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Win ©National Trust Images/Brian Cleckner/John Millar
Octavia Hill was a passionate believer in the virtues of fresh air and exercise for children’s physical and mental wellbeing. One of my favourite stories about our formidable co-founder is when she marched a group of ragged children from Kings Cross to Epping Forest and back in a day. Our methods have changed but in the same spirit we have published our Natural Childhood report and launched our 50 Things campaign. Access to nature and the outdoors matters: for fun, for health, for education. But fewer than one in ten children regularly play in wild places compared with almost half a generation ago. Our aim is to make it easy for families to get outdoors and closer to nature. To me, this is the Trust at our best: engaging our supporters and the wider public in an issue that matters, and enabling our properties to provide unforgettable experiences to match. I’ve loved talking to property teams who, with help from the Consultancy, have thrown themselves into 50 Things. Watching kites fluttering about Fountains Abbey was a joy. And a big pat on the back to our Whole Trust media and marketing teams who’ve done a superb job developing the idea, materials, and a fantastic media launch. This is, ultimately, what we’re all about. We don’t tell people what they must do: we’re the means by which people’s love for places can thrive. And in the process, their lives are enhanced. An inspiring campaign – thank you to everyone who’s made it such a success.
Snap happy The Trust’s Your Space photo competition to celebrate the Octavia Hill centenary has a special staff category, too.
Thanks to everyone working together, 2011’s visitor and recruitment numbers reached record heights and we’ve got much to celebrate.
Our Your Space photo competition, launched on 8 May, aims to get the Great British public thinking about what green places, and not only Trust places, mean to them. For inspiration, we commissioned four acclaimed photographers – Mary McCartney, Joe Cornish, Arnhel de Serra and Charlie Waite – to capture the relationship between people and places (see images above). You can see the collection at www.nationaltrust.org.uk/yourspace. They will also be on the judging panel. There are four categories open to the public and a special one just for all Trust staff and volunteers.
Over 19m visits
What’s the prize? For staff, up for grabs is a fantastic opportunity – a day of one-to-one photography tuition from one of our panellists, Charlie Waite. So, next time you’re going for a breath of fresh air, whether that’s your local park, woods, Trust place or beach, don’t forget to pick up your camera and get snap happy. Who can enter? All staff and volunteers Terms and conditions are on the intranet Upload to: https://www.yammer.com/yourspace Closing date: 31 August, 2012
Over 750,000 new members Book giveaway sweetens your day All you need to know to be self-sufficient in food – and honey. Simply send us an email with your answer to this question. In a bee hive, the area from where honey is collected is called a: A) wicked B) super C) fantastic Answers to: firstname.lastname@example.org Closing date: 18 June, 2012
Trust You is available in alternative formats. Please contact Ian Burns on 01793 817818 or email@example.com for details. Tell us your stories or your thoughts on Trust You:
Ian Burns, Internal Communications Manager or email firstname.lastname@example.org Heelis, Kemble Drive, Swindon, SN2 2NA. © National Trust 2012 Registered charity number 205846. Printed on 100% recycled paper.
hat a strong finish to the visiting year we had in February! Visitor numbers for this traditionally quieter month were one fifth higher than last year and helped take our annual total for pay-for-entry visits to a new high of 19.4m – 9.5% higher than in 2010. And, together with the 344,000 members you recruited at properties and those we recruit through direct marketing and online, we welcomed a staggering 750,000 new members to the Trust over the same period. Where did the visitor number growth come from? April 2011 and our traditionally quieter months of October to February were all significantly higher. Growth was strongest in the regions that depend more on day visits, such as the Midlands and the South East. This trend supports the ‘daycation’ theory, where people are increasingly replacing second holidays and short breaks with more days out. Growth is also thanks to the huge effort you all make to welcome visitors at all our properties. What can we look out for 2012? The weather has been atrocious, giving us a tough start to the year, but we’re still focused on driving up the Visitor Enjoyment score. As part of our investment, we’re opening a number of new facilities. We’re running a pub at Sticklebarn in Great Langdale; unbolting our stable block restorations at Hardwick and Nostell Priory; showing what the Romans did for us at Chedworth, and anticipating the opening of the Giant’s Causeway visitor centre.
Inside: Sticklebarn pub, above right, and schoolchildren get up close and personal to Roman Chedworth.
Our methods have changed but Octavia Hill’s spirit lives on at the Trust, says Fiona Reynolds, Director-General.
2. News: 50 Things What a fantastic launch for our latest campaign!
4. Feature: NT and the City NTCities group aims to unlock potential in urban areas.
News for National Trust people
10. Meet… Eric Wilton History and the outdoors are big at Hadrian’s Wall.
Trust people and places: all our news and big ideas South Downs treat
Cream cake challenge
Planning policy update
Rare beauty spotted at beauty spot
With lashings of Cornish cream and beer
Our Planning for People campaign concluded with a much-improved National Planning Policy Framework, published by the Government at the end of March.
and favourable southerlies. In central Europe, this butterfly’s numbers have declined by up to 75% over the past quarter of a century.
From the left: Midas the treasure hunter – Nigel Stannett from East of England; Captain Skim – Mark Astley from North West; Tree-Man – Des Cotton from York; The Bug Catcher – Laura Broadhurst from the Midlands, and Den Boy – Andrew Hunt from Dorset.
We think that the butterfly Spike saw is likely to have overwintered here before emerging into the hot sunshine at the end of March.
Life’s simple pleasures are brought to life in the great outdoors.
At the end of April, Mark Harold, Director for the South West, set out on a personal challenge. He wanted to raise money for the Prostate Cancer Charity – who helped him last year – and for the Trust’s BMX project in Plymouth. Accompanied by his three cycling mates and, from time to time, by colleagues, he pedalled 750 miles from Gloucestershire to the Lizard in 12 days. En route they visited more than 34 properties in six counties, zig-zagged from north to south coasts seven times, and covered the same distance as from Land’s End to John O’Groats. Cake, cream, beer and friends awaited them at journey’s end, as well as the satisfaction of raising funds for a charity that is important to Mark.
For more information, please contact Ingrid Samuel, Historic Environment Director
Spike Booker, one of the South Downs Countryside team, spotted a rare visitor to these shores in the record warm spell in the run up to Easter. The Camberwell Beauty – first spotted in South London in 1748 – usually migrates to the UK from Scandinavia during periods of high pressure
‘Good conversation, healthy exercise and beautiful country – what more could you want?’ Mark Harold
To keep up the momentum our next steps include: · writing to local authorities to encourage them to update local plans in ways that ensure protection for the places we care about most · developing a clear statement of our ‘smart growth’ principles and planning for a conference on this theme · making clear guidance available for all our staff, especially those at properties, on the difference the NPPF makes and the opportunities to influence local planning decisions · working in planning hotspots to demonstrate how we can promote our cause through engaging with the planning system.
There are no known records of the Camberwell Beauty breeding in this country.
Our special delivery to 10 Downing Street helped prompt a re-think on some areas.
Let us know what you’re up to at lifestyle.campaigns@ nationaltrust.org.uk
The Fantastic Five Conservation: a new generation A total of 23 students of Biodiversity and Conservation at the University of Leeds have so far signed up for a brand new National Trust MSc and MRes module. Trust staff at Malham Tarn and Upper Wharfdale are already working in partnership with lecturers to deliver practical experience of conservation monitoring techniques and conservation management. ‘Many hope to find careers in conservation and the opportunity to interact with Trust staff while carrying out site assessments and other conservation tasks has been excellent experience for our students.’ Dr Steve Compton, Programme Leader 2
Trust You I May/June 2012
50 Things has been the Trust’s most successful campaign launch – ever! There was a fantastic response in the media 131 pieces in print, and seven features on prime-time television. Five days after launch, 7,853 children had registered on our website – three times as many as Food Glorious Food had in total in 2009. After four days, 14,000 activities had already been ticked off.
The Trust had another trick up our sleeve for visitors aged under 12 (and over) – the Elite Rangers. All staff members from across the Trust, they were picked
for skills such as stone skimming, tree climbing or knowing their bugs. Our Rangers all have one thing in common: incredible enthusiasm for the outdoors and for getting kids out there, active and involved. (See above for details.)
What more can we do?
Don’t let the weather put you off – now is the time to make the most of your web pages, posters and scrapbooks. We’re planning a summer reminder and an autumn tie-up with the Great British Walk to help people keep going! Go to 50 Things on the intranet for ideas from properties and all the latest updates.
© Aardman Animations Ltd 2012
We introduce a new generation of superheroes – the Elite Rangers. They’re here to help our 50 things to do before you’re 11 3/4 campaign go rocketing on.
Cracking tea party, Gromit! The Trust has teamed up with national treasures, Wallace & Gromit, to help us serve up our Summer of Celebration campaign with style. A speciallycommissioned mini animation – A Jubilee Bunt-athon – featuring the plasticine duo will be shown exclusively at the 70 Diamond Jubilee tea parties happening at our properties at the beginning of June. Visitors will also get the opportunity to see a behind-the-scenes documentary, take part in Aardman-run animation workshops, and get stuck into some themed trails. For details, got to www.nationaltrust.org.uk
£1 million is already raised for the Castle Drogo fund so work can start next year on a complete dampproofing project. But we will need to move 2,355 granite blocks weighing 680 tonnes; remove 13,000 panes of glass to refurbish them and re-point over 60,000m of stone.
Head in the clouds The BBC’s Countryfile programme has helped solve a problem of awkward acoustics at Petworth’s visitor reception. The show aired information about acoustic felted clouds which are sustainably produced in the West Country. These clouds now hang from the ceiling in recption and not only do they calm the sound down, they are also a great talking point with visitors about the Trust’s Before commitment to sustainability.
Contribution? email@example.com May/June 2012 I Trust You
Feature: the tools to make visitors happy
happiness In pursuit of
A new visitor survey was launched in April to help us get under the skin of what our visitors really, really want.
Our visitor survey has been re-designed to measure what we’re getting right and what we’re getting wrong, with questions probing eight drivers of visitor enjoyment and six grumbles (see right). Visitor survey: a valuable tool The re-designed visitor survey, introduced in April means we are now capturing a much more sophisticated level of feedback. The monthly reports help property teams understand where the issues are and what different audience segments are saying. The survey covers a broader mix of properties, including countryside properties, which means that for the first time we’ll have a better understanding of what people want when they visit the National Trust outdoors. What do we do with it? With all this information at our fingertips, we can now understand how each property
department is contributing to the Visitor Enjoyment score. This means that everyone can understand and take responsibility for the part they play in giving our visitors a good time. We can understand specifically how our behaviour is making people feel, and which of our audiences are happy. At a national level, we are focusing on the basics: making sure people experience great service and a high standard of presentation, conservation and facilities. The new visitor survey results will help property teams understand the detail of how to make this happen so there are smiles all round. Last year, for instance, Felbrigg saw their VE score hit a high of 85% despite extensive building work and scaffolding getting in the way. How did they do this? The team was swift to react to grumbles in the visitor surveys and pulled out all the stops to make sure there was a warm, friendly experience throughout the house and gardens. Staff
and volunteers met every day for a briefing, to share ideas and start the day on an energised, enthusiastic note. The whole team felt so involved in the property that they delighted in sharing this passion for Felbrigg with the visitors – and they were rewarded with a score that kept on going up throughout the building work. How do I access all this data? You can get to the MI Dashboard from the Resources tab on the intranet. You will need to register to use it by contacting firstname.lastname@example.org. If you need help with knowing how to interpret all this new information, please get in touch with the VE team to talk about training.
The essence of a good experience · · · ·
Great service Great fundamentals, including facilities and food Meeting the needs of different types of visitor A great story
Are we warm and friendly towards our visitors?
On balance, is your catering service as efficient as your food is good? It really matters to our visitors.
©National Trust Images/David Levenson/ /Arnhel de Serra
These eight areas help us understand how people feel about our experiences. Some things that drive a visit can also be grumbles… Are we helpful? Do we anticipate our visitors’ needs and respond to them? Do we create a relaxed and informal atmosphere during the visit? Does the way we interact with our visitors make them feel at ease? People visit us with expectations based on what they’ve read or heard about us. Do we meet or exceed their expectations? Do we live up to the promises we make?
isitor Enjoyment is a feeling. It’s the impact of all those little things people see, hear and encounter before and during their visits that creates an overall experience. It’s important because when our visitors enjoy themselves they come back again. Not only that, they recommend us to their friends and they might choose to volunteer with us. So to grow repeat visits and new visits, as well as to grow deeper, longer-lasting support, we 4
Trust You I May/June 2012
need to make sure our visitors really enjoy themselves. That’s why raising VE is one of two priority performance targets this year. And we’ve got our work cut out for us to meet our target of 75% of visitors having a ‘very enjoyable’ experience. Our starting point is to listen really closely to what our visitors want and how they feel
about what we offer. The Whole Trust and Consultancy teams have done some work to understand what creates an enjoyable experience. It boils down to: · Great service · Great fundamentals, including facilities and food · People’s motivations for visiting · A great story
How do our visitors rate the overall level of service they receive from us? Do we provide the right service for our property segments? Is the property story clear and memorable? It’s a big part of how visitors score their time with us. Do we make a positive emotional impact on our visitors? Do they leave feeling inspired, involved, wanting to come back? Is our retail offer an extension of the rest of the visit? Do we offer products relevant to the property that visitors can take home?
There are the areas that can let you down. Fixing any one of these could drive up your VE score quite quickly.
Are visitor facilities such as loos, bins, picnic areas and car parks up to scratch? Visitors tell us if they’re not. Our oakleaf brand carries expectations of high standards. Does the presentation of our stories always meet them? As with drivers, to exceed expectations we need to live up to the promises we make pre-visit and on arrival. Having the right people in the right places is an important factor in your overall service. How easy do we make it for our visitors to get around? They like to feel like they’re heading in the right direction.
May/June 2012 I Trust You
Hot topic: giving visitors what they really, really want
Feature: how a name change can make a difference
Home on the range
©National Trust Images/Alan Novelli/MA Williams
Peak District Rangers used Local Leap to launch their new identity. Trust You asked Simon Wright, Dark Peak Countryside Manager, what the distinctions are between Wardens and Rangers. Trust You: Apart from a smart new look, what is the difference? Simon Wright: The change of name to ranger is perceived as a friendlier term than warden, but for us the biggest difference is really a subtle one. We are changing the emphasis of what we do, building on areas we already do well, so that we engage more proactively with our visitors – regular and new.
Top: Mr Truelove, right, in the kitchens. Below: visitors can come over all theatrical re-enacting Legh family favourites. Right: peeling back the years, and cleaning the silver. Above: Kinder Scout, and Rangers getting out and about in the community.
What the butler saw Throughout 2012 Lyme Park revels in bringing its Edwardian stories to life.
Luckily, the property has a marvellous archive to plunder for materials to help peel back the layers of life at Lyme in an authentic and realistic way. The stories they have revealed have a distinct Upstairs/Downstairs flavour to them and are the themes the team are using this year.
and summer, the conservation team are gradually restoring them to their original appearance in view of visitors. It’s a great opportunity for people to see painstaking conservation work in action and helps them discover more about this important part of the house. Upstairs Much of life upstairs focused around the social calendar. There was always something happening at Lyme, from dances and dinner parties to pheasant shoots and picnics – and drama.
Downstairs One hundred years ago, the pivot to life at that time was the relationship between the Legh family of Lyme and their servants. Head of life below stairs and the bridge between family and servants, was Mr Walter Truelove, the butler. He was, according to the Legh family, ‘the perfect butler’ and he worked for two generations of the family, living in a cottage within the stable block.
‘One of the more popular activities enjoyed by the Legh family were family “theatricals” which took place on a stage in the Long Gallery,’ says Amy Carney, Lyme’s House and Collections Manager. ‘Unfortunately, the original stage has been lost, but we have re-created it ready for productions of Creatures of Impulse – a musical fairytale in one act by W S Gilbert of Gilbert and Sullivan fame. Visitors can join in by taking walk on parts or sit and watch what’s going on.’
Lyme has, for the first time, opened up the suite of rooms known as the Butler’s Rooms, Mr Truelove’s domain. Over spring
Visitors will be able to watch Legh family ciné films that show the childhood of Sir Francis Legh – the last child born at Lyme
Trust You I May/June 2012
and creator of the best clock collection in the Trust’s care. Francis’ cousin, Freddie Shaughnessy also features – he just happened to write Upstairs/Downstairs. Elsewhere on display is a 1913 love letter from Richard, 3rd Lord Newton, to Helen Meysey Thompson. They were Francis’ parents and it was Richard who gave Lyme Park to the Trust in 1946.
TY: What do the team do differently now? SW: For a start, some of the team have mountain bikes, making them instantly more accessible to the public. As a large estate with hundreds of entry points, we are
Living life as an Ewardian · The Edwardian schoolroom will be open for families to play traditional games together · Visitors can take afternoon tea on the lawn – just as the Legh family would have done · Lyme’s Dining Room will be set for an Edwardian dinner · This will coincide with the opening of 18 new community allotments at Lyme, one of which will be used to supply veg for Lyme’s restaurant. This would have been common practice in Edwardian times · Catering staff will create an Ewardian menu to compliment the story
©National Trust Images/Joe Cornish/Robert Morris
When the team at Lyme Park asked their visitors what they most wanted to know about the property, the answer came loud and clear. It wasn’t about Mr Darcy and Miss Bennett, it was about life in the brief ‘golden era’ of the Edwardians.
TY: Have you noticed a change in mindset now that the team is ‘official’? SW: There is a different feeling, even though we haven’t changed our team structure. The Peak District is at the forefront of moorland and limestone dale restoration and we are heavily involved in these projects. This can lend itself to community, volunteer and visitor engagement, although the remoteness of some sites makes this quite a challenge. The exciting opportunities of Getting outdoors and closer to nature work well to inspire us as a team and we are using them widely.
Above: the Longshaw Moorland Discovery Centre. Right and below: Kinder Scout and a prime user group – fell runners.
actively looking to engage user groups, rather than just give permission for an event. As well as organising a cycling Sportive based at Ilam Park, we have a presence at outdoor events, and are giving out information in many new ways. The Moorland Discovery Centre at Longshaw that we run jointly with the National Park is developing our links with local and neighbouring communities and is a gateway for Sheffield, just 13 miles away. The Centre also hosts moorland experience days for school children as part of our commitment to lifelong learning. In turn, people come to us for our locations and expertise. For instance, the Hope Valley Transition group approached us to promote sustainable woodland use through ‘coppice days’. Chris Millner and the Longshaw team found a site in Froggatt Wood and provided activities for all ages, including; coppicing, den building, greenwood turning, and horse extraction. We got fantastic feedback, from the group and from visitors who had planned to come (equipped with bow saws!) or who just came across the signs while out for a walk. And, of course, the Peak District Rangers and volunteers were resplendent in their new branded clothing. TY: Do they need any new skills? SW: It’s early days, we’re at the beginning of a process. We will use the training and development help being offered by the Consultancy once we identify our needs. TY: Any new opportunities or goals? SW: There are always new opportunities out there, such as developing a local road show that includes hands-on sessions to take into Sheffield and other urban areas. Our aim? It’s for Trust land in the Peak District to be known as the place for outdoor activities.
May/June 2012 I Trust You
Feature: NTCities – unlocking potential in urban areas
90% of people live in towns and cities. That’s a rich seam of potential that could help us achieve our vision of 5m members. NTCities is a project that’s taking on the challenge. Did you know that the National Trust’s roots are firmly based in the city? The idea of a trust for the nation, in particular the urban nation, was born when our co-founder, Octavia Hill, was asked to help preserve Sayes Court Garden in south east London. From that, and from her work in housing poor city-dwellers, grew her ideas about connecting urban populations with the countryside.
Its representatives include staff from the main cities where we are working. We’ve also formed a larger sounding board of Trust staff and external organisations, all invited for their experience in engaging urban communities. My role is to develop the NTCities framework, support city-based colleagues working with urban audiences, and make sure we learn from what we do.
Today, our vision is still to connect people with heritage, green space, nature and beauty. But we’re just as keen to connect people with all those elements that are very much alive in cities, too. It is finding the relevance of these elements for existing, and new, members that is the challenge.
What are your goals? ‘We’re aiming to help increase: · membership in cities · support among urban audiences · recruitment of city-living volunteers · the number of people who feel what we do is relevant to their lives.
Trust You spoke to Victoria Bradford, Urban Co-odinator, to find out how we’re making these connections. What is NTCities? ‘It’s still early days, but NTCities is a wide-ranging project which links up our city work right across the Trust. The main aim to start with is, like everyone else, to deliver on the strategic priorities of increasing Visitor Enjoyment (VE) and Volunteer Recommendation. To do this we’ll be building on strong foundations laid by previous urban work, but we’ve got ambitious plans to reach many more people. We want to be more creative and expand working with new people and partners (see the Partner Scheme, right). Who is involved in the project? ‘John Darlington, Director for the North West, chairs the core NTCities group. 8
‘We’re going to do this by using our five objectives to help us shape our approach over the next three years. These are: 1 Recruit and retain our city-based members 2 Grow our urban audiences 3 Tell stories that will engage urban audiences 4 Champion urban green space and heritage 5 Share our learning Where’s the project going next? ‘We’ve got detailed plans and, in some cases, projects up and running. Many of them are designed to test and pilot ideas so we’ll be learning from what we do and sharing that with colleagues across the Trust and with our partners.’
Trust You I July/August May/June 2012 2011
Octavia Hill, Space for People, 1883
Bringing London to life
Extending our reach in Manchester and Liverpool
Below: Leighton House’s centrepiece Arab Hall.
Much of our ambition in London is around reforming our offer at properties as well as becoming more visible and more active. The Trust has very few properties in inner London and this is one of the reasons why membership is lower here than in the surrounding counties. One way we are working to overcome this is by partnership with a range of other smaller visitor attractions. The scheme offers discounted entry to Trust members in return for an entry in our Handbook. The first partner to sign up was Leighton House Museum in Kensington and early signs are good with visitor numbers significantly increased. We hope to have ten partners by summer.
1. Welcoming families to Lyme Park
2. Morden Hall Park
Bringing Birmingham’s culture and heritage to life Birmingham’s heritage and people offer a huge diversity, so this is what the Midlands team will champion to increase knowledge and awareness of the Trust in the city. This autumn a travelling community exhibition will begin to research and showcase local heritage stories. Staff will begin this work with locally recruited
Above: our funky Manchester city centre office. Right: young visitor’s feedback.
Both cities have a number of large and popular properties close by, but many urban families have no history of engaging with us. By broadening the appeal of these properties and through offsite events, festivals and partnerships we hope to extend our reach and connect with people living in cities.
1. National Trust Partner Scheme
Morden Hall Park is a green gem for many south London residents; it’s easy to access without a car and there’s loads to do. The team has been working hard to make sure they meet the needs of their local community. For example: · working with Sustainable Merton to bring their new green building and technology to life · visitors can discover wetland wildlife and enjoy the wildflower meadows, with local schools using these natural resources · local traders can rent space in the crafts market held in the renovated stable block · partnerships with local people such as an angling club in the park and supporting the local mosque with their events · a new natural play area.
©National Trust Images/ Emma Williams
NT and the City
‘Places to sit in, places to play in, places to stroll in, and places to spend the day in.’
A young visitor brings an eco-building to life at Morden.
This winter Lyme hosted beautiful original Beatrix Potter paintings, but with a twist. To make a fun interactive experience, using play and imagination, families got to interact with Peter Rabbit and friends (right), dress up, hang out Mrs Tiggywinkles’ clothes and discover Squirrel Nutkin’s secret stash of nuts. It was all about having fun as a family and the feedback was very positive from all ages. The exhibition drew in visitors from nearby who had never been before.
volunteers, community ambassadors and strategic partners by going local in Sparkhill, one of Birmingham’s most culturally mixed communities. Alongside this a focus group will explore what we could offer to this diverse audience. The team is also working with partners to see how they could take the really successful Green Academies Project (GAP) into new areas. They will also be working on new ways to increase membership in Birmingham as a whole. There’s more about GAP on the intranet. Left: Sparkhill – it may be raining but it’s one of the city’s most culturally diverse communities.
2. Into the city centre
We have also opened a central Manchester office (see top of page) to show our commitment to the city and help make working with city-based partners easier.
Find out more about NTCities · Read the story of the first NTCities Sounding Board at: www.storify.com/NTCities/ntcities · Have a look at the NTCities Yammer group · Get up to date with the Wiki: http://wiki/confluence/display/URBAN/Home · Check the NTCities pages on the intranet http://intranet/intranet/clv-ntcities.htm · Get in touch with Victoria Bradford on 0161 234 9973, 07887 9933 83 or email@example.com May/June 2012 I Trust You
Your space: everyday triumphs and challenges
Service with a smile, freeing up our imaginations and sheer hard graft – that’s what it takes to be an award winner.
Meet… Hadrian’s Wall in all its glory – whatever the weather, it’s brilliant for getting outdoors and closer to nature.
When did you join the Trust? November 2009 in my current role. What were you in a previous life? I used to be a chef in Cornwall but after two weeks’ volunteering with the Trust at 21, I changed my career aspiration which led me to where I am today. Favourite read/tunes/movie? The Curious Incident Mark Haddon/High and dry Radiohead/Grosse Point Blank I like... Food. I don’t like… Decorating. Three attributes I need for my role Communication – understanding our aims and working with the property team to deliver them. Optimism – positivity is important when things don’t quite work out. Open mindedness – being open to new ideas helps to keep things fresh. The best bit about work at the Trust? Conservation for the long term.
Trust You I May/June 2012
Hadrian’s Wall isn’t just one of the Roman Empire’s furthest outposts, it’s one of ours, too. How do we encourage people to visit there? Who do you work with? I work with a great property team and group of volunteers at one of the most iconic sites in the world. HWCG shares conservation and engagement responsibilities in partnership with several organisations – such as English Heritage and the Northumberland National Park – community groups and contractors. With English Heritage, for instance, we need to work closely and co-operatively so that visitors are not confused by encountering two organisations (see below). At the same time, the Trust needs to make sure what we offer for visitors stands out. How are you doing this? We’re really involved in helping visitors change their perception of the Trust. Hadrian’s Wall is ideal for getting people outdoors and closer to nature by helping
©National Trust Images/Joe Cornish /James C Laver
Membership Promotion Awards 2011-12
At iconic Hadrian’s Wall, getting outdoors is as important as bringing history to life.
Eric Wilton, Countryside Manager, Hadrian’s Wall Country Group (HWCG)
Regional and country awards 2011-12
them dip their toe into activities at the more extreme end of the spectrum. We run forest schools and Roman Wall adventures to inspire families, but it’s the more adrenalin-fuelled adventures, such as snow-shoeing, caving, coasteering, climbing, canyoning, and mountain biking that we get excited about. We run these with Adventure Northeast who gain better coverage through the Trust oakleaf and through shared advertising. Our customers learn from their expertise and huge enthusiasm for the outdoors, and we at HWCG are able to get across what we do at the Trust to a warmly receptive audience. How is it working out? Getting the message out there, building a customer base and getting enough bookings are our biggest challenges. We advertise regionally and nationally, and developing our website has helped. You definitely need perseverance, but I’m optimistic. Fantastic experiences with great customer service will bring success.
About the awards The aims of the Director-General’s Awards for Membership Promotion are to: · recognise and reward face-to-face membership recruitment excellence · motivate frontline sales teams · encourage investment in the development of membership recruitment.
·O verall recruitment: 24,127, the best “to budget” performance of any region/country · Paying Property recruitment conversion: 9%, compared with the Trust-wide average of 8% · Direct Debit, Gift Aid, telephone number and email address collection percentages all above Trust-wide averages.’
Sue Wilkinson presented the Dartington Crystal trophy to a group of staff involved in membership recruitment who accepted it on behalf of their colleagues during the East of England Spring Conference in March. Congratulations!
New gong off to a great start
Underfloor workings at Housesteads Roman Fort – something the Romans definitely did do for us.
Paying Property: fewer than 15,000 visitors · Knole · Berrington Hall · Rowallane ·L ittle Moreton Hall · Overbecks · Dolaucothi · Gibside Off-site/ Countryside/Car Park Teams · Blakeney · Peak District Off-site Team · Downhill
Linda Shelley Award 2011
Five members of house staff were also short-listed for the award: David Formby at Lacock Abbey, Saraid Jones at Attingham Park, Alison Smith at Hinton Ampner and Edith Stafford at The Argory.
The Committee highly commends them for their significant achievements and contributions to the care of historic collections.
Demesne and Hezlett · Coniston · Sandymouth · Marloes/ Pembrokeshire · Brimham Rocks Individuals · Isabel Brundish · Jane Peachey · Theresa McComb · Sue Venfield · Ben Dames · Alison Marks · Denzil Gibson Special Recognition Award · Ickworth · Winkworth · Hanbury Hall · Murlough · Lyme Park · Greenway · Plas Newydd · Nunnington Hall
Greys Court, Calke Abbey and Speke Hall. Well done to the teams involved!
Eight property website winners are celebrating their success in the first regional round of the Trust’s brand new web content awards. Out of the many great property pages on the Trust’s new website − and there are 400 places now active − the level of engagement and commitment to giving a great pre-visit experience shone through at these places: Ickworth, Mouth Stewart, Stackpole, Lindisfarne, Tyntesfield,
Congratulations to Margaret Reid at Sizergh! She is the winner of the 2011 Award for her outstanding achievements in collection care. This award is made in memory of Linda Shelley, former Conservator in the Thames and Solent area, who died of cancer in 2004.
‘What did the Romans ever do for us?’ Visitor Enjoyment is really important whether visitors come from local villages or from as far afield as Mongolia or Chile. The Hadrian’s Wall team aims to show a slice of what life might have been like for a Roman soldier. They work with Hadrian’s Wall Heritage Ltd to provide free guided tours that enhance the visit, but it’s having good facilities and drawing out great stories of Roman times that’s the key to bringing this to life. In October, we’ve got plans to develop the visitor facilities which, while complementing the new English Heritage museum, will help create a more focused and enjoyable visit, wherever people come from.
Commended for the past two years, this year’s overall region/country winner has finally reached the heady heights and is, of course, the East of England. DirectorGeneral, Fiona Reynolds, said: ‘I am delighted that East of England have won the inter-regional award for 2011-12. At the end of November 2011, the region had achieved these excellent results:
Paying Property: more than 15,000 visitors · Sutton Hoo · Cliveden · Castle Ward · Dunham Massey · Hidcote · Chirk Castle · Farne Islands
‘For each property that won, there were several that just missed out,’ says Jackie Brunsdon, Senior Property Content Manager in Digital Media, and one of the judges. ‘Keen teams will have another opportunity to enter in the autumn, after which all 16 winners will compete to be crowned Property Web Content Champion 2012.’ Watch this space!
Award celebrates community spirit One Friday in March, 12 Minnowburn Community Allotment (MCA) gardeners descended on the Grand Opera House, Belfast for the Belfast Telegraph Making a Difference Awards 2012. The MCA was one of four shortlisted gardens out of a large number of entrants in Northern Ireland. The allotment opened in summer 2008 and has been a huge success from the start. The judging panel look for gardens that have made a real impact in their local communities and, thanks to the fantastic work and community spirit shared by everyone involved in MCA, they awarded first prize to Minnowburn. Well done to everyone who takes part.
©National Trust Images/Paul Wakefield
May/June 2012 I Trust You
PDF of may/june edition