01/11/16 Overview and Scrutiny Committee Helen Peters Stratford - - PDF document

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Overview and Scrutiny Committee Stratford District Council Wednesday 2nd November 2016

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Helen Peters Chief Executive Shakespeare’s England

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Overview

• Review since last meeting
• Recent activity
• Up coming activity
• On going Projects
• Destination Management Plan update

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Introduction

• Established in 2012, but moving into 4th year of trading
• New Board Members Chiltern Railways / Hallmark Hotels
• Private Board Members in discussion – Johnsons Coaches /

London Midland / Avon Boating

• Currently have over 100 members (107)
• 47% SDC, 31% WDC, 22% WCC/Oxon/West Midlands
• 20 new Members in 2016 – 12 since last OS Meeting

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The value of tourism to the local economy

• 10.2 million trips to Shakespeare’s England
• 9.3million day trips, 0.89million overnight stays
• Overnight trips account for 2.37million room nights
• Visitors spent £505m in the area, £42m per month
• Value of tourism to local business is £631m
• Supporting 11,000 jobs
• 1 new job created from every £57k of tourist spend

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New Members in 2016

• Chiltern Railways (Board)
• The Howard Arms
• Gorgeous Obsession
• Orchestra of the Swan
• Resorts

World Birmingham

• Rose & Crown, Warwick
• Shakespeare’s Distillery
• Trivia Trail
• Island Meadow Caravan Park
• Napton Fields Holiday

Cottages

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• Whitewall Galleries
• Gamar Ltd
• The Lygon Arms
• Dormy House Hotel
• Foxhill Manor
• The Fish Hotel
• Alcester Food Festival
• Bespoke Stratford
• The Globe, Warwick
• Warwick Open Studios
• Exclusively Warwickshire

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Discover Shakespeare’s England – 10-11 July Ensemble Travel Conference, USA – September Group Travel & Leisure Show, NEC – 20 October

Q3/4 Activity - Trade Shows and Events

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Q3 /4 Activity - Consumer

Chiltern railways posters London Underground campaign Young Will statue

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Q3 / 4 Activity - Members

Tourism Forums British Motor Museum Falcon Hotel Networking Evening – Cymbeline at RST New 3 tiered Membership – Gold / Silver / Bronze

• Enhanced website listing
• T
• urism forum attendance
• Research & intelligence reports Social

media exposure

• Regular social media coverage
• E newsletters unlimited
• Itineraries
• Visitor Pass scheme
• Solus emails

Minimum Value £3500

Benefits – Gold Membership £83.25p.m = £999p.a

• Trade leaflet listing
• Consumer leaflet listing
• Multiple Press releases
• Unlimited familiarisation

trips (press/trade)

• Trade/consumer shows
• Access to all third party

campaigns

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• Enhanced website listing
• T
• urism forum attendance
• Research & intelligence reports Social

media exposure

• Social media exposure
• E newsletters
• Itineraries
• Visitor Pass scheme

Minimum Value £1000

Benefit –Silver Membership £37.50pm = £450pa

• Solus email
• Trade leaflet listing
• Press Releases
• Familiarisation

Trips Trade / Press

• Trade/consumer shows by

invitation

• Third party campaigns by

invitation

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• Standard website Listing
• T
• urism Forum attendance
• Research & Intelligence reports
• Social media exposure
• E newsletter
• Itinerary

Minimum Value £400

Benefits – Bronze Membership £12.50p.m = £150p.a

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• By invitation only
• All Benefits of Gold Membership
• Shakespeare’s England Board Member

Strategic Partnership £3000 + in kind to £10,000 p.a

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Lonely Planet Magazine

Warwickshire Awarded Best in Europe

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Coventry & Warwickshire T

• urism & Culture

Awards

Shakespeare’s England WINS Creative Marketing Award

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Coventry & Warwickshire T

• urism & Culture Awards

Success for Shakespeare’s England Members

• The Arden – Best Hotel
• British Motor Museum – History & Heritage Award
• Warwick Conferences – Business

Tourism Award

• Special Awards - Shakespeare’s Birthday

Weekend

• Aviva

Women’s Cycle T

• ur
• The Cross

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2016 Business

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• urism Activity
• Meet Shakespeare’s England

Warwickshire branding

• Reformed SE ‘Business

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• urism Group’

12 Members 2 Meetings Ardencote - Sept/ Warwick Conferences -Oct

• Separate website area and url
• Confex, Olympia 2-3 March (repeat in 2017)
• Meetings Industry Association – AIM Creditation
• Target – Dallas Burston /Warwick University / Ricoh/ Coventry University

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7 Press Releases during the last 3 months:- – Enjoy a cultural break in Shakespeare’s England this autumn – SE shortlisted in prestigious Coventry & Warwickshire T

• urism &

Cultural Awards – October half term fun in Shakespeare’s England – Enjoy plenty of festive fun in Shakespeare’s England! – SE wins prestigious Coventry & Warwickshire T

• urism & Cultural

Award! – Discover the magic of Shakespeare’s England in 2017! – Shakespeare’s England announces exciting hotel news in 2017! – 43 Press Visits in 2015 – 71 Press Visits 2016 (to date)

PR Activity

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UK Media – Sunday Times – The Independent – Countryside magazine – Daily Express – Travelsupermarket.com – Manchester Evening News – Plymouth Herald – Classic Car Weekly VB Global Press Fams X 2 press trips Shakespeare 400 Overseas Media – Die ZEIT (Germany) – El Pais (Spain) – Spanish National TV – Twó STYL Magazine (Poland ) – Australia Network TEN – Channel One (Russia) – National Geographic Traveller (China) FCO Press Fam

• 12 media (New

York Times, People’s Daily China & Deutschland Radio)

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Key Press Coverage Travel GBI June £340 Chat Magazine (June) £6.4k Sunday Times (April) £60k Plymouth Herald (June ) £5k National Geographic China, (Aug) £1.5 million Lets Travel (Jan) £26K

Key Press Coverage (international)

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• TOTAL EAV TO DATE £6.2million
• Circulation 579 million
• Readership 1.447 billion
• 2014 T
• tal EAV £1.6 million (monthly average £130k)
• 2015 T
• tal EAV £437K (monthly average £36k)
• 2016 T
• tal EAV £4.2 million (monthly average £471k)

PR Activity – Press Coverage

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2016 Press coverage generated: April EAV £1.4M May EAV £ 485K June EAV £ 48K July EAV £ 45.5K Aug EAV £1.7 million Sept EAV £ 60K Website

• 100% growth since 2015
• Since January 2016 over 50,000 visits, 120,000 Page Views
• Blog – your opportunity to promote your business
• Shakespeare 2016 content hub - #Shakespeare2016

E-newsletter

• Quarterly Trade Newsletter
• Partner Newsletters

Social media Facebook – 25,000 likes T witter – 5,000 followers PLEASE FOLLOW @SEnglandBiz & @ShakespearesEng

Digital Marketing

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• WTM World Travel Market, London

7-9 November

• GREAT China

Welcome Training, Stratford 16 November

• Destination Britain China, Shanghai

21 – 24 November

• Tstats

Training, Warwick 7 December

Upcoming Activity

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• Shakespeare’s England website upgrade
• Discover England Fund successful Bids (£40m fund)
• Canals & Waterways – The Warwick Ring / Stratford Canal (£153k yr1, £2m yr 2&3)
• Re - interpreting English Heritage Product - New Place (£250k yr1, £2m yr2 & 3)
• DEFRA Rural Food Tourism Bid (£25,000)
• Rural Payments Office Bid
• Regional

Visitor Pass (£74,975 grant claimed)

• WCC Skills for Employment in Tourism Grant (£250,00 fund)
• Stay, Play, Explore – Short Breaks
• ExploreGB 2018 Hosting Bid

Ongoing Projects

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Destination Management Plan

7 key priorities for the region with project leads across the region

• i. Evidence base and intelligence –
• ii. Destination(infrastructure)development- SDC
• iii. Market Development – SE
• iv. Communication and profile –
• v. Product Development – SBT
• vi. Welcome, information and Experience –
• vii. Skills, Develop’t, education & careers – Q Hotels 27

Shakespeare’s England’s KPIs

1. Increase Membership by10% and private sector income (excluding Board Members) by 10%. Membership as of 1 September 2016 = 107 Turnover 2015/16 = £267,752 Public sector funding = £175,000 (47%) Private sector Funding = £89,000 (33%) 2. Establish a mechanism to monitor member satisfaction (Q1 &Q2) and meet satisfaction target set by the Board for (Q3 7 Q4) 3. Progress multiple bid opportunities, deliver activity funded by at least one. 4. Identify KPIs that will measure effectiveness and implementation a structure for quarterly reporting The accountable period runs 1 September 2016 – 31 August 2017

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helen@shakespeares-england.co.uk jo.lloyd@birminghamairport.co.uk

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