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The report was written for the Anglesey Column Trust, the charity that oversees the running of the 4 acre Anglesey Column Site which comprises the Marquess of Anglesey’s Column, a Visitor Centre and a Café. The Column, built in 1817, has 115 steps leading up to the statue of the Marquess and the viewing platform, which offers views over Anglesey, the Menai Strait, and Yr Wyddfa. It was built following the battle of Waterloo at which the Earl of Uxbridge, second in command to the Duke of Wellington, lost his right leg in a cavalry charge. Uxbridge was later created the 1st Marquess of Anglesey by the George Prince Regent in recognition of his bravery in battle.

The project team lead by Professor Michael Butler, Director of Centre for Sustainable Regions and Economies, recommended the creation of a sensory trail, a heritage recipe, and a comprehensive marketing report. These three suggestions will hopefully attract more visitors to the historic monument.

The Anglesey Column Trust will hold week-long celebrations at the Anglesey Column Site to celebrate Waterloo Day, starting on Saturday, 14 June 2025. During the event visitors will be able to taste the heritage recipe, drink a real ale called Waterloo Ale, and watch a re-enactment of a Napoleonic era by the Anglesey Hussars. The Waterloo Day is held every year in June to remember the date of Battle of Waterloo in 1815, a battle between Napoleon’s French Army and Duke of Wellington’s British Army. The heritage recipe, a plum pudding, a dessert closely linked to the history of the Column, will be part of the celebrations. The story goes that in 1794 the 1st Marquess lived off the same food as his soldiers for a week, to experience the food of the lower ranks.

The sensory trail, a circular route, which begins and ends at the Column, will be included as part of the upcoming woodland restoration which surrounds the Column. This easy walk would take about an hour and takes visitors around the sites of the world-famous Llanfair Pwllgwyngyll village. During the walk, tourists will be able to visit historic sites, including Lord Nelson’s Statue and Pwll Fanogl, where artist Kyffin Williams painted some of his most famous landscape paintings.

Finally, the marketing report includes help to market the sensory trail.

Michael Butler, Director of Rhanbarth, the Business School's Centre for Sustainable Regions and Economies', who’s also a trustee with Anglesey Column Trust said:

“It is a privilege to collaborate with the Anglesey Column Trust, and its staff and volunteers. The Column is a Grade II heritage site, an important part of the local community and deserves to be widely known and visited. The team was keen to take an imaginative and evidence-based approach to help the Trust achieve its full potential and this meant having an interdisciplinary team.”

Peter Davies OBE, an Anglesey Column Trustee said: “The Trust thanks ������Ƶ for their report and wholeheartedly agrees that through innovative, research-led recommendations, the ������Ƶ Business School has provided a new outlook for a richer visitor experience at Tŵr Marcwis Anglesey Column. The Trust will continue building symbiotic working relations with the University Business School as the benefits of their cutting edge knowledge and insights facilitate not only business development opportunities for the Trust but also real time learning opportunities for its staff and its students.”

The report was made possible by the support of The Skills and Innovation Voucher Scheme supported by Anglesey Council. 

Nicola Sturrs, Business Development Manager for the Skills, and Innovation Voucher Scheme at ������Ƶ said:

“We were thrilled to recently award the Anglesey Column Trust a Skills and Innovation Voucher, enabling the Trustees to collaborate with academics from ������Ƶ Business School on strategies to enhance visitor engagement at the site. Professor Michael Butler’s comprehensive report presents outstanding ideas that the Trust can soon bring to life, and I look forward to hearing more about the upcoming transformations and the enriched experiences that will soon be offered at the historic site in Llanfair Pwllgwyngyll.”

There were three types of vouchers available, redeemable in a range of areas including R&D, consultancy, skills and training, use of university facilities, use of specialist equipment, and access to knowledge: Midi: Up to £5,000 for five to eight days of support; Maxi: Up to £10,000 for 10 to 15 days of support, and Talent, with a value up to £5,000 for a 12 week graduate internship.