BOROUGH OF POOLE (ITEM 9)
ECONOMY OVERVIEW & SCRUTINY COMMITTEE
25 FEBRUARY 2010
POOLE TOURISM MANAGEMENT BOARD ACTION PLAN 2010/11
1.0 Purpose and context of Report
1.1 To inform the Overview Group of the agreed business/action plan of the Poole Tourism Management Board (PTMB) for 2010/11 financial year. This business/action plan was approved at the PTMB meeting of 27 January 2010, and is attached as appendix 1.
1.2 The business/action plan is aimed at maximising the positive impact tourism has on the local economy in Poole, which in 2007 amounted to an annual value of almost £200m, and supported 4,600 jobs directly.
1.3 The action plan supports the Tourism Strategy for Poole 2006 – 2015 and also the Council’s corporate strategy - Striving for Excellence. It directly supports the ‘Developing a Dynamic Economy’ objective and in particular the priority of ‘Revitalising the Town Centre’
1.4 The action plan also supports the Council’s objective of ‘Strengthening our Communities’ through enhancing programmes of art, culture, heritage and leisure activities and seeks to maximise the positive impact tourism can have on the host community by delivering activities/events that encourage residents participation.
2.0 Recommendation
2.1 To consider and note the appended business/action plan for Poole Tourism and support its contents being the primary focus of action for the forthcoming financial year.
3.0 Background
3.1 The management of the Council’s Tourism Service moved to a formal arms length arrangement in 2006, following the decision not to re-appoint the Head of Communications and Tourism, and the subsequent separation of these two service areas. This move saw the responsibility for the leadership and strategic direction of the Poole Tourism office pass to the PTMB. In addition to this responsibility the Council also agreed to the PTMB leading the content and approval of the Tourism office’s annual business/action plan. This plan forms the basis of all of the activities, service delivery and budget allocations for the forthcoming year.
3.2 The PTMB is made up of 12 elected representatives from each of the different sectors of the industry, such as hotels, guest houses and attractions, and 5 Councillors representing the Council (including the Local Economy Portfolio holder, Chair and Vice Chair of LEOSG and Opposition Spokesperson for Tourism). The Chairman is nominated by Board members but must be an independent person (ie not an elected member or a private sector operator). At its last meeting the Board appointed Bruce Grant-Braham as chairman for a further 2 year period.
3.3 As part of this process EOSC has an overseeing role for the Council to ensure that the business/action plan is in accordance with the Borough of Poole’s interests and direction, and needs to support the proposed actions.
4.0 Poole Tourism Business/Action Plan 2010/11
4.1 Attached as appendix 1 is the report presented to the PTMB explaining the detailed proposals. This includes the ‘main influencers’ of the proposed action, a breakdown of the proposed activity by project area, and a financial summary of income and expenditure.
4.2 The overall expenditure is budgeted at £709k of which there is a net cost to the Council of £460k, and £249k income achieved through private sector contributions, sponsorship and trading. The current economic climate has had an effect on private sector income with this year seeing a lower level of achievement than the past two years, but Poole Tourism has still managed to secure significant private sector funding, and achieve a figure of 89% of Poole based tourism businesses renewing their membership of the Partnership.
4.3 Whilst the attached report was debated and agreed by the PTMB, it was also heavily influenced by the wider Poole Tourism Partnership at its Annual Conference in November at the Sandbanks Hotel, where a number of the proposed activity areas were shared.
4.4 For each of the specific project areas there are further detailed plans which outline the project rationale, the current situation, the proposed ways forward, funding allocations, and performance indicators
4.5 Also attached for information (appendix 2) is a summary of the activity and achievements of Poole Tourism in 2009 in relation to last year’s agreed action plan.
Contact Officer: Graham Richardson, Tourism Manager – Tel: 262539
Report to: Poole Tourism Management Board
Report From: Graham Richardson (Tourism Manager)
Date: 22 January 2010
Title: Draft Tourism Partnership Action/Business Plan 2010/11
This report presents to Board members the proposed Poole Tourism Action/Business Plan for 2010/11.
The following proposed actions are intended to support the Tourism Strategy of the Poole Tourism Partnership and to support the aspirations and visions of the Council’s corporate Strategy ‘Striving for Excellence’. Feedback from the wider partnership at the annual Poole Tourism Conference (Nov 09) has been considered, along with the desires and visions of the management board.
The proposals are influenced by;
· ‘Striving for Excellence’ - The Council’s corporate strategy, and its objective of ‘Developing a Dynamic Economy’. The activities support the priority of ‘revitalising the town centre‘, and continued emphasis is given to the promotion of Poole Quay as a day visit destination for group travel, the local community and visitors to the area. The actions also foster close working and sharing of initiatives with Town Centre Partnership.
· The Council’s corporate objective of ‘strengthening our communities’ and desire to enhance programmes of arts, cultural and leisure activities as well as supporting the town’s heritage, and minimising impact of activity on residents.
· The current economic climate – Once again there is an expectation of greater numbers of Britons holidaying at home in 2010 and the proposals seek to maximise Poole’s opportunity to benefit. The economic climate however has also led to a reduction in income achievement over the past 2 years and the attached financial plan is based on this lower level of income achievement.
· Maintaining an events led action plan to give town competitiveness and to support potential investment and confidence though delivery of a strong special events programme which seeks to maintain business at peak periods as well as driving demand at shoulder times, along with impetus to encourage other event organisers and partners to use Poole (especially Poole Quay) as a venue.
· Sponsorship driven income and business relationships to achieve a number of the actions proposed, and seeking to give added value to sponsors for their contributions to assist them further during the current economic climate.
· Continued use of modern technology via new e-marketing promotional techniques to further enhance pooletourism.com, and taking advantage of the growth in popularity and potential of social networking sites.
· Targeted PR campaigns that encourage continued national media exposure, and developing further joint promotional/PR opportunities with Bournemouth Tourism.
· Supporting the regional tourism and economic development structure, and emerging new Tourism Strategy for England (via Visit England)
2.0 Project Action Programme
The Proposed Action Plan follows the previous structure of 9 designated project areas.
1 – Research, Development and Strategy
· Undertake relevant research activity in conjunction with South West Tourism (Volume and value, business barometer and re-introduction of room occupancy stats)
· Support the Council’s ‘Major Tourist Attractions Working Group’ in agreeing and taking forward recommendations.
· Continued support to the Poole Bournemouth Destination partnership, and delivery of the agreed shared action plan. Support to Regional Tourism Framework and new VisitEngland strategic body.
· Work with the Poole Town Centre Safer Neighbourhood Team to tackle problems of anti-social outside drinking on Poole Quay/High Street
· Working with Town Centre Partnership to ensure respective business/actions plans complement each other.
· Direct input into the respective organising Groups for the 2012 Olympics (Team South West, Team Dorset, The Dorset Visitor services Group, Dorset Promotional Group, Borough of Poole’s Olympic Officers Group)
2 – Tourism Promotion
· Undertake a targeted Spring/early Summer advertising campaign in partnership with Bournemouth promoting ‘Britain’s best holiday destination’ to take advantage of ‘Staycation’ market
· Day visit advertising with prime focus on Poole Quay and special events
· Promotion to coach group travel market including production of updated Group Travel guide, and attendance at selected regional group travel/great days out fairs.
· Working with Poole Harbour Commissioners to attract feature vessels to Poole Quay.
· Deliver a local tourism week for residents in Spring in partnership with Bournemouth. Prime medium to be Daily Echo and Advertiser series
· Explore tactical car-park pricing opportunities with Transportation Services for off-season promotion.
· Further promotion and development of the Wedding Guide.
· Overseas Promotion –
- Continue partnership with Destination South West (with PHC) to promote Poole as a cruise ship destination
- Continued support to International Education Forum promoting Poole Bournemouth area as the UK’s centre of excellence for international education
- Distribution of dual language leaflet on Condor Ferries as well as main tourist offices in Cherbourg and St Malo and Twinning Association
· Continued high profile of eating out scene through promotion of Poole Audi Eat Out Guide and eatoutpoole.com (see project no 3), and development of tactical restaurant promotions. Greater emphasis and promotion of local produce suppliers and ‘servers’.
· Further investment in adding to the library of stunning photographs, along with accessibility related pictures and people from black and minority ethnic groups.
· Work with Bournemouth Airport to have stunning Poole images displayed in new terminal
· Attendance at London and Southampton Boat Shows via partnership with Poole Quay Boat Haven, and explore opportunities of attending other major events to promote Poole
· Production of Poole Quay mini guide and distribution across Dorset and West Hampshire
· Seek partners for display of Poole imagery on side/rear of lorries (eg Wyvern Cargo, Poole Bay Freight)
· 3 – Pooletourism.com
· Continued enhancement and development of content on pooletourism.com including improved display and navigation of attraction pages
· Undertake local data stewardship role for VisitEngland ensuring all tourist information/partners are incorporated onto the national web platform (EnglandNet)
· Increased monitoring of website traffic to pooletourism.com and dissemination of information to partners
· Explore the benefits of utilising social networking sites to promote Poole partners and events.
· Include downloadable posters of special events for partners to print off when needed
· Direct promotion of website through mediums such as taxi branding, roundabout stickers, sponsoring people/activities
· Explore income earning opportunities of selling banner ads to non conflicting businesses
4 – Tourist Information/Welcome Centre/Visitor Services
· Improve the promotional display space within the Welcome Centre for our own events /activities as well as that of our partners, including greater promotion during periods of closure
· Continued production of Family Fun and Treasure Hunt leaflets and include distribution among Quay businesses
· Support Museum Services in delivery of heritage and public arts interpretation panels for Quay and Old Town
· Promote local popular walks and cycle rides in Poole
· Operate an advance notice ‘meet and greet’ service for coaches directly (when possible) or via one of our Quay based tourism partners
· Undertaking familiarisation visits to partner businesses during quiet periods
5 – Special Events
· Continued emphasis on branded, regular and sponsored special events delivering a main programme similar to that of 2009
· Withdraw from June fireworks and re-invest the funding into a firework display at the PAYE Day event as well as introducing 3 new events (mini folk festival or Arts day, mini steam fair and Armed Forces Day)
· Continued support and enthusiasm to other event organisers to stage events in Poole (eg Rallye Sunseeker, PAYE Day, Poole Afloat, Animal Windfest, British Beach Polo Championships, Poole Park Fest, Dorset Art Weeks, water based events) and include where relevant within overall programme.
· Deliver in partnership with Arts Development a major Arts based event in Old Town/Poole Quay as part of the Dorset-wide Inside Out Arts Festival
· Ensure all event procedures, guidance and compliances complement and adhere to those of the Council
· Explore opportunity to introduce participative family activity sessions on Poole Quay during August (in partnership with Arts Development)
· Continued partnership working with Police, transportation services and Consumer protection services to minimise disruption to local residents during events (esp noise and anti-social behaviour)
· Appoint a student work placement during events season to support Special Events Manager
6 – Direct Marketing
· Continue to grow the size of electronic and SMS databases (especially special event attendees and coach group travel organisers)
· Generation of visitor guide requests via tactical placing of information on selected directory websites and encouraging respondees to sign up to Poole Tourism Direct
· Undertake regular targeted e-bulletins to database contacts, including ‘special messages’ from our partners and our sponsors.
· As part of project no 2 active promotion to coach/group travel business including distribution of the group travel guide
· Direct promotion to coaching hotels within Bournemouth and Weymouth to encourage visiting coaches to visit Poole
· Explore opportunities with partners to develop packages or other offers to use in direct e-marketing bulletins (including utilising partners database contacts)
7 – Poole Visitor Guide
· Continue with current size style/layout for a further year
· Continued emphasis on stunning imagery and appearance as a quality and aspirational destination.
· Ensure guides are included within browser packs within accommodation providers rooms
· Continue prominence to local population via distribution through local outlets and Home Welcome company to new householders in East Dorset
8 – Poole Tourism Partnership
· A further review of the financial structure for the partnership to incorporate greater emphasis on website benefits and securing of current income levels.
· Take the lead role for researching, communicating and implementing relevant green tourism initiatives in Poole, and ensuring that Poole Tourism can lead by example wherever possible, and play its part in regional initiatives.