A Black Swan is the term which economists use to describe a unexpected and devastating event which scuppers all your plans. The Lake District had its own Black Swan in November when the unprecedented rainfall caused unprecedented floods which frightened away all our tourist trade. This was followed by a family of Black Cygnets when 5 successive snowfalls over as many weeks made certain that the tourists wouldn’t or couldn’t come flooding back.
Some lateral thinking was needed if our businesses were to be saved. We hit upon the idea of ‘Super Sundays’ where hotels would give away their rooms for next to nothing on the first four Sundays of the year. We put the idea to our colleagues and they loved it. So did the public. As soon as ‘Super Sundays’ went public more than 1000 room nights were sold. The idea also caught the imagination of the local TV and the national press. This video is of me being interviewed about Super Sundays for the ITV news and the item was shown on the 6 o’clock news and again at 10.30.