The Alnwick Garden
Tourism and hospitality
Bespoke system development.
Third-party system integration.
Users visited the booking platform
Revenue generated in 1 week
Tickets sold out
The Alnwick Garden is a popular visitor attraction adjacent to Alnwick Castle in the town of (you guessed it!..) Alnwick, England. The garden features the largest collection of European plants in the UK and the largest Japanese Cherry Orchard in the World.
And to increase their wow factor even more, Alnwick Garden has opened their doors to a brand new tourist attraction Lilidorei. The state of the art play structure is the largest in Europe and is sure to be a family favourite!
With the opening of its new attraction Lilidorei, Alnwick Garden were looking for a technology partner to develop a future proof online ticket booking platform.
The Alnwick Garden already had an online ticketing system, however, this system was created as a matter of urgency during COVID, and was no longer fit for purpose. Therefore, they approached Ultimate to help them design and build a quality, reliable ticketing solution. This new ticketing system would first be launched for Lilidorei and then rolled out for the gardens and the wider business.
During our three months of partnership, we worked closely with The Alnwick Gardens leadership and technical teams to ensure all needs were met from both an internal point of view and an external point of view. From these meetings we were able to gain valuable insight which allowed us to develop a new booking system that allowed users to reserve tickets in defined time slots all whilst allowing the Lilidorei at Alnwick Garden team the ability to manage visitor capacity.
As a not-for-profit, The Alnwick Garden relies on donations from visitors to continue their fantastic community work in Northumberland. For this reason it was important to The Alnwick Garden team that the agency in charge of developing the new ticketing system had expertise in UX design for not-for-profit organisations.
Having previously worked with clients such as The Air Ambulance Group and Chester Zoo, we used our previous expertise in this sector to design a clear, concise and emotive customer journey. We added clear messaging to communicate how the money from donations is spent, as well as including real life images of the community work. We also ensured eye-catching CTAs were placed in key steps of the customers journey.
Our single basket ticketing system needed to be able to seamlessly integrate with The Alnwick Garden’s back end technology platform, Access Gamma. Finding a technology partner who had previous experience with Access Gamma was highly important to The Alnwick Garden team as this new system needed to launch without a hitch.
Since launching the online ticketing system, we are now in phase two of our partnership, which will include introducing a basket with the ability to cross-sell between the different attractions at The Alnwick Gardens, as well as the option of purchasing “add-ons” to make a customers experience whilst at the attraction even more enjoyable.
Thank you to everyone at Ultimate who has worked tirelessly and round the clock to make this happen – your patience, tenacity and dedication has made this project happen!”
Strategic Head of Marketing and Communications
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