Pembrokeshire

THE DIVERSIFICATION JOURNEY

Posted on October 27, 2022

THE DIVERSIFICATION JOURNEY

 

FOLLY FARM’S new lodge offering blends seamlessly with the attraction side of the business.

 

Families who holiday in South Wales will typically include a trip to Pembrokeshire’s fabulous Folly Farm Adventure Park. Located just 15 minutes from the popular seaside resort of Tenby, this fun-filled destination, complete with vintage fairground and world-class zoo, is now the largest privately-run, paid for visitor attraction in Wales.

A working dairy farm until the late 1980s, Folly Farm has expanded so much over the last 30 years that it’s now a shining example of what can be achieved with a clear commercial vision and a diversification strategy to match.

 

 

TAKE THE PLUNGE
And it was this never-stand-still spirit that led Managing Director, Chris Ebsworth, to take the plunge and open a holiday park next to the visitor attraction just after the first lockdown. This 43-pitch five-star touring park and campsite - complete with four cool and quirky Showman’s Wagons - has been so popular over the last two years that Chris has now decided to diversify further into the holiday let market with the addition of six fairground-themed luxury lodges with hot tubs.

Chris knew introducing lodge accommodation was something he wanted to do to capitalise on continuing strong demand for UK breaks, but he also knew it would be prudent to call on the advice, guidance and support of a trusted expert partner to help bring his vision to life, his product to market and crucially to ensure the best possible return on his investment.

That’s when he turned to Luke Hansford, Vice President Business Development at Awaze – the parent company of staycation specialist Hoseasons – a decision Chris says has ensured the location’s new lodge offering blends seamlessly with the attraction side of the business as part of an all-round ‘stay and play’ package perfect for families looking for experiential breaks.

 

FOLLY FARM is a shining example of what can be achieved with a clear diversification strategy.

 

“We’ve always been farmers, it’s in our blood, but diversification is what keeps us thriving as a privately owned, family run business,” says Chris, adding: “We could see the lodges were a good idea, but it quickly became apparent as a relatively new accommodation business, that we would need to draw on the expertise, knowledge and professionalism of a brand like Hoseasons that has successfully been delivering family holidays for years.”

“We had many meetings with Luke to run through the options, weighing up the pros and cons of different types of accommodation before making our decision. He also supported us to perfect the presentation of our new lodges – from reflecting the Folly Farm brand in the interiors to making sure the landscaping and planting were right.

“Luke was also instrumental in bringing to our attention the importance of an arrival experience for our guests – something which has resulted in a brand new customer reception, along with plans for an onsite shop selling local produce, which we are hoping to open next year.”

 

FOLLY FARM opened a holiday park next to the visitor attraction just after the first lockdown.

 

PAYING DIVIDENDS
Luke believes the care and attention Folly Farm have put into their new development will pay dividends over the next few years as families see the value of staying somewhere aspirational with fantastic facilities, activities and entertainment on their doorstep.

He says: “It’s been an absolute pleasure working with Chris to bring his vision to market. He really understands the importance of continuing to evolve the offer so that they stay relevant in an ever-changing market. “Pressures on family budgets mean people will be looking to get the most out of their UK breaks over the next few years – something that bodes well for locations like Folly Farm Adventure Park who know they need to invest and innovate to keep pace with guest expectations.

 

CHRIS EBSWORTH worked with Hoseasons to fill his lodges and showman’s wagons.

 

“You only have to look at their high occupancy rates and average 9.6 out of 10 rating on our independent review system Revoo to see their approach is working.” Working with Hoseasons to fill his lodges and showman’s wagons has given Chris the confidence to push on with the next phase of development, including rhino-themed lodges overlooking the black rhino enclosure, lion-themed lodges and giraffe-themed safari tents – all of which are expected to be up and running by Spring next year. All the new lodges and showman’s wagons at Folly Farm Adventure Park are exclusively available to book via Hoseasons.

www.hoseasons.co.uk

JOINED-UP THINKING

Posted on August 2, 2022

JOINED-UP THINKING

A complete park management and booking system...

Visitors to Folly Farm, Pembrokeshire’s award-winning tourist attraction of 30 years, often commented that you needed two days to do everything on offer. With 100 acres of land to the North of the attraction, the team listened to their visitors and set about creating their own Folly Farm Holiday Park. Offering a wide range of accommodation for the family market to suit all budgets, to date Folly Farm boasts a 43 pitch-touring park, a 20-pitch campsite, four Showman’s Wagons and six fairground themed luxury lodges with hot tubs. A further eight luxury lodges and six safari tents will open soon.

 

 

LOCKDOWN LAUNCH
“We were confident there would be huge interest in our accommodation offering from our strong and loyal customer base but then the pandemic hit and we found ourselves launching our touring park after the first lockdown in July 2020 with just three weeks’ notice,” explains Zoe Wright, Head of Marketing “We achieved a 76 per cent occupancy rate that first August and followed that in August 2021 with 94 per cent.” Ease-of-use was top of the list when Folly Farm was selecting a booking system so the team partnered with the highly recommended GemaPark . GemaPark has exceeded our expectations in terms of a booking system for our touring park and campsite,” confirms Zoe.

“In fact, we also import into GemaPark partner bookings for accommodation we don’t sell directly, because it provides top line booking, arrivals and performance information in a much more user- friendly way than our booking partners’ systems,” she adds. GemaPark is used by many members of the team at Folly Farm. Holiday park wardens use it to generate arrivals reports and to check if customers are returners so they can welcome them back. Office staff confirm all the bookings and chase payments while the marketing team can easily upload or change tariffs and run property performance reports and push any availability. The finance team can easily reconcile payments, run spend-per-head reports and financial forecasts.

EASE OF USE
“Every member of staff finds it easy to use and it’s one of the few software systems we use that the staff don’t moan about,” says Zoe. “Reporting was a key consideration as we’d little to no experience of running accommodation so to be able to easily query occupancy rates, property performance for our different accommodation options and check financial performance has been pivotal to the future development of the holiday park,”

Zoe continues. “CRM was also important as we were building an accommodation audience from scratch. “We would happily recommend GemaPark to anyone looking for a booking solution for their touring site or campsite and the fact they can easily integrate with leading booking partners is a bonus.”

Netguides/GemaPark
T: 01983 282420
W: www.netguides.co.uk
W: www.gemapark.co.uk

SPLASH ATTACK!

Posted on August 2, 2022

SPLASH ATTACK!

Go big, or go small but make the most of those aquatic attractions...

TURN YOUR SWIMMING pool into an exciting aquatic playground.

 

Arguably, the swimming pool is one of the main pulling factors for holiday locations; great for swimming and even better for guaranteed family fun. If you have ticked the swimming pool box with an unimaginative tank of water, you are missing some vital opportunities to stand out from the crowd. The pool should not feature as a stand-alone.

For instance, add a few well-being features and you can be offering your guests a top-notch spa experience. A perfect example is the Plas Coch leisure complex, one of the stand-out attractions at the five-star holiday home park, holders of the Holiday Park Pool Of the Year title in the UK Pool & Spa Awards. The swimming pool, super spa, treatment area and gymnasium are open all year round for customers to swim and relax. The leisure facility has recently undergone some aesthetic works to offer more privacy including a spectacular tint effect added to the glass building to give a beautiful mirror effect from the outside.

 

SWIMMING POOLS are great for swimming and even better for guaranteed family fun. Pic. Ribby Hall

 

With top drawer aquatic access even more of a variety of water-based activities to the regular timetable such as snorkelling, pool kayaks, underwater explorers and private occasion pool parties. Guests can unwind by a tropical pool, take a soothing dip in a hydrotherapy bath, or indulge in a cleansing Dry Salt Chamber treatment, all specially created to provide pampering for mind and body. “During the 2020 lockdown, we all had our fair share of problems to overcome,” says the centre manager.

“We took the time and used it wisely, by working hard at making our Leisure complex the best it has ever been, and one of the best in the holiday park industry. “We had mechanical parts fixed and upgraded in our pool plant rooms, which made opening up to our customers that much easier prior to lockdown.” Wellbeing, beauty and fitness facilities are also among the new features waiting to welcome 2022 visitors at the multi award-winning Celtic Holiday Parks.

 

THE PLAS COCH leisure complex is open all year round for customers to swim and relax.

 

PICTURE PERFECT
Celtic Parks’ picture-perfect Pembrokeshire locations are near the market town of Narberth (Noble Court and Croft Country Park) and overlooking Amroth Bay (Meadow House Park). “Parks are no longer a one-size-fits-all proposition, and we intend to deliver the type of experience which people have been telling us they want from a holiday,” says Celtic’s Huw Pendleton. “They still expect fun, but many would rather visit a cocktail bar than a clubhouse, enjoy gastro-pub style meals, and enjoy treatment rooms with first-class facilities and ethical, organic products.

“Many of our guests are repeat visitors, and relatively new to the concept of a park holiday, so we are constantly challenging ourselves to ensure they have something fresh to look forward to.” “Our record bookings for next year suggest this is no flash in the pan, and I’ve every confidence that we will be investing and raising the bar even higher over the next twelve months,” adds Huw. You don’t always have to think big. Cornish holiday park Trevornick, has unveiled a new £180,000 investment called The Splash Zone.

 

USTIGATE are perfect pool partners whether your plans are big or small.

 

It provides a new space within the existing swimming pool complex at Trevornick, where young (and the young at heart!) guests can run, jump, play and splash. The Splash Zone contains two tipping buckets, fountains, water jets, and a raised trickle stream, making it perfect for babies, toddlers, non-swimmers and those unable to access the pool itself. General manager Adrian Tribe says: “We are so thrilled to have opened The Splash Zone after weeks of hard work by all involved to bring it to completion.

“We had a good year in 2021 and re-investing that success back into the park will be great for the guests and for us. It’s a brilliant new addition to the resort and we can’t wait to see the guests really making the most of it this summer.” If you are thinking swimming pools then think water play to give your guests the extra wow factor. Leading aquatic suppliers, Ustigate design and build their water management systems to accompany all of their aquatic schemes whether they are super charged water park attractions. Nowadays a pool experience doesn’t just sit with a pool, it sits with designing a space to maximise the fun to be had for everyone in that footprint.

 

CELTIC HOLIDAY PARKS has invested in well being to complement its swimming pool offering.

 

PLAY PARTNERS
Ustigate encourage you think big when it comes to aquatic play. For nearly 20 years, they have partnered with Vortex Aquatic Structures, offering a portfolio of 300 products, including a vast choice of waterslides, Elevations™ and individual play items to heighten aquatic experiences and to entertain a multitude of guests at every given time.

A waterslide is great as either an open or closed flume, running inside, outside, or both. And now with modern technology, experiences are enhanced with high-definition multimedia technology; enabling an experience to be unique and different at the touch of a button. There are also low-level products that add character and activities for young children such as frog, turtle and fish with their 360° rotation abilities, all suitable for installation in zero and shallow depth.

There are taller features that are designed to arch and spray over pools and lazy rivers and products of varying heights that resemble leaves, trees and flowers that offer a variety of different water movements and effects. Whether you are planning for big or small aquatic attractions, look for the surprise element. Let your imagination match and exceed the expectations of your customers.

 

HEATED SWIMING POOL at Trevornick Holiday Park, Holywell Bay, Newquay, Cornwall

PEAKS OF PAMPERING

Posted on February 15, 2022

PEAKS OF PAMPERING

New and returning customers will be welcomed to Celtic Holiday Parks…

A HYDRO POOL COMPLEX provides guests with therapies and relaxation.

Wellbeing, beauty and fitness facilities are among the new features waiting to welcome this year’s visitors to a multi award-winning Wales holiday park group.
Celtic Holiday Parks, based in Pembrokeshire, says it has responded to customer feedback at its three parks by investing in new ways to improve the guest experience.
Business owners Huw Pendleton and his parents Vic and Ann say that the changes will ensure the family-owned group will continue on its course of attracting a new generation of visitors.
“Parks are no longer a one-size-fits-all proposition, and we intend to deliver the type of experience which people have been telling us they want from a holiday,” said Huw.

 

“They still expect fun, but many would rather visit a cocktail bar than a clubhouse, enjoy gastro-pub style meals, and enjoy treatment rooms with first-class facilities and ethical, organic products.
“Beautiful and well cared-for natural surroundings are also often preferred over artificial attractions, and accommodation needs to be exciting, glamorous and perhaps just a bit magical,” Huw continues.
“Many of our guests are repeat visitors, and relatively new to the concept of a park holiday, so we are constantly challenging ourselves to ensure they have something fresh to look forward to.”
Open from March 1st, both new and returning customers in 2022 will be welcomed to surroundings which are a far cry from what met the often more modest expectations of two or three decades ago.

 

NEW DEVELOPMENT WORK is also taking place at Meadow House Park in response to customer demand.

 

FIVE STAR
Five-star accommodation with private hot tubs, safari tents, cosy log cabins, and to-die-for interiors with four-poster beds and designer décor are all part of the pampering process.
“We are privileged to be located in one of the most exquisitely lovely corners of Britain, home to the country’s only coastal national park, so tend to attract people who readily appreciate quality surroundings,” said Huw.
“But although we are continually investing in our parks, our family’s twenty year experience tells us that happy memories are also fashioned by just how welcome people feel.
“That’s why we were delighted to have been given three major awards recently in which the parks’ friendly atmospheres and helpful, cheerful and caring staff all played a big part.”

BLUEBELL PODS AT NOBLE COURT provide guests with a private spa pool and a chance for al-fresco dining.

 

 

BOOKINGS BOOM
The accolades came from bookings giant Hoseasons, Welsh Enterprise, and LUX life magazine – and sit alongside the parks’ Best Caravan and Glamping in Wales distinction from Visit Wales.
Celtic Parks’ picture-perfect Pembrokeshire locations are near the market town of Narberth (Noble Court and Croft Country Park) and overlooking Amroth Bay (Meadow House Park).
Each, said Huw, has its own distinct character with which couples and families often fall in love, leading to their decision to buy a holiday home for four-season use.
“The popularity of UK holidays in recent year has not been for reasons anyone would have chosen, but it has certainly opened many people’s eyes to what a fantastic experience it can be.
“Our record bookings for next year suggest this is no flash in the pan, and I’ve every confidence that we will be investing and raising the bar even higher over the next twelve months,” said Huw.

Celtic Holiday Parks
Tel. 0800 1777 411
www.celticholidayparks.com