ASVA Visitor Trend Report, November 2013 Dashboard Summary, November 2013

Usable data was received from 179 sites. The total number of visits recorded in November 2013 Total was 1,129,652; this compares to 1,080,877 in 2012 and indicates an increase of 4.5%. Month of November 1,129,652 4.5% p Year-to-Date 25,919,404 1.0% p ASVA's Commentary and Observation for November 2013

November 2013 shows an increase of 4.5% over November 2013. From the usable responses, 65% Per Region reported an increase. As November is traditionally a relatively quiet month, a number of attractions have noted a variation in Northern Scotland 103,379 -2.5% q their opening hours to take account of the differing trading patterns at this time of year – part closure for Eastern Scotland 513,124 9.4% p maintenance, weekend only trading and shorter opening hours have been noted. Increases have been Southern Scotland 35,665 25.6% p reported from sites across the country and many sites in especially are noting additional footfall. Western Scotland 477,484 0.0% p Many of these are larger sites, so will influence the overall figure – (13%), National Museum of Scotland (16%), National War Museum (27%), St Giles Cathedral (27%) and the Scottish Per Attraction Category Parliament (34%.) The ‘Lion King’ exhibition at the is proving very popular with a 58% increase over 2012. Heritage/historic property/stately Weather-wise November was largely sunny and dry but a little colder than average. In terms of house 232,567 8.6% p precipitation, Scotland saw just 77% (89cm) of average. Notwithstanding the wettest place in the UK was Museums & Galleries 515,863 3.4% p Achnagart with 274cm and conversely Inverbervie and Leuchars were the driest with just 22cm. It was also Zoo/wildlife/safari brighter than average with Scotland seeing sunshine for 76 hours which is 154% of average. Again Scottish park/aquarium 24,486 3.3% p locations show the most sunshine, Leuchars (115 hours) AND the least at Lerwick (34hours). Sports & activities 35,552 15.5% p Forest park/regional park/country park 79,562 6.6% p Gardens 31,943 -15.1% q Science Centre 19,392 6.4% p Distillery/whisky related 11,542 19.2% p Visitor Centre 101,783 7.1% p Boat Trip/Marine 27,288 4.5% p

Other Economic Indicators

Spent per Gift-Aid November's Inflation Rate 2.2% Ticket SPV Retail SPV Catering SPV ticket sold per Visitor British Retail Sales 2.3%

4.45 (88) 7.06 (49) 0.97 (68) 1.26 (19) 0.81 (3) 9.6% p 1.5% p -22.7% q 35.7% p

For further information, contact ASVA at:

e-mail: [email protected] Tel: 0141 229 0923

2

Visitor Numbers Year-on-Year Visitor Numbers

4.5% p

Month

1129652

Latest

3538628

3378036

3084197

2708577

2596604

2489410

2290454

2125546

1697946

1080878

1129652

880354 337899

Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Nov 13 Nov 12

Spend per visitor (Avg, per site) Ticket Spend

9.6% p

£4.45

£4.06 Retail Spend

£6.66

£6.51

-22.7% q

£5.46

£5.26

£5.08

£4.96

Catering Spend

£4.45

£4.10 £4.00

£3.97 35.7% p

£3.54 £3.54

£1.26

£1.25

£1.99

£1.90

£1.77

£0.97

£1.57

£0.93

£1.47

£1.35

£1.35

£1.34

£1.31

£1.26

£1.24 £1.24

£1.08

£1.07

£1.07

£1.00 £1.00

£0.97

£0.93 £0.93

£0.90

£0.88 £0.88 £0.86

Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Nov 13 Nov 12

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

ticket sold

1.5% p

£10.73

£7.06

£9.91

£9.61

£8.38

£7.94

£7.71

£7.27

£7.10

£7.06

£6.80

£6.13 £6.13

£6.95

Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Nov 13 Nov 12 3

Additional Comments Auchindrain From November to March our main visitor facilities are closed; but on weekdays we welcome those few brave people who wish to visit us: we make no charge.

Edinburgh Butterfly & Insect World Record November no. of customers (mild weather?)

Forestry Commission - Visitor numbers down by 1162 on last year which is 28%; possibly due; in the main; to the cafe closure at the end of October (lease expired). Glenmore Forest Park Visitor Centre The retail section is also closing at the end of December as the Forestry Commission no longer wish to be involved in retail. The shop stock has been on sale since July to the extent we have very little stock remaining another possible reason why the visitor numbers are down. The revenue is down by 75% on last year. The visitor centre will be refurbished from 13th Jan.'14 until end of March and we will be operating a mini service from our adjacent resourse centre over that period. The future plans for the VC include an extended cafe area (new lease/new operators);more spacious interpretation/childrens and welcome areas.

Landmark Forest Adventure Park We were fully open for 3 days in November which made the numbers more than last year (normally only part open Nov-Mar)

Macduff Marine Aquarium The attraction is now operating on Winter opening hours (closed 2 days per week)

Mclean Museum & Art Gallery Popular exhibition of contemporary local artist's work brought in visitors in November.

Paisley Museum We have a touring 'LEGO' themed exhibition running which has seen an unprecedented volume of visitors to the Museum. We operate a free attraction but have charged an entry fee for this particular exhibition; hence the high figure against ticket income.

Pictavia Pictavia is now only open at weekends (winter opening hours); however our November visitor figures were boosted by a good number of school visits.

The Falkirk Wheel The Wheel itself was closed for 4 weeks during November for annual maintenance. We are now operating on our Winter opening hours. 4

Site-specific report November 2013

u Responses for November 2013 were received from 179 sites u 15 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below.

November November 2013 2012 Y-o-Y 2013 2012 Y-o-Y Aberdour Castle 452 282 60% Dallas Dhu Distillery 153 69 122% Aberlour Distillery 251 197 27% Dalwhinnie Distillery Visitor Centre 1268 851 49% 18 23 -22% 1021 1578 -35% Almond Valley Heritage Trust 3897 3664 6% Dawyck Botanic Garden 2042 1529 34% Arbroath Abbey 470 276 70% Dewar's World of Whisky 1591 1399 14% Arduaine Garden 63 123 -49% Dirleton Castle 910 680 34% Argyll's Lodgings 1426 328.67 334% Doune Castle 469 957 -51% Auchindrain 22 16 38% Dryburgh Abbey 468 523 -11% 11 25 -56% Dumbarton Castle 838 504 66% Black House 105 101 4% Dunblane Cathedral 1106 972 14% Blackness Castle 655 590 11% Dunfermline Palace 449 511 -12% Blair Athol Distillery Visitor Centre 1912 846 126% Dunstaffnage Castle 202 218 -7% Bo'ness and Kinneil Railway 1971 530 272% Edinburgh Butterfly & Insect World 3481 3254 7% Bothwell Castle 553 385 44% Edinburgh Castle 71739 63315 13% British Golf Museum 1655 2431 -32% Elgin Cathedral 192 219 -12% Brodick Castle 232 225 3% Falkland Palace & Garden 239 286 -16% Brodick Garden & Country Park 374 389 -4% Forestry Commission - Glenmore Forest Park Visitor Centre 3018 4180 -28% Brodie Castle 196 163 20% Fort George 978 778 26% Broughton House & Garden 125 140 -11% Fyvie Castle 173 248 -30% Museum 1407 1346 5% Gallery of Modern Art 49622 47014 6% Caerlaverock Castle 1031 923 12% Geilston Garden 50 26 92% CairnGorm Mountain 9914 9741 2% Georgian House 2530 2095 21% Caithness Horizons 4209 4682 -10% Gladstone's Land 909 663 37% Callendar House 1849 1178 57% Glasgow Cathedral 9949 9463 5% Caol Ila Distillery Visitor Centre 86 75 15% Glasgow Museums Resource Centre 1348 1659 -19% Cardhu Distillery Visitor Centre 181 155 17% Glasgow Science Centre 19392 18226 6% Castle Campbell 530 438 21% Glen Dronach Distillery 279 135 107% Castle Fraser, Garden & Estate 85 10 750% Glen Ord Distillery Visitor Centre 469 536 -13% Chatelherault Country Park 39293 33431 18% Glencoe 25638 21048 22% City Art Centre 9824 6234 58% Glenfinnan Monument 234 104 125% Clyde Muirshiel - Castle Semple Country Park 18937 20303 -7% Glenkinchie Distillery Visitor Centre 2029 1657 22% Clyde Muirshiel - Greenock Cut Visitor Centre 2812 2739 3% Greenbank Garden 2021 1940 4% Clyde Muirshiel - Lunderston Bay 11952 11747 2% Highland Wildlife Park 4140 3689 12% Clyde Muirshiel – Muirshiel Country Park 1961 2127 -8% Holmwood 30 12 150% Clynelish Distillery Visitor Centre 39 11 255% House for an Art Lover 619 525 18% 1061 655 62% House Of Dun 50 150 -67% Crarae Garden 21 51 -59% Hugh Miller Museum & Birthplace Cottage 48 16 200% Crathes Castle, Garden & Estate 609 602 1% Huntingtower Castle 333 243 37% Culloden Battlefield visitor centre 2669 2610 2% Huntly Castle 121 206 -41% Culzean Country Park 3735 3895 -4% Inveresk Lodge Garden 39 48 -19% 5

November November 2013 2012 Y-o-Y 2013 2012 Y-o-Y Inverewe Garden & Estate 173 133 30% Scotland's People Centre 1702 1708 0% Iona Abbey 124 486 -74% 2203 2656 -17% Jacobite Cruises Ltd 3448 3405 1% Scottish Fisheries Museum 5552 4998 11% Jedburgh Abbey 465 433 7% Scottish Seabird Centre 11196 11422 -2% Johnstons of Elgin 17690 20514 -14% Skara Brae 399 431 -7% Kellie Castle & Garden 115 42 174% St Andrews Castle 2520 2568 -2% Kelvingrove Art Gallery 79612 78512 1% St Andrews Cathedral 1514 1629 -7% Lagavulin Distillery Visitor Centre 409 240 70% St Giles' Cathedral 46439 43589 7% 5352 5086 5% St Vigeans 52 9 478% Linlithgow Palace 2662 1565 70% Stirling Castle 14543 14593 0% Low Parks Museum 2036 3373 -40% Strathisla Distillery 146 91 60% Macduff Marine Aquarium 1165 990 18% Summerlee Museum 5123 6408 -20% Malleny Garden 117 70 67% Sweetheart Abbey 103 74 39% Mcmanus Galleries 15135 15035 1% Talisker Distillery Visitor Centre 35 1276 -97% Melrose Abbey 881 1064 -17% Tantallon Castle 1242 1153 8% 1286 1122 15% Tenement House 298 162 84% Museum of Childhood 12926 12921 0% The 13960 11258 24% 4991 2797 78% The Falkirk Wheel 10422 9348 11% National Mining Museum Scotland 3123 5678 -45% The Hill House 294 209 41% National Museum of Flight 1711 1502 14% The Museum of the University of St Andrews 2380 1584 50% National Museum of Rural Life 3763 3707 2% The People's Palace Museum 17646 20309 -13% National Museum of Scotland 117635 101555 16% The Real Mary King's Close 10580 11780 -10% National War Museum 31884 25044 27% The Royal Yacht Britannia 13418 13372 0% Nelson Monument 1051 826 27% The Scottish Parliament 33338 24898 34% Nevis Range 1996 2175 -8% The St Mungo Museum of Religious Life And Art 6200 8319 -25% New Abbey Corn Mill 81 88 -8% The Willow Tea Rooms 12171 10617 15% Visitor Centre 4270 4775 -11% Threave Estate 1886 1953 -3% New Lanark World Heritage Site 26173 25843 1% Tomatin Distillery Visitor Centre 660 613 8% Oban Distillery Visitor Centre 1460 964 51% Tormiston Mill 223 229 -3% Our Dynamic Earth 13490 16412 -18% Urquhart Castle 5878 5848 1% Peoples Story 3560 4254 -16% Writers Museum 2664 2665 0% Pictavia 223 124 80% Pitmedden Garden 57 163 -65% Pollok House 4068 3447 18% Priorwood Garden 60 134 -55% Provand's Lordship 3998 4545 -12% Queensferry Museum 326 408 -20% 36928 47911 -23% Robert Burns Birthplace Museum 18920 18755 1% Robert Smail's Printing Works 43 18 139% Rosslyn Chapel 5935 4495 32% Rothesay Castle 260 211 23% Royal Botanic Garden Edinburgh 27300 33408 -18% Royal Burgh of Culross 41 24 71% Royal Lochnagar Distillery Visitor Centre 574 567 1% Scotland Street School Museum 4143 4024 3%