Case Study. Wells House & Gardens (Ulrich Rosler)

Size: px

Start display at page:

Download "Case Study. Wells House & Gardens (Ulrich Rosler)"

Melanie Woods
6 years ago
Views:

Case Study Local Action Group Case Study Title LEADER Project Number Wexford Local Development Wells House & Gardens (Ulrich Rosler) WEX000349 & WEX000415 LEADER Measure Total Eligible Costs

1 Case Study Local Action Group Case Study Title LEADER Project Number Wexford Local Development Wells House & Gardens (Ulrich Rosler) WEX & WEX LEADER Measure Total Eligible Costs WEX , WEX , Grant Aid Awarded WEX , WEX , Case Study Details WEX Farm Diversification into Non-Agricultural Activities WEX Conservation & Upgrading of the Rural Heritage Background to Wells House & Gardens Wells House is a substantial tudor-gothic country house and is a magnificent structure, widely regarded as an important component of the mid nineteenth century domestic architectural legacy of Co Wexford. Centrally located, midway between Gorey and Wexford town, the house which is a listed building of national importance, was designed and built for the Doyne family in the 1830 s by Daniel Robertson who was also the architect for both Johnstown Castle in Wexford and Powerscourt House in Wicklow. The estate is a working beef and tillage farm consisting of 450 acres which includes 100 acres of woodland. From the mid 1970 s up to 2006, Wells House was a key player in the tourism sector in North Wexford, being home to twenty self-catering chalets as well as a sports hall, bowling alley, restaurant and playground. This business was closed down following the death of the current owner s father. In 2011, the house and grounds came in to the ownership of Ulrich and Sabine Rosler. They knew that they were in possession of a unique piece of property and saw huge scope to develop Wells House and grounds as a major 1

2 tourist attraction for Co Wexford where people would have the freedom to relax, play, explore and discover. They approached Wexford Local Development (WLD) at this point to explore potential funding opportunities for the project under the LEADER Programme Given the scale and diversity of the owner s ideas for the property, a feasibility study for an integrated, quality tourism development carried out by an appropriate expert was deemed the best way forward. Feasibility Study This feasibility study was approved by the Board of WLD for grant 75% under the Farm Diversification into Non-Agricultural Activities Measure of the LEADER Programme. The study was completed by Wexford based consultants, Ennis & Co over a four month period. The study included a detailed examination of the range of proposed tourism offerings, as well as the market potential and segmentation of same. Its specific remit was agreed as follows: To examine the current physical assets at Wells. To conduct detailed market research into heritage, historic and garden tourism in Ireland and beyond. To explore the tourism potential of Wells House, its adjacent gardens and woodlands matched to the physical estate assets in the immediate vicinity of the house. To examine in detail, the planning, conservation and heritage protection considerations in developing Wells House and its environs as a flagship tourism attraction. To explored the possible funding route to deliver on the potential tourism development at Wells House. To draw conclusions from the research undertaken and the inputs of relevant experts. To develop a potential business format for sustainable heritage and garden based tourism offerings with all ancillary supports that would be commercially viable. The conclusion of the feasibility study was that Wells House and Gardens had potential to be a flagship tourism attraction for Co Wexford where heritage meets the present in stunning surroundings. The findings clearly identified the viability of this long term development which could have broad appeal to tourists, day trippers, gardeners, historians, craft and artisan food enthusiasts as well as school groups. The feasibility study established the optimum time-frame as well as potential funding strategies for the overall development, and has acted as an invaluable roadmap for the ongoing developments at Wells House & Gardens. The Flagship Tourism Development The feasibility study considered the potential of Wells House and its environs so extensive that a viable tourism development of the property would need to take place on a phased basis over a ten year period. Having spent almost 50k in advancing the project thus far through professional fees and purchase of some period fixtures and fittings for the house, the promoters were not in a position to fund the associated costs due to substantial inheritance taxes levied and paid to revenue in 2010 on the transfer of the estate from Ulrich Rosler s mother in that year. It was clear that the project could not be implemented with the support of LEADER. Therefore, to enable the plans to come to fruition, they sought LEADER grant aid from WLD for the costs associated with the implementation of the first phase of the development of what was considered a potential flagship tourism attraction for County Wexford. Following careful evaluation of the project proposal, the Board of WLD were fully supportive of the project which was compatible with the following priorities outlined in their Business Plan prepared for the delivery of the Rural Development Programme for Ireland : Priority B2: To support new business start-ups Priority C2: To develop new visitor attractions Priority C5: To develop flagship tourist attractions 2

3 Priority C6: To develop new and expand existing activity centres based on the counties natural resources Priority C11: To strengthen the county as a leading heritage destination Priority F7: To develop the strategic built heritage sites around the county Priority F8: To develop the rural community s built heritage Under the Conservation & Upgrading of the Rural Heritage Measure, grant aid was approved at the then prevailing rate of 50% of costs of Phase One works to include: Construction of a new visitor centre, installation of fire safety equipment, security alarm, CCTV & lighting Restoration of the original Elizabethan Woodland Walk (1.2km) to incorporate fun, natural interactive features. Restoration of the gardens at the rear of the house to their original mid 1800 s splendour. Works at the entrance to include signage, fencing and erection of an automatic fee-paying barrier. Installation of a new interactive children s playground in an area adjoining the restored gardens. Story board displays for house & grounds Professional services to include an architect, a specialist conservation engineer and heritage garden consultant. The Board of WLD were also mindful of Failte Ireland s view that Ireland s heritage is a key element of the broader tourism experience. It draws people here and is a significant part of what they enjoy once they are here. Two out of three visitors will go to a heritage site or visitor attraction during their stay. Their experience of it has an enormous impact on their overall satisfaction with Ireland. This view has influenced the focus of the Rosler s ongoing plans for Wells House as follows: To create a value for money day out where visitors will enjoy, remember, recommend and return. This vision is not driven by money, but by a desire to make this great asset available for everybody to enjoy. To share and respect the history, heritage and natural environment of Wells House and gardens with all visitors. To ensure that the operation of Wells House & Gardens as a tourist attraction will enhance the tourism infrastructure of County Wexford and the South East region, as well as the Built Heritage of Ireland.. As a result of contact with a descendant of the Doyne family, former owners of the estate, now living in UK, the Roslers gained possession of a treasure trove of Daniel Robertsons s original plans, drawings and sketches for the house and gardens from circa These works are unique and have been a huge asset in terms of restoring the house and particularly the gardens and walkways to their original splendour. They also form the basis of displays in the house. Expert archivists and historians have visited Wells House to catalogue these documents and assist in preparing the displays. From Dream to Reality in 11 months At the outset, the Rosler family had a vision to make their great asset available as a value for money day out which visitors would enjoy, remember and recommend to friends. Through hard work, determination and the support of WLD, Fáilte Ireland and Wexford County Council this vision became a reality in July 2012 when 3,600 people attended a Victorian Garden Party to celebrate the official opening. 3

Speaking at the opening ceremony, Tom Bermingham, Rural Development Officer with WLD commented that Through the LEADER Programme, Wexford Local Development provides grant aid to projects like Wells

What we have at Wells House is rural development at its best - Local people having the determination to make great things happen and at the same time helping the economy through much needed new job

4 Speaking at the opening ceremony, Tom Bermingham, Rural Development Officer with WLD commented that Through the LEADER Programme, Wexford Local Development provides grant aid to projects like Wells House & Gardens that will deliver social and economic benefits to rural areas and to their people. What we have at Wells House is rural development at its best - Local people having the determination to make great things happen and at the same time helping the economy through much needed new job creation. Support from the WLD LEADER Programme The support of WLD in implementing this flagship tourism project in North Wexford is much acknowledged and appreciated by the promoter. According to Sabine Rosler: This project would not have been able to go ahead without the funding and support provided by Wexford Local Development and we wish to thank them and the many others who helped us to make this dream a reality. The Rosler s admit to not fully appreciating the enormity of the project at the outset and found it challenging to comply with all the associated rules and regulations. They place enormous value on the feasibility study which continues to be their roadmap for ongoing developments. The finished product is steeped in history, full of character and alive with atmosphere, carefully preserved for present and future generations to enjoy. Three years later.the impact Thanks to effective marketing and planning and a packed calendar of quality events, visitor numbers have grown from 25,000 in 2012 to 98,500 in Indicators are that visitor numbers for 2015 will be in excess of 100,000 making it one of the most successful tourism attractions in the South East region. Meanwhile, the Rosler family continue to develop new attractions and events at Wells House & Gardens for the years ahead. 4

Job Creation When the project was approved for LEADER funding in March 2012, it had been envisaged that after three years of operation, 3 full time and 4 part time jobs would be created in addition

5 Job Creation When the project was approved for LEADER funding in March 2012, it had been envisaged that after three years of operation, 3 full time and 4 part time jobs would be created in addition to a number of seasonal jobs in other businesses operating at the site, such as archery, falconry and craft businesses. What has happened in the interim period between July 2012 and October 2015 is quite extraordinary and has had hugely positive and much needed benefits for the local and wider economy of the region. The project has many positive benefits for the economy of the local community, including job creation, adding to the tourism infrastructure and creating opportunities for a host of other service businesses in the region. Currently, Wells House & Gardens provides 37 jobs while an additional 14 jobs have been created in other on-site businesses to include the craft courtyard and archery. Applying the UK World Travel & Tourism Council (WTTC) multiplier measurements, It is conservatively estimated that the additional economic benefit to the area is the equivalent of 23 further jobs. As an example of the unseen economic benefits, the ongoing woodland walk and parterre garden development in 2015 has resulted in an outlay of 100,000 to local contractors. For the Visitor The Rosler s have always been conscious that value for money is of utmost importance to visitors, therefore an appropriate pricing strategy has been prepared. Entrance to Wells House & Gardens is via an automatic coin operated barrier on the Great Avenue, with a fee per car currently set at For tour buses & minibuses, the charge is by pre-arrangement. Visitors can enjoy the Lady Francis Woodland walks, the unique craft village, the restored terrace gardens & farm to fork restaurant, the interactive play areas, the wildlife sanctuary, the geocaching treasure hunt as well as a range of seasonal themed events and activities. The old stables at Wells House have been converted into a welcoming Craft Courtyard that is fast building a reputation for quality. The development of Wexford s first craft village is highly innovative and a welcome addition to the creative industries sector in the county For an additional fee, vvisitors can avail of the popular woodland archery centre as well as guided tours around the splendour of the ground floor of Wells House, with its spectacular Versailles Room, The Lady Frances Room, The Daniel Robertson Room, The Library Room, and the Dining Room, and hear the guide speak of what it was like to live or work at Wells and the surrounding area in the mid 1800 s. Wells House & Gardens is open all year round with a host of themed events running throughout the year ranging from open air theatre to classic car shows, antique roadshows, Halloween tours and Santa s Great Victorian Christmas. They have become a nationally recognised brand through hard work and determination coupled with a reputation based on quality affordability and ongoing development. 5

6 Themed Events Sample The business works in close collaboration with key stakeholder groupings such as Failte Ireland and Visit Wexford Tourism Network and are active members of the LEADER funded Wexford Heritage Trail & Wexford Garden Trail. Visitors Map of Wells House & Gardens 6

Award Winning Business The success of the Wells House & Gardens project has been acknowledged through the following awards achieved during their first three years in operation: Finalist in the

Voted Best Family Day Out by Today FM Radio listeners 2015 Listed 4 th place in the Top Ten Family Days Out in Ireland by ALDI customers in 2015.

7 Award Winning Business The success of the Wells House & Gardens project has been acknowledged through the following awards achieved during their first three years in operation: Finalist in the inaugural Irish Tourism Industry Awards 2015 Best Leisure Innovation category. Winner North Wexford Tourism Award 2014 & Voted Best Family Day Out by Today FM Radio listeners 2015 Listed 4 th place in the Top Ten Family Days Out in Ireland by ALDI customers in Winner WLD Rural Tourism Award 2014 Winner of Agri-Innovation Award at The FBD Women & Agriculture Awards October 2015 The Rosler family are to be complimented for their vision and determination to succeed beyond all expectations in delivering a quality tourism attraction focusing on heritage meeting the present. Photographs on the following pages give an overview of the work that has been carried out. Through the LEADER Programme, WLD are delighted to have been able to support the establishment of Wells House & Gardens as a highly innovative and a welcome addition to the tourist attractions in Co Wexford. It is a project of which both WLD and the LEADER Programme can be rightly proud. More information can be found at and 7

8 Before. 8

9 After.. 9

10 10

Contact name Contact job title Contact email Tom Bermingham

11 Contact name Contact job title Contact Tom Bermingham Enterprise Officer, Wexford Local Development 11

WELLS HOUSE & GARDENS

WELLS HOUSE & GARDENS Located 18km from Gorey, Co Wexford Inherited the property in early 2011 Opened to the public July 2012 The start of the project Feasibility study carried out by Tony Ennis from Ennis