In the early 1970s, Butlin’s decided to expand its self-catering operation, which was believed to be growing in popularity, by establishing a Small Centres Division. The division would include the relatively smaller sites, allowing the company to reach a broader market beyond its larger camps. The first site was St Minver in Cornwall, acquired in 1971 and placed under the local management of Stanley Carter. Duporth, near St Austell, followed in 1972. In 1973, Tencreek and Seaview, both in Cornwall, joined the group, along with the Sunshine Holiday Camp on Hayling Island in Hampshire. The Ayrville Centre and Two Chimneys camps in Cornwall were purchased in 1974. That year also saw the launch of something entirely new: boating holidays on the Norfolk Broads. By 1975/76, the West Country operation had grown sufficiently to form a separate area within the Small Centres Division, managed by the late Al Harris.
To streamline operations following the addition of smaller locations under the Small Centres umbrella, it was considered advisable to separate the Butlin Hotels from the larger camps. Accordingly, in 1974, Main Centres and Small Centres were established, with the Hotels managed by Rod Rodgers included in the latter. In 1976, the ‘Freshfields’ brand was introduced for the Cornwall locations. Expansion continued under this name, including entry into the caravan and camping business in France, overseen by the late Robin Frossard. In 1977, the Beaver Boat Yard at Agen was acquired. In 1978, a new camp, Sussex Beach, was constructed and opened; the remaining Beaver fleet at Port Cassafires was purchased, and an additional boat base was leased at Port Sun, Toulouse. Another site was built and opened at Doniford, Somerset, in 1979. The Freshfields operation in France continued to grow and, by 1980, comprised 12 sites. That year, the company also purchased Bert Bushnell’s fleet on the River Thames.
The business became a growth priority for the Rank Organisation, as reflected in its 1982 acquisition of Leisure Caravan Parks from Bourne Leisure. For a short time, these parks operated alongside the Freshfields sites, after which their marketing was consolidated under the Leisure Caravan Parks name. Freshfields’ French connection remained, now under Philip Mason, as did the division’s boating interests. The group expanded further in 1985, when Rank bought the Haven Holidays group, then managed operationally by David Vaughan and Brian Weatherall. Haven soon became the marketing identity for Rank’s entire caravan business, while the French Freshfields sites were incorporated into Haven Europe. At this point, the Butlin Hotels returned to the control of Main Centres. The entire operation—Freshfields, Haven, Boating, Rank Marinas, and Small Centres—was directed by Terry North, who served for many years as a director on the main boards of both Butlins and Rank.
