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

Usable data was received from 155 sites. The total number of visits recorded in December 2013 Total was 994207; this compares to 995027 in 2012 and indicates a decrease of -0.1%. Month of December 994,207 -0.1% q Year-to-Date 26,848,701 0.8% p ASVA's Commentary and Observation for December 2013

December 2013 shows a decrease of -0.1% over December 2013. From the usable responses, 60% Per Region reported a decrease. Northern Scotland 82,525 -10.8% q There does not appear to be any pattern or trend shown by the figures. Higher than average decreases Eastern Scotland 422,768 0.8% p can be seen at some larger sites including - CairnGorm Mountain(- 30%), Glenmore Forest Park Visitor Southern Scotland 42,298 23.0% p Centre (-39%), Glasgow Centre (-47%), World Heritage Site, Royal Botanic Garden Western Scotland 446,616 -0.5% q (-7%) and St Giles Cathedral (-7%). Conversely there were other larger sites reporting an increase including Chatelherault Country Park (9%), of Edinburgh (70%), (16%), (23%), Robert Burns Birthplace Museum (23%), The Falkirk Wheel (101%), Scottish Parliament (48%) and special exhibitions have helped boost numbers at Kelvingrove (15%) – Jack Per Attraction Category Vettriano Retrospective and at the (29%) – Lion King exhibition. Heritage/historic Weatherwise, December started cold and sunny but before long low pressure took control and dominated property/stately the rest of the month. Across the UK it was the wettest December in 34 years. Scotland had both the house 204,727 -7.4% q lowest mean maximum temperature of 3.2C at Loch Glascarnoch and lowest actual temperature (for the & Galleries 443,915 5.6% p fourth month in a row) at Braemar -3.8C on December 11. Precipitation in Scotland was 45% above Zoo/wildlife/safari normal with 140mm of rain although Kinloss was the driest place in the UK with just 52mm of rainfall. park/aquarium 28,182 -0.3% q Scotland had slightly higher than average sunshine (likely boosted by the sunny start to the month) with Sports & activities 23,474 -24.8% q 107% of average but Aviemore had less than half the national average with just 20 hours of sunshine all Forest park/regional month. park/country park 71,936 0.0% p

Gardens 28,674 -7.7% q Science Centre 18,579 -46.8% q Distillery/whisky related 3,021 -28.4% q Visitor Centre 93,613 8.3% p Boat Trip/Marine 31,443 33.2% p

Other Economic Indicators

Spend per Gift-Aid December's Inflation Rate 2.0% Ticket SPV Retail SPV Catering SPV ticket sold per Visitor British Retail Sales 1.8%

5.55 (68) 7.92 (30) 0.97 (68) 0.82 (15) 3.26 (4) 5.5% p -0.2% q -28.0% q -6.9% q

For further information, contact ASVA at:

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

2

Visitor Numbers Year-on-Year Visitor Numbers

-0.1% q

Month

995027

Latest

3538628

3313126

3084197

2708577

2596604

2489410

2290454

2125546

994207

1697946

1129652

994207 880354

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

Spend per visitor (Avg, per site) Ticket Spend

5.5% p

£5.55

£5.26

Retail Spend

£6.66 £6.51

-28.0% q

£5.67

£5.55

£5.46

£4.96

Catering Spend

£4.45

£4.10 £4.00

£3.97 -6.9% q

£3.54 £3.54

£1.97

£1.35

£1.77

£1.72

£1.57

£1.47

£1.35

£0.97

£1.34

£1.31

£1.26

£1.24 £1.24

£0.88

£0.82

£1.08

£1.07

£1.07

£1.00 £1.00

£0.97

£0.97

£0.93 £0.93

£0.90

£0.88

£0.86 £0.82

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

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

ticket sold

-0.2% q

£7.92 £7.94

£10.73

£9.91

£9.61

£8.38

£7.92

£7.74

£7.27

£7.10

£7.06

£6.80

£6.13 £6.13

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

Additional Comments

Callendar House Continued growth in numbers over December. Youth Theatre performance around the house was very popular aswell as a festive programme of traditional Christmas activity. Overall numbers also increased in the park/house due to Strathcarron Hospice Santa Run.

Highland Wildlife Park Very windy and wet weather has given very low visitor numbers some days.

Macduff Marine Aquarium Good visitor numbers during our Diving Santa weekend event boosted the overall figures for December

Pictavia Pictavia is only open at weekends Nov - Mar

Rosslyn Chapel We had power failure on 5th December; closed all day We were closed 24th; 25th and 31 December 4

Site-specific report December 2013

u Responses for December 2013 were received from 155 sites u 14 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below. u 9 sites have not submitted results this month last year and thus do not appear in the tables below.

December December 2013 2012 Y-o-Y 2013 2012 Y-o-Y Aberdour Castle 279 333 -16% Dumbarton Castle 147 493 -70% Aberlour Distillery 61 86 -29% & Camera Obscura 431 489 -12% Arbroath Abbey 247 283 -13% Dunblane Cathedral 723 200 262% Arduaine Garden 47 98 -52% Dunfermline Palace 224 360 -38% Argyll's Lodgings 1224 1159 6% Dunstaffnage Castle 177 214 -17% Auchindrain 8 6 33% Edinburgh Butterfly & Insect World 2335 2207 6% Black House 21 48 -56% Edinburgh Castle 64350 65022 -1% Blackness Castle 491 608 -19% Elgin Cathedral 68 213 -68% Blair Athol Distillery Visitor Centre 438 245 79% Forestry Commission - Glenmore Forest Park Visitor Centre 3206 5217 -39% Bo'ness and Kinneil Railway 13702 13987 -2% Fort George 622 639 -3% Bothwell Castle 283 203 39% Funworld Leisure 9084 10804 -16% British Golf Museum 1438 1928 -25% Gallery of Modern Art 39414 40409 -2% Museum 904 857 5% Georgian House 359 317 13% Caerlaverock Castle 541 643 -16% Glasgow Cathedral 3518 3729 -6% CairnGorm Mountain 14116 20199 -30% Glasgow Museums Resource Centre 666 944 -29% Caithness Horizons 5541 5625 -1% Glasgow Science Centre 18579 34928 -47% Callendar House 1337 1070 25% Glen Ord Distillery Visitor Centre 46 154 -70% Camperdown Wildlife Centre 2923 2878 2% Glencoe 274 229 20% Caol Ila Distillery Visitor Centre 34 50 -32% Glenkinchie Distillery Visitor Centre 669 1042 -36% Cardhu Distillery Visitor Centre 37 36 3% Greenbank Garden 1136 1401 -19% Castle Campbell 338 316 7% Highland Wildlife Park 3246 2839 14% Chatelherault Country Park 38048 35008 9% Huntingtower Castle 225 257 -12% City Art Centre 7682 5975 29% Huntly Castle 114 124 -8% Clyde Muirshiel - Castle Semple Country Park 16377 17704 -7% Inveresk Lodge Garden 6 4 50% Clyde Muirshiel - Greenock Cut Visitor Centre 2356 2084 13% Iona Abbey 28 141 -80% Clyde Muirshiel - Lunderston Bay 10345 10808 -4% Jedburgh Abbey 413 273 51% Clyde Muirshiel – Muirshiel Country Park 1817 2006 -9% Johnstons of Elgin 19168 15291 25% Clynelish Distillery Visitor Centre 20 15 33% Kelvingrove Art Gallery 68097 59158 15% Craigmillar Castle 700 866 -19% Lagavulin Distillery Visitor Centre 45 83 -46% Crathes Castle, Garden & Estate 282 567 -50% Lauriston Castle 3121 5365 -42% Culloden Battlefield visitor centre 1373 871 58% Linlithgow Palace 1272 2922 -56% Culzean Country Park 1541 2913 -47% Macduff Marine Aquarium 1026 849 21% Dallas Dhu Distillery 83 130 -36% Malleny Garden 67 58 16% Dalwhinnie Distillery Visitor Centre 265 403 -34% Mcmanus Galleries 10543 10209 3% 621 677 -8% Melrose Abbey 461 642 -28% Dewar's World of Whisky 558 580 -4% Mills 640 555 15% Dirleton Castle 728 727 0% Museum of Childhood 11335 10778 5% Doune Castle 1014 1058 -4% 3766 2220 70% Drum Castle, Garden & Estate 55 118 -53% National Mining Museum Scotland 2412 4148 -42% Dryburgh Abbey 275 343 -20% National Museum of Flight 1232 1323 -7% 5

December December 2013 2012 Y-o-Y 2013 2012 Y-o-Y National Museum of Rural Life 3968 4139 -4% The Willow Tea Rooms 10702 10980 -3% National Museum of Scotland 98664 100181 -2% Threave Estate 1641 1275 29% National War Museum 32093 27726 16% Tomatin Distillery Visitor Centre 364 536 -32% Nelson Monument 1241 830 50% Tormiston Mill 233 204 14% Nevis Range 3185 3042 5% Urquhart Castle 5558 5907 -6% New Abbey Corn Mill 37 46 -20% Writers Museum 2164 1820 19% New Lanark Visitor Centre 7972 9280 -14% New Lanark World Heritage Site 28994 33547 -14% Oban Distillery Visitor Centre 274 327 -16% Peoples Story 2738 2893 -5% Pictavia 68 43 58% Pitmedden Garden 96 128 -25% Pollok House 7574 7929 -4% Priorwood Garden 22 8 175% Provand's Lordship 3034 2801 8% Queensferry Museum 240 360 -33% Riverside Museum 45649 36542 25% Robert Burns Birthplace Museum 19653 16029 23% Robert Burns Centre 2266 1729 31% Robert Burns House 224 180 24% Rosslyn Chapel 3840 3250 18% Rothesay Castle 82 118 -31% Royal Botanic Garden Edinburgh 27300 29358 -7% Royal Lochnagar Distillery Visitor Centre 123 185 -34% Scotland Street School Museum 2601 2536 3% Scotland's People Centre 998 1035 -4% Scott Monument 2524 2933 -14% Scottish Fisheries Museum 4198 3731 13% Scottish Seabird Centre 11401 11651 -2% Skara Brae 297 298 0% Castle 1171 1538 -24% St Andrews Cathedral 496 673 -26% St Giles' Cathedral 46204 49762 -7% St Vigeans 16 7 129% Stirling Castle 12055 13220 -9% Sweetheart Abbey 70 80 -13% Talisker Distillery Visitor Centre 4 350 -99% Tantallon Castle 1069 1015 5% The 11129 10868 2% The Falkirk Wheel 16780 8340 101% The Museum of the 837 695 20% The People's Palace Museum 10658 12107 -12% The Real Mary King's Close 9600 7992 20% The Royal Yacht Britannia 11807 11443 3% The Scottish Parliament 21398 14433 48% The St Mungo Museum of Religious Life And Art 4824 5840 -17% 6

December 2013 2012 Y-o-Y