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TGtB Meets.. The Bradford on Avon TIC

Following the glitzy BEHTA Awards on the 9th of June, we caught up with Low Cost Event of the Year Winners Bradford on Avon Tourism.

Congratulations on your win! Tell us a little bit about your business?

The Bradford on Avon Tourist Information Centre recently celebrated its 30th birthday and is one of the few independent TICs still in existence. We are open seven days a week for 363 days of the year and offer an information service to both visitors and locals alike. We operate a meet and greet service to visiting coaches, organise walking tours, accommodation, fundraising events and generally involve ourselves with the community of the town as much as possible.

We operate with a management team and forty volunteers, all of whom are passionate about their town and the service they give to the customer.

The TIC is run by a Destination Management Company – FAB! – our job is to market Bradford on Avon to the wider world as well as the day to day running of the TIC. We have therefore taken BoA to national and local exhibitions and because of this have increased the footfall to the town, which therefore helps the local economy.

What does winning this award mean for you and your company?

We not only won a Gold award for the Festival of Christmas but also a silver for Contribution to the Community and a Bronze for Customer Service, so we are extremely pleased to have been given these accolades - it is testament to those that work here that what they are doing is appreciated by the customers they are here to help and that they care about the town they represent.

Why do you think you won?

Because by trying to keep Bradford on Avon firmly on the map, the management and volunteers that work here proved the service and knowledge they impart is of an extremely high standard and one which they will continue to give.

How are you planning to celebrate your victory?

Nothing yet planned but I’m sure we’ll think of something!

Business is clearly booming, why do you think so many people visit Bath?

Bath is a fantastic Georgian city and one of the ‘must see’ city’s on the tourist map. Part of our marketing strategy is that Bradford on Avon is only an eight minute train ride from Bath itself and therefore, by staying here you have a great access to the city of Bath by public transport, therefore, keeping cars out but being able to go from the centre of one town into another without having to walk miles and find somewhere to park. Not easy when you are a stranger in any city. Bradford on Avon is a fascinating old town steeped in the wool trade and with a fascinating history, so it makes a great base to not only visit Bath but the surrounding areas of Wiltshire, such as Lacock, Stonehenge etc.

What's your favourite thing about Bath and why?

Bath is still a unique city, different to most high streets in that Bath still has independent shops and like Bradford on Avon has a style of its own. From a person point of view just the way the city is laid out is breath-taking. Pulteney Bridge & weir, stunning buildings and an atmosphere like no other. If I had to choose one place in Bath it would be the Pump Room in the early morning with the gentle noise of the water from the Spa fountain and just the pianist playing, or the stillness of the River Avon on a summer’s morning in Bradford on Avon with the ducks on their early morning swim!

Tell us a little bit about the role that you play within the business?

As FAB! is the DMC for Bradford on Avon my job is to oversee and manage the Tourist Information Centre & Pavilion Café on a daily basis. This means managing the volunteers, interns (we have students on placement with us) and general marketing of the town, as well as interaction with groups in the town like the Chamber of Commerce, Twinning Societies, Walking Associations etc. We are also responsible for putting events in place in order to raise money for the TIC and the raising the profile.

What advice would you give to someone looking to succeed in your industry?

Whether in the events or tourism industry, you are dealing with the general public and your customers. Learn your trade well and above all keep a smile on your face and have a can-do attitude.