MARBLE HILL REVIVED Business Plan February 2017 7 Straiton View Straiton Business Park Loanhead, Midlothian EH20 9QZ T. 0131 440 6750 F. 0131 440 6751 E. [email protected] www.jura-consultants.co.uk CONTENTS Section Page Executive Summary 1.0 About the Organisation 1. 2.0 Development of the Project 7. 3.0 Strategic Context 17. 4.0 Project Details 25. 5.0 Market Analysis 37. 6.0 Forecast Visitor Numbers 53. 7.0 Financial Appraisal 60. 8.0 Management and Staffing 84. 9.0 Risk Analysis 88. 10.0 Monitoring and Evaluation 94. 11.0 Organisational Impact 98. Appendix A Project Structure A.1 Appendix B Comparator Analysis A.3 Appendix C Competitor Analysis A.13 Marble Hill Revived Business Plan E.0 EXECUTIVE SUMMARY E1.1 Introduction The Marble Hill Revised Project is an ambitious attempt to re-energise an under-funded local park which is well used by a significant proportion of very local residents, but which currently does very little to capitalise on its extremely rich heritage, and the untapped potential that this provides. The project is ambitious for a number of reasons – but in terms of this Business Plan, most importantly because it will provide a complete step change in the level of commercial activity onsite. Turnover will increase onsite fourfold to around £1m p.a. as a direct result of the project , and expenditure will increase by around a third. This Business Plan provides a detailed assessment of the forecast operational performance of Marble Hill House and Park under the project. The plan provides an understanding of the history of the site and the issues and the motivators for undertaking a substantial investment in the historic fabric and facilities through the Marble Hill Revived project. An analysis is made of the strategic context and market for the site from which an assessment is made of likely visitor numbers. How the changes are then anticipated to affect the future financial performance of the site is analysed and any associated organisational implications. The Business Plan should be read in combination with the other documents produced as part of the development process for the second round Heritage Lottery Fund application. E1.2 Marble Hill House and Park Marble Hill Park is a 26.7 hectare public park, listed Grade II* in the Historic England Register of Historic Parks and Gardens. Located on the north bank of the River Thames, adjacent and to the east of the art gallery of Orleans House and opposite Ham House on the south bank, it is one of a string of gardens that collectively form London’s Arcadian landscape. Within the park is Marble Hill House, a Grade I Neo-Palladian villa that was built as the residence of Henrietta Howard, Countess of Suffolk during the 18th-century. The pleasure grounds to the south leading down to the River Thames were designed by the royal gardener, Charles Bridgeman, in 1724 to form a setting to the house. A number of other listed buildings and historic features are contained within the park landscape along with more recent additions that form part of the range of amenities on offer. The public have enjoyed the use of site as a park for over 100 years, following a successful public campaign in 1902 to save the land from development. The park provides an important recreational open space, including sports pitches for hire, used by local residents, schools and sports clubs. Other facilities include a café, public toilets, adventure playground, One O’clock Club for children’s play and a community food production garden. The house and park are owned and managed by English Heritage and it is estimated that visit numbers as a whole are in the region of 695,000. House visitor numbers in 2015 were recorded as 2969 with guided access to Jura Consultants i Marble Hill Revived Business Plan the story of the house and its former occupants interpreted using 435 objects that are on display from the English Heritage permanent collection. This is consistent with the level of visitation to the house for the preceding 4 years. E1.3 Rationale for the Project The combination of historic features and sports facilities makes the park unique in the English Heritage portfolio. Audience research has shown that Marble Hill Park is a very well loved local amenity and as a whole the site is in relatively good condition, but there are many issues contributing to its steadily deteriorating state that require funds beyond the normal maintenance regimes. The site is a fantastic asset in the local area but its potential is not being maximised and significant investment is now required in both the house and park. That provides an opportunity to provide a much improved visitor experience. Whilst the park is open and free to access 365 days per year with gates locked to control access out of hours it is only possible to open the house for limited high season weekend openings as a paid for guided access offer. The project will have a transformational effect on the heritage assets and the quality of the experience for visitors. It is also vital for English Heritage that the site adopts a different business model from that which is currently employed. The project has been designed to provide a step change for the property which needs to be minimised or contained so as to limit the losses being borne by the charitable organisation. This project will move it from its current (unsustainable) business model to a new, more sustainable model in the future. E1.4 The Project Marble Hill House and Park has been a place of inspiration and far-sighted vision since its inception, however, in its present form Marble Hill functions as neither an engaging historic site nor a vibrant Public Park. Marble Hill Revived will take a holistic approach and address multiple issues. A scheme of conservation work will restore the historic fabric of the house whilst greater accessibility will be provided with new visitor routes and the installation of a platform lift. The introduction of Free Entry and Free Flow (as opposed to guided tour only) and a significant increase in opening hours will further transform access. The house will be open for everyone to explore at their own pace and as such it will be brought to life in new and playful ways and through working with the community. A reinterpretation of the collection will evoke more effectively the fascinating story of Henrietta Howard and her social circle, a story which still has considerable contemporary relevance, and will extend the visitor route into previously inaccessible areas. Changes will illuminate Henrietta’s story in ways which are as relevant as possible for a wide range of visitors. Jura Consultants ii Marble Hill Revived Business Plan The historic landscape will be re-presented with a particular concentration on the former Pleasure Garden area between the house and the river that will be restored to designs as shown in a survey plan of the grounds in c.1752. Various schemes of replanting will enhance the presentation of the house, other remaining historic features and will improve views and vistas to and from the House and the River Thames. An interpretive scheme in the landscape will help visitors better understand the whole site and will complement the visitor experience to the house. The park is valued locally for its pitches for formal sport and improvements will be made to all playing surfaces of the rugby, football and cricket pitches whilst also sensitively integrating the existing tennis courts and cricket nets into their landscape setting. The sports facilities will be further improved through a series of works to reorder the Sports Block in order to provide enhanced changing facilities for both men and women and a reorganisation and improvement of the quality of sports pitches. The redevelopment of the stable block building will result in a combined retail and catering facility with a focus on improving the future economic sustainability of the site. The redevelopment of the stable block building is key to the revived project, as the development of a commercially viable hospitality and retail space will improve the future economic sustainability of the site. This will involve the creation of a compelling and attractive combined retail and catering facility in the Stable Block, building upon its current use as a small café. The project will reposition and extend this offer to create a new larger café with facilities able to provide a more varied offer. The capital works will also be supported by the development and implementation of an activity plan and new volunteering programmes to improve access to, and interpretation of, the whole site. The programme of events and projects aim to broaden the audiences that use the site but will also diversify the audiences. This will be achieved by improving established links with local interest groups, engaging existing park users and the local community through a project specific events and marketing programme ensuring that Marble Hill is at the centre of the community. Total project costs are £6,160,966 with a request to HLF of £4,080,410 which represents 66%. E1.5 The Market and Future Visit Numbers The market appraisal shows that the total market potential for Marble Hill is very large at 32,843,696 people. However, a more tightly defined focus of those closest to the park totals 3,353,696 and is made up of the local, day visitor from surrounding boroughs and domestic tourists to Richmond upon Thames and Surrey. The population within Richmond upon Thames is relatively modest, but the park already has a loyal local following and there are a large number of schools within an approximate two mile radius.