22/11/18 Stratford District Council Overview Overview and Scrutiny - - PDF document

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22/11/18 Stratford District Council Overview Overview and Scrutiny - - PDF document

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22/11/18 Stratford District Council Overview Overview and Scrutiny Committee Review since last meeting Wednesday 5 th December 2018 Recent activity Whats New National v Regional Tourism Climate Helen Peters Chief Executive 1

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22/11/18 1

Stratford District Council Overview and Scrutiny Committee Wednesday 5th December 2018

1

Helen Peters

Chief Executive

Overview

  • Review since last meeting
  • Recent activity
  • What’s New
  • National v Regional Tourism Climate

2

Review Since November 2017

  • At end of year 2017 /18 there were 153 SE Members an

increase of 23 from year end 2016/17 + 18% increase

  • 2 NEW board Members - Dallas Burston Polo Club,
  • Stratford College amd Solihull College & University Centre
  • Non Public sector income was targeted to increase by 20%.

We achieved 43% and a total of £191,424

  • Ratio of Public Sector: Non Public sector income 48:52

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Some New SDC Members

  • Dallas Burston Polo Club
  • Stratford College and Solihull College & University Centre
  • Stratford Park Hotel & Gold Club
  • Boston Tea Party
  • Shoemed
  • Everyman Theatre
  • Hotel Du

Vin

  • Billesley Manor
  • Orange Mabel
  • Warwickshire College Group – Moreton Morrell College

4

International

  • ITB, Berlin
  • DBNA (RSC)
  • DB China (SBT)

Recent Trade Show Activity

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Domestic

  • Excursions
  • UKinbound Convention
  • RAF Lakenheath
  • ExploreGB
  • Group Travel & Leisure
  • World Travel Market

Business Tourism

  • Confex
  • Meet GB
  • The Meetings Show

Group Leisure & Travel Show 11 October 2018

Stats:  Over 70 new business leads  200+ exhibitors  The UK’s market leading number one event

Stand partners:

  • Hathaway

Tea Rooms

  • Stratford Manor (Q Hotels)
  • Shakespeare Birthplace

Trust

  • Stratford Park Hotel

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22/11/18 2

The Meetings Show – Business T

  • urism

27-28th June 2018

Stand partners:

  • Ricoh Arena
  • Chesford Grange (Q Hotels)
  • Billesley Manor
  • Stratford Park Hotel
  • Johnsons Coaches
  • Over 100 new business leads generated over 2 days
  • 20 potential sign ups for January FAM trip

Stats:

  • Hosted Buyers – 915 (Up 31%

YOY)

  • Visitor Buyer - 1,246 (Up 6%

YOY)

  • Unique Attendees - 5,027 (Up 5%

YOY)

  • Pre-Scheduled Appointments - 10,846(Up 10%

YOY)

  • Average PSA per Exhibitor – 17 (Up 38%

YOY)

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The Muddy Stilettos Awards 2018

  • Compton

Verney (Best Art Gallery)

  • Shakespeare Distillery (Best Local Food Producer)
  • RSC (Best

Theatre) TripAdvisor Certificate of Excellence & Hall of Fame Certificate 2018

  • Stratford

Town Walk TripAdvisor Hall of Fame Certificate of Excellence 2018

  • Stratford Butterfly Farm

Award Winning Members!

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AA Hospitality Awards – Eden Hotel Collection

  • Mallory Court Country House Hotel & Spa (4 x AA Red Stars)
  • The King’s Hotel (3 x AA Rosettes)

Trip Advisor Certificate of Excellence

  • Shakespeare’s Schoolroom & Guildhall

2018 International Beer Challenge (IBC)

  • Purity Brewing Company (5 medals)

Stratford-upon-Avon in Bloom

  • Stratford Butterfly Farm (1st place - Tourist Properties category)

The Experts Choice award - Shakespeare CAMRA

  • The Swan Café, RSC (Stratford

Town Centre Food Festival Ale Trail)

Award Winning Members!

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  • NEW Shakespeare’s England TEAM

Ekaterina Leret – Marketing & Commercial Manager Anneka Nicholls – Marketing & Administrative Coordinator

  • NEW Shakespeare’s England PR Agency

WHAT’S NEW

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A place to visit

Promotion of the area as a place to visit – national press/broadcast

Highlight events in the region – local/regional and national Promotion of individual assets to fit national features Promotion of SE as an industry voice

www.advent-communications.co.uk

Ensure greater linkage between SE and

  • ther key organisations regionally and

nationally to leverage further impact Ensure that information and messaging dovetails with the Destination Management Plan

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Work undertaken

Attended Jeremy Paxman lunch as a representative of Shakespeare’s England attended by regional media Wrote and distributed press releases

  • n October half

term & The Little Stranger film Wrote and distributed press release

  • n new appointments

www.advent-communications.co.uk

Daily Telegraph journalist visit resulting in half page coverage print and online Ettington Chase review on The Travel Locker Shropshire Star and Express and Star press visit

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22/11/18 3

Shakespeare’s England on TV

www.advent-communications.co.uk 13

RELAUNCHED DESTINATION MANAGEMENT PLAN FOR THE SHAKESPEARE’S ENGLAND WARWICKSHIRE REGION 2015-2025

Philippa Rawlinson, Chair of DMP Steering Group

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NEW Member’s Facebook Group

 Shakespeare’s England Members & Partners ONLY  Announcements, communications, events, promotions etc  Closed group  Request to join

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Marketing and Communications – Social Media

Follow us @shakespeares_england #ShakespearesEngland Twitter 64.3K impressions from July – Oct (707 impressions per day) Followers 6,370 Top tweet – 3,274 impressions, 151 engagements & 11 retweets Facebook Followers 22,593 Organic post reach from Sep – Oct 6,695 Instagram Followers increased from 1.1K to 1.2K

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T weet us: @ShakespearesEng / @SEnglandBiz

  • 3,155 impressions
  • 44 engagements
  • Royal Leamington Spa, Coventry,

Alcester, Warwick, Kenilworth, Evesham, Cheltenham & Wellesbourne.

  • SBT Fun Palaces event reshare – 3.1K organic reach
  • 101 clicks
  • 67 engagements

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VisitBritain State of the Nation 2017

Top 3 Inbound Markets by Visits 1. France growth -3% 2. USA growth 13% 3. Germany growth 1% (China not in Top 15 but 29% growth) …………. by Spend 1. USA 2. Germany 3. France

  • 12. China

Stratford-upon-Avon

  • Growth since 2017 + 82%
  • Growth since 2010 + 169%

The £ is still 10% cheaper than pre-referendum

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22/11/18 4

VisitBritain State of the Nation 2017

UK Total

  • Visits + 4%
  • Spend +9%
  • Nights +3%

West Midlands

  • Visits + 6%
  • Spend – 6%

Stratford-upon-Avon

  • Growth since 2017 + 82%
  • Growth since 2010 + 169%

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Economic Impact of Tourism Headline Figures 2017 Shakespeare's England

  • 10.0 million trips
  • 9.1 million day trips
  • 0.9 million overnight visits
  • 2.6 million nights
  • £538 million spend = £45m a

month

  • Rising to £691 with the

multiplier effect

  • 12,322 direct & indirect jobs

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Economic Impact of Tourism Shakespeare's England 2016 v 2017

  • No. of day trips +7.3%

Value + 4.6% No of o/n trips + 1.2% Bed nights + 2.6% Value + 3.4% Jobs + 4%

Overall value + 4%

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Shakespeare’s England’s Objectives 2018/19

1. Membership target 150, with a 40:30:30 split Bronze : Silver : Gold(Strategic) 2. Attract 3rd party funding from 2 indirect tourism sources 3. Delivery of E Commerce income above budget 4. Achieve 20% increase across all Digital channels 5. Deliver revenue from MEET SE via Conference Desk

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DELIVERY STRATEGY

1. Recruitment Events. Monthly 1-2-1s 2. Identify potential business sponsors via CW LEP & CW Chamber Growth Hub 3. E Commerce target £15.5k £10k – Explorer Pass £2k - Stay,Play, Explore £2.5k - Online banner adverts 4. New website host Areca + online campaigns through Net Vis 5. Conference Desking with Conf. Cov & Warks.

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Questions

helen@shakespeares-england.co.uk

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