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Summer 2017
the
Business
Issue 59
THE OFFICIAL VOICE OF THE NCC
14 19 26
Upcoming Touring into £4 million
trade and the future Salop Leisure
consumer resort opens
shows
Hitching up an icon: the Swift
and Airstream deal – page 10
inside this issue
4 News The latest industry happenings
15 February NEC show
Looking to the future
16 Exhibition update
Lawns and October shows
22 Paul Pleszko
40 years in the industry
10 Airstream hooks up
with Swift 29 Industry issues
Misuse of holiday caravans
25 Freedom to Go
TV campaign 30 Towing Working Group
Increasing safety on the roads
32 Saleroom Recent park purchases
34 Personnel file
Promotions and appointments
19 Touring into
the future 36 Legal and lobbying
Data protection awareness
40 Vital statistics
Contributors: Alicia Dunne;
Frank Finch; Nick Harding;
Mike Hopper; Richard The industry in facts and figures
Prestwich; Jenny Summers
46 Cyber crime
Protecting your business
26 Salop Leisure opens
new £4 million resort 50 What I’ve learned
Ross Edwards of Travelworld
Published by Editor: Louise Wood Advertising: The views in this magazine
National Caravan Council, louise.w@thencc.org.uk advertising@thencc.org.uk are not necessarily those of
Catherine House, Victoria Road, Tel: 07824 994690 the NCC
Aldershot, Hampshire GU11 1SS Subscriptions:
Tel: 01252 318251 Design & Production: Karen Borra
Fax: 01252 322596 Richard Charnley karen.b@thencc.org.uk
Email editorial@thencc.org.uk richard@charnleypublishing. Tel: 01252 318251
Web www.thencc.org.uk co.uk
Tel: 01749 831416
www.thencc.org.uk
news
Diary
26-29 June
CTSI Conference
Harrogate International Centre
11 July (tbc)
NCC Holiday Parks Specialist
Committee
Chartered Institute of Arbitrators,
London
12 July
Touring Caravan & Motorhome
Technical Panel
Truma,
Derby
2-7 September
The Lawns Trade Show
Cottingham,
Hull l NCC Events (NCCE) has signed a new 5-year rolling contract with the
NEC, giving its Birmingham-based shows long-term certainty. Pictured
19 September at the signing are Anthony Trevelyan, chairman of NCCE, Kathryn James,
NCC Board Meeting MD of the NEC, and John Lally, CEO of NCCE. See story p15.
Chartered Institute of Arbitrators,
London
21-24 September
New owners for Activities at
The Southern Caravan Trade residential park Away Resorts
Show
Beaulieu, Deanland Wood Park near Hailsham, Away Resorts has opened the
Hampshire one of the UK’s largest residential UK’s biggest inflatable Aquaglide
parks and a NCC member, has new aqua park at its Tattershall Lakes
17-22 October owners. HSBC Bank has financed a Country Park in Lincolnshire.
The Motorhome & Caravan £14 million deal with Surrey based The aqua park includes a floating
Show family-owned business, Holly Lodge, assault course, trampoline, a
NEC, enabling the firm to acquire and human catapult and the UK’s
Birmingham expand the 176-acre park, which only volley ball court on water.
has 397 privately owned homes. Indoor activities – ranging from
8-9 November The park has a number of facilities, make your own lava lamps to mad
Holiday Park & Resort including a pub, shop, post office, scientist workshops – take place
Innovation Show doctor’s surgery and outdoor heated inside the park’s new £4 million
NEC, swimming pool. There is permission entertainment centre, which
Birmingham for further homes and the new owners includes a swimming pool, hot
plan to expand further. tubs, gym and spa.
15 November
Touring Caravan & Motorhome
Technical Panel
Truma,
Deloitte on holiday spending
Derby Holiday spending over the next three The figures are part of the latest
months is forecast to be “markedly leisure consumer data by Deloitte
lower” than last year. However, older which found that UK leisure spending
consumers aged 55-plus are expecting remained resilient in the first quarter
to increase their spending on holidays of 2017. There are signs, however, that
over the next three months – consumers may start to rein in their
particularly on long-haul. purchasing of other leisure activities.
4 THE BUSINESS SUMMER 2017
John’s spot...
LEGO® caravan goes on show at Beaulieu John Lally
NCC Director General
The life-size LEGO® caravan, first awareness of leisure vehicles and the
created for the NEC show, has gone on great adventures you can have with
display in the National Motor Museum them.”
at Beaulieu. The caravan, now badged Using 215,158 LEGO® bricks,
in the Freedom to Go livery, holds the it features electric lights, running While most predict a continued
Guinness World Record as ‘the largest water and seats that fold into a bed. conservative majority after the
caravan built with interlocking plastic The unique caravan is on show until election, a low turnout due to the
bricks’. October, next to the Caravan and ‘foregone conclusion’ could see
Jenny Summers, NCC group Motorhome Club collection. other parties recover ground. The
marketing party manifestos may promote
director, said: a wider policy story, but the
“Freedom to reality is that Brexit will dominate
Go is delighted Government’s agenda. It’s good
to have the that the general election has not
LEGO® caravan yet disrupted the high level of
on display at the sales of leisure vehicles and park
National Motor homes.
Museum. With many manufacturers
“The LEGO® running at capacity, some
caravan was are taking the initiative and
built with investing in factory extensions
the intention or new facilities. Sterling
of raising remains weak, potentially
fuelling further interest in
the UK manufacturing sector
from Europe – and further
New showroom for Campbells Caravans consolidation.
Lancashire-based Campbells Caravans has opened a new showroom facility In the parks sector,
in Blackburn following a £100,000 investment. Located on the previous institutional money funding
Read Caravans site, the new site will specialise in the sale of new and park acquisitions is a trend set to
used caravans. Superbike champion Carl Fogarty cut the ribbon on continue. Investment can only
the opening weekend. be a good thing, with many parks
purchased for development.
The NCC is seeing more
requests for industry data from
banks, investment institutions
and research companies. It
is clear we need more robust
statistics and the NCC will be
issuing a survey for completion,
covering the different sectors.
When dealing with government
departments/regulatory bodies
or in the lobby, the NCC has to
put forward hard facts backed
up by statistical analysis.
Your support in helping
us collect this vital statistical
information will be greatly
appreciated.
Meeting to reduce towing accidents (l to r): Martin Spencer, The Caravan
& Motorhome Club; Rodney Kumar, IAMRoadSmart; Alicia Dunne, NCC;
Kathy Wilson-Ellis, Highways England; Tim Booth, NaVCIS/CSSG; Ian
Hewlett and Rob Ganley, The Camping and Caravanning Club. See p30-31.
THE BUSINESS SUMMER 2017 5
news
Majestic deal for Marquis and Elddis
Marquis has announced that for
the 2018 season, they will be again
working with Elddis to produce the
award winning Majestic range of
motorhomes. Now in its seventh year,
the Majestic range is one of the UK’s
best-selling “dealer specials”.
“This agreement, Marquis’
largest ever for an exclusive range,
shows our continued commitment
to UK manufacturers and is worth
over £20m – a 10% increase on our
previous year’s order,” said Alan
Buckwell, Marquis sales director. Celebration of Britain’s literary stars
Pictured are (l to r) Rob Quine,
UK MD and Jorg Reithmeier (executive
Board Member Erwin Hymer Group
(back row); Spencer Davis, Erwin
Hymer Group UK sales director and
Alan Buckwell, sales director Marquis
(front row).
Omar Group Dometic’s annual Faster cheque
Limited receives report available clearing announced
investment from Dometic Group AB has published A faster, industry-wide, image-based
Rutland Partners its annual report for 2016 – it is cheque clearing system is to come into
also available as a digital version at effect later this year.
Omar Group Limited (“Omar annualreport.dometic.com. The Cheque and Credit Clearing
Group”), the park home and lodge Company (the organisation behind the
manufacturer, has announced cheque clearing system) announced
a significant investment in the the new system will go live with some
business from Rutland Partners banks and building societies from
(“Rutland”), a London-based 30 October 2017. During the second
private equity firm. half of 2018, all the UK’s banks and
The investment will be used building societies will clear cheques via
to fund further expansion in the the image-based system to the faster
growing park home and lodge timescale.
sector. In conjunction with the Cheques deposited on a weekday
transaction, Paul Pleszko will retire will be cleared by 23.59pm the next
as Chairman after 40 years in the working day. There is no change to the
business (see story p22-24). way cheques are written and banked.
David Wardrop, Partner at
Rutland commented, “Omar has
a great product offering … and is l A video explaining how tourism
well positioned for future growth. employment ‘benefits everyone,
We are backing an excellent everywhere, everyday’ has been
management team, led by Dean posted on YouTube. It mentions that
Westmoreland, who have a proven the caravan industry supports 6,500
track record.” manufacturing jobs – and more in
The terms of the agreement the supply chain. www.youtube.
were not disclosed. com/watch?v=uxHDjLK_hy0
6 THE BUSINESS SUMMER 2017
TripAdvisor to
collaborate with
VisitScotland
TripAdvisor has agreed to collaborate
with Scotland’s tourism agency in a
deal which could boost the Scottish
economy. The deal will see the
two organisations work on a joint
marketing campaign in the UK.
Scotland has also been named
the preferred “test partner” for new
destination marketing services in
Europe, allowing TripAdvisor and
VisitScotland to to understand how
Willerby expands its glamping offering
technology can be better used. Willerby Innovations has expanded as standard, so it is suitable
its boutique glamping range with for a range of uses, including
the launch of the Hive Lite. The Hive temporary accommodation units
Open water? Collection is a range of compact at festivals, glamping sites, home
accommodation pods with fully offices or cinema rooms. Each
More than 1.2 million eligible customisable design-led interiors. single sleep-4 accommodation
businesses and other non-household The collection already includes the pod features LED lighting and
customers in England can now woodland-themed Bluebell, retro central heating throughout. It
choose their supplier of water and surfer styled Reef and the Deck, measures 8m by 3.6m and includes
wastewater retail services. To make with a coastal seaside design. kitchenette, dining table, shower
the switch, businesses will need The Hive Lite is built to caravan room and lounge with two fallout
to determine their water usage specification (EN1647) on a chassis beds.
and agree a new contract e.g. by
contacting individual water retailers
or via a cost comparison website. Park Holidays UK
The switching process takes around a
month to complete and is carried out profits up
by the new retailer.
See www.open-water.org.uk Increased sales following Britain’s
vote to leave the EU have helped drive
revenues past £130m at Park Holidays
Topping out UK, which runs 26 holiday parks in the
for Tingdene south of England.
The company reported turnover
A topping out ceremony has been of £131.5m for the year ended 31
carried out at Tingdene’s new December 2016, recently filed
£3 million expansion of its production accounts have revealed, an increase of
facility. Maintenance, offline more than 14%. Profit before tax grew
production and stores facilities are from £26.4m to £31.8m.
being constructed to the side of the “Holiday home ownership for UK
main factory and the creation of new residents has shown steady increases
offices in the former warehouse area Holiday home manufacturer in recent years and this trend continued
is underway. Once completed, the Willerby has become a corporate during 2016, with sales volumes
main production area will house two member of the Bumblebee increasing after the Brexit vote,” the
production lines, in place of the current Conservation Trust. Its new company said in its annual report.
one. Jamie Wilkins, Facilities Manager WillerBee Campaign is designed “The holiday home market has
for Tingdene Homes commented: to champion the humble seen a movement towards lodge
“It is great to see our vision coming bumblebee, whose native units and larger, higher specification
to fruition … we will end up with one population is rapidly caravans. Lodge sales have increased
of the most modern and efficient declining. in 2016 with all parks now including
production lines in the industry.” lodges in their sales mix.”
THE BUSINESS SUMMER 2017 7
news 8 THE BUSINESS SUMMER 2017
news
BLACK HORSE
COMMENT
by Nagla Thabet, Head of Franchise
and Leisure – Black Horse – Asset Finance
TRANSPARENCY IS
Auto-Trail is supporting the Tyco BMW British
Superbike Team for the 2017 season. The motorhome
manufacturer has supplied the BMW factory team
with a bespoke motorhome - a 2017 Frontier Serrano.
Storage space has been increased, creating space for
AT THE HEART OF
a paddock scooter and team branding is shown in the
exterior, ensuring the relationship is prominent both
ALL OUR OPTIONS
beside the track and on the road.
We’ve seen a lot of national press coverage of the
motor finance industry recently, and the popularity
Rural Tourism inquiry – England of PCP in particular. Customers are at the heart
The Environment Food and Gardiner (parliamentary of the vehicle buying journey and so we should all
Rural Affairs (EFRA) Select under-secretary of state welcome this increased scrutiny.
Committee (England) was at DEFRA) outlining five Customers should always receive absolute
unable to complete its specific points which the transparency around their options. Provided
inquiry on Rural Tourism Committee suggests the we help ensure genuine understanding of the
before the dissolution of future Government should terms of their finance, and provided that lending
Parliament. The inquiry consider, namely: is done responsibly with a focus on affordability,
was launched last year • Support for rural tourism PCP will continue to be a potential choice for
to seek evidence on how • Access to rural areas customers.
policies can encourage • Broadband and mobile
We launched our PCP into the leisure market
more people, both from connectivity
last year to give caravan and motorhome dealers
the UK and abroad, to visit • Funding
access to a new finance option for their
more of England’s rural • Skills
customers. This remains the case and it can
places, for longer and at all
help provide flexibility – particularly for younger
times of the year. For more information
families – that might not have been available
The Committee on the inquiry, contact
previously.
chairman wrote to Lord Alicia.d@thencc.org.uk
However at the same time, this recent coverage
– driven primarily by concerns raised by the
The NCC’s Frank
FCA – serves as a reminder for all of us to play a
Finch (pictured right
crucial role in ensuring that customers genuinely
with Suzy Davies
AM, Chair of the understand any finance agreement they enter
Cross Party Group on into. There is no substitute for the face to face
Tourism) represented interaction that a visit to a dealership offers – we
Welsh members at need to keep it that way and providing expert
the official pre- guidance on what options are available is a critical
launch of Wales step in doing so.
Tourism Week 2017.
The week-long series
of events started
with a launch in the sponsored by
Senedd and finished
with a tourism
summit.
THE BUSINESS SUMMER 2017 9
swift and airstream
’Streaming in
A marriage made in heaven or one of convenience? From a chance
meeting in Korea to the recently announced partnership, we get the
inside view on Swift’s plans for Airstream
Complete fate, based on a chance It also marks another turn for up taking over Swift itself – especially
meeting over two years ago. That’s Swift. It’s the first time the company in light of developments earlier this
the description of the story behind has entered into an agreement to year with UK manufacturers being
the announcement this March of take over distributorship of another taken over by foreign concerns.
Swift Group’s tie-up with America’s company’s products. Admittedly, it has Here, Swift Group’s managing
Airstream. the strongest track record in acquiring director, James Turner, and commercial
It sees the UK market leader taking brands – think Sprite, Bessacarr, director, Nick Page, tell us more about
on a brand that, although instantly Autocruise etc and revitalising them. the recent announcement of
recognisable almost worldwide, will But, this is something different. the tie-up.
only ever be a high-end niche product. Equally, the industry gossip has
And yet, Swift sees enormous potential gone the other way, with discussions of
– not so much in sales as the halo effect whether Thor Industries, the holding
it can have on its own portfolio, and company that owns Airstream, will end
indeed for caravanning as a whole in
the UK.
facts and figures
l Swift became the sole UK
distributor for Airstream on 20th
March 2017 although product will not
be available until the start of the 2018
season (mid August 2017).
l Airstream currently employs 813
staff. Weekly production rate is
around 85 units. Total man hours
per trailer are between 250-400
depending on size.
l Swift Group currently employs
over 1,200 people and produces
13,500 leisure vehicles a year. The
breakdown is 8,500 touring caravans,
2,500 motorhomes and 3,400 caravan
holiday homes.
l Swift will also expand its
production facilities this year, with
the announcement of an £9 million
extension to its plant at Cottingham,
Hull.
10 THE BUSINESS SUMMER 2017How did it all start? James Turner (JT): NP: Airstream is iconic and is probably
Nick Page (NP): It We came back, I took the most recognisable caravan in the
was complete fate. a phone call from world. It has the instant draw for
Two years ago, Bob Wheeler (CEO people whether caravan enthusiasts or
James and I left of Airstream) with not. It will definitely attract attention
the February NEC a request to see if even if it’s not affordable and will
show early, to go to we’d be interested in start people thinking about the
South Korea and visit distributing their products in the UK. whole outdoor experience. From that
Bluebird Enterprises, our distributor I guess your first reaction to that initial call to James there were more
and also Airstream’s. We also wanted is: Why would you? Where’s the conversations, they came to visit and
to have another look at the emerging opportunity? But, it doesn’t take long they also had a look at some of our
Chinese market. In South Korea we to see where the benefits lie. It’s a dealers. The business development
made a presentation to Bluebird on product that doesn’t conflict with the and approach of both companies
their 10th Birthday celebration and ones we’ve got, in terms of price or were so similar. Marketing using
started to chat with the Airstream style. So, we’re not competing against the leisure vehicle as the hero in the
guys – we seemed to have a lot in ourselves. All of a sudden, there was experience was an approach we had
common as businesses. something in the opportunity. both adopted. Our Command and
Connect systems were things they
were developing themselves.
Timber-less construction in line with
SMART HT was as their radar, the way
THE BUSINESS SUMMER 2017 11swift and airstream
they worked with their dealers and experienced dealers with great sales
their approach to training dealers was and service centres used to dealing
so similar. with high end product. They will
be strategically located to provide
What happens in the manufacturing national coverage. At the end of the
process? day it is a niche market. We retail in
NP: Originally, BPW chassis were excess of 8,000 caravans a year and
shipped out to the US, then the will be looking for a network that
combined body and chassis came to supplies in excess of 40 in the first
the UK for fitting out. What we’ve year.
opted to do is some fitting out of the To a certain extent the market will
interior, in terms of mattresses, soft dictate the volume and our approach
furnishings (including fire retardant and marketing will give the Airstream
fabrics), bathroom fitments, alarms brand the very best opportunity to
etc. White goods – i.e. Thetford succeed here in the UK.
toilets, Dometic cookers and fridges –
will be sent out to the States. They will JT: There’s potential for the corporate
also have Duvalay mattresses, Alde side, too. The German importer Roka
heating, Sargent electrics – things we converts shells into high-end catering
understand, so do our dealers. units itself. We’ve started talking to
We can also call on the experience them about the opportunities there.
of Anthony Slocock, who was the
technical director for ALV (the And the prices?
previous Airstream importer). He’s JT: We’re into motorhome-type price
now working for Airstream full-time, levels.
on an international basis, as a design We’ll be including as standard
engineer. He is a great resource.There NP: But, compare that to Germany, many of what were extras – so
will be NCC Approval, too. a bigger market, where they have anything between £80,000 and
higher charges again, about 10 to 15 £90,000 will be a typical price.
JT: It is an Airstream product. We’re per cent more. One of the challenges
not passing it off as a Swift. that created problems before was the Marketing activity?
exchange rate. Ironically, that’s even JT: Interestingly, too, they will attract
What’s the plan for distribution? worse now than when we first started people who are not part of our
NP: We will have six very large talking to Airstream. traditional customer base. People
who’ve never thought about owning
a caravan, motorhome or caravan
key player: Ben Parkin holiday home. It’s a unique product –
AIRSTREAM BRAND MANAGER people are drawn to it from an interest
Nine years in a variety of roles for retailer, Lowdhams, then a point of view. Even Airstream’s own
further four as Regional Sales Manager for Lunar, made for a good statistics show a big percentage of
grounding for Ben Parkin when he took up the newly created role owners, something like 56 per cent,
of Airstream Brand Manager at Swift. have never bought a leisure vehicle
His responsibilities include sales, marketing, dealer network product before.
and training. As Nick Page puts it: “It’s an all-encompassing role,
but the great thing for Ben is, he has at his disposal experts on marketing, training, NP: Even people who owned a
the web and more. We can use the size of our business to leverage all this.” Swift Continental/Elegance are not
Ben says: “I have a genuine passion for the industry and the opportunity to be necessarily going to be attracted to an
involved in this exciting venture was one I couldn’t pass up. It’s interesting talking Airstream. But there are also people
to the dealers because having the weight of Swift behind it gives them massive who come to the shows, especially, and
confidence in what we’re trying to do. ask: what is the best/most expensive
“Dealers have said: ‘Because it’s you guys, everything being well, we’re caravan you sell? They have the
interested in getting behind it.’ disposable income and want to know
“We will be selling the International range. Initially, there are three models – what they can get for their money.
Yukon, Missouri and Colorado – with UK-friendly layouts – and they will be badged The thing is, it is going to get a
accordingly (i.e. Airstream, distributed by Swift).” lot of exposure at both NEC Shows,
Ben is 32 years old, married with one daughter (two by the time you read this). Scotland, Manchester and then the
He enjoys most sports, is a keen runner and cyclist, and describe himself as a general Autosport Show, Festival of Speed
outdoor enthusiast. at Goodwood, the Game Fair and
Countryfile to name just a few.
12 THE BUSINESS SUMMER 2017about Thor
Thor was founded in 1980, with the purchase or Airstream, and its HQ is in Elkhart,
Indiana. It describes itself as a ‘family of subsidiaries that together make up one of
the world’s largest RV manufacturers’. It owns a host of brands across the US RV
market and in 2014, the business was ranked 636 on the Fortune 1000 (17th among
motor vehicles and parts companies).
Thor Motor Coach (TMC) is the prime motorhome brand in North America, and
produces nearly one out of every four motorhomes sold each year. TMC’s diverse
product line-up includes many of the world’s most recognized Class A and Class C
motorhomes - and they have recently been on the acquisition trail.
Recently posted results for Thor Industries showed a record Q1 and Q2. Its
second quarter (31 January 2017) net income was $64.8 million, on record revenues
of $1.59 billion. Gross profit increased 42.3% to $211.7 million. The company stated it
benefited in revenues and gross profit through the acquisition of Jayco.
“We experienced a positive start to the spring retail show season around the
country,” said Bob Martin, Thor President and CEO. “Growing demand from new
consumers broadening our market has continued, with younger families increasingly
buying more affordably priced travel trailers and smaller motorhomes. These
positive trends give us confidence that Thor and the industry will outpace volumes
achieved in 2016, which was the best year for wholesale RV shipments since the
1970s.”
Is this the start of bigger things NP: I think it’s probably too early to Airstream themselves do some
with Thor Industries (owner of say. There are a lot of synergies. very interesting other products.
Airstream)? We haven’t spoken to anybody There’s the Basecamp (same name
JT: Our arrangement is purely with within the Thor organisation beyond and concept, but a different vehicle
the directors of Airstream. We haven’t Airstream, at this stage. The US is the to Swift’s own). Again, it’s very iconic,
spoken to anybody else in the Thor biggest leisure vehicle market outside we’ve already talked to them about
organisation. First and foremost, of the UK. We’ve no intention of setting that product coming to the UK within
we’ve got to get up and running with up inside America, but the partnership the next 12 months.
Airstream in the UK. we now have could be a springboard. They do a Mercedes van
conversion, too. It’s a stunning bit
Thetford toilets of kit.
and Dometic
But, are we going to sell out to
cookers and
fridges will Thor? Genuinely, that’s not been
be sent out to discussed, but that speculation will be
the States for exacerbated by Hymer buying Elddis,
UK models. Trigano’s holding stake in
They will also Auto-Sleepers etc.
have Duvalay As market leader, we continue
mattresses, to do what we do best and focus
Alde heating on that and try not to look over our
and Sargent shoulder too much at the competition.
electrics That’s how we will continue to focus
and operate.
THE BUSINESS SUMMER 2017 1314 THE BUSINESS SUMMER 2017
exhibitions update
Showcasing the industry
NCC Events CEO John Lally explains why shows are not just about sales and
reveals plans to create the country’s largest indoor display of holiday homes
The two NEC shows are the UK’s shortlist of vehicles to compare and within the NEC complex, direct access
largest and most prestigious leisure contrast. Attendees are usually highly via dedicated entrance and a VIP
vehicle sales events, attracting receptive, actively wanting to find lounge for parks’ representatives.
almost 200,000 consumers and out about products and services. Is the current format of parks
500+ exhibitors. The October event So those exhibitors who vigilantly exhibiting on manufacturer stands
(Motorhome & Caravan Show) aims track show sales need to bear in with ‘pop-up’ displays really appealing
to showcase the full spectrum of mind customers will be at different and informative for consumers?
new models in production, so it is stages of the buying process, perhaps NCCE thinks not – and a much better,
principally aimed at those already researching prior to heading to their more interactive experience could
engaged with leisure vehicles, looking local dealership. be created. The focus could be on
for their next purchase. geographic opportunity (i.e. where
The February show (Caravan, INTERACTIVE EXPERIENCE do you want to buy) before product
Camping & Motorhome Show) is, NCC Events (NCCE) has undertaken opportunity (i.e. what do you want to
by contrast, a broader proposition, a fundamental review of its February buy). NCCE needs to ensure there’s
reaching out to a wider community show. This has resulted in a new better signposting for consumers to
including campers. The objective floor plan layout for the 2018 show. NCC member holiday parks (and to sell
is to bring new blood to this show By far the most radical part of the the benefits of buying from Approved
and entice – dare I say seduce – the review relates to the caravan holiday members) as an integral part of the
consumer to make that step from home/ lodge display in Hall 4. A new consumers’ journey.
canvass to leisure vehicle. park-orientated layout will showcase Clearly, those inspired by caravan
The marketing team works the largest indoor display of holiday holiday home/lodge products often
extremely hard to target with laser homes/lodges in the country, as do not understand the buying process
precision those that are either core a backdrop to high quality family (geographical area first, then type of
buyers, or those looking to explore entertainment. park, finally unit). NCCE needs to work
the potential benefits a leisure vehicle Following research, it was clear that with its exhibitor base to guide them
and what it can offer them and their a large number of park operators and through that journey.
families. owners visited the show to meet up The NCC would welcome any
Whilst the primary purpose of these with manufacturers and distributors. suggestions as to how we can better
consumer shows is to bring retailers We will look to provide dedicated promote our members at the
and buyers together, sadly many facilities for trade visitors – VIP parking NEC shows.
exhibitors remain fixated on sales.
Consumers, in contrast, are at the show contract for the future
to benefit from being able to view a rich
and diverse product mix, and receive The NEC Group was, as many members will
expert advice. So, the benefit for know, sold by Birmingham City Council in
exhibitors cannot be measured just by 2015 to LDC, in a £307m deal. LDC, which
product sales, but also by the enhanced is the private equity arm of Lloyds Banking
product and brand awareness that the Group, bought the businesses in a deal involving
show delivers – not just the scores on the long-term 125-year lease of the NEC site.
the doors. NCC Events, the wholly owned subsidiary of the NCC which organises the
Of course manufacturers want two shows on behalf of the industry, entered into new contract negotiations
to showcase new models. But we with the NEC for both of its Birmingham shows some 18 months ago. John
must not lose sight of the fact that Lally takes up the story: “Like any negotiation process, some you win and
the shows give buyers a unique some you lose. Contracts were finally signed in mid May 2017 - these are in
opportunity to compare different effect 5-year rolling contracts, which provide NCC Events with long-term
brands and models side by side, and certainty. This probably results in more beneficial terms than those of a
be inspired by creative and innovative shorter term contract.
solutions. NCC Events will be writing to all exhibitors outlining future arrangements.
Consumers often come with a
THE BUSINESS SUMMER 2017 15exhibition update
The Lawns and
Beaulieu Trade Shows
One of the biggest gatherings of the “The Chairman of the East Riding
caravan trade in the UK will take place
trade support Council and the Lord Mayor of
at the annual HERCMA caravan show Parks and dealers are welcome to Kingston upon Hull officially open
at The Lawns, near Cottingham in request promotional material for this show and there may be other VIP
East Yorkshire, from Tuesday 5th to the public shows and can arrange guests in attendance, along with more
Thursday 7th September. This will be for coaches for customers and than 20,000 members of the public.”
the 42nd event at the venue, making potential customers to attend. If Following on from The Lawns
it the longest running caravan show at your company would like a stand at Trade Show is HERCMA’s Southern
the same location in the country. either of the trade or public shows Trade Show which takes place
Run by the Hull and East Riding or wishes to book a coach entrance at Beaulieu in the New Forest
of Yorkshire Caravan Manufacturers’ ticket or half-price entry tickets, in Hampshire on Thursday 21st
Association (HERCMA), it allows please contact the organising September. Many of the same
member companies and other invited agent by emailing michael@ holiday homes, lodges and park
manufacturers to display their new teamworkprofessionals.co.uk. homes featured at The Lawns will
season’s – 2018 – models to park be on display with manufacturers
owners, dealers and distributors from confirmed to date being ABI,
across the UK and to international People wishing to attend Carnaby, Swift and Willerby, along
visitors from numerous countries will be able to register on www. with Atlas, Delta, Omar with Wessex,
across Europe and Scandinavia. hercmatradeshows.com from late Pathfinder, Pemberton, Prestige and
There will be more than 150 June onwards and will be able to Homeseeker, Regal, Stately, Tingdene
holiday homes, lodges and park collect their badges quickly at the and Victory.
homes and over 130 touring caravans registration desks in The Lawns “After the trade day,” Michael
on display, alongside many supplies Centre on arrival. Invitations with a continues, “there are three days when
and service stands and, as always, the registration form will be sent in July the public are invited to see the new
trade associations including, of course, to all parks, dealers and distributors models and meet representatives
the NCC. which are NCC members. from parks, dealers and distributors.
Manufacturers at The Lawns Michael Ritchie, from organisers HERCMA looks forward to seeing you
include the five HERCMA members Teamwork Professionals, commented: this September.”
– ABI, Carnaby, Coachman, Swift “As the trade show is preceded by Once again trade visitors can
and Willerby – with Atlas, Cambrian, The Caravan Extravaganza weekend register on www.hercmatradeshows.
Elddis, Lunar, Oakgrove, Pathfinder, (2nd and 3rd September), we give the com and collect badges on arrival. No
Pemberton, Prestige and Homeseeker, public their first opportunity to see public are permitted at either show on
Regal, Tingdene and Wessex there as the 2018 models, too. Many parks and trade-only days. Parks, dealers and
invitees. The show will be open from dealers take part and there is always distributors are entitled to the lunch
10am until 5pm on the Tuesday and a fun and friendly atmosphere with provided by HERCMA. For details
Wednesday and from 10am until 4pm entertainment for both adults and regarding the public events, see
on Thursday. children. www.lawnsandbeaulieushows.com.
16 THE BUSINESS SUMMER 2017The Motorhome
and Caravan Show
The Motorhome and Caravan Show takes place from 17-22 October 2017. The
Business talks to Jenny Summers, group marketing director, about what’s in store.
After the record breaking Caravan, 2015 (37% v 32%) and fewer visitors themed feature and seating areas.
Camping and Motorhome Show in who had also visited the Caravan, The Caravan and Motorhome
February, planning started for The Camping and Motorhome Show at the Club will present its ever popular
Motorhome and Caravan Show at NEC in February 2016, meaning more Motorhome Manoeuvring along with
the NEC in October. An integrated of the visitors were new to NCC Events hosting their Club day on the Tuesday.
marketing campaign, including TV, (NCCE) shows. In actual terms the Visitors will also be able to benefit
radio, outdoor, digital and traditional number of new visitors rose by more from expert tuition from The Camping
print will be deployed to reach our than 6,000. and Caravanning Club’s team of
targeted audiences. This will include a NCCE recently welcomed a new highly qualified instructors providing
refresh of the show website alongside addition to the team. Matt Thornett their Towing Experience. Warners,
new creatives for our print, online and joined as campaign director in the publishers of MMM, Caravan and
email campaigns. Tickets are already November and will be meeting with Outandaboutlive.co.uk, will present
available from just £8.50 - for all the the manufacturers across the summer a Warners’ Wednesday in the LIVE
latest news and updates please visit to discuss their show plans. In support Theatre and the Woodland Trust will
www.mcshow.co.uk. of The Motorhome and Caravan Show host its own feature area.
Consumer feedback is critical to market position as the national leisure In the build-up to the show, we will
understanding the visitor experience vehicle launch show, and to provide a be contacting all exhibitors to engage
and following each show, a full platform to showcase new-for-2018 with them in support of targeting their
360° review is undertaken. It was models, product launches will be own individual databases. This will
reassuring to see that over 91% hosted in the LIVE Theatre daily. include the provision of digital assets,
of respondents from last year’s Along with a variety of theatre content media codes and images for use across
Motorhome and Caravan Show rated to keep visitors entertained, the show their own campaigns. These codes
their overall experience as ‘good’ or will continue to have a number of allow exhibitors to invite customers
‘excellent’. In the current uncertain and potential customers to the show
economic environment, ticket prices at a lower ticket price and set up
are a key consideration and 83%
share your plans appointments if feasible. From June,
of visitors rated ‘value for money’ To contact the NCC Events we will be sharing details of the many
as either ‘excellent’ or ‘good’, and marketing team with information marketing opportunities exhibitors
the show’s Net Promoter Scores about your plans for The have available to showcase their
were significantly above exhibition Motorhome and Caravan Show product and brands to the NCC Events
benchmark levels. 2017 please email matt.thornett databases. These will include social
The last October show attracted @nccevents.co.uk. media mentions, email inclusion and
significantly more new visitors than competition sponsorship.
THE BUSINESS SUMMER 2017 17exhibition support
The Holiday Park &
Resort Innovation Show
The Holiday Park & Resort Innovation Show will be back at the NEC Birmingham
on 8th and 9th November and will once again be supported by the NCC.
“This event is an excellent opportunity
for anyone looking to expand their
holiday park or leisure business,”
event director Will Mansfield explains.
“A one of a kind, one stop shop for
everything you could ever need to
make the most of your property,
estate, or holiday park...
“The Holiday Park & Resort
Innovation Show delivers first-hand
the very best in advice, products,
and services. Visitors can soak up
the knowledge and experience from
top experts and some of the most
innovative suppliers in the sector.”
NCC’s Frank Finch said: “For
NCC, the Show provides a valuable
opportunity to engage with current
and prospective members across
the holiday park sector and we are Family Attraction Expo, the Country you are interested in being involved in
therefore pleased to extend our House Business Innovation Show and this year’s event it is not too late, feel
support for 2017.” the Farm Business Innovation Show, free to get in touch with me directly.”
The event has grown considerably which took home ‘Best Trade Show of Tickets to the Holiday Park &
since 2016 and is set to be the most the Year’ at the 2016 UK’s EN Awards. Resort Innovation Show and the
comprehensive instalment yet. Will concluded: “This show brings seminars are free and you can register
Will continues: “We are proud of opportunities to the forefront that to attend via www.holidayparkshow.
the calibre of expert speakers and may have otherwise passed you by. If co.uk.
seminars. Top experts in the field,
including the NCC team, will be on find out more
hand giving free, face-to-face advice
for growing holiday parks/resorts or NCC members are eligible for exclusive offers when they book to exhibit. For
leisure businesses. With an impressive more information and to see what exhibiting at the Holiday Park & Resort
150 strong seminar schedule and over Innovation Show can do for you, contact event director Will Mansfield – see
300 specialists exhibiting at the event, below for details.
these two days are truly unmissable
for anyone in this sector.” SPONSORSHIP & EXHIBITING OPPORTUNITIES
Frank Finch echoed these Will Mansfield - event director william.mansfield@prysmgroup.co.uk
sentiments: “NCC provides extensive
business support to members, so the MARKETING & PRESS ENQUIRIES
opportunity to promote these benefits Emma Webber - marketing executive emma.webber@prysmgroup.co.uk
to a wider audience is welcome. We www.holidayparkshow.co.uk
invite all holiday parks and industry
businesses to visit us on Stand 2672 NCC MEMBER ENQUIRIES
Hall 10.” Frank Finch – NCC Membership Services Director Frank.f@thencc.org.uk
The show will run alongside the
18 THE BUSINESS SUMMER 2017touring into the future
Driving ahead
The Business looks at some new motoring developments – from lighter,
driverless cars to the new Yescapa ‘peer to peer’ rental option – and how they
might impact the tourer and motorhome marketplace.
London’s Mayor is to double
funding spent tackling air quality
over the next five years. He is also
consulting on bringing forward the
start date of the central ULEZ from
2020 to 2019 and expanding it up to
the North/South Circular roads. While
many might uphold that motorhomes
are rarely driven into central London,
there are factors to consider. First,
where London leads, others follow.
And what of the currently vibrant
campervan sector? Often bought as
a multi-purpose second (or even sole)
vehicle, they may look much
less attractive – particularly to the
affluent suburban Southerners – if
there are limits on where the vehicles
can go.
As the RAC says: “As inner-city
pollution worsens, Low Emission
Zones may become a key tool
in helping authorities to control
emissions … They are predicted to
become much more commonplace
Driverless cars are becoming a reality. Self-driving cars, vans and lorries are widely than today.”
expected to be a common sight on Britain’s roads within a decade
DAMNING DIESEL
In contrast to the market for tourers, aimed at the oldest, ‘most polluting The fact that diesel engines can be
which in recent years has remained vehicles’ on London roads. This ‘T more polluting than petrol ones
stable, the UK motorhome market Charge’ applies mainly to diesel and has been known for several years,
continues to boom. New vehicle petrol vehicles registered before but recent research has shown that
registrations in March 2017 were up 2006 and will come into force on 23 nanoparticles created by fumes
by 22% on 2016, bringing the Q1 total October 2017. It will operate on top from diesel exhausts affect the
to its highest-ever level at 3,670 units. of (and during the same times as) the cardiovascular system, causing strokes
But how will the motorhome industry Congestion Charge, so it will cost and heart disease. This research,
cope with the growing ‘anti-diesel’ such vehicles £21.50 to drive in the widely covered in the Nationals
lobby, the increase in Low Emission zone. It is estimated that more than in April 2017, will fuel the already
Zones (LEZs) and the introduction of half of all motorhomes on the road vocal anti-diesel lobby. Pollution is
Ultra Low Emission Zones (ULEZs) in are pre-2006. London’s Low Emission appearing in election debates and
the UK and in Europe? Zone, which covers virtually the whole Labour has vowed to bring in a new
of London boroughs, already levies Clean Air Act, including a network of
ZONED OUT? a £100 entry charge for certain older “clean air zones” - if it is elected.
The Mayor of London, Sadiq Khan, motorhomes (£200 if over 3.5 tonnes Almost half the vehicles that roll
has launched a £10 toxicity ‘T-Charge’ gross vehicle weight). off British lines are diesel, and their
THE BUSINESS SUMMER 2017 19PHOTOS COURTESY OF VOLVO
touring into the future
Above: Volvo’s S90 comes with Pilot
Assist, which maintains a set speed or
safe distance from the car in front, and
a ‘personal valet parking system’ Park
Assist
Left: Volvo S90 with ‘concierge
services’
continued production is “essential vehicles (AFVs)? As the NCC’s David make such vehicles more attractive,
for future growth and employment”, Whitehead reported (The Business, especially for fleets/company cars.
according to Mike Hawes, boss of the Spring 2017 p48), so far no electric There is a growing dilemma for
Society of Motor Manufacturers and car has been designated suitable for the industry – and the caravanner/
Traders. A petrol-engined motorhome towing caravans, while hybrids have motorhomer.
is a rare thing, with Marquis, the their own challenges as tow vehicles. The Caravan and Motorhome
largest UK dealer network, confirming In April 2020, new lower tax bands Club sums up: “The issues affecting
that practically all the vehicles on are planned to come into force for vehicle choice today are complex,
their forecourts are based on diesel low-emitting and zero-emission involving decisions over technology,
engines. Not only that, diesels are vehicles. The introduction of tax performance, efficiency, environmental
the more popular choice as towcars. incentives, based on the range a car impact and tax implications. This
And what of the alternatively fuelled- can travel in electric mode, is likely to applies to those choosing towcars and
Yescapa launches in UK motorhome market
Much has been written about Airbnb’s effect on the service. Every user’s ID and driving licences are checked as
hotel and guest house industry. At the end of last year, … trust is the major aspect of a peer-to-peer interaction.”
a Morgan Stanley survey found that peer-to-peer travel While Yescapa is an obvious threat to motorhome
startup Airbnb Inc. continues to grow. So, as peer-to-peer hire companies, what about the opportunities it creates?
motorhome rental company, Yescapa, launches in the UK, Speaking at last year’s conference, The Caravan &
should the industry be afraid, or welcome it? Motorhome Club’s Harvey Alexander pointed out that
In its launch press release, Yescapa says it offers vehicle “today is not about owning stuff but access to stuff – new
owners “an amazing opportunity to make money from audiences want to access the great lifestyle but that may
their prized asset … when the majority of motorhomes not be via buying a caravan or motorhome.”
and campervans remain idle for an average of 45 weeks Morgan Stanley’s AlphaWise survey on Airbnb shows
per year.” Utilising Yescapa’s ‘peer-to-peer’ rental option, rising adoption levels (now 18 percent of travellers), with
owners list their motorhomes on the website, choose their half its users being younger or ‘millennials’. This is surely
own rental rates and – potentially - start earning from the market most likely to be attracted to the peer-to-peer
them immediately. motorhome rental option. The opportunity of making
Yescapa claims it is the leading private motorhome hire what could be several thousand pounds annually from
organisation in Europe, where it has an existing model of a vehicle may, however, be attractive to a wide range of
more than 3,000 vehicles in France, Germany and Spain. It owners.
also says that on average, a week of rental brings in £500 A lot of questions about Yescapa remain unanswered.
to the hirer and that it has already paid out more than We don’t know how the vehicle’s existing insurers or
€10m to motorhome vehicle owners who have joined their finance companies (if applicable) will react. Hirers’ driving
scheme. licences will need to be scrutinised, novice motorhomers
Its new insurance partner in the UK is Allianz. All may need a lot of instruction, money earned from renting
rentals are insured by Allianz and 24/7 roadside assistance out a vehicle is income and could be subject to tax - the list
is provided. “From a renter’s perspective,” Yescapa says, goes on.
“(our) website allows you to cut costs … and the rates are But Airbnb is no longer niche – it now has 3,000,000
highly competitive due to the peer-to-peer aspect of the lodging listings in 65,000 cities …
20 THE BUSINESS SUMMER 2017motorhomes as it does to any other new Volvo S90 R-Design, which is
vehicle buyer, with certain specific made in Daqing, in the north east of
factors (e.g. availability of hybrid the People’s Republic, is, like many
towcars with adequate towing limits; modern Volvos and other ‘premium’
availability of non-diesel motorhomes) marques, edging steadily closer to the
limiting buyer flexibility somewhat at ideal of the driverless car.
present. However, this is a constantly So where is this all heading?
evolving situation ...” UK Autodrive is the largest of
three separate consortia that are
DRIVING OUT DRIVER ERROR currently trialling automated vehicle
While the widespread use of AFVs technology as part of the government-
as towcars still seems a way off, how backed competition to support the
difficult will it prove to develop a Mitsubishi Outlander with internal introduction of self-driving vehicles
driverless tow vehicle? combustion engine and twin electric into the UK. Their 3-year project will
All of a sudden, driverless cars motors run until October 2018 and partners
are becoming a reality. In just two include Ford and Jaguar Land Rover.
years’ time, a consortium of British technology. In February, eight new UK Autodrive project director, Tim
companies has plans to test driverless projects were awarded £20 million Armitage, previews the year ahead, as
cars on UK roads and motorways. in funding to research and develop connected and autonomous vehicles
Self-driving cars, vans and lorries enhanced communication between get ready to move onto UK roads.
are now widely expected to be a vehicles and roadside infrastructure or “How soon we’ll arrive at that
common sight on Britain’s roads urban information systems, including reality is perhaps the most common
within a decade. Some mainstream new ‘talking car technologies’. question being asked about driverless
manufacturers claim they will Business Secretary Sajid Javid said: cars” Tim said on the website
be unveiling their own range of “The funding will help strengthen the www.ukautodrive.com. “But the
‘autonomous’ vehicles as soon as UK as a global centre for the fast- responses vary greatly depending
2020. In addition, more and more growing intelligent mobility market, upon whom you ask. Some argue
of these machines will be entirely estimated to be worth £900 billion per that the technology will only be
electrically powered, as the need to year globally by 2025. viable when autonomous vehicles can
cut both the cost of motoring and “Our cars of the future will be operate in all conditions and without
carbon emissions becomes imperative. equipped with the technologies that any need for humans to take over the
The Driven Group (led by will make getting from A to B safer, driving, while others believe in a more
Oxbotica, which makes software for faster, and cleaner. They will alert incremental progression in which the
driverless vehicles) plans to try out a drivers of accidents ahead and be vehicles may initially only be capable
fleet of autonomous vehicles between able to receive information from of autonomous driving in certain
London and Oxford. The cars will their surroundings about hazards, environments – for example, when
communicate with each other about increasing the safety of drivers, travelling along certain pre-mapped
any hazards and should operate with passengers and pedestrians. motorways.”
almost full autonomy - but will have a “Britain is a world-leader in research “The UK Autodrive project is
human on board as well. and development in such innovative not making any assumptions or
Trials to test driverless cars on the technologies which improve lives ...” predictions about the long-term
streets are currently also being worked However, some critics say that development of the technology …
on in Bristol, Coventry and Milton the UK risks falling behind what is it’s difficult to be certain how quickly
Keynes, and Greenwich. Autonomous being achieved abroad. In the US, we’ll see fully autonomous vehicles
vehicles are already being used in there is Waymo, an autonomous car on UK roads, capable of dealing with
Heathrow to shuttle passengers, development company spun out of all scenarios. Connected car features
although these are currently on Google’s parent, Alphabet Inc. It has seem likely to proliferate in the coming
designated tracks. been working on driverless technology years – potentially bringing significant
The UK government has since 2009 and has already launched benefits in terms of traffic information
committed around £100m in total a public trial of its self-driving cars in and flow, accident reduction and
towards autonomous driving projects Phoenix, Arizona. environmental improvements, even
and has said it wants Britain to Volvo, with its Chinese owners, is while we humans remain behind the
“lead the way in developing” the also developing the technology. The wheel.”
“
So, humans still behind the wheel?
In just two years, a consortium of British There are futurists who predict that
companies has plans to test driverless before the end of this century, the only
cars driven by people will be those on
cars on UK roads and motorways race tracks.
THE BUSINESS SUMMER 2017 21motoring of the future
Paul Pleskzo with wife Kim,
whom he describes as ‘a great
ambassador for Omar’
22 THE BUSINESS SUMMER 2017Passing on
the passion for
park homes
As Paul Pleszko steps down as Chairman of Omar Park Homes Limited,
The Business reflects on the career, continued enthusiasm and dedication of a
man who has been immersed in the park home industry for 40 years
While there have been some lows as “In the early days, after everyone modular buildings and owned and
well as many highs in that time, Omar clocked off, my Dad and I sometimes operated parks as well.
retains its place as a leading light in went into the factory to carry on and “Through the expansion in the
park home manufacture. The company keep up with production schedules. 1980s, Dad was in the background and
was founded by Paul’s father David It was hard but we worked really well over the years we have had fantastic
in 1965, for the purpose of building together. I’ve always been quite ‘hands support staff. In 1987, I bought out my
timber framed buildings and mobile on’ and enjoyed the building side. father’s business partner, Geoff Brown,
homes - its name makes reference to “In 1983, the new Mobile Homes when he retired and then Dad retired
his favourite actor, Omar Sharif, star of Act gave owners increased security in 1989.
the film Dr Zhivago, which was a huge of tenure, and confidence in the park “I am really proud of our workforce,
box-office hit at the time. home lifestyle rocketed. Park homes which I believe is strong in all areas. I
Paul’s first experience of the became a highly desirable lifestyle can’t sing their praises highly enough.
business was as a youngster, tidying up option and of course, the designs There are workers here now who are
the factory on Saturday mornings. The became more and more sophisticated the grandsons of staff who worked
first park home models built were 10- as a result. for us in the 1970s – I think that really
foot wide single units, and production “I like to think that Omar has shows that we are a good company to
moved from Bedfordshire to a facility stayed ahead of the game, not just work for.
in Diss in 1971. He clearly remembers in terms of design, but also on build “There have been several key
travelling with his father to view the quality. We have been at the forefront people who have made a massive
potential new factory site in Brandon, of several pioneering developments difference to the business and whose
now Omar’s headquarters, which within the industry over the years. commitment and expertise I really
opened back in 1975. In 1967, we introduced cavity wall value. I can’t mention all of them here
“I started as an apprentice learning insulation, for example; in 1982, we but John Hobday Pepper, our technical
all the trades, then came on board introduced lightweight steel-tiled director, has been a key figure in the
properly in 1977, aged 20,” Paul roofs, and our first model with a roof industry for 40 years. He is widely
explains. “I worked my way through terrace appeared in 1991. We have recognised for his technical knowledge
the factory, then worked in costings always been forward-looking. We had and expertise and of course he is a
and accounts for 18 months. In 1984, a manufacturing facility in Poland great supporter of the industry and of
I qualified as an accountant. (my father’s birthplace), moved into the NCC. Another unsung hero is Roy
“
In the early days, after everyone clocked off, my Dad and I
sometimes went into the factory to carry on and keep up with
production schedules. It was hard but we worked really well.
THE BUSINESS SUMMER 2017 23You can also read
