06/12/17 Shakespeares England Presentation Overview Stratford - - PDF document

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Shakespeare’s England Presentation

Stratford District Council Overview and Scrutiny Committee Wednesday 22nd November 2017

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Helen Peters

Chief Executive

Overview

• Review since last meeting
• Recent activity
• On going Projects
• Destination Management Plan 2017/18 Strategy

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Review Since November 2016

• At end of year 2016 /17 there were 128 SE Members an

increase of 21 from year end 2015/16 – 19.6% increase

• Avon Boating joined as a NEW Board Member and we are in

discussion with Canal & River Trust and Stratford College

• Non Public sector income was targeted to increase by 10%.

We actually achieved an increase of 25%

• Public Sector: Non Public sector income now stands at 53:33

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Some New SDC Members

• Avon Boating
• Shipston Tourism Group
• Visit Alcester
• Tiernan Travel
• Bonds Lifestyle
• The George, Shipston
• Chedham’s Yard
• Hooray’s
• Edward Moon
• Lovely Pubs – The Baraset Barn tbc

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International

• DEB India
• DB SE Asia
• DBNA

Recent Trade Show Activity

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Domestic

• Excursions
• UKinbound Convention
• ExploreGB
• Group Travel & Leisure
• World Travel Market
• Business

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• urism
• Confex
• CHS Show
• The Meetings Show
• Square Meal
• Recent Trade

Shows

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Coventry & Warwickshire T

• urism & Culture Awards

Shakespeare’s England Wins

BUSINESS TOURISM AWARD

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Coventry & Warwickshire T

• urism &

Culture Awards

• Shakespeare's England, Avonlea, The RSC,

Shakespeare’s Schoolroom & Guildhall West Midland LABC Building Excellence Awards

• Shakespeare’s Schoolroom & Guildhall
• The Bell at Alderminster

Members Award Wins!

International Wine & Spirits

• Stratford Gin

National Pub & Bar Awards

• The George Townhouse

Cask Marque Accreditation/ West Midlands Business Masters Awards/ All-Party Parliamentary Beer Group Awards/The Good Pub Guide

• Purity Beer
• NEW Shakespeare’s England website launched June 2017
• Stay, Play, Explore – Warwickshire launched July 2017
• Explorer Pass by Shakespeare’s England – launched September 2017
• Discover England Fund 3 x successful Bids (£40m fund)
• The Collection from England’s Historic Cities - New Place (£1m)
• Great British Boating Waterways Test & Learn Project (£200k+)
• England’s Literary Greats – test & learn project (£200k+)
• England’s Heartland Gateway Programme (£450k -£750k)
• WCC Skills for Employment Grant (£250,00 fund)
• Hospitality Means Business

Ongoing Projects

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THE EXPLORER PASS by Shakespeare’s ENGLAND

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2017 Business

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• urism Activity
• Meet Shakespeare’s England add on Membership
• £10,000 ring fenced budget
• £10,000 target for match funding 20 x members
• Separate website area and url
• Conference Desk launching January 2018

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The following targets were set for the PR Consultant:- – EAV target of £1m. Reached £958k = 95.8% – 20 x Press Releases. 29 achieved = 145% – 100 x Press Visits, print & bloggers. 85 achieved = 85%

PR Activity

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• TOTAL EAV TO DATE £7.2million
• Circulation over 600 million
• Readership nearly 2 billion
• 2014/15 T
• tal EAV £246k (monthly average £20k)
• 2015/16 T
• tal EAV £4.5m (monthly average £374k)
• 2016/17 T
• tal EAV £959 million (monthly average £80k)

PR Activity – Press Coverage

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Group Press Fam – ‘Gardens of Shakespeare’s England’

• 5 key Press (BRITAIN, Great for Groups, GTO, Swansea Life & The Arbuturian)
• Show-case 7 x SE gardens : inc Butterfly Farm, New Place, Anne Hathaways
• EAV £45K. Costs £1,350 ROI x 33

Destination Management Plan

• Jo Lloyd stepped down as Chair of the DMP in September
• Philippa Rawlinson (SBT) was voted in as the new Chair
• The 7 key priorities from 2015 have been consolidated to 5
• i. Evidence base & market intelligence – RSC/WDC
• ii. Destination(infrastructure)development- SDC
• iii. Soft Product Development – SE/SBT
• iv. Communication and profile – WC
• v. Skills & Careers – Q Hotels/WCC

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Website

• Bounce rate reduced by 6.6%
• Avg session duration improved by 3.8%
• Page sessions up by 7.5%

E-newsletter

• Quarterly Trade Newsletter
• Partner Newsletters
• Monthly consumer Newsletters

Social media LinkedIn - 909 connections/925 followers/230 business Facebook – 24,000 likes T witter – 6,000 consumer & 524 business followers Instagram – 683 followers PLEASE FOLLOW @SEnglandBiz & @ShakespearesEng

Digital Marketing

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Shakespeare’s England’s KPIs 2017/18

1. Increase Membership by 20% and private sector income by 20%. Membership as of September 2017 = 128 Turnover 2016/17 = £326,641 Public sector funding = £175,000 (53%) No Public sector Funding = £105,358 (33%) Grants = £ 46,283 (14%) 2. Delivery of E Commerce above budget 3. Increase non public sector Board Membership to 13 4. Achieve 15% increase across all Digital channels 5. Delivery of confirmed KPIs in an agreed Board Report format & achievement of members satisfaction targets 6. Further develop the Business Tourism Programme under Meet Shakespeare’s England branding

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Funding Public : Non Public split

• Aim to drive this closer to 50:50
• Through commercial product development

Board - 13 non public members to allow access to WCC Skills - Drive forward Hospitality means Business

• Launch SE apprenticeship

Funds - 3 x DEF funds / Skills for Employment / Gateway Project

2017/18 Strategy

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Questions

helen@shakespeares-england.co.uk

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