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

Usable data was received from 126 sites. The total number of visits recorded in January 2013 Total was 880354; this compares to 944467 in 2012 and indicates a decrease of -6.8%. Month of January 880,354 -6.8% q Year-to-Date 880,354 -6.8% q ASVA's Commentary and Observation for January 2013

As can be seen in the bar charts and table below, January 2013 shows a decrease of -6.8% when Per Region compared with 2012. (January 2012 showed a 7.5% increase over January 2011). Just under 60% of respondents show a decrease and this does include some larger sites. These include a number of larger Northern Scotland 61,968 3.5% p sites which had enjoyed high visitor numbers in 2012 thanks to high profile re-opening and/or special Eastern Scotland 364,740 -15.4% q events & exhibitions – ( Zoo (-50%), the National of Scotland (-23%), Riverside Southern Scotland 14,861 -14.3% q Museum (-23%) and Robert Burns Birthplace Museum (-16%). But on a more positive note, some larger Western Scotland 438,785 0.6% p sites show an increase including – Cairngorm Mountain (20%), Kelvingrove (9%), National Mining Museum of Scotland (146%), Scottish Fisheries Museum (1315%), The Falkirk Wheel (38%), People’s Palace (125%) and St Mungo Museum (40%). Per Attraction Category

January 2013 was cooler and drier than average but amazingly still had more hours of sunshine (52.1) Heritage/historic than June 2012 (50.7). However, the middle two weeks of the month saw some severe weather property/stately conditions. Heavy snowfall and high winds in places up and down the country led to the closure of house 139,405 -4.5% q some roads and schools with train cancellations also being noted and this would have had an effect on & Galleries 409,941 -5.0% q visitor numbers – in the case of Cairngorm Mountain this was positive! Zoo/wildlife/safari park/aquarium 43,359 -37.8% q Sports & activities 23,328 20.2% p Forest park/regional park/country park 117,205 -5.9% q Gardens 1,163 -29.5% q Centre 23,782 1.9% p Distillery/whisky related 13,821 8.3% p Visitor Centre 52,555 -14.0% q Boat Trip/Marine 10,610 30.5% p

Other Economic Indicators

Spent per Gift-Aid January's Inflation Rate 2.8% No. of Visitors Ticket SPV Retail SPV Catering SPV ticket sold per Visitor British Retail Sales 1.1%

6774 (156) 6.51 (74) 10.73 (29) 0.90 (80) 1.07 (21) 0.50 (3) 5.9% p 164.8% p 123.5% p -51.4% q -51.9% q

For further information, contact ASVA at:

e-mail: [email protected] Tel: 0141 229 0923 2

No of visitors (Avg, per site) Year-on-Year No. of visitors

-5.5% q

16566

Month

16016

7172

13304

12663

12195

Latest

11642

11434

10145

8902

7936

7200

6774 6774

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

Spent per visitor (Avg, per site) Ticket Spent

164.8% p

£6.51

Retail Spent £6.51

-51.4% q

£5.26

Catering Spent

£4.34

£4.10 £4.06 £4.03 q

-51.9%

£3.70

£3.65

£3.63

£3.54

£3.46

£2.46

£2.22

£2.45

£1.85

£1.72

£1.66

£1.59

£1.56 £1.56

£1.50

£1.47

£1.42

£1.39

£1.35

£1.31

£1.07

£1.25

£1.17

£1.08

£1.07

£0.90

£0.97

£0.93

£0.92

£0.90

£0.88

£0.84

£0.82

£0.77 £0.73

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

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

ticket sold

123.5% p

£10.73

£10.73

£7.94

£7.32

£6.95

£6.70

£6.67

£6.47

£6.19

£5.50

£5.40

£5.17

£4.80 £3.87

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

Additional Comments

CairnGorm Mountain Good snow cover and good publicity coverage for our snow cover.

Camera Obscura and World of Illusions Rebuilding road and pavements on Castlehill.

Glen Dronach Distillery We were closed the first two weeks of January.

Highland Wildlife Park Weather caused us to close the Main Reserve for 14 days due to snow / ice. Visitors then entered at a reduced rate. Upside is that when it is to windy / icy; we benefit from skiers unable to ski at Cairngorm mountain. This accounted for a couple of very busy days.

Low Parks Museum January has been a good month with approx 78% increase on January 2012.This was the final month of our ROBOT exhibition that has been a masssive success.

Mugdock Country Park Poor wet weather has kept numbers down during January 2013

The Willow Tea Rooms Impact of weather and poorer trading conditions following the Christmas and New Year holiday period. 4

Site-specific report January 2013

u Responses for January 2013 were received from 126 sites u 15 sites requested confidentiality, and although their numbers have been included in the calcuations, they do not appear in the tables below.

January January 2013 2012 Y-o-Y 2013 2012 Y-o-Y Aberdour Castle 235 442 -47% Elgin Cathedral 113 208 -46% Aberlour Distillery 83 91 -9% Forestry Commission - Glenmore Forest Park Visitor Centre 4141 4141 0% Almond Valley Heritage Trust 3665 4429 -17% Fort George 398 471 -15% Arbroath Abbey 163 315 -48% Gallery of Modern Art 36715 35295 4% Arduaine Garden 62 29 114% Glasgow Cathedral 6330 5560 14% Argyll's Lodgings 200 425 -53% Glasgow Museums Resource Centre 1054 1006 5% Black House 71 16 344% Glasgow Science Centre 23782 23342 2% Blackness Castle 499 644 -23% Glen Dronach Distillery 53 39 36% Blair Castle 957 651 47% Glencoe 234 193 21% Castle 504 318 58% Greenbank Garden 1038 1566 -34% Museum 995 1479 -33% Highland Wildlife Park 3427 3092 11% Caerlaverock Castle 445 667 -33% House for an Art Lover 544 544 0% CairnGorm Mountain 23094 19211 20% Huntingtower Castle 158 210 -25% Caithness Horizons 4241 4726 -10% Huntly Castle 77 127 -39% Callendar House 936 855 9% Inveresk Lodge Garden 28 35 -20% Cardoness Castle 38 16 138% Iona Abbey 80 44 82% Castle Campbell 241 546 -56% Jacobite Cruises Ltd 2750 2427 13% Chatelherault Country Park 39606 33586 18% Jedburgh Abbey 197 251 -22% 5082 4586 11% Johnstons of Elgin 11014 12458 -12% Clyde Muirshiel - Castle Semple Country Park 21389 21611 -1% Kelvingrove Art Gallery 63917 58811 9% Clyde Muirshiel – Muirshiel Country Park 2603 2297 13% Lauriston Castle 3214 2994 7% Craigmillar Castle 543 715 -24% Linlithgow Palace 1153 1535 -25% Crathes Castle, Garden & Estate 164 508 -68% Low Parks Museum 3945 1920 105% Culloden Battlefield visitor centre 144 221 -35% Macduff Marine Aquarium 1106 1496 -26% Culzean Country Park 3303 3859 -14% Malleny Garden 35 19 84% Dallas Dhu Distillery 36 54 -33% Melrose Abbey 599 602 0% 521 257 103% Mills 544 1180 -54% Dewar's World of Whisky 653 601 9% Mugdock Country Park 44563 57182 -22% Dirleton Castle 466 685 -32% Museum of Childhood 8248 11268 -27% Discovery Point 1565 7528 -79% 2351 2123 11% Doune Castle 376 804 -53% National Mining Museum Scotland 4857 1975 146% Dryburgh Abbey 220 236 -7% National Museum of Flight 1096 1141 -4% Dumbarton Castle 419 248 69% National Museum of Rural Life 3772 4002 -6% & Camera Obscura 926 1051 -12% National Museum of Scotland 108465 140368 -23% Dunblane Cathedral 346 551 -37% 20352 19557 4% Dunfermline Palace 118 265 -55% Nelson Monument 296 526 -44% Dunstaffnage Castle 300 165 82% Nevis Range 5741 5981 -4% Edinburgh Butterfly & Insect World 2911 3345 -13% New Abbey Corn Mill 24 20 20% Edinburgh Castle 44124 44812 -2% Visitor Centre 1892 1471 29% Edinburgh Zoo 24239 48593 -50% New Lanark World Heritage Site 15695 16216 -3% 5

January 2013 2012 Y-o-Y Peoples Story 2233 2333 -4% Pictavia 45 34 32% Pollok House 3247 3341 -3% Provand's Lordship 3929 3238 21% Queensferry Museum 315 379 -17% 41366 53431 -23% Robert Burns Birthplace Museum 16134 19156 -16% Robert Burns Centre 1645 1959 -16% Robert Burns House 996 1119 -11% Rosslyn Chapel 3164 3867 -18% Rothesay Castle 73 59 24% Scotland Street School Museum 4032 3089 31% Scotland's People Centre 1488 1467 1% Scott Monument 1595 1740 -8% Scottish Fisheries Museum 3495 247 1315% Scottish Seabird Centre 11676 13146 -11% Skara Brae 222 166 34% Smailholm Tower 20 57 -65% Castle 1270 1840 -31% St Andrews Cathedral 590 522 13% St Giles' Cathedral 33185 34891 -5% Stirling Castle 9861 11206 -12% Sweetheart Abbey 19 19 0% Tantallon Castle 585 714 -18% The 11288 12879 -12% The Falkirk Wheel 7860 5702 38% The Museum of the 967 1097 -12% The People's Palace Museum 25347 11262 125% The Scotch Whisky Experience 12702 11936 6% The Scottish Parliament 20370 21867 -7% The St Mungo Museum of Religious Life And Art 6946 4974 40% The Willow Tea Rooms 7147 7442 -4% Tolquhon Castle 50 63 -21% Tomatin Distillery Visitor Centre 294 44 568% Tormiston Mill 73 101 -28% Urquhart Castle 4442 4037 10% Writers Museum 1824 1890 -3%