We must make more of our industry heroes
As commander of two Antarctic expeditions, Captain Robert Falcon Scott became one of the most famous heroes of the British Empire. His exploits in the icy wastes around the South Pole at the turn of the last century were well documented in newspapers at the time, and he served as a role model for a generation of young boys. There was no shortage of volunteers for the Royal Navy in those days.
In the same way, 100 years later, with the tabloids full of self-made celebrities, there is no shortage of apprentices waiting for their chance at Manchester United; no famine of fame seekers strutting the stage in the Top of the Pops studio. Youngsters see their near contemporaries succeed and want to have a go themselves.
Oh, how hospitality could do with some of that pulling power.
Two years ago Chris Sheppardson, chief executive of the Chess Partnership recruitment consultancy, wrote to Caterer asking "Where are the role models in hospitality?" (Caterer, 20 January 2000, page 18). Why aren't hospitality managers known outside the boundaries of their own industry?
Why, indeed? A clue lies in the profiles of people in the news this week. We report on page 12 of the sad passing of Brian Sack, co-creator of the Sharrow Bay hotel in Cumbria. Innovative and entrepreneurial, Sack and his partner Francis Coulson set the standard by which top-class hotels were (and are) measured. They virtually invented the country-house genre.
Sack will be remembered for his modesty; for his unobtrusive ability to "get it right" for the customer; and for bringing enormous influence to bear in a gentle and persuasive manner. He was a hero to many, but there was no tabloid exaltation for his achievements.
Equally, the hospitality names that appear in the current New Year Honours' list (Caterer & Hotelkeeper, 10-16 January 2002, page 64) represent long-time and self-effacing dedication to the service of others.
Without taking anything away from those being honoured, it is this "quiet" dedication that leaves Sheppardson's question unanswered. With a few exceptions - mainly from the kitchen arena, where TV has promoted a wider public interest in food - people in hospitality place an emphasis on "the product" and customer, and not on themselves.
Hospitality professionals in the UK tend to shy away from publicity. It's seen as rather gauche. Also, the modern-day influence of the City makes it fashionable to measure success in financial, not personal, terms. But this is wrong.
It's time the public relations machine of this industry started brandishing its most important asset - people. There ought to be more shouting about achievement when it happens. It doesn't have to be brash and self-seeking but, as the boys at Manchester United would say: if you've got, it flaunt it. And flaunt it to the outside world.
Create a few Captain Scotts and the profile of hospitality will be raised. Maybe then the next generation of job-seekers will find the hospitality industry interesting and attractive. n
