Wirral Plan 2019-20 Q3 - Pledge Overview Report Vibrant tourism economy Overview from Lead Cabinet Member

In addition to progress with the pipeline of Culture & Visitor Economy infrastructure projects, there was another busy programme of events during Q3, helping us to deliver against objectives. In October, we presented Constellations as part of a Liverpool City Region-wide commission, closely followed by Museum of the Moon at Birkenhead Town Hall. In November the annual River of Light event attracted thousands of people to the New Brighton waterfront to watch a firework display, organised for both sides of the Mersey. The events have also provided an important and ideal opportunity to extend our engagement with volunteers and Ambassadors.

Major events during this Quarter resulted in social media reach of at least 1.2m, and media coverage included BBC North West Tonight, ITV news online, Liverpool Echo, Wirral Globe, BBC Radio Merseyside and Radio City among others.

The business conferencing project has had a strong start, with closer partnerships being forged with the city region’s convention bureaux. This will ensure Wirral benefits from improved joint marketing to conference organisers and business travellers, and will position us well to take forward the business conferencing marketing strategy currently in development.

While it has been a busy final few months of the Borough of Culture year, Q3 has also been a busy time for planning the 2020 events programme. Planning is well underway for the February announcement of next year’s exciting events, which will provide a fitting legacy to the Borough of Culture year and continue to engage residents and visitors. An integrated destination marketing campaign will support promotion of the events, building on Wirral’s raised profile and attracting new visitors to the borough.

Trend Wirral Plan Year End 2019-20 2019-20 2019-20 2019-20 Year End Wirral Plan Indicator Indicator Benchmark Data (See Comment Start 2018-19 Q1 Q2 Q3 Q4 2019-20 Key)

Increase value of tourism Annual £426.35 £355.00 economy by at least 5% (Jan-Dec n/a (Jan-Dec 2014) each year (£m). Higher is better 2017)

Increase visitor numbers Annual 8.79 7.59 each year based on the 2014 (Jan-Dec n/a (Jan-Dec 2014) baseline (m) Higher is better 2017)

Wirral Plan Year End 2019-20 2019-20 2019-20 2019-20 Year End Supporting Measure Indicator Benchmark Data Trend Comment Start 2018-19 Q1 Q2 Q3 Q4 2019-20 Increase overnight stays & Annual hotel occupancy by 5% by 77.75% 80.60% n/a 2020 based on the 2016 (Jan-Dec 2016) (2018) Higher is better baseline

Increase the numbers of Annual 85 88 Wirral Visitor Economy n/a (Jan-Dec 2016) (2018) Network members Higher is better

Priority 01: Developing Wirral’s tourism marketing strategy and positioning the peninsula as an outstanding destination Status Action Lead Agency Current Timescale Status Progress (Outcome / Impact) Period

Work continues to deliver the Destination Marketing strategy in the initial phase, with digital, campaign and brand development. Following the re-design of visitwirral.com to carry the new ‘Place to be’ branding, we have requested logins from the Wirral Chamber of Commerce in order to integrate digital and social marketing. A full business case by the LCR LEP (Liverpool City Region Local Enterprise Develop and deliver a 3 year marketing strategy targeting Wirral Visitor Economy Jun 2017 - Green In Progress Partnership) to the SIF (Single Investment Fund) for a city region Destination Marketing bid on behalf of city region partners, is due for approval with partners by December 2019/January 2020. This would leisure and business visitors Board Mar 2021 provide additional support to the delivery of the Wirral Destination Marketing Strategy, which is planned for launch in April 2020. Dependent on budget, the 2020 cultural events calendar will be supported by destination marketing in February 2020.

Imagine Wirral Twitter saw 24% growth in followers during Q3, while Visit Wirral Twitter has seen growth of 2%. Imagine Wirral Twitter had 104% increase in impressions during the quarter, and 111% increase in likes, compared with 2018. The Visit Wirral account will be moving back to be managed by the Tourism and Destination Marketing team, having been managed in the interim by Wirral Chamber of Commerce, and the accounts will merge.

Demonstrate an increase in growth in the use of tourism web Apr 2018 - Following its redesign and move back to the Tourism and Destination Marketing team, the visitwirral.com website also saw substantial growth during Q3 (Oct and Nov results available at time of writing). Wirral Council Amber In Progress and social media channels Mar 2021 Compared to the same months in 2018, the number of website users grew by 31% (whereas Q2 had seen a reduction of -8% compared with the previous year); the number of user sessions grew by 37% (Q2 = reduction of -8%); and page views increased by 17% (Q2 = reduction of -16%).

As noted in the Q2 report, it was planned that the Imagine Wirral and Visit Wirral channels and websites would merge by December to enable us to target significant growth in engagement from the tourism audience. However, control of the Visit Wirral social channels is still held by the Chamber, meaning that this planned integration and growth hasn’t been possible within the planned timeframe.

Ambassador awards throughout the year have recognised key stakeholders and partners who have championed the Borough of Culture initiative. During Q3 TV presenter Fiona Bruce, who attended Gayton Wirral Visitor Economy Apr 2019 - primary school as a child, became an Ambassador, receiving her award at the filming of BBC’s Question Time at Wallasey Town Hall. Develop a Wirral Ambassador Programme Green In Progress Board Mar 2020 Colleagues are currently reviewing the Ambassador scheme to ensure that it forms an effective part of the Borough of Culture legacy programme from January 2020. Priority 02: Generating greater benefit from conferences, business meetings and events Status Action Lead Agency Current Timescale Status Progress (Outcome / Impact) Period

Develop and deliver a 3 year business plan to attract more Apr 2018 - The Wirral Accommodation & Conference Study, commissioned by Wirral council, is now complete. A business events strategy for the city region will be delivered by consultants, The Right Solution (see Green In Progress conferences, exhibitions and events Mar 2021 action Implement Liverpool City Region SIF bid business case for business conferences - for further information). Wirral Visitor Economy Board

Develop and deliver a digital destination venue directory hosted Apr 2018 - This will be reviewed in light of the LEP SIF bid for funds to attract more conferences and events. It will also be included in plans for the longer-term development of the VisitWirral website (due to begin in Green In Progress on Visit Wirral Mar 2021 spring 2020). Wirral Visitor Economy Board

Wirral is contributing to and benefiting from the SIF-funded project to develop a Liverpool City Region Business Events Strategy and Commercial Subvention Model. The project group, which meets bi- monthly, is steering the work of consultants, The Right Solution. They are currently analysing volume and capacity across the city region. The Head of Tourism and Destination Marketing has met with several Implement Liverpool City Region SIF bid business case for LCR Local Enterprise Aug 2019 - Green In Progress conferencing businesses and attractions, and will meet Liverpool and Southport convention bureau colleagues in January to find new ways to boost Wirral’s meetings and convention business. business conferences Partnership Mar 2020 Delivery of the project is due for completion by February 2020 with testing and review until 2021.

Priority 03: Develop Wirral’s tourism assets and experiences to increase competitiveness Status Action Lead Agency Current Timescale Status Progress (Outcome / Impact) Period

Eureka! – a world-class science and discovery centre providing a family educational and cultural attraction is due to open at Seacombe Ferry Terminal in 2021. Head of Tourism, Tracey McGeagh has joined the project board and is supporting the developing communications and marketing plans.

Working with the Coastal Communities team, we are developing longer-term cultural infrastructure projects such as the North-West’s premier wake park facility and the first ropes on water course in England. Implement pipeline of Culture & Visitor Economy infrastructure The planning process is ongoing and awaiting completion of the Habitats Regulations Assessment by MEAS. Consideration of the Planning Application is anticipated at February or March’s Planning Apr 2019 - projects to maximise existing assets and experiences, while Wirral Council Green In Progress Committee. Mar 2021 progressing new ones. A three month ‘Wirral Creative and Digital Demand Study’ was commissioned in October 2019, to guide future development and investment linked to regeneration ambitions for the borough. Mickledore were appointed through a tender exercise and have now completed phase 1 of the study, which focuses on supply and demand requirements for creative industries in Wirral. Phase 2 of the study is underway and will be completed by January 2019. This final report will outline proposed options and recommendations for consideration based on the intelligence and findings gathered from the consultation process with key stakeholders.

A small number of commercial events were developed as part of the Museum of the Moon event at Birkenhead Town Hall in October. These enabled the team to improve the visitor offer while covering costs Develop and deliver a commercially led events model to focus Apr 2019 - Wirral Council Green In Progress and generating a small income. Several capacity issues were highlighted which are being progressed with the Commercial team, as part of the project to identify new approaches to generate income for the on key events space in Wirral. Mar 2021 Town Halls. To assist with this, Tracey McGeagh has joined the Council project group progressing the issue.

A small number of commercial events were developed as part of the Museum of the Moon event at Birkenhead Town Hall in October. These enabled the team to improve the visitor offer while covering costs Develop & deliver a commercially led events model to focus on Wirral Chamber of Apr 2018 - Green In Progress and generating a small income. Several capacity issues were highlighted which are being progressed with the Commercial team, as part of the project to identify new approaches to generate income for the key events space in Wirral Commerce / Wirral Council Mar 2021 Town Halls. To assist with this, Tracey McGeagh has joined the Council project group progressing the issue.

Priority 04: Establishing a Sustainable and Accessible Visitor Economy Status Action Lead Agency Current Timescale Status Progress (Outcome / Impact) Period

Wirral Met College has a vibrant Visitor Economy Faculty that provides vocational education and training from Level 1 to Higher Education. This covers sector specific programmes in hospitality and the hotel industry; Leisure Travel and Tourism; Hairdressing and Beauty Therapy, all of which are underpinned by foundation learning to support the industry. Wirral Met College is leading on the active promotion and Deliver the Wirral’s Visitor Economy Skills for Growth Apr 2019 - celebration of the Visitor Economy, taking a lead role for the Combined Authority during Visitor Economy Week in 2020, with much planning accomplished in the first quarter of this year. In addition to Wirral Metropolitan college Green In Progress agreement as part of the Liverpool City Region {New} Mar 2021 developing the vocational skills required for this sector, the College plays a much wider role in supporting the Visitor Economy of Wirral and having been actively involved in supporting the design and delivery of the 2019 Borough of Culture Events, the College is now a supportive partner in ensuring that we build upon this success to create a legacy for the future. Completion and progression of the last academic year was good with c 1100 enrolments in the Visitor Economy areas detailed above. Many of the students involved also enjoyed overseas working visits as part of an ERASMUS Project.

Develop & deliver the Heritage Strategy following review of Apr 2019 - Wirral Council Green In Progress Report for this quarter is unavailable due to staff sickness. An update will be provided in the new year. conservation & heritage plans Mar 2021

Volunteers have been central to the delivery of the Borough of Culture programme, assisting both with large and small-scale events, most recently the River of Light fireworks and Museum of the Moon. Each Build on initial developments around visitor economy volunteer has added to the quality of the experience for visitors by being a welcoming ambassador and representative for Wirral. This contribution was recognised at the Liverpool City Region Culture Awards, Community Action Wirral/ Apr 2019 - volunteering opportunities to further develop a Wirral -wide Green In Progress when Wirral volunteers were nominated in the Borough of Culture ‘Star of the Year’ category. Wirral Ccuncil Mar 2021 volunteer programme. Active volunteer numbers have recently increased, with new recruits welcomed for Museum of the Moon. We aim to continue to increase active volunteer numbers in the future.

Report Key

Trend - Performance is shown as Better, Same or Worse compared with the last reported period

Target - Where targets apply, these are shown as either Blue, Green, Amber, Red based on the agreed tolerance range for individual measures.

Action - These are shown as either: • Green (on track to deliver on time) • Amber (off track but action being taken to deliver on time) • Red (off track and won’t deliver on time)