NPA Report Blank for 20 March 2013

Urgent item: Improving Visitor Welcome in Breamish Valley Action Plan (By Q3 2018/19)
Item: Improving the Visitor Welcome in the Breamish Valley Action Plan (Q2
2018/19)
1.

Purpose of Report
Following a visit to the Breamish Valley on the 13 June 2018, this report sets out the
recommendations made by the Authority’s Review Panel, to enhance and improve
the quality of the visitor welcome, in the short-term.

2.

Recommendation
The Authority is recommended to note the actions listed in the plan and
approve the resources necessary to implement them by Q3 of 2018/19.

3.

Implications
Financial: In addition to staff time, the capital outlay is expected to be approximately
£10,500
Equalities: N/A

4.

Background
On 13 June 2018, the Authority’s Review Panel visited the Breamish Valley in order
to better understand the issues around the current visitor welcome and to review the
range of visitor experiences within the immediate vicinity of the valley.
This was part of a wider review of its role in delivering visitor experiences in the
north of the Park (excluding Hadrian’s Wall and The Sill), and included factors such

as the quality and availability of information before the visit, the quality of road
signage to guide visitors to their chosen destination, and the quality of the welcome
and facilities they encountered upon arrival.

5.

Outcomes from Authority Review meeting
The Authority’s Review Panel agreed that a number of actions should be
implemented in the short-term (3-6 months) to address some of the most obvious
and timely issues, and that a costed-action plan be drafted for consideration by the
Authority for early agreement of any budget required.
Digital Marketing
Action
Embed more self-guided walking routes
on the Breamish Valley web page
Embed image and description of the
Café at Ingram
Either, assist Ingram Café tenant to
develop their own website, or
encourage them to join Heart of
Northumberland Tourism Association to
benefit from the current website design
offer by />Create shorter routes on ViewRanger, to
be uploaded onto website

Timescale
Q2
Q2
Q2

Q2

Lead
Andrew
Mitchell
Andrew
Mitchell
Andrew
Mitchell

Cost
Staff time

Andrew
Mitchell

Staff time

Staff time

Northumberland National Park Authority Annual Meeting
11 July 2018
Urgent item tabled: Page 1 of 3


Urgent item: Improving Visitor Welcome in Breamish Valley Action Plan (By Q3 2018/19)
Add more content on journey times to
travel to the Breamish Valley from The
Sill, Newcastle, Berwick and Edinburgh
Add more content on dog owners

responsibilities and access-land
closures
Add link to weather line and live webcam (if operational) and Floodline
Add new content to highlight fire risk
and use of barbecues on haughland
Add new content on nearby attractions
(all weather) and Wooler Market Town
Add more content on wildlife seen in the
valley through the seasons
Add more content on the Branton Bird
Hide and birdwatching opportunities
More social media postings promoting
events and activities with links to the
NNP event booking webpage
Print
Revamp of the current Breamish Valley
leaflet (5,000)
Road & Site Signage
Signage Plan to identify additional road
& site signage from the A697 junction
through to Hartside.
New tourism road sign including: at the
A697 junction (mileage and symbols for
Information, Car Park, Toilets, Picnic
Site, View Point), near Branton Bridge
corner to indicate visitor proximity to the
haughland and picnic sites and at
Reavely junction to promote: Ingram
Bridge Car Park and Café, Bulby’s
Wood Car Park and Information Point

and Hartside
Additional site signage on the
haughland and at main car parks
Café & Exhibition
Set up meeting with tenant to identify
short-term improvements to the
exhibition
New site signage at the café to promote
facility and Information Point

6.

Bulby’s Wood Car Park & Toilets
New sign to highlight Wi-Fi availability at
Bulby’s Wood Information Point
Market Research
Undertake visitor Survey (face-to-face
and on-line) to acquire up-to-date data
on current visitor satisfaction and future
preferences from non-visitors.
Conclusion

Q2

Duncan Wise

Staff time

Q2

Duncan Wise

Staff time

Q2

Duncan Wise

Staff time

Q2

Duncan Wise

Staff time

Q2

Duncan Wise

Staff time

Q2

Duncan Wise

Staff time

Q2

Duncan Wise

Staff time

Q2

Andrew
Mitchell

Staff time

Q2

Duncan Wise

Info. Point
Budget

Q2

Duncan Wise

Staff time

Q3

Duncan Wise

£5,000

Q3

Duncan Wise

Est £2000
(tbc)

Q2

Duncan Wise
& Ruth
Dickinson
Duncan Wise
& Ruth
Dickinson

N/A

Q2

Duncan Wise

£100

Q3

Duncan Wise

N/A

Q2

£400

Northumberland National Park Authority Annual Meeting
11 July 2018
Urgent item tabled: Page 2 of 3


Urgent item: Improving Visitor Welcome in Breamish Valley Action Plan (By Q3 2018/19)

The actions listed above will improve the quality of information visitors receive about
the Breamish Valley before they leave home and ensure they reach their destination
more easily. The findings of the Visitor Survey later in the year and subsequent
discussion with other parties with vested interests in the Valley will help inform the
longer-term re-development of the visitor offer, to the benefit of all parties. Members
are asked to approve a budget of up to £10,000.
Contact Officer:
Duncan Wise (Tourism & Marketing Manager)
Telephone:
01434 611521 e-mail:
Background papers: None

Northumberland National Park Authority Annual Meeting
11 July 2018
Urgent item tabled: Page 3 of 3