Delivering an exceptional visitor experience: National Trusts vision - - PowerPoint PPT Presentation

Delivering an exceptional visitor experience: National Trust’s vision and investments in Cumbria

Mike Innerdale Assistant Director – North West

• Strategic approach
• National Trust

Service Promise

• Lake District Offer
• Our People

We want to build love for the Lakes by….

….to do this we need to Make a commercial return to pay for the maintenance of these places And for our visitors to become active and lifelong supporters of

• ur cause

Giving visitors rich experiences of the Lakes Looking after this amazing place

The Lake District 2011/12- Enterprise Contribution plus Car Park Credi Other Enterprise; Holiday Cottages Catering Retailing Car Park Credit Camping & Caravan; Car Park

2011 awareness of NT’s association with outdoors Our aim for awareness of NT’s association with outdoors in 2020

The outdoors challenge

Fells Crowd Lakeside Amblers Foothills Explorers Viewpoint sightseers Shoppers and “attraction” customers TARGET AUDIENCE FOR 2020 CORE AUDIENCE Lower priority core audience Top priority audiences Lowest priority for this plan period

Audience priorities to 2020

25% of effort 70% of effort 5% of effort

What does 2020 feel like?

Unique Lakes experiences - a selection of clearly signposted “experiences”

• our pay for entry properties
• and our activity destinations

Entry level Lakes – some brilliantly designed outdoors visits for the audiences who want to experience the Lakes without hitting the high fells Wild Lakes – some doorways into an “untouched” vibrant living landscape

Lakes brand behaviours

From:

Telling and instructing We want you to know that the

• utdoors is good for you

Owning We want you to know when you are

• n our land

Preserving We want to you to hear our conservation messages Rooted in the past You see us as just another old fashioned landowner

To:

Listening and inspiring We offer you the outdoor experiences you want to have Championing We stand (up) for the places that are special to you Conserving and connecting We share our love for places with you and encourage you to feel it too Linking past, present and future Every time you see our presence you think “I am part of that – isn’t that great”