Newly launched U.K. charter operator Severn Aviation, whose operations are run by former James Bond film pilot David Arkell, is off to a racing start. Cheltenham, which hosts major horse racing events in March, has provided strong initial bookings for the company launched by entrepreneur Peter Saunders, founder of specialist food company Halo Foods.

Saunders says Gloucestershire's reputation as one of the most prosperous counties in the UK was a key attraction. "We have established Severn Aviation at Gloucestershire Airport in Cheltenham to cater for the individual requirements of high net worth individuals residing in the county, in addition to serving the corporate and leisure markets.

"We have a range of single and twin engine helicopters available to meet any client's particular requirement. Most significantly, it includes helicopters which are suitable for instrument-only flying, making Severn one of the few helicopter charter services in the region with the capability to fly in almost all weather conditions."

Arkell, Severn's chief pilot has credits that include the Bond films The World is Not Enough and Tomorrow Never Dies together with Jason and the Argonauts and Oklahoma. "I am now focusing on flying business people, celebrities and others who simply want to enjoy the unique experience of charter flying," he says.

Severn's senior pilot Robin Gibson is experienced in night flying and load lifting where items ranging from cars to U.K. Ministry of Defence missiles have featured as consignments.

The initial Severn fleet comprises owned and leased aircraft which are available for charter. Owned aircraft include a Bell JetRanger 206 and an AS355. Arkell says: "The company also has a permanent arrangement covering an Agusta 109, which together with the AS355 will cover the instrument flying requirements. Short-term lease arrangements have already been put in place to provide additional capacity for both single and twin engine aircraft."

Saunders says Severn will keep its fleet requirements under review and further aircraft acquisitions are not ruled out.

Severn, which received its AOC on 21 February, expects several of these arrangements will move to a managed basis in the next few months. "The company's capacity via these arrangements has proved sufficient to enable us to fly over 100 passengers to the Cheltenham Festival races this month," says Saunders.

"I have visited Gloucestershire frequently, both on business and for pleasure and realised that there is huge potential for a premium charter service. There are many very successful businesses and individuals for whom time is money. Those individuals may also prefer to escape the crowds and enjoy a more exclusive travel experience."

Gibson says: "The aircraft have been selected to provide for the company's expected range of activities, servicing both private and executive charter from the Gloucestershire area. They are highly flexible allowing for varying seating configurations and also for conversion to alternative work requirements such as aerial filming where the company pilots have particular expertise.

"However, our service is not limited just to the region as we can fly throughout the UK and also to Ireland and the rest of Europe."

Saunders, who sold Halo Foods to Glisten plc in December 2004, says he spotted the charter business opportunity while fulfilling his personal ambition to gain a private pilot helicopter licence.

Severn's senior management includes commercial director Garry Hodge and finance director and company secretary John Barker.