Podcast Summary

Episode Overview

Podcast: James Reed: All About Business
Host: James Reed CBE (Chairman and CEO of Reed Group)
Episode 58: Behind the Doors of Downton Abbey: Managing the 1,300-year-old Highclere Castle | Lady Carnarvon
Release Date: December 22, 2025

Main Theme:
James Reed interviews Lady Fiona Carnarvon, the 8th Countess of Carnarvon and custodian of Highclere Castle – the iconic location known worldwide as “the real Downton Abbey.” Together, they explore the complex reality of running and transforming a 1300-year-old heritage estate into a contemporary and sustainable business, balancing hospitality, heritage, farming, brand reputation, and innovation.

Key Discussion Points & Insights

1. Highclere Castle: The Scope of the Business

• Lady Carnarvon describes Highclere as a “hospitality heritage business,” employing 60 full-time and up to 150 seasonal staff during busy periods ([01:48]).
• Daily visitor hosting (up to 1,200 meals a day in peak season), extensive guided tours, and a “whole gamut of community,” including very senior staff ([01:48]).
• The business adapts through planning, preparation, and robust strategy.

Quote:
"We are cooking and feeding 1,200 people a day for 60 to 70 days a year... planning and preparation, that is at the heart of it and business strategy."
— Lady Carnarvon ([01:48])

2. Seasonal Events & Innovations

• Highclere’s Christmas events have expanded significantly, inspired by industry peers such as Blenheim Palace ([03:04]).
• Signature Christmas experience includes Gerald Dickens, great-grandson of Charles Dickens, performing A Christmas Carol ([04:03]).
• Diversified offerings: food events, carol evenings, teas with “Santa,” family and adult-focused gatherings, all designed for different audience segments.

Quote:
"I ended up writing a book, Christmas at Highclere. And from that, peeling off the different events that make Christmas special. ...Gerald Dickens...performs a Christmas carol. So one man... it is entirely wonderful."
— Lady Carnarvon ([03:04]–[04:03])

3. Behind the Scenes: Subscription & Virtual Experiences

• “Friends of Highclere” membership offers exclusive content, virtual reality tours (inspired by a London Tutankhamun exhibition), special events, and a book club ([06:16], [08:01]).
• Lady Carnarvon emphasizes delivering genuine value rather than formalizing into a charity structure.

Quote:
"I thought, having investigated it, I would rather do something which gave people some value. ...We have uploaded [3D videos]...special events, a book club. So we have different levels of subscriptions." — Lady Carnarvon ([06:16]–[08:01])

4. Heritage & History: The Tutankhamun Connection

• Highclere is famous both for Downton Abbey and being the ancestral home of the 5th Earl of Carnarvon, co-discoverer of Tutankhamun’s tomb ([08:14]).
• Legacy of discovery, stewardship, and respect for Egyptian Antiquities (nothing brought back to Highclere).

Quote:
"We have the story, the discovery, the resilience, the passion...But also, in today's world, the acknowledgment that it was Egyptian." — Lady Carnarvon ([08:14])

5. Managing the Downton Abbey Effect

• Lady Carnarvon embraces the Downton Abbey legacy but maintains clear branding and boundaries between Highclere Castle as a business and the TV enterprise ([10:52]).
• Downton draws global attention but provides modest direct revenue. Thus, she focuses on maximizing its indirect branding potential.

Quote:
"What can we do for Highclere to make the best of Downton Abbey? ...Respecting the dreams of people who have loved Downton Abbey and making sure that we try to live up to them..." — Lady Carnarvon ([10:52])

6. Life at Highclere: Stories, Seasons, and Realities

• Lady Carnarvon’s book A Year at Highclere reflects on daily realities, seasonal variation, unexpected events (farm life), and even ghosts ([13:59], [14:17], [16:42]).
• The estate also supports a working farm, but agricultural economics are harsh (farming now relies on subsidy from tourism).

Quote:
"Money from the castle now is what we'll use to support the farm, because despite the fact we have 2000 arable acres and sheep, we are losing money."
— Lady Carnarvon ([17:40])

7. Farming, Finance, and Policy Challenges

• The economics of British farming are tough; equipment costs outstrip income, and inheritance tax changes discourage reinvestment ([17:46], [20:30]).
• Lady Carnarvon argues for tax reforms to enable viable long-term investment in land and heritage buildings.

Quote:
"There's no incentive to be a successful farmer...Because your farm would be more valuable and you'd have to pay more tax."
— Lady Carnarvon ([21:23], [21:28])

8. Continuity, Stewardship & Business Philosophy

• Longevity, stewardship, and a sense of responsibility for future generations are core values ([23:43], [24:40]).

Quote:
"I am, I'm just the steward. I'm just a custodian, but that's what I think we all should be..."
— Lady Carnarvon ([24:44])

9. Highclere’s Ghost Stories (and Other Legends)

• Memorable segment! Lady Carnarvon recounts multiple ghost encounters in the castle, stories of loss, the legacy of lengthy habitation, and even “blessings” to appease resident spirits ([25:44]–[35:09]).
• The Tutankhamun “curse” and the strange death of Lord Carnarvon’s dog, Susie, is another highlight ([35:21]–[36:54]).

Quote:
"I saw a figure approaching from over my left shoulder. ...as we burst through those fire doors, the chap following me stopped..."
— Lady Carnarvon ([27:25]–[28:08])

10. Business Expansion, Gin, and Brand Building

• Multiple revenue streams: property rentals, farming, forestry, racehorses, weddings, corporate hospitality, brand partnerships (e.g., Viking Cruises, Belmond), and Highclere Castle Gin ([40:38]–[43:33]).
• Highclere Castle Gin is now a global brand, especially in the US and Canada, with award-winning recognition ([42:27], [44:54]).
  • During Covid, they hosted the largest virtual cocktail party (~80,000 online participants).

Quote:
"We've developed Highclere Castle gin which is probably our biggest play...We're the only gin to have been awarded 100 out of 100 by the American Spirit Sport..."
— Lady Carnarvon ([42:27])

11. Brand, Culture, and Direct Engagement

• Lady Carnarvon personally manages Instagram and Facebook, using direct feedback and storytelling to build a sense of authenticity and connection ([47:00]–[49:40]).
• She regularly shares practical branding advice and seminars, emphasizing the importance of community and customer focus.

Quote:
"The brand and reputation for Highclere is I'm looking always for authenticity, for kindness and for the values of continuity, of honor, of honesty, of humor...a still point in a turning world."
— Lady Carnarvon ([47:11])

12. Vision for the Future

• Emphasis on creating community, continuity, and face-to-face connection for future generations ([52:21], [53:32]).
• Lady Carnarvon is highly “hands on” with operations, from maintenance to guest experience ([54:12]).
• Personal ambitions: more time for gardening, horse riding, and travel – but always tied to the estate’s needs ([56:16]).

Quote:
"Connecting community, yep. Culture, values, brand. ...underneath the hood than people might think from looking at the house."
— Lady Carnarvon ([53:32])

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |-------------|------------------|-------------------------------------------------------------------------------| | 01:48 | Lady Carnarvon | “Planning and preparation, that is at the heart of it and business strategy.” | | 04:03 | Lady Carnarvon | “He looks just like you'd imagine Charles Dickens, and he bangs his gong... it's entirely magical.”| | 08:14 | Lady Carnarvon | “Downton Abbey and Tutankhamun in one home, Highclere Castle. We are so lucky.” | | 17:40 | Lady Carnarvon | “Money from the castle now is what we'll use to support the farm...we are losing money.”| | 21:28 | Lady Carnarvon | “There's no incentive to be a successful farmer… Because your farm would be more valuable and you'd have to pay more tax.”| | 27:25 | Lady Carnarvon | "I saw a figure approaching from over my left shoulder. ...he was following, which didn't fill me with enthusiasm."| | 36:17 | Lady Carnarvon | "At the moment he died, the lights in Cairo went out. So that's where I begin..."| | 42:27 | Lady Carnarvon | “Highclere Castle gin… We're the only gin to have been awarded 100 out of 100 by the American Spirit Sport.”| | 47:11 | Lady Carnarvon | “I'm looking always for authenticity, for kindness and for the values of continuity, of honor, of honesty, of humor, of a collection of old-fashioned nouns and adjectives which provide a still point in a turning world.”| | 53:32 | Lady Carnarvon | “Connecting community, yep. Culture, values, brand.”| | 54:12 | Lady Carnarvon | “Well, you know, if a hopper needs clearing up, either you're down and clearing it up or it's going to overflow…”| | 56:16 | Lady Carnarvon | "I hope I'll be a better horse rider... I'll have done more work in the gardens... I'd like to spend more time going on a holiday..." |

Important Segments & Timestamps

• Highclere's scale and enterprise: [01:48]–[03:04]
• Seasonal Events & Christmas: [03:04]–[06:10]
• Memberships, Virtual Tours, Tutankhamun connection: [06:16]–[10:31]
• Downton Abbey effects & strategy: [10:52]–[13:02]
• A Year at Highclere (book & daily realities): [13:59]–[16:56]
• Farming challenges & policy: [17:02]–[21:54]
• Business values, continuity & stewardship: [23:36]–[25:14]
• Ghost stories & supernatural at Highclere: [25:44]–[35:09]
• Tutankhamun and legacy lore: [35:21]–[40:16]
• Business expansion, gin, partnerships, branding: [40:38]–[49:40]
• Direct engagement, Instagram, and customer feedback: [47:00]–[51:36]
• Community and continuity vision: [52:21]–[54:08]
• Personal approach & ‘hands-on’ management: [54:12]–[56:42]
• Quick-fire closing questions (Monday motivation, 5-year vision): [55:44]–[56:59]

Tone & Style

Lady Carnarvon is candid, warm, humorous, and deeply pragmatic. She blends old-world stewardship with entrepreneurial grit, and she’s unafraid to discuss financial, emotional, and even supernatural aspects of heritage management. James Reed provides gently probing, encouraging questions, emphasizing actionable lessons for business listeners.

For Listeners: Why This Episode Is Valuable

• Heritage business: Insight into the unique blend of commerce, culture, and tradition.
• Adaptation & authenticity: How to evolve a globally recognized “brand” while preserving core values.
• Innovation: Embracing new technology and products (like gin, virtual reality) to diversify.
• Practical business philosophy: Stewardship, customer-centricity, and the real economics of farming and restoration.
• Memorable stories: Ghost tales and history bring the estate to life.
• Actionable takeaways: On branding, customer engagement, succession, and survival in heritage industries.

Summary prepared in the spirit of Lady Carnarvon: with a dose of history, plenty of pragmatism, and a good measure of dry British wit.