Arley Hall & Gardens: the "hidden gem"
estate for film productions
Nestled within 2,000 sprawling acres, Arley Hall & Gardens (Arley) isn’t your average tourist destination. Owned by Lord and Lady Ashbrook, the estate boasts a rich, multi-generational history, attracting not only 40,000+ visitors a year but also renowned film and television productions.
From meticulously maintained gardens, charming woodlands and farmland to guest properties and the grand Hall for exclusive events, beyond the beautiful scenery lies the heart of Arley – its dedicated, tight-knit team. With only 18 members, led by Lord and Lady Ashbrook’s eldest son, Hon. Rowland Flower, the estate fosters a strong sense of community. “It’s like a family,” says Bridget Roberts, General Manager at Arley. “The majority of the people have been here for a long time.” This includes Barry, who has been caring for the grounds for an astonishing 63 years.
Where history meets Hollywood
Arley’s charm extends far beyond its staff and scenic gardens. For over four decades, the estate has been a sought-after filming location, adding a touch of Hollywood magic to its repertoire. "We've hosted a diverse amount of filming," says Bridget. "Adverts, films, TV – it’s everything."
From the contemporary drama Brassic to the iconic soap Coronation Street (which utilises the estate's chapel for weddings and funerals), Arley offers a unique versatility. They've even hosted the top-rated Netflix series Fool Me Once, adverts featuring celebrities like Harry Redknapp and Roman Kemp, and established programmes like Antiques Roadshow and Gardeners World.
But the biggest name to grace Arley in recent years belongs to the award-winning period drama, Peaky Blinders. "We filmed with Peaky Blinders for four seasons," reveals Bridget. "They even used our grounds before they secured their iconic house location for Tommy Shelby."
The diversity of options is a key selling point. Productions often seek locations that offer a variety of settings to minimise the need for relocation. With Arley’s offering of an historic house, modern house, barn, expansive grounds, and dedicated unit basing area, filmmakers are able to seamlessly stitch together scenes that appear to take place in entirely different locations.
Building an industry reputation
In the past, film crews were primarily employed directly by television channels. Location scouts worked for specific stations like Channel 4 or ITV, building relationships to secure filming rights.
"You had to get in with the TV companies," explains Bridget.
The landscape has since shifted dramatically. “Today, the industry is dominated by freelancers. Location agents, sound technicians, directors – everyone operates independently.” This means building rapport with location agents is key.
"We're very well-known with the location agents now," continues Bridget. "If they have a brief mentioning an historic house, gardens, woodlands, fields, private roads – anything like that – they get in touch with us straight away."
Advice for other estates
Arley’s strong reputation has secured its place as a top filming hotspot, but is this a viable income stream?
"It can be," acknowledges Bridget, "but there are downsides to it as well." Filming requires significant work and offers unpredictable scheduling, making budgeting a challenge.
However, for Arley, the financial benefits are undeniable. "It's a significant part of our annual income," she reveals, "potentially bringing in the same as weddings for us. It’s important to avoid overreliance on any one income stream – having a diversified portfolio is ideal."
The future looks bright for Arley’s film offerings. Plus, the success of Fool Me Once on Netflix earlier this year demonstrates the power of exposure. On a billboard in the infamous Times Square in New York, Michelle Keegan could be seen dramatically holding her on-screen husband Richard Armitage – with Arley Hall featured prominently in the background.
“There's also a thrill associated with new film inquiries,” says Bridget. “And the exposure on websites and social media is a significant benefit.”
Operational considerations
Of course, hosting a film crew comes with logistical challenges. Large crews can lead to accidental damage, requiring constant supervision. Insurance needs careful consideration, especially when dealing with special effects like hot lamps and smoke. “Be prepared for crews to take over spaces and film at unusual hours,” says Bridget. “Filming can also be tedious due to constant retakes, so manage expectations.”
Balancing filming with regular operations is another hurdle. The estate manages its schedules with precision to ensure minimal disruption for visitors and weddings, prioritising the needs of those who booked first.
What are the benefits?
Arley’s significant experience offers valuable insights. “There's no standard rate card for filming, so negotiation is essential, especially for newcomers,” says Bridget. For estates considering film locations, seeking professional help with contracts and insurance is crucial.
Although the challenges are undeniable – long days, constant management, unpredictable situations – Bridget confirms that the effort is worth it. "We really love filming," she says. "It's hard work, but from a business point of view, it's a really good stream for us."
So, the next time you catch a period drama or a scene set in idyllic English countryside, keep an eye out – you might just be looking at Arley Hall.
Should I offer my estate or rural property for filming?
While Arley Hall’s experience paints a positive picture, there are many important considerations for estates contemplating diversification into filming location work.
Martyn Dobinson, a partner in our Land and Rural Practice Group, notes his top tips:
Professional advice is key
Logistics and management
Financial considerations
Marketing and promotion
Don't navigate contracts and insurance alone. Seek professional help to ensure you're protected and get a fair deal.
Be prepared for crews to take over large spaces and film at unusual hours. This can mean rearranging visitor access to certain areas, shutting down public events, and ensuring clear communication with everyone on the estate to minimise disruption.
As Bridget mentioned, there's no standard rate card for filming locations. While there are financial benefits, it's important to carefully consider your costs. Factor in wear and tear, potential damage, increased utility bills (lights, heat), and additional staffing needs. Negotiate your rate carefully, considering the size and scale of the production, the duration of filming, and the specific locations being used. An appropriate charge should be made for additional requests, for example permission to use chattels in a scene. Of course there are also tax implications to be considered.
Having a film-friendly reputation can be a major asset. List your estate with location agencies and industry directories. Highlight your unique features and showcase the estate's versatility through high-quality photos and videos. Flexibility is a must.
By carefully considering all of these factors, estates can make informed decisions on whether offering their property as a filming location is the right fit for their business.
For any advice on filming on your property/estate, get in touch with Martyn Dobinson.
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