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