Burns Tourism in Nithsdale January 2021 A study commissioned by Dumfries & Galloway Council David Hicks, Heritage Consulting [email protected], 07967 650 316 Contents Introduction 3 Executive Summary 5 Market Analysis 7 The tourism value of Burns 12 Case Studies 18 Previous Marketing Approaches 23 Action Plan Framework 25 Partnership Approaches and Funding Opportunities 26 Appendix A - List of consultees 29 Appendix B - Draft Job Description: Burns Tourism Officer 30 With grateful thanks to the following for their support in the production of this study: Ian Barr, Dumfries & Galloway Council; Professor Gerard Caruthers, Glasgow University; David Smith, Upper Nithsdale Community Initiative; Ali Bowden, Edinburgh City of Literature Trust; Siobhan Ratchford, Dumfries & Galloway Museums; Susan Colquhon, National Trust for Scotland; Al Thomson, Unique Events; Dr Darinna Gallagher, James Joyce Centre; Giles Ingram, Abbotsford Trust. "2 Introduction This study has been commissioned by Dumfries & Galloway Council, with the aim of researching the potential for increased value from Burns tourism to Dumfries and Nithsdale. It analyses the possible visitor segments for a Burns tourism o#er, presents some relevant case studies and identifies previous marketing approaches. In addition to desk-top research, a series of consultations have been conducted with key local stakeholders, and online workshops in November and December 2020. ! The economic value of the poet was recently analysed in the report Robert Burns and the Scottish Economy, published in December 2019. This outlined the value of Burns heritage to tourism, festivals, the food and drink sector, and as a brand in its own right. The report estimated a value of £21m to Burns tourism in Dumfries & Galloway, and suggested that in comparison to other parts of the country its connection to the national poet is relatively under promoted. ! In recent months two new organisations have been established, which place Dumfries & Galloway within a South of Scotland economic context. South of Scotland Enterprise acts as a regional economic and community development agency, supporting businesses and grassroots groups. South of Scotland Destination Alliance is the strategic destination management and marketing organisation, promoting and supporting tourism initiatives across the region. These new agencies o#er opportunities to capitalise on a collaborative vision for promoting Burns tourism in the area.! In addition to these regional bodies, the Dumfries Partnership Action Group has been formed, bringing together local businesses and community groups to lead the development of the town. The recent development of Moat Brae House as a visitor attraction, with its connections to the writer JM Barrie and his famous work Peter Pan, has also served to highlight literature as an important theme for Dumfries.! Burns heritage in Nithsdale Dumfries and Nithsdale have a wealth of connections to Scotland’s national poet. Robert Burns moved with his family to Dumfriesshire in 1788, signing a lease for Ellisland Farm, and then taking on the role of excise o$cer the following year. Burns later moved to Dumfries, and died there in July 1796. Today there are many places where visitors can discover more about Burns, his life and work. ! % Burns House Museum - the town house where Burns lived for the final three years of his life is now a museum in the care of Dumfries & Galloway Council.! % Robert Burns Centre - a historic building in Dumfries with a permanent exhibition interpreting Burns life and work in the area, managed by Dumfries & Galloway Council.! % Ellisland Farm - the farm that Burns leased is now owned by a charitable trust.! % Mausoleum - the monument built around Burns grave is open to the public.! % Robert Burns statue - erected in Church Place in Dumfries.! % Jean Armour statue - erected opposite St Michael’s Church.! % Museum collection - Dumfries & Galloway Museum service hold a collection of original manuscripts, letters and personal objects connected to Burns.! % The Globe Inn - the place Burns described as ‘his favourite how#’ is now a bar and restaurant, with historic rooms once used by Burns and a collection of personal items.! While living in the area, Burns wrote over 130 poems and songs, including some of his most famous works such as Tam O’Shanter and Auld Lang Syne. Many other works refer to locations or incidents that took place in the area, such as The Banks of Nith and On Seeing a Wounded Hare. Dumfries and Nithsdale can rightly claim to be at the heart of ‘Burns Country’.! "3 Some of these Burns connections have been mapped for this project, to illustrate the rich heritage that Nithsdale has to o#er (Above: Detail from the map showing visitor attractions, places, poetry and songs associated with Burns in Nithsdale).! The Google map is available by visiting https://www.google.com/maps/d/viewer? hl=en&mid=1lKi9ssCDkGP7OXJ1AKCEF4vLXIRKqUBS&ll=55.121927021246705%2C-3.8081674 49999993&z=9 ! "4 Executive Summary There is clear potential for increasing the value of Burns related tourism in Dumfries and Nithsdale through a collaborative approach, with attractions and other businesses working together to develop new packages of products or experiences which encourage both increased overnight stays and visitor spend.! Telling the story The story of Burns’ life and work in Nithsdale can provide a strong and compelling narrative to promote the area to visitors. It o#ers a unique opportunity to discover the link between the creator and the created, anchored in well-established built heritage attractions. His poetry, song, letters and the many traditions associated with Burns also help to illustrate the distinctive character of the area. This heritage can highlight its many other attractions, and build the critical mass needed to bring Nithsdale to a larger tourist market. Working collaboratively will be crucial to realising this potential, as there are many stakeholders of Burns heritage in the area, rather than a focus on a specific site or attraction. Stakeholders also need to innovate and pilot new ideas, and not feel tied to traditional ways of interpreting his life.! The key benefits Focusing a tourism o#er on Burns heritage brings a range of benefits:! % Burns is an icon of Scottish culture, recognised across the world, promoted annually by national and international campaigns, and a good match with the themes of 2022 the Year of Scotland’s Stories. The national and international network of Burns clubs provides a ready market for a distinctive o#er focused on his life and work in Nithsdale.! % Dumfries and Nithsdale have a wealth of connections to Burns, not just the built heritage of his homes in Dumfries and Ellisland Farm, the mausoleum and statues. There are also the significant number of poems, letters and songs written in the area, and his history as a farmer and excise o$cer. All together this heritage represents a tremendous asset, for marking out the distinctive and unique character of the area. ! % This wealth of heritage o#ers opportunities to find relevance for many di#erent visitor segments, and closely match key tourist motivators. His writings on natural heritage can be used to promote local landscape and scenery, his songs performed as part of events, and the story of his years as a farmer and traditions of the Burns Supper make easy connections to the food and drink sector.! % From a South of Scotland tourism perspective, literature is a key cultural strength for the region. Highlighting Burns life and work will enable Dumfries and Nithsdale to collaborate with others across the South of Scotland, helping to make the area more visible for tourists.! Visitor segments A Burns tourism o#er can target visitor segments likely to increase income from tourism in Dumfries and Nithsdale, through greater overnight stays and visitor spending. ! Following the VisitScotland UK visitor profiles, the Engaged Sightseer represents a clear match with a Burns tourist o#er. This segment prioritises heritage and culture as motivators for a visit, and also seeks a local, authentic experience. There is potential for promoting touring holidays in the area, particularly by car, cycle or motorhome, which matches with this visitor segment. The use of Burns heritage to provide an overarching narrative about Dumfries and Nithsdale could be a crucial element in realising this potential. ! A compelling o#er could be developed in terms of cultural tourism, for the Food-Loving Culturalists in VisitScotland’s profiles and the Culturally Curious segment identified by Failte Ireland. Evidence shows that cultural tourists stay longer and spend more than general tourists. A more e#ective use of Burns heritage to develop new products or experiences would be core to attracting this audience to Dumfries and Nithsdale. ! Marketing approaches From the analysis of case studies and previous marketing projects there are some successful approaches which could be used in Dumfries and Nithsdale:! "5 % Partnerships with other businesses are important, adding value to the visitors’ experience and making the o#er more distinctive.! % Free family activities are useful for attracting a local audience and cross-promoting other events or attractions. ! % An events programme is a good way of reaching di#erent audiences, and Burns heritage o#ers possibilities throughout the year. In January around Burns Night, in February with love poetry for Valentine’s Day, and in October linking the poem Tam O’Shanter to Halloween. ! % There are