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

2. 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

3. 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

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

5. 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

6. 890 visitor attractions 109 in the South West Scheme participation
Longleat
Roman Baths
Trebah Garden
Minack Theatre
National Maritime Museum Cornwall

7. Quality in context

8. 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

9. 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

10. 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

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

17. 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

18. Pre-arrival:
Website
Social media
Review sites
Leaflet

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

20. 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

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

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

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

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

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

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

27. Any questions?