it is bums on seats and cash spent. Yes there has been change and if there is anything that you are not happy with talk to them.

"The building, its design, its works of art inside, its staircase are envied. Money needs to be made the Midland is high maintenance."

Linda said: "Why do people keep being so negative? Have they actually stayed at the Midland? I have recently. The room was just as nice as it was under the previous management. The food was excellent and the staff could not have been more helpful, courteous or just generally nice. A lovely couple of days."

And Jeni's Brownies said: "Looks fab, we love being in the Midland for the vintage festival. Such lovely staff who always make us feel at home."

Doors from the Midland's Sun Terrace were also opened over the vintage weekend to allow access to the lawn area. (Image: The Midland Facebook page).

Full statement from The Inn Collection Group.

"We have seen that there have been some detractors commenting around the outdoor seating, alongside those welcoming the development.

"As you note, the Midland was very busy over the Vintage weekend (an event we proudly support annually) and we are delighted that we are now welcoming a diverse customer base to enjoy what the Midland has to offer.

"The outdoor seating was a temporary installation in place for the August Bank Holiday weekend and the Vintage by the Sea event. With the restoration of the main doors on the promenade side of the property enabling us to welcome people directly from that side, we wanted to make it clear that the Midland was open, and they were welcome to join us, enjoy the weather, the ambience and the activity taking place along the promenade.

"From the numbers of people sat outside throughout, we believe that it has proved to be a popular addition with our key customers, those who live in and are visitors to Morecambe. We will now review our sales data and feedback ahead of deciding what outdoor provision we have here for the 2025 season.

"We have made operational changes in line with our business model that now sees check in take place with our friendly front of house team rather than a dedicated reception desk, a more relaxed dining experience and a growing range of drinks and we are delighted to see a wider customer base joining us for this side of our offering.

"We said at the time of our purchase of The Midland that our offering would evolve in time to our style of hospitality and in doing so we are seeing that now account for a growing percentage of our trade.  During the latest school holiday period, F&B (food and beverage) has accounted for 61 per cent of our business at The Midland.

"We are seeing a growing number of young families, groups of friends etc alongside The Midland’s established customer base and we see that as a good thing. We are welcoming customers who in the past may have seen The Midland as 'not for them' and by introducing more people and making it somewhere the feel like the fit in, we are ensuring that it has a bright future that will extend well beyond its next major milestone of 100 years in 2033.

"We are acutely aware of the traditions that surround The Midland, to that end, we now serve the popular Afternoon Tea offering in one of the main function rooms, which allows us to separate this from the day-to-day food and beverage areas and create an enhanced atmosphere for people to enjoy.

"The reinstatement of the doors is one of several works we have been carrying out since taking on custodianship of The Midland in December 2022 (alongside roof repairs, new boilers to name just two).  As you can imagine a historic building like the Midland (with its listed status amongst other things) requires a great deal of love and care. 

"Its last significant works came as part of its restoration by Urban Splash almost 20 years ago and it so there is a long list of things that we are fully aware need attention. Due to the necessary planning procedures and permissions required, this can be a long and drawn-out process (the doors for example were a 10-month project from initial plans to installation).

"It is a process that our projects team are well versed with (there are 13 listed buildings within our estate) and puts them in a position of expertise to maintain the Midland.

"On that note, I’d like to address the frequent comments of the ilk of 'it needs a lick of paint' regarding the outward appearance of the building.

"As you can imagine, maintaining Midland and making sure its heritage is respected means it is nowhere near that simple.

"Due to the conservation considerations, 'a lick of paint' simply isn’t permissible. The Midland is coated in a very specific type of render that contains a particular type and quantity of glass. It is this that creates the 'sparkling' effect which would be lost if we simply painted the outside of the building.

"We are fully aware that this is in need of renewal.  We are eager to carry out this work, but again, due to the planning process and conservation considerations that need to be observed, it is a process that we must adhere to, and this does mean we are yet to begin, however the delay in no way should be interpreted as a lack of willing on our part.

"After a brilliant summer, we’re now looking forward to a busy autumn and winter, with demand for our winter breaks package and Christmas staycations at the Midland high."

In May 2023, when a tree in a planter was installed in the hotel lounge area, there was a similar negative reaction on social media.

The Inn Collection Group said they felt the tree would "draw even more attention to the beautiful feature details around it".

But the vast majority who posted on The Midland Facebook page disagreed, with some calling it "ghastly" and "awful".

Read more: Uproar as new owners plant controversial tree in Midland hotel - Beyond Radio

The Newcastle-based The Inn Collection Group bought the iconic seafront hotel for an undisclosed sum in December 2022.

The hotel was previously owned by the Clitheroe-based charity, the Lancaster Foundation and operated by English Lakes Hotels.

The Midland reopened in 2008 after years of closure, following restoration by designers Urban Splash.

The Grade II* listed building on Marine Road was was built in 1933, to the designs of architect Oliver Hill, and is renowned for its style, glamour and art deco appearance. Many celebrities have stayed in the hotel over the years, and it remains a popular place for visitors to stay from all over the world.