Project Description
The Challenge
The opportunity to purchase and transform a well known Holiday Park in Snowdonia into the Best Park In Britain (Calor awarded 2002) was irresistible. In need of modernisation and in a stunning location, we set about putting together a plan to improve, re develop, recruit and create a strategy for the 3 year scheme.
The Solutions
Working with the local Llanrug community to present our plans and gain feedback was essential and involving the local authority at an early stage proved a bonus as over the next 3 years we not only gained permission for up to 40 new holiday home bases but were able to ease out the development into the landscape, creating a less dense park with more space for customers to enjoy.
The landscaping was important as well as the selection of planting and beds to soften the appearance and create a stunning backdrop. This was done with advice and help from David Bellamy and Bangor University, culminating in a David Bellamy Gold award for our cohesion of conservation, layout, design and recycling.
Employing the skills of an award winning local architect we designed a stunning country club and indoor sports centre, celebrating the area with use of slate and wood, ensuring the building fitted beautifully within the landscape. Using our skills in holiday park operations we were able to embrace customer needs for a truly aspirational experience year after year in beautiful surroundings.
Within 24 months we had achieved the coveted Wales Tourism 5 star award, and not long after the Calor award for the Best Park in Wales!
David Bellamy visits the Snowdonia Park to present the David Bellamy Conservation Award.
James D McAllister with Business Minister Edwina Hart and father James G McAllister.
These improvements, as well as a total re-development of the park infrastructure, wouldn’t have been possible without our robust Sales and Marketing Plan and the recruitment and training of a new group of sales advisors. Training, coaching, presentation skills and buying into the vision ensured we achieved holiday home sales and margins over 40% higher than predicted, such was the appeal of the park’s high quality re-development and making the customers feel special.
All of the team of both existing and newly recruited staff were presented with our goals and vision for the future and through Customer and Colleague focused coaching and talks, we continued to achieve harmony and an enthusiasm. The team are essential and keeping them fully informed helped in all developments, plus of course incentives too!
As the development went further ahead, we created a Lakeside Bistro, plus a Spa with Steam, Sauna, Whirlpools, Bubble Beds, Tepidarium and Beauty Salon. We added Adventure activities such as Archery, Kayaking, Water Walkerz, Climbing Wall, and became one of the first of Hoseasons GoActive Parks in Wales!
Outcome
Awards in customer service and best in sector from Hoseasons are a great testament to the effort the team put in but a clear vision and goals about what customers aspire to is essential in your business and we never took our success for granted.
Of course the story ended in 2016 when the park, developed to such a high standard was so attractive to a large group operator that we sold the Park for above the Market value.
Other Parks developed by James include Plas Coch, Anglesey (from 2006 to 2011), and Seaview near Talacre (from 2003 and 2011), both achieving the coveted Visit Wales 5 star awards!
Not forgetting James’ involvement with the Talacre Beach Group as deputy MD from 1988 to 2011.
Business plan
Increase in profitability and margins
Communication with community and local authority
Some of our accolades
