ASVA Visitor Trend Report, February 2015 Dashboard Summary, February 2015

Usable data was received from 175 sites. The total number of visits recorded in February 2015 Scotland Total Visitor Numbers was 1304108; this compares to 1228099 in 2014 and indicates an increase of 6.2%. Excluding Country Parks Month of February 1,304,108 6.2% p ASVA's Commentary and Observations for February 2015 Year-to-Date 2,277,395 2.8% p

From the comparable responses received, visitor numbers to ASVA member sites in February 2015 show an increase of 6.2% on February 2014. 70% of respondents note an increase. Looking at the dashboard summary, nine of the eleven Including Country Parks sectors show an increase for the month with only 'Gardens' and ‘Museums & Galleries’ indicating a small decrease of 1.1%. Month of February 1,985,318 4.2% p The latter’s decrease is due to lower footfall at two of the country’s biggest sites: Per Region - National Museum of Scotland (-14%) which has some galleries closed for redevelopment This report was - Kelvingrove (-36%) which in February last year was still hosting the sell-out Jack Vettriano exhibition Northern Scotland 73,061 21.9% p produced for ASVA by Eastern Scotland 724,515 8.6% p Across the country, a number of larger sites also note meaningful increases in visitor numbers. These include: Edinburgh Southern Scotland 35,181 -3.6% q Castle (17%), New Lanark World Heritage Site (38%), Johnston’s of Elgin (46%), New Lanark Visitor Centre (115%), McManus Western Scotland 1,152,561 1.0% p Galleries (32%), Nevis Range (11%), Riverside Museum (27%), Scottish National Gallery (33%), Scottish National Portrait Gallery (45%), St Giles Cathedral (26%), Stirling Castle (63%), Summerlee Museum (62%), The Falkirk Wheel (61%) and the Scottish Parliament (28%). (See page 2 for comments.) Per Attraction Category

February started cold and settled but the weather turned wet and windier later in the month as westerly winds spread Heritage/historic bands of rain across all areas. It was a generally cold month with a below average mean temperature. Ironically the highest property/stately 221,261 21.4% p temperature of the month across the UK was recorded at Fyvie Castle (15.6C) on the 18th, caused by a mild foehn wind. house Although the west was generally wetter than the east, overall Scotland saw just 88% of average rainfall but overcast skies Museums & Galleries 686,108 -1.1% q meant that sunshine was not plentiful with 90% averaged across the country. Zoo/wildlife/safari 80,247 10.3% p park/aquarium Sports & activities 17,143 9.2% p Forest park/regional 681,210 0.6% p park/country park Gardens 178 -81.9% q Science Centre 56,967 1.3% p Distillery/whisky 29,606 12.1% p related Visitor Centre 108,854 23.9% p Boat Trip/Marine 35,908 32.2% p Spend per Other 67,836 4.1% p Ticket SPV1 Retail SPV Catering SPV ticket sold2

5.49 (56) 8.92 (24) 1.06 (57) 1.40 (8) 1.3% p -5.3% q -10.7% q 2.9% 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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Year-on-Year

Visitor Numbers Visitor Numbers

6.2% p

Month

3,840,140

1,304,108 1,228,099

3,225,933

Latest

2,406,283

2,338,837

2,220,719

2,052,959

2,018,242

1,411,180

1,363,347

1,304,108

1,131,847 973,287

Mar 14 Apr 14 May 14 Jun 14 Jul 14 Aug 14 Sep 14 Oct 14 Nov 14 Dec 14 Jan 15 Feb 15 Feb 15 Feb 14

Additional Comments Ticket SPV Retail SPV Catering SPV Ticket Spend

Blair Athol Distillery Visitor Site partially closed. 1.3% p

Centre

£5.49 Retail Spend £5.42 Camera Obscura and World of The shop was closed until 13th February for a refit causes a loss in shop income. -10.7% q Illusions Catering Spend

Chatelherault Country Park Strong winds and heavy rain continued into February. 2.9% p

Edinburgh Bus Tours Half term, better starting point.

£1.40

£1.36

£1.19 £1.06 Highland Wildlife Park Our main cafe is going through refurbishment. Our main drive through reserve was closed for 9 days due to icy conditions. Feb 15 Feb 14

National Museum of Flight Museum only open during weekends until April.

New Lanark Visitor Centre The Prestonpans Tapestry ran throughout the month of February, and we had a special 'Living History' day

on Saturday 21 February. To celebrate Valentine's Day we ran a competition on Facebook & Twitter £8.92 for people to share the reasons they #LoveNewLanark. £9.42 Spend per ticket sold The Lighthouse We are in the processing of refurbishing our shop and this has affected numbers. -5.3% q

The Scotch Whisky Function rooms closed for refurbishment. Experience

Dewar’s Aberfeldy Distillery We were closed last year in February for refurbishment.

______1 Ticket spend per visitor (Ticket SPV) divides the total ticket revenue by the number of visitors from ticket-revenue submitting sites. Feb 15 Feb 14 2 Spend per ticket sold divides the total ticket revenue by the number of tickets sold. 3

Site-specific report February 2015

u Responses for February 2015 were received from 175 sites. u 15 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below. u 7 sites have not submitted results this month last year and thus do not appear in the tables below.

February February 2015 2014 Y-o-Y 2015 2014 Y-o-Y Aberdour Castle 546 534 2% Dumfries Museum & Camera Obscura 1251 975 28% Aberlour Distillery 183 166 10% Dunblane Cathedral 1005 1214 -17% Almond Valley Heritage Trust 6273 4702 33% Dundee Science Centre 5670 4748 19% Arbroath Abbey 426 306 39% Dunfermline Palace 414 320 29% Argyll's Lodgings 1591 1472 8% Dunstaffnage Castle 249 98 154% Auchindrain 20 12 67% Edinburgh Bus Tours 16608 15467 7% Black House 47 57 -18% Edinburgh Butterfly & Insect World 7102 8429 -16% Blackness Castle 1051 388 171% Edinburgh Castle 64451 55053 17% Blair Athol Distillery Visitor Centre 245 1073 -77% Edinburgh Zoo 42278 36946 14% Bo'ness and Kinneil Railway 500 500 0% Elgin Cathedral 186 107 74% Bothwell Castle 396 482 -18% FC Scotland - Clatteringshaws Visitor Centre 1540 980 57% Broughty Castle Museum 2413 1881 28% FC Scotland - Glenmore Visitor Centre 6272 1851 239% Caerlaverock Castle 1161 901 29% FC Scotland - Kirroughtree Visitor Centre 3752 4424 -15% Caithness Horizons 4216 0 0% FC Scotland - Glentrool Visitor Centre 448 1344 -67% Calderglen Country Park 58239 59654 -2% Fort George 1027 946 9% Callendar House 1365 1721 -21% Gallery of Modern Art 41826 43248 -3% Camperdown Wildlife Centre 4285 2764 55% Glasgow Cathedral 4504 3522 28% Caol Ila Distillery Visitor Centre 141 134 5% Glasgow Museums Resource Centre 1464 1325 10% Cardhu Distillery Visitor Centre 184 99 86% Glasgow Science Centre 30186 32526 -7% Castle Campbell 824 446 85% Glen Ord Distillery Visitor Centre 248 103 141% City Art Centre 4492 4768 -6% Glencoe 142 326 -56% Clyde Muirshiel - Castle Semple Country Park 21475 19935 8% Glengoyne 2180 1581 38% Clyde Muirshiel - Greenock Cut Visitor Centre 4256 3203 33% Glenkinchie Distillery Visitor Centre 1540 1473 5% Clyde Muirshiel - Lunderston Bay 13130 10721 22% Glenlivet Distillery 12 128 -91% Clyde Muirshiel – Muirshiel Country Park 2140 2218 -4% Greenbank Garden 94 867 -89% Clydebank Museum and Art Gallery 2711 3963 -32% Highland Wildlife Park 5907 5680 4% Clynelish Distillery Visitor Centre 76 39 95% Huntingtower Castle 327 344 -5% Craigmillar Castle 1222 1019 20% Huntly Castle 185 232 -20% Crathes Castle, Garden & Estate 337 335 1% Inveraray Jail 2212 2322 -5% Culzean Country Park 1589 2218 -28% Inveresk Lodge Garden 53 17 212% Dallas Dhu Distillery 72 38 89% Iona Abbey 127 169 -25% Dalwhinnie Distillery Visitor Centre 1143 438 161% Jarlshof 25 10 150% David Livingstone Centre 62 411 -85% Jedburgh Abbey 364 332 10% Dewar’s Aberfeldy Distillery 1197 30 3890% Johnstons of Elgin 11989 8238 46% Dirleton Castle 1086 827 31% Kelvingrove Art Gallery and Museum 72172 112143 -36% Discovery Point 3535 3135 13% Lagavulin Distillery Visitor Centre 133 153 -13% Doune Castle 1952 1339 46% Lauriston Castle 2167 2880 -25% Drumpellier Country Park 67249 66706 1% Linlithgow Palace 2751 1915 44% Dryburgh Abbey 650 546 19% Low Parks Museum 1957 2260 -13% Dumbarton Castle 686 513 34% Macduff Marine Aquarium 2676 2499 7% 4

February February 2015 2014 Y-o-Y 2015 2014 Y-o-Y Malleny Garden 22 42 -48% Stirling Smith Art Gallery and Museum 3285 4034 -19% Mclean Museum & Art Gallery 2802 2976 -6% St Andrews Castle 2201 1558 41% Mcmanus Galleries 15016 11417 32% St Andrews Cathedral 823 757 9% Melrose Abbey 751 664 13% St Giles' Cathedral 48644 38611 26% Mills Observatory 1399 1135 23% St Vigeans 78 15 420% Mugdock Country Park 47647 48381 -2% Stirling Castle 20593 12626 63% Museum of Childhood 14341 14840 -3% Strathclyde Country Park 397808 392062 1% Museum of Edinburgh 5848 4730 24% Strathisla Distillery 150 38 295% National Mining Museum Scotland 5344 5665 -6% Summerlee Museum 10516 6474 62% National Museum of Flight 2913 2714 7% Sweetheart Abbey 166 103 61% National Museum of Rural Life 6829 4804 42% Talisker Distillery Visitor Centre 493 489 1% National Museum of Scotland 124005 144559 -14% Tantallon Castle 1624 1096 48% National War Museum 31218 28884 8% The Burrell Collection 12770 13206 -3% The Nelson Monument 599 711 -16% The Falkirk Wheel 19074 11815 61% Nevis Range 17001 15368 11% The Famous Grouse Experience 3400 3062 11% New Abbey Corn Mill 64 80 -20% The Glasgow School of Art 365 1369 -73% New Lanark Visitor Centre 5682 2640 115% The lighthouse 21140 19505 8% New Lanark World Heritage Site 20563 14915 38% The Museum of the University of St Andrews 1942 1627 19% Oban Distillery Visitor Centre 549 556 -1% The People's Palace Museum 22757 26062 -13% Our Dynamic Earth 21111 18975 11% The Real Mary King's Close 10877 11132 -2% Palacerigg Country Park 32346 31330 3% The Royal Yacht Britannia 13100 12117 8% The People's Story 3385 3410 -1% The Scotch Whisky Experience 16166 15512 4% Pitmedden Garden 9 60 -85% The Scottish Parliament 19067 14867 28% Pollok House 2547 2953 -14% The St Mungo Museum of Religious Life And Art 7586 6539 16% Provand's Lordship 4918 4170 18% The Willow Tea Rooms 9734 9495 3% Queensferry Museum 600 431 39% Tomatin Distillery Visitor Centre 634 344 84% Riverside Museum 81620 64516 27% Tormiston Mill 146 157 -7% Robert Burns Birthplace Museum 19969 19197 4% Tullibardine 555 725 -23% Robert Burns Centre 2295 2467 -7% Urquhart Castle 6034 5294 14% Robert Burns House 824 552 49% Verdant Works 569 668 -15% Rosslyn Chapel 4672 4375 7% Writers Museum 2488 2280 9% Rothesay Castle 216 178 21% Royal Lochnagar Distillery Visitor Centre 305 233 31% Scotland Street School Museum 4945 4514 10% ScotlandsPeople Centre 1420 1495 -5% The Scott Monument 4090 2175 88% Scottish Fisheries Museum 6197 5128 21% Scottish National Gallery 73202 55049 33% Scottish National Gallery of Modern Art 23934 22724 5% Scottish National Portrait Gallery 27056 18678 45% Scottish Seabird Centre 13681 15089 -9% Skara Brae 287 299 -4%