Balancing tradition with growth, Adam Goymour opens up about the lessons, strategies, and values that keep the Goymour Group thriving across generations and changing times.
By Charlotte Buckman
25/10/24
Q: "What lessons have you learned from managing businesses through challenging periods, such as economic downturns or the pandemic?"
A: "Tough question to start!! I think challenging periods like economic downturns or the pandemic force you to be more prepared for different situations and whilst unsettling during the active time, you’re not alone and a problem halved is a problem shared. The pandemic, in particular, taught us not to rest on our laurels and pushed us to diversify our income and operation. It also brought the team closer together and revealed skills in people that we hadn’t fully appreciated before. When placed in new situations, people behave differently, and that can help you tap into the team’s full potential.
It’s difficult to narrow down the main lessons, but I’d say the pandemic showed that you need to think on your feet, adapt to survive, and communicate more effectively, both within your team and across the industry. Networking with others in the same situation was key to figuring out how to navigate the uncertainty. Ultimately, you can’t rest on your laurels, and the team is crucial because they bring different perspectives and ideas that can help you get through tough times."
Q: "What motivates you to keep pushing forward in your career, despite the successes you’ve already achieved?"
A: I think it’s the vision that always pulls me, it’s about what we want to achieve, what we want to become. I think also because there's a legacy behind me with my father, grandfather and great grandfather, I want to put my stamp on the legacy. Also, what we provide to people. I think we provide so much fun, joy, and entertainment, we provide a lot of nostalgia, we provide a lot of memories to families that come and visit us that's the main purpose and drive, our why.
Q: "Looking back, what’s one piece of advice you would give to your younger self starting out in business?"
A: "I think it's patience, I think when I was younger, I wanted everything to happen snappy and fast. If you want to go far, go together. If you want to go fast, go alone. Being patient and believing in what you're putting in with consistency and hard work and it will come. In business you're going to get curveballs all the time so it's just a matter of patience and believing in your vision."
Q: "What’s next for you and your businesses—are there any upcoming projects or expansions we should keep an eye on?"
A "Yes, there’s a lot going on for our business right now. Like many others, we’re still navigating the post-pandemic economy, facing pressures like rising costs, and trying to find the right business model for our industry. While we have several projects in the works, we’re holding off on the bigger ones for now. The focus is on finding a sustainable business model moving forward.
In terms of projects, we’ve secured planning permission for a 5-acre development in three phases at ROARR!, but we’ve paused that due to the risks in the current economic climate. It was set to be an initial £3 million investment. We also have other ideas in mind for ROARR! and Applewood Hall and Applewood Countryside Park, ROARR!’s sister businesses based at Banham.
ROARR! placed third in the Best Large Visitor Attraction category at the VisitEngland Awards last year, and Applewood Countryside Park won Best Camping, Glamping, and Holiday Park in the East of England. For Applewood, we’re looking to add a new playground, and other types of accommodation to name a couple, expanding onto our farmland. However, as I mentioned, the key is ensuring our business model is well-suited for the future before pushing ahead with these expansions."
Q: "What are your long-term goals for the Goymour family business, and what legacy do you hope to leave behind for future generations?"
A: "Another great question! My long-term goals are for the business to be here in another 100 years built upon the foundations I have formed. Being highly-profitable, sustainable and offering a high quality experience with great customer service. I just want to be proud of it when I retire and reflect on it.
I wish to pass it on to the next generation in a better place than I got it. Albeit there's no pressure on the next generation (not that I’ve got that yet) to take that forward or to have it, but I just want to leave it in a better position than I found it in and to have something that I feel proud to have put my stamp on."
Q: "As someone who grew up in the family business, how do you manage the balance between traditional business values much loved on a local level and the need for modernisation?"
A: "I think the balance between traditional business values and the need for modernisation comes down to debate, discussion, trial and error, and research. Traditional values often come from what I’ve inherited, and you have to consider how much those local perceptions matter. But you also need to modernise for growth, not just for the sake of it. Finding that balance really happens through trial and error, along with careful research to inform our decisions.
Collaborating with the leadership team is key, they help identify blind spots I might miss. I always consult them, asking for their thoughts and whether they have any reservations, since they’re the ones driving these changes forward. Some team members have been with the business for years, so they bring valuable experience, often reminding us that history tends to repeat itself. Ultimately, it’s about debate, discussion, making mistakes and risk management."
Q: "How do you continuously refresh and evolve the visitor experience at ROARR! and PrimEvil to keep guests returning year after year?"
A: "Refreshing and evolving the visitor experience at ROARR! is driven by a combination of research, innovation and creativity, feedback from visitors, and input from the team. Every year, we face new challenges, and often our gut, along with feedback, tells us when things need to change. We also monitor trends and data to see what works and what doesn’t, and we refresh older elements of the park accordingly. The same applies to both businesses at Applewood, Banham and Goymour Homes.
It's important to maintain all touchpoints in the visitor experience, from attractions to basic things like clean facilities and great food. Parents, for example, want a relaxed atmosphere and quality coffee when visiting with kids. Safety and comfort are essential, as is excitement and memory making so we ensure everything is well-maintained, exciting and inviting.
We also rely heavily on our in-house team, which can be more cost-effective than hiring external contractors, especially since our builds are often unique to a day visitor attraction. Even in years with smaller budgets, we always aim to make improvements. For instance, over the past two years, we revamped the Valley of the Dinosaurs, previously ‘The Dinosaur trail’, adding a tarmac pathway for accessibility, an augmented reality trail allowing dinosaurs come to life and where you complete games and quizzes on your phone, and animatronic dinosaurs. To a contrast of adding in a shelter that doubles as a retail and food space during busy periods this year with maintaining a pathway with investing in tarmac and upgrading some of our gardens.
You don’t always need to make huge investments; visitors appreciate the attention to detail, even in smaller updates like fresh paint or tidying up spaces. People notice where the money is going, and they respect that we invest back into the park rather than focusing solely on profit."
Q: "What challenges have you faced in balancing multiple successful businesses across different industries, from entertainment to real estate, and how do you prioritise your time?"
A: "I think it comes down to time, and people needing your time. When things get busy, like now, you’re being pulled from pillar to post. That’s where training and coaching your team comes in. You can’t be in three places at once, so you have to coach and nurture your team to manage and lead without you. It’s about giving them the tools to do the job, stepping back, and having agreed check-ins.
For example, if someone comes to me with a problem, I’ll ask them what they think the solution is. If they have a plan, I’ll say, “Great, what considerations are with that plan and if in agreement, give it a go.” If they fail, it’s not a problem—what matters is what they learned from it, so we don’t repeat the mistake. It’s about empowering the team. That might not be a traditional business value, but I don’t believe in making every decision myself. I give them parameters and principles, and then they make decisions within those. We’re all working toward the same goals, and if anyone’s off track, it’s my job to bring them back in line.
It’s not always possible to manage everything perfectly, but I think the key is to step back and let the team make decisions. If something goes wrong, it’s on me. But when we win, the credit goes to the team because they’re the ones delivering the results.
Prioritising my time comes down to understanding where it’s most needed. Before peak season, I make sure everyone knows what we need to achieve and how to deliver it. Once that’s clear, I step out of the way while they handle the busy periods. If something major goes wrong, I’ll step in to support. It’s about knowing your business and the times when you’re most needed."
Don’t miss your chance to experience PrimEvil, running until November 2nd, 2024! With just a little over a week left, now’s the time to dive into the scares with five terrifying haunts, including the infamous Circus of Terror and Mayhem Manor. Perfect for adrenaline seekers, this award-winning Halloween event promises an unforgettable night of thrills. Grab your tickets before it’s too late!
During the daytime over October half-term, join Dippy’s Halloween Days for family-friendly spooks and fun, perfect for all ages at Roarr!. Looking for even more Halloween excitement? Don’t miss the Halloween Spooktacular event at Applewood Countryside Park for a thrilling experience!
Then, this Christmas season, Roarr! has two magical events you won’t want to miss! Join Sparkle at Roarr from December 15th to 23rd, where the park will be transformed into a winter wonderland with festive lights, activities, and enchanting surprises. Plus, don’t forget Dippy’s Christmas Celebration, running on select days throughout December, featuring a festive journey with Dippy the Dinosaur, including Christmas crafts, shows, and a chance to meet Father Christmas himself!
Book your tickets:
PrimEvil: https://primevil-scare.com/
Roaar!: https://roarr.co.uk/
Applewood Countryside Park: https://www.applewoodholidays.co.uk/
