“I have been encouraged to hear of all the exciting progress at Leeds Castle during this year.
It was wonderful to see the changes in the Castle on my visit in Autumn 2022, as well as meeting so many of the inspiring staff and volunteers in person.
I have fond memories of my visits to the Castle over many decades and am delighted to see this precious place develop in fascinating new directions.
I send my very best wishes to everyone on the team at Leeds Castle, both now and in the future.”
HRH Princess Alexandra
A message from our CEO
We are delighted to welcome you to the 2023-24 Leeds Castle Foundation Annual Report.
We have made good progress against our strategic priorities during this period.
We are delighted with this year’s investments in the visitor experience, which include a new multilingual multimedia guide telling the 900-year story of the Castle, three new slides in the playground, a pop-up beach, and a number of popular large-scale events, including the Queen’s Joust, Christmas Lights Trail, and Narnia Christmas at the Castle.
It was wonderful to have our efforts recognised with the accolade of Large Visitor Attraction of the Year Silver Award at the Beautiful South Tourism Awards.
Our accommodation portfolio was invigorated by the launch of innovative new Lakeside Lodges, featuring star-gazing roofs, outdoor baths and panoramic views over the Great Water.
We were also pleased to welcome our new catering partner, Graysons, who are focusing on strengthening our food offer, delivering excellent service and increasing the sourcing of local produce.
Like many heritage sites, the COVID-19 pandemic and subsequent Cost-of-Living crisis have caused significant financial challenges for the Foundation, with visitor numbers still considerably lower than pre-pandemic levels.
and Chair of Trustees
While intensive work continues to attract guests back, significant efforts are also underway to establish our external fundraising operation to support our conservation and access work.
We are pleased that this has already seen success with the award of a £225,000 Resilience Grant from the National Lottery Heritage Fund. These essential funds will support an engineers’ study on energy efficiency and potential renewables, a hospitality business development strategy, green transport measures, a Carbon Footprint and Path to Net Zero study, and a full estate access audit to identify improvements to on-site access.
A key part of this Resilience work was research into how Leeds Castle can support community groups, who may face barriers in accessing the Estate. This research has been both enlightening and inspiring, with the provision of green space and the resulting enhanced wellbeing identified as key opportunities.
In 2024, we will begin pilot programmes to welcome community groups to the Estate, building our knowledge as we develop future audience development strategies.
We look forward to another busy year!
Ros Kerslake Chair of Trustees, Leeds Castle Foundation
Helen Bonser-Wilton Chief Executive, Leeds Castle Foundation
399,604 79,667 Overseas visitors
Day visitors
3,202
Multimedia guides used by groups
£74 million
£225,000 Raised from National Lottery Heritage Fund
Contributed to the local and regional economy 270 School group visits
27
Students took part in our PAYE Skills Day Workshop
72,375
Followers on Facebook
106,805
People attended ticketed events
11,500 Students visited
The Trustees’ Report provides a short history of Leeds Castle and a summary of the strategy and performance of the Leeds Castle Foundation, a not-for-profit charity responsible for preserving and maintaining Leeds Castle for public benefit.
Leeds Castle is a stunning 900-year-old Grade I listed moated castle set in 900 acres, including 500 acres of listed parkland, in the beautiful Kent countryside.
As a thriving cultural and educational destination, Leeds Castle plays an important role in the local community. It is a nationally significant historic landscape and a green lung, providing wellbeing in the heart of an intensively developed region.
The Castle’s rich and fascinating history includes serving as a residence for six of England’s medieval queens before its transformation into a glamorous 1930s country house retreat for the influential and famous under the ownership of Anglo-American heiress Lady Olive Baillie. Leeds Castle is renowned for its remarkable architecture, the exquisite interiors designed by Stéphane Boudin and Armand-Albert Rateau, and its unique 20th-century social history.
When Lady Baillie left the castle and estate to the Leeds Castle Foundation in 1974, she wished for it to remain a place where people could gather, be entertained, and enjoy the land, rather than becoming a museum. The Foundation continues to honour this vision by bringing people together, fostering a sense of community, and providing opportunities for enjoyment, experiences, and learning.
In recent years, Leeds Castle has welcomed over 420,000 visitors each year, including accommodation and function guests. The estate features not only the Castle but also four gardens, a maze and underground grotto, three adventure playgrounds, a Birds of Prey Centre, a wildlife garden, the Black Swan Ferry, Elsie the Land Train, a historic nine-hole golf course, and a cricket club. It is also home to eight breeds of bats, numerous species of wildfowl, and a diverse array of wild birds.
Leeds Castle remains a working estate committed to sustainability, wildlife conservation, and the protection of the natural environment.
the big picture
Our vision
To be the South’s top heritage destination for relaxation, hospitality and experiences that surprise and delight.
Our mission
To care for Leeds Castle and its estate forever, for public benefit.
In order to deliver our Mission and Vision, the Leeds Castle Foundation has agreed on a set of four strategic priorities to help us deliver our charitable objectives, while growing our community engagement, improving environmental stability, and ensuring an excellent experience for all.
welcome & engage
To offer an excellent, inclusive welcome to all guests, volunteers, staff, and the local community, inspiring visitors of all ages.
Nurture & Care
To preserve and nurture the Castle and its estate for the benefit of current and future generations.
surprise & delight
To provide an enjoyable and authentic experience, surprising and delighting every visitor.
grow & develop
To progress towards our ultimate goals of Net Zero Carbon, enhancing biodiversity, securing financial sustainability, and growing our reputation as a leading heritage attraction for the whole community.
Square metres of wildflower meadow planted 2,665
15 Beehives installed
1978 Carers tickets provided free of charge
20,000 Snowdrops bulbs planted
85,107
People attended our 2023 Christmas Lights at Leeds Castle
28
Free visits by local schools
“I had a great time at Leeds Castle seeing Narnia at Christmas. The Castle looked very Christmassy, and the decorations were stunning! Well done Leeds Castle, I had a great time.”
Day Visitor, December 2023
summary of activity
The Foundation has been implementing a financial turnaround programme since the pandemic. During the 2023-24 period, we were pleased to see a year-on-year increase of 37,000 day visitors, driven largely by the success of value-added events, most notably the Christmas daytime offer, Narnia Christmas at the Castle, which doubled visitor numbers compared to the previous year.
Retail profit grew by 23% ahead of budget, driven by significant improvements in product range selection and an enhanced display environment.
Midway through the year, we transitioned to Graysons as our catering provider, resulting in improved quality and higher customer satisfaction levels.
Accommodation exceeded budget expectations and is positioned for further growth following the introduction of four new luxury Lakeside Lodges in December 2023.
The hospitality business faced challenges due to the cost-of-living crisis, which impacted consumer disposable income. However, product development and increased marketing efforts are expected to drive future growth in this area.
Ticketed events were nearly 30% ahead of budget, driven by the growth in sales of the Christmas Lights at Leeds Castle event.
The Foundation has been expanding its efforts to attract external funding, and we were delighted to secure a £225,000 grant from the National Lottery Heritage Fund to enhance organisational resilience and financial sustainability.
While overall incoming resources increased significantly year on year, higher costs resulted in a relatively small surplus and a loss (better than budgeted) after exceptional items.
Activity Highlights
lakeside lodges
In late 2023, we launched our new Lakeside Lodges, offering a truly unique and unforgettable experience with breathtaking views overlooking the Great Water. The four lodges provide an exceptional level of comfort, tranquillity, and premium accommodation.
Designed by Koto Design Ltd, the Lodges are a harmonious fusion of aesthetics, functionality, and eco-consciousness. Sustainable materials,
including responsibly sourced timber and energy-efficient glass panels, were carefully selected to ensure both durability and minimal environmental impact. Thoughtfully designed features, such as skylights for star-gazing and secluded terraces for outdoor bathing, blend seamlessly with the natural surroundings, creating a perfect balance between luxury and environmental responsibility.
Biodiversity and Environment
The Estate requires ongoing attention to maintain its condition and care for the wildlife that calls it home, including our Bird of Prey Centre, eight species of bats, many wildfowl, and a wide variety of wild birds. There are also many veteran trees on the Estate, such as Red Oak, ancient Horse Chestnuts, and Lynxwood Beech, which support the natural biodiversity. In 2023, we made the following progress:
• We planted 2,665 square metres of new wildflower meadow, aiming to provide a habitat for local wildlife, promote biodiversity, and offer an aesthetically pleasing space for our visitors and community to enjoy and relax.
• Three Mottled Owl hatchlings took up
residence on the Estate, as did nine Egyptian goslings. This marks the first time that Egyptian Geese have bred at Leeds Castle, adding a new chapter to the Castle’s commitment to conservation and wildlife protection.
• 15 new beehives were installed, and over half a million bees were rehomed.
• Our volunteers replaced all of our old Tawny Owl boxes with new recycled plastic boxes.
• 20,000 Snowdrop bulbs were planted to provide valuable pollen during the harsher winter months.
Skills Workshops
Paye Stonework & Restoration has a long-standing relationship with Leeds Castle, having successfully completed multiple phases of repair work on the Castle. Their efforts have not only preserved the Castle but also helped us engage with the local community on heritage skills.
As part of our collaboration, PAYE has delivered a series of stonemasonry masterclasses for local school students, offering them a rare opportunity to learn about the craftsmanship required to maintain our built heritage.
Together, our aim is to inspire the young people taking part to take up a traditional trade or pursue a career in stonemasonry, and to give those who don’t, a better understanding of the UK’s built heritage.
Matt Kember, Managing Director of PAYE Stonework and Restoration
multimedia guides
A new multimedia guide was launched in spring 2023, offering a 45-minute tour of 900 years of Castle history.
Available in English and eight other languages, it was used more than 3,200 times in its first year.
souvenir guide
This definitive guide takes readers through the fascinating history of Leeds Castle, ownership by six medieval queens to King Henry VIII and Catherine of Aragon. Featuring beautiful images alongside a narrative enriched with gossip and insights from Lady Baillie’s guests and staff, it offers an immersive experience that readers will want to revisit again and again.
the beach
In summer 2023, we launched The Beach, creating a delightful juxtaposition of a vast expanse of sand against the backdrop of our beautiful countryside. This new addition to the Leeds Castle Estate offers children the chance to feel the sand between their toes, build sandcastles, and enjoy the English summer without the need for a long trip to the coast.
learning
Leeds Castle welcomes schools and educational groups from all over the world. Our awardwinning education programme, which includes themed workshops and self-guided Castle tours, is enjoyed by around 11,500 children each year. The Castle and its grounds are at the heart of all our programmes, and this strong sense of place, combined with the interactive nature of our sessions, provides an engaging and unforgettable out-of-classroom experience.
being part of the community
In addition to working with many local businesses across all departments and areas of the visitor experience, the Leeds Castle Foundation plays an important role in the local community.
From providing Christmas trees to our neighbouring parishes to supporting local churches with tree surgery, we are committed to giving back. We offer free visits to 28 local schools within a five-mile radius, with some schools enjoying up to three visits a year.
We also open our estate to Kent Police for training exercises, Guide Dogs for puppy training in public spaces, and local schools for work experience placements. During Christmas 2023, we loaned our Narnia props to the local charity Spread a Smile, enabling children and their families to enjoy a Christmas storytelling event and immerse themselves in the magic of our Narnia Christmas at the Castle.
festival of art and design
Throughout September 2023, we hosted a spectacular celebration of craft and design, an enchanting showcase of creativity, food, art, and florals. The event included behind-thescenes tours, fashion displays, sustainable art workshops, and appearances from celebrity design experts. Spread across the 500-acre estate, it offered something for visitors of all ages and interests.
Two highlights of the festival were the outdoor animal-themed Sculpture Trail and the giant Floral Jungle installation in the Castle’s Courtyard.
Sculpture Trail
Our Sculpture Trail provided an engaging way for children and adults alike to interact with art while enjoying the natural beauty of the estate. This year’s theme was animals, with each sculpture serving as a captivating checkpoint along a family-friendly artistic journey, encouraging curiosity, sparking imagination,
and offering a memorable walk through the grounds.
Floral Castle Courtyard
The giant Floral Jungle exhibition in the Castle’s Tudor Courtyard was a stunning centrepiece of the festival, delighting visitors and adding a breathtaking touch to this celebration of art and design.
Conservation Projects
This year, work was carried out on several paintings, chairs, and wall brackets on display in the Castle, as well as, conservation of an embroidered panel for Lady Baillie’s half-tester bed.
In 2023, we created an in-house bespoke Collections Management System. Using corporate volunteering days, we were able to audit and catalogue many items, which has greatly increased our capacity to care for the collection.
Beautiful South Large Visitor Attraction 2023 Silver Award
Leeds Castle was awarded Silver for Large Visitor Attraction of the Year at the prestigious Beautiful South Awards 2023. This significant achievement recognises the Castle’s ability to captivate and engage visitors through its rich history, majestic architecture, immersive events, compelling storytelling, awe-inspiring grounds, and much more.
green travel
We partnered with Good Journey to encourage carfree travel, offering incentivised admission tickets to those who arrive by public transport. In partnership with Stagecoach, we created a bus stop within the Leeds Castle grounds, which is now part of the regular public transport route between Maidstone and Ashford.
The Castle Courtyard Floral Jungle was brilliant. The animal sculpture trail was so interesting, especially in the variety of materials used to build the animals, from horseshoes and stainless steel to old tools. Brilliant!
Day Visitor, September 2023
our volunteers
Leeds Castle owes much of its success to the incredible contributions of our volunteers, who truly make a difference to every team. Their critical role spans all areas of the Castle’s operations, offering a diverse skill set, boundless enthusiasm, and the ability to forge strong connections with our local communities, extending our reach far beyond the Castle walls.
18,858
Hours in total
were generously contributed by our extraordinary volunteers across various teams, from Falconry and Estate to Retail and Castle Storytellers.
I was so inspired with how the volunteers came together to support with the Christmas preparations, doing so in such a fun and energetic way. It really set us up for a successful Christmas. We simply couldn’t have done it without them.
Louise, Retail Manager
Within my team I currently have 38 volunteers. We wouldn’t be able to provide what we do without their support. Because of our shared love for birds and wildlife, it’s a very friendly environment, and they enjoy being part of the team each week.
Mark, Falconry & Wildlife Manager
We will be looking to increase the volunteer offer in the coming years, including creating exciting new opportunities and areas of responsibility; all part of our vital work protecting and sharing this historic place. So, watch this space!
Diana,
HR Manager at Leeds Castle
our commitment to the future
National Lottery Heritage Fund
This is the first grant the Leeds Castle Foundation has received from the National Lottery Heritage Fund. This funding will pave the way for several transformative initiatives aimed at enhancing sustainability, accessibility, and the overall visitor experience.
The grant serves as a strong endorsement of the Castle’s significance as an iconic site, cherished by both locals and tourists alike. ‘It will play a pivotal role in shaping the long-term sustainability and strategic vision for Leeds Castle.
By committing to our strategic priorities, we now have a clear path toward a more secure future, where we are resilient as an organisation, have the capacity to mitigate our carbon impacts, meet the needs of
our local communities, remove barriers to access, and work together to herald a positive future for Leeds Castle.
With the support of the National Lottery Heritage Fund, Leeds Castle has worked with specialist consultants to audit various areas of our organisation and make recommendations for the future. The following snapshot shows how these recommendations have been applied to our business model.
Access
Making the Castle accessible for people living with disabilities is a key priority at Leeds Castle. We commissioned Accessible UK to conduct a full and thorough audit of the Estate, covering all areas of operation, from the visitor route and the Castle itself to our play spaces, catering outlets, accommodation, and hospitality venues. Based on their findings, recommendations were made to support our aim of becoming increasingly inclusive and accessible for all.
In the near future, we will introduce two new ramps and an accessible bus stop curb. We will also be able to welcome wheelchair users into our maze and will proudly offer 10 new, purpose-built wheelchairs, enabling visitors to enjoy more of the grounds and gardens, areas that would previously have been more challenging to navigate.
Audience Engagement
Engaging with local audiences to understand their views of Leeds Castle has been crucial in our journey to become more open to our local communities. We have learnt a great deal from audience focus groups and have forged meaningful connections with new groups and charities, resulting in some exciting co-created activities and events planned for next year. By actively listening to feedback, we have been able to incorporate many ideas and requests to make visits more enjoyable, from bringing back much-loved events to introducing additional seating around the estate.
Sustainability
We are committed to understanding and reducing our carbon footprint and working towards NetZero emissions as part of our long-term plan. We will work with consultants to audit our current consumption and develop the necessary changes to mitigate our carbon footprint. Currently, we are exploring some ‘quick wins.’ These include changing the lighting around the Moat and battlements of the Castle, which will reduce overheads, alongside encouraging behavioural changes to minimise unnecessary waste of resources.
Leeds Castle Foundation reserves Policy
Total incoming resources increased by £1,099,000 over the previous year as operations continue to return to more regular levels than those seen during the pandemic. However, with increases in costs the trading result was a relatively small surplus and a loss after exceptional items.
The reserves policy is reviewed annually by the Trustees, taking into account the predominant risks to the Foundation and its anticipated working capital requirements.
The Trustees have concluded that funds are required to be held as free reserves to enable us to meet regular commitments and working capital requirements, should there be short term volatility in revenues.
Taking into account core cost needs, the Trustees, consider it is appropriate to hold free reserves representing two years of charitable activities.
At 31 March 2024 the total consolidated funds in the accounts stand at £22.2m (2023 - £22.7m) of which £2.8m is restricted and £1.8m relates to unrestricted tangible fixed assets. After deducting these amounts and the designated funds of £3.8m (2023 – 5.7m), this leaves general free reserves of £13.8m which is in line with the aim of holding two years of charitable activities expenditure, currently running at £5.4m (2023 £5.2m) per year as general free reserves. The free reserves include investment properties with a value of £9m (2023 - £9.6m) which are not readily realisable, thus leaving £4.8m as liquid free reserves. This is in line with the Trustees target of holding £1.4m, based on three months of charitable activities expenditure.
Total Income & Endowments
Total Expenditure
Net Income pre-Exceptional Items
CASTLE FOUNDATION
CONSOLIDATED STATEMENT OF FINANCIAL ACTIVITIES (INCORPORATING THE INCOME AND EXPENDITURE ACCOUNT) FOR THE PERIOD ENDED 28 MARCH 2024
and endowments from donations and legacies
Exceptional items
Other recognised gains/(losses)
Gains/(losses) on revaluation of Fixed assets and investment properties
Actuarial gains/(losses) on defined benefit pension scheme (net of deferred tax)
Reconciliation of funds
The Charity has no recognised gains and losses other than those included in the results above and therefore no separate statement of total recognised gains and losses has been presented.
MARCH 2024
LEEDS CASTLE FOUNDATION
CONSOLIDATED BALANCE SHEET AS AT 28 MARCH 2024
Ros Kerslahe, CBE
SHEET AS AT 28 MARCH 2024
LEEDS CASTLE FOUNDATION
SHEET AS AT 28 MARCH
The surplus for the financial year dealt with in the financial statements of the parent Company was £442,000 (2023: Surplus of f579,000).
The surplus for the financial year dealt with in the financial statements of the parent Company was £442,000 — (2023: Surplus of f579,000).
The notes on pages 25 to 49 form part of these financial statements.
The financial statements were approved and authorised for issue by the Board of Trustees and Directors on 27* September 2024 and were signed on its behalf by:
The notes on pages 25 to 49 form part of these financial statements. The financial statements were approved and authorised for issue by the Board of Trustees and Directors on 27* September 2024 and were signed on its behalf by:
Leeds Castle Foundation is a registered charity in England: No. 268354, Company no. 1172263 Registered Office: Leeds Castle, Maidstone, Kent, ME17 1PL Scan here to donate to the Leeds Castle Foundation
