Our True Intent Is All For Your Delight: The John Hinde Butlin’s Photographs by John Hinde, Martin Parr

John HindeButlins Photographs, by John Hinde, is a collection of photographs taken at Butlin’s, a chain of British holiday resorts that operated from the 1930s to the late 2000s. The photographs, taken between the 1950s and 1970s, are a stunning collection of color scenes from the resorts, and capture the joy and excitement of Butlin’s, as well as a unique look at the history of leisure in Britain.

The photographs in the collection were taken by John Hinde, a photographer who worked for the company in the 1950s and 1960s. Hinde initially worked in a general capacity, recording the everyday life of the company, but as Hinde’s passion for the Butlin’s experience grew, his photography became much more focused, capturing the fun of the resorts, the activities, and the various bright and cheerful holiday-makers who filled the resorts. His photographs of the Butlin’s resorts are vibrant and lively, capturing the essence of the holiday experience with a unique energy.

The photographs in the collection cover a range of subjects, from beach scenes of sun-soaked children playing in the sand, to swimming pools packed with excited swimmers, to the vibrant side-show rides and attractions. The photographs are accompanied by quotations from the time, including references to the singing and shows that were part of the Butlin’s experience. One of the quotes featured in the collection reads “ our true intent is all for your delight”, and this message sums up the spirit of the photographs.

The success of the photographs was such that Hinde was commissioned to create a portfolio of photographs for the Butlin’s corporate brochures. These brochures were widely circulated in the 1950s and 1960s and the photographs became iconic images of Butlin’s. The photographs captured the magical appeal of the holiday resorts, as well as providing a detailed insight into the entertainment and activities available to visitors. This combination of vivid colour and content ensured that the photographs remained popular after their initial publication.

John HindeButlins Photographs is an important historical record of the holiday experience in Britain in the 1950s and 1960s, and a striking example of how to capture a moment in time with photography. The photographs capture the glamour and excitement of Butlin’s, and provide a lasting record of a brand that has since passed into history. Hinde’s collection of photographs will bring joy to those who remember Butlin’s fondly, as well as being an inspiration to those who seek to capture the unique atmosphere of a place and time.