The Challenge.

Durdle Door Holiday Home Park is an established 400 plot caravan park making up a part of the successful Lulworth Country Estate in Dorset. Famed for its Jurassic Coast, Lulworth Castle and the Camp Bestival Festival, this was already a popular destination for visitors, however growth in home-based holidays meant that the estate wished to elevate the Holiday Park’s profile within its portfolio.

Already a bustling business, James McAllister was commissioned to give the park a health check and recommend ways to increase both capacity and profitability for investment. The initial consultancy was to last for three months, but was extended to nine months in order to continue the upswing in development that the park saw almost as soon as James McAllister came aboard.

The Solutions.

Taking on the role of temporary general management, James McAllister Leisure began with evaluating the business and establishing a new marketing plan and budget for 2017. The initial remit to recruit new staff was soon extended to training and setting up incentives and benefits for the sales, bookings and customer care teams.

We introduced new site rules and a site fees increase which we implemented for new sales and within the boundaries of existing BH&HPA pitch agreements.

The holiday home rentals were increased, as were the holiday home sales after market consultation and testing. In both sectors, an increase in the profit margins combined with increased sales saw revenue jump significantly.

This opened the opportunity to expand the park, and James McAllister Leisure were able to guide and advise the park through budgeting, planning, redevelopment, moving and planting and installing major roadways. We were also able to introduce the estate to contractors with an established relationship, passing on favourable rates and experience.