Verdant Works and Dundee Heritage Trust
Dundee
Verdant Works is a restored jute mill built in 1833 and is run by the Dundee Heritage Trust (founded in 1985). It opened as a textile museum in 1996 to tell the story of jute and its importance for Dundee, using a fascinating and varied display which includes original working machinery. Dundee Heritage Trust and its wholly owned charitable operating company Dundee Industrial Heritage Ltd. have had to take some tough decisions over the past two years, decisions that were necessary for survival. With admission figures lower than expected, trading levels down and costs escalating, Verdant Works was on the point of closure. As an emergency measure a ‘Keep Verdant Working’ campaign was established which raised about £90,000 – clear evidence of local support from individuals, businesses and trusts. However this appeal was a one-off measure.
A major rationalisation programme resulted in staff redundancies and a collegiate structure. The restructuring is now producing positive results.
This is a pro-active organisation, focusing on both cost control and income generation. The Company derives the majority of its income from trading – admissions, retail, catering and letting and car parks – as well as corporate support and dedicated fund-raising.
Increased levels of public funding have been received in recognition of the significant role played by Discovery Point and Verdant Works in the economic and social well-being of the city. Dundee City Council have increased their annual revenue grant, while an additional grant allows Dundee schoolchildren free admission to Verdant Works in 2003-04. However, there will probably always be a funding gap and outside support is required to maintain two museums that are critical to Dundee’s heritage in shipbuilding and textiles, and fulfil their educational potential.
A sustained strategy of planned growth includes appeals to trusts. Education and community group visits show potential for growth. In April to July 2003, school/community visits increased by 23.2% at Verdant Works over 2002. The Education and Community Outreach Officer has succeeded in improving the service and promoting the site. It is acknowledged that the educational achievement of Verdant Works contributes to its PR success.
Dundee Heritage Trust and Dundee Industrial Heritage Ltd. do not under-estimate the challenges for an independent charitable museum trust in running two five-star Visit Scotland attractions. To be successful the company must continue to innovate and remain focused on the needs of visitors and business clients alike. UK
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