Leading Through the Worst Storm, Weathering the Crisis and having the Resilience to Rebuild C2S asked Laurie Bell, CEO The Cheltenham Trust about their Covid story, lessons learnt and what good leadership looks like. n 5 March 2018, Salisbury hit headlines across the world following the unprecedented Osituation after a former Russian spy and The pessimist his daughter were poisoned by Novichok nerve agent in its city centre. Overnight complains a city reliant on tourists and visitors saw its local economy crash. A city renowned about the wind. The for its cathedral and quintessential streets and shops was abandoned by optimist expects it to tourists and visitors avoiding its centre though fear of the nerve agent. This high change. The leader profile situation hit local, national and international news and became a fast adjusts the sails. moving, highly sensitive and political situation. Communication was vital to John Maxwell provide facts, reassurance and guidance Laurie Bell, CEO The Cheltenham Trust and to encourage a return to normality and recovery. Leading through a major crisis is The Cheltenham Trust is an independent organisation and deliver growth and a something we never expect in a career charity that manages Cheltenham’s sustainable future. A five-year plan focused lifetime. While we can set out plans and most iconic venues; Pittville Pump Room, on business growth in all venues and a contingencies for managing in a crisis, Cheltenham Town Hall, The Wilson significant programme of change was the reality is very different, and I speak Museum and Art Gallery, Leisure at approved at the end of 2019. Pre-Covid, from personal experience. Leading Cheltenham and the Prince of Wales the outturn position for year-end would communication following the Novichok Stadium. With the support of an annual have delivered a significant surplus - the incidents provided the learning that can grant from its main partner, Cheltenham first in five years, and affirmation of the only be gained through working through Borough Council, it delivers a range of effectiveness of the new business model. such an experience and that you hope cultural and leisure facilities and services But, on 17 March all venues closed that you won’t need to rely on again. for the local community. The Trust is totally due to the national lockdown and the reliant on shows, concerts, hires, events, income streams stopped. Cash flow was Two years on from the Salisbury incidents weddings, leisure memberships and its immediately impacted. As an organisation the country faces the worst pandemic in-house catering to generate income to with no cash reserves and little free cash seen in 100 years. The impact of COVID-19 ensure its sustainability. is a world-wide crisis and it has changed (more than 50% is pre-paid tickets and and affected everyone’s life and sense Since joining the Trust in April 2019, my hires), immediate action had to be taken of normality. mandate was to turn around a failing to remain solvent. More than 200 staff Do not follow LeadershipFocus where the path may lead. Go instead where there is no path Leadership is about making a difference and leave a trail. and seizing opportunities Ralph Waldo Emerson A good leader keeps ahead of the game and grabs opportunities. wo of the historic venues the Trust manages are located in the most beautiful park settings with Taccessible outdoor space. On 22 June, in line with the revised government restrictions, the Trust seized an opportunity and launched two new café bars with a schedule of music events. The timing and location proved to be a case of right time and right place. The success of the two cafes The learning for the Trust cannot be has been remarkable achieving more underestimated. The potential of the than double the initial income targets venues and how these can be used to set. More than 40,000 people visited the provide safe go to destinations cannot be cafes and attended the programme of lost and will continue to be built on. music events throughout the summer Lockdown 2.0 has further reduced months. The growth of the cafes was the Trust’s business model which, for continuing and the offer had been November, will be one outdoor takeaway reviewed and repurposed to maximise café. When these restrictions are eased, throughout the colder months, when and until the pandemic recedes, the Trust were furloughed and the business swiftly the government announced on 31 will not be able to reopen all its venues repurposed to provide a community food October that a second, month long, and, with reduced capacities, the financial hub to support the Gloucester Community lockdown would begin on Thursday 5 reliance will continue to focus on the Help Hub, delivering more than 4,500 meals November. and food parcels to the most vulnerable in two cafes and a reduced offer at Leisure the local community. Once again the Trust has taken at Cheltenham. Even with the recent immediate action to protect its cash successful grant award of £852,000 from A small business critical team was flow and to ride out this second the government’s Culture Recovery Fund, retained to mitigate any reduction of challenge, and to be ready to reopen the organisation continues to be on life cash. Thousands of customers were as soon as restrictions are eased. All support and must keep focused and agile contacted to encourage deferrals, credits staff, except a skeleton business critical to manage the months ahead. and donations. Shows and hires were re- team, have been furloughed. Leisure scheduled. Communication and the profile at Cheltenham, events at Cheltenham of the Trust were critical throughout the Town Hall and the Garden Bar Marquee “A good leader keeps lockdown and early remobilisation. Now have closed in line with the latest ahead of the game and was not a time for trench mentality, a crisis restrictions. is the time to communicate, to engage and grabs opportunities.” to be seen. The November winter programme of live music at the Garden Bar Marquee, The food hub, combined with local and the shows and events that were The business model is continually campaigns and initiatives including the scheduled at the town hall, have been reviewed, revised and re-invented with a well supported #let’smeetagain bunting rescheduled to new dates in December. clear focus – to survive and thrive. Core project, helped to keep the Trust visible and resource is aligned to match the plan and active in the community. The lockdown restrictions allow tough decisions have been taken, and will takeaway operations to continue and continue, to do what’s needed to ensure the Heritage Café at Pittville Pump future sustainability. Room will stay open to provide a takeaway offer. The importance of From leading a team through Novichok, being able to meet safely outside in a and through an ongoing pandemic, I Covid - 19 secure outdoor environment have learned that, with the right team and is more important than ever in these support of lead partners, the art of the unusual times for overall mental and possible is attainable. Success is addictive physical health and wellbeing. The Trust and it motivates. In the most challenging wants to continue to do all it can to and darkest of times the Trust has grown support the local community through and developed a new core business and this November lockdown and therefore team. This will help us to stay afloat and be has decided to continue with the café positioned to come back bigger and better and a revised takeaway offer. for the community of Cheltenham. LeadershipFocus UP AND COMING EVENTS C2S Leaders Forum 13th November 2020 13th January 2021 18th February 2021 23rd March 2021 28th April 2021 26th May 2021 If you’d like to be part of our Thought Leadership Programme for CEOs, Directors and Senior Management, please register your interest www.circle2success.com/events Tel: 03300 536186 Email: [email protected] A leader is one who knows the way, Outside seating pre-lockdown 2.0 now closed but the goes the way, and shows the way… takeaway service remains open at Heritage Café at Have a vision and direction – the Always respond – never react Pittville Pump Room art of the possible Set out the ethos and values – how Think strategy and big picture do you want to be seen throughout a and always look ahead crisis and beyond? Communicate, profile, communicate Embed confidence and positivity – you are the role model Grasp opportunities – be agile, take risks and move at pace Relationships matter - with all stakeholders Leadership is about people www.cheltenhamtrust.org.uk C2S Online Leadership Week 22nd - 26th March 2021 A week of online events with experts in their field and leaders in business talking Mental Health and Wellbeing, Leadership, Economy, Tech & Cyber, Brand & Marketing and Sustainability. Register Your Interest Here: www.circle2success.com/events/2021-03/#tribe-events-pg-template .