Agenda unlimited visitTeesvalley BOARD Meeting to be held at Middlesbrough Town Hall at 10am – 1pm on Thursday 9th July 2009 1 APOLOGIES Mark Clayton, Nick Dolan, Bryn Hughes, John Lowther, Linda Edworthy 2 CONFLICTS OF INTEREST 3 MINUTES OF LAST MEETING 4 MATTERS ARISING 5 STRATEGY & RELATIONSHIP Tees Valley Unlimited NE Visitor Economy Strategy and AtMap – Chris Little (ONE) Festivals and Events Development Plan – to be tabled Tall Ships – presentation by Stuart Green VTV update April –June activities (Attached) 6 BUSINESS SUPPORT AND SKILLS Cultural Volunteering (Attached) Business Engagement – Future activities (report to be tabled) 7 MARKETING Campaign/Marketing – Future activities (report to be tabled) 8 FINANCE Finance report (To be forwarded) Page 1 of 3 visitTeesvalley Board Meeting Agenda 23 April 2009 Income generation (Attached) Tees Valley Top 10 (Attached) 9 ANY OTHER BUSINESS 10 DATE OF NEXT MEETING • October, venue and date tbc Page 2 of 3 visitTeesvalley Board Meeting Agenda 23 April 2009 This page is intentionally blank for double-sided printing Page 3 of 3 CONFLICT OF INTEREST PROCEDURES Introduction 1. Tees Valley Unlimited (TVU) Board Members should act impartially and should not use their position on TVU to further their personal or private interests. It is therefore good practice to have, and One NorthEast requires, TVU to have a set of clear procedures for dealing with any conflicts of interest, which may occur during business, whether at the Leadership Board, the Executive or the Sub Boards. 2. The purpose of this note is to advise TVU Board Members what is meant by a “conflict of interest” and to set out procedures for dealing with such conflicts if they occur. 3. Board Members, who are also elected members or co-opted members of one of the Tees Valley Local Authorities, will have signed an undertaking to adhere to a Model Code of Conduct, issued under section 50 of the Local Government Act 2000, and adopted by their authority. Within that Code are requirements relating to the declaration and registration of personal non-prejudicial and personal/prejudicial interests. Local Authority members should have regard to all the requirements of the Model Code when representing their authority on TVU Boards. Definition 4. A conflict may be defined as an interest in any TVU business which relates to or is likely to affect the financial, commercial, professional or personal interests of an individual member, their relatives, close associates, employer, any firm in which they are a partner, any company of which they area Directors, or the organisation they are representing on TVU. 5. An example of a conflict of interest could be a business representative influencing a decision that will be of financial benefit to that members business or another business that they have an interest in. 6. The responsibility for declaring an interest and for withdrawal from the meeting room and not improperly influencing a decision on a partnership matter rests with the individual Board Members. Basic Principles 7. In conducting its business, TVU requires all partner organisations, and their representatives, to act in the overall interests of TVU and its schemes. 8. Partners should accept a collective responsibility for the effective delivery of the funding programmes, which over-rides any individual interests (corporate or personal). 9. Partners should declare an interest when involved with partnership business and act at all times in good faith, in the best interest of the schemes and the local area. Procedures 10. In conducting TVU business, the following procedures will be applied: (i) A standing item, regarding conflicts of interest, will be included on each agenda at the start of TVU meetings. All members should declare the existence and nature of any interests at this point. Details of the declaration will be recorded in the Board’s minutes. If members arrive part way through a meeting they should declare any interest at the start of the relevant item or as soon as it becomes apparent that they have an interest; (ii) TVU will maintain a register of such declared interests, detailing the nature and extent of such an interest; (iii) Where a conflict of interest occurs, the Board member should withdraw from the meeting room whilst the relevant business is being considered / determined and, must not vote of otherwise improperly influence decisions on that business; (iv) In respect of collective decisions, such as partnership quarterly grant claims or the approval of annual delivery plans, partnership members should consider the issues in respect of the other elements of the schemes and not their own projects or interests. In practice, this means that within the context of an overall scheme decision, members should vet each other’s claim or submission. In the case of Local Authority Board Members they should consider whether they have a personal non-prejudicial or personal/prejudicial interest in any matter, as defined in the Model Code of Conduct for Local Authority Members. Where a member has a prejudicial interest in a matter they should leave the meeting room and must take no part in the discussion or voting on the business concerned. If partnership members require further advice on conflicts of interest, they should contact Linda Edworthy, Senior Assistant Director (Corporate Support) at the Tees Valley Joint Strategy Unit (01642) 264908. Notes of Meeting unlimited VISIT TEES VALLEY BOARD Meeting held at Joint Strategy Unit, Melrose House, Middlesbrough at 1.30pm on Thursday, 23rd April 2009 ATTENDEES David Kelly (DK) visitTeesvalley Chair Krimo Bouabda (KB) Cream Restaurants Ltd Councillor Bob Cook (BC) Stockton on Tees BC Bryn Hughes (BH) HMS Trincomalee Mark Clayton (MC) Crathorne Hall Hotel Nick Dolan (ND) National Trust Ormesby Patrick Green (PG) Wild Hop Brewery Ltd Juliet Farrer (JFa) Middlesbrough BC Stuart Green (SG) Hartlepool BC Julia Frater (JFr) visitTeesvalley Linda Edworthy (LE) Tees Valley Joint Strategy Unit (Part of meeting) Sarah Johnson (SJ) Stockton on Tees BC APOLOGIES Maria Wilcock (MW) Argument Cottage John Lowther (JL) JSU Page 1 of 7 Action 1 CHAIRS WELCOME The Chairman (DK) welcomed attendees to the meeting and in particular, Mark Clayton who was a new co-optee to the Board. 1 NOTES OF THE MEETING ON 15TH JANUARY 2009 The minutes of the meeting held on 15th January 2009 were agreed as a true record. 2 MATTERS ARISING The Board was informed that a visitTeesvalley (vTv) officer had now been appointed to the Captain Cook Tourism Association. vTv would be presenting information to a meeting of the Association on the Tall Ships and other vTv activities. Governance Arrangements – It was noted that Redcar and Cleveland Borough Council had indicated that they would like a representative on the Board. They had been informed that they could have an observer until a review of the arrangements had taken place. It was also noted that 2 members of the private sector in Hartlepool had expressed an interest in sitting on the Board. ONE Marketing Framework - A letter had been sent to ONE and a meeting had been arranged for mid May 2009 to discuss the marketing framework. Finance Report – LE informed the Board that TVJSU was undertaking, with SBC, a full financial review of the systems and processes which could lead to changes. RESOLVED that the information be noted. 3 HEAD OF VISIT TEES VALLEY VERBAL REPORT The Head of vTv, JFr, informed the Board of changes to staffing at vTv as a result of a review of activity and business generated. The consultation report had been circulated to all Board Members. It was considered that Business Tourism and Group Travel were being tackled at the regional level and as a result of this one post was currently in the process of being made redundant. It was also considered that employing an agency to carry out PR activity was costly, therefore a PR post within vTv had been job evaluated and would be advertised in the next month. It was noted that Alcazar might still be required for some activity. Page 2 of 7 Action RESOLVED that the information be noted. 4 STRATEGY AND RELATIONSHIP Tees Valley Unlimited LE discussed the announcement that Tees Valley had not been chosen as a City Region Forerunner with the Board. It was explained that Manchester and Leeds had been chosen as the Government considered that they could have a bigger impact on the national economy in the current circumstances. LE explained that they were disappointed with the decision and had requested a ministerial visit and would be having various discussions on the way forward. In terms of the Governance arrangements for TVU it was noted that amendments were still necessary and a report would be brought back to the next meeting of the Board. In terms of the communication strategy for TVU the Board was informed that it was the intention to ensure that there was a good understanding across all the Sub Boards of the range of activities being undertaken. Board Members were already receiving Quarterly Newsletters and there would be 2 meetings a year for all Board Members. It was also intended to have a session for all of the Boards’ Chairs to meet and discuss the annual TVU Conference. Currently, an ICT review was being undertaken and all websites were being looked at to ensure they were up to date. It was intended that briefing notes would be circulated to all Board Members and would not be confidential allowing for wider circulation. The withdrawal of the BMI Teesside to Heathrow flight was discussed. LE informed the Board that a delegation had met with the Minister for Aviation in March to discuss this issue. The Minister had been supportive and they had received the backing of all of the regions MP’s. ONE and Durham Tees Valley Airport were currently investigating a public service obligation order and the airport was also looking at the option of another provider. North East Visitor Economy Strategy The Board was provided with a NE Visitor Economy Strategy timetable. It would be discussed at the next AtMap Steering Group on 21st May. A staff away day for all 4 ATPs staff had also been arranged for 6th May to go through the visitor economy strategy. vTv Update – January – March 2009 Activities The Board was provided with a summary of activities for January to March 2009. The Tall Ships Race 2010 was discussed. Concerns were raised over the current lack of Page 3 of 7 Action sponsorship and the Board offered its assistance in the form of knowledge, skills or contacts. It was also suggested that the Attractions Forum could be of assistance. Board Members agreed that it was important to ensure that visitors to the Tall Ships were aware of other events or attraction happening that week. SG agreed to provide an update to a future meeting of the Board on the Tall Ships Race 2010. RESOLVED that the information be noted. 5 BUSINESS SUPPORT AND SKILLS Passionate About Skills (PAS) Update The Board was presented with a report that summarised the work undertaken, key challenges and the way forward for the PAS Pilot. Visit Tees Valley had secured funding for one year in 2008/09 to implement the project and it had now been extended for a further two years due to its success as part of the REF. RESOLVED that the considerable progress made with PAS and the extension of the project for a further two years be noted. Cultural Volunteering Project The Board considered a report that highlighted the work of Tees Valleys Cultural Volunteering pilot project led by visitTeesvalley. Information was provided on the key achievements and future activity. JFa commented that it was possible that volunteers that already existed through the Events and Festivals Forum were being missed. It was suggested that it be an item at the next meeting of the Forum. RESOLVED that vTv continue to lead on the project and carry out the identified ‘future actions’. Business Engagement The Board was presented with information on the Business Engagement activities undertaken during 2008/09 and the activity planned for 2009/10. The Board discussed ‘in kind’ contributions from LAs. It was noted that although it appeared that contributions were diminishing, the figures had been analysed and they suggested that the total value of contributions from the 5 LAs had increased significantly based on the data submitted. A number of public sector board members advised against too much reliance on this data and its relevance and drew attention to other ways in which the contributions needed to be assessed. It was informed that the ATP Chairs would be Page 4 of 7 Action meeting on 2 June to discuss the financial sustainability of the network and the ATPs. JFa suggested that vTv should meet with LAs at the beginning of the Financial Year in order to plan the work required for the year ahead. Representatives to sit on a Sub Group to look at income generation were sought. KB and PG agreed to sit on the Sub Group. RESOLVED that:- 1. vTv continue with the Business Engagement activity for 2009/10. 2. KB and PG be appointed as vTv representatives to the Income Generation Sub Group. 6 MARKETING visitTeesvalley Marketing Campaign The Board was presented with a report that highlighted visitTeesvalley’s activity to date with regard to marketing and also outlined the consumer campaign for 2009/10. It was noted that the new website for vTv would be ready by the beginning of June. The Board congratulated officers on the proposed ‘Do Something Different’ consumer marketing campaign for 2009/10. RESOLVED that the proposed campaign activity and evaluation be approved. Marketing Framework The Board considered a report that gave an outline of the One NorthEast’s Marketing Framework. The Framework was currently awaiting sign-off from the four ATP Chief Executives in July 2009. RESOLVED that the current position be noted and the Marketing Manager be directed to pursue dispersal products that will support the TV product, business and brand. Festivals and Events Development Plan (FEDP) The Board was presented with a report that highlighted vTv’s response to the recommendations of the RDA’s Regional Festivals and Events Sub Group for the Single Programme of funding of Festivals and Events from 2010/11 onwards and production of a FEDP. The proposal to submit an expression of interest in undertaking the regional co-ordination role was discussed with vTv in partnership with the University of Teesside, Events International and Gecko Ltd. Page 5 of 7 Action RESOLVED that vTv be directed to bring together a collaboration of key partners to produce a FEDP and look at submitting expression of interest. 7 FINANCE Finance Report The Board was presented with an estimate of the 2008/09 outturn based on information available to date and showed that vTv expected to end the year with a surplus. LE informed the Board that TVJSU was currently undergoing a financial audit with Stockton Council and that changes to processes would be likely. Income Generation The Board considered information in relation to income generation. It was noted that on behalf of Tourism Network North East (TNNE) vTv would develop a sales strategy that would aim to deliver income generation opportunities for vTv and TNNE whilst also providing private sector businesses with a tool that identified how vTv and TNNE could increase profitability. A discussion paper would be prepared for consideration at the next joint NE Tourism Advisory Board and Chairs meeting on 2nd June. Tees Valley Top 10 The Board discussed the ‘Top 10’and was informed that two businesses had declined the second year of the programme but others were still considering their position. The Board acknowledged that the economic climate had changed dramatically and this would be a major factor for businesses. RESOLVED that the information be noted. 8 ANY OTHER BUSINESS In terms of the ‘How’s Business’ survey responses had been low. The Board was informed that vTv and Northumberland had indicated that they would be happy for ONE to circulate the survey. It would take the form of 3 questions on a 3 monthly basis. JFr referred to an update report for the north east on tourism and the recession that had been largely drawn from verbal reports made by the ATP Business Engagement Officers at Page 6 of 7 Action the Tourism Network Business & Skills Working Group meeting on 21 April 2009. It appeared that it was a relatively mixed picture for all areas. In the Tees Valley it was noted that the opening of Saltholme Nature Reserve had been successful. It had seen approximately 25,000 visitors in the first 3 months. In Northumberland, January and February visitor numbers and occupancy levels were reported as being excellent for the time of year. March was a bit slower but early reports were that Easter had been very good. For Durham the leisure market was performing well in both the city and rural areas. In Tyne and Wear occupancy in March in Newcastle/Gateshead hotels had been at its highest level for 5 years which was considered to be an achievement during a recession, but probably one that had been bought by extremely heavy discounting. RESOLVED that the information be noted. 9 DATE OF NEXT MEETING 9 July 2009 – venue tbc Page 7 of 7 visitTeesvalley Summary of Activities Month: April – June 2009 Head Update Festival and Events Development Plan (FEDP) Preparation of FEDP is being undertaken with Heads of Culture of 5 LAs plus private sector reps. Brainstorming session July 3rd. The Plan will also identify one lead event/year. Draft Plan submitted to Directors of Regeneration in September for approval prior to submission to ONE. Regional Co-ordination Unit appointed in July. Single Programme bid for monies for 2010/11 event to be submitted by Aug 20th to ONE. Limited money available as already funding Tall Ships, Youth games and Durham Cricket ground. There will be a call for major events bids from the £2.5mpa for 2011/12 and 2012/13 in January 2010. Guidelines for selection have been issued. AtMap Further document prepared to Identify 5-6 projects which will meet the vision, TV priorities and 4 regional objectives and be deliverable To be discussed at next Board meeting with NE Visitor Economy Strategy R&CBC held Master Plan vision workshop – final draft completed June. R&C undergoing major restructuring – two new Heads of Services to be appointed July. Head member of Creative Industries Steering Group. Darlington – With the redundancy of Gwenda Lyn Jones – John Anderson taking lead role Glennis Dodds attends Tourism Officers meetings on a quarterly basis. Rural Development Programme Rolling out Guisborough Market Town Destination Plan. Looking at rolling out the approach to other appropriate locations in the Tees Valley. GMTI secured £300k pa to implement destination plan – discussions taking place for R&CBC to lead on delivery of Business and Community Asset Fund (up to £200k per project- 50% grant private sector cash match) for Tees Valley. R&C preparing bid for rural programme funding (£500k) through Sport England for G’boro Mountain Bike Trail Head Centre. ERDF AUDIT £130,000 claw back over 08/09 and 09/10 – vTv to pay £100,000, JSU remainder MARKETING FRAMEWORK The revised NE marketing framework has been circulated to ATPs for internal use. Roles and responsibilities are not included within the framework document. Dispersal protocols still to be agreed. BUSINESS SUPPORT SIMPLIFICATION PROGRAMME Discussions have been held regarding how BSSP will affect the ATPs and particularly the work of business engagement. The Tourism Business Toolkit will be accessed through the Business Link website. A Memorandum of Understanding has been signed between the Network (ONE and the 4 ATPs) and BL, a Statement of Intent (the first in Tees Valley) has also been signed between vTv and BL and Operating Guides. These include creating a robust referral process for ATPs and Business Link, sharing of customer information, development of the Business Link service and customer journey. This is an interim measure until a MOU and SOI has been reached between TVU and BL TALL SHIPS Dedicated pt Tall Ships PR officer appointed and commenced beginning March. July 3rd – 400 days till Tall Ships. Unveiling of countdown clock by Jeff Stelling on 3rd at the start of DockFest. Revision of Marketing and Comms Strategy to reflect target markets – draft to be agreed in July. STAFF D’ton Tourism Officer Post is frozen. R&CBC Tourism post to be advertised shortly. The Passionate about Skills Post will be part of the Regional Employer Framework with ONE funding for 2 years – FT post – Carol Daniel taken up position. This left a vacancy for Cultural Volunteering Post and we have appointed Helen McBride. NEEC have also offered support on financial aspects. We have appointed a PR Executive and await confirmation of start date. We are awaiting the result of job evaluation for the e tourism post from HR. We are co-ordinating a bid for tourism related posts with all LAs as part of the Futures Job Fund – bids need to be submitted by 30th June to commence in October. CITY REGION TVU are looking at the way forward following Manchester and Leeds securing City Region Forerunner status. Discussions ongoing with Gov. Strategy & Representation (Strategy, Corporate Communications, Hospitality, Forums) VMs MEETING The April meeting had presentations from Kerina Clark of the new Xcel Centre in Newton Aycliffe, and John Gallery on Latemeetings.com. The main focus of the meeting was spending the 2008 fees, and the decision was made by the group to give the money to a local charity to hold an event at one or more member venue/s, raising funds for the charity and profile for the group. Discussions began with Teesside Hospice as the chosen charity. Teesside Hospice attended the May meeting and revealed their plans of a food festival event using the fees donated by the group. More details will be discussed at the next meeting. EVENTS FORUM The next meeting will be a joint Forum between the Events and Attractions Forums on 30th July. B&B/SC Forum The next meeting is on 29th July. Destination Development (Evaluation, Research, Top 10 Delivery, Desti.ne) RESEARCH Comments have been received on the draft final copy of the Accommodation Study and factsheets - further amendments required from M’boro and then report will be published. The AtMap Steering Group and Planning Group will meet every 6 months to review progress and to take activities forward. Draft Local Development Framework to be agreed. The Template for collating tourism/leisure projects submitted for planning approval has been agreed and circulated to update projects.. Product Development Art and Literary An audit has begun to identify if there is sufficient product of an appropriate standard to develop and launch a Cultural trail for Tees Valley, subject matter to include art (galleries, sculpture, public art) and literary products. The intention being to identify places of interest which have a direct link and can provide experiential activity as opposed to vague references. If a strong theme is identified a package/trail will be created via the website and marketed through PR and comms activity. Nature and activity Based Tourism Following a decision by Redcar and Cleveland BC on the Mountain Bike Trail Head proposals and a review of recent studies into nature based and activity based tourism it is proposed to prepare a project plan in relation to developing Nature based and activity based trails. Product development activity will include liaison with the LA’s to develop or improve the product followed by the development of web based trails and itineraries etc. Heritage Tourism Following a study by Tribal Consulting into the opportunities for the region with Heritage tourism the following areas were proposed as possible themes; Castles, Living, Breathing History (Industrial), Edge of the Roman Empire and A major centre of European learning (Christian). These were subsequently tested via focus groups in York and Edinburgh with Discoverers and Traditionals . The focus groups highlighted that any activity needed to focus on experiential as opposed to tenuous links and plaques or flat historical content, also the Christian heritage was not a theme which would encourage a visit, except for Durham Cathedral and possibly Holy Island. The next stage is to carry out a product audit linked to these themes to identify and explore the product developments/improvements required prior to going to market and propose a plan of action. E Tourism vTv’s E Tourism Strategy is progressing well with current work including: Google Analytics - training has been delivered to key members of the team on Google analytics identifying how this tool can be used to evaluate and monitor the effectiveness of the site and campaign activity, demonstrate how content could be changed and adapted to increase usability and how to monitor webstats etc. A report template will be developed and implemented in the coming weeks Development of a Data Strategy - this will include data collection plans, usage of data protocols, E Tourism Framework which will be developed in conjunction with the LA’s to ensure buy in and develop a network approach to web activity Web Content Plan - 6 month plan to ensure and maintain that the site content is dynamic and 24/7 with a longer term timetable of activities. A 3 year vision for the website will be produced identifying how the site needs to evolve based on future campaign activity, developmental and functionality changes/opportunities and regional activities) and a SEO Strategy (two phased approach to the identification of keywords to increase the optimisation of the site, phase one short term based on the identification of key words for new site in conjunction with Google analytics work to review and identify ongoing amendments required to ensure ongoing optimisation with a longer term strategy looking at prioritising/goalising keywords linked to future campaign activity or target audiences/product launches etc.) Additional activity to include proposals to identify ongoing monetirisation opportunities via the website and a review of the functionality and improvements to the BRM system. This work is currently being facilitated by a consultant, it is hoped to employ an E Tourism Officer within the next month to lead on delivery of the 3 year E Tourism Strategy for vTv. Travel Trade Following the organisational changes at vTv, Travel Trade activity will now be delivered via PR and Web based activities led by Stockton Borough Council as part of the in kind contribution. A work programme has been developed which will be delivered via the TO at Stockton Borough Council and the PR Executive for vTv with support from the LA TO’s where applicable. The work programme will include activities such as regular press coverage/articles, attendance at exhibitions/workshops with the regional teams, two fam trips per annum, vTv features in newsletters, web presence, production of a generic piece of print, etc monitored by CBS and KW. Business Tourism Following the organisational changes at vTv, future Business Tourism activity will be delivered via a regional collaboration between CDTP/T&W/NTP and vTv ATP’s. A steering group has been formed and activities identified, further updates to be forwarded as and when appropriate. Business Engagement & Business Tourism BUSINESS ENGAGEMENT Nature Tourism: During April vTv held two nature tourism Fam trips taking businesses around Tees Valley to explore the fantastic nature available. A toolkit has been made to support the next stages of businesses promoting Tees Valley’s nature hot spots and each business was supported by a one-to-one meeting. A number of the businesses have set up meetings to work in partnership and vTv has a role in assisting. Corporate site: The copy writing for the corporate site was undertaking during April and May and has now been completed. The next stage to prepare the site requires technical assistance. Target to complete is early July. The url for the site is www.visitteesvalley.org Membership Module(BRM): Training was delivered by ONE on the membership module, in particular estate configuration and user defined fields. Some time now needs to be planned in to set up the system to monitor TV business engagement. Some records have been updated however feedback is being prepared for ONE as there are some major issues with the system. Spring Conference: Our Spring Conference was a huge success. Over 80 delegates came to Middlesbrough's Cineworld Cinema and met the visitTeesvalley team. Tourism businesses from all over the Tees Valley watched the premiere of the film visitTeesvalley - It's happening. It featured contributions from a whole range of people including Sir John Hall; Hugh Lang from Durham Tees Valley Airport and the Mayor of Hartlepool, Stuart Drummond. It offered an uplifting look at the transformation of Tees Valley over the last two decades. It also focused on the many world-class visitor attractions and events in the Tees Valley. Video’s for each LA area are available on the corporate website www.visitteesvalley.org under the “About us” and “Past Events” sections. Tourism Awards: Applications are now closed for the 2009 North East England Tourism Awards with a record 28 entries from Tees Valley. Short listing commences on 29th June with the Award Ceremony on the 15th October at the Hilton, Newcastle. 'It Aint What You Do It's The Way That You Do It'!: This event was held on May 7th, facilitated by Chris York, Ambition Academy with international marketing speaker Geoff Ramm. The event purpose was to develop collaborative working between all sectors of the visitor economy and to provide useful marketing tips which businesses could take away and apply immediately. The event was a huge success receiving excellent feedback. The follow up event on June 9th was equally successful with a questions and answer session with award winning Poppy’s hairdresser’s and guest speaker Geoff Hodgson. The event resulted in businesses planning a ‘Tees Valley Forum’ with attendees from the full range of the visitor economy. Rockliffe Hall has offered the venue for the first meeting. Happening Pass: Twenty top offers have now been set up for the Happening Pass, a training session was held on the 2nd June providing the top twenty businesses with full training and a manual to effectively train their teams on the offers and usage of the Happening Pass. Access Launchpad: June saw the start of a new series of events ‘Access Launchpad’ which involves the launchpad vehicle touring Tees Valley during June & July assisting businesses with their Access Statement and getting up to date with the DDA. Darlington saw the first event, with 6 businesses attending a two hour training session, businesses ranged from restaurants, self-catering, B&B and a major hotel. Marketing (inc. consumer PR, e-marketing) PR & MARKETING CONSUMER: 60,000 copies of the first 09/10 quarterly events flyer went out on 4th May to over 600 customer-facing businesses in and around the Tees Valley, County Durham and North Yorkshire as well as a supporting eflyer to our consumer database. Both promoted 3 competitions based on the Worldfest, Music Live and Infinity Bridge events. All 3 competitions could be entered online on our website and amounted to a total of 365 entries. A vTv promotional team attended the Infinity Bridge event on 14th May promoting a competition for Music Live, capturing data and getting people signed up for further mailings. Do Something Different campaign was officially launched on 7th June at Middlesbrough Music Live. Our events team were there with a Giant Shoe and ad van promoting the new campaign and getting people signed up to the happening pass. The launch also included the start of the TV and radio ads which will run up until March 2010 over key school holiday periods. As well a 3 month banner ad on gazettelive.co.uk. The campaign launch received coverage in The Evening Gazette, Northern Echo, Hartlepool Mail, Bdaily and a couple of articles in Marketing Trade Press. The “all new” happening pass was officially launched the following week which included a reader offer in the Northern Echo. 60,000 copies of the second events flyer (a Summer bumper edition) went out on 23rd June to the same 600 businesses as above. A supported eflyer went out the following week. This time promoting a powerboat competition linked to the Take to the Tees event. An 8pg Summer Supplement in the Gazette and a 4pg wrap-around in the Hartlepool Star went out on 24th June promoting events, attractions and activities on offer over the Summer as well as the Happening Pass. A 4pg feature based on this theme was in the Hartlepool Mail on 25th June and a similar 8pg supplement publication will be out in the Northern Echo on 2nd July. A Do Something Different Facebook Group has been set up and currently has had 170 members signed up in two weeks. Work is underway on the Face of Tees Valley competition (the search for Tees Valley Ambassadors) and the search will be launched on 5th July at Hartlepool Dockfest. E-MARKETING: The new visitteesvalley.co.uk site was launched on 8th June. As it is a brand new site the site is still being tested and development plan has been put together to look at future work including content and data updates. UGC (User Generated Content) and CRM (Customer Relationship Management) Paper As part of the E Tourism Strategy and web development a series of CRM and social media (UGC) requirements were proposed. To be able to deliver these activities vTv needed to assess how the regional solution might fulfill its requirements in full or in part to prevent duplication and encourage strategic working and cost savings. To this end a document was forwarded to ONE to describe the exact nature of the requirement so that VTV can ensure its chosen development path is fit for purpose (in both the long and short term) and make appropriate use of resources. In addition concern has been raised with the network that there does not appear to be a strategic approach to E Tourism/Marketing regionally which is possibly resulting in decisions being made in silos, ie UGC packages and CRM systems that are not integrated within Destine. The findings, proposed solutions, of this paper are due at the end of June at which point vTv will share this information with the other ATP’s to identify if there is a common view or requirement across the network or if vTv needs to pursue these developments independently. Events KEY EVENTS. vTv promotional teams will be in attendance at all key events in TV as well as some regional events such as Sunderland Air show. EVALUATION On site event evaluation has started for 2009 so far Infinity Bridge Opening and Middlesbrough Music Live have been evaluated. DEVELOPMENT Events Officer is currently working on the FEDP and continuing the work with existing events to encourage clustering and development. Skills The Passionate about Skills Steering Group will review its priorities at its next meeting (date tbc) The pilot achievements included the establishment of an effective network and Steering Group, funding Nature Based training for accommodation providers, promoting the UK Skills passport to local Colleges who have encouraged over 400 students to register for their own individual passport and agreeing priority activities that support the work of the North East Tourism Skills Alliance. The SME cluster pilot for the sector is progressing with employers and partners now starting to identify and agree priority areas of activity including the expenditure of the allocated funding. This will include a “Tees Valley Welcome” programme that is been developed for the Cultural Volunteers. Cultural Volunteering Since April and June more than 400 volunteers have registered with Volunteesvalley through a number of mediums including leaflets and websites. A full programme of activity is attached as a separate Board item. A comprehensive database of volunteers has now been developed, all have been contacted and inductions for these volunteers will start the week of the 29th June. Some of these volunteers will be working on a programme developed especially for Dockfest 09. Plans to build on existing relationships and create new opportunities for volunteers is now a main priority Linkages with the Tall Ships and Personal Best Programme are still being developed The next Steering Group will take place in July. Agenda Item 6 unlimited Report of: visitTeesvalley Report to: visitTeesvalley Board Date: 9 July 2009 Subject: Cultural Volunteering Project Item for: Information / Decision / Presentation SUMMARY 1. SUMMARY 1.0 This report highlights the work of Tees Valley’s Cultural Volunteering pilot project that is led by visitTeesvalley. The key achievements and future activity is identified. Page 1 of 5 visitTeesvalley Board Agenda Item 6 9 July 2009 2.0 PURPOSE OF REPORT 2.1 To provide an update of the project covering the following: • Marketing and PR • Volunteer Engagement • Welcome to Tees Valley • Funding • Identified areas of development/ future actions 3.0 Marketing and PR 3.1 Cara Pringle has been leading on the marketing and PR of the Cultural Volunteer programme (Volunteesvalley) creating pages on the visitTeesvalley website dedicated to the project. The pages include information on the project, how to sign up and details about the volunteering offer for Tall Ships 2010. This has been a successful way of recruiting and subsequently a number of volunteers have been registered this way. 3.2 A Facebook page where users can become a “fan of volunteesvalley” has also been created this again has been a good way of spreading the word not just for potential volunteers but also stakeholders, partners and organisations. Since the page went live within a week over 75 people had became fans. 4.0 Volunteer engagement 4.1 With the Tees Valley festival season approaching it was vital that volunteers were recruited to meet the demand. A tour of a volunteesvalley branded camper van distributing leaflets to local events and organisations took place recently for a week across the Tees Valley and registered over 400 volunteers. The camper van was initially manned by a PR company however the proposal is to use volunteers in the future for recruitment drives. 4.2 With over 400 volunteers registered from the camper tour, facebook and website a comprehensive database has now been created with contact details and relevant information about the volunteer and areas of interest for matching. Most have now been contacted with a list of future events and placements .Inductions for those interested will take place the week of June 29th. It is hoped that these volunteers will then work Hartlepool Dockfest 09 4.3 Using Dockfest 09 as a pilot we hope to create a structured programme for the volunteer which can be used for other local authority and private sector events and festivals. Volunteesvalley is working alongside event organisers to make sure that both the volunteer and the events staff/management know each other’s roles and responsibilities so that the placement is effective and a good experience for both parties. 4.4 Middlesbrough Music Live recently ran a “Cultural Ambassador volunteers Programme” and the volunteers would also be signed up and work with Volunteesvalley. Thirteen volunteers were inducted this way and a number Page 2 of 5 visitTeesvalley Board Agenda Item 6 9 July 2009 participated on the day. A full debrief of how the event and programme ran will be delivered by Jakki Mills of Ten Feet Tall and then rolled out to event organisers. 5.0 Welcome to Tees Valley 5.1 Initially it was decided that as part of the volunteesvalley induction a Welcome to Tees Valley package would be presented. This would follow the model used by Blackpool, where a number of trainers were recruited to deliver the package to businesses, authorities, services and organisations who would then in turn deliver it to their staff. This has proved extremely successful in helping to promote Blackpool and included delivery to the police and transport organisations. Over 1200 people have now been on the course since it was launched last year. 5.2 Julia Watson from Career Concepts who originally worked on the Blackpool programme has been contracted to pull together a package for the Tees Valley. This was due for completion in recent months however it has now been agreed that a number of additional elements to the package will be created for each local authority to promote their particular area in detail. Career Concepts are working on a draft to be completed by the end of July 09, with a goal of a finished product by September. It will provide a 4 hour induction to the Tees valley which will be delivered to all volunteers who sign up to the programme and it will also be rolled out to other businesses within the visitor economy. 6.0 Project Management/Funding 6.1 Helen McBride has been appointed Project Co-ordinator and will work two days per week until the end of September due to other commitments with organising BBC Blast in Darlington. She will work 4 days per week from end of September till March. We are examining the possibility of integrating the role with the proposed Chief Liaison Officer to be appointed to work with the Tall Ships Races. The NE Employers Coalition is providing the financial and budgetary services for the project until the end of March. 6.2 Research is underway to look at alternative funding for the project which finishes in March 2010, including the Princes Trust and Generation 2012 legacy programme. 6.3 Some of the CV Partners have also shown interest in joint bidding for future funding. 7.0 Identified areas of development/ future actions 7.1 Relationships with routes to employment agencies are proving successful. A new relationship with Springboard Hartlepool has resulted in an increasing number of volunteers with over six people being referred daily. . Page 3 of 5 visitTeesvalley Board Agenda Item 6 9 July 2009 7.2 With over 400 volunteers on the database and increasing every day, building new relationships with organisations who can offer placements is now a high priority. Given the increasing demand from new volunteers it is important to make sure that this is continually monitored for best practice. We are also getting requests from event organisers outside Tees Valley for volunteers. 7.3 System of inductions to meet demand and relevant people trained to deliver the 4 hour induction programme. 7.4 Dockfest 09 to be used as a pilot programme for volunteers to be used in future events. 7.5 Continued work with Personal Best, Hartlepool Adult Education and Tall Ships Ambassador programme. Originator: Helen McBride Contact Tel: 01642 263101 E-mail: Helen@visitteesvalley.co.uk Page 4 of 5 visitTeesvalley Board Agenda Item 6 9 July 2009 Page 5 of 5 Agenda Item 8 unlimited Report of: visitTeesvalley Report to: visitTeesvalley Board Date: 9th July 2009 Subject: Income Generation Item for: Information / Decision / Presentation Page 1 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 1.0 PURPOSE OF REPORT 1.1 To discuss the sustainability of Tourism Network North East including Single Programme and LA funding and potential income generation opportunities for vTv. 2.0 REGIONAL POSITION: THE SUSTAINABILITY OF TOURISM NETWORK NORTH EAST 2.1 On 2nd June a joint NETA Board and ATP Chairs and Chief executives meeting was held to discuss the sustainability of tourism network northeast. Four background papers were circulated prior to the meeting and covered Single Programme funding for TNNE, LA funding levels for the ATPs, a summary of ATP commercial activity and an income generation discussion paper. 2.2 The key points from the meeting and the agreed actions are set out below. 3.0 THE NETWORK APPROACH AND SCENARIO PLANNING 3.1 There was unanimous agreement that the Network approach – A Regional Team complemented by four ATPs – had proved to be successful and had been the right decision: Despite the recession, current business levels and confidence in the sector was very high; Past investments were providing a strong foundation on which to build; and VisitEngland recognised the North East model as a “Best Practice” example, ahead of most other regions 3.2 The problems facing the Network in terms of securing its long term financial sustainability should not be underestimated. However, it should also be recognised that the projected “Single Programme” support for the Network of £5.5 million in 2010/11 will still dwarf the total budget (from all sources) of the old Northumbria Tourist Board which was in the order of £1m per annum. 3.3 All partners in the Network needed to change their language from “Them and Us” to “We”. All partners recognised that their future success and long-term sustainability was closely inter-linked. 3.4 If not already doing so, ATPs should consider taking a “scenario planning” approach to managing their funding uncertainties – from best case to worst case scenarios. 3.5 Further opportunities for shared services across the Network should be investigated as a means of reducing costs for the ATPs. Opportunities could exist around shared HR and accounting services, as well as procurement 4.0 NETWORK STRUCTURES AND THE NEW STRATEGY 4.1 One North East agreed to circulate the detailed outcome of the “Shape” review once internal consultations are completed and to discuss the Page 2 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 implications with the ATP Chief Executives through Network Management Group. 4.2 The new Visitor Economy Strategy will provide a major opportunity to set out the achievements of the Network for stakeholders and to help secure their support for the future. It should also help to establish roles and responsibilities of all organisations involved in the sector, not just One North East and the ATPs but also the Local Authorities, Business Link and others. 4.3 Once the key objectives and targets of the new Strategy are agreed by all stakeholders this will be a further opportunity for a full review of the priorities and actions of Network partners. 5.0 SINGLE PROGRAMME FUNDING FOR THE ATPs 5.1 In the current climate of reduced public sector spending there is little prospect of the planned reduction in SP funding for the ATPs being reversed. However, it was understood that public funding for the ATPs would always be required to a certain extent. One North East will clarify whether development work by the ATPs to establish trading arms can be funded through their core costs, and to take this into account in future Funding Allocation Letters 5.2 One North East will clarify whether the rising proportion of their total income from other (non Single Programme) sources should be viewed by the ATPs as a “guideline target” or an “enforceable requirement” that should be re- negotiated if not being met. 5.3 One North East should recognise that matched core funding from other sources (especially the Local Authorities) is likely to bring with it other core responsibilities for the ATPs. Therefore, achieving every Single Programme core funding requirement will become increasingly challenging for the ATPs, as the proportion of their total funding from Single Programme declines. 6.0 LOCAL AUTHORITY FUNDING FOR THE ATPs 6.1 The ATPs’ achievements to date should put them in a strong position to seek additional funding from the Local Authorities in the future, although as with the public and private sector, the extremely difficult financial pressures of the Councils should not be underestimated. The most effective approach is likely to be based on presenting the ATPs as a solution to lightening the load for Local Authorities – giving examples of the things that the ATP can do to help the Local Authorities achieve their targets and priorities in relation to destination management. In addition, it is important that the case for funding the ATPs is built on support for the visitor economy (including retail, restaurants, pubs and leisure facilities), rather than support for “tourism”. 6.2 When appropriate to do so, One North East already includes funding for the ATPs amongst its high-level discussions with the Local Authorities. In addition, the Agency will always support any approach by an ATP to its Local Authority funding partners, if it is asked to do so. Page 3 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 6.3 Care should be taken to ensure that negotiations with Local Authorities are not interpreted as an attempted “Smash & Grab” raid by the ATPs. In addition to increasing their funding for the ATPs’ destination management role, it is equally important that the Local Authorities continue to support the visitor economy through their own place-shaping activities. The consultation around the new Visitor Economy strategy provides an ideal opportunity to present the case for increased funding to the ATPs (based on their achievements to date) via a high level presentation to ANEC or the new Local Authority Leaders Board. 6.4 If it is achieved, increased funding from the Local Authorities will almost inevitably result in calls for the appointment process for ATP Board members to be reviewed. This will need careful management to ensure the continued adherence to Nolan principles whilst recognising the legitimate claims for funding bodies to be able to have a major influence on how their money is spent. A place on the Board is not necessarily the best or the only way for this to be achieved. 7.0 PRIVATE SECTOR FUNDING / INCOME GENERATION 7.1 One North East and the ATPs are committed towards the production of a portfolio of “Network Opportunities” for tourism businesses setting out all current trading activities from marketing to training workshops. This is seen as the first step towards reviewing how activities could be grouped as “packages” that businesses can buy. 7.2 There could be benefit from senior officers from the ATPs and One North East attending a Workshop to further brainstorm private sector income generation opportunities. 7.3 A key issue to discuss between the ATPs and One North East concerns attracting sponsorship from major organisations including transport operators (such as train companies), suppliers to the sector (such as credit card companies) and manufacturers of relevant sports / leisure goods (such as walking gear). There may be a number of missed opportunities by not approaching organisations with a Network package that would bring together a number of ATP and regional brochures, supplements and websites. 19. TICs were felt to offer a wide range of potential new income generation opportunities if they can be more closely aligned to the work of the ATPs. This is one of the areas being explored by the ATPs with the new Unitary Councils in Northumberland and Durham. 8.0 NEXT STEPS AGREED AT THE END OF THE MEETING 8.1 An Action Plan / Timeline should be prepared and circulated to all attendees at the meeting, with key dates and responsibilities (who does what?) identified. Milestones should include: o Circulation of the detailed outcome of the One North East “Shape” review Page 4 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 o Consultation period for the new strategy; and the target publication date o ATPs to review possible cost savings by sharing corporate support services o Response to the ATPs from One North East on “Single Programme” funding issues o Network presentation to ANEC or Local Authority Leaders Board o Production of first “Network Opportunities” portfolio for tourism businesses o Income Generation workshop for ATPs and One North East, to include further discussions on approaches to major companies. o Next joint meeting of NETA Board / ATP Chairs and Chief Executives 8.2 Attendees at the Meeting: NETA Board: Geoff Hodgson, Jenny McGee, Carole Ann-Field, Tony Gates, Kevin Kaley, Hugh Lang, Maggie Pavlou, Penny Wilkinson, Bob Symonds ATP Chief Executives: Andrew Dixon, Julia Frater, Giles Ingram, Melanie Sensicle ATP Board Members: Peter Kemp, David Kelly, Chris Davy, Sue Parkinson One North East: Stacy Hall, Louise Davis, Tania Robinson, Paul Hemphill, Chris Little ACTION PLAN/TIMELINE Following discussions at Network Management Group, 10 June 2009 Action Lead Target Notes Responsibility Date 1. Circulation of the Louise Davis By early Discussion on detailed outcome of the (ONE) September implications for One North East “Shape” ATPs at NMG in review September 2. Circulation of Chris Little By end of To be further consultation arrangements (ONE) July discussed by the for the new strategy; and NETA Board the target publication date Strategy Group 3. ATPs to review possible ATPs To be set ONE will assist cost savings by sharing by the the discussions, if corporate support services ATPs requested 4. Response to the ATPs Chris Little By mid- Including Trading from One North East on July Arms and “Single Programme” matched funding funding issues issues 5. Network presentation to Louise Davis Autumn Presentation to ANEC or Local Authority (ONE) ANEC to ideally Leaders Board involve Alan Clarke and/or Margaret Fay 6. Production of first ONE / ATPs By end of To be overseen “Network Opportunities” June by NMG portfolio for tourism businesses Page 5 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 7. Income Generation Tania Workshop To include at workshop for ATPs and Robinson/ date set for least one Board One North East, to include Paul Hemphill 21 July member from the further discussions on (ONE) NETA Board and approaches to major from one of the companies ATPs 8. Next joint meeting of Louise Davis / Mid- Full agenda to be NETA Board / ATP Chairs Paul Hemphill January discussed by and Chief Executives (ONE) NMG in advance. 9.0 LOCAL LEVEL: visitTeesvalley 9.1 At the ATP level it is recognised that there are a number of challenges that should be noted which will affect the ability to generate significant income. These are noted below: i) Challenge: the amount of income depends to a considerable degree on the make up of the industry in a sub region ie. total number of businesses, number of accommodation providers in national quality scheme, size of sectors, and balance between sectors. For example Tees Valley has around 100 inspected properties which compares with around 800 for Durham and 1600 for Northumberland. Therefore income potential is to some extent pre determined and is not the same in each sub region. ii) Challenge: regional tourism marketing needs comprehensive region- wide product to make it effective and it is therefore free to tourism businesses BUT sub regions required to generate income from industry for marketing activity. iii) Challenge: regional marketing has significant budgets, doesn’t require income from private sector and because of scope of activity is attractive to businesses YET sub regions with small budgets do have to generate income from marketing activity and because of scope of activity this is less attractive businesses. iv) Challenge: visitnortheastengland.com comparatively well resourced with significant traffic generated through regional marketing activity SO sub regional destination sites generate less traffic and income potential from advertising, commission etc is reduced. v) Challenge: vTv is a relatively small entity with only 7 FT staff so there is limited capacity to address income generation. Plus income that the ATP’s generate is ring-fenced to certain activity through funding agreements with One North East eg income from holiday guides is regarded as match funding for marketing activity and must be spent on publishing holiday guides, this limits the ATP’s ability to use income to diversify and establish new income streams. Page 6 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 vi) Challenge: the ATPs have a core roles none of which are income generation. The requirement placed on the ATP’s by One North East to generate income, so that it reaches around 35% of operating budget, has the potential to take the ATP’s away from core roles. 9.2 Membership is established in one area only (Tyne and Wear) which draws members from across the region that pay a fee to be part of the convention bureau or as an investment in place marketing. Tyne and Wear (through NewcastleGateshead Initiative) draws its convention bureau membership principally from the Tyne and Wear area but there is a significant minority of members in the wider region. 9.3 Northumberland Tourism and County Durham Tourism have investigated membership as an income generator and have concluded that while membership may deliver significant benefits, income isn’t one of them. vTv have also considered membership but concluded that we lack the critical mass of businesses to make it profitable. We put forward the proposition of a regional sales team but this did not find favour with either Northumberland or Durham. 10.0 visitTeesvalley – PROPOSED INCOME GENERATION OPPORTUNITIES 10.1 Given the above, we have identified the following activities that will be implemented in the short term. 10.2 vTv’s Corporate Site www.visitteesvalley.org - under marketing there is an opportunities section with currently 3 opportunities, free entry onto the website, enhanced entry for £99 and free autumn special offers campaign. 10.3 It is proposed to also include the following packages as opportunities: i) 360 Degree Photo Enhance your entry on both the vTv and VNEE websites by increasing the quality of your images. vTv is working in partnership with Lightwave Studios to offer a special offer to tourism businesses in Tees Valley, for just £190 (+ vat) you can get four new, high quality, 360 degree photographs for your business. The cost also includes uploading onto both vTv and VNEE websites, and images will be available for your website designer to upload onto your own website. The still images will also be supplied for you to use on other marketing material. * Please note businesses must have an enhanced entry to enable images to be uploaded on the vTv and VNEE websites - see package 1 for special offer. ii) Package 1 - Enhanced entry with 360 degree photo package Combine an enhanced entry with the 360 degree photo opportunity and save £50! Normal cost to get an enhanced entry is £99 and for the four 360 degree photographs is £190 (+ vat) businesses who choose to combine the offer will pay £239 - a saving of £50. Page 7 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 iii) Online Video Enhance your entry on both the vTv and VNEE websites by adding a video. vTv is working in partnership with 3 Point Media to offer a special offer to tourism businesses in Tees Valley, for just £465 (+ vat) you can get a 30 second video. This cost is for the complete production and delivery of your video for the desti.ne database as well as your own website and video-sharing sites. By adding video to your website, you will also appear higher on Google and other search engines. * Please note businesses must have an enhanced entry to enable videos to be uploaded on the vTv and VNEE websites - see package 2 for special offer. iv) Package 2 - Enhanced entry with online video package Combine an enhanced entry with the online video opportunity and save £50! Normal cost to get an enhanced entry is £99 and for an online video is £465 (+ vat), businesses who choose to combine the offer will pay £514 - a saving of £50. 10.4 It is also proposed that vTv offer the following sponsorship opportunities. i) Sponsorship Package 1 vTv is offering a sponsorship opportunity for up to eight businesses in Tees Valley to become part of our sub-regional marketing campaign. As a sponsor businesses would benefit from; • Sponsorship of the visitteesvalley.co.uk home page for one, four week period. • Enhanced entry on vTv and VNEE websites Package 1 is available for up to eight businesses in Tees Valley per annum for a fantastic price of £500. ii) Sponsorship Package 2 vTv is offering a unique sponsorship opportunity for up to four businesses in Tees Valley to become part of our sub-regional marketing campaign. As a sponsor businesses would benefit from; • Sponsorship of one of four events guides, including image and advertorial • Sponsorship of the visitteesvalley.co.uk home page for one, four week period. • Enhanced entry on vTv and VNEE websites Package 2 is available to up to four businesses per annum for a fantastic price of £1000. iii) Sponsorship Package 3 For businesses wishing to increase their presence, an opportunity to enhance their sponsorship package to include the following is available; • Sponsorship of one of four events guides, including image and advertorial • Sponsorship of the visitteesvalley.co.uk home page for one four week period. Page 8 of 9 visitTeesvalley Board Meeting Agenda Item 8 9 July 2009 • Enhanced entry on vTv and VNEE websites • Sponsorship of one key vTv event per year • Sponsorship of one Happening Pass consumer newsletters per annum Package 3 is available to up to four businesses per annum for a fantastic price of £2500. 11.0 RECOMMENDATIONS 11.1 vTv continue to develop a number of package and sponsorship opportunities on line for a minimum of 6 months to be used by the Business Engagement Officer during her day to day engagement with tourism businesses. Review the success of the opportunities after 6 months and look at the potential of a combined prospectus for the region across all ATPs, especially on line. Originator: Julia Frater Contact Tel: 01642 264934 E-mail: Julia@visitteesvalley.co.uk Page 9 of 9 Appendix 9 unlimited Report of: visitTeesvalley Report to: visitTeesvalley Board Date: July 2009 Subject: Top 10 Update Item for: Information / Decision / Presentation SUMMARY This report provides the Board with an update on progress with the Top 10 campaign. Due to the economic downturn and elements of the package not meeting expectations of the partners, mainly around the limited ability of vTv to deliver on certain expectations around events, the Top 10 partners will not be committing to the package this year therefore. As a result alternative income generation activities are being considered around a business ambassador scheme and sponsorship opportunities via consumer marketing campaigns. Page 1 of 7 visitTeesvalley Board Meeting Appendix 9 23 April 2009 1. PURPOSE OF REPORT 1.1 The purpose of this report is to update the Board on the Top 10 Campaign 2. BACKGROUND 2.1 The attached summary demonstrates that the level of participation at the close of the campaign had not increased from the position reported in October. The summary also demonstrates that the branding ‘quick win’ opportunities and activities were the most successful regarding take up, providing each of the Top 10 with numerous brand awareness raising opportunities, mainly due to the fact that the activity was carried out by vTv. Other activities within the campaign which have been relatively successful are the corporate and VIP activities/events. Unfortunately, the exhibition and stand share opportunities had a very poor response from the Top 10. None of the Top 10 requested the distribution of leaflets via vTv or to provide a promotional team to distribute leaflets or to have a presence at any of the events. In the absence of the organisation attending events the Top 10 banner/pop up has been present providing brand and organisation profile awareness at the events. Although at the quarterly visits to discuss the campaign and levels of participation concerns were raised by vTv regarding the low levels of participation with the events element of the campaign there was no improvement in the levels of participation as the campaign progressed. Although during feedback sessions earlier on in the campaign the Top 10 organisations were stating that they were satisfied with the campaign and felt that it was delivering what was expected. As the campaign progressed and the economic downturn set in, feedback started to suggest concerns about the compatibility of the target audiences and the lack of networking opportunities with these audiences. To increase the value provided by the Top 10 campaign the participants were reminded of the networking and B2B communication opportunities available to them as part of the campaign plus additional VIP ticket opportunities proposed, none of which were taken up by the Top 10. vTv reviewed the campaign package, taking in to consideration the feedback received, and developed packages which provided additionality in the form of more networking opportunities and a degree of flexibility and bespoke packaging, tailoring the package to businesses needs and audiences. See attached for further details of proposed packages ambassador packages. Whilst the campaign was drawing to a close and new packages were being developed the economic downturn worsened and the country officially entered a recession. The impact of the recession on the Top 10 Campaign has been Page 2 of 7 visitTeesvalley Board Meeting Appendix 9 23 April 2009 catastrophic with partners who had originally committed to a long term involvement in the campaign re considering their position. At the review meetings at the end of the campaign further feedback from the businesses identified that there were problems with the package not meeting expectations for two main reasons, firstly the audiences (B2B or consumer) vTv market to are not the partners target markets and secondly, the events packages could not be delivered because vTv were not the actual event organiser and therefore could not deliver on the original package proposals ie sole sponsorship opportunities. An additional concern with the package was the lack of mechanisms in place to measure the success of the campaign, which is key especially when entering a downturn, partners want to see what they are generating directly for their business by participating. It is appropriate at this point to highlight that vTv considers the economic downturn to be the main contributory factor for any dissatisfaction that may have been generated, as businesses have to cut back they look more closely at activities and view them in a different light than previously. Below is a summary of each Top 10 partner and their status: Darlington Building Society Due to the company experiencing a loss for the first time in 90 years and redundancies anticipated it was not felt appropriate to continue at this time, we agreed to keep in touch and maintain close relationships. Durham Tees Valley Airport Due to reductions in flights the airports budgets have been cut and the emphasis is on business tourism therefore they cannot commit to vTv campaigns this year Inbiz/TNG A loss of a government training contract has resulted in a significant cut in budgets and therefore no funds to continue with the Top 10 or any other campaign activity K Home Engineering A recent acquisition has resulted in a change in direction in addition the campaign did not match the companies target audiences. Micheal Poole Due to an office closure and redundancies and a continued tough climate it is not appropriate to continue with a campaign of this nature. Northgate Holdings Economic climate is affecting the organisation resulting in redundancies plus the campaign did not deliver what was anticipated and does not reach the right audiences. Page 3 of 7 visitTeesvalley Board Meeting Appendix 9 23 April 2009 Punch Robson Concerns about the campaign not delivering what was promised, ie exclusive sponsorship of actual events, although this had been highlighted and discussed during review meetings. New proposals submitted and being considered however due to current economic climate it is unlikely that they will continue supporting vTv campaigns. Teesside University Current campaign does not meet original B2B target audiences however the University is very supportive of current consumer campaign activity stating that the creative is very well designed and thought through and matches their campaign strategies etc. They would like to have quarterly meetings to discuss how to become involved in future activity due to the timings of this campaign being slightly out of sync with their activities. Vantis A new Marketing Director has been recruited and we are awaiting an opportunity to review the current Top 10 campaign and future proposals. UK Steel Enterprises Forthcoming meeting scheduled to discuss future sponsorship opportunities via the CVP activity linked to the organisations CSR strategies, however, due to the current situation at Corus (parent organisation it is unlikely this will proceed). In summary, mainly due to the economic downturn and elements of the package not meeting expectations of the partners, mainly around the limited ability of vTv to deliver on certain expectations around events and different target markets, the majority of the Top 10 partners will not be committing to the package this year. As a result of this and a deepening recession it has been decided not to repeat the campaign but to focus on the alternative income generation activities that have been developed such as a business ambassador scheme and sponsorship opportunities via consumer marketing campaigns. It is felt that these campaigns will be able to deliver measurable outputs for partners in a time when funds are tight. The sponsorship opportunities are being promoted and explored, however further discussions are also going to be held regionally to identify if there is an opportunity to generate more income by creating regional sponsorship packages, the ambassador scheme will be reviewed as part of the network income generating opportunities workshop to be held in July. 3. RECOMMENDATIONS 3.1 The Board is asked to note the current position and to direct vTv to pursue sponsorship opportunities and the introduction of new ambassador packages following network meetings. Page 4 of 7 visitTeesvalley Board Meeting Appendix 9 23 April 2009 Originator: Claire Boston Smithson Contact Tel: 01642 264939 E-mail: firstname.lastname@example.org Page 5 of 7 Top 10 Activity Participation Plan Activity DBS DTVA Inbiz K M Punch Transmore UK Univ Vantis Home Poole Robson Steel Marketing activity Monthly electronic newsletter √ √ √ √ √ √ √ √ √ √ Quarterly newsletter √ √ √ √ √ √ √ √ √ √ Website banner (6mths) √ √ √ √ √ √ √ √ √ √ Bus advertising campaign √ √ √ √ √ √ √ √ √ √ Train station campaign Discovery Pass √ √ √ √ √ √ √ √ √ √ Events guide Spring/Summer √ √ √ √ √ √ √ √ √ √ Events/Festivals Hartlepool Marina Road Race Tees Valley Half Marathon Tees Regatta Blues Festival, Guisbrough Worldfest Fins & Chrome British Jet Ski Championships Fire Engine & Vintage Car Rally Preston Hall Hartlepool Maritime Festival Cleveland Show Albert Park Party at the Priory Stockton Show Middlesbrough Meal Tour of Britain Middlesbrough Tees Pride Page 6 of 7 Living North Fair √ √ Stockton Christmas Festival √ √ Corporate VIP Events Museum of Hartlepool launch √ Maritime Festival VIP √ √ SIRF VIP Reception √ √ √ √ √ South Pacific Show √ √ √ √ √ √ Corporate Events Culture Awards √ √ √ √ √ Lobster Festival √ √ √ √ √ Top 10 Christmas dinner √ √ √ √ √ √ Page 7 of 7 Consumer Campaign 09/10 Sponsorship Brand Association opportunities Strategy for Tees Valley • Since the ATP formed in 2006, several key pieces of marketing research has helped to drive visitTeesvalley towards an events-led marketing strategy: • To not compete with other areas who utilise their natural beauty as the main reason to draw visitors to the their area • To use the varied calendar of events to lure visitors who will travel to the Tees Valley for specific events/experiences • vTv will focus on the resident and day visitor (within 2 hour drive-time) market in the short-term with the long-term intention of turning those into return visits and overnight stays. Core campaign • Objectives • To raise the awareness of what Tees Valley has on offer for visitors and residents • To increase days visits • To increase repeat visits • To increase web traffic to visitteesvalley.co.uk • Local pride • To convert days visitors from within a 2 hour drive time to overnight stays. • Target Audience Tees Valley residents Visitors to County Durham, North Yorkshire and southern areas of Tyne & Wear Businesses in County Durham, North Yorkshire and southern areas of Tyne & Wear Business travellers (to convert to leisure travellers) Targets • To increase visitor expenditure by 5% by 2010 • To increase visitor numbers by 7% by 2010 • To increase day visitor spend by 10% by 2010 • To increase awareness/raise the perception of the Tees Valley offer by 10% annually • To increase web traffic by 25% annually • Generate value added advertising through PR The ‘heart’ of the brand The initial creative ideas were based on the brand identity of Tees Valley as an events destination. We wanted to convey that the destination was upbeat, contemporary, innovative, brave, surprising, and fresh. It’s not the ‘usual touristy area’ but an area of contrast, variety and difference. Somewhere to do something different. One of the main mechanics to get this across is to use a creative style to reflect this attitude; fresh and bold with a sense of humour. Something to grab attention. The core campaign April 2009 - Mar 2010 Main media • TV • Radio • Newspaper advertising • Ad vans • Postcards • Online marketing (social mkg) • 2010 Happening Mag • 1 door drops 7 Promoting a specific event The TV Ad A clear call to action to drive people to the website and get sign ups for the Happening Pass 8 The core campaign - shoe themed 9 The core campaign - street teams and giveaways 10 Core Campaign Activity – opportunities for sponsor brand association High profile PR launch activity - June TV advertising – 10weeks – 165 spots 55 peak time/110 daytime over school hols - Jun/Jul/Aug/Oct/Dec/Feb Radio Advertising – awaiting final proposal - Jun/Jul/Aug/Sept/Oct Campaign Launch & media comp – Jun Summer supplement in 3 local media Scene magazine – bi monthly sponsorship and advertorial – Jun/Aug/Oct/Dec/Feb Main Guide sponsorship (50k distributed in region and within 2hr drive time retail outlets, restaurants, hotels, tic’s) Ongoing web presence SMS text messaging Brand Ambassadors (Street teams and giveaways at events, regionally and locally) Ongoing promotion via core campaign activity ie TV/Radio/PR/Outdoor promotions via Ad vans Activity start date – June Sponsorship deadline – Mid May Sponsorship £25k Lifetime – June 09 to Mar 10 The events campaign April 2009 - Mar 2010 • Event themes promoted together • Promoting specific events • Street teams • Quarterly event guides •PR via competitions •Ongoing web presence •SMS text messaging Promoting a specific event 13 Promoting a specific event 14 Promoting a specific event 15 Events Guides Campaign Activity – opportunities for sponsor brand association 3 Events guides - 50k A5 4page guides - Jul/Sept//Nov Themes - July Summer of Festivals, Sept Festival of Light, Nov – Christmas Festival Distributed in region and within 2hr drive time retail outlets, restaurants, hotels, tic’s Quarterly e newsletters – Jul/Sept/Nov PR via competitions – Jul/Sep/Nov Ongoing web presence SMS text messaging Brand Ambassadors (Street teams and giveaways at events, regionally and locally) Activity start date – Jul//Sept/Nov Sponsorship deadline – Jun/Aug/Oct Sponsorship £5k per guide or £12.5k for all 3 Duration 2 months per guide Are you the feet of Tees Valley June - July 2009 Take your friends, family or venture alone, Enter the competition today for free days out for a whole year!* Individuals enter online - video entry. July- Aug 2009 A panel of regional judges will shortlist and choose the winners. Sep 09 - Mar 2010 The winners will have a budget (10k each) and a ‘golden Happening Pass’ to have 26 days out in a year. They report their experiences online and via PR. Twice in the year, their days out are voted for online by the public. Are you the feet of Tees Valley Sep 09 - Mar 2010 The winners will have a budget (10k) and a ‘golden Happening Pass’ to have 26 days out in a year. They report their experiences online and via PR. On occasion (needs to be decided) their days out are voted for online by the general public. Mr Tees Valley Campaign Activity – opportunities for sponsor brand association High profile Campaign Launch - June Media partnership Ongoing PR June - August Ongoing web presence ie online banners and promotions Monthly blogs SMS text messaging Activity start date – June Sponsorship deadline – End May Sponsorship £5k Duration 9 months The Happening Pass The Happening Pass (Discount/Offer Scheme) Choose your Visit Tees Valley personality and win great offers for your favourite days out. April 2009 - Mar 2010 • Promotion in the Happening Magazine to order your pass online • Door to door mailing • Online marketing • Live ‘sign ups’ by street teams at events throughout the Tees Valley • Order yours on the VTV website • Success stories promoted via PR and website • Supported in literature throughout the campaign. Happening Pass Campaign Activity – opportunities for sponsor brand association High profile Campaign Launch – June Ongoing PR activity and competitions 5 Shoe Key fobs with brand opportunities Door drop postcard campaign – June to over 100k households Media partner (TFM – tbc) Advertising in 3 local media publications Ongoing web presence ie online banners and promotions Monthly e mail to Happening Pass cardholders SMS text messaging Ongoing promotion via core campaign activity ie TV/Radio/PR/Outdoor promotions via Ad vans Brand Ambassadors (Street teams and giveaways at events, regionally and locally) Activity start date – June Sponsorship £10k Duration 9 months Ambassador Programme Our partnership approach to destination management is driving the momentous turnaround in the perceptions of Tees Valley nationally. Our Ambassadors are absolutely pivotal in everything we do. Come on board and you can be part of the success, enjoy its rewards and draw upon the valuable and unique resources that we offer. visitTeesvalley has unquestionably achieved outstanding results - but we simply could not have done it without the support of our Ambassadors. It’s a win-win relationship. With your support and investment we can achieve our goal of making Tees Valley one of the best and most highly regarded city regions in Europe. The tangible benefits to you are simply unmissable. Ambassador Package • Exclusive networking opportunities at high profile events, briefings and workshops • Regular account management meetings • Logo and organisational profile displayed on B2B website • Profile entry on website B2B • Access to destination branding for internal and external communications • Access to online image library • Media relations & participation (where appropriate) in regular visits from national & international journalists • Provision of quotes and broadcast opportunities from visitTeesvalley to support your press releases • Publication of own PR stories on website • Receive e-newsletter with option to submit own PR stories for inclusion (mthly) • Exclusive invitations to corporate events & previews • Exclusive invites to Tees Valley Unlimited Quarterly Business Dinners, NECC and CBI Annual Dinners on visitTeesvalley table Events Opportunities – Free Stands – Invites to VIP Nights – Free VIP Passes and Tickets for your staff – Personal Involvement/ prizes/awards – Bespoke for you! Pick the venues that appeal the most! Events Opportunities – Infinity Bridge Opening Celebrate the opening of the newest bridge in Tees Valley, consisting of fireworks, pyrotechnics, music, ariel performers and ‘parkour’ runners, it promises to be a spectacular show and a great opportunity to highlight the river and the regeneration happening in Tees Valley. – Hartlepool Dockfest As part of the exciting build-up to The Tall Ships Races 2010, this brand new gem in the Summer event calendar. Hartlepool Dockfest '09 is two days of great dockside entertainment in the Hartlepool Maritime Experience, featuring top entertainment in the Dockfest Big tent, plus much, much more besides. – Stockton International Riverside Festival Now in its 22nd year Europe's largest free open air festival features a spectacular 5-day programme of outdoor theatre, street entertainment, circus, music and dance, by some of the world's best artists. Attracting over 100,000 visitors over the 5 days. – Take to the Tees Stockton’s unique waterfront, stretching from the town centre to the distinctive Tees Barrage, will be celebrated with a week-long series of events in late August, including watersports and a giant spectacle with a flotilla of boats on the river. Events Opportunities – Redcar Kiteival Kite surfing, kite flying and power kiting have been around for over 30 years, in that time the sport has progressed to the pinnacle of what Kite Surfing is today. Redcar beach is playing host to the UK's Top Professionals compete for the UK title. This event incorporates 4 British Power Kite Championship sports over one weekend including-Kite Surfing, Kite Land boarding, Kite Bugging competitions. The event will be the final leg of the UK Tour, when the men’s, women’s, junior and amateur champion will be crowned – Odins Glow This event will use the major natural landmark of Roseberry Topping as a stage for a series of interpretations aimed at educating visitors and residents about the history of the area in an entertaining and innovative way. During night time walks audiences will encounter a range of artistic responses from light and sound installations to more complex performances of music – Living North This event now in its 2nd year is held at Wynyard Hall. Offering over 350 food and craft stalls and expected to attract around 15000 visitors over the three days. Branding Opportunities • E Newsletters – Monthly e newsletter distributed to over 1000 Tees Valley Visitor economy businesses – Profile of the Top Ten Associates with pictures “ Why I am passionate about the Tees Valley” or “Why I am passionate about selling houses” • E Mails - over 50,000 per year! All General Publicity & PR • Since conception vTv has been in the media on hundreds of occasions including TV, Press, Radio & Magazines. • Your company will be featured at every opportunity e.g. Would you like to Review the Sunday papers on BBC Radio Tees? 2009/10 Activity £1m plus marketing activity plus £4m ONENorth East marketing activity (budget - destination branding, multiple media marketing activity (TV/Press/Radio), email, direct mail, press calls and Corporate PR, B2B activity) Our Successes • The number of overnight visitors to Tees Valley increased by 33%, from 1.66m to 2.20m. • Total revenue from overnight visitors to Tees Valley (including direct and indirect spend) increased by 31% from £175.7m to £230.3m (adjusted for inflation). • Total revenue from overnight visitors to the North East (including direct and indirect spend) increased by 14% from £1,354m to £1,544m (adjusted for inflation). • Overall bedstock in serviced accommodation in Tees Valley has increased by 2%, from 6,968 bedspaces in 2003 to 7,110 in 2007. Key Message: • Visitor Numbers and Visitor Spending have increased by over 30% over the last five years, which is above the regional average. Investing in Your Area Investing In Your Business Ambassador Programme £5,000 plus vat p.a.