A Pier-Fect fit for Llandudno's Iconic ATTRACTION

Adam and the at TIR Prince Group have inducted a new member to the team working at Llandudno Pier, the Yamaha UMX EFI.

Adam Williams owner of the TIR Prince Group based in North Wales knows a thing or two about creating unforgettable experiences. As the driving force behind major attractions on the coast, Adam and his team have been captivating visitors for decades. They are a family run operation that has been successfully bringing people to the area since 1990. One of the largest attractions that the group owns is Llandudno Pier which attracts over 5 million global visitors annually. Referred to by some as the “Queen of Welsh Piers” Adam and his team create a premier attraction with food, fun and entertainment all year round. A structure such as the pier takes an incredible amount of maintenance which is carried out by a dedicated team. They work all year long to maintain and improve the standard of the pier's décor and appearance. We spoke with Adam about the recent purchase of their Yamaha UMX EFI that he bought in July 2024 and how it’s a pinnacle part of their operations.

When it came to choosing a utility vehicle to support their operations, Adam turned to Yamaha. "I've been impressed with the UMX EFI from the moment I saw it," he said. "It’s sleek design and versatility stood out from the competition."

The Yamaha UMX EFI is designed to handle a huge range of tasks, indoors or out. With a large cargo bed and spacious front locker, this utility vehicle is easy to operate and offers a quick, efficient mode of transport. It's a vital tool for transporting supplies, equipment, and even staff at Llandudno Pier.

“The utility vehicles here can be used from 5am to 11pm each day, and their main job in the busier months is running stock up and down the pier to tradespeople that operate here. The pier is half a mile long so having these vehicles is very important to save time not only for stock but also for members of staff. For example, all staff clock in at the beginning of the pier so sometimes by the time they have got to their post, which could be at the very end, it may be 40 minutes after their start time. It’s all about efficiencies and making life easier for the team and the traders here and the utility vehicles play an important part in that.”

The UMX EFI features a 400cc EFI single-cylinder, air-cooled engine that delivers smooth, efficient power. With an automatic cut-off, once your foot leaves the pedal, the UMX EFI remains efficient, minimising any downtime, which is especially important to Adam and the team when it is being used for long periods of time.

“We have found the fuel efficiency is far superior to any of the other brands we use. It’s another factor that is important to us as well as environmental impacts, both reasons will be significant in our consideration of an electric UMX AC in the future.”

The Yamaha UMX EFI is built to withstand tough conditions, nothing is more abrasive and diverse than the coastal environment. The aluminium cargo bed is more durable with the sea air, minimising corrosion. Alongside the plastic panels, the machine will continue to look fresh and free of damage from the elements.

“The look of the vehicle is extremely important. Some days we may have 20,000 people on the pier, and you cannot be running around in something that looks untidy and more importantly unsafe. I love the look of the UMX EFI.”

The fully automatic transmission of the vehicle makes it easy to drive, allowing any of the competent team at Llandudno pier to get in and go, as well as being safe. The addition of wide tyres and stable suspension also offers another great benefit for Adam when considering maintenance of the terrain on the pier.

“We must have a vehicle that will have minimum impact on the wooden planks on the pier. If you have the wrong suspension and tyres, it can vibrate the boards and make them loose. Similarly, when you are turning, we cannot have a vehicle that is heavy on the steering as this will also damage the boards, if we get a weakness in them and water gets to them, it can be a really serious situation as they will rot and become unsafe. The UMX EFI provides a nice light footprint and the position of the tyres when it turns is perfect for the pier.”

This nimble and easy-to-manoeuvre light utility vehicle is suitable for a variety of applications, and we don’t doubt it will continue to be an indispensable partner for the team at Llandudno Pier.

“The UMX EFI just does what it says on the tin. It’s a great all-rounder machine that suits exactly what we want to do here, it looks great, it’s easy to use and requires little maintenance. Thank you to Yamaha dealer RVW Pugh and Yamaha for this great addition to our operations.”