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

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01/11/16 Overview and Scrutiny Committee Helen Peters Stratford District Council Chief Executive Wednesday 2nd November 2016 Shakespeares England 1 2 Overview Review since last meeting Introduction Recent activity Established

  1. 01/11/16 Overview and Scrutiny Committee Helen Peters Stratford District Council Chief Executive Wednesday 2nd November 2016 Shakespeare’s England 1 2 Overview • Review since last meeting Introduction • Recent activity • Established in 2012, but moving into 4 th year of trading • Up coming activity • New Board Members Chiltern Railways / Hallmark Hotels Private Board Members in discussion – Johnsons Coaches / • • On going Projects London Midland / Avon Boating Currently have over 100 members (107) • • Destination Management Plan update • 47% SDC, 31% WDC, 22% WCC/Oxon/West Midlands • 20 new Members in 2016 – 12 since last OS Meeting 3 4 New Members in 2016 The value of tourism to the local economy Chiltern Railways (Board) Whitewall Galleries • • • The Howard Arms • Gamar Ltd • 10.2 million trips to Shakespeare’s England • Gorgeous Obsession • The Lygon Arms • Orchestra of the Swan • 9.3million day trips, 0.89million overnight stays • Resorts World Birmingham • Dormy House Hotel • Rose & Crown, Warwick • Foxhill Manor • Overnight trips account for 2.37million room nights • Shakespeare’s Distillery • The Fish Hotel • Trivia Trail • Alcester Food Festival • Visitors spent £505m in the area, £42m per month • Island Meadow Caravan Park • Bespoke Stratford • Napton Fields Holiday • The Globe, Warwick • Value of tourism to local business is £631m Cottages • Warwick Open Studios • Exclusively Warwickshire • Supporting 11,000 jobs • 1 new job created from every £57k of tourist spend 5 6 1

  2. 01/11/16 Q3 /4 Activity - Consumer Chiltern railways posters London Underground campaign Q3/4 Activity - Trade Shows and Events Young Will statue Discover Shakespeare’s England – 10-11 July Ensemble Travel Conference, USA – September Group Travel & Leisure Show, NEC – 20 October 7 8 Benefits – Gold Membership Q3 / 4 Activity - Members £83.25p.m = £999p.a • Enhanced website listing T ourism forum attendance • • Trade leaflet listing Tourism Forums British Motor Museum • Research & intelligence reports Social • Consumer leaflet listing media exposure Falcon Hotel Multiple Press releases • Regular social media coverage • • E newsletters unlimited • Unlimited familiarisation Networking Evening – Cymbeline at RST Itineraries • trips (press/trade) • Visitor Pass scheme New 3 tiered Membership – Gold / Silver / Bronze Trade/consumer shows • • Solus emails • Access to all third party Minimum Value £3500 campaigns 9 10 Benefit – Silver Membership £37.50pm = £450pa Benefits – Bronze Membership • Enhanced website listing • Solus email £12.50p.m = £150p.a • T ourism forum attendance • Trade leaflet listing • Research & intelligence reports Social • Press Releases Standard website Listing • media exposure • Familiarisation Trips Trade / • T ourism Forum attendance • Social media exposure Press • Research & Intelligence reports • E newsletters • Trade/consumer shows by Social media exposure • invitation • Itineraries • E newsletter • Third party campaigns by • Itinerary • Visitor Pass scheme invitation Minimum Value £1000 Minimum Value £400 11 12 2

  3. 01/11/16 Strategic Partnership Lonely Planet Magazine Warwickshire Awarded Best in Europe £3000 + in kind to £10,000 p.a • By invitation only • All Benefits of Gold Membership • Shakespeare’s England Board Member 13 14 Coventry & Warwickshire T ourism & Culture Coventry & Warwickshire T ourism & Culture Awards Awards Success for Shakespeare’s England Members • The Arden – Best Hotel • British Motor Museum – History & Heritage Award Shakespeare’s England WINS • Warwick Conferences – Business Tourism Award Creative Marketing Award • Special Awards - Shakespeare’s Birthday Weekend - Aviva Women’s Cycle T our - The Cross 15 16 PR Activity 2016 Business T ourism Activity 7 Press Releases during the last 3 months:- • Meet Shakespeare’s England Warwickshire branding – Enjoy a cultural break in Shakespeare’s England this autumn – SE shortlisted in prestigious Coventry & Warwickshire T ourism & • Reformed SE ‘Business T ourism Group’ Cultural Awards 12 Members – October half term fun in Shakespeare’s England – Enjoy plenty of festive fun in Shakespeare’s England! 2 Meetings Ardencote - Sept/ Warwick Conferences -Oct – SE wins prestigious Coventry & Warwickshire T ourism & Cultural • Separate website area and url Award! – Discover the magic of Shakespeare’s England in 2017 ! • Confex, Olympia 2-3 March (repeat in 2017) – Shakespeare’s England announces exciting hotel news in 2017! – 43 Press Visits in 2015 • Meetings Industry Association – AIM Creditation 17 – 71 Press Visits 2016 (to date) 18 • Target – Dallas Burston /Warwick University / Ricoh/ Coventry University 3

  4. 01/11/16 UK Media Overseas Media – Sunday Times – Die ZEIT (Germany) – The Independent – El Pais (Spain) Key Press Coverage – Countryside magazine – Spanish National TV – Daily Express – Twó STYL Magazine (Poland ) Travel GBI – Travelsupermarket.com – Australia Network TEN June £340 – Manchester Evening News – Channel One (Russia) – Plymouth Herald – National Geographic Traveller (China) – Classic Car Weekly FCO Press Fam VB Global Press Fams - 12 media (New York Times, People’s Daily China & Deutschland Radio) X 2 press trips Shakespeare 400 20 Chat Magazine (June) £6.4k Sunday Times (April) £60k Key Press Coverage (international) Plymouth Herald (June ) £5k National Geographic China, (Aug) £1.5 million Lets Travel (Jan) £26K 22 Digital Marketing Website PR Activity – Press Coverage - 100% growth since 2015 - Since January 2016 over 50,000 visits, 120,000 Page Views 2016 Press coverage generated: - Blog – your opportunity to promote your business April EAV £1.4M - Shakespeare 2016 content hub - #Shakespeare2016 May EAV £ 485K E-newsletter • TOTAL EAV TO DATE £6.2million June EAV £ 48K - Quarterly Trade Newsletter • Circulation 579 million July EAV £ 45.5K - Partner Newsletters • Readership 1.447 billion Aug EAV £1.7 million Social media Sept EAV £ 60K Facebook – 25,000 likes T witter – 5,000 followers • 2014 T otal EAV £1.6 million (monthly average £130k) • 2015 T otal EAV £437K (monthly average £36k) PLEASE FOLLOW @SEnglandBiz & @ShakespearesEng 23 24 • 2016 T otal EAV £4.2 million (monthly average £471k) 4

  5. 01/11/16 Upcoming Activity Ongoing Projects • 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) WTM World Travel Market, London • - Re - interpreting English Heritage Product - New Place (£250k yr1, £2m yr2 & 3) 7-9 November • DEFRA Rural Food Tourism Bid (£25,000) • GREAT China Welcome Training, Stratford • Rural Payments Office Bid 16 November • Regional Visitor Pass (£74,975 grant claimed) • WCC Skills for Employment in Tourism Grant (£250,00 fund) • Destination Britain China, Shanghai Stay, Play, Explore – Short Breaks • 21 – 24 November • ExploreGB 2018 Hosting Bid • Tstats Training, Warwick 7 December 25 26 Shakespeare’s England’s KPIs 1. Increase Membership by10% and private sector income (excluding Board Destination Management Plan Members) by 10%. Membership as of 1 September 2016 = 107 7 key priorities for the region with project leads across the Turnover 2015/16 = £267,752 region Public sector funding = £175,000 (47%) i. Evidence base and intelligence – Private sector Funding = £89,000 (33%) ii. Destination(infrastructure)development- SDC 2. Establish a mechanism to monitor member satisfaction (Q1 &Q2) and meet iii. Market Development – SE satisfaction target set by the Board for (Q3 7 Q4) iv. Communication and profile – 3. Progress multiple bid opportunities, deliver activity funded by at least one. v. Product Development – SBT vi. Welcome, information and Experience – 4. Identify KPIs that will measure effectiveness and implementation a structure for quarterly reporting vii. Skills, Develop’t , education & careers – Q Hotels 27 The accountable period runs 1 September 2016 – 31 August 2017 28 helen@shakespeares-england.co.uk jo.lloyd@birminghamairport.co.uk 29 5

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