APPENDIX A
THE SANDWELL TOURISM PLAN
2007 - 2011
APPENDIX A
CONTENTS
1. Introduction – Tourism 1.1 Heritage Tourism
2. Sandwell’s Tourism Offer 2.1 Heritage Attractions 2.2 Parks, Open Spaces, Nature & Wildlife Attractions 2.3 Events & Festivals 2.4 Sports Tourism 2.5 Business Tourism 2.6 Shopping/Retail
3. The Visitor Market 3.1 Sandwell 3.2 The Black Country 3.3 The West Midlands
4. The Sandwell Context
5. The Sandwell Tourism Plan – Policy Context 5.1 Sandwell MBC (BCVES Action Plan) 5.2 Sandwell MBC 5.3 Black Country Tourism 5.4 Tourism West Midlands 5.5 Advantage West Midlands
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1. TOURISM – AN INTRODUCTION Tourism is the world’s largest industry and the UK’s sixth largest (ahead of agriculture, financial services and transport). The Tourism Agenda includes accommodation, historic environments, transport and travel, sporting facilities and events, green spaces, the arts and visitor attractions such as museums and galleries.
1.1 Cultural Heritage Tourism Cultural Heritage Tourism is a branch of tourism oriented towards the cultural heritage of the location where tourism is occurring and is important for various reasons. It has a positive economic and social impact, it helps preserve our cultural heritage, establishes and reinforces identity and facilitates harmony and understanding amongst people, it supports culture and helps renew tourism. The UK’s heritage is a major contributor to the country’s tourism industry. Cultural Heritage is a primary motivator for Tourism to and within the UK, and it is recognised that most Tourism in the UK is partly motivated by natural or cultural heritage and visitors indulging in heritage related activity.
2. SANDWELL’S TOURISM OFFER Sandwell is a Metropolitan Borough situated at the heart of the West Midlands conurbation. With superb transport links further enabling it to support business activity in adjoining Birmingham and neighbouring boroughs it is ideally placed at the heart of the country’s motorway and rail networks and is relatively close to both international and light plane airports.
Sandwell is made up of 6 towns, Oldbury, Rowley Regis, Smethwick Tipton, Wednesbury and West Bromwich. The Black Country Study identified West Bromwich as one of the four key visitor destinations in the Black Country and although much of the tourism focus is Destination West Bromwich we are committed to maximising visitor potential across all of the towns. Each town has its own unique character, history, traditions and attractions. Oldbury lies at the centre of Sandwell and dates back to the 13th century. Rowley Regis has the Rowley Hills providing walkers with fine views of the surrounding area. Smethwick has a rich industrial heritage and is the town that grew around James Brindley’s canals. Tipton is where James Watt’s first steam engine was housed, Wednesbury’s recent archaeological excavations have helped bring to life aspects of the medieval town’s history and Sandwell’s largest town West Bromwich is home to the Sandwell Priory, a 12th century Benedictine monastery.
Sandwell’s heritage is further supported through collections and activities of the Community History & Archive Service. Sandwell has many collections and artefacts from its industrial history including the world collection of Ruskin pottery.
The Borough has a very diverse nature and is an area with a strong character, which is reflected in its landscape, its richly diverse communities, through its wealth of historical buildings and sites and in the abundance of pubs and restaurants selling some of the best beer and food in Britain.
THEpUBLIC will put a national spotlight on West Bromwich and the borough. The venue itself will have a 300 seat auditorium and be able to serve as a theatre or conference space, enabling us to showcase Sandwell through a variety of creative
2 APPENDIX A industries. This development will further assist to expand and develop West Bromwich and the Sandwell visitor offer.
This enables Sandwell to be well placed to develop its heritage and tourism assets for the benefit of local visitors and communities alike. Sandwell has much to offer, including the legacy of a fascinating industrial and pre-industrial past, a unique network of canals and a vast country park with unsurpassed access to the rest of the West Midlands.
2.1 Heritage Attractions Sandwell has a wide range of heritage assets, many of regional, national or international significance. This wealth of diversity provides much potential for new and additional tourism opportunities. Heritage Trails have been developed for West Bromwich, Smethwick and Wednesbury with trails for Rowley, Tipton and Oldbury planned for this year.
Sandwell’s Community Cohesion Agenda provides a common vision where the diversity of people’s backgrounds and circumstances are appreciated and positively valued, Sandwell has a wealth of faith buildings to offer the visitor and this sheer wealth of buildings, with both historic and modern features provide much potential for Faith Tourism in the borough, with a Faith Trail planned as a future product.
Sandwell is fortunate enough to have many cultural and heritage sites, and important historic sites including the the12th century Manor House, the 12th Century Sandwell Priory, the mediaeval timber framed Tudor Oak House, the 19th Century Haden Hill House, the Galton Valley Canal Heritage Centre and Bishop Asbury’s cottage attracting visitors from across the world. Visits to and usage of Sandwell’s Heritage attractions has been growing over recent years with museums and galleries receiving 260,000 visits last year.
2.2 Parks, Open Spaces, Nature & Wildlife Attractions Sandwell has an array of parks and green spaces with 321 green spaces covering 1200 hectares recorded as having unrestricted access. Sandwell has 5 Grade II listed parks of significant historic interest, these include Brunswick Park in Wednesbury, Dartmouth Park in West Bromwich, Victoria Park in Tipton, Warley Woods Park in Bearwood and Great Barr Hall, Great Barr.
The Sandwell Valley provides a real taste of the countryside within one mile of the West Bromwich Town Centre and has over 2000 acres of woodland and parkland with wildfowl lakes. The footpaths include part of the Beacon Way, a 25 mile waymarked trail from Sandwell Park Farm to Gentleshaw and several nature tails. The Farm also holds many fairs and events which include Farmhouse Food Fairs featuring a wide variety of food and drink from within the borough from small scale producers and Butterfly Hunts that attract adults and families from both Sandwell and the adjoining boroughs with Sandwell Park Farm and Forge Mill Farm attracting over 655,000 visitors last year.
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Sandwell’s unique canal network dates from 1769 and Sandwell is thought to have more miles of canal than anywhere else. Sandwell offers some of the earliest and best examples of industrial canalside architecture such as bridges, aqueducts and industrial buildings. Today Sandwell’s canal network serves the growing industry of leisure and tourism, providing people with the opportunity to explore and enjoy the many miles of waterways that were built to feed the industrial revolution. British Waterways has in place strategies for tourism and interpretation for the Black Country and identify Galton Valley in Smethwick, and Windmill End as key sites for investment.
2.3 Events & Festivals Events in Sandwell are seen as a celebration of culture that attract people from diverse cultural backgrounds and provide opportunities for achieving a sense of community pride and spirit. Events are recognised as a platform for showcasing the borough and raising its profile. Large events such as The Sandwell Show, the St. Georges Day Parade and Family Fun Day, the Historical Vehicle Show, the Bonfire and Firework Festival. Partnership working with community groups and organisations has enabled high profile events the Tipton Carnival and the Smethwick Vaisakhi Festival which attract visitors from both Sandwell and the adjoining boroughs.
2.4 Sports Tourism The Sandwell Leisure Trust manages the 10 Sport and Leisure facilities in the borough providing safe and welcoming places for visitors to go for recreation and physical activity. There are plans for a new Leisure Centre in West Bromwich, which will further assist with the development of West Bromwich as a key visitor destination. As well as providing a wealth of sports related activity Sandwell’s ten Sport & Leisure facilities also host many unique sporting events, with Future Championship Wrestling Events taking place at Haden Hill Leisure Centre and Inter- County Tennis competitions at the Tipton Sports Academy attracting visitors and contestants from outside of the borough. Leisure Centres attracted 6,236,000 visits last year.
2.5 Business Tourism The authority has a wide range of conference and venue facilities throughout the borough used by the community, the authority and for corporate events. These include The Hawthorns West Bromwich Albion Football Club, the Bethel Convention Centre, Junction One M5 Venue, the Conference Suite, the Park Inn and the NMC Venue.
A variety of local halls and smaller facilities including Sandwell Valley Country Park, West Bromwich Town Hall are available for community hire and low budget events.
Hotel venues include three star hotels, The Park Inn, Premier Travel Inn and the Great Barr Hotel.
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2.6 Shopping/Retail Sandwell’s Premier Town Centre West Bromwich has seen much progress as it develops as the premier, retail, cultural and leisure centre for the borough with thriving markets and shopping centres such as Astle Park bringing well known High Street brands and eating places to the borough.
3. THE VISITOR MARKET 3.1 Sandwell Last year Sandwell attracted 5.5 million visits to the borough. The Black Country Visitor Survey 2006 taken by the Heart of England Tourist Board reveals that the majority of visitors to Sandwell originate in the West Midlands Metropolitan Area (96%). Sandwell attracts the greatest proportions of day visitors in comparison with its Black Country Partners Walsall, Wolverhampton & Dudley.
Overnight domestic visitors to the Black Country as a whole are small (8% of the whole) and the greatest proportions are prevalent in Wolverhampton & Dudley.
In relation to the Black Country as a whole amongst the attractions that are particularly prominent are Sandwell’s own Sandwell Valley Country Park and Haden Hill House
3.2 The Black Country Black Country Tourism states that Tourism in the Black Country is recognised as one sector capable of sustainable growth, and thus a vital element of future cultural and economic wellbeing.
The Black Country Visitor Economy Survey 2006 further reveals that the Black Country is very dependent on the day trip market
• Day Visitors - The majority of visitors to the Black Country (87%) came on a day visit, the majority were domestic visitors on a day trip from home
• Touring Visitors - The Touring Market is hidden within the day visitor sector with 5% classified as overseas visitors
• Overnight Visitors - Those staying overnight accounted for 8% of visitors to the Black Country
3.3 The West Midlands Tourism is vital to the economic wellbeing of the West Midlands and is a growing sector of the regional economy:
• Economic Benefits – spend by tourists on products and services; supporting local services such as shops, bars and restaurants • Employment Benefits – by providing routes into employment at a variety of levels
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Each year there are 124 million visits to the West Midlands generating over £4.8bn in spending. Staying visitors are valuable with overnight stays generating £1.72bn in spending. Business Tourism is one of the region’s key strengths primarily driven by the region’s central location and day visitors at conferences, exhibitions, meetings and training events, contributing £6.6bn of expenditure towards the regional economy. (LYTTLE, Henrietta. Policy: Tourism, May 2006)
4. THE SANDWELL CONTEXT Tourism’s main contribution is through the Council’s Corporate Priority: • “Building Safer, Stronger Communities”
Tourism contributes through: • supporting Sandwell’s strong heritage, including both its built and natural environment, • improved marketing and promotion of Sandwell’s cultural offer to residents and visitors, • raising civic pride and bringing communities together and • promoting local distinctiveness.
Contribution of Tourism to the Aims of the Cultural Strategy • “Use Culture to support the economic vitality of Sandwell, including maximising the visitor potential of residents and tourists”
Tourism’s main contribution is through the key priorities of the Cultural Strategy: 1. develop West Bromwich as a key visitor destination, including THEpUBLIC, The Arcade, the Public Square, Dartmouth Park, Sandwell Valley, the Oak House and West Bromwich Leisure Centre, 2. support and develop Sandwell’s strong heritage, including both its built and natural environment, 3. improving the marketing and promotion of Sandwell’s cultural offer to residents and visitors.
5. THE SANDWELL TOURISM PLAN – POLICY CONTEXT The Sandwell Tourism Plan does not sit in isolation and is influenced by many national and regional strategies and policies.
5.1 Sandwell MBC - The Black Country Visitor Economy Strategy – Action Plan for Sandwell 2004 The Black Country Visitor Economy Strategy – Action Plan for Sandwell identifies key priorities and actions for Sandwell and is the Plan by which Sandwell contributes to the wider sub-regional tourism agenda, it is based on three key strands:
A. Making connections 1. Raising Aspirations 2. Investing in e-tourism 3. Welcoming our visitors 4. Providing visitor information
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B. Establishing the destinations 1. Developing the product 2. Raising the standard 3. Winning more business
C. Beautification 1. Enriching the environment 2. Tackling anti-social behaviour
5.2 Sandwell MBC The Sandwell Economic Plan informs The BCVES. Visitor Economy is defined as encompassing tourism, leisure, creative industries, culture, sport, the arts, heritage, food and drink and retail/shopping. The Sandwell Economic Plan has been structured to support the achievement of the Regional Economic Strategy and focuses on activity that demonstrates a direct economic impact: • The development of a diverse and dynamic business base • Promoting a learning and skilful region • Creating the conditions for growth • Regenerated communities
5.3 Black Country Tourism (BCT) Sandwell MBC works in partnership with Destination Management Partnership (DMP) Black Country Tourism who is a core part of Tourism West Midlands and sits within the Black Country Consortium. BCT facilitates joint working between the Black Country authorities and is the regional tourism funding body. Sandwell recognises the importance of working in partnership with BCT to ensure Sandwell’s contribution to the regional tourism agenda is acknowledged and to avoid unnecessary duplication.
Black Country Tourism provides the primary link to the private sector and leads on sub-regional tourism development and marketing. Black Country Tourism also acts as the regional consultative body on tourism issues, bringing together the Black Country authorities with an interest in the industry to speak with one voice and provide a more cohesive approach to marketing the region as a whole. The Black Country Visitor Economy Strategy (BCVES) provides the Action Plan for taking tourism forward in the Black Country, with a priority focus on destination development.
5.4 Tourism West Midlands Tourism West Midlands is the regional lead strategic Board for Tourism in the West Midlands region. It has lead responsibility for regional tourism policy development, providing advocacy and leadership for the tourism industry along with advice and support to Advantage West Midlands in its more strategic leadership role. Its key priority is to maximise tourism’s significant contribution to the West Midlands economy through the implementation of the WMRVES.
The WMRVES recognises the importance of the Black Country’s heritage, and of Sandwell’s place within this. The Black Country Consortiums 30 year vision also
7 APPENDIX A foresees an urban renaissance that builds on the historical, cultural and environmental legacy of the area. The Black Country authorities deliver the aims and objectives of The WMRVES through the Black Country Visitor Economy Strategy.
5.5. Advantage West Midlands Advantage West Midlands is the Regional Development Agency with a strategic leadership role for developing economic prosperity in the region. The West Midlands Regional Visitor Economy Strategy (WMRVES) & Plan for 2004-10 sets out the vision for transforming the West Midlands into a world class region by 2010.
A key feature of The WMRVES is the need to create successful sustainable destinations. It identifies the need to focus on our key visitor destinations and visitor gateways. As well as destinations, the Strategy identifies five themes for developing the West Midlands tourism products: • Past and Future Innovation/Creativity – with a primary focus on industrial heritage • Business Tourism – with a focus on world-class conference and exhibition venues • Regional Authenticity/Local Distinctiveness – with a focus on premier cultural and heritage cities, literary heritage and food and drink • Festivals and Events – with a focus on sport and cultural events and faith and arts festivals • Cosmopolitan Culture/Cultural Diversity – with a focus on faith destinations, the urban environment and performance arts
5.6 The Department for Culture Media and Sport (DCMS) The Government’s overall strategy for the development of tourism in England is set out in the strategic document Tomorrow’s Tourism Today. This strategy outlines plans for action and responsibilities for delivery for DCMS and the tourism industry. These are: • Marketing and e-tourism, • Product quality, • Workforce Skills, • Improved data and • Advocacy across government
DCMS is responsible for government policy on tourism as well as related fields such as; sport, arts, libraries, museums and galleries, broadcasting, creative industries, press freedom and regulation, licensing, gambling and the historic environment. Visit Britain is funded through DCMS and works with regional delivery partners such as Advantage West Midlands to ensure the development and marketing of the tourism industry nationally.
This STP complements and supports the Black Country Visitor Economy Strategy and Action Plan for Sandwell with the aim of achieving a vibrant tourism offer and economy in Sandwell. It further supports the key priorities of Sandwell’s Cultural
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Strategy embedding the relationship between tourism and the strengthening of cultural activity and the cultural assets of the borough.
This STP will also concentrate efforts towards sustaining and developing the day trip market, which is already proving to be good supply of visitors, and in developing potential new markets in partnership with Black Country Tourism.
To achieve the actions in this STP we will work in partnership with key national and regional organisations including the Sandwell Partnership and the community and voluntary sector to ensure that:
• tourism reflects the values of Sandwell people and encourages pride in their environment, heritage and culture and • tourism developments are environmentally sustainable
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REFERENCES:
The Black Country Visitor Economy Strategy – Action Plan for Sandwell (2004)
The Black Country Visitor Economy Strategy, Advantage West Midlands (2004)
Community Services Culture Division Unit Plan
Cultural Services Divisional Plan
Cultural Services Strategy & Development Unit Plan
Delivering Advantage – The West Midlands Economic Strategy & Action Plan 2004-2010
Heritage & Tourism, NURICK, John (2000)
Museums Arts & Tourism Unit Business Plan
Library & Information Services Business Plan
Parks, Countryside, Shows, Events and Catering Services Unit Business Plan
PE & Sport Unit Plan
Policy: Tourism, LYTTLE, Henrietta, (May 2006)
Rotherham MBC – Tourism Plan 2005/2008
Sandwell’s Cultural Strategy 2005-8, Sandwell MBC/Sandwell Partnership
Sandwell Economic Plan 2005/2008
Sandwell MBC Green Space Audit 2006
Sandwell MBC – The Sandwell Plan 2006 Summary
The West Midlands Visitor Economy Strategy, Advantage West Midlands (2004)
Visit West Bromwich Website
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TOURISM OFFER 1 – Heritage Attractions
Outcome REF NO: Key Action Lead Officer Deadline
(Links to other Plans) Improve tourism offer 1.1 Publish hard copy of Jessica Harris May 2007 for people with Disabilities Access guide and disabilities (1) launch new web-based database
Support community 1.2 Develop a Faith Trail to Frank Caldwell March 2008 cohesion through the celebrate our key faith tourism offer venues to encourage people (1) from different backgrounds to mix and interact Support the regeneration 1.3 Launch The Public as a Keith Heyes June 2008 of West Bromwich town major arts and events centre destination
(1) Improve the visitor 1.4 Submit Stage 1 HLF Frank Caldwell March 2008 experience at the Oak application for Oak House House Barns and (1) Barns and Gardens Gardens
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Improve the visitor 1.5 Deliver HLF Project at Manjit Kaur October 2007 experience at the Galton Galton Valley Canal Valley Canal Heritage (3) Heritage Centre Centre Support the regeneration 1.6 Appraise options and prepare Frank Caldwell March 2008 of West Bromwich town business case for Museums centre & Arts in the Arcade and (3) The Discovery Store Provide opportunities to 1.7 Develop a framework for Manjit Kaur October 2007 celebrate community Commemorative Plaques in and civic pride (3) Sandwell Improve the visitor 1.7 Research future use of the Frank Caldwell March 2008 potential of the Manor Manor House complex for House (Grade I listed) (3) Museums Arts & Tourism Develop remote 1.9 Delivery phase II website Nicola Leavy/Unit March 2008 electronic access to (3, 4, 7) improvements Managers tourism opportunities Provide opportunities to 1.10 Develop Heritage Trails for Manjit Kaur March 2008 celebrate community Smethwick, Oldbury, and civic pride across Wednesbury, Tipton, the 6 towns Rowley and Oldbury Provide opportunities to 1.11 To secure funding for the Manjit Kaur March 2009 improve Sandwell’s development of a Sandwell tourism offer Curry Trail
Provide opportunities to 1.12 To secure funding for the Manjit Kaur March 2009 improve Sandwell’s development of a Sandwell tourism offer Good Pub Trail
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Promote Sandwell’s 1.13 Launch and promote Black Sarah Chubb March 2008 Recorded History Country History website 6
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TOURISM OFFER 2 – Parks, Open Spaces, Nature & Wildlife Attractions
Outcome REF NO: Key Action Lead Officer Deadline
(Links to other Plans) Improve the visitor 2.1 Secure Green Flag Status John Satchwell October 2007 experience at town parks to for 2 parks in total meet national best practise (cumulative) including Victoria Park, Tipton, in accordance with the target (1, 4) contained within the Local Area Agreement
Improve the visitor 2.2 Deliver Stage 2 HLF bid John Satchwell November 2007 experience at Dartmouth for the restoration of Park (1, 4) Dartmouth Park
Improve the visitor 2.3 Produce a Development John Satchwell November 2007 experience at Sandwell Plan and a Management Valley (1, 4) Plan for Sandwell Valley Improve access for visitors 2.4 In partnership with Black John Satchwell November 2007 between West Bromwich Country Consortium and Walsall develop plans for a Green Bridge between West Bromwich and Walsall (1, 4) Town Centres identifying
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the cultural offers along the route Improve the quality of the 2.5 Work with Town Team and John Satchwell Ongoing visitor experience at all Town Committees on parks Tasking and Improving the (4) environment in relation to Parks and Greenspaces
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TOURISM OFFER 3 – Events & Festivals
Outcome REF NO: KEY ACTION LEAD OFFICER DEADLINE
Support community 3.1 Improve content and marketing of John Satchwell October 2007 cohesion through the Sandwell Show with key agencies to tourism offer improve attendance by BME communities (1, 4) Support the 3.2 Develop the Arts Action Plan for West Garry Morris October 2007 regeneration of West Bromwich including the development of a Bromwich town centre 3 year performance and exhibitions programme on the West Bromwich Town hall site, in consultation with THEpUBLIC, Sandwell College and other partners (3) Celebrate the 3.3 Working in partnership with Childrens Tony Potter July 2007 contribution of Services (Sandwell Youth Music) to children facilitate the second Sandwell Childrens Festival -3 day Music and Dance festival in Sandwell Valley
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TOURISM OFFER 4 – Sports Tourism
Outcome REF NO: KEY ACTION LEAD OFFICER DEADLINE
Support the regeneration 4.1 Contribute to the Keith Heyes/Jayne Piller 2010 of West Bromwich town development of a Master centre (1) Plan and Project Plan for West Bromwich Leisure Centre Improve the visitor 4.2 Develop an action plan for Jayne Piller/ Gemma August 2008 appeal of the Sandwell maximising the Adams Show and support opportunities arising from participation in sports the Olympics vision leading tourism (5) up to and including the Sandwell Show Improve the visitor 4.3 Contribute to the Jayne Piller/ Mark March 2008 experience at a key development of a Master McDonald leisure centre Plan and Project Plan for Oldbury Integrated Leisure (5) Centre
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TOURISM OFFER 5 – Business Tourism
Outcome REF NO: ACTION LEAD OFFICER DEADLINE Develop partnership 5.1 Develop prioritised actions Manjit Kaur March 2008 working at Black from Sandwell Action Plan Country level to element of Black Country maximise our tourism (3) Visitor Economy Strategy potential To ensure work on To negotiate a partnership Manjit Kaur Tourism is joined up agreement with Black within the Council and Country Tourism agreeing seen as a priority roles, responsibilities and actions Ensure work on Tourism To establish a Tourism Manjit Kaur is joined up within the Group within the Council Council and seen as a priority
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TOURISM OFFER 6 – SHOPPING/RETAIL
Outcome REF NO: Key Action Lead Officer Deadline
Support the regeneration 6.1 Open new Shop Mobility Andrew Kilmurray October 2007 of West Bromwich town Centre in West Bromwich, centre (1,2) in partnership with Centro
SOURCE DOCUMENTS
(1) Cultural Services Divisional Plan (2) Community Services Culture Division Unit Plan (3) Museums Arts & Tourism Unit Business Plan (4) Parks, Countryside, Shows, Events and Catering Services Unit Business Plan (5) PE & Sport Unit Plan (6) Library & Information Services Business Plan (7) Cultural Services Strategy & Development Unit Plan
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