ASVA Visitor Trend Report, February 2016 Dashboard Summary, February 2016

Scotland Total Visitor Numbers Usable data was received from 173 sites. The total number of visits recorded in February 2016 was 1,362,271; this compares to 1,322,094 in 2015 and indicates an increase of 3.0%. Excluding Country Parks Month of February 1,362,271 3.0% p ASVA's Commentary and Observations for February 2016 Year-to-Date 2,400,978 3.0% p

Interestingly, the increase of 3.0% is only part of the overall picture with 53% of responding sites indicating a decrease Including Country Parks and 47% noting an increase. Looking at the dashboard summary all regions are noting an increase (excluding Country Month of February 1,978,835 0.4% p Parks). However, looking at the individual attraction categories, the picture is less conclusive. There were meaningful increases in the Museums and Galleries, Science Centres and Boat Trip Marine categories. Museums and Galleries is the Per Region biggest sector by numbers with some of the country’s biggest sites here. Substantial increases at some of these major sites has helped mitigate the overall picture. These include Kelvingrove (22%), National Museum of (16%), Northern Scotland 69,098 3.0% p (13%) and the Scottish National Gallery of Modern Art (62%). Here’s what the latter noted: *Northern Scotland † 65,386 3.0% p “Modern Scottish Women at has been really successful, and likewise, British Art Show 8 at Modern One has This report was Eastern Scotland 803,577 4.2% p been drawing in lots of visitors…in spite of their varying opinions!.” produced for ASVA by Southern Scotland 17,766 8.4% p

Western Scotland 1,088,394 -2.6% q Both and Glasgow show above average increases from those sites that responded, with 6% and 10.2% *Western Scotland † 475,542 0.9% p respectively.

Weather-wise, February was slightly more ‘normal’ than recent months The beginning of the month saw a continuation Per Attraction Category of the mild and wet weather that had prevailed throughout much of the winter but as the month progressed conditions improved with drier weather arriving in most parts. Although mild, Scotland still recorded the lowest temperature of the Heritage/historic month at Braemar where the mercury dropped to -14⁰C on the 14th. property/stately 223,853 -0.7% q

house Museums & Galleries 788,490 7.5% p Zoo/wildlife/safari 56,814 -9.7% q park/aquarium Sports & activities 28,217 4.2% p Forest park/ 616,564 -5.1% q country park Gardens 42,210 -30.7% q Science Centre 68,424 20.1% p Distillery/whisky 28,736 4.1% p related Visitor Centre 35,199 -12.6% q Boat Trip/Marine 33,115 3.8% p Other 57,213 3.4% p

Spend per Ticket SPV1 Retail SPV Catering SPV ticket sold2 5.48 (54) 9.33 (20) 1.65 (62) 1.82 (5) * † Excluding Country Parks 2.1% p 7.8% p 4.5% p 36.6% p

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2

Year-on-Year

Visitor Numbers Visitor Numbers

Month

Latest 3.0% p

1,362,271

1,322,094

3,827,114

3,489,432

2,552,800

2,558,823

2,387,225

2,256,235

2,155,066

1,511,228

1,362,271

1,257,559

1,157,383 1,038,707

Mar 15 Apr 15 May 15 Jun 15 Jul 15 Aug 15 Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Feb 16 Feb 15

Additional Comments Ticket SPV Retail SPV Catering SPV Ticket Spend

Braemar Castle "Castle closed." 2.1% p

£5.48 Retail Spend £5.37 Science Centre "It was a very busy mid term." 4.5% p

Catering Spend

p

Mackintosh Queen’s Cross "Numbers were down compared to last year." 36.6%

£1.82

£1.65

£1.57 £1.33 Visitor Centre "On 18 February 2016 we opened the Keeping Glasgow in Stitches exhibition which ran for the remainder of the month until 31 March. This exhibition saw an average of 50 visitors a day during this period. During the February Break we ran Daily Guided Tours & Bicentenary themed craft workshops for kids. Last year in February 2015 we exhibited the Prestonpans Tapestry, the numbers for which were slightly higher Feb 16 Feb 15

than the Keeping Glasgow in Stitches exhibition."

Scotland's Secret Bunker "Closed for winter season." £9.33

£8.65 Spend per ticket sold St Giles' Cathedral "We had a few problems with the door counter the first four days of February but now everything is fixed, 7.8% p so should be pretty accurate."

______1 Ticket spend per visitor (Ticket SPV) divides the total ticket revenue by the number of visitors from ticket-revenue submitting sites. Feb 16 Feb 15 2 Spend per ticket sold divides the total ticket revenue by the number of tickets sold. 3

Site-specific report February 2016

u Responses for February 2016 were received from 173 sites. u 6 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.

February February 2016 2015 Y-o-Y 2016 2015 Y-o-Y Aberdour Castle 516 546 -5% Dumbarton Castle 662 686 -3% Aberlour Distillery 101 183 -45% & Camera Obscura 1202 1251 -4% Almond Valley Heritage Trust 5813 6273 -7% Dunblane Cathedral 1144 1005 14% Arbroath Abbey 356 426 -16% Dundee Science Centre 7240 5670 28% Arduaine Garden 37 71 -48% Dunfermline Palace 280 414 -32% Argyll's Lodgings 1082 1591 -32% Dunstaffnage Castle 200 249 -20% Auchindrain 29 20 45% Edinburgh Bus Tours 17217 16608 4% Bannockburn 3121 3970 -21% 69406 64451 8% Black House 19 47 -60% Edinburgh Zoo 36389 42278 -14% Blackness Castle 1008 1051 -4% Elgin Cathedral 221 186 19% Blair Athol Distillery Visitor Centre 1049 245 328% FC Scotland - Clatteringshaws Visitor Centre 1543 1540 0% Bothwell Castle 373 396 -6% FC Scotland - Glenmore Visitor Centre 4698 6272 -25% Museum 1345 2413 -44% FC Scotland - Glentrool Visitor Centre 1862 448 316% Caerlaverock Castle 1469 1161 27% FC Scotland - Kirroughtree Visitor Centre 4084 3752 9% Calderglen Country Park 57651 58239 -1% Fort George 1191 1027 16% Callendar House 1755 1365 29% Fyvie Castle 184 34 441% Camperdown Wildlife Centre 4146 4285 -3% Gallery of Modern Art 45971 41826 10% Caol Ila Distillery Visitor Centre 169 141 20% Glasgow Cathedral 5302 4504 18% Cardhu Distillery Visitor Centre 150 184 -18% Glasgow Museums Resource Centre 1286 1464 -12% Castle Campbell 372 824 -55% Glasgow Science Centre 39731 30186 32% Centre for Contemporary Arts 30311 28941 5% Glen Ord Distillery Visitor Centre 342 248 38% Chatelherault Country Park 38041 38282 -1% Glencoe 9233 10082 -8% 8818 4492 96% Glenkinchie Distillery Visitor Centre 1312 1540 -15% Museum and Art Gallery 2197 2711 -19% Glenlivet Distillery 37 12 208% Clynelish Distillery Visitor Centre 64 76 -16% Greenbank Garden 430 1466 -71% Craigmillar Castle 877 1222 -28% Haddo House 199 80 149% Crathes Castle, Garden & Estate 468 376 24% House for an Art Lover 622 509 22% Culloden Battlefield visitor centre 2085 1891 10% House Of Dun 210 324 -35% Culzean Country Park 7402 4523 64% Huntingtower Castle 297 327 -9% Dallas Dhu Distillery 101 72 40% Huntly Castle 137 185 -26% Dalwhinnie Distillery Visitor Centre 978 1143 -14% Inveresk Lodge Garden 23 91 -75% 1230 7933 -84% Iona Abbey 90 127 -29% Dawyck Botanic Garden 2205 2869 -23% Jacobite Cruises Ltd 3686 3734 -1% Dewar’s Aberfeldy Distillery 1259 1197 5% Jedburgh Abbey 437 364 20% Dirleton Castle 1036 1086 -5% John Gray Centre 13696 15407 -11% Discovery Point 3362 3535 -5% Johnstons of Elgin 12695 11989 6% Doune Castle 2147 1952 10% Kelvingrove Art Gallery and Museum 87858 72172 22% Drum Castle, Garden & Estate 903 28 3125% Lagavulin Distillery Visitor Centre 248 133 86% Drumpellier Country Park 64060 67249 -5% 5477 2167 153% Dryburgh Abbey 522 650 -20% Linlithgow Palace 2540 2751 -8% 4

February February 2016 2015 Y-o-Y 2016 2015 Y-o-Y Logan Botanic Garden 260 260 0% St Andrews Cathedral 1063 823 29% Low Parks Museum 1965 1957 0% St Giles' Cathedral 49584 48644 2% Macduff Marine Aquarium 2858 2676 7% St Vigeans 11 78 -86% Malleny Garden 35 28 25% Stirling Castle 13143 20593 -36% Mcmanus Galleries 10120 15016 -33% Stirling Smith Art Gallery and Museum 3436 3285 5% Melrose Abbey 850 751 13% Strathclyde Country Park 366251 397808 -8% 1262 1399 -10% Strathisla Distillery 108 150 -28% Mugdock Country Park 46993 47647 -1% Summerlee Museum 8993 10516 -14% Museum of Childhood 15097 14341 5% Sweetheart Abbey 110 166 -34% 6707 5848 15% Talisker Distillery Visitor Centre 379 493 -23% National Mining Museum Scotland 4510 5344 -16% Tantallon Castle 1523 1624 -6% National Museum of Flight 2321 2913 -20% The 11168 12770 -13% National Museum of Rural Life 7306 6829 7% The Famous Grouse Experience 3931 3400 16% National Museum of Scotland 144208 124005 16% the Hunterian Museum and Art Gallery 10431 12033 -13% 33973 31218 9% The Museum of the University of St Andrews 1187 1942 -39% Nevis Range 18984 17001 12% The Nelson Monument 1348 599 125% New Abbey Corn Mill 28 64 -56% The People's Palace Museum 22541 22757 -1% New Lanark Visitor Centre 3963 5682 -30% The People's Story 4555 3385 35% New Lanark World Heritage Site 13666 20563 -34% The Real Mary King's Close 11915 10877 10% Oban Distillery Visitor Centre 844 549 54% The Royal Yacht Britannia 14298 13100 9% Our Dynamic Earth 21453 21111 2% The Scotch Whisky Experience 16115 16166 0% Palacerigg Country Park 32454 32346 0% The 4605 4090 13% Pollok House 3903 4241 -8% The Scottish Parliament 15687 19067 -18% Provand's Lordship 4106 4918 -17% The St Mungo Museum of Religious Life And Art 7079 7586 -7% Queensferry Museum 328 600 -45% The Tall Ship at Riverside 15131 15068 0% Riverside Museum 92232 81620 13% The Willow Tea Rooms 9607 9734 -1% Robert Burns Birthplace Museum 12030 18939 -36% Tomatin Distillery Visitor Centre 870 634 37% Robert Burns Centre 2513 2295 9% Tormiston Mill 182 146 25% Robert Burns House 681 824 -17% Tullibardine 318 555 -43% Rosslyn Chapel 5213 4672 12% Urquhart Castle 6382 6034 6% Rothesay Castle 259 216 20% 867 569 52% Royal Botanic Garden Edinburgh 39220 56117 -30% Writers Museum 4717 2488 90% Royal Lochnagar Distillery Visitor Centre 186 305 -39% Scotland Street School Museum 4754 4945 -4% ScotlandsPeople Centre 1311 1420 -8% Scottish Fisheries Museum 5552 6197 -10% Scottish National Gallery 77413 73202 6% Scottish National Gallery of Modern Art 38694 23934 62% Scottish National Portrait Gallery 26845 27056 -1% Scottish Seabird Centre 13421 13681 -2% Skara Brae 323 287 13% St Andrews Castle 2053 2201 -7%