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FunTranscript
00:00I've been a hotelier for over three decades.
00:04Please remember at all times that you're representatives of the hotel.
00:08And I know just how tough this profession can be.
00:11It's 24-7. We're just exhausted.
00:14But not once in all my years...
00:16Oh, mother of God.
00:18...have I seen so many businesses...
00:20Everything I've owned has gone into this place.
00:22...and owners closer to the point of collapse.
00:25You're fired.
00:26It's too much.
00:28Sorry.
00:30So I'm back.
00:31Here to help rescue these flailing businesses.
00:35Can you put your belly away?
00:36It really looks like you just don't care.
00:39From hotel newbies...
00:40It's absolutely terrifying.
00:41...to traditional seaside B&Bs...
00:44On the beach like Pamela Anderson.
00:46...and village pubs.
00:48Dirty fucking bi?
00:50I don't think so.
00:51You wish I had a sense of humour.
00:52It's not my idea of fun.
00:55And I'm up against the clock...
00:57Feeling very anxious.
00:58...because they're all on the edge.
01:00Very critical situation financially.
01:03I don't like failing.
01:04I'll be rolling my sleeves up and getting stuck in...
01:08...that's closer to nature than I've been in a while.
01:11...delivering some tough love...
01:13It's a tip, woman.
01:14I don't know which bit I hate most.
01:16I'm sorry to be hurtful.
01:17I mean, hello.
01:19...to help these hospitality businesses get on the right path...
01:23I don't have any way to put a pair of knickers...
01:25...but I've got a recycling bin.
01:26...before it's too late.
01:28Now are bookings...
01:29...empty.
01:30That is unexpected.
01:37This time...
01:39I'm a broad-minded woman...
01:40...but sleeping under a pie...
01:42...may be a step too far for me.
01:44A country pub with an unconventional owner...
01:46...obsessed by pies.
01:48Let's cut into it, guys.
01:49See what you think.
01:50I'm a pie man.
01:51Look at that.
01:53I mean, fine, we get it.
01:54He likes pies.
01:56And dodgy decor.
01:58Oh, my God.
01:59Oh, I don't know.
02:01A lot of plastic died to make this.
02:06Martin, are you ready to accept the challenge?
02:09Man versus food.
02:10Let's do it.
02:11At the Farmer's Boy Inn in Gloucestershire...
02:14Can we just get a picture of you doing some work?
02:19You're funny, aren't you?
02:2154-year-old owner and married father of three, Phil,
02:24is mad about pies.
02:2746 British Pie Awards,
02:29and I've been here for 25 years,
02:30and I never get fed up eating pies.
02:32Eating them and coming up with new inventions.
02:36Why can't you have a coffee pie?
02:38A latte coffee pie?
02:40If we could get that recipe right,
02:42we'd do all the trials.
02:43That's a big seller.
02:44For the last 25 years,
02:46he's been running the pie-themed roadside pub.
02:48He bought for £315,000.
02:51We're very good at what we do,
02:53because we like it.
02:55And this is my stage.
02:58All right, guys, you ready to order?
02:59We're going to get the fish fingers on.
03:01Iconic.
03:02Working alongside Phil is manager Sarah,
03:05who's been his second-in-command
03:07for the past two years.
03:08Yes, he's bubbling.
03:11I do talk a lot.
03:13Yeah, but I mean, I think I find it fine.
03:16But I've got an Irish mother.
03:18That is very true.
03:21Across the car park from the pub
03:23is a block of eight courtyard bedrooms.
03:26Laura Ashley Pate.
03:28Where do you think you are?
03:29The Hilton?
03:31Laura Ashley Pate.
03:33Mother of God.
03:34And this accommodation
03:35has a unique selling point.
03:37We have a family room,
03:40which is room seven and room eight,
03:41and I call that the two-in-one pie room.
03:44And then there's a steak and ale one,
03:46which I named the grandfather one.
03:48OK, you get my drift?
03:50The rooms are all named after pies.
03:57But even with four million tourists a year
03:59flocking to the Forest of Dean
04:01to enjoy the great outdoors,
04:03Phil isn't getting his slice of the pie.
04:05The room bookings have been slow.
04:09In fact, sometimes in January,
04:10if you dine at my restaurants,
04:12I'll give you the room for free.
04:15Oh, the opposite rate, I would say,
04:16would be, I'd say, below 15% now.
04:19And that's what worries me.
04:22Who's in the middle?
04:23Me.
04:23You're in the middle.
04:24OK.
04:25With customers not as keen on the pie theme
04:27in the bedrooms as Phil,
04:28occupancy is plummeting,
04:30and the only thing propping up the business
04:32is a trade in the pub,
04:33which accounts for 75% of the takings.
04:37We had the Big Ugly Burger tonight as well,
04:39but they didn't do it.
04:40How much did they have left?
04:41They left about, I'd say, a quarter of it.
04:44With his eight-year-old triplets
04:45and wife Amanda,
04:46who works as a childminder to support...
04:49To the triplets.
04:51My family are the centre of my universe.
04:54Calling time on the pub Phil's put 25 years of work
04:57and half a million pounds into
04:59simply isn't an option.
05:01I have my wife and my family to look after.
05:04So that's not on the agenda.
05:07That's not on the agenda.
05:09It means everything I'm up.
05:11This puts food on the table.
05:13But with room bookings at an all-time low,
05:15if things don't improve soon,
05:17Phil is facing a nightmare scenario.
05:20There'd be nothing worse than losing the business.
05:23Mother of God.
05:25I'd be absolutely devastated if I lost her.
05:37So today I'm in the Forest of Dean
05:40and it is really pretty here.
05:42Located on the border between England and Wales,
05:45this stunning ancient woodland
05:47sits on the edge of the dramatic Wye Valley.
05:50It's somewhere that lots of people come on holiday,
05:53but where there's also an enormous amount of competition
05:56for accommodation providers.
05:59So I hope I'll be able to give this business
06:01the boost it badly needs.
06:04I can see the farmers and boy-in straight ahead.
06:08Oh, I'm not entirely sure that I like my first look at it.
06:12Do you know, I didn't even look outside this morning.
06:22Ah!
06:23What sort of manager are you?
06:24Huh?
06:25I know, useless.
06:26You think Basil Faldi would be happy with this?
06:29Despite the underwhelming exterior,
06:32there is at least one reason to be cheerful.
06:34Well, it's got award-winning pies, apparently.
06:38So, you know, that's a good sign.
06:40Talking of signs...
06:42What immediately strikes me is the signage on the road
06:47makes no mention of accommodation.
06:50That seems like a missing trick to me.
06:52I hope the disappointing exterior
06:54isn't a sign of things to come inside.
06:57Hello, hello.
07:01Hello.
07:02Phil.
07:03Alex.
07:03Nice to see you.
07:04Lovely.
07:05Welcome to the Paris meeting.
07:05Hello, nice to see you.
07:06Yes, how are you?
07:07Hi, I'm Alex.
07:08Nice to meet you.
07:08Nice to meet you, Alex.
07:09I'm sensing a little bit of a pie theme here.
07:12It's subtly done.
07:14It's so subtle.
07:15Yeah.
07:16My chef, Richard, he's won 46 British Pie Awards.
07:19My goodness.
07:20He's even cooked for the Queen.
07:21Bless her.
07:22Gosh.
07:22I believe that every business should have a sweet spot.
07:25And we went with it.
07:26But listen, if everything is so rosy in the garden,
07:29why am I here?
07:30I've been here for nearly 25 years in September.
07:32Amazing.
07:33And I still think the business is in a good position.
07:36But you get caught in the bubble.
07:37Yeah.
07:38I just think the brooms are at a level now
07:40where we are pretty quiet.
07:41OK, well, I shall do my best.
07:43Good.
07:43So what I'm going to do
07:44is I'm going to have a little poke about the place.
07:46I'll be right back.
07:47Excellent.
07:47OK.
07:48Thanks.
07:50First impressions are
07:52to be in this business 25 years
07:54and still to have a smile on your face
07:55is pretty much against the odds I should know.
07:59I think the truth is, though,
08:01you know, you can't just keep on hammering out
08:03the same old thing
08:04because it just becomes less and less effective.
08:07So I think that might be one of the chinks in his armor.
08:09Check on those two
08:10and see if they have paid.
08:13That would help me.
08:15Am I nervous about her looking around?
08:16No, not at all.
08:16Let her go.
08:17Let her go and do what she wants to do.
08:18With Phil's eight motel-style bedrooms
08:22proving a tough sell,
08:24I want to see for myself
08:25where the problems might lie.
08:34That is unexpected.
08:38Let me say,
08:40I'm a bored-minded woman,
08:42but sleeping under a pie
08:44may be a step too far for me.
08:45It's certainly an attention-grabbing choice of artwork,
08:50which is more than could be said
08:52for the rest of the interiors.
08:54Fairly basic room,
08:56nothing very exceptional.
08:59I really don't like these kind of bedspreads.
09:03Pretty much cheap as chips, isn't it?
09:06Taken no exception to anything,
09:08but that pie will have to go.
09:10But with the basic rooms also named
09:14in honour of Phil's favourite food,
09:16I'm beginning to get a sense
09:17of why his accommodation is underperforming.
09:21Well, I'm certainly glad I'm not staying here.
09:26Dirty fucking bye.
09:27I don't think so.
09:29With plenty of businesses
09:31fighting for customers in the Forest of Dean,
09:34Phil needs to seriously improve his rooms
09:36and say goodbye to the pies.
09:38If he wants to take a slice of the market for himself.
09:42I mean, fine, we get it.
09:44He likes pies.
09:46It's hardly a destination overnight stay, is it?
09:55Coming up...
09:57Right.
09:58...will Phil come clean
09:59about the reality of his room bookings...
10:02I don't believe you.
10:03OK, fair enough.
10:04...and finally face up to the truth.
10:06I told her a couple of favours.
10:08I don't think I got away with it.
10:09I felt like he was talking
10:10to kind of shut me up.
10:21Are you asking me not to swear?
10:23No, I'm telling you not to swear.
10:24OK, fair enough.
10:26At the Farmers' Boy Inn
10:28near the Forest of Dean...
10:29I get people coming up to me,
10:31knowing me from the Farmers' Boy Inn.
10:33We know who you are.
10:33You're the boy man.
10:34I'm the boy man.
10:37Phil's passion for pies
10:38has also rubbed off on his triplets.
10:40If you want to make your own pie,
10:42any idea what you do?
10:44Steak.
10:44Steak.
10:45Steak.
10:45You had steak pie as well?
10:46Steak.
10:47Steak.
10:48Everyone's having a steak pie.
10:49OK.
10:50His love of pies has spilled over,
10:52taking centre stage
10:53in his underperforming bedrooms.
10:55It feels obviously unoriginal,
10:59as we say blightly.
11:02And while the interior of the dining room
11:04isn't exactly to my taste...
11:06Oh, my God.
11:09Oh, I don't know.
11:10A lot of plastic died to make this.
11:13With the pub doing good business,
11:15I'm not going to interfere.
11:17But I am curious
11:18what the outside space has to offer.
11:20What are those things?
11:24Ah, hideaway.
11:26They look like, um,
11:29little private dining booths.
11:36This garden's actually really pretty.
11:39And I think these are a bit of an eye-saw.
11:41I'm assuming that they date back from the Covid days.
11:45Um, but those days are long gone.
11:47This garden has plenty of potential.
11:50It's a shame such a good-sized space
11:52is spoiled by the pied-a-ways
11:54and ugly umbrellas.
11:55But while the sun's still shining
11:57and I've built up an appetite...
11:59So, that is your main menu
12:00and then they are the specials for today.
12:03Great, thank you.
12:04You're welcome.
12:04I'm going to make the most of it
12:06and cast my eye over the food offering.
12:08And I'm pleased to see it's not just pies.
12:12Well, this is enough to make you feel hungry.
12:16Silky poached eggs
12:17nestled on top of a thick slice of toasted bloomer
12:21paired with crispy, smoky bacon.
12:24A perfect balance of creamy and crunchy textures
12:27that will leave you wanting more.
12:32That is brilliant.
12:35It's almost pornographic.
12:36While the X-rated eggs and bacon does sound appealing,
12:40there's absolutely no way I can avoid trying a pie.
12:43So, my darling, what would you recommend?
12:46My favourite is the chicken, leek and mushroom.
12:48You say chicken, leek and mushroom.
12:50I say, let's do it.
12:52Perfect.
12:53Who writes the very poetic menu descriptions as well?
12:57Phil's best friend at the moment is AI.
12:59It's a little bit OTT, I think.
13:02It's clear Phil is working
13:07in one of the toughest industries around.
13:10Since the start of 2020,
13:11more than 2,000 pubs have closed for good.
13:14So maximising every bit of income is essential.
13:18You know, this could be an absolute goldmine in the summer.
13:22It's all a bit hit and miss.
13:24I think I could do better.
13:26There's obviously room for improvement
13:29in the accommodation and this garden area.
13:34Lovely.
13:35You're welcome.
13:37Enjoy.
13:38It's delicious.
13:40And while the pies do appear to be as tasty as advertised,
13:44I still don't feel the need to have a photo of one
13:46hung above my bed.
13:48Thank you for my fine lunch.
13:54You're welcome.
13:55I hear that the purple prose on the menu is down to you.
13:59I loved all the, you know, sexy voice.
14:02It's like food porn.
14:04Do you know what's been great?
14:05Invention.
14:05Yeah, what?
14:06AI.
14:06Oh, I don't use any AI.
14:08Oh, well.
14:09I think you might have had touch too much.
14:11No.
14:11Phil is clearly a bit of a character,
14:13but I'm wondering if he has any solid business ideas
14:16to balance out his more eccentric ones.
14:19So what do your rooms cost between and up to?
14:23A double room would cost 125.
14:26Right.
14:27You could have a single room set it up for 55 quid
14:29and I want to sell the breakfast as an extra add-on.
14:32OK.
14:35With prices, including breakfast,
14:37reaching as high as £149 per night,
14:40I'm worried that Phil is asking too much
14:42for what he has on offer here.
14:45Right.
14:45If I'm going to get this business booming again,
14:48he needs to focus on the quality of his product,
14:51including making more of the outdoor space.
14:54So talk to me about your funny little cabins in the garden.
14:58By the way, if I'm honest,
15:00they're gone, they're finished to me.
15:02And we've been talking about different things,
15:04what we would do outside.
15:05What I want to do is get a teepee,
15:07put a fire in the middle of it with an oven
15:09that we can put pies, pizzas in there.
15:12Because everyone's doing pizza
15:18and we have all the toppings for the pies,
15:20everyone's just sticking on the pizza.
15:22I mean...
15:23Oh, I don't think like that.
15:24I think it's a great idea.
15:25Except there is also a different argument
15:27which suggests you focus on one aspect of your business
15:30and don't diminish your forces
15:32by forgetting things here, there and everywhere.
15:37Why is there nothing that says that you've got rooms
15:40on the enormous big sign
15:41that's facing your enormously busy road?
15:43We used to advertise the rooms on the blackboard outside.
15:46And then I found that most of my rooms were booked online.
15:50Mm-hmm.
15:50If there is an argument to say,
15:52if I put it out there,
15:53people that are coming by,
15:54they're locals,
15:55the families coming to stay with them,
15:57would have that.
15:58I'm glad I don't have to make that argument.
16:00Totally agree with you.
16:02Tell me about your occupancy.
16:05It used to be about 75%.
16:07Right?
16:08It's dropped down to 60%.
16:10Over the whole year?
16:12Yeah?
16:13Well, I don't believe you.
16:15OK, fair enough.
16:15I want to talk to you about occupancy rates.
16:23Yes, so...
16:24I've got it here.
16:27So, occupancy rate in February was 32%.
16:31January 27.
16:37March is 41.
16:39Yeah.
16:39Yeah, and then 54 in April.
16:42OK, I want to try and work out over the course of the year.
16:45Right.
16:46What the average occupancy is.
16:49Right, yeah.
16:49I'll do that for you.
16:51And then we'll see, won't we?
16:52Yeah, we will, yeah.
16:53The idea that Phil's rooms are achieving 60% occupancy
16:57is clearly pie in the sky.
16:59If he wants his business to prosper,
17:01he needs to cut the crack
17:03and start concentrating on attracting
17:05far more customers to his accommodation.
17:09Occupancy rates, what they are.
17:11And I told her a couple of fibs,
17:12I don't think I got away with it.
17:13I don't think you did.
17:15No.
17:16I have a feeling that he spends a lot more time
17:18concentrating on the food
17:19than he does on his rooms.
17:21And that's exactly why I'm here.
17:22With my first day drawing to a close,
17:29I'm wondering how I'm going to get Phil
17:31to take his eyes off the pies
17:33and start paying attention
17:34to the elements of the farmer's boy
17:36that are failing.
17:39He talks a good talk,
17:40but I don't think I'd be here
17:42unless he thought I could improve his business.
17:45Now I've got to work out
17:46how the hell to do that.
17:57It's the morning of my second day in Gloucestershire,
18:00and I want to get to the bottom
18:02of the truth of Phil's occupancy rates.
18:05Hi, morning.
18:08Hello, Alex.
18:09Um, I think we need to get straight to business.
18:12Oh, yeah, that's what you're saying.
18:13I'll drink more coffee.
18:15Have you found out your occupancy?
18:17So, um, it's 42%.
18:21And that is scary.
18:25I know.
18:26It shows me that you're not on top of it.
18:28Because you thought that it was 60,
18:31and it's nowhere bloody near.
18:34Frightening.
18:35This is the perfect time to focus in
18:37and make this really work.
18:41Here we go.
18:45Rooms should be the financial foundation
18:47of Phil's business.
18:49If his occupancy slips any further,
18:51the whole of the farmer's boy could collapse,
18:53and all the pies in the world won't save him.
18:56So I want to show him
18:57just how valuable his accommodation could be.
19:00Phil?
19:01Yes, I'm the way.
19:03This here...
19:04Yeah?
19:05..is a visual representation
19:06of your fixed costs on your rooms.
19:08So, your costs of cleaning...
19:10Yeah.
19:10..about £12 a room.
19:12OK.
19:13Laundry, which you said to me is £17.
19:15£17, yeah.
19:15..quid.
19:16And then you've got VAT.
19:18Yeah, yeah.
19:1920%.
19:19And the glass represents utilities.
19:22So I think that your rooms
19:23probably cost you £50 to put on.
19:26Yeah, yeah.
19:26I think that if you know
19:28that you're spending £50 on a room,
19:31you need to charge at least £80
19:33to start making a profit.
19:34Yeah.
19:35You're skimming a tiny amount of cream off the top.
19:37Yeah.
19:38And it gets smaller every year.
19:39It does.
19:39And that is why the rooms have got to work hard for you.
19:43Yes.
19:44Yeah?
19:44Yeah.
19:46To demonstrate just how much more money Phil's rooms could make,
19:50I've got something to whet his appetite.
19:53So, what I have prepared for you is a pie chart.
19:56So, this is where you are at the moment.
20:0240% occupancy.
20:04Yeah, thanks very much.
20:05And I have done you an average room rate of £105 a night.
20:10Yeah.
20:10With each room having overheads of £50 per night,
20:15Phil's average profit is £55.
20:18At 40% occupancy,
20:20that should net him a total of £56,210 a year.
20:25Just by increasing 10%,
20:27you miraculously make an extra £14,000 a year.
20:32Yeah.
20:33At 50% occupancy,
20:35Phil's annual profit would jump to £70,262.
20:39Where you should be, however,
20:42£105,000.
20:44Yeah.
20:44At 75%.
20:46Oh, look at that.
20:46At 75% occupancy,
20:49Phil's profits could be in excess of £105,000,
20:53almost double where he currently is.
20:56The rooms is an untapped resource.
20:58And I can't understand why there's nothing in the car park
21:02that tells people that you have rooms.
21:03You're missing some really, really basic cross-advertising.
21:08I agree.
21:11Pite-astic.
21:17But even more important than making it clear
21:19he has rooms on offer,
21:21Phil needs to improve the quality of his accommodation
21:24to justify his prices
21:25and make more of his location in the Forest of Dean.
21:28So I've brought him to another pub with rooms
21:34that is drawing the crowds.
21:36There's a very specific reason I've brought you here,
21:38which is that he's offering rooms
21:40that are comparable in price to your rooms.
21:42OK.
21:43I think that if you can stay here
21:44for £130 a night with breakfast,
21:47where would you stay?
21:48Absolutely.
21:49So that's what I want to...
21:49No brainer.
21:50That's what I want to point out to you.
21:51OK.
21:52There's a few other things too.
21:53OK.
21:53Come with me.
21:54The reason I thought it was really valid to bring you here
22:01is you're both offering food and drink
22:04and you both have a small number of bedrooms.
22:06But rather than style the rooms
22:08around a pastry-based aesthetic,
22:10this owner has opted for stylish decor
22:12that ties in gently to the local setting.
22:16This is called Kingfisher
22:17and instead of pies,
22:18he has birds above the bed.
22:21Lovely, yeah.
22:22So what's the difference between that and my pies?
22:24I think this is...
22:25More subtle, isn't it?
22:26A little bit more appropriate, possibly,
22:28for this beautiful picturesque area.
22:31So I think we're going to find a theme
22:33for your rooms
22:34that refers back to your location,
22:36area of outstanding natural beauty.
22:38Absolutely.
22:39And we're going to change
22:41those aforementioned pictures
22:43which will now remain nameless forever.
22:45Absolutely.
22:46Ben, go.
22:46Brolleys.
22:49Brolleys.
22:50I mean, it looks quite smart, doesn't it?
22:52Yes, it does.
22:53I'm delighted that Phil is coming around
22:55to my way of thinking.
22:56And with my first visit almost done,
22:59before I go,
23:00I want to set out a plan
23:01for getting the farmer's boy
23:02firing on all cylinders.
23:04I want to advertise the rooms on the roadside.
23:08I'd like to modernise the rooms.
23:09Yeah, that's...
23:10You have got to think about the new names
23:13and the theme for the rooms.
23:14Yeah.
23:15We're just going to freshen it all up.
23:17Okay.
23:18I also want to give the garden an uplift
23:20so he can really make the most of its fantastic potential.
23:23But first I need Phil to dispose of his grotty old sheds.
23:27You talked about getting rid of the Pied-a-ways.
23:29I'm on it.
23:30Yeah?
23:31Yeah, I agree.
23:32Great.
23:32I really want to come back
23:34and feel like you've given it back
23:35some love and attention.
23:36Yes, okay.
23:37Good.
23:40When I met Phil,
23:42I felt like he was talking
23:44to kind of shut me up in a way.
23:46But it's given Phil a real shock
23:49to find out that he's only did 40% occupancy
23:52over the course of last year.
23:53I need him to refocus
23:55because actually he's got a lot to do here.
24:05During his 25 years in business,
24:07Phil has tried it all
24:09to make a success of The Farmer's Boy.
24:12So this room here was a pool room,
24:14pool and darts,
24:15and we turned it into a deli.
24:18And then from there,
24:19I turned it into a tea room
24:21and it wasn't a good idea.
24:25I'm hoping that my ideas for change
24:27will prove to be more profitable.
24:29There we go.
24:31Starting with addressing
24:32the lack of advertising for his rooms.
24:35New science.
24:36If he embraces my plans,
24:38I'm convinced I can help Phil
24:44bring The Farmer's Boy back from the brink.
24:46Dirty feckin' pie.
24:48I really object to taking this one down.
24:50This is...
24:51This is...
24:51This is who we are.
25:02This is room six.
25:03This comes off.
25:05At The Farmer's Boy Inn
25:06near the Forest of Dean,
25:08second half.
25:09Keep it simple.
25:10Grandfather pie.
25:12I've asked owner Phil
25:13to ditch his pie-themed rooms.
25:16Not my idea, Alex.
25:19And come up with new names
25:21that speak to the scenic setting.
25:23So what we decided to do,
25:25we're in The Forest of Dean
25:26and each room is going to be named after
25:28a tree.
25:29I'm impressed Phil's adopted an identity
25:32that reflects the pub's location
25:34in an area of outstanding natural beauty.
25:37Hang on this.
25:38I wonder how he's getting on
25:40with ridding the Pidaways from the garden.
25:42As you can see,
25:44this was one of them
25:46and we've got people coming today
25:48to take these away.
25:54Just two weeks on from my last visit,
25:57I'm back in the Forest of Dean.
25:58And to help Phil get his act together,
26:01justify his price
26:02and up that shocking 42% occupancy,
26:05I'm planning on breathing new life
26:07into his tired bedrooms.
26:09I'm really looking forward
26:10to showing him
26:11that on a very, very, very tiny budget,
26:14we can make a huge difference
26:15to the rooms.
26:17But first things first,
26:18how has he got on advertising
26:20his rooms to passers-by?
26:22There's a new sign,
26:24but who knows what it says,
26:26there's so much writing on it.
26:32I think it's a little bit
26:33too much information
26:34to expect the casual driver past
26:37to really be able to take it in.
26:39I just wanted a sign
26:40that said eight ensuite bedrooms.
26:44It's a disappointing start to my return,
26:47but there's so much to do today,
26:49I can't dwell on it for too long.
26:51Right.
26:54Hello, young man.
26:55Hello, how are you?
26:56I'm all right, how are you?
26:57Not too bad.
26:59Nice to see you.
27:01Darling, so, may I say,
27:04you slightly overdid it
27:05on the sign at the front.
27:08Too much, aren't I?
27:09How did you know
27:10that I was going to say that?
27:12Eight ensuite rooms.
27:13That's all I wanted you to say,
27:15because everything else
27:16is really evident.
27:17Oh, so I kind of lost
27:18that bit in the middle.
27:19You really did.
27:21I'd have to have a...
27:21chat with the designer there.
27:23We've got two days left.
27:24Yes.
27:25The first thing I want to do
27:26is show you how I think
27:28that we could improve
27:29your rooms a little bit.
27:30Yeah.
27:32But before I crack on
27:34with my makeover,
27:35Phil's choice of new room names
27:36is already creating
27:38a better first impression.
27:40Honestly,
27:41would you rather stay
27:42in Dirty Facking Pie
27:44or in Oak?
27:45The choice is yours.
27:46I like a Dirty Facking Pie,
27:48and I know where you're going with it,
27:49so I get it.
27:50What we're trying to do
27:51is move it on.
27:53Fair enough.
27:54And we have.
27:56The next step in my plan
27:57is about ridding
27:58these rooms of the pies
27:59and continuing
28:00the Forest of Dean theme
28:02into the interiors.
28:03I'd like us to,
28:05first of all,
28:06take down that picture.
28:07Yeah.
28:07Second of all,
28:08take out the cushions
28:09and the bedspread.
28:11Yeah, yeah.
28:11Okay.
28:13And then take these off.
28:15Great.
28:16Right.
28:18Make sure you get this in
28:19because I'm only going to do it once.
28:21So...
28:22Ooh.
28:24Lovely.
28:25Okay.
28:25Gosh, that already looks nice.
28:29Bye, pie.
28:31I mean, honestly,
28:32the room just looks
28:34like a different thing already
28:35without that awful,
28:36awful pie picture.
28:38Having finally said
28:39bye-bye to the pie,
28:41I now want to add
28:42an injection of local style.
28:45In our attempt
28:46to bring the Forest of Dean theme
28:49into the rooms...
28:50Yes.
28:51I'm bringing the green in here.
28:53and I've got you
28:55a very nice bed cover.
28:57Okay.
28:58Like that.
28:59I like it.
29:00So simple.
29:01Isn't that simple?
29:02It's just been a refresh.
29:04So now,
29:04if you give me
29:0520 minutes of your handyman,
29:07I will finish off
29:09and then I'll show you
29:10the full effect.
29:11Yeah, yeah, yeah.
29:12I knew this moment was coming.
29:14It's this very sad day
29:15that my pie pictures,
29:17my masterpieces
29:18are coming out of my rooms.
29:20However,
29:21the woman has spoken.
29:22I have to obey.
29:25With a blank canvas
29:26to work with
29:27on the bedroom wall...
29:28Martin,
29:29come with me.
29:30I want handyman Martin
29:31to help me add
29:32more appropriate artwork
29:33to continue
29:34the more stylish
29:35Forest of Dean theme.
29:37Will you help me
29:37pull out the bed?
29:38Yep.
29:42Lovely.
29:43And then my plan is
29:44we've got these
29:46three little pictures.
29:47Okay.
29:48So could we frame them?
29:51Could you do a bit
29:52of painting behind them?
29:54A colour
29:55and then a border
29:55would be lovely.
29:57Basically,
29:58this is just
29:59homemade
30:00and so
30:02it's very cheap
30:03and effective.
30:04They're about
30:04a £5 frame each.
30:06So the idea was
30:07to show Bill
30:08that he can really
30:09make a massive difference
30:10in a room
30:11spending about
30:12£60.
30:12But before I unveil
30:16the refreshed
30:17accommodation to fill...
30:19So,
30:19this is looking
30:21amazing.
30:22I can't believe
30:23you got rid
30:23of the hideaways.
30:25You've given me
30:25foot in the arse
30:26that you needed.
30:27I want to add
30:28some finishing touches
30:29to his outdoor space.
30:31I'm suggesting
30:32that we could make
30:33this chic
30:33with a small change.
30:36I like that.
30:36I'm going to show you.
30:37It's a chic word.
30:38I like that today.
30:40On my first visit
30:41this area was a mess
30:42cluttered with a bevy
30:43of branded parasols.
30:46Simple.
30:47Chic.
30:48Inspired by our visit
30:49to the nearby pub
30:50on the river...
30:51Here we go.
30:52...these stylish
30:53logo-free umbrellas
30:54will bring a touch
30:55of class to the space
30:56that was sorely
30:57missing before.
30:58Isn't that nice?
31:00It's very nice.
31:02And then as I hate
31:03to waste anything...
31:05Phil's cherished
31:06pie names for his rooms
31:07are ideal to repurpose
31:09as table numbers.
31:10You're getting some
31:11brownie points back now.
31:12Am I?
31:13The ones that I've lost
31:14before.
31:14Well done.
31:15Yeah, no, I really
31:16like that.
31:18This space was totally
31:20wasted when it was
31:21home to the tatty old
31:22pie-de-ways.
31:24But with just 200 pounds,
31:26it's now a simple
31:27and stylish seating area,
31:29complemented with fresh
31:31herbs and flowers
31:32and more in keeping with the
31:33countryside surroundings.
31:36It looks a bit more
31:37forested, Dean, darling.
31:38Yeah, yeah.
31:39And also it looks cared for.
31:41Yeah.
31:41That's massive.
31:42It is massive.
31:43Isn't it?
31:44Just looks loved
31:45and I like that.
31:46Good, darling.
31:47I'm really pleased.
31:48With the garden given
31:50a new lease of life
31:51and Martin prepping
31:52the bedrooms,
31:54I've arranged to meet
31:56Mark Terry-Lush
31:58from the Dean & Why
31:59Tourist Board.
32:00Hopefully his insight
32:01can help me
32:02to fill Phil's rooms.
32:04Tell me,
32:05why do people come here?
32:07Do people come here
32:07to spend time outdoors?
32:09They want to go walking
32:11in the forest.
32:12They want to be able
32:13to go kayaking
32:13or paddleboarding
32:14on the river.
32:15A lot of cyclists
32:16in the forest of Dean.
32:17So that's a really big thing.
32:19I'm working with Phil Kiernan
32:20at the Farmers Boy Inn
32:21and he hasn't really
32:23advertised his rooms.
32:24I had no clue
32:25that he had accommodation.
32:26Really interesting.
32:27He doesn't advertise it
32:28even on his own site.
32:29I think he's missing
32:30a huge opportunity.
32:31Is there a demand
32:32for rooms
32:33at the more value
32:34end of the scale?
32:35Absolutely.
32:36There's a shortage
32:37of rooms
32:38and I think there'll be
32:38a huge amount
32:39of demand for it
32:39and I'm surprised
32:40that we're not hearing
32:41more about it.
32:41I'm very keen
32:42to work out
32:43how to help him
32:45fill them.
32:46Well, number one,
32:47he should become
32:47a partner
32:48of the Tourism Association
32:49Visit Dean.
32:51Why?
32:51Because instantly
32:52he would get
32:52his accommodation
32:53and his pub
32:54promoted on our websites
32:55and our socials
32:56we have about
32:57a combined 4 million reach.
32:58So for him to be part
32:59of that
33:00means he could generate
33:01extra publicity
33:01as well as extra views
33:04and as well as
33:04extra visitors
33:05to his own website
33:06and therefore more bookings.
33:08It feels like
33:11there's a lot
33:11going on here
33:12and it also feels
33:13as if they've got
33:14a very proactive
33:15tourist board
33:16and, you know,
33:18he's missing a trick.
33:20Focus, Phil.
33:21Focus.
33:25Back at the pub,
33:27I'm hoping
33:27that my mini makeover
33:29of Phil's
33:29formerly dated rooms,
33:31which were dark
33:32and dominated by pictures
33:33of his beloved pies
33:34is going to grab
33:36Phil's attention
33:37and help him
33:37to focus on his rooms again.
33:41Pies, be gone.
33:43Oh, bloody hell.
33:45That looks lovely.
33:47Not only does the new
33:49tree theming reflect
33:50the pub's location,
33:51but the DIY artwork
33:53and soft furnishings
33:54freshen everything up
33:56and all achieved
33:58in a couple of hours
33:59on a budget
34:00that won't break the bank.
34:02Five pounds each frame,
34:03a bit of leftover paint,
34:05a little bit of baton
34:07painted black.
34:08You thought that was a picture?
34:09No.
34:10I mean, honestly, darling,
34:12the bedspread was 25,
34:13the pillows were 8 quid each,
34:15the key fob
34:16was another tenner,
34:17I must have spent 60 quid.
34:19I hope my makeover
34:21shows him
34:21you don't need
34:22to splash the cash
34:23to bring these rooms
34:24back to life
34:25and helps justify
34:27their price tag.
34:28You just think,
34:29oh, OK,
34:29you've got to paint the rooms.
34:31Well, no,
34:31it's just a little bit of colour
34:32and then you go,
34:32oh, wow, I like that.
34:34I'm going to get
34:34another few done
34:36before I go tomorrow.
34:38I've got enough
34:38to do four.
34:39Excellent.
34:40That's super.
34:41Pleasure.
34:41I'm like a little kid.
34:42It's Christmas.
34:43Good.
34:44Chic.
34:46Chic is the word.
34:47I like it.
34:48Chic.
34:49There we go.
34:51With rooms and garden
34:52both refreshed,
34:53now I want to talk to Phil
34:55about ideas
34:56to help him
34:56up his occupancy.
35:00So, Madeira,
35:02tomorrow is our last day together
35:04and as this year
35:06is your 25th year
35:07in business
35:08at the Farmers Boys,
35:09I would like to show
35:10some people the changes.
35:12Yeah.
35:12So, I am going to open
35:14my little black book
35:15and try and find
35:15a few people to come
35:16but I would love you also
35:18to hop onto social media
35:19and suggest that we
35:21haven't opened the house
35:22tomorrow.
35:23OK.
35:23Because I'd like to leave you
35:25thinking I've introduced you
35:26to a few more people
35:28and a whole new market.
35:29Yeah, that's good.
35:31So, while Phil
35:32puts the word out
35:33on social media...
35:34Hi, guys.
35:35We've made some massive changes
35:36to what we're going to do.
35:37We're going to have
35:37an open day tomorrow.
35:39I'm making plans
35:41for who I need to invite.
35:43This is a famous tourist area
35:45and I just have to make sure
35:47that some of them
35:48come and look at this place
35:50and make up their minds
35:51to stay here.
35:52It's my final day
36:06in the stunning forest of Dean
36:07and in order to try
36:10and pull in some punters
36:11to help farmer's boy
36:12in-owner Phil
36:13boost his 42% occupancy...
36:16Of course.
36:17I'm doing my best
36:18to embrace the great outdoors.
36:21It seems rather quick.
36:22Well, we need to their own.
36:25I've come to meet Gareth,
36:27owner of a cycle centre
36:28that's just eight miles
36:29from the farmer's boy
36:31that could provide Phil
36:32with a steady stream
36:33of customers
36:34to fill his rooms.
36:36What kind of visitor numbers
36:38do you get here?
36:39So, you're looking now
36:39nearly 350,000 visitors a year.
36:43Cycling is probably
36:43the most popular activity
36:44you come to do
36:45in the forest of Dean.
36:46I'm working with
36:47an accommodation provider
36:48who's got eight
36:49pretty good value rooms.
36:51Yeah.
36:51And I'm trying to
36:52encourage him
36:53to foster links
36:54with businesses
36:54in the area.
36:55You know,
36:56we've got an open day today.
36:57I'm hoping I'll be able
36:58to convince you
36:58to come and have a look
36:59and see what we've got to offer.
37:00Yeah, that'd be fantastic.
37:01Yeah?
37:02Thank you very much.
37:03With 350,000 visitors a year
37:06to just this cycle centre,
37:09this massive market
37:10seems an ideal solution
37:11for Phil.
37:12So, I hope he's got
37:13the luck of the Irish
37:14with him
37:14when it comes to impressing
37:16our open day guests.
37:17How are you feeling today?
37:19I'm excited about it now.
37:20Let's see what people think.
37:22The product is good,
37:23so we've done what we can.
37:24I want to remind people
37:25that the Farmers Boy Inn
37:26is still firmly in business
37:28after 25 years.
37:29I totally agree.
37:30Well, let's hope
37:30they approve
37:31of the rooms.
37:35Hello.
37:36How are you?
37:37All right?
37:38With Phil's guests
37:39beginning to arrive...
37:40Hello, guys.
37:41Big, massive beer again
37:42if you want to go out there as well.
37:43...plus my crowd
37:44from the cycle centre...
37:45Do feel free
37:46to have a little nibble.
37:48And Mark from
37:49Wydeen Tourism
37:50who could promote
37:51the Farmers Boy
37:51to an audience
37:52of more than
37:534 million potential customers...
37:56If today goes well,
37:58the Farmers Boy
37:58could be on the up again.
38:00Philip!
38:01I can't see my mother.
38:02I don't know anyone
38:03that calls you Philip.
38:05With his influential guests
38:07assembled,
38:08I want to see
38:08if they prefer
38:09the new tree-themed rooms
38:11or the ones
38:12with Phil's
38:12crusty old pie pictures.
38:15Go and look
38:15at his accommodation
38:16and then I'm asking
38:18you all to vote
38:19by putting a ballot
38:21in a box
38:22whether you prefer
38:23the old rooms
38:24or the new rooms.
38:25Are you going to tell
38:26which is which?
38:26I think they'll be able
38:27to work it out, Philip.
38:28Oh, OK.
38:31As the tour kicks off
38:33and the crowd
38:34cast their eyes
38:35over the rooms...
38:36Do come in...
38:37This is lovely.
38:38It's a nice little sun trap.
38:39I'm quietly confident
38:41that my new tree theme
38:42will impress the guests.
38:43Oh, I love the colour.
38:44Oh, I love that.
38:46And prove that
38:46I'm not the only one
38:47who would rather not
38:49wake up under a pie.
38:50Oh, my God.
38:53That's a passion killer,
38:55isn't it?
38:56It is a bit.
38:58With prices
38:59starting at £80
38:59per night,
39:00I'm hoping
39:01the refreshed rooms
39:02will appeal to tourists
39:03from the outdoor
39:04enthusiast market
39:05who are looking
39:06for a bargain.
39:07You get a lot of
39:09very budget-conscious
39:10travellers
39:10and, yeah,
39:11will appeal
39:11to that kind of market.
39:13Good.
39:15It's good value.
39:15It's in the right area.
39:16This is definitely
39:17a lot more
39:18of that sort of
39:18getaway
39:18that you might want.
39:19Good.
39:20I'm glad
39:21you're saying
39:21all the right things.
39:22Thank you, Mark.
39:24That approval
39:25is music to my ears
39:26and could mean
39:27money in Phil's pocket
39:28if he starts
39:29pushing his
39:30accommodation harder.
39:32I think the thing is,
39:33Phil has this
39:34kind of untapped
39:35resource
39:35and he's got
39:36to use it better.
39:38While Phil looks
39:39to seal a deal
39:40with Mark...
39:41I think you've got
39:41a huge opportunity
39:42with, you might call
39:44it a bit of tweaking.
39:45...and the guests
39:46vote on which style
39:47of room they prefer...
39:48Hello.
39:49Nice to meet you.
39:50I want to get
39:51the verdict
39:52from Phil's wife.
39:54What do you think
39:54of the rooms?
39:55Really nice.
39:56Good.
39:57It's definitely
39:57neither that perch
39:59because I always
40:00said I didn't like
40:00those play pictures.
40:02Good.
40:02I'm glad you approve.
40:03Phew.
40:04But, you know,
40:04to be 25 years
40:05in business
40:06and to still have
40:07a business
40:08is really a testament
40:09to him
40:10and he should be
40:11incredibly proud
40:12of what he does
40:12but he needs to
40:13remember the basics
40:14and keep on
40:15really focusing on them.
40:16Just slow down
40:17a little bit.
40:18Maybe.
40:19None of us
40:19are getting any younger.
40:20Exactly.
40:23With all the ballots
40:24cast,
40:25my time at the
40:27farmer's boy
40:28is drawing
40:28to a close.
40:33So,
40:33first of all,
40:34shall we see
40:35who voted
40:35for the pie rooms
40:37and who voted
40:37for the not
40:39pie rooms?
40:41Look.
40:42Ah.
40:45Ah.
40:47Lovely,
40:48fresh forest look.
40:50You are more
40:50than pies.
40:52Someone wrote.
40:57Lovely rooms
40:58and atmosphere,
40:59big improvement.
41:00That last one
41:00that you just read,
41:02that word atmosphere
41:03and what you've done
41:04is that you've helped
41:05to bring the atmosphere
41:06and the quality up.
41:08That's what I've been
41:09trying to do
41:10but also,
41:10Mark,
41:11who runs
41:12Visit Dean Wine,
41:13he says that
41:14you really have got
41:15to join the association
41:16because it gives you
41:17visibility on their
41:18website
41:19and it'll drive
41:19traffic to yours.
41:21I had a great
41:21chat with them today
41:22and we've arranged
41:23a meeting already.
41:24Good.
41:25You'll build connections
41:26with other businesses
41:27like we did
41:27with the bike people
41:28I went to today
41:29who are really
41:31interested in being
41:31able to suggest
41:32places that are
41:33good value
41:34for their customers
41:35to stay.
41:36Yeah.
41:36And I think
41:37you've just got to
41:38refocus on this
41:39again because this
41:40is a little gem
41:41of a business.
41:42And it does you proud.
41:43Thank you very much.
41:44When I first
41:47arrived here,
41:48the Farmer's Boys
41:49collapsing occupancy
41:51meant its future
41:51was looking uncertain.
41:54Now,
41:55with garden and rooms
41:56both given
41:57a new lease of life
41:58plus the prospect
42:00of some valuable
42:01new business relationships,
42:03Phil's worries
42:03should be
42:04a thing of the past.
42:06It's been a good day.
42:08I'm really happy
42:09with how we've managed
42:10to turn things around.
42:11I hope I'm leaving Phil
42:12with a pub to be proud of.
42:14So, my darling,
42:15bye for now.
42:19Like someone said
42:19in that comments box,
42:21you have much more
42:21than pies, Phil.
42:23So if there's anything
42:23I've learned about it,
42:25we're much more than pies.
42:32The garden has been massive,
42:34as in we've had a lot
42:35of people say
42:36how they're glad
42:37the pile of ways are gone.
42:38So that's an excellent change.
42:40People have said
42:40how they love the rooms
42:41and we've done
42:42the rest of them now.
42:42We're happy with that.
42:44We're using different systems
42:45now as well
42:46regarding marketing.
42:47So overall,
42:47the exercise has been brilliant
42:49and Alex is welcome back
42:50anytime she wants.
42:51We'll be listening to this book.
42:53We'll see you next time.
42:55We'll see you next time.
42:55Bye.
42:55Transcription by CastingWords
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