An office with a view ...
Marwell Wildlife may be an SME, but there’s nothing small about the space it occupies, nor its plans. Since James Cretney took over as chief executive nine years ago, the park has embarked on a succession of changes that have transformed it into what it is today – much more than a zoo, and with impressive conservation credentials. Sue Hughes of The Business Magazine speaks to Cretney in the first in a series of articles profiling companies from the new Solent SME 100 listings
its 240 staff include marketing interns and scientific researchers.
The park naturally goes all out to attract visitors in the peak summer holiday season and, having held its prices for several years, offers fantastic value for money (£63 in summer covers two adults, two children, entrance to ’Rise of the Dinosaurs’ and a donation). It wants visitors to get value for money and appreciates that taking several children out can make a day very pricey.
Generating £9 million in annual turnover, Marwell Wildlife’s profits go straight back into development projects which are consistent with its stringent conservation objectives.
“Marwell is dedicated to the conservation of natural resources and biodiversity,“ explained Cretney, “and wildlife fits well with that. Much loved favourites – tigers, penguins, zebras, giraffes and meerkats – have been enjoyed here by visitors across generations. But we’re a conservation organisation first and a zoological park second.“
Conservation at Marwell applies as much to energy as it does to wildlife, and the two combine in a fitting example where animal waste is being transformed and used to heat Marwell Hall. In fact the park aims to reduce fossil fuel use by 80% through biomimicry – copying what nature already does so well.
A 10-year rolling business plan includes spending £7m on two new projects – Wild Explorers and a Tropical House – which will include new enclosure spaces and walkways to both bring visitors closer to the animals and provide shelter when the weather is inclement.
“Wildlife attractions work. There is enduring interest in the magic of wildlife, but we are always at the mercy of the weather,“ said Cretney.
At an outdoor attraction like Marwell, what doesn’t concern an office-based business can make or break revenue from predicted footfall: “Space is good if the sun is shining, but it’s a big, open area to be stuck in if it rains, which is why we are improving encounter areas – to give people close- up experiences whatever the weather.“
THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – SEPTEMBER 2014
Another big challenge is health and safety. Being a big player in the regional tourism mix, health and safety is a complex area for Marwell, added Cretney. “After all, not many businesses need insurance which covers slips and trips as well as rabies.“
From a career spent serving in the Army followed by running an equine charity, Cretney has clearly embraced this very different target market: families enjoying a day out with exotic animals.
“We welcome half a million visitors each year and introduce people, via soft learning, to the relevance of conserving species and of society’s role in that. After all, mankind is only another species, and there are lessons to be learned from all our natural resources.
“We have to be sensible about connecting with visitors though. We are careful never to patronise them, and ensure that we celebrate the wonder of nature, rather than harp on its challenges.“
The ’customer experience’ is central to Marwell’s success, and though this is a much-touted marketing buzzphrase, at its heart is the understanding that if visitors enjoy a great day out, they will want to come back and encourage others to do the same.
Cretney is acutely aware that Marwell’s offering is not just about the animals, and that his staff are key to making the experience special. One way he acknowledges this is by publishing visitor feedback in a blog, distributed internally, to share guests’ appreciation of their efforts.
Marwell also has an excellent relationship with regional higher education institutions and
www.businessmag.co.uk
Another string to Marwell’s bow is public engagement. The bright Go Rhinos! public art project seen around the zoo and Southampton last summer raised £124,700, making it a successful business venture as well as an outreach effort, bringing together the business, civic and arts communities.
This season’s ’Rise of the Dinosaurs’, bringing animatronics to life, is also proving highly popular – after all where else can you snap a selfie with both a T-Rex and a giraffe?
As workspaces go, Marwell is an enormously rewarding place to work. “For example, in the past few years it has been instrumental in the re-introduction of animals into the wild. Bringing back an endangered animal to occupy its natural habitat is pretty powerful,“ said Cretney.
And with new programmes and building projects in the pipeline, he is highly optimistic about the next few years.
“Marwell is a unique venture run by unique and talented individuals,“ he concluded. “The work it does and the story it has to tell is of the utmost importance.
“By working here I can help shape Marwell’s contribution to the wider issues of global biodiversity and its response to the challenges that face us and generations to come.
“And all from an office with a truly enviable view.“
Details:
www.marwell.org.uk
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