Richard Copping joined the Ravenglass and Eskdale Railway (www.ravenglass-railway.co.uk) in June 2000 with only a passing interest in steam locomotives. He was deliberately appointed to promote the Railway to all – walkers, cyclists, family groups and more – and not just to steam enthusiasts as might have happened previously.
For a number of years Richard worked for the knitwear chain of Jumpers. As the company’s Operations Manager he travelled the length and breadth of the British Isles and particularly to areas where tourism was and is vital to the economy. Unknowingly, he built a good working knowledge of how tourism is promoted in locations from Cornwall to Kent, the Cotswolds, and Scotland and has since used the experience gained to the advantage of both the Railway and the Western Lake District in general.
Apart from his work at the Railway, Richard is the author of an ever increasing number of books and his written countless articles on a subject far removed from both the Western Lake District and tourism.
He was a perfect choice for this edition’s Business Profile
- Tell us about your business
Everyone knows the Ravenglass and Eskdale Railway or La’al Ratty as some locals prefer to call it. With around 120,000 visitors in 2006, it’s certainly the most popular privately operated attraction in the Western Lake District. In recent years the perception of the business has been greatly improved thanks to the new station and visitor centre at Dalegarth, near Boot. Apart from the opportunity to offer greatly improved catering facilities at Fellbites Eatery, there is now a gift shop to match the very best elsewhere in Lakeland, plus purpose built facilities for conferences, corporate hospitality, coach groups and much more.
Over the last few years the Railway has expanded its offer to walkers, with a new route devised involving steam travel, a call at every station and the delights of Eskdale.
Similarly, the company now operates a cycle hire operation at Dalegarth, has prepared several cycle maps for visitors to follow and is an integral part of the Eskdale Trail, a train ride and cycle route devised a couple of years ago. (Don’t forget the special railway carriages designed to carry bikes!)
Crucially, the offer for families has also been improved thanks to the introduction of the children’s character, La’al Ratty the Water-vole Stationmaster. Visitors were always confused by the term La’al Ratty. But with La’al Ratty for children, it’s a different matter altogether. La’al Ratty’s scratch card game for the younger ones to play as they travel, La’al Ratty – the soft toy to take home as a memento of the day and the La’al Ratty storybook, now into its third edition. Plus, there’s the La’al Ratty larger than life costume character – its strange how many grannies want their picture taken with the character!
- What is the secret of running a successful tourism business in Western Lake District?
I know what we have done in the last few years and what the effect has been, but I seriously believe that if at the Railway we had all the answers we would all be millionaires many times over. Perhaps the best answer I have to offer is not to stand still. What worked in 2000 won’t necessarily be right seven-years down the line.
- How important is the tourism industry to the area
Driving around the Lake District in the summer you are usually convinced that tourism has no value whatsoever! But such a head in the sands approach, something you still meet quite often in the area covered by the Western Lake District is so out of touch with reality. The old industries have gone - never to return; as a result tourism and the best visitor experience ever is so important to us in the Western Lake District. Tourism secures our future and the future of our families and the area’s future.
As a Marketing Manager, I am delighted to work with any business anywhere in the Lake District. Most will know that the Ravenglass and Eskdale Railway and Ullswater ‘Steamers’ are owned by the same family, so inevitably there is a great deal of partnership working with attractions in Eden too.
However, as Vice-Chair of the Partnership, I will be fighting for full and fair representation for the Western Lake District.
- How has the Partnership’s work benefited your business?
When the partnership was formed the marketing brand was loosely West Cumbria – to my mind at least something associated with decline of industry, and nothing to do with beauty. I could get away with saying that the Ravenglass and Eskdale Railway was located entirely in the Lake District National Park, but what about the rest of us? Branding was one of the initial red-hot issues and the Partnership fought long and hard for the brand Western Lake District. Marvellous for the Railway and even more so for those accommodation providers and attractions situated in areas not normally associated with all the subtleties the term Lake District conveys.
That was a great starting point, but since then it’s my view that the Partnership has gone from strength to strength. Often individual budgets mean that it is incredibly difficult to achieve the level of promotion required to give a further boost to visitor numbers. The partnership today promotes all attractions and accommodation providers with consummate ease and the Railway is very grateful indeed for this.
- What do you think the Partnership can do in the future to continue to help grow the tourism offering in the Western Lake District?
With the support and assistance of the Steering Group and a dedicated team such as Fiona and Lucy on board the output has gone from strength to strength and I know that the offer for 2008 will be even better than this year’s. The partnership is putting the Western Lake District on the map and that is what all accommodation providers and attractions in the area crave.
- What do you think the Western Lake District has to offer a tourist that is different to anywhere else?
We’re really lucky in the Western Lake District in that we are the only region in the Lake District to feature a coastal area of outstanding natural beauty, plus of course we can boast England’s highest mountain, deepest lake and smallest church.
- Do you have any favourite places within the Western Lake District?
Those of you who know me will be aware that I was born and brought up in Yorkshire. However, my parents were both avid Lake District fans and many holidays were spent in the area, including some in the region now promoted as the Western Lake District. Bearing this in mind here’s a quick list of favourites in the Lakes – see how well our part of the district scores.
Favourite Lake - Wastwater – remote, rugged, awe inspiring! No sugar and spice sickliness here!
Favourite Mountain – Great Gable – perfect shape, delightful to photograph and marvellous views from the top!
Favourite Valley – Eskdale – this is the real Lake District, un-commercialised, peaceful, dotted with genuine Lake District sheep, an abundance of wildlife, lovely granite buildings and spectacular in its setting.
Favourite drive – Over Wrynose and Hardknott, stunning, dramatic dropping down into Eskdale.
- Sum up the WLD in one word.
An impossible task, but one phrase can do it – the real Lake District!
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