SEBG News
Scotland's Estates Must Rise to the Challenge of Winning Public's Hearts and Minds
27th April 2010New countrywide research reveals:-
- Widespread enjoyment of estate facilities
- Public very positive towards the ‘caring and sharing’ of the countryside
- General lack of awareness and knowledge of estates
- Maintenance of Scotland’s countryside assumed to be ‘function of nature’
- ‘Who owns Scotland’ is not a top-of-mind issue for public
Extensive research has been carried out across Scotland to explore public attitudes towards estates and landowners.
The research reveals the public appreciate the rural Scottish landscape and value highly well cared for natural resources that are available for them to enjoy. They also believe the countryside plays a very important part in tourism and leisure.
However, those interviewed for the research had very little awareness of estates and the role they play is virtually unknown. Only 1% of Scottish adults said they knew a ‘great deal’ about estates and 65% said they knew very little or nothing. The participants also said they did not regard landownership on its own as a top of mind issue.
The public questioned tended to relate to the stereotypical ‘Monarch of the Glen’ image when prompted to think about estates but did not regard that image negatively. They did, however, form a negative view if they were aware of a particular issue such as an access problem but did not display general hostility.
The public made it clear during the research that once they were made aware of the role of estates they felt it would be beneficial for estates to communicate more proactively on their operations and activity.
Of the members of the public surveyed during the research:-
- 59% have used or visited facilities on Scottish Estates in the last year
- 72% expect to use or visit facilities on Scottish Estates in the future
- 94% agree that Scotland’s rural land and countryside is an important part of our tourism offering
- 82% agree that development of facilities such as golf courses and tourism attractions on Scottish Estates helps support our tourism sector
- 86% agree that sustainable rural development is important to the social, economic and environmental prosperity of Scotland
For the research programme, commissioned by the Scottish Estates Business Group and the Scottish Rural Property and Business Association, eight focus groups were held in Dingwall, Perth, Glasgow and Peebles and 1,135 adults were interviewed face-to-face in a quantitative research survey.
Jo Fawcett, managing director of the independent market research company, George Street Research, which carried out the research, said: “Our findings showed that the management and maintenance of the countryside were somewhat taken for granted and assumed to be largely a function of nature.
“When those interviewed were made aware of the range of activities on estates or the contribution to local communities , the message came back that estates should communicate this more widely.
“There was a lack of awareness about estates rather than antagonism and it is clear the public enjoyed the facilities and going into the countryside – they just don’t think much about how that happens or who is involved in making it happen.”
Sandy Lewis, deputy chairman, Scottish Estates Business Group, said: “There are many and varying perceptions of estates and of course we recognise that we can be viewed in a negative light. We therefore wanted to get as accurate a picture as possible straight from the public and the big lesson we learned is that estates and landowners must do more to make the public aware of what happens on estates and the contribution they make in rural Scotland. The evidence is the public generally like what they see – but we need to make very clear what role we play.”
Andrew Howard, board director of the Scottish Rural Property and Business Association, added: “Many rural estates in Scotland contribute a great deal in terms of tourism, leisure and business. Clearly, we need to communicate this more widely so when people enjoy what estates have to offer they make a connection with the estate rather than simply being in the countryside. It is valuable research for us and encouraging that there was a lack of automatic hostility towards estates. ”
DOWNLOAD A COPY OF THE GEORGE STREET RESEARCH REPORT (313kb PDF).
Case study: Jamie Williamson, Alvie & Dalraddy Estates, Kincraig, near Kingussie. Inverness-shire.
Alvie & Dalraddy Estates are neighbouring properties. The Estates extend from the River Spey, between Loch Insh and Loch Alvie, North West into the Monadhliath hills. Most of the properties on the Estates face South East many with spectacular views of the Cairngorm Mountains.
Alvie Estate has been in the ownership of the Williamson family since 1927. The estate is heavily involved in tourism and leisure provision with cottages, chalets and caravans. In addition to traditional country sports, the estate offers clay pigeon shooting, pony trekking, quad bikes, fishing and archery. The estate also hosts corporate events, business seminars and weddings.
Photo caption: Jamie Williamson, Alvie & Dalraddy Estates.
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Photo caption: Jamie Williamson, Alvie & Dalraddy Estates.
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Photo caption: Jamie Williamson, Alvie & Dalraddy Estates. Walkers featured in the photo - Lucy Olver (Olver) from Northumberland (left) and Yvonne Davis from London.
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Photography supplied by John Paul 07836 310162 email: jp-photo@demon.co.uk
For further information:
Ramsay Smith, Media House: 0141 220 6040 / 07788 414856 email: ramsay@mediahouse.co.uk
or Dick Playfair, Playfair Walker: 0131 445 5570 email: dick@playfairwalker.com
NOTES TO EDITORS
SEBG represents a group of progressive land-based estates with significant agricultural and rural business interests. It aims to promote a modern business approach in the management of Scotland's land resource in ways which deliver social, economic and environmental benefits. The Group seeks to secure a sustainable and prosperous future for rural areas and its members work hard across Scotland to stimulate enterprise and economic development.
