New man at the top

A crisp white shirt and tie - on the day I met him anyway - friendly, measured and affable, he doesn't appear a man given much to panic.

Which was just as well, because shortly before our interview word had leaked out that new Government plans to levy a tax on large licensed events could hit traditional country shows very hard indeed.

Facing charges of up to £50,000, some could be killed off, warned a missive from the Country Land and Business Association.

Seeing as Nick had just taken over responsibility for an event portfolio that includes three of the Midlands most popular regional shows - the Spring Gardening Show, Three Counties Countryside Show and Malvern Autumn Show - it might have been a fraught day at the office.

Not a bit of it.

He was, as they say, ahead of the game and ready with the calm response. Aware, no doubt, the media often seize upon worst-case scenarios to make eye-catching headlines.

"There's no doubt if the proposals were passed as they are at present they would have a serious effect on both the shows and the commercial lettings business here at Malvern," said Nick. "But really it is too early to tell.

"The Association of Shows and Agricultural Associations (to which the TCAS belongs) is meeting the Government this week and we will be working closely with them to put forward an industry approach."

In other words, some serious lobbying will be undertaken to dilute the proposals, hopefully producing a result everyone can live with.

It could be a baptism of fire for Nick, but he has wide business experience, both at home and abroad, to call on.

There cannot be many leading lights at the TCAS who have been involved with the management of one of the world's largest copper mines.

This site, in Central Africa, was more than a mile wide.

On a less spectacular level, Nick has worked as a business consultant to a diverse range of "market leading, premium companies", as the business-speak goes, and here may lie his attraction to his new employers.

In fact, he had been working as a consultant to the TCAS for more than six months, following the departure of the previous chief executive, before he moved into the top office permanently on January 1.

The first quoted sentence on his introductory Press release, after the traditional "I'm looking forward to the challenge of my new role" bit, said Nick is aiming "to raise the brand image of the Showground to attract more quality clients".

Therein lies the link with the phrase "market leading, premium clients" from his CV.

Because Nick Vincent is used to dealing with the quality end of the market and while he appreciates the core business of the 70-acre site centres around five things - horses, dogs, vehicles, shows and fairs - he would like it to be a venue that could also attract a more sophisticated, if that is the right word, event.

Of course, that would involve expenditure on improving existing facilities and providing new ones and there's a financial juggling act to be carried out here.

But it's only really stating the obvious when he adds: "Improving the infrastructure is fundamental to improving our image in order to make the Showground a place where people really want to come."

Then comes the rider - "We can only do this over time and if we do it professionally."

In other words, it won't happen overnight and it needs to be done to a long-term plan, not piecemeal.

In the meantime, profits must still come in and there are already plans to "revitalise" the June show, which was for so long the Society's flagship but has tended to get left behind by the success of the spring and autumn shows either side of it.

Also, Nick intends to improve relations with the residents in the area, some of whom complain about noise from events on the Showground.

Naturally, there's always the view that if you chose to live near a facility like this - and the venue has been there for nearly 50 years - you can expect some disruption by the very nature of the beast, but that doesn't mean to say neighbours can't get along.

Nick has already had several meetings those concerned and more are planned.

As a result changes are being made to the Showground's public address system and other improvements are also being scheduled.

On another tack, he also wants to work more closely with Malvern's business community to everyone's benefit.

After all, when there is a venue on your doorstep capable of attracting around 100,000 people three times a year, plus all the intermediate events, it makes sense to make the most of it for local benefit.

In Nick Vincent the TCAS might just have found an astute hand for the tiller.