To consider a presentation from the Head of Partnerships and Head of Multi-Channel Marketing, Marketing Lancashire on the Lancashire Visitor Economy and how West Lancashire is promoted as a visitor destination.
Minutes:
Presentation 2
Consideration was given to the presentation by Maria Moriaty Eames, Head of Partnerships and Emma Watson, Head of Multi-Channel Marketing, Marketing Lancashire which was supported by a series of slides as contained on pages 421 to 426 of the Book of Reports.
The presentation included reference to the:
· Official visitor brand for Lancashire – “Visit Lancashire – where life feels good’
· Partnerships, including Visit England / Visit Britain and the work being undertaken with the private and public sector.
· Opportunities to raise the profile of Lancashire as a “must-visit” destination.
· Growth in visit numbers and increasing the economic impact.
· Opportunities to support job creation.
The presentation highlighted the efforts to increase the visitor economy. It was reported that 64.38 million visitors visited Lancashire and the aim was to increase this to 70 million by 2020.
In order to achieve this and with it, increase the value of the economy and increase employment, the way the County is promoted was highlighted. Of particularly note was how on-line promotion, through the Visit Lancashire web-site was increasing.
It was reported that the West Lancashire pages highlighted things to do and events in the Borough that collectively drew over 325,000 page views. Data in relation to social media saw 150,000 followers.
As well as on-line promotion, the Annual destination guide ‘Welcome to Lancashire’ profiled the lifestyle of the County. The guide, available in print and as a digital edition, was distributed in service stations (M6, M62 & M1), railway stations, visitor information centres as well as in major hotels and attractions. Copies were also distributed at key regional and national events.
The Head of Partnerships then went on to highlight the strategic importance of West Lancashire that included:
· A welcome point into the County
· Edge Hill University – as a gateway to capture more visitors / repeat visitors
· Product assets in the Borough that have been matched to the County’s identified key strengths:
Ø “Food and drink” – West Lancashire’s importance as a culinary destination, with award winning restaurants and artisan food producers.
Ø “Great outdoors” – as a tourist destination (Wetland Centre; canal and cycle routes)
Ø “Heritage and Culture” – unique National Trust Property (Rufford Old Hall)
In discussion questions and comments were raised in relation to the following:
· The position of West Lancashire as a visitor destination in the County of Lancashire
· Ratio of day visitors to overnight visitors
· Accommodation provision (availability / type / strategies to enhance and encourage overnight / lengthier stays in West Lancashire)
· Lancashire Visitor Economy Data – compilation of data; extracting data to analyse impact; model / sources used.
· Lancashire Enterprise Partnership (LEP) – mechanism to feed into the Group.
· Provision of accurate “intelligence” to support visitor experience data.
· Transport infrastructure (updating rolling-stock; enhancements to rail network)
· Opportunities to work with neighbouring authorities.
· Promotion of key / unique heritage sites in the Borough (Ormskirk Parish Church; Rufford Old Hall; Moor Hall)
· Multi-media promotion (tourist board; Visit Lancashire; media platforms; coach; liner companies )
The representatives from Marketing Lancashire answered questions, providing clarification on the points raise. In relation to the question on the reliability of data and mechanism to produce the Lancashire Visitor Economy Data, an undertaking was made to ascertain if numbers, based on postcodes, could be extracted, for West Lancashire.
As a result of the discussion on this presentation it was concluded:
(1) Where possible, in relation to visitor economy data for West Lancashire, that data based on postcodes be extracted to ascertain the accuracy of the overnight visitor numbers.
(2) The importance of gaining customer insight to respond to visitor expectations.
(3) The importance of “first impressions” for visitors coming into West Lancashire.
(4) The importance of a collaborative approach to promote West Lancashire as a visitor destination.
(5) The importance / promotion of the Borough’s key specialist heritage sites (including Ormskirk Parish Church; Rufford Old Hall; Moor Hall)
(6) Enhancing the day visitor experience (coach trips; specialist canal boat trips)
(7) The need to change / develop the public perception of West Lancashire as a “gateway” rather than a “drive-through” or “one stop” destination.
RESOLVED: The Head of Partnerships and Head of Multi-Channel Marketing, Marketing Lancashire be thanked for their attendance and presentation to the Committee