INTERVIEW
The ash cloud caused many tourists to be concerned about air travel
unfair competition foisted on them had to learn to work smarter and harder and we’ve got a strong commercial attractions industry in the UK as a result. The com- mercial attractions that survived had to learn the hard way and maybe that’s one of the reasons why companies like Merlin are doing really well now.”
MEMBERS ONLY One of Barratt’s aims is increasing the size of the membership to give the association more infl uence – there are currently 307 operators and 224 trade members. “There are too many representative
groups at the moment; as a result the voice of attractions gets lost,” he says. “I want to unify the industry by getting everyone to join BALPPA.” To achieve this Barratt will be identifying sectors where BALPPA doesn’t currently have members and who in the past haven’t been viewed as natural constitutions, such as museums and herit- age attractions. “But they are necessarily commercial,” Barratt points out. “Most charge for entry and they all have shops and restaurants. All the benefi ts we give to our members, we can give to them too.” Museum admission charging is an issue
that Dawson has given much thought to. “If the government wants to make savings, it should look to the free museum admission policy,” he says. “Yes, it’s increased visi- tor numbers, but it hasn’t introduced new markets – it’s the repeat business of peo- ple who were always museum goers and tourists, who are very pleased to fi nd that they can get into our museums for nothing. If they restricted free admissions to school children, senior citizens, the disabled and unemployed, but insisted the rest of us paid, they’d be a huge chunk of money available that could be used in the industry. “It’s my perception that museums are concerned about the level of secondary spend they enjoy through the current level of attendances,” he continues. “The per- centage spent is nothing like as strong as it was when people paid for entry. We learnt that in the park industry a long time ago
– the people with free tickets don’t spend anything, they bring picnics. “Increasing visitor numbers increases
footfall so also increases damage and therefore maintenance costs,” Barratt adds.
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TOURISM TROUBLES At the time of our interview, the ash cloud was causing havoc with the airlines, which Barratt is very concerned about. “Many of our members rely on inbound tourists,” he says. “And now people are dubious about travelling by plane. The low exchange rate is in our favour, but there’s an issue of peo- ple not coming here for their holiday.” But won’t this help extend the staycation
trend, I ask? “I hesitate to use the phrase ‘swings and roundabouts’ in an interview about attractions,” Barratt laughs. “If the staycation we enjoyed last year continues, it’ll be no bad thing for domestic tourism,” confi rms Dawson. “Some London attrac- tions which receive a healthy percentage of overseas visitors will suffer, but the indus- try as a whole will probably benefi t.”
INDUSTRY CHANGES During his time with BALPPA, Dawson has seen the industry develop into a more professional business where customer focus is a necessity due to the increase in choices consumers now have in ways to spend their leisure times. Corporate ownership has also become
much larger. “Unlike some of my peers, I consider that to be progress,” he says. “It was bound to happen – we’re a market driven sector and the forces have led us into that direction. I see that as good, not bad.” Safety has also improved, a factor Dawson is particularly proud of. “We’ve worked very hard and the members have adapted well to proposals we’ve put to them. Structuring the Amusement Safety Council, a body that has teeth and can infl uence safety in its own industry, has
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been one of the highlights of my time with BALPPA,” he says. The success of this is proved by the continual decline in incident rates since 2001, year on year. The compensation issue is still an ongo-
ing factor, but Dawson feels the new UK government may progress this. “I quite like its tone of using the headline of responsi- bility,” he says. “If that translates into the kind of legislation we proposed when the compensation act was brought out four years ago, we’ll be seeing something along the lines of the Rider Uniform Safety Act that says you have a legal responsibility to behave in accordance with the safety instructions on this ride. They do it in the US and Australia; we must do it in the UK.”
PEOPLE PERSON The main thing Dawson will miss in his retirement is the people. “They’re the great- est bunch to work with, they’re willing to listen to you and act with you.” He turns to Barratt: “Remember, BALPPA is a cus- tomer-based association. Keep focused on your members and you can’t go wrong.” Having worked alongside Dawson for
the fi rst three months of his appointment, Barratt will be sad to see him go. “But the great thing is that Colin isn’t just walking away from it all. He’ll be available one day a week and helping me learn about the political side of the job.” Dawson reacts with raised eyebrows and a typically humorous comment: “Subject to my golf schedule,” he laughs.“Martin will make his own mark in BALPPA in the same way that I have. Things will be different, but change is all part of moving forward and I’m sure that’s what will happen.” ●
AM 3 2010 ©cybertrek 2010
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