Agenda item

(i)         Report of the Assistant Chief Executive.

(ii)        Discussion with Melanie Sensicle, Chief Executive, Visit County           Durham.

The Chair introduced the Chief Executive, Visit County Durham (VCD), Melanie Sensicle who was in attendance to speak to Members in relation to Tourism in County Durham (for copy see file of minutes).

The Chief Executive, VCD thanked Members for the chance to update the Committee on the work relating to tourism in County Durham and noted that the main highlights for the upcoming year were the Lindisfarne Gospels returning to the region, the Lumiere event and new marketing to promote the County.

Councillors were reminded that Tourism within County Durham was managed via the Durham Tourism Management Plan (DTMap) and Visit England was the national tourist board.  It was added that last November, there was a “time-out” to ascertain whether the DTMap was correct for what we needed and the priorities identified in 2006 were “re-identified” as being right for the long term development of tourism in the County.  It was noted that a minor change was to add an additional priority to “increase the contribution of Durham’s rural areas to the overall value of the county visitor economy” and it was reconfirmed that there was a need to increase stays to 48 hours, the average in the County being 2 hours, by investing in new products and and existing products such as Durham Cathedral, Beamish, Durham County Cricket Club at Chester-le-Street, festivals and events such as Lumiere to ensure County Durham was distinctive.  Members were reminded that there was a need to ensure the “easy wins” such as good signage, toilet facilities and cleanliness were maintained, and this was now formally set out as a priority within the DTMap.

The Committee noted that the tourism offer had progressed hugely with significant upgrading to Beamish including the fish and chip shop, Victorian Fun Fair, and series of events that had increased visitor numbers from 300,000 to 500,000 in contrast to national trends of falling visitor numbers.  It was added that Durham University had developed the Palace Green site, opening the World Heritage Site Visitor Centre and adding a new world-class gallery at Palace Green Library.  The Chief Executive, VCD commented that Durham Cathedral had secured £3.5 Million of Heritage Lottery Funding in order to deliver its “Open Treasure” project regarding St. Cuthbert.  It was explained that Durham County Cricket Club had secured money from the Regional Growth Fund (RGF) for new stands and possibly a new hotel.

The Chief Executive, VCD noted that gaps and challenges included ensuring that there was enough for people to see and do, ensuring a critical mass of attractions to encourage a longer stay in the County.  The Committee noted that there was a need to have a product that brings Durham to national attention and this would include Durham Cathedral, Beamish and events such as Lumiere and Test Cricket; however more products were needed and would require investment.  Members were reminded that quality investment would require quality staff within the industry and therefore training to secure those jobs were important, in areas such as customer care and ensuring consistent levels of service across the County.

Councillors learned that there was a need to ensure connectivity was enhanced, while north-south routes by both rail and road were good, to ensure visitors to Durham were able to travel out from the City into the wider county, with attractions clearly signed and accessible.  The Chief Executive, VCD explained that County Durham’s image and reputation needed to be expanded and its profile raised with 4 areas having been identified: Durham Dales; the Vale of Durham; Durham City; and the Durham Coast.  It was added that there is a need to broaden the tourism approach for the County, having been focused in the past primarily on leisure tourism, not taking on board other possible strands such as visiting friends and family; conferences, meetings and incentive travel; english language learning; and niche markets such as festival goers, food tourists, adventure seekers and so on.

Members noted that the Lindisfarne Gospels would be on show from 1 July to 30 September 2013 in a newly constructed world class exhibition created at the Palace Green Library.  It was added that it would “tell the story” of St. Cuthbert.  It was explained that the facilities would remain as a legacy that could be utilised for other events in the future and that Sustrans is working with the Gospels team to develop “pilgrim routes” and there would be the development of family activities, outreach to schools, education and academic conferences.  It was explained that the regional programme would be described as “1,000 miles, 1,000 voices, 1,000 words, one book”, the miles representing the journey, and examples of the voices being the Lindisfarne Gospels Community Choir, and the words calligraphy projects.  The Chief Executive, VCD noted that there would be a programme of events including possible projects such as a modern interpretation of the gospels; Cuthbert Oratorio; a reduced gospels play; the gospels choir; and “The Cuthbert”, a recreation Viking ship being built on the River Wear.

The Committee were reminded of the success of Lumiere events held in Durham City and informed that preparations for 2013 were already underway with the date yet to be confirmed, however, likely to be in November 2013.  Councillors noted that “Artichoke” were producing the event again, with City Partners supporting and 13 of the 14 Area Action Partnerships (AAPs) have said “do it again”.  It was added that Arts Council funding had been secured towards the event via the NPO hub status of the Gala Theatre.

As regards marketing, it was noted that Durham was part of the national Visit England campaign, using regional growth fund with Durham being 1 of 14 “primary destinations”.  It was highlighted that the funding was £700,000 over 3 years in total, with a requirement of match funding in the ratio of 2/3 Visit England, 1/3 Durham private sector.  Councillors noted that festivals would be used as “hooks” in order to deliver destination-wide marketing with three themes: Walking and Cycling, September 2012 to March 2013; Heritage, March 2013 to September 2013; and Food and Drink, February to April 2014.  Members were given sight of marketing materials and standalone websites for each of the themes, noting that the Walking and Cycling would go live first week in October and all would be incorporated into the VCD website as appropriate.

The Chair thanked the Chief Executive, VCD for her presentation and asked Members for their questions.

Members asked regarding national marketing for the Lindisfarne Gospels; Food Festivals; rural opportunities in West Auckland and Tow Law; advertising of cycle routes in the County; car parking in Durham City; additional days for Lumiere; the possibility of music festivals; how to promote and increase Tourism jobs; and clearly defining County Durham as being more than just Durham City.

The Chief Executive, VCD noted that regarding the Lindisfarne Gospels, there were the various campaigns and leaflets as circulated and shown to Members during the presentation as well as the possibility of a 48 sheet poster for King’s Cross train station in London (funding permitting), with the possibility of York, Newcastle and Edinburgh stations in addition.  Members were heartened to learn that the press and media interest in the Gospels returning to the region had been great. 

The Chief Executive, VCD agreed that Food Festivals had proven very popular and the VCD had only taken over the event mentioned in January this year. The key issue was being able to secure funding for next year, developing it into a destination food event and stretching the event over 2 days.

Councillors were informed that Visit County Durham would be able to liaise with local Councils where appropriate if opportunities and plans were brought forward, and it was added that the National Railway Museum at Shildon was another good attraction for the County with plans for this being within the programme for a “heritage year” beginning with a regional Steam Fair at Beamish, the Gospels and an event at Locomotion with 6 very special locomotives being on show.

The Committee noted that VCD worked with regional neighbours to ensure promotion of tourism offer cross-border and it was noted that Councillors thought there maybe scope for promotion of events at the many car parks in Durham City, and via free of cheap internet methods, such as via blogs and so on.  In relation to any extension of the Lumiere event this was a funding issue, mainly in connection to the stewarding costs, and the knock on effect of “locking down” the City for an extra period.

The Chief Executive, VCD explained that the Council’s Economic Development Manager, Graham Wood led on job creation and that VCD worked with him on and companies and colleges to deliver excellent customer service in the industry.  It was added that working in the tourism industry, closely with the public, required certain personal qualities and by working with schools and colleges to identify those individuals with the requisite qualities, those could be targeted to be given the skills needed to succeed.  Members wondered whether it would be possible to tap into the wealth of talent within our Universities in respect of translating for foreign visitors.

Resolved:

That the report be noted and that a further update is reported back at a future meeting of the Committee.