Why Diversify?
In the relatively recent past, the role of the supermarket has evolved to dictating price and supply in the food and consumables market. This has led to a continual decline in the profitability of the traditional farming model.
Many Farmers and landowners are increasingly looking to diversify and invest in glamping to create a new revenue stream for their business.
So, what do Farmers and Landowners need to consider?
Planning PermissionThe specific planning approval you will require is GN 13-17 Glamping Structures and Planning (England) and applies to all planning applications in England relating to semi-permanent and permanent structures erected for glamping.
Many authorities are appreciative of the struggles farmers face and so are sympathetic when considering glamping planning applications. Especially given the potential boost that doing so would bring to the local economy through leisure activities and tourism.
Further, if your land is protected as a Green Belt, an Area of Outstanding Beauty, a Sight of Special Scientific Interest or a National Park there will be other bodies with whom you will have to agree permission for the development of your site, as introduction of a larger site may have an impact on traffic and wildlife in the area.
Feasibility Study
Considering any new business venture is often a daunting prospect. Therefore, it is advisable to undertake a feasibility study. A feasibility study is simply a written exploration of the various factors which surround your new venture such as customer demand, tourism hotspots and vehicular access.
Customer Demand
Investigating the appetite for a new site can be revealing as you look at the number of other businesses already providing camping, caravanning, static home and holiday lets in the area. Understanding the sheer volume of people visiting a tourist resort will help to affirm your decision to create a new glamping site.
You should also investigate and liaise with tourist authorities and local businesses to discover what events and festivals are likely to be held locally. Not everyone likes to rough it at festivals and so a more luxury alternative for families may be welcomed by potential guests.
Finally, whilst group bookings are likely to be more lucrative, large groups such as stag and hen parties can be rowdy and may disrupt neighbours. These are factors that you should consider before marketing your business.
Hotspots
With many holidaymakers choosing to stay in the UK, there are a great number of holiday resorts which remain popular with the general public. These could be coastal locations, seaside resorts, national parks, historical landmarks or locations associated with certain outbound pursuits such as cycling, climbing, abseiling or fell running. Try to establish at least two different hotspots in your immediate area, this will provide reasons for people to visit both in the warmer summer months and through the colder months too.
Vehicular Access
As a part of your planning permission application, you will need to have considered any dramatic increase in traffic to your immediate locale. Any increase of no more than 5% for the time of year is permissible. It may be necessary for you to negotiate an additional access road or one-way system to ensure there is minimal disruption to the road network. The best way to investigate this is to speak with the Highways Commission and/or your local County Council office.
Marketing
In the modern world of digital marketing and internet booking, it is no longer enough to simply put up a sign and hope people will turn up. It is critical that you investigate creating a website, use social media and take into consideration other events such as music festivals, local tourist hotspots and ease of access to your site.
Who are you aiming at? Your demographic could be made up of singles, families, sports clubs/scouts or stag and hen parties and could vary in age from 18 - 80. Each comes with their own demands and requirements and you should consider the types of guests you want to attract by marketing your business accordingly.
Your target demographic will also dictate your price. Find a price point which targets the demographic you want to reach most. If your cabins are to be ultra-luxurious and aimed at wealthy families and couples, your price should be fairly high
Accounting for these factors and marketing your services at suitable venues and ticket stockists for festivals and events will mean that people who are visiting the area from outside get to know who and where you are.
Additional Revenue Streams
Creating a visitor experience such as opening the doors of your farm to the general public, creating a playpark or simply showcasing local crafts such as woollen blankets, furniture and ornaments may be an additional way to create revenue.
Whether you do this instead of, or as well as the glamping site would be up to you and the planning department. However, a simple small tea shop can bring in a little extra revenue and can host local crafts and arts from other local small businesses and showcase homemade foods such as jams or chutney.
Waste Management
Placing litter bins around your site, managing the disposal of effluence through additional infrastructure and ensuring regular commercial collections of domestic waste will ensure that your site remains, clean, hygienic and vermin-free, assuring you of happy campers all year round.
Building Accommodation Options:
There are so many types of buildings options on the market, if you are considering using accommodation cabins manufactured from sustainable timber – Camping Cabins provide a range of buildings including fully insulated Cedar Studio Lodges, BBQ Huts and insulated, quirky cabins based on the traditional BBQ Hut style.
We can help with planning permission too. Get in touch here to find out more or call us on 0800 0448 418.
