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Conference Reviewwww.parkworld-online.comThe English amusement parkDrayton Manor welcomedoperators from a smaller butburgeoning sector of theattractions industry.Owen Ralph reports fromthe annual conference of theNational Farm AttractionsNetwork (NFAN)Adam Henson (centre) presentsthe award for attraction over75,00 attendance to Andrew andAnna Wolfe of Willows FarmUK FarmAttractionsof the YearThe winners of theNFAN Farm Attractionof the Year Awards for2011 have beenrevealed as MarshFarm in Essexwinning (venueshosting between20,000 and75,000 guests) andWillows FarmVillage in Hertfordshire (over75,000). Find out what makesthem special atmarshfarmcountrypark.co.ukand willowsfarmvillage.comDrayton Manor Hotel, host venue forthe conferenceFARM MEETS PARK!Attraction owners meet at Drayton ManorLeft to right: NFAN chairman Matt Heast with Adam Hensonof Cotswold Farm Park and Ian Russell from Wroxham BarnsNow in its 12th year, the conference wasextended to a two-day fixture for 2011. NFANmembers enjoyed tours of White Post Farmnear Nottingham and Sacrewell Farm and CountryCentre in Peterborough on February 7, followed bydinner in the Drayton Manor Hotel. The next day a fullconference programme was staged inside the hotel,while in the Hamilton Suite a small exhibition featureda diverse range of companies keen to tap into or buildtheir presence within the sector.By general consensus, farming is a challengingindustry in 21st Century Britain and so it’s no surprisethat many farmers have chosen to diversify beyond thebusiness that many of them were born into.Established in 1996, the NFAN now boasts over 205members and there are estimated to be around fourtimes as many farm attractions in the UK. Whatbegan as farm shops or pets corners have, in somecases, developed into quite elaborate operationsoffering everything from tractor rides and corn mazesto large Halloween spectaculars.And how many visitors do such attractions entertain?An indication was provided by the conference’saccompanying award ceremony, with two categories forFarm Attraction of the Year: Under and over 75,000.That’s not enough to cause major headaches to thelikes of Drayton Manor, which now entertains over amillion guests a year, but as families increasingly seek“authentic” days out, farm parks have a loyal set of fansand are perfectly in keeping with the zeitgeist.The conference programme began with a keynotesession from Adam Henson, owner of Cotswold FarmPark. What was a rare breeds centre (“they are rarebecause you can’t make any money from them”)developed by his father had grown organically underAdam’s watch before receiving a massive boost whenhe landed roles as a television presenter on the BBC’sCountryfile and Lambing Live. Renaming the parkAdam Henson’s Cotswold Farm Park to capitalise onsuch TV exposure, Adam and his business partner hopeto develop a nationally recognised brand and havealready launched spin off products and events includinga beer and a Food and Farming Festival. Above all,“honesty and integrity” are key to “AH” brand.A panel session followed, with contributions fromAdam Henson, Tim Rollings of Fishers Farm Park,David Taylor of Taylor Design & Play, and Paul Sharpefrom Kids Play. New revenue streams,pricing/discounting and marketsaturation/consolidation all came up for discussion.On the latter topic, David Sharpe noted that, “Mostfellow play centre operators want to be farm parksand most farm parks are putting in play barns.”Following a presentation on customer service fromJonathan Winchester of Shopper Anonymous, IanRussell from Wroxham Barns revealed how he hadused food and drink to widen the visitor demographicand stimulate trade outside traditional peak times. Inthe process his farm had gained a reputation higherthan many local restaurants and hotels.A five-mute annual general meeting precededlunch. If only all trade associations were so efficient!The afternoon programme began with an update onthe industry code of practice with David Coackleyfrom the Health and Safety Executive, followed by asession on collecting membership income by directdebit with Andrew Wolfe from Willows Farm Villageand David Blower from Hatton Country World. Theday’s business came to a close with the presentationof the Farm Attraction of the Year awards (see panel).From suppliers of toys, play equipment andclimbing walls to providers of insurance and marketresearch, around 40 companies provided tradestands.“This was the first time we exhibited at the NFANevent,” revealed Helen Ede of mascot companyRainbow Productions. “The day presented a perfectopportunity to meet many existing clients and helpedraise our profile with farm park operators. We arealready working with an increasing number of farmattractions across the UK, supplying official personalappearances by famous children’s characters such asPeppa Pig and Shaun the Sheep.“Sponsors of the event included Davies & Co(chartered surveyors), Marsh & Company (insurance),S Gregory (insurance), Agility Marketing and theFarmer’s Guardian.farmattractions.netExhibitors were keen to target the farm attractions market22MARCH 2012