DELIVERING A QUALITY CUSTOMER EXPERIENCE AT

DELIVERING A QUALITY

CUSTOMER EXPERIENCE AT

EDINBURGH CASTLE

EDINBURGH CASTLE

THE BUSINESS

•  Edinburgh’s top paid visitor attraction

•  2016-17 - 1.8m visitors

•  Delivers over 50% of the HES commercial

income

•  3 shops, 2 permanent catering outlets as

well as seasonal pop ups

•  Venue for corporate, private events,

concerts & the Royal Edinburgh Military

Tattoo

EDINBURGH CASTLE

ADMISSIONS & THE JOURNEY

PRE 2006

EDINBURGH CASTLE

ADMISSIONS & THE JOURNEY

•  Parking policy

•  New ticket office & plaza

•  Introduction of Galaxy ticketing system

and online ticketing

•  Branding for Edinburgh Castle

•  New staff structure and uniform

EDINBURGH CASTLE

ADMISSIONS & THE JOURNEY

PROJECT DELIVERY

EDINBURGH CASTLE

ADMISSIONS & THE JOURNEY

PROJECT DELIVERY

EDINBURGH CASTLE

WHERE ARE WE TODAY - OUR VISITORS

•  7% domestic Scots, 19% Rest of the

UK, 28% Europe, 47% ROW

•  Largest European markets are

France & Germany

•  ROW - North America 14%, China,

growing market 11%

•  Over half our visitors are under 34,

nearly and 23% are young

independents

•  89% are travelling without children

•  80% are first time visitors

EDINBURGH CASTLE

WHERE ARE WE TODAY - OUR VISITORS

•  Walk Up 55%

•  Trade 21%

•  Web tickets 12%

•  Explorer Pass holders 8%

•  Members 3%

•  Education 2%

EDINBURGH CASTLE

MANAGING WITH INCREASED DEMAND

2016

•  Turn away research

•  Change in marketing focus

2017

•  Introduction of timed booking slots

•  Increased ticket pick up points

Future initiatives

•  Capacity management

•  Possible premium priced tickets

•  Extended hours options

•  Trade 21%

•  Web tickets 12%

•  Explorer Pass holders 8%

•  Members 3%

•  Education 2%

EDINBURGH CASTLE

DEVELOPING THE VISITOR EXPERIENCE

•  Major programme of research over

the last 2 years - academic, visitor

feedback and access related

•  Next step visitor circulation modelling

•  Wide range of new stories to tell

•  Identify the stories we want to tell

•  Ambition to match stories to spaces

•  Enhance visitor flow

•  Feed into long term investment plan

EDINBURGH CASTLE

MAXIMISING VISITOR INCOME - RETAIL

3 Shops Refurbished

•  Portcullis - main gift shop

•  Crown Gift Shop

•  Whisky & Finest Food

•  Development of bespoke Edinburgh

Castle and Edinburgh product

ranges

•  Addition of food and drink tastings

with a focus on Scottish provenance

•  Brand Licencing Edinburgh Castle

beer

•  Increase of £1m in turnover over 4

years

EDINBURGH CASTLE

MAXIMISING VISITOR INCOME -CATERING

•  2015 £360,00 Capital Investment

•  2 permanent catering outlets with

differentiated product offer – Redcoat

Café & Queen Anne tea room

•  Seasonal pop up offers – hog roast &

coffee carts

•  Exclusive catering contract

•  +65% in sales since 2014/15

THANK YOU