Annual Report 2007/08
We are on our way to achieving our mission of being recognised as a leading-edge destination management partnership. Corporate Vision 1. and Mission Statement As the official Destination Management Organisation for Leicester and Leicestershire, Leicester Shire Promotions is committed to promoting the destination to visitors and investors.
Corporate Vision The company aspires to be recognised as a leading Destination Management Organisation delivering innovation, creativity and results that are seen by its peers to be leading edge. The company is geared towards the achievement of this by focusing on three areas: • To improve the ‘drawing power’ of Leicester and Leicestershire • To actively work with emda and regional partners to improve the economic performance of the region • To be financially stable and viable
Mission Statement Leicester Shire Promotions will help to shape and facilitate a strong and successful destination renowned for its progressive, well-rounded approach and its unique blend of world-class attributes. We will establish and develop a profile of Leicester and Leicestershire as destinations of choice within England and the most distinctive within the East Midlands. We will strive to deliver one cohesive destination, which seamlessly embraces the diversity of facets.
2 Leicester Shire Promotions Annual Report 2007/08 Contents
1. Corporate Vision and Mission Statement 2
2.Chair and Chief Executive’s Reports 4-5 3-4
3. Operating Summary 6-17
Key Achievements & Performance against KPIs 6-7
Tourism 8-9
District Partnerships 10-11
Investment 12-13
Marketing 14-15
PR and Communications 16-17
4. Case Studies 18-25
Tourism - Taxi Project 18-19
Investment - ATX Software 20-21
Marketing - Stay Play Explore 22-23
Image - One Leicester 24-25
5. Financial Statements 26
6. Corporate Governance 27
7. Organisational Structure 28
8. Who’s Who at Leicester Shire Promotions 29
9. Overview of Corporate Plan for 2007/8 30-31
Leicester Shire Promotions Annual Report 2007/08 3 Chairman and 2. Chief Executive’s Report
In the last year, Leicester Shire Promotions has continued to make significant gains and has built up a strong financial and operational platform. A number of these key achievements and success stories are highlighted later in this report.
This platform will become invaluable as we seize several key challenges and opportunities in the year ahead, ranging from securing additional funding to the introduction of a new economic development company for the destination. Our year-end results, reporting back on the targets and key performance indicators set at the beginning of the year, have shown a positive shift in terms of a significantly raised profile for the destination, increased overnight stays and visits, and jobs created and safeguarded. The indicative STEAM figures elsewhere in this report show that this activity has made a significant impact on the local economy. The last year has seen much excitement at the impending completion of major regeneration projects, particularly in the city with the new Highcross Leicester and Curve theatre developments. In terms of the business offer, the regeneration work, largely focused on the Leicester Regeneration Company’s Masterplan, has already begun to create new opportunities for investors and companies. From a personal viewpoint and further to my announcement last year, I will be retiring from my role as Chairman of Leicester Shire Promotions following the completion of my tenure. I look back over my time at Leicester Shire Promotions with enormous satisfaction and pride. I am confident that following the many achievements over which I have presided, we have left the company in a position of great strength. I would also like to take this opportunity to wish my fellow directors and the Chief Executive every success for the future. The developments above, along with many others, will continue to strengthen the offering of the city and county for visitors and investors. With such a transformation in the destination ‘product’ over the coming months, I am confident that the team at Leicester Shire Promotions will take advantage of this unique opportunity to successfully promote Leicester and Leicestershire to a worldwide audience.
Angela Lennox, Chairman
4 Leicester Shire Promotions Annual Report 2007/08 The results listed in this Annual Report provide us with further evidence that we are on our way to achieving our mission of being recognised as a leading-edge destination management partnership. This clear focus and proven ability to deliver leaves us well positioned to become a new and essential delivery vehicle as part of a new approach to delivering economic development across the whole county. We welcome the clearer strategic direction this will provide and look forward to continuing to play a vital role in the economic success of Leicester and Leicestershire. We also take great pride that when we hand the delivery of investment services over to the new agency, it will be operating at the peak of its performance to date, a fact demonstrated by the recent endorsement of our work from an independent review by DTZ. This Annual Report is testament to the clear focus and direction of the company. We have a powerful foundation on which to develop and evolve our activity. We will continue to maximise the value of our investment and the impact that results.
Martin Peters, Chief Executive
Leicester Shire Promotions Annual Report 2007/08 5 3. Operating Summary Key Achievements
Key Performance Indicator Percentage achieved
Evidence significant influence over 500 new bed nights attached to conference events 443% Increase unique visitors to the conference website from 500 to 750 per month average 154% Secure financial support from private sector partners of £25,000 for joint initiatives 208% for the serviced accommodation sector, including SFR Increase unique visitors to the leisure website from 1,500 to 2,000 per month average 272% Increase active records on leisure tourism database from 1,000 to 15,000 171% Create and safeguard 1,200 jobs, of which 1,000 would be core outputs as defined by emda 110% Secure financial leverage from 5 commercial partners with service level agreements 160% Secure 10 positive national features on Leicestershire, including at least 1 TV slot of a minimum 90 seconds 430% People assisted in their skills development (Leicestershire) 292%
KPIs Summary 2007/08
2007-08 2007-08 OBJECTIVE KPI Description / TARGET target actual
Objective 1: Business Tourism: To create and Evidence significant influence over 500 new bed nights attached to 500 2,217 implement a focused, conference events proactive event bidding unit to support the wider strategic objectives for Increase unique visitors to the conference website from 500 to 750 9,000 13,882 the destination per month average
To create a prioritised target list of 50 events 50 50
Increase active records on business tourism database to 2,000 2,000 1.010
Objective 2: Leisure Evidence a minimum of 3,650 bed nights significantly influenced by Tourism: To promote 3,650 2,336 Leicester, Leicestershire LPL activity (includes 150 direct bookings) and Rutland as a destination of choice for leisure tourism Secure financial support from private sector partners of £25,000 for joint initiatives for the serviced accommodation sector, 25,000 51,875 including SFR
Increase unique visitors to the leisure website from 1,500 to 2,000 24,000 65,182 per mth average
Increase active records on leisure tourism database from 1,000 to 15,000 25,640 15,000
6 Leicester Shire Promotions Annual Report 2007/08 2007-08 2007-08 OBJECTIVE KPI Description / TARGET target actual
Objective 3: For Invest Create and safeguard 1,200 jobs, of which 1,000 would be core outputs as defined Leicestershire to make an ever 1,200 1,322 by emda growing contribution to Leicester and Leicestershire's Secure financial leverage from 5 commercial partners with service level wealth creation through job 5 8 agreements creation and safeguarding
Increase unique visitors to the Invest Leicestershire website from 3,000 to 3,500 39,208 33,145 per month average
Increase the number of active investment records from 1,700 to 2,000. 2,000 1,809
Objective 4: To develop a wide awareness of, and create Secure financial leverage of £25,000 from partners to support joint initiatives 25,000 45,000 positive associations with, the Leicestershire and Rutland Secure 10 positive national features on Leicestershire, including at least 1 TV slot of brands 10 43 a minimum 90 seconds
Develop an active database of 1,000 records of influencers and stakeholders locally 1,000 1,000 and nationally
Objective 5: To drive up the Increase the provision of quality assured facilities by 60 of all accommodation quality of the visitor experience 60 45 stock. (Leicestershire) in Leicester, Leicestershire and Rutland Increase the provision of quality assured facilities by 10 of all accommodation 10 6 stock. (Rutland)
Accommodation images uploaded onto Englandnet (Leicestershire) 126 138
Accommodation images uploaded onto Englandnet (Rutland) 40 42
People assisted in their skills development (T6) (Leicestershire) 25 73
People assisted in their skills development (T6) (Rutland) 5 4
Objective 6: To deliver improved intelligence on the Hold six-monthly briefings to inform partners of trends and forecasts 2 2 tourism industry to all stakeholders Number of hotels participating in LJ forecaster (Leicester) 9 3
Participation in Steam of 80% of local authorities 8 6
Leicester Shire Promotions Annual Report 2007/08 7 Operating Summary 3. Tourism Achievements
KPI description Target Actual achieved
Increase the provision of quality assured facilities 60 45% by 60 of all accommodation stock (Leicestershire)
People assisted in their skills development 25 73% (Rutland, additional four)
Raising the Profile of the Area • National quality assurance schemes (NQAS). Engagement • Enjoy England Excellence Awards – of 16 categories, the with accommodation providers has resulted in an additional destination attracted 19 finalists in the 2007 Awards with numbers of establishments becoming quality assured with five businesses and organisations going on to win the the average percentage now standing at almost 59 per cent coveted Gold Awards of known accommodation ‘stock’ across Leicestershire • Ongoing website development and targeted campaign • Visitor Information Points (VIPs) are fully operational as part entries on www.goleicestershire.com of the destination’s overall Visitor Services Action Plan (VSAP) at the National Space Centre, within Ye Olde Pork Pie • Ongoing promotion of ‘local distinctiveness’ stories Shoppe, Melton Mowbray and at Harborough District Council • Board members acting as ambassadors for the county and offices. Two further VIPs at Twinlakes Park and Samworth local areas Centre have been installed. The installation of the third unit at Market Square is still outstanding and is being Increasing Overnight Stays and Investment Returns implemented by Melton Borough Council Active involvement and participation in a number of specific project areas has been undertaken with a number of businesses • Two ‘franchised’ Tourist Information Centres (FTICs) have and organisations within the destination. Work has also been been installed and are fully operational at Barnsdale Gardens undertaken to further develop the tourism product within and at the Bosworth Battlefield Visitor Centre, Market Leicester, Leicestershire and Rutland, underpinned by quality Bosworth and accessibility. • In addition to replying to a variety of visitor related Other specific project areas have included: information enquiries with an average of almost 10,000 visitors each month, the Leicester Tourist Information Centre • East Midlands Food Festival, Melton Mowbray (value to the (TIC) also provides retail, agency and UK holiday sales and local economy of £2 million) services, and event ticketing. The TIC also gained official • National Forest Visitor Interpretation Project (NFVIP) - partner status with VisitBritain £639,000 project value- was successfully completed in Engagement with Industry March 2008 • Ongoing strategic and project development support and • Foxton Locks interpretation and development project will be assistance has been provided to develop and progress major completed in summer 2008 tourism investment and product development opportunities • Bosworth Battlefield Development project was completed at venues within the county and destination and relaunched in spring 2008 • Business support services to various developers and tourism • Twycross Zoo Masterplan is still ongoing interests looking at locations for major new build tourism developments within the destination • Foxton Locks Partnership is still ongoing • Policy and strategy development and consultation exercises • Charnwood Sports Tourism is now linked into 2012 strategy have been completed and responded to during the year development • Liaison and coordination with related tourism interest • Sports tourism – developing opportunities leading up to, groups including town centre managers, local authority during and beyond 2012 members and officers, and other personnel with key Enhancing the Visitor Experience stakeholder groups at county, sub-regional and regional levels • The operation of the Leicestershire and Rutland Open Top Tour series during the summer of 2007 was secured, • A variety of technology and IT interventions have taken delivering for a total of eight weeks the operation of a place with tourism businesses including online availability weekly open top bus tour to raise the profile and pride and Property Management Systems (PMS), and partners’ within each local area. Private sector sponsorship of this engagement with links to, and exposure on project was secured. This complemented the equivalent www.goleicestershire.com Discover Leicester Tour that operated within the city
8 Leicester Shire Promotions Annual Report 2007/08 Leicester Shire Promotions has used a model called STEAM (Scarborough Tourism Economic Activity Monitor) STEAM since 2003 to provide an indication of the economic impact of tourism in the city, the county and each of the tourism economic districts. indicators STEAM is not designed to provide a precise and accurate measurement of tourism, but to provide an indicative Four-year report for Leicester, base to monitor trends. The model is run by Global Tourism Solutions and is one of a very few models available Leicestershire and districts to calculate the economic impact of tourism on the local economy. (April 2008)
Leicester City Tourism Economic Indicators (Figures 2003 to 2006)
Employment Value of Overnight Total Economic Visitor Numbers Visitor Days Value of Day Visitor Supported by Visitors Impact of Tourism Tourism (FTEs)
2003 9.840m 2003 12.365m 2003 £45,909m 2003 £233,973m 2003 £391,975m 2003 6,210
2004 9.840m 2004 12.365m 2004 £44,655m 2004 £234,546m 2004 £389,253m 2004 6,210
2005 9.929m 2005 12.567m 2005 £53,167m 2005 £235,469m 2005 £400,296m 2005 6,357
2006 9.979m 2006 12.613m 2006 £49,784m 2006 £236,234m 2006 £398,503m 2006 6,289
Leicester and Leicestershire Tourism Economic Indicators (Figures 2003 to 2006)
Employment Value of Overnight Total Economic Visitor Numbers Visitor Days Value of Day Visitor Supported by Visitors Impact of Tourism Tourism (FTEs)
2003 30.745m 2003 35.612m 2003 £215.512m 2003 £739.617m 2003 £1,146.651m 2003 18,741
2004 30.745m 2004 35.612m 2004 £210.225m 2004 £741.427m 2004 £1,141.010m 2004 18,741
2005 31.067m 2005 36.420m 2005 £244.197m 2005 £744.344m 2005 £1,180.719m 2005 19,181
2006 31.306m 2006 36.685m 2006 £245.644m 2006 £746.762m 2006 £1,186.427m 2006 19,061
Leicester Shire Promotions Annual Report 2007/08 9 Operating Summary 3. District Partnerships
Leicester Shire Promotions established Achievements across all districts included: • The on-going encouragement and advice for a series of district partnerships - attractions to become quality rated and joining the Visitor Attractions Quality Assurance Scheme groups of like-minded private, public • Training workshops have taken place for the and voluntary sector partners with the following: Welcome Host Plus, Welcome All, AA Quality Awareness Day, AA Food Quality objectives of raising the profile of their Workshop, Basic Food Safety Certificate, Disability Awareness and Writing Access respective areas, increasing overnight Statements stays and enhancing the • Board Meetings and Task Groups • The collation of industry partners news stories visitor experience. for the new quarterly District newsletters
Hinckley & Bosworth Promotions
Raising the Profile of the Area • The provision of Visitor Information Point and the set up • Enjoy England in Excellence Awards – two businesses have of a Franchise TIC at Bosworth Battlefield applied for an award • New information folders for Hinckley TIC have also been • A consistent pattern of PR activity, supporting the district, produced county and city product, including local, regional, national • Tourism partners signposted to/assisted with grant and international media engagement applications for accreditation, marketing, product • Development of Hinckley and Bosworth area of development and training www.goleicestershire.com website including regular Engagement with Industry posting of new events and activities via the Leicestershire • Assistance and encouragement given to tourism partners Destination Management System for completion of their applications for the regional Enjoy • Ongoing promotion of Hinckley & Bosworth by other Excellence in England Awards, resulting in two businesses Leicestershire districts applying for three different awards categories. • Board members encouraged to act as ambassadors for • Ongoing project development support and assistance district and county provided to Twycross Zoo, Bosworth Battlefield Visitor Enhancing the Visitor Experience Centre to develop and progress major tourism investment and product development at each venue • Bosworth Tour - during the summer of 2007 a total of eight weeks was secured to operate a weekly open top bus • Actively engaged businesses and assisted them in their tour to raise the profile and pride of the area business development where requested • Quality accommodation grading, engagement with the • Support to new start up businesses by attending two accommodation providers has resulted in an additional Leicestershire Rural Business Fairs eight properties achieving a quality rating
Melton Promotions Enhancing the Visitor Experience • Melton & Belvoir Tour - during the summer of 2007 a total of Raising the Profile of the Area eight weeks was secured to operate a weekly open top bus • Enjoy England in Excellence Awards – three awards won by tour to raise the profile and pride of the area Dickinson and Morris, Northfield Farm Shop and Brockleby’s • Quality accommodation grading, engagement with the Farm Shop accommodation providers has resulted in an additional 15 • A consistent pattern of PR activity, supporting the district, establishments becoming graded. There are now 37 graded county and city product, including local, regional, national and accommodation providers in Melton & the Vale of Belvoir, international media engagement which represents a total of 65% of the current • Development of Melton area of www.goleicestershire.com accommodation stock in the borough website including regular posting of new events and activities • The installation of three Visitor Information Points at Ye Olde via the Leicestershire Destination Management System Pork Pie Shoppe, Samworth Centre and Twinlakes • Active promotion and support to events such as the East • Grants - tourism partners have been signposted to/assisted Midlands Food Festival with grant applications for accreditation, marketing, product • Ongoing promotion of Melton by other Leicestershire districts development and training • Board members encouraged to act as ambassadors for district • Production and distribution of the Rural Capital of Food and county Guide
10 Leicester Shire Promotions Annual Report 2007/08 Engagement with Industry • On-going engagement with the Melton Town Centre Partnership’s • Assistance and encouragement given to tourism partners for completion Marketing and Communications Group sub group of their applications for the regional Enjoy Excellence in England • Actively engaged with businesses and assisted them in their business Awards, resulting in Dickinson and Morris, Brockleby’s Farm Shop and development where requested Northfield Farm Shop winning these prestigious awards • Support to new start up businesses by attending two Leicestershire • Ongoing project development support and assistance provided to East Rural Business Fairs Midlands Food Festival Steering Group to develop and progress major • Ongoing Support of the Rural Capital of Food and integration with town tourism investment and product development centre signs • Liaison with colleagues within Leicester Shire Promotions who support the Town Centre Management Partnerships
North West Leicestershire Promotions
Raising the Profile of the Area establishments becoming graded • Enjoy England in Excellence Awards – four award winners which • On-going engagement with the National Forest Visitor Infrastructure included Ferrers Gallery, Upper Rectory Cottages (two awards) and Gateway Project Best Western Premier Yew Lodge Hotel • Grants - tourism partners signposted to/assisted with grant • A consistent pattern of PR activity, supporting the district, county applications for accreditation, marketing, product development and and city product, including local, regional, national and international training media engagement Engagement with Industry • Development of North West Leicestershire area of • Assistance and encouragement given to tourism partners for www.goleicestershire.com website including regular posting of new completion of their applications for the regional Enjoy Excellence in events and activities via the Leicestershire Destination Management England Awards, which resulted in Ferrers Gallery with a Bronze System Award, Upper Rectory Cottages with Silver and Bronze Awards, and • Ongoing promotion of North West Leicestershire by other Best Western Premier Yew Lodge Hotel with a Bronze Award Leicestershire districts • Ongoing product development support and assistance provided to the • Board members encouraged to act as ambassadors for district and National Forest Company to develop and progress major tourism county investment and product development and the successful Enhancing the Visitor Experience implementation and completion of the National Forest Visitor Gateway project • Heart of the Forest Tour - during the summer of 2007 a total of eight weeks was secured to operate a weekly open top bus tour to raise the • We have actively engaged with businesses and assisted them in their profile and pride of the area business development where requested • Quality accommodation grading, engagement with the accommodation providers has resulted in an additional four
Charnwood Promotions • Quality accommodation grading - engagement with the accommodation providers has resulted in an additional four establishments becoming Raising the Profile of the Area graded • Enjoy England in Excellence Awards – three award winners to include • On-going engagement with the National Forest Visitor Infrastructure Horseshoe Cottage Farm, The Grange Courtyard and Great Central Gateway Project Railway • Grants - tourism partners signposted to/assisted with grant applications • A consistent pattern of PR activity, supporting the district, county and for accreditation, marketing, product development and training city product, including local, regional, national and international media Engagement with Industry engagement • Development of Charnwood area of www.goleicestershire.com website • Assistance and encouragement given to tourism partners for completion including regular posting of new events and activities via the of their applications for the regional Enjoy Excellence in England Awards, Leicestershire Destination Management System resulting in Horseshoe Cottage Farm with Gold, The Grange Courtyard with Silver and Great Central Railway with Gold Awards • Ongoing promotion of Charnwood by other Leicestershire districts • Ongoing project development support and assistance provided to the • Board members encouraged to act as ambassadors for district and National Forest Gateway Project county • Visitor Information support provided to Loughborough TIC Enhancing the Visitor Experience • Support to new start up businesses by attending two Rural Business • Charnwood Tour - during the summer of 2007 a total of eight weeks was Advice Fairs secured to operate a weekly open top bus tour to raise the profile and • We have actively engaged with businesses and assisted them in their pride of the area business development where requested
Leicester Shire Promotions Annual Report 2007/08 11 Operating Summary 3. Invest Leicestershire
Inward Investment - KPI Performance
KPI description Target Actual achieved
Create and safeguard 1,200 jobs, of which 1,000 would be core outputs as 1,200 110% defined by emda
Secure financial leverage from five commercial partners with service level 5 160% agreements
Increase unique visitors to the Invest Leicestershire website from 3,000 to 39,208 85% 3,500 per month average
Increase the number of active investment records from 1,700 to 2,000 2,000 90%
ACHIEVEMENTS
Invest Leicestershire had a very effective year, achieving outputs in excess of targets, whilst building and initiating new projects. In turn these projects enabled some significant outcomes to be achieved. All these facets were supported by the DTZ report that recognised strong value for money was being delivered. In respect of outputs, 1,053 jobs were created/safeguarded on the Tier 1 measure based on actuals rather than forecasts. This was against a target of 1,000. The success of 2007-8 of 16 projects included well known brand names such as Office Depot and Brevitt-Rieker. In financial terms, the value of jobs created and safeguarded equates to a yearly payroll benefit of around £20 million to the local economy. Invest Leicestershire is a team of six. For the last quarter of 2007-8 it operated without two Investor Developers, as they advanced their careers. The team is now back to full strength with two Investor Developers, two Inward Investors, a Project Co-ordinator and Director. A report into the performance of inward investment activities in the city and county has shown several positive proof points for the activities of Invest Leicestershire. Leicester Shire Economic Partnership recently commissioned DTZ, one of the ‘big four’ global real estate advisers, to review the delivery arrangements for inward investment in Leicester and Leicestershire. The report states that Invest Leicestershire ‘has been able to achieve good to very good results with limited resources and staff’ and that the organisation is ‘among (emda’s) best performing sub-regional partners’. It also recommends further developments including divesting involvement in non-core investment projects, implementing higher levels of proactive investor targeting and developing the business case for investing in Leicestershire. It concluded that Invest Leicestershire ‘can be seen to provide good value for money, compared to other sub-regional agencies’.
12 Leicester Shire Promotions Annual Report 2007/08 Here is a selection of major projects for the year. Three Universities for Business Specifically during this year work was undertaken with contact centres For the first time in the East Midlands in January 2008, the ‘Three (with the commissioning of research and development of a recruitment Universities for Business’ initiative brought together the complementary academy), businesses in distribution (to help shape a new skills academy) professional and technical expertise, and wide range of specialist services and food and drink (with some initial investigation into key business from De Montfort University, Loughborough University and the University issues). of Leicester. This now enables local and regional companies to easily Professional Services Partnership identify opportunities for engagement with the universities to support The professional service businesses, notably banks, accountants and their business performance. solicitors, have a major interface with business investments. This new A new Three Universities for Business guide has been produced to scheme for 2007-8 helped to build relationships with professional service accompany the launch of the initiative and a web site established to help companies in Leicester and Leicestershire. As part of this new partnership, stimulate greater business engagement with Leicestershire’s three Invest Leicestershire acts as a virtual ‘back-office’’ advisory function for universities. clients of the professional services company who may be looking to expand their business within Leicester or Leicestershire, or locate to the area for Sector development the first time. An important theme of the DTZ report was the strengths of a number of key sectors for the Leicestershire economy. This was reflected in some of The new Partnership scheme was launched in November 2007 and has now last year’s activity. 12 members. Through it Invest Leicestershire provides partners and their clients with a range of services including commercial property intelligence, workforce recruitment and training support, funding and grants information and location knowledge and promotional materials. Lead generation The future investment success is a direct product of the quality and quantity of business investment leads. During 2007-8 Invest Leicestershire undertook a number of approaches to raise the size and quality of its investment pipeline. Once again Invest Leicestershire played a key role as part of Team Leicestershire at MIPIM, the world’s largest property event with 28,000 delegates. Specifically it helped to generate the largest amount of local private sector support and deliver the largest ever interest in the Leicestershire investment offer with over 100 attendees at its events. A key tactic to be continued is a focus on working with key intermediaries; those businesses acting in an advisory capacity for businesses looking to relocate or establish a new business base. This was mainly undertaken through one to one meetings in London. It was supplemented by an on- going series of events at the House of Commons. Using this prestigious location, key intermediaries and investors have continued to be presented with the Leicester and Leicestershire offer. The most effective to date was the one held in November 2007 with a focus on high specification hotel opportunities in and around Leicester. Resulting from this dinner and presentation, a number of the agents have now made visits with a view to developing some hotel investment options for their clients.
Leicester Shire Promotions Annual Report 2007/08 13 Operating Summary 3. Marketing
Marketing - KPI Performance
KPI description Target Actual achieved Evidence significant influence over 500 new bed nights attached to 500 443% conference events Increase unique visitors to the conference website from 500 to 750 per 9,000 154% month average Evidence a minimum of 3,650 bed nights significantly influenced by LPL 3,650 64% activity (includes 150 direct bookings) Secure financial support from private sector partners of £25,000 for joint 25,000 208% initiatives for the serviced accommodation sector, including SFR
Increase active records on leisure tourism database from 1,000 to 15,000 15,000 171%
Over the last 12 months, Leicester Shire Promotions leisure tourism marketing has been based around five themes that cut across the districts of Leicestershire instead of being location specific. These are Culture, Outdoors, History & Heritage, Family Fun and Taste. Extensive marketing campaigns have been developed and delivered with partners and plans are underway to continue a number of these into 2008/09. However the main focus of our marketing activity in 2008/09 will be around the new city offer, the National Forest and Family Fun. We will be focusing far more on on- line marketing opportunities, smarter crm and profiling information, and new media than some of our more traditional activity. SHORT BREAK CAMPAIGN HIGHLIGHTS Family Fun The Stay, Play and Explore campaign is the second stage of the family fun campaign which started as the Must See 3 campaign in 2006. The current campaign which started in July 2007 and will run until June 2008 includes: Attractions • Twycross Zoo • National Space Centre • Conkers • Twinlakes • Snibston Discovery Park Hotels • Barcelo Hinckley Island Hotel • Ramada East Hotel • Ramada Leicester Hotel • Marriott Hotel • Holiday Inn Hotel • Sysonby Knoll Hotel Each attraction contributed £3,000 and each hotel paid £1,000 to be involved in the campaign, Leicester Shire Promotions contributed £10,000 and is responsible for the development and delivery of the campaign.
14 Leicester Shire Promotions Annual Report 2007/08 Marketing activity to date has included; Additional Marketing Activity • The production and targeted distribution of 200,000 leaflets The Inspiring Leicestershire Short Breaks Guide is the latest short break • A dedicated website at www.stayplayexplore.co.uk guide to the destination. 50,000 copies of the guide have been produced • National specialist advertising including Primary Times and Term Times which will be used as the main fulfillment piece for the destination. The guide gives an overview of everything the destination has to offer • Online advertising and competitions including www.whattodowiththekids.co.uk including hotel offers, events listings and features on our specific themes. The guide has been advertised nationally and generated over 8,450 short • Pay-per-click campaigns on Google break enquiries in the first four months of publication. • Eblasts to 20,000 new contacts The Great Days Out in Leicestershire Guide lists all attractions, events and • National press activity listings for the destination and will be used to accompany the Short Breaks The current campaign runs until June 2008 and success to date includes: Guide. It includes a map of the whole destination and provides visitors and Ticket Sales – 2,738 residents with information on what to do once they are here. 125,000 Bednights - 839 copies have been produced and are currently being distributed by Take One Media. The Guide was launched at the National Space Centre at the Web Hits – 30,095 beginning of March. LPL co-ordinated the event which was free for all Data Growth – 6,000 partners and exhibitors to attend. The campaign has now been extended until June 2009 and all attraction The redevelopment of www.goleicestershire.com was completed earlier this partners have confirmed their participation for the next year. Four of the year. The new site includes interactive maps and details on the destination six hotels are participating in the campaign which will include a refreshed attractions, accommodation providers, food and drink, events, festivals and website with online bookability, production of a revised leaflet with more. The new site includes improved search engine optimisation, national distribution, online promotions and niche national advertising. bookability, global basket and improved crm facilities. Since the first phase Summer Sundae Short Breaks has been completed at the end of October we have seen a 184 per cent Leicester Shire Promotions worked with the Summer Sundae Weekender increase in monthly visitor figures. organisers and accommodation providers to implement an online short The Group Travel marketing group has now met a number of times. Activity break consisting of exclusive accommodation rates for festival goers, along to date has included attending at the annual BTTF event to promote the with information of other social activities to do in the city whilst visiting new city offer, the outdoor offer around the National Forest and Bosworth the festival. Battlefield. Feedback was very positive and plans are underway for a major The accommodation partners involved were Campanile, Best Western fam visit for coach tour operators to the city in September and the Belmont House Hotel, Holiday Inn Leicester and Leicester Marriott. National Forest and county next spring. Marketing activity was undertaken in partnership with De Montfort Hall Business Tourism and included online promotions on the Summer Sundae website, Membership of the Hotels and Attractions Sales and Marketing Group has advertising on the back page of the Summer Sundae ticket wallet, continued to grow over the last 18 months and we now have a membership inclusion in the official programme, inclusion in Summer Sundae tour pack, of 30+ organisations. Although we are delighted that so many partners inclusion in Summer Sundae mail-outs thus resulting in 303 bednights as want to be involved, we have found that a group of this size has become part of our campaign. unproductive. Therefore we have consulted with key partners and decided Taste of Asia Short Breaks to restructure the way this function operates. This campaign, which ran in autumn 2007, focused on the Asian food and The Sales and Marketing Group now meets every quarter. This will become drink experience in the city around the Diwali celebrations. As well as hotel a networking meeting with a general update from Leicester Shire offers, the package included cookery demonstrations at local restaurants Promotions, Leicestershire County Council and Leicester City Council. and discounts at specialist food stores. Marketing activity included online Our main marketing tool is the www.goleicestershire.com website, where promotions, national advertising in the Independent on Saturday, the conference and event organisers can search for all properties offering Observer magazine and the Big Issue. PR coverage included a double page conference and meeting facilities. The website is also being updated as in the Guardian. part of the www.goleicestershire.com redesign and will include easier East Midlands Food and Drink Festival Short Breaks search facilities. Leicester Shire Promotions worked closely with organisers of the East In order to develop and deliver specific projects, we have set up a number Midlands Food and Drink Festival to promote this year’s event to a national of working groups including: audience. Activity was based around the short break offer and the Jean • Event Bidding Christophe Novelli competition which included national advertising in the • Website Development Observer magazine, Sunday Times, Sunday Telegraph and a targeted PR campaign which resulted in articles in the Daily Express, Sunday Mirror and Partners have already been invited to be involved in specific groups and the Sunday Telegraph. In addition to this there were online promotions and initial meetings are currently taking place. Leicester Shire Promotions will competitions. co-ordinate all meetings and work closely with partners to ensure specific targets are achieved, namely increasing business tourism visitors to the To accompany this marketing activity the Melton Mowbray Rural Capital of destination. All details of Sales and Marketing meeting working groups will Food guide was produced and launched at the festival. It was distributed at be posted on the tourism extranet. To view copies of these documents TICs and information points locally and throughout the destination to online, visit the Leicester and Leicestershire tourism industry website at promote the food and drink offer around Melton. tourism.goleicestershire.com and click on the ‘Information’ and then Leicester Comedy Festival ‘Partners’ tabs. This year’s marketing activity around the LCF concentrated on promoting an exclusive competition including overnight accommodation at Maiyango the city’s first boutique hotel, in both national press and online promotions. National activity included adverts in the weekend Guardian and Independent, plus an advert in the Big Issue. Online activity included advertising with chortle.com which resulted in an increase in enquiries.
Leicester Shire Promotions Annual Report 2007/08 15 Operating Summary 3. Communications & PR Communications & PR - KPI Performance
KPI description Target Actual achieved Secure 10 positive national features on Leicestershire, including at least 1 TV slot of a 10 430% minimum 90 seconds Develop an active database of 1,000 records of influencers and stakeholders locally and 1,000 100% nationally
Leicester Shire Promotions has developed and delivered a high quality press and communications campaign aimed at raising the profile of the destination and the organisation’s strategic investment/tourism/marketing activity to a range of internal and external audiences. Some of the highlights of this campaign included: Secured coverage • Daily Express ‘The north/south food fight ends up as nice as pie’ – half-page feature plus photo on traditional Leicestershire food (pork pies and Stilton) versus new Curry Capital (Belgrave Road) cuisine – from press trip arranged by LPL • Guardian supplement entitled ‘The Great Escape: Short breaks in England’s cities’ featured New Walk Museum, The Case Champagne Bar, National Space Centre, Leicestershire Food Fortnight, East Midlands Food Festival, Belgrave Road shopping and Highcross Leicester – information sent to Guardian journalist by LPL • The Guardian, Society Guardian supplement – ‘Where else can I go?’ – one-page feature on relocating to Leicester and Leicestershire – liaised with City and County Councils to provide information • Coverage appeared in several US publications including Lexington Herald, Pittsburgh Post, Charlotte Observer, Distinctive Magazine following US media familiarisation trip organised by East Midlands Tourism and LPL • Three minute segment on BBC’s Antiques Roadshow featured Guildhall, Newarke Houses Museum, Leicester Market and De Montfort Hall – LPL suggested several venues/landmarks/buildings to film to producers • Coach Tours UK, December – one-page report on ‘Leicester and Leicestershire: The outstanding choice for group travel’ – editorial supplied by LPL • Britain Calling magazine – produced by VisitBritain for international travel journalists – article on Big Session Festival short break – from article and pics submitted by LPL • Supplied details and pictures to The Independent on Pork Pie Pilgrimage to Melton Mowbray for Great Escapes supplement – appeared • ‘Top 20 family days out’ feature in the Independent on Sunday – LPL submitted details - National Space Centre included
16 Leicester Shire Promotions Annual Report 2007/08 Events/briefings/familiarisation visits/press trips • Supported Coach Tourism Council fam visit to Leicestershire – organised • Worked with EM-Media to organise fam trip to Leicestershire and Rutland after visiting LPL’s BTTF exhibition stand for film/TV location managers • Briefed national business & lifestyle journalists at launch of new Lifestyle • Worked with East Midlands Tourism to arrange international press trips Guide – at dinner at House of Commons, hosted by Sir Peter Soulsby, MP for: for Leicester South – attendees from The Times, Conference News, Property Week and others • Nine German caravanning press and media to Leicestershire and Rutland • LPL co-ordinated requests and delivery of press tickets for East Midlands Food Festival including Observer Newspaper, ACR Today & Consulting • Belgian journalist and photographer for canal boating trip on Engineer, Taste Shropshire, NFU Countryside, Nutrition and Food Science Grand Union Canal with guided tour of Foxton Locks developments and Hotel Restaurant Manager, Rutland Times, Harborough Mail, Tastes of • French food & drink publication Britain, New One magazine, 103 The Eye, Leicestershire Magazine, Leicester Mercury • Italian caravanning publication • Booked accommodation and produced information for Daily Telegraph’s • French lifestyle magazines for ‘Garden and Stately Homes’ tour ‘Walk of The Month’ around Hallaton to include the Bottle Kicking event • French gardening and homes magazine Publications • French golfing magazine • Produced marketing submission DVD to support Leicester’s bid for the • Netherlands journalists for ‘Outdoor Activity’ feature Curry Capital 2007 title – cited by judges as deciding factor in city winning the award for the first time • German magazine for ‘Garden and Stately Homes’ tour • Business 550 magazine produced a Leicester and Leicestershire • Indian journalist writing on Leicester Gujarati community regeneration supplement – LPL co-ordinated editorial content in liaison • Indian journalists for ‘high-end, lifestyle and culture’ press trip with partners including Leicester City Council, Hammerson/Highcross • French tour operators to look at exclusive locations Leicester, Leicester Regeneration Company, Leicestershire County Council and Leicester Theatre Trust • French regional daily newspaper for one-page spas feature • Produced first-ever six-month performance review – update on all key • Eight US journalists for VisitBritain’s ‘Be a Brit Different’ campaign performance indicators in accordance with Business Plan – distributed to • Journalists for German national daily paper golf supplement and key partners and stakeholders via email blast publisher of three major golf magazines in Holland • Liaised with De Montfort University, Loughborough University and • Provided material and contacts, and hosted film crew in Leicester from University of Leicester marketing departments to edit and produce VH1 Music Channel for ‘Nation’s Favourite Cities’ programme Three Universities for Business guide • Gourmet Trail press visit to Melton, Charnwood, Leicester and Rutland – • Produced and distributed monthly e-newsletters for Big It Up six national journalists attended including The Times, The Guardian, Food ambassadorial campaigners – good news stories about Leicester, & Travel Magazine – double page spread appeared in The Guardian, news Leicestershire and Rutland – now circulated to over 1,100 members features in Food & Travel Magazine
Leicester Shire Promotions Annual Report 2007/08 17 Tourism Case Study 4. Leicester Taxi Project
Leicester Taxi Project hailed as a success
In 2007, as part of the Quality Improvement Martin Peters, Chief Executive of Leicester Shire Programme for Leicestershire funded by East Promotions commented: Midlands Tourism, Leicester Shire Promotions “Taxi drivers are an integral part of the welcome service to which visitors to Leicester have access. We identified this joined forces with key partner organisations particular opportunity at an early stage and have played a to launch a new work-based pilot scheme for fundamental role in bringing together these key partner taxi drivers in Leicester. The National organisations to create a solution through the NVQ2 training. Vocational Qualification (NVQ) Level 2 in “Participants were given the opportunity to broaden their Road Passenger Transport was aimed at skills base and in turn, this has helped them to offer an helping city-based taxi drivers to develop enhanced service to their customers. The course was fully funded for eligible applicants and as minimal classroom their skills and knowledge, and gain a study was required, taxi drivers taking part hopefully found nationally-recognised qualification. it to be a valuable investment of their time and effort,” continued Martin. Factors discussed on the six-month training course included Disability Awareness, personal safety, customer services and the From the driver’s perspective provision of tourist information on the city. Places on the course Taxi driver Vijay Patel said: “When I first heard about this new were free to eligible drivers in the city. The qualification was training opportunity I was very keen to get involved. I think it is equivalent to five GCSEs at grades A-C with minimal classroom great for taxi drivers that there is now a qualification which study and no examinations. recognises the skills we have and the job we do. The scheme was initiated by Leicester Shire Promotions, “Having had the training I believe that I am now in a better provided by Leicester College and funded by the Learning and position to offer greater customer satisfaction. The training has Skills Council. made me aware of the different ways I can help customers and Other partner organisations involved in the development of the improve the service I offer. pilot project included GoSkills – the Sector Skills Council for Passenger Transport, Rail Union Learning, Trades Union Congress and Leicester City Council.
18 Leicester Shire Promotions Annual Report 2007/08 “I believe that this qualification will help to improve the image of taxi drivers. We really needed something Course meets with MP’s satisfaction like this. We are often the first contact for people travelling to Leicester. When visitors get off the train In April 2008, Patricia Hewitt MP for Leicester West visited Leicester College to meet taxi at the railway station and get into a taxi it is very drivers from her constituency who were studying for their qualification in Road Passenger important that they get a good impression of the city. Vehicle Transport. Ms Hewitt came to see how her constituents were benefiting from the “I am really happy with all aspects of the training and course and heard from the drivers about their learning experiences. I would definitely recommend that every taxi driver does this qualification. It shows that there is more to She said: “This project is a great example of our job than driving a taxi; customer relations is vital.” how trade unions are helping people to Success of first graduates, with more to follow The first graduates of the course have now received improve their skills and make real progress in their certificates. Over 50 local drivers graduated at a major official ceremony, held at the National Space their lives. I have been really impressed by Centre in May 2008. Over 100 more drivers are now lined up to take the course, with more activity the effort that these taxi drivers have made planned to encourage further applications including a roll-out programme to target the 4,000 plus drivers to re-engage with education.” throughout Leicestershire. Martin Peters continued: “We are delighted that such a large number of drivers have qualified in the first scheme of its kind to be delivered in the city. Each taxi driver is an unofficial ambassador for Leicester and we hope that the skills and knowledge gained during the course will help them to further improve their levels of customer service and to promote the city to a growing number of visitors.”
Leicester Shire Promotions Annual Report 2007/08 19 Investment Case Study 4. ATX Software
Helping international technology provider to establish UK base in Leicester
International software provider ATX Software has created a new, wholly-owned UK subsidiary to focus on driving the sales and marketing of its technology solutions into the key UK market. ATX Technologies Limited will be based at office space within the University of Leicester and will create up to 10 new jobs over the next three years.
ATX Software was supported in this major project by a partnership including East Midlands Development Agency (emda) and Invest Leicestershire - part of Leicester Shire Promotions and the official inward investment agency for Leicester and Leicestershire. Both organisations supported the company, providing property search and site visit services, along with introductions to key partners including Business Link, local law firms and recruitment agencies.
Recognising the effective partnership approach Luís Andrade, CEO of ATX Software, said: “Invest Leicestershire and their partners have been assisting us in ways that we didn’t even dream were possible. Without them, it would have taken us ages to establish our subsidiary and the market does not wait. Our partnership with the University of Leicester was a major factor in deciding to open the office at Leicester; their support throughout this process has also been invaluable. Last, but not least, the Trade and Investment Section of the British Embassy in Lisbon have been instrumental in kick-starting the whole process and introducing us to Invest Leicestershire.”
20 Leicester Shire Promotions Annual Report 2007/08 Vice-Chancellor of the University of Leicester Professor Bob Burgess said: “The University of Leicester is a centre of excellence for teaching and José Fiadeiro, Head of the research across a broad spectrum of activities. World-class research at Leicester acts as a magnet for high-calibre companies to work with us and Department of Computer I am delighted that this is bringing positive benefits for the region and helping to raise its profile. In order to succeed, this region needs to Science, University of Leicester, compete internationally and universities like Leicester act as a catalyst for progress and change by ensuring that advanced thinking is at the heart of said: “I am delighted that ATX our region’s enterprise.” ATX planning for the future has chosen to locate in The partnership between ATX Software and the University of Leicester started in 2002/2003 within the context of European AGILE project. The Leicester and am pleased that two organisations then launched the four-year Leg2Net Project in June 2004, financed by a Marie-Curie programme aimed at establishing the opportunity to work in partnerships between companies and universities at a European level. As well as the new Leicester facility, ATX is also planning to open a UK office partnership with the world in London. class research carried out at the University of Leicester was a major factor in this.” Martin Peters, Chief Executive of Leicester Shire Promotions, said: “The three Leicestershire universities are really raising their collective game in terms of increased engagement with the business community. We are committed to helping the universities to develop and maximise these activities, and are delighted that our Invest Leicestershire team was able to work with ATX Software and the University of Leicester to help to facilitate this move.”
Leicester Shire Promotions Annual Report 2007/08 21 Marketing Case Study 4. Stay Play Explore
Family fun in Leicestershire Short break initiative gets attractions and hotels working together
The major Stay Play Explore campaign The background involves five fantastic Leicestershire The current Stay Play and Explore campaign builds on the previous success of the Must See 3 campaign. Must See 3 was an East Midlands attractions teaming up to offer visits to Tourism ‘Challenge Fund’ initiative that was developed with partners any three for just £50 per family ticket, to promote a discounted ticket offer, combined with competitively saving up to 46 per cent off normal priced hotel deals, to encourage visitors to extend their stay in the destination. admission prices. The original proposition was three world class attractions, one great deal, targeting socially conscious parents who wanted to include a learning experience with a fun day out with their children between the ages of 4-14. However, with the addition of two new attractions the proposition has changed and is now more price-led. Therefore the proposition for the new campaign is a great deal on tickets and hotels. The original key objective of Must See 3 was to increase overnight stays by targeting specific geographic areas using a variety of marketing activity. This unique initiative allowed partners to reach geographic areas which hadn’t previously been targeted, and trial a number of new routes to market. Overall the campaign was a success, partners have seen a respectable return on investment, targets for bednights have been exceeded and the campaign was successful in building the profile of the destination. In addition to this, Must See 3 brought together a number of partners who hadn’t previously worked together to share opportunities and cross-promote their attractions and businesses, which in turn has encouraged these partners to work together on other projects and invite other new attractions to get involved in Stay Play Explore.
22 Leicester Shire Promotions Annual Report 2007/08 Strategic marketing objectives There are a number of objectives for this campaign, namely to increase the number of overnight visitors to the destination and increase visitor numbers to each of the attractions. However in addition to these specific targets, there is the additional objective of raising the profile of the destination to ensure that Leicestershire is seriously considered as a short break option when people are making their decision on where to visit. Campaign objectives The main objective of Stay Play Explore is to encourage visitors to stay overnight in the destination and visit three of the five participating attractions. This is being achieved through a range of marketing activity including online promotions, competitions, leaflet production and distribution, niche national advertising, e-direct mail and PR. Target audience The target demographic remains focused on the socially conscious ABC1 families who want to give their children a learning experience when they take a short break. However in addition to this, we will also be targeting the more general family market with the price-led promotion looking for a ‘value’ package. The original MS3 campaign focused specifically on three key geographic areas: far west Midlands, north London and Bristol/Bath with varying success. Building on the feedback from MS3, the Stay Play Explore campaign now focuses more on the M1 corridor; in the south around the north London M25/M40 area and in the north around Sheffield/Leeds/Bradford. Results to date The current Stay Play Explore campaign runs from June 07 – June 08 and has been far more successful than MS3, largely due to increased participation from partners and an extremely targeted marketing campaign. The competitive offer continues to be a huge pull, with a family ticket for three of the five participating attractions costing just £50 and family rooms starting at £49.
Current partners include:
National Space Centre Marriott Hotel, Leicester Conkers Holiday Inn, Leicester Twycross Zoo Ramada Grand, Leicester Twinlakes Ramada East, Tamworth Snibston Barceló Hinckley Island Hotel Sysonby Knoll Hotel
During the last six months we have moved our concentration from print and advertising to targeted online promotions which have seen a significant upturn in bookings, database growth and webhits. The future All five attractions have committed to be part of the campaign for 2008/09 which will lead on from the end of the campaign in June 2008. Four of the six hotels have committed to the campaign. Marketing activity for the forthcoming year will build on the success of 07/08 and will include a refreshed website which will include online bookability, leaflet production and distribution, online targeted promotions and competitions, and niche national advertising. Suzanne Boardman, Chief Executive of Twycross Zoo said: “The Stay Play Explore campaign brings together Twycross Zoo and four of the other major family fun visitor attractions in the city and county. The partnership group has grown and evolved since its inception by Leicester Shire Promotions as the ‘Must See 3’ campaign and is a terrific example of how our organisations can work together to promote not only our own venues to visitors, but Leicestershire as a destination to visit.”
Leicester Shire Promotions Annual Report 2007/08 23 Image Case Study 4. One Leicester Project
New Leicester branding highlights city’s ambition
Back in 2006, Leicester City Council The first thing to do was to ask people what they felt about the city. Visitors to Leicester, stakeholders in the city and local residents were and Leicester Shire Promotions were all interviewed in a series of online, telephone and on-street surveys. working on two independent branding While the partners felt confident that many of the negative perceptions projects: the council wanted to raise mentioned in these surveys would be addressed with the completion of key regeneration projects - such as the opening of Curve and Highcross awareness of the city’s transformation Leicester, the development of a new digital media centre and the through regeneration, while Leicester completion of the main city centre pedestrianisation improvements - they were keen to use the feedback to help shape the branding brief. Shire Promotions had started to develop They were also keen that the perception of Leicester as a progressive, cohesive and confident city was incorporated into the brand. ideas for a new brand for the city itself. The partners were seeking an identity that positioned Leicester as a It soon became clear that these two city that’s re-inventing itself. A city with one vision. A city whose projects could successfully be brought people are unified as one. A city with a unique history. A city where global cultures co-exist. A city that’s one place where people want to together so in 2007, work to develop live, work or visit. A city that’s number one in the region. one brand for Leicester got under way. The theme of One Leicester was a recurring one - and so the brand was born.
24 Leicester Shire Promotions Annual Report 2007/08 Launch of the brand attracts widespread support One Leicester was launched by Leicester City Council and Leicester Shire Promotions at a major event in the new Colton Square development in March 2008. Leicester City Council leader, Councillor Ross Willmott, said: “This is one of the most exciting and encouraging years in Leicester’s recent history. Many of the major developments we have been working on and supporting over the last decade are coming to fruition, gaining for Leicester a much stronger regional and national profile. “This profile is vital if we are to attract further investment and growth for our city. But we can’t just sit back and say ‘job done’. We must continue to build on these opportunities if we are to create prosperity for the people of Leicester and create a city we can all be proud of. “That is why we are now raising our game still further and, through one Leicester, aiming to make a much bigger impact.” The campaign highlights the city’s ambitions for the future, provides a showcase for the many opportunities for businesses, investors and visitors, and encourages local pride in the city. The initiative has already won widespread support across the city with key public, private and voluntary sector groups and individuals expressing their commitment. Leicester Shire Promotions Chief Leicester Shire Promotions Chief Executive, Martin Peters, said: “One Leicester will have resonance not only within the city with residents and Executive, Martin Peters, said: “The workers, but also with those people outside of Leicester planning to visit, work or invest here.” image and identity of a city like Spreading the message – locally and beyond Leicester plays a pivotal role in the Initially included under the One Leicester umbrella are major initiatives supported by the city council around education and schools, physical decision-making processes of regeneration activities across the city and, crucially, the city-wide 25-year vision that is currently being finalised and agreed. potential visitors and investors. During 2008 activities are being planned to celebrate the completion of the major regeneration works across the city. The One Rhythm dance festival By introducing the One Leicester will make use of the space that has been created by the public realm works across the city. programme, the city is adopting a The first public One Leicester campaign featured a number of Leicester single, unified identity that will people – some famous, some not – explaining why they love their city. Posters featured on poster sites across the city and on buses from Easter enable a step change in how the 2008. Included in the famous names supporting the campaign are Rosemary Conley, Austin Healey, Alan Birchenall, Mark Selby and Jayant Mistry. Local city wants to be perceived.” supporters featured on the posters include Tom Clarke of Leicester City Council’s Cleaner City team, Edmund Isaacs, who is an East Midlands Trains customer service officer and Keji Mustapha, a law student at De Montfort University. The next phase of the campaign is due to start later in 2008 and will see activity expanded regionally, nationally and internationally.
Leicester Shire Promotions Annual Report 2007/08 25
5. Financial Statements Leicester Shire Promotions Limited Company Limited by Guarantee Company No. 2785317 (England & Wales) Please note the following statements have been extracted from the full financial statements for the year ending 31 March 2008, upon which the auditors, Thomas May & Co., issued an unqualified opinion. For the avoidance of doubt, Thomas May & Co. have not issued an opinion on the extracts reported.
Income and Expenditure Account For year ended 31 March 2008
2008 2007
£ £
Income 2,013,104 2,395,410
Operating charges (1,975,828) (2,376,506)
Operating surplus 37,276 18,904
Investment income 27,826 -
Interest receivable 23,890 12,265
Interest payable (8,554) (8,233)
Surplus on ordinary activities before taxation 80,438 22,936
Tax on ordinary activities (17,049) (6,930)
Retained surplus for the financial year 63,389 16,006
All of the activities of the company are classed as continuing. The company has no recognised gains or losses other than the results for the year set out above. The company is at present awaiting the outcome of an enquiry from HMRC concerning the treatment of certain core funding received by the company for VAT purposes. The directors believe that it is unlikely that a retrospective VAT assessment will be raised but have not yet received final clearance from HMRC to this effect.
Extract from Balance Sheet as at 31 March 2008
2008 2007 ££
Fixed Assets Tangible assets 78,075 112,414 Current assets Stocks 33,150 18,431 Debtors & prepayments 297,868 269,980 Investments 35,000 58,000 Cash at bank and in hand 148,160 340,388 514,178 686,799 Creditors: amounts falling due within one year (403,514) (644,022) 110,664 42,777 Total assets less current liabilities 188,739 155,191 Creditors: amounts falling after one year (15 ,347) (45,188) 173,392 110,003 Reserves Income and expenditure account 173,392 110,003 Members’ interests 173,392 110,003
The auditors, Thomas May & Co., have not issued an opinion on the extract.
26 Leicester Shire Promotions Annual Report 2007/08 6. Corporate Governance Board Directors at 1 April 2008 Board Sub-Committees at 1 Apr 2008
Chas Bishop Ros Marsh, Audit Committee James Bowie National Space Centre Great Central Railway Chris Gladman Shaun Dalton James Bowie Richard McKay, David Illingworth Ros Marsh The Belmont House Hotel Kilworth House Hotel Lesley Pendleton Martin Peters Shaun Dalton Lesley Pendleton, Martin Peters Herdle White Marriott Leicester Hotel Leicestershire County Council Martin Traynor Nominations & Chris Gladman Martin Peters Finance Committee Governance Alliance and Leicester (CEO), Leicester Shire Promotions Committee Chas Bishop David Illingworth Chris Sturgess, Chris Gladman Fenwick Limited Sturgess Leicester James Bowie Angela Lennox Angela Lennox Patrick Kitterick Martin Traynor, Lesley Pendleton Leicester City Council Leicestershire Chamber of David Illingworth Martin Peters Angela Lennox (Chair), Commerce Martin Peters Martin Traynor Centre for Studies in Community Herdle White, Chris Sturgess Herdle White Health Care HMW Limited HR Committee
Advisory Groups
Membership of the Invest Leicester and Greg Page Katie Whitby Leicestershire Review and Leicestershire Sales and Leicester Theatre Trust Paramount Hinckley Island Development Group: Marketing Managers Group Linda Poole Lisette Maas Chris Gladman Malika Andress Great Central Railway Walkers Stadium LPL board and Alliance & Leicester National Space Centre Sandra Reiger Rachel Spencer Andy Rose Emma Boynton Leicester City Council PERA Leicester Shire Economic imago Paula Sherratt Trevor Miller Partnership Paul Burgess Scalford Hall University of Leicester Mandip Rai Best Western Ullesthorpe Debbie Skelson Stella McCabe Leicestershire County Council Court Hotel Everyman Driving Experience Leicester Theatre Trust Andrew Ross Jo Dempster Rachel Slack (Curve Theatre) Leicester City Council Marriott Ramada Tamworth Web Development Nicola Kidd / Bill Wells Brian Dunning Sally Summerscales Working Group East Midlands Development Agency Hothorpe Hall Best Western Group Jenny Howling Big It Up Steering Group: Paula Forster, Leicestershire Heather Thornton Sysonby Knoll Hotel County Council Steve King Best Western Premier Group Travel Working Group PKF Sandy Gyovari Yew Lodge Hotel Malika Andress Twinlakes John Day Simon West National Space Centre Chamber of Commerce Katherine Hanarahan Best Western Nick Pond Leics. County Council Belmont House Hotel Christine Searancke Belvoir Castle & Manners Be Clear Katie Hodson Julie Whiteside Arms Scalford Hall Champneys Membership of One Leicester TBA Marketing and PR Action Group: Jenny Howling Sharon Wood Holiday Inn Leicester City Sysonby Knoll Best Western Three Swans Nicola Moss Karl Boyce Helen Johnson Conference Marketing Rockingham Castle Hammerson Maverick Venues Working Group Stephen Hallam Michael Holland Michael Judd Jenny Howling Dickinson & Morris The Shires Hilton Leicester Sysonby Knoll Hotel Katherine Hanarahan Kerry Law Shaun Knapp Rachel Slack Leics. County Council De Montfort University Leicester City Council Ramada Jarvis Tamworth Trevor Miller Stella McCabe Hayley Lane Stella McCabe University of Leicester Leicester Theatre Trust Quorn Country Hotel Leicester Theatre Trust Michael Judd Helen Smith Stuart Maun (Curve Theatre) Hilton Leicester Chamber of Commerce Kilworth House Hotel Event Bidding Working Simon West Tess Booth Stella McCabe Group Best Western Belmont House Leicester City Council Leicester Theatre Trust Emma Boynton Hotel Richard Taylor Trevor Miller imago Paula Forster University of Leicester University of Leicester Jo Dempster Leics. County Council John Nicholls Nicola Moss Leicester Marriott Leicester Regeneration Company Rockingham Castle
Leicester Shire Promotions Annual Report 2007/08 27 7. Organisational Structure Chief Executive PA to CEO Martin Peters Stephanie Gould
Admin Assistant Joanne Broderick Central
Marketing External Tourism Product Inward & Sales Relations Development Investment
Head of Marketing Head of Director of Invest Communications Head of Finance Director of Tourism Janine Williams Leicestershire Simon Gribbon Kiran Chauhan David Friesner Robin Pointon
Communications Head of Inward Campaign Manager Executive Finance Manager Tourism Development Manager Investment Helen Bevins Nimisha Mehta Barbara Inskip Maria Chaideftou William Presland
Data Manager Finance Control Inward Investor Officer Quality Manager Allison Gilliver Pankaj Mistry Kathy Peters Elizabeth Furniss
Campaign Manager Trainee Manager Investor Developers (E-comms) Visitor Services Jo Pagett Mark Commons Maria Scriven Colm Fox
Campaign Manager TIC Team (E-Marketing) Project Coordinator Hanna Tobin Heather Smalley Christina Whelan Sharon Jones Ron Barry Data Co-ordinators Deborah Gale Nimesha Tailor Gina Fisher John Judd Claire Russell
Member of Project Member of Strategic Member of Both Management team Management team
28 Leicester Shire Promotions Annual Report 2007/08 Who’s Who at 8. Leicester Shire Promotions
Chief Executive, finance and administration
Name Title Telephone Email
Martin Peters Chief Executive 0116 225 4030 [email protected]
Stephanie Gould PA to Chief Executive 0116 225 4073 [email protected]
Joanne Broderick Admin Assistant 0116 225 4068 [email protected]
Kiran Chauhan Head of Finance 0116 225 4041 [email protected]
Barbara Inskip Finance Manager 0116 225 4043 [email protected]
Kathy Peters Financial Control Officer 0116 225 4074 [email protected]
Marketing & Communications
Name Title Telephone Email
Janine Williams Head of Marketing 0116 225 4026 [email protected]
Helen Bevins Campaign Manager 0116 225 4009 [email protected]
Mark Commons Online Development Manager 0116 225 4031 [email protected]
Christina Whelan Marketing Campaigns Manager 0116 225 4051 [email protected]
Allison Gilliver Data Manager 0116 225 4027 [email protected]
John Judd Data Co-ordinator 0116 225 4028 [email protected]
Nimesha Tailor Data Co-ordinator 0116 225 4016 [email protected]
Simon Gribbon Head of Communications 0116 225 4001 [email protected]
Nimisha Mehta Communications Executive 0116 225 4063 [email protected]
Invest Leicestershire
Name Title Telephone Email
Robin Pointon Director of Invest Leicestershire 0116 225 4035 [email protected]
William Presland Operations Manager 0116 225 4082 [email protected]
Pankaj Mistry Inward Investor 0116 225 4042 [email protected]
Jo Pagett Investor Developer 0116 225 4036 [email protected]
Colm Fox Investor Developer 0116 225 4076 [email protected]
Heather Smalley Project Co-ordinator 0116 225 4067 [email protected]
Tourism
Name Title Telephone Email
David Friesner Director of Tourism 0116 225 4072 [email protected]
Maria Chaideftou Tourism Development Manager 0116 225 4021 [email protected]
Elizabeth Furniss Quality Manager 0116 225 4011 [email protected]
Maria Scriven Trainee Manager Visitor Services 0116 225 4024 [email protected]
Leicester Shire Promotions Annual Report 2007/08 29 9. Corporate Plan 2008/09 Overview
Leicester Shire Promotions Corporate Plan 2008-2011 guides the strategic priorities for the work of the company over the next three years. Its role is critical in shaping the tactical activity that will be employed to deliver the ambitious targets contained within.
The plan is structured around three strategic priorities that are designed to align local activity with regional and national agendas. Activity is then driven by nine objectives with associated targets to focus resource and allow an effective evaluative framework to be implemented.
Priorities: • Marketing and Sales • Quality Improvements • Infrastructure Development
Leicester Shire Promotions Business Plan KPIs for 2008 - 2009
OBJECTIVE KPI Description / TARGET from LPL Corporate Plan
Objective 1: Business Tourism: To further Evidence significant influence over 650 new bed nights attached to 650 develop the performance of the Business conference events Tourism and Events sectors and the contribution they make to the visitor Secure funding support from private sector partners of at least £5,000 economy £5,000 for joint initiatives
Increase unique visitors to the conference website to 11,000 11,000
1 bid presented to targeted events 1
Increase active records on business tourism database to 1,500 1,500
Objective 2: Leisure Tourism: To promote Evidence a minimum of 3,000 bed nights significantly influenced by 3,000 Leicester and Leicestershire as a LPL activity destination of choice for leisure tourism Secure financial support from private sector partners of £33,000 for £33,000 joint initiatives
Increase unique visitors to the short breaks website to 70,000 70,000
Increase profiled active records on leisure tourism database to 20,000 20,000 records
Objective 3: Commercial Channel Number of bookable tourism products online 80 Development: To increase sales of the county's tourism product through a range of traditional and online channels for the purpose of increasing visitor numbers and generating additional income for the product owners and the company
30 Leicester Shire Promotions Annual Report 2007/08 Leicester Shire Promotions Business Plan KPIs for 2008 - 2009
OBJECTIVE KPI Description / TARGET from LPL Corporate Plan
Objective 4: Brand Development: To underpin Increase average monthly unique visitors to tourism industry website by 54696 strategic and tactical marketing by the five per cent development and implementation of a co- Undertake External Tactical Branding Campaigns for 'One Leicester' 1 ordinated brand strategy for the city and county
Destination features for Leicester and Leicestershire in national target media 4 using emerging destination brands Destination briefings/fam visits delivered to key influencers/ national media/ 4 external stakeholders using emerging destination brands Objective 5: Quality Improvement: To improve To increase the provision of quality assured accommodation facilities to 60% by 60% the competitiveness, productivity and quality of 2011 the offer to all types of visitors to the destination To encourage 20% of visitor attractions to sign the new attractions national 10% code of practice 'Our Promise to Visitors' by 2011 (14/144) To generate a total of 30 visitor attractions achieving quality assurance scheme 30 by 2011 To increase the number of businesses with nationally recognised green 40 accreditation Tourism business engagement. Number of businesses provided with 2 or more 30 hours of consultation or a grant to a minimum of £250 Objective 6: Infrastructure Development: Destination Charter Pathfinders 1 Proactively influence and facilitate the investment needed to reinvigorate the tourism product and Customer rating of TIC services as very good or better by 80% of respondents 80% visitor offer to survey
Objective 7: Intelligence and Insight: To inform Three campaigns evaluated through electronic polling city, family fun, national 3 strategy and provide insight to improve the forest effectiveness of programme activity and modernise delivery
Objective 8: Inward Investment: For Invest Jobs created and safeguarded in total 1,200 Leicestershire to make an ever growing contribution to Leicester and Leicestershire's Jobs created and safeguarded as core outputs 1,000 wealth creation through job creation and safeguarding Active company records - grow by 200 2,000
Number of business engagement encounters (based on emda 'visit' definition) 300
New/attracted businesses to the East Midlands 10
Professional Services Partnership - number of investment leads 30 leads
Increase unique monthly visitors to the Invest Leicestershire website to 36,000 36,000 for the year Objective 9: Corporate Targets: To be financially Value of reserves as a percentage of turnover 10% stable and viable Percentage of turnover generated from non-public sources 20%
Leicester Shire Promotions Annual Report 2007/08 31 © Leicester Shire Promotions 2008 7-9 Every Street, Town Hall Square, Leicester LE1 6AG t: 0116 225 4000 f: 0116 225 4050 e: [email protected] www.goleicestershire.com