Pilgrim Promises New Era For North East’s Music Lovers

A legendary North East venue synonymous with celebrating music of black origin is set for an exciting rebrand, underpinned by a team of local business leaders and the very best in homegrown creative and culinary talent.

Pilgrim will be the new name for luxury Newcastle bar and live music venue Hoochie Coochie from January.

And visionary co-owner Michael Lavery and his partners have enlisted the help of Hairy Biker Si King and cult Tyneside graphic artist Prefab 77 to put the finishing touches to an eye-catching project.

“I’m a North East guy but a lot of my professional work in the last couple of decades has been on a national and international level,” explained the Gateshead-based musician, musical director, angel investor and global brand and marketing consultant.

“As my own business (award-winning consulting firm Brand & Reputation) was growing I was keen to find projects for investment that would anchor me back in the region with my family and reconnect me to the North East business and cultural community.

“I invested in a marketing strategy training company alongside some other angel investors and, at a meeting of the investors board, I shared my excitement about an opportunity to buy Hoochie Coochie — my favourite music venue in the city.

“It's a place where my own band, Groovetrain, has played over a dozen times in the last decade and, despite performing on some big festival and venue stages across the UK, there was always a sense of magic for us about performing there.

“There's an intimacy and a connection with the audience which is really powerful and its legacy — as a champion for diversity in music and in the community — as a home for Grammy winning artists and the very best in emerging local talent is guaranteed.”

Mike O’Brien, founder of fast-growing technology company Opencast, and Paul Dyson, co-founder of Sunday Times Tech Track 100 firm Singletrack, were both at the original meeting of the investors board.

And the live music fans jumped at the chance to join Michael in realising the Hoochie Coochie rebrand — adding additional business clout to a leadership team determined to deliver on its promise to put Pilgrim on the front foot.

After completing the purchase of the venue in September, the word spread to a wider support network — with equally close ties to the region — ensuring Hoochie Coochie’s exciting transformation remains on track.

“My role is to be the managing director and a face of the business,” added Michael. “I'm leading on the programming and using my musical and cultural networks and connections and my brand and marketing expertise to increase our profile and reach.

“But all three of us have built and led effective global teams and we absolutely subscribe to the view that if we want to be successful then we appoint the people who can do things that we can't.

“We're blessed to have inherited a strong team that we're developing and investing in but we’re also fortunate to be joined by some real big hitters.”

Those joining Michael to breathe new life into a Tyneside favourite include TV chef King and critically acclaimed graphic artist Peter Manning. Better known as Prefab 77, Peter is a former art director for Calvin Klein and Donna Karan in New York who’s now back home in his native North East.

And Pilgrim’s progress is further bolstered by the contribution of revered hospitality leader James Stuart.

“James is a significant player in the hospitality industry in the US and across the world,” added Michael.

“He’s taken on various director roles including a hugely successful stint leading The Bowery and The Jane hotels in New York. 

“James has been a brilliant sounding board and a mentor to our staff and he’s someone who’s really helped us to refine our offer when it comes to thinking carefully about the drinks that we serve and the customer experience we can deliver.”

King will be working with the team to curate a new daytime food offering for the Pilgrim faithful — sourcing local ingredients and collaborating with the region’s leading producers.

And Prefab 77 will be adding unique touches to the exterior and the interior of a space sitting at the heart of Newcastle’s Pilgrim Quarter regeneration zone as it prepares for the opening of the new Gotham Hotel, the arrival of STACK (within the restored Worswick Chambers building) and the completion of HMRC’s huge regional base.

Michael and his team are determined to meet the needs of a growing market and to contribute to a scene buoyed by the decision to stage the 2025 MOBO Awards in Newcastle. 

“Our vision for Pilgrim is built on the spirit of partnership and building community,” he added. “Later in 2025, we’ll be open for lunches — maybe with a jazz pianist — serving great coffee, great wines, and some light food. 

“We’ve also identified a market for after-work drinks and cocktails with a sprinkling of live music and a very cool playlist.

“Pilgrim will be a music venue and a place for music lovers first and foremost but we'll also be a sanctuary where busy professionals, artists, and visitors can chat and unwind.”

“As we embark on our journey with Pilgrim, we’re confident we can take Hoochie Coochie to an even higher level.”