Churchill Draugthouse

Victoria, BC

Shawn Soole partnered with Churchill Draughthouse to guide its evolution from a legacy Victoria institution into a refined yet approachable destination for draught beer, cocktails, and curated wine. Working alongside ownership, he helped redefine the venue’s identity, sharpen its guest experience, and build systems that support consistency without sacrificing character. Through intentional design, operational clarity, and a hospitality-first mindset, Churchill is now positioned as a modern draught-focused bar that feels elevated—never stuffy—and proudly local.

SERVICES RENDERED

• Concept Development & Identity Refinement

  Collaborated with ownership to articulate the next chapter of Churchill’s brand: an elevated draught-forward experience rooted in Victoria’s history while embracing contemporary expectations. This included defining brand pillars, guest promise, and overall tone to ensure every touchpoint—from signage to service flow—aligns with a modern yet welcoming identity.

• Bar Layout Optimization & Technical Drafting

  Reviewed the existing bar footprint and drafted improvements to enhance efficiency, speed, and guest engagement. Provided technical design recommendations to streamline workflows, reposition key service stations, and support a versatile beverage program. Ensured that the bar operates with the precision of a craft-forward venue, without losing the warmth of a neighbourhood pub.

• Beverage Program Enhancement

  Strengthened the draught beer program structure, improved rotating tap strategy, and aligned cocktail development with Churchill’s refreshed identity—approachable, balanced, and hospitality-driven. Provided consultation on wine selections and menu engineering to increase profitability while keeping the offering accessible to a wide guest base.

• Operational Systems & Service Standards

  Built new front-of-house systems—including opening/closing standards, sidework structure, touchpoint mapping, and service sequencing—to elevate consistency and team accountability. Developed guest-experience SOPs aligned with the Churchill ethos: warm, attentive, and informed, without ever feeling pretentious.

• Team Training & Culture Building

  Designed and delivered targeted training focused on draught beer knowledge, cocktail fundamentals, hospitality behaviours, and refined service techniques. Established cultural frameworks that encourage team ownership, communication, and pride in delivering an elevated pub experience.

• Business Mentorship & Strategic Support

  Worked closely with ownership to fine-tune Churchill’s positioning within Victoria’s competitive hospitality landscape. Guided pricing models, menu strategy, guest retention, and long-term operational planning, ensuring the venue can grow sustainably while preserving its character.