Woburn Abbey

Visitor Experience Strategy and Research

Woburn Abbey is home to the Duke and Duchess of Bedford and is undergoing its biggest refurbishment programme since it first opened to the public in 1955. In a multi phased programme of capital works, the first phase concentrates on the restoration and enhancement of the main house.

A Different View were appointed to lead a strategic review of the overall visitor experience with a view to developing a unified vision across all aspects of Woburn Abbey – from house and garden to food and beverage and retail. At the end of our work had developed the strategic direction for the Abbey together with a narrative of the experience that would underpin both capital and operational requirements in the future.

This complex and multi layered visitor experience required analysis and thinking across a variety of disciplines and so our team for this project was broad; from primary market research to interpretive planning, from operational planning to business strategy.

A little more background to Woburn Abbey. Given to the Russell family by Henry VIII in 1547, Woburn Abbey has been the family home of the Earls and Dukes of Bedford since the early 17th century. Today it is home to the 15th Duke of Bedford and his family and is set in 3,000 acres of deer park and 28 acres of formal garden. It is also home to an important art collection with works by important artists such as Rembrandt, Reynolds, Gainsborough and 24 views of Venice by Canaletto.

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What we did -

Planning & Strategy , Research & Evaluation , Visitor Experience

Sector -

Museums and heritage , Visitor attractions , Outdoor and nature reserves