TOURISM, CULTURE AND COUNTRYSIDE

SERVICE PLAN

Key Priorities and Improvements for 2009 – 2011

Directorate : Environment Service : Tourism Culture & Countryside Head of Service: Paul Murphy Lead Member : David Thomas

1 1.0 Introduction

1.1 Tourism, Culture and Countryside became part of the Environment Directorate on May 1 2008, moving across from the Lifelong Learning Directorate. The service is made up of the following :-

 Countryside Services – comprises an integrated team of different specialisms including: Biodiversity and Nature Conservation; Archaeology; Coed Cymru; Wardens, Countryside Recreation and Visitor Services; Heather and Hillforts; and manages the Clwydian Range Area of Outstanding Natural Beauty (AONB), initiatives on Walking for Health, Open and Coastal Access, and owns and manages 2 Country Parks and a further 22 Countryside Sites. The Services’ work is wide-ranging, is both statutory and non-statutory in nature and involves partnerships with external agencies and organisations in most cases. The work of the Service within the Clwydian Range Area of Outstanding Natural Beauty (AONB), Local Biodiversity Action Plan (LBAP) and Heather and Hillforts HLF project is a good example of the essential collaboration and the close co-ordination needed in our activities. The Countryside Council for Wales, as a key funding and work partner, also guide and influence our work through jointly set objectives and outcomes.

 Heritage Services – responsible for the management and development of the County's heritage provision including Nantclwyd y Dre, Plas Newydd, Llangollen; Rhyl Museum; Ruthin Gaol; and the Service’s museum store.Each venue has a wealth of material and is an ideal educational resource. The service also arranges exhibitions and works closely with local history and heritage organisations, and school groups.

 Arts Service – responsible for stimulating and encouraging individual and community awareness, involvement and participation in the arts, through a programme of exhibitions, workshops, performances, classes and residencies particularly in the field of visual arts but also small scale theatre, dance and literature. The Service also commissions public art, provides advice for artistic practitioners and community groups and undertakes consultancy and contract work for other Authorities and organisations concerned with cultural activity.

 Marketing & Tourism Department – The Marketing & Tourism Department consists of two units which merged in 2006. The Marketing & Customer Service Unit oversees and delivers the marketing, communications and customer service for Countryside, Arts, Leisure, Libraries, Heritage and the venues managed by TCC. This includes representation of

2 DCC and its sites on external groups relating to Tourism, Events and Culture. The Tourism Unit is responsible for the promotion of Denbighshire as a tourist destination. This is primarily achieved by working through the official Marketing Areas of the North Wales Borderlands and Rhyl & Prestatyn, and through partnership working on a pan-north Wales and a pan-Wales basis.

 Pavilion Theatre, Rhyl – seats 1000+ hosting a varied programme of musicals, comedy, dance, drama, community shows and an annual pantomime. The theatre also host conferences, functions and seminars in their function suite.

 Royal International Pavilion, Llangollen – the home of the Llangollen International Musical Eisteddfod has a year round arts programme including dance, opera, world music, comedy, food and drink and is host to a broad range of festivals and fairs.

 Ruthin Craft Centre – recently redeveloped through Arts Council of Wales lottery funding, the new Centre has three galleries, six artist studios, a retail gallery, education and residency workshops, tourist information gateway and café.

1.2 Our lead member is Councillor David Thomas, based in Rhyl. He is responsible for Regeneration, Convergence and EU Funding, International Development Forum; Tourism, Culture, Countryside and Clwydian Range AONB; Biodiversity; Housing Enforcements and Area Renewals; Rhyl Going Forward; Town Strategies and is a member of North East Wales Spatial Plan Ministerial Group; Mersey Dee Alliance; North Wales Economic Forum; Taith Board. His key objectives are as follows:  Delivery of Denbighshire’s Economic Growth Strategy  Establishing Denbighshire’s Regeneration Partnership which will be represented on the Local Service Board  Integrating Culture/Heritage and Tourism into Regeneration Services  Producing Town Strategies to help shape Denbighshire’s revised Community Strategy  Collaborative projects which have delivered efficiency gains

3 2.0 Corporate Strategies

2.1 As a service, we respond and engage with the following corporate strategies and activities:-

Strategy/Activity Key Dates 2009 Link Corporate Improvement Plan Welcome to Denbighshire County Council - Improvement Plan Corporate Risk Register March/April and Sept/Oct Corporate Governance Action Plan Agreed at Council 17/3/09 Asset Management Plan August/September Asset Management Group Meetings 7 May, 2 July, 3 September, 5 November Community Strategy Update summer 2009 Welcome to Denbighshire County Council - Community Strategy Health and Well Being Strategy Welcome to Denbighshire County Council - Health Social Care and Well -Being Full Council Meetings 12 May, 30 June, 28 July, 22 September, 1 December Cabinet Meeting Dates 26 May, 23 June, 14 July, 8 September, 29 September, 27 October, 24 November, 15 December Environment Scrutiny Meetings 14 May, 18 June, 16 July, 17 September, 15 October, 12 November, 10 December Business Continuity Plan Update Each service to review quarterly Focussed Agenda Board Meets fortnightly SCALA SLA Runs from 1/4/09 for 3 years. Annual review meeting tba.

4 but are also working towards the following:-

2.2 Service Specific Drivers and Priorities

Ref Priorities Objective Performance Lead Target Deadline Measure Officer TCC1 Review Service Structure Secure capacity to deliver all Adequate and SMT 05/09 05/09 service core areas for 09/10 whilst fully funded awaiting results of commissioned staffing in place reviews:

Secure funding for and appoint an Appointment HoS Agree Appt by 'asset management and funding' made funding Aug 09 post at PO1/PO2 level: by May 09 Assess the possible creation of Agreement of HoS Creation of Sep 09 new fully self funded post relation proposal with sustainable to budget monitoring and income GL/MH/GW post generations possibly linked to new asset manager position.

TCC2 Review cultural assets Secure a three year funding HoS SLAs Sep 09 and produce policy for approach rolled out externalisation Identify assets for disposal/closure/ externalisation Link with Focussed Agenda Board Reduce the county funding of the portfolio Review SLAs with external

5 Ref Priorities Objective Performance Lead Target Deadline Measure Officer facilities to reduce DCC contribution by 2012. Produce recommendations for Env Report to Env. Scrutiny Oct 09 Scrutiny Committee Scrutiny. Paper

Policy Feb 2010 agreed

TCC3 Develop evidence base for Produce robust system for Assess existing SMT sub- June 09 service driver outputs in measuring jobs created or evidence base group to maintaining and supported by areas with service in be developing quality conjunction with TPNW/ACW/ Agree a policy to chaired sustainable jobs for CyMAL/CCW. provide data in by HOS Sept 09 County residents gap areas

Produce a report to feed into the Jan 10 Focussed Agenda

TCC4 Develop evidence base for To produce a report which shows SMT sub-group Scope out June 09 the contribution of County the relevance of integrating culture chaired by Interim the existing Tourism, Cultural and into the LSB strategy: Head of Arts LSB Visitor Economy to Local framework Service Board Agenda Meet with Sept 09 LSB WAG Adviser

6 Ref Priorities Objective Performance Lead Target Deadline Measure Officer

Make recomms Oct 09

TCC5 Rhyl Strategic Agree a cross sector service Set up inter- SMT sub- Plan June 09 Regeneration Area approach to maximise support for departmental group agreed for this strategic initiative working group. chaired consult. by Produce and Gareth Submitted Sept 09 agree plan. Owen to Reg Imp Board

2.3 Service Workforce Planning

2.3.1 Succession Succession planning has been identified as a risk in TCC. Issues include a lack of opportunity to appoint staff into vacancies and flat organisational structures. To address these issues the following actions have been identified:-

 Review service structure  Develop a succession plan for the service  Redevelop JDs of existing staff for smarter working and better use of resources  Ensure cover for maternity leave  Ensure quicker recruitment of key roles

7 2.3.2 Salaries and Recruitment Many posts within TCC are grant-funded. If the grant funding is not renewed, it does not necessarily follow that the work undertaken is not required. This significant risk to service can only be mitigated by securing on –going funding.

2.3.3 Sickness Absence Continue to ensure that TCC’s good record on sickness absence is maintained through flexible and smarter working priorities.

8 3.0 Major Accomplishments for 2008/2009

3.1 We contribute to all Denbighshire’s Corporate Priorities but we directly influence three more than the others as can be evidenced by the matrix of our major accomplishments for 2008/09:-

 Regenerating Our Communities - R  Modernising Education - ME  Responding to Demographic Change - DC

List of Major Accomplishments Corporate Priorities R ME DC The Ruthin Craft Centre re-opened in a spectacular fashion in July 2008 (on time and on budget) and has provoked an excellent reaction from all. Exhibitions held include the “Age of Experience” in which artists up   to the age of 80 have shown their work. A new education officer has been appointed to start March 09.

An innovative new local partnership set up between the Royal International Pavilion, LIME, Llangollen Partnership and Glyndwr University and ACW to develop a new events and festivals based business model  to create a sustainable platform for the RIP which could include a complete rebuild of the Pavilion structure

The Scala opened in Feb 09 following a total rebuild and is uniquely placed as Wales' first fully digital cinema and arts centre. A major tourism and leisure asset, its key contribution to the county agenda lies in its new ¼ million multi media and digital training and educational facility which will make a unique  contribution to the modernising education agenda by supplying a 21st century educational facility for all Denbighshire schools.

A new stronger partnership has been developed between DCC and the new North Wales Health Trust to continue to oversee and deliver the ACW funded programme of preventing and after care medical support  through the arts provided free at source at hospitals across the region.

9 List of Major Accomplishments Corporate Priorities R ME DC The Arts Council of Wales’s Quality Monitoring Reports demonstrate consistently high evaluations of the Rhyl Pavilion Theatre productions and the theatre continues to put on popular, well attended shows eg. every single performance of Joseph sold out during a week run – over 12,000 patrons came to see the show. In addition, an independent economic impact study by Professor Dominic Shellard demonstrated that Rhyl Pavilion Theatre through its own impact figure of £4,142,038, its Additional Visitor Spend figure of  £5.50 per audience member and its emphasis on engagement with its local community produces a significant economic and social impact for the town of Rhyl, the North Wales coast and Wales as a whole.

The tourism unit has worked closely with Conwy CC to develop a joint tourism development initiative for the Hiraethog Area. 

The Countryside Service has continued to support the expansion of the franchised cafe in Loggerheads Country Park, which is trading profitably and attracting new and more diverse visitors to the park. 

HOS, in tandem with the DCC property and legal teams, took steps to remove unsuitable tenants from the Little Theatre, Rhyl in order to protect the children involved and create a new more sustainable future for  the Theatre.

A review of the DCC Arts Service role and its potential contribution to the Focussed Agenda was commissioned and reported its draft findings to the Director of Environment in Feb 09.   

Little Tern Colony :104 birds managed to fledge on the Little Tern Colony at Gronant. Approximately 1,400 volunteer hours were carried out at the colony with 26 visits from outside groups and schools. Volunteers  included members of the local community, town council, local interest groups and schools. New interpretation boards, leaflets and organised 'meet the warden' events helped to explain the colony to visitors. New boardwalks and a viewing platform enabled better access to the site whilst minimising the impact and disturbance on the birds. The project continues next year with help from CCW.

10 List of Major Accomplishments Corporate Priorities R ME DC Successful Completion of first year of HLF funded Heather and Hillforts project: Bracken spraying 700 acres of Llantysilio Mountain; Burning Plans produced for all moorland areas which has led to cutting and burning taking place; Demonstration Days held with Farmers and Graziers; Erosion repair work Moel  Arthur hillfort; Evaluation excavation of mound at N end of Penycloddiau barrow; Successful outreach projects, including two Archaeology Uncovered survey events on hillforts and a hillfort study day; Launch of new Heather and Hillforts website; Launch of first mobile phone/audio trail at Moel Famau;On site panels developed for Corwen and Moel Arthur. The project enters it's second year in Jan 09 and will continue to make an impact on the moorland and hillfort landscapes of Denbighshire.

Biodiversity Duty; The Biodiversity Duty action plan for DCC was endorsed through Cabinet and a number of awareness raising events have been held. These have included presentations to both the Planning Department and Design Services. A Biodiversity 'Champion' was 'elected' from the Cabinet and  he has improved awareness of this commitment in elected members. More Local Biodiversity Action Plans have been written and the Council has been monitored by CCW over its actions under the Duty. Further awareness raising will take place in the forthcoming year.

11 4.0 Looking Forward

4.1 The challenge for the service is to refocus activity on delivering the focussed agenda and in evidencing our contribution to the Agenda.

The service must also plan for identifying a range of efficiencies for 2010-2012 by thinking radically and creatively. The focus should be on maintaining services (delivered directly or indirectly by DCC/but as a lower cost to DCC). Despite all the difficulties 2008/09 was an extremely successful one for the service and I am sure 2009/10 will also be fruitful.

4.2 Projected Highlights

Looking Forward Corporate Priorities R ME DC The Heritage unit has commissioned a review of DCC heritage management policies in order to assess its effectiveness in delivering cost effective added value to the Focussed Agenda with the emphasis on   Lifelong Learning and the Modernising Education Agenda.

The tourism unit, together with other local authority partners and Tourism Partnership North Wales combined to commission a new tourism strategy and action plan for the county and region, including a  specific piece of work tailored to the needs of Rhyl.

Ruthin Craft Centre has been shortlisted for the Art Fund Prize for 2009, winners to be announced in June. 

A new public/private role for the tourism unit. 

Funded proposals for a refurbished Pavilion Theatre Rhyl, possibly linked to the Little Theatre, as part of an  emerging cultural quarter

A new resourced robust business model for the RIP along side funded proposals for a new and refurbished 

12 Looking Forward Corporate Priorities R ME DC structure.

A new blueprint for regenerating the rural market county towns, with sense of place and built heritage at their heart. 

A revitalised Arts service for the county integrated into the Focussed Agenda priorities.

An integrated policy towards maximising the Focussed Agenda contribution of the DCC portfolio of cultural assets.   

A thriving education, skills and training offer from the Scala and Ruthin Craft Centre that underpins the trading elements of both sites.  

The successful nomination of the Pontcysyllte Aqueduct and Llangollen Basin as UK World Heritage Site. 

Successful Heritage Open Days in Sept 09 in Denbigh, Ruthin and Llangollen. 

A successful follow up Arts and Regeneration Conference in Rhyl/Prestatyn in Autumn 09. 

The further development of the Loggerheads Country Park as the gateway to the Clwydian Range. 

Successful Heather & Hillforts sponsorship of Countryside Service Events and Activities Programme and the Denbighshire Walking Festival.   

13 5.0 Improvement Plan

Modernisation = M Roads & Flood Defences = RF

Sustainability = S Modernising Education = ME

Regeneration = R Demographic Change = DC

Other Directorate/Service Risks = O

Ref Strategic Action Performance Measure Target Deadline Env. Dir. Refer to Unit Plans Priorities TCC6 Identify action plan following the Visit Action plan in place Aug 09 M Wales review of Tourism Marketing Areas. DCC recommendations considered May 09 as part of NW Tourism Strategy review TCC7 To strengthen 3 key evolving partnerships:

Developing the Clwydian Range AONB Countryside Service- Minimum 4 2010 M with adjoining LA partner (Flintshire). Negotiate new contribution to AONB projects S Develop joint projects and SDF bids R

Improve the tourism potential of and the Countryside Service /Tourism Unit Minimum 2 2011 M variety of tourism product in the Hiraethog Tourism / Rural Dev projects S Hiraethog Area with adjoining LA partner. project with Conwy CBC R

14 Ref Strategic Action Performance Measure Target Deadline Env. Dir. Refer to Unit Plans Priorities World Heritage Site with Wrexham Countryside Service- Pontcysyllte Mgmt Plan 2010 M Engage as partner with the WHS steering Aqueduct and Canal World Heritage sets out S group and participate in work of focus Site. Implementation of management targets for R groups Plan targets and Inscription as World each year, Heritage Site this will continue with or without inscription

TCC8 Integrate the Biodiversity County Council Countryside Service -Awareness of 4 training Ongoing S Duty into the Corporate Plans for: Biodiversity Duty- events M  Planning Awareness raising events in DCC 1 flyer/  Economic Prosperity service areas leaflet  Waste Management Create publicity materials for DCC  Sustainability and Climate Change internal distribution Add to committee reports as standing item

TCC9 Develop a new Arts Policy and Strategy Arts and Policy Strategy completed Sept 09 S for DCC to prepare for the forthcoming following consultation with senior ME new WAG duty of ‘Culture’ for local officers and members R authorities in 2010 to maximise support DC for:  Culturally Active Rural Communities  Economic Prosperity

15 Ref Strate gic Action Performance Measure Target Deadline Env. Dir. Refer to Unit Plans Priorities  Sustainable Cultural Assets  Estyn Agenda  Regeneration  Demographic Change

TCC10 Delivery of the ‘Heather and Hillforts’ Countryside Service- See Claims R conservation programme Heather and Hillforts HLF Project individual submitted S Year 2 implementation project to HLF Grant claims passed by HLF. targets, quarterly, See individual project targets, outputs Year 2 outputs and outcomes from HLF and ends Dec outcomes. 31st 2009 from HLF TCC11 Produce a strategy to sustainably develop Countryside Service- See 2010 S the flagship county park ‘Loggerheads’ AONB Sustainable Tourism Strategy targets in R site and mitigate the environmental and Year 1 Implementation strategy safety impacts of success re, eg, overflow Car Park Feasibility Study Complete parking Redevelopment of Weir at feasibility Loggerheads study Section 15 Management Agreement Complete with CCW agreement Better Woods for Wales Agreement

TCC12 Develop and upgrade the existing To contribute to the study Complete Sept 09 R Pavilion Theatre and Sun Centre sites to commissioned by DCC/WAG on study and provide an iconic and innovative green options for the Theatre site agree way carbon natural 'Rhyl Cultural Quarter' forward.

16 Ref Strategic Action Performance Measure Target Deadline Env. Dir. Refer to Unit Plans Priorities housing an upgraded Theatre complex Subject of Strategic Capital Bid and wet weather family visitor attraction to act as a catalyst to attract private sector carbon neutral investment in infrastructure.

TCC13 To secure a sustainable future for the Tenancy court case concluded March R Little Rhyl Theatre. Complete study. 2010 Subject of Strategic Capital Bid

TCC14 To integrate the future of the Rhyl Integration into : 2010 M Pavilion Theatre into the mainstream Clwyd Leisure Review S policies. Rhyl Tourism Strategy Rhyl Promenade Master Plan Rhyl Going Forward Phase 2 TCC15 To secure the future of the Royal Refurbishment bid accepted by June 09 M International Pavilion, Llangollen through Capital Strategy Group R integration into LIME/DCC agreement, Formal DCC project methodology June 09 plans for new Wrexham University, adopted and project manager proposed WHS, local town regeneration appointed strategy and Llangollen Partnership. Alternative management options Sept 09 explored Subject of Strategic Capital Bid Countryside Service- Pontcysyllte Targets set 2010 Aqueduct and Canal World Heritage for each Site. Implementation of management year, this Plan targets and Inscription as World will

17 Ref Strategic Action Performance Measure Target Deadline Env. Dir. Refer to Unit Plans Priorities heritage Site continue with or without inscription TCC16 To agree with the Bodelwyddan Castle S Trust, an approach to the future Heritage tender completed July 09 sustainability of the site. TCC17 To develop a more commercial approach Heritage tender completed July 09 M to running the County’s Historic Houses asset to reduce DCC subsidy. TCC18 Develop a business model for a Rhyl Agreed blueprint in place in Sept 09 R Cultural Centre. partnership with RCS and SRA TCC19 Deliver RDP projects and develop Countryside Service- Targets in 2011 R Convergence bids as appropriate to AONB Sustainable Tourism Strategy strategy enable tourism to contribute most Year 1 Implementation and project effectively to delivering the economic Hiraethog Tourism / Development briefs growth for the County as the prime sector project with Conwy CBC identified in the County’s Corporate Continue to contribute to the CCW Economic Development Strategy. CANS Convergence bid and other DCC European bids Moor to Shore RDP Project TCC20 To produce action plan which will Identify actions following publication Aug 09 R integrate Denbighshire into the new North of new strategy in May 09 East Wales Tourism Strategy and link into Attend and influence meetings ongoing the DCC Focussed Agenda

TCC21 To develop sustainable and income Tourism Forum set up Sept 09 M

18 Ref Strategic Action Performance Measure Target Deadline Env. Dir. Refer to Unit Plans Priorities generating partnerships within the tourism S industry to better market the County TCC22 Carry out further feasibility studies re Feasibility studies completed Dec 2009 R Nant Clwyd y Dre site development Subject of Strategic Capital Bid

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