Agenda item

Briefing Note of the Director of Business, Investment and Culture

The Business, Economy and Enterprise Scrutiny Board (3) received a report and presentation of the Director of Business, Culture and Investment that provided an update on progress in establishing Destination Coventry as the new Destination Management Organisation (DMO) for the City, and an update on progress in delivering the Coventry Tourism Strategy 2019-2023. It further provided an update on activity undertaken by the DMO to promote Coventry as a destination for business and leisure tourism. 

 

The presentation and briefing note highlighted the following:

 

The Journey

·  UK City of Culture 2021

·  2018 - Tourism Strategy 2019-2023

·  2019 - Destination Management Partnership (DMP)

·  2020 - Nationwide research and options appraisal

·  2021- Established principles & consideration factors: membership proposition & market testing; operating model defined and approved by DMP; Cabinet Member approved model and business plan; destination Coventry launched 1^st August 2021

 

Model Principles

·  Lead management, development and promotion of Coventry’s leisure and business tourism

·  Operation of Coventry & Warwickshire Convention Bureau

·  Responsibility for the provision of visitor information in the city

·  Provision of opportunity for private sector to engage in a regular tourism dialogue

·  Delivery of 2019-2023 Tourism Strategy – stakeholders contributed to reviews and future iterations

·  Will not rely solely on CCC funding - must allow for private sector contribution for amplification

·  Activities to include the development of income streams to ensure sustained financial viability

 

Considerations

·  Visitor economy was in significant growth prior to the pandemic

·  Opportunities in 2021 and 2022 gave hope for recovery and growth

·  Pandemic dramatically affected Coventry’s visitor economy

·  Stakeholders experiencing business disruption and uncertainty

·  Tourism not a primary sector as in other destinations

·  Several business membership organisations already existed

·  Competition for business subscriptions in the city was fierce

·  DMO membership schemes were difficult to develop and sustain

 

The Model

·  A public / private collaboration between Coventry City Council and Coventry & Warwickshire Chamber of Commerce

·  Two-year proof-of-concept, to test the viability of a future public / private Destination Management Organisation entity for Coventry from 2023 onwards

 

Oversight Board

·  Details of Board Members

·  Details of Governance Structure

·  Fundamental responsibility of the Board - to provide support, challenge strategic direction, maintain oversight and scrutiny, and to improve performance

·  Purpose of the Board:

·  Set and maintain vision, mission and values

·  Development and delivery of agreed tourism strategy / destination management plan

·  Ensure accountability to all stakeholders and investors, publishing annual reports, and communicating effectively, for example the annual tourism conference

·  Review the risk register every six months, with any escalations of risk put forward to the Oversight Board for consideration

·  Maintain budgeting oversight, to efficiently manage and offer effective delivery of the organisation’s resources and objectives

·  Take steps to maintain effective Governance

·  Promote the work of Destination Coventry, enhancing and protecting the reputation of the organisation and act as ambassadors for the organisation

 

Brand

·  Details of the brand, Website and the launch

 

Work

·  Destination Marketing and PR Campaigns

·  Hosted Buyer Familiarisation Trips

·  Visiting Media & Influencer Hosting

·  Maximising Major Events Opportunities

·  Printed Collateral

·  Trade Show Attendance

·  New Product Development

·  Destination Marketing & PR Campaigns

·  Hosted Buyer Familiarisation Trips

·  Visiting Media & Influencer Hosting

·  Maximising Major Events Opportunities

·  Printed Collateral

·  Trade Show Attendance

·  New Product Development

 

2021/22 Campaigns

FOOD & DRINK

·  Coventry & Warwickshire Foodie Awards

·  Visit Coventry Homepage banner

·  Dedicated website landing page

·  Thematic blogs

·  Boosted social media campaigns

·  Showcase video

·  Google paid search campaigns

 

BUSINESS TOURISM RECOVERY - PR CAMPAIGN

• Business confidence article - 3 key venues
• Social media campaigns
• Destination Coventry launch article
• ‘Killer Stats’ video
• TMI Conference (Regional & National)
• 5 venue spotlight videos

·  Business investment article

 

EXPLORE COVENTRY – SUMMER CAMPAIGN

• 2 broadcast TV campaigns
• Outdoor media
• Visit Coventry homepage banner
• Dedicated website landing page
• Thematic blogs
• Boosted social media campaigns
• Showcase video

·  Google paid search campaigns

 

CHRISTMAS ‘WINTER WISHES’ CAMPAIGN

• Big budget – cross-sector collaboration
• Brand new bespoke creative
• 4 week broadcast TV campaign
• Commercial radio campaign
• Press release and BBC CWR interview
• Visit Coventry home banner & landing page
• 200+ What’s On events listings on VC

• Reach print and digital campaign
• Muddy Stilettos and Day Out With The Kids
• Digital radio (DAX) campaign
• Digital outdoor media
• 4 thematic blogs
• Boosted social media
• Google paid search campaigns

 

The Board questioned officers, received responses, and discussed the following issues:

 

·  The Oversight Board provided support, challenged strategic direction, looked to improve performance, connectivity and maximising benefits. Lessons were being learned as the DMO progressed.

·  The Board’s Membership was evolving – future representation should ensure that the cultural diversity of the city was reflected and represented

·  Many levels of DMO Members – engagement through Organisation’s Website and through working groups who would ensure communication at all levels.

·  Warwickshire involvement – leisure and tourism businesses will become members. Important to collaborate with neighbouring authorities for cohesive working. Many businesses drive the creative economy

·  The Council was represented on the Board by David Nuttall, Strategic Lead (UK City of Culture and Commonwealth Games) and Acting Head of Service (Sports, Culture and Destination)

·  The Council’s Political involvement in the DMO was through the Cabinet Member for Jobs, Regeneration and Climate Change and the Scrutiny process.

·  DMOs were more than a membership – important to offer consumer choice, ensure dialogue and communication

·  Two-year proof-of-concept – would test the viability of a future DMO for Coventry from 2023 onwards

·  Current successes included the City of Culture, the Commonwealth Games and the MOBO Awards

·  Campaigns – were changing the perception of the City. Collaboration was essential to ensure success.

·  Website – numbers of views doubled

·  Marketing campaigns – through media, videos, and branding. Videos had been created for Business Tourism Recovery, Summer in Coventry and Christmas in Coventry. The launch of Influencer Programme was imminent

·  Video marketing – essential to ensure delivery of offers at ground level to attract consumer.

·  Future working – link with regional offers, cross boundary working, the provision of total package offers across Coventry and Warwickshire

·  Ambassadors of the City are its citizens – need to ensure diversity, promotion, inclusion and varied communication of offers for all groups and communities.

·  Tourism Strategy – 4-year Strategy for 2019-2023

·  Consideration to be given to the content of promotional materials, to ensure inclusivity and cultural diversity and inclusion – food and drink offers already available in the city are a good representation of diverse cultural choice

·  Engagement with Elected Members important – represent communities and can provide information to citizens

·  Travel companies – good relationship with travel companies developed. Visit Britain – markets Coventry Internationally. Examples of linking include Visit Britain India and Visit Britain Canada. Recognise the need to establish a link with Birmingham Airport

 

The Board received viewings of marketing videos for ‘Business Tourism Recovery – Killer Stats’, Explore Coventry – Summer’, and ‘Christmas Winter Wishes’ and requested that links to the videos be circulated to all Elected Members for information. The Board thanked officers for their useful and informative presentations and their contribution to the meeting and requested that further progress reports be provided to the Board at the appropriate time.

 

RESOLVED that the Business, Economy and Enterprise Scrutiny Board (3):

 

1)  Notes the Briefing Note and presentation.

 

2)  Requests that a recommendation be made to the Oversight Board – Destination Coventry as follows:

 

The Business, Economy and Enterprise Board (3) request that consideration be given to future representation on the Board, and promotional materials, to ensure that the cultural diversity of the city is reflected and represented.