Visitor attraction events – income stream

Visitor attraction events business planOur sister company has invested and operates a number of visitor attractions. To improve the attendance at events they have invested in providing covered outdoor event spaces to improve wet weather resilience .

At CONKERS we have introduced a covered amphitheatre and provide a programme of live music events under a distinctive Arena brand. Since the introduction of a tensile structure over the amphitheatre, event bookings have increased as the site is no longer weather dependent. During the holiday periods additional events are run which are targeted at the family market place. The space is hired out to host corporate presentations and other activities.

At Kent Life a ‘circus’ big top has been acquired to provide a large, dry space which is used to host a programme of events. Similar to CONKERS, a number of activities and events are run during the school holidays which are included within the admission price.

At the National Brewery Centre, we took the decision to invest in a semi-permanent marquee. This has a dual function – it is used to host events such as the International Festival of Beer and music nights and it can also be laid out to host wedding receptions and large-scale functions.

Working with the operations team, we carried out a market assessment, advised on the levels of investment required, identified the preferred option to provide all weather event spaces and prepared the supporting business cases.

How can we help?
If you have any questions about preparing a business plan or income generation strategy for a visitor attraction or visitor centre or would like to discuss our work please don’t hesitate to call Richard Linington on 023 9248 1999 or email