Although interesting this has very little to do with anyone other than current Society members. However, from a business perspective it makes perfect sense.
The truth is the lower Severn has always been a tough nut to crack and it has to be said the rewards, although huge for the individual and carrying big kudos among the dwindling number of old fashioned Severn specialists, are not impressive when compared to many rivers. It's worth noting the record is still only a smidgeon over 16Lb and has been for over 11 years and the numbers of fish are nowhere near as as prolific as say the middle river. The river requires a certain tenacity, some might call it a persistent bloody minded determination, to stick at it.
Add to that the restrictions on this particular stretch of water with regard to sleeping on the fishery and the difficult access, (a 50 yd lane,two gates,(on locked), two fields, one of which is either ploughed or has a standing crop, a stile and then a flood bank just to get to the access swim), and suddenly you have a fishery which is not a bit attractive to the modern angler of the Nintendo generation who wants big rewards with minimum effort and wants them now. A greedy land agent who, even when I was a Society member was charging between 5 and 10 times the going rate simply compounds the problem and tbh I don't blame the Society for ditching it in order to free up funds to rent a more prolific beat with good access on an easier river, and if something like Mrs Bishops at Holme Lacy (e.g) was available to rent then it would make perfect sense for the Society to have a go for it rather than keep propping up this white elephant.