Report of: Assistant Chief Executive - Regeneration
Subject: National Premier Tennis League Finals
SUMMARY SHEET
1. PURPOSE AND SUMMARY OF REPORT (NOTE: Summary only needed if report more than 3 sides)
2. IF THIS IS A KEY DECISION WHICH KEY DECISION TEST APPLIES?
It is over the financial threshold (£75 000) c
It has a significant impact on 2 or more wards c
Non Key X
3. SUMMARY OF RECOMMENDATIONS
It is recommended that the Executive Member for Regeneration endorse the £5,000 sponsorship requested.
4. DECISION IMPLEMENTATION DEADLINE
For the purposes of the scrutiny call in procedure this report is
Non-urgent X
Urgent report c
If urgent please give full reasons
NATIONAL PREMIER LEAGUE TENNIS FINALS – MARCH 2005 – DAVID LLOYD CENTRE TEESSIDE
EXECUTIVE MEMBER FOR REGENERATION
ASSISTANT CHIEF EXECUTIVE - REGENERATION
PURPOSE OF THE REPORT
1. To seek Executive Member for Regeneration approval on proposals to sponsor this event.
BACKGROUND AND EXTERNAL CONSULTATION
2.1 Discussions have commenced within the Council on developing a town branding strategy (CMT 1st July 2004)
2.2 The strategy will be wide ranging and will reflect the increasingly sophisticated understanding of the role that enhanced image and awareness, and local self-confidence, has in under-pinning regeneration, including the lessons emerging from the Newcastle-Gateshead Initiative and Culture 10. Included in this will be the role which sporting events can play in raising an area’s profile, and objectives around attracting sporting events of regional/national/international significance to Middlesbrough.
2.3 It is intended to take a sufficiently measured approach to ensure that this strategy is right; however in the meantime there is a need to respond to specific opportunities without the benefit of having the overarching framework which the strategy will eventually provide.
2.4 Money has been earmarked from within existing Economic Development resources secured from NRF to support town branding/marketing activities.
2.5 The Council has been approached by the National Premier Tennis League which is planning to hold its national finals at David Lloyds Centre, Teesside in March 2005. This is the sport’s major national winter/indoor tournament, will attract teams and spectators from across the country, have significant national coverage in the world of tennis and reasonable coverage in the world of sport (rights with BskyB being negotiated, etc). Further additional benefits include extensive local school involvement being pursued with sports development.
2.6 There is an enthusiastic local organising team which has been responsible for bringing the event here – should it be successful they are hopeful that the event can be secured here for the next three years. Their target is to raise £50k in sponsorship and the Council has been approached for a £5k commitment this.
2.7 Whilst the David Lloyd Centre is located within Stockton Council’s boundary it is branded as Teesside and is very much a sub-regional centre. Stockton Council is supporting the event and the potential for joint marketing with Stockton Council around the Stockton-Middlesbrough Initiative will be explored. Even if marketing is not specifically about SMI it will still be used to promote a key facility/event taking place in the heart of the Stockton-Middlesbrough urban core, and to reinforce related key messages.
2.8 The anticipated impacts of attracting this event to David Lloyd Centre Teesside include:
· the profile created from hosting the event which will feature players in the world top 200 ranking;
· publicity in the six months leading up to the finals amongst participating clubs nationwide – including leafleting of approximately 6,500 members of tennis clubs and 1,600 spectators attending local/regional finals (with a strong A,B,C1 membership), and features in bi-monthly ACE tennis magazine;
· estimated 500 plus people attending the finals weekend from across the country as players/spectators (an additional tourism marketing campaign of attractions for accompanying friends and family to take place) with publicity materials including showboards at the venue;
· leaflet drop to households in selected postcodes in Tees Valley area;
· all publicity to include sponsors logo’s, and opportunity to include editorial in feature publications;
· radio and TV coverage will feature named sponsors;
· an extensive schools involvement programme will also be held prior to and alongside the event, with local pupils attending.
2.9 The Mayor/Council Leader is to be invited, along with the Mayor of Stockton, to the event.
2.10 The Council will also be invited to enter a team to take part in a “pro-am” sponsor’s event.
OPTION APPRAISAL/RISK ASSESSMENT
The following options are available: -
3.1 Do nothing – Middlesbrough will lose the opportunity to be closely associated with a sporting event that will attract publicity and visitors to the area. In addition, by not supporting the event, Middlesbrough Council will lose an opportunity to enhance the efforts both to develop a town branding strategy and the Stockton-Middlesbrough Initiative.
3.2 Approve the proposal – it can be difficult to quantify the direct and indirect benefits which sporting events can deliver as part of a branding strategy, but the anticipated benefits provide Middlesbrough with the chance to be closely associated with an event that will attract a number of participants and spectators to the region, raise the profile of the area via press and TV coverage, and work with local schools to encourage participation in physical activities. In addition, it will help to reinforce the ongoing work of developing a town branding strategy and the Stockton-Middlesbrough Initiative.
FINANCIAL, LEGAL AND WARD IMPLICATIONS
4.1 Funding has been secured from NRF resources to support the development of Economic Development, including town branding/marketing activities.
4.2 The overall budget for town branding/marketing is £70,000 and it is proposed that £5,000 of this NRF funding be allocated to the project.
RECOMMENDATIONS
5.1 It is recommended that the Executive Member for Regeneration endorse the £5,000 sponsorship requested.
REASONS
6.1 The event will contribute to marketing/branding activities via:
· local people seeing, and taking part in, a national sports event taking place locally;
· the profile of the area, and the Council as an innovative and pro-active supporter of regeneration, being raised nationally amongst key A,B,C1 demographic groups;
· a significant number of weekend visitors coming to the area from across the country.
BACKGROUND PAPERS
No background papers were used in the preparation of this report.
AUTHOR: Richard Dowson/Sandra Cartlidge, Economic Development
TEL NO: 01642 729560/01642 729039
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Address:
Website: http://www.middlesbrough.gov.uk