1. Cornish Mining WHS Visitor Profiling Research Report 2012 Contact: Ben.moxon@arkenford.co.uk January 2013

2. © 2011 Arkenford Ltd Introduction In recent years Arkenford has worked closely with The Cornish Mining World Heritage Site (CM WHS) to learn more about consumers in terms of: –the experience they would expect to receive at WHS attractions, –how best to communicate and market to those with an interest in Cornwall and the specific product on offer This has led to a more strategic and aggressive approach to marketing which appears to have had a positive impact as attraction visitor numbers are reported as being up 20% (average) yr on yr. What CM WHS cannot determine is the influence that WHS Cornish Mining marketing has had on consumers decision to visit Cornwall, information that is required as it has been identified as determining the success of the recent marketing activity. This research aims to help CM WHS better understand; –Are visitors aware of CM WHS? –Did it impact their decision to visit Cornwall? –Did the experience meet expectations?

3. © 2011 Arkenford Ltd Output A number of outputs were required for the ‘Discover the Extraordinary’ project include a number that are ‘visitor’ orientated Listed below are the key visitor outputs as set in 2008: –Additional Overnight Visitors in Cornwall – 50,000 –Additional Staying Trips in West Devon – 2900 –Increase awareness of CM WHS by 10% –Increase out of season visits to attractions in CM WHS –Increase usage by non traditional users As part of the analysis of this work we will try and understand the trends recorded over the life of the project that will help answer any of the above In addition we will identify which gaps in insight currently exist, and how best to fill these

4. © 2011 Arkenford Ltd Evaluating Outputs Over the duration of the project a number of studies have been conducted that might (individually) provide the data on which to establish if CM WHS has met it’s visitor targets These are listed and detailed in the table below:

5. © 2011 Arkenford Ltd Methodology The research has been conducted using an online survey Time was initially spent travelling around Cornwall visiting key stakeholders (attractions and accommodation providers) asking them to help administer the survey 10,000 postcard invites were printed for stakeholders to hand out / circulate to visitors Links to the survey were also posted on the website We received response from 136 individuals, which is a disappointing level of return Where possible we have compared insight to the other surveys, e.g. Cornwall Visitor Survey, to put findings into context But as a result of the low response rate for this project, differing methodologies adopted for different pieces of research and different audiences targeted, it is currently hard to report firm figures against the project outputs

6. © 2011 Arkenford Ltd Thanks to all who helped us on this project Places visited and invite cards handed out to Botallack Count House Cotehele and Cotehele Mill Cornish Studies Library East Pool Mine Geevor Tin Mine Gwenapp Pit Heartlands King Edward Mine Morlwelham Quay Poldark Mine St Agnes Museum Wheal Martyn Places not visited but invite cards have been sent. Kit Hill Levant Mine and Beam Engine Liskeard and District Museum Royal Cornwall Museum Tavistock Museum Champions Tessa Farthing, Trelawny Guest House James Agnew Jeremy Alder, Cornwall Garden Tours Pat Parry, Kittiwake Cottage Steve Crummay, Explore in Cornwall Alicia, Gallen-treath Guest House Melanie Benwell, Trevorrick Farm Gill Bridges, Polraen Country House Hotel Lin & Rob Briggs, Lerryn Cottages Renate Davie, Dolvean House B&B Liz Fairweather, Tregathenan Partnership Judith & Andrew Hatton, Silver Jubilee Rachel Hood, Castallack Farm Sue Jewell, Boturnell Barns Sandy Pulfrey, Hen House B&B Philippa Read, Tremadart House B&B Diane Solomon

7. © 2011 Arkenford Ltd Profile of Visitors to CM WHS (1) Over 85% of visitors to CM WHS were aged over 35 –Two-thirds fall into the 35- 65 age band This falls in line with the previous research we conducted The Cornwall Visitor Survey reports that 41% of Visitors are aged 55+ The profile of responses indicates that two-thirds are female –We are not sure if this is a true reflection of the % of female visitors, or more an indication that females are more likely to complete visitor surveys

8. © 2011 Arkenford Ltd Profile of Visitors to CM WHS (2) Over 80% of the sample fall in ABC1 SEG groups –These groups represented highest income households across the country This % is significantly higher than that recorded for wider visitors to Cornwall –For the visitor research this figure is recorded as 54% Nearly two-thirds of the sample either live with their partner or alone Around 30% live in households with children –The Cornwall Visitor survey reports that only 18% visit with children which might indicate that CM WHS can enhance offer to this audience

9. © 2011 Arkenford Ltd Origin of Visitors Around a third of visitors live in the SW showing that CM WHS not just a wider tourist attraction, but also serves local market Again, figures reported are very much in line with the wider Cornwall Visitor Survey that reports that 28% of visitors live in SW (15% in Devon)

10. © 2011 Arkenford Ltd ArkLeisure Profile Followers are a mass market, lower income segment –Does this demonstrate how CM WHS has attracted a wider audience? Surprisingly low % of response from Traditionals, a group that we know to be interested in history and heritage The research indicates that the CM WHS offer is of greatest appeal to Functionals –They are interested in the wider outdoors as well as history Cosmopolitans are an active Cornish segment who like to try all sorts of activities, including History and Heritage

11. © 2011 Arkenford Ltd Visit History Over 90% had visited Cornwall in the last 12 months (indicating that some response has come through website link) Summer and Autumn are the most popular times to visit –Seemingly greatest potential to grow Spring shoulder period

12. © 2011 Arkenford Ltd Visit History Overall, over 90% has visited Cornwall previously (although for 24% this was over 3 years ago) –88% on the Visitor Survey are repeat visitors Only 8% are first time visitors –This is broadly in line with the 12% recorded as part of the Visitor Survey in 2010 First time visitors tend to be younger

13. © 2011 Arkenford Ltd Type of Visit Nearly 90% of Visitors were visiting Cornwall as part of a Staying visit –A figure in line with the Visitor Survey Average time spent in Cornwall on holiday is 7.13 nights –This is slightly longer than the 6.63 recorded for the Visitor Survey) Our study shows that c60% visited as part of an adult only group –This figure is lower than the 82% recorded for the Visitor Survey Does this show that CM WHS is a popular family attraction?

14. © 2011 Arkenford Ltd Purpose of Trip Again, figures are in line with the Cornwall Visitor Survey In our survey we record a slightly lower % of visitors on a leisure trip (-9%), but a higher % on a VFR trip (+4%)

15. © 2011 Arkenford Ltd Interest in History & Heritage As might be expected, a higher % of the visitors we spoke to has an interest in history and heritage compared to the wider audience study conducted in 2009 Almost half has a specific historic interest

16. © 2011 Arkenford Ltd What influenced decision to visit The fact that the audience has an interest in history and heritage means that this aspect of Cornwall is influencing their decision to visit In the previous wave of research around 46% of respondents indicated that visiting historic ruins / sites is ‘My Type of Thing’ when on holiday

17. © 2011 Arkenford Ltd Activities Undertaken on Last Trip Respondents on this survey are more likely to have visited attractions and enjoy more genteel activity / outdoor audience (enjoying walking / visits to beach, etc.) than the wider visitor market

18. © 2011 Arkenford Ltd Influence of WHS status on destination appeal The AONB has biggest impact on appeal That said, WHS status has greater impact on appeal for this audience than recorded for the wider UK audience in 2010 (35%)

19. © 2011 Arkenford Ltd Awareness of Cornwall WHS status Over 70% of respondents knew of Cornwall’s WHS status –50% before visit and 21% after they had visited Despite visiting, almost 30% still did not pick up on the WHS status of Cornwall Awareness of WHS status is up since 2010, yet the audience profile cannot be directly compared A figure of 54% awareness of WHS status because of it’s Mining Landscape is also recorded in the wider Cornwall 2010 Visitor Research

20. © 2011 Arkenford Ltd Recalling WHS Information 60% of respondents recall seeing information about WHS in Cornwall –38% during their trip –22% before their trip This figure is significantly up against 2010 data where only 21% recall seeing information That said, can we make a direct comparison between Visitors and the wider UK market?

21. © 2011 Arkenford Ltd Where Information Collected Information on leaflets is a key source for visitors illustrating the importance of in- destination marketing Visitors are as likely to get information from the we as they are from visitor attractions themselves Wider market indicate that they get information from a much wider number of sources

22. © 2011 Arkenford Ltd WHS Influence on decision to visit Almost half of respondents indicate that WHS status has had an influence on their decision to visit Compared to the wider market study on 2010 this figure has increased significantly (almost doubling) On the wider Cornwall Visitor Study, it was reported that WHS status had influenced 9% of visitors Again, it is hard to make direct comparisons given the different audience types

23. © 2011 Arkenford Ltd Interest in Cornwall & West Devon Landscape It would seem that it is the landscape of Cornwall and Devon that has as much influence on decision to visit as it does WHS status This is true of the wider visitors also, who are often drawn by the scenery of a destination –Overall half associate SW with having stunning scenery

24. © 2011 Arkenford Ltd Aspects of CM WHS of greatest interest Visitors understandably have greater levels of interest across all aspects of the offer compared to the wider market Of particular difference is their interest in the history of mining, highlighting their specific interest in this area The following charts show which attractions visitors have been to –High % of response from visitors to Geevor which will in part be why History of Mining and Mining Technology has spiked in 2012

25. © 2011 Arkenford Ltd Mines Visited

26. © 2011 Arkenford Ltd Mines Visited Vast difference in the % that has visited when comparing 2012 and 2010 datasets –However we are comparing an engaged audience with a more general (potential) audience

27. © 2011 Arkenford Ltd Motivations to visit The landscape is a huge draw as indicated earlier The fact that it is a unique type of attraction … and that there is a strong story to tell is also strong influencer Also, for around two- thirds of the audience this type of trip is something different to do

28. © 2011 Arkenford Ltd Meeting Expectations Generally the CM WHS met or exceeded expectation of visitors Aspects that are particularly strong include the Staff Welcome and the Interpretation Secondary spend options are least likely to have attracted a positive score

29. © 2011 Arkenford Ltd Types of CM WHS attractions with greatest appeal Living history has great appeal … but so do the ruins (especially those you can explore yourself) Of least interest are talks and exhibitions This demonstrates need to invest in interactive story telling interpretation

30. © 2011 Arkenford Ltd Delivering Outputs The research clearly shows that CM WHS is helping to deliver and serve the needs of a different type of visitor to Cornwall –It helps to put Cornwall on the map, provide a reason to visit, and adds to the breadth of the offer for visitors once they are on holiday Whilst we have collected lots of useful insight to inform ongoing interaction and communication with visitors over the course of the programme, we cannot compare the different research pieces to provide an accurate assessment about the success of the ‘Discover the Extraordinary’ Project This is due to; –the different target audiences that we have researched along the way –The different methodologies –The different purposes of the research However there are bits of the data in these datasets (either in current format or by conducting further analysis that can be conducted) that will go some way to starting to provide an indication about the success of the project (see over)

31. © 2011 Arkenford Ltd Reporting Outputs The table below shows that with some further analysis, and combining of datasets and sources, we will be able to come up with some informed output evidence for most of the outputs To understand wider awareness (Output 2) we will need to conduct a wider market survey (amongst visitors and non visitors) based on the first piece of research conducted –This can also be used to inform / reinforce findings for outputs 1,3 and 4 if necessary)