01/02/13

Kent County Show boss George Jessel who weathered storm steps down

by business editor Trevor Sturgess

The farmer who defied expert advice to insist last year's rain-soaked county show must go on bows out today.

George Jessel, pictured right, has stepped down as chairman of show organisers Kent County Agricultural Society after six years in the job.

Last year, his defining image was standing in several inches of mud in his Gucci shoes explaining to the media why the quagmire car park had been shut.

But he refused to abort the show as the rain continued to fall and visitors either turned away or parked their cars alongside the A249.

The terrible weather hit visitor numbers and takings, with the 2012 show making a record £612,000 loss. Visitor numbers fell to 50,000.

Although 2012 was not his anticipated "glorious finale", Mr Jessel said he is going out on a high.

"If you haven't heard of the Kent Show now, you never will," he said. "Because I have spent the last six years promoting it."

He was the first KCAS chairman in 80 years to face a leadership challenge, triggered by his determination to modernise the KCAS, the county show and the Detling showground.

He had also hoped to attract the US Olympic equestrian team to a revamped venue.

He saw off the challenge and spearheaded the completion of the Clive Emson Conference Centre and plans for a £4m facelift for the Kent Pavilion.

Muddy car parks at the Kent County Show last year

Mr Jessel says despite falling visitor numbers, the county show still has a good future.

"But the formula has to change and we have to keep adapting to modern day principles."

He believes it should remain a three-day show, with agriculture at its heart.

Financially, it should aim to break even, supported by increasing revenue from other events. "We do not want to follow the pattern of the Royal Show, which went bust."

He said he is sorry to be leaving, although he introduced the rule that the KCAS chairman should step down after two three-year terms.

"I do have regrets that I'm going, but it's very important that somebody else
comes in now with new eyes, new ideas and fresh enthusiasm."

He is succeeded by Kevin Attwood, a farmer and KCAS director since 2010.