Exmoor National Park Centres - providing a gold service to inform and inspire countryside users

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By Dan James, Enterprise and Communications Manager at Exmoor National Park Authority

Hikers speaking to a staff member at the information desk — Helping people to ‘find their Exmoor’ is a core role for our Information Advisors (Exmoor NPA)

Exmoor was designated as a National Park not only to look after our spectacular moorland and coastal landscapes, but to provide opportunities for the public to enjoy and understand the special qualities of the place. Like much in life this is a constant balancing act - never more so today given the rise of the nature and climate crises and a wellbeing crisis too. People need nature, but does nature need people? If we want people to value, appreciate and therefore look after nature than I’d argue ‘yes’. They need to experience it. But this needs to be done responsibly.

One of several tools we use to achieve this is our network of three National Park Centres (we don’t refer to these as ‘Visitor’ centres on Exmoor, as they are a shop window for the work of the National Park, whether you are a resident, visitor, business, or a partner).

They have the simple aim of ‘inspiring, informing and equipping’ people to explore more of Exmoor and to contribute to keeping it special. Collectively they welcome over 170,0000 visitors a year, and in recent years each centre has reached the finals of both our County based tourism awards and the South West Tourism Awards (disappointingly there is no ‘Visitor information’ category in the national VisitEngland awards).

Stemming a downward trend…

Despite this we were facing a drop in visitor numbers, even before Covid hit.

We set about considering how to increase footfall. Our research showed that once in people had a great time, left inspired and were spending more per visit. The challenge was to get more people to ‘cross the threshold’.

Two young children playing with a microscope as a part of a visitor learning display — Zooming in on Exmoor – Interactive interpretation like these digital microscopes help to engage people in the special qualities of Exmoor (Exmoor NPA)

Traditionally such centres were seen as ‘information’ centres. A place to find out what’s on, where to go or things to do. In the 21st century with the advent of smart phones and mobile connectivity - even in many areas of a National Park – people have an alternative way of accessing information. It is for these reasons we now see our role as providing ‘inspiration’ as well as information.

A series of physical improvements were undertaken to introduce a more inspirational aspect to our centres – inspiring more people to come in and to leave wanting to explore further and engage more with our natural environment.

From information to inspiration….

Information provision relies on someone knowing that they need to know something, whereas inspiration can open up new opportunities to discover. Whether it be interactive interpretation, multimedia film theatres or art inspired by the landscape our centres help everyone to ‘find their Exmoor’.

Within this information provision is still a crucial role for our centres. Our single greatest asset is our staff. Customer service was cited as the ‘wow’ experience during a judges visit for the tourism awards. Affectionately known as ‘Exmoor Experts’ our small but dedicated staff team may not know everything, but they have a breadth of knowledge and if they don’t know the answer, they will always strive to find it.

A display with interpretation, maps, and other information for visitors — Interpretation displays are integrated with retail products – working together to inform, inspire and equip people to discover more of Exmoor (Exmoor NPA)

A personal touch…

Having an in-person information service allows us to do things that technology can’t deliver – at least not yet! Social media can help inspire people, websites can inform them of the practical info, but a person can bring this information to life with context.

Information Advisors can give bespoke advice based on an individual’s specific interests, skills and abilities and the circumstances of the day. They can pick up on people’s needs and desires and introduce them to things that they may not know they’re looking for. One of their greatest skills is quickly ascertaining the approach to take with each customer – some simply want to know where the toilet is, others want help identifying a flower or bird they’ve seen on a walk, while another wants an easy walk (and we all know one person’s definition of easy is not the same another’s!). Some have no idea what a National Park is, others are more expert than some of our staff!

We have a ‘no question is too silly to ask’ policy – we are often asked questions such as what time does the National Park open (assuming we’re more akin to a gated reserve you may find overseas), asking how they get to the National Park when they’re already in it, or even ranting about parking as they see we are the National Park Centre….

Retail isn’t evil…

View of the outside of the visitor centre and shop in Exmoor — Exmoor National Park Centre, Dulverton – one of three Exmoor National Park Centres (Exmoor NPA)

Collage of various awards the Exmoor Centre has won

In the past the centres were heavily segregated between interpretation and retail (often viewed as the necessary evil and hidden away so far as possible). We now mix things up. Retail products sit alongside the information and interpretation, and we use products in the window to draw people in.

Retail is an important element. Not only does it bring in cash (although our centres still represent a net cost to the Authority given their primary role), but the products we sell inform, inspire and equip our users and help to tell the Exmoor story.

Signs of success

Not only have we picked up a number of awards, more importantly we’ve reversed the decline in visitor numbers, with year-on-year growth since 2021 averaging +20% per annum and we are now ahead of our 2019 pre-pandemic baseline. People are also spending more - last year spend was up 30% on the previous year, and so far this year we’ve seen 28% growth. User feedback suggests the service is world-class based on a net promoter score of 91.

Our centres also play a role in promoting the work of the Authority, attracting new volunteers and raising vital funds. A unique aspect of Exmoor is that we manufacture our own countryside furniture (fingerposts, stiles, gates and even bridges) from timber that we extract from our woodlands for conservation management. It is milled at our depot and lovingly crafted into the necessary items. Our finger posts are hand rooted and an iconic feature of Exmoor. Now, when they come to the end of their working life instead of being burnt or disposed of as waste wood, they are sold in our centres to raise money for new conservation and access projects. A virtuous circle that is a huge hit with people seeking out these unique and authentic souvenirs.

Like everyone we’re having to look carefully at the future – our funding is almost half of what it used to be when you allow for inflation, so we’re working harder than ever to not only help the centres bring in more income but better deliver against our core purposes. While we’ve sought to make the centres attractions in their own right, they are ultimately a means to an end: a launchpad to exploring Exmoor, helping people to discover ‘their’ Exmoor and to contribute more to keeping it special.

www.exmoor-nationalpark.gov.uk/centres