Quite a topical and impressive invitation then? The kind of event
you’d definitely reply to straight away and certainly one you’d like to
make a real effort to get to. Even though it’s a good drive out of town.
That’s the fresh appeal of the stately home event, significantly
fuelled by Julian Fellowes’ almost impossibly brilliant period-drama,
which return to UK screens recently.
While a multitude of events
would undeniably (and universally) benefit from a commanding vantage
point atop a skyscraper or nestled in the exclusive surroundings of an
almost-impossible-to-get-in-to rooftop bar, confident brands, however
hi-tech (in fact, especially hi-tech brands) would undoubtedly be
enhanced by an association with one of England’s finest country piles.
Let’s
not forget that these magnificent symbols of well travelled
sophistication, power, superiority and wealth were state of the art in
their heyday and now represent the finest architecture and craftsmanship
on display on a grand scale, admired almost universally by their
commanding splendour. Highclere Castle (or Downton Abbey as the world
now knows it) is currently the most high profile Stately Home (except,
perhaps, for Buckingham Palace) and the fact that it’s still privately
owned (and lived in) by The Earl and Countess Carnarvon makes the place
all the more authentic and intriguing.
In fact, I’m rather
familiar with Highclere because they used to be my client in my PR days.
It’s actually in Berkshire as opposed to Yorkshire, where Downton Abbey
is set. Apparently, gaggles of American tourists have been spotted
attempting to locate ’Downton’ near Harrogate, hundreds of miles away
(although Yorkshire has more than it’s fair share of magnificent houses,
of course).
Highclere
castle is also the home of Highclere Thoroughbred Racing, a suitably
horsey client who got landed with me after approaching the finest and
most fashionable consumer PR agency in the land. Mainly because I was
considered less cool (but more posh) than most of my contemporaries, I
have to admit. So off I spluttered through the magical Capability Brown
designed parkland in my beaten up old Porsche to this magical place,
perfectly preserved (because its still being lived in by the original
family) and, although I wasn’t quite met by Carson at the front door, I
immediately fell under the spell of this magnificent stately world. The
‘Grand Tour’ included a fascinating private viewing of the treasures of
Tutankhamun’s tomb which are casually concealed on shelves, behind the
impressive double-doors between the drawing room and the dining room.
The 5th Earl’s discovery of the tomb with the original Indiana Jones,
Howard Carter, was, interestingly, the world’s first global media event.
The Fifth Earl’s mysterious death shortly afterwards in Cairo, caused
by accidentally cutting into an infected mosquito bite with a shaving
blade, only served to fuel the sensational story further, re-igniting
the fabled “Curse of Tutankhamun”. Carter, who lived sixteen more years
has one of the most stirring statements I’ve ever come across etched
into his tombstone – “May your spirit live, May you spend millions of
years, You who love Thebes, Sitting with your face to the north wind,
Your eyes beholding happiness.”
Aside from being a master-class in
how to re-invent (and make use of) a metaphorical relic of an outdated
era, Highclere Castle is a classic example of how to ‘sweat the asset’
and preserve the family seat for future generations – exactly as the
third Earl Carnarvon would have intended when he commissioned the
building. He certainly wouldn’t have foreseen today’s world where one
of his London Town House servant’s terraced cottages in Fulham would be
worth over a million quid and where the Lords of the realm are resigned
to being largely penniless and shoe-horned into a tiny ’wing’ of their
ancestral home (if they’re lucky), with the National Trust taking
control of their estates following a begrudgingly forced sale (often due
to excessive and disproportionate death duties). Of course, the
National Trust is a Godsend because it has preserved so much of our rich
heritage (and commercialized it to enable us to host these amazing
events) but it’s a stark reality how quickly old money can dry up via
one wayward generation. If you think about it, it’s almost always going
to happen eventually because it’s difficult enough to make money in the
first place, let alone keep it for over 500 years!
It hasn’t
happened at Highclere though, as the Herbert family, are the Madonnas of
the stately home brigade. Always reinventing themselves and maximising
their prize assets. Sure, they have land, farms and copious tenants but,
in this day and age, it’s not enough. Silly things like heating and
electricity bills, mowing the lawns and the upkeep of the roof – acres
of troughs and gullies, hoppers and downspouts, lead flashing and slates
– all Grade one listed and not a reproduction in site. Not to mention
the payroll which, in the golden era of the Great Houses was far less
because many ‘below stairs’ members of staff were largely paid in kind,
via accommodation and food, something which is not feasible today – you
can’t ‘contra’ cleaning! It costs millions, every year and that has to
come form somewhere because old money, however much there once was, can
not keep up with inflation unless it’s been invested and reinvested
(wisely) year upon year, upon year.
Highclere’s secret is the way
the family have embraced events. Whilst events are inherently and
potentially an invasion of their privacy the Carnarvons have
successfully incorporated events into their way of life. Whether it’s a
wedding, a conference, a photo-shoot, product launch, Country Fair,
festival, dinner or, in many cases, used as a film location, it’s all
about using the House, the grounds and the stunning interiors as a
non-institutional back-drop for others to benefit from. It’s a very
clever way to capitalize on the assets of the house, in a very similar
way to how it was originally intended – to entertain and impress on a
grand scale.
Of course, Highclere’s success has had a knock-on
effect and the popularity of Stately Homes for events is soaring. And
they never fail to impress.
Indeed,
Shugborough Hall, the ancestral Staffordshire home of Lady Elizabeth
Anson (the original Party Planner, cousin of the Queen and sister of the
late photographer, Lord Lichfield) is a classic example of what these
houses were all about. With the original Georgian section of the house
built by Admiral George Anson who circumnavigated the globe between 1740
and 1744 in his famed ship, The Centurion, bringing back the biggest
treasure haul of all time after scuppering a Spanish galleon laden with
gold worth an estimated £400,000, his brother, Thomas Anson inherited
the estate after his death. Thomas’ sister’s Grandson, having assumed
the Anson name, transformed the estate into the neo-classical
masterpiece it remains to this day. The most impressive additions were
the eight ionic orders that form the huge portico which frames the
facace of the house. As a timeless reminder of the importance of stature
and creating an impression, this grand portico holds a secret, which is
rarely mentioned. In his bid to finish the impressive architectural
alterations in time for the arrival of a high profile guest, King George
the 3rd, Viscount Anson needed to speed up the works which revered
architect Samuel Wyatt was commissioned to complete in the late 1700’s.
However, funds were running low so Anson did something extraordinary. He
instructed the architect to construct his spectacular frontispiece, the
gigantic portico, in plywood! This stands to this day and if you knock
on any of the towering ionic orders you’ll hear the familiar sound of
hollow wood. Indeed, this is technically the first ‘themed’ structure,
so Walt Disney can’t take all the credit!
Other country
houses, available and highly recommended for events, include Blenheim
Palace, Oxfordshire. Certainly one of the most magical (and excellently
located) Country Houses in England, Blenheim is a masterpiece and a
sensational setting for a wide variety of events. Blenheim Palace was a
gift from Queen Anne to the first Duke of Marlborough following his
victory in France at the Battle of Blenheim in 1704. Situated in
Woodstock, just outside Oxford, Blenheim Palace is set amongst 2,000
acres of ’Capability’ Brown landscaped parkland, and was the birthplace
of the most inspirational leader of all time, Winston Churchill.
Currently the home of the eleventh Duke, this magnificent country house
is all the more alluring as it is still a (very big) private home. The
current Duke is rather ‘hands on’ too, so expect a tongue lashing if
you’re caught dragging a chair across the hall floor.
Chatsworth,
Derbyshire – Another private home, owned by the Duke and Duchess of
Devonshire, Chatsworth is one of England’s finest houses. Like all the
great houses of the Renaissance, Chatsworth has a long tradition of
inspirational entertaining, and this continues today in the 18th century
Stables, which now house wonderful spaces for weddings and special
events. Utilising the very best local produce, Chatsworth offers a
stunning and unique venue of the utmost quality and elegance, perfect
for a wide variety of events.
Warren
House, Greater London – On a more manageable scale, Warren House is an
amazing four-acre oasis of refinement and tranquility, only a stone’s
throw from central London in Kingston Upon Thames. Warren House is the
best of both worlds too because on one hand it’s a beautiful 46 bedroom
country house retreat (albeit with London knocking on the door!) and, on
the other, it used to be a dedicated conference facility for a major
corporation. With immaculate gardens, a diverse array of conference and
meeting rooms, a health spa and the stunning Orchid Room restaurant,
Warren House is a sensational choice for a wide variety of corporate
events.
Holkham Hall, Nolk – Having done a degree in History
of Art and Design, Holkham Hall is one of my favourite country Houses,
mainly due to it’s magnificent symmetrical grandure. Set in a vast rural
Nolk parkland of literally thousands of acres, Holkham Hall is a
Palladian masterpiece, epitomized by it’s gigantic stone portico and
impressive marble hall. A wonderful location for events and weddings,
Holkham Hall is a backdrop Hollywood can only dream of.
Castle
Howard, Yorkshire – One of the most recognized Stately Homes in the
Land, Castle Howard is suitably sensational. Indeed, Lonely Planet have
declared it “one of the world’s top ten greatest mansions”. With more
than three hundred years of rich, hospitality- based history and
experience, Castle Howard is perfectly placed for corporate events (from
world-class hospitality to dinners and receptions) and, of course,
weddings. One refreshing quality of Castle Howard is that they are
genuinely prepared to help you host a variety of corporate events,
however unique or elaborate, without hesitation (or restriction). This
wonderful, thriving, working estate is a classic example of a stately
family home, which has moved with the times and adapted to modern life,
making them wholly relevant and a significant venue in the corporate
world.
Brocket
Hall – Used as a stunning backdrop for many films and television
productions, Brocket Hall is an accomplished events destination with a
variety of world-class venues on offer. As well as having one of the
most impressive red brick facades, this quintessentially English Country
House boasts one of the world’s most dramatic sweeping driveways which
takes in a beautiful Palladian bridge framing the house in it’s majestic
parkland. What’s more, Brocket Hall is only twenty-two miles from the
West End! Brocket Hall, however, is perhaps most famous for it’s
suitably juicy scandals! From Lord Melbourne’s wife’s alleged affair
Lord Byron to the family’s second Prime Minister, Lord Palmerston’s
happy ending upon the Billiards table (beneath a Chamber Maid), the
estate is steeped in delightfully debauched history. More recently,
Margaret Thatcher wrote her memoires here and Charlie Brocket couldn’t
find his Ferraris. Finally! A household that’s recent history at least
has a valiant attempt to live up to its gloriously eccentric past!
Waddesdon
Manor – Ferdinand de Rothschild’sLoire-style repro Chateaux is
certainly one of England’s most memorable architectural masterpieces,
and with it’s distinctly continental design and immaculate
embellishments, Waddesdon Manor offers a diverse spectrum of equally
excellent event spaces. The new Windmill Hill lakeside complex is a
tranquil oasis, perfect for summer evening receptions and, of course,
weddings, whereas the main house and its famous wine cellars are a
stunning reminder that ‘new build’ (well,1883!) can hold it’s own
against the renaissance masters, in considerable style!
Of
course, there are several more Stately Homes in the UK, a surprising
number of which have forged a rightful place on the event industry
circuit. They’re generally excellent for events because of their
symmetrical beauty, their diversity, their stunning locations and,
perhaps most of all, their rich and intriguing history. The one thing
they all have in common is a long and often somewhat shocking past,
which will fascinate even the most stony-faced of corporate guests.
Houses
like Goodwood (famous home of the Festival of Speed) and Syon Park
(host to the acclaimed Supercar Show, Salon Prive each year), Longleat
(home of one of the UK’s most popular visitor attractions) and West
Wycombe Park (possibly the finest location for corporate away days in
the home counties) all have their own unique attributes to offer as
temporary backdrops to support and elevate your brand. Just imagine
taking your annual company conference to a different one of these
Stately Homes each year, with the chance to roam the estates and delve
into the fascinating history behind them. It’d be a memorable
experience and a talking point (on the social networks too) for many
weeks to come, especially with the nation’s current fascination with the
Granthams of Downton.
The
big venue collectives, such as The National Trust have done a fabulous
job of restoring so many of our Great Houses to their former glory
whilst retaining their deserved place in our collective heritage.
Historic
Royal Palaces are possibly the most accomplished venue group in terms
of corporate events. With the finest collection of majestic Royal
residences in Greater London, HRP offer architectural excellence and
marry it with strategic expertise and know-how, ensuring that your event
is crowned with a Royal seal of approval, without exception. From the
Tower of London to (my personal favourite) Hampton Court Palace,
Historic Royal Palaces offer a unique opportunity to transport your
guests back to a glorious era of Regal supremity, debauchery and
architectural grandeur. My History of Art dissertation on Palladianism
taught me the fascinating fact that the Banqueting House on Whitehall
was the first proper neo-classical building in England, having been
designed by the illustrious Inigo Jones, following his Grand Tour of
Italy; A tour that I was lucky enough to do myself, some twenty years
ago (but that’s another story!)
And
finally, it turns out that my Great Uncle Eric, who was the editor of
the Spectator some time in the Twentieth Century was the proud owner of
Lincoln House, near Harrow, the famous Public School. He’s also,
unfortunately, the brunt of many a family joke as he did something even
he admitted was an ‘Only Fools and Horses’ style classic! Upon returning
home from his London office one fine summer’s day, he found a gang of
uniformed workmen rolling up and carefully packaging all his prized
Oriental and Aubusson rugs. When challenged, the men informed Uncle Eric
that ‘the Lady of the House’ (his battle-axe of a wife) had ‘gone over
his head’ and ordered ‘the dirty old things’ to be professionally
cleaned. Conceding that it was probably a good idea after all, Eric
proceeded to spend the next hour helping the men wrap and load all of
his valuable carpets into their truck which was parked on the forecourt
outside.
He never saw his prized collection of priceless rugs again.
It’s so ridiculous that he had to laugh (before he cried)!
Right, come on you lot, let’s get back below stairs.
Will Broome with Downton Abbey creator, Julian Fellowes.
Any comments? Email sarah@mashmedia.net
