16 minute read
POOL & SPA INDUSTRY
Industry Reacts To Current Challenges
In this latest issue, BSPF Managing Director Chris Hayes provides an update of what’s been happening across the industry and what’s on the horizon
When there have been so many traumatic events this year, it is always heartening to be able to provide positive news. The industry campaign #everydaycation has been making some excellent progress in promoting the products and services our industry can offer to create lifestyle opportunities for consumers. You can read more about the campaign (overseen by PIP) and being delivered by Sallie Leslie-Golding on page 34.
A huge amount of guidance has been issued in our industry from various organisations, and my thanks are expressed to the members of the various Boards, Councils and Committees for their superb contributions to providing information for the industry. This work will need to continue to evolve as government guidance changes over time. There has been a deliberate policy decision from BISHTA and SPATA, where applicable, to work in a multi-agency approach to provide industry guidance and a good example is the materials in many of the recent Technical Notes from PWTAG, as this helps to avoid duplication of information.
During this uncertain time, the importance of workforce development and education has never been higher. After realising that even with some lockdown easing, there might be many people preferring to receive their training online, there are plans underway to offer at least some of the courses as live
online sessions. A number of the courses may still require elements of physical attendance at a venue to undertake a practical assessment (but this will, of course, follow social distancing guidance in smaller groups, than usual). Examples of courses under discussion for online or a blended course also involving physical attendance include BISHTA’s water hygiene management and the final electrical connections course provided by NICEIC. It is hoped to have at least some Dangerous Goods courses also available online. Some face-to-face training for venues such as holiday parks is essential and will need to take place with adjustments. Similarly, SPATA will be reviewing which of its industry courses can be provided online.
In keeping with the current views of members, BISHTA and SPATA will be offering their annual Information and Networking Days in October as online-only events. SPATA will be holding their online day on Thursday 1 October, and BISHTA will be holding their day on Tuesday 13 October. Details for these events will be available at the end of August, so please look on the respective BISHTA and SPATA websites for more information. News of the events will also be shared in BISHTA News and SPATA News (now being sent out on a Wednesday).
With the 2021 British Pool & Hot Tub Awards now being open online for BISHTA and SPATA members to enter, Sallie LeslieGolding explains more about the value of entering the awards on page 33. Some of the British Pool & Hot Tub Award winners have been shortlisted for entry into the European Pool & Spa Awards 2020 which will be announced at Global Piscine Europe (now taking place in February 2021). The organisers are still finalising further details of the exact date and time of the ceremony. Congratulations to all of the members that have been shortlisted, please see pages 30 to 32 to view the British entries.
The BSPF is heavily involved in promoting the pool, hot tub and wellness industry, not only in the UK but overseas. Working collaboratively to support colleagues in Europe (through the European Union of Swimming Pool and Spa Associations – EUSA) and through the World Alliance of Pool and Spa Associations (WAPSA). The next EUSA meeting takes place on Monday 21 September, and the next WAPSA meeting is scheduled for Monday 14 October 2020. Valuable lessons can be learned (and shared) with our colleagues around the world and put into practice for the benefit of members and the wider industry.
With exhibitions being permitted to reopen in England from 1 October this year, SPATEX 2021 preparations continue in full swing. Michele Bridle and Helen Mulingani are in discussions with the Ricoh Arena about the COVID-secure measures that will be put into place and what will be the expectations on SPATEX as an organiser. The government and venue guidance will continue to evolve, and both SPATEX exhibitors and visitors will be able to keep up to date by visiting www. spatex.co.uk as soon as the information is confirmed.
Stay safe.
The Best of British, Showcased in Europe
Revealing the British entries shortlisted for the 2020 European Pool & Spa Awards, the winners of which will be announced early next year at Piscine Global in France
Since 2013, the European Pool & Spa Awards have been putting a spotlight on the most innovative domestic pools, spas and hot tubs on the continent. The eighth European Awards, hosted by EUSA (European Union of Swimming Pool and Spa Associations) are set to be announced at the swimming pool show Picine Global (Lyon, France) now rearranged for February 2021. There are seven categories to represent the spectrum of work undertaken by the EUSA members with 181 entries from 11 participating countries: Austria, Belgium, Germany, Greece, France, Italy, Portugal, Spain, Switzerland, Turkey and the UK. The award categories are all currently for Domestic projects: Indoor Pools, Outdoor Pools, Pools with an Enclosure, Pools with an Automatic Cover, Pools by Night, Spas and Hot Tubs.
Leading the way for the UK, the following companies have all been eligible for the EUSA Awards due to being previous winners in the British Pool & Hot Tub awards (hosted by BISHTA and SPATA).
BACKGROUND
The primary purpose of EUSA is to support the development of a stronger and more prosperous business community throughout Europe by: • Lobbying on behalf of the industry, on topics such as the development of European standards (thus highlighting safety). • Promoting the industry via the European Pool and Spa Awards (recognition from the industry for the quality of the work being entered from members across Europe).
The EUSA Awards are open to all National Associations that are EUSA Members, to send in entries from their respective member companies. Each entry submitted by an EUSA member must comply with the relevant European (and National Association) Standards, as applicable.
Judges for the EUSA Awards will assess the entries on their visual impact, innovation and aesthetic appeal. The identity of each entry is not revealed to the judges; this means that they can vote for any entry, based on which ones they believe to be the best. The EUSA judges will aim to have a Gold, Silver and Bronze award winner in each category, subject to there being sufficient entries, of suitable quality.
REPRESENTING BRITAIN
On behalf of BISHTA and SPATA, the BSPF wishes the shortlisted entries from both trade associations the ‘best of luck’ in this year’s competition. Chris Hayes (BSPF Managing Director) commented: “The BSPF is proud to nominate BISHTA and SPATA members for the EUSA awards to be held at Picine Global in France. This European spotlight is a fantastic opportunity for companies to raise their profile at home and abroad. The quality of shortlisted entries across Europe in 2020 is exceptionally high, and the bar continues to rise year after year; we look forward to finding out whether any UK companies will be amongst the winners to be announced in February 2021 and we congratulate all of the shortlisted entries on their accomplishment in the competition so far.”
The Winning Mentality
Entry to the 2021 British Pool & Hot Tub Awards is now ‘live’ and provides trade association members with fantastic PR and marketing potential
Being the longest-running and most well-established industry awards, the annual British Pool & Hot Tub Awards plays a crucial role in promoting the industry, not only to the trade but more importantly, to a broader regional and national consumer audience. These awards have been established to appeal to a broad cross-section of the consumer press with coverage for awardwinners gaining more and more momentum both locally and nationally. The British Pool & Hot Tub Awards are run for the benefit of promoting and celebrating the excellence of BISHTA and SPATA members (nationwide and overseas) endorsing companies who strive for the best, as members working to the recognised industry standards and the respective Association’s Code of Ethics.
AWARDS JUDGING
Comes directly from top industry specialists, who regularly work with BISHTA and SPATA. Installation entries are anonymously judged, based on the design, quality and technical attributes along with most importantly working to BISHTA/SPATA Standards, with winners awarded with a Gold, Silver, Bronze, or Merit awards (where applicable) for each category. With a selection of specialist categories (highlighted later in this article), each entry is awarded points based on the criteria, with one overall winner chosen by the judges. Judges award entries on a transparent points-based system, making a British Pool & Hot Tub Award a highly regarded recognition of excellence for your company.
HIGHLIGHTS
Recognising what’s new and exciting about the industry and moving with the times, each year BISHTA and SPATA work with their various committees to look at new opportunities to spotlight. This year sees some exciting new categories introduced for BISHTA members which include ‘#everydaycation Hot Tub Happiness’. A fantastic opportunity to celebrate with lifestyle images of people enjoying time in their hot tub or exercise spa, tied in with this year’s national industry marketing campaign ‘everydaycation’ initiated by Pool Industry Promotions (PIP) – more details of which are detailed on the following page of this issue. New for 2021, BISHTA has also added a ‘Best New Product’ category, a chance for members to enter a product introduced to the market for use in hot tubs and exercise spas.
SPATA has made some fresh changes to the indoor and outdoor pool categories for 2021, giving members more options to enter. Plus everyone entering has the chance of winning one of the top SPATA accolades; the Dick Milward Pool Contractor of the Year Award and the Oustanding Pool of the Year Award. Both of these awards are highly regarded by the industry and are awarded for exceptional entries. You will still find the highly respected industry awards such as the ‘Peter Geekie Award for Retail Excellence’ (sponsored by Certikin International) where the overall winner receives the much-prized trophy and a cheque for £750. Plus the ‘Paul Kite Award for Pool Star of the Year’
(sponsored by Nsure) which recognises enthusiasm, willingness to learn, talent and promise in pool staff with less than ten years’ experience in the industry, with the winning staff member receiving a cheque for £250. This year, both of these awards are available to be entered online for the first time, making them even more accessible.
PUBLICITY
Every winner receives press coverage with a complimentary press release distributed to their local area and guaranteed coverage in the industry trade press. Following the awards, winners receive promotion across a variety of social media channels and online. Along with potential coverage in related industry press such as self-building, landscaping, holiday park, homes and gardens – making these awards a winning opportunity for your company!
Even when business is good, and turnover is healthy, you should never stop marketing your business, and this is where the strength of the British Pool & Hot Tub Awards can help showcase your company and give it the spotlight it deserves. Plus, entering also opens the door to Europe! As award-winning companies are eligible to be shortlisted for the European Pool & Spa Awards hosted by EUSA (European Union of Swimming Pool and Spa Associations).
Award entry is now live online; this is your chance to celebrate your company successes with industry accolades in 2021. Entry closes on Friday 30 October 2020, but don’t delay, if you have entries ready, we urge you to enter them now by visiting the BISHTA or SPATA websites.
Good luck!
BISHTA / SPATA | 01264 356211 / 01264 356210 | www.bishta.co.uk / www.spata.co.uk
#everydaycation – The Buzz Word Of 2020!
Sallie Leslie-Golding explains PIP’s industry campaign to promote the Water Leisure Industry
PIP is a committee of professionals drawn from the hot tub and pool industry to help shape and guide the marketing and promotion of the industry, both to the trade but also to the end-user (including consumer). Funding is provided primarily via SPATEX profits, and there are also contributions from BISHTA and SPATA members plus Aqua Publishing Ltd who produce this very magazine.
As you will have read in the last issue of SPN, the #everydaycation campaign began in June with the mission of making waves for the UK Hot Tub and Pool Industry. The brief has been to create a campaign that generates positive noise in the media and capitalises on the surge in demand for water leisure products in 2020. PIP has been able to harness the expertise of Speed Communications to provide messaging that has been shared in the press and media, highlighting hot tubs and swimming pools as the ‘must-have’ items this summer (and beyond).
The campaign has been constructed to promote the whole industry, giving every company working within the industry the chance to capitalise on the press and media coverage. The campaign has hit the ground running and is building positive momentum, so please read on for what’s taken place so far and what’s to come!
STATISTICS ON CONSUMER BEHAVIOUR
To kick off the campaign, the first thing we needed to understand was how consumers have been using their gardens during lockdown and what their interests and desires are for their outdoor spaces. Our campaign agency got to work and put out a survey to 2,000 people tapping into consumers lifestyles. This information not only provided us with some great consumer insights to tailor the #everydaycation campaign, but it also offered interesting stats to gain press and media interest. Read the full survey results for yourself on the BISHTA / SPATA Blogs section of each website.
FEATURED IN NATIONAL PRESS AND ONLINE
Press coverage is an enormously effective way of broadcasting the #everydaycation campaign to the masses and a press endorsement to drive consumers to our various campaign channels. So far, we have received some great press and media coverage as listed below: • Sunday Telegraph (circulation: 429,346 print / readership 1,372,000 online) • Daily Mirror (readership: 25,490,000) • Tech Investor News (readership: 117,000) • Shiny Shiny (readership: 200,000) • The Sun (readership: 33,900,000) • The Sun – Twitter (reach: 17,000,000) • The Scottish Sun (circulation: 5,300,000) • The World News (readership: 564,000) • Head Topics (readership: 1,290,000) • Daily Star Sunday (readership: 167,601) • Sustain Health (readership: 9,750)
HARNESSING THE RADIO WAVES
On Thursday 25 June, #everydaycation spread across the airwaves as Chris Hayes was interviewed live on a number of BBC radio programmes. Chris was asked to discuss the surging demand for hot tubs and swimming pools during lockdown. These radio interviews provided us with a fantastic opportunity to promote the #everydaycation message, products and price ranges, dispel some myths, and promote BISHTA and SPATA as a safe route to purchase. The interviews were a great success with the media, loving the #everydaycation name. We thank Jason Smith from RotoSpa, who joined Chris for two of the interviews below: • BBC Radio 5 – Wake Up to Money • BBC Radio 5 – Y our Call • BBC Radio 4 – You and Yours • BBC Radio WM – Afternoons on WM with Paul Franks • Plus: Apple Podcasts, Listen Notes, Stitcher, Acast, TuneIn, Radioline.
GETTING SOCIAL
The #everydaycation message is being promoted across Facebook, Instagram and Twitter as well as the BISHTA and SPATA Facebook pages. We are spreading the hashtag #everydaycation far and wide along with eye-catching lifestyle images and links to the campaign website to inspire consumers’ to purchase, educating them along the way with water leisure tips and lifestyle improvements.
Celebrity Posts - With big thanks to Mark Ramsden and Scott Barnett at Complete Pool Controls Ltd, who have provided access to the sporting celebrity they help to sponsor. Jack Laugher MBE was BISHTA and SPATA’s VIP
at the Industry Gala Evening earlier this year and joined the ‘#everydaycation’ campaign to post out through his social media channels. Jack is an Olympic diving champion who competes for Great Britain, and he has a significant following on his social media channels. The results of his post so far are 18.1k likes on Instagram and 3.4k likes on Facebook
Social Adverts – we are currently running a variety of social media adverts across Facebook and Instagram to boost our following and gain increased post-interaction. We’ve seen some very successful results through increased followers, likes and website traffic.
DRIVING ONLINE ACTIVITY
We’ve built a campaign website www.everydaycation.co.uk as well as making updates to the BISHTA and SPATA websites to align them with the campaign. As the PIP campaign works for the benefit of the UK Hot Tub and Pool Industry as a whole, we needed a landing website to drive consumers through from our campaign activity. The #everydaycation site provides a tool to engage and inspire visitors, then push them through to the BISHTA and SPATA websites to find lots of free information and to find their nearest BISHTA/SPATA members. The most significant engagement to the #everydaycation site during July has been from Facebook with 8,312 visitors to date. The site also features a Leisure Quiz, providing the most Facebook advert engagement so far, with a reach of 33.3k, and 467 likes to date.
WHAT’S PLANNED GOING FORWARD?
• Working with social media influencers • Launch of the campaign competition • Sell into luxury publications • Sell into lifestyle publications • Plus, more of the above!
