Archery school scores a bullseye for Gower

BRIAN Williams certainly hit the target at the Swansea Bay Tourism Awards — his Gower archery attraction was voted best visitor experience.

But while Perriswood Archery and Falconry Centre took the title in the most competitive of the 14 categories, he also felt able to fire an arrow into the heart of an argument over funding for the area.

Gower performed well in the awards, but he feels that has masked a lack of outside money for the area compared to others. In short, Mr Williams believes what was Britain's first Area of Outstanding Natural Beauty is the poor relation compared with the multi-million pound SA1 development on the city's eastern gateway.

"It's important that the whole industry moves forward together, and it is important that Gower itself is included as part of the whole industry," he said.

"My feeling is that Gower is used to sell Swansea, but Swansea is not helping Gower. Far too much money is going to SA1, and money is not being provided to help the rest of tourism in the area. It is a sump, taking away investment."

But, whatever the target in his sights, Mr Williams and his team have done well enough over the past five years to make a mark in the high-profile awards.

"Obviously, I am delighted to have won," he said. "It is accreditation for a lot of hard work by a lot of people here. When we opened in 2003, we had two targets, seven bows and three dozen arrows. Now 70 people can come here at one time."

And he is particularly proud of its record of being able to accommodate people with a wide range of disabilities, thanks to specially trained staff and the equipment available.

"We can cater for all sorts of disabilities," he said. "There is no barrier. We try to exclude no-one and try to include everyone."

And the centre does not intend to rest on its successes. It is aiming to drive forward by introducing an archery teaching NVQ qualification, with Swansea College, by the end of next year. And that is also the target date for plans to provide a falconry apprenticeship.

So, with two full-time and seven part-time staff, it looks like busy times ahead for the attraction, which enjoys scenic views of the spectacular coast. Based in Penmaen, it is open year-round, and is the only centre of its kind in the UK.

Its performance in that field was good enough to see off the challenge of 40-plus competitors in the best visitor attraction category.

In the archery stakes, it promises to cater for anyone from a complete beginner to Robin Hood, while diversification arrived in May last year in the form of the falconry wing of the operation.

It means visitors can get to hold a hawk or an owl.

"We now have 33 birds of prey in total, and that number is increasing all the time," said Mr Williams. "We provide displays daily, and also birds of prey experience days for those who want to learn more."

And the planned falconry apprenticeships will increase visitor levels in that department further still.

Attracting visitors through the doors is a competitive business, which is why the centre linked up with three fellow tourist attractions in spring last year to fight off would-be rivals in Pembrokeshire.

The Chocolate Factory at Fforestfach, Parkmill's Gower Heritage Centre and Mumbles-based boat tours Gower Coast Adventures produced a box with all their leaflets in for distribution to 500 pubs, hotels and other businesses in Gower and surrounding areas.

It was planned as a reminder to locals and visitors of the delights on their doorstep and as a direct response to the upfront marketing of Pembrokeshire in the area.

Mr Williams believes there are enough things going on in the area which they will want to have a look at it. And the result his business achieved in the awards suggests he is thinking on the right lines.

web link

www.perriswoodarchery.co.uk