Jim Parker: Retro Rick 'Hammers' home Torbay attractions message

“Don’t panic, Captain Mainwaring” — the immortal words from Corporal Jones in the classic Dad’s Army sitcom and, perhaps, something that needs to be said in the world of Torbay and South Devon’s attractions.
The fall-out continues over the liquidation of the Torbay Coast and Countryside Trust and subsequent closure of its Occombe Farm, cafe and attraction.
It comes just a few weeks after news of the financial challenges and pressures facing the Wild Planet Trust and a call for investors to secure the future of its Paignton and Newquay zoos.
So is there reason to panic? Attractions are a vital ingredient in the English Riviera’s offer as a tourist destination, let alone invaluable for us local residents as well. We don’t want to lose any.

Bygones boss Rick Cuming

Rick Cuming is a well-known and respected figure in Torbay’s business circles, especially tourism and hospitality, where he has owned and operated the Bygones attraction in St Marychurch for the past 20 years, taking over from mum and dad who started the family business 18 years earlier.
He is also a director of the English Riviera BID Company tasked with promoting and marketing the resort as well as a former chairman-of-eight-years of the English Riviera Attractions Partnership.
In no way is he pointing any figure of blame at either the Wild Planet Trust or the TCCT. I think the zoo will accept that the days of people paying to see just animals in compounds are long gone. They need something else as part of a more all-round, attractive offer.
And for the TCCT launching a new facility in the shadows of Covid and managing huge chunks of Torbay’s green and pleasant land and trying to make a profit at the same time was always going to be a tough shout.
Rick, in true Corporal Jones style, says: “Whilst it’s of concern that we are losing two attractions from the ERAP’s perspective I would also want to put on record the contribution both have made to the partnership over the last few years and whilst they will definitely be missed overall the Bay’s attractions are are in good shape.
“It’s important to highlight the great diverse range of attractions we offer, probably one of the best in the whole country, and also how the majority continue to invest and evolve in very challenging conditions.
“Those challenging conditions include national insurance increases, net zero impacts on energy charges, inflation and a general lack of understanding and support for the hospitality sector in general from the government.”
He added: “In the Bay you have a mixture of attractions, including independents, corporate, charities and council. The charities and councils are always the ones that have more difficulty doing things. They have so many controls on them.
“As independents, we can react much quicker in a variety of ways like pricing structures, staffing, opening hours, all those things that come into play running a business.”
Again, Rick offers no criticism towards anyone in particular but adds that it is essential for attractions to look forward and invest in their business.
He says: “It is absolutely crucial you plan forward. It is the one thing I think you have to do. You have to make a profit. Then you have to look at using that profit strategically for the future of your business.
“It is even more challenging in a changing market and it’s absolutely crucial that you adapt and plan ahead.
“At Bygones we are always looking to see what we can do to improve and what we can change. We carry out surveys with our customers to see what they like and want.”
He adds: “Attractions succeed by investing in what they have to offer. The Model Village is a great example. Splashdown over at Goodrington has invested and is another. Kents Cavern have. The Babbacombe Theatre has invested. We have invested. The Bay’s attractions are doing pretty well. We have a diverse range of attractions and we are being as successful as we can in very challenging times.”
He says the English Riviera needs to have the right offer to make sure visitors keep coming and stay longer. It is getting there.
Rick says: “We have the right mix for accommodation and we have the right mix for attractions on land and at sea and the right mix for food and drink. One thing we miss is the mix of retail, that’s the biggest weakness and maybe a five star hotel.”
For Bygones it may be a case of Back to the Future to make sure the offer is new and fresh and they keep making money and running a sustainable business.
Retro and taking a step and look back in time appears to be especially popular with Rick’s paying punters. They love a bit of nostalgia. Sadly, Rick is an avid West Ham United supporter. Mix the two and you have a winning combination with one of the latest displays at Bygones featuring the Hammers in days gone by.
The section contains a 1964 FA Cup final shirt worn by Ronnie Boyce who scored the final's last-minute winner against Preston North End, a 1965 European Cup Winners Cup shirt worn by Joe Kirkup in the final against 1860 Munich, the 1975 FA Cup winners’ medal of Alan Taylor who scored both goals in the final and programmes dating from 1912 onwards
Rick says: “It is a retro section. People like retro. This is going back to the era before the Premier League. Digital displays are okay but people like to see physical items. That is one of our USPs.”
Another display focuses on a local clergyman Dick Evans who wanted to sign up for war duty as a chaplain.
After being refused, he joined the ranks of the Royal Medical Corps before promotion as a second lieutenant to the King’s Own Royal Lancashire Regiment.
Injured by being shot in the leg, he was awarded the Military Cross for his bravery during action in 1916. He then came home to South Devon and Broadhempston where he served the parish for more than 38 years.
The story is powerful in itself but when brought to life with actual physical artefacts it becomes even more so.
Rick says: “You have to stay ahead of the game and that is why we are investing in West Ham and these retro displays.”
Other exhibits will also delve back in time to the 50s, 60s and 70s — now I am beginning to feel very old because those years played a huge part in my life — and displaying tangible items like toys, early TV, food brands and who could forget Babycham and Cherry B!
Bygones will also focus on a more Dickensian and not solely Victorian Christmas this year.
Rick says: “It is all about keeping the business evolving, revolving and profitable.”
He can’t emphasise enough the importance of the ERBID and its powerful marketing and promotional support. The BID goes to its levy payers next year to try and secure a third term of office
Rick says: “Going forward ERBID3 will need not only to deliver effective destination marketing but also support initiatives to sustain the sector in the Bay, for example supporting a reduction in VAT for hospitality and making sure we have a voice at Westminster.”
So fingers crossed the future will see a new ERBID3 whose job will be to include the marketing of a ‘new’ Paignton Zoo and rejuvenated Occombe Farm complex which will in turn give a huge boost to to the English Riviera and its aspirations to become an all-year round and the UK’s premier resort.
Then there will be no need for anybody to shout out: “Don’t panic.”