We have just come back from a ‘magical mystery tour’ of Norfolk, largely because we had never been to Cromer and because I have always wanted to taste the fabled Cromer Crab. In choosing Alfa Coaches, we inadvertently discovered a fascinating example of entrepreneurship both modern and old. The first entrepreneur was Cromer born and would develop the hotel where we stayed.
The Hotel de Paris at night
The original premises were bought by Pierre le Francoise, the son of two French emigres who’d fled the French Revolution and settled in England. Pierre died in 1841 and four years later the hotel was bought by a local businessman, Henry Jarvis. Under his ownership and that of his son Alex, the hotel prospered as did its reputation. Lord Tennyson visited the Hotel de Paris in 1877. Later guests included Lord Curzon, the Marquis of Blandford, the Duchess of Marlborough, and Lord Ivor Spencer Churchill.
The railway encouraged more tourism, more hotels were built and by the end of the century the Hotel de Paris was showing its age and so the Jarvis family knocked much of it down and built a new and even more grand hotel. It stayed in the family until in 1961 it was sold to a Mr Bush of Norwich who promised to keep the hotel in good repair. When he died in 1972, the hotel fell into the hands of various property companies, its golden days long gone. It might well have been knocked down, turned into flats, or even worse, fell into the hands of Britannia Hotels.
Luckily it was saved by two entrepreneurs from Chorley, Tony and Peter Sawbridge, who in 1984 founded ‘Leisureplex.’ Their mission was to renew the once great but fading hotels of this country, realising at the same time they now had to fill them.
So, in 1990 they founded Alfa Travel their new coach company completing a virtuous circle—supplying their refurbished hotels with customers and a fresh income stream to buy and refurbish new but carefully chosen hotels. Saving fine buildings and making money. They now have a fleet of fifty Mercedes Benz coaches and picturesque hotels scattered across the country.
The story is inspiring, the reality a little less so but this is purely subjective. Cruising on ocean or river is passive like coach travel, but on a ship or boat you can walk about, stretch your legs, have a drink, in other words do things. On a coach, once you’re strapped in, that’s it—the only distraction a trip to the toilet; stiff legs and a sore bum as you approach your destination.
As I said, subjective, it suits many people, old people mostly, and I of course am not old—not to the extent of being in a position to compare and contrast the comparative merits of Alfa Hotels. Two of our fellow travellers had been to them all and were able to tell us which had the best architecture and which the best food. That is old.
We were though spared the company of an ex schools inspector on the coach at least; not unfortunately at breakfast and dinner for he sat at the next table.
I’m convinced he took a deep, whale-like breath before he sat down, for he didn’t stop talking – not to us but his two unfortunate companions and anyone in earshot. It was a bit like the Ancient Mariner on speed with an opinion on everything: deep-sea fishing, the armed forces, the French, Germans, Chinese, traffic calming, taxation, the role of the state, immigrants. . . We also gained an insight into his role as an Off-Sted inspector. He was able tell a good or bad school just by studying the surrounding litter. To think of all those endless hours preparing documentation and lesson plans when all school needed was a caretaker on overtime.
Having said all this, Alfa was excellent value and Cromer was wonderful.
In one of these streets was a second hand bookshop where I was able to buy a set of Biggles books at £3 ago. My wife has told me I now have to read them.
The highlight for me was the Red Lion in Cromer, where I experienced a pint of Saxthorpe Bitter, followed by Cromer Crab in a sea front café. That and Biggles made the journey entirely worthwhile