Project title: The British Heather Growers’ Association’s garden at the Royal Horticultural Society’s Hampton Court Show at Hampton Court Palace in July, 2009 Project number




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Project title:

The British Heather Growers’ Association’s garden at the Royal Horticultural Society’s Hampton Court Show at Hampton Court Palace in July, 2009







Project number:

HNS 172







Project leader:

Michael Skinner, Secretary, BHGA







Report:

Final report, 30 Sept., 2009







Previous report:

N/A







Key staff:

John Hall, Chairman, BHGA




David Edge, Treasurer




Michael Skinner, Secretary







Location of project:










Project coordinator:

David Edge







Date project commenced:

01/02/2009







Date project completed (or expected completion date):

12/07/2009







Key words:




Plant Heathers, RHS, Royal Horticultural Society, Hampton Court Show, media, wildlife, all year round garden colour, ground cover plants, Calluna, Erica, Daboecia, vertical walling, hedging plants,topiary, BHGA, Heather Growers, perennial planst, tubs, troughs, containers



Whilst reports issued under the auspices of the HDC are prepared from the best available information, neither the authors nor the HDC can accept any responsibility for inaccuracy or liability for loss, damage or injury from the application of any concept or procedure discussed.


The contents of this publication are strictly private to HDC members. No part of this publication may be presented, copied or reproduced in any form or by any means without prior written permission of the Horticultural Development Company.
The results and conclusions in this report are based on an investigation conducted over a one-year period. The conditions under which the experiments were carried out and the results have been reported in detail and with accuracy. However, because of the biological nature of the work it must be borne in mind that different circumstances and conditions could produce different results. Therefore, care must be taken with interpretation of the results, especially if they are used as the basis for commercial product recommendations.
AUTHENTICATION
We declare that this work was done under our supervision according to the procedures described herein and that the report represents a true and accurate record of the results obtained.
[Name] John Hall

[Position] Chairman

[Organisation] BHGA
Signature..(.J.Hall..).......30/09/09.

[Name] Michael Skinner

[Position] Secretary

[Organisation] BHGA


Signature (M.C.C. Skinner) 30/09/09
Report authorised by:
[Name]

[Position]

[Organisation]
Signature ............................................................ Date ............................................

[Name]


[Position]

[Organisation]


Signature ............................................................ Date ............................................

Grower Summary
Headline


  • BHGA’s Garden Success: Silver Gilt medal and 60,000 Visitors


Background and expected deliverables
Heathers sales have been steadily declining over recent years. Following the promotion of National Heather Week, and the commissioning of Marketing Report from Business Link, a decision was taken to market Heathers to the public at the infamous Hampton Court Palace Flower Show. The immediate aim was present a garden to raise the profile of Heathers and to secure a Medal. The longer-term aim was to attempt to reverse the decline in Heather sales, aiming for an initial boost of 10% in 2010.
Summary of the project and main conclusions
A professionally designed small garden was developed for exhibition at the Hampton Court Palace Garden Flower Show in July 2009. Entitled Back to Front, the garden aimed to improve the popularity of heathers and promote these versatile yet undervalued plants.
The garden aimed to convey the following messages:
Major message

‘Plant Heathers’


This was tackled through dispelling the misconception that heathers are “difficult to grow” because of a need for acid soil. Winter varieties, which grow in most ordinary soils, were highlighted, and summer varieties, planted in an acid growing media in tubs, troughs and containers, were showcased.
Other messages

‘Use Heathers for Hedging, as Topiary, and in vertical walling’

‘Use Heathers to benefit butterflies, bees and other insects’
These messages were demonstrated in the design of the Garden, which showed Heathers growing with other attractive plants.
Figure 1 shows the design of the Back to Front garden and plant list.

Figure 1: The design of the Back to Front garden and plant list.






Heathers

Calluna vulgaris ‘Anne’s Goldzwerg’

Calluna vulgaris ‘Forest Fire’

Calluna vulgaris ‘Foxii Nana’

Calluna vulgaris ‘Silver Fox’

Calluna vulgaris ‘Tib’

Calluna vulgaris ‘White Lawn’

Daboecia cantabrica ‘Amelie’

Daboecia cantabrica ‘White Blum’

Daboecia x scotica ‘Silverwells’

Erica carnea ‘Foxhollow’

Erica cinerea

Erica x darleyensis ‘Eva Gold’

Erica x darleyensis ‘J.W. Porter’

Erica x darleyensis ‘Moonshine’

Erica x darleyensis ‘Silberschmelze’

Erica x darleyensis ‘White Perfection’



Heathers

Erica erigena ‘Brian Proudley’

Erica erigena ‘Superba’

Erica erigena ‘Thing Nee’

Erica erigena ‘W.T. Rackliff’

Erica platycodon subsp.maderincola

Erica tetralix ‘Alba Mollis’

Erica vagans ‘Keira’
Herbaceous Plants

Agapanthus 'Blue Dot'

Agapanthus 'Streamline'

Agapanthus 'Torbay'

Echinops bannaticus ‘Taplow Blue’

Echinacea purpurea ‘White Swan’

Foeniculum vulgare 'Purpurea'

Verbena bonariensis

Heuchera KEY LIME PIE 'Tnheu042'

Heuchera CREME BRULEE 'Tnheu041'



Trees

Acer cappadocicum ‘Aurea’

Taxus baccata
Climbers

Lonicera japonica ‘Mint Crisp’

Clematis ‘Black Prince’
Grasses

Miscanthus sinensis ‘Morning Light’

Pennisetum setaceum rubrum

Stipa gigantea

Stipa tenuissima
Ferns

Asplenium scolopendrium

Dryopteris filix-mas

Matteuccia struthiopteris
Bulbs

Allium sphaerocephalon



Figure 2. A photograph of the Back to Front garden at the 2009 Hampton Court Palace Garden Show.






Main Conclusion
Some 60,000 persons, mainly from the higher (AB and C1) income groups, were attracted to the Garden, which received many compliments and was awarded a Silver Gilt medal.
These factors, together with the media publicity, will have boosted the image of Heathers considerably, and act as the first steps in reversing the decline in sales.

Financial benefits
These will become evident, as the reversal of the decline in sales takes place.

Science Section
Not applicable to this project.
Appendix 1
Comments provided by the general public


  • "Beautiful;  I like the whole garden."

  • "Lovely garden - ( x at least 12)."

  • "Terrific, I love it, outstanding."

  • "Tension wiring great, could grow vines across the horizontal ones."

  • "All looks really beautiful."

  • "Very beautiful."

  • "Well done!  Lovely."

  • "I like the different levels."

  • "Lovely. It pleases my eye."

  • "Some gardens attract you instantly, and this is one of them."

  • "Really gorgeous!   One of the best of the small gardens, peaceful and low maintenance."

  • "Lovely design. Well done."

  • "Best small garden. Should have got a Gold!"

  • "I can imagine this design in my own garden."




 2009 Agriculture and Horticulture Development Board



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