The National Trust protects and opens to the public, over 350 historic buildings and gardens as well as thousands of acres of countryside across England, Wales, and Northern Ireland. As a charity the Trust is completely dependent on membership fees, donations, and legacies and income from its shops and restaurants. Because of the necessity to generate increased income growth, the Trust asked Vision XS to build a complex Market and Experience Model to be used as a tool to aid investment decisions.
We set up an investment/market assessment tool for all 180+ paid National Trust Properties which forms the basis for their investment decisions. The process has consisted of:
• Full audit of Market Potential and existing Visitors Facilities of over 180 propertys to fast track an action plan
• Implementation of the tool across 20 pilot properties that enabled the property to create its own visitor experience investment plan.
• Implementation of training and support for the new NT visitor experience team.
• Transfer of the tools and techniques to an internal team at the Trust to enable all properties to use the Model.
Early indicators suggest this programme is already delivering significant value to the organization in terms of improving visitor experience quality, revenue/profit, visitor satisfaction and increased attendance.