Visitor experience planning and income generation, Manor Farm Country Park

Visitor experience planning and income generation

Client: Hampshire County Council

We completed a review of Manor Farm Country Park to consider investment needs, ways to improve operational performance and enhance the visitor experience. Manor Farm is an attractive country park that incorporates a heritage farm with a pay zone within a traditional wider country park landscape with a network of trails and bridleways. A number of the buildings within the farm are Grade II and Grade II* listed.

Our work has been used to underpin the future investment programme across the five country park managed by Hampshire County Council. Our work included:

  • Individual site reviews to identify constraints and opportunities
  • Operational reviews and financial analysis to identify the baseline position
  • Extensive stakeholder and staff consultation
  • A programme of visitor research (over 2,000 surveys were completed) to identify visitors’ needs
  • Assessing a number of case examples to identify best practice within the country park and wider visitor experience sectors
  • Carrying out a detailed market assessment including demographic profiling and a review of the tourism market place
  • Preparing an action plan and capital cost estimates for each country park

Our work focussed on seven key themed areas within the country parks as well as the overall programme:

  1. Activities including high and low ropes and other third party activities
  2. Play and learning
  3. Catering and retail
  4. Marketing
  5. Technology – the use of technology to improve the customer experience
  6. The visitor journey and flows
  7. Car parking

The primary objective of our work was to identify and assess ways to increase visitor numbers, identify income generation opportunities and enhance the individual visitor experiences at each park. It was important to identify the sense of place at each country park and to ensure that each suggested action programme respected the site’s own sense of place and special qualities.


Photos kindly supplied by Hampshire County Council

Comments are closed.