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ITEM No

/ 5

TITLE OF REPORT

/ mediacity:uk Public Sector Support Programme
Meeting of / Salford Strategic Partnership Executive
Meeting Date / 11th September 2007
Contact Officer / Chris Marsh, Director of Community Regeneration, Central Salford URC
Contact Details /
Tel: 0161 601 4881

1. Recommendations

1.1  It is recommended that the Salford Strategic Partnership Executive:

  1. Note the report and refer it to each Thematic Partnership for consideration
  2. Ensure partner support for the further development and delivery of the mediacity:uk public sector support programme.

2. Purpose of this Report

2.1 This report sets out the purpose and framework of the extensive programme of public sector support required to ensure that the mediacity:uk development achieves all of its objectives. It outlines the basis of partner engagement in the programme and seeks the ownership and support of Partners IN Salford for this critical activity.

3. mediacity:uk update

3.1.  Following the completion of the commercial agreements that secured the commitment of the BBC to the mediacity:uk development , work to develop the site is now advancing at pace, in preparation for the first phase of site occupation by January 2011. The physical vision is therefore fast becoming a reality, promising to transform the site itself and to play a major role in transforming the fortunes of the City and its people, and the profile of the City on a Global stage.

3.2.  The basis of the City’s engagement in mediacity:uk has been clear form the outset: it must be a catalyst for major economic and social change in Salford. A range of objectives that were developed at the bid stage reflect this commitment, and these form part of a Strategic Framework Agreement between Salford City Council, NWDA, BBC, PEEL and Central Salford URC.

3.3.  It is clear that the range of social and economic benefits will not be realised by virtue of trickle down effects, nor through the development of opportunist and ‘additional’ activities that are unconnected to the mainstream public service effort. Therefore an assumption of mainstream public service engagement, which learns from past regeneration programmes, is the driver for the mediacity:uk Public Sector Support Programme which is outlined in the rest of this report.

4. Public Sector Support Programme - background

4.1. The Public Sector Support Programme is critical to the delivery of the transformational outcomes that mediacity:uk has the potential to produce on a number of fronts:

§  The development of the mediacity:uk site as a world class facility that can compete on a global level, providing a premier environment for the development of the digital and creative industries in the UK. The site itself will also form a major draw to visitors, extending the offer of Salford Quays.

§  The development of the digital and creative industries sector and the wider economy at the levels of the City of Salford, Greater Manchester, England’s North West, and the wider North.

§  The development of improved life chances and aspirations for local people. mediacity:uk also offers an exciting opportunity for incomers to the area, including those relocating with the BBC and other employers, to enjoy all that mediacity:uk and the area have to offer.

4.2.  To achieve these overarching outcomes, a diverse range of public sector interventions will be necessary. It will be critical that this activity is managed within a cohesive programme that effectively aligns partner activity with the vision and objectives for mediacity:uk, as set out in the Strategic Framework Agreement. This will enable clarity and ease of communication with stakeholders about roles and responsibilities, and will ensure that dependencies and risks are understood and managed.

4.3.  It will be important that the way in which the programme brings partners together around this exciting development fuels the creative and innovative processes that will be central to its long term success. Developing within the programme management arrangements the concept of ‘a place where conversations happen’ (a key theme in the bid to the BBC) can potentially add huge value to the delivery of the development and a wider range of social, economic and environmental outcomes.

4.4.  From a Salford perspective, ownership of and engagement in the programme by the Partnership Executive and all other levels of the partnership will be critical. Programme activity must be built into work plans and outcomes, and responsibilities must be fully understood.

5. Programme shape: Shared objectives and integration

5.1  The overall objective of the programme reflects the outcomes set out

above:-

To deliver seamless and effective public sector interventions designed to maximise benefits from the mediacity:uk project in terms of:

§  the development of the mediacity:uk site;

§  the development of the digital and creative sector and the wider economy;

§  improved life chances and aspirations for the people of Salford, Greater Manchester, the North West and the wider North.

5.2.  Beyond this, a set of twelve shared partner objectives have been developed, deriving from a longer set of partner objectives from the Strategic Framework Agreement. The shared objectives and public sector interventions required to support delivery can be defined as falling into three interdependent programme areas as follows (appendix 1 attached expands on the role of the public sector in each objective):-

5.2.1.  The development of the PLACE:

The delivery of public sector support required to enable the physical development of the mediacity:uk site, to ensure its effective ongoing management and maintenance and to develop mediacity:uk as a major visitor destination, supporting the wider Quays development.

The shared objectives delivered within this programme area are:

1. Support the effective management of the physical development
2. Support the attraction of competitive and high quality
investors/tenants and support services
3. Support the creation and maintenance of a safe, clean and
attractive environment
4.  Support the development and promotion of a visitor attraction that builds the sector, Quays, City and Sub Region's profile

5.2.2. The development of the ECONOMY AND SECTOR:

The delivery of public sector support required to ensure that mediacity:uk maximises its potential to transform the economy of Salford, contribute to the growth of the Manchester Sub Region, North West and wider North, and to boost the Digital and Creative sector of the Economy at each of these levels.

The shared objectives within this programme area are:

5. Support the creation of job opportunities and clear access routes
for local people
6. Build the skills, size, role and profile of the digital and creative
sector at all spatial levels
7. Support innovation in media industries
8. Facilitate the shift of BBC, and other broadcasters, investment and
commissioning to the North

5.2.3. The development of PEOPLE AND COMMUNITIES:

The delivery of public sector support required to ensure that people across Salford, Greater Manchester, the North West and the wider North benefit economically and socially from the mediacity:uk development. To ensure delivery of public support to the BBC (and other investors in mediacity:uk) to enable an effective transition of staff to the area.

The shared objectives delivered within this programme area are:

9. Build the skills of local people and connect and support them into
jobs
10. Build and sustain positive community perceptions of mediacity:uk
& BBC and their value to Salford's communities, families and
individual life chances.
11. Position and deliver mediacity:uk as an integrated element of wider
public service and regeneration activity
12. Support the arrival of the BBC (and later occupiers) to
mediacity:uk

5.3. Collectively the programme areas represent a comprehensive programme of activity that must be managed in an integrated way. This interconnectivity is illustrated in the diagram below. The shaded areas represent significant cross over and interdependency between the programme areas which will need to identified and managed in the context of the programme. SSG is the mediacity:uk Strategic Steering Group, and EMG is the Executive Management Group, which oversee the delivery process.

5.4.  There are also a number of cross cutting measures for which a distinct role can be identified in each of the programme areas and shared priorities.

These are:

§  Financing and resource management

§  Marketing and Communications

§  Community Engagement

As the detailed project scoping is carried out, it is anticipated that more cross cutting themes will emerge.

5.5. Further work is now required to develop the detail of the programme, including consolidating a range of work already under way to support elements of delivery, and in particular work that has been taken forward by the City Council in developing a BBC People programme since the bid stage. A stakeholders event (outlined in 6.2) below will be the next significant milestone in programme development.

5.6. A Programme Director is currently being recruited, anticipated to be in post early in 2008, and programme management responsibilities are currently being shared between the core partners.

6.  Engagement of partners IN Salford

6.1.  Ownership by Partners IN Salford will be critical to the delivery of the programme. At this stage this report is designed to raise awareness of and engagement in the programme, and the dissemination of this report to each thematic partnership and to individual partner Executive Management Teams will support this process.

6.2.  However, to drive the detailed understanding of delivery plans for each objective a more detailed process will be required. A stakeholder’s event is current being planned for late October which will give partners the opportunity to learn more about mediacity:uk, the programme, and contribute to the delivery planning process. This in turn will form groups of key stakeholders around each objective and drive the delivery process forward.

6.3.  At this point the Partnership Executive is asked to consider this report and refer it to other areas of the Partnership. Updates and focus on this issue can be expected to become a significant feature of the Executive’s work programme in the next few years.

7. Conclusion

7.1. mediacity:uk has the potential to delivery truly transformational outcomes for Salford. The Public Sector Support Programme represents a thorough and integrated approach to ensuring these outcomes flow, and Partners IN Salford are asked to ensure they do all they can individually and collectively to support the development and delivery process.

LSP/SSP Business/Meetings/2007/Exec/11.09.07/Papers Sent/Item 5 – Mediacity UK

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appendix 1

SHARED OBJECTIVE OF ALL PARTNERS / ROLE OF THE PUBLIC SECTOR PARTNERS
1. Support the effective management of the physical development / Provide effective leadership of public sector support for the overall development process. Support the development process through the delivery of effective planning, development control, transport, environmental and other support necessary to develop mediacity:uk in accordance with partner’s aspirations.
2. Support the attraction of competitive and high quality investors/tenants and support services / Support PML in the delivery of effective and coordinated inward investment and business relocation support to the occupiers.
3. Support the creation and maintenance of a safe, clean and attractive environment / Support PML in the design of a quality, safe, clean and maintainable environment in mediacity:uk and surrounding areas. Development of agreed delivery arrangements for ongoing management and development.
4. Support the development and promotion of a visitor attraction that builds the sector, Quays, City and Sub Region's profile / Support the development of a clear and attractive regional visitor offer in mediacity:uk, marketing and communications strategy, action plan and delivery arrangements in the context of wider marketing of Quays, Salford, GM, and NW.
5. Support the creation of job opportunities and clear access routes for local people / Work with PML, contractors and investors/employers at mediacity:uk to develop clear and effective gateways for people (Salford, GM, NW, North) to access skills and employment opportunities in the development of mediacity:uk and its ongoing operation. Support BBC in developing the diversity of its workforce.
6. Build the skills, size, role and profile of the digital and creative sector at all spatial levels / Work with the sector and its workforce at all levels (Salford, GM, NW, North) to ensure it is supported to maximise the potential for growth and development that mediacity:uk offers
7. Support innovation in media industries / Convergence, Dynamic synergies (NWDA ADVICE)
8. Facilitate the shift of BBC, and other broadcasters, investment and commissioning to the North / NWDA ADVICE
9. Build the skills of local people and connect and support them into jobs / Lead and support arrangements to develop aspirations for employment in mediacity:uk. Develop a demand led and person centred approach to skills development. Develop clear links between education and skills curriculum and mediacity:uk skills demands. Provide clearly visible and accessible and effective job preparation and job entry support arrangements for mediacity:uk development related employment and ongoing labour requirements. Promote mediacity:uk skills demands to the wider (non creative/media sector) workforce and support workforce development activity.
10. Build and sustain positive community perceptions of mediacity:uk & BBC and their value to Salford's communities, families and individual life chances / Lead and deliver an effective, extensive and inclusive programme of communications, marketing and community engagement activity designed to raise aspirations and awareness of the benefits of the mediacity:uk development and the arrival of the BBC.
11. Position and deliver mediacity:uk as an integrated element of wider public service and regeneration activity / Lead, establish and maintain clear arrangements for the integration of strategy, governance and delivery arrangements with the wider picture of development at the level of Salford, GM, NW and North, ensuring benefits of integration are achieved, and to minimise the potential for duplication of activity and unintended consequences.
12. Support the arrival of the BBC (and later occupiers) to mediacity:uk / Logistics and other support related to relocation of staff from BBC and other potential investors.

LSP/SSP Business/Meetings/2007/Exec/11.09.07/Papers Sent/Item 5 – Mediacity UK

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