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…. Giving visitors rich experiences of the Lakes Looking after this amazing place ….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 our cause

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

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

Audience priorities to 2020 CORE AUDIENCE TARGET AUDIENCE FOR 2020 Shoppers and Fells Foothills Lakeside Viewpoint “attraction” Crowd Explorers Amblers sightseers customers Lower priority Top priority audiences Lowest priority for core audience this plan period 25% of 70% of 5% of effort effort 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 To : From : Listening and inspiring Telling and instructing We offer you the outdoor We want you to know that the experiences you want to have outdoors is good for you Championing Owning We stand (up) for the places that We want you to know when you are are special to you on our land Conserving and connecting Preserving We share our love for places with We want to you to hear our you and encourage you to feel it conservation messages too Linking past, present and Rooted in the past future You see us as just another old Every time you see our presence fashioned landowner you think “I am part of that – isn’t that great”