Lincolnshire attractions face tough choices over summer savings

For Sam Woodings, running one of the largest rope courses in the country is “the most rewarding and also the most stressful thing you can imagine”.

“My mind, soul and body have been destroyed,” he adds. “But it’s also joyful.”

Woodings took over Wild Pines Park, near Market Rasen, Lincolnshire, in 2017 and is busy preparing for the summer school holidays.

He welcomes the government’s Great British Summer Savings initiative – a temporary cut to VAT on family-related activities intended to reduce the price of tickets and kids’ meals – but says he cannot afford to pass the savings on to customers because of staff costs, expensive materials, energy bills and business rates.

Instead, he says he will freeze ticket prices for as long as possible.

“Times are tough for everyone. Visitors think about what the whole day is going to cost,” Woodings says. “We offer food here, but lots of people bring picnics now rather than buying it here.”

The VAT cut, from 20% to 5%, will last until 1 September. Prime Minister Sir Keir Starmer has said it will help families to “afford more time together”.

Other attractions in Lincolnshire who spoke to the BBC say they will pass on the savings to customers, but the county branch of the Federation of Small Businesses (FSB) has called for a longer-term cut.

“I’d love to be in government and make the rules, but I don’t,” Woodings adds. “But for businesses I think keeping the VAT cut permanently would be amazing.”