ASVA Visitor Trend Report, May 2016 Dashboard Summary, May 2016

Usable data was received from 245 sites. The total number of visits recorded in May 2016 Total Visitor Numbers was 2,536,062; this compares to 2,616,477 in 2015 and indicates a decrease of -3.1%. Excluding Country Parks ASVA's Commentary and Observations for May 2016 Month of May 2,536,062 -3.1% q Year-to-Date 8,909,231 1.1% p As can be seen in the first paragraph, May 2016 shows a decrease of -3.1% compared to the same month in 2015. This disappointing performance overall has impacted on the year to date figure which is now just 1.1% ahead of 2015 Including Country Parks (excluding Country Parks). The dashboard summary shows that in May 2016 two regions – North and South - show an Month of May 3,530,977 0.5% p increase in visitor numbers; whilst the two larger regions – East and West – show decreases. Year-to-Date 12,871,830 4.3% p

Looking more closely at individual sites in those regions, a number of larger sites did show a significant downturn in Per Region visitor numbers in May, including: Edinburgh Zoo (-16%), Kelvingrove (-21%), National Museum of Scotland (-10%), Scottish National Gallery (-6%), St Giles Cathedral (-6%), The Falkirk Wheel (-12%) and the Scottish Parliament (-30%). Northern Scotland 279,986 3.6% p This report was Decreases at large sites will influence the national figure. *Northern Scotland † 250,956 5.2% p produced for ASVA by Eastern Scotland 1,317,345 -2.8% q It should be pointed out that there were good increases as well: Edinburgh Bus Tours (17%), Edinburgh Castle (7%), Southern Scotland 84,483 4.0% p Jacobite Cruises (16%), People’s Palace (49%) and Glasgow Cathedral (148%). The impressive increase in footfall at the *Southern Scotland † 82,082 3.7% p latter is thought to be related to the Cathedral being featured in Season 2 in ‘Outlander’ as other sites in the vicinity St Western Scotland 1,849,163 2.3% p Mungo Museum and Provand’s Lordship show decreases. It should also be noted that despite the overall decrease, *Western Scotland † 885,679 -6.2% q average spends in tickets, retail and catering all show increases. Per Attraction Category A number of NTS sites in the NE have been excluded from the calculations as the counting method in 2016 was changed. (Assuming the same counting method is used in 2017, these figures will be comparable and can therefore be used in the Heritage/historic future.) For information these are: property/stately 703,020 2.9% p house Site May-16 May-15 % increase Museums & Galleries 972,678 -6.6% q Castle Fraser, Garden & Estate 5744 2169 165% Zoo/wildlife/safari 95,014 -9.4% q Crathes Castle, Garden & Estate 24784 5607 342% park/aquarium Drum Castle, Garden & Estate 10267 2313 344% Sports & activities 44,515 17.8% p Castle 10799 1555 594% Forest park/ 994,915 10.8% p Garden 7127 2516 183% country park Glenfinnan 59013 2487 2273% Gardens 137,002 2.2% p Science Centre 61,459 -7.2% q Weather-wise, May was a largely fine month. After a windy start temperatures were 1.1C above the average, although Distillery/whisky 98,872 -8.8% q eastern coasts often felt chilly. Scotland saw both the lowest and highest temperatures in the UK. On the 14th of the related month, Eskdalemuir recorded -3.8C, with Skye seeing a high of 27C on the 8th. Sunshine too was above the average in Visitor Centre 193,983 -8.6% q most areas. Rainfall was just 88% of the average (73mm). Boat Trip/Marine 114,010 -4.1% q Other 115,509 5.6% p Spend per Ticket SPV1 Retail SPV Catering SPV ticket sold2 4.38 (122) 8.57 (62) 2.81 (86) 2.84 (6) * † Excluding Country Parks 5.8% p 6.0% p 3.1% p 24.1% p

For further information, contact ASVA at: Confidential information for ASVA members only e-mail: [email protected] Please do not further distribute this report without permission from ASVA Tel: 0141 229 0923 Any commentary to press will be managed by ASVA

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Year-on-Year

Visitor Numbers Visitor Numbers

Latest Month

-3.1% q

2,616,477

2,536,062

3,827,114

3,489,432

2,552,800

2,387,225

2,536,062

2,155,066

2,148,066

1,824,125

1,257,559

1,362,271

1,157,383 1,038,707

Jun 15 Jul 15 Aug 15 Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Mar 16 Apr 16 May 16 May 16 May 15

Additional Comments Ticket SPV Retail SPV Catering SPV Ticket Spend

Auchindrain "The weather has been prominently wet & cold. Our center is an outdoor open air museum, the weather and 5.8% p

our rural location can effect visitor numbers."

Retail Spend £4.38

Bo'ness and Kinneil Railway "There was a 28% increase due to a one day visit of the 'Flying Scotsman' locomotive." £4.14 3.1% p

Mugdock Country Park "Main increase in footfall is due to end of year school trips." Catering Spend

£2.84 £2.81

£2.73 24.1% p £2.29 Museum of Lead Mining "The 'Radar Ride' was held in Wanlockhead on 22nd May and the Museum was asked to provide 2 feeding stations for the riders, this brought in extra income. We hosted the Gold Panning Championships at the end of May and again this brought in quite a few visitors who took tours and used our tea room. Bad weather on some days affected the visitor numbers and income."

National Museum of Rural Life "Total visitor numbers include café only visitors." May 16 May 15

New Lanark Visitor Centre "The visible reduction in our visitor figure for May 2016 has been greatly impacted by the fact that we ran

an extremely popular Groupon deal during the same period in May 2015. We hosted our annual Spring Food & Gift Fair

on Monday 2 May and a special 'Bicentenary Celebration' edition of our Robert Owen Commemoration Lecture

on Friday 13 May. Throughout the month we ran an internal 'May Madness' offer of 25% off Visitor Centre tickets. £8.57 Spend per

£8.09 ticket sold Paisley Museum "We had a Museums at night event on Saturday 14 May 2016 which increased our visitor numbers." 6.0% p

______1 Ticket spend per visitor (Ticket SPV) divides the total ticket revenue by the number of visitors from ticket-revenue submitting sites. May 16 May 15 2 Spend per ticket sold divides the total ticket revenue by the number of tickets sold. 3

Site-specific report May 2016

u Responses for May 2016 were received from 245 sites. u 15 sites requested confidentiality, and although their numbers have been included in the calculations, they do not appear in the tables below. u 5 sites have not submitted results this month last year and thus do not appear in the tables below.

May May 2016 2015 Y-o-Y 2016 2015 Y-o-Y Aberdour Castle 1775 1750 1% Craigievar Castle 1405 1317 7% Aberlour Distillery 1639 1777 -8% Craigmillar Castle 2624 2342 12% 908 950 -4% Craignethan Castle 805 588 37% Almond Valley Heritage Trust 17907 16776 7% Crarae Garden 2646 2400 10% Arbroath Abbey 1315 1187 11% Crichton Castle 614 575 7% Arduaine Garden 3791 2919 30% Crossraguel Abbey 320 488 -34% Argyll's Lodgings 5276 5657 -7% Culloden Battlefield visitor centre 16058 15721 2% Auchindrain 591 477 24% Culzean Castle 7621 10529 -28% Bachelors' Club 150 156 -4% Culzean Country Park 18531 16338 13% Balvenie Castle 805 566 42% Dallas Dhu Distillery 1268 1239 2% Bannockburn 4969 6586 -25% Dalwhinnie Distillery Visitor Centre 3598 4448 -19% 503 379 33% 964 1240 -22% Benmore Botanic Garden 7007 6832 3% Dawyck Botanic Garden 4825 4232 14% Bishops & Earls Palaces 2142 2271 -6% Dewar’s Aberfeldy Distillery 3972 4197 -5% Black House 1757 1866 -6% Dirleton Castle 3077 2873 7% Blackness Castle 2865 2151 33% Discovery Point 4099 4958 -17% Blair Athol Distillery Visitor Centre 7003 8748 -20% Doune Castle 8521 7397 15% Bonawe Iron Furnace 457 421 9% Drumpellier Country Park 92597 87128 6% Bo'ness and Kinneil Railway 12228 9518 28% Dryburgh Abbey 2365 2031 16% Bothwell Castle 1187 1658 -28% Dumbarton Castle 2282 2000 14% Branklyn Garden 3205 2877 11% & Camera Obscura 1420 1935 -27% Brodick Castle 3417 4400 -22% Dunblane Cathedral 1863 2399 -22% Brodick Garden & Country Park 5438 6923 -21% Science Centre 3907 5216 -25% Brodie Castle 1992 4548 -56% Dundonald Castle 1551 1394 11% Broughton House & Garden 2401 2147 12% Dundrennan Abbey 530 452 17% Museum 5021 3212 56% Dunfermline Palace 1132 856 32% Caerlaverock Castle 3553 3749 -5% Dunstaffnage Castle 2293 1997 15% Cairnpapple Hill 332 200 66% Edinburgh Bus Tours 45345 38901 17% Calderglen Country Park 126818 85548 48% Edinburgh Castle 164871 153462 7% Callendar House 3608 5311 -32% Edinburgh Zoo 57704 69096 -16% Caol Ila Distillery Visitor Centre 1622 1719 -6% Edzell Castle 924 788 17% Cardhu Distillery Visitor Centre 1466 1647 -11% Elcho Castle 1722 777 122% Cardoness Castle 485 648 -25% Elgin Cathedral 3327 2654 25% Castle Campbell 1412 1744 -19% Falkland Palace & Garden 5096 6231 -18% Centre for Contemporary Arts 28703 27300 5% FC Scotland - Clatteringshaws Visitor Centre 6030 5192 16% 2802 4791 -42% FC Scotland - Glenmore Visitor Centre 9342 10618 -12% and Art Gallery 1890 3434 -45% FC Scotland - Glentress 25045 24472 2% Clynelish Distillery Visitor Centre 311 801 -61% FC Scotland - Glentrool Visitor Centre 4894 4566 7% Corgarff Castle 446 413 8% FC Scotland - Kirroughtree Visitor Centre 7762 7394 5% Cragganmore Distillery Visitor Centre 841 930 -10% Floors Castle 2063 2949 -30% 4

May May 2016 2015 Y-o-Y 2016 2015 Y-o-Y Fort George 5773 5876 -2% Kildrummy Castle 447 550 -19% Gallery of Modern Art 48505 49082 -1% Kisimul Castle 810 610 33% Geilston Garden 2066 1470 41% Lagavulin Distillery Visitor Centre 1962 3292 -40% Georgian House 4244 4773 -11% Lauriston Castle 9100 8433 8% Gladstone's Land 3071 4209 -27% Linlithgow Palace 6251 5534 13% Glasgow Cathedral 30944 12489 148% Loch Leven 1764 1285 37% Glasgow Museums Resource Centre 1156 1127 3% Logan Botanic Garden 2968 2593 14% Glasgow Science Centre 31984 35155 -9% Low Parks Museum 2407 2261 6% Glen Ord Distillery Visitor Centre 2290 2747 -17% Macduff Marine Aquarium 4712 4698 0% Glencoe 28184 23677 19% Mackintosh Queen’s Cross 545 1118 -51% Glenkinchie Distillery Visitor Centre 4557 5712 -20% Maclellans Castle 705 557 27% Glenlivet Distillery 6570 5612 17% Malleny Garden 238 253 -6% Glenluce Abbey 160 141 13% Mcmanus Galleries 11825 12288 -4% Grampian Transport Museum 3409 3836 -11% Meigle Museum 413 418 -1% Greenbank Garden 3063 2713 13% Melrose Abbey 6392 5470 17% Gurness Broch 1508 1313 15% Moirlanich Longhouse 177 126 40% Hackness 200 171 17% Mugdock Country Park 63893 62321 3% 331 261 27% Museum of Childhood 15778 20630 -24% Hermitage Castle 741 808 -8% 6878 7418 -7% - Newtonmore 8934 7685 16% Museum of Lead Mining 803 1181 -32% Hill of Tarvit Mansionhouse & Garden 825 1233 -33% National Mining Museum Scotland 4182 4474 -7% Holmwood 613 519 18% National Museum of Flight 7416 7454 -1% House for an Art Lover 1002 1084 -8% National Museum of Rural Life 10220 9215 11% House Of Dun 723 832 -13% National Museum of Scotland 120500 134096 -10% House of the Binns 107 54 98% 57436 57314 0% Hugh Miller Museum & Birthplace Cottage 351 596 -41% Nevis Range 16331 14101 16% Huntingtower Castle 841 737 14% New Abbey Corn Mill 399 572 -30% Huntly Castle 1281 1038 23% Visitor Centre 7519 10274 -27% Inchcolm Abbey 3624 2406 51% New Lanark World Heritage Site 27970 35740 -22% Inchmahome Priory 2881 1930 49% Newark Castle 859 916 -6% Inveraray Castle 12198 12426 -2% Newhailes 671 904 -26% Inveresk Lodge Garden 255 184 39% Oban Distillery Visitor Centre 6019 6860 -12% Inverewe Garden & Estate 9346 7309 28% Our Dynamic Earth 25568 25833 -1% Iona Abbey 9350 9232 1% Paisley Museum 3114 2289 36% J M Barrie's Birthplace 294 228 29% Palacerigg Country Park 69929 70856 -1% Jacobite Cruises Ltd 23806 20490 16% Pollok House 4906 5466 -10% Jarlshof 2530 1995 27% Preston Mill 302 465 -35% Jedburgh Abbey 2608 2370 10% Priorwood Garden 1661 884 88% John Gray Centre 12157 16351 -26% Provand's Lordship 9072 10168 -11% Johnstons of Elgin 15718 16477 -5% Queensferry Museum 516 727 -29% Kellie Castle & Garden 2036 1722 18% 110905 111895 -1% Kelvingrove Art Gallery and Museum 108059 136350 -21% Robert Burns Birthplace Museum 16780 32409 -48% 5

May May 2016 2015 Y-o-Y 2016 2015 Y-o-Y Robert Burns Centre 2944 3097 -5% The Nelson Monument 3580 2961 21% Robert Burns House 1701 1540 10% The People's Palace Museum 41847 28139 49% Robert Smail's Printing Works 350 317 10% The People's Story 4789 6332 -24% Rosslyn Chapel 19293 18581 4% The Real Mary King's Close 20084 19607 2% Rothesay Castle 1208 987 22% The Royal Yacht Britannia 34711 35285 -2% Royal Botanic Garden Edinburgh 98577 101724 -3% The Scotch Whisky Experience 31475 30448 3% Royal Burgh of Culross 1401 1552 -10% The Scott Monument 3519 8294 -58% Royal Lochnagar Distillery Visitor Centre 1805 2288 -21% The Scottish Parliament 19854 28329 -30% Scotland Street School Museum 3167 5697 -44% The St Mungo Museum of Religious Life And Art 13463 15798 -15% Scotland's Secret Bunker 2486 3278 -24% The Willow Tea Rooms 13831 14144 -2% ScotlandsPeople Centre 1360 1365 0% Thomas Carlyle's Birthplace 25 63 -60% Scottish Crannog Centre 2366 2315 2% 475 496 -4% Scottish Fisheries Museum 8889 11642 -24% Tomatin Distillery Visitor Centre 4756 4130 15% Scottish National Gallery 108148 115640 -6% Tormiston Mill 3422 3266 5% Scottish National Gallery of Modern Art 44393 33836 31% Tullibardine 1095 1076 2% Scottish National Portrait Gallery 19872 22853 -13% Urquhart Castle 42372 39440 7% Scottish Seabird Centre 26871 25867 4% 2687 1220 120% Seton Collegiate 298 284 5% Weaver's Cottage 210 238 -12% Skara Brae 11954 12124 -1% Writers Museum 4747 4121 15% Smailholm Tower 394 640 -38% Souter Johnnie's Cottage 32 207 -85% Spynie Palace 719 1189 -40% St Andrews Castle 7289 6906 6% St Andrews Cathedral 4622 4317 7% St Giles' Cathedral 113037 120046 -6% St Serfs 493 436 13% Stanley Mills 848 847 0% Stirling Castle 47391 46866 1% Stirling Smith Art Gallery and Museum 2258 2971 -24% Strathclyde Country Park 576011 522064 10% Strathisla Distillery 1938 2532 -23% Summerlee Museum 15855 18585 -15% Sweetheart Abbey 939 775 21% Talisker Distillery Visitor Centre 7679 8664 -11% Tantallon Castle 4564 4150 10% Tenement House 1533 1978 -22% The 13433 14816 -9% The Falkirk Wheel 55493 63071 -12% The Famous Grouse Experience 5947 8409 -29% The Hill House 4063 4952 -18% The Hunterian Museum and Art Gallery 13027 14039 -7% The Museum of the University of St Andrews 3197 2662 20%