The Long Walk Project at Hoghton Tower

Abstract

This report is manifested as a marketing plan that encompasses the scope of The Long Walk project at Hoghton Tower by particularly focusing on whether The Long Walk would be able to fund itself through the addition of features to the experience in order to attract paying visitors. This marketing plan will cover all elements of different marketing theories by applying them to the particular context of The Long Walk in order to conclude as to whether there exists a realistic viability for The Long Walk to fund its own maintenance. The marketing plan will be illustrated by images of The Long Walk, displays of marketing theories such as perceptual maps and matrices, as well as charts constructed to support the points made. The marketing plan for The Long Walk has been constructed according to a three-pronged scheme of options each of which differs in scale and funding requirements. The first of such options focuses on a purely Conservation-oriented Approach with minimal investment and almost entirely focused on the conservation of the area rather than the addition of features to attract greater numbers of paying visitors. The second of the three options is a Medium Investment Approach by Hoghton Tower with certain relatively low cost additions made to The Long Walk in order to attract visitors while the third option is a High Investment Approach which involves the construction of outbuildings with much greater scale than the previous two options.The practicality of each option diminishes the higher the investment for the project becomes, but by demonstrating these three options, a practical framework is provided to show the potential of The Long Walk area across a spectrum of ideas from small scale to large.

Keywords: Hoghton Tower, historic houses, business, cometan, lancashire, hoghton, preston, historic homes, historic house management, preservation, long walk