Shugborough's monuments lie within nationally important parkland

Staffordshire's gem shines through the credit crunch

Shugborough - Staffordshire's complete working historic estate - has been packing in the visitors - despite the credit crunch and the bad weather.

The county council run top tourist attraction is four years into a ten year programme of improvements which has seen a shake up in the way the historic estate sells itself to visitors.

The estate, comprising country house, farm, walled garden and parkland, has been transformed to maximise the opportunities for a complete family day out,

with a concerted marketing drive to attract more visitors to the jewel in the crown of Staffordshire attractions.

Staffordshire County Council's Cabinet member for Economic Development and Sustainable Communities Councillor John Wakefield commended the team at Shugborough for their drive and determination.

He said: "The team have delivered some stunning successes in the teeth of what have been some very significant challenges.

"In 2004 we set some very demanding and ambitious targets for Shugborough to achieve

"Visitor numbers have increased by 74% since 2004 and income per visitor by 84%. The marketing of the product has really delivered and is still gathering momentum.

"The core Shugborough product - the Complete Working Historic Estate - has been a great success, attracting more visitors year on year. The consolidation and refinement of the attraction continues.

"The Shugborough Season passes - which were introduced three years ago -have been a stunning success ensuring local people can support Shugborough and enjoy this magnificent tourist attraction whenever they want at a very reasonable cost.   

"But the credit crunch, poor weather and rising fuel costs have affected the Estate in line with other attractions - particularly as fuel costs have taken their toll on the coach/travel trade industry which provides a large income stream for the Estate.

"However, the marketing team reacted early in the year to market conditions, introducing a gardens only ticket and a senior citizens discount day. Both of these schemes have been an enormous success, along with several promotional campaigns offering Shugborough vouchers which have attracted well over 1,000 redemptions.

"Staffordshire's tourism team have moved to Shugborough, creating real synergies of expertise. It has placed Shugboroguh right at the heart of the Staffordshire tourism experience.

"As well as being a first class tourist attraction, Shugborough is a phenomenal educational resource. Over 30,000 schoolchildren a year visit, mostly from Staffordshire. It's so much more than just a tourist attraction.

"Maintaining this standard bearer for Staffordshire's identity and culture demands balancing a whole host of priorities, of which income generation is a primary, but not sole objective," he said.

Page Last Modified: 29/09/2008 10:35:33

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