ONE of the most well-known independent hotels in Furness has diversified in a bid to regain its share of the market after an influx of new competitors.

Having welcomed guests to its 19th Century charm since 1972 the hotel formerly known as Clarence House Hotel has been given a new lease of life.

Now called Valley View the venue has scrapped its weddings and haute cuisine menu in favour of a greater focus on its core business - accommodation.

Clarence House Hotel, built in 1885, was built by Victoria Barber-Bolam's parents more than 40 years ago.

She has now taken the reins and repurposed the hotel in a bid to secure greater financial security. And with no outstanding debt on the venue the business is in a strong position going forwards.

"Ourselves and the Clarkes at Rampside are the longest-established hotels in the area and our reputation and history is something we're massively proud of," Mrs Barber-Bolam, 47, said.

"In the last 10 years or so we've seen the loss of some local independent hotels and the likes of big chains such as Premier Inn and Holiday Inn have made their move as they look to cash in on the contractor market.

"Business is business; it makes sense why they've done it but it's made me realise we need to set ourselves apart and overhaul our business model."

Staff numbers have been cut from 32 to 14 with the recruitment of qualified baristas and the opening of a bistro cafe.

But Mrs Barber-Bolam has been keen to retain the hotel's sense of history and to concentrate on the aspects of the business which best drive profits.

That history and its reputation are the venue's unique selling points and the draw of a local independent hotel are what bring guests back to Valley View.

"At one time you'd drive down Abbey Road and it would be lined with B&Bs but a lot of those small independent businesses have gone now.

"If people don't support local businesses then that history, that experience and reputation will be lost and I'm a big believer in keeping the money in the town."