Pub Operator of the Year

When asked why Paul Whittome deserved this year's award, one nominator replied frankly, "because his hostelry is simply outstanding".

The judges, as it turned out, more than agreed. They decided that Whittome's Hoste Arms was upmarket, stylish and run with drive, ambition and a personal touch which made customer service second to none.

Surprisingly for the winner of the Pub Operator Catey, Whittome has always regarded himself as an innkeeper rather than a publican, counting the Hoste's 26 bedrooms as just as important a part of the business as food and drink, a fact that the judges particularly admired.

Whittome bought the Hoste Inn freehold in 1989 for £425,000, but years of what he has described as "brewery architectural abuse" had left it in need of a makeover. As a result, the Hoste Arms made a loss in its first year.

At that point Whittome decided to take over the management himself to try to make it work . Now the Hoste turns over £1.7m a year.

The Hoste Arms has gone on to receive numerous awards under his leadership, including Johansens' 1996 Inn of the Year for Great Britain and Egon Ronay's Guides' 1996 Pub of the Year.

Informal restaurant

As well as the upmarket bedrooms, which run with an 80% average annual room occupancy, there is an informal 135-seat restaurant which, according to one nominator, serves "the best restaurant menu in Norfolk". There's also a cosy bar with real ales and an extensive list of wines.

The judges were asked to consider whether each nominee had demonstrated abilities as a good host and had showed an involvement in the wider community, and it was under these criteria that Whittome received particular praise. "There's a delightful informality about the place, he's a fantastic operator," said one judge.

Every evening Whittome makes a point of circulating around the tables, taking time to talk to diners as well as looking after the interests of locals drinking at the bar. Twenty seats in the restaurant are always kept aside for locals, even during peak season, showing his belief that they should come first.

The result is that during February the Hoste Arms can do the equivalent of two-thirds of its September trade compared with an average of 25% for the area as a whole. In an area as dependent on the tourist season as north Norfolk this is no mean feat.

Whittome is also one of the founders of the Great Inns of England, an 11-strong marketing consortium of small inns with well-appointed bedrooms and informal restaurants.

Last year's winner Denis Watkins summed up the judges' feelings, saying Whittome's all-round ability set him apart from the other nominees. "It's a sensational place and he has kept with the pub theme. It's a pub with bedrooms as opposed to the other way round. He quite simply deserves to win," he added. n