(Main photo) TVAC developed Alnwick Castle’s development masterplan and (below) The Lisboa Story Centre’s original concept and business plan
Many operators view programming
and events as an expensive seasonal chore to mark the major festivals of Christmas, Halloween, Easter and the like, forgetting that every day should be a special day for their visitors, notwith- standing which day they choose to visit. An event or programme doesn’t
have to be sophisticated and expen- sive, just carefully thought out, properly communicated and executed with care and passion. Done well, even the simplest of programmes can inspire repeat visits and convert a potential visitor into a paying customer. Pop Up events have become popular
over the last few years. Traditionally they utilise empty shops or other buildings or spaces, for art exhibitions, restaurants or performances. They can last for a few hours, a few weeks and in some cases have become permanent fixtures due to their popularity.
AM 2 2014 ©Cybertrek 2014
SO WHY MAKE A PLACE? There are many reasons why developers and attraction operators should consider the very real commercial benefits of place-making. When all the elements of a good place fall together, potential visitors become real visitors and will return and recommend. More visits and longer dwell times lead to better returns on investment. Top destinations and places attract complementary neigh- bours, increasing real estate value. In our experience, one of the biggest challenges in projects is reshaping the thinking of the economic teams to take on board the value of every aspect of successful place-making, not just those with a tangible financial investment case. Just because an effect may be hard to define and harder still to meas- ure, doesn’t lessen its importance. The future looks set to challenge attraction destination owners and
developers with increased competi- tion for their visitors’ money and even greater competition for their visitors’ time. Ultimately, the destinations that will win out are those that have truly understood the value of place-making and have invested in delivering and maintaining an exceptional place. At TVAC we’re working on both sides
of this trend divide. We help developers achieve their objectives, and work with those not involved in mixed-use desti- nations, helping them shape their offer and development strategies so they’re future-proofed and able to exploit emerging trends for their benefit. l
www.tvac.co
Email:
simon@tvac.co Tel: 0208 274 0205 or 07771 604172
Read Attractions Management online
attractionsmanagement.com/digital 63
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