ASVA Visitor Trend Report, April 2014 Dashboard Summary, April 2014

Usable data was received from 228 sites. The total number of visits recorded in April 2014 Total Visitor Numbers was 2744180; this compares to 2596604 in 2013 and indicates an increase of 5.7%. Month of April 2,744,180 5.7% p Year-to-Date 7,593,773 1.7% p ASVA's Commentary and Observation for April 2014 Excluding Country Parks April 2014 shows an increase of 5.7% over April 2013. The timing of Easter has had an influence. In 2013 it fell at the p end of March and this year it was in late April. If the figures for both months are combined, the overall increase is 2.1%. Month of April 2,052,959 14.5% From the usable responses, over 70% reported an increase in visitor numbers for April.

The generally warm and dry weather (see last paragraph for more detail) during the month (and especially over the Per Region Easter holiday weekend) has helped ensure that a number of larger sites are showing increases well into double digits This report was and above. These include the (134%), Castle (19%), (15%), Our Northern Scotland 206,427 11.9% p produced for ASVA by Dynamic Earth (67%), (25%), Scottish National Gallery (68%), St Giles Cathedral (15%), The Falkirk Eastern Scotland 1,017,063 19.2% p Wheel (25%), and the People’s Palace Museum (23%). It can be seen that six of the nine noted are in Edinburgh. Southern Scotland 51,048 32.6% p Isolating the city’s visitor numbers for 2014 (as supplied by 26 respondents) these show an increase of 19% over 2013. Western Scotland 1,351,951 -3.5% q So the city continues to do better than the Scottish average.

Outside the capital, Bannockburn and Arbroath Abbey are showing remarkably similar increases of 406% and 409% Per Attraction Category respectively. The new Visitor Centre at Bannockburn and the 700th anniversary related activities are obviously contributing to the increase there. At Arbroath, there are new displays and interpretation panels relating to the Heritage/historic Declaration of Arbroath (1320) so the higher levels of interest linked to HC 2014 and Bannockburn’s 700th anniversary property/stately may be responsible here too for at least some of the increase shown. In the Loch Ness area, both Jacobite Tours and house 475,008 15.0% p Urquhart Castle are showing similar increases in visitor numbers of 27%. Museums & Galleries 965,658 16.7% p Zoo/wildlife/safari Weatherwise, April was largely dry and warm, although Scotland recorded the lowest temperature in the UK at Braemar park/aquarium 145,051 30.4% p (2.7C) and the highest at Aviemore of 22C at the end of the month. In terms of rainfall, Scotland had 53mm which is Sports & activities 23,339 -24.4% q 95% of the normal, whilst Cluanie Inn continued to be the wettest part of the UK with 202mm of rainfall. Most areas of Forest park/regional the UK had average amounts of sunshine across the month with Scotland enjoying 105% (156 hours) of average but the park/country park 691,221 -14.0% q lowest total was to be found in Lerwick with just 103 hours. Gardens 12,722 31.7% p Science Centre 85,177 5.8% p Distillery/whisky related 38,593 6.1% p Visitor Centre 82,348 15.3% p Boat Trip/Marine 86,656 21.5% p Spent per Gift-Aid Other 20,716 -4.1% q Ticket SPV1 Retail SPV Catering SPV ticket sold2 per Visitor

4.25 (144) 8.28 (75) 1.28 (99) 1.34 (36) 0.75 (8) -14.2% q -1.3% q -5.6% q -8.9% q

For further information, contact ASVA at: Confidential information for ASVA members only e-mail: [email protected] Please do not further distribute this report without permission from ASVA Tel: 0141 229 0923 Any commentary to press will be managed by ASVA

2

Visitor Numbers Year-on-Year Visitor Numbers

5.7% p

Month

4093758

2744180

Latest

2596604

3538628

3084197

2744180

2708577

2489410

2290454

2141505

1757106

1134262

997062 950982

May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14 Apr 14 Apr 14 Apr 13

Spend per visitor (Avg, per site) Ticket Spend

-14.2% q

£4.96 Retail Spend

£5.67

£5.53

£5.38

-5.6% q

£4.25

£4.41

£4.35

£4.25

£4.10 £4.05

£4.00 Catering Spend

£3.97 £3.54

£3.54 -8.9% q

£1.77

£1.47

£1.73

£1.35

£1.34

£1.57

£1.55

£1.28

£1.34

£1.34

£1.31

£1.28

£1.25

£1.24 £1.24

£1.24

£1.19

£1.17

£1.15

£1.08

£1.00

£0.97

£0.96

£0.93 £0.93

£0.83

£0.82 £0.16

May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14 Apr 14 Apr 14 Apr 13

Spend per ticket sold (Avg, per site) Spend per

ticket sold

£8.38 -1.3% q

£8.28

£9.78

£9.58

£8.28

£7.92

£7.27

£7.23

£7.10

£7.06

£6.80

£6.13 £6.13 £4.96

May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14 Apr 14 Apr 14 Apr 13 3

Additional Comments

Camperdown Wildlife Centre "Unpredictible weather has meant the numbers have not been as high as they could. However there has been a slight increase in numbers despite this."

Dewar's World of Whisky "Visitor numbers only from 04/04/14-30/04/14 - previously closed for refurbishment."

Edinburgh Bus Tours "Good weather over the Easter weekend. New departure point at St Andrew Square caused a slight dip in those tours that moved, some diversions due to local events."

Hidden Treasures - Lead Mining Museum "We have had an excellent start to our season, with a huge increase in school groups and other groups attending."

Highland Folk Museum - Newtonmore "Good month - due to several factors - increased advertising; good weather and schools being on holiday two weeks before Easter."

Landmark Forest Adventure Park "Busy Easter holiday due to good weather."

Mills Observatory "During the months of 1 April - 30 September the is open for targeted events only, resuming opening hours 1 October - 31 March."

Pictavia "As part of the Tartan Day week of festivities, Pictavia offered a 'kids go free' promotion."

The Falkirk Wheel "A great month. All positive, increase in revenue in all areas plus footfall up v last year. One factor being the weather was good."

The Famous Grouse Experience "We were under refurbishment for the first half of the month."

______

1 Ticket spend per visitor (Ticket SPV) divides the total ticket revenue by the number of visitors from ticket-revenue submitting sites 2 Spend per ticket sold divides the total ticket revenue by the number of tickets sold. 4

Site-specific report April 2014

u Responses for April 2014 were received from 228 sites u 19 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below. u 13 sites have not submitted results this month last year and thus do not appear in the tables below.

April April 2014 2013 Y-o-Y 2014 2013 Y-o-Y Aberdour Castle 1687 1310 29% Craigmillar Castle 2251 1742 29% Aberlour Distillery 1747 766 128% Craignethan Castle 701 625 12% 959 525 83% Crarae Garden 1210 643 88% Almond Valley Heritage Trust 20589 15766 31% Crathes Castle, Garden & Estate 3379 3286 3% 273 251 9% Crichton Castle 56 383 -85% Arbroath Abbey 5841 1148 409% Crossraguel Abbey 341 192 78% Arduaine Garden 1645 1213 36% Culloden Battlefield visitor centre 4995 6870 -27% Argyll's Lodgings 5535 2008 176% Culzean Castle 7901 6510 21% Auchindrain 405 437 -7% Culzean Country Park 18923 16375 16% Bachelors' Club 144 90 60% Dallas Dhu Distillery 567 569 0% Balvenie Castle 322 364 -12% Centre 1311 3574 -63% Bannockburn 5892 1165 406% Dewar's World of Whisky 2656 2893 -8% 287 199 44% Dirleton Castle 2711 2499 8% Bishops & Earls Palaces 549 575 -5% Discovery Point 5194 4959 5% Black House 897 819 10% Doune Castle 4126 3437 20% Blackness Castle 1882 1522 24% Drum Castle, Garden & Estate 1386 1194 16% Bonawe Iron Furnace 309 255 21% Dryburgh Abbey 1312 1130 16% Bo'ness and Kinneil Railway 5629 4557 24% Dumbarton Castle 1917 1908 0% Castle 1113 1579 -30% & Camera Obscura 2791 2021 38% Branklyn Garden 721 607 19% Dunblane Cathedral 2382 1449 64% Brodick Castle 2595 2068 25% Dundee Science Centre 6184 6717 -8% Brodick Garden & Country Park 5018 3699 36% Dundrennan Abbey 359 231 55% Brodie Castle 1562 1522 3% Dunfermline Palace 1257 1198 5% Broughton House & Garden 724 870 -17% Dunstaffnage Castle 1536 1101 40% Museum 4105 3605 14% Edinburgh Butterfly & Insect World 10247 10875 -6% Caerlaverock Castle 3336 2777 20% Edinburgh Castle 125046 105374 19% CairnGorm Mountain 21808 28391 -23% Edzell Castle 612 412 49% Cairnpapple Hill 215 275 -22% Elcho Castle 774 596 30% Horizons 7186 5682 26% Elgin Cathedral 1107 1118 -1% Camperdown Wildlife Centre 12784 9915 29% Falkland Palace & Garden 4526 4020 13% Cardoness Castle 529 435 22% Forestry Commission - Glenmore Forest Park Visitor Centre 4774 7452 -36% Castle Campbell 1825 1416 29% Fort George 4244 3923 8% Castle Fraser, Garden & Estate 1167 1248 -6% Fyvie Castle 1637 1374 19% Chatelherault Country Park 67985 74846 -9% Gallery of Modern Art 50793 46628 9% City Art Centre 17722 7563 134% Geilston Garden 1514 782 94% Clyde Muirshiel - Greenock Cut Visitor Centre 7615 6007 27% Georgian House 3411 3311 3% Clyde Muirshiel - Lunderston Bay 19936 20774 -4% Gladstone's Land 3267 3993 -18% Clyde Muirshiel – Muirshiel Country Park 3800 3656 4% Cathedral 4986 15273 -67% Corgarff Castle 191 68 181% Glasgow Museums Resource Centre 1170 1254 -7% Craigievar Castle 1055 628 68% Glasgow Science Centre 37129 48773 -24% 5

April April 2014 2013 Y-o-Y 2014 2013 Y-o-Y Glen Dronach Distillery 465 308 51% National Mining Museum Scotland 6961 5365 30% Glencoe 1531 2488 -38% National Museum of Flight 7439 6276 19% Glenfinnan Monument 1339 2074 -35% National Museum of Rural Life 11254 8753 29% Glenluce Abbey 107 74 45% National Museum of Scotland 177494 174773 2% Grampian Transport Museum 4422 3813 16% National War Museum 52756 45772 15% Greenbank Garden 3058 3244 -6% Nelson Monument 2044 1193 71% Gurness Broch 665 624 7% Nevis Range 15883 10918 45% Haddo House 386 419 -8% New Abbey Corn Mill 387 411 -6% Hermitage Castle 649 463 40% New Visitor Centre 6736 5870 15% Hidden Treasures - Lead Mining Museum 927 1391 -33% New Lanark World Heritage Site 27195 24256 12% - Newtonmore 7435 4796 55% Newark Castle 460 322 43% Highland Wildlife Park 14918 11727 27% Newhailes 247 19 1200% Hill of Tarvit Mansionhouse & Garden 879 1001 -12% Our Dynamic Earth 41864 25052 67% Holmwood 413 461 -10% Peoples Story 5912 5371 10% House for an Art Lover 955 922 4% Pictavia 461 452 2% House Of Dun 2441 530 361% Pitmedden Garden 80 42 90% House of the Binns 42 34 24% Pollok House 2357 4612 -49% Hugh Miller Museum & Birthplace Cottage 346 368 -6% Priorwood Garden 1538 535 187% Huntingtower Castle 778 1104 -30% Provand's Lordship 7045 5473 29% Huntly Castle 891 727 23% Riverside Museum 111882 89540 25% Inchcolm Abbey 2317 1390 67% Robert Burns Birthplace Museum 28602 27093 6% Inchmahome Priory 1979 1534 29% Robert Burns Centre 4237 2645 60% Inveresk Lodge Garden 130 79 65% Robert Burns House 1386 1074 29% Inverewe Garden & Estate 2345 2315 1% Robert Smail's Printing Works 359 448 -20% Iona Abbey 211 324 -35% Rosslyn Chapel 12860 9958 29% J M Barrie's Birthplace 455 309 47% Rothesay Castle 989 771 28% Jarlshof 505 368 37% Royal Burgh of Culross 1112 1145 -3% Jedburgh Abbey 1680 1464 15% Scotland Street School Museum 4968 4493 11% Johnstons of Elgin 14293 14916 -4% Scotland's Secret Bunker 4403 4424 0% Kellie Castle & Garden 1056 1048 1% Scott Monument 5132 5290 -3% Kelvingrove Art Gallery 98191 95385 3% Scottish Dolphin Centre 11423 8027 42% Kildrummy Castle 439 102 330% Scottish Fisheries Museum 8352 8256 1% Kirriemuir Camera Obscura 161 187 -14% Scottish National Gallery 115420 68807 68% Kisimul Castle 405 317 28% Scottish National Gallery of Modern Art 23590 23790 -1% Lauriston Castle 5588 6331 -12% Scottish National Portrait Gallery 22369 24912 -10% Linlithgow Palace 4924 4468 10% Scottish Seabird Centre 27705 23752 17% Loch Leven 1916 1741 10% Seton Collegiate 282 249 13% Low Parks Museum 2580 3380 -24% 3130 2692 16% Macduff Marine Aquarium 6389 6568 -3% Smailholm Tower 516 584 -12% Maclellans Castle 629 453 39% Souter Johnnie's Cottage 218 156 40% Malleny Garden 481 203 137% Spynie Palace 689 444 55% Mcmanus Galleries 13528 12955 4% St Andrews Castle 5489 4637 18% Meigle Museum 204 393 -48% St Andrews Cathedral 0 2859 13% Melrose Abbey 3076 2868 7% St Giles' Cathedral 80282 69705 15% Museum of Childhood 25950 20598 26% St Vigeans 41 47 -13% 9169 5129 79% Stanley Mills 1057 1259 -16% 6

April 2014 2013 Y-o-Y Stirling Castle 36743 30167 22% 535557 658584 -19% Strathisla Distillery 142 1187 -88% Sweetheart Abbey 626 575 9% Tantallon Castle 4029 2756 46% House 1380 1743 -21% The 16977 16406 3% The Falkirk Wheel 46441 37140 25% The Famous Grouse Experience 6758 7711 -12% The Hill House 1833 2332 -21% The Museum of the University of St Andrews 3504 3729 -6% The People's Palace Museum 43479 35236 23% The Royal Yacht Britannia 26382 23333 13% The Scotch Whisky Experience 26258 22948 14% The Scottish Parliament 25688 25443 1% The St Mungo Museum of Religious Life And Art 9519 8805 8% The Willow Tea Rooms 12095 10411 16% Threave Castle 1769 1020 73% Threave Estate 4046 4277 -5% Tolquhon Castle 713 431 65% Tormiston Mill 1499 1173 28% Urquhart Castle 23117 18149 27% 1157 1088 6% Weaver's Cottage 257 180 43% Writers Museum 4521 3535 28%