visitor research report 2004

The Royal Parks 2004 Research Report:1) In-park Visitor Survey2) Visitor Telephone Survey3) Non-Visitor Telephone SurveyGreenwich Park, Bushy Park, St James’s Park & Green Park: 

The Royal Parks 2004 Research Report: 1) In-park Visitor Survey 2) Visitor Telephone Survey 3) Non-Visitor Telephone Survey Greenwich Park, Bushy Park, St James’s Park & Green Park Prepared for: The Royal Parks Prepared by: Synovate UK JN: 940393(01/02), 941039 Date: December 2004

Structure of Report: 

Structure of Report Background & Business Objectives Research Objectives Methodology Summary of Findings Conclusions & Recommendations Research Findings In-park Visitor Survey Visitor Telephone Survey Non-visitor Telephone Survey

Background & Business Objectives: 

Background & Business Objectives The Royal Parks wished to put in place a significantly enhanced Visitor Research Programme, starting in 2004, to contribute towards achieving its 2003/4 – 2005/6 Business Objectives, as well as guiding future strategies and Park programmes. The Business Objectives can be summarised as follows: To improve the quality and range of visitor services To protect, conserve and enhance the environment of the Parks To develop policies and initiatives to encourage wider use of the Parks To raise the profile, understanding & value of the Parks To manage the Parks efficiently and effectively

Research Objectives: 

Research Objectives There are a number of objectives, divided into three tiers of importance: Primary Objectives To continue measuring against Government KPI targets, as well as establishing new improved measures and indicators, and benchmarks for them; To gain an understanding of the decision process that visitors go through when considering visiting the Parks, and how visitors can be influenced to visit the Parks; 3. To investigate barriers to park use and how non- and infrequent users can be encouraged to visit the Parks; 4. To segment and characterise users, infrequent users and non-users; 5. To provide robust visitor count data, including the number of overseas visitors; Secondary Objectives 6. To determine the effect of weather and season on Park use and perceptions; 7. To investigate which facilities and services visitors expect or would like that are not currently offered; Tertiary Objectives 8. To benchmark The Royal Parks against other (Metropolitan) Parks and attractions (esp. free ones); 9. To gain feedback on major planned projects; 10. To investigate and, if possible, quantify the contribution of the Parks to the quality of life in the capital.

Methodology: 

Methodology

Overview Of Programme : 

Overview Of Programme

How Research Parts Address Objectives: 

How Research Parts Address Objectives Measure KPI’s Decision process 7. Facilities & services 6. Weather etc. 3. Usage Barriers 4. Segment users/non-users 6. Weather & seasons 8. Benchmark against parks etc. 10. Contribution to quality of life

In-Park Visitor Survey: 

In-Park Visitor Survey Visitors were interviewed as they left the Parks. 4 Parks were surveyed in 2004, 4 in 2005. Survey took place in Summer (July and early August) and Autumn (late September to mid October). ‘Next available respondent’ recruitment technique used. Survey was paper-based, with interviewer reading out questions. Interview lasted about 10 minutes. Interviews took place at various times on weekdays, and weekends. Interviewers rotated around different Park exits. In 2004 and 2005, c.200 interviews were conducted in each of the 4 Parks in Summer, and c.140 at each in Autumn.

Telephone Visitor and Non-Visitor Survey: 

Telephone Visitor and Non-Visitor Survey Respondents interviewed on the telephone in their homes. 4 Parks surveyed in 2004, 4 in 2005. Survey took place in October. Interviewing took place in areas within an agreed defined radius for each of the parks. Interviews took place in evenings and weekends to ensure no bias to non-workers. 150 interviews amongst non-users per park (who have not visited in the last 12 months). 100 interviews amongst users per park (who have visited in the last 12 months). Non-users interview lasts 12 mins; users: 6 mins.

Summary of Findings: 

Summary of Findings

Summary of Findings (1 of 9): 

Summary of Findings (1 of 9) OVERALL RATING OF PARKS All four Parks are rated very highly on the overall rating, with over 90% of visitors in the In-Park Survey rating each one as either ‘excellent’ or ‘good’. Greenwich and St James’s are rated highest, and Bushy and Green significantly lower in terms of the ‘excellent’ rating. Amongst those interviewed in the Visitor’s Telephone Survey, all four Parks except Green are rated very highly (on enjoyment). Greenwich and Bushy are rated highest. RATING OF PARKS COMPARED TO OTHER PLACES OF INTEREST Amongst those interviewed in the Telephone Survey, all four Parks except Green are rated as more enjoyable than The Tate Modern, The Tower of London, Madame Taussaud’s and Hyde Park. Greenwich, Bushy and St James’s are also rated equally enjoyable to The Natural History Museum, but less enjoyable than Kew Gardens. KPI PERFORMANCE RATINGS (IN-PARK VISITOR SURVEY) Park Environment (Tidiness & Cleanliness, Upkeep and Peace & Quiet): All four Parks score highly and highest on these aspects. Greenwich scores particularly highly on ‘Tidiness & Cleanliness’, and (along with Bushy) on ‘Upkeep’ and Greenwich and St James’s score especially highly on ‘Peace & Quiet’. A high 13% spontaneously mention they would like Bushy Park to have more dog litter bins/for dog mess to be cleared up.

Summary of Findings (2 of 9): 

Summary of Findings (2 of 9) KPI PERFORMANCE RATINGS (IN-PARK VISITOR SURVEY) CONT’D Ease of Getting Around & Access: All four Parks are rated highly (and equally) on these areas. Information (Signposting & Maps, Information on Park Features): Greenwich and St James’s score relatively highly on Signposting and Information. Bushy and Green Park achieve only fair scores for these. Visibility & Friendliness of Park Staff: Greenwich and St James’s received fair scores for these, but the scores for Bushy and Green are fair to poor. The fact that ‘visibility and friendliness of staff’ is rated lower at Bushy Park may be related to lower proportions of visitors rating the Park as ‘very safe’, compared to the other three Parks. Catering (Number of Facilities, Quality of Facilities): Greenwich scores relatively highly on ‘number’ and ‘quality’. St James’s, Bushy and Green all received fair to poor ratings for ‘number’ and ‘quality’. With respect to Bushy Park, a high 13% spontaneously mentioned that they would like more/better catering facilities. Toilets (Number of Toilets and Quality of Toilets): The ‘number of toilets’ is rated as fair in Greenwich and St James’s, but as poor in Green and especially Bushy Park. With respect to Bushy Park, a high 18% spontaneously mentioned that they would like more/better/cleaner toilets.

Summary of Findings (3 of 9): 

Summary of Findings (3 of 9) KPI PERFORMANCE RATINGS (IN-PARK VISITOR SURVEY) CONT’D Facilities for Children: Greenwich and Bushy Park score well in this respect, but St James’s and Green are rated as fair. Facilities for Adults: All four parks score well on this area. Sports Facilities (Number and Quality): Greenwich receives good scores on these areas, Bushy receives fair scores, and St James’s and Green receive poor scores. Seating: Greenwich scores highly on this aspect, while the scores for Bushy, St James’s and Green are satisfactory to good. With respect to Green Park, a high 11% spontaneously suggested ‘more seating’ as an improvement. The rating is significantly lower in Autumn in Green Park (after the deckchair service ends). KPI IMPORTANCE RATINGS (IN-PARK VISITOR SURVEY) Park Environment (Tidiness & Cleanliness, Upkeep and Peace & Quiet): ‘Tidiness and cleanliness’ and ‘upkeep of the park’ are rated as highly important and the most important areas in all 4 Parks. ‘Peace and quiet’ is slightly less important in the central parks St James’s and Green. Ease of Getting Around & Access: These aspects are equally rated as very important for all Parks.

Summary of Findings (4 of 9): 

Summary of Findings (4 of 9) KPI IMPORTANCE RATINGS (IN-PARK VISITOR SURVEY) CONT’D Toilets (Number of Toilets and Quality of Toilets): The ‘quality of toilets’ is rated as highly important in all four Parks. The ‘number of toilets’ is rated as highly important in Greenwich, and slightly less so in Bushy, St James’s and Green. Visibility & Friendliness of Park Staff: This aspect is rated as very important for Greenwich, and fairly important for Bushy, St James’s and Green. Information (Signposting & Maps, Information on Park Features): ‘Information on Features’ is rated very important for Greenwich and important for Bushy, St James’s and Green. ‘Signposting and Maps’ is considered slightly less important than ‘Information on Features’. Seating: This is seen as highly important in Greenwich, St James’s and Green, and slightly less so in Bushy. Catering (Number of Facilities, Quality of Facilities): The ‘quality’ is seen as more important than the ‘number’ across all four Parks. The quality is very important at Greenwich and quite important for Bushy, St James’s and Green. Facilities for Children: These are important at Greenwich and Bushy, but less important for St James’s and Green. Facilities for Adults: This aspect is quite important for Greenwich, but not very important for Bushy, St James’s and Green. Sports Facilities (Number and Quality): These are quite important for Greenwich , but not very important for Bushy, St James’s and Green.

Summary of Findings (5 of 9): 

Summary of Findings (5 of 9) AWARENESS OF WHAT THERE IS TO DO IN THE PARKS AMONG NON-VISITORS (TELEPHONE SURVEY) Awareness (unprompted) of what there is to do among Non-Visitors is not very high. Being aware of what the Parks have to offer is the main factor that could motivate people to visit them (when prompted by a list): between 39% and 50% mention this for each of the Parks. Greenwich: 41% could not recall anything about the Park and only 22% mention ‘historical buildings’ and an 13% the observatory. None mentioned any of the sports on offer. Bushy: 47% could not recall anything about it. The children’s playground was the highest mention (25%). St James’s: 59% could not recall anything about it. Only catering facilities was mentioned by more than 10% (18%). Green: 70% could not recall anything about it. It is recalled mainly for its footpaths (8%). KEY SUGGESTIONS FROM RESPONDENTS FOR IMPROVING THE PARKS Parking at Greenwich: this was spontaneously mentioned by 10% in the In-Park Survey. 25% also named this as a reason for not visiting Greenwich (when prompted in the Non-Visitors Telephone Survey). When prompted with a list, a high proportion of visitors would like to see Events or Activities in each of the four Parks (between 6 and 9 out of 10), especially at Greenwich (91%), less so at St James’s (60%) (in the In-Park Survey).

Summary of Findings (6 of 9): 

Summary of Findings (6 of 9) KEY SUGGESTIONS FROM RESPONDENTS FOR IMPROVING THE PARKS CONT’D Consistent with the KPI ratings, more/better/cleaner toilets at Bushy are spontaneously mentioned by a high 18% (in the In-park Survey). More seating at Bushy is spontaneously mentioned by 11% (in the In-Park Survey). Improved Catering Facilities at Bushy are spontaneously mentioned by 8% (in the Visitors Telephone Survey). Improved Safety. Whilst only a very small proportion rate the Parks as unsafe, a significant proportion (around 30%) rate the Parks as ‘quite safe’, as opposed to ‘very safe’ (in the Visitors Telephone Survey). Bushy is rated less safe than the other three. In the Non-Visitors Telephone Survey, a high 13% state they would not feel safe at Bushy. EVENTS AND ACTIVITIES CURRENT VISITORS WOULD LIKE TO SEE (IN-PARK SURVEY) A significant proportion of visitors at St James’s Park (40%) and at Green Park (24%), do not want to see any events or activities in the Park. Music Events and Concerts are the most requested events overall, wanted by a high 48% of those interviewed at Greenwich and about 35% of those at Bushy and Green (36% and 35% respectively), but only 18% at St James’s. (Open-air) Theatre Events are wanted by a high 41% for Greenwich, 31% for Bushy and 22% for Green (and only 11% for St James’s). Wildlife Events are requested by a high 45% of those interviewed at Bushy (the most requested event for this Park) and 31% at Greenwich. Children’s Events, Historical Events and Guided Walks/Talks are requested by around 25% of those in the Greenwich and Bushy surveys.

Summary of Findings (7 of 9): 

Summary of Findings (7 of 9) HOW NON-VISITORS COULD BE ENCOURAGED TO VISIT PARKS Around 75% of those interviewed spontaneously named at least one reason that could motivate them to visit the Parks. Moreover, between a 32% (Green) and 52% (Bushy) say they are extremely or fairly likely to visit the Park in the next year. Events and Activities are the most frequently mentioned reason (spontaneously) overall that could motivate people to visit the Parks, named by between 9% (Bushy) and 19% (Green) of non-visitors. The highest specific (spontaneous) Events and Activities mentioned are: Bushy and Green: Catering Facilities (around 10%) Greenwich: Activities for Children (13%) Green, Greenwich and St James’s: Music events/concerts (around 8%) When prompted with a list of ways of encouraging people to visit the Parks, many reasons receive high mentions: As previously mentioned, Knowing what there is to do in the Parks is the main mention (by between 39% and 50%) that could motivate people to visit the Parks. Parking is named as a key issue by between a 31% and 42%. If it were easier to get to/not so far is named by between 23% and 43% for each of the Parks. Improved toilets is mentioned by between 23% and 39% for each of the Parks. If I felt safe there is mentioned by between 19% and 26% (highest for Bushy).

Summary of Findings (8 of 9): 

Summary of Findings (8 of 9) EXTENT TO WHICH ROYAL PARKS IMPROVE QUALITY OF LIFE Both visitors and non-visitors agree strongly overall that the Parks improve the quality of life in their areas and in London as a whole. Only between 5% (Bushy and Green) and 11% (Greenwich) of Non-visitors disagree. DECISION TO VISIT PARKS When Decide to Visit Parks: Visits to the Parks are largely made on the day of the visit (by around 75%). The weather is an important factor for visits, especially for current non-visitors. It is less important for Greenwich and Bushy. Main reasons for visiting Parks: For fresh air, a walk and peace and quiet are the main reasons (in the In-park survey) for visiting the Parks, named by between 22% and 48% for the Parks. Going with friends/family is mentioned by around 20% at both Greenwich and St James’s (in the Visitor Telephone Survey). Bushy: To bring the children, walk the dog and exercise are key reasons, named by about between 21% and 33% (in the In-park Survey). St James’s and Green: As part of sightseeing, on way to visitor attraction are named by between 10% and 20%. Green and St James’s: As a shortcut is named by 37% for Green and 20% for St James’s. St James’s: To see the wildlife is named by 17%.

Summary of Findings (9 of 9): 

Summary of Findings (9 of 9) TIME AND LENGTH OF VISITS Seasons Parks are Visited: Around 50% of visitors interviewed (in Visitor Telephone Survey) claim to visit the Parks all year round and between 31% (Bushy) and 51% (St James’s) visit in Summer. Days, Times and Length of Visits Days: Bushy and Greenwich attract more visitors at weekends,while visits to St James’s and Green are more evenly spread across weekends and weekdays. Times: Most visits are made between 1pm and 6pm. Length of Visits: Stays are generally longer in Summer than Autumn. Visits to Green and St James’s are around 40 minutes to an hour. Visits to Greenwich and Bushy are around an hour and a half. PROFILE OF VISITORS AND NON-VISITORS Non-visitors of Bushy tend to be from a household with no children, which is consistent with the importance of visitors taking children there (especially for children’s playground).

Conclusions & Recommendations: 

Conclusions & Recommendations

Conclusions and Recommendations (1 of 3): 

Conclusions and Recommendations (1 of 3) PARK-WIDE PRIORITY AREAS Park Environment (Tidiness & Cleanliness, Upkeep and Peace & Quiet) is of paramount importance, and therefore it is important that the emphasis on these aspects is continued in order to maintain the high satisfaction scores. Toilets: Firstly, providing more toilets and improving condition of toilets is the highest priority for all four Parks. At Bushy and Greenwich, where length of visit is longest of all four Parks, this aspect emerges as particularly important. Higher Quality Catering Facilities are, after toilets, the next highest priority in all four Parks, but particularly so in Bushy and, to a lesser extent at St James’s. An increase in the standard of catering facilities (and advertising them) would probably increase use and therefore represent an opportunity/need to provide more facilities/ greater capacity. Increase Awareness of What There is to do in Parks: Given the low awareness of what the Parks have to offer amongst local (and presumably more distant) non-visitors, it seems clear that advertising the Park offerings could encourage current non-visitors, and frequency of visits. For Greenwich, the observatory and sports facilities could be advertised given low recall of these features; For Bushy, its ‘wildness’ and ‘wildlife’ features/events. Advertising any increase in safety in campaign would also be beneficial; For St James’s, advertising its proximity to key London attractions (Buckingham Palace), ‘Inn the Park’ and the wildlife; For Green, again the proximity to attractions, and ‘peace & quiet’ from a West End shopping trip, for example.

Conclusions and Recommendations (2 of 3): 

Conclusions and Recommendations (2 of 3) PARK-WIDE PRIORITY AREAS CONT’D Other Advertising Ideas: Exploiting the ‘Royal’ status of the Parks could be particularly attractive to overseas visitors; Given the very positive perception of the role of The Parks, advertising as ‘the lungs of London and for being tranquil/oases could be motivating.; The enjoyment of a fun, relaxed day outside with friends/ family; Offering and Advertising (More) Activities and Events could stimulate non-visitors to visit and greater frequency of visiting. Music events, concerts and theatre, particularly in Greenwich, Bushy and Green; Wildlife events at Bushy and Greenwich; Children's events, historical events and guided walks & talks at Greenwich and Bushy; Community focussed events at the provincial Parks, such as firework displays and Easter Egg hunts; Health benefits of walking. Increased Seating is an aspect that may result in higher visit satisfaction at all Parks, with the exception of Greenwich.

Conclusions and Recommendations (3 of 3): 

Conclusions and Recommendations (3 of 3) PARK-WIDE PRIORITY AREAS CONT’D Information on Park Features: These are priorities for improvement for Green and Greenwich, in particular. But we suggest improving these in all Parks to stimulate greater interest and repeat visits. We believe that providing information in key foreign languages (in the Central Parks) would also be important, as would a focus on the key places of interest within the vicinity of Parks. Improving Safety, especially at Bushy, and advertising this could attract more visitors. Increasing the visibility of staff would probably be the best way of addressing this issue. CCTV could be another option. PARK-SPECIFIC PRIORITY AREAS Greenwich: Increasing Parking capacity, and developing different tiers of tariffs depending on day of week/ season. Bushy Park: more dog litter bins and cleaning-up of dog mess on paths. St James’s and Green: Shops/Merchandising. Given the high proportion of overseas visitors to these Parks, and the importance of the Royal Parks to life in/ a visit to London, there is potential for a shop selling Royal Parks merchandise. Information on Park features and associations would help to stimulate interest. We would suggest conducting further research on this aspect.

In-park Visitor Survey: 

In-park Visitor Survey

Overall Rating of Parks: 

Overall Rating of Parks

Overall Rating – Summer & Autumn Combined: 

Overall Rating – Summer & Autumn Combined Base: All expressing an opinion at Greenwich (343), Bushy (330), St James’s (327); Green (342) Overall satisfaction levels at all four Parks is very high

KPI Performance Ratings: 

KPI Performance Ratings

Comparison of Parks on KPI Performance Ratings (1 of 2) : 

Comparison of Parks on KPI Performance Ratings (1 of 2) Park Environment Information & Staff Catering Base: All respondents in Summer and Autumn surveys combined expressing an opinion: Greenwich (min: 157, max: 341), Bushy (min: 148, max: 332), St James’s (min: 60, max: 324), Green (min: 41, max: 339)

KPI Ratings – Summer and Autumn Combined (1 of 2) : 

KPI Ratings – Summer and Autumn Combined (1 of 2)

Comparison of Parks on KPI Performance Ratings (2 of 2) : 

Other Facilities Ease of Getting Around Toilets Base: All respondents in Summer and Autumn surveys combined expressing an opinion: Greenwich (min: 157, max: 341), Bushy (min: 148, max: 332), St James’s (min: 60, max: 324), Green (min: 41, max: 339) Comparison of Parks on KPI Performance Ratings (2 of 2)

KPI Performance Ratings: Greenwich Park (1 of 2): 

KPI Performance Ratings: Greenwich Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 157, max: 341) All aspects of Park Environment are rated very highly and highest of all aspects. Accessibility is also rated very highly.

KPI Performance Ratings: Greenwich Park (2 of 2): 

KPI Performance Ratings: Greenwich Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 157, max: 341) Toilets and Sports Facilities are rated lowest of all, although these still achieve fair ratings. Visibility of staff receives a fair amount of criticism.

KPI Performance Ratings: Bushy Park (1 of 2): 

KPI Performance Ratings: Bushy Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 148, max: 332) Peace & Quiet is particularly highly rated. Ease of access and park maintenance is also very highly rated. Visibility of staff receives substantial criticism.

KPI Performance Ratings: Bushy Park (2 of 2): 

KPI Performance Ratings: Bushy Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 148, max: 332) The Number of Toilets receives the most criticism by far. Catering Facilities, Sports and Information also attract significant negativity

KPI Performance Ratings: St James’s Park (1 of 2) : 

KPI Performance Ratings: St James’s Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 60, max: 324) Upkeep is particularly highly rated. Accessibility and Tidiness are also highly rated.

KPI Performance Ratings: St James’s Park (2 of 2): 

KPI Performance Ratings: St James’s Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 60, max: 324) Sports Facilities attract most negative attention receives the most criticism by far. Quality of Catering and Number of Toilets are also criticised (but much less so)

KPI Performance Ratings: Green Park (1 of 2): 

KPI Performance Ratings: Green Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 41, max: 339) Accessibility is particularly highly rated. All aspects of Park Environment also attract very good scores. Info on Park Features receives some criticism.

KPI Performance Ratings: Green Park (2 of 2): 

KPI Performance Ratings: Green Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 41, max: 339) Number of Sports Facilities attract most negative attention, followed by Number of Toilets and Quality of Sports Facilities.

KPI Importance Ratings: 

KPI Importance Ratings

Comparison of Parks on KPI Importance Ratings (1 of 2) : 

Comparison of Parks on KPI Importance Ratings (1 of 2) Park Environment Information & Staff Catering Base: All respondents in Summer and Autumn surveys combined expressing an opinion: Greenwich (min: 262, max: 340), Bushy (min: 309, max: 331), St James’s (min: 224, max: 323), Green (min: 270, max: 342)

Comparison of Parks on KPI Importance Ratings (2 of 2) : 

Other Facilities Ease of Getting Around Toilets Base: All respondents in Summer and Autumn surveys combined expressing an opinion: Greenwich (min: 262, max: 340), Bushy (min: 309, max: 331), St James’s (min: 224, max: 323), Green (min: 270, max: 342) Comparison of Parks on KPI Importance Ratings (2 of 2)

KPI Importance Ratings: Greenwich Park (1 of 2): 

KPI Importance Ratings: Greenwich Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 262, max: 340) 8%

KPI Importance Ratings: Greenwich Park (2 of 2): 

KPI Importance Ratings: Greenwich Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 262, max: 340)

KPI Importance Ratings: Bushy Park (1 of 2): 

KPI Importance Ratings: Bushy Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 309, max: 331)

KPI Importance Ratings: Bushy Park (2 of 2): 

KPI Importance Ratings: Bushy Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 309, max: 331) 3%

KPI Importance Ratings: St James’s Park (1 of 2): 

KPI Importance Ratings: St James’s Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 224, max: 323)

KPI Importance Ratings: St James’s Park (2 of 2): 

KPI Importance Ratings: St James’s Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 224, max: 323)

KPI Importance Ratings: Green Park (1 of 2): 

KPI Importance Ratings: Green Park (1 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 270, max: 342)

KPI Importance Ratings: Green Park (2 of 2): 

KPI Importance Ratings: Green Park (2 of 2) Base: All respondents in Summer and Autumn surveys combined expressing an opinion (min: 270, max: 342) 38%

Strategy Matrices: 

Strategy Matrices

Slide51: 

Explanation of Strategy Matrices Strategy matrices are an effective way of identifying how KPI areas may be addressed, given both their importance and performance. The matrices plot importance (as stated by respondents) versus performance (satisfaction rated by respondents). The four quadrants of the matrix show which aspects of the Parks’ offerings could potentially: - be improved (Key Action Areas – top left) - be maintained (Maintain – top right) - be considered lower priorities (Lower Priorities – bottom left) - be considered for reallocation of resources (Consider Reallocation of Resources – bottom right)

Strategy Matrix – Greenwich Park : 

Strategy Matrix – Greenwich Park

Strategy Matrix – Bushy Park : 

Strategy Matrix – Bushy Park

Strategy Matrix – St James’s Park : 

Strategy Matrix – St James’s Park

Strategy Matrix – Green Park : 

Strategy Matrix – Green Park

Suggestions For Improvement : 

Suggestions For Improvement

Suggested Improvements To Parks (Unprompted): 

Suggested Improvements To Parks (Unprompted) Mentions over 3%

Educational or Cultural Events and Activities Would Like to See (Prompted with List): 

Educational or Cultural Events and Activities Would Like to See (Prompted with List) Base: Greenwich (344), Bushy (332), St James’s (327), Green (344). Top mentions only

Decision to Visit Parks : 

Decision to Visit Parks

Main Reasons for Visiting Park (Unprompted) – Summer and Autumn Combined: 

Main Reasons for Visiting Park (Unprompted) – Summer and Autumn Combined

Main Reasons for Visiting Park (Unprompted) – Summer and Autumn Combined: 

Main Reasons for Visiting Park (Unprompted) – Summer and Autumn Combined

Slide62: 

Base: Greenwich (344), Bushy (332), St James’s (327), Green (344) When Decision was Made to Visit Park – Summer and Autumn Combined 0% 0% The majority of visits are decided on the day and this decision appears relatively unrelated to the activities undertaken in the Parks

Average Length of Visit by Season : 

Average Length of Visit by Season Green Park Summer: 43 minutes Autumn: 36 minutes Bushy Park Summer: 1 hour 30 minutes Autumn: 1 hour 30 minutes St James’s Park Summer: 1 hour 13 minutes Autumn: 48 minutes Base: Summer: Base: Greenwich (197), Bushy (205), St James’s (189), Green (198). Autumn: Greenwich (147), Bushy (127), St James’s (138), Green (146)

Visitor Profile (In-park Survey): 

Visitor Profile (In-park Survey)

Slide65: 

Base: Greenwich (344), Bushy (332), St James’s (327), Green (344) Age Gender

Slide66: 

Base: Greenwich (344), Bushy (332), St James’s (327), Green (344) Ethnic Origin Social Grade

Slide67: 

Base: Greenwich (344), Bushy (332), St James’s (327), Green (344) Place of Residence 0% Base: All from outside UK - St James’s (123), Green (169) Region of Residence (Overseas Visitors Only)

Group Composition : 

Group Composition Base: Greenwich (344), Bushy (332), St James’s (327), Green (344)

Visitor Telephone Survey: 

Visitor Telephone Survey

Visiting Parks/ Other Places of Interest in London: 

Visiting Parks/ Other Places of Interest in London

Enjoyment of Visiting Parks/ Other Places of Interest in London: 

Enjoyment of Visiting Parks/ Other Places of Interest in London Base: Greenwich (101), Bushy (101), St. James (100), Green (100) All Users: Base: All users visiting Hyde Park (375), Kew (332), TofL (316), NHM (354), Tate (291), Tussaud’s (280) Enjoyment of the two provincial Parks is higher than for the two central Parks. Except for Green Park, the parks are enjoyed by the park visitors at least as much as the other places of interest except Kew Gardens.

Frequency of Visiting Parks/ Other Places of Interest in London: 

Frequency of Visiting Parks/ Other Places of Interest in London Base: All users (402) Base: Greenwich (101), Bushy (101), St. James (100), Green (100) All Users: The two provincial Parks are more frequently visited than the two central Parks.

Seasons Parks are Visited : 

Seasons Parks are Visited Base: Greenwich (101), Bushy (101), St. James (100), Green (100) Around half of users claim to visit ‘their’ park all year around (although more so for Bushy Park). Between a third and half visit in summer.

Day & Time Parks Are Visited: 

Day & Time Parks Are Visited Base: Greenwich (101), Bushy (101), St. James (100), Green (100) The two provincial Parks attract more users at weekends. However, St James’s and Green Park visits are more evenly spread across weekdays and weekends, but more likely to be visited in the afternoon on weekends

Reasons for Visiting and Ways ofEncouraging Visits: 

Reasons for Visiting and Ways of Encouraging Visits

Reasons for Visiting Parks (Unprompted): 

Reasons for Visiting Parks (Unprompted)

How Could Encourage Visitors to Visit Park More Often (Unprompted): 

How Could Encourage Visitors to Visit Park More Often (Unprompted)

Rating of How Parks Improve Quality of Life, Safety Rating, Influence of Weather and Mode of Transport: 

Rating of How Parks Improve Quality of Life, Safety Rating, Influence of Weather and Mode of Transport

Extent ‘Park’ Improves Quality of Life In The Area : 

Extent ‘Park’ Improves Quality of Life In The Area Base: All Excluding Don’t know: Greenwich (101), Bushy (101), St. James (97), Green (99) Very high agreement across all four Parks that they improve the quality of life in the area, and especially for the two provincial Parks. There is universal agreement that the nine Royal Parks improve life in London Extent 9 Royal Parks Improve Quality of Life in London Base: All excluding Don’t know across all 4 surveys (397) 100% agreement

Slide80: 

Perceptions of Safety All four Parks are considered to be safe places, although Bushy Park could possibly benefit from improvements in this area Base: Greenwich (101), Bushy (101), St. James (100), Green (100)

Slide81: 

Extent to Which Weather Influenced Decision To Visit Weather is an important factor for all Parks, especially the two Central Parks Base: Greenwich (101), Bushy (101), St. James (100), Green (100)

Means of Transport to Park: 

Means of Transport to Park Base: Greenwich (101), Bushy (101), St. James (100), Green (100) 0% 0% 0% 0% 0% 0% 0% The car is the main means of transport to the provincial Parks, whilst users predominantly take the bus to both Central Parks

Visitor Profile (Telephone Survey): 

Visitor Profile (Telephone Survey)

Slide84: 

Age Gender Base: Greenwich (101), Bushy (101), St James’s (100), Green (100)

Slide85: 

Base: Greenwich (344), Bushy (332), St James’s (327), Green (344) Ethnic Origin Social Grade 0% 0%

Slide86: 

Base: Greenwich (101), Bushy (101), St James’s (100), Green (100) Household Composition Age of Children in Household Base: All with 2 or more people per household: Greenwich (66), Bushy (83), St James’s (69), Green (55)

Non-Visitor Telephone Survey: 

Non-Visitor Telephone Survey

Likelihood of Visiting, Reasons for not Visiting and Ways of Encouraging Visits: 

Likelihood of Visiting, Reasons for not Visiting and Ways of Encouraging Visits

Likelihood of Visiting Parks in The Next 12 Months : 

Likelihood of Visiting Parks in The Next 12 Months Base: Greenwich (150), Bushy (150), St James’s (150), Green (151) Over half of those interviewed about Bushy Park claimed they are at least fairly likely to visit it. Around two fifths claim to visit Greenwich and St James’s. The lowest proportion is for Green Park with a third.

Reasons for Not Recently/ Never Visiting (Prompted): 

Reasons for Not Recently/ Never Visiting (Prompted)

How People Could be Encouraged to Visit the Parks (Unprompted): 

How People Could be Encouraged to Visit the Parks (Unprompted) Base: Greenwich (150), Bushy (150), St James’s (150), Green (151)

How People Could be Encouraged to Visit Parks (Prompted With a List): 

How People Could be Encouraged to Visit Parks (Prompted With a List)

Park Activities and Facilities, Rating of How Parks Improve Quality of Life and Influence of Weather: 

Park Activities and Facilities, Rating of How Parks Improve Quality of Life and Influence of Weather

Awareness of Activities, Places of Interest, Services and Facilities Offered at Parks: 

Awareness of Activities, Places of Interest, Services and Facilities Offered at Parks

Activities, Services & Facilities Would Like To See (Unprompted): 

Activities, Services & Facilities Would Like To See (Unprompted) Base: Greenwich (150), Bushy (150), St James’s (150), Green (151). Top mentions only

Agreement With Statement – ‘improves the quality of life in this area’ : 

Agreement With Statement – ‘improves the quality of life in this area’ Base: All except who don’t like going to parks: Greenwich (115), Bushy (129), St. James (118), Green (103) – excludes don’t knows

Extent to Which Weather Influences Decision To Visit: 

Extent to Which Weather Influences Decision To Visit Base: All except those who don’t like going to parks: Greenwich (136), Bushy (146), St James’s (145), Green (141)

Non-Visitor Profile (Telephone Survey): 

Non-Visitor Profile (Telephone Survey)

Slide99: 

Age Gender Base: Greenwich (150), Bushy (150), St James’s (150), Green (151)

Slide100: 

Ethnic Origin Social Grade Base: Greenwich (150), Bushy (150), St James’s (150), Green (151) 0%

Slide101: 

Household Composition Age of Children in Household Base: Greenwich (150), Bushy (150), St James’s (150), Green (151) Base: All with at least 2 people in household: Greenwich (101), Bushy (112), St James’s (88), Green (104)