Cumbria Rural Planning Facilitation Service Case Study: Holmescales Activity Centre

Background to business and property

Matthew Robinson’s family have farmed at Holmescales to the east of Kendal for just over 100 years. Soon after he and his wife, Alison, took over the dairy farm in 1996, milk prices collapsed. Matthew was very involved in regional and national awareness campaigns and in exploring solutions for the future of farming through the NFU and Dairy Farmer’s Co-ops.

Diversification seemed one of the few ways to keep Holmescales Farm going but its relatively remote location made some of the more obvious possibilities - such as a farm shop - unfeasible. The idea of an outdoor activity centre developed as it had the potential to make the most of the immediate landscape and of the opportunities in the wider local area.

Clients now range from multinational companies to families and stag groups and activities include off-road 4x4 driving, paintballing and clay pigeon shooting as well as quad bike trekking and archery.

Contact with CREA Planning Adviser

Matthew and Alison had contact with a number of CREA programmes in the past, with particular support from Cumbria Farmlink, Farming Connect Cumbria and the Farm Tourism Initiative.

They worked with Andrew Gough on their initial business plan and received environmental advice from Andrew Fairey. Since their first planning application, they have had advice and support from Rural Planning Facilitation Service advisers including David Coates and John Keen.

“I doubt that we’d ever have got the project going without the CREA advice and practical support. I didn’t know where to start on planning but the advisers gave me the professional help that I needed.”
Matthew Robinson

Outcomes from RPFS process

Matthew’s first planning application was in 2001 when local concerns about traffic and noise meant that only a temporary permission for the farm diversification was granted, covering just two years and specific to the Robinsons.

Even with this longer-term uncertainty, Matthew and Alison made the most of the decision, creating and promoting the activity centre, developing a network of freelance instructors and staff and going out of their way to reassure the local communities in both Old Hutton and Gatebeck.

“Then, on top of everything else, it was brought to our attention that there were Great Crested Newts on the site. A CREA adviser helped us to handle that too and I must be one of very few dairy farmers with an outdoor activity business and a newt handling licence!”
Matthew Robinson

They sought help from the Rural Planning Facilitation Service again in 2003, prior to the review of their permission. With help and advice from David Coates, they were successful in achieving permanent permission (still linked to the Robinsons as a farm diversification) and also gained planning consent to improve the kitchen and toilet facilities at the conference barn on the farm and to create a sheltered area next to the lodge at the activity centre.

The most recent contact between RPFS and Holmescales Activity Centre was in 2007 when John Keen and then Gillian Capstick, a landscape architect advised Matthew on the issues around further expansion.

“We’ve had useful discussions about how to adapt the site to give us the best chance if we wanted permission for expansion in future. Costs are an issue but we are already investing in tree planting to screen the site and reduce any noise. The broader environment is, of course, important to us and we’d like to develop some sort of renewable energy source in future.” Matthew Robinson

Impact of the RSB Grant

The main positive impact of the diversification at Holmescales is obviously the improved profitability and sustainability of the dairy farm.

“After 100 years of Robinsons at Holmescales, I certainly didn’t want to see my generation as the last one here. Diversifying has been a huge challenge but it has worked well for us so far. The two sides of the business couldn’t be more different and I certainly enjoy that contrast.” Matthew Robinson

The diversification has created 3 full time jobs and 1 part time, as well as requiring 3 extra hands on the farm. There is also an additional ripple effect on regular work for a network of freelance outdoor instructors across the south Lakes and even a couple of local farmers who work with Matthew on the 4x4 instruction.

Holmescales Activity Centre attracts corporate groups from companies such as Starbucks, Argos and The Cooperative Bank as well as more local businesses such as Lakeland Limited. These groups stay in nearby hotels and buy their fuel and other things locally so Holmescales is generating income for a wide range of businesses in the area.

Next steps

Holmescales Activity Centre

www.holmescales.com