Things are tough financially. They have been all year, but today the first day of what used to be the “closed season”, really brings it home. This is the point when even though all our countryside is free to access all year round, and more and more pay-for-entry places are open during winter, people have less opportunity to visit.
As an organisation, we aim for a 20% operating contribution, which is to say, that we want to generate from our operating turnover an extra 20%, which next year can be allocated to conservation projects. We’re way below that target right now, and we’ve only got the lean months to try and scrape a little of it back.
Why? Well the credit crunch hasn’t helped, but frankly, in my region, the biggest problem has been the weather. It rained, it seemed, all summer, and especially, it seemed, at week-ends and when we had an event on. Obviously we should try to be less dependent on visitor related income. But that learning point doesn’t help the present situation. My region is responsible for over half the operating contribution shortfall. What are we going to do, in these lean winter months to try and narrow that gap?
I’ve been thinking about what my team is able to do, and I’ve been charged by our regional committee and by our regional management team, to come up with a “tactical plan” in improve income. There are some no-brainers , investing in promoting the winter openings that are going on before Christmas.
This year, more of our houses will be open and dressed for the season than ever before, including Ightham Mote, where the Great Hall with be decorated with a traditional tree for visitors to enjoy from Thursdays to Sundays from 6 November through until 21 December. At Bateman’s, visitors can enjoy a Kipling Christmas during the first three weekends in December. At Standen, the original light fittings will illuminate the house while traditional decorations will add a festive touch, for four weekends from 29 November. At Uppark, you can experience life ‘below stairs’ and discover how the servants prepared for the seasonal celebrations from 6 to 11 December. And finally, from 4 – 7 December, Polesden Lacey will be treating their guests to a true Mrs Greville welcome with staff in period costume, decorations, festive music and a 16 foot tree.
But can we do more to change people’s perceptions that everwhere is closed during winter, and what can we add regionally to the adverstising and press releases that properties themselves are doing? Can we agree promotions with properties that give people 10% off on the shop for instance, and cane we market all the different offers that tea-rooms and resturants have on, under a simple to communicate regional theme? I think we also need to make sure that the properties are all doing what we may be taking for granted, devising their own appropriate offers, marketing them effectively not just with advertising, but in press releases and roadside banners.
And after Christmas, how best should we be promoting visits in January and February? We’ve already decided that the region will create a couple of calendars, one of things to do during half term, and and another for adults of all the lecture lunches and the like, and distribute them on-line at properties and in the papers (if we are lucky). We just tried a viral e-marketing campaign offering a kids go free voucher for this last half term, it’ll be interesting to see how successful that was.
One exciting thing may be happening. I’ve been banging on for years about putting our Father Christmases in his old pre-Coca-Cola costumes. Well… I hear he’s been routing about in his wardrobe…
