Country park consultants – visitor experience planning and income generation, Staunton Country Park

Country Park Business PlanClient: Hampshire County Council

Working as country park consultants we completed a review of Staunton Country Park to consider investment needs, ways to improve operational performance and enhance the visitor experience. A number of the heritage buildings are listed – within the farm and walled heritage gardens, there are four Grade II listed buildings and one Grade I listed building. Within Leigh Park Gardens there are a number of Grade II listed buildings/structures including the Coach House, a Grade II* listed building

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:

Activities including high and low ropes and other third party activities

  1. Play and learning
  2. Catering and retail
  3. Marketing
  4. Technology – the use of technology to improve the customer experience
  5. The visitor journey and flows
  6. 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 visitor experiences at Staunton Country Park. It was important to identify the sense of place at Staunton Country Park and to ensure that each suggested action respected the site’s own sense of place and special qualities.

Photo kindly supplied by Hampshire County Council 

How can we help?
If you have any questions about preparing a business plan or masterplan for a country park or recreation site or would like to discuss our work please don’t hesitate to call Richard Linington on 023 9248 1999 or email