0:00:02 > 0:00:04Small farms and rural businesses are in crisis.
0:00:04 > 0:00:06We've put our life savings into what we're doing.
0:00:06 > 0:00:09A tough economic climate and depressed agricultural markets
0:00:09 > 0:00:12are bringing the countryside to its knees.
0:00:12 > 0:00:15If we get a very bad year, we just have to go bankrupt.
0:00:15 > 0:00:18I'm Nick Hewer and I'm returning to my Northern Irish roots...
0:00:18 > 0:00:20It's my country. What are you doing here?
0:00:20 > 0:00:23I've never heard of Ballyclare.
0:00:23 > 0:00:26..to help these farms and rural businesses diversify.
0:00:26 > 0:00:29I'm no farming expert but I do know what it takes
0:00:29 > 0:00:33for a farming business to survive in these tough economic times.
0:00:33 > 0:00:35You deal with the horse,
0:00:35 > 0:00:37shoot the horse yourself.
0:00:37 > 0:00:40Every time I come to Northern Ireland I put on a stone.
0:00:40 > 0:00:41Can I offer you a scone?
0:00:41 > 0:00:42Can we call you Nick?
0:00:42 > 0:00:45And every now and again, there must be a reality check.
0:00:45 > 0:00:48The Chinese are very good with this sort of thing.
0:00:48 > 0:00:49And that's where I come in.
0:00:56 > 0:00:59My focus today is Castlewellan Agricultural Show in South Down.
0:00:59 > 0:01:02Now, these agricultural shows
0:01:02 > 0:01:05sit at the very heart of rural communities
0:01:05 > 0:01:08and yet so often they struggle to make a profit.
0:01:08 > 0:01:11And profit is just what the Castlewellan Show needs.
0:01:11 > 0:01:14It first started back in the roaring '20s
0:01:14 > 0:01:16but its future is now in doubt.
0:01:16 > 0:01:19No profit this year, no show next year.
0:01:19 > 0:01:21We have extra costs with this here show
0:01:21 > 0:01:23and we need the reserves and we don't have them.
0:01:23 > 0:01:27One of the reasons for the deficit - this muddy field.
0:01:27 > 0:01:31For one day a year, it's the site of the agricultural show
0:01:31 > 0:01:34and a daily drain on their resources.
0:01:34 > 0:01:37To dig them out the members of the Castlewellan committee,
0:01:37 > 0:01:41mainly male, have put their faith in three local lasses -
0:01:41 > 0:01:43sheep lover, Michelle McAuley,
0:01:43 > 0:01:45keeper of the purse strings, Teresa Kearney,
0:01:45 > 0:01:48and salaried secretary, Jackie Fitzpatrick.
0:01:48 > 0:01:51I've been involved with Castlewellan Show from I was 21.
0:01:51 > 0:01:55I have a pedigree herd of Aberdeen Angus and Hampshire Down sheep.
0:01:55 > 0:01:58I've grown up with the show when I was a kid and my father...
0:01:58 > 0:01:59he used to show the sheep.
0:01:59 > 0:02:04I'm married to Martin. We have a sheep and small cattle farm at home.
0:02:04 > 0:02:05He works for Royal Mail.
0:02:05 > 0:02:08Can this newly-formed sisterhood deliver a first-class result
0:02:08 > 0:02:12and succeed where some of the male forbears failed?
0:02:12 > 0:02:15I wonder whether an outsider can't inject some new ideas
0:02:15 > 0:02:17before it's too late?
0:02:21 > 0:02:24This outsider needs to confront the committee.
0:02:24 > 0:02:28Let's hope the women at the top table have my back covered.
0:02:28 > 0:02:30Let me just ask a few questions perhaps,
0:02:30 > 0:02:32just to bring me up to speed.
0:02:32 > 0:02:34You draw visitors in from what sort of area,
0:02:34 > 0:02:36what sort of radius, do you think?
0:02:36 > 0:02:37Anybody?
0:02:39 > 0:02:41'The speedy response is deafening.'
0:02:41 > 0:02:43They're coming from Belfast.
0:02:43 > 0:02:47They're coming from Dublin, they're coming from Newcastle?
0:02:47 > 0:02:49I'm guessing 80% from a 20 mile radius.
0:02:49 > 0:02:53And what sort of attractions do you put on and market and advertise?
0:02:53 > 0:02:56We like the pure agricultural aspect of it -
0:02:56 > 0:02:57our cattle, our sheep.
0:02:57 > 0:03:00When I mentioned Belfast there was a sort of a shudder in the room.
0:03:00 > 0:03:04Belfast people are noted for being bad travellers.
0:03:04 > 0:03:09Ask them to come out till Castlewellan, Newry, Ballymena...
0:03:09 > 0:03:11Belfast people just don't go.
0:03:11 > 0:03:14What does it cost to put this show on?
0:03:14 > 0:03:18The expenditure on an annual basis would be just over 100k.
0:03:18 > 0:03:22We spent a lot of money in 2011 on the field drainage.
0:03:22 > 0:03:27We charge £10 entrance fee, but a big slug of that crowd coming
0:03:27 > 0:03:30in is getting in for free because they're children, is that right?
0:03:30 > 0:03:35So who is the core market then? Families. Simple - families.
0:03:35 > 0:03:38- Farming families.- Urban... yeah.
0:03:38 > 0:03:39Are you bothered about profit?
0:03:39 > 0:03:42If we get a very bad year and our show is cancelled,
0:03:42 > 0:03:45we have no reserves. To cancel this show
0:03:45 > 0:03:50would give us a loss of probably 60,000 on the year.
0:03:50 > 0:03:52We would just have to go bankrupt.
0:03:52 > 0:03:55'Bankruptcy? That's simply not an option.
0:03:55 > 0:03:58'If I'm to help fix this local show for local people,'
0:03:58 > 0:04:01I need to look at the income from sponsorship,
0:04:01 > 0:04:02the livestock entry fees,
0:04:02 > 0:04:05the trade stalls and the key and crucial factor -
0:04:05 > 0:04:09the cash on the day, the money from ticket sales, the footfall.
0:04:09 > 0:04:11There is a need for us
0:04:11 > 0:04:14to be more aware of how we can secure more funding.
0:04:14 > 0:04:16Sponsorship will only cover so much.
0:04:16 > 0:04:18It's getting harder and harder, so it is.
0:04:18 > 0:04:21We need it well publicised to get the people through the gates.
0:04:21 > 0:04:24And here's what they've got to do, more people through the gate.
0:04:24 > 0:04:26More people through the gate
0:04:26 > 0:04:29means you can increase the price of the stands
0:04:29 > 0:04:30and the advertising.
0:04:30 > 0:04:34The combination of those two things means more profit
0:04:34 > 0:04:36as long as you keep the cost the same.
0:04:38 > 0:04:42For now, my sights are set on the show site itself.
0:04:42 > 0:04:44'I'm hoping that chairperson Michelle
0:04:44 > 0:04:47'is more talkative than at this morning's committee meeting.'
0:04:47 > 0:04:51Of this 55 acres and you stretch from the road right up there...
0:04:51 > 0:04:54- That's right.- So, in years gone by then you were spending
0:04:54 > 0:04:5630... £38,000 draining it.
0:04:56 > 0:04:59What does it look like for this year? Looks pretty wet to me.
0:04:59 > 0:05:01Probably you looking at this field thinks it's very muddy,
0:05:01 > 0:05:06but if you were to go on to any of our farms, this field is excellent.
0:05:06 > 0:05:08Yes. But we're not having an agricultural show on your farm.
0:05:08 > 0:05:11Have you got any plans now for this sort of muddy field?
0:05:11 > 0:05:15One thing I notice when I go to other shows that we don't have is we don't
0:05:15 > 0:05:20have a lovely country wear section of ladies wear, gentlemen's wear.
0:05:20 > 0:05:22Right, tweedy coats and smart wellington boots!
0:05:22 > 0:05:25For the ladies, yeah. The ladies like something like that too.
0:05:25 > 0:05:27You love this place even though the ground's wet
0:05:27 > 0:05:29and it costs you money every year. Why?
0:05:29 > 0:05:32It's a lovely setting, we're set in the forest park.
0:05:32 > 0:05:36The trouble is you pay good money to drain this just for one day
0:05:36 > 0:05:38and for that one day you pay £1,000.
0:05:38 > 0:05:42- That's right.- And then as soon as you've gone, somebody releases
0:05:42 > 0:05:46a herd of cattle here to graze, so when you come back next year,
0:05:46 > 0:05:48you have to sort of straighten things out again.
0:05:48 > 0:05:50Who owns this, the government?
0:05:50 > 0:05:52The Forestry, Department of Agriculture.
0:05:52 > 0:05:55You go and get a big axe and you march up to their front door
0:05:55 > 0:05:59- and you chop their arguments down. - You think that would work?
0:05:59 > 0:06:01It would work. 'Given time.'
0:06:03 > 0:06:06I need to inspire these rural revolutionaries.
0:06:06 > 0:06:10When I was a boy, every year I went to the Royal Bath and West show.
0:06:10 > 0:06:12In those days it moved around a bit,
0:06:12 > 0:06:16but now it's got its own permanent show ground.
0:06:16 > 0:06:20It's the only Royal four-day show remaining in England.
0:06:20 > 0:06:22It's innovative and traditional
0:06:22 > 0:06:25and over the four days it rakes in two million pounds.
0:06:26 > 0:06:30And I want the Three Graces - Jackie, Michelle and Teresa,
0:06:30 > 0:06:32to meet Doctor Guise.
0:06:32 > 0:06:36She runs this show, possibly the most successful one in England.
0:06:39 > 0:06:41Jane, first of all thank you for very much for taking the trouble
0:06:41 > 0:06:44to fly across here today to meet
0:06:44 > 0:06:46the power behind the Castlewellan Agricultural Show.
0:06:46 > 0:06:48I know your show from the old days,
0:06:48 > 0:06:50but today, of course, it's grown and grown and grown.
0:06:50 > 0:06:54Is it all down to marketing or have you slowly built up the numbers
0:06:54 > 0:06:56and the revenue through the turnstiles?
0:06:56 > 0:06:58No, every year is a new challenge.
0:06:58 > 0:07:01The biggest marketing tool we have is roadside boards.
0:07:01 > 0:07:04We put them in our members' fields so that people drive past them.
0:07:04 > 0:07:08Sometimes we do television adverts, a lot of internet marketing.
0:07:08 > 0:07:13And do you find giving your sponsors enough PR that they'll come back
0:07:13 > 0:07:15and support you then the next year?
0:07:15 > 0:07:17Yes. Some of the biggest sponsors are very hardnosed
0:07:17 > 0:07:20and they want lots of bang for their bucks, so we have to make
0:07:20 > 0:07:23absolutely sure that the profile that they get is perfect.
0:07:23 > 0:07:26And your entry fees for the likes of cattle, sheep?
0:07:26 > 0:07:27Do you put them up?
0:07:27 > 0:07:33The value of an animal that wins a competition is elevated enormously.
0:07:33 > 0:07:37A cow can walk into that competition worth between £2,000 and £5,000
0:07:37 > 0:07:42and if it becomes the supreme championship with the right judge,
0:07:42 > 0:07:44it can walk out being worth £50,000.
0:07:44 > 0:07:47'So, it's all about the money after all.'
0:07:47 > 0:07:50It's time for tea now with the fact-finding trio
0:07:50 > 0:07:52and for me to reveal my plans.
0:07:52 > 0:07:56In the distance you see a bright light, it's a date rocketing
0:07:56 > 0:08:00towards you at incredible speed and it's called July the 13th.
0:08:00 > 0:08:02Not much time.
0:08:02 > 0:08:06In days gone by, you have a bash for the sponsors at the castle
0:08:06 > 0:08:07which costs you.
0:08:07 > 0:08:12Let's get something out of it rather than just a rather bland thank-you.
0:08:12 > 0:08:15How would it be if the three of you stood up, or one of you,
0:08:15 > 0:08:18and gave a marketing presentation to those sponsors
0:08:18 > 0:08:22and they leave then with a package of marketing collateral
0:08:22 > 0:08:27which enables them to promote your show to their customers?
0:08:27 > 0:08:28It's all about numbers
0:08:28 > 0:08:30and of course, it's not just about ticket money,
0:08:30 > 0:08:31people coming in.
0:08:31 > 0:08:35But people are bringing their livestock in, they love it.
0:08:35 > 0:08:38They've spent ages combing that cow.
0:08:38 > 0:08:39Put the price up.
0:08:39 > 0:08:43At the moment the cattle pay £8 an entry, the sheep £5 an entry,
0:08:43 > 0:08:48so if we were to move it up to £9, well, you've 350 to 400 cattle.
0:08:48 > 0:08:51Or make it 10. Couple of pounds matters nothing.
0:08:51 > 0:08:55They want their livestock, they want to show it off
0:08:55 > 0:08:58not only to the public but to their competitors
0:08:58 > 0:09:00and their neighbouring farmer too.
0:09:00 > 0:09:03I know that, Michelle, you've earmarked a part of the site
0:09:03 > 0:09:05where you can put sort of country clothing,
0:09:05 > 0:09:08even county clothing stalls in.
0:09:08 > 0:09:12What about maybe getting some well known outfitters, men and women
0:09:12 > 0:09:16to sponsor a tea tent whereby we get some models,
0:09:16 > 0:09:19they tog up in all the latest gear
0:09:19 > 0:09:22and cruise from table to table showing off the latest thing?
0:09:22 > 0:09:26That does link quite nicely with the idea, we do have sort of a prize
0:09:26 > 0:09:28for the best dressed lady on the day.
0:09:28 > 0:09:32It kind of develops the theme a little bit stronger if you like.
0:09:32 > 0:09:35- That's fantastic.- Thank you very much.- 'Job done. Ladies happy.'
0:09:35 > 0:09:38The biggest worry will be taking this back to the committee.
0:09:38 > 0:09:42Some members on the committee that won't maybe sway
0:09:42 > 0:09:45with some of the suggestions that we're going back with.
0:09:45 > 0:09:47I think Nick has come in to the show today
0:09:47 > 0:09:49with a very fresh set of eyes
0:09:49 > 0:09:52and it's interesting, sometimes you can be too close to something.
0:09:52 > 0:09:56The show has got so big, you have to look at it more like a business.
0:09:56 > 0:09:58While I'm back in London,
0:09:58 > 0:10:01the business-like trio confront their members.
0:10:01 > 0:10:04On tonight's agenda, PR and marketing.
0:10:04 > 0:10:06A warm welcome then to Fidelma.
0:10:06 > 0:10:08Last year we spent £1200 on radio advertising
0:10:08 > 0:10:12with the local radio stations which was good, but I think this year
0:10:12 > 0:10:15if we're going to spend any big money I think it must be on the website.
0:10:15 > 0:10:17The current website we've had for seven years,
0:10:17 > 0:10:21it's not fit for purpose at the moment. The website we get built now,
0:10:21 > 0:10:23I think we wouldn't be reviewing it for 5 years.
0:10:23 > 0:10:26Let's see that sisterhood in action.
0:10:26 > 0:10:28OK, members, what do you think of that?
0:10:28 > 0:10:31The advantage of Facebook and Twitter is they're dynamic.
0:10:31 > 0:10:33Not everybody is on Facebook but anybody can access a website.
0:10:33 > 0:10:36The thing about the website is that's your shop window.
0:10:36 > 0:10:39- What happens in five years' time? - The website will still be there.
0:10:39 > 0:10:42Tell you what, come back to me and ask me in five years time.
0:10:42 > 0:10:46Three weeks later, I dial in for an update.
0:10:46 > 0:10:49- Hello.- Hello, Nick. - Is that or Michelle or Jackie?
0:10:49 > 0:10:51- This is Michelle speaking, Nick.- What about the fashion tent?
0:10:51 > 0:10:54Our ladies' tea tent has been a lot harder work
0:10:54 > 0:10:57than we thought it would be, I have to say.
0:10:57 > 0:11:00Now the WI ladies are very keen to come on board.
0:11:00 > 0:11:02'Have you committed to the WI?'
0:11:02 > 0:11:05No. It's provisionally booked with them, because as of today,
0:11:05 > 0:11:10we still don't have a definite fashion retailer, you know, booked?
0:11:10 > 0:11:12Ok. What about the sponsors' evening?
0:11:12 > 0:11:15I'm really pleased with how it's progressing.
0:11:15 > 0:11:18We have got our bags sponsored for the evening
0:11:18 > 0:11:20with the Castlewellan Show logo on it.
0:11:20 > 0:11:23We've got the sponsored posters with our show dates on it,
0:11:23 > 0:11:25we've got leaflets.
0:11:25 > 0:11:28What are you really doing is harnessing the marketing power.
0:11:28 > 0:11:30- 'The man power, if you like.' - That's right.
0:11:30 > 0:11:35Let's see if we can't have the best Castlewellan Agricultural Show ever!
0:11:37 > 0:11:40We're off to the Castlewellan Show
0:11:40 > 0:11:44where tonight the Three Graces are to mount a sponsors' bash.
0:11:44 > 0:11:47The purpose - to make those 200 sponsors feel
0:11:47 > 0:11:50that the Castlewellan Show is their show.
0:11:50 > 0:11:54We have invited over 250 guests along.
0:11:54 > 0:11:57Feeling the pressure. We've done a lot of good work in this past week
0:11:57 > 0:11:59in preparation for tonight.
0:11:59 > 0:12:02Preparation for these kind of events is everything.
0:12:02 > 0:12:04We've put a lot of time and effort into it.
0:12:04 > 0:12:07I think we have nearly everything covered.
0:12:07 > 0:12:10We should be able to deliver what was expected of us.
0:12:10 > 0:12:13Let's hope that my goody bag idea pays off because otherwise
0:12:13 > 0:12:17the Three Graces are going to look like the Three Stooges.
0:12:17 > 0:12:21And with this depressing April drizzle, it's a tough audience.
0:12:21 > 0:12:24Step up to the mic, chairperson Michelle...
0:12:24 > 0:12:27Castlewellan and District Agriculture Show is in its 46th year.
0:12:27 > 0:12:30..salaried secretary, Jackie...
0:12:30 > 0:12:33This year we would like to see significant increase in footfall.
0:12:33 > 0:12:35..and treasurer Teresa.
0:12:35 > 0:12:38Are you making the most in promoting your business
0:12:38 > 0:12:41and promoting your products through the Castlewellan Show?
0:12:41 > 0:12:43We have a sponsors' goody bag
0:12:43 > 0:12:46for you all to take away with you this evening.
0:12:46 > 0:12:49We hope that this show will continue to grow into the future
0:12:49 > 0:12:54and be the best one-day show in the north of Ireland.
0:12:56 > 0:12:59We're coming to the end of the sponsors bash.
0:12:59 > 0:13:02Was it a success? The jury's still out.
0:13:02 > 0:13:06I've been involved in the show since the very first show
0:13:06 > 0:13:09and many of the new things came in I didn't approve of
0:13:09 > 0:13:12or particularly like, and all of a sudden I've got to admit
0:13:12 > 0:13:15quite often I'm wrong anyhow, everybody else is right,
0:13:15 > 0:13:18so it's brilliant to see those new things coming and maybe they all
0:13:18 > 0:13:21won't be 100% successful but they'll all contribute to the show.
0:13:21 > 0:13:24We've already had somebody approach us
0:13:24 > 0:13:27to say they'll be very interested and they've already got
0:13:27 > 0:13:30one of our banners to take off for their business in Banbridge.
0:13:30 > 0:13:33That's a business 16 miles away.
0:13:33 > 0:13:35The three of them seem to work very well together.
0:13:35 > 0:13:38They do work well together. I think it's fantastic. I like it.
0:13:38 > 0:13:41It's all good, sure it's girl power. It's great.
0:13:41 > 0:13:43I say let the girlies at it.
0:13:43 > 0:13:45I've received a cheque at the end of the speeches,
0:13:45 > 0:13:47so we're actually having a result.
0:13:47 > 0:13:51Any man who underestimates a woman is a fool
0:13:51 > 0:13:53and those women are going to prove it.
0:13:53 > 0:13:56They've got great energy. If you have great energy, you get things done
0:13:56 > 0:13:59and a great attitude. A smile opens the door.
0:13:59 > 0:14:04- We've been very forward in approaching sponsors.- Very forward.
0:14:04 > 0:14:06They seem to get things done that men don't seem to manage.
0:14:06 > 0:14:08That's what I think anyway.
0:14:08 > 0:14:11- Am I right?- Yeah, you're right. - That's what I think.
0:14:11 > 0:14:13- You agree, Jimmy? - Yes.- Good man.
0:14:13 > 0:14:15They may be quite happy,
0:14:15 > 0:14:17but I've got another challenge
0:14:17 > 0:14:21and this time they really going to have to up their game.
0:14:21 > 0:14:25I've lined up a potential sponsor - a favour for the Three Graces,
0:14:25 > 0:14:28but it's all down to their pitch.
0:14:28 > 0:14:30- Hello, Charlotte.- Hello.
0:14:30 > 0:14:34- I don't know whether you've ever been to Castlewellan show? - No, I haven't, actually.
0:14:34 > 0:14:38We're set in the parklands near Castlewellan
0:14:38 > 0:14:41and we're overlooked by a lovely castle, so we are.
0:14:41 > 0:14:44We've found that shows have started to get a bit stale,
0:14:44 > 0:14:46so we want to do something a little bit different
0:14:46 > 0:14:50and the idea of a clothing village,
0:14:50 > 0:14:54clothing tent would come with vintage tea!
0:14:54 > 0:14:59And to host the fashion show in the vintage tea tent
0:14:59 > 0:15:02we're looking for sponsorship of £1,000.
0:15:15 > 0:15:18That's bang for her buck for Charlotte.
0:15:18 > 0:15:22Hi, Sarah. We'll be promoting all the attractions of the show
0:15:22 > 0:15:26in the local papers. We would be putting it on our Facebook
0:15:26 > 0:15:29just to promote the fashion end of the show
0:15:29 > 0:15:32because it IS such a new venture for us.
0:15:32 > 0:15:34In relation to the tent, where is it going to be positioned?
0:15:34 > 0:15:38The marquees are right along the middle of the show field
0:15:38 > 0:15:41and along in front of that there, you have all the main arenas.
0:15:41 > 0:15:43So, catering-wise, have you got anybody on board already?
0:15:43 > 0:15:46Sorry, I forgot to mention that. Yes, we have.
0:15:46 > 0:15:53The WI have very graciously accepted the offer to host the tea.
0:15:53 > 0:15:55And would you consider champagne, prosecco,
0:15:55 > 0:15:58sort of make it a little bit more glamorous?
0:15:58 > 0:16:00- That would be very nice. - We would consider that.
0:16:00 > 0:16:03I think it raises the bar a bit. I'm not sure what licenses you have,
0:16:03 > 0:16:05but I think it does raise the bar a little bit.
0:16:05 > 0:16:10The ladies of the WI will love that. I'd kill for a glass now!
0:16:14 > 0:16:17Well, ladies, a bit of a mixed bag,
0:16:17 > 0:16:19good and bad. No introductions.
0:16:19 > 0:16:22You waltzed in there, stood in front of her, the three of you
0:16:22 > 0:16:27and didn't introduce yourselves. Michelle waffled quite a lot.
0:16:27 > 0:16:29Charlotte was certainly impressed with you, Theresa.
0:16:29 > 0:16:32Jackie, you called Charlotte, Sarah,
0:16:32 > 0:16:35and the decision, she said...
0:16:35 > 0:16:38Ill take it at a thousand. I would have paid 1,500.
0:16:38 > 0:16:40I've offered the whole thing for a thousand
0:16:40 > 0:16:43and if they're saying the promotion beforehand, the press beforehand,
0:16:43 > 0:16:46the banners, the whole set up in the tent,
0:16:46 > 0:16:49they're supplying models, I certainly would have gone
0:16:49 > 0:16:53to sort of 1200-1500 for that, without a problem.
0:16:53 > 0:16:55What does that tell me? It tells me
0:16:55 > 0:16:58that you don't understand the value of what you've actually got to sell.
0:16:58 > 0:17:01So, she'll take it, thank you very much,
0:17:01 > 0:17:04but as ever in these things, it's conditional.
0:17:04 > 0:17:06She needs to know that the teas that you'll provide
0:17:06 > 0:17:10will be dainty and in keeping with the Magee brand. Yeah?
0:17:10 > 0:17:13We are a good quality brand, we're not a cheap brand,
0:17:13 > 0:17:16- we're not trying to be.- She only wants to deal with one person.
0:17:16 > 0:17:18I'm more than happy to help with certain things,
0:17:18 > 0:17:21but it's much easier to have one person, if you have 3 people,
0:17:21 > 0:17:24- a ball will drop.- I think if we hand that to Theresa,
0:17:24 > 0:17:27because I'm very busy show day and Jackie with the schedule...
0:17:27 > 0:17:29And you've got your head around it, anyway.
0:17:29 > 0:17:31- I think she'll be happy with that. - I'd be delighted.
0:17:31 > 0:17:34On that basis I'd say, you're on the doorstep,
0:17:34 > 0:17:36but you've got to get through the door yet.
0:17:36 > 0:17:37You've got another little test.
0:17:37 > 0:17:40We have some more work to do to fully get Charlotte on board,
0:17:40 > 0:17:44but nonetheless we've made a major step forward here.
0:17:44 > 0:17:46And it's very exciting. It's great.
0:17:46 > 0:17:49There was a few bits and pieces that I messed up.
0:17:49 > 0:17:53Such an important thing for us to get something like this into our show.
0:17:53 > 0:17:57It makes us different from all the other shows that's local.
0:17:57 > 0:17:59I know we maybe could've maybe asked for more,
0:17:59 > 0:18:05but if this takes off this year, we can build on it next year.
0:18:05 > 0:18:10Still upbeat seven weeks later, the trio trial their vintage tea.
0:18:10 > 0:18:14Would the mock-up please the lady from Magee?
0:18:14 > 0:18:17So, really, the vintage tea this afternoon
0:18:17 > 0:18:20is about the three girls at the show committee
0:18:20 > 0:18:24meeting up with Charlotte to present a mock-up, if you like,
0:18:24 > 0:18:27of how we see ourselves taking things forward.
0:18:27 > 0:18:30I think it's really exciting, it's petite, it's pretty
0:18:30 > 0:18:33it's sort of girly and it's got the vintage theme running through it,
0:18:33 > 0:18:35from the plates to the flowers and the tea pot
0:18:35 > 0:18:38and I think, yeah, it's lovely, very, very cool.
0:18:38 > 0:18:43So, it's all systems go for six sittings and the WI.
0:18:46 > 0:18:49We've reduced the six sittings to now four sittings,
0:18:49 > 0:18:52which we think is much more practical.
0:18:52 > 0:18:55Practical, perhaps, but is it profitable?
0:18:55 > 0:18:59We need to be careful in terms of the decisions around the supplier
0:18:59 > 0:19:02and what, realistically, we're expecting from them,
0:19:02 > 0:19:05and what they can deliver, and can they deliver what we have today?
0:19:05 > 0:19:09Can I say that one of the ladies was a WI lady that done the baking today
0:19:09 > 0:19:12so they obviously... they can produce what we need.
0:19:12 > 0:19:16This is not what they're presenting me with at this stage,
0:19:16 > 0:19:18and that's not what I've based the costs on.
0:19:18 > 0:19:22I would prefer the WI doing it, but doing what we had today.
0:19:22 > 0:19:25One option I'm looking at can deliver today,
0:19:25 > 0:19:27but I'm afraid it's not with the WI.
0:19:27 > 0:19:31There's a fair bit going on in the marquee and we need a slick service.
0:19:31 > 0:19:34With or without the WI.
0:19:36 > 0:19:40It's all go on the day before the show.
0:19:40 > 0:19:42There's been a few crises, but were getting there.
0:19:42 > 0:19:45Basically today is big set-up day.
0:19:45 > 0:19:47All the players, all the things are in place
0:19:47 > 0:19:50and now it's all about bringing it together.
0:19:50 > 0:19:52But where are the women of the WI?
0:19:52 > 0:19:55The catering... we're using a local girl, Alex Berry,
0:19:55 > 0:19:58simply because we know how good she is.
0:19:58 > 0:20:02Hoping to be equally good is show secretary Jackie.
0:20:02 > 0:20:04I've prepared as well as what I can.
0:20:04 > 0:20:07It's been hard work and quite an experience, I have to say.
0:20:07 > 0:20:10There's nobody perfect, I know there will be blips,
0:20:10 > 0:20:13but if there's a blip this year, you know to look out for it next year.
0:20:16 > 0:20:18So here it is, the opening day
0:20:18 > 0:20:21of the Castlewellan Agricultural Show 2013,
0:20:21 > 0:20:24which means it's crunch time for the Three Graces,
0:20:24 > 0:20:27unless they get a lot more people paying to come through those gates
0:20:27 > 0:20:30this morning and a lot more revenue coming out
0:20:30 > 0:20:35of what's going on here today, there will be no show next year.
0:20:35 > 0:20:40The future of this show rests on them today.
0:20:40 > 0:20:45And if they fail, my word, my word, they'll fall from grace!
0:20:48 > 0:20:51So, the Three Graces, did you all work together?
0:20:51 > 0:20:54We worked really well the whole year through,
0:20:54 > 0:20:57probably the one thing that gave us a wee bit of more effort
0:20:57 > 0:20:59was your suggestion of doing a vintage tea tent.
0:20:59 > 0:21:01Why was that, do you think?
0:21:01 > 0:21:03Just getting everybody's agreement on who
0:21:03 > 0:21:06we would get to do our catering, we got there in the end.
0:21:06 > 0:21:09We have our entries, which was a suggestion from yourself
0:21:09 > 0:21:12to increase the entry into cattle and sheep.
0:21:12 > 0:21:16Every section is up. We've got a lot of new sponsors on board this year.
0:21:16 > 0:21:19That was key, too. How many do you reckon you brought in?
0:21:19 > 0:21:21I think, now I'll have to check with Jackie on the final,
0:21:21 > 0:21:24but I think we got over 15 new sponsors
0:21:24 > 0:21:27and we got a new website up and going, so we did,
0:21:27 > 0:21:29so we were able to link in a lot of our new sponsors
0:21:29 > 0:21:32and they were also taking feeds from our website.
0:21:32 > 0:21:35We're looking, actually, for a big increase
0:21:35 > 0:21:38and I'm going to ask you, as a gambling lady,
0:21:38 > 0:21:41what increase are you going to get as a percentage over last year?
0:21:41 > 0:21:43I would like to be thinking we're up 10, 15 per cent on last year.
0:21:43 > 0:21:4715 percent. There you go. Right, I'm holding you to that.
0:21:47 > 0:21:52Has that optimistic forecast permeated Portakabin Central?
0:21:52 > 0:21:56It's a busy weekend, it's the bank holiday weekend with us,
0:21:56 > 0:22:01which means there's various other things on but I know there's...
0:22:01 > 0:22:03You've got a fair among of publicity going, I think?
0:22:03 > 0:22:05We have. The publicity has been brilliant.
0:22:05 > 0:22:07Later on tonight, we're going to sit down,
0:22:07 > 0:22:10towels around our heads and work out the sums.
0:22:10 > 0:22:12That's great.
0:22:12 > 0:22:15And that will tell us whether we're to meet again next year.
0:22:15 > 0:22:19- No problem, that will tell the true story.- All right.- OK.
0:22:19 > 0:22:24With that, I trot off to meet fashion tea lady, Theresa.
0:22:24 > 0:22:27I'm concerned that she's hacked the number of sittings
0:22:27 > 0:22:30and is offering a bargain basement prize for her buns.
0:22:30 > 0:22:35Even in a tea tent, it's all about footfall.
0:22:35 > 0:22:39So, one of your tasks then was the tea tent.
0:22:39 > 0:22:41It was a profit driven project. How much are you charging?
0:22:41 > 0:22:44- Six pounds.- Six!- Six pounds, yes.
0:22:44 > 0:22:46Do you think that's cheap?
0:22:46 > 0:22:49I think given the fact that people are already paying ten pounds
0:22:49 > 0:22:51as a gate fee into the show, six pounds...
0:22:51 > 0:22:55Yeah, that's another argument. What's the profit margin on your £6?
0:22:55 > 0:22:57It's small, it is small.
0:22:57 > 0:23:02So, if you don't fill four sittings with a hundred people
0:23:02 > 0:23:06it's going to be either miniscule or you are going to make a loss?
0:23:06 > 0:23:10- Possibly.- A loss?- Possibly. So it's...
0:23:10 > 0:23:13Where's the prayer tent?
0:23:13 > 0:23:18It's all about tea tickets for cash, no freebies, Theresa!
0:23:18 > 0:23:23With 5 minutes to go, the tea tent is noisy, but not full.
0:23:23 > 0:23:25- It looks all right, doesn't it? - It looks very nice.
0:23:25 > 0:23:29- For six pounds, I think it looks quite good value.- Yes, it is.
0:23:29 > 0:23:31ANNOUNCEMENT BLARES
0:23:31 > 0:23:33What would you have paid?
0:23:33 > 0:23:36Sadly, the response is drowned out.
0:23:36 > 0:23:42- Can I offer you a scone? - Can we call you Nick?
0:23:42 > 0:23:46Full capacity or not, the fashion show must go on.
0:23:53 > 0:23:56There are four sessions today. That was session number one,
0:23:56 > 0:23:59and I thought we had a little bit of a disaster on our hands.
0:23:59 > 0:24:02But when the clock struck 11, it was 80 per cent full.
0:24:02 > 0:24:05Undercharging, though. The people on my table
0:24:05 > 0:24:07thought it was cheap, they would have paid a lot more
0:24:07 > 0:24:09than the six pounds asked for.
0:24:09 > 0:24:13At the end of the day, it's all about figures. Every penny counts.
0:24:16 > 0:24:19And was sponsor Charlotte getting enough bang for her buck?
0:24:19 > 0:24:22It was a little bit quiet at a quarter to eleven,
0:24:22 > 0:24:25- but it filled up.- Do you think the models... who were they?
0:24:25 > 0:24:28They were a mixture of daughters, partners, we were happy.
0:24:28 > 0:24:31There were a few sizing issues, I have to say, sometimes models
0:24:31 > 0:24:34think they're one size and when you actually... we literally,
0:24:34 > 0:24:37this morning was the first time they tried it on.
0:24:37 > 0:24:40Looking at the audience in there, are they your customers?
0:24:40 > 0:24:42There's a mix. There's a cross section
0:24:42 > 0:24:45of our customer there. We are trying to promote our womenswear.
0:24:45 > 0:24:50There are a lot of women. People think we do menswear, so it's good.
0:24:50 > 0:24:53When you get home tonight you'll be looking at your website
0:24:53 > 0:24:55- to see how many hits it's had. - Hoping so.- Is that right?
0:24:55 > 0:24:58- And you want to see a surge, am I right?- Yeah.
0:24:58 > 0:25:01Over the course of the day, there's been a huge amount of PR
0:25:01 > 0:25:03- in the run up to this, so fingers crossed.- Good.
0:25:03 > 0:25:06As Royal Bath & West supremo Dr Jane Guise
0:25:06 > 0:25:08judges the young handlers competition,
0:25:08 > 0:25:12I set off at a canter around the Castlewellan Show
0:25:12 > 0:25:14and watch the numbers swell.
0:25:14 > 0:25:20But only the over-16s will turn the footfall into hard cash.
0:25:24 > 0:25:26As the Castlewellan Show comes to a close,
0:25:26 > 0:25:29I meet up again with Dr Jane Guise.
0:25:29 > 0:25:32So, Jane, I'm sort of turning to you as the guru
0:25:32 > 0:25:35because you've been running the Bath & West Show for 12 years.
0:25:35 > 0:25:38And the Bath & West has been running since 1777,
0:25:38 > 0:25:43so does Castlewellan have that same smell of success?
0:25:43 > 0:25:46Do you know, I think it does, not necessarily success at this moment,
0:25:46 > 0:25:48because we won't know what the out-turn is,
0:25:48 > 0:25:53but what I can smell is innovation. You've got three ladies, who were
0:25:53 > 0:25:57absolutely full of enthusiasm, they've come up with some new things,
0:25:57 > 0:25:59and I haven't been to Castlewellan, so I can't judge
0:25:59 > 0:26:02the size of the crowd, but it felt really healthy
0:26:02 > 0:26:05and we'll see when the final figures come in.
0:26:05 > 0:26:08I loved their fashion show and their vintage tea.
0:26:08 > 0:26:10That was just so right. If you change everything
0:26:10 > 0:26:13all in one go at a show society, all the membership leaves
0:26:13 > 0:26:15and gets cross and grumpy.
0:26:15 > 0:26:17The proof will be in increased footfall.
0:26:17 > 0:26:21Increased footfall is increased gate money. And that's the lifeblood.
0:26:21 > 0:26:24I'm afraid it is, and horrible commercial beast that I am,
0:26:24 > 0:26:27but I'm afraid it's all about the cash on the gate.
0:26:27 > 0:26:29So, ladies, let's talk figures.
0:26:29 > 0:26:32When we first met at the committee meeting
0:26:32 > 0:26:36there were you three, frankly, surrounded by the old committee.
0:26:36 > 0:26:39Did you break them down, did you seduce them,
0:26:39 > 0:26:43- did you get them behind you? - Absolutely, it's brilliant.
0:26:43 > 0:26:46Right. I'm going to start with trade stands.
0:26:46 > 0:26:49The trade stands would have brought in about 8,500 for the show.
0:26:49 > 0:26:54- Same costs as last time. Same number.- Yeah.- Static. Livestock?
0:26:54 > 0:26:57There was an increase of about 2,500.
0:26:57 > 0:27:00Not going to set the world on fire with that, are you?
0:27:00 > 0:27:02Let's turn to sponsorship, Theresa?
0:27:02 > 0:27:06Sponsorship is up 25% this year, which is excellent.
0:27:06 > 0:27:10What does the 25% translate to in sterling terms?
0:27:10 > 0:27:12It's £25,000.
0:27:12 > 0:27:1425,000, that's OK.
0:27:14 > 0:27:17Now, Michelle, it was your idea to have a vintage tea
0:27:17 > 0:27:20with a fashion show, but it was in fact Theresa that ran it.
0:27:20 > 0:27:25- How did it go?- We had about 88% of the seats covered today.
0:27:25 > 0:27:27How much money did you make?
0:27:27 > 0:27:30We have made a profit overall of £740.
0:27:30 > 0:27:34You could have made more. I think you were too cheap.
0:27:34 > 0:27:36But, listen, it's not all good news
0:27:36 > 0:27:39because you have £1,000 from the sponsorship from Magee
0:27:39 > 0:27:42and I spoke to Charlotte and Charlotte's not altogether convinced
0:27:42 > 0:27:45that she's coming back next year. And I suggest to you,
0:27:45 > 0:27:47if you really want to make this a success,
0:27:47 > 0:27:50start building a sort of retail village around it.
0:27:50 > 0:27:55And would you be good enough to move that tent away from those tannoys
0:27:55 > 0:27:58and away from the main ring? Too noisy.
0:27:58 > 0:28:00Right at the start, at the committee meeting,
0:28:00 > 0:28:03we talked about increasing the footfall.
0:28:03 > 0:28:06The more people, the more gate money,
0:28:06 > 0:28:09the more people, the higher you can charge the sponsors.
0:28:09 > 0:28:13It's all about numbers, and what happened? Michelle?
0:28:13 > 0:28:16The girlies have done it. Record-breaking.
0:28:16 > 0:28:22- We're up 27% on our gate.- Oh, that's good.- It's just fantastic.
0:28:22 > 0:28:25Michelle, Jackie and Theresa have done exactly
0:28:25 > 0:28:28what they promised they'd do.
0:28:28 > 0:28:33They've secured the future of the Castlewellan Agricultural Show.
0:28:45 > 0:28:47Subtitles by Red Bee Media Ltd