Conference Reviewwww.parkworld-online.comThe English amusement parkDray<strong>to</strong>n Manor welcomedopera<strong>to</strong>rs from a smaller butburgeoning sec<strong>to</strong>r of theattractions industry.Owen Ralph reports fromthe annual conference of theNational Farm AttractionsNetwork (NFAN)Adam Henson (centre) presentsthe award for attraction over75,00 attendance <strong>to</strong> 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.comDray<strong>to</strong>n Manor Hotel, host venue forthe conferenceFARM MEETS PARK!Attraction owners meet at Dray<strong>to</strong>n ManorLeft <strong>to</strong> right: NFAN chairman Matt Heast with Adam Hensonof Cotswold Farm Park and Ian Russell from Wroxham BarnsNow in its 12th year, the conference wasextended <strong>to</strong> a two-day fixture for 2011. NFANmembers enjoyed <strong>to</strong>urs of White Post Farmnear Nottingham and Sacrewell Farm and CountryCentre in Peterborough on February 7, followed bydinner in the Dray<strong>to</strong>n Manor Hotel. The next day a fullconference programme was staged inside the hotel,while in the Hamil<strong>to</strong>n Suite a small exhibition featureda diverse range of companies keen <strong>to</strong> tap in<strong>to</strong> or buildtheir presence within the sec<strong>to</strong>r.By general consensus, farming is a challengingindustry in 21st Century Britain and so it’s no surprisethat many farmers have chosen <strong>to</strong> diversify beyond thebusiness that many of them were born in<strong>to</strong>.Established in 1996, the NFAN now boasts over 205members and there are estimated <strong>to</strong> be around fourtimes as many farm attractions in the UK. Whatbegan as farm shops or pets corners have, in somecases, developed in<strong>to</strong> quite elaborate operationsoffering everything from trac<strong>to</strong>r rides and corn mazes<strong>to</strong> large Halloween spectaculars.And how many visi<strong>to</strong>rs 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 <strong>to</strong> cause major headaches <strong>to</strong> thelikes of Dray<strong>to</strong>n 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 <strong>to</strong> capitalise onsuch TV exposure, Adam and his business partner hope<strong>to</strong> 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 <strong>to</strong> “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 <strong>to</strong>pic, David Sharpe noted that, “Mostfellow play centre opera<strong>to</strong>rs want <strong>to</strong> be farm parksand most farm parks are putting in play barns.”Following a presentation on cus<strong>to</strong>mer service fromJonathan Winchester of Shopper Anonymous, IanRussell from Wroxham Barns revealed how he hadused food and drink <strong>to</strong> widen the visi<strong>to</strong>r 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 Hat<strong>to</strong>n Country World. Theday’s business came <strong>to</strong> a close with the presentationof the Farm Attraction of the Year awards (see panel).From suppliers of <strong>to</strong>ys, play equipment andclimbing walls <strong>to</strong> 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 perfec<strong>to</strong>pportunity <strong>to</strong> meet many existing clients and helpedraise our profile with farm park opera<strong>to</strong>rs. 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.netExhibi<strong>to</strong>rs were keen <strong>to</strong> target the farm attractions market22MARCH 2012
www.parkworld-online.comShow PreviewsRAAPA ExpoOrganisers are promising this month’s RAAPA Expo will be 50% biggerthan last year’s event in the Russian capital.This, the 14th international exhibition from the Russian Association ofAmusement Parks and Attractions (RAAPA) will consolidate its position asthe biggest industry event for Russia and the CIS (former Soviet)countries. Support for the event has been pledged by the Moscowgovernment and International Association of Amusement Parks andAttractions (IAAPA).Around 150 companies from over 20 countries, including Russia,Belarus, Italy, China, Great Britain, Turkey, India, Switzerland and theNetherlands, will participate in the three-day exhibition.Ahead of this, RAAPA will hold its 17th conference examining“Prospects of amusement industry development in Russia” on March 19and 20. Topics <strong>to</strong> be addressed on thisoccasion include raising the profitability ofamusement parks, economic efficiency offamily entertainment centres and safety ofkiddie rides. For a second year, the Italianpublisher Fac<strong>to</strong> Edizioni will also hold aspecial edition of its Golden Pony Awards,on March 21.RAAPA Expo 2012 takes place at the AllRussia Exhibition Centre (VVTs) Moscowfrom March 21 <strong>to</strong> 23. See raapa.ruDEAL 2012Over 200 exhibi<strong>to</strong>rs from 30countries are confirmed for thelatest edition of DEAL (DubaiEntertainment Amusement andLeisure), the Middle East’s premiertrade show and meeting place forthe theme parks and amusementindustry.“Last year contracts worth millionsof dollars were signed at DEALindicating renewed confidence in the region’s leisure sec<strong>to</strong>r,” notesAbdul Rahman Falakna, chairman of exhibition organiserInternational Expo Consults. “This year visi<strong>to</strong>rs can attend dedicatedseminars, see technology at its innovative best, network with industrypeers and develop profitable business relationships.”Following a record attendance set in 2011, more than 5,000visi<strong>to</strong>rs are expected at the show, which is now in its 18th year. Thesewill include key players from the Middle East, Africa, Mediterraneanand Asia.Exhibi<strong>to</strong>rs will include international names such as FalgasIndustries, Rainbow Productions, Sega, Triotech and Zamperlaalongside local suppliers and distribu<strong>to</strong>rs including AmusementServices International (ASI) and Warehouse of Games.DEAL 2012 takes place from April 17 <strong>to</strong> 19 at the Dubai World TradeCentre, United Arab Emirates. See themeparksdubai.comMARCH 201223
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