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Interview with Paul Simpson, Managing Director, Visit Manchester 24 April 2012

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Interview with Paul Simpson, Managing Director, Visit Manchester 24 April 2012 inspire, engage, connect. Interview with Paul Simpson, Managing Director, Visit Manchester 24 April 2012 How is Visit Manchester delivering against the Strategic Framework objectives and in particular objective 2: To develop compelling destinations? Visit Manchester was created in 2004 following Marketing Manchester (created 1996) being given strategic responsibility for tourism in Greater Manchester by the Northwest Regional Development Agency. The Strategic Framework for England has helped develop our vision for Greater Manchester to be a more compelling destination. The Greater Manchester Destination Management Plan 2012-13 (which sits below the tourism strategy, ‘A Tourism Strategy for Greater Manchester 2008-13’) follows the Strategic Framework’s approach by establishing the following objectives: • create globally recognised and iconic events, developments, initiatives and opportunities; • ensure a better quality of life for the communities of Greater Manchester and the wider City Region; • make the practices of the City Region’s tourism sector a key plank of delivering against the Original Modern brand vision; • tackle the tough issues like wider community benefits through tourism; accessibility and diversity; a more inclusive night-time economy; • embark on a ‘blue skies’ strand of long range thinking that explores issues such as technological change, demographic shifts and environmental sustainability. Manchester’s key ingredients of success are: 1. Very strong civic leadership - there are 10 Local Authorities throughout the Greater Manchester area (Bolton, Bury, Oldham, Manchester, Rochdale, Salford, Stockport, Tameside, Trafford, Wigan) and for many years they have worked in close collaboration with each other and with Marketing / Visit Manchester. There is very strong civic leadership that exists across Greater Manchester, particularly in the form of AGMA (Association of Greater Manchester Authorities). This strength is particularly prominent in Manchester City Council through the Leader and Chief Executive who have, for many years, recognised the value of tourism as an important economic sector. The Commonwealth Games in 2002 as well as the IRA bomb in 1996 were catalysts (in very different ways) that acted as a focus on tourism as a positive driver of change. 2. Partnership approach - Visit Manchester and Marketing Manchester1 have established strong partnerships with both private and public sectors over a number of years and are now part of a ‘family’ of Manchester agencies with designated lead status in Marketing and Tourism. Over the last six months partnership working has been developed further through the creation of the Manchester Visitor Economy Forum, chaired by Visit Manchester but consisting of senior representation from Greater Manchester’s visitor economy – business tourism, hotels, culture, sport, city centre management, airport, transport and local authorities. 1Marketing Manchester is the agency charged with promoting the City on a national and international stage. It aims to develop the Manchester city-region into a leading leisure, learning and business destination for domestic and international visitors, enhance the national and international reputation of the city-region and promote sustainable economic development and growth. Visit Manchester is the tourist board for the city-region and is a division of Marketing Manchester. 1 inspire, engage, connect. 3. Understanding of tourism and of the value of tourism – key stakeholders understand the value and volume of tourism and its importance as an economic sector. It is really important to continue to measure this and regularly invest in research & development – this is a key component in understanding tourism drivers and the challenges and opportunities within our sector. This is mainly through STEAM, hotel occupancy and visitor surveys but business tourism, over the last ten years has emerged as one of these key drivers across Greater Manchester (a study commissioned by Visit Manchester reported that, in 2009, the value of business tourism across Greater Manchester was £573m – by 2011 this had increased to £822m) and it continues to grow in importance for the city and the entire region. All stakeholders have worked together to grow the value and volume of business tourism resulting in Manchester hosting a number of high profile conferences including: Conservative and Labour Party Annual Conferences, CIPD, Soccerex European Forum, UNISON, TUC. The growth in business tourism has been supported by a continual investment in the conference product with key venues such as Manchester Central and Lancashire County Cricket Club, Trafford undergoing substantial investment. How did you go about developing a compelling destination? We have worked with Local Authorities across the region to gain agreement that internationally, Manchester is seen as the attract brand. We have also developed a thematic approach, domestically, using themes such as Culture and Sport and through developing brands such as Modern History and Manchester’s Countryside which have been developed as specific campaigns funded by ERDF and RDPE. We have also helped to develop a rural tourism offer through the existing Tourism Connect and Food Connect RDPE projects. We have seen this approach paying dividends as a means of promoting the diverse offer of Greater Manchester and in engaging and including destinations throughout Greater Manchester. Specific collaborative approaches include Manchester City Council transferring all of their visitor services (TIC operation) function to Marketing Manchester in 2003 and Bolton MBC appointing a new Head of Tourism for Bolton in 2004 through a joint recruitment process with Marketing Manchester and taking the decision to base the position jointly between the offices of Bolton MBC and Marketing Manchester. We recognise that there are still negative perceptions of the city region, nationally and internationally, and so we aim to influence perceptions by providing an exceptional experience to our visitors, one which exceeds their expectations. A number of attractions and infrastructure projects have been developed across Greater Manchester since 2008 including: • MediaCity UK in The Quays, now the home to five BBC departments, ITV and a number of creative and digital agencies, includes new hotels, retail, food and drink, leisure and the launch of BBC Tours. • Manchester Airport completed its £80m investment in the redevelopment of both Terminal 1 and 2 including improved security processes, new retail spaces and improvements to arrival and departure lounges. • A £30m three phase development of Manchester Central to create additional and more flexible spaces including a new foyer, entrance and events space. • The Museum of Science and Industry (MOSI) has had a £9m investment into a new Revolution Gallery, conference and learning centre, shop and café, all of which opened in January 2011. • The People’s History Museum re-opened in 2010 following a £12.5m redevelopment. • Manchester Art Gallery along with other North West museums has been in receipt of funding to improve exhibitions and attendance. • In Bury a new Lancashire Fusilier Museum opened in 2009 and the redevelopment of Bury Transport Museum (£3m) was completed in 2010. • Bolton Museum, Aquarium and Archive was extended and improved through a £500k redevelopment programme. 2 inspire, engage, connect. • Event City opened near to the Trafford Centre in 2011 providing additional event and exhibition facilities. • The Point at Lancashire County Cricket Club, Trafford, opened in 2010 following a £190m development of the site as a world class venue fit to host international cricket, including enhanced conference and event facilities. • The opening of Salford City Stadium in January 2012, home to Salford Reds and Sale Sharks. • Successful establishment of regular themed markets in Stockport including vintage, handmade and crafts, and local producers. • 14 new hotels have opened across Greater Manchester since 2008. Influence has also been achieved through domestic and international marketing campaigns developed in collaboration with partners such as Manchester Airport and as a result a positive shift in perceptions has been tracked in the Anholt City Brands Index. Since 2009 Manchester has moved ahead of Dubai and Dublin, pulled an extra three places clear of Edinburgh, and has closed the gap on Brussels and Chicago – only one and two places behind respectively in 2011, whereas we were seven and eight places behind in 2009. Perceptions in our priority target markets have also improved, with the USA, China and Brazil showing the strongest improvement between 2009 and 2011, and the UK having the most positive shift between 2007 and 2009. After the Commonwealth Games, Manchester City Council appointed Peter Saville (a designer of unique influence who had co-founded the legendary independent music label Factory) to help take the marketing of Manchester to the next level. He developed a unique brand concept and approach called ‘Original Modern’ which is really about the way we think, work and what we aspire to. Marketing Manchester has taken this fully on board to inform all we do. The Manchester International Festival is a key example of it – a festival of newly commissioned work. Everything we do must be ‘original modern’ and it is a measure of success. This ensures we are never complacent, always aspirational. The launch of the Strategic Framework for England in 2010 has helped us to ‘up our game’ particularly
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