CITY AND COUNTY OF DINAS A SIR CAERDYDD

CABINET : 17 MARCH 2000

Portfolio : Regeneration Report for : Decision

ECONOMIC DEVELOPMENT PLAN 2000/2001 AGENDA ITEM 13

Background

1. An annual Economic Development Plan setting out its economic development proposals for the year ahead including relevant expenditure and income is a statutory duty under the Local Government and Housing Act 1989. The Plan requires Council approval before the 31 March each year in order to ensure that economic development expenditure for the subsequent financial year can be undertaken lawfully.

2. Authorities have the power and duty to consult appropriately with the local business community on their proposals in advance of the Council’s approval of the Plan

Issues

3. The production of the Plan is a welcome opportunity for the Council to realign its commitment to economic regeneration by mapping out its aims, ideas and spending proposals on economic development initiatives for the coming financial year within an economic and policy context.

4. Following the Council’s current major political and structural reorganisation, the Plan can now be used to reposition economic development and regeneration to make a consistent and concerted impact on the future prosperity of Cardiff. In particular, we would want to ensure that the ethos of this and future Plans reflects the principle aims of the new Authority to work in partnership, openly, collectively, and through proper and meaningful consultation.

5. It has been recognised that tremendous inroads have been made into establishing Cardiff as a dynamic European City. The work of the Development and European Affairs Service will seek to build on this success through the development of economic, business and policy initiatives. We will work corporately and innovatively through and across a number of areas, both internally and externally to mobilise effectively the resources and skills of key players from the public, private and voluntary sectors. 6. It is also the intention to develop, over the next few months, a comprehensive and cohesive strategic economic document that will set out the issues and challenges for the continued economic regeneration of Cardiff for the next 3-5 years. This new Strategy will broaden the remit of the annually produced Economic Development Plan, and will help inform and shape future Plans. It will also be able to reflect any new economic and related objectives set out in the Lord Mayor’s Address 2000 and will be underpinned by two broad goals:-

· To sustain and enhance a modern diverse and globally competitive economy, able to increase and spread future prosperity throughout the City, its hinterland, and all ; · Create and enhance sustainable economic opportunities for Cardiff, its communities and its citizens.

7. Such a strategy will seek to contribute to, influence and help shape economic and regeneration strategies and policies of the National Assembly of Wales and other key economic and related bodies/agencies.

Preparation of the Economic Development Plan - Process

8. To progress the preparation of a Plan of relevance and mutual interest to all key parties the following process is being undertaken:-

· A business prospects survey For the first time, as part of the Plan’s initial consultation process, a survey of business in Cardiff has been undertaken which includes focusing on its future prospects, capabilities for achievement, potential barriers to growth, export potential and use of e-commerce. The results are currently being analysed.

· External consultation Again, for the first time, a number of public sector and voluntary bodies were invited to submit initial thoughts in the early stages of the Plan’s preparation. Meetings were also held with the key agencies to identify economic and related issues impacting on their areas of work. This feature was welcomed by the organisations and will, hopefully, generate mutual ownership of the Plan when published.

· Internal consultation A number of Council service areas were identified as being within, or closely related to, economic development activity. Meetings were recently completed with the relevant Corporate Manager/Heads of Service and comments and proposals incorporated into the document.

· Financial Proposals As a result of the Council’s recent political and organisational restructuring, the detailed budget for 2000-2001 is, at the time of the preparation of this report, in the process of being finalised. Financial proposals against targets will be discussed and agreed with appropriate Services once budgets are confirmed and these will be included in the final document. · A thorough analysis of the City's economy A report offering a full analysis on the Cardiff economy in conjunction with Cardiff Research Centre and Cardiff Business School is being considered. It is anticipated that this work will feed into the proposed Economic Development Strategy and future Plans.

· Further Consultation The draft Plan was distributed on 3 March (via e-mail to many) to 800 members of the business community, related bodies and agencies for their further views and comments. The deadline for comments/views is 14 March.

9. In addition, I chaired a meeting with representatives from key bodies, including the Welsh Development Agency, the TEC, the Chamber of Commerce, Business in Focus, South East Wales Economic Forum and Cardiff Business School.

10. If the Cabinet is comfortable with the approach and issued outlined in this report, the draft will be subject to final approval via delegated powers to the relevant Corporate Manager in consultation with myself in order to meet the 31 March 2000 deadline for completion of Plans. It is envisaged that a ‘glossy’ version of the final Plan will be printed and launched by myself in May.

Emerging Key Strategic Issues

11. The following issues/challenges are emerging from work completed to date. These will be adapted and modified when the consultation exercise is complete :-

· As a key driver of the Welsh economy, Cardiff must not be constrained in its economic growth in the belief that this will encourage growth and spread prosperity to other parts of the Nation. Such constraint in not in Cardiff’s or Wales’ interest;

· A balanced approach to gaining inward investment and supporting dynamic local business is needed. Partnership with other public sector agencies and the private sector will be vital in this process;

· A modern, flexible, competitive and knowledge-based economy must be encouraged and developed by exploiting new high value-added growth sectors such as e- commerce in order to increase Cardiff’s share of internationally tradable services;

· Investment in the future invest in knowledge by improving the skills base, particularly in technology, communication and marketing, and encouraging an innovative and entrepreneurial culture, will be an essential element of the required approval,

· Employment opportunities must be increased by exploiting new growth sectors, and encouraging diversification and expansion. Developing the flexibility and skills of the local labour force as a prerequisite to resolving high unemployment and low economic activity rates in the area; · A community approach to sustainable economic and social regeneration needs to be promoted to tackle issues of social exclusion encouraging participation and inclusion - more contributors - less beneficiaries;

· Cardiff will need to develop and implement a cohesive and wide-reaching strategy that seeks to address the impact of the demise of the Development Corporation as well as the social, economic, environmental and community needs of the Bay Area. This will be particularly important , in finding solutions to improve the co-existence of significant high investment with high unemployment and low economic activity rates in the area;

· The ongoing and dedicated task of modernising Cardiff’s business, transport and technology infrastructure will be vital to its continued economic growth and sustainability as a dynamic and booming City

· The need to continue to access a range of funding opportunities to underpin programme and project development.

Conclusion

12. The Plan offers an opportunity to help shape the economic progress of the City. It is clear that significant political and economic challenges lie ahead – challenges which will be met, through an integrated and collective approach. The economy will be based on knowledge, education, skills, innovation and the ability to adapt and progress, incorporating the continued regeneration of the City’s economic and technological infrastructure.

13. The key to success is the effective mobilisation of the resources and skills of partners to progress a robust and shared economic development programme for the City. This will help secure continued and sustained prosperity and success for Cardiff and its citizens.

ADVICE

This report has been prepared in consultation with Corporate Managers and reflects their collective advice. It contains all the information necessary to allow Members to arrive at a reasonable view, taking into account the advice contained in this section.

The Corporate Manager with responsibility for this report is John Dacey.

Legal Implications

The consultation is a vital part of the statutory process for the next financial year. Whilst the new budget is being finalised, a degree of fluidity has been built into the consultation process. The full budget impact will be included in the final document.

Achievability The proposals contained in the Plan will be implemented within the budget detail agreed for the new financial year.

Consequences

The Economic Development Plan 2000-2001 will ensure that the Council’s economic development spending for the coming year can be undertaken lawfully. It will also realign the Council’s commitment to the continued economic regeneration of the City.

BYRON DAVIES Chief Executive 13 March 2000

Background Papers The National Economic Development Strategy; the WDA Corporate Plan 2000-2003; the South East Wales Economic Forum draft Regional Strategy

RECOMMENDATIONS

(1) the Cabinet approve the key strategic issues/challenges identified in this Report as the major factors to underpin the Authority’s 2000-2001 Economic Development Plan; and,

(2) delegated powers be given to the appropriate Corporate Manager in consultation with myself to finalise the Plan following the completion of the consultation process.

COUNCILLOR MARION DRAKE DEPUTY MAYOR (REGENERATION) CARDIFF COUNTY COUNCIL ECONOMIC DEVELOPMENT PLAN 2000-2001

Foreword

By County Councillor Marion Drake

As the Deputy Mayor of Cardiff County Council with the portfolio for the Regeneration of our Capital City, I am delighted to present our Economic Development Plan for the year 2000-2001.

An annual Economic Development Plan is a statutory obligation for local government in order to ensure that economic development expenditure for the subsequent financial year can be undertaken lawfully. In essence, the Act requires the County Council to prepare a document setting out its economic development proposals for the year ahead including relevant expenditure and income. Authorities have the power and duty to consult appropriately with the local business community on their proposals in advance of the Council’s approval of the Plan

In the past, the Economic Development Plan has been used, primarily, to meet the Authority’s statutory obligations. However, I believe that, with the welcome climate of change as signalled by the Council’s current major political and structural reorganisation, the Plan should now be used to reposition economic development and regeneration to make a consistent and concerted impact on the future prosperity of Cardiff. In particular, I want to ensure that the ethos of this and future Plans reflects our principle aims to deliver best value services in partnership, openly, collectively, and through proper and meaningful consultation.

To this end, an extensive internal and external consultation programme was undertaken in the preparation of this Plan, in order to determine economic issues of relevance to local public, private and voluntary agencies, the business community and Council Service areas. The result is a meaningful Plan – and one of relevance and mutual interest to all parties

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It has been recognised that the Administration, with our key partners, has made tremendous inroads into establishing Cardiff as a dynamic European Capital City. The work of the Development and European Affairs Service will seek to build on this success through the development of economic, business and policy initiatives that will ensure the continued economic regeneration of the City. To this end, we will work corporately and innovatively through and across a number of areas, both internally and externally to mobilise effectively the resources and skills of key players from the public, private and voluntary sectors.

The Plan also gives us a welcome opportunity to realign the Administration’s commitment to economic regeneration by mapping out its aims, ideas and spending proposals on economic development initiatives for the coming financial year. To this end, budgetary commitments contained in the Plan will be set within an economic and policy context and supported by relevant information.

The people of Wales have a vital stake in the City’s future, as Cardiff is one of the key drivers of prosperity in Wales. We are committed to working collectively and openly through, and with, partners to pursue common interests and objectives for the people of Cardiff. We will share power and responsibility with those that represent the driving force behind economic development in the City to develop a modern, cohesive and shared agenda for business.

I look forward to working with our partners to take forward the proposals contained in this Plan as a significant contribution to the economic agenda for Cardiff and Wales in the coming year.

County Councillor Marion Drake Deputy Mayor (Regeneration)

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Strategic Context

Whilst the UK Government, together with the , sets the macro-economic context and regulatory framework for the British economy, it is regional and local government which is able to influence fundamentally the competitive advantage of an area for the benefit of its local economy and citizens. Economic activity results from a combination of public and private sector involvement, with government enabling and aiding the wealth creating activity of individuals, entrepreneurs, businesses and corporations. Closer relationships and developing partnerships are the key to maximising economic opportunities and benefits for all.

Cardiff is the Capital City of Wales and the economic hub of South East Wales. It is a modern, vibrant and progressive City of increasing national and international significance. One of the key challenges for the Council is to build on Cardiff’s success, in economic, social, cultural and commercial terms in order to ensure that the momentum and capacity for growth is not lost. Whilst it is recognised that the economic priorities for the new National Assembly of Wales are to spread prosperity and raise GDP, this should not be at the expense of restricting the growth of Cardiff and the coastal areas of South East Wales. Cardiff’s role as a growing European Capital City is shaped by a crucial economic imperative to maintain and improve its attractiveness and competitiveness to investors, and drive forward the regional economy.

As a mark of its increased status, Cardiff has recently hosted two major international events - the European Council Meeting in 1998, and, a year later, the at the new . In the last few years, much public and private sector effort and funding has been put into the regeneration of the south of Cardiff and the significant ambition of uniting the City Centre with its waterfront. This pivotal development marks the beginning of a new era for Cardiff.

Cardiff’s relatively buoyant economic performance over the last two decades has been based upon the growth and dynamism of its service sector which now accounts for close to 90% of total employment in the City. The continued expansion of the Capital’s financial services base, together with the more recent phenomenon of the growth of call centre investments, has given Cardiff a reasonable share of UK and European markets. Additionally, there is growth in the utilities sector, also largely due to call centre operations including further jobs in the financial services sector such as First Plus, Bank One, the Woolwich and Legal & General.

The past three years of office take-up in Cardiff has each reached around 600,000 sq. ft - twice the usual annual average in each year. In addition, the total for planning consents for office and business development has trebled in the period from 1996 to 1998. It is anticipated that completion of the barrage in April 2000 will boost development prospects, including the International Sports Village, as long awaited waterside development sites materialise. Elsewhere in the city the Railfreight Terminal and the Food Park at Wentloog reach final stages in the year ahead.

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The City's population is forecast to grow strongly - by 10% between 1996 and 2016, as is the labour force of the surrounding area. It is estimated that, by the year 2011, the City's additional job requirements, taking into account current commuting levels, will reach nearly 30,000 - an average of an additional 2,000 jobs per year. For the last three years this target has been exceeded. Based on 1996 figures an annual average percentage growth rate of 1.34% will be required for each and every year to 2011. With HM Treasury GDP growth rates set to reach 3.25% in 2001, the City's targets look achievable in the short term. But, laying the foundations for continued and sustained growth is equally important and the Council will continue to address those concerns through this Plan.

In addition, there are a number of significant global and European monetary issues that are currently impacting upon economic and business activity in Cardiff. Wales’ and Cardiff’s economic relationship to Europe is set in the UK context. UK Government policy in relation to fiscal management is now to avoid ‘boom and bust’ economics. However, neither the Treasury nor the Bank of England could influence, to a significant extent, cyclical market downturn in European currency. The result is :-

(i) rising interest rates; (ii) the increased value of the pound against European currency which : - increases the cost of exporting goods - decreases the cost of importing so encouraging external sources instead of homegrown products

Cardiff’s importance to Wales reflects the importance of cities in the increasingly global economy. The motives for globalisation include lower labour cost and other favourable factor endowments abroad and the circumvention of remaining tariff and non-tariff barriers to trade. When considering the ever strengthening factors of globalisation and global growth cycles, economic development planners and strategists in Cardiff must ensure that the City has advantages when compared to other areas competing for investment of either domestic or overseas origin to ensure that benefits come home when international growth occurs. In short, if Cardiff is to operate successfully in the global marketplace, it must be outward looking and prepared and ready to respond to the rapidly changing economic environment.

With central government and European Union assistance likely to lessen as Cardiff's prosperity grows, the challenge will be to develop new and fresh approaches to maintain and increase the City’s capacity for growth as a major National and European Capital in the global marketplace.

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Policy Context

An extensive internal and external consultation exercise has been undertaken in the preparation of this Plan in order to help identify economic issues of relevance to local agencies, the businesses community and Council Service areas. Meaningful dialogue with the private, public and voluntary sectors, supported by a comprehensive corporate process within the County Council, has identified a range of issues pertinent to the fulfilment of the vision for the development and delivery of a successful shared economic agenda for Cardiff.

As part of its consultation exercise, an extensive survey of business prospects has also been undertaken by the Council, designed to identify issues relating to economic and business activity in the City. The results are currently being evaluated and a full analysis will be incorporated into the Council’s new strategic economic document, planned for later this year.

Key economic issues for the UK Government, the Assembly, the WDA, and the South East Wales Economic Forum are set out below. Whilst these help shape the structure of this Plan, they will also contribute to a broader assessment of Cardiff’s economy which will lay the foundations for the medium and longer term strategic direction of economic development for the Authority. The Council’s new strategic economic document will be robust, inclusive and outward looking and, it is anticipated, will contribute extensively to the wider economic debate for the future economic development and regeneration of Cardiff. It will also help guide and inform the inclusive and sustainable economic, social and environmental goals and objectives set by this Authority.

The Lord Mayor’s Address for 1999 states the Council’s continued commitment to the development and promotion of the City as a modern European Capital leading Cardiff on the World stage with a strong, diverse economy, continually improving services and facilities, and an attractive, healthy, safe and caring environment. It also states that the Council will continue to work closely with appropriate partners to ensure the City's continued success.

Set out below are a summary of the key economic issues underpinning the strategies of the following bodies :-

UK Government

Central government economic policy aims to raise the rate of sustainable growth and achieve rising prosperity through the creation of economic and employment opportunities for all. A central objective is high and stable levels of growth for the long term, and with particular emphasis on a flexible labour market; fairness and inclusion; a knowledge- based economy; and higher value-added activity.

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National Assembly of Wales

The National Economic Development Strategy amplifies the UK Government’s aim in a Welsh context setting outs its Vision for Wales that, by 2010, the economy would be based on:-

· High and appropriate skill levels · Higher levels of participation · Strong representation in growth sectors · Added value · Higher qualifications · Innovation and export culture

Welsh Development Agency

The WDA Corporate Strategy 2000-2003 sets four key priorities:-

· Internationalising · Increasing Added Value · Increasing Participation · Developing Enterprise

South East Wales Economic Forum

The South East Wales Economic Forum comprises key partners throughout the South East Wales region including local authorities, the Council, the National Assembly, the Welsh Development Agency, and the Wales Tourist Board, and is currently developing a new regional Strategy for South East Wales that aims to :

· Address the pace of economic change in an increasingly global economy; · Meet the Assembly’s challenge of designing sustainable economic development programmes that are more attuned to local circumstances; · Maximise the impact of the impending Objectives 1, 2 and 3 European Structural Fund Programmes.

The Council has played a key role in the Forum to date and, it is intended, will continue to contribute significantly to the work of the partnership for the benefit of Cardiff and its citizens.

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Structural Considerations

The decline of exporting, port related activities and, more recently, the steel industry, predominantly led to high levels of unemployment and the social and economic decline of the City. Coupled with a decline in the Capital’s manufacturing activity, such as Cardiff’s Rover plant, and employment rationalism through technological innovation and the impact of a globalised economy, by the 1970's, the City had experienced over six decades of structural upheaval.

A number of intrinsic economic and structural problems had to be addressed if the City was to be regenerated effectively. As well as increasing levels of unemployment and associated deprivation, Cardiff had a congested City centre and derelict docklands. The nadir of this change was probably the closure of the East Moors steelworks in 1978. This major closure resulted in an unparalleled programme of development in Wales, involving the co-operative efforts of the Welsh Office, the WDA, South Glamorgan County Council and the European Commission in, what was, a groundbreaking and progressive collaboration in Wales at that time.

A classic plan for economic regeneration was put in train involving fundamental improvements to the infrastructure of this large-scale area of semi dereliction. These included, initially, significant land clearance, creation of major highway access, provision of new service sites/factories and associated activities. The plan evolved and progressed with the development of Cardiff Bay, greater involvement of the private sector, support for SMEs, and increased importance given to skills development and research, technology and IT initiatives.

The next 20 years was a key stage in the regeneration of Cardiff and its surrounding area and was to help fundamentally shape and redefine the economic and social development of the City. Since Local Government Reorganisation in 1996, this Authority has ensured that Cardiff’s redevelopment has continued apace through its commitment to foster and cultivate key partnerships with the private and public sectors to develop the City as a major European Capital City.

Today, the City’s economic base is increasingly diverse, but also offers specialism in service provision in a quality environment. It is business, financial, property, , governmental, health, leisure and hospitality, sales and professional services - as well as a burgeoning construction industry - which predominantly pay the wages of the people of Cardiff and the surrounding areas. A modern and thriving ‘Blue Collar’ ring surrounds Cardiff providing a balance in structural terms. Tens of thousands of jobs in manufacturing and advanced engineering exist close to the City at plants such as Sony, Ford, Bosch, LG, GEAES, and BAMC.

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Cardiff, as Wales’ economic drives the prosperity of its region and, to some extent, the whole Nation. The experience of other cities in the UK and Europe which have undergone redevelopment demonstrates that the wealth and prosperity generated from a thriving economic and cultural centre is substantially reflected in the circumstances of towns and communities within the region.

As in the coal era, the economies of Cardiff and the rest of Wales continue to be inextricably linked with the towns and valleys clustered around the north, east and west of the City. The economy of Cardiff and adjacent areas make up around 20% of Welsh GDP. Some 54,000 people travel into Cardiff each day, particularly from the Valleys, and around 36% of the workforce of Cardiff are made up of people who commute from areas outside its boundaries.

The importance of a successful Cardiff to achieve economic and, particularly GDP growth in the Valleys, cannot be overestimated. The economies of Cardiff and its hinterland are mutually dependent and growth is mutually beneficial. Partnerships of all forms – Cardiff/Valleys; Public/Private – must be encouraged if maximum advantage is to be taken of limited resources and in realising potential development opportunities for the benefit of all.

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Sustaining Success - Key Challenges and Issues

Cardiff has made significant progress towards developing a modern, flexible economy. However, the extensive consultation exercise undertaken in the preparation of this Plan has identified a number of issues facing the economy of Cardiff. These are encapsulated within the following two overarching challenges :- q Sustaining and enhancing a modern, diverse and globally competitive economy able to increase and spread future prosperity throughout the City, its hinterland, and all Wales q Creating and enhancing sustainable economic opportunities for Cardiff, its communities and its citizens

Flowing from these fundamental challenges, the City continues to face a number of strategic imperatives. These include :-

· As a key driver of the Welsh economy, Cardiff must not be constrained in its economic growth in the belief that this will encourage growth and spread prosperity to other parts of the Nation. Such constraint is not in Cardiff’s or Wales’ interest

· A modern, flexible, competitive and knowledge-based economy must be encouraged and developed by exploiting new high value-added growth sectors such as e- commerce in order to increase Cardiff's share of internationally tradable services

· A balanced approach to gaining inward investment and supporting dynamic local business is needed. Partnership with other public sector agencies and the private sector will be vital in this process

· Increased flexibility of the local labour force in resolving high unemployment and low economic activity rates in the area.

· A community approach to sustainable economic and social regeneration

These imperatives are articulated further under the following headings and encompass the comments and views of those consulted in the development of this Plan.

§ Partnerships § Funding § Infrastructure § Investment and Growth § Tourism § People and Skills Development

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Partnerships

Enhance and extend partnerships to help shape and influence the continued regeneration of the City.

The key to Cardiff’s growth over recent years has been partnership working between the Council and other public and private bodies to create the infrastructure, raise Wales’ international profile and generate jobs for the City. By working collectively, the Council is able to draw on resources and expertise from a diverse and influential range of partners to further the regeneration of the City. The ability to maximise and pool limited resources will ensure an optimum and sustained impact on the economy and prosperity of the City for the benefit of all.

It is widely recognised that the economic regeneration process in Cardiff has benefited significantly from the proactive relationship cultivated with the private sector through high profile projects such as the Eurofreight Terminal, Millennium Stadium, Cardiff Food Park and countless other predominantly infrastructure-based initiatives. This partnership will continue to strengthen and is evidenced by the County Council's Cardiff Business Initiative which to date has reached over 250 local companies.

The Authority is also committed to collaborating with key players from the public and voluntary sectors such as the Welsh Development Agency, the Wales Tourist Board, South East Wales TEC, South East Wales Economic Forum, Employment Service, Cardiff Chamber of Commerce, and local vocational training and educational agencies which are actively involved in the economic wellbeing of Cardiff and of its citizens.

International links with other cities and regions can provide a range of economic, social and cultural benefits, particularly for a City such as Cardiff which has effectively regenerated itself as a major Capital European City. It is now appropriate for the Council to review its international links in the light of its recent political and structural reorganisation and to seek to develop new opportunities that would enhance Cardiff’s profile and status. It is vital that Cardiff, as the Capital City and economic powerhouse of Wales, is promoted as a competitive player in the increasingly global economy. To this end, the Council will consider the development of new international strategic associations to enhance Cardiff’s competitiveness in the European and world marketplace.

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Key Issues/Aims

¨ Greater, clearer and more cohesive communication between the Council and the business community;

¨ Development of a mutually beneficial collaboration between the Council and the Assembly to progress Cardiff’s role as the driver of regional, sustainable prosperity for Wales. The City’s continuing strong economic growth will benefit all Wales for a number of reasons :

- Cardiff and South East Wales can compete for projects that the rest of Wales simply cannot; - Cardiff's size, strength and diversity can now support the range of institutions, businesses and opportunities to stop the drain of talent from Wales. This is a genuine step forward for the whole Nation.

¨ New and renewed international links to increase and enhance Cardiff’s status and competitiveness in the global economy.

Funding

Continue to access a range of funding opportunities to underpin programme and project development

European funding has been a major factor in the development of Cardiff as a European Capital City and this Authority has played a major role in retaining Structural Funds eligibility and maximising their impact.

The new Objective 2 Single Programming Document for the period 2000-2006 will strengthen the competitiveness and enterprise capacity of the City's SMEs thus promoting and sustaining economic regeneration. It will also support measures to combat economic deprivation and social exclusion faced by disadvantaged communities. The eligible areas are awaiting confirmation from the European Commission and it is expected that the Programme will be implemented from Autumn 2000 onwards.

The proposed revision of the Assisted Areas in Cardiff has reduced coverage within the City. However, the reduction could have been more severe and the proposals reflect the National Assembly’s views of retaining an ability to provide assistance in Cardiff. The decision on the UK Government’s proposals is expected in Summer 2000.

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Research undertaken amongst businesses in Cardiff has consistently shown that the award of Regional Selective Assistance made the difference for companies to proceed with investment decisions.

The attraction of continued investment, following the wind up of Cardiff Bay Development Corporation on 31 March is vital if the economic and social potential of the Bay and Cardiff is to be fully realised.

Key Issues/Aims

¨ Continued access to UK Government and European financial assistance is essential if the economic regeneration of Cardiff is to continue and both indigenous companies and inward investment are to be supported;

¨ When approved, the new UK and European Council financial support regimes are utilised to their fullest extent for the benefit of Cardiff’s economy.

Infrastructure

The ongoing and dedicated task of modernising Cardiff’s physical and transport infrastructure is vital to its continued economic growth and sustainability as a dynamic and booming City

The growth of Cardiff has been based upon its geographic location and its excellent transportation links. It is vital, therefore, that these physical infrastructures are enhanced and modernised. It is also imperative that the City maintains comprehensive and sustainable growth that maximises economic potential and, at the same time, enhances the environment and quality of life for its citizens and visitors.

The momentum of infrastructure development should continue as exemplified in the recent completion of the Millennium Stadium and the current construction of the crucial road link between the Central and Bay area that is Bute Square and Bute Avenue. The continued development of site and land infrastructure for small, medium and large business development is also imperative to the sustainable economic programme for Cardiff.

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Cardiff Bay is poised to become Wales’ economic and cultural powerhouse and the Council welcomes the challenge to lead on the economic, social and community regeneration of the area. However, it recognises there is still much to be achieved following the wind up of Cardiff Bay Development Corporation on 31 March, and to this end, the Council is developing a Cardiff Bay Regeneration Strategy to progress and co- ordinate the area’s continued regeneration in a comprehensive and inclusive context.

The Barrage has recently been completed, creating opportunities for new investment in the surrounding brown field sites and creating extensive leisure opportunities for the future. As the new Cardiff Harbour Authority, the Council will be ideally placed to pursue the development and promotion of the Bay as an integral part of its vision of Cardiff as Wales’ economic dynamo.

Other key projects located in the Bay include the proposed International Sports Village and the - both will contribute significantly to the area’s potential to become a world-class international visitor destination.

Improved public transportation is a key issue and studies to date have focused on car parking, environmental factors connected with extensive car use, business efficiency, and potential effects on marketing and tourism development on the City. One of Cardiff's great advantages and attractions for both business and people, has been the absence of the traffic gridlock experienced by competitor cities. However, as Cardiff’s rapid growth proceeds, this issue must be addressed if the City is to avoid similar problems of heavy traffic congestion. Guidelines and resources from Central Government to address this issue are awaited with anticipation.

The Council is currently in the process of exploring ways of improving public transport links between the City Centre and the Bay, and the Bay and the rest of the City. Proposals are likely to include measures to introduce a new Light Diesel Rail-link, a dedicated, fast track bus service, and the possibility of a river taxi service.

Strategic highway linkages to major existing and emerging employment areas are also in need of attention, particularly in South and South East Cardiff. The long proposed Eastern Bay link section of the Peripheral Distributor Road, currently costed at £165m is, however, in need of the committed backing of the Assembly.

Regional transport links to Cardiff are also an area of concern. The efficiency of rail service providers to the City in particular, is amongst the poorest in the UK. The prospects for freight, however, are much improved with the development of the Eurofreight Terminal at Wentloog.

International links are fostered by the steady growth of services to Cardiff International Airport. However, the difficulties experienced by the Airport in securing useful scheduled flight times to business destinations have severely affected the take up of seats by commercial customers. The issue of road and rail links to the Airport also continues to appear to hamstring its performance.

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Key Issue/Aims

¨ Securing the continued vitality, viability and attractiveness of the City Centre and its waterfront as the economic heart of the City and region, and the primary focus for enhancing Cardiff's role as a leading European Capital;

¨ As the new Cardiff Harbour Authority, proposals to maximise the potential of the Barrage must be developed by the Council;

¨ Continued development of flagship projects such as the International Sports Village to stimulate growth and raise City’s profile;

¨ Continued support for the development of site and land infrastructure for small, medium and large business development as imperative to the sustainable economic programme for Cardiff;

¨ Explore partnership opportunities to improve technology/communication infrastructure to maximise global competitiveness

¨ Increased measures to ease traffic congestion and improve public transport, particularly improving access between the City Centre and the Bay to reduce current heavy car usage – potential impact on future business and tourism development in the area;

¨ Strategic highway linkages, particularly the long awaited Eastern Bay section of the PDR requiring committed NAW backing.

Investment and Growth

Sustain and enhance a modern, diverse and globally competitive economy

Inward Investment

The ongoing debate regarding the continued support for inward investment programmes in Cardiff and South East Wales is set to continue. The Council’s view that a sound balance between support for indigenous and inward investment opportunities is supported by a number of commentators including the Cardiff Business School and the South East Wales Economic Forum. Whilst it is envisaged and understood that the economic priorities for Wales are changing towards the West and the Valleys, it is nevertheless, vital for Wales’ economic performance that Cardiff's developmental and growth needs are fully supported.

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Therefore, the premise that Cardiff and South East Wales, as the most prosperous areas in Wales, should be restricted from further growth and development must be challenged for a number of reasons :

- South East Wales may be the most prosperous region in the country by GDP, but it is far from being so in the UK and European context. Cardiff has some of the worst areas of poverty by Ward in the whole of Wales and there is a need for a strong urban agenda to tackle issues of deprivation;

- Cardiff and South East Wales should not be considered the ‘golden goose’ of the Welsh economy, a region which can be constrained in the hope that this will benefit the less prosperous parts of the country such as the Valley and West Wales. The opposite will happen as international investors are likely to turn to other parts of the UK and Europe if they are denied opportunities to locate to areas of their choice.

- Cities are the economic dynamos of their regions. In this sense, Cardiff’s success needs to continue as this will spread investment and wealth throughout the rest of Wales. As the Capital City of Wales, Cardiff - as the economic powerhouse of the Principality - is the driver of regional prosperity. Therefore, Cardiff' success is Wales success. Likewise, Cardiff’s failure will have a profound effect on the entire Welsh economy.

- Local labour markets are not as ‘local’ as they once were. Longer travel-to-work journeys means that the local labour markets are becoming increasingly interdependent and integrated. Therefore, constraining growth in one area will have an impact across a number of areas.

The Council will, therefore, continue its debate with the National Assembly and the Welsh Development Agency to develop a consensus through proposals that reflect a balanced approach to inward investment and urban regeneration in Cardiff and South East Wales for the benefit of the whole of Wales.

A sharply focussed and well-researched investment support programme for Cardiff is required to assist the type of growth most desirable for the Capital. The high growth, high value added, knowledge-based activities commonly seen as being in the best interests of the City and its future prosperity need to be attracted to, and cultivated in, Cardiff. Specific key target sectors and companies, including an analysis of the scope for future growth in manufacturing, will be identified through informed research and will inform the development of the Council’s new support programmes for Cardiff.

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Business Growth

The National Economic Development Strategy maintains that 'Wales is heavily dependent on slow-growth activities and has too small a share of the faster-growing sectors that are a feature of more progressive economies.'

It is acknowledged that the economic future for Cardiff and Wales lies in an advanced, dynamic and more diverse economy in which everyone has a chance to prosper. The development of competitive, knowledge based, high value-added growth sectors and companies that depend on the exploitation of know-how and creativity should form a key part of the Cardiff economy. Advanced technology will provide businesses with both the opportunity and challenge to compete in the global market place.

A strategic approach is required to harness and develop the potential of these dynamic growth sectors for Cardiff and in order to meet the global challenges ahead. A higher birth, survival and growth rate of high value-added indigenous businesses is essential to secure and enhance the City’s continuing economic growth. In order for Cardiff to be able to respond to the rapidly changing economic environment, it is vital that its small and medium sized businesses are equipped with the knowledge, skills, technology, and access to appropriate financial resources and premises to meet the challenge head on.

By improving the skills’ base of the labour force including enhanced IT, communications, marketing and export skills of local businesses, and encouraging innovation and entrepreneurship, the business profile of Cardiff will be significantly strengthened. Targeted and improved business performance and productivity are essential to ensure a viable share of future regional, national and international markets.

Indigenous businesses must also be encouraged to become more outward looking and competitive, and willing to exploit the growing potential, provided by advanced technology, of e-commerce and increased national and international export opportunities. Local companies must also be encouraged to search out and secure increased high added- value products and services to increase profitability and to create scope for future investment.

Business support for small and medium businesses is a vital mechanism for companies to access information and explore a range of issues. To this end, the Council's Cardiff Business Initiative has established a meaningful dialogue with 250 SMEs across the City. An enhanced initiative would enable the development of a more effective and comprehensive coverage for businesses in Cardiff. Through its discussions with numerous businesses throughout Cardiff, the Initiative has identified a range of issues in relation to improving the business environment in the City.

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Key Issues/Aims

¨ Ongoing dialogue with the Assembly towards a consensus for continued support for inward investment and the regeneration of Cardiff and South East Wales;

¨ Globalisation of the economy – need to identify challenges and opportunities for Cardiff;

¨ The Council needs to be pro-active in the pursuit of investment opportunities;

¨ The potential of dynamic, competitive growth sectors in relation to SMEs needs to be explored and developed;

¨ Support for improved business skills for SMEs in key areas such as marketing, technology and multi-media;

¨ Issues relating to co-ordinated support for businesses in Cardiff need to be clarified

Tourism

Clear partnership and multi-agency arrangements are indispensable to the implementation of a productive, cohesive tourism development plan

Tourism remains the fastest growing sector in the World and today supports around 12,000 jobs in Cardiff. The City’s economic profile continues to progress as issues related to seasonality, recognisable key skills, career opportunities and incomes improve. By developing Cardiff's product with the needs of both the visitor and resident in mind, the City has the potential to build on its major recent successes and become a first class year-round visitor destination for both the leisure and business markets.

A number of specialisms have already emerged and are developing strongly such as sports, retail and heritage based tourism. There appears to be a natural momentum behind the growth of these elements together with a steady improvement in the business and conference sub-sector. But there are also opportunities to develop the City's potential in other promising areas such as Cardiff's much vaunted role as the 'Gateway to Wales'.

The art of partnership and multi-agency co-ordination is indispensable to the implementation of a plan for tourism development. The key issues include product development, infrastructure, marketing and events, venues, visitor services, business support and training and recruitment.

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The effective projection of Cardiff's image and offer is essential and, to this end, clarity of responsibility and productive partnership between the key agencies are of paramount importance. Product development is also a critical factor and continued progress in Cardiff Bay and high profile projects such as the International Sports Village, for example, add considerable weight and diversity to the City's attractions portfolio.

Issues relating to transportation and accessibility can have a major bearing on the visitors' experience and in Cardiff, road access, public transport, cycling opportunities, car parking and signage are key concerns from a tourism perspective.

Finally, and consistent with the County Council's approach in other areas of economic development, business and people involved in the tourism industry will prosper from support and information. Research and analysis on the volume and value of tourism, visitor satisfaction and profiles and information for potential investors will add to the potential of the industry as will initiatives aimed at improving the quality of the workforce engaged in tourism activities.

Key Issues/Aims

¨ Need to develop specialisms in area of tourism

¨ Partnership and multi-agency co-ordination is indispensable to the implementation of a tourism development plan - key factors include product development, infrastructure, marketing and events, venues, visitor services, business support and training and recruitment;

¨ Need clarity of responsibility and productive partnership between the key agencies. This is of paramount importance to the effective projection of Cardiff's image;

¨ Improved accessibility, public transport, parking facilities as vital to a successful tourism sector

¨ Need for improved information, research and analysis on the volume and value of tourism, etc.

18 CARDIFF COUNTY COUNCIL ECONOMIC DEVELOPMENT PLAN 2000-2001 People and Skills Development

Support the development of an appropriate skills base for a modern, diverse knowledge-based economy

A prosperous, well-educated, and skilled community is a key challenge for the Council. In order to meet the requirements of a modern, increasingly global economy, it is vital that Cardiff’s citizens are equipped with the skills and flexibility to adjust to the rapidly changing economic environment.

The knowledge-based economy is considered the future for sustained economic success and is poised to open up a range of opportunities for entrepreneurs, companies and businesses. The challenge, however, is clear. The Council must help ensure that there are better opportunities for learning and that Cardiff’s infrastructure, young people, and labour force are able to respond to the rapidly changing social, economic and technological environment in order to take full advantage of the job opportunities and prosperity that will be generated.

The recognition of the need for ongoing/periodical upgrading of skills is vitally important. Most employers and employees see the concept and principle of lifelong learning as a necessary element of a responsive, effective and adaptable workforce, for a number of reasons including increased competitiveness, sustainability, personal development, career enhancement etc. The provision and utilisation of lifelong learning services are key issues in this respect, and, in response, service providers are working towards the development of structures and systems that are relevant and accessible.

Sufficient and appropriate vocational content in the school curriculum is long overdue in order to offer school-leavers of all abilities the chance to find meaningful employment opportunities. In particular, cohesive solutions must be found to tackle social and economic issues in relation to young people in order to avoid a cycle of despondency and despair from developing. The new key skills agenda for the school curriculum holds much promise in this respect, providing opportunities for accreditation, for basic vocational skills and imparting the gift of employability to school leavers. Strengthening the vocational content of the curriculum to provide a greater career orientated focus for pupils and students is also a key element.

The development of entrepreneurial and business skills in the school syllabus must be introduced in order to encourage and develop a culture of self-employment as a key element of the economic structure. To this end, meaningful links with business and industry, particularly at local level, should be encouraged and fostered. The last ten to fifteen years has certainly seen the introduction and growth of new syllabuses for business and entrepreneurial skills. The challenge is to ensure that these are relevant and focussed.

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A knowledge-based, high tech era of industrialisation and commerce needs a workforce in receipt of a relevant and continual educational process. The Assembly has taken this issue on board and is currently discussing a total restructuring of post-16 education in Wales.

The Council has for some time recognised the importance of links between academia and business and has worked closely with the University and the Cardiff Business School on a number of projects. These links must be enhanced and developed further to fully maximise the opportunities between business, academia and the Council. These are vital components of a modern, sustainable economy with a balanced, flexible, skilled and well-educated workforce.

Key Issues/Aims

¨ Achieve a prosperous, well-educated, and skilled community through better opportunities for learning;

¨ Develop entrepreneurial skills as part of school/college curriculum to develop a culture of self-employment as a key element of the economic structure – must be relevant and focused;

¨ Increase ability of Cardiff’s educational infrastructure, young people, and labour force to respond to the rapidly changing social, economic and technological environment;

¨ Promote principles of lifelong learning - ongoing/periodical upgrading of skills through development of structures and systems that are relevant and accessible;

¨ Provide meaningful employment opportunities through sufficient and appropriate vocational content in school curriculum;

¨ Sustain and enhance links between academia and business.

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Social Inclusion and Community Development

Create and enhance sustainable and inclusive economic opportunities and benefits for individuals and communities

Issues such as social exclusion, poverty and deprivation are key challenges for the Council. Cardiff is considered – rightly - a relatively affluent City. However, it has pockets of deprivation and poverty that are amongst the highest in Wales. Long term unemployment is a key issue associated with poverty, despondency and deprivation, but links to associated factors such as poor health, low educational attainment, high crime rates are clear. Developing proposals to increase employment opportunities and prosperity cannot, therefore, be viewed in isolation. It is important that the future growth and development of Cardiff is sustainable and socially inclusive as well as innovative and dynamic.

Local government is developing its community leadership role as the process by which councils mobilise partners and organisations to identify and solve economic, social and environmental problems. The primary objective is to work in consultation with communities to target and deliver best value programmes where they are most needed and to ensure limited resources are fully maximised.

Community development and involvement are vital components of an effective approach to tackling social exclusion and, from an economic development perspective, it has for some time been seen as a vital mechanism to provide much needed skills training in the heart of communities where it is most needed. As part of this process, it is important that the community are involved and consulted in all aspects of the development of their area so that a sense of ownership and responsibility can be developed.

The County Council is concerned that there should be positive action to improve access to employment for all members of the community and particularly the disadvantaged from the inner urban and peripheral housing estates. The Council's three major strategic imperatives in this respect remain to :

- work within communities from strategically located specialist facilities at Ely, and City Road; - to work in meaningful partnership with other key agencies thus maximising resources, expertise and cost efficiency; - and to work directly with local employers for mutual benefit.

Cardiff Bay has the highest unemployment rate in Cardiff and, as such, represents one of the biggest challenges for the Council, particularly as it has been given the duty to promote the economic, social and environmental well-being of the area following the wind-up of Cardiff Bay Development Corporation.

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One of the most challenging issues for the Council is to find effective solutions to improve the co-existence of high investment and growth with high unemployment and low economic activity in the Bay area. Despite construction programmes and projects in the area through local labour initiatives, it is becoming increasingly clear that local people are largely failing to secure employment in the growing ‘white collar’ activities. A Cardiff Bay Regeneration Strategy is currently being prepared by the Council partly in order to identify issues and priorities facing the Bay following wind-up and to ensure that commitments and resources are targeted at areas of priority.

Key Issues/Aims

¨ Develop the Council’s community leadership role to work in consultation with communities to target and deliver much needed skills training in the heart of communities;

¨ Promote positive action to improve access to employment for all members of the community and particularly the disadvantaged from the inner urban and peripheral housing estates;

¨ Identify challenges and opportunities in relation to the Council’s new duty to promote the economic, social and environmental well-being of the Cardiff Bay area following the wind-up of CBDC;

¨ Find effective solutions to improve the co-existence of high investment and growth against high unemployment and low economic activity in the Bay area.

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PROPOSALS

The Plan’s two overarching economic challenges and the following objectives have influenced the Council’s Proposals for the coming year :- q Sustaining and enhancing a modern, diverse and globally competitive economy able to increase and spread future prosperity throughout the City, its hinterland, and all Wales q Creating and enhancing sustainable economic opportunities for Cardiff, its communities and its citizens

The Council will :

· develop a comprehensive investment support programme for Cardiff set in a global context

· encourage SMEs to become more outward looking, innovative and enterprising

· encourage and support the development of an appropriate skills base for a modern knowledge based economy.

· ensure that economic benefits and opportunities are spread across and throughout the communities of Cardiff

· continue to develop flagship projects to assist economic regeneration.

· seek to improve the necessary business, transport and IT infrastructure in order to stimulate and strengthen future growth;

· inform and influence other key internal and external strategies and policy proposals aimed towards the regeneration and economic development of the City and Wales

· continue to access a range of funding opportunities to underpin programme and project development

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Objectives

- develop a comprehensive investment support programme for Cardiff set in a global context; - encourage SMEs to become more outward looking, innovative and enterprising

Proposals

· Update and review the sector investment strategy identifying a number of key sectors and targeting national and international markets

· Prepare investment support programme addressing inward investment target sectors

· Target support to SMEs to develop high quality, high value-added products

· Encourage and support companies to become more global through increased access and skills in information and communication technologies and e-commerce

· Develop partnership proposals to provide enhanced capacity for businesses to access national and international trade opportunities through technology

· Explore potential economic redevelopment/investment opportunities of declining industrial areas, eg Arjo Wiggins site in Ely and Dumballs Road area in the Bay

· Explore opportunities to develop new and strengthen existing international links

· Continue to develop the strengths of existing sector initiatives eg, Medicentre, Cardiff Business Technology Centre, South Wales Film Commission; Cardiff and Newport Call Centre Initiative, Science and Technology Centre, Food Science and Technology Park

· Continue to market the City in partnership with other organisations including the Wales Tourist Board and Cardiff Marketing as a major international tourist destination.

· Continue to encourage potential major national and international events to the City

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Objective

- Encourage and support the development of an appropriate skills base for a modern knowledge-based economy; - ensure that economic benefits and opportunities are spread across and throughout the communities of Cardiff

Proposals

· Strengthen schools and business industry linkages particularly in relation to vocational content

· Sustain and enhance links between academia and business

· Support skills access and training for SMEs in areas such as information and communication technologies, multi-media and marketing

· Develop a strong partnership with existing education and training providers (including New Deal and Employment Services).

· Increase access and participation to training and job opportunities, especially in Cardiff Bay

· Investigate opportunities to develop an Enterprise Centre in South Cardiff

· Lifelong Learning (Themes of access, aspirations and achievements and stages of learning: schools, colleges, adult education and employment).

· Continue its existing initiatives aimed toward disadvantaged groups (Womens’ Workshop), Cardiff ITEC, Wales Co-operative Centre

· Develop new partnerships to inform and enhance future skills provision

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Objective

- continue to develop flagship projects to assist economic regeneration

Proposals

· Encourage proposals to enhance and develop the commercial, business and tourism capacity of the City Centre and Cardiff Bay

· Continue to further the development of the International Sports Village as a flagship development project for the Bay

· Continue the development of the Rail Freight Terminal and freight related employment at Wentloog

· Undertake with partners a demand survey promoting air links from

· Undertake the conservation of as an attraction of international significance

Objective

- Seek to improve the necessary business, transport and IT infrastructure in order to stimulate and strengthen future growth;

Proposals

· Support the continued development of site and land infrastructure for small, medium and large business development as imperative to the sustainable economic programme for Cardiff

¨ Explore partnership opportunities to increase and develop advanced information/ communication technology infrastructures in Cardiff to maximise global competitiveness

· Continue to develop public transport initiatives within the City Centre and the Bay

· Continue, with partners, to develop proposals for a sub-regional, integrated, fast transit system

· Seek to enhance the new river corridors as a means of linking the Bay and City Centre

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Objective

- Inform and influence other key internal and external strategies and policy proposals aimed towards the economic development and regeneration of the City and Wales

Proposals

· Continue and develop the establishment of partnership forums (including public agencies, businesses and the voluntary sector); internal corporate working;

· Inform and influence the work of other key strategies, planning processes and policy proposals relating to economic development/regeneration including:

National Economic Development Strategy; Unitary Development Plan; Cardiff Bay Regeneration Strategy; City Centre Strategy; Cardiff Strategic Tourism Plan; South East Cardiff Industrial Strategy; Local Transport Plan; other authorities’ plans/strategies

Objective

- Continue to access a range of funding opportunities to underpin programme and project development

Proposals

· Develop and maximise funding opportunities through the implementation of the new Objective 2 Programme to sustain economic regeneration

· Continue to investigate a Private Finance Initiative for implementing Eastern Bay link

· Continue to develop public transport initiatives linking the City Centre and the Bay

· Continue with partners to develop proposals for a sub-regional, integrated fast transit system

· Seek to enhance the new river corridors as a means of linking the Bay/City Centre

· Maximise the outputs of investment projects to secure the necessary funding

· Continue to inform the decision making process in relation to Assisted Area selection in an effort to retain and maximise funding opportunities for businesses in Cardiff

NB As a result of the Council’s recent political and organisational restructuring, the budget for 2000-2001 is yet to be finalised - details will follow. Outputs will be generated from the budgets, once determined.

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