Director of Visitor Experience
Candidate Information Pack
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Introduction
Thank you for taking the time to learn more about the newly created Director of Visitor Experience opportunity at the Lulworth Estate, a multi-faceted business set within iconic World Heritage landscapes, attracting over 1 million holiday-makers a year and providing leisure, land management, homes, workplaces, learning and transformational experiences to communities and visitors. The Lulworth Estate extends to 12,000 acres of breathtaking countryside along the UNESCO World Heritage Jurassic Coast and includes the internationally renowned landmarks of Durdle Door and Lulworth Cove, famous for their geology, rich history and diverse wildlife. It is an exciting time to join the Estate and be a part of a newly formed senior leadership team, playing a central role in shaping direction and ensuring impeccable services and exceptional environments that reflect the soul of the location, enhance nature, community and customer experience, enable connection and prove fulfilling workplaces, whilst ensuring strong commercial success and long-term sustainability for future generations. We are currently seeking to appoint to the roles of Director of Commercial Enterprise, Director of Visitor Experience,Director of Natural Environment, Director of Built Environment and Director of Finance (Resources) reporting directly to the Chief Executive Officer. The Director of Visitor Experience will be responsible for delivery of visitor-driven revenue, placemaking, exceptional visitor experience and immersive events that celebrate the natural beauty, history, and geological significance of the Estate while ensuring sustainability, operational excellence, and high-quality customer service. This is a senior leadership position that requires a creative, commercial and strategic approach to visitor experience, alongside a passion for responsible tourism, conservation and community engagement. We hope that the following information provides greater detail regarding the Director of Visitor Experience appointment and look forward to receiving your application.
Lindsay Holt Chief Executive Officer, Lulworth Estate
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A Diversified Forward-Thinking Estate upholding Traditional Values The Lulworth Estate is one of the most stunning and historically rich estates in the UK. Lulworth Cove and Durdle Door are two of Dorset's most iconic natural landmarks. Nestled within the UNESCO World Heritage site of the Jurassic Coast, these breath-taking locations are famous for their stunning geology, rich history, and diverse wildlife. Lulworth’s estate pedigree goes back as far as Doomsday times in the 11th century and beyond, and, since 1641, it has been owned and managed by the Weld family. Although, traditionally an agricultural estate, Lulworth has been an innovator in diversification, being one of the first to recognise rural tourism, opening its doors to visitors in the early twentieth century with the establishment of a holiday park, parking and coastal footpaths. Pioneering initiatives feature throughout the estate’s business activities of farming, forestry, tourism, leisure, property management, heritage and access. Lulworth endeavours to manage an efficient modern business whilst retaining the best traditional values of a rural estate.
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Explore the Estate
Lulworth Castle Built in the early 17th Century as a hunting lodge to entertain aristocracy and royalty, Lulworth Castle became the family seat for the Weld family at the heart of the estate. Destroyed by fire in 1929, it has been restored to provide an exclusive venue and welcoming destination for visitors to explore along with its chapel, extensive parkland, woodland walks, playground and deer park. Jurassic Coastline The Jurassic Coast is both visually captivating and holds significant scientific value. The area’s geological formation and fossil record provide valuable insights into Earth’s history. Fossils can be found embedded in the cliffs, offering a glimpse into prehistoric marine ecosystems. Conservation initiatives focus on preserving the diverse habitats, safeguarding vulnerable species and promoting sustainable tourism practices to minimise the impact on the environment whilst encouraging inspiring and educational experiences. Durdle Door, a natural limestone arch, is one of the UK’s most photographed and recognisable landmarks. Admired for its geological features and stunning coastal scenery, it is part of the UNESCO Jurassic Coast World Heritage Site and is a popular with visitors enjoying coastal walks, nearby
Holiday Cottages A collection of unique properties ranging from luxurious country lodges, charming thatched cottages with hidden sun terraces, restored barns with swimming pools, to romantic retreats. The collection is continually expanding in line with demand and repurposing of estate buildings. Retail & Hospitality Whether visiting for an hour, day or weeks, the estate’s selection of places to shop and eat provide a warm welcome and a great selection of food, drink, gifts and holiday essentials. In addition to the established outlets, exciting new developments are in the pipeline. Built Environment The property portfolio includes residential homesin-hand and tenanted commercial buildings, farms, Lulworth Castle and other buildings of historical importance and interest. The estate plays a significant role in the rural economy and local placemaking via the provision of housing, business bases and infrastructure.
beaches, sea swimming and panoramic vistas. Lulworth Cove is a striking site known for it’s unique landforms and geology, including the Lulworth Crumple and Stair Hole. With nearby accessible parking, a Visitor Centre and variety of hospitality offerings, it is a well-loved year- round destination Countryside The Lulworth Estate comprises a wide variety of habitats including chalk grasslands, mixed farmland, downland, heathland, lichen rich woods, commercial forestry and parkland. Many of the areas are designated as sites of national interest and significance, with rare species such as Lulworth Skipper butterflies, Orchids, Woodlark, Dartford Warblers and Corn Buntings. The estate’s environmental management encourages sustainable farming and forestry, biodiversity and habitat creation, as well as nutrient off-setting. Durdle Door Holiday Park The holiday park provides a tranquil home- from-home experience where generations of guests connect with nature and World Heritage surroundings, whilst enjoying warm hospitality and facilities. Located in an unrivalled position, accommodation is available in luxury holiday homes, pitches for caravans and motorhomes, camping pods and glamping cabins.
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Key Accountabilities/Primary Responsibilities
Job Description
Strategic Leadership – Develop and implement a strategic vision and plan for enhancing visitor experiences, venues and facilities, events and education across the Estate, ensuring alignment with overarching goals of commercial growth, sustainability, technological integration and reputational values. – Identify and develop opportunities for new and enhanced revenue streams. – Inspire and lead the Divisional teams to promote a culture of excellence, collaboration and exceptional visitor experience, delivering high quality and effective services within budgetary and resource allocations. – Contribute to wider organisational strategy and sub-strategies as a senior member of the leadership team, working with senior colleagues and the Chief Executive Officer. Visitor & Events Operations – Lead a strategic review of the existing divisional operations to identify opportunity for change and improvement, leading to increased revenue, customer satisfaction and operational efficiency. – Overall responsibility for the day-to- day operations of visitor-facing site management, facilities, maintenance, safety, security and ticketing, ensuring high operational and safety standards. – Ensure admission, tickets, memberships and permit systems are relevant, user friendly and lend to continued engagement and repeat use. – Develop and implement systems to monitor and capture data to report on key performance indicators relating to visitor numbers, customer satisfaction,
opportunities, parking schemes and pricing structures across the car park enterprise. – Develop and oversee programmes that manage visitor flow and protect the integrity of the countryside, protected areas and coastline. – Ensure that Lulworth is a premier venue for weddings, celebrations and events, working closely with the Castle and Events Manager to develop and implement a comprehensive strategy in alignment with sales and marketing goals. – Develop a thriving weddings and events business in line with the standards of the Lulworth Estate, interacting with local and nationwide organisations to diversify and grow the events offering. – Act as the key contact for the Lulworth Estate for the internationally recognised Camp Bestival festival. – Work alongside the capital team on
Post title:
Director of Visitor Experience
Posts responsible to: Posts responsible for:
Chief Executive Officer
Visitor Operations Manager, Visitor Experience Manager, Education & Engagement Officer, Castle & Events Manager and relevant teams. Estate based – Wareham, Dorset
Location:
The Lulworth Estate The Lulworth Estate is of Dorset’s most iconic and diverse destinations, with attractions ranging from the renowned Durdle Door, Lulworth Cove, and Lulworth Castle to the picturesque UNESCO World Heritage Jurassic Coastline. The Estate is a unique blend of natural beauty, historical significance, inspiring venues, life-long learning, commercial enterprise and warm hospitality, offering an array of experiences for over one million visitors a year from around the world. Commitment to ensuring that visitors have a memorable, safe, and enriching experience is paramount, by continuously striving to balance conservation with visitor access and commercial success, we ensure a responsible and sustainable future for these special places. Purpose of the role To lead the strategy, development and delivery of exceptional visitor experiences, education and events across the Lulworth Estate, including Lulworth Cove, Durdle Door and Lulworth Castle. The Director will be responsible for creating memorable, immersive experiences that celebrate the natural beauty, history, and geological significance of the Estate while ensuring sustainability, operational excellence, and high- quality customer service. This is a senior leadership position that requires a creative, commercial and strategic approach to visitor experience, alongside a passion for responsible tourism, conservation, and local community engagement.
elements of design and customer journey during the masterplanning process on key projects such as the education centre and Durdle Door.
Visitor Engagement and Interaction – Oversee the creation of diverse and interactive experiences that highlight the geological, historical, and environmental significance of Lulworth Cove, Durdle Door, Lulworth Castle, and Jurassic Coastline. – Set the tone and direction for interpretive initiatives, such as exhibitions, education and public programmes for a diverse range of audiences and incorporating cutting- edge technologies. – Lead placemaking and signage strategy to positively impact the visitor journey and ensure a strong sense of identity and place. – Ensure all visitor-facing interpretation, signage and digital resources are informative, accessible and relevant. – Continuously enhance the visitor journey, identifying opportunities to improve
operational efficiency, and financial performance. Harvest this data and
develop strategies to improve services. – Ensure that all facilities are effectively maintained, accessible, and conducive to a high-quality visitor experience. – Continually review demand, growth
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encouraged to increase commercial performance and service delivery. – To work directly with the team to embed a culture of equality, diversity and inclusion. Stakeholder and Community Engagement – Develop and maintain relationships with key stakeholders, local communities, tourism bodies, local authorities, government agencies, local universities, education providers and partners. – Represent The Lulworth Estate at industry events, tourism conferences and with local authorities to build Lulworth’s profile and advocate for sustainable tourism practices. – Encourage and develop partnerships with local businesses to enhance the visitor experience and support the regional economy.
visitor satisfaction, engagement, and educational outcomes. – Develop and manage innovative membership initiatives and schemes to deepen visitor engagement and loyalty. – Establish a vision and strategic plan for education at Lulworth. Marketing and Promotion – Lead the creative development of marketing and membership strategy and initiatives to drive brand development, revenue streams and engagement. – Lead marketing and communications to inspire visits, promote events and initiatives, ensuring consistent messaging across all platforms and external and internal communications. – Oversee creation and promotion of a diverse range of visitor experiences and events across all platforms. – Assist in the development of campaigns that highlight the Estate’s attractions, emphasising educational and sustainable tourism. – Monitor visitor feedback and industry trends to continuously refine and adapt the marketing strategy. Governance and Assurance – Senior level contribution to the business direction, contributing to the vision and strategic planning across the business group.
– Responsible for the direction and performance of the Visitor Experience Division. – Accountable for financial management and performance of the Visitor Division, delegating operational budgets to Managers where appropriate. – Identification to delivery of funding opportunities. – Lead on business continuity for operational building(s) and infrastructure in the event of a major issue. – Overall responsibility for Division risk management, health and safety (including visitors), and compliance. Team Performance Management – Lead and manage the Visitor Experience Division teams, including reviewing resources, team operating model and the professional development and capability of team members. – Set performance objectives and KPIs for the Division and operational areas. – Line manage direct reports, exercising good people management practices including mentoring, coaching, training, advice and guidance as necessary. – Ensure the right mix of skills and capabilities through continuous professional development, recruitment and performance feedback. – Create a culture of accountability where ideas from team members are
to customers, ensuring they are aware of the Estate’s commitment to responsible tourism and the environment. Internal and external relationships – Trustees and Estate Representatives. – Chief Executive Officer and all members of the SLT including Divisional Directors of Built Environment, Visitor Experience, Natural Environment and Estate Resources. – Operations Managers and members of Estate staff. – External stakeholders; wider community, local businesses, education providers, local and central government organisations, corporate clients and event planners. – Relevant suppliers and external contacts. – Members of the public. Special Requirements – Commitment to the integrity and confidentiality of all relevant data and process. – Demonstrate commitment to maintaining professional knowledge and awareness through continuing person and professional development both personally and for the wider team. – Demonstrate a personal commitment to equality, diversity and inclusion in all activities.
Sustainability and Environment – Develop Divisional sustainability
strategies and initiatives, implementing measures to minimise environmental impact in areas such as carbon, energy, waste and supply chain practices. – Keep Lulworth ahead of best practices and identify new opportunities for sustainable growth innovation and responsible tourism. – Promote Lulworth’s sustainability efforts
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Person Specification
Qualifications, Knowledge and Experience Essential: – Extensive visitor operations engagement and engagement experience at leadership level, with a passion for delivering high-quality, memorable experiences. – A degree or professional
Management and Teamwork – Demonstrate excellent people management skills to be able to lead a team of operational professionals at all levels to perform to the highest standards. – Able to proactively develop team dynamics and performance, ensuring quality standards are consistently achieved. – Able to engage, positively influence and motivate staff through the development and implementation of any change management initiatives. Communicating and Influencing – Able to establish and build major relationships with key stakeholders, both internally and externally, for example the wider community, local businesses, government organisations. – Excellent communication and interpersonal skills, with experience in stakeholder management, public relations, and representing organisations at industry events. – Able to work collaboratively and effectively with colleagues outside of direct responsibility, including external suppliers and consultants. – Able to use influence to develop positions or strategies. – A creative thinker with the ability to design engaging, educational, and immersive experiences while balancing operational and financial constraints.
qualification in business, tourism management, hospitality, or a related field.
Desirable: – Master’s degree in a related field.
Planning and Organising – Able to champion and oversee the directorate’s contribution to the Estate’s long-term strategy and to lead on the directorate’s strategic plans in the medium-long term. – Able to lead projects and new initiatives, with little or no precent. – Experience of business and budget planning ensuring alignment of resources within directorate and the Estate’s objectives. – Able to prioritise work and effectively manage time and resources to deliver agreed objectives within agreed standards and deadlines. Problem Solving and Initiative – Able to draw on professional knowledge and expertise to develop new concepts and original ideas within the directorate in response to intractable issues of importance to the Estate. – Demonstrable experience of resolving complex issues which may involve influencing representatives internally and externally.
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Benefits
learning and career growth – Health and Wellbeing: Access to employee wellbeing programs and support services – Discounts: Discounts on merchandise and services across the estate – Work-Life Balance: A commitment to flexible working arrangements where possible
– Competitive Salary – Performance Bonus – Pension Scheme: 10% employer contribution – Holiday Entitlement: 28 days holiday per annum plus public holidays – Additional day of leave on your birthday after 1 years’ service – Professional Development: Opportunities for continuous
How to Apply
The Lulworth Estate is being supported on this recruitment campaign by the search consultancy The Management Recruitment Group (MRG). To arrange a confidential briefing conversation please contact our advisor at MRG:
James Gregory James.gregory@mrgglobal.com | 07966 827 391
Applications should consist of a CV and supporting statement and be sent to james.gregory@mrgglobal.com.
Key Dates Closing date for applications is Sunday 13th April 2025. MRG Interviews are scheduled for w/c Monday 14th April 2025 First Stage Interviews are scheduled with the Lulworth Estate for Wednesday 7th May 2025.
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