Delivering Value from Equestrian Tourism - Tourism South East
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Delivering Value from Equestrian Tourism
Royston Williamson
Delivering Value from Equestrian Tourism Welcome Corianna Osborne-Patterson Mole Valley District Councillor Capel, Leigh and Newdigate Ward Executive Member for Communities, Services and Housing
Delivering Value from Equestrian Tourism
Setting the Scene
Nigel Smith
Lead Consultant
Tourism South East & Associates
Delivering Value from Equestrian Tourism Purpose of the Workshop • To introduce you to the ‘Wheels, Feet and Hooves’ Project for Mole Valley • To engage and inspire you in working with us to create a Plan and Partnership going forward that will increase the value of rural tourism in Mole Valley
Delivering Value from Equestrian Tourism
EAFRD -European Agricultural Fund for Rural Development
• An EU funded initiative to support ’investment in local co-operation initiatives that
improve the rural tourism offer in the Coast to Capital Local Enterprise Partnership area’
• Successful applications made by Mole Valley District Council and a consortium of East
Surrey Councils led by Tandridge District Council
• Tourism South East & Associates appointed to deliver in March 2017
• Project 1 - Mole Valley only – ‘Wheels, Feet & Hooves’ – thematic project
focussing on cycling, walking and equestrian activity
• Project 2 – East Surrey Districts and Boroughs - a more generic project
focussing on tourism within the rural areas of Tandridge,
Epsom & Ewell, Reigate and Banstead and Mole Valley
To run from April 3rd 2017 to June 30th 2018
Delivering Value from Equestrian Tourism
What are the projects going to achieve?
‘….. promote the rural tourism credentials of the area by improving the visibility
and viability of Mole Valley and East Surrey rural destinations, experiences, services
and products, and create an ethos of sustainable growth taking into consideration
the needs of visitors, residents, businesses and the environment.’
Each Project will have two outcomes:-
• Destination Management Plan - a Strategy and Action Plan
For sustainable tourism in a destination.
• Destination Management Partnership
To take a lead role in the
management and development of the DM Plan.
Delivering Value from Equestrian Tourism
‘The Destination Management Plan will be the first steps in
helping us understand and be able to manage the current
uncontrolled pressures on the local environment and
communities…
• It will help us identify the need for new visitor
infrastructure development, to help encourage day visitors
to spend more in our local businesses, possibly stay
overnight, and develop new propositions to attract
staying activity markets.
• Rather than more visitors, we hope to change the
composition and value of the Mole Valley/Surrey Hills
visitor market for the economic benefit and quality of life
of local communities and businesses - and to protect the
superb landscape which attracts visitors in the first place.’
Delivering Value from Equestrian Tourism Key Elements of Wheels, Feet & Hooves • Destination Audit – an assessment and analysis of the rural tourism infrastructure and service provision within Mole Valley. • Visitor and Non Visitor Surveys – both on the ground fieldwork interviews at key locations such as Box Hill and Leith Hill and the use of online panels to establish the profile, motivations and perceptions of visitors and potential visitors to the area. • Stakeholder surveys – businesses, environmental organisations, clubs and associations, etc to gauge the usage and impact of walking, cycling and equestrian and the attitudes and perceptions towards it. • Market Trends & Opportunities – to analyse what the most recent trends have been in walking, cycling and equestrian and rural tourism generally. • Consultation Workshops/Focus Groups – engagement with the local community and business, stakeholders and interest groups to incorporate local issues and concerns and aspirations and opportunities into the development process.
Grant Opportunities for Rural
Businesses
Simon Matthews
Chairman Coast to Capital ESIF EAFRD Committee
Matthews Associates
Don’t miss out on applying for €/£ Grant Funding “EAFRD” “LEADER”
Grant Offers Currently Open
Growth Programme
• £120 million of calls launched in January 2017, deadline end of
May 2018.
• 3 themes:
• Business Development
• Food Processing
• Tourism Infrastructure
• Over £3.5m allocated to the Coast to Capital Region across the
above measures.
• Defra/RPA are encouraging significant over allocation of
budget. For Coast to Capital between £5-6M
LEADER
• £138 Million allocated for national programme between 2015-
2020
• Local programmes open in 79 areas since 2015 local is Rural
Surrey
• £1.64 million allocated to Rural Surrey, approx £800k remainingHow much grant could I get? Min £2,500 Transition £75,000 Max £170,000* LEADER EAFRD * There are some exceptions for certain agricultural products and not-for-profit applicants
What is the split between grant and own funds?
Grant Funds
Applicant FundsWhat can be grant funded?
Capital Expenditure:
• Assets that will produce economic growth
• Extension/expansion of existing operation
• Equipment that will allow you to enter new markets
• Significant changes to operation producing growth
• New technology but with some limitations
But:
• Normal repairs and renewals are ineligible
• Revenue costs e.g. staff costs are ineligible for the
grant but OK within the total project cost on applicant
side is linked to the capital e.g. training costsEAFRD East Surrey eligibility area
NB: LEADER area
differs slightly please
refer to Magic
Mapping website for
eligibilityGrowth Programme - Business Development Coast to Capital Specific Criteria Priority will be given to projects that: • create new and expand existing micro and small businesses in rural areas in the following Coast to Capital priority sectors and their direct supply chains creating new jobs and growth of the applicant business: • manufacturing of wood-based products and innovative products for the construction industry, including timber framed construction • sustainable manufacturing where low carbon manufacturing methods and technologies are being applied • advanced manufacturing • health and Life Sciences • creative, Digital and Information Technology (CDIT) • Financial Services • environmental technologies • tourism • construction • introduce and implement innovation in the applicant business, • manufacture by the applicant business of new products • allow the applicant business to sell into new markets at home and abroad. Local grant minimum of £75,000 (note higher than national) Maximum grant rate for commercial projects will be 40%, usually up to £170,000 maximum, therefore minimum project size would be £189,000 (£75k grant, £114k own funding)
Growth Programme - Food Processing Coast to Capital Specific Criteria Priority will be given to projects that: • create innovative products and / or use innovative technologies • create new products • access new markets • create economic and employment growth boosting productivity and profitability • invest in processing particularly • horticultural products • cheese production • wine production • strengthen supply chains, joint-ventures and partnership- working such as shared distribution facilities • include sustainable practices and the move to the low carbon economy as part of a larger project Priority will also be given to projects increasing the productivity of micro and small breweries and distilleries located in rural areas. Local grant minimum of £100,000 (note higher than national) Maximum grant rate for commercial projects will be 40%, usually up to £170,000 maximum, therefore minimum project size would be £250,000 (£100k grant, £150k own funding)
Growth Programme - Tourism Infrastructure Coast to Capital Specific Criteria • develop and increase active tourism, such as walking, cycling, sailing and equestrian activities • encourage longer stays and higher spend by tourists in the rural parts of the LEP area • show they are environmentally sustainable • benefit multiple businesses and destinations, for example: cycle paths connecting rural attractions, and cultural and heritage assets • link tourism to the wider economy, for example: creating links to food and drink businesses and increasing business tourism • support achieving the aims of the C2C Rural Statement and relevant destination management plans Local grant minimum of £75,000 (note higher than national) Maximum grant rate for commercial projects will be 40%, usually up to £170,000 maximum, therefore minimum project size would be £189,000 (£75k grant, £114k own funding)
Key Points to Note • EAFRD Grants are for capital purchases not revenue • Revenue costs e.g. training, fees etc have to be within the applicant 60% • For commercial applicants the maximum intervention rate is 40% (own funding 60%) • For commercial applicants the maximum grant is normally €200,000 (apprx £170,000) • For not-for-profit/public bodies the intervention rate & maximum grant could be higher • The projects must be ‘growth’ projects; repairs, maintenance, renewals are ineligible • The application process is a two-stage process: • First Stage is a relatively straightforward Expression of Interest (EoI) • Read the respective handbook and EoI guidance notes including local criteria • This is assessed by Rural Payments Agency (RPA) and the local EAFRD committee • If successful then applicant is invited to go to Full Application • This stage is considerably more detailed and complex, very bureaucratic • Deadline for EoI is end of May 2018, programme closes end 2020 final claim payments • There is still plenty of grant money available both locally and nationally
How much money can you ask for?
LEADER awards grants from £2,500 to £50,000 ( some projects may be funded in excess of
£50,000) – mainly for capital projects. A maximum of 40% of total costs is a typical award.
However, different grant rates apply, depending on the applicant and the nature of the
proposals.
Rural Surrey LEADER
Priority areas
The programme is focused upon creating jobs and economic growth and has 6 priority areas for
investment:
• support for farm productivity and farm diversification
• support for increasing forestry productivity
• support for micro and small enterprises (under 50 employees) in rural areas
• support for rural tourism
• support for cultural and heritage activity (where it provides economic benefits)
• provision of rural servicesMore Information
National Information
RDPE Growth Programme
• calls launched in January 2017– www.gov.uk/government/news/120-million-available-to-
support-growth-in-rural-areas
• Search gov.uk for “RDPE Growth Programme”
LEADER – www.gov.uk/government/rural-development-programme-for-england-leader-funding
• Search gov.uk for “Leader”
Local Contacts:
EAFRD Rural West Sussex Partnership
simon.matthews@ruralwestsussex.org.uk
Coast to Capital ESIF Manager
matthew.heath@coast2capital.org.uk
LEADER Phone: Cathy Miles on 020 8541 8724
Email: ruralsurreyleader@surreycc.gov.ukDelivering Value from Equestrian Tourism
KEYNOTE SPEAKER
Anne Clarke
Founder of Connected Thinking
Equestrian Business Consultant and CoachAnne Clarke
How to attract Baby Boomers, Gen X & Millennials to your equestrian centre
#1 #2 #3
High Disposable Income – Paid off Mortgage
Share passions with children and grandchildren and will fund the
activities.
Don’t assume they are old, they are retiring to take up more
adventurous activities.
#1
Media savvy between 2010-2014 they were fastest growing cohort
on Facebook.
But there influence is on the waine. If these are currently your bread
and butter, its is going to change over next few years. So take time
to prepare.1. Images and stores sell - Set up a professional photo shoot with a
customer or group of customers who are Baby Boomers.
2. Write up their stories – what do they get from riding and being
around horses? Approach your local lifestyle magazines for
editorial and advert.
#1 3. Include an interview with them on your website. If you haven’t
got a blog start one and ask one of your customers who likes to
write to become a regular contributor.
4. Set up a morning slot for social gathering and lessons –
grandparents are taking on more child care. They are more
likely to be retained if they make friendships with likeminded
people.Offer carriage driving to make
horses more accessible for
people with mobility issues.
If you have the land, offer safe
off road driving routes to hire.
#1
Extend the customer life cycle.
Set up weekly visits from local
care/nursing homes or take
ponies and other animals to them.Facebook – they may not post, but they loiter on the social media
channel to keep in touch with their children. Set up boosted posts
targeted at this age group in your local area.
Don’t dismiss previous horse owners who may want to lower their
commitment but still access horses. Leaving them flexible for
holidays. Work with volunteers at RDA Groups/Riding Clubs/Pony
#1 Clubs who may like to get involved in some fun/competitive activities
for them.
Look up Silver Sunday which happens in October to tackle loneliness
in this age group.
Link with other groups and businesses that cater for this market.Time poor but transitioning to more freedom to be with families.
There is consistent growth in self-employment latest figures show
4.7 million people.
Number of home schooled children has doubled in 6 years 30,000 are
#2 currently educated at home.
Stuck on property ladders in houses which do not cater for their
families.
They are savvy and can see through marketing hype.1. Home schooling club – most areas have groups on
Facebook. Homeschool principles are often anti
competition, looking for a more spiritual connection to
animals and nature. Combine with nature walks and time
to develop relationships with your ponies.
2. Offer time out for self employed to ride off peak – find
them at business networking events in your local area.
3. What can the whole family do? Is there as safe space to
#2 walk dogs? Can parents learn something too? Land
management? What other experiences – quad bike
training, tractors etc, Glamping.
4. Equine facilitated learning and therapy. Can be great to
do with a family group. It helps encourage better
communication and stronger relationships. Ideal for
transitions into teenage years.Create themed events using
props in creative shoots. Edit
them in canva.com
Create a prop box for all seasons.
#2
Create instagramable images that
are inviting places to hangout.
A bit of imagination on a limited
budget can go along way.Facebook and Instagram – They share pictures of their family to keep
in touch with friends and extended family. Set up boosted post
targeted at this age group in your local area.
Direct mail (via post of leaflet drops) is still popular as this
demographic is overrun with digital life and email. Receiving
details/discounts via the letterbox can really get their attention.
#2
Target small business owners who network locally, join you local
networking groups. Often trend is to start self employment to create
more flexibility around children. A good place to find these are on
twitter.
Link with other groups and businesses that cater for this market.Sheer number of millennials means their purchasing power will soon
outstrip Baby Boomers.
Tech savvy and born into social media.
Buy property, marry and have children later in life. But prioritise pets.
#3 Spend money on their personal wellbeing and natural products.
Have a bad image – said to be spoilt entitled and lazy. But they just
know what they want from a young age and want to have a
meaningful impact.
Looking for unique experiences that make them look good in front of
peers.Create inspirational quotes over
pictures of your horses.
They want to be associated with
brands that are changing the world
and industries. Share what you do
that is different. They will be your
greatest ambassador.
#3
Make it fashionable offer branded
clothing they want to wearGet them involved, make them
feel part of something. Have
volunteering roles that they can
get involved in. Running events
or mentoring younger riders.
Work with large local employers.
#3 They know millennials are more
interest in work life balance than
money.
Many large companies recognise
this and looking for ways to offer
more rewards to staff.Not on Facebook they have long left this platform! (But still have
accounts) they don’t post anything juicy as their parents and
grandparents are on it!
They like the new social media channels like Instagram stories and
snap chat. These are snap shots of what they are up to but they are
not stored forever on social media to come back to haunt them. You
#3 can target ads on Instagram to specific age groups and locality.
They want to feel like they have discovered you. So work with social
media influencers in your local area. Invite bloggers and vloggers to
ride with you. Find them on apps like BuzzSumo, searching online
and off line and face to face networking.Planning for profit
Many people run their business without a business plan in place.
1. "A dream without a plan is a wish” make it tangible
2. Relieve anxiety by emptying your head and playing around with
ideas will save you time in the long run
3. Helps your team work smarter, easy to share your vision with
staff and stakeholders
Create it in power point rather than word
as its more visually stimulating when sharing your vision
with others. You can also use tools like Pinterest if you
hate writing!An equestrian centre is a community asset, just like a community
leisure centre. But do you reach out and shout about this?
1. Work closely with your local authority and attend steering
groups for sports, young people, disabled
2. Get to know large businesses operating in your area huge focus
on corporate wellness
3. Present the benefits of horse riding at groups such as WI,
Brownies, Business Networking, Schools
Networking does not come naturally to some so work
with a business coach if you need to build confidence in
this area.How much time do they have? Where do they work? Where do they
shop? How do they feel? What are they worried about?
1. Get under the skin of the customer, don’t be afraid to ask them
questions and get feedback
2. Plan you marketing more effectively and target areas of spare
capacity
3. Helps you to build packages/programmes (i.e confidence
courses) that meet the needs of these customers block bookings
= better cash flow
Write a customer profile including a profile picture and
keep it pinned by your desk. Use CRM software like
Stable Management.There are various funding pots out there you need to have a
business plan so you can match your objectives with the funder who
can help you get there
1. Sport Funding tends to be aimed at CIC and
Charities. Equestrian can set up in this legal status if they are
keen to work with NEETs, Disabled, Minority Groups
2. Rural business grants for countryside stewardship, job creation
and diversification from LEPs and Leader Funding
#4
3. Physical and mental health initiatives.
Get to know the funding body you are applying to and
aim to meet them in person too if possible.
Sign up for my 2hr online workshop - £25 how to write
a winning bid.vision health relationships money property systems team external partners customers business plan marketing strategy funding strategy first funding application
• Full day workshop in person at Gin Barn in New Forest, Hampshire – 22nd Jan. • Weekly group calls via video conference on Monday’s. • Fully supported each week via a private Facebook group visible to only the 12 people on the course. • Final wrap up in person at Gin Barn in New Forest, Hampshire – 2nd Jul. • Dates will exclude school holidays to avoid busy periods for yards and those with children.
Delivering Value from Equestrian Tourism
PANEL Q & A
Nigel Smith- Tourism South East
Simon Matthews- Matthews Associates
Anne Clarke- Connected ThinkingDelivering Value from Equestrian Tourism
Shaping the Future
Malcolm Connor
Connor & CoSHAPING THE FUTURE
The Destination Management Plan
Sets out where you are now
Where you hope to be in 2025
How you’re going to get there
… if you don’t know where you’re heading, any road will you get you there …
… if you’re looking for funding, we’ll need a planOPPORTUNITIES AND CHALLENGES
Building awareness of the sector amongst markets and local communities
Joining up the products and the players
Increasing footfall and building capacity
Achieving business growth and diversification
Exploiting new routes to market
Advocacy – demonstrating the value of the sector to the local economyDelivering Value from Equestrian Tourism
Closing Remarks
Nigel Smith
Lead Consultant
Tourism South East & AssociatesYou can also read
