THE ‘CREDIT CRUNCH’ HELPS TO REVIVE THE GREAT BRITISH SEASIDE HOLIDAY
Expected surge of visitors to Britain’s beaches as schools across the UK break up for the summer holidays
More families than ever are expected to enjoy a traditional bucket-and-spade seaside holiday in the UK this summer, with the ‘credit crunch’ hitting family spending hard and parents admitting that they are feeling the pinch. As the nation’s schools break up for the summer holidays, Britain’s beach resorts could be set to enjoy record visitors over the coming months.
Research from insurance and investment group LV=, sponsor of the LV= KidZone children’s beach safety scheme in Bournemouth, shows that seven out of ten (71%) parents1 are concerned about their personal financial situation, and more than half of all adults (58%)2 are opting to stay in the UK for their holidays this year, citing the economic downturn for their British break. Families could save up to 38% more than going to European destinations such as Greece, Majorca, the Algarve and Italy3, signalling that the great British seaside holiday is set for a revival and beaches across the UK could be busier than ever.
Mark Smith, Director of Tourism at Bournemouth Borough Council, comments:
“With more and more families choosing to holiday in the UK, Bournemouth’s Blue Flag beaches and miles of golden sand make it a top UK summer destination. And being such a popular spot for parents and children, safety is a key concern to ensure that everyone’s time spent at the seaside is a happy  experience. Our pioneering scheme LV= KidZone, which has helped reunite thousands of children with their parents since it began in 1997, is a ‘best in class’ model used on beaches across the globe.”
The LV= KidZone scheme, now in its 11th year, works in a simple yet effective way. The scheme helps families who visit Bournemouth’s beaches during the summer months to keep track of their children by using colour-coded wristbands which correspond to clearly marked sections of the beach. These bands help ensure that any child wandering out of their zone is quickly identified and reunited with their family, helped by five dedicated LV= KidZone staff who actively promote the scheme by handing out wristbands and information.
Katherine Hart, Corporate Social Responsibility Manager, at LV= comments: “As so many families are set to be visiting UK beaches this year, we are proud to be sponsoring such an important children’s safety scheme. LV= KidZone not only protects children, it allows parents to relax and enjoy their holiday as much as their children do, despite the financial pressures which everyone seems to be feeling at the moment.”
How does the scheme work?
Children are given free coloured waterproof wristbands, which correspond to eight clearly marked sections (zones) of the beach. The parent or guardian is asked to write their mobile phone number on the bands and then put one on each child’s wrist, making it easy for an LV= KidZone staff member to contact the parent if a child becomes separated from them.
Five dedicated LV= KidZone team members patrol and monitor the beaches, staying in touch through walkie-talkies and also working with the patrolling police, lifeguards and council seafront officers. In addition there is also a dedicated LV= KidZone beach chalet information point next to Bournemouth Pier.
For more information on the LV= KidZone scheme please visit: www.bournemouth.gov.uk/Visitors/Seafront/Safe_Fun/LV_KidZone.asp
1) Taken from ICM Research. Total sample size was 1006 UK. Fieldwork was undertaken between 30th May and 1st June 2008. The survey was carried out by telephone.
2) Taken from Lightspeed Research, 14th July 2008.
3) Survey of holiday spending from Thomas Cook. UK £201.60, compared with Greece at £278.78, Majorca £237.32, the Algarve £222.22 and Italy £215.35.
Quick Facts about LV= Kidzone
65% - Since the introduction of the scheme in 1997, LV= KidZone has significantly reduced the number of children separated from their parents by 65%.8 - The number of different coloured zones on the beach
11 - Years since the scheme was first introduced.
600 - The number of children lost and safely reunited with their families each year
28 - Wristband collection points
200,000 - Wristbands produced for 2008
5 – Number of dedicated LV= KidZone staff
LV=
LV= is a trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies. The new LV= brand identity was launched in March 2007.
LV= employs over 2,500 people, serves more than 2.5 million customers and members, and manages around £7.7 billion on their behalf. We are also the UK’s largest friendly society and a leading mutual financial services provider.
LVFS is authorised and regulated by the Financial Services Authority and entered on the Financial Services Authority Register No. 110035. LVFS is a member of the ABI, AMI, AFS and ILAG. Registered address: County Gates, Bournemouth BH1 2NF. www.LV.com
Bournemouth Borough Council
Bournemouth has halved the number of lost children on its beaches since introducing the first Kidzone scheme in the country.
Bournemouth is famous for its seven miles of golden sandy beaches which won four Blue Flag Awards in 2008 for water quality, service and safety environmental education and management.
Bournemouth has 5.2 million visitors a year and tourism generates around £440 million annually.
On a hot sunny day Bournemouth can have up to 100,000 people on the beaches and in the town and 90,000 ice creams are on sale on the warmest days.
The scheme operates between 1st July – 7th September on eight Bournemouth beaches:
Alum Chine Durley Chine Boscombe West
Bournemouth West Bournemouth East Boscombe East
Fisherman’s Walk Southbourne
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