Archived decisions
Hampshire County Council
Sir George Staunton Country Park Joint Item 7
Management Committee
Tuesday 12 June 2007
Park Manager's Report
Contact: Lewis Paterson (Telephone: 023 9245 3405).
1. Introduction
1.1. The following report updates members of the Joint Management Committee on developments at the Park since the previous Park Manager's Report presented on 21st November 2006.
1.2. The 2006 season was Staunton's most successful. Visitor figures to the pay zone during 2006/07 financial year totalled 111,029, a figure which excludes educational visits which are currently being calculated and we estimate to be in the region of 5,000.
1.3. Membership sales continue to perform strongly, despite a modest price increase, and have already exceeded the target of 5500 set for 2007/08.
1.4. This is the busiest the Park has been (by over 30,500 visits) since recording started in 1990. It also demonstrates continued improvement with an increase in visitors of 38% on last year, significantly outperforming other regional and national attractions (VisitBritain, England Attractions Monitor survey).
1.5. Active Staunton has encouraged many of our visitors to enjoy previously much less accessible areas of the Park through the continued infrastructure restoration in Leigh Park Gardens. This has enabled us to host the Hampshire Athletics Association County Championships for cross country running and a series of Personal Challenge Rides and demonstration day for Specialized Mountain Bikes.
1.6. Strong links within our local community and schools continue to build. Our volunteer scheme has been reviewed, modified and re-launched under the guidance of the Education Team.
1.7. Staunton intends to build on the achievement of having been awarded a Green Flag status in the previous two years by also achieving VAQAS accreditation during 2007.
2. Business
2.1. Visitor numbers performance during the 2006/07 financial year was very strong. Total visits to the pay zone were 111,029, easily surpassing our target of 90,010. When compared with the VisitBritain Tourism Trends Survey for the south east region (January to September) Staunton compares very favourably. The key findings can be seen in table 2.1, below;
Trend compared to | ||
Type of Attraction |
2005 |
2004 |
Historic Properties |
Down 6% |
Down 1% |
Museums & Galleries |
Down 5% |
Up 5% |
Gardens |
Down 2% |
Static |
Country Parks |
Up 5% |
Up 11% |
Zoo & Wildlife Attractions |
Down 16% |
Down 8% |
Other Attractions |
Down 7% |
Down 3% |
|
|
|
Charging Attractions |
Down 2% |
Up 3% |
Free Attractions |
Down 15% |
Down 2% |
|
|
|
Staunton |
Up 25% |
Up 41% |
Table 2.1: Tourism Trends (January to September 2006)
2.2. During the last year membership sales have continued to perform strongly and followed the trend of doubling year on year. It was anticipated that a natural ceiling of 5500 would be reached during 2007/08, however this figure has been surpassed during the first week of Easter. Four hundred and thirty seven memberships were purchased during the Easter holidays, of these 80% were new members. Local rate memberships now make up 46% of the total and adults make up 71% of members.
2.3. Easter 2007 was again successful with visitor numbers during April showing an increase of 15% on last year while income showed an increase of 24% on last year.
2.4. This continuing positive outturn in visitor numbers is reflected in the Parks budget outturn figures for 2006/07 with the Reserve Account deficit being cleared one year ahead of target.
2.5. The increase in visitor numbers did impact on spend per head within some areas of the business, most of these areas recovered with strong autumn and winter performances. Perhaps the most noticeable impact has been within the Gift Shop. Average spend per head (inc. VAT) can be seen in table 2.2. A certain drop in the average can be expected with such a sharp increase in visitor numbers. Measures are being taken to investigate and improve where there has been a drop on last years average.
Table 2.2: Comparison of Visitor Spend per Head
2.6. In addition to the Gift Shop the other principal area of concern in relation to saturation at peak season is the tea rooms.
2.7. Work has commenced to develop the former education hut into the American Grounds Refreshment Area. It is intended to have this open prior to the main summer season. This will help alleviate some of the peak time pressure experienced last season as well as increasing the operational turnover.
2.8. Improving performance within the Gift Shop will ultimately rely on separating out the area required to take visitor tolls. It is hoped that in time it will be possible to relocate Sparsholt College students from the college cabin (adjacent to the car park) and transform this into a retail area which will allow the existing visitor centre to focus more on tolls, animal feed and impulse buys.
2.9. Another notable impact of the increasing visitor numbers has been on car parking. It has been necessary to improve surfacing within the rear car park due to increasing pressure from regular winter usage.
2.10. With only 185 parking spaces in the main car park and a further 85 available in the overflow paddock car parking has been identified as a significant constraint to visitor growth at peak season. Following on from the improvement to the standard of the existing facilities the additional car parking opportunities identified within Storey Gardens are being realised. Internal sections are due to be fenced by the Ranger Team utilising timber harvested from the Estate.
2.11. Conference and meetings business continues to slowly build. This has been helped by Continual Professional Development days hosted by our Education Team. Staunton will also host five wedding receptions this year as well as a number of corporate days.
2.12. The increasing level of work is placing a greater strain or the Park's administration team who co-ordinate the bulk of conference, functions and meetings. It is recommended that in order to maintain and further develop this aspect of the business, as well as reducing pressure on the administration team, the appointment of a conference functions & events co-ordinator be undertaken.
3. Recreation
3.1. Active Staunton continues to play an important role in shaping the current works in Leigh Park Gardens. Significant sections of the path network have now been restored and we are beginning to see greater use of Leigh Park Gardens and the woodland. The clearance of scrub and reseeding of Seven Oaks Lawn has also been a success with the area becoming even more popular for picnics.
3.2. A significant development within the woodland this year will be the further improvement of our Inspirational Surroundings trail. Following a successful bid to the Big Lottery Children's Play Initiative, in partnership with Havant Borough Council, Staunton has been awarded £56,000 to install a range of sculpture and play equipment. We will be working with older members of our Wild 4 Nature club, local schools and youth groups to guide the design and installation of these pieces of equipment. Where possible timber produced on the Estate by the Ranger Team will be utilised.
3.3. Following its increasing popularity over the past three years Staunton Live! will once again return. A range of free music events will take place on Coach House Lawn in Leigh Park Gardens on Sunday afternoons between the 5th and 26th August 2007.
3.4. A full programme of Holiday Activities for February and Easter holidays were enjoyed by many of our visitors. Since May themed weeks have been provided during school holidays with activities each day for all visitors to participate in without the need to pre-book, these are proving popular.
3.5. Increased opportunities to meet animals and staff have been provided through our regular animal encounter sessions. These were initially trialled during the February half-term holiday with a minimum of three encounters each day. These were further developed over the recent Easter Holiday and received positive feedback from visitors with average audiences of around forty people. These will now become a regular feature at Staunton delivered by trained staff every weekend and during all school holidays.
3.6. In order to better inform us of visitor numbers to Leigh Park Gardens electronic visitor counters have now been installed at the main entrance and kissing gate.
4. Heritage
4.1. During March a bid was re-submitted to the Heritage Lottery Fund which, if successful, will enable the restoration of many key features at Staunton including the Vinery Glasshouse, northern farm paddocks and the Shell House. If successful the bid will also enable us to vastly improve interpretation of the Estate and how it has evolved. Hubs will be created in the Farm, Gardens, and Victorian Coach House with an interpretation centre being created within the Gothic Library. It is anticipated that an initial decision will be given by the Heritage Lottery Fund in September 2007. In order to achieve this funding it will be necessary to generate a further £30,000 in match funding over the next three years. This contribution has been built in to the ten year plan and it is anticipated that this is achievable. It is recommended that the Joint Management Committee approve this expenditure.
4.2. The Ranger and Garden Teams intend to continue on from the restoration of the Serpentine Border by re-creating a laurel lawn. This will be between the Serpentine Border and Terrace. It is intended to undertake these works during the autumn.
4.3. The walled garden has been replanted and this year includes a selection of heritage vegetables. Park produce will continue to be sold through the shop and tea rooms. We will also be selling a range of Staunton branded heritage seeds this year.
5. Environment
5.1. The Ranger Team continue to re-establish coppicing within the woodland. The most recent coup to be coppiced and thinned is to the west of the cross path and Avenue junction (adjacent to the sculpted oak bench). Coppicing will help create a more diverse habitat in which wildlife can thrive. Much assistance in undertaking this work has been provided by volunteer groups and local schools.
5.2. We have tried to utilise as much of the coppiced materials as possible. The oak has been cleft by hand and will be utilised as fence posts, the hazel is being sold as bean or pea sticks through the shop and the Ash sold as fire wood.
5.3. Our Longhorn calves have been successfully utilised within the first stage of woodland pasture restoration within Hammonds Land.
5.4. Following on from last years hazardous tree surveys a significant amount of work has been undertaken within the farm, gardens and car park areas. This is perhaps most noticeable within the Ornamental Farm where, following the discovery of deep rot cavities, two of our Lime trees have had to be heavily pollarded to make them safe and maintain the trees as features.
6. Education & Our Community
6.1. A nursery rhyme trail aimed at pre-school and foundation years has been developed in conjunction with Hampshire County Council's Library Services. The trail was launched during May with local pre schools and parents with toddlers.
6.2. Demand for Primary School education sessions continues to increase with newly developed topics including Field to Fork, History Mystery and Orienteering (working with Hampshire County Council's Outdoor Education Team).
6.3. The Education Team has also been working closely with the Park Community and Staunton Community Sports College. A ten week programme for children in their behavioural unit on a variety of topics and practical projects on site has been developed.
6.4. Staunton now has twenty two Member Schools. Approximately 2000 children from these schools have visited so far during this academic year. We will be increasing our Member Schools catchment area from PO9 to the whole of Havant for the 2007/2008 academic year.
6.5. The Education Team can now provide half or full day Environmental Education courses for teachers and school staff. The content of day includes demonstrating variety of topic linked activities, learning how to use the outdoor classroom and Staunton as a teaching resource. So far we have run six days this year (training 190 staff) and have two more booked in this term.
6.6. We have successfully provided after school club for Year 2 and 3 children from 12 of our local schools. Children are selected, as part of the DfES Gifted and Talented scheme, based on their talent and ability for a particular subject to take part in a five week programme of activities.
6.7. Funding has been provided by the Sports Development Coordinator to enable forty of our local junior and secondary schools each to bring 15 pupils to hire our bikes and complete the cycle route. This is now well underway and the facility is becoming well used.
6.8. Twenty seven of our existing volunteers have now attended a training day at which information on the Park in general, health & safety, volunteer scheme etc. was given. Our next scheduled training day is to be held during July 2007.
6.9. Regrettably the Great Copse Conservation Volunteer Group has been dissolved. The Group had been struggling to recruit new active members for some time and felt that it had achieved much of the work it had set out to. Many of the Groups members will be joining the general Staunton Volunteers where they can continue to support out work within the Copse and the wider Estate.
6.10. In partnership with Southern Focus Trust, Havant Day Services and Connexions volunteer opportunities have been created for adults with learning difficulties. The group carry out a variety practical tasks on the Estate every week.
7. Recommendations
7.1. It is recommended that the Joint Management Committee;
a) Support the appointment of a conference functions & events co-ordinator.
b) Approve the match funding contribution to the proposed Heritage Lottery Scheme of £30,000 over three years commencing 2007/08.
Section 100 D - Local Government Act 1972 - background papers
The following documents disclose facts or matters on which this report, or an important part of it, is based and has been relied upon to a material extent in the preparation of this report. NB this list excluded: