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Case Studies > Diversification and the Community

Archerfield Walled Garden


Case Study Diversification and the Community Archerfield Walled Garden www.helpingithappen.co.uk
Case Study Diversification and the Community Since opening in 2002 Archerfield Walled Garden's café, foodmarket, shop and brewery continue to grow in both reputation and popularity.

Over the last 2 years, there has been significant focus on locality, community engagement, communication and quality. Over 90% of product was changed in the Foodmarket and Shop, with local producers at the heart of this.

A new website and social media strategy has brought huge rewards in lower advertising costs yet increased popularity. A range of diverse events across the estate has had huge impact on footfall to the destination and has delivered impressive results. Sales in 2017 were double those of 2016.

It’s the diversity of the offer that has driven such success, most notably two of East Lothian's biggest events of 2017 - 'A Christmas Fairy Trail' and 'Canteen Street Food Festival by Rogue Village'.

'A Christmas Fairy Trail', showing over 3 weeks in December, the light show in Archerfield Woods focussed on creative lighting, people interaction and dance performance. Delivering huge success in this its first year, the event brought over 7000 visitors in just 3 weeks to the spellbinding family attraction.

'Canteen Street Food Festival' has set up home in Archerfield Walled Garden on the last Saturday of every month from March to September. Brought by Rogue Village (an East Lothian Events Co.) the event showcases 12 street food traders in the courtyard, with a DJ and one off special performances. the event averaged 1200 visitors on each of the days and has become a hot topic in the county.

It's true the business diversity of the estate in the last 2 years has been impressive, however at the heart of Archerfield Walled Garden's business ethos is community. The Fairy Trail in Archerfield Woods was created in 2016, open 7 days a week and was deliberately set up as a free attraction. Somewhere families could bring and open up the imagination of their kids at no cost. In addition to this, 5k and 10k races are a regular occurrence in the estate generating much needed funds for local charities.

Charity is also a focus at all Archerfield events where there have been donation boxes set up on key elements such as the wishing frame at A Christmas Fairy Trail, where kids can made a donation to make a wish on the animated screen. Giant raffled Easter eggs, £0.50 from every burger sold and cake sales initiatives have all formed part of the charitable focus. Over the coming years, Archerfield Estate will continue to diversify and grow as a business with community engagement and locality at its heart.
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