The Experiential Edge: With Pensthorpe
- Eleanor Loveday
- Jan 9
- 4 min read
Pensthorpe is an oasis of nature; a destination rich with wildlife, woodland trails and beautiful gardens.
It really is ‘more than a nature reserve’. A family-friendly day out, a place for learning and discovery, or a spot for solo solace.
The attraction has had a busy year, from the opening of its biosonification garden, to significant investment in extending the on-site cafe.
We were delighted to sit down with Ben Marshall, Managing Director of Pensthorpe, and talk about what ‘experiential’ means to the business.
The conversation is part of our Experiential Edge series, designed to give businesses the tools and mindset to unlock the power of experience.
Ben shared a wealth of insight. So read on for real stories, practical tips and expertise – from one of Norfolk’s experiential experts.
What makes the Pensthorpe visitor experience unique
It starts with people.
Ben spoke about the importance of personal interaction and genuine conversation – not simply ‘processing people’. Customer service is everything, and ultimately it comes down to just being human: treating people as valued individuals.
That feeling can’t exist without staff buy-in. Choosing the right people, who truly care, is fundemental. At Pensthorpe, this starts at recruitment, where attitude and positivity matter more than experience.
The business operates with a relatively flat structure and prioritises open communication. Staff are kept informed about business decisions and are supported day to day. The result is a team that feels valued – and visitors who can see that too.
How customer insight informs the experience
For Ben and his team, gathering customer insight is an ongoing mission rather than a box-ticking exercise.
Every visitor is encouraged to email Ben directly using a feedback template, and every message receives a reply. It’s a system that not only encourages honest feedback, but shows there’s a real person listening.
Mystery shopping, focus groups and team insight all factor into the feedback loop too, giving a range of input that Pensthorpe can use to consistently improve the experience.
The VIPs of Pensthorpe
A group that can always be relied on to give honest feedback, are Pensthorpe’s Annual Pass members.
Making up around £600,000 of annual revenue, members are the ‘bread and butter’ of the business – particularly in the quieter seasons. Ben explains that making membership attractive is important, and retention is critical.
Every member has access to exclusive and behind-the-scenes content, letting them feel like ‘VIPs’ and more closely connected with a place they love to visit.
The team also nurtures a thriving online community, the ‘Pensthorpe Photography’ Facebook group. While not exclusively for members, most are. Visitors share wildlife photos and updates, which over time has sparked meetups and friendships.
It’s become a largely self-sustaining community that adds value for its members – with minimal ongoing time or cost to Pensthorpe.
More than a nature reserve
In contrast to many visitor attractions, Pensthorpe’s cafe is open to people who aren’t visiting the reserve itself.
Around 30% of customers do just this – a significant group of people that might not be visiting otherwise.
Now, since significant investment in the cafe extension, it could grow even more. The new space is a peaceful area to work, meet a friend, or just grab a takeaway coffee to go.
The Biosonification garden
Introducing new experiences is vital for Pensthorpe. Sometimes this comes through careful, planned investment. Other times, innovation arrives unexpectedly.
Ben told us the story of the biosonification garden, originally created to promote Alan Partridge’s podcast before being gifted to Pensthorpe. Inspired by a TikTok video, the team reimagined the installation into something more fitting for Pensthorpe.
You can read more about the biosonification garden here.
The garden is a rich sensory experience that encourages visitors to engage with nature in a completely new way.
‘Edutainment’
A very different kind of experience is the Pensthorpe Poo Trail.
Yes, as Ben put it, “people can walk around and look at poo in perspex boxes”. But behind the humour is a clever way of engaging young children.
The trail helps children connect with nature and learn about soil health, animal diets and ecosystems in a way that captures their attention and imagination. It’s what Ben refers to as ‘edutainment’ - where education and entertainment combine to create memorable learning experiences.
5 things you can learn from Pensthorpe, to help you find your own experiential edge:
Be authentic
Ben described authenticity as the number one driver of a good brand experience. Customers will sniff out insincerity instantly, so it’s important for your brand to be authentic and actually care.
Actively seek customer insight
Pensthorpe’s commitment to feedback, across multiple channels, has built trust, deep understanding and continuous improvement.
Brand consistency is key
With a varied audience, it’s important to meet a range of needs. A consistent brand acts as a steady anchor across every touchpoint.
Build community
Good brand experiences build community, and strong brand communities build good experiences. Pensthorpe show us that community comes from authenticity, care, and an understanding of both people and brand.
Welcome inspiration from everywhere
Inspiration for the biosonification garden was found from a TikTok video. Great ideas don’t always arrive at your desk – they might be found in a nature walk, a conversation with a stranger, or mid-doomscroll!
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