Is Technology part of the answer to enhancing Stately Home and Country House engagement?.

The United Kingdom is rich in cultural and architectural heritage, particularly its stately homes, country houses, and their expansive estates. Many of these properties rely on public visits to fund their upkeep and conservation efforts.

English Heritage reported a significant increase in visitors to smaller, local sites in 2021, with some experiencing their best years on record. Hidden local gems, away from traditional tourist destinations, saw visitor numbers surge by up to 82% compared to pre-pandemic 2019. This suggests the public rediscovered local heritage during the 'stay at home' mandate.

These sites, managed by organisations like English Heritage and The National Trust, along with many private owners, offer glimpses into bygone eras, filled with history, art, and intriguing tales.

Notable examples include Chatsworth House, recently named the most beautiful stately home globally, and Highclere Castle and Alnwick Castle, famous for their roles in "Downton Abbey" and "Harry Potter" respectively. Series like "Bridgerton" are also rekindling interest, attracting both local and international visitors keen to experience the splendour portrayed on screen.

Beyond the houses, the magnificent grounds and gardens are also major draws, many of which remained accessible during the pandemic. However, all these properties share a common challenge: the perpetual cost of maintenance. A 2020 study by Boodle Hatfield revealed that 660 of Britain's over 1,600 stately homes depend on public visits to remain viable, often diversifying their offerings.

This highlights a clear need for these visitor attractions to foster strong, lasting relationships with their audiences and attract new supporters.

Popular Culture and Shifting Visitor Expectations

Popular films and television series are significantly boosting engagement with heritage sites. For instance, properties featured in "Bridgerton" episodes saw dramatic increases in website traffic, with Castle Howard reporting a 3408% rise and Ranger House an 81% increase in stats, according to English Heritage. These statistics also indicate a growing interest from the 18-24 age group.

While converting these online hits into on-site visits is important, sustained engagement (both on and off-site), is crucial for the sector's long-term viability. Future generations will be the custodians of this rich heritage.

Despite the influence of popular culture, a 2021 Ecclesiastical Insurance survey revealed that many younger adults remain disengaged from parts of the heritage sector. Before lockdown, most surveyed had never visited stately homes (73%), galleries (66%), castles (61%), or museums (46%). However, 39% of those polled expressed a desire for these attractions to offer virtual experiences, signalling changing expectations.

These shifting expectations necessitate a transformation of the visitor experience, recognising the positive educational role these sites can play earlier in life to impact future engagement and long-term protection.

Audience Engagement Platforms: A Digital Solution

Customisable audience engagement platforms (AEPs) offer a powerful solution. Whether a stately home is a television icon or not, an AEP (a cloud-hosted Software as a Service (SaaS) operator platform), paired with a mobile audience experience app, can significantly broaden communication, enrich learning, and maintain visitor connection long after a visit.

Enhancing On-Site Experiences

Moving beyond traditional paper maps, digital tools allow for the conveyance and collection of vast amounts of data, offering more immersive experiences. Visitors can delve deeper into specific stories or objects of interest by using their mobile devices to scan items or trigger nearby beacons, releasing additional facts and keeping them engaged.

For gardens, technology facilitates digital mapping with wayfinding, points of interest, and horticultural information, as well as curated trails and tours. Smartphone usage within the platform collects data on dwell time, footfall, and engagement, enabling continuous improvement of the visitor experience.

Engagement can be activated in creative ways that appeal to all ages:

• Treasure hunts activated via the app, with prompts and clues leading to a goal.
• Gamification modules to unlock content or present quizzes.
• Rewards, such as discounts at the tearoom, loyalty points, or educational outcomes, for completing challenges.
• Digital photo frames unlocked within the app for selfies, shareable on social media.

Digital solutions eliminate the need for soggy paper maps and outdated signboards, reducing waste and saving costs. All information is housed in one place, the audience experience app, and can be updated instantly.

Valuable Data and Sustained Engagement

For curators, marketers, and custodians, AEP technology provides a robust digital asset management system and crucial insights into visitor behaviour. Heat mapping tracks dwell time, revealing popular areas and informing future curation.

Advanced AEPs can integrate with other APIs, including online booking systems and membership systems that digitally detect a member’s presence. Diversification, crucial for the longevity of these attractions, can also include incorporating online retail into the platform, using its intelligence to showcase specific items relevant to individual visitor interests, thereby increasing purchase likelihood.

Ultimately, technology ensures that the stories embedded within the heritage of these sites continue to resonate for generations to come.