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

Usable data was received from 252 sites. The total number of visits recorded in May 2014 Scotland Total Visitor Numbers was 2984091; this compares to 2830944 in 2013 and indicates an increase of 5.4%. Month of May 2,984,091 5.4% p Year-to-Date 10,577,864 2.7% p ASVA's Commentary and Observations for May 2014 Excluding Country Parks

Month of May 2,220,719 5.5% p May 2014 shows an increase of 5.4% over May 2013. 53% of respondents noted an increase. It should be noted that two organisations have changed the method in which they collect the visitor number data and this will have some influence on the final figure. The Diageo Discovering Distilleries brand now includes all visitors from its 12 distillery Per Region visitor centres (not just paid entry as was reported in the past). The 3 National Galleries of Scotland sites now use more This report was accurate electronic counters to record numbers, previously they used manual counters. We hope to get the data for Northern Scotland 296,994 2.8% p 2013 from Diageo which includes all visits so that an accurate year on year comparison may be made. Taking the Diageo produced for ASVA by Eastern Scotland 1,116,962 3.7% p figures out of the equation, the overall in increase for May 2014 is 5%. Southern Scotland 70,089 -1.2% q

Western Scotland 1,493,712 7.5% p A number of larger sites noted healthy increases and these have helped mitigate the final figure. These include: Battle of Bannockburn (442%), City Art Centre (149%), Dumfries Museum (82%), Glencoe (90%), Kelvingrove (20%), Pollok House (192%), Riverside (64%), Strathclyde Country Park (11%) and the Falkirk Wheel (22%). Almost all of these sites attribute Per Attraction Category their increases to special exhibitions and events taking place during the month. Glasgow Cathedral shows a decrease of 50% although the adjacent sites of the St Mungo Museum and Provand’s Lordship are showing increases of 46% and Heritage/historic 35% respectively. property/stately

house 639,340 -0.6% q Weatherwise, May was the warmest for the whole UK for 6 years but also the wettest and dullest but with some respite Museums & Galleries 909,497 13.6% p during the third week which was largely dry. It was also relatively warm, in the last 100 years only 19 Mays have been Zoo/wildlife/safari warmer but the coldest recorded spot in the UK was Cromdale which recorded -5.0C on May 2nd. Scotland had 68mm of park/aquarium 142,369 -8.2% q precipitation which is 115% of average for the month. In terms of sunshine, Scotland saw just 76% of average. Sports & activities 39,423 54.9% p Forest park/regional park/country park 763,372 5.1% p Gardens 20,681 -10.8% q Science Centre 35,187 -30.3% q Distillery/whisky related 98,667 15.3% p Visitor Centre 154,976 3.1% p Boat Trip/Marine 107,540 10.0% p Spend per Gift-Aid Other 66,705 -2.1% q Ticket SPV1 Retail SPV Catering SPV ticket sold2 per Visitor

4.48 (147) 8.37 (76) 2.00 (113) 2.31 (46) 0.82 (9) 9.2% p 23.2% p 27.0% p 115.0% p

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

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Visitor Numbers Year-on-Year Visitor Numbers

5.4% p

Month

4,093,758

Latest

2,984,091

2,830,944

3,538,628

3,084,197

2,984,091

2,708,577

2,744,180

2,290,454

2,141,505

1,757,106

1,134,262

997,062 950,982

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

Spend per visitor (Avg, per site) Ticket Spend

9.2% p

£4.48

£4.10 Retail Spend

£5.67

£5.53

£5.38

27.0% p

£4.48

£4.41

£4.35

£4.25 £4.05

£4.00 Catering Spend

£3.97

£3.54 £3.54

p £2.31

115.0%

£2.00

£2.31

£1.57

£2.00

£1.77

£1.73

£1.55

£1.08

£1.34

£1.34

£1.31

£1.28

£1.25

£1.24 £1.24

£1.24

£1.19

£1.17

£1.15

£1.00

£0.97

£0.96

£0.93 £0.93

£0.83

£0.82 £0.16

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

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

23.2% p

£8.37

£9.78

£9.58

£8.37

£8.28

£7.92

£6.80

£7.27

£7.23

£7.10

£7.06

£6.13 £6.13 £4.96

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

Additional Comments

Callendar House Marion Deuchars - Lets Make Art exhibition has been very popular with one of our core markets (famillies), combined with Your Adventure Start Here Campaign linked to the launch of the John Muir Way. 16-18 May we developed a mini festival combining Festivals of Musuems/john Muir Way and this generated huge interest and attendance by famillies. Launch of The Kelpies and our combined marketing activity has also had a very postiive impact on the groups market. In particular returning foregin language schools trip and older day trip groups (UEA).

Clyde Muirshiel - Castle Semple Country Park Counting equipment broken at Castle Semple Visitor.

Clyde Muirshiel - Greenock Cut Visitor Centre Centre and will be for the forseable future.

Edinburgh Bus Tours May - our move away from Waverley Bridge for 4 of our tour routes has impacted on our figures; weather good.

Floors Castle In April we were only open for one week. May was quiet-ish for us although spend per head seems to be increasing.

Low Parks Museum School holidays always boost figures.

Mclean Museum & Art Gallery Festival of Museums event on 17th May attracted 571 people.

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

Mugdock Country Park Main factor is the weather.

The Falkirk Wheel Another good month for the Falkirk Wheel. Footfall and sales up on last year. Helped by the good weather and the publicity in Falkirk with the Helix Park.

The Famous Grouse Experience We had the Earl and Countess of Strathearn visit the distillery which was a major event for us.

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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 May 2014

u Responses for May 2014 were received from 252 sites u 22 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below. u 10 sites have not submitted results this month last year and thus do not appear in the tables below.

May May 2014 2013 Y-o-Y 2014 2013 Y-o-Y Aberdour Castle 1271 1172 8% Clyde Muirshiel - Lunderston Bay 19391 23664 -18% Aberlour Distillery 1770 1397 27% Clyde Muirshiel – Muirshiel Country Park 3470 3473 0% Alloa Tower 655 1138 -42% Clynelish Distillery Visitor Centre 960 319 201% Almond Valley Heritage Trust 17811 16090 11% Corgarff Castle 125 516 -76% Angus Folk Museum 241 10 2310% Cragganmore Distillery Visitor Centre 947 367 158% Arbroath Abbey 1144 1549 -26% Craigievar Castle 953 960 -1% Arduaine Garden 2688 2396 12% Craigmillar Castle 1993 1617 23% Argyll's Lodgings 4481 1936 131% Craignethan Castle 506 511 -1% Auchindrain 521 705 -26% Crarae Garden 1555 1909 -19% Bachelors' Club 79 78 1% Crathes Castle, Garden & Estate 3464 5021 -31% Balvenie Castle 412 686 -40% Crichton Castle 246 680 -64% Bannockburn 5227 965 442% Crossraguel Abbey 382 434 -12% Barry Mill 310 198 57% Culloden Battlefield visitor centre 9925 11492 -14% Bishops & Earls Palaces 1946 1903 2% Culzean Castle 6240 7310 -15% Black House 1606 1839 -13% Culzean Country Park 10630 14249 -25% Blackness Castle 1668 1349 24% Dallas Dhu Distillery 890 1127 -21% Blair Athol Distillery Visitor Centre 9097 4015 127% Dalwhinnie Distillery Visitor Centre 5138 2141 140% Bonawe Iron Furnace 395 134 195% David Livingstone Centre 1079 2532 -57% Bo'ness and Kinneil Railway 8762 7624 15% Dewar's World of Whisky 3401 3786 -10% Bothwell Castle 981 1368 -28% Dirleton Castle 2805 2475 13% Branklyn Garden 2666 2902 -8% Discovery Point 4420 4854 -9% Brodick Castle 2528 3381 -25% Doune Castle 4388 4255 3% Brodick Garden & Country Park 4030 4624 -13% Drum Castle, Garden & Estate 1838 1465 25% Brodie Castle 1401 6352 -78% Dryburgh Abbey 2152 2140 1% Broughton House & Garden 1177 1256 -6% Dumbarton Castle 1491 1679 -11% Broughty Castle Museum 3371 3275 3% Dumfries Museum & Camera Obscura 2799 1541 82% Caerlaverock Castle 3169 3358 -6% Dunblane Cathedral 2126 1340 59% CairnGorm Mountain 12985 11513 13% Dundee Science Centre 4357 4071 7% Cairnpapple Hill 280 236 19% Dundrennan Abbey 381 219 74% Caithness Horizons 7754 6812 14% Dunfermline Palace 1437 1229 17% Callendar House 3900 3427 14% Dunstaffnage Castle 1968 1894 4% Camperdown Wildlife Centre 8149 8106 1% Edinburgh Bus Tours 43042 43709 -2% Caol Ila Distillery Visitor Centre 1454 551 164% Edinburgh Butterfly & Insect World 9357 9836 -5% Cardhu Distillery Visitor Centre 1422 633 125% Edinburgh Castle 147431 144027 2% Cardoness Castle 516 472 9% Edinburgh Zoo 67124 79136 -15% Castle Campbell 1156 1488 -22% Edzell Castle 825 827 0% Castle Fraser, Garden & Estate 819 1158 -29% Elcho Castle 600 743 -19% Chatelherault Country Park 50061 64941 -23% Elgin Cathedral 1962 2413 -19% City Art Centre 5122 2055 149% Falkland Palace & Garden 4165 4648 -10% Clyde Muirshiel - Greenock Cut Visitor Centre 6533 6314 3% Forestry Commission - Glenmore Forest Park Visitor Centre 5871 8771 -33% 5

May May 2014 2013 Y-o-Y 2014 2013 Y-o-Y Fort George 4910 5907 -17% Kirriemuir Camera Obscura 108 205 -47% Fyvie Castle 1579 1752 -10% Kisimul Castle 792 1353 -41% Gallery of Modern Art 50258 45254 11% Lagavulin Distillery Visitor Centre 1385 1565 -12% Geilston Garden 1362 1247 9% Lauriston Castle 9586 8869 8% Georgian House 3370 4283 -21% Linlithgow Palace 5134 5211 -1% Gladstone's Land 2927 4169 -30% Loch Leven 2036 2069 -2% Glasgow Cathedral 14277 28488 -50% Low Parks Museum 2329 2328 0% Glasgow Museums Resource Centre 1428 1542 -7% Macduff Marine Aquarium 4369 4239 3% Glasgow Science Centre 30830 46433 -34% Maclellans Castle 454 548 -17% Glen Dronach Distillery 1143 774 48% Malleny Garden 482 286 69% Glen Ord Distillery Visitor Centre 2853 1838 55% Mcmanus Galleries 12950 13456 -4% Glencoe 26438 13941 90% Meigle Museum 327 410 -20% Glenfinnan Monument 2548 2497 2% Melrose Abbey 4650 5208 -11% Glenkinchie Distillery Visitor Centre 3949 3997 -1% Moirlanich Longhouse 103 208 -50% Glenlivet Distillery 6804 6066 12% Mugdock Country Park 61651 60996 1% Glenluce Abbey 117 140 -16% Museum of Childhood 17144 17958 -5% Grampian Transport Museum 2750 2324 18% Museum of Edinburgh 8836 4629 91% Greenbank Garden 1932 3547 -46% National Mining Museum Scotland 5545 4236 31% Gurness Broch 1374 1421 -3% National Museum of Flight 6715 6569 2% Hackness 105 235 -55% National Museum of Rural Life 8938 8475 5% Haddo House 366 436 -16% National Museum of Scotland 131379 144797 -9% Hermitage Castle 762 593 28% National War Museum 55240 54607 1% Hidden Treasures - Lead Mining Museum 879 1919 -54% Nelson Monument 3128 2109 48% Highland Folk Museum - Newtonmore 6666 6562 2% Nevis Range 13760 13761 0% Highland Wildlife Park 9336 9223 1% New Abbey Corn Mill 467 571 -18% Hill of Tarvit Mansionhouse & Garden 771 1267 -39% New Lanark Visitor Centre 6425 8750 -27% Holmwood 566 382 48% New Lanark World Heritage Site 29784 29820 0% House for an Art Lover 1166 1196 -3% Newark Castle 664 764 -13% House Of Dun 930 952 -2% Newhailes 856 771 11% Hugh Miller Museum & Birthplace Cottage 476 422 13% Oban Distillery Visitor Centre 5374 4863 11% Huntingtower Castle 739 1076 -31% Paisley Museum 3900 2965 32% Huntly Castle 1041 1021 2% Peoples Story 6503 5879 11% Inchcolm Abbey 2662 2421 10% Pictavia 470 435 8% Inchmahome Priory 1952 2008 -3% Pitmedden Garden 2341 3105 -25% Inveraray Castle 11855 11396 4% Pollok House 11385 3895 192% Inveresk Lodge Garden 153 147 4% Preston Mill 208 332 -37% Inverewe Garden & Estate 6873 6729 2% Priorwood Garden 629 914 -31% Iona Abbey 719 281 156% Provand's Lordship 10424 7717 35% J M Barrie's Birthplace 315 354 -11% Riverside Museum 114567 69820 64% Jacobite Cruises Ltd 18498 18199 2% Robert Burns Birthplace Museum 24065 26591 -9% Jarlshof 2028 708 186% Robert Burns Centre 3410 3076 11% Jedburgh Abbey 1973 2339 -16% Robert Burns House 1271 1334 -5% Johnstons of Elgin 16277 17259 -6% Robert Smail's Printing Works 283 228 24% Kellie Castle & Garden 1275 1374 -7% Rosslyn Chapel 18114 16458 10% Kelvingrove Art Gallery 101642 84634 20% Rothesay Castle 1074 705 52% Kildrummy Castle 461 383 20% Royal Burgh of Culross 1168 1254 -7% 6

May May 2014 2013 Y-o-Y 2014 2013 Y-o-Y Royal Lochnagar Distillery Visitor Centre 1807 1128 60% Tomatin Distillery Visitor Centre 2845 2514 13% Scotland Street School Museum 5062 5051 0% Tormiston Mill 3347 3321 1% Scotland's Secret Bunker 2860 3288 -13% Urquhart Castle 36515 35111 4% Scott Monument 7036 5567 26% Verdant Works 1023 1023 0% Scottish Dolphin Centre 11153 11879 -6% Weaver's Cottage 197 149 32% Scottish Fisheries Museum 8890 8064 10% Writers Museum 5114 3833 33% Scottish National Gallery 111210 75963 46% Scottish National Gallery of Modern Art 27650 23321 19% Scottish National Portrait Gallery 22238 21378 4% Scottish Seabird Centre 30648 26590 15% Seton Collegiate 260 684 -62% Skara Brae 10558 10774 -2% Smailholm Tower 557 612 -9% Souter Johnnie's Cottage 257 140 84% Spynie Palace 1142 774 48% St Andrews Castle 6253 6218 1% St Andrews Cathedral 4045 3858 5% St Giles' Cathedral 102674 100770 2% St Serfs 205 544 -62% St Vigeans 15 35 -57% Stanley Mills 910 1080 -16% Stirling Castle 44409 41596 7% Strathclyde Country Park 589135 529701 11% Strathisla Distillery 1762 2093 -16% Summerlee Museum 14230 15388 -8% Sweetheart Abbey 675 715 -6% Talisker Distillery Visitor Centre 7355 6418 15% Tantallon Castle 4209 3782 11% Tenement House 1513 1612 -6% The Burrell Collection 15420 16565 -7% The Falkirk Wheel 56492 46266 22% The Famous Grouse Experience 8051 8829 -9% The Hill House 2948 2941 0% The Museum of the University of St Andrews 3019 3258 -7% The People's Palace Museum 30215 33329 -9% The Royal Yacht Britannia 32550 33291 -2% The Scotch Whisky Experience 30260 31166 -3% The Scottish Parliament 29819 23948 25% The St Mungo Museum of Religious Life And Art 17005 11664 46% Threave Castle 1617 981 65% Threave Estate 4382 5617 -22% Tolquhon Castle 625 728 -14%