The Eden Project's design, purpose, and community impact in Cornwall

Eden Project is one of the largest ecotourism sites in the world. The purpose of the Eden Project is to highlight man's dependence on and relationship with plants. The Eden Project informs visitors about the importance of plants to life on earth, delivering a high-impact message about the importance of preserving plant diversity (Eden Project ltd., 2007). The message at the Eden Project is not delivered in lecture style, but utilizes an engaging display the showcases the major current environmental issues.

The Eden project contains more than 5,000 species, representing many of the major climatic zones of the earth (Eden Project ltd., 2007). The Eden Project utilizes the natural environment of Cornwall and contains two of the largest conservatories in the world (Eden Project ltd., 2007). The visitor to the Eden Project does not simply view the exhibits. Exhibits are designed to be thought provoking and to leave the visitor with a lasting impression that they can carry home with them to their own communities.

The Eden Project was the brain child of Tim Smit, working in close collaboration with horticultural experts (Eden Project ltd., 2007). Peter Thoday and Philip McMillan designed the plant climates and exhibits. The primary architect and co-founder was Jonathon Ball (Eden Project ltd., 2007). The vision of these men was to design a garden that would inform visitors about the importance of the plant kingdom. They wanted to do so on a global basis, and hopefully, attract a global audience as well.

The major attractions at the Eden Project are two large biomes that house plants from the humid tropics and the temperate zone. The Humid Tropics Biome 15,590 square meters, and is the biggest greenhouse in the world (Eden Project ltd., 2007). The Warm Temperate Biome has an area of 6,540 square meters, still an impressive attraction (Eden Project ltd., 2007). These structures use state-of-the-art ethylene polymer hexagons that should remain maintenance free for at least 25 years (Eden Project ltd., 2007). Climates within the biomes are controlled by a sophisticated computer system that controls ventilation and heating (Eden Project ltd., 2007). The project used green technology to the extent possible, by way to heat natural heat sinks, but the entire project could not completed 100% green.

The focus of Eden Project is on plants, not animals. It does not intend to be a zoo, it's market is with other conservatories and visitor gardens. It does have insects, butterflies, birds and lizards, but these are primarily for the control of plant pests (Eden Project ltd., 2007). They do not comprise a major part of the exhibit. Plant material comes from cuttings and seeds from all over the world, raised in a nursery just down the road from the project (Eden Project ltd., 2007).

How Does Eden Project Benefit the Community?

The Eden Project utilizes local suppliers and services whenever possible. It provides employment and brings tax dollars into the Cornwall and South West. The first year that it opened, it attracted nearly two million visitors. The original business plan was based on 750,000 visitors per year. Since its opening, visitors have dropped to a steady 1,250,000 visitors per year (Eden Project ltd., 2007). These numbers overshot the mark of the original plan. However, this raises several concerns from a marketing perspective. Visitors need to see something new so that they keep coming back. Otherwise the product life cycle of the Eden Project may be short-lived.

In order to keep the brand fresh, Eden Project has a continuously changing its plant displays. The display takes different characteristics during the different seasons. The Eden Project has plans continually to add new displays and biomes. For instance, it has plans for new exhibits involving the outdoor landscape and a new addition called "The Core." The Core is an educational facility that highlights the key values and ideals encompassed in the Eden Project. After the Core, Eden has plans to construct a display called "The Edge," a fourth climate zone. There are also plans to recreate the Fertile Crescent, a meeting place for people to gather (Eden Project ltd., 2007).

In addition to a continually changing display, Eden hosts world scale events, such as Live 8 Africa Calling. It also hosts the Eden sessions, outdoor concerts with edgy groups such as Moby, Keane, Basement Jaxx, and Brian Wilson (Eden Project ltd., 2007). Eden also hosts seasonally themed events, such as bulb mania in the spring, a Time of Gifts in the Winter, and Jungle Nights in the summer (Eden Project ltd., 2007). These events and concerts help to build a continuous stream of new and exciting things to experience at Eden.

Leisure Opportunities in Cornwall

Eden's purpose was to attract global appeal. However, the local community is its mainstay. Repeat clientele is likely to come from the local audience than from travelers on holiday. In order to attract the global audience that it desires, visitors will have to have a number of attractions that will make them want to visit the area. The local area has to have the infrastructure, including accommodations and dining to support an expanding tourist trade. The following will examine the local infrastructure for travel and tourism in the Cornwall area.

A survey by the Cornwall Tourism Board revealed that the average visitor to Cornwall is a sightseer. They visit a number of sights and participate in a variety of outdoor activities. St. Ives and Newquay were the most popular tourist destinations. The most popular attractions were the Eden Project, Land's End, and properties on the National Heritage Trust. This survey indicated that Eden was attracting visitors to the area. Spending time on the beach and shopping were other popular activities while in the area.

One of the most important sections of the Cornwall Tourism Board survey was the number of visitor who were planning to visit a number of listed attractions. Of 50 subjects surveyed, 39 were planning to visit Eden. Eden ranked among one of their favorite destinations. Many of them were return visitors, which indicates a certain level of satisfaction with Eden and its changing exhibits.

Among other places that people intended to visit (in no particular order), were Minack Theater, Flambards, National Maritime Museum, Blue Reef Aquarium, Tate St. Ives, Lost Gardens of Heligan, St. Michael's Mount, and the many National Heritage Trust sites. There are many things to do in Cornwall. Eden quickly made its way to the top of the list. There is so much to see and do in Cornwall that it is not surprising that many of the visitors are repeat tourists, who make Cornwall their holiday spot of choice year after year.

Leisure Spending in Cornwall

Cornwall contains hundreds of accommodations from upper class suites to primitive camping sites (Cornwall Tourism Board, 2007). Accommodations in the area are numerous and support a yearly influx of visitors to the area. From 1993 through 2006, room occupancy rates in the non-serviced sector of accommodations averages 50-70% in the summer months and drops to around 30% in the winter months (Cornwall Tourism Board, 2007). For the serviced sector, occupancy was the same in the summer, but slightly higher in the winter months (Cornwall Tourism Board, 2007). Peak tourism months are May through October, with a severe drop off in October (Cornwall Tourism Board, 2007).

Source: Cornwall Tourist Board. (2007). Tourism in Cornwall. Available at http://www.cornwalltouristboard.co.uk/documents/TourisminCornwallResearchUpdateSep06.pdf

Travel and tourism in the Cornwall area averages 4 million Pounds per year (Cornwall Tourism Board, 2007). Domestic visitors account for a majority of the spending in the area. Overseas visitors only account for approximately 2% of the total tourism revenue (Cornwall Tourism Board, 2007). This demonstrates the importance of developing the local market, yet demonstrates considerable room for expansion on a global scale.

Although visitors during the spring and summer were more numerous, those that visited during the winter had a higher average expenditure per person per day/night at (40). Accommodations and food took up most of the money spent, with shopping at a close third. They spent less on entertainment and travel than other items during their stay. There are many opportunities to expand marketing and shopping opportunities at Eden to take advantage of the typical spending habits of the visitor.

Cornish Holiday Pattern

Devon attracts the largest percentage of visitors in the area for the purposes of entertainment. Cornwall is second, with the other districts following in total tourism visits (Cornwall Tourism Board, 2007). A majority of the visitors to the Cornwall area come for the purposes of holiday, as opposed to business trips or other purposes. In a 2006 survey, it was found that 82% of visitors to the Cornwall area were adults that were not accompanied with children. The other eighteen percent represented families with children (Cornwall Tourism Board, 2007). Fifty-eight percent were couples, with groups of 3-5 representing an additional 25% (Cornwall Tourism Board, 2007).

The average visitor to the Cornwall area is aged 55 and up (Cornwall Tourism Board, 2007). Groups with small children and teens make up the smallest percentage of visitors to the area (Cornwall Tourism Board, 2007). As one would expect, those with children and teens tended to increase visits in the summer. While the older demographic groups dominated during the winter months. Seasonal fluctuations in Cornwall follow typical patterns found in non-tropical regions. The tourism trade in Cornwall depends on the influx of seasonal visitors during the warm summer months.

According to statistics from the Cornwall Tourism Board (2007), the largest percentage of visitors were from Devon. This is more than likely due to proximity more than any other factor. Other visitors can be broken down into the following general locations.

Location

Percentage of Total Visitors to Cornwall

Devon

Hampshire

Bristol

Wales

West Midlands

Yorkshire

Essex

London

Overseas

Source: Cornwall Tourism Board, 2007

It might be noted that Cornish residents were excluded from the survey. Therefore, these percentages only represent non-local tourism. One might notice that overseas tourism has a greater impact in numbers of tourism than it did in the dollar amount contributed to the area. When one combines the close proximity locations such as Devon, Hampshire, Bristol, and Wales one will find that they comprise close to one-fourth of the total tourism trade. According to the Cornwall Tourism Board, the area attracts a considerable number of repeat visitors.

Newquay, St. Ives, Bude, and Falmouth were the most popular bases from which to launch a holiday stay in Cornwall. The most frequent length of stay in the area was 7 days. The second most popular was 3-4 nights. This indicates that visitors to Cornwall find enough to occupy their time to stay for a considerable amount of time. Most visitors were on their main holiday, rather than a break or day visit (Cornwall Tourism Board, 2007).

One of the most important statistics found by the visitor's bureau was that in 2006, among the visitors surveyed, 90% said that this was not their first time to visit the area. Only 10% were on their first visit. This is important for Eden, as it indicates that they can capture repeat visitors by way of their seasonal events and concerts. If Eden gives them a reason to come back, they will return. Continued expansion and new exhibits will help to keep their brand fresh and new. Seventy-five percent of the visitors to Cornwall used cars as their major form of transportation when visiting the area.

Although visitors found the local food and drink adequate and satisfactory, it was not a reason to travel to the area (Cornwall Tourism Board, 2007). Visitors indicated that they received much of their information about places to visit and things to do in the area while in the area on previous visits. The Internet was the second most popular form of information transfer. Below that ranked brochures, guides and leaflets.

The Cornwall Tourism Board's survey revealed that what the customer wants and expects during their visit to Cornwall. In general, visitors felt satisfied with the accommodations, food, parking, ease of finding their way around and other attributes that contribute to a comfortable stay in the area. One of the key complaints was congestion along the A30, but there is not much that can be done about this as far as the Eden Project is concerned. The Cornwall area offers some of the prettiest scenery in the world and that alone makes it an excellent location for the Eden project.

Development of Eden

The Eden Project was a bigger success than was imagined when it was first conceptualized. It brings one million visitors to the Cornwall area and pumps

100 million into the local economy. It generates

13 million in goods and services, as majority of which are locally produced. The County of Cornwall has given approval for funds needed for the expansion of Eden and its continued growth and development (Cornwall County Council, 2006). The endorsement means that it is now time to take a look at the development of Eden, new marketing resources that are available and develop a plan of action for taking advantage of these resources.

Stakeholders

Several key stakeholders can be identified in this project. Eden is an educational charity, which means that the community represents a stakeholder in the project. The County of Cornwall is a stakeholder due to the addition to the economy and influx of tourists to the area that Eden generates. The founders are stakeholders, several of whom were willing to work for free for 18 months until the project got off the ground. The founders and community are all stakeholders in the project and have an interest in its success. The Eden project received major financial support from many large corporations, who saw the project as beneficial to humankind on many levels.

The Eden Project is a charitable organization, with and educational purpose. This translates into more general risk for stakeholders. No person derives profit from the project, the project belongs to the community. The Eden Project contributes significantly to the local economy. The local community benefits from the success of the project. The Eden Project supports the community that, in turn, supports it as well. It is difficult to reduce the stakeholders in the project to a small group of entities. The Eden Project is an important one for the community that supports it.

Advertising Efforts of the Past

Early advertising efforts for the Eden Project were underway before construction was finished. Local newspapers helped to get the word out, reporting on construction. These early project emphasized the positive charitable aspects of the project. They did not want it to seem like just another theme park, designed to line someone's projects. This sense of greater good has been the key to the advertising campaign throughout the project. The project was promoted as ecofriendly and for the benefit of the globe.

The crux of the early advertising campaign was to use the most credible sources available. For instance, the National Geographic hailed the Eden Project as the Eighth Wonder of the World (Stables, 2003). This article did wonders to build credibility and bring awareness of the project to the world. High profile publications were the key to success of the early campaign. The Eden Project presents a positive outlook for the future, which is something that the public craves, in a world that can be so negative (Stables, 2003). The Eden project gives people hope that we can live sustainably and not have to sacrifice profit to do it. Theme and presentation was a key element of early advertising efforts. Emphasizing the relationship between people and plant was the primary focus of the advertising campaign. Green issues were at the forefront, a hot topic, which generated buzz among the public.

One of the key difficulties early advertising had was that national newspapers did not pay as much attention to the project as local newspapers. National coverage did not go into as much detail as local advertising. This may have been a major contribution to vast support locally, while areas of England that are further away have a lower number of visitors than the local area. It may not be an issue of simple proximity, but rather one of a lack of advertising in those areas that accounts for differences in attendance by region.

One of the points that was brought out in national advertising emphasized several contractions to the green movement theme, such as the presence of a huge carpark and utility consumption needed to run the place. These contradictions undermined the green theme of the project, but did not seem to hurt local traffic.

The global press began to pick up on the Eden project shortly before its opening. Journalists from the U.S., Japan, Australia, and Germany covered the opening and helped to spread the world among other countries. The media blitz was a well-planned effort. However, despite their attempts to use the media to their advantage, several negative comments, such as fears of spreading mad cow disease, materialized despite their best efforts. These comments were generally countered by the overwhelming number of rave reviews of the Eden project. Using the press in such as manner allowed the Eden Project the ability to take advantage of free advertising to the general public. As newspapers began to pick up the story, it snowballed. As a result, the Eden Project did not have to pay for advertising in major newspapers. This strategy was frugal and effective.

The Experience at Eden

The product that Eden sells is an experience. They do make money selling products at their gift shop and other minor income streams. However, their primary source of income derives from the experience that the customer has while visiting. The most important aspect of designing any marketing scheme is to understand the customer product thoroughly. In order to understand the product, one must take a tour of Eden to appreciate the experience. The experience will dictate the appropriate marketing mix that will be used.

After the visitor arrives at the visitor center, they enter a queuing system surrounded by sculptures by local artists. Once inside, they experience a puppet show that highlights our link to nature and plant life. Eden offers several different pricing schemes for admission, They offer a lifetime membership for

1000. They have a special friend's scheme for

60 a family ticket. This plan allows free access for the year, including special events. One can purchase a yearly Passport. Regular admission for the day is

3. Eden offers a number of pricing schemes to fit every budget. Pricing schemes that allow subsequent entry or memberships assures that visitors will come back.

After the visitor exits the entrance turn styles they witness an astounding display of bio-domes. They then must walk further down into the center of the ex-clay pit to experience the inner gardens. There are tractors with trains of trailers to transport visitors to this area. Some of the spaces along the way look unfinished, with areas of the old clay pit still visible. Once inside the biodomes, the visitor experiences plants and species from across the globe. Visitors can dine at a lower-priced cafeteria style abode. They also have the choice of a dining style facility with a bar, obviously made to target a more upscale market.

Marketing Plan

With the press behind it from the beginning, Eden had very little trouble attracting visitors. The popularity of the project overshot the mark of anyone's expectations. From at marketing perspective, Eden has several positive things going for it. First, the managers realized that they would have to find a way to keep customers coming back, beyond the initial experience. They did this by continually revolving exhibits, continued new projects, and the concert series.

The marketing of seasonal or lifetime passes also helps to build repeat business. However, one must realize that the initial sale of package deals means that the number of visitors does not necessarily reflect actual revenue. Those with year passes may use them once a month. In this case, the revenue is realized once, but the same person will click the turn-style 12 times. This is a problem with projecting revenue using this type of pricing scheme. However, although, Eden will not realize future revenue by means of admission price, they may realize revenue from the gift shop or eating establishments.

Marketing Mix

Eden project promotes to two different target markets. Future marketing can still maintain connections with the younger demographic group that are already addressed by the current market mix, while continuing to build the older demographic group. In the beginning, the project took advantage of the press, and traditional method of reaching the older target audience through brochures and leaflets. However, they eventually began to take advantage of the opportunities that the Internet has to offer. The following will discuss each of the elements of the marketing mix that will be used to grow the older demographic segment of the target audience, while still continuing to promote concerts and other events to the younger demographic group.

Brochures and Pamphlets. Brochures and pamphlets will continue to be a part of the marketing mix. These methods of marketing appeal to the older demographic group, as they are used to searching for other places to visit in the area. Placement of brochures and pamphlets has been at other places of interest to the local tourist. This will continue to be the primary method for placing brochures and pamphlets. This method of advertising depends on the number of visitors to other sites and the person being at the right place to receive the materials. This is an inactive approach and will comprise only a small portion of the marketing program.

Internet. The Internet was found to be a primary source of information for people wishing to visit the Cornwall area. Older people frequent the traditional web-site in search of information., the site contains complete information in an easy to navigate format. It contains information about events, as well as places to stay and eat while in the area. This method of advertising will comprise a majority of future advertising efforts. Eden already has an extensive web presence. This presence will continue to be expanded upon in the future.

The Eden Project is beginning to use web resources that appeal to the younger crowd, such as a piece of real estate in the virtual world, Second Life. They are building a web presence in the world that will allow people to visit a virtual representation of the Edge (TMCNet, 2007). They also have advertising at popular spots such as Facebook and You Tube (TMCNet, 2007). These avenues are an excellent way to promote concerts and other events to the younger demographic group.

Newspaper Coverage. In the past, newspapers were willing to devote considerable time to covering Eden Project. They were an excellent way to get the word out in a low budget manner. However, as time went on and the newness of the project waned, the press was no longer interested in covering Eden Project. In some cases, press coverage was critical and presented a negative image of the project. Standard newspaper coverage is risky and unpredictable, therefore it cannot be relied upon as a reliable method of advertising in the future.

Taking out newspaper ads and press releases advertising new attractions will still be used to a certain extent. In the past, a majority of the coverage was local and limited to the surrounding counties, for the most part. An effort to target areas that were not previously targeted in the past will be undertaken. Advertising efforts will be extended to Scotland and Ireland. An advertisement series will also be ran in three major U.S. newspapers as well. The U.S. newspapers will include the New York Times, Washington Post, and Chicago Tribune. Newspapers will be selected carefully to include only those with large readerships.

Cornwall Tourism Board. The County of Cornwall and the tourism board have given the Eden Project tremendous public support in the past, allowing Eden to be promoted as a major attraction. This advertising will continue to be a part of the marketing mix. Eden will continue to be listed with the tourist board.

Television and Radio. Television and radio are an excellent way to reach the mass public. However, they are also expensive. Television is risky, particularly if the correct positioning of the ads is not chosen. A small amount will be spend on this form of advertising, due to the numbers of people that it will reach. However, due to budgeting constraints, these methods will not be a major portion of the advertising mix, However, they will represent a big budget item. Selection of the placement of the ads will be crucial to their success.

Proposed Marketing Mix

METHOD

Total Marketing Effort

Brochures and Pamphlets

Internet

Newspapers

Cornwall Tourism Board

Television and Radio

Conclusion

The Eden Project has may plans for expansion and attractions that will serve to refresh their brand image. This is essential if they wish to continue to draw a crowd and experience repeat business, as they have in the past. Eden must appeal to two different demographic groups. Advertising will be designed to show a variety of people of all ages to assure that a variety of demographic groups are represented. Certain forms of media will target only one segment of the target audience, such as the Second Life real estate project.

The key to success in this marketing effort will be to include as many different demographic groups in the individual advertising campaigns as possible, with an emphasis on the most prominent group of tourists, the 45-65 age group. Eden has built a brand image as an attraction that appeals to both old and young. They promote themselves as project that is of concern to the global community, with an emphasis on the concept that we are all a part of the problem and a part of the solution. This will continue to be a driving point in the new marketing campaign.

Eden is a place where people can come to learn and enjoy the environment. it's purpose is to raise global awareness of the importance of plants to the human race. This is a message that needs to get out to all people on earth, not just a select few. A marketing effort must be general enough to appeal to masses, yet targeted enough to capture more of the older demographic group that is the mainstay of the Cornwall tourism industry.

This is not an impossible task and can be accomplished through carefully selected imagery that shows the target demographic enjoying the activities at the project. Current advertising photos include massive panoramas of concert crowds, various artists, and some of the most unusual plants. Future marketing efforts need to send a more personal message with close-ups of people in the target marketing group interacting with the plants and having fun at the park. This makeover will help to give the impression that the park is a fun place it visit.

The old marketing plan was haphazard and relied upon the good graces of the media, which proved not to be so kind at times. A more extensive targeted marketing approach will place marketing in locations that did not receive adequate coverage in the past. It will include an advertising effort in the United States to attempt to boost U.S. visitors. The key to revamping the marketing strategy is to keep it focused on underdeveloped areas and extend coverage to areas that have not been a focus in the past. The new marketing campaign needs to be focused on personalizing the message by using people interacting with the park. This represents the best method for continuing to build the number of visitors to the area.