Family attractions face tough choices over summer savings

For Sam Woodings, running one of the largest rope courses in the country is "the most rewarding and also the most stressful thing you can imagine".

"My mind, soul and body have been destroyed," he adds. "But it's also joyful."

Woodings took over Wild Pines Park, near Market Rasen, Lincolnshire, in 2017 and is busy preparing for the summer school holidays.

He welcomes the government's Great British Summer Savings initiative – a temporary cut to VAT on family-related activities intended to reduce the price of tickets and kids' meals – but says he cannot afford to pass the savings on to customers because of staff costs, expensive materials, energy bills and business rates.

Instead, he says he will freeze ticket prices for as long as possible.

"Times are tough for everyone. Visitors think about what the whole day is going to cost," Woodings says. "We offer food here, but lots of people bring picnics now rather than buying it here."

The VAT cut, from 20% to 5%, will last until 1 September. Prime Minister Sir Keir Starmer has said it will help families to "afford more time together".

Other attractions in Lincolnshire who spoke to the BBC say they will pass on the savings to customers, but the county branch of the Federation of Small Businesses (FSB) has called for a longer-term cut.

"I'd love to be in government and make the rules, but I don't," Woodings adds. "But for businesses I think keeping the VAT cut permanently would be amazing."

At the Mablethorpe Seal Sanctuary and Wildlife Centre, staff say they want to help families have a cheaper day out.

Chloe Drew, one of the trustees, says: "The way we see it, families will enjoy themselves more if they're saving a bit of money.

"If they visit us at the reduced rate then they might remember that and choose to support us in future.

"Any money we make goes straight back to the animals. So the animals come first.

"But on this occasion, we can put the people first with the reduced rate, with the hope they will pass it back to the animals in the end."

She agrees with Woodings that running a business is becoming increasingly difficult.

"There are so many costs involved. For us it's the feed, the vet bills, the staff, training courses, cleaning supplies. Everyone is struggling."

The Family Holiday Charity helps families get time away together. Chief executive Rob Parkinson says many are finding it hard.

"The school summer holidays can provide the time for families to reconnect, strengthen bonds and build confidence," he says.

"Unfortunately, what we see all too often is that this period deepens inequalities in wellbeing and opportunity for those who can't access a break.

"We all – government, industry and the voluntary sector – need to work together to identify and implement an enduring solution that offers hope for families throughout the UK."

Pat and her husband, Michael Callendar, are visiting the seal sanctuary while on holiday from Gateshead.

"Virtually everything is more expensive these days," Pat says.

Michael adds: "We tend to go to places which are free or are cheaper. We're pensioners and have to make our pension go as far as we can."

Antonio, who is on a family holiday in Mablethorpe, says he decided to visit the sanctuary after seeing prices had been reduced.

"It does help, especially at the minute. We're on a cheap holiday but food and drink all racks up. It does help that it's cheaper to come here today."

Katrina Pierce, from the Lincolnshire branch of the FSB, says the reduction in VAT is "fantastic, but short term".

"It's 10 weeks across the summer. But businesses, particularly those in hospitality, need something a bit longer term that gives them a bit more stability," she adds.

Pierce believes price cuts could bring a long-term benefit.

"If people are not going abroad because of the cost of living crisis, we want them to come to Lincolnshire.

"If they find a new attraction, there might be a real legacy and families will come back time and time again."

At Fantasy Island, a fairground in Ingoldmells, near Skegness, staff say the VAT reduction will have a huge impact.

Marketing manager Joe Webb says: "We're passing on 100% (of the reduction) to the customers, which I think will make a big difference. We felt it was completely the right thing to do.

"We know how hard it is for people who are watching their budgets. So anything we can do to make a family day out cheaper, we are going to do.

"There's a lot of work to get the prices sorted and getting all the systems up to date. But it will all be worth it when the sun is shining over the summer and people are having a great day."

Webb echoes concerns about the difficulties facing businesses in the sector.

"Costs are huge now. We've had significant increases to minimum wage, national insurance and energy costs. Our daily running costs are significantly higher than they were just six to nine months ago."

Businesses must register for VAT if their taxable turnover exceeds £90,000 in a 12-month period.

A Treasury spokesperson said: "We have the right economic plan – we're backing venues by cutting VAT on family attractions and kids' meals this summer, reforming business rates, with a £4.3bn support package to limit bills rises, capping corporation tax at 25%, extending World Cup opening hours and taking action on the cost of living to boost the sector."

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