Archived decisions

ITEM 7

HAMPSHIRE COUNTY COUNCIL.

SIR GEORGE STAUNTON COUNTRY PARK.

JOINT MANAGEMENT COMMITTEE.

TUESDAY 27TH NOVEMBER 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 12th June 2007.

    1.2. Following a very positive start to the season a number of factors have meant that the visitor targets set for the summer period have not been achieved. Despite this the past season has still been one of the busiest since 1990 with Staunton again outperforming many other regional and national attractions (VisitBritain, England Attractions Monitor survey).

    1.3. Staunton has once again been successful in achieving a Green Flag Award for Leigh Park Gardens. We have also been successful in achieving the VisitBritain Visitor Attraction Quality Assurance Scheme (VAQAS) accreditation for the first time. Staunton was also recently voted the Best Attraction at The Guide Awards 2007, an award voted for by readers of The News.

    1.4. As predicted membership numbers have levelled off at approximately five thousand. A further membership drive is intended over the coming months.

    1.5. Work within the free to access areas of Leigh Park Gardens and the woodland continues with some significant progress made in fencing and scrub clearance over the summer and autumn months. We have seen significant public use of the site including our busiest ever Staunton Live! series.

    1.6. We continue to build and foster strong links within our local community and with local schools.

2. Business

    2.1. Our Marketing Officer and Administration Assistant left the team for new opportunities during the summer. Recruitment is underway for these posts as well as a currently vacant Countryside Ranger post. It is anticipated that all posts will be filled early in the New Year. Our Assistant Education Officer left the team in November and it is hoped to recruit to this post and the Conference Functions & Events Co-ordinator post early in the New Year.

    2.2. Due to long term sickness within the farm team the Senior Ranger has temporarily taken on supervisory responsibility of this team.

    2.3. We have seen a drop in visitor numbers to the Ornamental Farm and Gardens for the period April to October of 4,991 visitors (6%) for the comparable period last year. When compared to our profiled visitor numbers target the deficit is more significant at around 8%. The impact on budget has largely been mitigated through cost saving measures.

    2.4. The principal reasons for the failure to achieve visitor targets are thought to be;

      · poor summer weather;

      · late season impact of foot & mouth disease; and

      · delays to path resurfacing works

    2.5. The delayed path resurfacing has now been completed. The visitor centre, tea rooms and Victorian Coach House are being externally decorated. A number of access improvements are also being undertaken at Staunton, principally in the Visitor Centre. These will all have an undoubted positive affect on the visitor perception of Staunton.

    2.6. Although the restrictions from the most recent outbreak of foot & mouth disease have eased, public confidence has undoubtedly been affected especially when we consider the current national outbreaks of Blue Tongue and, more recently, Avian Influenza. it is a significant challenge to close the gap on visitor and income targets by the end of this financial year.

    2.7. Staunton has been successful in its first attempt to achieve VAQAS accreditation. This is a reflection on much of the positive and visitor focussed work that has been undertaken by the team at Staunton. We have also been successful in achieving our third Green Flag Award in succession for Leigh Park Gardens. These successes were recently added to when Staunton was nominated and voted by the readers of The News as Best Attraction 2007 in the Guide Awards.

    2.8. Despite visitor growth failing to continue as fast as was hoped figures are still comparable to last year and, with the exception of last year, represent the highest visitor numbers recorded since 1990. In addition readings from our new electronic visitor counters for the Leigh Park Gardens main and kissing gates have been encouraging and numbered 78,554 for the period June to October. If we assume that all visitors entered and left by these same gates then that equates to 39,277 visitors for that period.

    2.9. Visitor number performance during the first six months of 2007 (January to June) was very strong. Total visits to the pay zone during this period were 57,679 (8,283 more than in 2006). When compared with the VisitBritain Tourism Trends Survey for the south east region (January to June 2007) Staunton compares favourably. The key findings can be seen in table 2.1, below;

       

      Trend compared to

      Type of Attraction

      2006

      2005

           

      Historic Properties

      Down 1%

      Down 4%

      Museums & Galleries

      Up 12%

      Down 5%

      Gardens

      Down 1%

      Down 1%

      Country Parks

      Down 14%

      Down 9%

      Zoo & Wildlife Attractions

      Up 47%

      Up 24%

      Other Attractions

      Up 7%

      Static

       

       

       

      Charging Attractions

      Up 5%

      Up 2%

      Free Attractions

      Down 15%

      Down 32%

       

       

       

      Staunton

      Up 17%

      Up 48%

    Table 2.1: Tourism Trends (January to June 2007)

    2.10. Visitor figures to the pay zone for the period April to October were 77,141 against a target of 83,673 (-8% approx.). Membership sales have stabilised during 2007 and remain at approximately five thousand. This is slightly below our target of 5,500 but acceptable when we consider the given reasons for general visitor performance being slightly lower (paragraph 2.5). It is hoped that positive late season publicity will rally membership numbers closer to our target. Local members now represent 52% of our total membership.

    2.11. Despite lower than expected visitor numbers spend per head figures have been encouraging. It is still felt that the true retail potential at Staunton is not being met within the Gift Shop. To better realise this potential and provide a better focus for Estate Produce it is intended to relocate the bulk of retail to the entrance cabin (formerly used by Sparsholt College). Average spend per head (inc. VAT where appropriate) can be seen in table 2.2.

    Table 2.2: Comparison of Visitor Spend per Head

    2.12. In addition to the Gift Shop the other principal area of concern in relation to saturation at peak season was the tea rooms, this pressure was somewhat alleviated through the reopening of a previous entrance / catering kiosk within the American Grounds.

    2.13. Following on from the improvement to the standard of the existing car parking facilities the ranger team completed fencing within Storey Gardens to create a flexible animal handling and overflow car park facility.

    2.14. Conference and meetings business continues to slowly build as does the wedding receptions business. Staunton is now fully licenced to hold civil ceremonies. In order to fully realise this potential it is hoped to recruit to the post of Conference Functions & Events Co-ordinator, approved at the last Joint Management Committee meeting, in the New Year.

3. Recreation

    3.1. Previous investment in Leigh Park Gardens infrastructure has meant that Staunton was able to host a Specialized Mountain Bike demonstration day in June. This event attracted over two hundred riders and promoted our cycle trails in both local and national media. It is hoped that we can extend the cycle trail during the coming months to take in some of Havant Thicket (managed by Forestry Commission).

    3.2. During the summer period Staunton worked closely with the Street Sport Initiative (funded by Heritage Housing and Havant Borough Council) to run four angling taster days. These were attended by over two hundred local children aged between eight and sixteen. They received expert tuition from the National Federation of Anglers coaching team.

    3.3. Our Staunton Live! series of free music events was once again held over four Sunday's during August. Musical genres ranged from classical to rock. The event was run in partnership with the Havant Borough Council Arts Team, and technical support given by Havant Arts Centre. Music Fusion also took part to showcase local up and coming talent on the second Sunday. The event is now becoming firmly established and this year was our busiest to date, with the series of events attracting in excess of four thousand visitors.

    3.4. The development and improvement of our Inspirational Surroundings play trail continues with installations of new equipment anticipated in the New Year.

    3.5. A full programme of Holiday Activities were enjoyed by many of our visitors. Our regular animal encounter sessions have been developed and now occur every weekend and every day during school holidays. Delivery of sessions are through trained staff and volunteers under the supervision of the education team. We aim to extend our current programme to include more animals as well as plants and heritage aspects of the Estate. In addition we aim to establish a permanent outdoor encounter area and a seasonal indoor encounter area.

4. Heritage

    4.1. In October we were informed that our Heritage Lottery Fund bid had been unsuccessful. A number of reasons have been given by the Heritage Lottery Fund which will be analysed in more detail in arriving at a future plan.

    4.2. Hampshire County Council Historic Buildings Team anticipates entering into a phased restoration of the vinery glass house. It is hoped that the first phase of these works will commence during the current financial year. This will necessitate the removal of the existing vines for the period of works. These are in any case due for replacement with a more historically authentic variety.

    4.3. During November and December the Visitor Centre and Tea Rooms are being externally redecorated. The Visitor Centre will be reverting to its Estate burgundy during this phase. The final phase of the external decorations will be to the Victorian Coach House.

    4.4. The Ranger Team has undertaken a dramatic reduction of the overgrown laurel within Leigh Park Gardens. This is a continuation of last years restoration of the Serpentine Border and will ultimately end in the re-creation of a laurel lawn. The impact of the works has been significant in opening up views across the outlying park and pasture land as well as creating a more welcoming environment to our visitors.

    4.5. Delays to path restoration had meant that there was a significant redirection of visitors during the peak summer period. With issues resolved the Gardens Team undertook the resurfacing of the most worn areas of path during early November. The outstanding areas will be addressed next spring as part of our regular path maintenance programme.

    4.6. Some minor damage was sustained to the Terrace during July, this has now been repaired.

    4.7. The Heritage Vegetables grown by the gardens team proved popular with visitors and the exercise will be repeated next year. As previously has been the case produce was sold through the shop and tea rooms. There has been a significant increase in revenue generated by the gardens team through shop sales in the last year.

5. Environment

    5.1. The Ranger Team's woodland restoration works continue. Last years works have led to an improved habitat encouraging an increase in butterfly numbers during the summer. Another notable benefit to the general Estate management improvements were that Kingfishers remained on the Lake throughout the entire season.

    5.2. The partially restored woodland glade area has recently seen the addition of a pair of our pigs. These will continue the clearance work started by the long horn calves earlier in the year.

    5.3. A number of conservation ranger days have been held during Autumn. These are aimed at children aged between eleven and sixteen who will be given the opportunity to work closely with our ranger team.

    5.4. The Staunton Green Team are endeavouring to form partnerships in order to enable the collection of all recyclables which are not reused on site.

    5.5. It is intended that the interpretation of sustainability issues relating to the Estate, such as woodland management, will become a high priority for the Education Team.

6. Education & Our Community

    6.1. July and September saw 1,593 education visits (guided and independent). As part of our ten year plan we aim to develop the numbers of educational visits to Staunton and challenging targets have been set (particularly for guided education).

    6.2. A new programme and education pack has been sent to all schools in Hampshire LEA. In addition our educational service has been advertised in the Teach Out magazine.

    6.3. Following the success of our Gifted and Talented programme last year we have continued with the programme, although in a slightly amended format. Twelve local schools and thirty nine different children (from years 2 and 3) have attended each term.

    6.4. Staunton has extended its Educational Membership programme and now has thirty two member groups ranging through nurseries, Sure Start groups, primary and secondary schools. Since September 2007 we have welcomed six new members from the Havant and East Hampshire areas with more expected to follow.

    6.5. Staunton currently provides work experience opportunities to eighteen Year 10 students (14 to15 years old) each year from our nine most local secondary schools. In addition to this we are working with three local colleges and also agricultural colleges in order to provide animal care, land management or horticultural placement opportunities.

    6.6. Following the success of our educational partnership with Portsmouth Water Ltd during the last three years we have reached agreement on partnership working arrangements for the next three years. It is anticipated that this support will assist greatly in helping achieve our education targets.

    6.7. Volunteer recruitment continues under our revised scheme with a further fifteen volunteers joining us in our November induction. For the period July until September we recorded 480 volunteer days (a potential value of £24,000 at the lottery fund unskilled rate).

    6.8. We are currently working with a range of agencies (Southern Focus Trust, Havant Day Services, NHS, Parkways, Connexions) to provide weekly volunteering opportunities for adults with special needs.

7. Recommendation

    7.1. That the Joint Management Committee note the content of this report.

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:

    1. Published works.

    2. Documents which disclose exempt or confidential information as defined in the Act.

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