What past entrants say
We thank our recent winners who have contributed short case studies for this website:
Trethem Mill Touring Park
Gold in Holiday Park & Village of the Year & Winner of Winners - South West awards 2012-13
Gold in Holiday/caravan/camping Park of the Year - Cornwall Tourism Awards 2012
Gold Caravan Park of the Year - EnjoyEngland 2010
Why we enter the awards?
There are a few reasons why we decide to enter the awards process. The main reason is that it makes you sit down and really think about what you’re doing within the business and, more importantly, makes you think about what you’re not doing and how this can be rectified. It is also an excellent way of raising your business profile, which can only be a good thing.
How we found the process?
It can be fairly time consuming to put together a really good application but it can also be fun. We find it rewarding to think about what our business has to offer and ways that we can demonstrate this. The build up to the actual awards evening is exciting and attending the ceremony provides a great chance to network.
What are the rewards?
There are certainly plenty of benefits to be had if you’re lucky enough to be successful, least of all the amount of free publicity that the awards generate. Being an award winner has certainly opened the doors to media coverage that we have previously been unable to access. Also, our guests love to see that the Park is doing well and enjoy following our progress throughout. It can certainly be a powerful marketing tool and winning an award can also provide the edge over your competitors.
Hedgehog Corner B&B & Cottages
Silver Award Guest Accommodation Devon Tourism 2011
Highly Commended Guest Accommodation South West Awards 2011/12
Bronze Outstanding Customer Service Devon Tourism Awards 2012 (Tara Dare, Manager)
Silver Outstanding Customer Service South West Awards 2012/3 (Tara Dare, Manager)
Why we entered the Awards?
To see an Award logo on my web site sets my business above a crowded section of the market in a popular coastal area. Potential guests recognise the logo as a quality mark.
The entry form itself is a great team building exercise and opportunity to glean from similar businesses on how they operate and succeed.
How we found the process?
When we first entered the Awards we didn’t win a thing! I felt we were punching above our weight as a traditional B&B and was very quick to tell Robin Barker, the organiser, of my dismay at the size and facilties of the winners in our category.
Robin quickly reassured me that in fact we were closer to getting recognition than we had thought and that by taking on board the judges feedback, writing my next entry form myself (not using a PR!) and with the clear passion I feel about my business – it would improve our chances.
On serious reflection of the feedback (from which you cannot hide) I implemented various changes, which included Tara and me attending as many courses as possible to learn more and meet like minded people within the industry.
Filling in the entry form is indeed the hardest part of the whole competition. You have to think hard about what you have achieved in your business so far and your aspirations. Answer the questions correctly - condensing it into the word count is crucial. Submit a Word Document of evidence. We collect evidence all year - extracts from our local paper or guests’ letters with compliments of their enjoyable stay.
What were the rewards?
If you get through to the short list, a visit from the mystery judge visit keeps you on your toes at all times. It is sheer elation to get through to the finals that makes it worth all the slog, especially to get recognition from professionals within the business. To be judged by peers is enlightening and encouraging. Any compliments from them are indeed truly satisfying.
Winning an Award leads to other things, more bookings, invitations to take part in other media exercises and a web site logo to set us apart from the competition.
Top Tips for others
If you’re going to do the entry form, throw yourself at it whole heartedly and collate “evidence” all year round. Keep a mind’s eye on the Awards Entry Form in everything you do in your business.
Outlaw’s Seafood & Grill
Gold – Taste of the South West, 2012/13 South West awards
Gold – Restaurant of the Year, 2012 Cornwall Tourism Awards
Why we entered the Awards?
At Outlaw’s Seafood & Grill we feel that competition is very healthy and important for growth and maintaining high standards. By pitching ourselves against other restaurants for the SW tourism awards we had a chance to measure of our effectiveness. We also felt that the restaurant had come such a long way over the past four years that we wanted it to be really scrutinized and gather in-depth feedback on the customer’s experience. We also wanted the staff to know that their hard work and commitment was being channeled in the right direction and recognized externally. Ultimately by entering we wanted to lift the profile of the restaurant with a well recognized award.
How we found the process?
Everything was easy to access and understand, with plenty of helping tips and guidance along the way. The application required some time, but once complete you just have to go about business as usual – and expect the unexpected!
What were the rewards?
An increase in exposure for the restaurant is an obvious benefit to winning and helped when promoting what we do. The feedback from the mystery shoppers was greatly received, and is very important to our continued success. One of the biggest rewards was that all of the staff had the recognition we felt they deserved and could be part of team that was leading the field.
Top tips for others
Take the time to get the application right. Make sure it genuinely represents the business and makes very clear your passion for continued success. Try to support as much of what you write with tangible evidence.
Calvert Trust Exmoor, Devon
Winner in Devon & South West awards 2011/12
Winner in Devon, South West & VisitEngland awards 2012/13
www.calvert-trust.org.uk/exmoor
Why did we enter?
We had two reasons, firstly it was a great chance to benchmark ourselves against other leading local organisations, to see what we could learn from their good practice & improve what we do. Secondly, as we are a charity, we hoped we would be able to generate more local interest in us via press coverage of the awards, and from that gain more local support.
How was the process?
The process itself is surprisingly simple, although you definitely need to get on with it sooner rather than later, and make sure you give yourself enough time to do it well – don’t try and cram it all in the day before the deadline, you won’t be doing yourself justice.
What did we get out of it?
We definitely benefited from additional publicity because of the awards, and we also perceive that having ‘the badge’ of being an award winner reassures potential guests about the quality of what we do. We were also able to learn a lot about where we might make improvements in our business, and as a result have gone in some new directions that we probably would not have otherwise have done – for example we have recently been accredited as the only 5 star activity accommodation in England!
Top tips for others considering entry?
1. Read the questions carefully– answer what they are actually asking, rather than what you think they are answering! – we found using the guidance notes to ‘steer’ us was helpful.
2. Be ruthless with yourself & edit carefully – you only have a fixed number of words for each section so make every word count, cut out the flowery prose!
3. If you are a large enough organisation to have, get several members of staff to read it – there will be good things about the business that you have forgotten, that they will point out.
4. Get someone else who doesn’t know much about your business to review what you've written & see if they understand it – this is a great way to make sure you haven’t littered it with acronyms & industry jargon that you understand but a judge might not.
5. If you get shortlisted and are offered the opportunity to attend the PR workshop, do it – we found it extremely useful.
6. Once its all over, even if you have not won something, take the time to read & think about what actions you might take from the judge’s feedback on your entry.
If you win make sure you make good use of the winners logos etc – website, brochures, adverts etc.
Tiverton Museum of Mid Devon Life
Bronze Winner, Devon Tourism Awards 2012 & South West Tourism Awards 2012/13
Why did we enter?
Tiverton Museum of Mid Devon Life entered the Visit Devon Awards for the first time because we felt that we have been hiding our light under a bushel for too long! We are currently working to raise our profile, and winning the Bronze award was a perfect result. This led onto being selected as winners for the South West awards; a bonus that we hadn’t dreamed of when we first filled in the form.
How was the process?
The application process was plain and straightforward, particularly as we didn’t have to reapply for the regional awards. The communication from the awards organisers was very clear and really helped us know what was going on.
What did we get out of it?
The rewards have been fantastic. Winning two prestigious awards has really helped us to raise our profile and we will continue to use it as good advocacy for the museum for the next 12 months (especially in a region jam-packed with high quality visitor attractions!). Not only is this incredibly useful to help us to continue to attract more visitors, but it also helps us when we are applying for grants and fundraising; it’s a very easy way for funding organisations to recognise the quality of our work. The feedback from the mystery shoppers has been helpful for us to review what we’re doing and how we do it. The last reward I want to mention is the boost it’s given our many volunteers (without whom we wouldn’t be able to open our doors to the public); all of their hard work, enthusiasm and commitment has been publicly recognised.
Top tips for others considering entry?
Top tips for those thinking of applying would be to definitely give it a go! Our success in our first year of applying proves that excellence can be achieved without a huge budget. The whole process enables you to stand back and review what you’re doing and how this can be improved. There are potentially great rewards for a relatively small amount of time completing the application.
Noah's Ark Zoo Farm Big Zoo Keeper Experience
Highly Commended in South West awards 2012/13
Why we entered the Awards?
We believe Noah’s Ark offers a quality, value for money day out for families in a competitive market and potential customers often consider awards and accreditations when deciding where to visit or spend their money. The SW Tourism Awards are well known, prestigious and to be recognised by them is a sign of quality which has a huge benefit for marketing.
How we found the process?
The awards scheme is well-run, well communicated and straight-forward to enter. Although some applications may appear long, they give businesses the chance to really sell yourself if you follow the guidance notes and put some time aside to consider your answers. From a view of previous winners, it’s clear the judging process is detailed and fair, with a variety of smaller businesses as well as the more well known attractions being recognised across the categories. Winners are often different each year, showing the importance of improving your businesses and communicating these changes for the following years applications which could result in a nomination next time round if you’re unlucky the first time.
What were the rewards?
Even if you don’t win a category outright, being shortlisted, being listed as a Finalist or receiving a ‘Highly Commended’ credit are each useful promotions for your business as the lists are widely published and act as great PR. We were ‘Highly Commended’ this year (2012) in the “Tourism, Sport, Activity or Experience Category” for our Big Zoo Animal Zoo Keeper Experience and we can now use this label for future advertising online and in our paper literature.
Top tips for others
It’s important to read the guidance notes and tips given under each question in an application. Each category receives lots of entries, so being concise as well as ‘selling’ as many aspects of your business as possible in your application is crucial. Bullet points can be a useful way of cutting down the word count but still communicating the important parts of your answer effectively. Submit a supplementary folder or at least some additional promotion literature/photos to help your application stand out. Presenting your application differently, perhaps in its own folder with a cover sheet etc might also help show judges your quality from the first page.
Roundhouse Barn Holidays
Gold in Small Self Catering and Silver in Bed & Breakfast in 2011 Cornwall awards,
Silver in both categories in the SW Excellence Awards 2011/12
Silver in the 2012 VisitEngland Awards.
www.roundhousebarnholidays.co.uk
Why we entered?
We put a huge amount of work into running our business and to providing our customers a great experience. We see the Regional Awards as a way of making sure that our region stays foremost in peoples thoughts when planning their next holiday. It's also great to catch up with like-minded people at the Awards evening!
How we found the process?
Pretty straightforward really. There are no questions to catch you out. All you need to do is express yourself in as few words as possible… that's the challenge. Also, there is quite an overlap between the questions you need to answer for the Regional Awards and the questions you need to answer for the Cornwall Awards - so in essence you get to enter two competitions for the time it takes to complete one entry form.
The rewards?
Succeeding at the Cornwall & SW Tourism Awards has really helped our business. There is a recession out there - no doubt. But the press and publicity we have got has helped us fill our cottages and B&B rooms in a way we do not think we could have done without the kudos of winning an award. Put yourself in a visitor's shoes. If they are undecided whether to stay at an award winning place or one without awards, more often than not, they'll probably choose the award winner!
Top tips for others considering entry?
We've got three tips:
1. Allow enough time to get your entry submitted. It takes time to get your point across in a concise way. Your first draft will not be tight enough
2. Get someone else to review what you've written. You've probably forgotten some great points that they think sets your business apart form the rest.
3. Read the evaluation criteria carefully and make sure you address all the suggested points.
Razorcat Tours
Gold award – Tourism Activity, Sport & Experience of the Year 2012-2013
Why we entered the Awards
It had been a long hard slog to get our unique business off the ground and morale was flagging a bit – so I wanted to try and boost our self-esteem a little. I initially only entered into one category – Excellent Customer Service because I wanted Stewart (my business partner) to be rewarded for all his hard effort. I knew he provided brilliant customer service because we had lots of fantastic reviews so I thought it would be great if his efforts could be recognised in some way. As a very small business we also hoped it might raise our profile a little (which it did!).
How we found the process?
The forms are quite a challenge – mainly due to the word restrictions – but this deliberately focuses your attention on only writing about the most important aspects. It was very time-consuming entering two award sections but it made me look in detail at all aspects of our business so this process alone was well worth the effort.
What were the rewards?
Achieving finalist status gave us an enormous sense of achievement and gave us that all-important morale boost we were looking for – we were over the moon to have been selected. Winning Gold was beyond our wildest dreams! We really didn’t think that a small business such as ourselves could compete against larger and more established businesses – so if you’re a small business too, don’t be put off having a go – it’s important that the little guys are recognised. We had a small flurry of PR in the local newspapers and local radio and we can now proudly display our Gold award on all our media. Hopefully this will produce an increase in sales – but more importantly, it shows that we are a serious player in the tourist industry.
Top tips for others
• Read the guidance notes VERY carefully – they are there to help you
• Use bullet points – they are an effective way to keep to your word count
• Get someone else to read through your application – your first attempt will not be concise enough
• Don’t be afraid to say how good you are! This is one time you can really boast about all the good stuff you do.
Wheatland Farm
Gold Winner (National, Devon & South West) in Sustainable Tourism in 2011/12
Who should enter?
You should! You'll start getting benefits immediately. The application form asks what you're excellent at - and just making that case can clarify your strengths, giving you confidence and a focus to put across in your own marketing. The application will cover all the aspects of being excellent, and if you find yourself struggling, well then you've identified some thing to work on. For us probably our worst point was accessibility - and thinking it through showed how we could improve that at very little cost. Entering the competition does take time - for the form and the visits etc. So take the opportunities you earn for putting in that effort. If you make the short list you'll get an assessment visit - and valuable feedback. And you'll be encouraged to get your story out to travel journalists and the media. Some years there's access to cut price PR training for finalists. You might be thinking "nobody but the local rag will be interested in me being shortlisted for a local competition, and my clients don't read the local paper so what's the point?" but it's training and practice. And if you find yourself a winner, you'll be meeting other great businesses, gathering new ideas, perhaps finding new business opportunities too.
Top tips
Don't waffle in your application - choose your words carefully. You haven't got many words to make your case, so make each one count.
Evidence is persuasive! Comments from guests, stats on your business etc - particularly if they help compare you with other businesses in your category.
Don't assume the judges will know about your business - spell out your achievements.
And ps - make full use of the Awards logo in your email signature!
