Still evolving after 800 years
Beaulieu Enterprises operates the commercial enterprises of the Beaulieu Estate, which comprises much more than the attraction that features the National Motor Museum. In two decades, marketing the vast collection of historic treasures has altered tremendously. Commercial director Stephen Munn met Sue Hughes to chart the changes
Stephen Munn arrived as marketing manager intending to stay for ’a year or so’, but remained and two decades on is in charge of marketing an 800-year-old estate as an entrepreneurial and sustainable business.
Beaulieu is one of the 10 Treasure Houses of England. All offer the visitor a living history and most are still homes to the great families who have owned them for generations. “I’m often asked ’Is it a private home or a business?’, to which I reply ’yes’. Lord Montagu and his family see themselves as genuine custodians of the estate for future generations.“
Beaulieu, ancestral home of the Montagu family since 1538, is situated in the former grounds of the Abbey on the banks of the Beaulieu River. Palace House is a fine example of a Victorian country house. Beaulieu also features beautiful gardens, the world- famous National Motor Museum, which contains a priceless collection of more than 250 historic vehicles, offers corporate entertaining and weddings, and runs numerous events including the world-renowned International Autojumble.
To keep it ticking over, Beaulieu Enterprises employs 70 salaried staff plus 100 weekly paid employees, a figure which rises to 170 in the busy summer months.
Beaulieu was opened as an attraction in 1952 by the current Lord Montagu; the estate came into his ownership when he reached 25 and he put five cars on display at Palace House as a tribute to his father, a motoring pioneer. On the first day of opening Lord Montagu said to his house guests: “If we get more than 100 people today, we will have Champagne at dinner“ – a bottle was popped at lunchtime. As his passion for cars grew, he established a separate trust for the motor vehicle
www.businessmag.co.uk
through selfies – yet visitors expect wi-fi to post on social media. What might have been an optional extra 20 years ago, like a car radio, is now expected.
collection in 1968 and opened the then new National Motor Museum building in 1972.
In five decades, business has fluctuated. At the start, there were fewer competing attractions, but the 1990s brought increased competition (such as aquariums and theme parks) combined with more relaxed Sunday trading legislation.
Customer expectations have altered vastly. Munn said: “Everything from customer care to catering has required investment; but there’s been a huge change in people’s attitudes and expectations over the years.“
So how do you keep attractions fresh in the digital age? Munn continued: “The National Motor Museum is undergoing a large multi-phased development, bringing in more dioramas and making the most of its extensive collections as well as the cars. This represents a constant evolution of motoring history. Think about a Mini. The brand values remain the same as they did 50 years ago, but it has undergone redesign and restyling – Beaulieu is the same.
“We use our historic records. Palace House can tap into authentic records of ’this day in 1889’ and bring history to life, season by season.“
THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – APRIL 2015
It’s an excellent family day out, but other growth areas have been corporate functions, meetings and weddings. Beaulieu hosted 100 functions last year.
Technology has been a major driver of change. Past car club rallies have moved to online forum-based clubs, but Beaulieu promotes successful themed rally days, publicised via traditional and social media.
A new website goes live in June and will feature responsive design. It’s all part of the marketing mix, another promotional tool, but research shows that television advertisements and leaflets still work best for the attraction.
If Munn went on holiday 15 years ago, he would return to 20 typed memos and a 10-inch pile of paper – now it’s 200 emails and a one- inch pile of paperwork.
Attractions need websites. Postcards have died – death
SPONSORS
“We have to communicate that what we have here is a diverse offering. We’re not just a motor museum. It’s our biggest pro and also our biggest con.
“Weather is the biggest factor affecting business, yet when 38,000 descend for the autumn international Autojumble it has a knock-on effect on the regional economy. A survey carried out by the Federation of British Historic Vehicles Clubs in collaboration with the University of Brighton in 2013 indicated the local economic benefit to the New Forest area was some £3 million. Furthermore, it is responsible for more than £11m turnover for the national economy and helps contribute around £500,000 to the UK Treasury through VAT.“
Walk into the National Motor Museum, smell the metal and leather, and you appreciate that a virtual world has not killed attractions. It’s whetted the appetite to experience the real deal.
And that’s what has fuelled Beaulieu over the years.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36