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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