Battle of Flowers needs a new lease of life, and a specific theme each year, says tourism head

  • Visit Jersey head wants specific theme each year at the Battle of Flowers
  • Would having a different theme at the Battle of Flowers each year work? Take part in our poll
  • Video: re-live this year’s parade
  • How would you change the Battle? Comment below

BATTLE of Flowers organisers should consider changing the parade’s format in order to give the event a new lease of life, the head of the organisation set up to promote the Island to tourists says.

Keith Beecham, chief executive of Visit Jersey, said that there would be benefits for both the spectators and the event promoters if the parade was given a specific theme each year.

It is one of several ideas – which also include creating a series of horticultural events around the parade and increasing the use of social media before and after the event – that Mr Beecham is to discuss with Battle chairman Tony Perkins when they meet later in the year.

The former Visit Britain chief executive’s comments come after he watched the Battle for the first time – an experience he described as ‘really interesting’.

‘The floats were very impressive and the workmanship and the standards were first-class,’ he said.

However, Mr Beecham said that it was now important to build on the Battle’s strong points and develop the parade for tourists.

‘I think we need to have a debate around introducing an annual theme. It’s something that would introduce a new lease of life to the Battle,’ he said.

‘I saw some amazing floats, but I think it would add to the overall spectator experience if there was a theme around the Battle.

‘This year, for instance, it could have been something like a Liberation theme or an Island Games theme.’

And according to Mr Beecham, changing the format would enable Visit Jersey to market the event to both a general and a niche audience.

‘If there was a Liberation-themed Battle, clearly it would appeal to a general audience, but it would also appeal to people with an interest in occupation history.

‘The event has been going for more than 100 years, and it’s engrained in the psyche of Jersey.

‘There is so much passion for it, and I wouldn’t want to damage that.

‘What I would like to see is Visit Jersey and the wider community trying to work with the organisers to build on what we have and take it forward.’

Another possibility, Mr Beecham said, might be to combine horticultural events to strengthen the appeal of the Battle of Flowers.

‘It’s our signature event, something which we can use to create tourist opportunities.

‘It’s about thinking, what can be done in 72 hours in the Island and then playing up the horticultural story of the Island, so perhaps making the Parish in Bloom event a couple of weeks earlier so that the two coincide.’

Keith Beecham, the chief executive of Visit Jersey

  • Became the CEO of Visit Jersey in April 2015.
  • Began his career at at IES Tokyo, Japan, where he taught Management Consultancy.
  • Was appointed as Regional Manager for Asia in 2003, and became Regional Director in 2007.
  • Has been a Regional Director for Visit Brtiain since 1990.
  • Was appointed as Visit Britain’s Regional Manager for Asia in 2003, and became Regional Director in 2007.
  • Became the interim CEO of Visit Britain in 2014, which he served as until his appointment as the CEO of VisitJersey in 2015.
  • Wants to “return customers to the driving seat” in order to boost tourism.
  • Under his supervision, Visit Jersey has already ensure introduction of a number of new attractions, including a naturist beach, Connections Literary Festival, and open-air weddings.
  • One of his primary ambitions is to define “Jersey-ness”.

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