Welcome to the Welder’s Dog, Inverell
As far as storylines go, the tale behind the new owners of The Welder’s Dog, Inverell, doesn’t get much sweeter.
Inverell Highschool sweethearts, James and Phoebe Croft, are beaming with excitement when we pull up a pew at the bar, their baby daughter Elkie giggling nearby, equally thrilled to be on this new adventure. Without a doubt, it’s a thrilling time for the young family – and they’re in it for keeps.
“This just feels right,” says James, whose older brother Tom is co-founder of The Welder’s Dog brand. “We’re not a couple of blow-ins, we’re all in. I’ve always been so proud to say my brother owns The Welder’s Dog, so when the opportunity came up to join him on that journey we leapt at it.”
As a highly-experienced project manager who most recently worked with Armidale Regional Council, Armidale Hospital and the University of New England, James will be putting his skills to good use by showcasing the flexibility of the space.
“We have an incredible building at our disposal here and are very lucky to have fantastic accommodation like the Oxford on Otho by Emilie and Brett Tomlinson of Brett Tomlinson Building, who also led The Welder’s Dog build, right upstairs,” he says.
“There’s a cafe opening next door soon, as well as plans to establish a function space and a stunning beer garden – the perfect spot for live music and other events. We’ll be putting as much energy into it as possible and making it a really useable space for the whole community, and not just in bar hours.”
Phoebe, who will be using her skills as a teacher to grow the venue’s workshops, events and social media presence, is also chomping at the bit to refine her beer-pouring technique.
“That side of things is completely new to me, but I love craft beer and I’m keen to learn more,” she says. “Ultimately our passion lies in the town and the people. We love Inverell so much, from the moment we left I knew I wanted to come home one day. My heart is here, and now we’re back we want to make The Welder’s Dog a happy place for everyone who walks through the door.”
Staying true to the Welder’s Dog
While new and exciting plans are in motion, rest assured – if it ain’t broke, James and Phoebe won’t be fixing it. The current Welder’s Dog team will be right where they’ve always been, while James intends to be behind the bar as much as possible, getting to know people and hearing their feedback.
“We’ve got a great crew here, along with a fantastic brand thanks to Tom and Dan,” he says.
“They’re real goers – they don’t overthink things and they’re not scared to make mistakes. They dive in with their whole heart and we’ll be doing the same. We’re investing in the town and we want to build something good for the whole community.”
“We feel like we’ve been a part of The Welder’s Dog story from the start,” adds Phoebe. “Tom was living with us in Newcastle when he first started running ideas by us for the brand – we knew then it would be something great, and we’re so proud to be a part of it.”
Co-founders Tom Croft and Dan Emery will be fully supporting James and Phoebe from The Welder’s Dog homebase in Armidale, supplying beers, merchandise and planning shared events across each location, such as music tours and trivia.
“I’m really looking forward to helping them and watching them put their own flavour on the place,” said Dan. “They’re returning locals themselves and real people’s people, so the Dog is in excellent hands. It’s had its fair share of difficulties trying to juggle everything from a distance in some pretty wild economic times, so when they approached us it felt right straight away. I can’t think of a nicer couple to take on the reins in Inverell – we’re stoked.”
“I couldn’t agree more,” adds Tom. “I could see their enthusiasm for the brand from day one, way back when we were brainstorming names in Newie. It’s especially exciting to welcome my brother into the crew too – together with Phoebe, they’ve got the same, passionate mindset as Dan and I. Without a doubt, they’re the best new owners for our Inverell Dog.”
