VisitEngland and the Visitor Attraction Quality Scheme Vicky Howell & Laura Hetherington SW Federation Conference Thursday 07 July 2016

VisitEngland Develop world-class English tourism product Boost visitor numbers and spend Offer advice and support to tourism providers in England Provide market intelligence and customer insights Celebrate success

What is success? Experience vs expectation: Under-promise and over-deliver Know your strengths and weaknesses Promote what makes you unique Make visitors feel welcome

Our quality schemes Accommodation Racecourses Pubs Passenger Boats Motorway Services Visitor attractions

Background Trialled regionally in 1998 Launched nationally by East of England Tourist Board in 2001 Taken over by the National Tourist Board in 2007 Nationwide scheme review in 2012 Scheme revised and updated in 2014

890 visitor attractions 109 in the South West Scheme participation Longleat Roman Baths Trebah Garden Minack Theatre National Maritime Museum Cornwall

Quality in context

How it works Annual participation fee Regular visit Family visits Scoring of all key areas VisitEngland accreditation if scoring 60% or more overall and in all key sections Full verbal debrief Business support and advice Written report

Scheme benefits VisitEngland quality marque Reassurance for visitors Motivation for staff PR opportunities Access to hints and tips, best practice examples and business advice Shortcut for Museums Accreditation Free VisitEngland workshops

Exceeding Visitor Expectations Customer service training, tailored to visitor attractions Open to all attractions VisitEngland accredited attractions get a 10% discount Optional City & Guilds qualification

How do we measure quality? Compare the standard of service & product against other similar attractions

60% score overall and in all key sections The visitor journey Pre-arrival Arrival Attraction Cleanliness Toilets Catering Retail Staff Accreditation 60% score overall and in all key sections

Pre-arrival: Website Social media Review sites Leaflet

Arrival: Car park First impressions Layout & entry point management Visitor information & signage

The attraction The attraction: Layout & visitor flow Range of content Visitor information & signage Appearance of grounds & gardens Appearance of buildings Decoration & maintenance Presentation of displays Quality of interpretation

Tour: Introduction Transport Commentary Conclusion Activity: Instruction Apparatus & equipment Supervision Experience vs. expectation

Cleanliness: Car park & arrival areas The attraction Toilets Catering outlets Retail outlets

Toilets: Provision, location & layout Decoration & maintenance Fixtures & fittings

Catering: Layout & ease of use Ambience & first impressions Decoration, furniture & fittings Food: range and menus Food: quality & presentation

Retail: Ease of use & visitor flow Display units, fittings & lighting Presentation of merchandise Range & appropriateness of merchandise

Staff: Admissions / arrival staff Guides / gallery / gardening staff Catering staff Retail staff Appearance, customer care, efficiency & knowledge

Any questions? attractions@visitengland.org