The Auckland Project

What The Auckland Project does

The Auckland Project is a UK registered regeneration charity (Charity Number 1146219) founded in 2012 and headquartered in Bishop Auckland, County Durham, with a workforce of 101–250 employees. It operates a portfolio of cultural and heritage assets including Auckland Palace, Auckland Tower, Auckland Gardens, the Spanish Gallery (the UK's only gallery dedicated to the Spanish Golden Age), the Mining Art Gallery, the Faith Museum, the Deer Park, Binchester Roman Fort, and the wholly-owned Weardale Railway (an 18-mile heritage line rescued from administration in 2020). Subsidiaries TAP Trading Limited and Park Head Hotel house the commercial functions including ticketing, retail, and accommodation, while the Hearth and Artists' Hub community venues deliver non-clinical wellbeing and creative programmes for residents and social prescribing clients.

The organisation's revenue model combines ticketed admissions and the Bishop's Key annual pass (approximately £30 per adult for 12 months of unlimited entry across five core venues), Friends of The Auckland Project auto-renewing memberships, food and beverage across three restaurants (El Castillo Tapas, Bishop's Kitchen, The Oak Room), retail, hotel and self-catering accommodation, venue hire, donations via Big Give match-funding campaigns with Arts Council England, and separate Weardale Railway and Kynren ticketed experiences. Pricing tiers include local Bishop's Key discounts of 20% for DL4, DL5 and DL13–DL17 postcodes, group discounts up to 20% for parties of ten or more, and a 40% Black Friday festive package promotion distributed over a 72-hour window.

The go-to-market is direct-to-consumer through aucklandproject.org and the tickets.aucklandproject.org DigiTickets-powered portal, supplemented by event-driven demand via exhibitions (Tom McGuinness in February 2026, Dick Scott watercolours in December 2025) and seasonal programming. Distribution is reinforced by partnerships with Visit County Durham for staycation marketing, Bishop Auckland College for vocational training, NHS and social prescribing networks in South Durham for the Drawing Strength therapeutic art programme, and Durham Wildlife Trust for nature-based community activities. Operating technology integrates Stripe, Payyo, Mailchimp, Google Analytics, Hotjar, Microsoft Clarity, New Relic, Sage, and Guestline, but the organisation has disclosed no AI/ML capability, proprietary models, or developer-facing APIs.

Name

The Auckland Project

Legal name

The Auckland Project

Website

https://aucklandproject.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

The Auckland Project is a UK regeneration charity founded in 2012 that operates a portfolio of heritage attractions, galleries, a faith museum, gardens, and a heritage railway in Bishop Auckland, County Durham, serving tourists, schools, local residents, and social prescribing clients via ticketed admissions, annual passes, hospitality, retail, and donations.

Ownership category

akta.pro rank

Product category

Cultural Heritage Tourism and Visitor Attractions

NAICS

Museums (712110), Historical Sites (712120), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900), Hotels & Motels (7011)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Iconic Architecture & Signature Buildings (Cathedrals, Palaces, Castles) (THAJACAE), Specialty & Historic Venues (Landmarks, Estates) (THAHAAAK), Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Heritage attractions
• Cultural heritage tourism
• Museums and galleries
• Heritage railway operations
• Arts and community programmes

Headquarters

HQ city

Bishop Auckland

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Admission tickets and Bishop's Key passes: Revenue from individual attraction discovery day tickets (adults, children, families) and the Bishop's Key annual pass. Bishop's Key is the flagship paid membership product, with options for direct debit auto-renewal. Group discounts of up to 20% are offered for bookings of 10 or more.
2. Food and beverage: On-site dining at three restaurants: El Castillo Tapas Restaurant, Bishop's Kitchen, and The Oak Room at Park Head Hotel. Friends of The Auckland Project receive 10% discount on retail and food/drink (up to £15 on snacks, up to £40 on meals). Revenue from catering for events and private bookings.
3. Retail: Gift shop sales at attractions. Friends receive 10% discount on retail purchases.
4. Stay accommodation: Overnight stays at Park Head Hotel and self-catering holiday cottages on the estate. Palace Stays bookings are managed through Guestline.
5. Donations and fundraising: Charitable donations through Big Give match-funding campaigns, general donations page, and direct mail. The 'Drawing Strength' programme raised £6,688 (increased to £7,250 with Gift Aid) in its Big Give campaign. The Friends of The Auckland Project membership scheme generates donation revenue. Gift Aid claims are processed for eligible donations.
6. Weardale Railway experiences: Revenue from heritage rail journeys, driver experience days, afternoon teas, wine and cheese trains, and Santa Express events on the Weardale Railway.
7. Private events and venue hire: Venue hire for private events, corporate bookings, and functions across the estate's historic buildings and grounds.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Auckland Project operates a multi-venue cultural and heritage visitor destination in Bishop Auckland, County Durham, including Auckland Palace, Auckland Tower, Auckland Gardens, the Spanish Gallery (UK's only Spanish Golden Age gallery), the Mining Art Gallery, the Faith Museum, the Deer Park, Binchester Roman Fort, and the Weardale Railway. It sells individual attraction tickets and a flagship Bishop's Key annual pass granting 12-month unlimited access to the five main venues. The portfolio is complemented by on-site hospitality (El Castillo Tapas Restaurant, Bishop's Kitchen, Park Head Hotel's Oak Room), overnight accommodation (Park Head Hotel and holiday cottages), gift-shop retail, and community arts/wellbeing programmes through The Hearth and Artists' Hub.

Product overview

The Auckland Project is a regeneration charity operating a multi-venue cultural destination in Bishop Auckland, County Durham. Its portfolio comprises heritage attractions (Auckland Palace, Auckland Tower, Binchester Roman Fort), art galleries (Spanish Gallery, Mining Art Gallery), the Faith Museum, outdoor spaces (Auckland Gardens, Deer Park), and Weardale Railway heritage railway. Visitor access is primarily through Bishop's Key annual passes or Discovery Day Tickets. The organisation also offers dining (Bishop's Kitchen, El Castillo Tapas Restaurant), accommodation (Park Head Hotel, Holiday Cottages), and community programmes through The Hearth hub and Artists' Hub. Major expansion plans include Kynren outdoor theatre in partnership with 11Arches.

Differentiator

Problem solved

Functional benefit

Products and services

• Auckland Palace One of Europe's best-preserved Bishop's palaces, once home to the powerful Prince Bishops of Durham. Offers visitors the chance to walk in the footsteps of the original 'Kings of the North' and explore 2,000 years of history.
• Auckland Tower Free visitor attraction where guests can climb high to see far, serving as the starting point for adventures in Bishop Auckland with panoramic views of the surrounding area.
• Auckland Gardens Landscaped gardens surrounding Auckland Palace that awaken the senses, featuring historic grounds with restoration projects and weekly guided tours.
• Spanish Gallery The UK's first gallery dedicated to the art and culture of the Spanish Golden Age, featuring world-class Spanish art and history.
• Mining Art Gallery An intimate and awe-inspiring collection of mining art that reveals life underground from the perspective of prominent mining artists, showcasing the lives of mining communities in County Durham.
• Faith Museum A museum exploring the impact of faith on the people of Britain, telling the story of how religious belief has shaped the nation over centuries.
• Deer Park Free outdoor adventure in the historic Deer Park featuring nature trails, wildlife sessions, sensory exploration, and conservation activities. Dogs on leads are welcome.
• Weardale Railway Heritage railway spanning 18 miles from Bishop Auckland to Eastgate, offering revived operational heritage services including afternoon teas, wine and cheese trains, Santa Express, and driver experiences.
• Binchester Roman Fort Major Roman fort of Binchester, the largest military installation in the North East, guarding Dere Street. Visitors can explore exceptionally well-preserved remains including two bath-houses.
• Bishop's Key Annual Pass All-access annual pass providing 12 months of unlimited entry to Auckland Palace, Gardens, Faith Museum, Spanish Gallery, and Mining Art Gallery. Replaced the previous Unlimited Pass and is valid for 12 months from date of purchase. Available via one-off payment or Direct Debit auto-renewal.
• Park Head Hotel On-site hotel offering overnight stays in Bishop Auckland, with restaurant (The Oak Room) and event facilities. Operates as a limited company within The Auckland Project.
• Holiday Cottages Self-catering holiday cottages offering overnight accommodation for visitors to Bishop Auckland on the Auckland Project estate.
• El Castillo Tapas Restaurant On-site tapas restaurant offering home-grown food with garden fork-to-table dining experience.
• Bishop's Kitchen On-site café and restaurant serving home-grown food from garden fork to dinner plate.
• Artists' Hub (Drawing Strength Programme) Creative space hosting atelier-style classical drawing classes (Drawing Strength programme) at No.43 Market Place, delivering traditional art tuition with documented therapeutic benefits for participants referred via South Durham social prescribing networks.
• Friends of The Auckland Project Membership Annual charitable membership scheme providing free unlimited entry to ticketed Destinations during normal opening hours, 10% discount on retail and food/drink, and complimentary event tickets. Available with direct debit auto-renewal.

Quantifiable outcome

• Kynren expansion expected to contribute £50 million annually to regional economy by early 2030s, with over 1 million visitors annually
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor, flagship, core and emerging.

• Alzheimer's SocietyminorStrategic or Co-development Partner · 22 May 2026Weardale Railway hosted a heritage rail journey supporting people living with dementia during National Dementia Week. The event forms part of National Dementia Week raising awareness and encouraging greater understanding and support for people affected by dementia.
• 11ArchesflagshipStrategic or Co-development Partner · 6 April 202611Arches is the operator of Kynren, the outdoor live theatre attraction in Bishop Auckland. The Auckland Project and 11Arches have submitted a joint planning application to significantly expand Kynren into a year-round destination with three new productions (two indoor shows and one outdoor spectacle), targeting over one million visitors annually and £50 million economic contribution by the early 2030s.
• Big GivecoreGTM or Marketing Partner · 17 March 2026The Auckland Project participated in the Big Give Arts for Impact Campaign, an online match-funding platform that doubled donations to the Drawing Strength therapeutic art programme. Donations made between March 17-24 2026 were matched pound-for-pound, raising £6,688 from 74 donations.
• Visit County DurhamcoreGTM or Marketing Partner · 27 October 2025The Auckland Project participates in Visit County Durham's 'Next Stop, Durham' campaign promoting Durham as a top staycation destination for UK holidaymakers. The initiative targets longer visits and extends the visitor season, supporting local businesses and economic growth.
• Bishop Auckland CollegecoreStrategic or Co-development Partner · 15 October 2025Partnership between Bishop Auckland College and The Auckland Project to promote arts and heritage skills development through initiatives including a Heritage Skills Academy and Artist's Hub. The collaboration aims to create employment, support community projects, and enhance the local economy. Funded by the Stronger Towns Fund.
• Durham Wildlife TrustcoreImplementation/ SI/ Consulting PartnerDurham Wildlife Trust delivers the Hearth Outdoors programme, a free nature-based activity series in Auckland Palace Deer Park, including nature trails, wildlife sessions, sensory exploration, bush craft, and conservation activities. Second Sunday of each month sessions.
• Durham UniversityminorStrategic or Co-development PartnerDurham University is a partner in the Instituto Cervantes Lecture 2026 event hosted at the Spanish Gallery, in celebration of the Zurbarán exhibition at the National Gallery, London. Professor Alec Ryrie (Durham University Fellow) is the featured speaker for the Tyndale's New Testament 500th anniversary talk.
• Instituto Cervantes (London and Manchester)minorGTM or Marketing PartnerInstituto Cervantes London and Manchester provided generous support for the inaugural annual Instituto Cervantes Lecture at the Spanish Gallery, featuring art historians Peter Cherry and Akemi Luisa Herráez Vossbrink discussing Zurbarán's still-life paintings and Latin American production.
• St Oswald's HospiceminorStrategic or Co-development PartnerWatercolours created by Dick Scott, a patient at St Oswald's Hospice, are being exhibited for the first time at the new Artists' Hub. This partnership connects hospice patients with the cultural regeneration of Bishop Auckland.
• Social Prescribing Networks (South Durham)coreChannel Partner/ Reseller/ DistributorThe Drawing Strength therapeutic art programme is accessed through local social prescribing networks in South Durham, offering non-clinical support pathways for people living with chronic pain, Long Covid, low mood, and social isolation. Plans to expand into NHS networks across South Durham based on pilot programme evidence.
• National Health Service (NHS) South DurhamemergingChannel Partner/ Reseller/ DistributorThe Auckland Project is building evidence of health benefits of classical drawing to support future partnerships with Social Prescribing and NHS networks across South Durham, following successful pilot outcomes including pain medication reduction and mood improvement.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Market position

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aucklandproject
• Facebookfacebook.com/aucklandproject
• LinkedInuk.linkedin.com/company/auckland-castle
• Instagraminstagram.com/theaucklandproject

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Auckland Project