Park life

Charlton Park is actively looking to host new events on the Wiltshire estate, as well as launch several homegrown shows. Nick Mattingley has been engaged by the estate to advise on special projects and events. Here, he talks to StandOut about his new role and opportunities for the events industry

I f you say the name Charlton Park to anyone, it’s fair to say that most people are not quite sure of the estate’s location. However, if you explain that the Wiltshire venue is where WOMAD festival takes place – and has done since 2007 –most events professionals will know where you mean.

Nick Mattingley is Charlton Park Estate’s recently appointed events consultant. He has been contracted to advise the venue and 4,500-acre estate on a longterm events strategy, counselling the organisation on business opportunities, venue developments, and who might hire the venue for a large-scale or even small outdoor event. In September 2022, he was appointed as the new consultant for special projects and events. And he firmly states that “WOMAD is sacrosanct”.

“I started in September,” explains Mattingley. “The remit then was to present ideas for permanent and temporary events, supported by business cases, for presentation to the trustees and the Earl of Suffolk. This has since extended to compiling scopes of work, concepts of operation (ConOps) and ground plans in preparedness for planning applications (where required).”

Thus far, Mattingley has scoped out 13 proposals and is currently pursuing four. He adds: “I’m also dusting off my CAD skills while we produce location and site plans for all the projects as well as survey the estate to plot out potential utilities, roadways, gates and existing buried or overhead services.”

New Event Ideas

The Charlton Park Estate consists of more than 4,500 acres and there are 500 acres of “potential event space”.

Mattingley is looking to work with more event promoters, owners, and organisers and attract third-party producers and showmen, as well as film and TV companies, to look at the land and use it for a mix of outdoor events. Plus, Charlton Park is looking at creating and launching its own events, such as plant fairs and spring or autumn flower shows.

Mattingley comments: “The Earl wishes to create a hub around which we can attract the usual mix of camping and leisure activities. It’s too early to say what the homegrown events might be but we’re trying to attract third-party promoters, producers, and showmen. The estate has many quirky corners so may also attract film and TV companies looking for something fresh. We’ve got plenty of space to play with. It’s a blank canvas that’s not been utilised before.”

Mattingley believes that the estate is perfect for organisers looking for “space only hires” and “green field” site operations. Currently, the estate is looking at how it can expand the existing on-grid utilities and areas of hardstanding, but access, privacy and space are “plentiful”. For smaller events, Charlton Park is also looking at how it can utilise a disused walled garden area as an events space – it is split into four 4,000 square metre squares.

Mattingley says: “We’re particularly interested to hear from anyone with new event ideas who wants to try things out but also with an eye on a multi-year relationship where we both can grow.”

Creating A Framework

“Obviously, we need to be mindful that nothing is directly competitive to our existing line-up, but the location is fabulously well connected, just seven miles from the M4,” Mattingley continues. “There’s an airfield on site, with a hangar. Acres of grassland, a World War II prisoner of war camp, woods and rivers, an equestrian centre, retail, and business park.”

Mattingley has been working with the Earl and his team to communicate the new “estate strategy” to the wider estate’s farm and estate businesses on site. Change is inevitable and so it has been important to communicate the new vision and “bring everyone along with us”.

The estate wishes to improve its existing infrastructure and says that its unspoilt and easy-to-access location is a big win for organisers. Plus, there are opportunities for the events supply chain to play a part in the estate’s future. In fact, it’s Mattingley’s aim to develop a preferred supplier list and a trusted framework of “competent” event contractors “who embrace our values and site rules”.

So, when can the events industry expect to see new, large-scale events taking place at Charlton Park?

Mattingley concludes: “April 2024 is the current target date – but as we know, with planning and other constraints, lead times for some events are measured in years. There are a couple of deals being inked as we speak but there will be more on that soon…”