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

22/11/18 Stratford District Council Overview Overview and Scrutiny Committee • Review since last meeting Wednesday 5 th December 2018 • Recent activity • What’s New • National v Regional Tourism Climate Helen Peters Chief Executive 1 2 Review Since November 2017 Some New SDC Members • At end of year 2017 /18 there were 153 SE Members an Dallas Burston Polo Club • increase of 23 from year end 2016/17 + 18% increase • Stratford College and Solihull College & University Centre • 2 NEW board Members - Dallas Burston Polo Club, • Stratford College amd Solihull College & University Centre • Stratford Park Hotel & Gold Club • Non Public sector income was targeted to increase by 20%. Boston Tea Party We achieved 43% and a total of £191,424 • • Ratio of Public Sector: Non Public sector income 48:52 • Shoemed • Everyman Theatre • Hotel Du Vin • Billesley Manor • Orange Mabel • Warwickshire College Group – Moreton Morrell College 3 4 Group Leisure & Travel Show 11 October 2018 Stats: Recent Trade Show Activity  Over 70 new business leads  200+ exhibitors International Domestic Business Tourism  The UK’s market leading number one event ITB, Berlin • • Excursions • Confex • DBNA (RSC) • UKinbound Convention Meet GB • • DB China (SBT) • RAF Lakenheath Stand partners: The Meetings Show • Hathaway Tea Rooms • ExploreGB • • Stratford Manor (Q Hotels) • Group Travel & Leisure Shakespeare Birthplace Trust • World Travel Market • Stratford Park Hotel • 5 6 1

22/11/18 The Meetings Show – Business T ourism Award Winning Members! 27-28 th June 2018 • Over 100 new business leads generated over 2 days • 20 potential sign ups for January FAM trip The Muddy Stilettos Awards 2018 Compton Verney (Best Art Gallery) • • Shakespeare Distillery (Best Local Food Producer) Stats: • RSC (Best Theatre) • Hosted Buyers – 915 (Up 31% YOY) Visitor Buyer - 1,246 (Up 6% YOY) • TripAdvisor Certificate of Excellence & Hall of Fame • Unique Attendees - 5,027 (Up 5% YOY) Certificate 2018 Stratford Town Walk • Pre-Scheduled Appointments - 10,846(Up 10% YOY) • • Average PSA per Exhibitor – 17 (Up 38% YOY) TripAdvisor Hall of Fame Certificate of Excellence 2018 Stand partners: • Stratford Butterfly Farm • Ricoh Arena • Chesford Grange (Q Hotels) • Billesley Manor • Stratford Park Hotel Johnsons Coaches • 7 8 Award Winning Members! WHAT’S NEW AA Hospitality Awards – Eden Hotel Collection • Mallory Court Country House Hotel & Spa (4 x AA Red Stars) • NEW Shakespeare’s England TEAM • The King’s Hotel (3 x AA Rosettes) Ekaterina Leret – Marketing & Commercial Manager Trip Advisor Certificate of Excellence • Shakespeare’s Schoolroom & Guildhall Anneka Nicholls – Marketing & Administrative Coordinator 2018 International Beer Challenge (IBC) • Purity Brewing Company (5 medals) Stratford-upon-Avon in Bloom Stratford Butterfly Farm (1 st place - Tourist Properties category) • • NEW Shakespeare’s England PR Agency The Experts Choice award - Shakespeare CAMRA • The Swan Café, RSC (Stratford Town Centre Food Festival Ale Trail) 9 10 A place to visit Work undertaken Promotion of the area as a place to visit – national press/broadcast Attended Jeremy Paxman lunch as a representative of Shakespeare’s England attended by regional media Highlight events in the region – local/regional and national Wrote and distributed press releases on October half term & The Little Promotion of individual assets to Stranger film fit national features Wrote and distributed press release Promotion of SE as an industry voice on new appointments Ensure greater linkage between SE and Ettington Chase review on The Travel Locker other key organisations regionally and Daily Telegraph journalist visit resulting in nationally to leverage further impact half page coverage print and online Ensure that information and Shropshire Star and Express and Star press visit messaging dovetails with the Destination Management Plan www.advent-communications.co.uk www.advent-communications.co.uk 11 12 2

22/11/18 Shakespeare’s England on TV RELAUNCHED DESTINATION MANAGEMENT PLAN FOR THE SHAKESPEARE’S ENGLAND WARWICKSHIRE REGION 2015-2025 Philippa Rawlinson, Chair of DMP Steering Group www.advent-communications.co.uk 13 14 NEW Member’s Facebook Group Marketing and Communications – Social Media  Shakespeare’s England Members & Partners ONLY Twitter  Announcements, communications, events, promotions etc 64.3K impressions from July – Oct (707 impressions per day)  Closed group Followers 6,370  Request to join 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 15 Follow us @shakespeares_england #ShakespearesEngland 16 VisitBritain State of the Nation 2017  SBT Fun Palaces event reshare – 3.1K organic reach  101 clicks  67 engagements 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  3,155 impressions • Growth since 2017 + 82%  44 engagements • Growth since 2010 + 169%  Royal Leamington Spa, Coventry, Alcester, Warwick, Kenilworth, The £ is still 10% cheaper than pre-referendum Evesham, Cheltenham & Wellesbourne. 17 18 T weet us: @ShakespearesEng / @SEnglandBiz 3

22/11/18 VisitBritain State of the Nation Economic Impact of Tourism Headline Figures 2017 2017 Shakespeare's England UK Total • Visits + 4% • Spend +9% • 10.0 million trips • Nights +3% • 9.1 million day trips • 0.9 million overnight visits West Midlands • 2.6 million nights • Visits + 6% • • £538 million spend = £45m a Spend – 6% month • Rising to £691 with the Stratford-upon-Avon multiplier effect • Growth since 2017 + 82% • 12,322 direct & indirect jobs • Growth since 2010 + 169% 19 20 Shakespeare’s England’s Objectives Economic Impact of Tourism 2018/19 Shakespeare's England 2016 v 2017 1. Membership target 150, with a 40:30:30 split Bronze : Silver : Gold(Strategic) No. of day trips +7.3% Value + 4.6% 2. Attract 3rd party funding from 2 indirect tourism sources No of o/n trips + 1.2% Bed nights + 2.6% 3. Delivery of E Commerce income above budget Value + 3.4% 4. Achieve 20% increase across all Digital channels Jobs + 4% 5. Deliver revenue from MEET SE via Conference Overall value + 4% Desk 21 22 DELIVERY STRATEGY Questions 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. helen@shakespeares-england.co.uk 23 24 4