Viral ‘Gen Z’ TikTok video helps residents secure funding to buy community pub
A village inn steeped in local heritage has been purchased by the community with help from a creative social media campaign, a passionate community investment effort, and a loan finance package.
Located in Langton Herring, Dorset, The Elm Tree Inn has served its villagers and wider community since the 18th century. Situated near Fleet Lagoon – famously used to test the bouncing bomb during World War II – it is said the inn hosted bouncing bomb inventor Barnes Wallis, as well as Prime Minister Winston Churchill, during its development. The local area is also popular with bird watchers and tourists walking or cycling along Dorset’s Jurassic coastal paths.
In April 2024, residents founded The Friends of the Elm Tree Inn which became a Community Benefit Society in November, with the sole mission of bringing The Elm Tree Inn into community ownership. The Friends of the Elm Tree wasted no time in consulting and meeting with the local community, opening a share offer in December 2024 to invite community investment, participation, and ownership. The share offer gained momentum when members created a ‘Gen Z’-inspired TikTok video that went viral, amassing more than a million views and sparking national media coverage and interest. The campaign has been incredibly successful, raising over £650,000—and the share offer remains open for anyone wishing to invest or donate.
Co-op Loan Fund along with Co-operative & Community Finance were delighted to help secure additional finance for the purchase of the pub as it continues to develop and grow as a vital community asset. Kevin Lloyd-Evans, Lending and Relationship Manager at Co-op Loan Fund, said: “We’re incredibly proud to support The Friends of Elm Tree Inn in their inspiring journey to bring this historic pub into community ownership. Their energy, creativity, and commitment – especially the viral TikTok campaign – demonstrate the power of grassroots action. It’s more than just saving a building; it’s about preserving heritage, fostering local pride, and creating a hub for connection and wellbeing. Financing projects like this is exactly why we exist – to empower communities to take ownership of their future. We look forward to seeing The Elm Tree Inn thrive as a vibrant, inclusive space for generations to come.”
The Friends of the Elm Tree committee aims to bring the community together, foster social connections, encourage engagement, and contribute meaningfully to the local economy. The committee’s plans and values also include charitable involvement, local support, and cultural and recreational contributions to the area. Trevor Austreng, Treasurer at Friends of the Elm Tree Inn, said: “We are very grateful to Co-op Loan Fund along with Co-operative & Community Finance as their funding made all the difference to our success in now having the Elm Tree open once more and revitalising the village and local area. We found Kevin and both organisations helpful from the outset and would recommend them to any other organisation needing similar support.”
Hospitality co-ops have shown incredible resilience in recent years doing the right thing by their communities through diversifying services and supporting staff, members, and customers. Co-op Loan Fund continues to provide crucial guidance, advice and supportive loan finance to the co-operative hospitality sector aiming to create new opportunities for local involvement in community business up and down the country.
You can find out more about The Elm Tree Inn by visiting their website.
