Management Issues in Primrose Hill - Example

Destination Planning and Management Name: Tutor: Subject: Date: Table of Contents Introduction 3 Destination Management Organization Board 4 Management Issues in the Primrose Hill 5 Marketing 6 Marketing Strategies 6 Environmental Improvement 7 Events 8 Accessibility in the Park 9 Customer Care 10 Action and Accountability 11 Conclusion 11 Introduction Primrose Hill is a people’s park, an attractive site that is located in the northern side of Regent’s Park in London. The management, London borough of Camden, has focused on improving Primrose Hill. The destination long-term vision of the Primrose Hill is to conserve the separate, distinct and complementary characters. The conservation of the essential heritage aspects marks the central vision of the Primrose Hill. Furthermore, London borough of Camden is focused on conservation of historical ambience and of course enhancing their contribution to the environmental quality of London as a whole. The management of Primrose Hill has also focused on designing a short term vision for the Park. The short term vision is to conserve and enhance the existing landscape. The management is focusing on implementing these changes because change is inevitable to wear and tear of fabric and facilities. The London borough of Camden is also implementing this vision because there is a need of renewing the living components of parklands because their life cycle is short(Primrose Hill, 2014). This is vision is essential for the park because it helps in conserving the historic landscape and at the same time ensuring the current and the potential users are satisfied with the services they receive. Primrose Hill generates its income from various sources. These sources include self-generated income, lottery grants and funding voted with the government. Self-generated income is any other income apart from lottery grants. The self generated income include the income receive from commercial activities and grant funding from various activities. The sources of commercial income are comprised of income from catering, fees from events, car parking, rents and licenses. Primrose Hill has been awarded various grants for restoration purposes. This has been a great income for the park because they are used for long term improvement of park features. Every financial year, the relevant department allocates some funds for development purposes. This allocation is done every financial year. All these are the incomes for the Primrose Hill. The management uses these resources to carry out their programs such as advertisement, renovations and payment of salaries and wages. Destination Management Organization Board The Chief Executive and the Director of the Park are usually appointed by the department of culture and Sports. The appointed chief executive officer is oblique by the law to report directly to the minister responsible for the royal parks. On the other hand, the director of the Primrose Hill is supposed to report to the appointed chief executive officer. The director is also a member of the senior management team and his role is overseeing and part of the decision making panel of the park. The director is proactive and active in working with other organization while the manager is responsible for the entire management of the Primrose Hill. The manager works on a daily basis with the assistant manager together with the contractors to ensure that the park maintain at the high standard that is required and expected. They are also responsible and key players in identification of the of the projects, restoration work, and securing funding. This is a requirement of the external funding agencies and of course from the central royal park’s fund. Park manager works with two assistant park managers in order to ensure that everything is contact in the right manner. The park manager must report to the director of the park and he ensure that he adapts the changing needs of the customers. The park needs to relevant and conforms to the changing needs of the tourist. The park should be very attractive and modern. The park manager works with other royal park managers in implementing and developing Royal Parks’ Policy. The implementation of the Royal Park’s policy is analyzed in details during the meeting held by the manager of the park. This meeting is held on a monthly basis. Assistant managers assist the manager in managing the affairs of the park. They handle the delegated responsibilities for different sectors within the park and has specific duties for the park. These managers communicate directly with the contractors concerning the project that are required within a certain period of time, the terms of those contracts and even adjusting programs of the work. In addition to this, the assistant managers of the park provide useful contacts of the volunteers, general public, friends group and other groups that involve with the activities of the park. These assistant managers also help in planning and organizing small scale based events. Management Issues in the Primrose Hill There are various management issues that are required to be handled professionally. They are critical to the park because it affects both the management and the visitors who are visiting the park. Some of these management issues include the following; a) Environmental sustainability b) A welcoming place c) Litter cleanliness and vandalism d) Conservation of heritage and nature e) Health, safety and security f) Community involvement g) Maintenance of equipments, building and landscape Marketing The target market for the place is much wider. The marketing team of Primrose Hill Park is targeting visitors across the world. The park is very attractive to the tourist because of new features in the park. The managers together with the contractors are frequently changing and designing stuff that are intended to entertain tourists. The Primrose Hill Park is very attractive because the place has everything, including accommodation for the tourist who are coming from other countries. There are well established restaurants that are charging affordable prices. Besides, the park has spacious parking, adequate security. The tourists are very secure because there are well trained customer care all over the place. There are many customer care agents that are there to direct visitors to the various sites they are visiting within the park. Marketing Strategies The marketing department of the Primrose Hill Park is working hard to ensure that they market the park effectively. Some of the strategies they use in marketing the park include constant improvement of the Royal Park website. This is essential because many people all over the world are assessing the site before making the decision of visiting the place. Marketers are also producing new leaflets and updating them so that the customers can easily interpret their information. There are strategies of reaching complex customers. These strategies include working on long term initiatives; such as developing a mailing list and talking to tourist directly. With this strategy, it is simple to engage a tourist permanently through membership schemes. Marketers are also focusing on engaging communities through sporting activities. This is an effective strategy because communities will be meeting at interval of certain periods in the Royal Park. There are various sporting facilities that are offered by the Royal Park. This helps in improving the image of the Park and positioning the Park effectively in the market. Customers will feel part of the company when they are given sporting facilities for free. In fact will offer referrals to other potential customers because they are satisfied with the services they are receiving from the company (The Guardian, 2014). Environmental Improvement The Royal Park works on maintaining the environment as per the requirement of the ISO 14001standards. They follow these standards because it is a law and furthermore, the Royal Park wants to comply with the environmental legislation at the same time, they want to continually improve the environment within the region. The management of the Primrose Hill Park has set up a Green Housekeeping Committee with the aim of reducing their impact on local and wider environment. With the aiming of ensuring that the environment remains clean at all, the mayor of London has introduced various strategies such as promoting cycling because it is the healthiest form of transport. The mayor also focusing on facilitating new routes for younger cyclists. The mayor is focused on balancing the need of visitors and at the same time working on maintaining safe routes for the cyclist. The resident relation is great in the Primrose Hill Park. The management is in a position to manage positive relation among the residents. The main strategies they use is involved in corporate social responsibilities such as financing social games among the residents. There are programs that help in bringing people together. Social games will help in bringing different communities together. This will defiantly improve the relationship of people. There is also sharing of ideas and developing mutual relationship among people. Social competition such as tournament are part of the strategy of improving the relations of the residents within the region (Regenets Park and Primrose Hill, 2013). Events There are various events in the Royals Park aiming at different classes of tourist. Every event is vital for the park because it acts as a marketing tool. The events are designed to satisfy the targeted visitors so that they can offer referral to other potential visitors. Some of the events that are there in the Primrose Hill Park include the following a) Frieze Art Fair b) Camden Green Fair c) Small scale cultural musical and art events d) Taste of London food fair e) Park base events, e.g., walks and talks f) The innocent village Fete g) Royal Park events, entertainment program h) Children program and summer program All these events are there for entertainment purposes. However, every event has a specific purpose. For example, Frieze Art Fair aimed at involving visitors who are visiting the park. The other events are there to provide a diverse range of experience to the visitors who are visiting the place. The place is fun and enjoyable, it suite all classes of visitors. The most targeted customers in this place are the newly married couple though other categories are also targeted. Besides, the park has entertainment programs that are designed for children. The managers together with contractors has designer and adopt All the entertainment equipments. This was basically done so as to entertain all the visitors The provision of information concerning the Royal Park is done on various aspects. The advertising agencies are using all forms of communication to ensure that the message is passed correctly and to the right person. The means of providing information to the target clients will also depend on the nature information, purpose of the information and the clients who are targeted. This is essential because it will ensure that the customers are receiving the right information at the right time (The Guardian, 2014). It is essential to have the appropriate channel when communicating with certain people. Furthermore, communication is vital because it will ensure that the complaints and question are handled in the most appropriate manner. Visitors in the park are the most respected clients because they generate incomes that are used to carry out daily activities. Accessibility in the Park The manager together with the assistant managers has made most of the park to be accessible to the public. However, there are restricted places in the park. These restricted places are as follows; a) The working areas (in the Primrose Hill) such as the storeyard, Nursery compound, leaf yard and Capel Manor out Centre. b) Wildlife Sanctuary including areas that areas fenced There are also areas that are leased and it is only accessible by the paying members of the public. These places include Open Air Theater and the Zoological Gardens. There are also private sites that are not accessible to the public. it is a restricted area. Only authorized staff members are allowed to access the place. These places include: a) St. John Lodge b) Winfield House c) Regents College d) The Holmes People with disabilities are taken care of by the staff members. Blind and deaf people are assisted by the staff while walking around the Royal Park. There are places restricted to this group and can only access them when permitted by the management. Customer Care The customer care agents are trained so that they can be able to offer quality services. The company’s goals are to maintain customer satisfaction at above 90%. This is very much essential because customers are very sensitive with the services they receive. It is the management policy to train customer care agents to ensure that they possess relevant skills and knowledge in order to handle customers’ complaints effectively. The policy also requires that the customer care agents should be trained to be familiar with various cultures so that they can handle people from different places of the world. The park receives many customers across the world whose cultures and backgrounds are different. Action and Accountability The overall quality and performance of the entire sectors in the park are monitored by the ‘Independent Assessment of Soft Landscape Quality’. This is an independent assessor who visit the park twice a year. They normally write a report depending on their assessment and judgment. The criteria of awarding max depend on the assessors. Park manager is accountable for the actions that are taking place in the park(The Guardian, 2014). The feedback collected from the visitors and the number of people visiting the park is some of the measures that are used to determine whether the park is achieving the desired goals and objectives. Data collected in different years compared so that the conclusion can be reached. It is essential to analyze this information so that the strategies that are not working can be dropped. Conclusion Analysis indicates that the number of visitors visiting the park is increasing as compared with the previous years. This is due to the changing events and climate that has made the site to be attractive. It is also evident that the marketers are working hard to ensure that the park is known to many people as much as possible. The key factor that needs to be emphasized is the customer care services that are offered to the customer Reference Primrose Hill (2014). Primrose hill: A guide to the village. Accessed on 21 March 2014 from http://www.primrosehill.com/ Primrose Hill (2014). Primrose Hill. Accessed on 21 March 2014 from http://www.londontown.com/LondonInformation/Attraction/Primrose_Hill/e0b7/ Regenets Park and Primrose Hill (2013). Regents Park and Primrose Hill. Accessed on 21 Msrch 2014 from http://www.visitlondon.com/things-to-do/place/607119-regents-park-and-primrose-hill The Guardian (2014). Walking roué: Regent’s Park, Primrose Hill, London. Accesed on 21 Macrh 2014 from http://www.theguardian.com/travel/2010/jan/11/walk-guide-regents-park-london Read More