“Wow! What a Great Conference – one of the best ever” declared John Purling, Chief Executive Norfolk Agricultural Association. This appears to be the resounding opinion from delegates, following what can only be described as “the most amazing event” – the ASAO National Conference 2011, hosted by Westmorland County Agricultural Society.
Being selected as hosts was in itself a huge honour – the first time held in the north-west and only rarely organised by a one-day show – but with such accolade does come a huge amount of responsibility. ASAO (Association of Show and Agricultural Organisations) is the national body representing almost 200 agricultural and country shows of all sizes. The annual national conference provides the ideal opportunity for those in the show business to come together, exchange ideas, share best practice and gain greater understanding of the intricacies of our industry.
“Raising the Baa” was our theme and that we certainly did!
With almost 100 delegates, representing 60 shows from all parts of the UK, along with 22 trade stands, the Castle Green Hotel was full to capacity – and bursting with enthusiasm.
The visit by Her Royal Highness, The Countess of Wessex GCVO, was a great highlight, not only for ASAO but also for Westmorland. Every delegate had the opportunity to meet the Countess, a former president of the Royal Show and Vice Patron of the Royal Bath and West of England Society. Her Royal Highness also presented opening remarks at the Gala Dinner proving her understanding and commitment to what shows are striving to do and their crucial role in bringing town and countryside into closer harmony and understanding, in particular, referring to the ever increasing need for education, forward thinking and joint promotion of agricultural societies as a conduit and shop window for agriculture and the countryside.
The conference itself included, amongst others, papers on thorny issues such as Health & Safety and avoiding visitor ill health at shows which were faced head on, with detailed notes and guidance given by key advisors from government agencies and other external professional bodies. Communication and promotion were also high on the agenda, with a number of excellent workshops leading on Advertising, Social Networking and Talking to the Press topped off by a session on Reaching the Right Audience by the end of which the tweets were flying, blowing the cobwebs away from the older fashioned perceptions of the industry. A further highlight was VerticalAir’s workshop demonstrating Effective Communication, with delegates taking part in a wide range of outdoor activities – from which even the skeptics returned enthused!
Aside from the “business”, both evening dinners provided further opportunity to network and meet others involved in the show industry. Guests at Sunday evening’s dinner were treated to a Westmorland Merry Neet; led by Kieran Armer all were thoroughly entertained by a mix of Gurning, Mint-Cake Challenge, Westmorland Dialect and hilarious sketches from Crook YFC. Meanwhile following the Gala Dinner Howard Petch CBE, former principal of Bishop Burton College, gave the most humorous and compelling after dinner speech many had ever heard.
There was also a packed pre-conference programme including visits to Low Sizergh Barn, Levens Hall, Westmorland County Showground, Armistice Service at Levens Church and a Taste of the Lakes tour incorporating a cruise on Lake Windermere. Running alongside the conference, the partners’ itinerary included a walking tour of Kendal led by the Civic Society along with sightseeing in the Lake District, although the best part for everyone was a behind-the-scenes tour of Lakeland with Sam Rayner. All delegates were presented with a “goody bag” to take home – not only a momento of the conference, but also promoting products from our wonderful area.
The Castle Green Hotel could not have been a better venue, with excellent food and extremely friendly and helpful staff.
Aside from the staff, many members of Westmorland County Agricultural Society were actively involved throughout the whole event, volunteering their services wherever needed. A huge thank you to these members and everyone who helped make the conference such a huge success. Westmorland is certainly on the map!
