It’s that time of year when historic houses, garden attractions and other heritage sites get ready to re-open their doors. 

In the UK more people visit heritage properties every weekend than attend football matches. It’s big business – there are 26 million visitors to Historic Houses Association (HHA) properties each year and 24.5 million visitors to National Trust properties. Iconic UK attractions such as Blenheim Palace, Leeds Castle and Chatsworth House attract hundreds of thousands of visitors every year. Not forgetting the many other houses, gardens and hidden gems that open less frequently and attract a fraction of this number, but provide a fantastic visitor experience.

If you're thinking of opening for the first time, there are many things to consider beyond Easter egg hunts and chocolate. Firstly, what is your target market? If you are located in a popular tourism destination or close to well-populated areas, then there may be an opportunity to attract a family audience (in our experience this is where houses, and specifically parkland attractions, have done well in recent years).

In this business customer expectations are high so if you are going to open your doors to the public make sure the house and gardens are well presented, clean and welcoming. Providing good visitor facilities is key – parking, loos, café, shop, and so on, are just as important, if not more so, than the attraction. Also think about using locally sourced seasonal produce and selling locally crafted products that visitors cannot easily source elsewhere.

Another crucial point is to have well-trained, informed and customer-friendly staff: if they are knowledgeable and passionate it will really come across to visitors. Remember, people visit initially because of what you’ve got, but they return because of who you employ.

It is worth noting that attractions which refresh, refurbish or provide new exhibitions throughout the opening season do particularly well, especially with local and domestic audiences. Furthermore, regular special events, such as Easter egg painting, open-air cinema and classic car rallies are a great way to encourage repeat visits. However, it's important to consider whether facilities will cope with the extra visitors. If they won't, hire in temporary loos and mobile catering units to handle the increase.

Houses that are making the most of the family market have now become the backdrop to other activities and attractions in their park or gardens. Creating a destination where visitors will dwell and enjoy a day out is key to success. For example, Holkham Hall in north Norfolk has boating on the lake, bike hire, a children’s adventure playground and a focus on high-quality catering and retail experiences.

To operate a day visitors business successfully you will need Public Liability Insurance in case of injury or accidents. You will also be responsible for carrying out a General Risk Assessment of the entire site and a Disabled Access audit is recommended.

Finally, utilise technology to update audiences, interact with customers and showcase your attraction. By using digital marketing including social media, blogs and video content you can instantly and widely promote events, seasonal menus or new things to see and do.

Further information 

Contact Savills Commercial Heritage