WRA Workshop

Judging Process

Independent panel of judges: Colin Mellors Pro-Vice Chancellor of York University, Elaine Lemm Food Writer and Critic, Nicola Furbisher Managing Editor Yorkshire Post Newspapers, Mark Bradley Bradley Projects (customer service guru). WtY does not involve itself at all in the judging – it is wholly independent and transparent.

The WRA will be launched at our annual Conference in March each year. Advise members to download the relevant entry form(s) and the guidance notes. It’s also important you read the terms and conditions particularly the one which relates to those categories where an overnight stay is involved and an evening meal (if provided) as they enter the awards in the knowledge that the mystery shopper is given a free stay/meal.

We use a professional mystery shop company who provides a report based on his experience and a copy of this is available to businesses following the awards ceremony.

We are now asking that businesses do not submit multiple entries – the maximum entries should be 2 if one is for Outstanding Customer Service.

The Judges retain the right to switch a category with your permission if they wish to short list your entry but feel it would be more appropriate in a different category. Because of diversification of businesses you may struggle to think which category to enter. Please don’t let this put you off.

Timeline of the Judging Process

Annual Conference – launch of this year’s WRA.

You will have 2 months from the site launch to the deadline for the completion of the entry or entries though 95% of entries arrive in the final week! The deadline for entries is Mid-May

There are 3 shortlisting days during which time the judges select 6 finalists from each for the 16 categories. The categories are:

  1. Large Hotel – 35 bedrooms and above
  2. Small Hotel – less than 35 bedrooms
  3. Large Visitor Attraction – over 50k annual visitors
  4. Small Visitor Attractions – under 50k annual visitors
  5. Business Tourism
  6. Caravans, Holiday Parks, Camping, Yurts and Shepherds Huts
  7. Restaurant
  8. Restaurant with Rooms and Inns
  9. Self-Catering & Luxury Lodges
  10. B&B/Guest House
  11. Artisan – Made in Yorkshire
  12. Arts and Culture
  13. Tourism Event
  14. Pub
  15. Visitor Information
  16. Taste Category
  17. Outstanding Customer Service

The following categories are not mystery shopped
Outstanding Customer Service
Tourism Event
Arts and Culture
Visitor Information
Artisan

The Judges will probably look at your website so please ensure it is up to date. They may also look at social media and review sites.

The final judging day is at the end of June with the mystery shopping starting during the last weekend in the month. You will receive a letter or email a day or so after the judging day informing you of the outcome. The mystery shopping process takes around 6 weeks and the report for each business is provided to the judges and this forms part of the overall decision making process. Decisions are not based solely on the mystery shopper report.

In Small and Large Hotels and Restaurant with Rooms/Inns and Guesthouse/B&B you will need to be prepared to offer 2 persons a one night stay complimentary. This year B&Bs will not be judged on evening meal but small/large hotels and restaurants with rooms/inns will be. This is to try and improve the like for like comparison.

Pubs and restaurants will be mystery shopped and applicants will be required to waive the bill.

All attractions and business applicants will be mystery shopped incognito.

Self-catering and Caravan and camping etc will be visited by appointment.

Where the judges feel an entry which hasn’t won but has particular merit, they reserve the right to award the business ‘Highly Commended’. If you win this award it will be announced on the awards night and a member of WtY staff will present you with your framed certificate at your table. This award is not a runners up award.

If you are a finalist you are required to do the following:

  • Provide 3 further identical copies of your original entry as there are 4 judges and they each need a copy to access in readiness for the judging day. We usually give you around 4 weeks to provide these. Each judge uses a proforma to select his top 3 and during the judging day each judge shares his views and a decision is made. The deadine for this is Mid- July.
  • Email 2 high resolution images to WtY as one of these will be used during the WRA ceremony later in the year. Again Mid- July.

After the awards ceremony you will receive a letter and your certificate in the post.

What are the judges looking for in your entry?

In short, the judges want to feel your passion and enthusiasm for your business. It’s easy to spot an entry which has been written by a consultant as these important factors get overlooked. If you intend to use a consultant to write your entry for you, ensure you brief them fully and maintain ownership. Make sure it sounds like your business!

The quality of the presentation is very much taken into account as part of the decision. This reflects the importance of first impressions and ability to market oneself. Imagine judges are seeing your business for the first time, capture in visuals something that would make them want to visit you.

Consider putting an A4 image of the business on the inside front cover so that the judges get an impression of the business they’re about to read about. Also considerputting a lovely image on the inside back folder to give a final excellent impression of the business.