CHARLTON PARK ESTATE’S CHALLENGE

Diversification of a rural estate is nothing new, the path is well trodden, but can it still be as fruitful in the post Covid / Brexit market and what are the challenges to be faced?

With the sad passing of the 21st Earl of Suffolk and Berkshire the change in family patriarchy to the 22nd Earl of Suffolk and Berkshire presents the new Lord Suffolk and the Trustees with the opportunity to reconsider both the vision and mission for the Estate’s future.

Charlton Park Estate, like many similar estates, needs to adapt to survive. Can it unlock its 16th century historical legacy as a means to future proof the estate, but also learning from those who have gone before by opening the gates to promoters and showmen?

The 4,500-acre Estate, just a stone’s throw from the M4 nestled in the shadow of Malmesbury Abbey has been slowly embracing diversification for several years. Its farming business has historically been the backbone of the estate’s turnover, backed up with residential and commercial property rents. Events income by comparison has, up to now, been minimal. Most people know Charlton Park for its relationship with WOMAD – based at the park since 2017, which has thrived and expanded. Other smaller events using the park have come and gone.

Behind the scenes it is easy to think of the velvet slippered aristocrat nonchalantly reading Country Life with a bevy of Labradors by the Aga deciding if all the camping yurts should have a hot tub when the reality is a complex organisation straddling agriculture, residential lets and the host of compliance issues synonymous with running an estate business. Consideration must be given to who the customer might be and where to start. In the context of challenging market conditions caused by a cost-of-living crisis, the post pandemic reset and remaining uncertainty due to Brexit is it even possible to determine who your customer base might be and what projects to pursue? How much risk can be taken

And, consideration must be given to sustainability and the climate, as well as the need to support and include the local economy. All this, while also being mindful any aspect of your service can be reviewed anywhere on the internet at any time, given the instant reach of social media. It’s a huge consideration; can we do this well enough to meet

The Earl of Suffolk, the Trustees and the team at Charlton Park are grasping the nettle and beginning the first furtive steps towards a new future. By embracing the motto on the family coat of arms ‘Nous Maintiendros’, ‘We Will Maintain’, this diversification journey into both permanent and temporary events will surely secure the Estate for Charlton Park Estate has become a diversification case study in motion.