Focus Consultants Nottingham Castle Needs Analysis November 2012

Create and Deliver

Focus Consultants

Nottingham Castle Needs Analysis

November 2012

Regeneration

Project Management Construction and Property Services Sustainability

Focus Offices

NOTTINGHAM CLIENT: Focus House Nottingham City Council Millennium Way West Loxley House Phoenix Park Station Street Nottingham Nottingham NG8 6AS NG2 3NG Tel: 0115 976 5050 E-mail: [email protected] Client Lead: Nigel Hawkins Website: www.focus-consultants.co.uk Tel: 0115 915 5555 Email: [email protected]

LEICESTER Focus Consultants PREPARED / AUTHORISED BY: 101 Princess Road East Focus Consultants 2010 LLP Leicester Focus House LE1 7LA Millennium Way West Tel: 0116 275 8315 Phoenix Park E-mail: [email protected] Nottingham Website: www.focus-consultants.co.uk NG8 6AS

Focus Contact: Heather Frecklington LINCOLNSHIRE Tel: 0115 976 5050 Focus House Email: [email protected] Resolution Close Endeavour Park PROJECT: Boston Nottingham City Council – Nottingham Castle Lincolnshire Redevelopment PE21 7TT Tel: 01205 355 207 DOCUMENT TITLE: Needs Analysis E-mail: [email protected] Website: www.focus-consultants.co.uk ISSUE NR: 1

DATE: November 2012 LONDON AUTHORISED BY: Heather Frecklington Focus Consultants 88 Kingsway SIGNATURE: Holborn London WC2B 6AA Tel: 0203 4022166 E-mail: [email protected] Website: www.focus-consultants.co.uk

Nottingham Castle – Needs Analysis

CONTENTS Page Nr

Executive Summary 2

1.0 Introduction 5

2.0 Methodology 6

3.0 On site Visitor Survey 7 3.1 The main reasons for visiting the Castle 8 3.2 The most enjoyable parts of the visit 9 3.3 Persuading visitors to stay longer 10 3.4 Ideas considered as part of the redevelopment 11 3.4 Ideas for increasing learning at the Castle 12

4.0 On-line Survey 13 4.1 The main reasons for visiting Nottingham Castle 14 4.2 The main reasons for not visiting Nottingham Castle 15 4.3 The facilities that would persuade visitors to visit Nottingham Castle or take another visit 16 4.4 Ideas considered as part of the redevelopment 17 4.5 Ideas for increasing learning at the Castle 18

5.0 Focus Groups 19 5.1 Current strengths of Nottingham Castle 20 5.2 Current Weaknesses of Nottingham Castle 21 5.3 Threats to Nottingham Castle 22 5.4 Opportunities for Nottingham Castle 23

6.0 Schools Consultation 25 6.1 The Impact of the Castle on Learning Outcomes 26 6.2 Activities and Facilities that should be included in the development 27 6.3 Castle Learning Programme - resources and activities 28

7.0 Facilitated museum visits 29 7.1 Finding the Castle 30 7.2 Initial Impressions of the Gatehouse 30 7.3 Brewhouse Yard 30 7.4 Entering and touring the Castle 30 7.5 Exhibits 31 7.6 Making better use of technology 31 7.7 Robin Hood 31 7.8 Links with the Universities 31 7.9 Learning 31 7.10 Children 31

8.0 Conclusions 32

1599/ Needsanalysis 1 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

EXECUTIVE SUMMARY

Nottingham Castle is a magnificent 17th century ducal mansion built on the site of the original Medieval Castle with spectacular views across the city. Standing high on Castle Rock overlooking the city, Nottingham Castle is visited by approximately 200,000 visitors each year.

With visitor numbers falling at the Castle Nottingham City Council, who own and manage the site, have commissioned this research to enable them to understand how the site could be improved to attract more and meet the needs and expectations of visitors. Planning for the future redevelopment of the Castle is still in the early stages and this report, and the associated consultation undertaken, has been designed to capture the thoughts, views and suggestions of Nottingham residents, visitors to the Castle and local schools so that these can be used to shape the future plans.

The methodology used for this research was designed to ensure that we capture the views of all potential users of Nottingham Castle. Consultation was undertaken using a variety of methods with residents of Nottingham, local, national and international visitors to the Castle and local school teachers and families. Each method of consultation and its key finding are outlined below:

Visitor Questionnaires

A questionnaire was undertaken with visitors to Nottingham Castle to draw out key information including: how long their visit lasted, what they would like to see happen at the Castle and whether they would return to the site in its existing state. In total 418 questionnaires were completed representing the views of over 1200 visitors.

Key Points from the Visitor Consultation • 40% of the visitors to the Castle are from Nottinghamshire • The average stay is 2 hours • The three most enjoyable aspects of the visits were: the museum exhibits, the art collections and the grounds • The three most popular additions to the site that would make the visitors stay longer are: more information on Robin Hood, improved access to the caves and more guided tours • The visitors felt that that the learning opportunities at the Castle could be improved by increased storytelling, more guided tours and the use of actors to bring history to life.

Online Questionnaire

Online questionnaires were targeted at local residents and those who are interested in helping to shape the future developments, facilities and activities on offer at the Castle. In total 669 people took part in this survey.

1599/ Needsanalysis 2 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

Key Points from the Online Consultation • The top three reasons for visiting the castle from this group were: for a day out with friends and family, to see a temporary exhibition and to visit the museum • The top three reasons not for visiting the castle from this group were: because it is too expensive, there is not enough to do and because there are issues with the parking • The three most popular additions to the site that would make this group stay longer are: more exhibition, improved museum exhibits and more Cave access • The visitors felt that that the learning opportunities at the Castle could be improved by more information on the Story of Nottingham, more information about Robin Hood and more tours and trails

Focus Groups

Two focus groups were held at Nottingham Castle with the twelve attendees drawn from those who completed the questionnaires. Participants were asked what they particularly liked and disliked about the Castle and the current activities and amenities on offer and what ideas they had for its development in the future.

Key Points from the Focus Groups • The groups felt that it is not clear who the target audience for the exhibits are at the Castle • It was felt strongly that Robin Hood is a unique international brand that is under performing • It was noted that the site is not reaching its full potential and is let down by a “local authority feel” • The groups felt that the marketing and the website need improvement • The key areas that the groups felt could be developed were: more should be made of the history of the site, the City and the people of Nottingham • The group felt that that the Gatehouse should be more widely used • It was felt that the Ducal Palace is a key asset

Schools Consultation

Eleven teachers representing ten local schools took part in our schools questionnaire providing useful feedback about how the offer at the Castle could best be developed to meet the needs of school parties.

Key Points from the Focus Groups • The majority of schools value the museum and the history and the heritage of the site to deliver their learning objectives • The teachers felt that the top three improvements that could be made at the Castle were: better Cave access, more information about the Story of Nottingham and additional Robin Hood facilities • The top three facilities that would support the teachers learning objectives are more facilitated sessions, increased access to objects and trails and more on site resources.

1599/ Needsanalysis 3 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

Facilitated Visit

Key Points from the facilitated visit • Group members felt that the Castle needs better signage from the city centre • It was felt that there needs to be a “wow” factor when you enter the museum • It was suggested that a Robin Hood exhibition would help to bring history to life, particularly focussing on what it was like to live in the times of Robin Hood • Group members felt that more should be made of Brewhouse Yard to incorporate it into the whole offer

The Conclusions

The problems There was a strong perception amongst the consultees that the Castle has lost its way and that it doesn’t quite know who its target audience is and what to provide for them. There was a view that the Castle was trying to be all things to all people but not quite hitting the mark for any of these one groups.

There are a number of recurring themes throughout the consultation that highlight the areas where the Castle is failing to maximise its potential including: The Robin Hood exhibitions, the history of the site and of Nottingham, making the most of its collections, the entrance to the site, marketing, the caves, Castle Rock, Brewhouse Yard and making full use of the current building and the grounds.

The Solutions The recurring themes arising from the consultation for ways to improve the site were predominantly around increasing opportunities for learning about and participating in the history of the Castle. Interestingly, the top three ideas for developing the Castle were the same for both the online and the visitor questionnaire namely: creating a Robin Hood themed attraction, enhancing and exploring the Mediaeval Castle and providing more access to the caves. These ideas also came out very strongly with the focus groups and the teachers.

Improving the Robin Hood exhibitions was a recurring theme throughout the consultation but this was tempered by the recognition that previous exhibits within the city have failed due to lack of investment and vision. Any Robin Hood gallery developed on the site needs to offer something new, something that is constantly being updated and something that can meet the expectations of national and international visitors. Many consultees felt that these exhibits needed to ensure that real life experiences of living as Robin Hood were captured to provide a living history experience.

The fact that enhancing the Mediaeval Castle and providing more access to the caves were also top priorities for the visitors highlights the importance of how learning and participatory experiences are valued by the visitors. Phrases such as ‘bringing history to life’ and ‘what was it actually like to live here’ were common throughout the consultation.

1599/ Needsanalysis 4 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

1.0 INTRODUCTION

Many visitors question where the castle is, as they expect to find a traditional English castle. Instead they find the first Duke of Newcastle's Ducal Palace. The building is protected by Grade One listed status, whilst Castle Rock and the cave system within it, is a Scheduled Ancient Monument.

With visitor number falling at the castle Nottingham City Council, who own and manage the site, have commissioned this research to enable them to understand how the site could be improved to attract more and meet the needs and expectations of visitors. Planning for the future redevelopment of the Castle is still in the early stages and this report, and the associated consultation undertaken, has been designed to capture the thoughts, views and suggestions of Nottingham residents, visitors to the Castle and local schools so that these can be used to shape the future plans.

The consultation, which took place during August and September 2012 has particularly focused on answering the two following key questions:

• Do the existing activities and facilities at Nottingham Castle meet the needs of the visitors?

• If not, how can the site be improved to address this?

In total 1098 questionnaires were completed, capturing the views and opinions of over 1800 people. The findings from this consultation are set out within this document. It is however worth highlighting the one clear message that has come out of this consultation – there is a strong connection in the city with the Castle but the site needs much improvement to meet expectations .

The castle is an unpolished gem

Focus group attendee, Sept 2012

1599/ Needsanalysis 5 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

2.0 METHODOLOGY

The methodology used for this research has been designed to ensure that we capture the views of all potential users of Nottingham Castle. Consultation has been undertaken using a variety of methods with residents of Nottingham, local, national and international visitors to the Castle and local school teachers and families. The different elements of the research are detailed below –

Visitor Questionnaires – A questionnaire was undertaken with visitors to Nottingham Castle between August and September 2012 to draw out key information including: how long their visit lasted, what they would like to see happen at the Castle and whether they would return to the site in its existing state. Visitors had the option to complete the questionnaire in hard copy, on electronic tablets or through talking face-to- face with a researcher on site. In total 418 questionnaires were completed representing the views of over 1200 visitors (as many questionnaires were completed by families, groups, couples etc). The questionnaires were partly undertaken by Focus Consultants with in conjunction with volunteers at the Castle. The results of the visitor questionnaire can be seen in section 3.

Online Questionnaire – Online questionnaires were targeted at local residents and those who are interested in helping to shape the future developments, facilities and activities on offer at the Castle. These questionnaires, which were available for a 4 week period over August and September 2012 were promoted through online channels including the Nottingham City Council website, through Facebook and Twitter and were also publicised in the local paper. In total 669 people took part in this survey. The results of the online questionnaire can be seen in section 4.

Focus Groups – Two focus groups were held at Nottingham Castle with the twelve attendees drawn from those who completed the questionnaires. Participants were asked what they particularly liked and disliked about the Castle and the current activities and amenities on offer and what ideas they had for its development in the future. The results of the focus groups can be seen in section 5.

Schools Feedback – Eleven selected teachers representing ten local schools took part in a schools questionnaire providing useful feedback about how the learning offer at the Castle could best be developed to meet the needs of school parties. This consultation captured information from both schools that had used the Castle in the last 12 months and those that had not visited recently. The results of the schools consultation can be seen in section 6.

Facilitated Visits - A facilitated museum visit was held with members drawn from those taking part in the questionnaires. The group walked around the Castle and discussed the exhibits, layout and first impressions of the site. As part of this on site consultation we also spoke directly with parents and children visiting the site to discuss how the activities and exhibits available fulfilled their requirements. The results of the facilitated visits can be seen in section 7.

1599/ Needsanalysis 6 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

3.0 ON SITE VISITOR SURVEY

A questionnaire was undertaken with visitors to Nottingham Castle to draw out key information about their visit such as: how long they stayed on the site, what they would like to see happen at the Castle and whether they would return to the Castle. The questionnaire could be completed in hard copy, on electronic tablets or through talking face to face with a researcher on site. It was available both during the week and at weekends to ensure that we captured as many visitors as possible.

In total 418 questionnaires were completed. Given that many of these survey were completed by groups, couples and families this represents the views of over 1200 visitors. The key points highlighted through the questionnaire are outlined below and explained in more detail later in this section.

VISITOR SURVEY – KEY POINTS

• This was the first visit to Nottingham Castle for 54% of the visitors completing the questionnaire. Of those who had previously visited the Castle 41% had visited within the past 12 months.

• 48% of the visitors taking part in the questionnaire were from Nottinghamshire, a further 37% were from the rest of Great Britain.

• The car was the preferred method of travelling to the site.

• The average visit to the Castle is just over 2 hours.

• The top three reasons for visiting the site were: to visit the museum, for a day out with friends and families and to relax.

• The top three most enjoyable things about the visits were; the museum exhibits, the art collections and being in the grounds.

• 12 percent of visitors said that they would not return to the Castle in its current format, the main reasons cited were: parking issues, they were disappointed with their visit or it was too expensive.

• Visitors would be persuaded to stay at Nottingham Castle longer if: there were more ways to learn about Robin Hood, there was more access to the caves and there were more guided tours of the Castle.

• The three most popular ideas suggested as part of the new development were: enhancing and exploring the mediaeval Castle, creating a Robin Hood themed attraction at the Castle and providing more access to the caves beneath the Castle.

• The top three preferred learning opportunities are: storytelling, more tours and trails and live interpretation e.g. actors.

1599/ Needsanalysis 7 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

3.1 On Site Visitor Survey - The Main Reasons for Visiting the Castle

The visitors to the Castle were asked to choose their main reasons for visiting the Castle from a given list. Visitors could choose as many options as they wished and the results are shown in the table below .

Table 3.1 The main reasons for visiting Nottingham Castle Number of visitors Percentage of choosing option visitors choosing Reasons for Visiting (from a possible 418) option To visit the museum 181 42.6 For a day out with friends / family 119 28.2 To relax 111 26.1 To learn about the history of Nottingham 77 18.4 To see a temporary exhibition 73 17.7 I am interested in Robin Hood 69 16.5 To visit the caves 67 16 To visit the art collection 60 14.4 To entertain my children 46 9.8 For work 35 8.4

The top three reasons given for visiting the Castle are: to visit the museum, for a day out with friends and family and to relax. Interestingly the ‘to entertain my children’ option was one of the least popular choices.

Visitors were also asked to provide any other reasons that they had for visiting the Castle that were not included as options on the questionnaire. Additional reasons included:

• To take part in an organised event at the site such as an art festival • To see the Castle • Because there was a free open day.

1599/ Needsanalysis 8 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

3.2 On Site Visitor Survey - The Most Enjoyable Parts of the Visit

The visitors were asked what they had enjoyed the most about their visit to Nottingham Castle. Visitors could choose as many options as they wished and the results are shown in the table below.

Table 3.2 The most enjoyable parts of the visit Number of visitors Percentage of Attraction/ Activity choosing option visitors choosing (from a possible 418) option Being in the grounds 159 38.0 Museum exhibits 144 34.4 Art collections 135 32.3 Visiting the Castle area 122 29.2 Looking at the view of Nottingham 115 27.5 Temporary exhibitions 110 26.3 Learning about the Castle 87 20.8 Learning about Nottingham’s history 77 18.4 Walking around the grounds and the floral displays 61 14.6 The café 54 12.9 The children’s activities 48 11.5 The statues and monuments 42 10.0 Food and drink 41 9.8 Being in the medieval gatehouse 26 6.2 Outdoor events 20 4.8 Being inside the ducal palace 16 3.8 The bandstand 15 3.6

The top three most enjoyable parts of the visits to the Castle are: being in the grounds, the museum exhibits and the art collections.

Visitors were also asked to provide any other parts of their visit that had been enjoyable but were not included as options on the questionnaire – some suggestions included:

• The caves and cave tours • Robin Hood, ‘Hood in the Wood’ exhibition • Regimental exhibits.

1599/ Needsanalysis 9 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

3.3 On Site Visitor Survey - Persuading visitors to stay longer

The visitors were asked what facilities and activities would persuade them to stay longer at Nottingham Castle. Visitors could choose as many options they wished and the results are shown in the table below.

Table 3.3 Persuading visitors to stay longer

Number of visitors Percentage of all choosing option visitors choosing Facilities and Activities (from a possible 418) option More ways to learn about Robin Hood 110 26.3 More access to the caves 106 25.4

Guided tours of the Castle and surrounding 99 23.7

More exhibitions 88 21.1

More music events / dancing etc 86 20.6

Extended trails around the grounds 75 17.9

Larger outdoor events 66 15.8 Improved museum exhibits 54 12.9 More places to eat and drink 42 10.0 More activities for children to engage in the 42 10.0 museum More outdoor play activities for children and 41 9.8 young people

Better use of technology around the site 36 8.6

More ways for adults to engage in the 34 8.1

exhibits

Better links to other cultural venues 29 6.9 Improved visitor facilities e.g. toilets, shop etc 27 6.5

The top three facilities and activities that would persuade visitors to stay longer at Nottingham Castle are: more ways to learn about Robin Hood, More access to the caves and more guided tours of the Castle and surroundings.

Visitors were also asked to provide suggestions for additional facilities and activities at the Castle that would persuade them to stay longer – some suggestions included:

• Cheaper car parking • Infrastructure facilities to support visit • More interactive exhibits • More frequent tours • Improved signage • Improved seating • More history • Changing exhibitions.

1599/ Needsanalysis 10 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

3.4 On Site Visitor Survey - Ideas considered as part of the redevelopment

The visitors were asked which of the facilities and activities that are being considered as part of the redevelopment of Nottingham Castle were their favourite. Visitors were asked to choose their top three activities and the results are shown in the table below.

Table 3.4 - Ideas considered as part of the redevelopment Number of Percentage of all visitors choosing visitors option choosing option (from a possible Facilities and Activities 418) Creating a Robin Hood themed attraction at the Castle 154 36.8 Enhance and explore the mediaeval Castle 148 35.4 More access to the caves beneath the Castle 130 31.1 Excavation of the moat at the Castle 94 22.5 Develop tours and trails around the Castle 86 20.6 More things to do as a family 82 19.6 More fine art collections on display 62 14.8 Creating a new visitor centre 61 14.6 Develop a children & young persons adventure playground 58 13.9

A new gallery telling more about the story and history of Nottingham 53 12.7 To connect the Castle to its surroundings 51 12.2 More diverse and all year round programme of events 50 12.0 Do nothing and retain the Castle as it is 21 5.0

The top three facilities and activities suggested as part of the development that were the most popular with visitors were: creating a Robin Hood themed attraction at the Castle, enhancing and exploring the Mediaeval Castle and more access to the caves beneath the Castle. Visitors were also asked to provide suggestions for additional facilities and activities at the Castle that would like to see as part of the development – some suggestions included:

• Actors dressed up • Better café facilities • Mock battles • Jousting • More links to Sherwood Forest • Maintain adult orientated activities- not just for children • More outdoor exhibitions, statues etc • Robin Hood for adults, not just children • Open later so grounds can be enjoyed • More loans from major galleries & more temporary/ changing exhibitions.

1599/ Needsanalysis 11 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

3.5 On Site Visitor Survey - Ideas for increasing learning at the Castle

The visitors were asked what facilities and activities would help them to enjoy learning new things at the Castle. Visitors could choose as many options as they wished and the results are shown in the table below.

3.5 - Learning Opportunities Number of visitors Percentage of all choosing option visitors choosing (from a possible option Facilities and Activities 418) Live interpretation – actors etc 157 37.6 More tours & trails 155 37.1 Storytelling 137 32.8 If there was more use of Robin Hood 111 26.6 Different themes around Nottingham’s history 100 23.9 Audio guides in different language 90 21.5 Talks / lectures / seminars 88 21.1 Use of technology around the Castle 86 20.6 Finding out more about the collection 82 19.6 Children’s activities around the Castle 73 17.5 Modern exhibits 60 14.4 Having my event here 16 3.8

The top three facilities and activities suggested that would help them to enjoy learning new things were: live interpretation – actors etc, more tours & trails and storytelling, bringing tales history alive through improved interpretative storytelling actions.

Visitors were also asked to provide suggestions for additional facilities and activities at the Castle that would like to see as part of the learning offer – some suggestions included:

• Better labelled exhibits • Better signage • More hands on activities • Dressing up • Signs in different languages.

1599/ Needsanalysis 12 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

4.0 ONLINE SURVEY

Online questionnaires were targeted at local residents and those who are interested in the future developments at the Castle. They were promoted through a variety of online channels including Facebook and Twitter and were publicised in the local paper. In total 669 people took part in the survey.

The key points highlighted through the questionnaire are outlined below and explained in more detail later in this section.

ONLINE SURVEY – KEY POINTS

• The majority of the people (95%) who completed the online survey had visited Nottingham Castle in the past, with approximately 70% of them having visited within the last 12 months.

• The top three reasons for visiting Nottingham Castle were: for a day out with friends and family, to see a temporary exhibition and to visit the museum.

• The top three reasons for not visiting are that: it is too expensive, there is not enough to do and because of the parking issues.

• The top three things that would persuade visitors to return to the castle are: more exhibitions, improved museum exhibits and more access to the caves.

• The top three suggestions of things that that people would enjoy learning about are: different themes around Nottingham’s history, if there was more use of Robin Hood and if there were more tours and trails.

• The three preferred ideas for developing Nottingham Castle are: creating a Robin Hood themed attraction, more access to the caves beneath the Castle and enhancing and exploring the mediaeval Castle.

• If some of the suggested improvements were made at the Castle then 94% of those completing the questionnaire would be either more likely to make a visit to the Castle or more likely to visit more often.

1599/ Needsanalysis 13 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

4.1 Online Survey - The main reasons for visiting Nottingham Castle

Those taking part in the questionnaire were asked to choose their main reasons for visiting the Castle from a given list. Visitors could choose as many options as they wished and the results are shown in the graph below.

Graph 4.1 - The main reasons for visiting Nottingham Castle

The top three reasons for visiting Nottingham Castle are: for a day out with family and friends, to see a temporary exhibition and to visit the museum.

Visitors were also asked to provide any other reasons as to why they visited the Castle – some reasons included:

• As part of an organised event e.g. WEYA, Beer Festival, Robin Hood Pageant, Shakespeare Plays etc • For a private party/ wedding drinks reception in the bandstand • For the views.

1599/ Needsanalysis 14 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

4.2 Online Survey - The main reasons for not visiting Nottingham Castle

Those who had not visited the Castle were asked to choose their main reasons for not visiting from a given list, they could choose as many options as they wished. The results are shown in the graph below.

Graph 4.2 - The main reasons for not visiting Nottingham Castle

The top three reasons for not visiting Nottingham Castle are: it is presently perceived as being expensive, the current offer does not provide enough to do and parking issues.

Visitors were also asked to provide any other reasons as to why they had not visited the Castle – suggestions included:

• Hill is too steep (access) • Needs to be more going on • Because it doesn’t look like a Castle • Poor value for money at present • The exhibits don’t change enough (museum) • More focus required in terms of what is the • Poor opening hours – should be open 7 days a offer. week and in the evening

1599/ Needsanalysis 15 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

4.3 Online Survey - The facilities that would persuade people to visit Nottingham Castle or to take another visit

Those taking part in the questionnaire were asked what would persuade them to visit Nottingham Castle or take another visit. Visitors could choose as many options as they wished and the results are shown in the graph below.

Graph 4.3 - The facilities that would persuade visitors to visit Nottingham Castle or take another visit

The top three facilities that would persuade people to visit Nottingham Castle are: more access to the caves, more exhibitions and improved museum exhibits.

Visitors were also asked to provide any other suggestions that would encourage them to visit – some suggestions include:

• Free/ cheaper admission • Parking charges adjacent to the offer are too high • Access / easier climb up the hill • Extended opening hours of the site • Better orientation/ floor plans available • Better website • More information on the history of the Castle • Better promotion of events and exhibits.

1599/ Needsanalysis 16 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

4.4 Online Survey - Ideas Considered as Part of the Redevelopment

Those taking part in the online survey were asked which of the facilities and activities that are being considered as part of the redevelopment of the Castle were their favourite. Visitors were asked to choose their top three activities and the results are shown in the graph below.

Graph 4.4 - Ideas considered as part of the redevelopment

The top three facilities and activities suggested as part of the development that were the most popular with those completing the online questionnaire were: more access to the caves beneath the Castle, creating a Robin Hood themed attraction at the Castle and enhancing and exploring the Mediaeval Castle.

Consultees were also asked to provide suggestions for additional facilities and activities at the Castle that would like to see as part of the development – some recurring suggestions included:

• A large model of the medieval building • Remove Peoples College to improve the view • More public involvement and use of volunteers of the Castle • Rebuild as a Castle • Open on Mondays during school holidays • Make more of Castle Rock.

1599/ Needsanalysis 17 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

4.5 Online Survey - Ideas for Increasing Learning at the Castle

Those completing the questionnaire were asked what facilities and activities would help them to enjoy learning new things at the Castle. Consultees could choose as many options as they wished and the results are shown in the graph below.

Graph 4.5 - Ideas for increasing learning at the Castle

The top three facilities and activities suggested that would help people to enjoy learning new things were: different themes around Nottingham’s history, if there was more use of Robin Hood and more tours and trails.

Visitors were also asked to provide suggestions for additional facilities and activities at the Castle that would like to see as part of the learning offer – some suggestions included:

• Recruit and train volunteers • More interactive exhibitions • More archaeology • More use of the grounds • A good guide book • Use the Castle as a learning centre.

1599/ Needsanalysis 18 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

5.0 FOCUS GROUPS

Two focus groups were held at Nottingham Castle with selected participants drawn from those who completed the online and visitor questionnaires. The focus groups were designed to draw out thoughts on what the participants particularly liked and disliked about the Castle, what should be developed and what should and should not be part of any revised offer.

The thoughts and suggestions from the focus group members can be best captured and documented using a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis which is detailed later in this section but the key themes and issues arising from the focus group consultation have been drawn out below.

FOCUS GROUPS – KEY THEMES • Robin Hood is an international brand that no one else has, this should be capitalised on.

• There was a general consensus amongst the focus group members that something must be done at the Castle and that there is a great amount of potential upon which to capitalise.

• The site has a local authority feel which is not very welcoming, particularly the signage, café, marketing and staff.

• The site will never be the Hollywood perception of Nottingham Castle – we need to stop apologising for this.

• The marketing of the events and activities needs to be improved.

• The website needs to be improved.

• More should be made of the history of the site and the city and the people of Nottingham.

• The current exhibits are disjointed and fragmented. There are no clear links why some are there.

• The grounds should be more widely used for activities and events.

• Access up the hill is difficult.

• The gatehouse could be more widely used, giving people access to the oldest part of the Castle.

• It is not clear who the target audience is.

1599/ Needsanalysis 19 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

5.1 Current strengths of Nottingham Castle

Focus group members were asked what they most liked about the Castle, its facilities and the activities on offer. The following quotes from group members help to give an overview of the perceived key strengths of the Castle and the individual elements arising from the discussions are detailed below.

Robin Hood could be the initial draw, used to ‘attract and then disperse’ visitors around the castle Focus group attendee, Sept 2012 2012

The caves are fantastic Some excellent collections Focus group attendee, Sept 2012 Focus group attendee, Sept 2012

Key points arising from the focus groups

The Ducal Palace - The historical importance of the Ducal Palace, its location and its views of the city were cited as a key asset for the site. Some focus group members felt that this should be celebrated rather than apologised for.

The Grounds - Group members particularly noted that the Castle had fantastic views, looked well kept, was located in the heart of the city and are an excellent location for outdoor events.

Everyone has heard of Nottingham and Robin Hood - Group members felt that the legend of Robin Hood and its links with Nottingham Castle were one of the main assets of the site, that it was an international brand that could be capitalised on.

The History - It was felt that the Castle had a wealth of history that should be celebrated, much more than many similar sites across the county.

The Collections – Many of the current collections were highly regarded by the focus group attendees, particularly the lace, fashion, military, story of Nottingham and Robin Hood galleries.

1599/ Needsanalysis 20 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

5.2 Current Weaknesses of Nottingham Castle

Focus group members were asked what they most disliked about the Castle, its facilities and the activities on offer. The following quotes from group members help to give an overview of the perceived key weaknesses of the Castle and the individual elements arising from the discussions are detailed below.

The entrance needs to shout The broadness of its appeal is a

‘Nottingham Castle’ double edged sword

Focus group attendee, Sept 2012 Focus group attendee, Sept 2012

Difficult to find the caves Everyone expects a castle

Focus group attendee, Sept 2012 Focus group attendee, Sept 2012

Exhibitions feel very disjointed; Doesn’t quite know what it is there is no focus Focus group attendee, Sept 2012

Focus group attendee, Sept 2012

Previous Robin Hood Not much for kids attractions have failed; we need Focus group attendee, Sept 2012 to learn from this

Focus group attendee, Sept 2012

The Hollywood Image - The focus group members noted that people expecting the Hollywood style Castle and Robin Hood are disappointed. Nothing is currently done to manage this expectation.

A Very Local Authority Feel – It was felt that there was a very local authority feel to the site, particularly signage, café, staffing and marketing. Group members noted that this made the site feel sterile. It was also noted that once you are inside the Ducal Palace you could be in any museum, there is no sign of any original features of the building.

Exhibitions - It was felt that some of the general museum exhibits were not associated directly with Nottingham and the Castle, that the site was not well laid out, there was no flow around the building, that the exhibits did not change very much, that the museum had excellent collections that are not signposted enough and there is not enough to see and do.

General Amenities and Access – Many group members commented on the parking problems, the lack of marketing of activities taking place on the site, that there were not enough events and that it was difficult to get up the hill. It was suggested that there should be a mini bus/ golf buggy and this should be publicised at the entrance and on the website so as not to put potential visitors off.

1599/ Needsanalysis 21 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

5.3 Threats to Nottingham Castle

Focus group members were asked what they most disliked about the Castle, its facilities and the activities on offer. The following quotes from group members help to give an overview of the perceived key threats to the developments at castle and the individual elements arising from the discussions are detailed below.

Any development needs the right PR machine Focus group attendee, Sept 2012

Previous Robin Hood attractions have failed – group members expressed concern that previous Robin Hood attractions in the city have closed as they haven’t been invested in. It was agreed that any new attractions needed to be continually updated and we need to learn from the previous mistakes.

Interactive and high-tech often breaks down – It was noted that introducing high-tech equipment into museums is only a success if the equipment is maintained and is always working. Care must be taken to introduce only activities that could be guaranteed to work.

Marketing – Group members noted that any developments at the Castle need to be accompanied by a high profile marketing campaign. It was felt that marketing of existing facilities and events was poor and this could not continue. The groups also felt that the website would let the future developments down if not improved and kept up to date.

Immediate Impact – The group noted that it is not easy to tell what is on offer at the Castle when you arrive at the gate house and purchase your ticket. This lack of information needs to be addressed by any new development so people know what they should expect.

1599/ Needsanalysis 22 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

5.4 Opportunities for Nottingham Castle

Focus group members were asked what felt were the potential opportunities for Nottingham Castle, its facilities and the activities on offer. The following quotes from group members help to give an overview of the perceived key opportunities for the Castle and the individual elements arising from the discussions are detailed below.

The history is there – we need to Audiences are sophisticated – we bring it forward need to do ‘something different –

Focus group attendee, Sept 2012 push the audience

Focus group attendee, Sept 2012

Should be a symbol of the county Robin Hood could make some not just the city money for the city

Focus group attendee, Sept 2012 Focus group attendee, Sept 2012

People would come just for a good Learning in the broadest sense coffee Focus group attendee, Sept 2012 Focus group attendee, Sept 2012

Need to target adults as well as We need to own King John, we need to own Robin children’

Focus group attendee, Sept 2012 Focus group attendee, Sept 2012

Robin Hood A wide range of differing views existed on the use of Robin Hood at the Castle.

Some group members felt that a major attraction, along the lines of a Tussauds/ Merlin group attraction would be the best solution for the site and draw in international and national visitors, generating additional income for the city. However, others were horrified as this suggestion and felt that the experience should focus more on the actual history such as what it would have been like to live at the time of Robin.

One consultee suggested that we should build on the ‘Steal from the Rich – Give to the Poor’ legacy of Robin Hood and that a percentage of the profits from the shop and or cafe could be re-invested in supporting deprived communities in Nottingham. Many group members felt this would be a good addition to any development and would add something new and different to the development.

1599/ Needsanalysis 23 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

The History There was a general feel that more should be made about the history of the city, incorporating medieval history, the Civil War and the late Norman period right up to the present day. It was suggested that information from the archives such as charters could be used as part of this along with showing a video at the beginning of the tour explaining how the Castle used to look so that visitors can rebuild it in their imaginations.

One consultee suggested that more should be made of the history of the current building on the site and that a few rooms could be staged like they would have been originally in the Ducal Palace so visitors can get a feel for what it would have been like to live there.

Amenities It was felt that a good café, maybe even a concession from a well known city restaurant would draw people in and generate money. It was suggested that if people could get to the café without paying an entrance fee then it would be more popular and that it would also benefit from not being such a sterile environment.

One consultee suggested that the café could be themed to look and feel like you are eating in a banqueting hall that could have been part of the original Castle or part of the Ducal Palace.

It was also suggested that part of the Castle could be used to provide bed and breakfast facilities or a holiday apartment. The Gatehouse would be a good location for this and many people would pay a premium for being allowed to stay in Nottingham Castle.

Caves Many focus group members felt that more should be made of the caves and noted that subterranean experiences in other cities are very popular and memorable. It was felt that many tourists are not aware that the caves exist.

More Outdoor Events and Activities Focus group members felt that the grounds of the Castle could be used more, this could include more plays, more evening events such as film screening, re-enactments or music events, It was suggested that there should be ‘something on every weekend’. Group members thought that local groups and businesses could be approached to see if they would be interested in staging events in the grounds.

1599/ Needsanalysis 24 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

6.0 SCHOOLS CONSULTATION

Eleven selected teachers representing ten local schools took part in our schools questionnaire providing useful feedback about how the offer at the Castle could best be developed to meet the needs of school parties.

SCHOOLS CONSULTATION – KEY POINTS

• All teachers completing the questionnaire felt that their schools valued the use of museums for learning either very much (9 schools) or a little (2 schools).

• All teachers completing the questionnaire felt that their schools valued the history and heritage of the Castle and its collections either very much (9 schools) or a little (2 schools).

• 54% of schools felt that their school valued the legend of Robin Hood as a tool for learning a little and 36% felt it was valued a lot.

• 9 out of the 11 schools had visited the Castle within the past two years.

• 90% of teachers would either agree or strongly agree that the experience had helped pupils make sense of the topic or curriculum area and made pupils want to find out more about a topic.

• When asked what they would like to see included in the development plans for Nottingham Castle the top three answers were; more access to the caves beneath the Castle, a new gallery telling more about the history and story of Nottingham and creating a Robin Hood themed attraction.

• The Main resources and activities that teachers would want from a Castle learning programme were sessions led by facilitators, more handling of objects and trails and resources to use on site.

1599/ Needsanalysis 25 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

6.1 Schools Consultation – The Impact of the Castle on Learning Outcomes

Those taking part in the questionnaire were asked to assess the impact of the Castle’s existing programme on their pupils learning outcomes. The results are shown in the table below.

Table 6.1 Schools Consultation – the Impact on Learning Outcomes

Strongly Strongly Answer Options Agree Neither Disagree Agree Disagree They felt the experience was fun 3 6 1 0 0

The experience helped them make sense of a topic/ curriculum element 2 7 1 0 0

The experience made them want to find out more 2 7 1 0 0

The experience helped them make links and relationships between things 1 5 3 0 0

The experience changed their view or opinion about something 2 5 3 0 0

The experience encouraged them to be imaginative, innovative or creative 2 6 2 0 0

They learned a new skill 2 3 4 0 0

The experience enabled them to empathise with a story or a theme 1 5 3 0 0

You/they would recommend the activities or resources to others 3 4 2 0 0

1599/ Needsanalysis 26 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

6.2 Schools Consultation – Activities and Facilities that should be included in the development

Those taking part in the teachers questionnaire were asked to tell us what they would like to see included in the development plans for Nottingham Castle. The results are shown in the graph below.

Graph 6.2 Activities and Facilities that should be included in the development

The top three reasons activities that the teachers thought should be included in the new development were: more access to the caves beneath the Castle, a new gallery telling more about the history and story of Nottingham and creating a Robin Hood themed attraction.

1599/ Needsanalysis 27 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

6.3 Schools Consultation – Castle Learning Programme - resources and activities

Those taking part in the questionnaire were asked to tell us what resources and activities they would want from a Castle Learning Programme. The results are shown in the graph below.

Graph 6.3 Castle Learning Programme - resources and activities

The top three resources and activities that teachers would want from a Castle learning programme were sessions led by facilitators, more handling of objects and trails and resources to use on site. Interestingly no teachers suggested that Teacher-led visits should be part of the learning programme.

1599/ Needsanalysis 28 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

7.0 FACILITATED MUSEUM VISITS

A facilitated museum visit was held with members drawn from those taking part in the questionnaires. The group walked around the Castle and discussed the exhibits, layout and first impressions of the site. As part of this on site consultation we also spoke directly with parents and children visiting the site to discuss how the activities and exhibits available fulfilled their requirements.

The findings from this consultation are detailed below;

FACILITATED MUSEUM VISITS – KEY CONSULTATION POINTS

• It is not obvious where the Castle is from the city centre – signage should be improved.

• Parking is difficult or expensive, there is nowhere to lock bikes and public transport can be confusing if you need to cross the city.

• The gateway to the Castle from the city centre should be improved – particularly the boarded up properties that you have to walk past to get to the gatehouse.

• More could be done at the entrance to the site to manage people’s expectations that it is not a Castle, to make the most of the original gatehouse and to provide information about what is on offer at the site.

• More should be made of Brewhouse Yard to incorporate it into the offer at the Castle.

• There needs to be a wow factor when you enter the Castle.

• There needs to be a more clearly defined route around the castle and a better layout of exhibits.

• Better use can be made of technology but it must work.

• Galleries need to be more relevant.

• Links with the Universities and learning opportunities could be developed.

• More hands on and interactive exhibits for the children.

• An improved Robin Hood exhibition focussing on bringing history to life.

1599/ Needsanalysis 29 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

7.1 Finding the Castle

It was agreed that finding the Castle from the city centre was not obvious as you cannot see it. It was noted that in other cities easy and cheap solutions have been used such as lines on the street directing people to this type of attraction. It was suggested that buses and trams could announce that the Castle was accessible from its stops. In addition it was noted that parking is either difficult or expensive, public transport can be complicated if you need to cross the city and there was no where to lock bikes up for cyclists. It was noted that to get to the Castle you have to walk past a row of boarded up properties which gives a very negative impression of the area.

7.2 Initial Impressions of the Gatehouse

It was felt that the first impression of the Castle, i.e. the gatehouse was good but that more could be done outside to highlight that this was the entrance to the Castle. It was felt that there was sufficient space outside for more signage and information telling people about what they can expect to see and what is on offer, enticing them to climb the hill.

It was also suggested that the space in the gatehouse could be put to better use giving people more opportunity to spend time in this original part of the Castle. It was felt that it was a long way from the Gatehouse to the main facilities and there was no real way of knowing what you were paying for until you get there.

7.3 Brewhouse Yard

Group members were very positive about the Brewhouse Yard area and felt that any new development should make more of this area.

7.4 Entering and touring the Castle

It was felt that a wow factor was needed when you enter the Castle, ‘like the dinosaur at the Natural History Museum’. It was suggested that some of the key artefact such as the model of the Castle as it was originally, or the paintings of old Nottingham, Robin Hood and the Major Oak could be better displayed and appreciated if they were displayed in the entrance.

Visitors felt that there was no apparent flow around the Castle exhibits, that there was no clear order to the way the galleries were set out and that there was no clear route to follow to ensure that you saw everything. It was suggested that an ‘IKEA style route’ around the building was created so that people know where they should be going.

It was felt that it would be useful if the displays were arranged chronologically, with people entering through a medieval section and then going right through to present day to give more structure to the visit.

1599/ Needsanalysis 30 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

7.5 Exhibits

It was felt that some of the exhibits seemed out of place, particularly the Greek Gallery and that the museum was trying to be all things to all people. Some group members commented that the museum should try to do fewer, more relevant, galleries but to a higher standard.

It was suggested that there were more hands on or interactive exhibits for example a replica of an original Boots the Chemist shop. This would help to bring the history to life and make learning more interesting.

7.6 Making better use of technology

One group member highlighted that it wasn’t possible to ‘check in’ on Facebook at the Castle. If this was possible it could be added marketing for the site. It was also suggested that the site could use pod casts rather than audio tours as they are a lot easier to update and the user would have the information for future visits. Other ideas included having additional information accessible on mobile phones/ apps such as maps, tours, games, trails and quizzes.

7.7 Robin Hood

It was noted that a good attempt had been made with the ‘Hood in the Wood’ gallery, and indeed many of those taking part in the visit said that this was their favourite gallery in the museum. However, it was highlighted that it falls along way short of the hopes and expectations for this type of attraction, particularly if people have come specifically for a Robin Hood Experience.

7.8 Links with the Universities

It was suggested that the site could link with the university and have an open archaeological dig permanently, showing history in real life settings.

7.9 Learning

It was suggested that the Castle would make a fantastic learning environment for adult learners as well as children. This could be academic learning such as history courses and talks or skills training e.g. heritage skills and conservation training.

7.10 Children

Families and children thought that exhibits could benefit from being more hands on with activities such as dressing up, interactive videos, things to touch and play with and actors dressed in period clothing telling stories. They felt that the site could benefit from having music being played to create a more welcoming atmosphere. Families felt that the possibility of an area for adventure play would be a good addition to the site, giving the children somewhere to ‘run off some steam’.

Families also felt that an improved Robin Hood attraction would benefit the site, suggestions for things that it could include were; information on what it was like to live as Robin Hood, what he did, what he ate etc with the opportunities to do hands on activities around this. One parent highlighted that they would like to see ‘real life history that they can be part of’.

1599/ Needsanalysis 31 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

8.0 CONCLUSIONS

This report has captured the views and opinions of local residents, national and international visitors, teachers and families to allow us to understand how Nottingham Castle is currently meeting their needs and what can be done to improve this. This information can be used to answer the two key questions raised at the start of this document, namely:

• Do the existing activities and facilities at Nottingham Castle meet the needs of the visitors?

• If not, how can the site be improved to address this?

1. Do the existing activities and facilities at Nottingham Castle meet the needs of the visitors?

The findings from the report show that only 5% of the visitors surveyed felt that we should ‘do nothing at the Castle and retain it as it is’. This suggests that the existing facilities are not meeting the needs of the visitors .

There was a strong perception amongst the consultees that the Castle has lost its way and that it doesn’t quite know who its target audience is and what to provide for them. There was a view that the Castle was trying to be all things to all people but not quite hitting the mark for any of these one groups.

It is clear from the consultation that there is a strong connection in the city with the Castle but the site needs much improvement to meet visitor expectations.

2. If not, how can the facilities be improved to address this?

The recurring themes arising from the consultation for ways to improve the site were predominantly around increasing opportunities for learning about and participating in the history of the Castle. Interestingly, the top three ideas for developing the Castle were the same for both the online and the visitor questionnaire namely: creating a Robin Hood themed attraction, enhancing and exploring the Mediaeval Castle and providing more access to the caves. These ideas also came out very strongly with the focus groups and the teachers.

1599/ Needsanalysis 32 (c) Focus Consultants 2010 LLP Nottingham Castle – Needs Analysis

Capital investment can be used to put these new facilities in place but it still remains that the building will never be the Castle that people are expecting. However, many visitors felt that this could be overcome, that the Castle still has many assets that it can capitalise on and with imaginative and creative solutions it can achieve and supersede the expectations of the visitors.

We need to stop apologising and start celebrating what we have

Focus group attendee, Sept 2012

1599/ Needsanalysis 33 (c) Focus Consultants 2010 LLP