Stratford District Council Overview and Scrutiny Committee Wednesday - PowerPoint PPT Presentation

Stratford District Council Overview and Scrutiny Committee Wednesday 5 th December 2018 Helen Peters Chief Executive 1

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 • 3

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

Recent Trade Show Activity International Domestic Business T ourism • ITB, Berlin Excursions • • Confex • DBNA (RSC) • UKinbound Convention Meet GB • • DB China (SBT) • RAF Lakenheath The Meetings Show • ExploreGB • • Group Travel & Leisure World Travel Market • 5

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 T ea Rooms • Stratford Manor (Q Hotels) • Shakespeare Birthplace Trust • Stratford Park Hotel • 6

The Meetings Show – Business T ourism 27-28 th June 2018 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) • Stand partners: • Ricoh Arena • Chesford Grange (Q Hotels) Billesley Manor • • Stratford Park Hotel Johnsons Coaches • 7

Award Winning Members! 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 T own Walk TripAdvisor Hall of Fame Certificate of Excellence 2018 Stratford Butterfly Farm • 8

Award Winning Members! 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 (1 st place - T ourist Properties category) The Experts Choice award - Shakespeare CAMRA The Swan Café, RSC (Stratford T own Centre Food Festival Ale Trail) • 9

WHAT’S NEW • NEW Shakespeare’s England TEAM Ekaterina Leret – Marketing & Commercial Manager Anneka Nicholls – Marketing & Administrative Coordinator • NEW Shakespeare’s England PR Agency 10

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 Ensure greater linkage between SE and other key organisations regionally and nationally to leverage further impact Ensure that information and messaging dovetails with the Destination Management Plan www.advent-communications.co.uk 11

Work undertaken Attended Jeremy Paxman lunch as a of Shakespeare’s England representative attended by regional media Wrote and distributed press releases on October half term & The Little Stranger film Wrote and distributed press release on new appointments Ettington Chase review on The Travel Locker Daily Telegraph journalist visit resulting in half page coverage print and online Shropshire Star and Express and Star press visit www.advent-communications.co.uk 12

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 14

NEW Member’s Facebook Group  Shakespeare’s England Members & Partners ONLY  Announcements, communications, events, promotions etc  Closed group  Request to join 15

Marketing and Communications – Social Media 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 Follow us @shakespeares_england #ShakespearesEngland 16

 SBT Fun Palaces event reshare – 3.1K organic reach  101 clicks  67 engagements  3,155 impressions  44 engagements  Royal Leamington Spa, Coventry, Alcester, Warwick, Kenilworth, Evesham, Cheltenham & Wellesbourne. 17 T weet us: @ShakespearesEng / @SEnglandBiz

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 18

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% 19

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 20

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% 21

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 22

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. 23

Questions helen@shakespeares-england.co.uk 24