Ardoch: one of Scotland's best kept secrets

Ardoch Loch Lomond was gifted to CHAS just over two years ago now and over that time, there has been lots going on in the background to get the exclusive use venue where it needs to be. CHAS Director of Fundraising and Communications, Iain McAndrew reflects on the journey towards the new Ardoch Loch Lomond branding and how it captures the unique nature of this truly inspirational venue.

Set on the banks of Loch Lomond within its own 133-acre grounds, Ardoch was gifted to CHAS in January 2020; just before we were plunged into the pandemic. The shared vision behind the gifting of Ardoch has always been to see it operate profitably generating an income able to support the mission of CHAS; thus continuing the philanthropic spirit that has shaped Ardoch over the last 14 years.

Business plans have been developed, due diligence carried out, budgets and targets (with KPI’s of course) established, resources aligned, and a pandemic navigated. In short, all the things you’d expect to have in place. One of the core elements underpinning our business strategy is what we marketers would call “the brand”. It’s that intangible summation of an organisations personality that aspires to have your customer feel that you have delivered on what your snazzy website, imagery, and well-crafted copy promised.

Ardoch already had a strong brand which absolutely ticked the boxes for its existing clients. And, perhaps therein lies our challenge, as arguably Ardoch as a venue, is one of Scotland’s best-kept secrets. Our aspiration, therefore, is a simple one; namely to share Ardoch with a much wider and diverse range of clients whilst not losing the very essence of what makes it so special.

The Ardoch “brand” needed to be true to the experience that customers will receive to be truly authentic in a way that will inspire them to return time and time again. Although, now in CHAS ownership, we were always clear Ardoch needed its own “brand” distinct from CHAS. It was important that we acknowledged from the outset that Ardoch had to be chosen by clients on its own merits and exceed the expectations of a discerning clientele. Yet, we needed to convey the synergy between both organisations and, that in using Ardoch, clients are supporting such an amazing cause.

So for me, this was only ever about capturing the unique “something” that already makes Ardoch the venue it is and the very one we want more people to experience. I’ve had the privilege to visit on numerous occasions as CHAS prepared to take on the estate and I am always struck by the way the place makes you feel. As you arrive, the tranquillity is the first thing that makes an immediate impression. Next is the surroundings and yes, there is that view looking down over Loch Lomond (a little lost on me given I’m blind!). Yet, I’ve only ever heard the view described as spectacular, stunning, amazing, or breathtakingly gorgeous. The buildings themselves are a blend of the traditional and modern that sit so comfortably in their natural surroundings. This is one of Ardoch’s incredible attributes - the sense of wide-open flexible space and the connection to nature and the environment outside. Most importantly, Peter the General Manager, and the team are warm, welcoming and natural, immediately putting you at ease.

I think we’ve achieved something that enables us to express what Ardoch has to offer and we’re really proud of this. You can discover all this for yourself at www.ardochlochlomond.com and better still, if you are planning an event, make an inquiry and chat to Peter and Linsey on how Ardoch can help you create a memorable and impactful event; whatever that might be.