Countryside and Community
Research Unit
RESEARCH ON VISITOR AND EDUCATION
CENTRES: A METHODOLOGY FOR SOUTH
ESSEX
DRAFT FINAL REPORT TO GREENGRID
Phase One: Scoping Study
Dr Amanda Wragg and
Jonathan Somper
CCRU
Dunholme Villa
The Park
Cheltenham
Gloucestershire
GL50 2QF
Tel: 01242 544083
www.glos.ac.uk/ccru
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Executive Summary
ii
Table of Contents
Page
1)
Introduction: Context and Background………………………………4
2)
Research aims, Methods and clarification of terms used……………..8
3)
Presentation of case study cameos that could be investigated
further in Stage 2 of the research……………………………………..10
A) Blaenavon World Heritage Site, Wales………………… ……….10
B) Jurassic Coast, South West England……………………………..17
C) Aberdeenshire, Scotland………………………………………….21
D) Merseyside………………………………………………………..30
Introducing cameos E and F……………………………………...37
E) Northumberland…………………………………………….….....38
.
F) Exmoor……………………………………………………..….....40
G) The Forest of Marston Vale…………………………………..…..43
H) The Veluwe (Holland)…………………………………….….…..49
I)
The Wildfowl and Wetlands Trust…………………………….…53
J) Naturums in Sweden……………………………………………..56
4)
Visitor Centre Issues, Strategic Planning and
Feasibility Studies…………………………………….……………...60
5)
Key findings from Phase One of the Research…………………...….75
6)
Recommendations for Phase Two………………………..………….79
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1.
Introduction: Context and Background
1.1 This research was conducted by the Countryside and Community Research Unit (CCRU) which
is based in Gloucestershire University, Cheltenham. It comprises Phase One of a study on
visitor centres and their sustainability, drawing on a number of case studies from the UK and
elsewhere. The work has been undertaken for Greengrid which is a long term project
partnership that aims to develop a network of open spaces and green links throughout Thames
Gateway South Essex (TGSE). The Thames Gateway is a sub-region within the Eastern Region
of England, set along the northern bank of the river Thames, and is composed of the five
authorities of Basildon, Castle Point, Rochford, Southend-on-Sea, and Thurrock. It forms the
largest urban area in the East of England with 12% of the region’s population (East of England
Regional Assembly, 2004), and represents a challenge for urban regeneration.
1.2 The East of England has seen a dramatic reduction in habitats in recent years which has led to
species decline, much of which has been as a result of the high pace of urban encroachment
through housing and infrastructure development which has resulted in a high degree of habitat
fragmentation. However, there are key BAP species existing within the Thames Gateway, for
example, the Black Redstart, and a diverse range of insects. Within the Thames Gateway are
many brownfield sites and areas of derelict land, and the area is facing development pressures.
There is limited potential to develop many towns within their existing boundaries, although
potential urban capacity has not been reached in all instances but there is pressure to build on
Greenfield sites especially around economically dynamic towns close to London (East of
England Regional Assembly, 2003). The Thames Gateway is one of three major growth areas
proposed by Government within the region under the ‘Sustainable Communities Plan’, along
with Milton Keynes and the London-Stansted-Cambridge corridor. The Thames
Gateway’s/South Essex’s local development documents are providing for 19,350 net additional
dwellings up to 2011 and for 24,450 net additional dwellings from 2011-2021 (East of England
Regional Assembly, 2004). Their proposed distribution can be found in the East of England
Plan. There are ‘zones of change’ around Thurrock, Basildon, Shell Haven and Rochford.
1.3 Despite urban encroachment it is noted that the East of England has a very attractive natural
environment and since it is relatively flat there are good opportunities for promoting
environmentally friendly forms of transport such as walking and cycling. There are some cycle
routes that are linked to the National Sustrans Network such as ‘Right Tracks’ in Southminster,
Essex which aims to enable people to explore their local countryside by bicycle and the East of
England Plan states that the national cycle network should be completed (East of England
Regional Assembly, 2004).
1.4 The environmental economy is of major importance in the East of England, supporting in the
range of 108-180,000 jobs which represented 6-9% of regional employment in 1997 (East of
England Regional Assembly, 2003). This sector includes a wide-ranging group of activities that
depend on the region’s environmental resources linked to environmental improvement and
management or use of environmental resources. Capitalising on opportunities to promote the
Thames Gateway’s natural assets and encourage residents and visitors to use the countryside
and appreciate its landscapes and biodiversity is therefore important in terms of contributing to
the environmental economy (and business image of the region) and quality of life in the face of
new housing development. Also, ‘the scope for developing the environment, technologies and
environmental industries and tourism, as a cluster within Essex, should not be underestimated’
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(http://www.tgessex.co.uk/pages.php?id=6). Thames Gateway South Essex Partnership is
aiming to deliver access to cultural and sporting activities and heritage and to use the heritage as
a focus for education. Part of this delivery is in establishing destination focal points for tourism
including the natural environment, the river, and existing heritage sites, in some instances
through establishing heritage and culture centres. Improved local transport should also aid
accessibility of new development sites, for example, upgrading railway stations; extending
Roscommon Way on Canvey Island; improving existing access routes to Canvey Island and
upgrading bus stations and cycle routes.
1.5 Environmental character underpins the tourism sector which is a major component of the
regional economy (16.5 million visitor trips in 1997 which contributed £3.4 billion to the
regional economy, East of England Regional Assembly, 2003). Visitors to the countryside are
attracted to high environmental quality and opportunities to immerse themselves in nature, for
example, through bird watching, walking, other outdoor pursuits and visits to nature reserves.
Demand for outdoor leisure in the countryside is rising and leading to increased demand for
visitor facilities such as visitor centres and access to areas of open space and different
landscapes. It should be noted that Essex contains some Ramsar sites, AONBs and SSSIs, for
example, mid-Essex Coast SPA and Orford Ness SAC. Habitat re-creation and restoration can
further enhance the environmental economy and the East of England Plan stresses that provision
of new woodlands should be a target area. The East of England Environment Strategy states
that, ‘Access to, and understanding of, local green space should be improved, and the role of the
voluntary sector in managing both our best and local sites promoted, and, that both small and
large-scale initiatives should be encouraged that enhance biodiversity whilst providing
employment, recreational opportunities, and economic returns’ (East of England Regional
Assembly, 2003).
1.6 Archaeological heritage is another resource that may attract visitors with 1800 archaeological
sites and listed buildings and 24 Scheduled Ancient Monuments. There are also key high
quality environment areas close to built up areas, for example, Mardyke Valley in Thurrock
which is an ancient floodplain that the local public are largely unaware of, and Rainham
Wennington and Eveley Marshes which is a SSSI of ancient marshland landscape purchased by
RSPB from the Ministry of Defence. There are plans to transform the latter area into a worldclass nature reserve visitor destination and to improve its biodiversity. There is also a new
RSPB nature reserve in Basildon close to Pitsea and Wat Tyler Country Park (Vange Marshes)
which has much potential for environmental enhancement and attraction of visitors.
1.7 In addition, the Regional Environment Strategy aims to encourage businesses to operate green
travel plans which development plans for visitor centres, as businesses, should address. The
Strategy also aims to increase the number of educational opportunities in the region, which
could be one function of visitor centres, and something that Greengrid is addressing in that its
educational potential is large in terms of aiming to connect all members of the public to
elements of the natural environment.
1.8 The East of England Plan emphasizes the need for environmental infrastructure to be developed
to provide connected and substantial networks of accessible multi-functional green space in
urban, urban fringe and adjacent countryside areas to service new communities in the sub-region
by 2021. Essex County Council’s Community Strategy suggests that environmental education
should be taught effectively in schools and outdoor learning centres and that valuable habitats
should be linked by green corridors that could also serve as transport routes, also, that interest in
culture and science should be encouraged (see also the Thames Gateway South Essex Business
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Plan for Transport, Steer Davies Gleave for Thames Gateway South Essex Transportation
Delivery Board, 2005).
1.9 Greengrid as a partnership has successfully attracted £5million of government funding for
developments of projects on the ground over the next three years. This will be targeted at
creation of greenways for cyclists, pedestrians, horse-riders and the disabled across the area;
major improvements to marshland areas on the border with London and South of Basildon;
improvement of access and landscape to military and industrial sites along the riverside and
improvements at country parks.
1.10 Within the UK as a whole there have been recent developments in ideas associated with
green infrastructure planning and connecting green spaces around built-up areas. The ethos
combines principles from landscape ecology and the importance of connectivity of species and
habitats and the increasing policy emphasis on access for all, and diversity. Community Forests
have already played an important role in revitalising areas around many of England’s towns and
cities (Countryside Agency, 1999) and have proved valuable in terms of engaging local
communities and for educational purposes and are promoted as a model for regeneration. Also,
all boroughs outside London are obliged to develop new rights of way plans including for nonmotorised transport for 2007 and there is increasing emphasis placed by the Government on
greenways and ‘quiet lanes’ which are shared by different modes of transport. Green
Infrastructure Planning is an approach being recognised generally within emerging planning
policies at regional, sub-regional, and local levels and ‘must be based on a sound understanding
of existing assets including location, size, functions, accessibility, user groups and intensity of
use’ (Regional Spatial Strategy for the South-West), and can be defined as a the development of
a network of multi-functional green space across a sub-region. It is set within, and contributes
towards, a high quality natural and built environment and is required to deliver ‘liveability’ for
communities. In the UK and US numerous principles for GI planning are proposed with the US
having a more ecological focus and the UK being more socially-based, however, in both
contexts linkages are seen as key (CCRU, 2006). There is also increasing interest for regional
agencies to take-up the idea of the development of regional parks in the UK (Green
Infrastructure North-West).
1.11 Thus there has been growing momentum in relation to ecological connectivity within
landscapes; access provision; environmental and outdoor education that is inclusive and links
between economy and environment (for example, see Dillon et al, 2005). Also, planning for
gateway areas has started to become more considered in terms of pointing the visitor to different
attractions linked to heritage, access and recreation, learning activities and appreciation of the
countryside and wildlife generally. The development of visitor facilities, both for local people to
enjoy, and for tourists, is therefore being viewed as a key component of green infrastructure
planning.
1.12 Trends in tourism should be considered in terms of drivers that may affect visitor centres
and their feasibility generally. The Henley Centre identified a number of significant trends that
could have an impact on domestic tourism in 10 years time. These were:

The ‘experience economy’ – buying experiences and services not utilities

Wellbeing – health is becoming more important to people than wealth
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
Changing social structures – ageing population, higher divorce rates,
reconstituted families, young adults staying in education and at home longer,
more people living on their own etc.

Environmental impact – less damaging consumption and lifestyles

Urbanisation of culture – city as a place of pleasure as well as work

Networked society – through the Internet and mobile phones

Fragmentation of leisure offer – tailor-made to match specific tastes,
preferences and requirements

Entitlement - cultural expression has mainly been in the arts and sports
Also, a seminar by Future Foundations Vision (December 2005) resulted in several
scenarios being envisaged in relation to growing consumer types and relevance to domestic
tourism, for example, a move towards ‘authenti-seeking’ which was said to be a trend away
from conspicuous consumption towards the ‘real’ and ‘authentic’, for example, outdoor
holidays, extreme sports, connecting with heritage, self-development opportunities, real
food (traceable, local, organic, healthy). Secondly, the ‘singleton society’ (with a significant
increase in one-person households, around a quarter of 25-40 year olds in the UK since three
million people are now single) has resulted in an increase in holidays for groups of
individuals with shared interests. Thirdly, an increase in numbers in a group that can be
termed ‘new puritans’ who are against consumption and indulgence and make morally
informed choices such as sustainable and ethical tourism.
1.13 The way in which communication has changed has also affected the way in which people
select holiday destinations and has implications for visitor centres and the way that they may
be marketed as part of local identity. Over half of visitors to England obtain information
about the destination they are travelling to from previous experience while advice from
friends and family and the Internet are strong influences as presented in the table below.
How to reach British consumers is an important consideration for those managing and
funding visitor centres in terms of ensuring that they are marketed to a wide audience.
Sources of information when searching for/using a holiday destination in
England (%)
Previous experience
50
Advice from friends and relatives
47
The Internet
46
Tourism brochures
27
Travel agents
23
Articles in newspapers and magazines
17
Accommodation guides
15
Television/radio programmes
11
Advertisements in newspapers/magazines
10
Television/radio advertisements
5
Items in the post
4
Source: VisitBritain
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2.
Research aims, methods, and clarification of terms used
2.1
This Chapter outlines the research aims and methods used to fulfil them, and also describes
the scope of the study in terms of ‘visitor centres’ and ‘open space users’.
2.2
The objectives of this research were agreed as follows:
1) To research nationally and in other countries some successful ‘honey-pot’ facilities for
visitor/information/education centres, which attract and encourage users of open space
for recreational use but also those which are aimed at wildlife interpretation and
education. Ways will be identified in which content/themes are used to allow attractions
to co-exist in a complimentary way within each other’s catchment area: for example,
‘education and fieldwork’; ‘scientific purposes’; ‘information for recreation and access’;
‘wildlife or environmental information’; ‘cultural information’ (e.g. local crafts/history
etc); ‘heritage information’ and so on.
2) To investigate the existence of current methodologies used to make the case for
visitor/information/education centres that attract and encourage users of open space (this
will include mechanisms considered to secure long-term maintenance, management and
sustainability of such facilities).
2.3
The research methods employed were qualitative, and both primary and secondary evidence
was drawn on. To fulfil Objective 1 an internet search was conducted to find interesting
examples of visitor centres predominantly within the UK that could be useful in terms of
further exploration beyond the scoping study for Phase 2 of Greengrid’s research project.
Also, relevant secondary information was obtained and informal telephone interviews were
undertaken with staff and funders of the centres. Some site visits were also made. Reports
on the visitor centres are found in Chapter 3 in the form of a series of short cameos. A
proforma was developed to elicit relevant information from visitor centre staff and funders.
2.4
Where appropriate the locations identified in Task 1 were considered for Task 2 in terms of
obtaining any feasibility studies or business plans that had been developed for particular
visitor centres. Methodologies for feasibility studies were examined through obtaining a
selection of reports via contacts with visitor centre staff or funding partners and details of
the areas that generally are considered when conducting feasibility studies (e.g. financial;
resources such as staff; catchment area served; potential visitors survey; opportunities for
use of open space); data and information sources that are drawn on; and, promotion and
marketing techniques, are reported on in Chapter 4. Specific methods used (e.g. for future
projections; multiplier effects etc.) are also referred to. The report makes reference to studies
that may be useful to Greengrid for the Second Phase of the research. A range of landscape
types were considered where visitor centres co-exist, with the emphasis mainly being on
centres for ‘users of open space’.
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2.5.1
In relation to definitions a visitor centre was considered to be a place that was more
substantial than an information point but where people would spend at least twenty minutes
to over an hour in search of information or education or tangible experience(s). The
Countryside Agency (2000) describes visitor centres as typically providing information to
orientate visitors, together with more detailed interpretation of the area’s qualities, history
and heritage. They usually contain additional facilities such as a shop (often with branded
merchandise and pocket money gifts), catering, toilets and car parking. Education was
considered as being, ‘an educational activity which aims to reveal meanings and
relationships through the use of original objects, by first hand experience and by illustrative
media, rather than simply to communicate factual information’ (Dorset and East Devon
Coast World Heritage Site Interpretation Action Plan, 2005). Interpretation is put alongside
‘information’, ‘facilities’ and ‘inspiration’ as one of the four factors that is needed in order
to educate. Users of outdoor space were taken to include: walkers (from hill walkers to dogwalkers and strollers); climbers; those involved with water sport activities; those using
specific aspects of the environment (such as pot-holers or hang-gliders); people involved
with using the environment for educational/scientific purposes and fieldwork (e.g.
archaeology; ornithology; survey; wildlife appreciation); those wanting to spend time in the
open air in a location where there were activities and facilities were provided, and people
who simply want to find out about the local areas and beyond in terms of leisure
opportunities and access to the local countryside.
2.6
In order to investigate the nature of visitor and education centres and identify situations
where factors affecting their long term sustainability could be considered further, certain
honeypot areas were identified in different types of landscapes. These covered upland
settings such as the Lake District; Northumberland and Exmoor; the lowland estuarine
example of Merseyside (which had certain features comparable with the Thames Gateway
area in terms of urban development and estuarine features); the Jurassic Coast along the
south of England between Exmouth and Swanage (the area is now being promoted as ‘the
Jurassic Coast’ and consequently there are plans to superimpose new visitor centres along
the existing education and visitor centre structure); Blaenavon World Heritage Site in Wales
(gateway to the Brecon Beacons); Aberdeenshire in Scotland (upland, remote but Aberdeen
representing a large population centre; and Marston Vale near Milton Keynes. Also,
information was assimilated on some international examples, one of which is the Wildfowl
and Wetlands Trust which is seen as an international example of best practice, and
Velewezoom area in the Netherlands which contains two national parks and is part of the
EU’s Boundless Park’s initiative. Details of these are presented in the following Chapter.
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3.
Presentation of Case Study Cameos that could be Further Investigated in Phase
Two of the Research
A
Blaenavon World Heritage Site
This case study was chosen because Blaenavon World Heritage Site is a participant in the
‘Boundless Parks, Naturally!’ programme (EU Interregional IIIB) which aims to realise a better
spatial dispersion of, and improved access to, nature in densely populated North West Europe.
The programme targets are: sufficient recreation facilities for people; access for visitors
(gateways); sustainable conservation and development of nature close to metropolitan areas; a
better relationship between inhabitants/visitors and public authorities (rangers, communication,
promotion); transition of landscapes; and, capitalising on opportunities to enhance local
employment. Blaenavon is also a gateway to Brecon Beacons, and the local Council is also
developing an ‘informal recreation’ project encouraging people to get out and about in the
countryside, but retaining the community element that already exists. Blaenavon is being
established as a visitor destination.
1) Characteristics of the area
Blaenavon Industrial Landscape World Heritage Site (WHS) is situated on the north-eastern rim
of what was the South Wales Coalfield, 40km north east of Cardiff. The area is focused on the
former coal and iron town of Blaenavon and includes areas within Torfaen County Borough
Council and Monmouthshire County Council, and 45% of the WHS is within the Brecon
Beacons National Park. The designated site covers 3,290ha of upland mountain landscapes
which have been extensively mined, quarried and remodelled as a result of over two centuries of
the coal and iron-making exploitation. Torfaen’s Regeneration Strategy (2004-2016) is designed
to capitalise on Torfaen’s heritage especially its industrial past and environmental assets. The
site is accessed by three roads (B4246, B4248, and A4043 plus two small country lanes with
good access to the A465 ‘Heads of the Valleys’ road and the M4 motorway. Designated a
World Heritage Site (WHS) in 2000 (one of 23 in the UK), the site includes mountain land and
valleys and diverse habitat including moorland, semi-natural ancient woodland and also 4 Sites
of Special Scientific Interest (SSSIs), 12 Scheduled Ancient Monuments (SAMs), 82 listed
buildings and two urban conservation areas. Uncontrolled grazing by sheep is preventing revegetation of old tips and mine areas. The old spoil tips are subject to motorbike scrambling and
four wheel drive activity. Ongoing projects include: development of walks and cycle routes;
improvement of visitor attraction and amenities; community and education initiatives; and the
development of a community wood. The Garddyrys Forge site is now regionally important for
fungi. The population of Blaenavon is around 6,000.
2) Management
The World Heritage Site is managed by the Blaenavon Partnership comprising Torfaen County
Borough Council, Monmouthshire County Council, Brecon Beacons National Park working
with Blaenau Gwent Borough Council, Blaenavon Town Council, Cadw, Royal Commission for
the Ancient and Historical Monuments of Wales, National Museums and Galleries of Wales,
Countryside Council for Wales, Wales Tourist Board, British Waterways and the National
Trust. Below the strategic management group there are two delivery groups: Operations and
Marketing.
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The Management Plan for the World Heritage Site is based upon conserving the built,
archaeological and natural heritage of the area in order to present the story of landscape
created by coal mining and iron making in the late18th century. Also, it aims to make
heritage accessible to visitors and the local community through enabling them to appreciate,
understand and enjoy the unique heritage regeneration through a change of perception.
The Blaenavon Partnership has developed a ‘dispersed gateway strategy’ within the
framework of the existing visitor dynamics, reflected by ‘Big Pit’ and ‘Blaenavon
Ironworks’. There will be 21 dispersed gateways sited at key access points (from the road
network) all incorporating car parking and nodes of visitor activity across the whole area.
These will include boundary gateways, viewpoints, landscape features of interest, e.g. lakes
and reservoirs and existing sites where visitors and local people congregate, providing an
opportunity for interpretation and orientation about other visit opportunities. Gateways are
defined as the point of engagement with visitors and local people as they set out to explore
protected areas. Eventually there will be two primary gateways at Big Pit and St Peter’s
School when the Blaenavon World Heritage Centre is completed at St Peter’s School in
April 2007.
A hierarchy of signage is being developed including boundary signage, orientation,
information and interpretation at dispersed gateways, and, more interpretation at the visitor
attractions. The hierarchy of gateway sites reflects the road network, landscape features
(viewpoints) and attractions, and aims to reflect the structure of the visitor experience. The
World Heritage Site is promoting: access for all, life long learning, formal educational
opportunities and regeneration through community investment. Marketing is aimed at
developing the existing markets, encouraging the involvement of local people and attracting
visitors from disengaged groups.
A key social driver has been that of insufficient recreational facilities and a need to monitor
visitor pressure and steer recreation into areas that have the capacity to accept increased
usage. The area is moving from an industrial economy based on coal, iron and steel to one
based on cultural heritage, nature and tourism.
3) Visitor characteristics and use of area
Big Pit is the prime focus of visitor activity and has a key role in orientation, information,
interpretation and referral. It provides an opportunity for spin-off as it has a high proportion
of groups and schools. There are two main visitor groups - those that book in advance and
casuals. Interestingly, there are more school parties from France than Wales. Core visitors
include: local audiences, families, formal education groups, staying visitors – both domestic
and overseas, informal education (special interest) groups. In future additional groups will
be targeted e.g. older people, and socially and economically excluded groups.
At the edge of the Brecon Beacons National Park the World Heritage Site is central to
visitors seeking cultural excursions as part of holidays to the Brecon Beacons, Wye Valley
and Forest of Dean. There are more day visitors than holiday makers to the Brecon Beacons
National Park. 53% of visitors were reported as being day visitors from home, 30% were
holiday visitors staying outside the Park, and the rest were holiday visitors staying within
the park. Two-thirds of the visitors tend to be in family groups with 8% being in in
organised groups. The majority (93%) travel to the Park in their own vehicles, 4% by private
coach and 3% by minibus. Thus road transport links are by far the most important in relation
to carrying visitors to the area. The natural environment was of key importance for visitors
with 61% of the visitors citing the landscape and scenery as the reason for their visit. More
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than one quarter were repeat visitors. The average length of stay for day trip visitors was 3.3
hours.
WHS has many opportunities for a variety of walking needs including walks along the canal
and hill walking, and a series of walks are being especially developed (‘Wisdom and Walks’
Valley consortium). The Brecon Beacons National Park borders the northern part of Torfaen
and panoramic views of the Usk Valley can be seen from the summit of the Blorenge
Mountain. Likewise, in the southern part of Torfaen a gentle walk skirting the Llandegfedd
Reservoir is very popular. Leaflets giving details of guided walks throughout Torfaen are
available from the Tourist Information Centre (TIC). Hang-gliding, paragliding and caving
are popular activities in the area. The local authority is developing a countryside services
website with downloadable routes for walks, cycle networks, horse trails and fishing events
etc. and these will also feature in the Brecon Beacons National Park Welcome Guide. Events
are advertised in Town Guides e.g. Cwmbran and Pontypool. The largest outdoor event is
the Garn Lakes Country Crafts and Recreation Fair which attracted 2,300 visitors in 2005
(+150% visitors compared with 2004) and is now being promoted as far afield as Gloucester
and Taunton. In 2006 it is being linked with the World Heritage Day (Saturday) and taking
place on the Sunday in order to make a weekend of events in the heritage site.
A small 2005 survey of 56 visitors to the World Heritage Site (at car parks) identified that
43% were from Blaenavon; 10% from Abergavenny; 7% were from Pontypool; 30% were
from other local areas and 13% were from outside the South Wales area. 71% had come to
walk; 21% to walk their dogs and 8% had come for an educational visit. The main issues of
concern to visitors were: lack of information; litter and lack of litter bins; lack of signs; lack
of interpretation; abandoned cars; lack of toilets; lack of refreshments; lack of integration
between attractions; and, poor public transport.
4) Key attractions within the catchment area
There are two major preserved sites of historic importance: Big Pit (circa 150,000 visitors
per year) an historic coal mine and museum managed by the National Museums and
Galleries of Wales and Blaenavon Ironworks (SAM) which receives 10,000 visitors per
year. In May 2005, Big Pit won the Gulbenkian Prize for Museum of the Year 2005, an
award which celebrates innovation and excellence in interpretation and Museum practice.
During 2005, Big Pit was also awarded the Sandford Award, a chartermark for excellence in
Heritage Education, and a BECTa award for collaborating with Education partners on the
‘Children of the Revolution’ web resource. Big Pit is funded directly from the Welsh
Assembly Government as an Assembly Sponsored Public Body (ASPB).
Proposals for the future include the creation of a World Heritage Centre in St Peter’s School
which it is estimated will attract around 25,000 visitors per annum. The existing Tourist
Information Centre is at Blaenavon Ironworks (10,000 visitors per annum) and may be
relocated when the new World Heritage Centre is opened in St Peter’s School. There is also
the Pontypool and Blaenavon Railway and the Community Heritage Museum. The Iron
Mountain Trail, a figure of eight, is being developed. The area is finding its feet as an
attraction.
The Torfaen TIC promotes the heritage linked visitor attractions – Griffithstown Railway
Centre, Pontypool Museum, The Folly, The Grotto, Llanyrafon Mill, Llanyrafon Farm and
Greenmeadow Community Farm as an informal day visit package. At a Community Farm at
Cwmbran, children are encouraged to feed and touch selected farm animals and rare Welsh
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breeds. There is also a Farmhouse Café. Regular events are held throughout the year and
there are facilities for meetings, conferences and parties.
Brecon Beacons
Blaenavon is a gateway to the Brecon Beacons. Two day visit centres: the Mountain Centre
near Libanus (170,000 visitors a year) and Craig-y-nos Country Park (73,098 visitors per
annum) both have one teaching room, a tea room and are multiple use centres. These are
100% funded by Brecon Beacons National Park Authority. The Mountain Centre came into
being 40 years ago when funding from the Carnegie Trust rejected by the Peak District
National Park was offered to The Brecon Beacons National Park for a purpose built centre,
Breconshire County Council gave a grant of £35,000 and the Authority then bought a
suitable plot of land and built on it. The feasibility study envisaged 20,000 visits per year,
but, as already noted, actual visits are significantly higher. Marketing is by inclusion on OS
maps, websites and in some local / regional press. There is a full time Warden at each centre
along with Admin / Information Assistants at each and one overseeing Manager. The
support staff are in-house – grounds, cleaning etc.
4)
Further detail on Big Pit visitor centre
Management arrangements
Big Pit is part of Amgueddfa Cymru National Museum Wales and is managed by the Keeper
and Mine Manager (one post), who answers directly to the Director for Social and Industrial
History. Under the Manager is a management team, comprising of Senior Deputy
(responsible for Guiding staff and underground tours), Mechanical Engineer, Electrical
Engineer, Retail Manager, Catering Manager, Education Officer, Curator, Marketing
Officer, Administration Officer. This team meet on a fortnightly basis to ensure all
developments on site are communicated effectively.
Staffing/resourcing
Big Pit is a relatively large employer for a visitor centre. There are around 65 staff and
around 80% are employed for twelve months of the year with 70% being FTE.
Purpose(s) of the centre and who it caters for
To promote understanding and knowledge of the history of the mining industry in Wales
and the society it created. The unique selling point is the authentic underground tour, but
there are a range of facilities to provide a broad experience for visitors of all ages and
backgrounds.
Description of visitor centre user groups and level of use by each
During 2005, 19% of all visitors to Big Pit were domestic1 education visitors, ranging from
KS1 to degree and post-graduate level. Around 45% of this figure was accounted for by
KS2 (age 7-11). A further 16% of Big Pit’s visitors in 2005 were education visitors from
overseas, most notably France. Big Pit has attracted a large proportion of French students
for a number of years, mostly booked through agencies in the UK. There are a number of
theories as to why Big Pit is so popular with this audience segment2: certainly the French
curriculum involves comparative studies of French and Welsh coalmines. During 2003, 52%
Domestic can be defined as British.
No formal research has been done into the motivation of this group, and
evidence of motivation is purely anecdotal.
1
2
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of ‘casual3’ visitors to Big Pit were staying in the area rather than attending as ‘Day
Visitors’4. As the Brecon Beacons and south-east Wales area is developed and promoted as
a tourist destination, more domestic tourists are coming to the area on short breaks. In the
same 2003 visitor research, 77% of all visitors travelled less than one hour to reach the site,
this figure encompasses the whole of the south Wales valleys, Cardiff, Newport and
Swansea, the south-eastern corner of Wales (Wye Valley), the Brecon Beacons and the
southern end of the West Midlands. Over-arching all of these key markets are families.
There is also the hugely lucrative ‘Visiting Friends & Relatives’ (VFR) market. Many
visitors to Big Pit come because they have been brought by friends or relatives they are
visiting, or are the hosts themselves.
The main coach access is via Pontypool, on a road that has a 40mph speed-limit on its whole
stretch. Big Pit is serviced by buses from Newport. This, however, is restricted to four a day
(Monday to Saturday) during the main season, and this service is said to be fairly unreliable.
Promotion and marketing of the centre and the way in which it promotes the local area
At key points during the 2004 and 2005 seasons, direct mail was used as a vehicle for
promoting activities to members of the Amgueddfa Cymru mailing list. The aim was to
encourage bookings for underground tours during shoulder periods to level out capacity
throughout season and the tours continued throughout the winter 2005/6 (except for January)
for the first time. Much of the promotional work of the Museum is done in collaboration
with other Amgueddfa Cymru museums, especially the three other sites in south-east Wales
(National Roman Legion Museum, Caerleon, National Museum Cardiff, St Fagans: National
History Museum). These campaigns usually target local markets around school holidays,
and help to reinforce the identity of Amgueddfa Cymru as a ‘family’ of Museums. Big Pit is
represented as part of Amgueddfa Cymru at public events (Big Cheese/Blaenafon World
Heritage Day etc.)
Big Pit has participated in joint ventures such as the European Route of Industrial Heritage
(ERIH). Big Pit, as part of Amgueddfa Cymru, is also looking at how it can develop new
audiences from hitherto excluded sectors of the community, including families from
economically excluded areas, older people and people with disabilities. There are now
opportunities to participate in joint marketing activities within Blaenafon Industrial
Landscape. Internally Big Pit has been looking to: promote surface exhibitions and
attractions to groups that may not wish to take the underground tour; provide a rolling
programme of activities for younger children, so that families with children of different ages
don’t feel that there is nothing for the whole family to do; develop a programme of activities
and events that encourages retention and repeat visits; promote the academic content of the
surface exhibitions to special interest groups; promote audio guide as ‘added value’ activity
to enhance appreciation of surface buildings and exhibitions; and promote via the website.
What is found within the centre? Description of the centre itself, the way it is laid out and
facilities/information on offer.
Big Pit is a preserved colliery, which offers an authentic underground tour and a chance to
see historic colliery buildings. There are also surface exhibitions and facilities, gift shop
merchandise, a canteen and a coffee shop. The gift shop is managed by Amgueddfa Cymru
Enterprises along with the counter service canteen, and in response to the high numbers of
school children who visit, an extensive range of ‘pocket-money’ items are stocked by the
3
4
Casual visitors are defined as not attending as part of a pre-booked group.
Beaufort Research 2003
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shop. There is a also a coffee shop on site which serves a range of hot and cold drinks and
snacks, and is open through the high season (Easter to end of August).
In 2004, a major capital redevelopment was completed which allowed Big Pit to expand the
visitor experience and create new attractions around the site. The £7.1 million redevelopment was funded by the Heritage Lottery Fund, Welsh Assembly Government,
Wales Tourist Board, the Garfield Weston Foundation, the Lloyds TSB Foundation and a
number of private trusts and foundations. The redevelopment of Big Pit created two new
spaces which are suitable for use for Corporate Hire. The larger of the two, the Temporary
Exhibition room in the Pithead Baths is a multi-function space which can seat up to 90
theatre style. This space is used on a daily basis as a packed lunch facility, and also houses
regular temporary exhibitions. However, hiring this room out for conferences etc. does not
generate the level of revenue which justifies the disruption caused by not having this space
available for its normal use. The Resource Room in the Operations & Resources Building
seats up to 14 around a large boardroom style table and has restricted. Hire of this room is
usually restricted to Amgueddfa Cymru staff and local authority and other public sector
groups, and generates a negligible amount of income.
5)
Sustainability of centres within the area
Big Pit is in a unique position in that it is the main honey-pot attraction for Blaenavon, and
the range of experiences offered there allows all other attractions to complement what Big
Pit does. Big Pit tries to sell on other attractions such as the Railway and the Ironworks to
visitors as another piece of the industrial heritage jigsaw, as well as the landscape. Many
local attractions and initiatives work to 'exploit' the volume of visitors to Big Pit by offering
linked offers: staff from the the Railway often fly-post cars in the car park offering
discounts for Big Pit visitors, and vintage buses running from Big Pit to local attractions
have also been used. The thinking behind such initiatives is to complement the experience
rather than try to compete. It is anticipated that there will be around 15,000 general ‘free’
visitors to the new World Heritage Centre at St.Peter’s school and over 9,000 paid
admissions to a range of events, exhibitions and tours programmed for the centre. The effect
of seasonality may mean that the centre closes to the public during some of the winter, but is
open for programmed community events in the evenings and weekends, or, considers
weekend only opening in the winter months, or, has a skeleton staff throughout the year.
The smaller charity owned attractions are not in competition with the local authority
attractions, but complement the visitor offer. Regarding visitor infrastructure there is
concern that the visitor offer is underdeveloped, with local traders in the town centre unable
to deliver, and issues about quality e.g. keeping shops and cafes open all day every day and
not closing early. There is also the possible collapse of Blaenavon Booktown potentially
causing negative publicity for area.
The justification for establishing the TIC was to keep the Ironworks open - originally the
museum was staffed by volunteers which relied on good will and so the management of the
museum tended to previously be ‘hit or miss’. It is now manned seven days a week from
Easter to September and the one could not exist without the other. A stand alone TIC would
not work as the staff would not have enough to do and the local authority could not justify
double manning. CADW (similar to English Heritage) own the Ironworks and TIC have a
contract to operate there: the former provide the building and the latter deliver the service.
The marketing strategy is to package ‘Destination Blaenavon’ with the emphasis on events.
The aim is to promote an understanding of the cultural and historical relevance, and access
to, the surrounding landscape. The marketing strategy targets: local residents and day
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visitors within 90 minutes; tourists from the UK and overseas, including visits to friends and
relatives; group visits (e.g. education), specialist interest groups and coach tours; industrial
heritage interests; and, a calendar of events to ‘build the brand’. The TIC buys into
partnership activities to ensure Blaenavon is represented in overseas marketing and in the
UK domestic marketplace and also undertakes UK marketing for south east Wales. There is
a Blaenavon World Heritage Site leaflet. The council also carries out solus marketing on
behalf of the World Heritage Site, attends trade shows (some in partnership and some on
their own representing all partners). It is difficult to do ‘money off attractions’ because of
the range: the Big Pit has free admission (Welsh Assembly 2001, instituted free entry to all
museums and galleries of Wales) unlike the Ironbridge Museum in Telford, a passport
scheme is not possible here. The Big Pit as a free attraction has found it difficult to give
incentives for people to visit or add value. Without the Big Pit bringing in 100,000+ visitors
per year the area would be struggling. Big Pit’s policy is to ensure no PR activity clashes
with activity across local Amgueddfa Cymru sites. Big Pit aim to continue to build close
relationships with partners within Blaenavon World Heritage Site, especially WHS Visitor
Centre (St Peters), which opens in 2007, in order to establish Blaenavon as a cohesive
tourist destination. Countryside events are being promoted on posters and leaflets through
the TIC and locally in doctors’ surgeries, dentists, libraries, civic centres and similar.
Big Pit’s major competitors include:
 Other ‘underground’ and industrial heritage attractions throughout south Wales including
Rhondda Heritage Park, Dan-yr-ogof Showcaves, Clearwell Caves.
 Other heritage attractions in south-east Wales including other Amgueddfa Cymru
museums, Llancaiach Fawr, CADW sites (e.g. Raglan Castle, Tintern Abbey etc.), Cyfarthfa
Castle & Park
 Other family/leisure activities in south Wales and south west including Greenmeadow
Community Farm, Festival Park Shopping, Bristol Zoo, Brecon Beacons National Park.
Factors affecting sustainability/viability of visitor centres in the area
ExFactor
Explanation of
World Heritage Site
Designation and
‘Destination
Blaenavon’
marketing
Completion of new
WHS visitor centre
at St.Peter’s School
April 2007
Development of
town infrastructure
Countryside
activity
development led by
Torfaen Borough
Council
Dispersed gateways
Role in long term sustainability of centres in the area generally
Opportunity for more international promotion (major SE Wales
attraction) and greater visitor numbers to centres and the area as
marketing gathers momentum.
Important resources for interpretation of the area and opportunities for
cross referrals and event marketing.
Greater throughput of visitors.
Increased resources for publicity attracting higher levels of community
involvement and visitors.
Improved visitor management that is strategically spread.
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B)
Jurassic Coast – South West England
The Jurassic Coast extends from Exmouth to Purbeck near Swanage with 95 unbroken miles
of cliff. A new geological era starts from Swanage. The Jurassic Coast Heritage Team
(funded by Dorset and Devon County Councils) has submitted a bid for World Heritage
funding for several new centres along the coast and is now trying to obtain lottery money for
heritage. There is some tension regarding whether these centres will be sustainable into the
longer term and whether they will affect the sustainability of existing centres.
1) Characteristics of the area
There are185 million years worth of unbroken stratigraphy along the 95 miles of spectacular
coastline. It is important for fossilised remains of marine life since the area preserves
materials from the Mesozoic period (dinosaur era). This is one of the UK’s four natural
World Heritage Sites. Experience from other World Heritage Sites suggests that the
designation provides a useful way of conveying the quality of the site (The Tourism
Company, 2003). The coastline is spectacular in terms of consisting of high sandstone and
chalkland and is accessible through Gateway towns and the South West Coast Path. The
JCWHS connects the sea with the broader countryside, most of which is designated as
AONB, nationally important for landscape, biodiversity and archaeology.
Social and cultural characteristics are varied, but maritime activities have been predominant,
for example, Lyme Regis grew up as a port, Bridport a centre of the net-making industry,
and Portland and Weymouth are important in terms of naval connections, quarrying, local
industry, fishing and latterly of course, a popular tourist resort. Swanage and Purbeck have
been significant for quarrying and ball clay extraction, with Purbeck now being heavily
dependent on tourism.
The Jurassic Coast has a series of small gateway and nodal towns. The only place of any
significant size is Weymouth and Portland (40,000+ population). Otherwise there are a
number of small market and coastal towns – Swanage, Bridport, Lyme, Dorchester and
Honiton (the latter two are inland but act as node points for transport). There are two big
conurbations that are at either end of the coast Poole-Bournemouth in the East and Exeter in
West. Essentially the coast is lowly populated with small villages.
2) Management
A Jurassic Coast Interpretation Action Plan has been produced which covers the length of
the stretch of coast (see Locum Consulting (2005), Natural History Museum Scoping Study
(2003) and www.jurassiccoast.com). This details the visitor attractions found along the coast
but categorises them as ‘Primary Gateway’; ‘Local Gateway’; ‘Unique Insight’; ‘Local
Outpost’; and, ‘Education Facilities’ (see later for more detail). The Jurassic Coast World
Heritage Steering Group produced the document which provides a broad framework for the
area and the place of individual sites within it. There is also a Science and Conservation
World Heritage Advisory Group and other working/support groups may be established.
Staff resources have been identified within Devon and Dorset County Councils (see
Management Plan at http://www.dorsetforyou.com). The Steering Group has horizontal
links to new AONB-related countryside structures, the proposed World Heritage Trust and
the Dorset Coast Forum, partner staff and resources and the staff team. It has vertical links
down to the Science and Conservation Advisory Group and network; tourism working
group, other working groups, coordination of Local Authority activities and links to
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statutory plans; and, links to community partnerships and community planning programmes.
The flagship theme for the whole World Heritage site is ‘The walk through time’ (see later
for more detail on these).
In relation to visitor centres in general there traditionally has been a multiplicity of partners
involved with their development and they are funded by charities, regional agencies, through
HLF bids and local government partnerships. According to an interviewee, ‘the free market
works for many tourist concerns, but there is little evidence so far that any of the cultural
organisations have the potential to stand on their own feet without some support although
they clearly improve what is on offer in the environment for tourists and locals’.
Some Key Existing Interpretation Facilities
At Swanage there is a local authority-run heritage centre and museum – working in
partnership with the Swanage Museum who occupy half the building. This has been upgraded this year with HLF money. Kimmeridge, Charmouth and Beer have heritage centres
with a more ‘scientific feel’ and are all based on the coast and funded by the Fine
Foundation. There is also a heritage centre on the Weld Estate at Lulworth Cove which
‘does history as well as the natural sciences’.
There is a visitor centre at Durlston Castle and a heritage centre further along at Lulworth
Cove. Weymouth and Portland both have museums; there is also a museum at Bridport and
Lyme Regis and a Heritage Centre at Charmouth (on the beach and focusing on fossil
interpretation). Thus there are a number of visitor centres already in existence and most of
these have grown up organically over the years through trusts and local authority support.
3)
Visitor Characteristics and use of the area
According to one interviewee, ‘the tourist base is pretty varied with a significant amount of
C1s in the summer – car ownership and an interest in the world – especially to improve their
kids lot in life. Probably a bit more C2 in the Weymouth area with it’s caravan parks and
‘kiss me quick’ reputation. Lyme (Jane Austen connections etc) has a more up-market
visitor profile – clearly a market for As and Bs too – no doubt some of whom own second
houses making housing unaffordable for local people…’
In terms of accessibility, the road network of Devon and Dorset is prone to congestion
during the peak season – an issue that currently is being addressed in Local Transport Plans
for the counties. Rail provides some key access points to the area, and there are regional
airports at Exeter and Bornemouth. There is a Jurassic Coast bus service which was
established in 1998 and runs between Exeter and Wareham, and usage of this has grown
steadily, almost doubling between 2000 and 2003. There are also examples of water
transport which is the best way to appreciate the geology and scenic coastline from Beer,
Lyme Regis, Exmouth and Bournemouth.
Cultural and artistic events and specific packages (e.g. Charmouth Heritage Centre’s fossil
hunting weekends and Portland’s Sculpture and Quarry Trust’s Sculpture weeks) have been
identified as important draws for tourists that are specifically linked to the areas’ identity.
In relation to types of holidays, market segmentation undertaken by Tourism Company
(2003) found the following proportions of visitors:
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Domestic long holidays = 24% of holiday visits to the south west
Domestic short breaks:
- pre-family = 22% of all short breaks taken in the south-west
- family = 17% of short breaks in south west
- post-family = 28% of short breaks in south west
Overseas visitors = 6% of current tourism in the region
Activities and special interest activities made up 18% of UK holidays in 2001.
Key activities identified were walking (short strolls to national trails); cycling; watersports
and coastal pursuits; and special interest geo-tourism. The area is used by educational
groups (including further and higher education groups); primary and secondary school
groups; business tourists and day visitors.
The Jurassic Coast is said to be ‘being held up as a role mode’ for World Heritage sites.
4)
Key attractions within the area
The Tourism Company (2003) has identified attractions along the Jurassic Coast World
Heritage Site that interpret the area, including those that include geology or fossils as a
theme and those that feature the products of the coast such as stone. Fifty attractions were
identified that provide interpretation of the JCWHS, including museums, wildlife reserves,
galleries and exhibitions, and caves. The Tourism Company stated that, ‘many of these
attractions play an important role locally although few act as major draws in terms of pulling
in large numbers of visitors. The exceptions are Lulworth Heritage Centre, Durlston Country
Park and Visitor Centre and Stuart Line Cruises’ (p.27). Natural features such as Lulworth
Cove and beaches in Devon and Dorset are key draws for visitors.
5)
Sustainability of Centres within the area
The proposal to develop more heritage centres through World Heritage Site designation, for
example, at Exmouth and Lyme Regis, which is being strategically considered, has
provoked some tension. The key questions posed by one interviewee are, ‘how will these be
sustainable?’ and ‘who will meet the operational costs?’ One strong opinion is that the
organic route makes more sense in terms of ensuring the long-term viability of visitor and
education centres since it harnesses local knowledge and centres develop more gradually in
response to demand and use. For example, fossils are a key feature for coastal visitors to
Charmouth and so there is a well-established and traditionally well-used fossil identification
centre right on the coast. At Swanage there is a small local authority-run heritage centre and
also a museum that have now been located close together. At Lyme Regis, where affluent
visitors are catered for, the aim is to develop a cultural quarter and a new heritage centre
which could result in some conflicts (for further information approach Lyme Regis Town
Council or West Dorset District Council).
At present the existing centres offer many different experiences and types of information.
An interviewee stated, ‘Centres on the coast use the full range of interpretative media as
would befit organisations appreciating people learn differently. The heritage centres often
major on family activities, fossil walks, rock pooling, bird-watching etc. Many have
displays and objects, as of course do all the museums’. Most centres on the coast are staffed
by a mixture of paid staff and volunteers which was described as being ‘very much the West
Country model’.
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It was stated that, for all centres, their sustainability depends on receiving continued funding
from visitors and stake-holders, be they charities, regional agencies or local government.
Currently, there is a set of institutions that has grown up organically to meet local
needs/desires. This means that they are somewhat piece-meal, but operationally viable –
‘bottom up development as it were... We are now approaching a phase where we are
considering development from the top – so issues of sustainability will need to be resolved’.
6)
Future developments proposed
Projects that describe the aspiration for interpretation of the JCWHS are divided into sitewide projects that aim to relate the story of the whole World Heritage Site (e.g. Official
Guide), or will be common actions implemented along the length of the site (e.g. static
panels); and, site-specific projects that draw significantly on their location for the
interpretation messages they are telling, and might interpret a variety of complementary
messages, including the story of the whole World Heritage Site. The aim of the
Interpretation Action Plan is to outline, ‘the long-term vision for effective, accessible and
sustainable interpretation of the World Heritage Site……it sets out a range of projects that,
if achieved, would enable everybody to interpret for themselves the stories that make the
Jurassic Coast both so important and globally unique, and to see how these stories fit into
the broader picture of landscape, biodiversity and local history and culture.’ The idea is that
the combination of projects will allow the story and aspects of the Whole World Heritage
Site to be explored in many different ways, and specific localised stories to be told in more
detail.
Primary and secondary themes have been identified, for example ‘Worlds of the Dinosaurs:
Fossils and Past Environments’; Geology and the Landscape’; ‘Stories of Stone’; ‘Transport
and Geography’, to name a few. The priority audience has been identified as a ‘lay
audience’ defined as families with children between 7 and 14. Also, a priority is to ensure
that interpretation is accessible to all, especially groups with special needs. It is also seen as
important to enhance provision for groups who are all-year-round visitors including older
couples; walkers; people with interests in the coast’s geology; international visitors and
educational (A-level and above) and industry training audiences. Thus facilities must be
open and attractive all year with more mass appeal over the summer and more specialist
appeal during the winter. There are physical interpretation projects such as exhibitions;
interpretation panels; gateway town signs; and, virtual interpretation means such as the
website and interactive Jurassic Coast DVD; and, experiential interpretation such as arts;
festivals; walks and lectures and site-specific projects.
Site-specific projects include: new proposed Jurassic Coast interpretation centre at
Exmouth; new visitor facility on East Devon Pebblebed Heaths at Budleigh Salterton;
Otterton Mill as space for arts and exhibitions; landowner-led development at Ladram Bay
Holiday Park (popular existing attraction); enhancement at Norman Lockyer Observatory at
Sidmouth; a new permanent building at Beer Village Heritage Centre; facility enhancement
at Beer Quarry Caves (that must be bat-friendly); a proposed new interpretation facility at
Seaton and Axe Valley World Heritage Coast Centre; Furhter development of Seaton
Museum’s collections; extension to Lyme Regis museum; Lyme Regis Cultural Quarter
Project (new) which would redevelop Lyme’s maritime theatre; a renovated or new Field
Studies Centre at Lyme Regis; renovation and extension of Charmouth Heritage Centre (key
for hands-on fossil-hunting); development of a fossil exhibition in West Dorset as a key
attraction; expansion of Dorset County Museum; proposed development of a visitor centre at
Weymouth Pavilion – the biggest coastal gateway town; extension to Chesil Beach Centre
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which is a small-scale existing facility focusing on the Fleet ecosystem, bird life and Chesil
Beach; upgrade of Swanage Museum and Heritage Centre to make it an information hub for
Swanage and Purbeck.; and, Durlston Castle Project (a country park that attracts 40,000
visitors per year which is directly on South West coast path trail – expansion of castle centre
for interpretation of wildlife and history, arts exhibitions and conference programmes
purposes). The developments will be implemented via the World Heritage Team; East
Devon AONB team; Dorset Countryside and Dorset AONB Team; World Heritage Coast
Trust and the private sector. Site-specific interpretation will be delivered by local
authorities; landowners; existing visitor centres and museums; promoters; private sector
service providers and community groups.
C)
Aberdeenshire
This case study area was chosen, because it includes visitor centres under different
ownerships and mixed management regimes in areas with various ‘designations’ that can be
accessed by day trippers from a major conurbation, the City of Aberdeen (population in
excess of 200,000). Two of the centres currently attract relatively small numbers of visitors
(around 5,000 per annum), but the numbers are growing. The other two centres attract
20,000 and 40,000 visitors per year whist the hill range at Bennachie attracts 120,000
visitors a year. Two of the centres are located on the coast (to the south and north of
Aberdeen) and two are inland, the Forvie NNR includes the river Ythan estuary.
1)
Characteristics of the area
Forvie National Nature Reserve
Forvie National Nature Reserve (c. 1000 hectares) incorporates areas designated as SSSI,
SPA, SAC and a Ramsar site. This is a large, undisturbed sand dune system with mobile
dunes progressing to dune heath. Ythan Estuary is part of the River Ythan Nitrate
Vulnerable Zone (NVZ) with extensive mudflats attracting tens of thousands of waders and
wildfowl each year. Forvie SAC is a good example of coastal lichen-rich dune heath, with
Crowberry, Heather and Marram predominating. Forvie has the largest breeding colony of
Eider Duck in UK, 4 species of Tern nest in dunes including Little Tern (Schedule 1 of
Wildlife & Countryside Act, UK) and the cliffs attract nesting seabirds. The reserve is
located 16 miles/20km north of Aberdeen City. Situated between the Rivers Dee and Don,
Aberdeen is Scotland's third largest city and 'Oil Capital' with a population in excess of
200,000. Local centres of population near the reserve include the villages of Collieston and
Newburgh and the nearest town is Ellon.
Forvie traditionally was used for shooting grouse and partridge; farming was never intensive
due to the sandy soil. Shooting ended after the NNR was established in 1959. Salmon
netting on the beach ceased in 2000, but was a profitable business for many years until that
point. The military used Forvie as artillery range in both World Wars. Prehistory is evident
on the NNR from Bronze Age remains, a neolithic site with worked flints, the medieval
village of Forvie now buried under sand, but the remains of Forvie Kirk were excavated in
the 1950s. SNH purchased the land mass of Forvie NNR in 2003 from a private estate. The
present day focus is for wildlife conservation, increasing awareness of the natural heritage
and managing responsible recreation and access.
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St Cyrus National Nature Reserve:
NNR and part of St Cyrus and Kinnaber Links SSSI. The site is designated for a number of
rare wildflowers and insects, many of them at their northern limit in Britain, and for over 65
species of breeding birds. The reserve includes dunes grassland, old saltmarsh and 200ft
basaltic relict sea cliffs. The area has been used by salmon fishermen (stake netting) for the
past 200 years. There are several ice houses and old fishing bothies still on the reserve. It is
situated one mile from St Cyrus village, population 500; 5 miles north of Montrose
(population less than10,000); 20 miles south of Stonehaven (population less than10,000);
and 30 miles south of Aberdeen.
Bennachie
Bennachie is the best known and most climbed hill range in North East Scotland. The hill
has nine distinctive tops, Oxen Craig is the highest top at 528m. The habitat on the hill is
varied from conifer and broadleaf woodland to open moorland. Bennachie is a steeply rising
ridge about eight miles long by four miles across and is at least four hundred million years
old made of granite that has been eroded smooth by the ice age and wind and rain, it is
capped with Craigs and Tors. The hill is a geological SSSI and the Bennachie range is
prominent because it is surrounded by lowland and can be approached by car from all sides.
It is a popular destination with one hundred and twenty thousand visitors per year. There is
growth in the commuter towns around the hill and most of this is attributable to the oil
industry. The centre is on the road between Chapel of Garioch and Blairdaff and is
accessible from the Inverurie by-pass (A96).
Huntly Peregrine Wildwatch Visitor Centre (The Bin Forest) Wild Woods.
This is the only site of its kind (an SSSI quarry) in North East Scotland and is located three
miles northwest of Huntly. A walk follows the forest road to SSSI quarry and hide, with
views of surrounding countryside. The forest road goes through a birch plantation of both
young and mature trees and the centre is situated on main Aberdeen/Inverness trunk road the A96. The bus can drop off visitors along the A96, but there is no formal bus stop; there
are train stations in both Huntly (rural farming town) and Keith.
2)
Visitor characteristics and use of area
Regarding the broad visitor profile for the region, in 2003, 54% of UK tourist trips to
Aberdeen and Grampian were taken for holiday purposes, 26% for business reasons and
17% were for visiting family and relatives. Thirty nine percent of overseas tourist trips to
Aberdeen and Grampian were taken for holiday purposes, 26% for business reasons and
30% were visiting family and relatives. Overseas tourists were most likely to come from
USA (25%) and Germany (14%). The majority of UK holiday visitors to the area took part
in an activity during their visit: walking (34%); visiting castles, monuments and churches
etc. (32%); visiting museums, galleries (23%); and swimming (23%). Overseas holidaymakers were also likely to visit heritage sites (i.e. castles, monuments, churches etc.) (83%);
museums, galleries etc. (58%); or, take part in hiking/walking (39%) whilst in Scotland.
Sixteen percent of UK visitors to Aberdeen and Grampian participated in field or nature
study. A large proportion (67%) of UK tourist trips to Aberdeen and Grampian were made
by car. Whilst the average stay for UK tourists is 3.5 nights, visitors from overseas spend an
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average of seven nights in the area. There is a strong seasonal aspect to visits with guest
house and B&B room occupancy being highest from May to September (around 50%), with
a peak of 67% in August.
47.7m leisure day visits (expenditure £506m) and 12.9m tourism day visits (expenditure
£259m) were taken in Aberdeen and Grampian which accounted for around 13% of all day
visits taken in Scotland. There was a high incidence of UK visitors revisiting Scotland: 86%
had already stayed overnight in the area at some point in the previous five years. Within the
UK market, 62% of trips were taken by Scottish residents and 37% of visitors were English.
(www.scotexchange.net)
81% of visitors to Aberdeen and Grampian who were pursuing nature study/watching used
the car as their main method of transport and 3% came on coach tours. This is probably due
to fact that nature study tends to involve visiting rural and remote areas which are less
accessible by public transport. Nature study holiday-makers tended to be between 45 and 64
(57%) and in the ABC1 social class (80%).
Forvie National Nature Reserve:
The most frequent visitor type is the dog walker from the immediate and local area (the dogs
must be kept on leads), followed by recreational visitors from the local area and Aberdeen.
Family groups are common at weekends and during holidays. Organised parties of walkers
or interest groups occasionally visit. Education groups from pre-school, primary, secondary
and higher education also visit. The southern part of the site is closed to the public from
April to August each year to protect the breeding terns.
There is a large car park with access to the NNR and lay-bys overlooking the Ythan Estuary
are located on the A975. There is a rural bus link service from Aberdeen which is 12 miles
south of the site. There is an hourly bus service from Monday to Saturday, but it runs
infrequently on Sunday. The buses stop on the A975 at the car park, or 1mile/3km from
Forvie Centre.
St Cyrus National Nature Reserve:
Locals from St Cyrus/Montrose visit all the year round, mostly to walk their dogs. Some
specialists visit from Stonehaven, Aberdeen and further afield for botany, ornithology,
entomology, and/or geology. The majority of winter visitors are dog walkers who come to
exercise their pets rather than specifically to appreciate the reserve. The majority of summer
visitors are family groups from outside the local area, including many English and foreign
visitors. The reserve is located six miles north of Montrose, off the A92 road. It is on the bus
route from Montrose-Stonehaven and from Aberdeen. There is a one mile walk to the
reserve from the bus stop. There are also train stations in Stonehaven and Montrose (on the
east coast of Scotland main line service).
Bennachie
75%of visitors are local to Aberdeenshire. Key settlements include Inverurie, Oldmeldrum,
Insch, Alford and also the City of Aberdeen. The nearest bus stop is five miles away
(Pitcaple) and the train station is even further away (Inverurie or Insch), some six miles,
which restricts Bennachie’s visitor profile as access is almost exclusively by private
transport i.e. not by more ‘green’ means.
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Huntly Peregrine Wildwatch
The split of visitors to this reserve is roughly: Local visitors 30%, Schools 30%, Tourists
30%, and in 2005 there were a little over 4,500 visitors, but as awareness is growing so are
visitor numbers.
3)
Key attractions within the catchment area
The top three free visitor attractions in Aberdeen and Grampian in 2003 were: The David
Welch Winter Gardens, Aberdeen (294,324 visits); Baxters Highland Village, Fochabers
(205,890 visits); Aberdeen Art Gallery, Aberdeen (187,858 visits). The top three visitor
attractions charging entry were: Crathes Castle, Aberdeenshire (107,423 visits); Storybook
Glen Ltd, Aberdeen (89,686 visits); Drum Castle, Aberdeenshire (77,929 visits).
Near St.Cyrus the Scottish Wildlife Trust Montrose Basin has wetland bird watching, but
there are limited walking opportunities outside the centre. Other attractions include: Mill of
Benholm - cultural heritage of the mill; Grassic Gibbon Centre - cultural heritage of
poet/writer/bard Lewis Grassic Gibbon; Montrose Museum - general cultural heritage and
natural heritage of the area (not specific to St Cyrus NNR, nor as specialised).
Near Forvie there are local nature reserves, country parks and places of interest to wildlife
enthusiasts including properties run by local authority, RSPB, National Trust for Scotland.
However, they are not National Nature Reserves nor do they carry the same natural heritage
designations, or include the same habitat or dune system.
Near Bennachie there is Archeaolink which focuses on the pre-history of the area and is
situated at Oyne near the historic site of ‘Berry Hill’ and close to the Old Aberdeen
Turnpike.
Located close to Huntly is the Falconry Centre, a private enterprise (one mile); Glenlivit
distillery (13 miles) which includes guided tours and whisky tasting; and the Bennachie
centre.
4)
Further detail on visitor centres and their sustainability
Name of visitor centre
Description of location
Age of centre
Ownership of centre
Stevenson Forvie Centre
Forvie National Nature Reserve
8 years
Scottish Natural Heritage (SNH)
Management arrangements
Managed by Scottish Natural Heritage.
Staffing/resourcing
SNH, as a public body, is primarily funded by the Scottish Executive, but also by charitable
donations. Currently there are two full time members of staff, one part-time seasonal
member of staff with several volunteers involved in day-to-day management. The Centre is
not guaranteed to be staffed during the publicised opening hours. Enquiries are handled only
if staff are present in the office next to the visitor centre, or have arranged for a staff
member to accompany a visit. The Visitor Centre is open daily between April to October,
otherwise by request.
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Purpose(s) of the centre and who it caters for
The centre provides environmental information and description of the NNR, including
interpretation: there is a display of artefacts found from archaeological sites, literature
available, and reference materials related to the natural heritage. The centre also offers
classroom use for educational visits or training courses.
Description of visitor centre user groups and level of use by each
The aim is for at least twenty education groups using the centre each year (twenty four
groups used it in 2005). The visitor centre counter recorded 4,169 visitors in 2005, split
between: family groups (the majority), recreational users of the NNR and education visits.
Promotion and marketing of centre and the way in which it promote the area in which it is
located?
The centre is promoted via the Website, leaflet, Visit Scotland Tourist Attraction (awaiting
assessment), Green Business Tourism Award Scheme, press releases, posters advertising
events in local area.
Description of the centre and facilities/information on offer.
The centre contains information about Forvie NNR, waymarked trails and wildlife along
with other other general natural heritage and environmental information. The information is
displayed through notice boards, leaflets and formal interpretation. There is:

A foyer area with notice boards and informal interpretation, aquarium with rock pool
animals, leaflets and boxes with natural objects for handling.

A main display area with formal interpretation panels on walls, feely boxes, large
floor jigsaws, archaeological finds in a display case, wildlife reference books,
leaflets and literature.

Two public WC (male & female/disabled/babychanging).

A classroom area behind removable partition wall with tables, chairs, video/DVD
and TV.
Name of visitor centre
Description of location
Age of centre
Ownership of centre
St Cyrus National Nature Reserve
St Cyrus NNR
Building constructed: 1880’s, originally
opened as a visitor centre: 1989, major
refurbishment and upgrading in 2004 costing
circa £120k. £10k spent on resource
interpretation; £40k spent on car park grant
aided by SNH £23k.
Scottish Natural Heritage (SNH)
Management arrangements
The reserve is managed and two thirds owned by Scottish Natural Heritage (SNH)
(government agency). The remaining third privately owned, but is managed by SNH under
a Nature Reserve Agreement.
Staffing/resourcing
The centre is staffed as follows: 1 permanent reserve manager, 1 seasonal site officer, 1
permanent estate worker 1 day/week, 1 cleaner, 3 honorary wardens, and volunteers. The
centre is unmanned, but the SNH office is next door if the public have any specific requests
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or need more information. The visitor centre and toilets are open daily (April to October)
and Monday to Friday (November to March).
Purpose(s) of the centre and who it caters for
The centre provides information on responsible access; purpose of the reserve (to help
educate and inform the public to help them get more out of their visit); the history of the
reserve; special species and landforms present. It is also used as a base for environmental
education group visits (primary, secondary and tertiary education); information on
neighbouring attractions.
Description of visitor centre user groups and level of use by each
User groups are: locals (negligible); regional (moderate use); tourist including regional,
national and foreign (moderate/heavy); specialist (slight); educational (moderate). Dog
fouling is getting out of control so interpretation has been tailored to influence dog walkers
and dog waste bins are provided.
Promotion and marketing of centre and the way in which it promote the area in which it is
located?
The centre is promoted via the SNH website, Grampian Care Data website, Visit Scotland
website and accreditation, Green Tourist Board website and accreditation, leaflets in TIC’s
and other visitor attractions and road signage.
Description of the centre and facilities/information on offer.
The centre is a former lifeboat station. There is a large room with open roof space and a
mezzanine floor to viewing area. The main room has a central enclosed pod housing an AV
display with seating for twelve; it features static displays, an aquarium, remote camera for
viewing the reserve, leaflets etc., species lists, audio visual display, and temporary displays
(from both SNH and other organisations).
Name of visitor centre
Description of location
Age of centre
Ownership of centre
Bennachie Visitor Centre
Bennachie hill range
11years
Aberdeenshire Council
Management arrangements
Centre is managed by the Bennachie Centre Trust - Aberdeenshire Council, FCS, SNH, and
private estate landowners. The building stands on ground leased from Forest Enterprise. The
building and staffing costs are met by Aberdeenshire Council, whilst the Internal displays
are the responsibility of the Trust. The centre is closed on Mondays, opening times are
10.30am-5pm April-September, then 9.30am-4pm October-March.
Staffing/resourcing
There are two part time wardens (one full-time equivalent). It is also the base for the area
ranger (part of Aberdeenshire Council’s Ranger Service). All staff are employed by
Aberdeenshire Council. The centre was recently refurbished (£250,000) paid for by a
combination of Heritage Lottery Fund, Bailies of Bennachie (a local conservation
organisation with over 5,000 members worldwide), SNH, Council, FCS, Prince’s Trust,
private estates (Pitoddie) and public donation. This was part of a five year one million
project that included improving the path network as well as changing the way space inside
the centre was used.
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Purpose(s) of the centre and who it caters for
The centre was set up in Scots Pine Forest on the lower slopes of Bennachie to explain the
social and natural history of the area. It is both an orientation point and interpretation centre
for the hill. It is also a base for the Aberdeenshire Council Ranger Service
Description of visitor centre user groups and level of use by each
There are over 40,000 visitors a year. The Ranger Service runs a programme of events
throughout the year for both schools and visitors. Visitors vary seasonally, but are generally
made up of school/university/college groups for formal education (spring/summer); Baden
Powell organisation (all year); walkers and ramblers groups (all year); and those attending
meetings. The main aims of the Bailies are to conserve, promote and record the social and
natural history of Bennachie and to safeguard the hill for future generations.
Promotion and marketing of centre and the way in which it promote the area in which it is
located?
No active marketing has taken place historically, but a booklet of the Ranger Service events
is available at local libraries and Tourist Information Centres.
Description of the centre and facilities/information on offer.
The centre includes: a staff office and kitchen, a main display hall with social history,
natural history and forestry sections; one multi–purpose room (for school use, meetings
etc.), a small shop area (for drinks, tee shirts, maps, postcards, videos, branded ties and
scarves etc.) and a welcome desk. There is interpretation on the social and natural history of
Bennachie which comprises display panels, low-tech inter-actives and multi-media. The
Bailies of Bennachie have a room in the Centre where they provide access to an extensive
local reference book collection and information about their work.
Name of visitor centre
Description of location
Age of centre
Ownership of centre
Huntly Peregrine Wildwatch
Quarry site in the Bin Forest, Huntly
3 years
Forestry Commission Scotland
Management arrangements
Forestry Commission Scotland
Staffing/resourcing
There is one senior warden (4 days per week), wardens 3 days per week and volunteers. The
centre is open very day 9.30am – 5.30 p.m. from April to the end of August. The centre
received Heritage Lottery Grant and monies from Scottish Natural Heritage. There is a also
a partnership arrangement with Farqhuars of Huntly for the portacabin and toilets
Purpose(s) of the centre and who it caters for
The centre caters for wildlife watching and aims to raise the awareness of the life-cycles,
habits and threats to Peregrine falcons as well as enabling people to understand more about
other wildlife that can be seen on the site. It is particularly useful for primary and secondary
education or those looking into scientific research as the Peregrine activities are well
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documented and there is the possibility of monitoring small birds.
Description of visitor centre user groups and level of use by each
Local Visitors 30%, Schools 30%, Tourists 30%
Monthly Totals
2003
Apr
155
May
299
June
585
July
439
Aug
100
Sept
1578
Totals
2004
432
519
788
1081
587
2005
461
795
1112
1216
988
3407
4572
The table above shows how the visitor numbers to the centre have grown quite dramatically
over the past few years and peak in July.
Visiotr Nos
Daily Tim es 2003/04/05
2003
900
800
700
600
500
400
300
200
100
0
2004
2005
9-10am 10-11am 11-12am 12-13am 13-14pm 14-15pm 15-16pm 16-17pm 17-18pm evening
Daily tim es
Peak visiting time during the day is between 2-3pm.
Promotion and marketing of centre and the way in which it promotes the area in which it is
located?
The centre is promoted via leaflets, posters and adverts and signposts on the main road as
well as through local and regional press, and local directories
Description of the centre and facilities/information on offer.
A large car park houses the visitor centre and toilets (disabled facilities). The centre itself is
a portacabin with a mock up of the quarry face and CCTV monitors showing images from
close up cameras in a quarry of Peregrines on their eyrie, scrape or elsewhere on the quarry
face. There are wardens and volunteers who can directly help and answer questions as well
as display boards in the centre with further information on Peregrines and other wildlife on
site. There is a ‘feely box’ to give visitor involvement and a work station where captured
film highlights from 2004 are running continuously as well as an interactive computer when
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required. Owl pellets displayed for visitors to examine and a microscope. There is also a
hide on site that over looks the quarry and people can watch wildlife using either a telescope
or binoculars. An ascending path links the portacabin with the top hide. On routes there is a
‘fire’ pond (90 years old) and stream that is heavily used by visitors for pond dipping and
wildlife watching.
5.
Sustainability of centres within the area
Forvie
Factor
SNH owned and managed
Explanation of role in long term sustainability of
centre
The Centre is publicly owned and managed and features
in SNH’s plans for NNRs over the next 6-10 years.
‘Flagship’ NNRs e.g. Forvie, are to become places
where educational activities are to be encouraged, as
well as projects that increase local community
involvement. Not run as a profit-making business, so
competition is not an issue.
St. Cyrus
Factor
Steadily increasing visitor
numbers
Annual changing displays,
and new equipment to
improve centre
Reserve and centre
remains popular with
specialists
Popular with tourists
Families of local people
Explanation of role in long term sustainability of
centre
Approx 20,000/year. Increase in outdoor recreation as
part of a healthy lifestyle. There are people counters at
all access points (pressure pads).
Results in repeat visits by regional visitors
Visit for sightings information
Tourists are unfamiliar with the area, therefore unlike
locals they visit the centre to become informed before
venturing on to the reserve.
Local people take members of their family from outside
the area in to the centre.
Both Forvie and St Cyrus are having to tailor interpretation to address dog walkers.
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Bennachie
Factor
Oil industry fuelling local
house building
Explanation of role in long term sustainability of
centre
Visitor numbers are increasing (40,000+) so the new
developments are benefiting the financial sustainability
of the centre.
Huntly Peregrine Wildwatch
Factor
New housing
developments in nearby
Huntly
2 new supermarkets
Proposed new hotel
Increase in local tourism
Nature based tourism
training in September Huntly
D)
Explanation of role in long term sustainability of
centre
Bigger catchment population to draw on which means
that there is more visitor potential
Encouraging people to stay within Huntly
Encourage new visitors to Huntly
Visitor numbers to centre increased 68% from 2005
Peregrine centre used as example of visitor centre that
can be used for training purposes
Merseyside
This case study was selected because Merseyside is located on a major British estuary and
although much of it comprises a large urban area, it is not without valuable countryside and
landscapes that act as as resources for users of open space. The Mersey Coast lies within the
Liverpool Bay Natural Area (English Nature, 1999). Areas of the Mersey Coast are heavily
developed, and major industrial and residential areas extend along it edged by docks, quays
and promenades. In contrast, there are areas of relatively unprotected coast that have a
wildness, with extensive areas of dunes, mudflats and salt marsh supporting high numbers of
wildfowl and waders. At the regional level the coast is important as a visitor attraction and is
accessible to nearby residents. The mixture of urban activity and wilderness is a key
distinctive characteristic of the area and in this respect is not dissimilar to the Thames
Gateway area. There are also new visitor and education centres being developed.
1)
Characteristics of the area
The Merseyside conurbation incorporates the city of Liverpool and the urban/industrial
areas of Birkenhead north-east of the mid-Wirral sandstone ridge. Urban sprawl has
expanded since the establishment of Liverpool as a major port in the fifteenth century as a
response to demand for Cheshire salt and Lancashire textiles, coal, pottery and metal goods
and through its important trading role with other areas of the world. Some docks, such as the
Albert docks, have been given new vitality with leisure and tourist developments. The
spread of urban land took place in several phases manifested in pre-victorian cores around
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the water’s edge. Birkenhead has expanded up to the mid-Wirral sandstone and has a dense
settlement pattern of housing and large-scale industry
(http://www.countryside.gov.uk/LAR/Landscape/CC/north_wets/merseyside_conurbat…).
Outside the Liverpool ring road the majority of development is post-war housing with some
areas of farmland, golf courses and parkland associated with country houses. Birkenhead
Park was a first of its kind and integrated residential development into a parkland setting.
The amount of open countryside actually within the Merseyside conurbation is limited and
generally restricted to isolated pockets of high quality grade 2 land, but the Leeds and
Liverpool canal and railway network form important landscape corridors. The built-up
landscape of the Liverpool conurbation dominates the north of the Mersey estuary and
extends to Birkenhead and to the south and tends to cover up previous landscape elements.
In 2003 a new tourism strategy (Mersey Partnership, 2003) was launched with the aim of
putting Liverpool on the map as being one of the top European destinations by 2015.
Building on the success of being nominated as European capital of culture for 2008, and a
World Heritage Site from 2004, the new Strategy predicted that Liverpool could be in the
European Top 20 within a decade with an annual visitor spend of £1.8 billion supporting
40,000 jobs in the local economy. At present Liverpool City Region receives 19 million
visitors annually with tourism being worth over £600 million and supporting over 22,000
jobs (http://liverpoolculture.com). The Mersey Partnership is a sub-regional body
responsible for promoting Merseyside’s tourism interests. Part of the vision is that in 2015
Liverpool will be seen as a major retail centre with Mersey Ferries transporting visitors
between a string of visitor centres forming the backbone of the Mersey Waterfront Regional
Park which will provide a world class example of quality recreational space. Southport will
be promoted as central to a campaign that has established North West England as England’s
golf coast (an important use of open space), and the Wirral Waterfront will feature a space
and astronomy centre.
Two key areas of relatively wild open space are the Sefton Coast and the Wirral Shore.
The Sefton Coast
This area is characterised by a long stretch of dunes and sandy beaches and a number of rare
species such as red squirrels, natterjack toads and sand lizards. The coastline is managed by
a variety of organisations including Sefton Council, RSPB, National Trust, English Nature
and a number of golf courses and military sites. Southport is located in the north of the
Borough and in the Victorian era this was an important resort; currently there are attempts to
re-establish it as a short break destination. It remains popular with day visitors. The southern
part of the coast forms part of the Liverpool Freeport, managed by the Merseyside Docks
and Harbour Centre. The Sefton Coast Partnership is developing the area in order to
improve visitor facilities and to this end has drawn on visitor survey information.
There are a number of designated areas along the coast including SSSIs, Ramsar sites,
Special Protection Areas and Special Areas of Conservation. The Sefton Coast has the status
of Special Area of Conservation. Popular tourist sites include the RSPB’s Marshside Nature
Reserve, the National Trust Property at Formby, Ainsdale Beach and the Ainsdale
Discovery Centre and the coastal footpath. Site managers coordinate their work through the
Sefton Coast Partnership and there is support for improvements to facilities and for green
tourism initiatives and green(er) transport projects.
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The Wirral Shore
The Wirral peninsular lies between the Dee and Mersey Estuaries and the coast comprises
clay cliff; sandy beaches, salt marsh, dunes, woodland, promenades, shipbuilding yards and
docks. Wirral’s traditional seaside resort of New Brighton has declined in recent years
although some regeneration has begun. The North Wirral and Dee shoreline is mainly
undeveloped and utilised for a variety of recreational purposes including walking, horseriding, cycling, sailing, golf, windsurfing, water skiing and jet skiing. Saltmarsh areas have
expanded in recent years and are popular with bird watchers – events are organised. Wirral
Council has developed some facilities for visitors along the shore including the popular
information centre at Thurstason, Leasowe Lighthouse, the sailing school at West Kirby and
the Wirral Way coastal footpath. The Council has been keen to see other facilities developed
(Quality of Coastal Towns Interreg 11c Project, Merseyside Coast Visitor Research 2000
Summary Document).
The area of Merseyside therefore contains a diverse range of landscapes and visitor and
educational opportunities which currently are being developed further through the activities
of various partnerships including the Mersey Partnership.
2)
Visitor Characteristics and Use of the Area
A study by WS Atkins and Geoff Broom Associates (2000) ‘Assessment of Coastal Visitors
Facilities’ identified five main market segments:





Local residents living in the Merseyside Area
Day visits to the coast from home from outside Merseyside
Holidaymakers staying in the local area
Holidaymakers staying outside Merseyside but making day visits in the area
Education, school and college groups and individual students
It was anticipated that by 2008 there would be 4.8 million visits to the Merseyside Coast
with a visitor spend reaching £71.4 million. A report prepared by Helen Steward for the
‘Quality of Coastal Towns’ Project on visitors to the Sefton and Wirral coasts found that
visitors would have liked to see more facilities developed, although the number of paths was
highly rated for both areas. It was more common for local people to take buses to the areas
than visitors from further afield; car usage was found to be higher for the Wirral than Sefton.
Those with disabilities were keen to see better facilities such as toilets, transport provision,
more disabled parking availability, a firmer path through the dunes and wheel chair hire. A
bird watching survey was also carried out and 141 questionnaires were returned by bird
watchers. It was found that 65% were over 55 years; 59% were male and 36% were visiting
by themselves. Interestingly over half of them were local residents on a day trip. 77% of
these were members of the RSPB. To underline the fact that most visitors were
appreciators/users of open space, around half of all responses to the question ‘what do
visitors like best about their visit?’ cited the peacefulness of the coast and unique landscape.
Sefton respondents were keener on wildlife and the environment than Wirral respondents
who were more inclined to appreciate the facilities and the way in which sites were
managed. Visitors to the coastal areas around Merseyside tended to be over 55 (37% of all
respondents); respondents on the site at Wirral tended to be younger than those in Sefton,
reflecting the increased use of the Wirral shore by families (20% of Wirral respondents were
under 35 compared with 20% of Sefton respondents). 59% of the Sefton coast visitors lived
in Sefton and 55% of Wirral coast visitors live on the Wirral (Quality of Coastal Towns
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Interreg 11c Project, 2000). This indicates the importance of coastal sites for local people
and should be borne in mind when designing visitor facilities close to built up areas.
Detailed information and relevant reports pertaining to visitors to the Mersey Coast and their
use of different sites is found at: http://www2.cheshire.gov.uk/deestrat/qct_report_list.html.
3)
Key attractions within the catchment area
The Tourism Strategy for Merseyside has been developed alongside the new ‘Tourism
Vision for England’s Northwest’ (North West Development Agency). The strategy focuses
on seven core visitor experiences: culture and heritage; essential Liverpool; Conferences;
Sport; Beatles; Classic resorts and major events. This is the way that the area is promoted
and for each ‘experience’ there is a ‘must see/must have’ development which is seen as
crucial in stimulating tourism market segments. Six other niche market areas are highlighted
as areas for potential growth and development up to 2015: genealogy; bird watching;
cruises; film and tv; horticulture and education.
In terms of promoting the area and its different attractions, a new brochure has been sent to
3,000 primary and secondary schools across Merseyside to encourage pupils, children and
teachers to visit the eight museums and galleries operated by National Museums Liverpool.
The brochure is the latest initiative to support Liverpool’s Year of Learning, which is the
first of eight themed culture years to build up to being European Capital of Culture in 2008.
It is called ‘Learning Live’ and contains information and colourful images about Liverpool
Museum, The Walker, Museum of Liverpool Life, Merseyside Maritime Museum, HM
Customs & Excise National Museum, Conservation Centre, Sudley House and Lady Lever
Art Gallery. A spokesperson for the National Museums, Liverpool stated: “We want more
children and young people across Merseyside to come into our museums and have a
fabulous learning experience completely free of charge. There are also training courses and
sessions for teachers.” The brochure promotes forthcoming events and exhibitions and
explains their relevance to the National Curriculum. Port Sunlight Heritage Centre is a
popular attraction and although it is not aimed at users of outdoor space, some lessons can
be learned from the way that a visitor centre has been rebuilt there opposite an art gallery
and from the ways in which they seek to complement each other in serving the same
catchment area.
Port Sunlight Heritage Centre
A Heritage Centre was opened by Unilever in the 1980s. Port Sunlight was originally
funded for development by William Lever who bought a 260 acres site and divided it into
two. One half was for a factory for liquid soap and the other half was for a village for
factory workers. Arguably this was one of the finest examples of a model village surviving
today since it is almost intact and is found within an extraordinary landscape. There are 950
houses, theatre, public houses etc. The whole of the residential part is a conservation area.
The village sits, however, in the middle of the Merseyside conurbation. The factory and
village was owned by the Lever Bros and subsidiary company. Unilever eventually decided
that it no longer wanted to run the village any more so it established an independent charity.
They gave everything that had not been sold to a village trust. Port Sunlight Village Trust
was established 6 years ago but a Heritage Centre was previously established in 1980. This
is now perceived by a project worker as being ‘well out of date’ plus ‘it was very industryfocused’. Now there is more interest in the architectural significance of Port Sunlight. There
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is a large range of architecture between the houses. Many have very large chimneys which
makes them distinctive in character.
The mission of the Village Trust is to preserve and conserve the buildings of Port Sunlight
for the benefit of nature, and to promote the ideas underlying the foundation of Port Sunlight
and relate it to the modern world. The existing Heritage Centre is almost obsolete. Also
there is an art gallery in the middle of the village which houses the art collection of William
Lever. This is a National Museum-run gallery and therefore is free to visitors. The Village
Trust owns the building opposite the art gallery where a new exhibition will be created. Last
year the old heritage centre received 20,000 visitors whereas the art gallery was far more
successful in attracting 110,000 visitors (the fact that it is free may have contributed to this
discrepancy). The Village Trust has to make a charge and now that it is being developed
opposite the gallery they need to ensure that their own centre is of sufficient quality to be
worthy of a charge.
The new centre is being developed with money from HLF Objective 1 – the museum will be
titled ‘sunlight vision’ – it is aspiring to be a museum at present and will become registered
as such. The idea is to demonstrate the vision of Port Sunlight through different characters,
for example, William Lever and his utopian vision, philanthropy and aim of improving
conditions for workers; the vision through the eyes of one of the gardeners; visions of local
residents and one of the early starters (a fifteen year old working in the factory); and the
school teacher. There are static characters in zones plus there is an interactive theatre where
actors are on film playing the roles of the aforementioned characters. A gallery area is also
being developed where many artefacts will be presented.
The project has been developed over the past four years. The North West Tourist Board
undertook a feasibility study (now defunct); Vision Works Conservation undertook a study
as well. The Village Trust submitted bids to HLF and LRDF (which required a business
plan). There has been a lot of investigation and project planning in the earlier stages of
development and in relation to applying for grants. The new Heritage Centre should be
functioning in early August 2006.
The Mersey Partnership is reportedly quite excited by this new developing tourist attraction
which enhances one of Merseyside’s jewels. Port Sunlight receives 2-300,000 walk-through
visitors per year and the Heritage Centre will aim to hook these in encouraging them to
spend in Port Sunlight.
Mersey Waterfront Regional Park – an area in development
There are proposals to develop a number of visitor centres around the Mersey which will be
best practice, state-of-the-art centres that will be connected physically and virtually and
‘point to each other’. Mersey Waterfront has been funded by North West Development
Agency (although they themselves act as a funding body) and they are reaching the end of
funding for the first phase of the project. For Phase 2 there is again funding from NWDA
but also from Government under ERDF and they are seeking lottery funding and private
monies as well. There are funds of £20 million to spend for Phase 2.
A series of investments have been made around the coastline in both urban and rural
settings. Under the Investments Programme there are two visitor centres being developed –
there is a brand new one which is under construction at Wigg Island which is also funded by
Local Authority money. A masterplan has been developed for Wirral Country Park for the
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west part of the park which includes a visitor centre and bridleways: a feasibility study for a
visitor centre there has recently been undertaken by W.S.Atkins. Special development plans
have also been undertaken for the whole of Merseyside area which will identify gaps and
provisions for the whole coastline building on some INTERREG work which was
undertaken on ‘Quality of Coastal Places’.
Wigg Island is in the Holton Borough Council area and its development as a country park
has been a long term objective of the borough council. They applied for Heritage Lottery
Funding and presented a detailed proposal and also demonstrated financial sustainability.
An interviewee from Mersey Waterfront said that she could not imagine putting further
resources into new visitor centres but the main aim was to create a sense of place around the
coastal area so that interpretation would point to other locally-distinct areas. This was
described as cross-promotion to encourage people to think conceptually about the bigger
picture, for example, by use of a signage protocol that has been rolled out across the area to
cross promote the different areas along the waterfront.
Visitor centres that are owned and operated outside the private sector were said to struggle
because they were not conceived of in a ‘business-wise’ sense. Most private operators were
thought by one interviewee, to not necessarily invest in a visitor centre within the same
vicinity of another one, to there was a rationale for rationalisation identified to result in
larger, better centres rather than fewer, poorer quality ones. It was emphasised that visitor
centres are not always required and can in fact be in conflict with a sense of place in rural
coastal areas. An example is Formby Point which is a National-Trust owned area that is
extremely popular but the partners do not feel that it is appropriate to develop a centre there
because people visit for the countryside, not for an interactive experience: ‘they go there for
the beach, the dunes, and to feed the squirrels’.
Because there is such a large expanse of coastline, finding the best location for a visitor
centre is an issue. There are many gateways to the coast as opposed to one major one. 100
km of the 135 km of coastline is openly accessible.
Much useful work being undertaken on a borough by borough basis is being combined to
help to develop the view at a more strategic level.
Mersey Waterfront has also been considering theme-based facilities, for example new
disabled access at a waterports facility (Sefton Water Centre), and architectural designs for
this have been developed which include aspects that visitor centres could include such as a
cafeteria development.
Southport eco-centre is another important information centre which Mersey Partnership has
helped to fund. This is a good example of a case where a visitor centre on its own could not
be justified but it is linked to a park and ride bus centre and the information centre there
captures people for ten minutes or so. This is contained within a ‘beautiful building’ that has
won awards and provides information on the Southport area (similar to the role of a TIC),
but it also explains principles behind sustainability and sustainable construction such as
energy saving measures.
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Further detail on current developments for visitor facilities within Sefton Borough Council
area
There is a gateway project for the Sefton area managed by the Sefton Coast Partnership.
There are three sites in close proximity that attract visitors and the Council has tried to
develop a feasibility study that considers all of these together, so that the sites do not clash
or duplicate each other. Each site is managed by a different landowner and consequently
they have their own agendas and priorities which can be hard to manage. The sites have not
been built as yet but there is a general point to note regarding the fact that there are issues
regarding the differing expectations as to what different local interest groups want to see.
Some, for example, want to see sites protected in their natural state. There has been a lot of
controversy in the consultation phase and a spokesperson from the planning department
stated that there is also controversy about how much effort is put into resolving such
conflicts of interest at the outset and whether different groups’ priorities should be thought
about from the outset or come back to at a later stage. He also stressed that funding of the
works must be thought about at an early stage – funding dictates the quality of buildings that
can be developed and just because a feasibility study is undertaken that does not necessarily
mean that there is a grant at the end of the process. Many funders look for outputs and these
have to be demonstrated – it was seen as difficult to demonstrate hard economic outputs for
a visitor centre – there were found to be lots of technical issues. Two sites are local authority
owned – Formby Point at Lifeboat Road and Ainsdale on Sea - whereas Victoria Road is
National Trust-owned. There are plans for visitor centre development at Formby Point and
Ainsdale on Sea.
Sefton Coast Borough Council is working with Mersey Waterfront to promote tourism – and
the Sefton Coast Partnership Development Plan is looking at branding and promoting the
coast. Formby Point and Victoria Road (which is important for red squirrels) both need
physical improvements for access purposes, and visitor pressure at Victoria Road will be
offset by improving the Formby Point facilities. At Victoria Road there is a logistical
problem in that the car park cannot be expanded in its current location because of coastal
erosion. Also, at Ainsdale on Sea there is poor parking and a feasibility study has been
undertaken for a new building to provide information and for a cafeteria. Ainsdale visitors
were described as ‘not just people out for a walk but using the area, for example, for kiting
on the beach’. Essentially the requirements are for basic facility provision such as improved
parking; a ranger base; better toilet facilities; and information point/centre and information
provision about other sites. There also suggestions of improving core facilities – café’s, a
shop for extreme sports and possibly club facilities. There is also a question over whether to
provide a heritage centre.
The feasibility work is comprising plans, elevations, and perspectives supported by a
business case that will consider the options and costs of running a centre, including staffing
it. This work is being undertaken by Gillespie’s and will be available at the end of June
2006.
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Introducing Cameos E and F: National Parks and Outdoor Recreation: Some
Commentary
The next two cameos presented of case studies are of centres in National Parks in England.
Regarding outdoor activities other than rambling or hill walking, a study commissioned by
the Countryside Agency (2002 Defra Review of English National Park Authorities)
concluded that outdoor recreation is extremely significant in National Parks but that NPAs
have not been as proactive as they might have been in terms of promoting opportunities for
outdoor recreation and have been overly defensive in their approaches to encouraging
outdoor recreation, they have been ambivalent at best, and at worst quite negative about
their second purpose’, i.e. ‘to promote opportunities for the understanding and enjoyment of
the special qualities (of the Parks) by the public’. They have concentrated more on
‘understanding’ rather than the pure recreational element of ‘enjoyment’ which is reflected
in the usual content of their management plans. Public information has tended to emphasise
potential conflicts and management of visitor behaviour, rather than positive welcoming
messages. The study found that few NPAs have a strongly positive relationship with Sport
England in their regions. However, attitudes are changing especially in the wake of the
sustainable tourism agenda and foot and mouth disease.
Overall demand for outdoor recreation is high and national surveys suggest that walking
remains the most popular of all recreation activities, while cycling also remains at high
levels relative to other sports. The level of outdoor activity participation has remained fairly
constant over the past ten years although participation in recreation activities generally has
declined, but information is piecemeal and the last All Parks Visitor Survey was conducted
in 1994. The Countryside Agency states (2005), ‘if existing demand is difficult to quantify,
then latent demand is virtually impossible’ and that ‘recreation demand can also often be
supply-led’. It appears that the current recreational demand in National Parks is being
comfortably met at present, e.g. for climbing, horse-riding, orienteering. Most nonmotorised motorsports; all airsports, field sports and others.
Interestingly, there are examples of unmet demand which may be related to specific natural
features, for instance, access to good white water is lacking for the more serious canoeists;
discouragement of motorised recreation by NPAs (displaced demand); and, there is some
evidence that participation in cycling and horse-riding would increase if the infrastructure
and support facilities were improved. So there are opportunities to capitalise on specific
outdoor recreation activities through enhancement of natural features and through freeing up
land use and associated infrastructure. There is also some evidence that use of National
Parks for organised events is growing and an ‘excellent code of practice’ has been produced
by the ANPA recently. The Countryside Agency recommends that greater use should be
made of the internet in relation to promoting outdoor activities and that greater links should
be made with the education sector to address the possible decline in children’s use of the
countryside.
Two centres in the Lake District
Not far from Windermere are two different visitor centres: Brockhole (National Park
Centre) and Grizedale Visitor Centre which is run by the Forestry Commission. Brockhole
is situated near the lake and offers displays of information about the Park and how it is run.
The displays contain information about the local environment and landscape and how it is
managed and there are some which are interactive and aimed at children. In the grounds are
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a picnic area and open space for playing. There is also a restaurant within the centre. Many
events are organised there such as bird and bat watching and talks.
It is possible to take a ferry across the lake which links to a bus which goes via Beatrix
Potters House (a very popular place for Japanese tourists and with signage in Japanese), and
then goes to the Grizedale Valley where there is a different style centre. Grizedale Centre is
situated in a large area of Forestry Commission owned land and provides perhaps a more
hands-on and earthy experience. Again there are information displays but these are more
inventive in terms of being interactive and include information about uses of wood and the
history of the area. There is a ‘go ape’ facility in the trees (where people are on a safety wire
in order to be able to test their skills on an assault course that is high above ground). There is
also a restaurant and shop. The ‘go ape’ facility and restaurant are run by different
companies as they are contracted out. The centre is a starting point for many walks or trails
that can be followed through the forest with different levels of difficulty – they are labelled
different colours and signage is then followed. There are also a number of sculptures in the
forest and large rudimentary wooden instruments that can be played along part of a walk.
Thus even the walks are designed to allow interaction with wood products and the nature
that is found within the forest.
The two centres are a few miles apart but also physically separated by a lake and some hills
and seem to cater for slightly different tastes. They co-exist with each offering a particularly
distinct experience.
E
Northumberland National Park
Within the National Park there recently has been an aim within visitor centres, not only to
interpret National Park objectives but also to enhance the visitors’ experience through
provision of refreshments and so on in centres. The NPA has been keen to see how centres
can stimulate local enterprise such as bicycle hire, café facilities etc through selling local
produce and taking an ethical stance. They are therefore using centres as a shop window for
local produce (food, crafts and local books). There haven’t been feasibility studies
undertaken as such, however, there has been research undertaken into building constraints
and planning permission options for café’s attached to visitor centres. The NPA has
experimented by using visitor centres as local venues for local craft and trade fairs where
vendors have been able to sell direct to the public. This enabled an idea to be gained of
potential benefits for visitor centres and local producers in terms of income generation. At
present there is a cut in the visitor centre budget of £20,000 and restructuring is occurring so
at present visitor centres are taking the soft option only of generating local trading within
their premises.
There are a number of visitor centres within the National Park that operate around the theme
of ‘The Romans’, Housesteads near Hadrian’s Wall being a key attraction.
1
Characteristics of the area
Northumberland National Park is on the border between England and Scotland in the middle
of the north of England. It is well-known for it’s ancient prehistory and the rare red squirrel.
Landscape characteristics include moors and grasslands of the Cheviot Hills with ancient
hillforts and rivers: these hills run along the Scottish border. There is a National Trail along
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Hadrian’s Wall which is seated on the Whin Sill ridge. The best preserved sections of
Hadrian’s Wall can be found within the National Park between Gilsland and Chollerford.
There are a number of visitor centres (National Park-run) along the wall; some are quite
close together, but it could be assumed that along a linear feature such as a trail all visitor
centres are likely to receive custom as ‘stopping-off places’ along a direct route.
2.
Visitor Characteristics and Use of Area
Northumberland National Park is the least visited and least populated of Parks in England.
3.
Key attractions within the catchment area
There are a number of visitor centres spread along Hadrian’s Wall:
Housesteads: A dramatically-sited Roman fort on the crags of the Whin Sill. It is
extensively excavated and consolidated and there are visible remains of barracks, granaries,
a hospital, latrines and the remains of a large civilian settlement outside the fort. Other
facilities include tea room, car parks, bus stop, toilets and small museum.
Once Brewed: National Park Centre about 5 kms west of Housesteads on the B6318.
Tourist Information Centre, CCTV monitored car and coach park, cycle storage, toilets and
simple refreshments.
Walltown: Reclaimed quarry now a National Park recreation site with lake, easy-access
paths, pond and waymarked trials. CCTV monitored car park, cycle storage and seasonal
visitor centre.
Cawfields: Another landscaped quarry site with picnic tables, CCTV monitored car parking,
toilets, cycle storage and good access up on to the Wall, especially to Milecastle 42.
Houseteads Roman Fort
Name of visitor centre
Description of location, e.g.
Exmoor National Park; AONB
Age of centre
Ownership of centre
Housesteads Roman Fort
Northumberland National Park
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National Trust
The centre is located close to a SSSI and AONB upland fells and lies just on the southern
approach to Hadrian’s Wall. Traditionally this has been a farming area that is now
supplemented by tourist activity. It is a world-wide attraction with over 50% of visitors
travelling more than two hours to reach it. In terms of transport there is an infrequent tourist
bus and over 90% of visitors come by car. The centre receives 40,000 visitors per year,
10,000 of which are educational visits.
Housesteads is a simple 2 room museum. One room is dedicated towards admissions and a
shop and the other room is for artefacts. In addition there is a wet weather shelter for an
education base.
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The site is owned by the National Trust but is managed by English Heritage and serves as an
access point to a Roman Fort on Hadrian’s Wall, offering historical information and remains
with a narrative display and a small collection of artefacts. The five staff are employed by
English Heritage.
The fort is promoted by a national marketing team which largely promotes the attraction and
not the landscape. There are five other attractions with a similar theme, however they all
offer different experiences and focus on different aspects of Roman occupation (refer to
Hadrian’s Wall Management Plan on English Heritage Website. One interviewee stated that
‘the trend for heritage visits is downward and since the 1970s visitor numbers have declined
by 75% of the peak amount.
F
Exmoor National Park
In Exmoor National Park there are five National Park visitor centres, of which three are in
settlements and two are in remote locations (one at a very remote location, and one at a cross
roads). These are seen as a core service with the National Park Authority being a publicly
funded body and at present there are sufficient funds to keep them open, although an
interviewee reported a ‘squeeze’ on funding. This case study has been selected since it
includes an example of a centre that has been relocated as a ‘trial’ to test its viability. The
NP visitor centres are spread around the Park and all give similar information about the
National Park and its purposes but they also address more localised needs.
1)
Characteristics of the area
Exmoor National Park covers parts of West Somerset and North Devon, although it is a
well-defined landscape unit. It comprises very varied landscapes ranging from areas of open
moorland to deep valleys and ancient oak woodlands, to coastal areas with some high,
spectacular cliffs. As well as the National Park, these landscapes and features are protected
by the National Trust, Nature Reserves or Heritage Coast. The National Park is home to a
number of rare bird, butterfly and plant species.
In relation to accessibility, the coastal area has one main road along it which is very steep
and winding. Exmoor has no standard gauge railway lines within its boundaries, but has the
Great Western main line to the south, the Exeter-Barnstaple "Tarka" line to the west and the
preserved West Somerset Railway (Bishops Lydeard - Minehead) to the east. The Tarka
Trail is a popular and well promoted and managed cycle route that follows an old railway
track and is 180 miles in length, looping through mid and north Devon, the northern end
going through Lorna Doone Country and Lynmouth and ending up on Exmoor. There is a
good summer bus service along the main coast road that is well used.
2) Visitor Characteristics and Use of the Area
Exmoor was designated a National Park in 1954 because of its size and scenic value and
also because it was one of the few wild areas in the south of England that was accessible to
people from London, The Midlands and South Wales. There currently is a web-based visitor
survey for with a short questionnaire for visitors to complete at http://www.exmoornationalpark.gov.uk/index/visiting/visitor_survey.htm. The All Parks Visitor Survey, simple
localised questionnaires and visitor counts such as people on horses, mountain bikes, and
vehicles provide useful quantitative data to enable ENPA to target resources, for example
to discover whether visitors are reading information and interpretation provided; help
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identify over-use of particular areas; and to gain an idea of visitor activities. For example, in
relation to coast path management, a survey of users was made in 1994. In addition an
automatic laser beam counter was installed near Combe Martin though its value was seen as
limited since it did not distinguish between people, dogs, horses and bikes.
This monitoring of use helps in managing the path. For example if mountain bikes were
over-using the route and causing bad erosion the ENPA would have to consider putting in a
more sustainable surface or asking cyclists to use another more sustainable route. Survey
findings regarding information and facilities help the ENPA to decide what is needed.
According to the All Parks Survey the majority of day-trippers come from areas within easy
reach of the Park. Around a third come from the five main towns in the area Taunton,
Minehead, Tiverton, Barnstaple, Bridgwater. Almost a fifth came from other parts of Devon
and 13% from other parts of Somerset. Of the remaining proportion, 13% came from the
South West, 3% from the West Midlands, 2% from the South East and Greater London and
1% from both the North West and from Wales. People on holiday come from all over the
UK (56% from the south and 15% from the West Midlands); 6% were found to be
international visitors.
Most day visitors stated that walking or sightseeing were their primary reasons for visiting
the Park; a third of holidaymakers described their visit as a ‘moderately active holiday’
(short walks/cycling) and 7% came for ‘active’ holidays with most of their time spent on
outdoor pursuits or sport. A third were people who drove around sightseeing.
41% of visitors visited a National Park Centre; 36% visited a castle or historic site. These
figures indicate the importance of Centres and specific locations to visit.
There is an ‘Accessible Exmoor Guide’ for those who are less mobile.
Exmoor attracts over 1 million visitors per year.
4)
Key attractions within the catchment area
The area is very attractive for users of outdoor space. Attractive woodland walks are
possible in Glen Lyn Gorge near Lynmouth and in Watersmeet. The area has also got its fair
share of historic houses and gardens, including Arlington Court to the south of Combe
Martin, Knightshayes Court south of Dulverton and Dunster Castle. The scenery is the main
draw, particularly the coastal area with its high cliffs. There are also cultural heritage aspects
that are popular such as the Lorna Doone Valley and the Lynmouth cliff railway (which is a
popular novelty attraction). There is a falconry centre near Porlock which provides a number
of activities for users of open space: falconry activities; riding holidays; ‘wildlife safaris’;
fishing; clay pigeon shooting; and, organised activity breaks.
There is an independent information centre in Porlock that is run by a partnership between
the district and county council and the local tourism association.
4)
Further detail on Visitor Centres
Management Arrangements
The co-ordination of work to achieve National Park purposes has been led by the freestanding Exmoor National Park Authority (ENPA) since 1997. Eighty percent of its funding
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is from a direct grant from Government with the remainder being made up of grants from
other statutory bodies, including European funding, and self-generated income. The ENPA
consults widely with other organisations on a regular basis and provides a free newspaper to
visitors. The Exmoor consultative and Parish Forum has proved to be a useful channel for
exchange of information.
National Park Visitor Centres may be run in partnership with others, for example, Combe
Martin Visitor Centre is a partnership operation between ENDP and Combe Martin Tourism
Association and Combe Martin Parish Council. It is also a networked tourist information
centre and therefore offers a variety of additional services.
Purposes of the centres and who they cater for
County Gate is a high remote centre located between Porlock and Lynmouth and is ideally
situated as a starting point for people walking the coast path. There is a lot of display
information about the Park’s characteristics, and staff provide guidance on walks to follow.
There is a large car park with allocated spaces for orange badge holders. It is suitable for
coaches and therefore for study groups. This is an award winning centre in a interesting
historic building acquired by the ENPA and opened as a centre in 1980. According to one
interviewee, it is mainly walkers who use this centre.
Dunster Centre is located 50 metres from a public car park and is open from April to
October and then for the Dunster Candlelight event for the first weekend in December,
Christmas week, half term in February and weekends in March. There are many walks from
this location and also cycle trails and there are picnic sites which are good for family
exploring. This centre was refurbished in 2000 with support from the Crown Estate and the
National Trust. It exhibits an interesting display about the woollen trade in Dunster during
medieval times along with additional displays about modern life on Exmoor and recreational
opportunities available. Here is also a short guided walk to follow around the village. There
is a rare pottery kiln behind the site.
Combe Martin Visitor Centre has a public car park adjacent to it. It is the starting point for
guided walks and various events are also held there. A range of activities may be booked
from the centre including boat trips, walks and theatre visits. There are also interactive
displays, a topographical map and plenty of literature.
The National Park Centre at Dulverton is part of a large partnership complex housing
exhibitions about the heritage of Dulverton, the importance of the surrounding woodlands,
and an art gallery and library. It is located in the main square in the town, adjacent to a large
public car park (pay & display) and a variety of shops and services. There are hands-on
informative displays that have a woodland theme that link the Centre with the heritage
centre that houses displays and artefacts about the heritage of Dulverton. There are regularly
exhibitions on view by local artists. The centre is easily accessible and staff are trained to
assist people with special needs. Local walks link with buses to Brushford, Brompton Regis
and Winsford.
Blackmoor Gate is a two year pilot visitor centre that used to be located on the coast front at
Lynmouth but had to move from there because of deterioration in the building (which was
owned by the North Devon District Council). It is now located at a far more remote place at
the western gateway to the National Park, between the rivers Yeo and Heddon and at a
major road junction. The ENPA held a competition for the design of the centre. This centre
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is staffed by two people with one additional casual member of staff, but there is usually one
person on duty at a time. Interestingly, this centre is much appreciated by the less mobile
who could not access the Lynmouth centre easily. Also at Lynmouth parking was a problem
so the way this centre runs is somewhat different in its new location. There is more one-toone discussion with visitors as it tends to be less busy. More wheelchair users use this centre
than they would have at Lynmouth as there is good parking, and the centre itself is easy to
access with a ramp. Most visitors are walkers or cyclists (with being on a crossroads). There
are no other centres in close proximity. Blackmoor Gate Centre currently is housed in a
‘superior modular building’ – it is not in permanent accommodation.
5)
Sustainability of Blackmoor Gate Centre
This is a trial at present in the new temporary accommodation, and this is the second year it
has been open for. The numbers of visitors were said by a member of staff there to have
been disappointing last year, however, this year they have already more than doubled (in
May) and this is likely to be to do with better signage.
G
The Forest of Marston Vale
This case study was chosen because the area includes the development of green
infrastructure, regeneration, a community forest and several country parks with visitor
centres, one of which is relatively new and revenue-generating, and the other older and local
authority-funded. Similar elements are present in the Thames Gateway South Essex
Greengrid.
1)
Characteristics of the area
The Forest of Marston Vale is one of twelve Community Forests in England and covers 61
square miles between Bedford and Milton Keynes. The Forest was established in 1991 to
repair the damaged land of the Marston Vale. The area was characterised by vast mineral
sites where clay was extracted for brick manufacture over the last 100 years. The clay pits
have either filled with water or become major landfill sites. As the brick making industry
declined the Forest of Marston Vale was established to regenerate the environment by
creating a well-wooded landscape.
Social/cultural characteristics and demographic change
Marston Vale has long been identified as a strategic growth corridor, but pressure on the
Vale has increased with the Milton Keynes & South Midlands Strategy. The Sustainable
Communities Plan includes 19,000 new homes and associated businesses in Bedford,
Kempston and the Northern Marston Vale by 2021. Milton Keynes Borough Council's
population estimate for June 2005 was 218,660 people. If the current Structure Plan
allocation of dwellings growth in Milton Keynes to 2011 is reached, the population will
have risen to 247,480 people living in the Borough. That's an average of almost twelve extra
people every day between 2004 and 2011.
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Key social drivers in the area and any new developments in
housing/accessibility/infrastructure generally
The aim is for environmental regeneration to deliver high quality multi-functional green
space that meets the needs of existing local communities and caters for the planned future
expansion, to provide a rich patchwork of habitats for people and wildlife, incorporating
30% woodland cover. To achieve 30% of woodland cover given existing water bodies,
housing, industry and hard infrastructure means that 39% of the remaining land must
become available for woodland creation.
Green planning and sustainable transport opportunities
The Vale is central to the Milton Keynes & South Midlands Growth Area and the ODPM
has identified the Forest of Marston Vale as a key delivery vehicle for green infrastructure.
In 2003, £2.7 million from the ‘Growth Areas Greenspaces Fund’ was given by ODPM for
delivering 6 projects in the Marston Vale area including the purchase of Rectory Wood.
Cranfield is a rapidly growing village in the Vale (population 5,000) 2 kms to the north of
the restored Brogborough landfill site, one of the highest input landfill sites in Europe.
About 70 hectares of SSSI designated farmland were purchased located to the south of the
village running between the landfill site and an area of ancient woodland. Rectory Wood
will link the expanding local community to 350 hectares of woodland and open space. This
will ease pressure on the ancient woodland by providing informal recreational space for the
local community and will also help to deliver national and local biodiversity action plan
targets.
The Wixams is a planned new settlement of 4,500 house on the redeveloped Elstow Storage
depot, bordered by 3 existing villages including Houghton Conquest where 8ha of land have
been purchased for a community woodland this will provide a visual and acoustic buffer to
the new town development. It will also provide a new amenity for local residents and pupils
at the local Lower School.
Bedford’s Green Gateway to the south west of Bedford is prime ‘urban fringe’ lying at the
intersection of two major transport corridor improvement schemes. This area is under
pressure from expansion south of the Bedford/Kempston conurbation (planned development
of 1,200 houses) and the expansion north of the village of Wootton, planned to double in
size through the building of a further 1,000 houses over the next few years. An 8 acre site
has been acquired, Van Dieman’s Land, and a sustainable drainage system incorporated to
solve localised flooding problems and enable the creation of wet woodland, a national
priority habitat within the UK Biodiversity Action Plan. The area is being expanded to
create a green gateway between Bedford and the Forest of Marston Vale.
Sustainable Transport infrastructure linking new and existing environmental assets
The Rectory Wood site is connected to other key greenspace by the National Cycle Network
Route 51, the ‘University Way’. This runs from Oxford to Cambridge and the Marston Vale
Trust has implemented the 25 mile section between Milton Keynes and Sandy via Bedford.
Two thirds of the delivered route is off-road (traffic free) with the remainder on minor roads.
The Bedfordshire section of the University Way is a multi-user route for cyclists, walkers
and horse riders (in places). Coxwell gravel was used to upgrade bridle ways and tarmac on
sections that follow the old railway line. The construction of the cycle track was made
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possible by the Forest of Marston Vale brokering a funding package worth £2m from
Bedfordshire County Council, Shanks First Fund and the Office of the Deputy Prime
Minister (ODPM). The route connects the Milton Keynes ‘Redway’ network to the new
woodland (Rectory Wood) in Cranfield, the ancient woodland in Marston Thrift, the Forest
Centre and Millennium Country Park and Priory Country Park in Bedford. A route map has
been produced detailing tourist attractions along it. Cycle hire facilities and refreshments are
available at the Forest Centre, Priory Country Park and the Danish Camp. The Danish Camp
is a waterside restaurant modelled on a Danish log cabin and the owners are hoping to
develop an interpretative visitor attraction on the site (archaeological material). In addition
to offering cycle hire the camp sells fishing permits. Cycle counters have been installed
along the route at Priory Park and the Danish Camp to monitor 24 hour cycle flows. There
were 24,500 users in the 12 months to August 2004. In the year before completion of the
entire route use peaked at 5,000 cyclists per month on a completed section used by
commuters as well as leisure users. Leisure business trade at Danish Camp and the Priory
Country Park increased significantly following completion of the route.
Priory Park was agricultural land from Roman times to World War 2. The former gravel pits
were then filled with refuse and capped with fly-ash (from the power station since
demolished; part of the area that was taken into the park). Recent major expansion of
housing, office and retail adjacent to the park has taken place in the last decade. The area is
a mosaic of water bodies (the largest lake is 28 ha), grassland, scrub, woodland, and wet
meadows. It includes a county wildlife site important mainly for flora and birds. There are
more than 100 ha of open space. There is a sailing club, a boat marina, a restaurant and a
hotel, as well as a canoe slalom on the site. The SUSTRANS Route 51 runs through park.
All activities in the park are classified as “passive recreation”. The Bedford town centre lies
less than 2km to west of the park. The park is situated on south-eastern edge of the town
(population c.150K). The train station is 3km away; there are two bus routes within 100 m;
there is also a cycleway network; and easy access on foot from town’s Embankment (formal
gardens). There are brown tourist signs on all approach roads and the main A421 Bedford
by-pass.
2)
Visitor characteristics and use of area
The Marston Vale is enjoyed by local residents including: walkers, dog walkers, cyclists,
horse riders, school parties. Visitors to the Forest Centre in Marston Vale are mainly from
Bedford (population 148,000) and Milton Keynes (population circa 220,000) and families
tend to visit at weekends. One third of visitors are related to business activities e.g.
conferencing. Millennium Country Park is also used by bird watching enthusiasts and there
is a water sports club at Stewartby Lake (230acre site). Visitors to Priory Country Park tend
to be family oriented and mainly comprise: young families, older couples, dog walkers,
anglers & bird-watchers, sales/office workers (during weekday lunchtimes), and school
children (particularly during holidays and weekends). The majority of the visitors come
from within a 20 mile radius, but also includes visitors from Milton Keynes, St Neots
(27,000), Biggleswade (16,000), Baldock (10,000), Stevenage (80,000), Hitchin (30,000),
Luton and Dunstable (35,000)/Toddington. The ethnic balance of visitors is quite good and
becoming more diverse. There are overseas visitors especially from United States, Austrialia
and New Zealand.
3)
Key attractions within the catchment area
Millennium Country Park and Forest Centre are owned by the Marston Vale Trust (140,000
visitors per year). The Forest Centre was a £6million project built in the heart of the Marston
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Vale Community Forest funded by the Millennium Commission, Hanson Properties Ltd,
Shanks & McEwan Waste Services, National Power, City & St.James Properties Ltd,
Bedfordshire County Council, Mid Beds District Council and the Countryside Agency. The
Forest Centre and country park have trails, a play area, a cafe bar, a gift shop and cycle hire.
Stretching over 250 hectares, the park has a mosaic of habitats, from wetlands to woodlands,
meadows to lakes. There are two bird hides, willow sculptures, walking and cycling trails,
and viewing points. The Forest Centre has a growing private functions and conferences
business. The Millennium Country Park is listed eighth in the top ten most visited free
attractions in the east of England (visiteastofengland.com).
Priory Park Country Park is owned by Bedford Borough Council and funded by local
government (it has one quarter of a million visitors per year). Visitors are attracted to the
area for: walking, cycling or horse riding (there are paths suitable for all); discovering about
nature conservation; bird watching at a nationally important site for migratory birds; fishing
is also available, with wardens keen to advise (by prior arrangement) and a wide range of
water sports can be sampled including sailing and board sailing, courtesy of Priory Sailing
Club. For canoeists there is a slalom and a high level of facilities. There is also a Beefeater
restaurant.
Stockgrove Country Park (near Heath and Reach village) in 80 acres is similar to Priory
Park. The area of ancient oak woodland coppice with trees over 800 years old and one of the
three flower meadows in the park has been designated as SSSI. Stockgrove Country Park
has a mediaeval heritage and is jointly owned by Bedfordshire and Buckinghamshire County
Councils and managed by the Greensands Trust (management was outsourced five years
ago). SCP deliberately do not advertise in directories because they have a small car park and
people consequently park outside. Since being featured in the Daily Mail on Good Friday
(not at their request) as one of the top 10 places in Britain to visit in spring, they report that
they are deluged with visitors. Information about the park and the park rangers themselves is
located in a building next to the car park. A café and restaurant are also on site. Other
attractions in the area include: Harrold Country Park (which is smaller than the other two
country parks and also has refreshments) and, RSPB HQ – The Lodge (Sandy) - which has a
shop and refreshments.
4)
Further detail on visitor centres
Name of visitor centre
Description of location
Age of centre
Ownership of centre
Priory Country Park
South eastern edge of Bedford (River Great
Ouse)
20 years (1986)
Bedford Borough Council
Management arrangements
Owned by Bedford Borough Council and funded via local government budget (Council
Tax). All revenue (e.g. from rents) goes into General Revenue fund which is then
reallocated. The Country Park Management Plan is revised every 3 years, and this sets the
direction for a work programme that is revised annually. The plan is internal, but is seen by
Green Flag judges for award purposes.
Staffing/resourcing
There is a service level agreement with the contracting arm. There are three full-time staff
and one agency staff member (f/t).
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Purpose(s) of the centre and who it caters for
Provides general information for local residents, visitors to the area and local schools via
park and trail leaflets, wildlife displays/weekly lists (birds), “best fish”, environmental
information and publications, local tourist attractions (leaflets). It is also used by staff and
other professionals for school visits, evening meetings and scientific meetings (daytime)
concerning the management of the county’s wildlife.
Description of visitor centre user groups and level of use by each
Generally, the park receives approx 250,000 visitors/year made up of regulars (dog walkers,
bird watchers, anglers, joggers, supervised school groups, canoeists, etc) and the more
casual visitor or tourist, split in region of 150,000 to 100,000. There can be in excess of
4,000 persons on site in summer, e.g. at an event or during glorious weather. There are no
figures for the marina or restaurant at the site.
Usage by different groups is as follows: Schools – summer & autumn terms, up to 4
days/week; Local wildlife groups – av. 1/month; Park Liaison Group – 4/year; Scientific
meetings (day) – av. 1/week; Wildlife Trust – staff meetings 4/year; Bird Club (committees)
– c. 6/year; AGMs of Butterfly Conservation branch, Ramblers branch; Workshops – av.
12/year
How is the centre promote/advertised/marketed
It is promoted via tourist leaflets displayed in venues in east England & London; through
local papers and local TICs.
What is found within the centre?
The centre has a public day room (10m x 5m); plus a ranger’s office, kitchen & staff toilet. 4
rooms are occupied by the Bedfordshire and Cambridgeshire Wildlife Trust who rent office
space from the Bedford Borough Council. Public toilets are accessed from the side of the
building. Information is provided by staff and through leaflets either in wall-mounted
dispensers, free standing dispensers or on tables.
Name of visitor centre
Description of location
Age of centre
Ownership of centre
Forest Centre
Millennium Country Park - 250ha of wetland,
open space and developing woodlands,
Marston Vale Community Forest
Millennium funding – circa 5 years
Forest of Marston Vale Trust
Management arrangements
The Forest Centre and Millennium Country Park are owned by the Marston Vale Trust (a
registered charity dedicated to environmental regeneration). Investment decisions have to go
through the Trust otherwise the day to day management is handled by Forest Centre staff
e.g. if they have to purchase a new piece of equipment.
Staffing/resourcing
There are 33 core staff and there is also some seasonal employment so in the summer there
may be an extra 20 staff working in a day. Revenue is generated by the Forest Centre’s
activities and via corporate friends and sponsors (there is no grant aid for the either the
centre or the country park). Income generating activities include the hiring out of training
and conference facilities, shop sales, café bar trade and exhibitions. There is free entry into
the park and the visitor centre and both are open all the year round: April-September 10am6pm; October-March 10am-4pm. There is a charge to enter the wetlands area: £2 for adults;
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£1.25 for children and concessions; and £10 for a family including entry into the exhibition.
There is also a ‘Friend of Marston Vale’ scheme and a regular newsletter to members titled
‘Commentree’. Membership will give two adults and up to four children unlimited access to
the Wetlands Nature Reserve.
Purpose(s) of the centre and who it caters for
The Forest Centre was purpose built to generate revenue with all profits being reinvested in
to the creation of the Forest of Marston Vale.
Description of visitor centre user groups and level of use by each
There are 140,000 visitors per annum. The Centre mainly serves the populations of Bedford
and Milton Keynes. Two thirds of the visitors to the Forest Centre are from the general
public including many families who visit at the weekends and 3% of these visitors are bird
watching groups that come specifically to the wetland reserve. Around one third of visitors
are business related e.g. for training, seminars, conferences and business events. There are
various delegate packages for a minimum of 15 delegates e.g. 2006 charges for a day
delegate rate £27.50+VAT per person and half a day £22+VAT per person. The Centre is
also available for private function bookings e.g. wedding receptions and parties for all age
groups including themed children parties with special forest games like ‘Nature Detectives’
and ‘Shelter Building’ (minimum number of 10 per party). Evening functions and barbeques
are bookable when the centre is closed to the public after 6pm.
How is the centre promote/advertised/marketed and how does it promote the area in which
it is located?
The Forest Centre is promoted in local papers, leaflets in stands, and posters in and around
the area and there is a large population to draw on, e.g. Milton Keynes (population of
220,000), Bedford (148,000) and Luton (184,000). Conference business is promoted via
corporate directories and networking as: “A unique business facility set in a spectacular
nature reserve just minutes from the M1 and Bedford.” In fact 10 minutes from the M1
motorway junction 13. There is a separate conference leaflet. The Marston Vale promotes
green tourism and the ‘Festival of Wood’ is the Forest of Marston Vale’s annual celebration
of trees and woodlands. Exhibitors, demonstrators and traders come from across East Anglia
and the Midlands to participate. ‘Woodworks 2005’ attracted over 5,000 visitors who were
able to have a go at traditional woodland crafts and pastimes such as basket making, pole
lathing, broom and walking stick making and archery.
What is found within the centre?
Facilities at the centre include: a café and fully licensed bar and restaurant; a gift shop
selling souvenirs, books, cards and soft toys etc.; cycle hire and an art gallery selling new
work by local artists; an interactive exhibition about the countryside and the story of
Marston Vale; and children’s play area. There is a range of rooms for hire from the large
Café Bar Conservatory which can hold around 250 for a party reception or 140 for dinner to
smaller rooms. There is a conference room that seats up to 120 theatre style; 48 boardroom
or class room style; a learning centre which seats up to 80 theatre style and Sollars Study
which seats up to 30 theatre style. The Centre is available for hire seven days a week. All
rooms have large picture windows and doors leading out to the lake. The learning centre has
a private terrace. Rooms are equipped with audio-visual and computer aided presentation
facilities e.g. data projectors, OHPs and slide projectors, flip charts and whiteboards and
audiovisual equipment. There is exhibition space and access for disabled delegates and free
parking for 250 cars. Catering facilities can provide 3 course meals, buffets and vegetarian
choices. Stretching over 250 hectares, the park has a mosaic of habitats, from wetlands to
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woodlands, meadows to lakes. There are two bird hides, willow sculptures, walking and
cycling trails, and viewing points. A Farmers’ Market is also held there.
5.
Long term viability of centres within the area?
In general the centres stand alone and do not have a working relationship with other centres,
although when the Priory Marina was opening a gift shop the Forest Centre manager
provided advice and some stock. The number of visitors to the Forest Centre is growing as
people become aware of their presence. Consequently a new conference room is being built
and more are planned so that the centre can meet the growing demand. In 2004/05 the
Café/bar food and drink sales generated £65k profit in 2005/06 this had risen to £95k. Over
the same period the gift shop increased profit by 56% and room hire increased from 39%
occupancy to 75%, the national average is 35%. As there is a lull at Christmas and during
school holidays, the centre was effectively fully booked and pre-booked occupancy this June
(2006) is 105% (with different functions held during the morning, afternoon and evening).
Evening and weekend function hire is growing and there are also business conferences at
weekends.
Priory Country Park
Factor
Explanation of role in long term sustainability of centre
New housing
Increased population/potential (DEFRA growth area)
Local Authority budget
Unlikely to receive capital funding for major
improvements to building and landscape
Competition
Not a problem (always good reviews & return visitors)
Promotion
Limited by budget cuts
EcoCentre
Under review – may need additional investment
Green Flag award
Ongoing winner– national promotion
Threat
Not under threat – part of “green”strategy
Expansion
More land will come on stream soon. Also adjacent land
(County Council) will link to form “super, river valley
park”
Forest Centre, Millenium Country Park
Revenue Generation
Further development of conference and private function
capacity
Marketing
Raising awareness of the centre with target audiences
particularly businesses
Strategic Growth
Corridor
Large numbers of new homes enlarging catchment
population and visitor numbers
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H
The Veluwe (Holland)
This case study provides an example of sustainable multiple use of open space and country
parks, and channelling visitors through gateways.
1.
Characteristics of the area
The Veluwe is the largest natural area in Holland and is perceived as the ‘green heart’ of
Holland. It is located in south eastern Holland east of Arnhem close to the German border.
The Veluwe attracts 1.8m staying visitors, 12.5m nights and 12.5m day visits. The Veluwe
is bounded by A28, A50 and A12.with Ede and Harderwijk to the west. The Veluwe is an
important region for nature conservation and for tourism in the Netherlands and spans
100,000 ha. Until two decades ago the Veluwe was considered a wasteland because its soil
was too poor for cultivation and developments fragmented the area. The area has fragmented
ownership and management including local authorities, military land, agriculture, forest
service, motorways etc. From 1880 to 1950 some areas were planted with Scots Pine to
stabilise the wind blown sand. In the 20th century wealthy individuals bought up areas of
land and fenced them in for private use such as for hunting. The government used large parts
of the Veluwe, particularly the dunes and heathlands, for military training. The main
transport infrastructure between the port of Rotterdam and Germany was built on the
Veluwe because land was cheap and population density was low. In the first half of the 20th
century artificial fertilizer was used to convert heathland into arable use causing nitrate
pollution. There has also been large-scale development of campsites, holiday parks, and
recreation homes and luxury second homes.
Today nature conservation is the priority and the Veluwe is now protected under Dutch law
and the European Birds and Habitats Directives, and timber is selectively harvested. Heath
land is maintained by grazing sheep, horses or cattle (highland). The Veluwe 2010 plan
encourages close cooperation between a variety of stakeholders (farmers, private
landowners, local municipalities, Water board) in the Veluwe and aims to minimise the
negative impacts of human development and to enhance the landscape for conservation,
biodiversity improvement and sustainable recreation. In particular there is an aim of
balancing the development of the ecology and the economy and developing the Veluwe with
less fences and green corridors so that animals can move freely, and biodiversity is
protected. In addition modern and sensitive tourist infrastructure will be provided, traffic wil
be reduced and organic farming encouraged with regional products being promoted. The
project is being led by Vereniging Natuurmonumenten, a not-for-profit organisation like the
UK National Trust with 900,000 members. The Province of Gelderland and Rheden and the
ANWB (Automobile Association) are part of the steering committee for the Gateway
Veluwezoom.
2.
Further detail on National Parks found within the Veluwe and their visitor strategies
and centres
The Veluwezoom
The Veluwezoom is one small area located in the south east corner part of the ‘Veluwe’
which in UK terms is an Area of Outstanding Natural Beauty. Within it are two National
Parks: National Park De Hoge Veluwe privately owned and now run by a Foundation and
Veluwezoom which is managed by Vereniging Natuurmonumenten.
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Veluwezoom National Park
The Veluwezoom was designated a National Park in 1930 and was the first in Holland. It is
one of the highest points in the Netherlands (110m). There are extended heath lands and
forest on sand and loess soils. Wild cattle and horses supply a varied grazing regime. In the
country estates at the edge of the National Park conservation of the cultural heritage remains
important and Rheden Council is the responsible District Council. Veluwezoom National
Park is 5,000ha in size and part of the Veluwe east of A50 and Arnhem by the communities
of de Steeg, Rheden and Velp. The park is primarily accessed off the A348 via directional
signage onto N785 to the main entrance into park from Rheden, there are also secondary
entrances at de Steeg and Rozendaal. The park is part of an EU Boundless Parks Naturally!
Gateway Study that aims to provide sustainable gateways to reduce visitors’ impact on the
environment.
Channelling visitors
The concept for six new countryside gateway visitor centres around the edge of the Veluwe
was born out of the Veluwe 2010 plan. It was planned that each centre would be located on
the edge of the park close to motorway and railway stations thereby acting as key gateways
to the Veluwe. Each would have a range of visitor services including a separate and distinct
visitor destination and act as a transfer point encouraging visitors to leave their car and visit
and enjoy the park by shuttle bus, horse and cart, cycle, on foot or on horseback. The first
one has been successfully developed at Nunspeet off the A28 as a partnership between the
Province of Gelderland, Nunspeet Council and the Dutch Forest Service. It includes a large
car coach park, basic visitor information and interpretation, panoramic viewing tower (no
lift), toilets, café, picnic area and Forest Service Visitor Centre.
There are 110,000 annual visits to this visitor centre. There is a desire to reduce car pressure
at peak times. The existing visitor centre is being expanded along with the car park to
accommodate peak periods. The main attraction in the park is de Posbank, an outstanding
viewpoint at the highest point in the park (there are also mountain bike trails). This has been
reinforced by an Iconic building which is a restaurant attracting 350,000 visitors per annum.
The majority of visitors bypass the visitor centre and go straight to de Posbank. Realignment
of the road and signage is required to encourage all first time visitors and a proportion of
regular repeat visitors, to go the visitor centre first.
Visitor Centre upgrade
There are plans for the visitor centre to be re-developed to include: reception, visitor
orientation, tourist information, toilets (baby changing and disabled), retail, catering with
preparation area (including access to outside terrace/picnic seating area with ability to
subdivide for functions e.g. children’s parties, education/multi-purpose space suitable for
conferencing, laboratory/wet area linked to education, library/research/archive/quiet study
room (with internet access), temporary exhibition area, interpretative exhibition (including
potential AV theatre), craft demonstration area (related to retail, catering, interpretation),
children’s area (linked to interpretation and catering), administration (offices, kitchen,
showers and meeting room), changing rooms/lockers/showers for bikers and walkers, plant
room and storage, bike wash, bike hire, out of hours visitor orientation/tourist information,
craft workshops/studio space, children’s play area, nature garden, meeting pint, look-out
tower. There is already an events programme for school groups and general visitors.
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National Park De Hoge Veluwe
The National Park De Hoge Veluwe was founded in 1935 and covers approximately 5,500
hectares, making it one of the Netherlands' largest National Parks. This park is located at the
heart of the Southern Veluwe and on the western slope of the Veluwe. 2,700 hectares are
woodland (which is subdivided into 1,500 hectares of cultivated woods [planted woodland]
and 1,200 hectares of natural woodland, mainly self-seeding pine trees). The Park also
includes around 2,500 hectares of heathland and driftsand landscape. Living driftsand is
unique to Europe, and little of this habitat survives. The driftsand project was initiated in
2001 because the driftsand in the Park was also being threatened by vegetation, and since
then some 100 hectares of driftsand have been saved. The Park is home to many endangered
species, such as the wheatear and the nightjar, moor frog, grass snake, silver-spotted skipper
butterfly, the heath fritillary butterfly, the pine marten. There are also some 200 red deer,
200 roe deer, 50 wild boar and 150 moufflon, (Corsican wild sheep) and hides to watch the
wildlife from. A ‘wildcam’ (remote camera) is accessible from the park website.
The other 300 hectares in the Park consist of around 40 hectares of agricultural land,
together with roads, paved cycle paths (43 km), car parks, museum grounds, gardens,
facilities and a campsite. Open (heath) land alternates with woodlands, ridges and there are
also a number of lakes in the Park (these derive their water not from the ground, by from
rainwater which is trapped by an impenetrable layer) and hills. The campsite is small and
offers 100 pitches, of which 65 are for caravans and 35 for tents. The campsite is open from
1 April to 1 November and has been given a silver environment barometer award reflecting
the efforts that have been made to conserve the environment. Visitors can freely use one of
the 1,700 white bicycles found at the park’s entrances (Hoenderloo, Otterlo and
Schaarsbergen), at the Kröller-Müller Museum, the St. Hubertus Hunting Lodge and in the
centre of the Park to travel within the Park. The bike was developed in co-operation with an
ex professional cyclist Jack van der Slikke and are basic i.e. wiithout parts that aren’t
necessary such as lights, bike-bells and gears. The height of the bicycles can be adjusted to
the user. It is not possible to book the White Bicycles upfront and locking them is
prohibited.
Together with the Kröller-Müller Museum famous for its Vincent van Gogh collection and
the sculpture garden (the largest in Europe) the National Park offers a unique combination of
nature, art and architecture. It features a large number of architectural monuments by wellknown architects such as Berlage and Van de Velde. The unique combination of art, nature
and architecture makes National Park De Hoge Veluwe a place of interest for both leisure
and education. The activities are concentrated in the central area of the park Marchantplein
along with the visitor centre. The latter provides information about walks, cycle routes, and
the natural and cultural features in the park. It also houses temporary exhibitions and films.
Tickets for a guided tour of the St. Hubertus Hunting Lodge can be obtained from the centre.
The museum Museonder is located under the visitor centre, this museum shows what
currently lives under the ground e.g. the complete root system of an 135 year old tree and
also what has lived there in the past, with fun, interactive displays. Alongside Museonder is
the park shop where nature films, maps of the park and souvenirs can be purchased. Nearby
is the Landscape Garden which offers an overview of the various landscapes at De Hoge
Veluwe. From Marchantplein visitors can take a white bicycle along a marked cycle route to
the St. Hubertus Hunting Lodge, and have a free, guided tour of the lodge (provided they
have picked up the relevant tickets from the Visitor Centre). The Hunting Lodge is the
former home of the Kroller-Muller family (the parks original owners) designed by H.P.
Berlage. The area around the hunting lodge is a popular walking area. A marked walk
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covering 2.6 km (45 min) runs past the hunting lodge, the lake and the rose garden, the walk
is suitable for wheelchairs.
Management and financing
The Park is fenced and has 3 public entrances; South (Schaarsbergen), North-West
(Otterlo) and North-East (Hoenderloo) and is managed by the National Park De Hoge
Veluwe Foundation. The relationship between humans and nature is central to the
management of the park. The objectives are to: To maintain the park as a nature reserve and
offer space for the visual arts and architecture enabling visitors to enjoy both nature and
culture together. However, the founders stipulated that it must be self-financing. Income is
primarily generated from visitor-related income. De Hoge Veluwe does not receive a
subsidy from the government and is dependent on revenue generation and donations. Total
turnover is circa 7.5 million guilders and 80% of this come comes from the admission
charges paid by visitors. Strictly regulated hunting also contributes to the park’s income.
The park attracts approximately 500,000 visitors per year. De Hoge Veluwe hires out some
facilities e.g. for meetings, brainstorming sessions or teambuilding events. The De Koperen
Kop restaurant, located at the centre of the Park, has conservatories available, and
Restaurant Rijzenburg, located at the Schaarsbergen entrance, also has rooms for hire. The
Kröller-Müller Museum has a room available for large groups. The park also offers special
packages for groups of 20 or more these include: Active Nature, Art and Nature, Safaris
(daily and in the evening in the summer led by a ranger). The foundation is nonprofitmaking and any operating surplus is entirely invested in the park.
The Foundation’s tasks Include:

Managing the flora and fauna

Manning the entrance gates

Running the Visitors Centre and the associated Museonder (Museum) with
activities aimed at providing information and education.

Managing the St. Hubertus Hunting Lodge

Operating the nature campsite

Operating two restaurants (the operation of these is subcontracted to two
catering companies)

Managing the 1,700 white bicycles (the park's trademark) and the
management of the infrastructure

Providing supervision in the park.
National Park De Hoge Veluwe works closely together with the Kröller-Müller Museum
which is located in the park and the associated - recently redesigned - Sculpture Garden.
There are over 50 full-time staff, 50 part-timers Supervisory Board Advisory Board and
volunteers. 190 volunteers from the Vereniging van Vrienden van De Hoge Veluwe (Friends
of De Hoge Veluwe) and 25 from the ANWB (Netherlands Tourist Association).
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I
Wildfowl and Wetlands Trust, UK: An Example of International Best Practice
This organisation is reported on because of its wildlife and educational role to both rural and
urban areas and because if its relevance to the RSPB Rainham Marshes Site. It was noted in
the Access and Audience Development Plan for the Environment & Education Centre and
Reserve at Rainham, Wennington & Aveley Marshes, Planning Solutions (April 2004) that
case studies were included that illustrated a number of key issues i.e., providing a general
countryside experience as well as showing people birds (Pulborough Brooks, RSPB); use of
volunteers for a specialist product that also attracts a non-specialist market (Severn Valley
Railway); a mix of heritage and wildlife resources in a riverside location (Riverside Country
Park); providing a gateway encouraging people to get out and about (Forest Enterprise
Visitor Centres) and phased development of the approach to creating a visitor attraction of
regional importance (Conkers). The Wildfowl and Wetlands Trust have addressed these
issues.
1.
Background to the Trust and its Centres
The Wildfowl and Wetlands Trust is dedicated to the conservation of wetlands and their
biodiversity. The Charitable Trust owns nine visitor centres that aim to bring wildlife and
people together, to conserve and preserve resources and to educate and inform. These
habitat centres are all different and attract approximately 750,000 visitors per year of which
in 2003 circa 53% were paying visitors, and the others were either Trust members, on free
educational visits, or taking advantage of a two-for-one promotional offer. Centres are
generally open between 9.30am and 6.00pm closing earlier in the winter at 5.00pm. 2006
entry prices for the London centre are: adult £7.25, concessions £6, child £4.50, family
£18.50, members of WWT get free entry to all nine wetland centres. Entry to the Arundel
Centre is slightly cheaper. The website www.wwt.org.uk features the activities, events and
news items at each visitor centre. Two of the centres are considered in more detail below:
2.
The London Wetland Centre
The London Wetland Centre is located in Barnes, West London, less than one mile from the
South Circular (A205) at Roehampton and the A4 at Hammersmith, from Hammersmith
tube station you can take the ‘Duck Bus’ directly to the centre and it is 10 minutes walk
from Barnes railway station. The ‘Duck Buses’ are access friendly enabling wheelchairs and
pushchairs to be wheeled directly from the pavement. There are 50 secure bike cages. The
centre covers 42.5 ha and 30 wild habitats. Four disused concrete reservoirs were converted
into a haven of wetland habitats. In 2002 it was designated a Site of Special Scientific
Interest (SSSI). The development of the centre presents a model for partnership working
between WWT, Thames Water and Berkeley Homes. Thames Water leased the disused
reservoirs to WWT at a peppercorn rent and Berkeley Homes were given permission to
build on 25 acres of the original site 130 acre site in return for helping to fund the creation
of the habitats. WWT fundraising initiatives and the Heritage Lottery Fund provided
additional project funding. The catchment area is roughly encompassed by the M25 which is
thought to be the result of advertising campaigns and the ease of accessing the centre via
public transport. The centre opened in 2000 and between 2000 and 2003 had 525,000 paying
and non-paying visitors, but visitor levels have been affected by Foot and Mouth Disease,
9/11, the Iraq war and 7/7. There were 25 full-time and 25 part-time employees and
temporary workers supported by around 150 volunteers who for example take guided tours.
There are now almost 200,000 visitors per year. Free entry on World Wetlands Day saw the
record number of visitors for one day increase by 50% to 3,000 visitors. The London
Wetland Centre has won various awards including 2001 Global Winner of the British
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Airways Tourism for Tomorrow Awards, recognising its contribution to sustainable tourism
practice.
3.
WWT Arundel
WWT Arundel is close to the A27 and A29 and less than one mile from Arundel town. It is
situated within ancient woodland next to the river Arun and overlooked by Arundel Castle.
The main market for the centre lives within one hours travelling distance, particularly the
Portsmouth/Worthing area. The centre opened in 1980 and admissions peaked in 1989 with
134,000. Arundel attracted 70,000 visitors per year and the aim was to increase this by about
10% per year through a programme of marketing and product development. They aimed to
attract more educational visits and created a Learning Manager post and group tours. The
aim is that coach visitors will bring more income during shoulder months and help to
smooth out the variation in visitor numbers resulting from the weather conditions. The goal
is to return visitor numbers to higher levels achieved between 1986-9 of between 120130,000. WWT Arundel employs around 40 staff, most of whom are part-time. Programmes
of events are designed to increase visitors understanding of the landscape and natural
environment and to encourage repeat visits. An Environmental Arts Project funded by the
Regional Arts Lottery Programme, Arts Council England South East, West Sussex County
Council and Arun District Council featured commissions and workshops and activities
supporting emerging artists such as artist in residence programme. Customer comments are
collected using comment cards and analysed every quarter. The centre was awarded the
English Tourism Council’s accreditation as a quality assured visitor attraction (VAQAS) in
2002. The ‘Wetlands Discovery Project’ incorporates two sustainable thatched buildings for
multiple uses and the innovative use of boats to transport visitors around this wetland area
with an interpretative guide. Binoculars may be hired. There are facilities for disabled
visitors including level access to all areas and free wheelchair loan and Guide dogs are
welcome. Talks and tactile exhibits can be organised by prior arrangement.
4.
Marketing
Typical visitors to the Wildfowl centres are families (60%), the grey market i.e. aged 55+
(30%) and bird watchers (10%). However, Arundel visitors tend to be from the more senior
market sectors if compared with other centres. Swipe cards are supplied for members to aid
customer research. Marketing activity includes offering discounted entry through the press
(no-cost advertising); through primary school magazines; local tourist association guides,
local radio advertising; local partnership promotions and PR in local and regional press. The
London Wetland Centre is one of 50 attractions participating in the London Pass tourism
visitor card scheme that offers free entry to attractions along with transport discounts. WWT
Arundel is a member of Arun Valley Attractions and all WWT centres are part of local
tourist groups and associations
5. Revenue generation and on-site activities
Wildfowl & Wetlands Trust income generation breakdown (2002) %
Commercial operations (catering, retail – both on site and on-line shops)
Admissions
Membership subscriptions
Grants and service contracts
Donations
Legacies
Additional Income1
55
25
14
16
11
10
10
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1
Additional income comprises consultancy income from providing advice on conservation management,
miscellaneous sales, rents, supporters and adoption scheme, special events, lotteries and investment income.
At Arundel the restaurant and function operations have been targeted for growth. In London
facility hire and catering contribute around one third of income, e.g. from weddings,
christenings, conferences, corporate evening events, ‘breakfast in a hide’ and corporate days
out. Both Arundel and London centres have a gift shop, a café, and function rooms, gallery
space featuring wildlife art exhibitions as well as interpretation boards, interactive displays
(the London centre has a children’s discovery centre) and education rooms. They also have
trails and bird watching hides. In addition to a programme of educational events focusing on
the environment and conservation there are daily warden or volunteer run guided tours and
bird feeds. In London activities range from grey heron weekends, summer barbeques and
night safaris to photography courses and a talk about the Thames whale in June 2006. Half
term and holiday activities for young children include: Stirring the Waters, live hedgehog
theatre, pond dipping, nature trail, Easter egg event and Bug Summer. The London Wetland
Centre, through its community programme, is working to encourage visitors from minority
groups and offers free admission and transport e.g. carers stayed overnight and made bat
boxes. The London Centre also helps local organisations and schools with donations for
raffle prizes and allows entry to the Variety Club free of charge.
6.
Education
The Wildfowl and Wetlands Trust educational programme supports the English and Welsh
National Curriculum (KS 1-4/5) and equivalent curricula in Scotland and Northern Ireland.
Special programmes are available for GCSE, 'A' level and special needs. WWT provides:
 Planning advice and preliminary visits for teachers;
 INSET opportunities;
 Reduced rates for pre-booked school and college groups;
 Tailored programmes for special needs;
 Support materials in a variety of printed and electronic media for on-site,
classroom and local environmental work.
Education packs include the ‘Wise up to Wetlands’ programme and the website
www.wwtlearn.org.uk provides additional materials for class based learning. Downloadable
lesson plans, datasets, Factfiles, and images about water etc.
A free entry for schools programme has also been piloted in Arundel.
J
Naturums in Sweden
‘Naturum’ is a term applied in Sweden to facilities which correspond to ‘visitor centres’
found within areas of high nature conservation or landscape value in the UK. The function
of a naturum is to describe, explain and increase awareness of the surrounding area’s natural
values, and thus to inspire visitors to experience nature directly. They probably equate fairly
well to England’s National Park Visitor Centres. A naturum usually consists of one of more
buildings which generally offer information about the area’s natural features, recreational
values and human history and the impact of people on the landscape. The name ‘naturums’
is a registered trademark of the Swedish Environmental Protection Agency, which has
drawn up guidelines for the operation of naturums in Sweden and, ‘these guidelines indicate
the rules that should apply at facilities authorised by the Agency to be called naturums and
to use the special logotype’ (Naturvardsverket Rapport 5376).
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Naturums generally are located close to attractive natural areas – either national parks or
well-visited nature reserves, but they may also be located in other sites that are important for
recreation, including near urban areas. The Guidelines state that , ‘exhibitions, programme
activities and outdoor nature interpretation shall be offered in or near naturums’ and, that
‘they shall be staffed with well-educated personnel and maintain ample opening hours’,
although, ‘the information and activities are directed primarily to members of the public
with no special knowledge of natural history’. Naturums managed by the state have free
entry. Also, interestingly, the guidelines state that construction methods, materials and
building maintenance shall be environmentally-friendly.
The Swedish State owns and funds the building and operation of naturums through the
Swedish Environmental Protection Agency. They tend to be managed by country
administrative boards. Those that fall outside this category may be owned and operated by
municipalities, foundations and voluntary organisations.
In terms of monitoring and evaluation of naturum operations and activities, the owners of
centres are responsible and findings are regularly reported to the Swedish Environmental
Protection Agency.
One example of a Naturum that has recently been redeveloped is the Naturum Dalarna in
Naturreservatet Siljansnas.
Name of visitor centre
Description of location, e.g.
Exmoor National Park;
AONB
Age of centre
Ownership of centre
Naturum Dalarna
Naturreservatet Siljansnäs
Built 1983
National Environment Protection Board
1) Characteristics of the area
The area is traditionally important for farming and forestry and tourism. It is also one of the
most exploited parts of Sweden for mining – silver, copper, iron and lead. The area is
accessible by a train from Stockholm to Leksand which is around 15 km from the centre,
and there is an airport fairly close in Borlange.
2) Visitor characteristics and use of the area
Detailed information about visitors can be found from the tourist organisation on
www.tourism.se but an interviewee stated that there are many visitors from other countries,
particularly Germany, Holland, Japan, Demark and USA. Local tourism is also strong with
around 275,000 inhabitants in this county, many of whom stay at home during the summer
months and like to make use of local attractions. There is a well-known restaurant close to
the centre which receives around 50,000 visitors each year. School and educational trips are
an important use of the centre.
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2) Management Arrangements
The National Environment Protection Board owns the building. The county Administration
Board of Dalarna manages the naturum. A local company services it with personal facilities
and there are conferences held in the building.
The building is 800 square metres divided equally between an exhibition area and confernce
rooms. There are five exhibition rooms and one small film room that holds 25 people. The
conference area is divided into two big (90 m squared) rooms and 3 smaller group rooms
and one lobby. The reception is common for both the exhibition and conference part. There
are four toilets for those with physical disability and three others and there are also some
store rooms.
About 100 metres below the naturum is a very well known restaurant and 500 metres
downhill from that is a hotel and restaurant. In terms of accommodation there are also
possibilities for people to rent lodges.
There are three girls working as guides at the centre with different shifts. The manager
would prefer to have at least two people working at a time but financial resources are a
constraint.
3) What is offered at the centre?
The centre is focused on providing environmental information, educational activities and
some scientific information for what the interviewee described as ‘this first step’. There are
innovative interactive activities and books and postcards are on sale. They hope to create a
lot of ecotourism from this ‘platform’ over time.
Much has been written about the exhibition by journalists and it has been discussed on the
radio. More information about it can be found at
http://www.w.1st.se/template/forminfo.aspx?id=5877.
There are plans to have guides in English, German and Swedish. There are also signposts on
different places in Leksand and Siljansnas.
4)
Other attractions and visitor centres within the area
There is another naturum in Dalarna around 200 km away which is called naturum
Fulufjallet in the north western part of the county. There are also some more museums etc in
Falun (60 km), Leksane (15 km), Mora (45 km), but these give different types of
information from this naturum.
5) Factors affecting sustainability of the centre
The centre is seen by an interviewee as being very sustainable into the longer term. However
there is a perceived need for good guides who can answer questions about cultural and
natural aspects of the area. The interviewee stated that they have ‘good social competence,
and an interest in taking care of people from other parts of the world’. They need more
economic resources for the future. There is a need for better signage in the area. The centre
has been well promoted by the press who have portrayed it is impressive. There has been a
high level of cooperation in the development of the centre project so the interviewee
described this as a ‘very positive project’. High levels of participation and cooperation in the
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planning and development stages tend to enable long term social sustainability in terms of
commitment.
Thomas Hansson who is employed by the Swedish Evironmental Protection Agency, and is
in charge of the development of naturums across Sweden, has undertaken research into how
naturums should be modernised (see under contacts for obtaining further information).
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4.
Visitor Centre Issues, Feasibility Studies and Strategic Planning
4.1
This Chapter reports on some important research conducted by the Countryside
Agency on visitor centres, and also reports in some detail on the strategic planning
framework and some feasibility studies that have been undertaken along the Jurassic Coast
where new centres are proposed (see earlier). It should be noted that feasibility studies for
Merseyside should also be publicly available at the end of June 2006.
4.2
The Countryside Agency considered ‘The impact of visitor centres in rural areas’
(2000) and the findings from this research have been synthesised below to help identify
what can be done to strengthen the long-term viability of visitor centres. The sample was
derived from recommendations from Regional Tourist Boards and Countryside Agency
offices. Twenty five of these were followed up by telephone to obtain details of function,
content and management, and eight were selected to represent different types of centres in
different locations.
Visitor Centre
Setting
Operator
Basingstoke Canal
Durham Dales
Urban fringe
Upland village
High Lodge
High Moorland
SE Cornwall
Sutton Bank
Tower Knowe
Tyland Barn
Lowland forest
Upland village
Coastal resort
Rural route
Isolated lake
Urban fringe
Local Trust
County & District
Council
Forest Enterprise
National Park
District Council
National Park
Water Company
Wildlife Trust
Throughput
p/a
30,000
76,000
130,000
158,000
65,000
133,000
200,000
20,000
4.3
Viability of rural visitor centres
Only three rural visitor centres out of eight researched by the Countryside Agency (2000)
were making a profit: High Lodge, Tower Knowe and Tyland Barn and the last two
benefited from shared overheads. The pooling of resources and sharing of overheads could
help to cut costs where centre are located in close proximity. The table below shows what
these centres contain and the opportunities they offer for different experiences.
High Lodge Visitor Centre - Brandon,
Thetford Forest, Suffolk
Established
Visitor numbers
Ownership
Facilities
Factors influencing profitability
60
In a forest setting. Popular as a base for
outdoor recreation for families, including
walking and cycling
1992
130,000
Forest Enterprise
Information point, café, shop,
interpretation, cycle hire, adventure
playground, picnic area, forest maze, trails
A range of income sources including
small, efficient café and shop, profitable
events and car park charges
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Tower Knowe Visitor Centre – Kielder
Water, Northumberland
Established
Visitor numbers
Ownership
Facilities
Factors influencing profitability
Tyland Barn Visitor Centre –
Sandling, Kent
In an isolated, popular beauty spot, serving
as a gateway and orientation point for the
recreation resource of Kielder Water
1989
200,000
Northumberland Water Ltd
Exhibition, shop, information desk,
restaurant
High shop turnover and low staff costs,
admissions and car park income. Shared
overheads.
A visitor centre in conjunction with the
headquarters of the Kent Wildlife Trust,
providing interpretation and educational
facilities relating to wildlife in Kent
1992
20,000
Kent Wildlife Trust
Exhibition, shop, small café, function
room, video room, classroom, picnic area
and small grounds with outdoor displays
Use of volunteers. Income from café, shop
and charging educational groups. Some
overheads shared.
Established
Visitor numbers
Ownership
Facilities
Factors influencing profitability
The research identified which visitor centre attributes visitors valued the most. Interestingly
basic facilities were most valued such as toilets and parking.
Components of centres important to visitors
Aspects considered particularly
important
% of non-local visitors
Toilets
81
Car Parking
70
Visitor/tourist information
69
Leaflets on display
61
Staff knowledgeable about local area
58
Easy to get to
57
Displays on local area
54
Walking routes from the centre
51
Café
49
Things to do outside
38
Shop(s)
32
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Items to buy made in the local area
28
Food in café from local area
27
Cycling routes from centre
23
Source: Countryside Agency, CRN 11, July 2000
4.4
It was concluded that in order to enhance their role and viability visitor centres
should:
a)
Use staff to actively promote other local enterprises within a 10 mile radius and
provide relevant information this may include other places of interest, accommodation
e.g. National Parks Authority produce an accommodation guide, and transport e.g. The
South East Cornwall Discovery Centre (Looe) has been important in promoting the
Looe Valley Railway and other public transport routes. Although the survey of eight
visitor centres found that only one quarter of all visitors had obtained information
from where to go in the area from the centre.
b)
Seek additional income through a variety of means such as:

Car parking charges e.g. Tower Knowe (Kielder Water)

Admissions to exhibitions e.g. Tower Knowe (Kielder Water) collected
£1 entrance fee using an honesty box

Admission charging for special events e.g. 2-3 acre grassy area at High
Lodge (Thetford) has been used for high profile arts events including jazz
concerts

Hiring out facilities for meetings of local interest groups e.g. Friends of
Thetford Forest and land e.g. at Basingstoke Canal Centre (Mytchett)
there is a 12 acre field hired by caravan club rallies for example

Income from leasing space for business and advisory services was
important to the Durham Dales Centre whose users of training facilities
included a local college of further education and a development agency

Incorporating a shop in the centre, although shops tended to achieve
lower margins than cafés with small mark ups achieved on individual
items – leaflets, guides, post cards and souvenirs were popular

Charging for group visits where educational services were provided e.g.
school parties at Tyland Barn (Kent Wildlife Trust) and High Moorland
Visitor Centre (Dartmoor) which had 435 school parties

Encourage donations if appropriate e.g. High Moorland Visitor Centre
(Dartmoor) raised £6,000 pa in this way
c) Strengthen the relationship with local enterprises through mutual familiarisation visits
and, where appropriate, with local community organisations and schools e.g. Tyland
Barn (Kent) the head quarters of the Kent Wildlife Trust attracted 140 education groups
in 1998 around 5,000 children;
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d) Ensure that there is sufficient signposting (24% of visits to the eight rural centres
surveyed were prompted by seeing the signs when passing) and adequate marketing of
the centre;
e) Ensure adequate information provision either by providing tourist information services
or maintain a strong relationship with neighbouring tourist information centres;
f) Provide additional features such as events, walking and cycling facilities and routes that
can help generate and distribute visitor spending in the area;
g) Incorporate a tea room/café, e.g. in Sutton Bank Visitor Centre (near Thirsk) the
cafeteria operated as a franchise and pays rental along with an ice cream kiosk,
(however, catering profitability is usually heavily affected by seasonality with profits in
high season and losses at other times);
h) Maximise the use of local staff and local materials, including crafts and foods for resale
e.g. all the staff at Towe Knowe (Northumberland) were local making the centre a
significant employer in a sparsely populated area, it also had dedicated displays for
Northumbrian and Scottish products;
i) Institute a regular process for checking service quality, visitor satisfaction and
mechanisms for gathering local feedback to avoid being marginalized;
j) Use volunteers rather than all paid staff, e.g. at The South East Cornwall Discovery
Centre around 17 volunteers work as information assistants;
k) Maximise visitor throughput, a critical mass of visitors is needed to achieve profitability;
and,
l)
Develop walking and cycling trails from the centre where feasible:

Establish a series of trails starting from the centre of different lengths,
difficulty and themes supported by information leaflets

Offer guided walks from the centre

Create routes that pass other local attractions and facilities to encourage
further local spending and cross promotion opportunities.
4.5
Why people visit centres
Specific reasons varied from centre to centre, but over one third of all non-group visitors
said that they came just for ‘something to do’. In rural locations centres are often used as a
base for walking and cycling. Other reasons for visiting typically included learning about the
local environment and heritage, obtaining local information, having a meal or attending a
specific event e.g. there is a regular programme of events at Tyland Barn Visitor Centre
(Kent) such as pond dipping, wildlife study days and children’s activities. Local people may
also use the centre for information, to purchase local gifts, have refreshment and as a place
to visit with family and friends. Coach parties and other groups often use visitor centres as
stop off points, as they seek accessible places to eat and shop for souvenirs.
4.6
The importance of location
The effective location of centres depends on objectives, but are usually either:
a) in villages central to the local area e.g. Durham Dales (County Durham), High
Moorland (Devon);
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b) strategic locations to intercept visitors e.g. Sutton Bank (Yorkshire), South East
Cornwall Discovery Centre (Cornwall), Tower Knowe (Northumberland);
c) dictated by access to sites e.g. Basingstoke Canal (Surrey), High Lodge (Suffolk);
d) between town and country in the urban fringe relating to local demand e.g. Tyland
Barn (Kent).
In order to maximise visitor throughput, centres should be strategically located on busy
access routes (preferably accessible by public transport) or car parks, the Sutton Bank
Visitor Centre (Near Thirsk, North Yorkshire) is adjacent to a busy route east from the
M1/A1 to the Moors and coast and it catches a lot of passing traffic. The car park there has
been extended to 200 spaces to encourage visitors to leave their cars and travel into the
North York Moors National Park by bus or bike. The centre is a terminal for the Moors bus
that operates throughout the national park and beyond. The park operated a cycle hire
service from a van in the car park.
4.7
How non-local visitors found out about the centres
Many non-local visitors (45%) had visited the centre before which shows that repeat visits
may form a key component of funds and consideration should be given as to how to
strengthen this pattern. Signage was also important in directing passing visitors.
Been before
Saw the signs when passing
Suggestions by family/friends
Leaflet
Bought by someone else
Suggestion by accommodation/info centre etc.
Advertisement
Saw it on map
% non-local visitors
45
24
10
7
4
2
2
2
4.8
Increasing the economic benefit to the local area
This can be achieved by employing local staff, using local materials and influencing visitor
spending. The largest contributory factor to total income retained in the area was when
people living locally were directly employed by the centre (58% of total retained income).
32% of retained income was derived from visitors influenced to come to the location
because of the existence of the centre then spending elsewhere in the local area. 5% was
from purchases made by the centre itself in the local area. Additional income to the area can
be generated from:
e) Enterprise opportunities that had been developed in parallel with the centre for
example retail craft units; or if a small area is rented out as a retail pitch e.g. Durham
Dale Crafts an informal co-operative of local crafts people rented space at the Durham
Dales Visitor Centre;
f) Additional services/activities becoming established on site such as cycle hire and boat
trips e.g. at High Lodge (Thetford) cycle hire is run as a separate family business
under a concession; and boat trips at Basingstoke Canal Centre;
g) Marketing large one-off events at the centre;
h) Neighbouring businesses (e.g. restaurants and shops) that rely on the marginal extra
income brought by visitors to the centre to maintain viability in Princetown on
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Dartmoor a café opened as a private business as a result of the nearby centre bringing
new visitors, including coach parties, into the village;
i) Additional spending by the visitors who may stay longer in the area as a result of
visiting the centre and 65% of visitors have said that they were more likely to visit
again because of their visit to the centre
j) Promoting relevant local clubs and associations through publicity, displays,
newsletters and activities at the centre, e.g. at Basingstoke Canal Centre this has led to
canoe clubs acquiring new members
k) Extended opening hours and providing a wet weather attraction out of season for local
B&B guests will boost local tourism and can help to generate referrals e.g. High
Moorland (Dartmoor).
It is noted that the proposals for the development of Langdon Hills Country Park (December
2005) include:
a) An education and visitor centre – in part to encourage visits by education groups,
workshops and courses based on Countryside Management & woodcrafts
b) Café
c) Retail outlet selling for example woodworking items made by the Friends of Langdon
Hills such as bird boxes
d) Meeting room facilities e.g. for use by the Basildon Natural History Society
Whilst the local resident visitor surveys were keen for the park to add:
e) Visitor/education centre; Toilets; Nature trails; Arts events and concerts; Catering
facilities; Learning activities for children.
Similarly, the Canvey Heights Country Park Draft Business Plan (February 2006)
highlighted Countryside Agency research (Towards a Country Park Renaissance) that
showed that catering was the most financially rewarding source of revenue for country parks
followed by car parking charges and entry fees.
4.9
Along the Jurassic Coast World Heritage Site a number of plans have been produced
both strategically and for individual proposed centres. Findings and recommendations from
these are presented below; some of the ideas may provide useful models for other areas such
as the Thames Gateway.
4.10 In relation to cooperation along the coast, the National History Museum’s scooping
study on interpretation facilities along the Jurassic Coast emphasised the importance of
visitor centres working together and joining up facilities and that this could be achieved by:
 Making it clear that working as ‘One Team’ is essential to the long term
success of the JCWHS

Enhancing communication and cooperation among stakeholders along the
coast

Facilitating and encouraging skill sharing along the Coast

Creating a site-wide quality control structure for interpretation

Facilitating and encouraging coherent marketing along the coast

Developing a stakeholder Extranet to aid cooperative working.
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4.11 Some of the lessons learned in Siida (Finland) in relation to organisations and
individuals working in cooperation nationally and across international borders reinforced
these recommendations. They address breaking down barriers such as lack of knowledge
about each other and/or lack of time. The following approaches were commended:

Implementing joint marketing, staff exchange, exhibition exchanges

Instituting meetings where successes and failures are shared

Undertaking joint research e.g. visitor surveys

Pursuing joint sponsorship opportunities

Developing a common site on the Internet that is easy to get information
from, with restricted area for visitor centre staff to access information about
other visitor centres in the area and identify appropriate contacts. This should
include a database of experience that members can access.

Twinning similar parks and visitor centres in the area

Channelling visitors to the area between attractions (protecting the
environment, managing capacity flows and encouraging local spending).
4.12 The potential impact of a new visitor centre within the Jurassic Coast WHS has also
been assessed. The Exmouth Visitor Gateway Centre Feasibility Review (2005) commented
that, ‘The excellence of, and investment in, the Exmouth Visitor Gateway Centre should act
as a catalyst to drive up the quality of the tourism product in the wider area’. It also
acknowledged that opening such a facility is likely to alter the pattern of leisure visits and
expenditure in the area. Displacement and substitution effects would lead to:
 Attraction to the Coast of day trips by people on holiday in the South West
who might otherwise have visited alternative leisure attractions

Attraction of tourists who might otherwise have stayed in other destinations
in the region

Visits to other leisure attractions by people who were stimulated to take a
holiday in the South West because of the opening of the Jurassic Coast.
It was concluded that the first two effects would reduce visits to alternative
leisure/accommodation providers, but that the third will tend to stimulate additional visits to
alternative sites that might otherwise not have occurred.
It was estimated that visitors to the proposed Exmouth Visitor Gateway Centre (circa
250,000-300,000) would spend around £30m ‘off site’ at shops, restaurants and other visitor
attractions, but an additional £6m of expenditure ‘off site’ would be solely as a result of the
proposed new centre. This would have a potential ‘knock-on effect’ economically for the
town and wider area. It was estimated that:
4.13

80% of businesses in Exmouth rely on the visitor economy

RSPB attracts visitors to Exmouth and the Estuary. Companies such as Stuart
Line and Exe2Sea Ferries provide ‘Avocet cruises’ to enable visitors to see
the birds close up. Exmouth water taxi also benefits ferrying people to their
boats. The all year round trade also sustains companies that service boats and
boat engines. Plans to regenerate boat services and increase river services
would also lead to all year round employment for crews.
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
Exmouth is the terminus for the Wessex Trains ‘Avocet Line’ and visitors
are a major component of annual passenger numbers sustaining the branch
line.

Restaurants and cafes rely on the visitor trade and increasing numbers would
encourage more to stay open off-season benefiting locals.

Of every £5 brought in by Haven Holidays Devon Cliffs Holiday Park (the
largest employer in Exmouth with 500 employees including seasonal staff)
£3.50 ultimately finds its way into the Exmouth economy.

Tesco’s increase staff by 20% in ‘the season’, these jobs would become
permanent if the visitor economy was viable all through the year.
4.14 Strategic development
A strategic report on the development potential of the World Heritage Site (WHS) in Dorset
and East Devon surmised that on its own the WHS provided no development potential, but
that the ‘World Heritage Coast’ (WHC) taken as a whole did. WHC defines a larger area
encompassing the WHS and provides attractions, services and infrastructure that comprise
the overall ‘world heritage destination’ (July 2002, Locum Destination Consulting). Towns
were re-defined either as Anchor Towns, Gateway Towns or Market Towns. Anchor Towns
are hubs at either end of the WHS e.g. Exeter, Poole and Bournemouth. These towns
offered: sizeable populations providing visitors to WHS/WHC, major transport interchanges
and strong retail and accommodation bases. Gateways Towns on the other hand act as
destinations in their own right; promote the shared WHS/WHC master brand; they add value
to the visitor’s overall experience of the destination; and form part of an integrated approach
to the conservation, interpretation and management of the WHS. Market Towns were
important for a variety of other attributes e.g. transport hub, range of accommodation,
service centres etc. In the Thames Gateway South Essex Greengrid, Southend-on-Sea could
perform a similar role to that planned for Exeter.
4.15 ‘Hub and Petals’ model
This model was used by Locum Destination Consulting in JCWHS to illustrate a range of
related products and facilities that connect to a central hub like the petals of a flower in
order to maximise the visitor offer and therefore its economic benefit (e.g. the Exmouth
Visitor Gateway Centre (EVGC) or the Grand Canyon Visitor Centre). The idea is to link a
variety of dispersed attractions, activities and facilities via interconnecting themes and
interests and encourage visitors to participate in activities across a relatively large local area.
The logic behind this is that it makes the combined set of visitor activities coherent and
greater than the sum of the parts. The central hub which is a visitor attraction in its own right
aims to prompt visitors to visit as many of the other attractions as possible and so lengthen
the amount of time visitors spend in the area and increase their overall expenditure
benefiting the local economy and regeneration projects in the area. For example Exmouth
already benefits from a wide variety of established products that would be ‘petals’ of the
proposed EVGC such as:

The Met Office’s Hadley Centre, exploring global warming and climate
change

Stuart Line boat trips

Sites of environmental significance

Kittiwakes web-cam in Devon Cliffs
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
Exmouth beach

Sporting water based and land based activities including sailing, windsurfing,
parascending, kitesurfing, fishing, walking, hiking, cycling

Transport links

Regional ‘petals’ e.g. National Cycle network, South West Coast Path,
Dartmoor and Exmoor etc.

Attractions in Exmouth

Attractions in the local area

Education and learning provision

Local businesses etc.
Provided that the new visitor centre connects positively to these petals it can significantly
enhance the visitor economy.
4.16 Strategic siting of a visitor gateway and promotion
There is value in developing primary gateways to the area e.g. via the proposed Exmouth
Visitor Gateway Centre (EVGC) for the Jurassic Coast. The centre would be strategically
located at the western-most point of the World Heritage Site designation, so it is at the
beginning of the ‘Walk Through Time’ experience that the coast represents. It would be
situated at the mouth of the River Exe and Exe Estuary which is an environmentally
important area with a RAMSAR site.
It has been suggested that the centre should promote three themes:

the Jurassic coast

the Exe estuary wildlife

the story of world climatic change.
In South Essex a primary gateway could promote the Greengrid overall as well as local
interest, such as those relating to wildlife or heritage.
4.17 An interpretation hierarchy
The Jurassic Coast World Heritage Site is extensive and diverse so consequently it was
determined that a structure needed to be created to communicate stories about the area
giving rise to primary and secondary interpretation themes e.g.
Primary Interpretation
Themes
Secondary Interpretation
Themes
Worlds of the dinosaurs – fossils & past environments
The ever-changing coast – coastal geomorphology
Birthplace of a science – history of geology
Geology for the future – future of geology science
World Heritage Sites for today and tomorrow
Geology and the landscape – influence in creating the
landscape
Local stone – local character
Stories of stone - uses
Great nature’s open book – wildlife’s dependency on
the coast’s geology
Inspiration from the coast – inspired artistic activity
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Additional Themes
Sea Stories
Local History and culture – strong local interest and
heritage stories
Archaeology
Transport and geography – specific features relating to
the location in the area
Jurassic Coast interpretation hierarchy has multiple levels that could be adopted by the
Thames Gateway South Essex Greengrid. This hierarchy includes: Primary Interpretation
Gateways; Local Interpretation Gateways; Unique Insight; and Local Outposts. Education
Facilities are also featured, but not within the hierarchy.
Primary Interpretation Gateways
Primary Interpretation Gateways (eight in all in JCWHS) tell the story of the whole site as
well as key local messages e.g. Exmouth the western Gateway Town of the Jurassic Coast,
they also:

have good catchments of visitors and local people and/or good transport links
(Exmouth is a key transport node)

are a potential information hub for the whole area and the local setting

provide a good site for overview exhibitions and may provide support for
smaller centres.
Local Interpretation Gateways
Local Interpretation Gateways e.g. Beer Heritage Centre with an exhibition focusing on
local marine life:

Some will just be sources of information e.g. TICs, others will focus on
specific local stories

Act as local hubs for accessing the area and links to other local centres.
Unique Insight
The venue offers a unique insight in to a particular aspect of the area e.g. Beer Quarry Caves
– Norman Lockyer Observatory;

In the JCWHS case these aim to explain the relevance of geology to the
public and encourage non-geology visitors to explore further.
Local outpost
These include more isolated or remote sites such as landmarks, interpretation panels, and art
in the landscape

JCWHS Local outpost e.g. East Devon Pebbled Heaths
Education facilities
A field study centre can provide a focus of hands-on direct interpretation and learning,
including residential facilities and skilled staff.

JCWHS education facilities e.g. Lesson House Field Studies Centre
4.18 WHS-wide interpretation project examples
Some of the proposed interpretation projects in JCWHS listed below could be replicated in
the Thames Gateway South Essex Greengrid e.g. for the ‘European Route of Industrial
Heritage’.
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Physical interpretation:
 Displays and exhibitions at e.g. TICs, visitor centres and other local venues.

Road Show (less adaptable for South Essex)

Interpretation Panels e.g. at key gateways or public spaces like car parks

Gateway Town Signs welcoming visitors e.g. at rail stations.

Trail based signage e.g. town or area based interpretation trails
Virtual interpretation:
 Website developed for lay, specialist and education audiences

‘Net’ information system accessed at interpretation centres or e.g. remotely
at schools that has greater detail than the website

Location based mobile phone or personal digital assistant information

Free printed materials e.g. walking guides

Saleable products

An interactive DVD

A visitor passport
Experiential interpretation
 Interpretation from the sea e.g. dedicated trips or existing boat usage

Interpretation by bus

Festivals

Arts (profile raising out of season)

Walks and lectures
4.19 Market Segments
The Natural History Museum’s scoping study on interpretation facilities noted that local
residents are an important audience (as identified in Langdon Hills market analysis by the
Continuum Group which estimates that there are 3.9m residents within sixty minutes drive
time of the site) and that diversity is required to encourage repeat visits by this group.
Positive word-of-mouth recommendations by this group will add value to the tourist’s
experience. School audiences including visits from schools outside the UK were also
considered important. The following ranking of target audiences was suggested:
Rank
1
Audience
Families with children aged 7-14, nonspecialist
2
Families with children aged under 7, nonspecialist
3
Adults without children, non-specialist
70
Comments
Core interpretation offer
aimed at this audience.
Reading age of 14 most
appropriate to widest range
of audience needs
Educational activities can
extend core offer to these
visitors
Potential ‘shoulder season’
visitors
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Specialists and amateur geologists (‘degree
level’ knowledge)
Educational (A-level and higher) and
industry training audiences
Potential ‘shoulder season
visitors’
5
e.g. undergraduates, oil
industry employees.
Potential shoulder season
visitors
Source: JCWHS Scoping Study on Interpretation Facilities (2003) The Natural History
Museum
4
The JCWHS Marketing Strategy identified the relative importance of market segments and
their needs, this assessment is also relevant to Thames Gateway South Essex Greengrid. The
segments identified were: domestic long holidays; domestic short breaks (pre-family,
family, post family); overseas visitors (Germany, Netherlands, USA); activity and special
interest breaks (walking, cycling, watersports & coastal pursuits, special geological interest);
educational groups (higher education, school visits); business tourism; day visitors (both
independent and group visits); and visitors to friends and relatives. Segments were
prioritised as Primary, Secondary and Tertiary market segments.
Primary market segments
 Short breaks (post family) - Large segment aged 55 and over with high
disposable income, flexibility in travel period, interest in gentle outdoor
activities and exploration. (In Langdon Hills the primary market has a larger
than average ‘post family’ segment and the primary market is reasonably
affluent).

Activity holidays (walking) - Significant market segment, sensitive
exploration (in Langdon Hills higher than average numbers in the primary
market take part in walking and/or rambling, visiting beauty spots and
gardens).

Special interest geo-tourism – not so significant for the Greengrid, however
the ‘bird-watching’ market would be (RSPB have over one million members
overall and around 150,000 members in Essex, Kent and London).
Secondary market segments
 Short breaks (families) – seasonality means that this is only a secondary
market, self-catering, a good range of visitor attractions, events and shops are
important to this segment

Overseas market segments – particularly European segments (Germany and
Netherlands) because of their interest in environment and walking
(international visitors to Essex mainly come from the United States,
Germany and France)

Cycling – offers sustainable exploration and there is a general growth in
holiday cycling (the proposed National Cycle Route in the Greengrid would
improve infrastructure)

Education market – also generates useful income as a form of tourism.
Primary schools travel an average of 66 miles for residential visits, while
secondary schools are prepared to travel an average of 196 miles and private
schools further, around 241 miles. However, day visits are generally within
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60 minutes drive time, in Essex it is calculated that 120,000 pupils fall within
this parameter in Langdon Hills case.
Tertiary market segments
 Long holidays – e.g. self-catering and holiday parks

Short breaks (pre-family) – however tend to take city and overseas breaks

Day visitors and friends/relatives – large market, but low spend per head

Business visitors – meetings and conferences relating the area themes
(applicable to Greengrid anchor towns in particular)

Watersports and coastal pursuits – including traditional watersports such as
water-skiing, fishing, windsurfing, diving and sailing; and more extreme
activities like kite-surfing, coasteering and coastal cliff climbing.
4.20 A study for the Langdon Hills Country Park in Essex assessed the potential visitor
group breakdown for the park, as shown in the table below.
Breakdown of anticipated attendance at Langdon Hills (Essex)
Type of visitor
Percentage (%)
Primary (older residents less family oriented,
28.
socio economic groups - ‘Wealthy
Achievers’, ‘Comfortably Off’ and ‘Moderate
means’)
Secondary (younger family oriented socio53.5
economic groups – ‘Urban Prosperity’ &
‘Moderate means’)
Schools
8
Day Visitors
5
Domestic holidaymakers
2.5
Domestic Visiting Friends and Relations
2
(VFR)
Overseas (holidaymakers+VFR)
1
Total
100
Source: After Continuum Group (December 2005)
Langdon Hills Country Park includes informal picnic areas, ancient woodlands, grassland
meadows, areas of dense scrub and a network of footpaths and horse/cycle tracks linking it
to the surrounding countryside. Open throughout the year it offers arrange of activities and
events, in addition park rangers offer national curriculum topics designed for school visits.
The Continuum Group projected that Langdon Hills Country Park would generate around
290,000 annual visitors and that a new visitor centre in the park would capture 10% of the
resident and visiting markets plus 80% of the school visits market, circa 46,000 visitors per
annum.
4.21 In contrast, Halcrow predicted around 50,000 annual visitors to the proposed Canvey
Heights Country Park broken down as follows:
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Breakdown of anticipated attendance at Canvey Heights (Essex)
Type of visitor
Percentage (%)
Primary catchment area residents within 15
8
minutes drive
Secondary catchment area residents within 30
34
minutes drive
Secondary catchment area residents within 60
4
minutes drive
Local schools
4
Special Interest Group (RSPB members)
16
Day Trip Visitors
31
Overnight Staying Visitors
3
Total
100
Source: After Halcrow (February 2006)
4.22 Psychographic Segments
As well as the segments based on demographic and life-stages mentioned in Chapter One of
this report VisitBritain has adopted eight pyschographic profiles to define UK holiday
markets these comprise (% of UK population): Style Hounds (12%), Followers (10%),
Cosmopolitans (15%), Traditionals (12%), High Street (22%), Habituals (7%), Dicoverers
(13%) and Functionals (9%). These classifications can be applied to the short breaks
segment, three of these segments were identified as particularly important to JCWHS.

Cosmopolitans – a large, relatively young segment (40% are under 35)
making up over one fifth of the short breaks market (take over four short
breaks a year) that enjoys scenic locations, activities and may be
environmentally conscious.

Discoverers – make up 13.8% of the short break market and 11.3% of the
long holiday market they are interested in themes and experiences off the
beaten track. They are less likely than the norm to go to familiar destinations
and three times more likely to stay in England for a weekend away than go
abroad, they are high internet users.

Traditionals – make up 12.7% of the short breaks market but more than half
take these short breaks in England; in the evening they enjoy visiting the
theatre or arts events.
The High Street segment may also be important for the Thames Gateway South Essex
Greengrid:

High Street – see one of England’s main strengths as its built heritage, along
side the unspoilt countryside and the opportunity to explore several locations
by car or coach. They are prepared to try out new and different things only
when they have been tested by others and are prepared to spend money on
getting a good service. They are attracted to bargain breaks. VisitBritain aim
to improve this group’s perception of Britain’s beaches and coastline.
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4.23 JCWHS Marketing Action Plan (2005)
The Action Plan also addressed the need for:

strengthening the JCWHS branding; raising awareness in the domestic
market especially for short breaks out of season;

developing the Jurassic Coast website (web cams can extend visitor interest
into the shoulder months of October and November e.g. Isle of May seal pup
web cams);

developing a family of information and promotional print;

improving visitor orientation in the area.
It also emphasised:

Developing a comprehensive, themed walking campaign

Promoting cycling opportunities

Promoting to geology enthusiasts (in the Greengrid promoting to bird
watching enthusiasts may be more appropriate)

Promoting to schools and other educational groups e.g. co-ordinate
accommodation offers, produce a flyer leaflet, develop a database, develop
an e-newsletter

Promoting to overseas markets

Strengthening the product offer e.g. improve infrastructure such as
accommodation quality (Hotels, Inns, B&Bs, Guest Houses, Serviced farms,
Self-catering, Holiday Parks) and accommodation for groups (field trips and
school study tours), strengthen events programme (e.g. joint promotion of the
Dorset Maritime Festival in Portland and Charmouth Marine Week),
encourage more packages, (in the Greengrid the need to increase road and
rail capacity has been noted)
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5.
Key Findings from Phase One of the Research
This research has brought out many points relating to factors of success in the viability of
visitor centres for users of outdoor space in honeypot locations and these will not all be
revisited in this Chapter, but some key findings are presented.
5.1
Examples of strategic planning for Gateway areas in the UK
A number of examples of strategic planning were identified and this seems to be
increasingly important both in terms of promoting an area on a bigger scale in relation to
local identity (for example, it was found that the Jurassic Coast World Heritage Site was
easier to promote and better development potential than just the World Heritage Site on its
own because the coast, taken as a larger area, was bigger scale and associated infrastructure
and attractions). The importance of linking into the tourism machinery within areas
generally has been identified since links to the local economy through multiplier effects
from visitor spending are crucial and enable a symbiotic relationship to exist between visitor
and education centres and the market they serve.
5.2
Blaenavon Industrial Landscape World Heritage Site is a participant in the
‘Boundless Parks, Naturally!’ programme (EU Interregional IIIB) which aims to realise a
better spatial dispersion and better access to nature in densely populated North West Europe.
The Blaenavon Partnership has developed a ‘dispersed gateway strategy’ with 21
dispersed gateways sited at key access points (from the road network) all incorporating car
parking and nodes of visitor activity. Eventually there will be two primary gateways to the
Brecon Beacons protected area at Big Pit and St Peter’s School when the Blaenavon World
Heritage Centre is completed at St Peter’s School (April 2007). Marketing is aimed at
developing the existing markets, encouraging the involvement of local people and attracting
visitors from disengaged groups. The area is moving from an industrial economy based on
coal, iron and steel to one based on cultural heritage, nature and tourism.
5.3
A Jurassic Coast (World Heritage Site) Interpretation Action Plan has been produced
which covers the length of the stretch of coast. This details visitor attractions along the
length of coast and categorises them as ‘Primary Gateway’; ‘Local Gateway’; ‘Unique
Insight’; ‘Local Outpost’; and, ‘Education Facilities’. The Jurassic Coast World Heritage
Steering Group has developed this idea of a broad framework for the area and the place of
individual sites within it. Such thematic structuring can be beneficial in planning for such
larger areas.
5.4 Big Pit has participated in joint ventures such as the European Route of Industrial
Heritage (ERIH). Also, as part of Amgueddfa Cymru, it is looking at how it can develop
new audiences from hitherto excluded sectors of the community. There are also
opportunities to participate in joint marketing activities within Blaenafon Industrial
Landscape. Internally, Big Pit team is also looking to: promote surface exhibitions and
attractions to groups that may not wish to take the underground tour; provide rolling
programme of activities for younger children so that the whole family is catered for; develop
a programme of activities and events that encourages retention and repeat visits; promote the
academic content of the surface exhibitions to special interest groups; promote audio guide
as ‘added value’ activity to enhance appreciation of surface buildings and exhibitions; and,
promote the attraction via the website.
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5.5 In Merseyside a new string of visitor centres is proposed, and the infrastructure is being
planned for at a strategic level that has good links to local authority partnerships along the
coast.
5.6 Some findings relating to co-location in honeypot areas
There were many examples of visitor centres in honeypot locations ‘pointing to each other’,
for example, Big Pit Centre promotes other attractions such as the railway and ironworks
and there are joint offers that allow visitors to go to more than one attraction at reduced
prices (the thinking behind such initiatives is to complement the experience rather than
try to compete). Merseyside Waterfront Partnership is also developing centres that point to
each other. Along the Mersey there is a principle of cross-promotion to encourage people to
think conceptually about the bigger picture, for example, by use of a signage protocol that
has been rolled out across the area to cross-promote the different areas along the waterfront
and point out locally distinct areas to visitors. Also, the Countryside Agency (2000)
recommended that staff should actively promote other centres and attractions within the
local area. Studies for the Jurassic Coast recommended that organisations should ‘work as
one team’ for maximum benefit, and that there should be an ‘extranet’ developed to
encourage communication between different stakeholders within the area.
5.7 Visitor Centres that were located in the same catchment area were often found to differ
greatly from each other, for example, near Windermere, Brockhole Centre provides a
pleasant environment for wildlife watching, picnics, children’s activities, and provides a lot
of display information about the National Park, the way it is managed, and the role of
Government agencies. Grizedale Forest Centre, a few miles away, but located in a forest
environment (Forestry Commission-run) provides more of a hands-on experience with a ‘go
ape’ facility in the trees (participants are on wires above ground), and has a more ‘earthy’
feel to it. Starting from the Centre are a number of walks or trails of varying levels of
difficulty with different coloured signage.
5.8 The point was made in a couple of locations that there was an issue between smaller
charity-owned attractions and larger, sometimes bigger, new centres. For example, the
proposal to develop more heritage centres through World Heritage Site designation along
the Jurassic Coast (South West England), for example, at Exmouth and Lyme Regis (which
is being strategically considered) has provoked some tension. The key questions posed by
one interviewee were, ‘how will these be sustainable’, and, ‘who will meet the operational
costs?’ One strong opinion is that, ‘the organic route makes more sense in terms of ensuring
the long-term viability of visitor and education centres since it harnesses local knowledge
and centres have developed more gradually in response to demand and use’. At Blaenavon,
however, the point was made that the smaller charity-owned attractions are not in
competition with the local authority attractions, but complement the visitor offer.
5.9 Visitor centres that are owned and operated outside the private sector were said to
struggle because they were not conceived of in a ‘business-wise’ sense. Most private
operators were thought by one interviewee to, ‘not necessarily invest in a visitor centre
within the same vicinity of another one’, so there was a rationale for rationalisation
identified to result in larger, better centres rather than fewer, poorer quality ones.
5.10 Examples have been found of some tourism information centres and visitor centres
closing or being relocated as new ones are opened up, for example, the existing Tourist
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Information Centre at Blaenavon Ironworks (10,000 visitors per annum) may be relocated
when the new World Heritage Centre is opened in St Peter’s School. A visitor centre in
Exmoor National Park has recently been relocated to temporary accommodation quite some
distance from where it was originally located in order to ascertain whether it will be
sustainable by current visitor levels in the new location. It is now found on a main route into
the moor.
5.11
Is there always a need for a centre?
It was emphasised by one interviewee that visitor centres are not always required and can in
fact be in conflict with a ‘sense of place’ in rural coastal areas, for example, Formby Point
(Merseyside) is a National-Trust owned site that is extremely popular but the partners do not
feel that it is appropriate to develop a centre there because people visit for the countryside,
not for an interactive experience: ‘they go there for the beach, the dunes, and to feed the
squirrels’.
5.12
Visitor centre adaption
Examples were found of visitor centres adapting their ethos when redeveloped, for example,
at Port Sunlight, a new heritage centre has opened directly opposite an existing free art
gallery, and, to attract visitors the ‘experience’ offered has altered significantly so that there
is more emphasis placed on architecture. In its old state it was perceived by a project worker
as being ‘well out of date plus it was very industry-focused’. The centre will incorporate a
range of historical ‘characters’ with an interactive film zone.
5.13 Links to sustainable transport
Southport Eco-centre is n important information point which Mersey Partnership has helped
to fund - a case where a visitor centre on its own could not be justified but it is linked to a
park and ride bus centre and the information centre there captures people for ten minutes or
so. This is contained within a ‘beautiful building’ that has won awards and provides
information on the Southport area (similar to the role of a TIC), but it also explains
principles behind sustainability and sustainable construction, for example, energy saving
measures.
5.14 In the Lake District visitors can buy a ticket that enables them to visit Windermere,
then take a ferry across the lake, then continue by bus to Beatrix Potter’s house, and on
further by bus to Grizedale Forest Visitor Centre. At Exmouth there are transport links for
bird watching with Avocet Cruises.
5.15 Links to sustainable transport in Gateway areas with provision of information should
be considered, for example, local buses to the Jurassic Coast have posters that promote the
“Jurassic Coast World Heritage Site’ and this is also painted on their outside.
5.16 Cycling and walking routes can incorporate local enterprises as stop-off points (e.g.
shops, pubs, farms, bead and breakfast accommodation and so on), or as final destinations.
This enhances spin-offs to the local economy.
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5.17 Some factors affecting viability
General visitor infrastructure was found to be key to the viability of visitor centres.
Accessibility and location was found to be crucial by Countryside Agency (2000).
Signage is important in drawing visitors in and in linkages to other centres and tourist
attractions within an area.
Seasonality is an issue and it may be more viable for some centres to close down at least in
part during the winter months, or operate with a skeletal staff presence. Shoulder season
visitor groups should be appealed to as a priority at those times of year.
The Countryside Agency Study and feasibility studies for JCWHS have identified some
important factors for financial viability and sustainability. There are many opportunities for
linking with local businesses and these should be capitalised on so that visitor centres are
more of an economic hub.
It can be beneficial economically to charge additionally for certain activities such as car
parking and for group visits where an educational service is provided.
5.18
Spin-off activities

Many opportunities for spin-off activities have been identified, for example:
cafeterias that are linked to local producers and suppliers (Northumberland); events
that attract visitors such as wildlife walks (Brockhole, Lake District), fossil finding
(Jurassic Coast); corporate funding hire could be considered in larger developments
(although this was found to be less financially viable than using the same space for
other day-to-day visits at the redeveloped Big Pit Centre).

There are many examples of elements of activity/enterprise within centres of the use
of subcontractors to provide them. For example, at Grizedale Visitor Centre the ‘go
ape’ activity and the restaurant are run by subcontractors as separate commercial
activities that contribute to a hub of activity. In this way local business opportunities
may be stimulated.

Visitor centres can be used for training opportunities, e.g. Huntly Peregrine
Wildwatch in Aberdeenshire.
5.19
Planning for ‘excluded groups’
There is increasing emphasis on making facilities friendly for the less mobile, for example,
at Sefton on Merseyside a visitor survey has identified the need for improved disabled
access to dunes and the coast. At Blaenavon, in the future, excluded social groups such as
older people and economically poor will be encouraged.
5.20 Findings related to tourism and visitor trends
The new types of visitors should be borne in mind, for example, the psychographic
segments, when considering promotion and marketing and what is likely to appeal in society
today. It is important that market segmentation for a specific area is considered since
markets do differ regionally and in terms of the numbers of overseas visitors being attracted.
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5.2.1 Factors for Success Identified from the Phase One Scoping Study
From the research a number of factors for successful development of visitor centres have
been identified and it is recommended that Greengrid considers these in the development of
visitor centres in the future. These are presented in the matrix below.
Factor for success
Existing examples of
good practice
Consideration of aspects
of natural environment
to promote
Consideration of
potential audience and
methods for attracting
visitors
e.g. signage
Methods for
communicating
information and
engaging visitors
Consideration of means
to ensure that centres in
close proximity and
within same catchment
area can work together
(need for strategic
planning)
Consideration of effects
of seasonality on visitor
numbers
Consideration of links
into existing business
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and development of
spin-off activities
Consideration of
accessibility and
sustainable transport
planning
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6.
Recommendations for Phase Two
6.1
Since this Scoping Study for Phase One has identified a number of interesting case
studies some of these should be followed up in Phase Two. Examples should be carefully
selected to reflect Greengrid’s priorities in taking this work further, so from Phase One
Greengrid should identify some priorities and this might be achieved in collaboration with
consultants. Forthcoming feasibility studies for Merseyside should be obtained and the
database of information can be further explored in making the selection for examining key
areas in a more detailed way. It is suggested that Greengrid might consider the following
factors in narrowing down the selection of case studies: urbanity/rurality of area; type of
landscape; presence of coast/water; population and demographic factors and market segment
types; attractions that an area offers and similarity to Thames Gateway; accessibility and
transport linkages; innovative approaches; profitability (it would be useful to follow up
some successful examples such as Tyland Barn in Kent to find out what the factors of
success are). It is suggested that a list of factors of interest is drawn up to produce a matrix
where boxes can be ticked if a location/centre has certain factors present. They can then be
rated in some way as to suitableness for further study.
6.2
In Phase Two, once examples have been selected and justified, more detailed studies
should be carried out with site visits, in-depth face-to-face interviews, and some focus
groups would also be useful where stakeholders within honeypot locations could come
together to explore the economic relationships between visitor centres (or proposed ones)
and the local economy. It would also be important to discuss the relationships between local
environmental assets, users of open space and social and environmental spin-offs.
6.3
The final part of Phase Two might be to use an economic model to examine different
scenarios relating to content and spending within a visitor centre and local area based on a
number of differing assumptions. LM3 could be used. It could be useful to draw on studies
by the National Trust on how much people spend on Trust sites (National Trust Study,
‘Valuing Our Environment’). Some idea of the ideal balance of activities and resourcing
could then be gained as long as the scenario proposed is accurate and reflects Greengrid’s
aims. To this end it would be useful to interview with some of the consultants who have
conducted such studies.
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References and Sources of Information
‘Challenge for Visitor Centres, Linking Local People, Visitors and Protected Areas’, Nature
Protection Publications of the Finnish Forest and Park Services, Series A no.129, 2001
(Report of Working Group 4)
Countryside Agency, July 2000, The Impact of Visitor Centres in Rural Areas, Research
Notes, Issue CRN 11
Countryside Agency (2000), The Impact of Visitor Centres in Rural Areas, CAX31 (The
results of research undertaken for the Countryside Agency by The Tourism Company).
Countryside Agency (2005) Demand for Outdoor Recreation in the English National Parks
Research Notes, Issue CRN 93 [June 2005] Landscape Access Recreation, Countryside
Agency.
Countryside Agency (1999) Regeneration Around Cities: The role of England’s Community
Forests Countryside Agency, Cheltenham.
CCRU (2006) Green Infrastructure Planning in the Swindon Urban-Rural Fringe: Final
Report to the Great Western Community Forest, CCRU, University of Gloucestershire,
Cheltenham.
CPRE et al (2005) Mapping Tanquillity: Defining and Assessing a Valuable Resource.
CPRE.
Dillon et al (2005) Engaging and Learning with the Outdoors: Final Report of the Outdoor
Classroom in a Rural Context Action Research Programme, National Foundation for
Educational Research
East of England Regional Assembly (2003) Our Environment, Our Future: The Regional
Environment Strategy for the East of England East of England Regional Assembly and East
of England Environment Forum.
East of England Regional Assembly (2004) East of England Plan. Draft Revision to the
Regional Spatial Strategy for the East of England East of England Regional Assembly.
Exmouth Visitor Gateway Centre: Options Appraisal and Preliminary Feasibility Review,
August 2005, Exmouth Project Group (Locum Consulting, Form Design Group).
Green Infrastructure North West:
http://www.greeninfrastructurenw.co.uk/html/index.php?page=index
Halcrow (2006) Canvey Heights Country Park Business Plan
Jurassic Coast World Heritage Site: Scoping Study on Interpretation Facilities, July 2003,
The Natural History Museum
Jurassic Coast World Heritage Site Interpretation Action Plan, March 2003, Dorset and East
Devon Coast World Heritage Site Steering Group
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Jurassic Coast World Heritage Site Marketing Strategy, The Tourism Company, November
2003
Jurassic Coast Dorset and East Devon World Heritage Site http://www.jurassiccoast.com
Langdon Hills Market Analysis and Segmentation, (December 2005), Continuum
Group
Locum Consulting (2005) Exmouth Visitor Gateway Centre: Options Appraisal and
Preliminary Feasibility Review Final Report to Exmouth Project Group
Mersey Partnership (2003) ‘The Liverpool City Region: Winning Tourism for England’s
North West - A Vision and Strategy for Tourism to 2015.
Quality of Coastal Towns: An Interreg 11c project to promote sustainable tourism and
development in coastal areas (2000) Merseyside Coast Visitor Research Summary Document
Quality of Coastal Towns Project
Seaton Visitor Gateway Centre: Options Appraisal and Preliminary Feasibility Review,
September 2005, Seaton Project Group (Locum Consulting, Form Design Group).
Steward, H. (2000) Quality of Coastal Towns: An Interreg 11c project to promote
sustainable tourism and development in coastal areas Quality of Coastal Towns Project
The Tourism Company (2003) Jurassic Coast World Heritage Site Marketing Strategy The
Tourism Company, Ledbury, Herefordshire.
UK Market Profile, updated January 2006, VisitBritain, www.visitbritain.com
Destination England: How well does it deliver? VisitBritain, November 2004,
www.visitbritain.com
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Contacts and information sources for follow-up
Blaenavon
Cath Thomas – World Heritage Site – Blaenavon Project Officer 01633 648002
St. Peter’s School Blaenavon Business Plan (November 2001) (Torfaen County Borough
Council)
Management Plan for nominated World Heritage Site Blaenavon Industrial Landscape
(October 1999) The Blaenavon Partnership
Kathryn Stowers Marketing Officer, Big Pit: National Coal Museum,
Tel: 01495 790311, Fax: 01495 792618, Mob: 07970 017210
http://www.museumwales.ac.uk/en/bigpit/
Big Pit: Marketing Strategy 2006-7
General redevelopment of Big Pit
Bogda Smreczak 01633 648081
‘Destination Blaenavon’ (May 2003) Blaenavon Industrial Landscape Marketing Strategy
Gareth Phillips - Team Leader Environmental Projects, Countryside and Environmental
Projects, Torfaen County Borough Council, 8041
Katie Gates - Informal Recreation Project Co-ordinator. Countryside Section, Torfaen
County Borough Council, County Hall, Cwmbran, Torfaen, NP44 2WN
Tel: (01633) 648329 Fax: (01633) 648370 www.countryside.torfaen.gov.uk
Helena Berends (December 2004), Final Report on Transition to Nature as part of the
INTERREG IIIB project “Boundless Parks, Naturally!”
Jurassic Coast
David Tucker 01305 250250/ d.a.tucker@dorsetcc.gov.uk
Sam Rose: samrose@dorsetcc.gov.uk
t.badman@dorsetcc.gov.uk
Aberdeenshire
Forvie and Cyrus www.nnr-scotland.org.uk
St Cyrus Andrew.turner@snh.gov.uk 01674 830736
Forvie Annabel.drysdale@snh.gov.uk 01224 642863
Forvie NNR: Reserve Management Proposals 2005-2011
www.bennachie.org
www.aberdeenshrie.gov.uk under ranger service
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Bennachie - Fiona Banks 01467 681470 fiona.banks@aberdeenshire.gov.uk
Bennachie - There are some surveys and the HLF bid, but the documents are not in
electronic format.
Huntly - Jackie Cumberbirch - Recreation Ranger, 01466 794161, Gordon Smith
jackie.cumberbirch@forestry.gsi.gov.uk
www.forestry.gov.uk/peregrines
Merseyside
lionel.psvt@btconnect.com (Lionel Bowland, 0151 644 4806)
Southport eco centre – new centre run by Mersey Travel (0151 2275181)
Mersey Waterfront Programme – development of coastal assets via a string of visitor
centres: Louise Hopkins (0151 2373907) Louise.Hopkins@merseyside.org.uk
Merseywaterfront.com
howardmortimer@wirral.gov.uk
Andrew.hall@planning.sefton.gov.uk
Will Moody, Team Leader in Sefton’s Planning Dept. Tel: 0151 934 3608
Northumberland
Stephen.farthing@english-heritage.org.uk (0191 269 1216)
Lynn.Rylance@english-heritage.org.uk (0786 7688209) (Management Coordination Unit)
Duncan.wise@nnpa.org.uk
Exmoor
Shirley Booker, Blackmoor Gate Visitor Centre
Tim Braund: tpbraund@exmoor-national park.gov.uk
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Marston Vale
‘Planning Sustainable Communities – A Green Infrastructure Guide for Milton Keynes and
the South Midlands’, The Milton Keynes and the South Midlands Environment and Quality
of Life Sub group, 2004
‘Breathing Space, Creating green Infrastructure in the Forest of Marston Vale’, The Forest
of Marston Vale
The Forest of Marston Vale, Tony Talbot, Managing Director: 01234762701,
tony.talbot@marstonvale.org
The Forest Centre, Sue Chance 01234767037, sue.chance@marstonvale.org
Business Development Manager, Ian Foll (on annual leave so not consulted) 01234762610;
Stewartby Lake Watersports Club - www.stewartby.org.uk
Priory Country Park rangers (Errol) – 01234211182 prioryrangers@bedford.gov.uk
Stockgrove Country Park - Keith McCarthy 01525237760 rangers@stockgrove.co.uk
(resources too stretched to fill in proforma)
Danish Camp – Gail Lee 01234838709, www.danishcamp.co.uk
The Veluwe
www.hogeveluwe.nl
Proceedings of the European Nature Conference 2005, Our landscapes: space for nature
opportunities for people, 21-25 September, Apeldoorn, The Netherlands
Helena Berends (December 2004), Final Report on Transition to Nature as part of the
INTERREG IIIB project “Boundless Parks, Naturally!”
The Wildfowl and Wetlands Trust
Scottish Enterprise, World Class Visitor Attractions – Creating successful businesses by
learning form the best
Green Futures, Centres of Inspiration.
Naturums in Sweden
agneta@westerdhahl.net, Telephone 0046 25015050
Thomas.hansson@m.lst.se
Svenn Engbert (Skrylle Centre) Telephone: 00464658525
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