Tourism chief James Mason has urged businesses to make the most of the opportunity that awaits the hospitality sector this summer.
Taking centre stage at Bridlington Spa as part of Humber Business Week’s climax - The Business Day - Welcome to Yorkshire’s CEO outlined exactly what is being done to make ‘God’s Own County’ the country’s domestic destination of choice.
Recovery in the sector was a key focus of the event hosted by Gyles Brandreth - who flagged up his own contribution with his 1,000-strong teddy bear collection displayed at Newby Hall.
And continuing to wow those in the county as well as those further afield is seen as vital.
Mr Mason, a former BBC Sport presenter, said: “I’m a storyteller, and have the wonderful privilege of telling Yorkshire’s story to the world - and it is a privilege.
“It is God’s Own County, or country,” he said - telling how the population equals Oman, Denmark, New Zealand and Norway - stopping short of joining Scotland on a devolution call to Downing Street.
“We have our own flag, coastline, three national parks, seven michelin star restaurants, vibrant cities like Hull, Leeds, Sheffield and York, and nice communities that have blossomed over the last 12 months.
“What an opportunity awaits this summer. We have to get people thinking across the world, but definitely first, Yorkshire.
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“We have five million people, if we focus on our doorstep - for example letting people know Bridlington is an hour from Leeds, of South Yorkshire’s very deep heritage - we can really capture people’s attention here. If we can spread the work, get students to study here, create opportunities to work and live here, then we can build the visitor economy without thinking of the wider world.
“Next year international tourists are coming back and we must get that offer ready, our cities, our bustling market towns.
There work to be done in the 海角视频 too. “People from the South East, Merseyside, Scotland, ask ’does Yorkshire have a beach?’ ‘Is there a city?’ There is a big piece of education to do,” he said.
Two businesses at the sharp end of the pandemic’s economic damage also had their voices heard at the event, sponsored by Business Live.
Restaurateur Tina Cerutti joined Mr Brandreth on the socially distanced stage sofas. She told staff at her eponymous Beverley business that when closing in March 2020 “they would be back in a fortnight”.
“It was a disaster to start with, but the term of the day was thinking outside of the box,” she said.
“We started take-aways, started a delivery service, anything to keep the business going. We opened again on July 4 and it was amazing. Customers came back in spades, it was wonderful.
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“We joined the Eat Out to Help Out scheme, people just wanted to get out, and that’s what is happening now. People are coming back.”
But the toughest time was pre-Christmas. “It was awful when the shutters came back down on November 4. For us December is like harvest, we take 25 per cent of our turnover in four weeks. I cannot say I didn’t cry, I did.
“Thankfully it is all about the people you employ, and we have a wonderful team. We have kept them all, we had to furlough, but we have kept them.”
Looking ahead, the third generation chef, who's family arrived in East Yorkshire from Italy, via London and then Harrogate, said: “I think people are still going to be very cautious, but people are spending money, they want to be out here, and being able to do some outdoor seating for people to feel safer is important too.”
Across the town but following on stage was Sally Iggulden, chief executive of Beverley Racecourse. She explained the economic impact of horseracing and how she countered the statement ‘that there were more important things to contend with than finding out which horse was quickest’, as she spoke a year on from the first behind-closed-doors meet.
“You cannot furlough staff in horse racing,” she said. “Horses need looking after 24/7, grass continues to grow. Yorkshire has nine racecourses, £300 million was put back into the economy in 2019, it is a big industry. 4,000 people are directly employed, so it was very important to keep the sport going.
“Not only from an economic point of view too, keeping sport up and running was massively important for people. Viewing figures went through the roof, it was so important to keep the spirit alive - people were wanting something to do, to engage with.”
She’s optimistic of a healthy return to form too.
“The outlook is very promising, all of our big days are fully booked, people are desperate to come out and enjoy the experiences they haven’t had a chance to.”
Keeping the equine theme and headline speaker was Mark Atkinson, East Yorkshire’s own horsemaster. He is thankful to television for keeping his three-decade business thriving as live events disappeared - with a “god bless Jane Austen” thrown in for good measure when it comes to screen adaptations.
A diversified dairy farmer, he has provided horses for many a hit - even standing in for Tom Hardy in Peaky Blinders, and slightly less awe-inducing ‘Victorian lady on a carriage’.
Based in Eastrington, the live stream showed him riding along Bridlington beach to get to the venue, with his steed, Malik, getting him to the stage.
“A horsemaster is the person responsible for ensuring everyone’s safety around the horse on set; we make sure actors are safe, horses are safe and we deliver whatever the director is hoping to get from us,” he explained.
And his story brought back memories of Lord Sugar’s words at a previous Business Day for Brandreth, “do what you know, do what you like”.
Horses were a hobby on the 113 acre small farm, where dairy and beef herds were joined by pigs and arable interests. There were dubious acting credentials too.
“I wasn’t sure I wanted to farm, but I left school, went to agricultural college, continued farming and milking cows,” he said, having followed his father. “The farm was doing really well, we weren’t struggling at all.
“I had met a lovely girl at the local amateur dramatic club, where there were 32 young women and only four men, two of whom were in their 70s - so you can see why my mate and I gave that a go - we’d married and had two small children. She decided we should diversify from farming to horses because it was always my passion.”
Atkinson Action Horses started with re-enactments, with a lucky break at Fort Paull, when he stood in for another rider, only to be asked to supply the English Civil War Society.
He now has 41 horses. “It is a big business, we are very, very busy - non-stop, even with Covid. We had 32 live events shut down in lockdown, but film managed to keep ticking over.
“You need to enjoy meeting people every bit as much as you enjoy working with horses, that’s a huge part of it. I love it, and I get to travel all over the place.
“We’re currently working on All Creatures Great and Small, and it is just a privilege, wonderful cret, great director and we are having a great time.”