Open Air Business December 2018

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EVENTS CASE STUDY Magical Woodland and Christmas Woodland Making most of winter nights with seasonal woodland illuminations With a strong focus on customer experience, the team at Cheshire Falconry’s woodland venue has ventured into ticketed events offering magical experiences in the woods with sound, light and water features. The Magical Woodland and Christmas Woodland events feature storylines delivered by specialist actors and are accessible to all. We speak to owner Steve Birchall. Describe your event and how many people it attracts? We hold a number of events at Cheshire Falconry throughout the year, the largest of which are The Magical Woodland and The Christmas Woodland. The Magical Woodland ran for the second time this year, from 20 October to 2 November, and saw an increase in visitors from 3,000 in 2016 to 7,000. The Christmas Woodland, which in its fourth year has taken the idea of visiting Santa to a whole new level, creates theatre in the woodland, and ticket sales have been amazing with over 5,000 sold for this <strong>December</strong>. Explain a bit about your venue and its history Set in the centre of Cheshire in 15 acres of woodland at Blakemere Village (a family-run attraction, “WE IDENTIFIED THAT PEOPLE WANTED MORE OF AN ‘EXPERIENCE’ WHICH IS WHEN WE STARTED LOOKING AT CREATING EVENTS WITH A DIFFERENCE” home to a unique collective of independent shops and activities) Cheshire Falconry is much more than the one bird aviary it originally opened as 22 years ago. Employing eight full-time team members, there are now between 60-70 birds of prey, expanding massively with changing markets and trends of the day and overnight visitor market. Five years ago we identified the need to take the business to another level; although the falconry experiences were successful, visitors were looking to add to their experience once on site. We identified the need to create experience days, beginning with Cheshire Segway. Three years ago we bought the woodland bordering Blakemere, which enabled us to open Cheshire Outdoors, a full experience package includes archery, laser clay shooting, bushcraft, low ropes, cycle hire and much more. Last year we ran our first wedding - a back to nature experience set in the magical woodland. The events calendar was born when we noticed the depleting numbers attending the traditional Santa’s Grotto on site. We identified that people wanted more of an ‘experience’ which is when we looked at creating events with a difference. The market comes from far and wide, and we have created an offer that is attractive and possible for four year olds to 80 year olds, and any age group inbetween. During the week, corporate team building events and educational trips use the facilities, and leisure visitors at weekends. This year the team was finally WWW.OPENAIRBUSINESS.COM 55
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Open Air Business December 2018

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