Based in Penrith, Cumbria, Lowther is a castle ruin with a museum experience telling the story of the site, together with extensive estate, gardens and woodland. And they are achieving what most museums dream of: a quality heritage offer combined with an equally outstanding family offer.
A couple of years ago, in the heart of the wooded estate, they constructed one of the largest adventure playgrounds in the country. Dubbed the Lost Castle it’s an architectural feat – mirroring the real castle – and is like nothing I had seen or experienced when I visited with my brother and his family.
First of all it is immense! A maze of steps, gateways, ramps, climbing ropes, turrets, viewpoints and slides. A zipwire. A climbing wall. An under-5s area. There’s risk (risk is good! it enables learning and team work), it’s multi-sensory and not surprising: there are as many adults running around as children.
Foolishly, my husband and I had brought our dogs – which are not allowed in the playground. So, we retreated from the Lost Castle for coffees. As we walked back through the grounds, my husband commented:
“The heritage offer here is high quality, like, what you’d expect from a national museum… but the adventure playground is unparalleled. And it’s absolutely essential.”
Now, here the sucker punch for museum readers. It was heaving with visitors but it’s not free entry. If memory serves, my brother’s family ticket (2 adults, 2 kids) was £25. I sat in the courtyard café and watched families from all walks of life join the queue for tickets. And here’s why:
- Families know they are welcome. The family offer is central to the Lowther Castle experience. It’s not relegated to the fringes or tucked away in a corner.
- Families know what they’re getting for the price of admission. The family offer is well communicated across the entire site (including the website – not tucked away on it’s own page, 3 clicks from the homepage).
- They know the whole family are going to have a great, fun day out – and people value that (and will pay for it even if it means saving up!).
- It’s a big site so families know they can make a full day of it (equating to value for money).
- Picnics are allowed so if the cost of admission is a stretch, packed lunches are permitted.
- Parking is free.