Building on relationships across the tourism industry over the past 12 months, Bacta president Gabi Stergides believes the seaside sector is doing a great job at repositioning Britain’s coastal offer – and making their FECs the main event.
Bacta president Gabi Stergides believes the term seaside ‘arcade’ isn’t fit to describe Britain’s coastal operators anymore. Indeed, although machines are still of central importance to most venues, Stergides believes the seaside sector has become much more than that – it has become a place of true family entertainment.
“As an industry, we’re making the transition from seaside arcade to seaside FEC, because now we offer so many more types of entertainment,” commented Stergides. “Whereas before it was just machines, now many operators have soft play, dodgems, escape rooms, mini golf, the list goes on. We’ve seen some of the sector’s leaders, such as Weston pier, become one of the first year round entertainment venues.”
This change to a 365 days a year operation is a key part of the sector’s repositioning, which sets it up to become an integral part of Britain’s coastal offer all year round. To support operators in this drive, Stergides and his Bacta team have been strengthening relationships in the tourism industry.
“We’re working closely now with the Tourism Alliance and VisitBritain to build closer links with our members and those trade bodies,” he said. “Such relationships not only strengthen Bacta’s position as the industry’s representative but also provide opportunities for operators. For example, venues can give their offer to VisitBritain, and they can repackage it for them. We want operators to have as many outlets for marketing as possible.”
Having methods to increase footfall is more important than ever for seaside operators after what appears to be a disappointing result from the Triennial Review. Stergides agrees with many others on the fact that “FOBTs overshadowed” the review of stakes and prizes, but while the case for the seaside sector has been remade to Tracey Crouch, there were stipulations regarding social responsibility on Cat D in the DCMS’ consultation document last year that Stergides could not let stand.
“Some of the views from the DCMS about social responsibility were 20 years out of date,” he continued. “We have shown them that firstly, there’s no cause for concern on Cat D or in FECS, and secondly – people associate our venues with fun. Social responsibility is in everything we do because our operators are there running the show on the floor.” While knowing their FECs back to front, operators often also have very strong ties with the resort in which their venue is located. Indeed, unlike many other retail businesses, the seaside operator can’t just up and move when times get tough, meaning any local issues – especially concerning transport and parking – are ones that need to be addressed as soon as possible.
“The two biggest local issues we hear about are parking and transport,” acknowledged Stergides. “Everytime we talk to a local seaside MP they are well aware of the issue, and it’s something we will keep talking about with councils and MPs to try and resolve.”
Those MPs also “recognise the importance that FECs bring to seaside communities”, added Stergides, who is following their advice to shout louder about the seaside sector.
“They’ve all said we should be banging the drum louder, as without FECs there is no Great British Seaside,” Stergides concluded. “We don’t have the weather, so
we have to provide the entertainment.”
Coinslot May 18 – May 24 . No 2577
