New Whitby pub applies to change name just days before opening
A viking-themed pub in Whitby has applied to change its name ahead of its official opening next week.
The Valhalla pub in Whitby could become the Memento Mori public house as part of a rebranding plan just days before the establishment opens for the first time.
Located on Grape Lane, the pub is set to open officially next Friday, September 25.
Valhalla York Ltd has also applied for permission to include the off-sale of alcohol in the business’ premises licence.
The company won permission last year to convert the former ironmongers building into holiday lets and a pub, despite objections from residents, who said the Grade II-listed property should not be altered because of an “over-proliferation of pubs in Whitby”.
This summer Valhalla York also applied to add an illuminated hanging sign for advertising purposes outside the premises.
“Grape Lane is one of Whitby’s most historic streets, characterised by narrow proportions, traditional shopfronts, and a strong sense of historic identity,” the planning application, which has not yet been decided on, states.
The company said that the proposed signage was an “essential and functional element of the approved public house use” and that the proposal would preserve and enhance its historic and architectural significance.
“The property contributes significantly to the character and appearance of the conservation area. The streetscape is typified by traditional hanging signs, many of which are modest in scale, constructed from natural materials, and either unlit or subtly illuminated. These features provide an established precedent that informs the design of the proposed sign.”
Vincent Roberts and Matthew Beddingham, co-owners and founders of Valhalla York, previously said: “Valhalla York has been a real success story, and we always dreamed of one day having another venue.
“We love the town, its people, its history and feel of the place and it’ll be a very similar recipe to what makes Valhalla York tick but not quite the same.”
The pub’s application to change its name and amend the licence is open to representations from members of the public until Wednesday, September 23.