UK Visitor Attractions

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UK Visitor Attractions
Prof J John Lennon Moffat Centre

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Format

• Survey of Visits to Visitor Attractions
• Recap Theme Parks Science Centres
• Attraction, Markets, Diverse Priorities
• Visitor Attraction Sector
• The experience of the Museum Sector
• Key performance issues

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VISITOR ATTRACTION RESEARCH

• 1984-1998 Visitor Attraction Survey
• Data gathered in-house by Scottish Tourist Board
• 1999-2003 Visitor Attraction Monitor (VAM)
• Moffat Centre
• New image report
• Developments
• 2000-2003 Visitor Attraction Survey for England
• 2003-2005 Visitor Attraction Survey for Wales
• 2004-2006 Extended Contract for VAM Scotland

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UK Visitor Attraction Definition

• an attraction where the main purpose is
  sightseeing. The Attraction must be a permanent
  established excursion destination, a primary
  purpose of which is to allow access for
  entertainment, interest, or education rather
  than being primarily a retail outlet or a venue
  for sporting, theatrical, or film performances.
  It must be open to the public, without prior
  booking, for published periods each year, and
  should be capable of attracting day visitors or
  tourists as well as local residents.

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UK Visitor Attractions
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• Theme Park revolution began Florida
• Popular culture landscape - escapism
• British experience of America
• UK cashing in on American Theme
• Wild West Theme

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Science Centres

• Millennium Developments
• Increase in number of science centres
• Market intervention - investment
• Heritage Lottery Fund, Millennium Commission
• Sustainability
• Income streams
• Maintenance and Innovation
• Seek Museum status
• Collection on History of technology
• Object Interpretation on developments in
  technology

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CULTURAL SECTOR Museums

• Process of Modernisation
• Raise reputation/Improve delivery
• Identity Crisis
• Multiple Missions
• Policy pressures
• Unique staffing profile
• High skill/low cost
• Poor managerial reputation

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The Museum Package

• Museums as Iconic Brand used in Destination
  Marketing

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Three Perspectives Missions

• Theme Parks Profit Incentive
• Mass market, focus on fantasy, visually
  stimulating, highly interactive and family fun
• Science Centres Profit/Education
• Family market, educational, focus on
  technological innovation, interactive and
  visually stimulating
• Museums - Self-sufficiency/Education
• Public Education/Leisure Service, focus on
  reality, interpretation and conservation of
  cultural objects

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Sustainability

• Product
• Package period building, collection,
  interpretation
• Location
• Museum as destination icon
• Financial security
• Roller coaster
• Marketing
• Social inclusion tourism
• Innovation
• Re-invent experience

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Sources of Funding for Attractions

• Local Authority Funding
• Government
• Charitable Trusts
• Admission Charges, Retail, Catering
• Heritage Lottery Fund
• Other Sources of Funding
• Legacies
• Deed of Covenant

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Attraction Performance 2004

• Average Dwell Time 68 minutes
• 47 minutes in actual attraction
• 6 minutes in museum café/restaurant
• 8 minutes in museum shop
• 7 minutes other e.g. visitor information
• Average Dwell for All Attractions
• 82 minutes overall

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Museum / Heritage Visitor Profile

• Social Class ABC1
• 74 Adults 25 Children
• School Visits account for 4 of all visits
• 52.7 local/day trip
• 16.8 overseas tourists
• holiday, business, event, conference, VFR
• 30.5 domestic tourists
• holiday, business, event, conference, VFR

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Key Market Drivers

• Weather Poor weather attraction
• Marketing
• Events/Temporary exhibitions
• Refurbishment/new development
• Competition
• Signage
• Scotland Expensive destination
• Admission Charge Policy
• Global issues

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Impact of New Investment/Free Access
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Securing the Next Generation

• Active learning
• Link in with School Curriculum
• Creative
• Arts
• Party Hire
• Stay-
• overs

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Target New Audiences

• Target Marketing
• Social work groups e.g. elderly, visually
  impaired
• Community groups e.g. history societies, camera
  clubs, adult literacy and numeracy groups
• Tourist information centres
• Widen access to cultural resources
• Introduce Theatre
• Re-enactment events
• Temporary exhibitions
• Target specific niche markets

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Visitor Attraction Closure 1991-2003
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Museum/Gallery Closures

• 26 closed between 1991 and 2003
• 19 recorded less than 20,000 annual visits
• 2 recorded 20,000-49,999 annual visits
• 2 recorded 50,000 or more visits
• 3 did not provide visit figures
• Downward trend in visits across period
• Average decrease per museum 984 visits

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Comparative Analysis1991-2002

• When compared to museums still open those that
  closed permanently.
• Made fewer improvements over the 7 year period
• Introduced fewer new permanent exhibits
• Had fewer temporary exhibitions

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Regional Closures

• 57 were located in rural areas
• 39 were located in urban areas
• 4 were located on the coast

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Ownership of Museumsthat Closed Since 1991

• Between 1991 and 2002..
• 37 were owned by local authorities
• 36 were owned by independent charities
• 12 were privately owned
• 7 were owned by Government Department
• 7 were owned by other (e.g. non-charitable
  membership society)

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Drivers Pre-empting Closure

• Market Failure
• Low visitor volume
• Competition and Visitor displacement
• Resource Shortages, money, staff, skill
• Policy Drivers
• Raised expectations
• Restructuring
• Change in ownership
• Life Cycle Analysis
• No innovation and reinvestment
• No consumer needs analysis
• No forward planning

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MC Museum Projects

• Museum Funding Opportunities Emerging in UK and
  US
• Audience Evaluation of Exhibits for Redevelopment
  of Museums
• Skills Training to Widen Access to Museums by
  Community Adult and Youth Groups
• Museum Impact Analysis on Tourism
• Range of Museum Development Projects.

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Research and The Way Ahead

• Develop Attraction Life Cycle Thesis
• Fails to explain all closures and visitor trends
• Identify other Market Drivers
• Primary Research
• Policy Impacts on visitation
• Schedule of Telephone Interviews
• Sample of museum operators
• Research revenue generation