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06.10.05
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CHILFORD HALL IMPROVES ACCESS TO ATTRACT DISABLED CUSTOMERS
Mention the Disability Discrimination Act to anyone running a business and the response will probably be about more costs, and yet more red tape. But some more forward-thinking organisations recognise the opportunities and potential that the disabled sector has to offer. With the government estimating that there are more than 10 million disabled people in the UK, with an estimated £80 billion to spend, some businesses are starting to catch on.

One such organisation is Chilford Hall in Cambridgeshire. Instead of begrudging the Act, the conference and banqueting centre has capitalised on its capacity to attract new, disabled customers. Annette Stockwell, Chilford Hall’s sales executive, received a call from a disability group in Huntingdon inquiring about a function for 300 children: “It got me thinking about how accessible our venue was. For instance, those in a wheelchair could not enter the pavilion through the main entrance but had to go right around the building and in through the back door. Even without the Act, it was worth bringing in changes just so we could treat these people properly.”

In May this year, Chilford Hall employed Configure, the UK’s largest commercial disability access consultancy, to review requirements and subsequently install equipment and carry out building adjustments to make disabled people feel more welcome.

Having assessed and agreed the needs of the venue, Configure undertook the work. This included the construction of two new blocks of toilets for wheelchair users, installing a short rise platform lift beside the staircase to the pavilion and adding power assisted door systems to several of the entrances. More ramps were incorporated and banisters were constructed beside existing ramps for extra safety, together with several disabled parking areas within easy reach of the main entrance.

As Annette realised, there were financial rewards as well as legal incentives to improving access at Chilford Hall. Having completed these modifications, she has been able to include them in her marketing material to attract a new range of customers. Keith Allan, Chilford Hall’s general manager, said: “We now get inquiries from disabled groups all the time. We recently had an inquiry about an office Christmas party; out of their 500 employees, ten were disabled. Why should they be made to feel marginalised? They are entitled to have just as much fun as everyone else!”

David Driver, a solicitor and legal director of Configure, said: “It is not always easy for occupiers of old and historic buildings to make the changes, but with Chilford Hall we have incorporated some fairly major adjustments sensitively.”

Configure has carried out audits for accessibility, supplied auxiliary aids and equipment, carried out adjustment to buildings and provided staff training in disability equality for Travelodge, Homebase, The Co-op, Wembley Stadium, Oddbins, Oxfam and many other major employers. The company has also formed partnerships with a number of trade associations including the Association of Exhibition Organisers, British Institute of Innkeeping, British Shops and Stores Association and others. “They, like Chilford Hall, have realised that taking action to provide inclusive access is an opportunity to increase business – not a headache that hampers it,” said David Driver.