Bywell Hall, Allendale Estate – Heritage audit public Events review

ASSIGNMENT

Generation for Growth were approached by a leading Rural Agent to undertake a four-day audit for the use of Bywell Hall and surrounding parkland, a heritage home in Northumberland. Built in 1760, the home of the 4th Viscount Allendale, we were asked to assess the use of the surrounding woodland including a number of ‘dormant’ buildings.

As a ‘living home’ used by the family on a regular basis, the emphasis was to evaluate how this 22,000-acre estate could be utilised more effectively, delivering additional income to the Estate.

Output and Results

During this 15 day assignment, our consultants investigated and reviewed the following:-

• Undertook qualitative market research on Bywell Hall’s immediate competitors as well as approach a number of leading Country and Christmas Fair organiser’s. i.e. Living North, Countryman Fairs, etc
• Approached a number of automotive Manufactures including Jaguar Landrover and Bentley Motors for ‘ride & drive’ as well the feasibility of designing an ‘off-road’ driving course.
• Approached a number of Life Style Shows, Extreme Sports, Classic Car Clubs and off-road driving event organisers. In addition assessed interest from leading companies based in Newcastle and a selective number of ‘local’ Wedding Party Planners.
• Contacted directly with a number of Car Clubs – MG Owners, MX5 and vintage Tractor/Steam Fairs
• PGA British Masters at Close House – assessed interest from key sponsors as an alternative venue for selective hospitality events.

In conclusion, the Beaumont family then commissioned our services to create an ‘Event Marketing and Business’ plan which the Estate office staff then implemented themselves, leading to a ‘low-key’ launch of the Estate in 2018.