Countryside Alliance - love the countryside

Alison Valentine, 24. Shooting School Manager.

As Benjamin Franklin famously observed, ‘The only certainties in life are death and taxes’ but for Alison Valentine it’s shooting too.  Having grown up on a farm in rural Caernarfonshire in Wales, she learnt from an early age the importance of food production, countryside custodianship and the need to diversify in farming to survive. It was her father’s vision to establish a shooting school that introduced her to a sport she is now passionate about. Alison admits she was desperate to have her first shooting lesson and when the time came, age eight; she was hooked.

However, like many young people Alison was initially unsure of what she wanted to do and decided to study for a degree in marketing at the University of West England in Bristol. “I wanted a course that would give me a broad base of business skills which would be useful in any industry.” Upon leaving Bristol she went on to work within the Welsh Assembly promoting the marine industry before taking up a position as a store manager for an outdoor clothing retailer – but something was missing. “While I really enjoyed getting work experience in different sectors, I got quite tired of staring at a computer screen for eight hours a day. But more than anything, I wanted an outdoor job and saw a real future working for my family business.” Her father knew she had sound knowledge, a passion for shooting and belief in the countryside as a working industry, and he offered her the opportunity to join the business and manage the shoot room and day to day operations.

The business, Bob Valentine - Shooting School & Grounds, has been running for 22 years and is located on the Lleyn Peninsula in the county of Gwynedd, North Wales. Set among 85 acres of stunning scenery, the dramatic topography and a multitude of traps provide even the most seasoned shot a fresh challenge – and Alison works to make it all go smoothly. “It’s such a diverse job, which is why I love it. I do everything from confirming appointments for clients and marketing, to ordering new stock for our Shoot Room, together with spares and equipment for our shooting ground machinery.  I’m trying to learn as much as I can about the history of ‘shooting flying’ and I am continually learning more about gunfitting and the skills required to coach well; one of the most rewarding aspects of my job is seeing the smiling faces of our clients after a brilliant experience.”

The shooting ground attracts clients from across the UK and abroad and many of them return year-on-year to prepare for the beginning of the shooting season. “We’re close to game shooting estates and can arrange shooting days for our clients through our sporting agency arm. We also offer ‘instruction in the field’ thereby allowing them to make the most of their game day.” Alison believes shooting plays a vital role in keeping the local community ticking over during the quieter months. “Summer is always busy because people flock to popular seaside spots like Abersoch, but in the winter, local traders benefit from the revenue generated by people visiting our ground and the surrounding shoots.”

While positive about her future, she feels she is one of the lucky ones. “Our business continues in its success, but if the Government keeps closing key services like post offices and schools, we’re going to have no businesses or people to keep the countryside in good order for the next generation.” But unlike many of her peers who are migrating to urban areas, Alison is determined to live and work in the countryside because the fresh air, strong community and pace of life make it worth fighting for.

Ian Williams, 28, gun-shop retailer.

Most people take part in hobbies - they’re a way to relax and often make us more interesting individuals – but it’s the lucky person who can make a career out of it. For Ian Williams, who is born and bred in rural Denbighshire, his hobby and passion for guns and shooting began as a boy when he was bought his first air-rifle. Although his parents would have preferred him to take up an interest in cars or motorcycles, his uncle encouraged him to develop his abilities and knowledge of shooting – skills that eventually got him his dream job of running a gun-shop business with his brother-in-law.

Ian’s career path has been an unconventional one. While he was happy to gain experience in a number of professions he was determined that they all share one thing in common – be outdoor and rural based. After leaving school he went on to college to complete a national qualification in mechanics. However, like many young people the travel bug bit and he left to work as an agricultural contractor in America. “I spent a summer driving combine harvesters for the wheat harvest. I started in Kansas and finished in California – it was the trip of a life time. I didn’t see many cities but I don’t feel I missed out – I’m much happier in the countryside.” On return to the UK he took up an opportunity at his father’s building firm and while it was good work Ian felt he should be doing something that he really loved. It was a conversation with his brother-in-law and a contact in the shooting industry that sent Ian on the trajectory to a career in shooting. “Both of us loved shooting and guns and wanted to run our own businesses so we spoke to Jim Dodd, owner of our local gun-shop Valley Arms Co and British shooting champion. He was happy for us to learn the ropes with a view to eventually taking over the business in the future. I’ve been in the job six months now, it’s been a steep learning curve but I love it.”

Valley Arms Co. is located near the small market town of Ruthin and has been trading for over 20 years. In addition to selling guns, shooting accessories and clothing it also offers something quite unique – it has its own on-site shooting club and range. For Ian, no two days are the same, which is part of the appeal. “I can be doing anything from repairing guns and fitting customers with shooting jackets to keeping up-to-date with the meticulous records we keep on all gun transactions. But the most rewarding and challenging aspect of the job is tracking down rare antique guns and specialist rifle bullets for customers. These customers are very knowledgeable so you really have to raise your game to meet their expectations.” While being customer focused keeps Ian on his toes, he enjoys the relaxed and friendly atmosphere of his work place. “We get people from all walks of life – from people who have never shot before to the local shooting estate employees – and it’s a pleasure to deal with them because we all share a similar passion for shooting.”

The business services nearby shooting estates and draws people in to the area which also benefits other local businesses. “Without shooting I wouldn’t be able to pursue my dream of running a business. We get people from Liverpool, Warrington and Chester and while buying or getting their guns fixed is the main priority they like to explore the local area and we always recommend local pubs and cafes.” The sense of community is one of the reasons Ian loves living in the countryside, but he fears that the sustainability of rural communities is under threat. “Affordable housing is the key to keeping young people in the countryside. They won’t pursue rural careers if they can’t afford to live near their work - and that ultimately means countryside skills and knowledge aren’t being passed to the next generation.” However, with the season in full swing Ian looks forward to donning his wellies, breathing in the crisp air and tucking into roast pheasant from his local shooting syndicate.

Lee Finch, 28, hotelier.

For someone who’s been used to life in the fast lane, Lee Finch is at home in a quiet corner of North Wales discovering the joys of harvesting his on food and running a very successful country hotel – the West Arms in Llanarmon. Originally from Gloucester, Lee was a professional cyclist who competed for the Great British team for three years in competitions across Europe. After living in France, riding for a professional team, he became disillusioned with the sport’s sporting ethics and moved back to the UK – but was at a loss at where to go next.

It was his brother that set him on the career path he now enjoys so much. “I hadn’t a clue what I was going to do, but my brother recommended I consider hospitality. He found me a job managing a pub in Worcester – and I never looked back.” It was here where Lee met is wife Siân, and after a number of years in Worcester, they sought a new challenge and moved to Llanarmon to manage the 16 bedroom West Arms country hotel. “We weren’t interested in city hotels; many are quite corporate and sterile – we wanted a place with character and charm. We also wanted a better quality of life and to be able to enjoy our surrounds.” It wasn’t long before Lee appreciated the bounty of wild food around him and being committed to using local, sustainable produce, he took up air rifle shooting. “It seemed only natural to learn how to shoot rabbits - they’re delicious, fresh from the field and the local landowner appreciates the pest control.” But for Lee shooting isn’t just a hobby, it’s an integral part of his livelihood.

The West Arms is located in the picturesque Ceiriog Valley which is a haven for walkers and mountain bikers who are attracted by the nearby Berwyn Mountains. But when all the fair weather tourists have gone and the weather turns, the hotel is almost entirely dependent on shooting generated income. For many hotels and pubs in urban areas October and November are quiet periods, with trade picking up in December, but for the West Arms it’s the busiest time of the year. “Rather than hosting office Christmas parties, we’re hosting shooting parties right through the winter. We’re right in the middle of the Llanarwan shooting estate, but we’re also surrounded by about four more estates. We accommodate hundreds of the estates’ guests and without this revenue we’d have to consider closing the doors in the winter – shooting really is vital to our operation.” While Lee’s business clearly benefits from shooting he believes it also supports many local people. “The local shoots employ a number of gamekeepers, beaters, pickers up and catering contractors, many of whom spend money in our hotel – losing shooting would have huge repercussions throughout our community.”

For those who live life through their stomach, an end to shooting would also mean an end to the delights of wild food – something the hotel has gained a reputation for. Headed by an award winning chef, demand for local game continues to soar and they continue to receive accolades for their cooking. While Lee loves living in a rural bread basket, it is the sense of tranquillity and community that makes country life so appealing to him. “I feel privileged to be able to live and work here. It’s a safer, healthier and friendlier way of life for my family – but I do worry that it’s becoming exclusive. House prices are pushing young people into urban areas and I hope the government will do something address this – rural workers need rural houses and we must retain the next generation of talent.” But the future is bright for Lee and with a thriving shooting industry he looks forward to making his guests welcome with hot meals and baths after a day in the elements.