Market Town Welcome Visitor Survey Comparison 2009

Northumberland Market Town Visitor Surveys 2009: Comparison report

March 2010

Brackenhill, St George’s Place, YORK, YO24 1DT 01904 632039 www.qaresearch.co.uk

Company registration: 3186539

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Contents 1. Summary of findings ...... 3 2. Project background ...... 8 3. Aims and objectives ...... 8 4. Methodology ...... 9 5. Introduction ...... 10 6. Key findings ...... 11 6.1 Visitor characteristics ...... 11 6.1.1 Origin ...... 11 6.1.2 Frequency of visits ...... 15 6.1.3 Type of visit ...... 17 6.1.4 Reasons for visiting ...... 19 6.1.5 Group travel ...... 21 6.1.6 Group size and composition ...... 21 6.2 Planned activities ...... 22 6.3 Travel & Transport ...... 22 6.3.1 Method of transport ...... 22 6.3.2 Car parks ...... 24 6.4 Accommodation ...... 26 6.4.1 Type of accommodation used ...... 26 6.4.2 Experience of accommodation ...... 28 6.5 Attractions visited ...... 31 6.5.1 Events visited ...... 31 6.5.2 Tourist Information Centre ...... 32 6.6 Experience of visit ...... 36 6.6.1 Overall satisfaction ...... 36 6.6.2 Satisfaction with public realm ...... 40 6.6.3 Visitor likes and dislikes ...... 46 6.7 Visitor expenditure ...... 55 6.8 Visitor demographics ...... 57 6.8.1 Age and gender ...... 57 6.8.2 Work situation ...... 59 6.8.3 Ethnicity ...... 59 6.8.4 Disability ...... 59 7. Conclusions ...... 60 8. Recommendations ...... 65 9. Appendices ...... 68 9.1 Sample Survey ...... 68

Project number: Trism08-5197 Title: Market Town Welcome Surveys Location: ..\..\TRISM08-5197_MTW_Analysis Date: March 2010 Report status: Final version This research has been carried out in compliance with the MRQSA Approved by: Nick How international standard (ISO20:252) Authors: Zak Haeri

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1. Summary of findings

Project background

The Market Town Welcome (MTW) programme was established in 2008 in collaboration with One NorthEast, Northumberland County Council (NCC), Northumberland Tourism (NT) and the Development Trusts of Alnwick, Amble, Berwick upon Tweed, Haltwhistle, Hexham, Morpeth, Seahouses and Wooler

This research will provide benchmarks in 2009/2010 against which to measure the performance of the MTW Programme and its initiatives

Aims and objectives

The overarching aim of the MTW research is to ‘Improve visitor satisfaction of Northumberland market towns and raise their profile within the visitor economy’

To target the research objectives, NT commissioned face-to-face quantitative surveys for each of the market towns. Street interviews were conducted over four days in both the spring and summer of 2009. Only people who were visiting the town were included. Those who lived and/or worked in the town, or were there on business were excluded

By sampling a total of 3582 individuals, we can approximate the error margin for statistics derived for all market towns combined to be +/-1.6% at a confidence level of 95%. Therefore, combined results should be robust

Visitor characteristics

The great majority of all respondents were UK residents (97%), with 3% from overseas. Of UK visitors, more than half came from the North East (59%) and a further 14% came from Yorkshire/Humber. Haltwhistle respondents were the most likely to be from overseas (10%), whilst Amble’s were the least likely (1%)

Almost three quarters of all respondents had visited the market town previously (74%) and 76% of them had visited vwithin the year prior to being interviewed. Morpeth respondents were most likely to be repeat visitors (89%) whilst Haltwhistle’s were the least likely (53%)

More than half of all respondents were on an overnight visit (62%). Slightly under half of these overnight visitors were staying within the market town they were interviewed in (47%). Overnight visitors to Morpeth were the least likely to be staying within the town (24%). The majority (68%) of all overnight visitors staying within the market towns were there for under a week, with a further 32% staying 7 days or over

Tourism was the main reason for why all respondents were visiting the market towns (44%), followed by shopping (29%). This pattern was similar for all market towns expect Morpeth and Wooler, which respondents visited primarily for shopping (46% and 36% respectively), followed by tourism (24% and 28% respectively)

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Only 3% of all respondents were part of an organised or coach group. Hexham enjoyed double this proportion (6%), whilst Amble, Morpeth and Wooler recieved 1% each

All respondents were most likely to visit as adult pairs without children (48%), followed by a mixed group of adults and children (25%). This pattern was similar across each town. although Haltwhistle and Morpeth received more lone visitors (29% and 24% respectively compared to 14% average)

Walking was the most frequently activity undertaken by all respondents (96%), followed by cycling (9%) and wildlife watching (8%)

Travel & Transport

The majority of all respondents used a car, van or motorhome to reach the towns (78%). The next most frequently used mode of transport was walking (10%). Seahouses and Wooler respondents were twice as likely to have walked (23% and 21% respectively)

Of all respondents travelling by car, van or motorhome the vast majority found travelling into the town centre easy (62% very easy and 29% fairly easy). Berwick respondents were the least likely to have found it very easy (29%)

The majority of all respondents also found it easy to park within the towns (46% very easy and 31% fairly easy). Berwick and Morpeth respondents were the least likely to have found it very easy (18% and 25% respectively)

Of those who paid, slightly more than half of all respondents believed the cost of parking to be reasonable (23% very reasonable and 36% reasonable). Wooler respondents were the most likely to have found it very reasonable (58%). Seahouses and Berwick respondents were the least likely to have found it very reasonable (7% each)

Accommodation

Of all respondents staying overnight within the market towns, 58% were staying within non-serviced accommodation, with 20% in serviced accommodation and a further 20% staying with family or friends or within their second home. 82% and 73% of Wooler and Amble visitors respectively were staying in non-serviced accommodation, whilst 72% of Morpeth respondents were staying with friends, family or in a second home

The majority of all respondents rated the accommodation’s quality as good (52% very good and 34% good). Haltwhistle, Seahouses and Morpeth accommodation received the most positive evaluations whilst Morpeth, Berwick and Alnwick recieved the least positive

Attractions visited

Fully 80% of all respondents had or intended to visit specific areas within the market town they were interviewed in, whilst 20% had or intended to visit The Alnwick Garden followed by 17% for Hadrian’s Wall. When analysed by individual town, the sites respondents had or intended to visit reflected their accessibility from the specific town

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Over half of all respondents had not ever attended any specific events within the town they were interviewed in (47%). 30% had visited the weekly markets

A quarter of respondents indicated they had visited the TIC (24%). Seahouses respondents were the most likely (33%) whilst Morpeth respondents were the least likely (14%). Asking all respondents who had visited to evaluate the TICs, ratings for Amble, Seahouses and Wooler were consistently above average whilst those for Berwick and Alnwick were consistently below average

The majority of all respondents rated their overall enjoyment of the market town they were interviewed in as very high (31%) or high (53%). Seahouses and Wooler respondents were the most likely to give ratings of very high (55% and 49% respectively, whilst Berwick and Alnwick respondents were the least likely (16% each)

For all respondents it was the friendly/welcoming atmosphere they most enjoyed (15%), followed by good quality shops and the peace and quiet (13% each) and the attractiveness of the traditional towns (11%)

The great majority of all respondents were likely to recommend the town they were interviewed in to someone else (49% very likely and 36% likely). Amble and Seahouses respondents were most frequently ‘very likely’ (65% and 61% respectively), whilst Berwick respondents were least frequently ‘very likely’ (28%)

The reasons given for the answer respondents gave regarding the likelihood of recommending the towns were similar to the reasons for the rating of their overall enjoyment

Satisfaction with public realm

On a range of issues, all respondents combined do not on balance rate any as poor (safety, public transport, parking, street furniture). As a category, public transport is the least likely to receive positive ratings. On each of these indices, Berwick upon Tweed scores lower than the average

Besides a range of issues related to the shops themselves (especially their variety), traffic is the most often cited problem with shopping for all respondents (38%) but especially in Morpeth (65%)

On balance, markets, shops, places to eat/drink and museums are rated positively by all respondents. However, if there is a relative issue, it is their range. Once again, Berwick upon Tweed scores consistently below average on all indices. Wooler scores consistently above average

On balance, all respondents do not agree that the towns offer a wide variety of shops (36% disagree or strongly disagree compared to 31% agree or strongly agree) or that they are of good quality (42% disagree or strongly disagree compared to 32% agree or strongly agree). Considerable difference emerges between towns, with (in order of rank) Morpeth, Alnwick, Hexham and Berwick upon Tweed shops attracting positive ratings (on balance)

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All respondents do however provide positive ratings of the towns as places to shop (53% very good or good), but are considerably more likely to positively rate them as places to visit (82% very good or good) and to enjoy yourself (90% very good or good)

Ratings of the general state of town centres by all respondents are on balance positive, with no one issue standing out among graffiti, cleanliness, litter, state of buildings, street furniture and shop frontage. Berwick upon Tweed scores consistently below average on each item and Seahouses consistently above

Visitor Expenditure

Average per person spend per day (including accommodation) is calculated at £23.73. This figure is low on account of 62% of all visitors coming for the day only and more than half of all overnight visitors staying in non-serviced accommodation (58%) and a further 20% with friends, family or in their second home. Accommodation spend by those staying overnight in the market towns is on average £23.48

Visitor expenditure in Alnwick and Berwick upon Tweed is consistently above the average, and expenditure in Amble, Haltwhistle (except for accommodation) and Wooler is consistently below average

Conclusions

Overall ratings of each market town are positive (on balance). Differences between market towns tend only to emerge when comparing the ration of very positive to positive ratings. When this is performed, a prominent pattern that emerges is Berwick upon Tweed attracting the smallest proportion of very positive ratings

People don’t think of the towns as great places to shop more than as great places to visit and enjoy themselves

Whilst ratings of services are in general positive (on balance), variety is a consistent relative issue

Price of goods and services is arguably a relative issue in Berwick upon Tweed

Congestion is a relative issue in Morpeth

Recommendations

As a general strategy, market town can note that visitors rate the towns positively. Therefore the goal should not be to lower the proportion of negative ratings but increase the proportion of very positive relative to positive ratings

Improvements can be made to the shopping offering within the towns

Visitor profiles and motivations differ between towns sufficiently for marketing campaigns to justifiably be separate for each

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Haltwhistle may be encouraged to act as a gateway for visitors from outside the North East

People would recommend the towns so facilitate the communication of this

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2. Project background

The aim of the programme is to help Northumberland’s Market Towns exploit their tourism potential as well as raise their profile within the visitor economy.

In order to measure the success of the Market Town Welcome programme, Northumberland Tourism commissioned visitor surveys for each town to replace the previous surveys (dating from 2003 and 2005).

Fieldwork was undertaken in 2009 surveying visitors to all eight towns within the MTW programme. Raw data captured from these surveys was analysed by Qa Research (Qa) and this document provides the combined results for all market towns.

3. Aims and objectives

The overarching aim of the MTW programme is to:

‘Improve visitor satisfaction of Northumberland market towns and raise their profile within the visitor economy’

Information gained from the surveys will achieve this aim by meeting the following objectives:

• Computing baseline statistics against which to benchmark the MTW programme to facilitate development of future projects and monitoring

• Revealing visitor profiles

• Measuring visitor satisfaction levels and highlighting areas where expectations are not being met

• Uncovering the motivations driving people to visit

• Determining what activities they engage in and what attractions they visit

• Specifying the ratio of day vs. overnight visitors, the length of stay, and type of accommodation used

• Calculating visitor expenditure patterns to feed into the STEAM1 model

1 The STEAM (Scarborough Tourism Economic Activity Monitor) model quantifies the economic impact of tourism and provides information on overall visitor numbers, spending and jobs created.

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4. Methodology

To target the research objectives, NT commissioned face-to-face quantitative surveys for each of the market towns included in the MTW programme. Questionnaires were developed taking into account previous visitor surveys commissioned by Northumbria Tourist Board in 2003, One North East’s current regional visitor survey and NCC’s Town Centre Performance surveys. The fieldwork was organised and managed by the Northumberland Infonet.

Within each of the towns included in MTW, street interviews were conducted over four days in both the spring and summer of 2009. Interviews in each town were carried out on both weekdays and weekends, situated at four different locations within each town.

Respondents were screened through introductory questions on the survey to ensure that anybody who could not be considered a visitor would be removed from the sample. Therefore, only people who were visiting the town were included. Those who lived and/or worked in the town, or were there on business were excluded.

By sampling 3582 in all market towns, we can approximate the error margin for statistics derived for all market towns combined to be +/-1.6% at a confidence level of 95%. In other words, were the survey to be repeated 100 times, 95 of those times, the results for all market towns combined would be within 1.6% plus or minus, of the results for all market towns combined presented in this report.

It should also be noted that the sample data gives an indication of current visitor levels of satisfaction etc. Northumberland Tourism, along with One North East, uses the Arkenford model to segment its current visitors and to target future markets. It was not possible to analyse the data in this survey according to the Arkenford model. To develop a more detailed understanding of the target market (where different from our current market), further segmented research would be required.

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5. Introduction

This document compares results obtained from surveys conducted in 2009 within each Northumberland market towns included in the MTW programme, namely Alnwick, Amble, Berwick upon Tweed, Haltwhistle, Hexham, Morpeth, Seahouses and Wooler. Results for each individual market town are presented within separate reports.

Please note when interpreting results throughout this report not all percentages will total 100%. This can be due to computer rounding with figures of .5 or higher being rounded up, and/or multiple response questions. When respondents can provide more than one response to a question, response frequencies may sum higher that 100%.

Furthermore, please note base sizes between results from different questions may vary. This can be due to respondents being routed within the questionnaire to specific questions on the basis of prior responses and/or data collection errors.

Raw data captured from each market town survey including verbatim responses to open-ended questions were inputted into SPSS and provided to Qa for analysis, reporting and exporting to Excel. This raw data was analysed, along with the verbatim responses quantified through coding, using Askia software and cross-tabulated against each of the market towns included in the MTW programme.

Charts and table compares results between the individual market towns included in the MTW programme. They also include ‘Average’ bars (in charts) and ‘Ave’ columns or rows (in tables) which provide figures for all eight market towns averaged. The ‘Ave’ Columns and rows within tables have been highlighted grey and the text bolded. The results for each individual market town are compared against these ‘Ave’ figures and attention is drawn by use of highlighting results which differ from this average, usually when higher. Bar charts representing results for all market towns combined have also been provided for questions 25, 30, 32 and 34.

Within commentary, ‘all respondents’ refers to results of all eight market towns included in the MTW programme combined. Where reference is made to results from specific market towns, these are referred to as, for example, ‘Alnwick respondents’.

Charts exclude labels of proportions 1% and below. Key to table columns is as follows: Ave = Average, Aln = Alnwick, Amb = Amble, Ber = Berwick, Halt = Haltwhistle, Hex = Hexham, Mor = Morpeth, Sea = Seahouses, Wool = Wooler.

Charts and tables include ‘minimum base’ with charts also providing where appropriate ‘total base’. Minimum bases are the smallest base size of the categories represented. As such, bases for other categories are higher sometimes considerably. Total bases provide the number of individuals included in the ‘Average’ bar within the charts i.e. all individuals answering the question from each market town combined.

In several tables, averages (means) of rating scales of 1-5 have been provided. There are two points to bear in mind for these. Firstly a conservative interpretation argues rating scales do not meet criteria of an interval scale, violating the assumption of equality between differences at separate points on the scale (e.g. the difference between Very poor and Poor is exactly the same as the difference between Very good and Good). Therefore means of rating scales are indicative only. Secondly, because there are only five points to these rating scales, small differences between means can represent a considerable difference in ratings.

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6. Key findings

6.1 Visitor characteristics

6.1.1 Origin

The vast majority of all respondents were from the UK (97%), with only 3% from overseas. Haltwhistle respondents were considerably more likely than this average to be from overseas (10%).

Q2. From overseas Percentage Haltwhistle 10% Alnwick 5% Hexham 4% Morpeth 3% Wooler 3% Average 3% Berwick 2% Seahouses 2% Amble 1% Min base 338

Overleaf results for overseas visitors are presented for all market towns combined (bases are too low to be analysed between market towns). The top four countries are identical to those found in the MRUK Northumberland study of 20082

2http://www.tourismnortheast.co.uk/xsdbimgs/Northumberland/8_%202008%20Visitor%20Survey. pdf

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Q2. Overseas visitors Country Count Percentage Australia 23 19% Holland 23 19% USA 14 12% Germany 13 11% France 7 6% Canada 6 5% Italy 5 4% New Zealand 4 3% Spain 4 3% Norway 3 2% South Africa 3 2% Greece 2 2% UAE 2 2% Belgium 1 1% Crete 1 1% Czech republic 1 1% Denmark 1 1% Japan 1 1% Kuwait 1 1% Netherland 1 1% Poland 1 1% Russia 1 1% Singapore 1 1% Switzerland 1 1% Thailand 1 1% Base 121

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Analysing the origin of only UK respondents, we observe that the majority of all respondents lived within the North East (59%), followed by Yorkshire (14%), Scotland (7%) and then the North West (6%). Blue highlighting within the table below indicates proportions from those regions that are higher than the market town average highlighted grey. Visitor origin for the market towns is broadly comparable, with some notable exceptions. Berwick drew 23% of its respondents from Scotland (compared to 7% average), and 18% of Haltwhistle’s respondents lived in the North West (compared to 6% average), reflecting the town’s geographical location.

Q2. Where do you live? Ave Aln Amb Ber Halt Hex Mor Sea Wool North East 59% 66% 65% 49% 41% 62% 80% 47% 56% Yorkshire/Humber 14% 17% 14% 17% 10% 13% 6% 17% 13% Scotland 7% 4% 2% 23% 6% 4% 3% 5% 6% North West 6% 4% 5% 2% 18% 8% 2% 7% 7% East Midlands 4% 4% 5% 4% 4% 3% 1% 8% 5% South East 3% 2% 1% 2% 3% 3% 1% 4% 5% East of England 2% 1% 2% 1% 6% 2% 2% 3% 4% West Midlands 2% 0% 4% 1% 3% 1% 2% 5% 2% Greater London 2% 0% 1% 0% 5% 2% 1% 2% 2% South West 1% 1% 1% 1% 3% 2% 0% 1% 0% Wales 0% - - 0% 0% 1% 0% 1% 0% Base 3340 407 393 462 295 466 448 457 412 Key: Ave = Average, Aln = Alnwick, Amb = Amble, Ber = Berwick, Halt = Haltwhistle, Hex = Hexham, Mor = Morpeth, Sea = Seahouses, Wool = Wooler

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Morpeth enjoyed by far the greatest proportion of visitors from the North East (80%), whilst Haltwhistle received slightly more than half this proportion (41%).

Q2. North East vs. Outside North East

Morpeth 80% 18%

Alnwick 66% 33%

Amble 65% 35%

Hexham 62% 39%

Average 59% 41%

Wooler 56% 44%

Berwick 49% 51%

Seahouses 47% 53%

Haltwhistle 41% 58%

0% 100%

North East Outside NE

Source: NT 2009 Min base including UK visitors only: 295 Total base: 3340

Of those respondents from the North East, we observe that they lived in the following sub- regions.

Q2. Where do you live in North East? Ave Aln Amb Ber Halt Hex Mor Sea Wool Northumberland 41% 48% 31% 49% 40% 45% 48% 24% 36% Durham 13% 17% 11% 16% 6% 16% 7% 25% 7% Newcastle upon Tyne 13% 6% 18% 8% 18% 9% 16% 18% 13% North Tyneside 11% 5% 11% 7% 11% 6% 17% 10% 17% Gateshead 11% 12% 15% 9% 8% 13% 4% 11% 12% Sunderland 6% 5% 7% 4% 10% 5% 5% 6% 6% South Tyneside 5% 5% 7% 6% 7% 4% 2% 5% 9% Darlington 1% 1% 1% 1% - 2% 1% 2% - Base 1963 268 255 225 120 289 360 217 229

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Analysing similarly only those respondents from the North West, we observe the following. Base sizes are low and therefore cautious interpretation is advisable.

Q2. Where do you live in North West? Ave Aln Amb Ber Halt Hex Mor Sea Wool Lancashire 36% 22% 45% 33% 25% 38% 27% 50% 45% Cumbria 34% 17% 35% 33% 58% 32% 27% 24% 21% Cheshire 14% 22% 5% 33% 6% 11% 27% 15% 24% Merseyside 10% 22% 0% 0% 10% 14% 9% 6% 10% Manchester 6% 17% 15% 0% 2% 5% 9% 6% 0% Base 210 18 20 9 52 37 11 34 29

6.1.2 Frequency of visits

The majority of all respondents (74%) had previously visited the market town they were interviewed in. Haltwhistle enjoyed the greatest proportion of first time respondents (47%), and Morpeth the least (11%).

Q9a. Have you ever visited...before?

Haltwhistle 53% 47%

Wooler 64% 36%

Seahouses 74% 26%

Average 74% 26%

Amble 74% 26%

Berwick 75% 25%

Hexham 77% 23%

Alnwick 81% 19%

Morpeth 89% 11%

0% 100%

Yes No

Source: NT 2009 Min base: 337 Total base: 2588

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Asking those respondents who had visited previously the number of visits to the market town they had made within the past 12 months revealed a broad range of frequencies. Cells highlighted blue are modal (most frequent) responses for each column. For all respondents, more than five (28%) was the most common visiting frequency within the past year, closely followed by two-five (26%), none (24%) and once (22%).

However, the pattern of visit frequency differs considerably between market towns. Visitors to Morpeth appear to visit this market town with greater frequency than visitors to other market towns. Only 9% of Morpeth visitors who had previously visited the town had not visited within the past year (compared to 24% average), whilst 44% had visited more than five times (compared to 28% average).

Q9b. How many times have you visited before in the last 12 months? Ave Aln Amb Ber Halt Hex Mor Sea Wool None 24% 21% 18% 31% 24% 30% 9% 36% 25% Once 22% 30% 24% 27% 18% 22% 14% 22% 19% Two-Five 26% 33% 26% 22% 24% 22% 34% 20% 28% More than Five 28% 17% 32% 21% 34% 25% 44% 22% 29% Base 2588 369 296 356 173 383 405 337 269

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6.1.3 Type of visit

More than half (62%) of all respondents indicated their trip to the market town involved them staying overnight. Morpeth respondents were considerably more likely to be day visitors (73%), which illuminates the finding that respondents repeatedly visited Morpeth with the greatest frequency of all market towns. Wooler and Seahouses respondents were the most likely to be overnight visitors (83% and 78% respectively).

Q3. Day vs. overnight visitors

Morpeth 73% 27%

Hexham 54% 46%

Alnwick 42% 58%

Average 38% 62%

Amble 34% 66%

Berwick 31% 69%

Haltwhistle 28% 72%

Seahouses 22% 78%

Wooler 17% 83%

0% 100%

Day Overnight

Source: NT 2009 Min base: 3 29 Total base: 3508

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Asking only the overnight visitors where they were staying revealed an almost equal split for all respondents between staying within the market town (47%) and staying outside of the market town where they were interviewed (53%). Morpeth respondents were considerably more likely to be staying outside of the market town (76%).

Q5a. Where are you staying?

Wooler 58% 42%

Berwick 55% 45%

Amble 55% 45%

Average 47% 53%

Seahouses 45% 55%

Haltwhistle 45% 55%

Alnwick 43% 57%

Hexham 39% 61%

Morpeth 24% 76%

0% 100%

This area Other

Source: NT 2009 Min base excluding day visitors: 219 Total base: 2366

For all respondents staying within market towns, the most common number of nights they had spent or were going to spend was between three and six (40%) followed by more than seven (32%) and then one to two (28%). Alnwick and Haltwhistle respondents were more likely to be staying one to two nights (44% and 41% respectively), whilst half (50%) of Seahouses respondents were staying seven or more. The average (mean) number of nights spent were highest for Morpeth (6.37) and Seahouses (6.13). Modal (most frequent) responses are highlighted blue for each column, and averages (means) higher than the market town average are highlighted similarly.

Q5b. How many nights are you spending/will you have spent in total in this location? Ave Aln Amb Ber Halt Hex Mor Sea Wool 1 to 2 28% 44% 15% 29% 41% 33% 29% 16% 29% 3 to 6 40% 29% 47% 44% 31% 48% 45% 34% 40% 7+ 32% 28% 38% 26% 28% 19% 25% 50% 30% Mean 5.09 4.75 5.45 4.37 4.35 4.83 6.37 6.13 5.00 Base 1042 112 149 172 104 95 51 158 201

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Q5b. How many nights are you spending/will you have spent in total in this location?

Alnwick 44% 29% 28%

Haltwhistle 41% 31% 28%

Hexham 33% 48% 19%

Wooler 29% 40% 30%

Morpeth 29% 45% 25%

Berwick 29% 44% 26%

Average 28% 40% 32%

Seahouses 16% 34% 50%

Amble 15% 47% 38%

0% 100%

1 to 2 3 to 6 7+

Source: NT 2009 Min base including only those staying in MT : 51 Total base: 1042

6.1.4 Reasons for visiting

The main reason all respondents visited a market town was for tourism (44%), followed by shopping (29%) and then leisure (9%). This pattern is similar between market towns with the exception of Morpeth and Wooler which are more likely to be visited for the main purpose of shopping (46% and 37% respectively).

Q18. Which of the following best describes your main reason for choosing to visit...today? Ave Aln Amb Ber Halt Hex Mor Sea Wool Tourism 44% 57% 52% 49% 38% 45% 24% 52% 28% Shopping 29% 21% 18% 34% 17% 34% 46% 21% 37% Leisure 12% 10% 9% 7% 21% 12% 14% 9% 16% No specific reason 9% 6% 12% 8% 15% 5% 7% 13% 12% Other 4% 5% 8% 1% 8% 3% 3% 4% 4% Service user 2% 2% 0% 1% 1% 0% 6% 0% 3% Base 3411 464 397 460 336 499 436 432 387

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When asked for their other reasons for visiting the market town, a slightly different pattern of results emerges.

Q18. Which of the following best describes your other reasons for choosing to visit...today? Ave Aln Amb Ber Halt Hex Mor Sea Wool Shopping 34% 31% 29% 48% 18% 47% 52% 16% 22% Tourism 32% 41% 31% 39% 28% 33% 18% 29% 32% Leisure 32% 32% 12% 37% 25% 42% 51% 19% 30% No specific reason 24% 17% 32% 17% 34% 20% 12% 39% 23% Other 4% 2% 8% 1% 4% 3% 2% 6% 2% Service user 4% 2% 3% 5% 4% 3% 4% 4% 6% Base 3151 406 371 444 258 474 422 431 345

If we subtract the percentages for other reasons from the main reasons we observe the difference, indicative of whether any particular reason is more primary or secondary in nature. Therefore, the more positive the percentage in the following table, the more primary the reason (most positive for each column highlighted blue), and conversely, the more negative the reason’s percentage (most negative for each column highlighted gold), the more secondary it is.

Q18. Difference between primary and secondary reasons for visit Ave Aln Amb Ber Halt Hex Mor Sea Wool Tourism 12% 16% 21% 10% 10% 12% 6% 23% -4% Other 0% 3% 0% 0% 4% 0% 1% -2% 2% Service user -2% 0% -3% -4% -3% -3% 2% -4% -3% Shopping -5% -10% -11% -14% -1% -13% -6% 5% 15% No specific reason -15% -11% -20% -9% -19% -15% -5% -26% -11% Leisure -20% -22% -3% -30% -4% -30% -37% -10% -14%

For all respondents, tourism is the principal primary reason for their visit. Shopping and especially leisure tend to be more secondary. This pattern of results is broadly repeated across market towns with two notable exceptions: shopping in Wooler is the principal primary reason for visits, and the principal secondary reason respondents visited Seahouses, Amble and Haltwhistle was for no specific reason.

Tourism: general sightseeing, visiting specific attraction in town, visiting specific event in town, visiting the TIC Leisure: Somewhere for lunch, somewhere for coffee/tea, just passing through, visiting friends/family Shopping: the market, shopping/looking around shops Service user: to use toilets, for a specific service

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6.1.5 Group travel

Only 3% of all respondents were part of an organised group or coach trip. Hexham respondents were twice as likely to be part of such groups as the average (6%).

Q16. Part of organised/coach group Percentage Hexham 6% Alnwick 4% Average 3% Berwick 3% Haltwhistle 3% Seahouses 2% Amble 1% Morpeth 1% Wooler 1% Min base 336

6.1.6 Group size and composition

Grouping respondents on the basis of their answers regarding their travel party revealed that all respondents were most likely to be visiting without children but with one other adult (48%), followed by a mixed group of adults and children (25%), travelling alone (14%) and then as a group of three or more adults (13%).

Q37. Group type Ave Aln Amb Ber Halt Hex Mor Sea Wool Couple without children 48% 52% 49% 45% 48% 46% 44% 54% 45% Adult/children mixed 25% 22% 33% 31% 14% 22% 18% 29% 28% Alone 14% 10% 11% 10% 29% 13% 24% 7% 13% 3+ adults no children 13% 15% 7% 13% 8% 19% 12% 10% 14% Children only 0% - - - - - 1% - 0% Unknown 0% 0% 0% 0% - 0% 1% 0% 0% Base 3582 465 403 487 338 501 472 475 438

Groups based on information given in the survey, with adults defined as those 18+:

Couple without children: Two adults only, either male or female, without children Adult/ children mixed: Any combination of adults and children, visiting together Alone: Adult visiting alone 3+ adults (no children): An adult-only group of visitors

The pattern of results for group composition is comparable between market towns although visitors to Haltwhistle and Morpeth were more likely than the average to be alone (29% and 24% respectively).

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 22

6.2 Planned activities

All respondents were most likely to indicate they would engage in walking when on their trip to Northumberland (96%). This figure is however likely to include general as well as specific walking/hiking. Wooler respondents appear to be the most engaged with any activities relative to the average, most notably wildlife watching (16% compared to 8% average). Hexham respondents’ engagement with activities is below or equal to the average for every activity except golf, with 9% indicating they would be playing compared to the 4% average.

Q19. Which of the following activities are you likely to do during your visit to Northumberland? Ave Aln Amb Ber Halt Hex Mor Sea Wool Walking 96% 97% 96% 94% 96% 94% 97% 98% 97% Cycling 9% 7% 13% 6% 11% 5% 5% 8% 12% Wildlife watching 8% 3% 11% 6% 12% 3% 5% 12% 16% Golf 4% 7% 0% 5% 1% 9% 1% 4% 4% Fishing 3% 4% 2% 4% 4% 2% 0% 4% 5% Watersports 2% 1% 3% 2% 1% 0% 1% 5% 2% Horse riding 1% 1% 0% 2% 0% 1% 2% 1% 3% Base 2684 376 321 387 270 344 234 422 330

6.3 Travel & Transport

6.3.1 Method of transport

The majority of all respondents used a car, van or motorhome to travel to the market town (78%), followed by 10% who walked. Seahouses and Wooler respondents were twice as likely to have walked (23% and 21% respectively). Morpeth brought in three times as many respondents by coach than the market town average (21% compared to 7%), whilst Haltwhistle lived up to its name with 7% of visitors coming by train (compared to 2% average). Hexham appears more popular with motorcyclists than the other market towns (3% compared to 1% average).

Q20. What was the main form of transport you used to reach...today? Ave Aln Amb Ber Halt Hex Mor Sea Wool Car/van/motorhome 78% 85% 82% 84% 74% 75% 72% 71% 76% Walked 10% 5% 12% 6% 7% 4% 4% 23% 21% Bus/coach service 7% 6% 4% 2% 8% 9% 21% 4% 1% Train 2% 0% 0% 2% 7% 5% 1% 0% 0% Motorcycle 1% 2% 0% 2% 0% 3% 1% 0% 1% Coach tour 1% 2% 0% 2% 0% 3% 0% 1% 0% Bicycle 1% 0% 1% 1% 2% 1% 0% 1% 1% Other 0% 0% 0% 0% 1% 0% 1% 0% 0% Base 3562 463 403 485 336 502 471 473 436

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 23

The majority of all respondents found it easy to travel into the market town (62% very easy, 29% quite easy). Little difference is found between market towns when ratings of very good and good are combined. Differences only emerge when these are distinguished, with Berwick visitors considerably less likely to believe it was very easy to travel there (29% compared to 62% average).

Q23. How easy/difficult do you feel it is to travel into...town centre?

Seahouses 84% 15%

Amble 82% 16%

Wooler 80% 16% 2%

Haltwhistle 72% 23% 3% 3%

Hexham 66% 27% 6%

Average 62% 29% 5% 3%

Alnwick 50% 41% 6%

Morpeth 48% 35% 5% 11%

Berwick 29% 49% 15% 6%

0% 100%

Very easy Fairly easy Neither easy nor difficult Fairly difficult Very difficult

Source: NT 2009 Min base : 248 Total base: 2868

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 24

6.3.2 Car parks

The majority of all respondents who used a car, van or motorhome to travel to the market town found it easy to park there (46% very easy and 31% quite easy). Berwick and Morpeth visitors were much less likely to have found parking very easy (18% and 25% respectively).

Q21. How easy did you find it to park in ...?

Haltwhistle 67% 26% 2% 4%

Seahouses 59% 33% 3% 4%

Amble 63% 23% 9% 5%

Hexham 3% 49% 36% 9% 3%

Wooler 61% 19% 8% 8% 4%

Average 46% 31% 12% 8% 3%

Alnwick 41% 32% 19% 6% 2%

Morpeth 25% 37% 12% 21% 4%

Berwick 18% 39% 28% 12% 3%

0% 100%

Very easy Quite easy Neither easy nor difficult Quite difficult Very difficult

Source: NT 2009 Min base including only car/van/motorhome users: 243 Total base: 2766

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 25

Just over half of all respondents rated the cost of parking in the market towns as reasonable (23% very reasonable and 36% reasonable). Berwick and Seahouses visitors were the least likely to rate the cost of parking as very reasonable (7% both). Wooler respondents were most likely to rate the cost of parking as very reasonable (58%).

Q22. How would you rate the cost of parking in...?

Hexham 39% 38% 18% 3%

Amble 32% 39% 25% 4%

Wooler 58% 12% 13% 7% 9%

Average 23% 36% 31% 7% 2%

Alnwick 23% 36% 31% 7% 2%

Morpeth 17% 37% 35% 9% 2%

Seahouses 7% 39% 33% 15% 5%

Berwick 7% 35% 48% 9%

Haltwhistle* 100%

0% 100%

Very reasonable Reasonable Average Quite expensive Very expensive

Source: NT 2009 Min base including only car/van/motorhome users : 67* Total base: 2509

* Haltwhistle results are from a base of 5 individuals, the rest (36) having used free parking. 67 is the minimum base excluding Haltwhistle. It should also be noted that Haltwhistle itself has no paid parking, so respondents to this question may have been referring to experiences outside of the town.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 26

6.4 Accommodation

6.4.1 Type of accommodation used

All respondents staying within the market towns were most likely to be accommodated in non- serviced facilities (58%, followed by serviced accommodation (20%) and with friends, family or in a second home (20%). The pattern of results varies considerably between market towns. Notably, no Morpeth respondents were staying in non-serviced accommodation, with 72% staying with friends/family or in their second home. Wooler and Seahouses respondents were the most likely to be using non-serviced accommodation (82% and 73% respectively). Hexham and Alnwick respondents were the most likely to be staying in serviced accommodation (42% and 37% respectively).

Q6. What sort of accommodation are you staying in?

Hexham 42% 27% 30%

Alnwick 37% 27% 32% 3%

Morpeth 28% 72%

Haltwhistle 22% 56% 21%

Berwick 22% 61% 15%

Seahouses 20% 68% 9% 3%

Average 20% 58% 20% 2%

Wooler 7% 82% 9% 2%

Amble 4% 73% 19% 4%

0% 100%

Serviced Non - serviced VFR/2nd home Other

Source: NT 2009 Min base including only those staying in MT : 53 Total base: 1057

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 27

Another way of representing this data is within the table overleaf, with blue cells representing the modal (most frequent) accommodation type used.

Q6. What sort of accommodation are you staying in? Ave Aln Amb Ber Halt Hex Mor Sea Wool Serviced 20% 37% 4% 22% 22% 42% 28% 20% 7% Non-serviced 58% 27% 73% 61% 56% 27% 0% 68% 82% Friends/family/2nd home 20% 32% 19% 15% 21% 30% 72% 9% 9% Other 2% 3% 4% 1% 1% 1% 0% 3% 2% Base 1057 111 148 179 107 96 52 160 204

Serviced: Staying visitors in serviced accommodation in market town (hotel, B&B/guest house, pub/inn) Non-serviced: Staying visitors in non-serviced serviced accommodation in market town (rented self-catering accommodation, touring caravan, static caravan rented or owned, camping, youth hostel, holiday centre) VFR/2nd home: Staying visitors with friends/relatives or at second-home in market town

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 28

6.4.2 Experience of accommodation

Asking all respondents who stayed in accommodation within the market towns (excluding people in caravans, and those staying with friends, family or in their second home) to evaluate the quality of their accommodation, revealed that the majority rated it very good (52%) or good (34%). Haltwhistle, Amble and Seahouses received the greatest proportion of very good ratings (82%, 77% and 75% respectively). Morpeth respondents were the least likely to rate the quality of their accommodation positively, with the greatest proportion of them evaluating it as average (43%).

Base rates are however low and therefore cautious interpretation of accommodation ratings is advisable. For minimum bases for each market town, see Q8 table (p.30).

Q8. How would you rate the accommodation's quality?

Amble 77% 23%

Seahouses 75% 21% 4%

Haltwhistle 82% 13% 5%

Hexham 39% 52% 9%

Average 52% 34% 12% 1%

Wooler 51% 33% 11% 5%

Alnwick 38% 46% 16%

Berwick 29% 47% 24%

Morpeth 36% 14% 43% 7%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base including only those staying in MT excluding caravaners, VFR and second - homers: 14 Total base: 370

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 29

A similar pattern of results was found when respondents were asked to rate their accommodation’s quality of service, with Amble, Seahouses and Haltwhistle receiving the three most positive evaluations, and Morpeth and Berwick the least favourable.

Q8. How would you rate the accommodation's quality of service?

Amble 68% 32%

Seahouses 75% 22% 3%

Haltwhistle 79% 18% 3%

Wooler 55% 34% 7% 3%

Alnwick 36% 53% 12%

Hexham 43% 45% 11%

Average 52% 36% 11% 1%

Berwick 27% 45% 29%

Morpeth 36% 29% 29% 7%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base including only those staying in MT excluding caravaners, VFR and second - homers: 14 Total base: 356

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 30

Once again Morpeth trails when respondents were asked to rate the value for money of the accommodation they stayed in, with Amble, Haltwhistle and Seahouses with the greatest proportion of very good ratings.

Q8. How would you rate the accommodation's value for money?

Amble 67% 29% 5%

Haltwhistle 67% 24% 7%

Hexham 44% 44% 11%

Seahouses 65% 22% 10% 3%

Wooler 54% 30% 12% 4%

Average 48% 35% 14% 2%

Berwick 29% 50% 21%

Alnwick 28% 48% 25%

Morpeth 36% 21% 29% 14%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base including only those staying in MT excluding caravaners, VFR and second - homers : 14 Total base: 382

If we derive an average (mean) rating for the three evaluative elements, we observe that Morpeth, and Berwick especially but also Alnwick score lower than the average. Base rates are low however, so cautious interpretation is advisable.

Q8. How would you rate your accommodation in terms of the following? Ave Aln Amb Ber Halt Hex Mor Sea Wool Quality of service 4.38 4.24 4.68 3.98 4.76 4.32 3.93 4.71 4.39 Accommodation's quality 4.38 4.21 4.77 4.05 4.77 4.30 3.79 4.71 4.30 Value for money 4.30 4.03 4.62 4.09 4.53 4.33 3.79 4.49 4.33 Min base 356 59 19 56 38 44 14 59 63

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 31

6.5 Attractions visited

All respondents were most likely to visit specific sites and attractions within the market town they were visiting (80% ‘In MT’), followed by The Alnwick Garden (20%), none (17%), and Hadrian’s Wall (13%). When analysed by individual market town, the results reflect the accessibility of the attractions from that town. For example Alnwick respondents were considerably more likely to visit The Alnwick Garden (49%) whilst Haltwhistle respondents were the most likely to visit Hadrian’s Wall (51%), in contrast to nearby Hexham (25%).

Q11. Which of the following areas have you visited, or do you intend to visit as part of your trip? Ave Aln Amb Ber Halt Hex Mor Sea Wool In MT 80% 67% 96% 73% 80% 91% 67% 95% 74% The Alnwick Garden 20% 49% 17% 16% 7% 11% 15% 19% 20% None 17% 22% 4% 26% 14% 8% 31% 4% 24% Hadrian's Wall 13% 8% 4% 5% 51% 25% 5% 4% 11% Kielder Forest 5% 5% 3% 2% 11% 8% 2% 1% 7% Woodhorn 2% 2% 6% 1% 1% 1% 2% 0% 2% Base 3582 465 403 487 338 504 472 475 438

6.5.1 Events visited

Over half (57%) of all respondents indicated they had not ever attended any of the events specified in the survey list.

Q29. Have you ever attended any of these events? Ave Aln Amb Ber Halt Hex Mor Sea Wool Not attended any 57% 47% 50% 60% 78% 48% 29% 75% 78% Weekly Market 30% 36% 44% 31% 17% 40% 62% 8% 2% Other events 18% 27% 39% 11% 8% 10% 8% 22% 21% Farmers Market 16% 21% 0% 11% 9% 27% 45% 3% 3% Christmas Lights Switch On 4% 5% 7% 1% 6% 0% 9% 5% 1% Other Market 2% 12% 0% 0% 6% 0% 0% 0% 0% Base 3555 462 401 482 335 499 469 473 188

‘Other events’ includes town specific events such as Alnwick Spring Show for Alnwick.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 32

6.5.2 Tourist Information Centre

A quarter of all respondents had visited the Tourist Information Centre in the market town they were interviewed in. Seahouses respondents were most likely to have visited the TIC (33%) whilst Morpeth respondents were the least likely (14%), possibly reflecting the fact that twice as many visitors to Morpeth travel there for shopping as opposed to tourism, as well as the ‘poor’ ease of finding the TIC (see following chart).

Q12. Visited TIC Percentage Seahouses 33% Wooler 27% Alnwick 27% Amble 26% Average 24% Berwick 23% Haltwhistle 22% Hexham 21% Morpeth 14% Min base 337

Asking all respondents who had visited the TIC to rate the ease with which they found it, revealed that almost half (49%) found it very easy, with a further 39% finding it easy. Seahouses, Wooler and Amble respondents were more likely to have found it very easily (68%, 66% and 64% respectively). Morpeth, Berwick and Alnwick respondents were less likely to have found it very easy (23%, 24% and 31% respectively). When the ratings very good and good are combined however, there is little difference between the market towns.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 33

Q13. How would you rate the ease of finding the TIC?

Seahouses 68% 26% 4%

Amble 64% 30% 5%

Wooler 66% 25% 7%

Hexham 45% 43% 12%

Average 49% 39% 10% 2%

Haltwhistle 53% 32% 7% 7%

Berwick 24% 60% 15%

Morpeth 23% 56% 13% 8%

Alnwick 31% 48% 21%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base including only those who used TIC: 64 Total base: 845

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 34

Regarding ratings of the quality of service all respondents received at the TIC, more than half evaluated it as very good (54%), and a further 39% evaluating it as good. Amble and Seahouses were the most likely to receive very good ratings (77% and 69% respectively), whilst Berwick and Amble attracted the lowest proportion of very good ratings (31% and 33% respectively). However, when very good and good ratings are combined, as with the ease of finding the TIC there is little difference in the quality of service between the TICs of the market towns.

Q13. How would you rate the TIC's quality of service?

Wooler 65% 34% 2%

Haltwhistle 60% 38%

Amble 77% 21% 2%

Seahouses 69% 27% 3%

Morpeth 52% 44% 5%

Average 54% 39% 6%

Hexham 47% 46% 7%

Berwick 31% 55% 14%

Alnwick 33% 50% 15% 2%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base including only those who used TIC: 62 Total base: 833

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 35

A fairly similar pattern of results emerges when respondents were asked to rate the usefulness of the information they received at the TIC.

Q13. How would you rate the TIC's usefulness of information?

Wooler 70% 28% 3%

Amble 79% 19% 2%

Morpeth 51% 46% 3%

Haltwhistle 62% 35%

Seahouses 71% 25% 3%

Average 56% 38% 6%

Hexham 46% 48% 7%

Berwick 31% 59% 10%

Alnwick 35% 50% 14%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base including only those who used TIC: 59 Total base: 833

If we derive an average (mean) rating for the three evaluative elements of TICs, we observe that Alnwick, and Berwick consistently score below average. We also observe that Morpeth’s TIC is relatively difficult to find.

Q13. How would you rate the TIC against this scale in terms of...? Ave Aln Amb Ber Halt Hex Mor Sea Wool Ease of finding 4.34 4.10 4.57 4.07 4.28 4.34 3.95 4.62 4.54 Quality of service 4.46 4.14 4.75 4.15 4.53 4.40 4.47 4.63 4.63 Usefulness of info 4.48 4.17 4.77 4.19 4.58 4.39 4.47 4.65 4.67 Min base 833 123 102 111 71 102 59 151 109

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 36

6.6 Experience of visit

6.6.1 Overall satisfaction

Slightly more than half of all respondents (53%) rated their overall enjoyment as high, with a further 31% evaluating their enjoyment as very high. When very high and high ratings are combined, little difference is found between the market towns. However, when separating these ratings, we observe that Seahouses and Amble received the greatest proportion of very high ratings (55% and 49% respectively), whilst Berwick and Amble received the lowest (16% each).

Q14. How would you rate the overall enjoyment of your visit to...?

Seahouses 55% 37% 8%

Amble 49% 40% 9%

Wooler 38% 49% 12%

Morpeth 29% 58% 13%

Haltwhistle 33% 51% 14% 2%

Average 31% 53% 14%

Hexham 21% 63% 16%

Alnwick 16% 63% 20%

Berwick 16% 62% 22%

0% 100%

Very High High Average Low Very low

Source: NT 2009 Min base: 296 Total base: 3375

Analysing responses to the question of what they most liked about the market town, coding and counting their frequencies revealed that it is most frequently the friendly or welcoming atmosphere of the market towns that all respondents appreciated (15%). This is followed by good quality shops (13%), the peace and quiet of it all (13%) and then the attractiveness of these traditional towns (11%). Haltwhistle is especially appreciated for the friendly atmosphere (21%) and its attractiveness (17%). Morpeth is especially appreciated for good quality shops (21%) and walking (21% compared to 7% average) whilst Wooler and Amble are liked for their peace and quiet (26% and 22% respectively). Several market towns are also appreciated for their unique features/attractions such as Seahouses’ coastline (20%), Hexham’s abbey (15%), and The Alnwick Garden (19%), and Castle (12%) in Alnwick,

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 37

Q15. What did you like most about...? Ave Aln Amb Ber Halt Hex Mor Sea Wool Friendly/welcoming atmosphere 15% 11% 14% 15% 21% 16% 13% 10% 19% Good quality shops 13% 12% 5% 11% 7% 18% 27% 5% 13% Relaxing, quiet or peaceful 13% 6% 22% 6% 18% 5% 9% 15% 26% Attractive traditional town 11% 9% 6% 9% 17% 10% 18% 7% 15% Good location for walking 7% 2% 9% 5% 6% 5% 21% 5% 6% Attractive parks or gardens 6% 19% 2% 0% 1% 8% 18% 0% 1% Attractive scenery or countryside 5% 2% 4% 4% 7% 3% 5% 8% 11% Good food or drink facilities 4% 4% 5% 1% 6% 3% 3% 7% 5% Attractive coastline or beaches 4% 1% 9% 3% - - 1% 20% 1% Attractive buildings 4% 1% 9% 3% 4% 2% 1% 12% 1% Plenty variety of things to see/do 3% 6% 4% 6% 0% 2% 1% 3% 1% History & heritage 3% 5% - 10% 1% 4% 3% 2% 0% General positive comment 3% 4% 1% 5% 3% 6% 2% 3% 1% Position to explore surrounding 3% 1% 3% 4% 6% 4% 2% 3% 6% Attractive harbour area 3% - 10% 0% - - - 16% - The area remains unspoilt 3% 2% 5% 2% 5% 2% 1% 1% 5% Enjoyed festival or parade 3% 11% 1% 8% - - 0% - - Seeing friends or family 3% 3% 2% 3% 3% 3% 5% 0% 2% "A nice day out" 2% 1% 0% 4% 1% 2% 2% 1% 1% Castle 2% 12% 1% 1% 1% - 0% 1% - Clean or well maintained area 2% 1% 3% 2% 2% 3% 4% 2% 3% The Abbey 2% - - - - 15% - - - Cannot say 2% 2% 2% 2% 4% 2% 1% 1% 4% Base 3447 445 387 463 304 496 467 471 414

Proportions for average column of 1% and below have been excluded.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 38

Given the overall positive enjoyment of the market towns, it is unsurprising that nearly half (49%) of all respondents were very likely to recommend the market towns to someone else, with a further 36% indicating it was likely. Yet again, differences between market towns are not so great when very likely and likely responses are combined, but emerge when these responses are separated. Amble and Seahouses are the two market towns which visitors would be most frequently very likely to recommend (65% and 61% respectively), whilst Berwick respondents were very likely to recommend it with the least frequency (28%).

Q10. How likely are you to recommend...to someone else?

Morpeth 54% 38% 8%

Hexham 50% 40% 9%

Alnwick 40% 49% 10%

Seahouses 61% 27% 9% 2%

Average 49% 36% 12% 2%

Wooler 51% 33% 12% 3%

Amble 65% 18% 14% 2%

Berwick 28% 50% 18% 2%

Haltwhistle 47% 30% 19% 3% 2%

0% 100%

Very likely Likely Possibly Unlikely Very unlikely

Source: NT 2009 Min base: 273 Total base: 3254

Another way of representing this data is within the following table. Highlighted cells indicate the modal (most frequent) response.

Q10. How likely are you to recommend...to someone else? Ave Aln Amb Ber Halt Hex Mor Sea Wool Very likely 49% 40% 65% 28% 47% 50% 54% 61% 51% Likely 36% 49% 18% 50% 30% 40% 38% 27% 33% Possibly 12% 10% 14% 18% 19% 9% 8% 9% 12% Unlikely 2% 0% 2% 2% 3% 0% 1% 2% 3% Very unlikely 1% 1% 1% 1% 2% 1% - 1% 1% Base 3254 414 345 441 273 479 455 445 402

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 39

Asking respondents the reason why they indicated they were likely or very likely to recommend the market town revealed results presented in the following table. Results are comparable to those presented in the foregoing for Q15. What did you like most about...?

Q10b. Why do you say that? Those likely to recommend Ave Aln Amb Ber Halt Hex Mor Sea Wool Good/ friendly atmosphere 16% 13% 20% 13% 24% 16% 17% 13% 18% Plenty to do and see 12% 25% 7% 16% 3% 14% 7% 13% 7% Good for shopping (quality) 11% 12% 4% 10% 6% 16% 21% 3% 8% Attractive scenery/countryside 10% 1% 6% 5% 12% 7% 26% 11% 14% Attractive coastline/beaches 8% 3% 20% 9% - 1% 0% 28% 3% Good for walking 7% 1% 11% 3% 5% 4% 14% 4% 11% General positive comment 7% 9% 6% 6% 5% 8% 7% 8% 8% Relaxing, quiet or peaceful 7% 3% 10% 4% 8% 3% 3% 9% 17% Attractive parks or gardens 7% 12% 1% 1% 1% 7% 25% - 3% Other 6% 5% 6% 4% 6% 7% 5% 7% 4% History & Heritage 5% 9% 0% 12% 1% 8% 3% 2% 1% Good food or drink facilities 4% 4% 3% 3% 4% 4% 6% 5% 5% Position to explore area 4% 1% 5% 6% 5% 3% 2% 6% 8% "A nice day out" 4% - 1% 5% 2% 6% 8% 2% 0% Good range of shops 3% 3% 2% 5% 1% 5% 4% 1% 2% Attractive traditional town 3% 3% 4% 2% 3% 4% 6% 3% 3% Clean or well maintained area 3% 1% 3% 2% 1% 3% 5% 3% 2% Attractive harbour area 2% - 5% - - - - 9% - Other specific attraction 2% 3% 4% 1% - 5% 0% 2% 1% Castle 2% 9% - 0% 1% - 0% 1% - Access to Hadrian’s Wall 1% 0% - 1% 9% 3% - - - Good parking 1% 0% 1% 0% 0% 2% 1% 0% 2% Attractive buildings 1% 0% - 0% 4% 2% 1% - 0% Boat trips 1% - 2% - - - 0% 6% - The area remains unspoilt 1% 0% 4% - 2% 1% - 2% - Grew up here 0% 1% 1% 0% 1% 0% 0% - - Base 3256 411 348 439 272 479 456 447 404

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 40

6.6.2 Satisfaction with public realm

The following chart provides a set of responses from each market town combined. Analysis reveals these categories are all rated as good or very good by over 70% of all respondents. Therefore, none appear to be of serious concern. Differences do however emerge in the strength of positive ratings between the categories. Public transport categories (destinations to and from...served by public transport 35%, the regularity of bus/rail services 33%, the quality of bus/rail services 37%) are given very good ratings with less frequency than other categories except for street furniture. This last category receives the smallest proportion of very good ratings (27%) of all categories.

Q25. On a scale of 1 to 5 (where 5 is very good and 1 is very poor) how would you rate the following?

Safety & security - night time 54% 34% 9% 2%

Safety & security - daytime 61% 34% 5%

Destinations to and from...served by 35% 43% 17% 3% 2% public transport

The regularity of bus/rail services 33% 42% 17% 5% 2%

The quality of bus/rail services 37% 45% 14% 3%

Availability of disabled parking spaces 43% 35% 14% 5% 2%

Safety/security of parking facilities 44% 43% 12%

Cost of parking 42% 33% 20% 4%2%

Availability of public parking spaces 37% 39% 16% 7% 2%

Street furniture 27% 46% 23% 3%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base : 765

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 41

If we derive an average (mean) rating for respondents’ evaluation of specific aspects of the market town, we observe the following. Blue highlighting indicates mean scores below the average. Berwick scores consistently below average on each category, whilst Haltwhistle and Amble consistently score above average. Morpeth scores considerably below the average especially on parking issues. Public transport is a relative issue for Wooler, Alnwick and Seahouses.

Q25. On a scale of 1 to 5 (where 5 is very good and 1 is very poor) how would you rate the following? Ave Aln Amb Ber Halt Hex Mor Sea Wool Safety & security - night time 4.38 4.43 4.53 3.75 4.59 4.37 4.10 4.53 4.74 Safety & security - daytime 4.55 4.55 4.67 4.20 4.73 4.58 4.35 4.58 4.81 Destinations to and from...served 4.07 3.95 4.13 4.03 4.45 4.11 4.03 4.02 3.47 by public transport Regularity of bus/rail services 3.99 3.87 4.08 3.94 4.40 3.97 4.01 3.77 3.35 Quality of bus/rail services 4.12 3.97 4.24 3.94 4.57 4.13 4.13 4.10 3.50 Availability of disabled parking 4.11 4.24 4.12 3.83 4.38 4.31 3.53 4.10 4.27 Safety/security of parking facilities 4.30 4.24 4.47 3.87 4.71 4.31 3.98 4.30 4.66 Cost of parking 4.08 4.05 4.57 3.60 4.89 4.19 3.51 3.59 4.68 Availability of public parking 4.03 4.14 4.36 3.65 4.40 4.28 3.23 4.18 4.04 Street furniture 3.96 4.15 4.23 3.65 4.06 4.05 3.95 4.03 3.56 Min base 765 83 71 118 73 156 90 60 31

Please note, minimum base sizes exclude ‘don’t know’ responses and are low on account of public transport questions receiving a large number of don’t know responses (most respondents did not use such services). Non-public transport questions have considerably higher base sizes.

Asking respondents for the main problems with the shopping experience in the market town revealed that for all respondents, traffic was a major concern (38%). Blue highlighting in the table below indicates the two most frequently cited problems besides ‘other’ for each column. Traffic is one of the top two issues for each market town. Road safety is one of the top two issues for Berwick (29%), Alnwick (16%) and Hexham (13%). Illegal parking is a major concern in Seahouses (21%), and the quality of the footpaths is an issue in Morpeth (19%).

Q24. Can you tell me what are the main problems with the shopping experience in...town centre? Ave Aln Amb Ber Halt Hex Mor Sea Wool Other 44% 36% 61% 23% 77% 49% 23% 56% 63% Traffic 38% 50% 23% 57% 16% 24% 65% 23% 13% Road safety 13% 16% 2% 29% 1% 13% 15% 10% 4% Illegal parking 10% 7% 1% 15% 5% 9% 4% 21% 16% Quality of footpaths 8% 4% 10% 3% 1% 12% 19% 2% 11% Signage & information 2% 0% 4% 2% 1% 3% 1% 0% 2% Safety & security 1% 0% 1% 2% 0% 0% 0% 0% 1% Street lighting 0% 0% 1% 0% 1% 0% 0% 0% 1% Base 1893 255 185 321 129 254 312 253 184

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 42

Alnwick ‘other’ responses were, in order of importance: Shops closing down Poor variety of shops Uneven cobble stones

Amble ‘other’ responses were, in order of importance: Not enough parking spaces Parking too expensive Poor variety of shops

Berwick ‘other’ responses were, in order of importance: Shops closing down Poor variety of shops Lack of large shops

Haltwhistle ‘other’ responses were, in order of importance: Poor variety of shops Short opening hours of shops Shops closing down

Hexham ‘other’ responses were, in order of importance: Steep bank from car park

Morpeth ‘other’ responses were, in order of importance: Not enough parking spaces

Seahouses ‘other’ responses were, in order of importance: Street crossings especially at roundabouts

Wooler ‘other’ responses were, in order of importance: Not enough parking spaces

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 43

Respondents were asked to evaluate on a five point scale their rating of specific elements of a range of categories. Results for all market towns combined are presented in the following two charts.

Q34. We are interested in your opinion of various aspects of...how would you rate the following?

Market - quality of services from 20% 51% 27% 2% stallholders

Market - presenation of stalls 18% 48% 30% 4%

Market - quality of goods on sale 17% 46% 32% 4%

Market - range of stalls 15% 40% 34% 9% 2%

Shops quality of service 20% 56% 22%

Shops - quality of goods 17% 53% 27% 2%

Shops - range of shops 12% 45% 36% 6%

Places to eat/drink - quality of service 24% 60% 15%

Places to eat/drink - quality of food 22% 61% 16%

Places to eat/drink - range 19% 57% 20% 2%

Places to eat/drink - value for money 20% 55% 23% 2%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base : 1135

All respondents on balance rated these categories positively, with places to eat and drink receiving slightly more positive ratings than markets and shops. For each category, markets, shops and places to eat and drink, the element with the least very good ratings was for their range.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 44

The category with the least positive ratings related to public toilets. Overall ratings, for feeling of welcome, general atmosphere, and general appearance, were very high, with over 80% rating these aspects as very good or good.

Q34. We are interested in your opinion of various aspects of...how would you rate the following?

Museums/other places to visit - quality 31% 56% 12% 0% of service Museums/other places to visit - level 34% 51% 13% 2% of interest Museums/other places to visit - range 29% 52% 16% 3% Museums/other places to visit - value 23% 48% 25% for money 3% Finding way around - road signs 32% 50% 16% 2%

Finding way around - pedestrian signs 30% 50% 16% 3% Finding way around - display 29% 48% 4% maps/information boards 18%

Cleanliness of streets 29% 55% 14% 2%

Public toilets - availability 19% 40% 28% 10% 3%

Public toilets - cleanliness 19% 39% 31% 7% 4%

Overall - feeling of welcome 49% 45% 5%

Overall - general atmosphere 46% 47% 6%

Overall - general appearance 43% 49% 7%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base : 932

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 45

Another way of representing these results is within a table of combined scores enabling comparison between market towns. Where categories have several items (e.g. the category market has four items including ‘range of stalls’, ‘presentation of stalls’ etc.) results have been combined into one market score for ease of interpretation. To derive a combined score for markets for example, the frequency with which respondents provided a specific response such as ‘very good’ has been counted for each item such as ‘range of stalls’, ‘presentation of stalls’ and so on, to arrive at a total frequency of ‘very good’ responses for the market category. This operation is repeated for the other ratings namely ‘good’, ‘average’, ‘poor’ and ‘very poor’. From these frequencies, average (mean) scores are derived and presented in the following table, where blue highlighting indicates means below average.

Q34. We are interested in your opinion of various aspects of...how would you rate the following? Ave Aln Amb Ber Halt Hex Mor Sea Wool Market 3.75 3.70 4.18 3.62 3.48 3.63 3.95 3.75 4.17 Shops 3.80 3.59 3.89 3.61 3.96 3.90 3.96 3.76 3.90 Places to eat/drink 3.99 3.99 4.09 3.73 4.06 3.96 4.07 4.01 4.11 Museums/other places to visit 4.11 4.09 4.31 4.05 4.29 4.08 4.01 4.14 4.15 Ease of finding way around 4.05 3.76 4.36 3.66 4.28 4.10 3.87 4.23 4.34 Cleanliness of streets 4.10 4.12 4.07 3.69 4.28 4.15 4.17 4.11 4.30 Public toilets 3.63 3.59 3.96 3.33 3.69 3.56 3.37 3.85 3.63 Overall impression of town 4.38 4.43 4.48 4.13 4.31 4.48 4.35 4.48 4.38 Min base 896 190 88 164 26 190 65 8* 9** * Base size of 8 is for market, next highest is 94 (town does not have regular markets) ** Base size of 9 is for market, next highest is 26 (town does not have regular markets)

On these categories Berwick scores consistently lower than the average, whilst Alnwick, Hexham and Morpeth each often scoring lower than the average, whilst Wooler consistently scores above or equal to the average.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 46

6.6.3 Visitor likes and dislikes

All respondents combined did not agree on balance that there was a wide variety of shops (36% disagreeing to 31% agreeing whilst 32% neither agreed nor disagreed). This result is corroborated by the foregoing finding that it is the range of shops that receives the least very good ratings relative to the goods on sale and quality of service of shops. Morpeth respondents were more likely to strongly agree or agree (20% and 26% respectively), whilst Amble respondents were least likely to strongly agree or agree (6% and 12% respectively).

Q26. On the whole...offers a wide choice of shops

Morpeth 20% 26% 37% 15% 2%

Alnwick 16% 26% 31% 20% 7%

Hexham 23% 12% 28% 25% 12%

Berwick 32% 10% 24% 24% 10%

Average 11% 20% 32% 25% 11%

Haltwhistle 7% 15% 32% 32% 14%

Seahouses 7% 12% 32% 34% 15%

Wooler 5% 14% 35% 32% 14%

Amble 6% 12% 38% 25% 19%

0% 100%

Strongly agree Agree Niether agree nor disagree Disagree Strongly disagree

Source: NT 2009 Min base: 283 Total base: 3369

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 47

When asked whether the shops are of good quality or not, results for all respondents are comparable to those obtained on the preceding question, with the balance of respondents disagreeing (42% disagreeing to 22% agreeing whilst 26% neither agreed nor disagreed). When combining strongly agree and agree responses, differences between market towns are starker than for the preceding question of the variety of shops.

Morpeth (25% strongly agreeing and 33% agreeing) and Alnwick (17% strongly agreeing and 28% agreeing) again receive the most positive evaluations whilst Amble has the least positive ratings (6% strongly agreeing and 6% agreeing). However, Haltwhistle (13% strongly disagreeing and 44% disagreeing), Seahouses (16% strongly disagreeing and 41% disagreeing), and Wooler (25% strongly disagreeing and 32% disagreeing) have the greatest proportion of net disagreement.

Q26. On the whole the shops in...are of good quality?

Morpeth 25% 33% 24% 16% 2%

Alnwick 17% 28% 31% 19% 5%

Hexham 14% 17% 24% 29% 15%

Berwick 10% 29% 29% 22% 9%

Average 12% 20% 26% 29% 13%

Wooler 6% 12% 26% 32% 25%

Seahouses 6% 9% 28% 41% 16%

Haltwhistle 6% 8% 28% 44% 13%

Amble 6% 6% 35% 33% 21%

0% 100%

Strongly agree Agree Niether agree nor disagree Disagree Strongly disagree

Source: NT 2009 Base: min 283 Total base: 3321

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 48

Regarding improvements to the retail offering, all respondents are most likely to want to see a greater variety of shops in the market towns (37%), followed by more shops offering local produce (33%), and then, conflicting with this, more chain stores (26%). Further analysis revealed that respondents from outside of the North East were more likely to a statistically significant extent than those living within the North East, to have chosen more chain stores as an improvement they would like to see (30% compared to 24%).

Hexham respondents are considerably more likely to want to see fewer charity shops (47% compared to 22% average), as are Berwick respondents (43%). Amble respondents are more likely than the average to have answered increased variety of shops (61%).

Q28. What improvement would you like to see to the retail offer in...? Ave Aln Amb Ber Halt Hex Mor Sea Wool More chain stores 26% 40% 32% 43% 13% 23% 24% 5% 14% More shops with local produce 33% 21% 33% 30% 52% 24% 41% 38% 35% Fewer charity shops 22% 35% 3% 43% 2% 47% 15% 1% 4% Increased variety of shops 37% 35% 61% 41% 31% 28% 37% 27% 41% Longer opening hours 5% 2% 3% 3% 16% 7% 2% 6% 7% Other 16% 8% 17% 7% 17% 14% 12% 38% 27% Base 1859 282 189 299 143 275 267 216 188

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 49

The chart below provides results for all market towns combined for ratings of specific types of food and beverage establishments. As can be seen, ratings are positive, and there is not great difference between them, excepting that sandwich shops and restaurants/bistros are less likely to receive positive ratings.

Q30. How would you rate the following venues for eating and drinking?

Coffee shops 32% 58% 9%

Pubs and Clubs 36% 47% 15%

Take aways 33% 47% 18% 2%

Restaurants/Bistros 26% 54% 17% 2%

Sandwich Shops 26% 51% 21%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base : 1664

If we derive an average (mean) rating for respondents’ evaluation of specific elements of the food and beverage offering within the market towns, we can easily compare results between market towns, observing the following. Berwick especially scores consistently below the average, as does Hexham, whilst Wooler scores consistently above the average.

Q30. How would you rate the following venues for eating and drinking? Ave Aln Amb Ber Halt Hex Mor Sea Wool Restaurants/Bistros 4.02 4.13 3.87 3.87 3.99 3.94 4.14 4.09 4.09 Sandwich Shops 4.00 4.03 4.01 3.83 4.12 3.92 4.04 4.00 4.24 Takeaways 4.09 3.99 4.29 3.86 4.17 3.85 4.16 4.21 4.09 Coffee shops 4.21 4.22 4.34 4.01 4.29 4.11 4.35 4.12 4.33 Pubs and Clubs 4.16 4.14 4.43 3.88 4.29 4.04 4.02 4.34 4.24 Min base 1664 192 288 205 108 197 143 344 187

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 50

When ratings of specific aspects of the general state of the town centres are combined from all market towns, we observe that on balance they are rated positively, but there are subtle differences. Shop frontage is less likely to receive very good ratings (22%), and the most likely to receive poor ratings (5%).

Q32. What do you think of the general state of the town centre with regard to?

Grafitti/fly posting 34% 49% 15% 2%

Overall level of cleanliness 26% 55% 16% 2%

Litter 30% 51% 17% 2%

General state of buildings 25% 51% 20% 4%

Street furniture 24% 49% 22% 4%

Shop frontage 22% 49% 23% 5%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base : 3258

If we derive an average (mean) rating for respondents’ evaluation of specific elements of the general state of the town centre we can easily compare results between market towns. Results are provided in the following table. Berwick again scores consistently lower than the average. Haltwhistle and Seahouses consistently score above average. Wooler receives the highest rating for the level of cleanliness (4.29) and shop frontage (4.18).

Q32. What do you think of the general state of the town centre with regard to? Ave Aln Amb Ber Halt Hex Mor Sea Wool Litter 4.07 4.04 4.08 3.66 4.36 4.00 4.06 4.13 4.37 Graffiti/fly posting 4.12 4.01 4.13 3.54 4.41 4.07 4.14 4.30 4.44 General state of buildings 3.96 3.82 3.91 3.48 4.15 4.11 3.91 4.14 4.22 Street furniture 3.92 3.99 4.01 3.43 4.07 4.00 4.00 4.07 3.78 Level of cleanliness 4.05 4.05 4.02 3.57 4.28 4.09 4.11 4.11 4.29 Shop frontage 3.86 3.63 3.81 3.39 3.92 4.01 3.91 4.02 4.18 Min base 3258 382 351 432 309 462 448 448 358

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 51

Asking all respondents to rate the market town as a place to shop determined that 15% rate it as very good with a further 38% rating it as good. Combining very good and good ratings reveals certain differences between market towns, with Hexham receiving the greatest proportion of positive ratings (24% very good and 49% good), with Amble (13% very good and 25% good), and Seahouses (12% very good and 29% good) receiving the smallest proportion of positive ratings. However, it is Seahouses that garnered the greatest proportion of negative ratings (4% very poor and 19% poor).

Q33. On a scale of 1 to 5, how would you rate...as a place to shop?

Hexham 24% 49% 24% 2%

Morpeth 16% 44% 35% 4%

Berwick 9% 50% 35% 4%

Average 15% 38% 37% 8% 2%

Alnwick 14% 36% 44% 6%

Wooler 17% 32% 36% 11% 4%

Haltwhistle 12% 34% 42% 9% 3%

Seahouses 12% 29% 36% 19% 4%

Amble 13% 25% 49% 11% 2%

0% 100% Very good Good Average Poor Very poor

Source: NT 2009 Min base: 258 Total base: 3291

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 52

Exactly half of all respondents rated the market towns very good as a place to visit. When combining very good and good ratings, there is little difference between market towns. When we analyse very good ratings only, we observe Berwick respondents were considerably less likely to give very good ratings (28%), whilst Seahouses and Amble respondents gave very good ratings with the greatest frequency (61% each).

Q33. On a scale of 1 to 5, how would you rate...as a place to visit?

Morpeth 55% 41% 3%

Hexham 48% 48% 4%

Seahouses 61% 33% 5%

Amble 61% 31% 6% 2%

Average 50% 42% 7%

Berwick 28% 63% 8%

Alnwick 48% 41% 10%

Wooler 52% 35% 10% 3%

Haltwhistle 44% 43% 11% 2%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Base: min 316 Total base: 3512

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 53

Asking respondents to evaluate the market towns as places to enjoy themselves revealed a very similar pattern to the foregoing, with the great majority rating them as very good (46%) or good (44%). Little variance is found between towns when looking at very good and good ratings combined. When these ratings are distinguished however, we observe that again Berwick respondents were less likely to rate it as very good (23%), whilst Amble and Seahouses respondents were the most likely to provide very good ratings (64% and 59% respectively).

Q33. On a scale of 1 to 5, how would you rate...as a place to enjoy yourself?

Hexham 44% 51% 5%

Amble 64% 29% 6% 2%

Seahouses 59% 33% 6% 2%

Morpeth 46% 45% 8%

Alnwick 44% 47% 9%

Berwick 23% 67% 10%

Average 46% 44% 8% 1%

Haltwhistle 43% 40% 13% 3%

Wooler 48% 34% 13% 4%

0% 100%

Very good Good Average Poor Very poor

Source: NT 2009 Min base: 300 Total base: 3450

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 54

Better retail offering would, according to 36% of all respondents, improve the town centres. This was especially the case among Alnwick (55%) and Berwick (54%) respondents. Morpeth respondents were twice as likely to indicate that improved parking would improve the town centre (40% compared to 19% average). Improved leisure facilities were more commonly cited by Amble respondents (13%) and Wooler respondents (11%) than the average (5%).

Q35. How would you make this town centre better? Ave Aln Amb Ber Halt Hex Mor Sea Wool Better retail offer 36% 55% 46% 54% 26% 39% 15% 18% 24% Improved parking 19% 12% 10% 26% 14% 8% 40% 15% 23% Improved leisure facilities 5% 3% 13% 3% 5% 2% 1% 7% 10% Improved accessibility 3% 2% 1% 7% 1% 5% 3% 3% 1% Safety and Security 1% 0% 1% 1% - - 1% 2% 2% Other 47% 34% 47% 30% 62% 51% 47% 63% 50% Base 2309 313 258 349 190 330 314 304 251

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 55

6.7 Visitor expenditure

All figures are provided in Pounds Sterling. Spend per person per day covers a 24 hour period. Please refer to spend calculation key for an explanation of how figures have been determined.

Visitors staying in Wooler, Haltwhistle (except for accommodation) and especially Amble spend consistently less than the average, whilst total spend for staying visitors is highest for Berwick upon Tweed and then Hexham.

Spend per person per day - visitors staying in MT Ave Aln Amb Ber Halt Hex Mor Sea Wool Accommodation 23.48 25.90 14.54 25.36 24.64 23.91 42.78 28.03 17.15 Food & drink 8.87 10.01 5.39 12.66 6.52 11.49 10.49 8.48 8.16 Shopping 6.40 5.63 4.04 9.21 4.88 8.26 19.71 4.69 4.53 Recreation 1.91 5.63 1.47 2.39 0.42 3.99 † 1.94 1.00 Travel/transport 3.24 6.31 1.74 5.81 2.17 6.34 2.51 1.52 1.45 Total exc acc 19.45 25.39 11.92 29.18 15.20 28.62 30.73 15.68 15.63 Total inc acc 38.30 42.41 23.97 48.87 35.72 46.50 36.44 40.23 31.11 Total base 414 41 39 75 58 33 22 62 84

A similar pattern as found for overnight visitors emerges for spend among day visitors, with the distribution of towns about the average remaining fairly consistent.

Spend per person per day - day visitors Ave Aln Amb Ber Halt Hex Mor Sea Wool Food & drink 6.21 6.91 4.52 7.32 6.95 6.78 5.31 8.40 4.15 Shopping 9.63 8.84 2.88 17.46 6.58 13.31 12.03 2.28 3.23 Recreation 1.26 4.96 1.75 1.56 0.03 1.04 0.06 1.59 0.28 Travel/transport 4.26 5.78 2.42 7.76 5.03 4.38 2.02 4.98 3.65 Total exc acc 20.69 24.74 11.33 34.66 18.18 22.16 20.94 17.94 11.08 Total base 683 75 93 77 63 128 141 65 41

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 56

When the spend figures for staying visitors and day visitors are combined (with those visitors staying outside of the market towns now also being included in the final calculations of each spend category except accommodation), we observe the same three towns with lower than average spends: Amble, Haltwhistle (except for accommodation), and Wooler. Total per person per day is highest in Berwick upon Tweed.

Combined spend per person per day Ave Aln Amb Ber Halt Hex Mor Sea Wool Accommodation 23.48 25.90 14.54 25.36 24.64 23.91 42.78 28.03 17.15 Food & drink 7.05 8.06 5.02 9.69 6.09 7.69 5.93 7.52 6.30 Shopping 7.39 7.57 4.06 11.63 4.83 10.53 12.34 4.04 4.22 Recreation 1.70 5.96 1.47 2.09 0.43 1.65 0.10 2.10 0.58 Travel/transport 3.81 5.61 2.49 6.25 3.63 4.61 2.27 2.87 2.28 Total exc acc 19.19 25.61 11.89 29.00 15.54 22.22 21.83 16.06 13.29 Total inc acc 23.73 29.09 14.40 35.45 21.18 24.58 22.43 22.15 18.99 Total base 1706 201 187 229 212 218 196 253 210

Key to spend calculations This total is derived from adding all spend categories (excluding accommodation) together using only individuals providing responses for all categories (food and drink; shopping; recreation; travel and transport). Total exc acc Because base number of respondents for each category differs, totals cannot be derived from adding each sub category together – this would be statistically invalid. This total is derived from adding all spend categories (including accommodation) together using only individuals providing responses for all categories (accommodation; food and drink; shopping; recreation; travel and Total inc acc transport) (see total base). Because base number of respondents for each category differs, totals cannot be derived from adding each sub category together – this would be statistically invalid. The figure is therefore an average of both day and overnight visitor expenditure.

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 57

6.8 Visitor demographics

6.8.1 Age and gender

Respondents were asked to indicate the age ranges and gender of every person within their immediate party including themselves. If we sum the number of individuals specified, we can determine the profile of visitors according to age and gender, represented in the following table.

Noticeable for all respondents is a concentration of visitors between the ages of 0-15 and 35 and 64. This pattern is repeated across the market towns with little variance. Amble receives the greatest proportion of children up to the age of 15 (23% compared to 17% average), whilst Haltwhistle and Hexham receive the greatest proportion of 45-64 year olds (43% and 41% respectively).

Whilst the gender split of respondents is consistently skewed towards females (see chart overleaf), a common finding for groups of people when the responsibility for answering questionnaires falls to one individual, there are noticeable differences in the gender ratio of respondents and the people within their group (see table below). For each market town, the split is equal except for Morpeth and Hexham (70% and 61% female respectively). Considering that the most likely reason Morpeth respondents had for visiting the town was shopping, this perhaps accounts for the gender discrepancy.

Q37. Including yourself, how many people in your immediate party are male and female, and which of these age groups do they fall into? Ave Aln Amb Ber Halt Hex Mor Sea Wool 0-15 17% 14% 23% 19% 11% 14% 14% 19% 19% 16-24 6% 6% 3% 7% 4% 4% 7% 5% 7% 25-34 9% 11% 5% 13% 8% 12% 7% 9% 8% 35-44 17% 18% 16% 17% 16% 15% 14% 19% 18% 45-54 18% 20% 16% 18% 20% 25% 13% 16% 18% 55-64 18% 18% 20% 16% 23% 16% 20% 19% 16% 65-74 12% 11% 15% 8% 15% 9% 19% 9% 11% 75+ 3% 2% 3% 2% 4% 3% 6% 4% 3% Male 44% 43% 49% 45% 51% 39% 30% 48% 47% Female 56% 57% 51% 55% 49% 61% 70% 52% 53% Base 9312 1199 1076 1341 722 1337 1110 1330 1197

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 58

Q36. Gender

Alnwick 73% 27%

Morpeth 71% 29%

Hexham 69% 31%

Berwick 69% 31%

Wooler 67% 33%

Average 67% 33%

Seahouses 63% 37%

Amble 63% 37%

Haltwhistle 61% 39%

0% 100%

Female Male

Source: NT 2009 Min base : 338 Total base: 3370

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 59

6.8.2 Work situation

Q38. Which of the following best describes your current situation? Ave Aln Amb Ber Halt Hex Mor Sea Wool Employed full-time (>30 hrs.) 44% 44% 40% 47% 46% 44% 30% 52% 49% Employed part-time (<30 hrs.) 13% 12% 9% 14% 12% 10% 19% 12% 17% Self-employed (full/part-time) 2% 3% 1% 3% 2% 4% 1% 2% 3% Unemployed 2% 3% 1% 2% 2% 3% 2% 1% 1% Looking after the home 5% 5% 6% 5% 3% 6% 7% 5% 3% Wholly retired from work 30% 31% 40% 24% 32% 30% 36% 25% 24% In full time education 2% 1% 0% 2% 2% 1% 3% 1% 2% Permanently sick/ disabled 1% 1% 0% 2% 1% 2% 1% 2% 1% Other 0% - 0% 0% 1% 0% 0% - 0% Base 3575 462 403 486 337 503 472 475 437

6.8.3 Ethnicity

Q39. What is your ethnic origin? Ave Aln Amb Ber Halt Hex Mor Sea Wool NET : White 99% 99% 100% 99% 99% 98% 99% 100% 99% NET : Asian or Asian British 0% 0% - 1% 0% 0% - - 1% NET : Mixed 0% - - 0% - 1% - 0% 0% NET : Black or Black British 0% - - - - 0% 0% - - Chinese 0% 0% - - 0% - - - Other 0% 0% - - 1% 0% 0% - - Base 3572 461 402 486 338 503 472 474 436

6.8.4 Disability

Q40. Do you consider yourself to have a disability? Ave Aln Amb Ber Halt Hex Mor Sea Wool Yes 8% 5% 11% 5% 5% 8% 11% 8% 7% No 92% 95% 89% 95% 95% 92% 89% 92% 93% Base 3566 462 403 483 335 501 472 473 437

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 60

7. Conclusions

The findings in this report compares the results obtained from the eight market towns of Alnwick, Amble, Berwick upon Tweed, Haltwhistle, Hexham, Morpeth, Seahouses and Wooler. It does not compare such results against a regional or national benchmark, instead using comparisons between towns and, where appropriate, average results for all towns combined to draw conclusions.

The vast majority of visitors to the market towns are from the UK (97%, with 3% coming from overseas) but there is considerable difference between market towns. Haltwhistle receives three times the market town average proportion of visitors from overseas (10%) and Amble receives ten times less than Haltwhistle’s proportion (1%).

Each market town receives the greatest proportion of its UK visitors from the North East (59% average). The second most likely region of origin is Yorkshire/Humber (14% average), except for Berwick upon Tweed, which receives 23% from Scotland, and Haltwhistle which receives 18% from the North West.

The large proportion of Scottish visitors to Berwick upon Tweed is explicable given the town’s proximity to the Scottish border. Whilst Wooler is also close to the Scottish border, it receives only 6% of its visitors from there. Berwick upon Tweed perhaps, as a larger, arguably more recognised (outside of the North East) town, attracts more visitors from outside of the North East in general, corroborated by analysis (Wooler receives 44% of its visitors from outside of NE whilst Berwick upon Tweed receives 51%).

Haltwhistle receives a proportionally larger percent of visitors from the North West than the average (18% compared to 6%). This is perhaps due to its accessibility along the A69 and train lines from Carlisle. Indeed Hexham, further along the A69 and on the same train line, receives the second largest proportion of any market town of visitors from the North West (8%) (Haltwhistle and Hexham visitors are the most likely to arrive by train with 7% and 5% respectively compared to 2% average).

Whilst relatively small, Haltwhistle also attracts the greatest proportion of visitors from London (5% compared to 2% average). Good transport links by rail, referred to above, are not a sufficient explanation, as this town is not the best positioned for visitors from the South. What can help account for this disproportion of Londoner’s in Haltwhistle is its proximity to Hadrian’s Wall, which had been or would be visited by half of all visitors (51%, compared to 13% average). This proximity can also account for the disproportion of overseas visitors to Haltwhistle. What these findings suggest is that when towns boast unique attractions such as proximity to Hadrian’s Wall, this can exert a strong pull on tourists over great distances. This is corroborated by the proportion of visitors to Haltwhistle living outside of the North East (58%), the highest of all market towns (41% average).

All of the MTW towns encourage repeat visits. At least half of visitors to each had been previously (74% average), whilst those at Haltwhistle and Wooler were most likely to be first- time visitors (47% and 36% respectively), and those at Morpeth the most likely to be repeat visitors (89%). As one of the larger market towns, proximate to Newcastle and with good road access from across the North East, Morpeth appears to be a very popular day-trip destination for people within the area. This conclusion is derived from the large proportion of repeat visitors to the town, of whom 44% visited more than five times within the past year (compared to 28% average), and that the vast majority of these visits were for the day only (73% compared to 38% average).

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Whilst Morpeth visitors are most likely to be staying for only the day (73%), and slightly over half of Hexham’s are thus (54%), visitors to the remaining market towns are most likely to be overnight visitors (average 62%). This is especially the case for Wooler and Seahouses (83% and 78% respectively), perhaps on account of their size and remoteness. Indeed, the ratio of staying visitors to day visitors appears to be approximately proportional to the size and ease of access of the towns.

Roughly half of staying visitors in all towns combined stay within the town itself (47%). Wooler, Berwick upon Tweed and Amble have more than half of their staying visitors staying within the towns (58%, 55% and 55% respectively), whilst the rest have under half of staying visitors sleeping within the towns themselves. Morpeth has the lowest proportion of visitors staying within the town itself (24%).

Staying visitors in all towns combined are most likely to be staying between 3 and 6 nights (40%, mean 5.09). Alnwick and Haltwhistle visitors are most likely to be staying fewer nights (1-2, 44% and 41% respectively compared to 28% average), whilst Seahouses visitors are most likely to be staying seven nights or more (50% compared to 32% average).

Tourism is the main reason why people visit the towns (44% average), followed by shopping (29% average). This order is however reversed for Morpeth (46% shopping and 24% tourism), and Wooler (37% shopping, and 28% tourism). Indeed, for Wooler, the principal primary reason for people visiting the town (when subtracting secondary reasons from primary reasons) is shopping, whilst the principal reason for people visiting all the other towns was tourism. Given Wooler’s position next to Northumberland National Park and the high proportion of people staying in non- serviced accommodation there (82% compared to 58% average), as well as the relatively large proportion of people visiting there undertaking activities such as wildlife watching (16% compared to 8% average), suggests that Wooler may be frequently used as a revictualling station. Visitors coming for the shopping to Morpeth by contrast appear to be more likely to be searching for retail, suggested by the considerable gender skew of all visitors there (70% female compared to 56% average).

Almost twice the average proportion (12%) visited Haltwhistle for leisure purposes (21%). These include just passing through, visiting friends or relatives and going somewhere for lunch or tea. What this suggests therefore is that Halthwistle may be a popular resting point for people travelling the A69 or on the train.

Very few visitors to the towns were part of an organised group or coach party (3% average), although twice this proportion was found in Hexham (6%). Amble, Morpeth and Wooler were especially unlikely to be visited by members of an organised or coach party (1% each).

Units of two adults without children were the most likely group to visit each market town (48% average), followed by a group of adults and children (25%). Halwhistle and Morpeth do not appear to be used by families as much as the other towns (14% and 18% respectively for adult/children mixed group). Haltwhistle and Morpeth were considerably more likely than the other towns to be visited by lone adults (29% and 24% respectively), perhaps on account of Haltwhistle’s access to Hadrian’s Wall and Morpeth’s shopping.

Walking was by far the most frequently cited activity undertaken or to be undertaken by visitors (96% average), with little difference between towns. Wooler visitors appear to be more likely than the average to undertake the greatest variety of activities, namely wildlife watching (16% compared to 8% average), cycling (12% compared to 9% average), fishing (5% compared to 3% average), and horse-riding (3% compared to 1% average). After walking, cycling was the next most common activity for all respondents, most frequently undertaken by visitors to Amble (13%

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 62 compared to 9% average), Wooler (12%) and Haltwhistle (11%). Hexham visitors are the most likely to play golf (9% compared to 4% average), where it is the second most commonly engaged in activity, and Seahouses is the place for watersports (5% compared to 2% average).

The vast majority of visitors to all market towns travel there by car, van or motorhome (78% average), with far fewer walking or taking a bus or coach (10% and 7% average respectively). Visitors to Seahouses and Wooler are twice as likely as the average to have walked into town (23% and 21% respectively), but we can assume they used other means of transport to arrive in the county. Morpeth visitors (21%) are three times as likely as the average (7%) to have come by bus or coach. Halthwistle and Hexham visitors are unsurprisingly the most likely to have travelled by train, however the former receives more visitors this way than the latter even though they are on the same line (7% and 5% respectively, compared to 2% average).

On balance, most people find it easy to travel and find parking in the market towns, as well as rate the cost of parking as reasonable. Considerable differences between towns only emerge when comparing them on the proportion of visitors finding it ‘very easy’. On this basis, travel to Berwick upon Tweed is relatively problematic (29% very easy compared to 62% average), but acceptable given its northerly location. However, Berwick upon Tweed visitors are also the least likely to rate finding parking in the town as very easy (18% compared to 46% average).

Of further concern is Morpeth (48% very easy compared to 62% average, 11% fairly difficult compared to 3% average), given its location and accessibility via A roads. What this suggests is that congestion is a problem there relative to the other market towns. This is corroborated by the finding that Morpeth visitors are the most likely to cite traffic as the main problem with shopping (65% compared to 38% average).

Whilst visitors to all market towns on average considered the cost of parking very reasonable (23%) or reasonable (36%), under half of Berwick upon Tweed (7% very reasonable and 35% reasonable) and Seahouses visitors (7% very reasonable and 39% reasonable) rated it reasonable. Cost of parking is the only travel related (by car) issue relative to other market towns for Seahouses. But Morpeth, Berwick and Alnwick consistently score below the average for ratings related to travelling by car in terms of ease of travel, finding parking and the cost of such parking.

For visitors staying within the towns themselves, more than half of visitors stay in non-serviced accommodation (58% average), whilst a further 20% stay with friends or family or in their second home. Wooler is especially dominated by non-serviced accommodation (82%). The result of this for all market towns combined is relatively low levels of accommodation spend of overnight visitors staying within the market towns themselves (£23.48). This figure is slightly below the Northumberland-wide figure of £27 reported in the 2008 Regional Visitor Survey produced in 2008 by MRUK. The dominance of non-serviced accommodation is consistent across each market town except for Hexham (27%) and Alnwick (27%), whose staying visitors are more likely to be staying in serviced accommodation (42% and 37% respectively). Morpeth visitors are also more likely to be staying in serviced accommodation (28%) as zero were recorded as staying in non- serviced accommodation, with the majority (72%) staying with friends, family or in a second home (VFR). Whilst the results for VFR among Morpeth visitors is meaningful, a possible reason why there were no visitors to Morpeth staying in non-serviced accommodation is that most such facilities are located slightly out of town and therefore excluded from the analysis of accommodation type.

On balance, visitors to all towns evaluated their accommodation positively, with at least half rating it good or very good on the indices of quality, service, and value for money. Morpeth however scored consistently below the average on each index, for quality and value for money especially. Berwick upon Tweed also scored consistently below average on each index, as did Alnwick, but

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 63 to a lesser extent. Amble, Haltwhistle and Seahouses consistently scored above average on each index.

The attractions people visit when in the towns greatly depend upon their accessibility. For example, Haltwhistle visitors are the most likely to visit Hadrian’s Wall (51% compared to 13% average). Morpeth visitors are the most likely to not be visiting any attractions at all (31% compared to 17% average), a reflection of the different purposes people visiting Morpeth tend to have (shopping and friends/family).

Regarding events, most visitors had never attended any (57% average). However, Morpeth visitors were more likely to have visited the market than not (62% compared to 30% average), a further reflection of the importance of shopping for Morpeth visitors.

Approximately one in four visitors had been to the TIC within the market town (24% average). This increases to one in three for Seahouses (33%), and drops to 14% for Morpeth. These results reflect the purpose of visits to the towns, with Seahouses respondents more likely to be visiting for tourism and Morpeth’s more likely to be shopping.

The probability of people visiting the TICs appears to be related to the ease with which they are found, with Seahouses, Wooler and Amble the three most likely to be rated as very good in terms of ease of finding (68%, 66% and 64% compared to 49% average) and also featuring in the top four most visited TICs.

Berwick upon Tweed and Alnwick score consistently below the average on the three TIC indices of ease of finding, quality of service, and usefulness of information. Morpeth’s TIC appears especially difficult to find, but scores sufficiently high for the other two indices.

The majority of visitors to each town rated their overall enjoyment as positive (over 78% very high or high for each). Where there is room for improvement on this index is turning more ‘high’ ratings, into ‘very high’ ratings, and the balance between these is least favourable for Berwick upon Tweed (16% very high and 62% high), and Alnwick (16% very high and 63% high).

There are many reasons why visitors enjoy the market towns. The four most consistent reasons across the towns are the welcoming and friendly atmosphere (15%), the quality of shops (13%), the peacefulness (13%) and the attractiveness of the towns (11%). The towns are also enjoyed for reasons specific to their offering, such as Seahouses’ coastline (20%), Morpeth’s shopping (27%), and Wooler’s peace and quiet (26%).

Visiting each town is likely to inspire people to recommend it to others (average 49% very likely and 36% likely). Differences between towns only emerge when comparing the ratio of positive likelihood (likely vs. very likely). For Berwick upon Tweed (50% likely and 28% very likely) and Alnwick (49% likely and 40% very likely) the balance is least favourable.

There does not appear to be any specific aspects of any towns that are of serious concern to visitors. If we group aspects into categories, the one with the least favourable evaluations is public transport which includes destinations to and from the towns served by public transport, the regularity of public transport and its quality. This is relatively more of a priority for Wooler, Alnwick, Seahouses and Berwick upon Tweed. Street furniture could also be prioritised.

Traffic is the main problem with shopping for Morpeth (65% compared to average 38%), Berwick upon Tweed (57%), and Alnwick (50%). The shops themselves are the problem in Hexham, with visitors citing poor variety, opening hours and closures as issues. For Wooler and Amble, parking appears to be the principal problem.

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Regarding markets, shops and places to eat and drink all visitors on balance rate them positively. However the range of what is available is consistently the least positively rated issue. For museums however value for money is the least positively rated element. A consistent finding is that Berwick upon Tweed scores below the average for all these specific aspects of the towns.

For shops however, more visitors (on balance) to all towns combined do not agree that there is a wide variety (36% disagree, strongly disagree compared to 31% agree, strongly agree) or that they are of good quality (42% disagree, strongly disagree compared to 32% agree, strongly agree). On both these indices, Morpeth, Alnwick, Hexham and Berwick upon Tweed visitors are more likely to agree or strongly agree than the average (i.e. they were less happy with the offer).

Evaluations of eating and drinking establishments for all respondents combined are positive, with little difference between type of establishment. Berwick upon Tweed and Hexham consistently score below average in ratings of such establishments.

All visitors positively evaluate town centres with regards to graffiti, cleanliness, litter, state of buildings, street furniture and shop frontage. Berwick upon Tweed scores the lowest for each of these items.

Visitors to all market towns are much more inclined to rate the towns positively as a place to visit (92% very good, good) than as places to shop (53% very good, good). This situation is acceptable given the main reason motivating people’s visit is generally tourism. Berwick upon Tweed however trails considerably in the proportion of visitors rating it very good as a place to visit (28% compared to 50% average and next lowest Haltwhistle 44%) and as a place to enjoy yourself (23% compared to 46% average). Amble and Seahouses are the most likely to be rated very good as places to visit (61% each), and also as places where visitors enjoy themselves (64% and 59% respectively compared to 46% average).

All visitors identify that towns would be bettered by improving their retail offerings, although Morpeth visitors are more likely to cite improved parking than better retail offering as a way of improving the town. What improvements visitors would like to see in the retail offering differs between the towns. Similar proportions of Alnwick visitors want more chain stores, fewer charity shops and increased variety. This pattern is similar for Berwick. In Amble, increased variety of shops is by far the most commonly cited improvement people want to see. This is also true of Wooler visitors, but they also want more shops with local produce. Haltwhistle visitors would like to see more local produce, perhaps on account of Haltwhistle catering for a particular type of tourist trade, as do Morpeth and Seahouses visitors. Hexham visitors are most likely to desire fewer charity shops.

Visitors on average spend £23.73 per person within a 24 hour period, inclusive of accommodation. Whilst this figure again is lower than the MRUK 2008 Regional Visitor Study, it includes a large proportion of day visitors as well as people staying in non-serviced (and therefore cheaper) accommodation. Berwick upon Tweed visitors spend the most, especially on food and drink, shopping, and transport. Perhaps the relatively high spend of Berwick upon Tweed visitors raises their expectations higher than visitors to other towns with the consequence that they are less likely to rate Berwick very positively on a range of incidence.

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8. Recommendations

Subject/Issue Recommendation Australia, the Netherlands, USA and Germany Use to inform Regional Tourism Marketing are identified as the top 4 markets for Strategy Northumberland – with the same markets identified in the MRUK Regional visitor survey 2008 59% of visitors come from within the NE Use to inform product development and region marketing strategies. Investigate how to target visitors from outside the region 38% of visitors are day trippers Investigate further days out marketing opportunities Understand the needs of days out market better 75% of respondents were travelling without Use to inform marketing strategies – should children marketing be focussed on growing family market, should it focus on adult parties etc 1 in 5 of staying visitors stay with friends and Use to inform marketing strategy and possible family or in a second home, VFR spend tends to product development – can/should strategies be low be developed to encourage higher spend? Repeat visits are high (74%) Look after this market (it is cheaper to market to existing customers) continue to invest in quality/high standards Group travel numbers reflect a very low Investigate if this is a true reflection of market proportion of visitors Consider whether this is a market to target for future growth for towns/whether product is right Cycling and wildlife watching are identified as Opportunity to develop product further and the most popular activities after walking grow market Ease of finding TIC is important for raising Improve signage/marketing of TIC’s to visitors footfall at key access points Increased variety of shops and more shops Communicate that this is important to our offering local food were requested by over a visitors to Town Centre developers third of respondents, 26% would like more chain stores

The majority of visitors do not use public Investigate further – can additional marketing transport to visit the town (9% average) encourage further adoption of public transport? Visitors are highly likely to recommend the Devise strategies to convert positive visitor towns to others experience into pro-active advocacy There are 8 individual town reports alongside Read result of individual reports to gain a more this comparison report in-depth appraisal of each town Berwick upon Tweed attracts a Given that Wooler is also not far from the disproportionate amount of visitors from border but receives considerably less Scottish Scotland visitors than Berwick upon Tweed, an opportunity may exist to increase the number of visitors to the town from across the border Haltwhistle appears to be used as a popular Its retail offering could be tailored to reflect the resting point or diversion point along the route needs of such visitors connecting West to East Haltwhistle is attracting people from outside of Analysis of the town’s offering might reveal

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 66 the North East and outside of the UK how to better market the other towns. Analysis suggests it is specific attractions in and around Haltwhistle as well as its position as a resting point along people’s journeys that makes it stand out. Given this, other towns might consider how best to market their unique offering (specific attractions) The degree of difference in profiles of visitors It is advisable that marketing of the towns is to the individual towns and in reasons why they conducted individually. However, opportunity visit does exist to attempt cross-selling although NT should try to tailor such promotions to target those visitors who would be most receptive to the offering of the marketed town Haltwhistle brings in the greatest proportion of It could act a primary gateway for marketing visitors from outside of the North East, and are the other towns to this segment very likely to be first-time visitors Morpeth serves day visitors especially, many of Morpeth’s offering should therefore reflect the whom come for shopping (in the markets as unique profile (relative to other market towns), well) or visiting friends and family and are of its visitors female Wooler is commonly used for revictualling. It is It is also frequently used for a range of also frequently used for a range of activities activities. Its retail offering should therefore reflect this Even though it is on the same line, Hexham This represents an opportunity to encourage attracts a smaller proportion of its visitors more train users to alight in Hexham through rail relative to Haltwhistle People’s general experience of market towns is This position of Berwick upon Tweed relative on balance positive. But there are considerable to other market towns should be addressed. Its differences between them when comparisons poor performance could be related to the are made in the ratio of positive to very higher costs associated with visiting the town positive ratings. Berwick upon Tweed which may be creating unmet expectations consistently scores low The cost of parking in Seahouses and Berwick Pricing might be reviewed and kept consistent upon Tweed is considered the least reasonable with other towns Congestion is a relative problem in Morpeth Strategies should be found to alleviate and interferes with shopping – the most congestion common reason people have for visiting – In general, people’s experiences of the towns Improvements therefore involve getting people are positive to have even more positive experiences than they are currently having The ease of finding TICs appears to constrain A consistent finding in our experience is that usage the greatest proportion of TIC users drop in ‘because they are there’, and not for specific reasons. Therefore, increasing their usage requires increasing their visibility and accessibility Usage of TICs is related to whether they might Towns in which TICs are especially useful prove useful for the nature of visit people (given that most people are tourists as opposed make. Therefore, usage of Morpeth TIC is to shoppers) should pay particular attention to especially low such facilities The public is arguably more aware of the These could be emphasised more in attractiveness of the traditional market towns promotional material that still focus on specific than other elements visitors appreciate about things to see and do in and around the town

Northumberland Market Town Visitor Surveys 2009: Comparison report, March 2010 Page 67 the towns such as their welcoming and friendly atmosphere

Visitors would recommend the towns as places Attempt to find ways in which these to visit recommendations can be facilitated (e.g. giving postage paid postcards free to visitors to TICs of attractions) On balance people do not agree that the towns This situation can be reviewed and plans offer a good range and quality of shops. This implemented that specifically target what does have something to do with the recession, visitors have identified as the aspects they think with some stores closing down would most improve the retail offering of the towns in conjunction with their responses to what was most problematic with shopping there Accommodation expenditure is low in the If NT wishes to realise greater expenditure, towns, reflecting the dominance of non- investment in serviced accommodation could serviced accommodation be encouraged provided appropriate market demand analysis

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9. Appendices

9.1 Sample Survey

Q1. Which of the following best describes your Q6.What sort of accommodation are you staying visit to Alnwick today? in? Hotel -01 ONE RESPONSE ONLY B&B/Guest House -02 Pub/Inn -03 Leisure trip/ Holiday Rented self catering accommodation -04 Visiting friends or relatives Touring caravan -05 Shopping trip (special) Static caravan –owned -06 Shopping trip (household) Static caravan - rented -07 Business trip Camping -08 Work/study here Youth hostel -09 Other (specify) Holiday centre -10 Home of friend/relative -11 Q2. Where do you live? Second home -12 Other (specify) -13 Home town Q7a. How much has/ will you and your party be Postcode spending on your accommodation for the Country (if overseas) duration of your stay at this location (inclusive of breakfast if included in the price of your Q3a. Have you come from there today? accommodation)?

Yes -1 No -2 £...... Put "0" if spent/expect to spend nothing Q3b. Are you returning there today? Don't know /Can't recall/ Refused -

Yes -1 No -2 Q7b. How many people does this amount cover? Q4. Do you: (Researcher read out) People

Live in Alnwick but don’t work 1 Close Q8. On this scale how would you rate your here interview accommodation establishment in terms of the Live and work in Alnwick 2 Close following? [exclude caravan owners] interview Don’t live in Alnwick but work 3 Close Very Poor -1 Good -4 here interview Poor -2 Very Good -5 Don’t live in Alnwick but shop 4 Close Average -3 Don’t Know -6 here interview Just visiting (not business trips) 5 Go to Quality of Service -1 -2 -3 -4 -5 -6 Q5a Quality of -1 -2 -3 -4 -5 -6 Other 6 Close accommodation interview Value for money -1 -2 -3 -4 -5 -6

“Close interview”: Thank you very much for Q9a. Have you ever visited Alnwick before? your time and cooperation Yes -1 Go to Q9b No-2 Go to Q10a Q5a. Where are you staying? Q9b. How many times have you visited Alnwick Alnwick -1 in the last 12 months? Other -2 Specify town: County: None -1 Once -2 Q5b. How many nights are you spending/will you 2-5 times -3 have spent in total in this location? More than 5times -4 nights

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Q10a. How likely are you to recommend Alnwick Q13. How would you rate the Tourist Information to someone else? (READ LIST) Centre against this scale, in terms of:

Very unlikely -1 Go to 10b Very Poor Ave Good Very Don’t Poor Good Know Unlikely -2 Go to 10b Ease of Possibly -3 Go to 10b finding -1 -2 -3 -4 -5 -6 Likely -4 Go to 10b Quality of Very likely -5 Go to 10b service- -1 -2 -3 -4 -5 -6 Don’t know -6 Go to 11 Usefulness of -1 -2 -3 -4 -5 -6 information received Q10b. Why do you say that? ...... Q14. How would you rate the overall enjoyment ...... of your visit to Alnwick? ...... (READ LIST)

...... Very low -1 High -4 ...... Low -2 Very high -5 Average -3 Don’t -6 ...... Know ...... Q15. What did you like most about Alnwick? ...... …………………………………………………………… Q11. Which of the following areas have you ………………………………………………………….. visited, or do you intend to visit, as part of your trip? (TICK ALL THAT APPLY) Q16. Are you part of an organised group or coach party? Alnwick Castle -01 Barter Books -02 Yes -1 No -2 Hardy & Greys -03 Warkworth Castle -04 Hulne Park -05 Q17. What, if any, additional facilities or services Craster -06 would have added to the enjoyment of your visit Bailiffgate Museum -07 to Alnwick? Cragside -08 …………………………………………………………… Howick Hall Gardens -09 …………………………………………………………… Alnmouth -10 …………………………………………………………… Dunstanburgh Castle -11 Hadrian’s Wall -12 Q18. Which of the following best describes your Kielder Forest -13 main reason for choosing to visit Alnwick Woodhorn -14 today?(CIRCLE ALL RESPONSES) The Alnwick Garden -15 Main Other Reason reasons (One (All Q12. Have you been into the Tourist Information response) responses) Centre in Alnwick during your visit? The market -01 -01 Shopping/looking -02 -02 Yes -1 Go to Q13 No -2 Go to Q14 around the shops General sightseeing -03 -03

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To visit a specific -04 -04 Q21. How easy did you find it to park in attraction in the town Alnwick? (READ LIST) (specify attraction) To visit a specific -05 -05 Very difficult -1 event in the town Quite difficult -2 (specify event) Neither particularly difficult or easy -3 Somewhere for lunch -06 -06 Quite easy -4 Somewhere for -07 -07 Very easy -5 coffee/tea Don’t Know -6 To use the toilets -08 -08 For a specific service -09 -09 Q22. How would you rate the cost of parking in (eg bank/post Alnwick? (READ LIST) office/chemist) To visit the Tourist -10 -10 Very expensive -1 Information Centre Quite expensive -2 Just passing through -11 -11 About average -3 Visiting friends or -12 -12 Reasonable -4 relatives Very reasonable -5 No specific reason -13 -13 Not applicable (free parking) -6 Other (specify) -14 -14 Don’t know -7

Q23. How easy/difficult do you feel it is to travel into Alnwick Town Centre? Q19. Which of the following activities are you likely to do during your visit to Northumberland? Very easy 1 Fairly 4 difficult Walking -1 Fairly easy 2 Very 5 Cycling -2 difficult Watersports (specify) -3 Neither 3 Golf -4 easy/nor Fishing -5 difficult Wildlife Watching -6 Horse Riding -7 Q24. Can you tell me what, if anything, are the main problems with the shopping experience in Alnwick Town Centre? (UNPROMPTED) Q20. What was the main form of transport you used to reach Alnwick today? Traffic 1 Street 5 Lighting Car/van/motorhome -1 Go to Q21 Road 2 Signage & 6 Motorcycle -2 Go to Q24 safety Information Bus/coach service -3 Go to Q24 Illegal 3 Quality of 7 Coach Tour -4 Go to Q24 parking Footpaths Train -5 Go to Q24 Safety & 4 Other 8 Bicycle -6 Go to Q24 Security (please Walked -7 Go to Q24 specify) Q25. On a scale of 1 to 5 (where 5 is very good Other (specify) -8 Go to Q24 and 1 is very poor) how would you rate the following:

1 2 3 4 5 d/k Street Furniture 1 2 3 4 5 6 Availability of 1 2 3 4 5 6 public parking spaces

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Cost of parking 1 2 3 4 5 6 Don’t know/Can’t -1 Safety/security 1 2 3 4 5 6 recall/Refused of parking Shopping (including £ facilities souvenirs Availability of 1 2 3 4 5 6 guidebooks, clothes, disabled sweets, drinks, parking spaces food, other purchases). The quality of 1 2 3 4 5 6 Bus / Rail Put "0" if spent/expect to services spend nothing The regularity 1 2 3 4 5 6 of bus/ rail services Don't know/Can't -1 The 1 2 3 4 5 6 recall/Refused destinations to Entertainment (including £ and from admissions to Alnwick served attractions, by public theatre/cinema tickets, transport leisure activities) Safety & 1 2 3 4 5 6 Security – Put "0" if spent/expect to Daytime spend nothing Safety & 1 2 3 4 5 6 Security – Nighttime Don't know/Can't -1 recall/Refused Q26. To what extent do you agree/disagree with Travel and Transport £ the following statements? Circle the appropriate Costs number, where 1 is strongly agree and 5 is How many people do strongly disagree. these amounts cover?

1 2 3 4 5 d Q28. What improvements would you like to see / to the retail offer in Alnwick? (circle all that k apply) ‘On the whole, 1 2 3 4 5 6

Alnwick offers More 1 Longer 5 a wide choice Chain opening of shops’ Stores hours ‘On the whole 1 2 3 4 5 6 More 2 Don’t know 6 the shops in shops Alnwick are of offering a good quality’ local

produce Q27. Thinking about today as a whole, how Fewer 3 Other 7 much do you expect that you and your charity immediate party will have spent today and this shops evening in total in Alnwick on the following: Increased 4 Eating & drinking (in £ variety of cafes, pubs, restaurants, shops hotels etc.). Please give Put ‘0’ if spent/expect to examples spend nothing

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Q29. Have you ever attended any of these 1 2 3 4 5 d/k events? Litter Graffiti/fly Christmas 1 Weekly 6 posting Lights Market General Switch On state of Alnwick 2 Continenal 7 buildings Spring Market Street Show furniture Shrove 3 Farmers 8 Overall Tuesday Market level of Football cleanliness Match Shop Alnwick 4 Alnwick 9 frontage Food International Festival Music Q33. On a scale of 1 to 5 (where 5 is very good Festival and 1 is very poor) how do you rate Alnwick as: Hotspur 5 Not 10 Festival attended 1 2 3 4 5 d/k any A place 1 2 3 4 5 d/k to shop A place 1 2 3 4 5 d/k to visit Q30. On a scale of 1 to 5 (where 5 is very good A place 1 2 3 4 5 d/k and 1 is very poor) how would you rate the to enjoy following venues for eating and drinking in yourself Alnwick:

1 2 3 4 5 d/k Resturants/Bistros 1 2 3 4 5 6 Q34. We are interested in your opinion of Sandwhich shops 1 2 3 4 5 6 various aspects of Alnwick. On this scale Take aways 1 2 3 4 5 6 (SHOWCARD 2), how would you rate the Coffee shops 1 2 3 4 5 6 following: Pubs and clubs 1 2 3 4 5 6 Very poor 1 Good 4 Poor 2 Very good 5 Average 3 Don’t 6 know

Q31. On a scale of 1 to 5 (where 5 is very good The Market Didn’t use/Not on -7 and 1 is very poor) how would you rate the Range of -1 -2 -3 -4 -5 -6 following arts and leisure facilities in Alnwick: stalls Presentation -1 -2 -3 -4 -5 -6 The Playhouse 1 2 3 4 5 d/k of stalls Willowburn Sports 1 2 3 4 5 6 Quality of -1 -2 -3 -4 -5 -6 & Leisure Centre goods on The Lions Den 1 2 3 4 5 6 sale Alnwick Golf Club 1 2 3 4 5 6 Quality of -1 -2 -3 -4 -5 -6 Swansfield Park 1 2 3 4 5 6 service from stallholders Q32. On a scale of 1 to 5 (where 5 is very good Shops Didn’t use -7 and 1 is very poor) what do you think of the Range of -1 -2 -3 -4 -5 -6 general state of the Town Centre with regard to: shops (of interest to

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Range of -1 -2 -3 -4 -5 -6 appearance shops (of interest to me as a visitor) Quality of -1 -2 -3 -4 -5 -6 goods on sale Quality of -1 -2 -3 -4 -5 -6 Service Places to eat and drink Didn’t use -7 Range -1 -2 -3 -4 -5 -6 Quality of -1 -2 -3 -4 -5 -6 Q35. How would you make this town centre food better? (Unprompted) Quality of -1 -2 -3 -4 -5 -6 service Improved Improved Value for -1 -2 -3 -4 -5 -6 Parking Leisure money Facilities Museums and other Didn’t use -7 Improved Safety and places to visit in the Accessibility Security town Better Other 6 Range -1 -2 -3 -4 -5 -6 Retail offer Level of -1 -2 -3 -4 -5 -6 interest Quality of -1 -2 -3 -4 -5 -6 service Value for -1 -2 -3 -4 -5 -6 money (where admission charges are made) Q36. Sex (DO NOT ASK) Ease of finding way Male 1 Female 2 around: Q37. Including yourself, how many people in Road signs -1 -2 -3 -4 -5 -6 your immediate party are male and female, Pedestrian -1 -2 -3 -4 -5 -6 and which of these age groups do they fall signs into? (WRITE IN NUMBERS)

Display -1 -2 -3 -4 -5 -6 Age Male Female maps and A 0-15 information B 16-24 boards C 25-34 Cleanliness -1 -2 -3 -4 -5 -6 of streets: D 35-44 E 45-54 Public Toilets: Didn’t use -7 F 55-64 Availability -1 -2 -3 -4 -5 -6 G 65-74 Cleanliness -1 -2 -3 -4 -5 -6 H 75+ Overall impression of Alnwick in terms of: Q38. Which of the following best describes your General -1 -2 -3 -4 -5 -6 current situation: atmosphere

Feeling of -1 -2 -3 -4 -5 -6 Employed 1 Wholly 6 welcome full time retired General -1 -2 -3 -4 -5 -6

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Employed 2 In full time 7 Thank you very much for your time and part time education cooperation (less than 30 hrs) Self 3 Permanently 8 employed sick/disabled (full or part time) Unemployed 4 Other 9 Looking 5 Please after the specify other home

Q39. What is your ethnic origin? To be completed by interviewer:

(White) 1 (Mixed) White 9 Q41. Location of Interview: British and Black African Bondgate/ 1 Fenkle 4 (White) Irish 2 (Mixed) White 10 Hotspur Street/ and Asian Tower Narrowgate (White) Other 3 (Mixed) Other 11 (junction) Iceland, 2 Other 5 (Asian or 4 (Black or Black 12 Bondgate Asian British) British) Within Pakistani Caribbean Market 3 (Asian or 5 (Black or Black 13 Place/Paikes Asian British) British) African Street Bangladeshi (Asian or 6 (Black or Black 14 Asian British) British) Other Q42. Day of Interview: Indian (Asian or 7 Chinese 15 Wednesday 1 Friday 3 Asian British) Thursday 2 Saturday 4 Other (Mixed) 8 Other 16 Q43. Time of Interview (24-hour clock) White and Black Caribbean

Please state other Q44.

Interviewer name Q40. Do you consider yourself to have a Interviewers signature disability? Date Checked by supervisor Yes 1 No 2 Time Weather I declare that this interview has been carried out 1100-1300 -1 Wet -1 strictly in accordance with your specification and has 1301-1500 -2 Cloudy -2 been conducted within the MRS Code of Conduct (Completely with a person unknown to me. overcast) 1501-1700 -3 Sunny (or -3

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