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

06/12/17 Shakespeare’s England Presentation Overview Stratford District Council • Review since last meeting Overview and Scrutiny Committee • Recent activity Wednesday 22nd November 2017 • On going Projects • Destination Management Plan 2017/18 Strategy Helen Peters Chief Executive 1 2 Some New SDC Members Review Since November 2016 Avon Boating • • Shipston Tourism Group • At end of year 2016 /17 there were 128 SE Members an increase of 21 from year end 2015/16 – 19.6% increase • Visit Alcester • Avon Boating joined as a NEW Board Member and we are in • Tiernan Travel discussion with Canal & River Trust and Stratford College Bonds Lifestyle • • Non Public sector income was targeted to increase by 10%. • The George, Shipston We actually achieved an increase of 25% • Chedham’s Yard • Public Sector: Non Public sector income now stands at 53:33 • Hooray’s • Edward Moon • Lovely Pubs – The Baraset Barn tbc 3 4 Recent Trade Shows Recent Trade Show Activity International Domestic Business T ourism • DEB India • Excursions • Confex • DB SE Asia • UKinbound Convention • CHS Show • DBNA • ExploreGB • The Meetings Show • Group Travel & Leisure • Square Meal • World Travel Market • • 5 1

06/12/17 Members Award Wins! Coventry & Warwickshire Coventry & Warwickshire T ourism & Culture Awards International Wine & Spirits T ourism & Culture Awards • Stratford Gin • Shakespeare's England, Avonlea, The RSC, Shakespeare’s England Wins Shakespeare’s Schoolroom & Guildhall National Pub & Bar Awards BUSINESS TOURISM AWARD • The George Townhouse West Midland LABC Building Excellence Awards • Shakespeare’s Schoolroom & Guildhall Cask Marque Accreditation/ West • The Bell at Alderminster Midlands Business Masters Awards/ All-Party Parliamentary Beer Group Awards/The Good Pub Guide • Purity Beer 7 Ongoing Projects • 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 9 10 THE EXPLORER PASS by Shakespeare’s ENGLAND 2

06/12/17 PR Activity 2017 Business T ourism Activity • Meet Shakespeare’s England add on Membership The following targets were set for the PR Consultant:- • £10,000 ring fenced budget – EAV target of £1m. Reached £958k = 95.8% • £10,000 target for match funding 20 x members – 20 x Press Releases. 29 achieved = 145% • Separate website area and url – 100 x Press Visits, print & bloggers. 85 achieved = 85% • Conference Desk launching January 2018 13 14 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 PR Activity – Press Coverage TOTAL EAV TO DATE £7.2million • Circulation over 600 million • • Readership nearly 2 billion • 2014/15 T otal EAV £246k (monthly average £20k) • 2015/16 T otal EAV £4.5m (monthly average £374k) • 2016/17 T otal EAV £959 million (monthly average £80k) 15 Digital Marketing Website - Bounce rate reduced by 6.6% - Avg session duration improved by 3.8% - Page sessions up by 7.5% Destination Management Plan E-newsletter • Jo Lloyd stepped down as Chair of the DMP in September - Quarterly Trade Newsletter • Philippa Rawlinson (SBT) was voted in as the new Chair - Partner Newsletters • The 7 key priorities from 2015 have been consolidated to 5 - Monthly consumer Newsletters i. Evidence base & market intelligence – RSC/WDC Social media ii. Destination(infrastructure)development- SDC LinkedIn - 909 connections/925 followers/230 business iii. Soft Product Development – SE/SBT Facebook – 24,000 likes T witter – 6,000 consumer & 524 business followers iv. Communication and profile – WC Instagram – 683 followers v. Skills & Careers – Q Hotels/WCC PLEASE FOLLOW @SEnglandBiz & @ShakespearesEng 17 18 3

06/12/17 2017/18 Strategy Shakespeare’s England’s KPIs 2017/18 1. Increase Membership by 20% and private sector income by 20%. Funding Public : Non Public split Membership as of September 2017 = 128 - Aim to drive this closer to 50:50 Turnover 2016/17 = £326,641 Public sector funding = £175,000 (53%) - Through commercial product development No Public sector Funding = £105,358 (33%) Grants = £ 46,283 (14%) Board - 13 non public members to allow access to WCC 2. Delivery of E Commerce above budget 3. Increase non public sector Board Membership to 13 Skills - Drive forward Hospitality means Business 4. Achieve 15% increase across all Digital channels 5. Delivery of confirmed KPIs in an agreed Board Report format & achievement of - Launch SE apprenticeship members satisfaction targets 6. Further develop the Business Tourism Programme under Meet Shakespeare’s England branding Funds - 3 x DEF funds / Skills for Employment / Gateway Project 19 20 Questions helen@shakespeares-england.co.uk 21 4