Blackpool's Talbot Conservative Club was founded in 1927. A datestone still hangs over the entrance to this day, proudly marking its one-time political alignment.
But it may well be a (literal) sign of the times that the club now champions an altogether more radical - and divisive - political force above its doors.
For The Talbot is now the first Reform UK pub in Britain: on Monday, the party's logos appeared on the signs, next to election leaflets in the windows, in an almighty political makeover.
The terrace has even been brightened with a splash of Reform turquoise to create the first 'Reform UK club' - to which landlords Nick Lowe and Pete Flynn say everyone is welcome, in a savvy move fresh after Reform's shock election results this month.
Nigel Farage's party gave Labour and the Tories a bloody nose in the local elections on May 1, scooping 677 seats and two mayoralties. Farage himself labelled it the 'beginning of the end of the Conservative Party'.
