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V.I.C.E stands for Village Inn Customer Executive. The organization was born at the end of October 2001 by a few regular customers of the 

Village Inn, 

Killay, 

Swansea ,

South Wales, UK.

The idea came about as a result of the staff at the Village having meetings to discuss the customers, and any problems they were causing. So Clive Ashcart  and Don Lilley  decided that what was sauce for the goose was sauce for the gander, and so V.I.C.E was born.

V.I.C.E. has a number of functions some of them are.

To form a union of Village Inn customers. (to give us some clout)

To give the management of the Village Inn instructions as to how we want the Pub to be run

To organize and meet for social events. 

To choose a bar person of the month. (so the staff will suck up to us)

The idea can be better grasped from a look at the minutes of the inaugural meeting click on link below