Bristol Reservoirs Fly Fishers' Association.

7th December 2017

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BRFFA Committee Action Plan 2017-18

 

We recognise and welcome the opportunity to work directly with Bristol Water to implement changes to fishery management.

 

We have tried to lead engagement for over a year but have had limited response and no confidence that BW are addressing the underlying issues that have led to a significant drop in angler numbers.  At the request of Steve Smith we did produce a report on our ideas for developing the fishery (attached) but few of these were implemented.

 

The ‘risk mitigation and cost cutting’ mindset that we have seen so far needs to be moderated with fresh emphasis on generating revenue.  We now want to drive more constructive engagement with a greater degree of accountability for decisions taken and the information on which they are based.  

 

We therefore propose the following as the basis for early constructive engagement:

 

1. Formal review group

Establish a formal review group to monitor progress against agreed action points.  We suggest quarterly meetings with the actions and progress shared across Bristol Water and the wider angling community in order to provide proper accountability for results and to gather wider inputs.

 

The group should consider the financial results and forecasts.  While some of this is sensitive and would not be subject to wider disclosure, we are sceptical about figures previously provided.  

 

This should include a formal request, through the Angling Trust, for a monthly profit and loss account to be provided in confidence.  This would demonstrate the impact of operational changes but also with the considerations of alternative operators or business models.

 

Such a meeting would improve the perception that BW are open to change and have the longer term future of the fisheries at heart.  The current lack of any statements and engagement is damaging that perception.

 

2. Improved engagement

The BRFFA would take a more proactive role in both promoting the fisheries and in publicizing the work being done and the responses from BW.  We should start with a summary of the meetings held to date.

 

One member of the BW staff has already started a Facebook page gathering feedback from anglers on the sorts of improvements they would like to see.  We should build on this, incorporate any new sensible suggestions.

 

3. Improved Bristol Water promotion

The BW public relations department to be more proactive in promoting the fishery and the sport.  We were disappointed that there was, for example,:

no publicity for the Home international fished on Chew in 2017

no recognition for Chew’s 60 birthday last year

 

Many of our recent responses highlight not only the sporting facilities but also their economic and community benefits.  This needs to be reflected in corporate and customer publications.  

Consider running family fishing days with free tuition with the Angling Trust and Get Hooked on Fishing.

 

4.  Stocking policy

An accountable and authoritative source of information on stocking levels.  Recent information has been vague and intermittent. 

 

A more flexible approach to stocking with weekly stocking from the bank, a more sensible number of fish stocked pre-season and better management of anglers’ expectations.

 

5. Hatchery

The current model of growing on fish on-site is not feasible in the longer term.  It is very resource intensive and costs could be reduced by buying in fish and redeploying staff (as done at all other major reservoirs).

 

Also, the maintenance of the infrastructure at Blagdon represents one of the biggest risks to future fisheries viability.

 

We would like to see an independent validation of the total costs for rearing fish on site versus the costs of buying fish in. 

 

6. Customer service

Online payments in advance to speed up booking in

 

A more flexible and speedy approach to allocating boat numbers in the morning rush

 

Making catch return cards, and pens, always available to improve return rates. 

 

A loyalty card system (eg buy 10 boats and get one free) and a monthly draw for a free boat from returned cards.  This would improve angler perceptions and deliver more information

 

Something about the café facilities?

 

A printed and/or online guide available to anglers to help them with tactics appropriate for Chew and Blagdon?

 

7. More flexible ticket options

While we appreciate the need to not dilute revenue we would like more consideration of different ticket options, especially at times when the lake is quiet – midweek and evenings. 

 

We would like more flexibility and imagination in selling unused boats rather than leave them idle – even something like “lateboats.com”

 

8. Management and staff

We appreciate that the current staff do their best with limited support and a range of other pressures.  

 

We are concerned at the lack of genuine fisheries management experience within the team and would like to see inputs from recognized fisheries consultants to advise on more difficult issues

 

Unlike other major fisheries there is very little actual trout fishing experience or involvement within the ranger team.  This helps considerably with customer relations and should be a key part of future recruitments.  Training of rangers could be considered. 

 

Improved training could also be made available.  

 

9. Season opening times

Opening a month earlier and closing a month later would certainly increase revenue at times when the lakes are often fishing at their best.

 

Consider approaching English Nature to see if there is any flexibility in extending the season. 

 

10. Financial Aspects 

The fishery needs some financial support from BW HQ to help reverse the decline in attendance, restore reputation and win back confidence in the angling community:

Advertising – Online, magazine, PPC Campaigns, Email  

Offers and inducements 

Infrastructure 

A cost base review to determine if BW are paying a fair market rate for their products and services – for example, £6k to host and maintain a content managed website seems exorbitant 

BW should look to the angling communities’ knowledge base to consult on areas outside their own expertise – for example to develop/ acquire software such as online booking and payment systems.  We are confident there would be many suitably qualified in the angling community to provide help. 

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11. Catchment Management

Consider working with the local rivers trust in a partnership initiative to reduce nutrient and pesticide inputs to the waters from poor farming practice and private sewerage facilities.  Some funding from Bristol Water could be leveraged with funds from environmental grants schemes to create a much more comprehensive package.  This might reduce algal blooms, weed growth and fly life declines, as well as the obvious benefits to water treatment costs.

 

12. Rebuild reputation

It is important that BW recognize the reputational damage that has been done to the fly fishing on their waters.  If this action plan begins to be implemented we see the opportunity for a “relaunch” of the fisheries at the opening of the season.  This could highlight the improvements planned and would, importantly, demonstrate that BW are listening to their customers and are serious about the future success.