Episode 5 The Farm Fixer

-Small family farms are in trouble.

-This hasn't seen action for a while.

Business consultant Nick Hewer goes back to his Northern Irish roots

to help them diversify and make radical changes before they go under.

-What can you do with 17 acres?

-But are the farmers ready for his advice?

I'm not a farming guru, but having observed many companies over more than 40 years

what I can offer is a great big dollop of common sense.

This series follows local farms embarking on a long-term fight for survival.

-You're not turning bookings down?

-There will be tough decisions.

That source will pump forever and a day and they'll sell it?!

But doing nothing is not an option.

-End of a long day and for me a depressing day.

-OK.

This week Nick is on his way to Tullyveery House and Farm near Killyleagh in County Down.

The house has been in the Heron family for nearly 200 years.

As the oldest son, Colin inherited the house in the 1970s.

His younger brother Michael looks after the farm's small herd of sheep and beef cattle.

My family came from Scotland originally and by 1740 came here.

I have had a very happy childhood here and a very happy time since I've been back.

It's a great part of the world to live. I'm the custodian of it in my time.

It's nice to pass it on.

The house and farm will only survive for the next generation if Colin can establish a business here.

It's make or break and Nick Hewer has been called in to help.

Colin Heron has decided that if he's to keep the farm, the old ancestral home has to start paying its way.

So he's settled on bespoke weddings.

In that beautiful Georgian house. Alarm bells are beginning to ring in my head.

Does he really want complete strangers tramping around in his home? I'm not sure.

This could be a problem.

-Colin, good morning.

-Nick! Welcome.

'This is probably my last'

serious opportunity to effect radical change here for the better.

Today, Nick has brought his dog, Jasmine. He's got eight months to give Tullyveery House a future.

All he knows is that Colin wants a slice of Ireland's lucrative wedding market.

We're in the front hall, which I think is quite nicely laid out.

This would be fantastic for the bridal couple to have their photographs taken.

-And the registrars are happy to licence this particular room.

-Lovely. Is it big enough?

Civil ceremonies tend to be smaller and 15, 25, 30 is about the median number.

Further through here we have another room set aside that I think might work for a bride's dressing room.

Somewhere she can escape to to fix her makeup, chat to bridesmaids...

-Wouldn't that normally be upstairs?

-Well, it might be.

Upstairs I envisage as being private for family and out of bounds and staying on the one level.

-So you'll not have them staying here?

-I don't plan to offer overnight accommodation.

-I'm going to bring you in to the drawing room here, which is not available to the public.

-Right.

-The door will be locked.

-With a big "Private" notice?

-That's obviously an option. It does truncate it.

It's part of the house, an important part.

This dining room can be used for wedding ceremonies or receptions.

-Who's this? This is you?

-That's my great-grandfather.

-There's a strong resemblance, both physically an in entrepreneurial endeavour, too.

-Thank you!

In the 19th century, the Herons owned about 8,000 acres of land. Today it's nearly all gone.

The farm is barely big enough to support his brother, let alone Colin and the house.

-We have a rump of about 90 acres around the house.

-When these go, you'll replace them?

They will be replaced. That allows us to stay in some form of farming.

-But this is not enough to sustain the house.

-No, it's not.

-You've got a few sheep.

-Same argument. Exactly.

-So it's the house.

-That's where the future lies.

-With the house and what it can do.

The estate desperately needs an income. In Colin's plan,

everything is resting on a field next to the formal gardens.

This area with this hard core is the base area where a marquee complex

to take up to 250 people can be erected. And the client can configure that as they wish.

-So when somebody comes and they want a 250-seater, you point them towards the marquee people.

-Yep.

-You take a commission on that?

-Not from marquee people or caterers.

-And how much are you charging for that footprint?

-1850,

-which is rather less than some of my competitors.

-1850? That's a flat fee?

-Yep.

-If I've only got 100 people or 200...

-It's a flat fee.

-A flat fee.

Colin is hoping that marquee weddings will save the house,

but as well as offering no accommodation, Nick is worried that the numbers don't add up.

What will he get? 10 weddings a year if he tried a bit harder?

1850 a pop, £18,500 a year.

It's not a great yield on what he's spent, but I think if he actually opened himself up a bit more,

became a bit more adventurous, embraced the business, he could make a lot more. Maybe double. Triple.

Before Nick talks to Colin, he's decided to go to the Culloden Hotel.

It's one of Northern Ireland's busiest wedding venues. Nick wonders how the local market is holding up.

So, on average, how many wedding receptions do you stage each year?

We hold up to 200 weddings a year, so we're very busy.

-So some Saturdays two or three.

-Particularly the peak times of the year, from May to September.

We live in tough economic times. What's being cut - the number of guests or the budget per head?

Cutting the numbers, probably. People are still getting married, they still want that high standard,

but they're maybe reducing the numbers to allow them to have that.

-So what is the average spend per head?

-Roughly about 100 guests for your average wedding,

-about £8,000 upwards.

-But the key is that they rely on you to deliver a great day.

It's an immense pressure, but we want to get everything 100% right.

And you've got the contacts. If you want a tame elephant on the lawn, you could probably find one.

-Or a Hawaiian band.

-Absolutely. We'll do our best! Whatever they want.

-Excellent.

That was an interesting little chat. I've learnt just as many people are getting married as ever.

Budgets are under pressure, naturally. But the key thing for a successful wedding venue

is the imagination and service of the organiser. And that worries me. That worries me a lot.

Nick is now convinced Colin's plan will not be enough to save the house. It's time to get serious.

As I understand it, you've got the marquee wedding market in mind.

-Mm-hm.

-Families that actually haven't got such a beautiful house, but rather wish they had.

And the way you're approaching that market is to let out a piece of land for £1,850.

It's up to the soon-to-be-married couple to make their own arrangements.

I'm a bit of a stranger to this. What does a 250-seater marquee cost?

It can be quite a lot of money because it's not just the marquee. It's lighting, it's flooring,

-the loos, the heating...

-Give me an overall price.

-You could spend 10K.

-And you'll earn nothing?

-I'll earn my 2K entry fee.

-My feeling is you're trade. You're in the business.

-Yes.

-You buy at trade prices. If the bride wants to buy it, she's buying retail.

-Mm-hm.

And therefore you buy at trade and sell on at retail.

That's your margin, £1,000, and you add it to your £1,850, that's £2,850.

Well, it's an area to be explored. I take your point. I may not have thought this through thoroughly.

I don't know what your expectations would be. What would be a great sales figure for you in Year One?

Year One, Year Two... One needs to hit £20,000-£25,000 in those years, I think.

Hopefully, there's a snowball effect.

My fear, really, and it's your background thing,

is that you're not fully embracing this idea of business,

raw business, making money.

I think money sometimes might be a bit vulgar for you.

Nick's plan is to push Colin into making more out of each wedding,

but Nick also knows that if the house is going to survive, it will need other events.

He's invited along events organiser Leo Callow. Leo works for a variety of clients.

Nick's hoping he can help him convince Colin to start thinking more imaginatively.

Leo mentioned there are a lot of cruise ships coming in these days.

2012, big year. And I think amongst those thousand passengers

there must be 20 that would love to come here.

And then there are other unique groups. The Porsche owners club or the whatever.

There must be a more bijou, unique market that would love to come and have the sanctuary you provide.

Absolutely. It's broadened my mind to the wider opportunities here.

Colin, you've also got to face up to the reality of the three big things that you're missing,

which is you haven't got accommodation, you haven't got a permanent function room on site,

and you are a bit of a distance from what I would call the ordinary, run of the mill options.

I always knew from the outset that this would be bespoke, for certain needs and not others.

And I totally accept that.

We've covered an enormous amount of ground today. And all through the day, Colin's nodded,

but I just wonder if he's paying lip service to it and as soon as we've cleared off,

is he just going to revert back to weddings? I hope not. Weddings won't take this place into profit.

It's been a month since Nick's visit

and Colin's priority is still weddings.

Today Tullyveery House is being used in a photo shoot for a local bridal magazine.

It's a glimpse of the world Colin's about to enter.

This confirms my earlier assessment that it's a vertical learning curve.

There's a bunch of professional people all doing their own thing. We have Miss Northern Ireland here,

which is very flattering.

Nick is worried that Colin is still ignoring other revenue ideas,

so he's decided to set a challenge. He wants Colin to entertain a trial tour group.

-'I'm bringing a small group.'

-Right.

-'And I'll throw them at you.'

-Right.

And you'll keep them entertained and enthralled.

Thank you for your little afternoon bombshell! I look forward to it. I think I can handle it.

It's the day of the tour group challenge.

12 members of Northern Ireland's Women's Institute are looking for a good trip out.

This will be Nick's first real test of Colin's hosting skills and business acumen.

Good morning!

Welcome to Tullyveery! Would you like to come in then and perhaps check the house out first?

Come on in.

Lunch is at one o'clock, so we've got a bit of time.

The point of today's challenge is to see if we can persuade Colin to open up the house properly

to tour groups. Indeed, to open up himself.

What sort of welcome will he give them? What entertainment will he lay on?

Will he actually embrace this whole concept of making money out of Tullyveery House?

I had a professional career away from here until I was 55 and came home.

I had a hard look at it and thought it has to wash its face.

It's complicated, but Northern Ireland has a lot to offer.

We're witnessing a very strange little scene here.

When you get off the boat in Finland...

This group is a sort of tour group. It's a trial tour group.

What I haven't absolutely nailed down yet is how much they'll take...

But Colin's talking to them about almost everything he knows other than a talk for a tour group.

He's talking about the margins and the chef and he's not sure how much money the cruise liner would want

because after all they've got their mooring fees in Belfast harbour...

It's a bizarre carry on! He's sort of...

emptying his heart to this group who are not the slightest bit interested in hearing about this.

If he were to do this to a genuine tour group of Americans, I think they'd scuttle back to their ship.

A HARPIST SINGS

The garden tour is complete

and the group has been ushered in for pre-lunchtime drinks.

Suddenly Tullyveery House as a venue is beginning to make sense.

Taking a group of American tourists as these are pretending to be around a cold garden is one thing,

but exactly what's called for is to walk into the warm hall and hear an expert harpist playing.

That's more like it.

As well as the harpist, Colin has arranged a top-quality three-course lunch from award-winning chef

Derek Creagh.

Derek's menu is local scallops, followed by venison with pressed apple terrine for dessert.

It's top quality dining, but Nick has concerns.

While the guests tuck in, Colin is making himself busy with some household repairs.

That's good.

One of the principal reasons why a group of fee-paying guests would come to this lovely house,

for lunch, is that they want to feel part of the family. They are having lunch with the owner,

being given a tour by the owner, being spoken to by the owner. Is he in there? No.

Where is he? He's in the kitchen!

That's not quite what's called for.

Well, I think it's... it's gone pretty well,

but a couple of things worried me. It's not really a criticism. You're cutting your teeth on this.

I was surprised that you didn't join them at lunch. One thing they look for is to be part of the family.

The food is not the critical thing. It's the entertainment.

And that's, I think, where... you let them down a bit

in terms of excitement and drama. Remember, we're talking about tour groups from cruise ships.

They can eat Michelin-starred food all day long. They come here and they want the experience.

Bit of a fastball. What would you have charged today for what they got?

The figure I'm debating is around £85 per head. It's not worth doing it for much less for me.

Let me tell you, based on that, Colin, it's not worth doing at all.

We've drilled down into it and cross-examined people and for that they say the price we reckon

is £80. And you must make 50% minimum, so you've got to charge 120.

The mechanism is like a piece of elastic. Reduce the food, increase...

And bring in the entertainment that might well cost a great deal less per head.

The WI lunch has proved the house works as a venue,

but tour groups alone won't save the estate, so Nick has decided to pile on the pressure,

-inviting the cream of the corporate world to an exclusive dinner party.

-I can't understand a word of that.

It's a massive opportunity to launch Tullyveery House as a corporate venue

-and Nick expects everything to be perfect.

-I'm looking for really good wheaten bread.

A girl up country is going to do some fantastic butter and your bread would be a wonderful start.

One of the pre-sliced ones? And it's still warm. Fantastic!

It's the night of the corporate launch, Colin's one chance to impress the business market.

Nick knows any mistakes would be disastrous.

In a few minutes' time, ten characters will come through there,

each one of which is a business generator, one way or another.

Nick's invited guests include heads of PR firms, advertising companies and the Acting US Consul General.

Colin has just two hours to convince them that Tullyveery House is the perfect venue.

I'm apprehensive and keen it works well. All the ingredients are right - the house, chef, staff.

I can't see why it wouldn't be successful, but you should always have a certain nervous energy

at this stage of any proceedings.

Guys, can I just let you know a little about why you're here tonight?

I've just set out to do weddings here and thought it would be a good idea to open up the house.

In the process of getting it licensed, Nick said, "Actually, it looks pretty good,

"but you need to think more broadly about corporate and other things."

Fine dining is a possibility and is what we're exploring tonight.

-This is a version of what you might get.

-As a spokesman for Tullyveery Enterprises here,

the point is that Colin is open for business. Anything you want within reason.

But let your imaginations run riot.

Here we are very close to Comber, ancestral home of the Andrews family.

Americans who were interested in the whole Titanic memorabilia thing might be interested.

-There are 50-60 Titanic societies in the States.

-So there must be a market for fine dining dinners.

-Themed dinners.

-And Colin is friendly with Johnny Andrews.

Not just for the Titanic centenary, but also the anniversary of US troops landing here in WWII.

-There's been a lot of genealogical tourists.

-A lot of Americans like to travel by helicopter.

If there wasn't a wedding on at the same time, there's the very large marquee site.

-That would make an ideal impromptu helipad.

-Also think not just about the Americans.

The Chinese market is hugely growing for golf.

What's fascinating is I stuck my head round the door and listened.

The ideas are bubbling to the surface. Titanic themed dinners,

they're talking about golf, helicopters between golf courses popping in here...

-'There's any number of ideas going on in there.

-Right.

'Because it's all here. There's business to be had here.'

Here's the challenge. I'm sorry. This is one you've carried off well.

-The next one is bigger.

-Naturally.

-When I come back in March, let's have a big event.

You tell me when I come. A wedding, whatever. Big event.

Spring has arrived at Tullyveery House.

So far, Nick's plan is working. Colin has hosted a few corporate dinners and he is close

to making a deal with a cruise ship tour company.

Today he is holding the big event Nick asked for -

a wedding fair. Summer's approaching fast and Colin has to sell some weddings if the estate's to survive.

The majority are here and some more have just arrived.

Colin has also asked his daughter Alice to come over from England to help.

Colin's original business plan was to simply rent space for a marquee.

Nick's hoping that the last few months' push on entertaining groups

might have made Colin think a little bit bigger.

I'll be watching to see whether he's just selling Tullyveery as a wedding location or if he's prepared

to sell a package.

-Nice to see you!

-You've turned it into a paradise!

-It's lovely to see you.

-Has the house ever looked better? Beautiful.

-It's kind of you to say.

-You've been working your...

-Proverbials off.

-And the daffodils!

Also you've got the best day you could possibly have.

-Are you going to show people round the house?

-No, it's closed.

Perhaps on the hour you might... When the crowds arrive and you see the heat you've stirred up.

-Maybe you could schedule an hourly tour.

-I won't lose an opportunity.

-Nick is adamant that Colin should show the house off.

-I need you two.

But there's now only 30 minutes until the public arrive.

What we're going to do is offer house tours.

-If you go and open up the place...

-We'll get some flowers.

-A massive bunch. More daffs.

-Yeah, thanks, John.

-All right, see you later.

-Thanks.

Which means I can go back to this!

Colin's aim was always to create a business he could pass on.

Nick's wondering how Colin's daughter Alice feels about the family heirloom.

-Your dad really is working hard.

-Absolutely.

-He's brought the place up to the most perfect pitch now.

-It must tempt you to come back here and take over the running of it.

-Yeah, it certainly does in future.

We want to see how it develops over the next few years.

We're doing our own thing in England, but we'd look to it.

Would it speed up your decision if this wedding venue idea of his really took off?

-Would that sort of...?

-It would be an influence.

-It would be a living then.

-Yeah.

Do something for me. Like all daughters, you have huge influence with your father. I have none.

Please ask him to put packages together. That's where the real profit is.

-I'll certainly try.

-Push him on it.

-I will.

Colin, I'd like to thank you very much for inviting me here to the opening

of the Tullyveery House FIRST Wedding Fair and the beginning of a great wedding location business.

-I might even come back and have my second wedding here. Here we go! Ready?

-Absolutely!

-Go for it.

-How's that?

The crowds are in. The next few hours are about the hard sell.

# All of me

# Why not take all of me? #

The invited suppliers are doing brisk business.

Colin is also getting inquiries.

We'll have a look at the house.

Nick's idea of house tours is also proving popular, but what is Colin selling?

Is he offering bespoke packages with extra services included?

Or is he still uneasy about becoming a truly commercial venture?

This room here, the hall, is licensed for civil weddings, as is the dining room next door.

Basically, having a civil ceremony in here, you can organise it.

Do your own thing with food. Bring your own bottle. I'll chill it if it's white or sparkling,

and come back the next day and have bacon and eggs in the wreckage of the tent!

The house tours and wedding fair are going well. Couples are interested,

but Nick wants to find out if Colin is selling enough to secure the estate's future.

-What's he giving you? The location?

-It's beautiful, but mostly his idea that we can do whatever we want.

We have the whole place.

-Has he offered you a package or just the venue?

-Just the venue. Not quite a package,

although he's offering a list of suppliers and the freedom to choose.

-He's left you to put it all together?

-Yeah.

-And you found the price acceptable?

-Absolutely.

And you get it for three days - the day before, the wedding and the next day to clear up.

Or, as Colin has offered us, to party on!

-I think Colin likes a party.

-Yes!

Colin's attracting a fair amount of interest, but my question is:

why wouldn't he be? It's the most beautiful setting for a wedding.

And what's he charging? About £1,800 and yet he's saying,

"Come! Spend three days! Have the wedding, then use the place as your own on the day after

for £1,800?!

He could charge more. He really could. He's giving it away.

Colin, what a great day. Beautiful weather and a great turn-out. I mean, wonderful.

-Any bookings? Any positive business?

-Yeah, six. On top of the five we've got this year, in 2012,

there are six booked up for 2013.

Lots of referrals from the suppliers. I've had key suppliers here. They'll put the word out.

The only thing that was worrying me and we've fought about it

is that if I were getting married, again,

what you're really saying is, "Look, have it here, but you go ahead and organise it."

I'm not an events co-ordinator, but the key is to sit down and discover what they'd like to have.

And then formulate that. I can point them towards the right suppliers.

I want them to have freedom of choice. Then I will steer them in the directions that are worth going.

That's all very well and good, but the whole thing was, "I've got this beautiful facility.

"Now I've got to find the revenue stream to keep it going."

Right? And you found that revenue stream and I'm just wondering if it's too much of a trickle.

-That's all.

-And I take that point completely. And I will not lose sight of that as time goes by.

When I first set foot in Tullyveery House eight months ago,

Colin Heron essentially had a place to plonk a marquee.

What has he got today? He's got actually a multi-faceted business.

He's got a thriving corporate dinner business, cruise lunches and a real wedding location business.

Colin wanted to save this wonderful house and the family farm for the next generation.

Do you know something? I think he's done it.

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