DRAFT TOURISM STRATEGY

CONTENTS

1. Introduction

2. The Borough Council and Tourism

3. Tourism and The Wider Context

4. Tourism and Regeneration/ Economic and Social Impact

5. Halton’s Tourism and Accommodation Product

6. S.W.O.T Analysis

7. Marketing and Information

8. The Tourist Information Centre

9. I.C.T. Developments

Action Plan based on recommendations

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DRAFT TOURISM STRATEGY

1. INTRODUCTION

The Tourism and Promotion Unit was set up in April 1998, following Local Government Review. Since that time staff have worked in partnership with the many organisations that go to make up the tourism industry, both locally and regionally, to market the area, support the industry, provide information, and to develop an increasingly varied programme of events.

The opportunities for future development are numerous and there is now a need to develop an action plan which recognises the current position, addresses the gaps in provision and identifies a way forward through a series of agreed and recommended actions.

The Tourism Industry is a fragmented business but the Tourism and Promotion Unit and the Council, have a definite role to play in co-ordinating, promoting, directly providing, supporting and regulating the industry in partnership with a range of voluntary, private and public agencies.

Is Tourism development appropriate for Halton Borough Council?

The Council’s five main priorities of enhancing life chances and employment, improving health, promoting urban renewal, ensuring safe and attractive neighbourhoods and tackling poverty and deprivation have to be reflected in tourism development for the Borough Council to continue to fund the service. The strategy does reflect the role that tourism development plays in supporting those prorities.

Tourism is a non-statutory service but the Council does invest capital in buildings and revenue support for marketing, information, management and events. All of which provides benefits for the local community but also creates the opportunity to attract visitors.

Although Halton is not a known tourist destination, the Borough does have some quality product, is a key location for access to other destinations and has a regeneration agenda, which works hand in hand with tourism development.

Tourism is an ever–growing industry with the ability to generate economic, social, environmental and educational benefits for visitors and Borough residents. It can provide enhanced job opportunities, improved cultural and leisure facilities, improved local environment and heritage and educational opportunities. Tourism also helps to attract inward investment; it supports local industries and traditions and enhances the image of the area to visitors and the local community, helping to engender a sense of pride in the Borough.

THE PURPOSE OF THE STRATEGY

The purpose of the strategy is to:

• gain corporate council-wide commitment for the further development of Tourism in Halton

• highlight the key issues and opportunities for tourism development in Halton and outline the proposed objectives

2 • provide a framework for action involving local and regional tourism partners

• identify key priorities for tourism marketing, product and infrastructure development, employment and skills training and partnership working

2. TOURISM and BOROUGH COUNCIL PARTNERSHIP WORKING

Tourism is not a stand-alone industry. Its success relies on a range of external partners and internally, on all of the Council departments who need to have the inclination to help to deliver a total tourism product.

• Environment & Development Economic Development and Regeneration – a key partner in tourism development by regenerating town centres and overseeing a range of key infrastructure developments.

Highways and Transportation - provide access around the Borough and sign posting for attractions. Town Planning – development of the Unitary Development Plan and planning permission.

• Education & Social Inclusion Educational opportunities linked to the curriculum and Life long Learning experiences through the museums and countryside attractions and cultural tourism events. Direct provision through leisure and cultural services, including the Tourist Information Centre

• Neighbourhood Services Landscape Architecture and grounds maintenance – shaping the natural environment Street cleaning – contributing to the image of the area Town Centre Management – communication and co-ordination with the private sector, animating town centres areas and making them attractive to visitors

• Resources and Corporate Services Information and Communication Technology developments and Corporate Communications – providing information to the media and the public and promoting the image and profile of the area

• Social Care, Housing and Health Tourism provides opportunities for healthier lifestyles, packaging and marketing and attracting people to walking, cycling, the waterways and other outdoor events

• Chief Executives Strategic Planning and Policy development External and European Affairs – with access to European funding opportunities for Tourism businesses and Town Twinning links.

The Borough Council has an important part to play in co-ordinating partnership working, but if it is to deliver benefits to its partners it must first ensure that there is an effective tourism partnership within its own departments.

The Council has a direct influence on the quality of the tourism product and visitor management through signing, cleansing, traffic measures for major events, information, public relations, and through planning and economic development support for tourism development.

3 It is therefore suggested that:

• the Council forms a cross-departmental Officers’ Tourism Group, with the endorsement of members and Chief Officers. Its remit being, to ensure internal liaison on matters affecting tourism and to respond effectively to issues that arise, in work with broader partnerships.

TOURISM

What is the definition of tourism?

The World Tourism Organisation defines tourism as ‘the activities of persons travelling to and staying in places outside of their usual environment for leisure, business and other purposes.’ These include day trips, business conferences, visiting friends and relations. Tourism is clearly not just about going away on holiday.

3. THE WIDER PICTURE:

THE NATIONAL & REGIONAL CONTEXT FOR TOURISM DEVELOPMENT

Over the last 2years key national and regional strategies have been produced which provide the framework for the development of tourism.

NATIONAL

Department for Culture, Media & Sport (DCMS)

The National Tourism Strategy for England ‘Tomorrow’s Tourism’ was produced by the DCMS and launched in February 1999.

This strategy emphasises the important contribution made by Local Authorities to tourism development. These include;

• an estimated investment of £75million per annum in the development and promotion of tourism • providing and managing most of the Tourist Information Centres • promoting services to SME’s • ensuring standards are raised • developing tourism through supporting local partnerships and membership of the Regional Tourist Boards

The DCMS funds the British Tourist Authority and the English Tourism Council.

The English Tourism Council (ETC)

Following a review of funding by the DCMS, the English Tourist Board became the English Tourism Council.

4 The ETC produced ‘A Framework for Action’ in July 1999 that set out the role and remit for the new organisation. This included their transferring responsibility for the central co-ordination of the Tourism Information network to the Regional Tourist Boards. The role of the ETC is now to provide leadership and support in three areas:

• improving the quality of the tourism experience • strengthening the competitiveness of the industry through advice, research and information • championing the value and interests of English Tourism, particularly social, economic and job creation benefits

The ETC funds the Regional Tourist Boards to deliver the national tourism strategy ‘Tomorrow’s Tourism’ on a regional basis.

REGIONAL

North West Tourist Board (NWTB)

Launched their ‘Sustaining Progress’ strategy for tourism in November 1999. This strategy was produced in collaboration with the industry, local authorities and the regional development agencies. It links to the national priorities identified within ‘Tomorrow’s Tourism’ .

‘Sustaining Progress’ highlights the actions that Local Authorities could undertake in support of sustainable tourism development. These include;

• ongoing investment in the local environment and public infrastructure • working within, and supporting, destination marketing partnerships based on a recognisable, market led tourism destinations, avoiding duplication and achieving greater impact by working together • focussing support on growth tourism operations • maintaining funding for T.I.C operations and other visitor information services • developing opportunities for partnerships of authorities to bid for funding

Their Strategy draws attention to the demographic trends that will affect tourism over the next 5- 10 years, including • an ageing population, with increases for all age groups over 45, and a considerable increase in retired and over-65 people

• a greater number of families with young children

• an increase in the number of school-age children

• a substantial decrease in the number of 15-24 year olds

NWTB also identify

• growth in interest in environmentally sustainable tourism activities, such as walking and cycling

• more interest in active leisure pursuits and holidays

• steady increase in boating holidays

• continued growth in the holiday cottage market

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• an increased interest in culture and the arts

• increased travel and holiday taking by people with disabilities In terms of developing the tourism industry locally, Halton is well placed to take advantage of the growth areas identified above.

4. TOURISM and REGENERATION

Tourism development is tied to regeneration and quality of life outputs such as • skills development • job creation • physical improvement • social inclusion

Tourism brings expenditure from external sources into the local market and encourages spend in ancillary services such as pubs and restaurants. It supports a programme of events, arts, sports and other culture and enhances the image of the area helping to demonstrate to potential investors that Halton is a good place to locate to.

The North West Regional Development Agency in its strategy for NW England recognises tourism as one of the growth sectors within the NorthWest. It is a sector with a future and one that has a local impact.

In 1999 NorthWest Tourist Board undertook an Economic Impact Study for Halton, based on the Cambridge model. Their headline findings were:

In 1997 183, 921 visitors spent a total of 605,611 nights in Halton. The majority stayed on business. The remainder were visiting friends and relatives or were on holiday.

Total visitor spend in Halton came to approximately £22 million with 69% of this spend coming from visitors from the UK staying in Halton.

Around 749 jobs were created from the £22million expenditure of which 76% are direct and the remainder being the result of linkages and multiplier expenditure. The 749 actual jobs are the equivalent of 544 FTE jobs.

Job creation and skills development

There are growth employment opportunities in the tourism industry and the supporting sectors. There is a national shortage of employees, particularly in the accommodation sector. Over the next ten years there will be an estimated 35,000 vacancies in the hospitality and tourism industry.

The image of the industry is slowly improving and organisations are being encouraged to offer good work experience opportunities and to invest in staff training programmes. The Government also plans to expand the New Deal programme to the over 50’s and the tourism industry can provide supplementary incomes to those seeking jobs, part-time hours and unsociable hours.

Springboard UK (Manchester- Northern base)) is a national organisation, which promotes career opportunities in hospitality, leisure, transportation and tourism. They provide programmes for the over 50’s and lone parents, they link with education in schools through the national curriculum and offer teacher taster days and provide a one stop shop for information.

6 Training for tourism employment is a long term investment and is being developed through the newly formed NorthWest Tourism and Skills Employment Network which aims to bridge the gap between employers and trainers/educators to address the skills issues identified by the industry. The Hospitality and Tourism Industries will then be promoted as a first choice career.

Halton comes under the Mersey Tourism (Learning and Skills Council) area for this development and Halton College will be able to work closely with the Merseyside co-ordinator to maximise the opportunities for students. Halton College currently provides a range of NVQ’s in Leisure, Tourism & Travel, Catering & Hospitality.

Tourism relies on the quality of service and good customer care skills . The tourism unit in conjunction with the operators and NWTB co-ordinate an ongoing programme of training sessions including ‘Welcome Host’ and ‘Welcome All’.

Information and communications technology (ICT) forms a key project within the NWDA Regional Skills Strategy and the development of ICT through training and business support is vital for tourism operators to attract and compete for business. Halton’s Business 2000 is currently working with tourism operators to upgrade or develop their websites to improve their businesses and to date three local operators have taken part in the scheme. Job creation is also linked to the development of the physical infrastructure of the area.

Physical Improvements

The SRB Regeneration programmes and planned infrastructure developments for Halton will raise the profile and image of the Borough as a place where people want to live, work and visit. If tourists are to be able to spend then the area needs shops, restaurants, bars and evening activities that encourage people to stay. Transport is another key infrastructure development and one that affects local people as well as tourists.

Major new developments and proposals include: • the new Arts Centre in Runcorn old town which will provide an exciting programme of events and help to strengthen the night time economy of the area (due to open end of 2002) • the development of the second bridge and the land reclamation opportunities that will accompany it • the Asda development in South Widnes has the possibility to bring in restaurants and strengthen the night time economy • possible developments for a marina/ hotel complex opposite Spike Island • Wharford Farm development • the development of Halton Castle • the appointment of a Town Centre Manager • Widnes Waterfront development • Rugby League Museum • a long term aim to rejoin the Bridgewater Canal to the Manchester Ship Canal • improved housing programme • improved community safety

Other funding for the development of tourism programmes and ICT is available through the new European regional policy programme, which makes specific reference to tourism. European Regional Development Funding (Objective 2) for tourism developments brought £127,000 directly into the Borough in 19999/2000 for partnership marketing and tourism events development and another £900,000 (£450,00 ERDF) through the North Cheshire Tourism Partnership comprising Ellesmere Port, parts of Vale Royal and Halton.

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Another European development is being pursued with Portugal via the town-twinning partner of Leiria. The Leirian Director of Tourism is keen to develop reciprocal tours, using local tourism operators and accommodation providers based in both countries.

Halton is a member of the newly formed Cheshire Film Office (part of the North West Film and Television Commission). Over the next twelve months a ‘mapping’ exercise will be carried out by the film officer to build up a directory which covers the wealth of film locations within the Borough for use by film companies. There will also be opportunities for local companies to service the requirements of film companies when they are in the area e.g. accommodation, transport, catering etc. In the last six months alone the BBC Silver Command production has spent £740,000 in Halton based on figures produced by the BBC’s Production Accountant.

The Tourism Manager is the link person between the Borough and the visiting Film Companies acting as the ‘one stop shop’ person with direct links to other services and the Halton Events Safety Advisory Group. It is this kind of co-ordinated response which is attractive to film companies.

Social Inclusion and Quality of Life

The tourism industry through the attractions, events, quality of service and marketing helps to raise the profile and image of the area to all members of the community and visitors.

To ensure that tourism provision is accessible to everyone, The Tourism unit is a member of the Cheshire ‘ Tourism for All’ Forum. The Forum aims to create in Cheshire, a socially inclusive and ‘accessible and welcoming’ tourist destination for residents and tourists, by working in partnership, and using as guidelines, the Government’s tourism strategy and the need for compliance with the Disability Discrimination Act.

Two key areas of development include training sessions about the new National Accessible Scheme standards and visual and hearing impairment. Plus the development of web based information for disabled and older people, covering accessible attractions, accommodation, transport and catering facilities with funding from the NWRDA via NWTB.

Other specially developed tourism ‘packages’ and promotional events are planned to provide opportunities for targeted visitor groups (and local residents) to improve their health and well- being e.g. walking, cycling, bird watching and other outdoor events. Not only does this kind of tourism promote healthier lifestyles but in line with sustainability and Agenda 21 priorities helps to reduce the impact of cars.

Educational and life long learning opportunities are available through the museums, arts, countryside agencies, waterway organisations and heritage groups, providing ways for all ages and abilities to understand and appreciate the living culture and heritage of the area. Free open days, events and initiatives such as free transport to and from the Halton Show are designed to increase access to many of the Borough tourism attractions.

It is therefore recommended that:

• The tourism unit in conjunction with economic development and other agencies develop familiarisation training sessions for local operators to enhance their businesses

8 • A training programme is developed in partnership with the NW Film &Television Commission for local organisations/services to be made aware of the requirements and opportunities of working for the film industry

• The Merseyside co-ordinator for the NW Skills and Employment Network works with the Tourism Unit and Halton College to maximise the training opportunities available under this scheme

• The Tourism Unit continue to co-ordinate training schemes such as ‘Welcome Host’ for tourism operators to raise help raise the quality of customer care

• The Tourism Unit run training sessions, based on the new accreditation schemes, for the local non-hotel accommodation sector to support them in their business development

• A package tour for Portuguese visitors is developed in partnership with Leiria and local operators

• The Tourism Unit develop a range of familiarisation visits for a range of targeted groups (local, regional and national) to raise the profile and awareness of the tourism product available in Halton

• Arts and Tourism continue to work together to recognise and maximise the cultural strengths of the area

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5. HALTON’S TOURISM PRODUCT

The Current Picture

ATTRACTIONS:

The striking feature of Halton’s attractions is their diversity. In subject matter there is little or nothing to connect the established venues, such as Catalyst, Norton Priory, the Ski Centre and the Lewis Carroll connections in and around Daresbury.

Catalyst - The Museum of the Chemical Industry Mersey Rd., Widnes Registered under the Museum & Galleries Commission Trust Status Museum

Housed in the original Gossages Soap works building, the Museum illustrates the impact, both social and economic, of the chemical industry to the locality and in modern day life, through a range of interactive exhibits and hands on technology. Opened in 1989, the Museum is unique in Europe, and possibly worldwide.

Situated adjacent to Spike Island in Widnes, the building is accessible to all, with panoramic views from the roof –top Observatory which is reached by an external glass lift. The Museum encourages wide school and family use and offers café, shopping, conference and education facilities with dedicated parking for coaches in the car park near to the entrance.

Norton Priory Museum & Gardens Tudor Rd., Manor Park, Runcorn Registered under the Museum & Galleries Commission Trust Status Museum

The Augustinian Priory buildings date back to 1134, with historical findings on the site dating up to the demise of the Brooke Family in 1928. Extensive site investigations led to the Museum being fully opened to the general public in 1982.

This award -winning Museum has been carefully excavated to reveal how the medieval monastic community lived, through videos, displays and models and also provides an education and outreach and events programme. The Museum houses the unique 600year old St Christopher Statue, one of the greatest treasures of medieval Europe, in a specially built gallery.

The Walled Garden built by the Brooke family some 200 years ago, houses the National Collection of Tree Quinces, herb gardens, sculptures and an old rose garden. The Museum caters for casual visitors, schools & education groups and organised group visits with a small shop, cafeteria and exhibition area.

The Cycle Museum Mersey Rd., High St. Runcorn Privately Operated Museum

Opened in 1998, this small museum which has restricted opening hours, contains over 200 examples of cycles and cycling memorabilia from around the world. The Cycle Museum is housed in the Partnership Centre and the exhibitions are displayed in limited space.

10 Operated by a private individual, the Cycle Museum also contains archival material and library information on the history and development of cycle technology. Opening times are at present erratic and contact needs to be made prior to visiting.

Runcorn Ski Centre Town Park, Runcorn Privately Owned Recreation Site

The Centre has been operational for roughly 25years, having been built in the Runcorn Town Park area when the New Town Commission founded the area and it’s environs.

Housing a 90m Slope served by a button style tow lift, available for both alpine style and snowboard skiing, plus a 35m nursery slope, the Centre provides lessons for all abilities of skier and snowboarder. The slopes are floodlit and are open all year round. The ski lodge has a large selection of accessories for sale and a full equipment hire service.

Halton Miniature Railway Town Park, Runcorn Volunteer operated recreation site

Opened to the public in 1980, construction having been started in 1979, the 7¼ “ gauge railway which runs for a mile through the Town Park Site in Runcorn. Known by enthusiasts all over the world, the railway is operated by volunteers most weekends throughout the year. There are special ‘steam days’ when the railway also hosts other attractions such as static steam engine displays. Although the site does not have a dedicated car park, the use of the Ski Slope car park is available. There are no amenities other than the railway for visitors.

Hale Village Is mentioned in the Doomsday Book and is known as the home of John Middleton, ‘ The Childe of Hale’, reputedly England’s tallest man at 9ft 3ins. The village has a number of sites of historical interest, including thatched cottages, a manor house (privately owned) St Marries Church (founded 1015) and a lighthouse. A carved statue of the ‘Childe of Hale’ can be seen outside the Church.

Hale is also home to a privately owned Duck Decoy, one of the few remaining in the North of England. There has been a limited amount of use at restricted times by the landowner, however, the decoy is now in need of some repair to the access points. A Heritage Lottery grant application is underway to try and reform the decoy to its former glory.

Daresbury & Lewis Carroll Famed for its connection with the writer Lewis Carroll (Charles Dodgson), Daresbury Village lies just off the A56 Runcorn to Warrington road. Originated in 1250, the village now houses a number of small houses, a public house, Daresbury Hall plus the Parish Church of All Saints.

The Church contains a stained glass window dedicated to Lewis Carroll, based on drawings by John Tenniel. The Church employs a guide, to give informative talks and tours of Daresbury and its association with Lewis Carroll. The site of the Old Parsonage, where Lewis Carroll was born and spent his childhood, is nearby and is identified, for visitors, by a series of interpretation boards and plaques.

Moore & Preston Brook 2 small villages lying at the eastern tip of Halton, home to some of the oldest housing in the district. The Bridgewater Canal and part of the Trent & Mersey Canal run through both Parishes.

11 Preston Brook is also home to Claymoore Navigation , a privately owned canal barge holiday company which operates throughout the year.

Parks & Countryside The agency now responsible for managing and developing outdoor areas is Halton Borough Council’s Parks & Countryside Service. They work in conjunction with a number of national agencies such as North West Regional Development Agency, The Countryside Agency, and local agencies such as Mersey Valley Partnership (soon to be Groundwork Trust) and The Mersey Basin Campaign.

The Parks & Countryside service organise small-scale events to promote the open spaces and natural history. Events range from bird and bat watching to kite making and fun day style events. Sites: Areas of formal parks include Runcorn Hill, Victoria Park, Hough Green, Crow Wood and Rock Park. There are 2 local nature reserves, one of which , Pickerings Pasture , in Widnes, recently won a Green Flag award for environmental management. The other at Runcorn Hill has also been nominated for the same award. Other open spaces, which have visitor centres, include Spike Island, and the Town Park, in the centre of Runcorn New Town estates. Informal sites include Sunnybank, Hale Park, Clincton Wood, Arley Woods and Upton Rocks. As well as traditional defined open space sites there are also trails and defined walks/ cycle routes throughout the Borough.

Halton is part of a network of regional and national walking trails which include The Trans Pennine Trail (from Hull to Liverpool), The Sandstone Trail and The Timberland Trail . Part of the TransPennine Trail also makes up the Mersey Way, from The Bollin Valley to Liverpool.

Cycle routes throughout the whole of Runcorn have been mapped and produced for cyclists. Within Widnes there has been provision made on some roads for cyclists, although this network is not as extensive as Runcorn’s System.

Golf courses There are currently 3 Golf Courses within the Borough boundary. 2 privately run golf clubs and 1 municipal course. Runcorn Golf Club is a "member only" 18 hole golf club comprising clubhouse and restaurant. Widnes hosts another 18 hole "member only" course with a clubhouse and restaurant. Both private clubs have a golf shop and resident golf professionals. St Michael’s Jubilee Golf Course is a municipal 18 hole course open to all. It has a club house with bar facilities and golf shop with a resident professional.

Waterways

River Mersey Once billed as one of the dirtiest Rivers in Europe, an intensive clean up campaign by NorthWest Water and The Environment Agency has seen improvement in the quality of water in the River. So much so that fish are now regularly seen passing through the salmon weir at Warrington.

The River and Estuary have been designated a RAMSAR site– RAMSAR (Internationally recognised site for wading birds). The River, within the Borough is entirely tidal, with fast tidal flows during both flood and ebb tide making it quite dangerous for watersports.

Manchester Ship Canal The Manchester Ship Canal was once a thriving waterway, built to carry goods to and from the Irish Sea to the Port of Manchester. The Canal now owned entirely by Peel Holdings now carries

12 few freight craft past the Runcorn Dock area, although the refinery at Ellesmere Port and the Port of Eastham to the west still have a varied amount of traffic.

There have been numerous attempts to utilise the Waterway for pleasure craft, although the Manchester Ship Canal Harbour masters do not like having unregulated access to any stretch of the waterway that still carries cargo and freight.

Bridgewater Canal One of the first commercial waterways in Britain, built in 1773 by the Duke of Bridgewater to carry goods to and from Runcorn to Manchester. The Bridgewater canal carried salt and leather as a main freight, with coal and sundry goods as other materials carried. Runcorn used to have its own barge docks, with repair yards and services by the waterside.

To ensure that traffic could navigate swiftly onto other canals and waterways, a flight of locks from the old town used to connect the canal to the River Mersey, then when the Manchester Ship Canal was built, into the Ship Canal. This flight of 10 locks has now been filled in, and the Runcorn arm of the canal is a dead end. The opening of this link would offer immense tourism benefits.

The canal also links with the Trent & Mersey Canal at Preston Brook, accessing the Cheshire Ring System at this point.

There are still a number of commercial operations on the Bridgewater canal. Claymoore Navigation, a canal boat hire company which attracts people from all over the country, plus a number of small boat yards which repair and refit craft. The canal also supports several small waterside shops and public houses, although the trade created by cruising craft is minimal.

A marina at Preston Brook (owned by Manchester Ship Canal) houses both cruising craft and static houseboats. This marina also has facilities for pumping out bilges and fresh water supplies.

The Sankey Canal The Canal began its commercial operation in 1757, carrying coal from Earlstown to Liverpool. In the following centuries traffic also returned from Liverpool to the Sugar works in Earlstown, with the last sugar barges navigating the canal in 1959. The Canal closed to traffic in 1963.

The Canal is not now navigable for any great distance, as non-moveable bridges have been built which preclude any travel of traffic. There has even been a road built across the canal in St Helens and Warrington. The Locks, which access the River Mersey from the Canal, are usable and allow access to traffic from West Bank Boat Club. The Club has moorings on the Spike Island stretch of the Canal, but traffic can also enter into the canal at Fiddlers Ferry, just outside the Borough boundary. Neither sets of traffic can meet however, due to bridges and crossing points interrupting the canal at various intervals.

A Feasibility study was carried out to examine the possibility of re opening the Canal up to St Helens, but due to the costs involved none of the Local Authorities have made a commitment to fund any of the project work which the study recommended.

Bridges The ‘Bridging the Gap’ made Runcorn and Widnes widely known. At one time, a ferry was the only means of transport across the River Mersey. This was followed in the 1800’s by a viaduct rail bridge constructed to carry freight more swiftly to Liverpool from the Midlands. This also acted as a footbridge which people paid a toll to use.

13 In 1905 the Transporter Bridge was built to carry cars and road transport to and from Widnes and Runcorn. This method of crossing the Mersey was made famous by the Stanley Holloway monologue "Tuppence Per Person Per Trip."

A new road bridge was opened in 1961 leading to the demise of the Transporter Bridge, which was eventually dismantled for scrap. The Runcorn Widnes Bridge has been listed by the Department of the Environment as a grade 2 listed structure, the only post war structure to be listed.

PROMOTIONS AND EVENTS PROGRAMME

The Tourism and Promotion staff are managing to attract a growing number of regional, national and international ‘special interest’ events to the area for the benefit of local residents which raise the profile of the area and attract visitors into the Borough. In addition the Arts Development Unit and Parks and Countryside staff work on a range of projects which celebrate the local distinctiveness of the area. These projects not only benefit the local community but also have the potential to attract visitors who are interested cultural activities.

AutoQuest Stadium: Home to the Widnes Vikings and Everton Reserve teams, The Stadium can hold up to 11,000 seated spectators for any match. The Stadium, owned by Halton Borough Council, also offers conference facilities and function rooms. The Stadium can cater for up to 250 seated guests for meals. There is a social club on site, and in 1999 the Parkside fitness facility opened, which houses the Regional Table Tennis Centre and plays host to national and regional competitions.

Queens Hall: Currently the Venue hosts a range of arts and entertainment for all ages. The Queens Hall also has a small studio, which hosts popular and rock music, small-scale theatre and contemporary dance and drama. This venue will be replaced by a new Arts Centre, in Runcorn old town and is due for completion in 2002. It will offer a wide range of facilities including bar and cafe areas overlooking the Bridgewater canal.

Spike Island: The venue hosted 35,000 revellers for a major concert of The Stone Roses, in the 1990’s. The venue is currently being actively marketed to attract music promoters. Spike Island hosts a range of events which draw people from the local area and from around the country. These include Halton Show, Boat Jumble, Mersey Regatta, an annual Funfair and recently a televised event the UK Strongest Man competition.

Halton Show: Now in its 19 th year the Halton Show attracts over 80,000 visitors to this 2-day extravaganza of activity and entertainment and culture for the whole family. It is the largest free show in the Country.

Firework Festival: Haltons’ firework festival attracts a growing number of spectators each year. The large and spectacular display is fired from the Gantry wall between The Manchester Ship Canal and the River Mersey. It was estimated that last year over 25,000 people watched the festival.

Boat Regatta: In 2000, to promote the Waterfront, Fiddlers Ferry Yacht Club and West Bank Boat Club, with assistance from the Promotions & Tourism team, organised a very successful smallscale regatta. 15 boats were launched from Spike Island. There is the potential for this to become an annual event, attracting entries from across the NorthWest region.

14 Hale Road Race: Led by Hale Road Race Committee and assisted by the Promotions and Tourism staff the Race has run successfully for 2years, attracting some 400 runners from across the region. Starting on the Runcorn Widnes Bridge, finishing in Hale Village, the race covers 5 miles and is licensed with the British Athletics Association. It has the potential to grow in numbers and the links to local and regional running clubs and events ensures that knowledge about the event the widespread.

Vintage Fair Organ Rally : Organised by The North West Federation of Fair Organ Societies and Halton Borough Council, the rally has moved from Manchester and looks to become a regular event. Held in Victoria Park, the rally attracted over 5,000 visitors in 2000. Over 30 large fairground organs from all over the Country attended, complimented by steam engines and vintage vehicles.

New Product Development Opportunities

Halton Castle: The management of the Castle has recently come to the Borough Council via an agreement with the Duchy of Lancaster who owns the Castle. It is envisaged that Norton Priory Museum Trust will assume the management and interpretation of Halton Castle during 2001.

National Cycle Network: The first stage of the network was launched in June 2000. Runcorn is an important junction between the Birmingham to Liverpool route and the Sheffield to Liverpool Transpennine Trail, with a further route going on to Chester and North Wales. Part of the network passes through the picturesque village of Hale. The publicity around the launch is likely to give another boost to the growing fashion for leisure cycling.

Liverpool Airport: Passenger numbers through Liverpool Airport have grown rapidly and are expected to reach 2 million in 2000. The easyJet routes to continental Europe have widened the catchment area of the Airport in the last two years. Passengers are travelling from many parts of the UK. Some of these passengers will require a stopover before a flight from Liverpool and (perhaps to a lesser extent) following flights to Liverpool. It is clear that there is a growing market and that Halton accommodation providers can provide a service.

The Arts Centre: Arts Lottery Funding for a new arts centre for Halton has been achieved. It will complement the recent regeneration investment in Runcorn old town and will help increase its attractiveness as a place to visit. The extent of the spin-off benefits to the area, of spend on catering, accommodation and other services will depend on how far the programming of the venue attracts visitors from outside the region.

Wharford Farm Development: There is a development plan in place, which is to be funded through English Partnerships and Halton Borough Council, to flood an area of land known as Wharford farm. This would produce an enclosed area of water for recreation use such as sailing, windsurfing and possibly fishing.

Penny Farthing Race: This international event, hosted by the Runcorn Cycle Museum will take place in Victoria Park, Widnes in August 2002. The event attracts competitors from as far away as Australia and America to race their ‘Ordinary’ Penny Farthings around a circuit. Other vintage cycles, such as boneshakers will also race during the weekend. The last race was held in Knutsford and filmed by Sky Television who broadcast 3 hours of live racing.

National Inland Waterways Festival: Following the success of the Regional Waterways Festival held in Runcorn, Halton has been successful in attracting the National Inland Waterways Festival

15 for 2004. Held over the August Bank Holiday weekend, the festival attracted over 150,000 paying visitors and 400 craft to their last event.

The event will be staged on Haddocks Wood and Norton Priory playing fields, using the Bridgewater Canal adjacent to the site to berth the visiting exhibition craft and activities.

Rugby League Museum: Negotiations are still underway regarding the Twin Towers of Wembley and this development.

Widnes Waterfront: This new development will take advantage of the waterside location beside the St. Helens Canal and Mersey Estuary, making a significant improvement to the waterside environment. It will increase public access to the waterside, particularly in relation to public transport access. This will contribute to the realisation of ‘Widnes Warth’, a programme designed to create a new waterfront development area suitable for a mixed development of housing, leisure and commercial uses. The area will also be suitable for marina facilities and water sports on enclosed areas of water.

ACCOMMODATION PROVISION

Current Provision:

Halton possesses accommodation of most kinds and levels, ranging from well appointed four star hotels, through to guest houses and bed and breakfast establishments. Approximately 1,476 bed spaces are available. However the stock is small in comparison with, for example, Warrington.

Number of bed spaces Hotel 1,178 Motel/ Travelodge 206 Bed & Breakfast 56 Guest House 19 Public House 17

Hotel Occupancy A recent study undertaken by the Tourist Information Centre shows that bed space occupancy runs at 85% with a predominance of business and conference visitors. The view of the operators is that customers at all levels are seeking higher standards. Those establishments that have invested in new buildings and refurbishment are doing well, but others may be struggling.

New entrants to the local market are the lodge-style budget hotels; a sector that nationally is growing rapidly.

Self Catering Accommodation There is currently no self-catering accommodation available, although there is a market for this type of stock, determined by the number of enquiries received by the Tourist Information Centre.

Touring Caravan and Camping Sites Currently there is no caravanning or camping provision which is surprising given the highly convenient location of Halton between major conurbations and close to countryside and many day visit attractions. However, The Camping & Caravaning Club of Great Britain has shown some interest in 2 sites within the Borough.

16 6. S.W.O.T ANALYSIS

STRENGTHS

• Location Halton has good motorway and rail links and is centrally placed for access to Liverpool, Manchester, Chester and North Wales

• Tourism Product Two award-winning museums, the birthplace of Lewis Carroll, the AutoQuest Stadium and a growing number of high profile events

• Good existing partnerships The tourism unit has strong links with the local tourism industry, NorthWest Tourist Board, North Cheshire Partnership, European Services, and Cheshire County Council Tourism

• Funding opportunities ERDF Obj.2 2000-20006 structural funding support, SRB Regeneration programmes, Business 2000, Interreg 3

• Staff Committed and professional cultural and tourism staff

• Other strategies which support tourism development Unitary Development Plan, Regeneration Strategy, Local Agenda 21, Cultural Strategy, Transport Plan

WEAKNESSES

• Profile Halton is not thought of as tourist place. The needs and interests of customers rather than those of destination need to be the starting point Marketing ‘Halton’ as an identifiable brand does not work for tourists

• Accommodation stock The Tourist Information Centre is currently operating from a dilapidated building, giving a poor image to visitors. There is a lack of self-catering accommodation and no caravanning sites

• Information Limited ICT developments and information points. Under developed links to Mersey Tourism. Information available in other formats and languages is very limited

• Infrastructure Lack of tourist shopping and eating facilities. Limited night-time opportunities for visitors. Under developed waterfront facilities and congestion on the bridge. Poor out of hours bus service.

17 OPPORTUNITIES

• A new base for the Tourist Information Centre • Strengthened joint working of the Halton Tourism Group and partners • Continued expansion of Liverpool and Manchester airports • ICT – development • Expansion of the area as a film location and the involvement of local services • Development of high profile events programme • Developing strong partnership links with Mersey Tourism • Development of ‘themed’ tourism packages and trails e.g. Lewis Carroll • North West Employment & Skills Network • Cultural tourism developments including the new Arts Centre and Rugby League Museum • Widnes Waterfront Development & Widnes Warth • Halton Castle – interpretation and access • 2nd Bridge • Appointment of Town Centre Manger • Asda development in S. Widnes • Reinstating the Cheshire Ring

THREATS

• Increasing competition from other destinations and attractions for the Leisure £ and visitor numbers • The socio-economic profile of the area • Vandalism • Litter

18 7. INFORMATION and MARKETING

Destination Marketing

Current Activity

Halton is promoted as a destination for tourism in several forms:

• Halton is used by the Borough Council as the identifier of the area in promotional materials, which invariably incorporate the Council’s logo.

• North Cheshire is the destination brand used by the partnership of Halton, Ellesmere Port and Neston and Vale Royal. The partnership is described below.

• Cheshire is used as the destination brand name in promotional campaigns, which is run or co-ordinated by Cheshire County Council.

• Newly developed links with Mersey Partnership

Attractions Marketing

The Borough’s visitor attractions put much emphasis on print materials. Individual operators produce leaflets for distribution via the network of TICs, NorthWest Tourist Board and local libraries. Some use agencies such as Arts about Manchester and Vale Royal Tourism Association for distribution.

Generally attractions regard paid advertisements in newspapers as unproductive, but most maintain good liaison with the local press including the Liverpool papers and local radio to achieve news coverage.

Limited experience of direct mail to group organisers has not been considered very successful.

Attractions are active in a number of sub-regional marketing consortia and promotions, such as;

Glorious Gardens (Cheshire County Council) Favourite Days Out (12 independent attractions) Days out in Cheshire (Cheshire County Council) The Fab Four (a group of four museums in Cheshire including Catalyst) Chester & Cheshire for Groups Mersey Partnership (new opportunities being developed)

Several Halton attractions now have their own websites. In the case of Preston Brook Marina, the website is linked to that of a national consortium, and the proprietors report a quarter of their business now coming via the Internet.

Accommodation Marketing

Chains control the larger hotels in Halton. Marketing functions are centralised but each chain provides some discretion for local marketing initiatives. The main markets for larger hotels are business and conference visitors, and there have been major investments recently to raise standards to meet the expectations of the sector. Hotels have joined or are considering joining conference bureaux such as ‘Destination Warrington’ and the ‘Chester and Cheshire Conference Desk.’

Secondary markets for the larger hotels are local celebrations such as weddings, and coach tour

19 stopovers. Hotels report limited leisure short break custom, for example associated with the Grand National. They would welcome initiatives to generate more leisure business.

Smaller hotels and guesthouses are independently run or family businesses with limited marketing budgets. Once again the main market is related to business, with contract workers an important sector. Proprietors consider personal contacts with employers to be effective, but some advertise in Yellow Pages successfully. Newspaper advertising is not considered productive. A number of operators have registered with commercial website accommodation directories such as ‘Smooth Hound’ that are inexpensive and have produced some business. Referrals from the Tourist Information Centre are an important source of business, especially for some smaller operators.

Marketing Partnerships

Halton Borough Council and other tourism operators participate in numerous partnerships for marketing and development of the tourism product. The more strategic are:

The TIC network: the network of Tourist Information Centres is effectively a national partnership of information provision and customer service, in which Halton participates through its TIC in Runcorn.

The North Cheshire Partnership: a grouping of Halton Borough with Vale Royal and Ellesmere Port and Neston Councils. The partnership exists to deliver a programme of tourism promotion in conjunction with tourism operators in the designated area. Revenue funding has been provided in part from the European Regional Development Fund (ERDF) Objective 2 programme, which is now ending. The parameters of the new 5-year programme are currently being drawn up and will have tourism as a strategic priority.

Cheshire County: Cheshire County Council, the Cheshire Districts and the Unitaries are undertaking a substantial programme of tourism promotion. Recent initiatives have included an innovative ‘Tourism for All’ strategy to improve access and participation for people with disabilities, and Tourism and Arts promotion. Co-ordinated marketing to the organised group tours market is undertaken through the Chester and Cheshire for Groups campaign. At the present time Halton is buying into Cheshire marketing promotions where they match Halton’s objectives.

The M56 partnership: this is an informal grouping of local authorities that have jointly developed a Tourist Information Point at the Chester Services on the M56 motorway. The grouping reflects the ‘natural’ community of interests of areas served by the major road network, from Warrington through to Chester and North Wales.

The Cheshire Museums Forum: a grouping of both public and independent sector museums which exists to co-ordinate activity and projects; it has commissioned market research on visitor patterns through the NorthWest Tourist Board (NWTB).

The Mersey Partnership: this is a recently formed partnership to explore the marketing and promotional opportunities.

The striking feature of Halton’s attractions is their diversity . In subject matter there is little or nothing to connect the established venues, such as Catalyst, Norton Priory, the Ski Centre and the Lewis Carroll connections in and around Daresbury. The opening of Halton Castle, the proposed developments for Wharford Farm, the Rugby League Museum and Waterfront Development will add to that diversity. None of the existing visitor attractions individually

20 generates enough visitors to be the centrepiece of the marketing strategy for Halton.

Conclusion concerning the marketing of the Product

Halton’s tourism product is diversified, with something to appeal to most tastes and interests and to provide adequate services to visitors. There is no overall theme; characteristic environment or major attraction that defines a unique selling proposition for the area. This leads to the conclusion that Halton possesses a portfolio of niche products, and that overall marketing strategy should be designed to promote the parts of the product and not the Halton product as a whole.

The Market

Analysis of the Market

NorthWest Tourist Board’s Strategy ‘ Tomorrows Tourism’ draws attention to the demographic trends that will affect tourism over the next 5-10 years, as mentioned earlier in this document.

In addition, NorthWest Tourist Board also identifies;

• Growth in interest in environmentally sustainable activities, such as walking and cycling

• More interest in leisure pursuits and holidays

• Steady increase in boating holidays

• Continued growth in holiday cottage market

• An increased interest in culture and the arts

• Increased travel and holiday taking by people with disabilities

• Growth in the group travel and school visits markets • Growth in out-of-school educational activities

Halton’s tourism product mix is generally well placed to benefit from these trends. The main point of concern is the changing nature of the day visitor market towards leisure shopping, in which Halton is currently not strong. The lack of self –catering accommodation is also an issue.

For Halton the most promising market sectors are:

Business and Conference Visitors

Geographically Halton is well placed close to important business centres and with good transport links, at least by road. The current stock of accommodation is relatively small. In this competitive market, issues of quality are paramount. Essential features are;

• High standards of accommodation, meeting rooms and service • A high quality environment including public infrastructure • Effective marketing and information

21 Short leisure visits

The leisure visitor market can be broken down into sub-sectors: • Day visitors • Short break visitors independently organised • Short break visitors on an organised tour • Visiting Friends and Relations

However, many of the opportunities and issues are common to them all. The objectives are to attract visitors to travel to the area, to encourage them to stay longer and to spend more. Entirely separate campaigns for each sub-sector would be impractical and uneconomic; rather the needs of the sub-sector should be reflected within each campaign.

The major target groups for Halton short leisure breaks are ;

• Older people, especially couples in the over-45s age groups • Caring parents with younger school age children, primarily on day visits

Leisure market growth segments as follows:

• Schools – organised educational visits

The Borough’s visitor attractions and its natural and historical environment, offer much scope for organised school visits. Both Norton Priory and Catalyst have excellent educational programmes. The new Arts Centre is another potential attractor of school visits.

• Stopovers by Liverpool Airport passengers

This is potentially a substantial and profitable niche market. Local accommodation and service providers need to organise to tap into the potential.

Marketing Strategy

The Key Priorities

The key priorities for Halton are identified as follows:

Objective 1: To use Halton as a destination brand only for local promotion

Objective 2: To support the efforts of individual operators to market their products

Objective 3: To build and promote a portfolio of well-targeted niche offerings and promotions

Objective 4: To work in productive partnerships locally and in the region

Objective 5: To provide information effectively to meet the needs of all visitors and local people

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Objective 1: To use Halton as a destination brand primarily for local promotion

Halton is not itself a marketable destination or brand for tourism promotion to the national or regional market. There are several factors contributing to this conclusion:

There is not a critical mass of major attractions, historic buildings, outstanding scenery, or accommodation.

The attractions and points of interest are very diverse and cannot be summed up as a single product or theme that would appeal to a defined market section

Halton, as a name, does not yet have a strong identity for the public; many do not know where it is, or have any concern about where its boundaries are drawn; it is not a main destination on road signs.

There are negative connotations in tourism terms attached to the place, deriving from perceptions of industrial processes and environment.

‘Halton’ as a destination should not therefore be used as the focus of promotion to the national and regional markets. Nonetheless it is recognised that the Borough Council is committed to strengthening the identity of Halton with its local population and in the context of economic development and inward investment.

Tourism can assist with this process in two ways. Firstly, by promoting strongly to local people the range of attractions and events within Halton, the Council and its partners can improve residents’ perceptions of their own locality. It may encourage them to take visiting friends and relations to local attractions as an alternative to Chester or Liverpool. Secondly, inward investment marketing can benefit by association with local tourism products to add kudos and positive image to the area.

It is recommended that

• local attractions and events be strongly promoted to residents and for that purpose be clearly identified as being part of Halton • programming and promotion is co-ordinated across the Cultural and Leisure section • a revised ‘What’s On’ is produced, with consideration given to paid advertising • Halton’s tourism products are used in inward investment marketing to enhance the image of the area

Ob jective 2: To support the efforts of individual operators to market their products

The tourism product of the area is made up of many elements, provided by operators in the public, private and not-for-profit sectors. While much of this strategy is concerned with bringing the operators to work profitably together, it must be recognised that each operation must make its own specific efforts to connect with its market. There are a number of ways in which the Council and the North Cheshire partnership can assist this process:

• Through availability of funding for events at attractions especially through the North

23 Cheshire Partnership and European funding • Through compiling listings of major events and ensuring that they are distributed through existing channels, including the Council newspaper and website and proposed tourism information kiosks • By support for the production of printed materials, again particularly through the N. Cheshire Partnership programme • By advising and assisting operators to improve their provision of information on accessible facilities for people with disabilities • By facilitating the introduction of leaflet racks and servicing them in accommodation and attractions as proposed by the N. Cheshire Partnership • By arranging familiarisation training for local operators who have not yet taken advantage of the Internet by creating their own website or buying into tourism promotion sites

The proposed new Arts Centre in Runcorn could be seen as a competitor to established cultural attractions in the Borough. The Arts Centre should work in partnership with the marketing efforts of other cultural attractions and seek to share promotions and resources wherever it is appropriate.

It is recommended that

• Marketing support is given to assist local tourism operators by the means identified above

Objective 3: To build and promote a portfolio of well-targeted niche offerings and promotions

The challenge is to build the diverse, niche tourism products into a number of themes and promotions to be targeted at well-defined groups. Though each offering may only appeal to one or two sectors of the market, taken together they will appeal to many more. However to create packages and themes Halton must be prepared to collaborate well beyond its own boundaries.

While it is currently possible to draw down external funding for promotion, access to such funding is likely to become progressively The following themes are seen as significant opportunities for promotional campaigns that could engage the interest of accommodation providers, tour operators, retail and catering outlets.

Birdwatching

The Dee and Mersey estuaries are important locations for birdlife, and attract numerous birdwatchers, particularly in the autumn and winter. The North Cheshire Partnership has produced and is about to promote a North Cheshire Birdwatching Breaks brochure along similar lines to the Fylde Birdwatching initiative. The brochure has been produced in consultation with the local RSPB Groups. It includes:

Information on where to go birdwatching in North Cheshire; Contacts and further sources of information about birdwatching in North Cheshire; Details of North Cheshire accommodation establishments that welcome birdwatchers; Details about other tourism attractions in the area;

The audience for birdwatching breaks will be targeted through specialist birdwatching magazines, direct mail to the RSPB members, specialist exhibitions and websites.

24

Cycling

A number of opportunities arise through the opening of the National Cycle Network and the Transpennine Trail. Long distance touring on the Network is predicted to be limited in the first instance. However accommodation providers should consider adopting cycle-friendly policies, such a providing secure cycle storage and facilities to dry clothes, and to include these details in their promotional literature. Touring may grow as the Network is completed.

The main growth potential is in cycling day visits:

• Circular routes are most popular • Cycle route maps and leaflets are essential aids • Leisure cycling mostly takes place in the countryside, with safe routes out of town important • Cycling holidays with overnight stays are mostly self- organised and booked

Cycle tourism marketing would best be tackled in partnership with Cheshire, which already has a network of rural cycle routes. However the North Cheshire Partnership could also present an attractive cycling product to link urban parts of Halton with countryside routes.

Cycle route maps aimed at the occasional leisure cyclist should be in a suitable format (ideally folding to A5 and water resistant) include simple route directions, and contain brief details of places of interest, refreshment stops, places to park a car, railway access and overnight accommodation where cyclists are welcome.

It is recommended that

• The Tourism Unit with its partners develops a sub-regional cycle tourism campaign.

Walking

Walking is reputedly the most popular leisure pastime of all. Many people in the 45 plus age group are regular and keen walkers and Halton and North Cheshire provides numerous opportunities for walking. All three of the councils involved in the North Cheshire Partnership either have existing walks leaflets, or have plans to develop them. The Partnership is planning to create and promote a North Cheshire Walking Pack, comprising a number of walks for each council area. Included in the Pack will be a mixture of existing and new leaflets. The Packs will be aimed primarily at the day visitor market, but they will also be available to North Cheshire accommodation establishments to support shorts breaks marketing. Distribution to Cheshire, Wirral and Merseyside TICs, libraries and other information outlets is planned.

It is recommended that

• The North Cheshire Partnership create and promote walking, based on walking leaflet packs

• Further options for promoting walking with Cheshire County and Mersey Tourism are explored

25 Waterways

There are many improvements to the national network taking place through Lottery and regeneration funding. The Government has recently announced increased support for the network. At the same time there is a growing interest in waterway activities and holidays. The market is international and operators report interest from the United States and growing use of the Internet by American customers for information and bookings.

The marketability of the Halton waterways could be greatly enhanced in the longer term by infrastructure development. Already the moorings and frontages on the Bridgewater Canal at Runcorn have been improved through the SRB programme. The re-building of the link between the two waterway sections in the Borough through the former Runcorn arm and locks would re- create an attractive ring route. The development potential for a hotel and marina complex in the canal and estuary area between Runcorn and Widnes is acknowledged in the Local Plan.

For the present, the appropriate marketing mechanisms are • Inclusion of the local waterways product in any Cheshire and region-wide promotional campaigns and specialised guides

• Promotion of the product, especially the touring hire facility at Preston Brook through national consortia such as ‘Drifters’ consortium of operators supported by British Waterways

• Inclusion of the product in specialised waterways websites

• Continuing development of attractive events on and around the waterways

It is recommended that

• the Tourism Unit and its partners continue to publicise and raise the profile of the waterways in Halton

• the Council with British Waterways and other partners seek further infrastructure improvements to enhance the leisure and tourism potential of waterways in the district.

‘Themed’ Promotions

Halton has a number of other strengths that are or could be promoted on a thematic basis in partnership with other districts. They could be the basis of themed itineraries: promoted to coach groups through the Chester and Cheshire for Groups campaign promoted to independent visitors through leaflets, trails, maps and PR activity including press familiarisation visits.

Lewis Carroll

Lewis Carroll is a major literary figure with a worldwide reputation . Daresbury draws a steady stream of visitors to its commemorative window, to judge by the Church visitor book. Though the attractions at Daresbury are limited, a guided visit to the church, to the birthplace site and to the exhibition at Walton Hall, followed by a drink or meal at the Ring O’Bells makes a pleasant evening or half day trip.

Lewis Carroll could be packaged as part of a literary tour of Cheshire with places such as Knutsford and Tatton. More ambitiously it could be part of a sea to sea itinerary from Whitby to Llandudno, both of which claim connections with Lewis Carroll. Currently the National Trust has expressed some interest in managing the site.

26 It is recommended that:

• the Tourism unit with Norton Priory Museum, Daresbury Parish Church, the Lewis Carroll Trust, Lewis Carroll Society and others explore the development of a Lewis Carroll tour

Christian Heritage

There is much to offer, including Daresbury, Norton Priory and Chester and the Liverpool Cathedrals. Christian Heritage is popular with American visitors to Britain. In addition a Multi-Faith and Tourism group has been established in Preston to cover the NorthWest and Cumbria. A post will be advertised and programmes developed.

Gardens

Cheshire is very strong in gardens, claiming to have one in eight of all visits to gardens in England. Norton Priory participates in the Cheshire-wide ‘Glorious Gardens’ promotion and the Borough is heavily promoted at the RHS show at Tatton Park during July. Research shows that many garden-lovers also enjoy walking.

Industrial heritage trails

Halton has a rich industrial heritage and with the chemical museum, the waterways, the remains of the transporter bridge, Runcorn Hill and the links to the sandstone quarry and local history groups there are opportunities for educational and enjoyable trails to be developed. The newly formed heritage group is also interested in the development of trails.

It is recommended that

• the Tourism Unit in partnership with interested groups, research and develop a series of heritage trails

Stopovers for Liverpool Airport passengers

Widnes and Runcorn are closer to the Airport than is the centre of Liverpool. In any case a city centre stopover is not ideal because of traffic conditions and parking difficulties. Arrangements for stopover accommodation and information about hotels have not caught up yet with the sudden growth of the Airport, and there are opportunities for Halton operators to seize if they move quickly. They are

• To provide overnight accommodation for outgoing passengers • To a lesser extent to provide accommodation for incoming passengers • To provide safe car parking at an economical rate (2 weeks parking at the Airport costs over £60) • Reliable transport to and from the Airport

If the hotels and guesthouses in Halton can provide the accommodation and the parking, the main challenge is to promote the service to potential customers.

Current information and promotion channels are:

27 • an information desk at the airport that carries information provided by accommodation providers without charge • lightbox advertisements in the arrivals hall • a web site of Mersey Tourism which gives information, but not booking facility, for hotels in Merseyside

At the moment it is quite difficult for the would-be customer to find out about accommodation near the Airport. However these rather rudimentary channels are likely to be will be overtaken by other mechanisms shortly and particularly by the Internet. Already at least one commercial site (ABC Holiday Extras) provides information and online booking for airport hotels, though for Liverpool Airport only one hotel is listed. At Manchester Airport several hotels and even a small bed and breakfast establishment, have their own web sites.

More investigation of the size and needs of the potential market is required.

It is recommended that

• The Council (through its Economic Development function) commission research on the size and requirements of the market for stopovers at Liverpool Airport, making reference to accommodation capacity and standards, the possibility of a transport service between hotels and the Airport, and the options for long stay car parking and marketing methods, including use of the Internet.

• The Council develops a partnership with hoteliers and other service operators to draw up an action plan to realise the potential of this market

Events/ Promotions

Events are widely recognised as a means of developing the tourism product of an area, but not all events necessarily bring economic benefits. Events promoted by the Borough Council, of which the Halton Show is the most important, to have a dual objective of providing locally accessible entertainment and of generating visitors and profile for Halton. Events promoted at attractions are more specifically targeted at increasing visitor numbers.

A considerable part of the tourism resources and efforts of the Council, along with other operators and of the ERDF programme goes into event promotion and management. It is timely to undertake an impact analysis of events and festivals activities. The analysis should look at audience composition- the mix of Halton residents and non- residents, whether on day trips or staying longer, - where visitors are staying, whether the event activity prompted their visit, and how they knew about the events. It should ascertain what events or festival activity would make visitors return. The analysis needs to point to where future potential lies, what resources are needed and available to achieve success with events and what marketing arrangements, including partnerships with other festivals and events would be most beneficial.

In the interim, events should be managed in ways that support local attractions and that develop a regular pattern of activity that can build support from one year to the next.

It is recommended that:

• an impact analysis of event activities is undertaken with recommendations for future development.

• events and festivals are developed around or in close liaison with existing or developing tourism attractions and arts providers

28 • the main pattern of festivals and events form a regular or annual programme

• the Council support the development of potentially self-financing festivals and events that can be sustained in the long run

• the Tourism Unit works with its partners to develop events listings, publicity and media coverage on a sub-regional basis, as envisaged in the North Cheshire Partnership programme and Mersey Tourism

Schools Market

The market for organised school visits is important to the main museums in Halton; both Norton Priory and Catalyst have excellent and widely recognised programmes. Most promotion is directly by the museums to the schools, using the internal distribution systems of local education authorities.

There may be opportunities for these attractions and others in the region to work collaboratively on promotions to schools, perhaps sharing some of the costs and work of print production and distribution, and extending the range of coverage. NorthWest Tourist Board has expressed interest in the development of this sector. There could be opportunities for the new Arts Centre to consider.

While this is predominantly a day visit market there may be potential in identifying partners who can provide budget-cost accommodation, catering and entertainment options for schools- related visits.

It is recommended that

• the Museums and other tourism operators consider the potential for collaborative development of the school visits market

Visiting Friends and Relations

While the Visiting Friends and Relations (VFR) market is known to generate around a third of all visitor traffic, it is also a difficult market to target effectively. The key to the market is the attitude and awareness of local people who act as the hosts and main decision-makers on VFR visits.

A three-stage approach is suggested that will require the co-operation of attractions and the Council.

Awareness: as far as possible every resident should be made aware and continually reminded of what is available on their doorstep. Halton-branded information whether in print or other media should be widely circulated, and included in Council publications and through all Council service points. An image-creating poster could be considered. Efficient tourism information services (see below) are vital.

Loyalty: the aim should be to create a sense that it pays to belong to Halton because one receives preferential benefit from the local amenities

Incentive: Residents should be given an incentive or reward for returning and introducing their friends and relations to the local amenities. The incentive should encourage extra visitor

29 numbers promotions. This could also work with the current suggestions for the development of a Halton resident’s card, which may replace the current leisure card.

It is recommended that

• Attractions and other tourism operators in conjunction with the Council assess the benefits and opportunities of a Halton residents card

Business and Conference

This growing sector is highly competitive and requires high standards of facilities and in most cases capital investment. In turn, marketing to this sector must be of a high standard.

Chains mostly control the accommodation best suited to this market and much of marketing is done centrally. However there is always some level of local discretion in marketing. The hotels do well during the business week, but are interested in leisure breaks to boost their weekend and holiday business. The scope for their participation in thematic promotions should be explored.

Conference business, including meetings of all sizes, is important to the hotels, but can also be a useful diversification for other attractions and venues. Much conference business is placed through conference bureaux. There is not the critical mass of venues to warrant formation of a Halton conference bureau. Halton venues would benefit from association with bureaux such as Destination Warrington, Chester and Cheshire and the Mersey Visitor and Conference Services.

It is recommended that

• Tourism operators in Halton and in wider partnerships engage the accommodation sector in developing thematic tourism and leisure products

• Conference and meeting venues in Halton consider association with existing conference bureaux in adjoining areas

Objective 4: To work in productive partnerships locally and in the region

Tourism is a fragmented industry. Many separate operators provide services, such as accommodation, hospitality, transport, information, attractions, events and activities. It is generally accepted that the quality of the tourism ‘product’ depends to a considerable extent on how well all these service elements fit together. Partnership working is therefore essential, and through reducing duplication and sharing expense, can also be very cost- effective.

There is a cost to partnership, however, and partners will only commit long term if they perceive that there is commitment by fellow partners, including the public sector, that bureaucracy is kept to a minimum and tangible benefits are achieved.

Local Partnership

The Council’s Culture and Tourism section has developed a local Tourism operators and accommodation providers Forum. The purpose of the group is information and consultation, joint action and co-ordination of work with other groupings. Several tourism operators in Halton are members of the Vale Royal Tourism Association. They are attracted by inclusion within brochures and guides, and by the Association’s leaflet distribution service.

30

It is recommended that participation be extended to all interested parties in the Borough.

Sub-regional Partnerships

Tourism in Halton by itself does not have the critical mass to be a strong player in a competitive environment. Its interests will be served by alliances with several destination and thematic partnerships.

Cheshire

Cheshire remains an important partnership opportunity for Halton, even though Halton is politically separate. Cheshire County Council is no longer able to lead and pay itself for big campaigns, but rather seeks to work with Districts, giving a strategic lead, and putting its reduced budgets together with District resources. The Cheshire identity is appropriate for the promotion of certain types of tourism, such as Group travel, gardens and countryside activities. Halton should continue to seek ways to participate with Cheshire in whatever campaigns match Halton’s tourism products.

It is recommended that:

• Halton collaborate actively with Cheshire, including participating in its branded promotions, wherever they are appropriate to Halton’s tourism product and profile

The North Cheshire Partnership

Halton attractions have successfully drawn funding from the North Cheshire Partnership for event programmes and for the production of publicity materials. However there are difficulties in mounting effective campaigns based on North Cheshire: The area covered by the Partnership is narrow and is defined by the availability of ERDF funding rather than by a ‘natural’ area of common interests. As a geographical locator, North Cheshire is vague and unfamiliar to the public. The local authorities in Ellesmere Port and Neston and in Vale Royal have not been totally committed to establishing a North Cheshire brand. Though a very good programme of joint marketing activities has been devised, participation by tourism operators, especially accommodation providers, has been poor.

It is evident; therefore, that North Cheshire cannot be established as a strong brand and in all probability will disappear entirely at the cessation of ERDF funding. That will be followed by a further 5 year programme of revenue funding, which is likely to cover similar geographical areas, but the parameters of the scheme will provide new opportunities.

It is recommended that:

• The Partnership concentrates on thematic promotions rather than on North Cheshire destination marketing • The partners strengthen the product by looking beyond the boundaries of the ERDF area to identify participants in thematic promotions (such participants would not receive grant aid for their contributions) • The proposals for the new programme the partners engage with other ERDF Objective 2 areas, such as Lancashire and Greater Manchester, to explore the possibilities of thematic promotions on a more regional basis

31

Mersey Partnership

Halton has close geographical and economic connections with Merseyside. Halton already benefits from its proximity to Merseyside by receiving ‘overflow’ of accommodation seekers from major sporting and cultural events. Travellers to and from Liverpool Airport also stay in the Borough (see above).

The Mersey Partnership and its associated Mersey Tourism are pursuing a major, long-term tourism promotion and imaging programme. There have been discussions with the Mersey Partnership and Halton has now become a member. It is hoped that this will be beneficial to Halton tourism (and economic development) by participating in Merseyside promotional programmes, guides, information sources and websites. The costs and benefits will then need to be evaluated. At the same time it must be recognised that Halton can only be a small part of the Merseyside tourism product. Merseyside should be seen as a useful additional partnership, but not as a sole alternative to other tourism partnerships.

It is recommended that:

• Halton participates in Mersey Partnership marketing and promotional activities and then evaluates the costs and benefits gained.

The M56 Partnership

There is an informal partnership of authorities along the M56 corridor from Warrington to Chester and North Wales. The partnership has developed the Chester Services Tourist Information Point. This partnership reflects a ‘natural’ catchment area for day visitors. It may have potential to develop further promotional activity.

Cheshire Oaks TIC and Tourist Information Point at Chester Motorway Services

Discussions are underway to establish a TIC at the Cheshire Oaks Designer Outlet Village through a partnership of BAA McArthur Glen and Chester City Council. Development of a TIC at this site could persuade visitors to explore the surrounding area.

The TIC point at Chester Services on the M56 is an unstaffed facility. Halton has a display panel and leaflet racks.

It is recommended that;

• Halton explore with partners along the M56 the potential for further joint promotional activity and value for money derived from the partnership.

North West Tourist Board

The Council and a number of local attractions are members of NWTB. The Tourist Board provides a range of marketing programmes in which its members can participate. In recent years NWTB has reduced reliance on regional brochure publications and adopted more proactive marketing techniques such as direct mail and relationship marketing to the group, conference and schools markets. It seeks to maximise for the region the opportunities presented by new technology. It has important roles in training and the development of a more

32 professional approach to marketing the industry, in information collection and dissemination and support for the TIC network.

It is recommended that

• The Council and the local Tourism Forum participate in NWTB regional marketing initiatives whenever appropriate

• The Council keeps local tourism operators informed of opportunities provided by NWTB

Objective 5: To provide information effectively to meet the needs of visitors and local people

Information is the backbone of tourism provision. Visitors to a region generally do not know it well and so are at a disadvantage in finding their way about and using local services. Without information they are not likely to enjoy their visit greatly or to recommend it to others. Access to good quality information at the right time is vital if visitors are to be persuaded to stay longer and spend more. Information for local people is important too as they are users of local facilities and attractions and is the key to the Visiting Friends and Relations market.

Information provision must recognise he different needs of different client groups and employ appropriate delivery methods. Information will be sought by

• Persons planning in advance a trip to the area By phone enquiry to the TIC in the destination town By picking up literature from a TIC or travel agent in their home town By using a web site

• Visitors already in the area By visiting or phoning the local TIC or other information source From information provided in their accommodation or at an attraction they visit

• Persons entering or passing through the area By visiting an information desk or tourist information point at a ‘gateway’ such as an airport or motorway service station

• Local people By visiting or phoning the local TIC or other information source By using a web site By picking up literature in the library or in another attraction From the local press Through familiarisation trips

• Persons with disabilities and other needs Through formats and types of publicity that have been designed to their requirements By using a web site

No agency other than the Local Authority is in a position to co-ordinate the tourism information service in its area, pulling together information provided by many operators, and taking an overall responsibility for how it is delivered effectively.

33 Signage

Signage, whether on roads or in pedestrian areas, is a vital part of tourism information. The care and accuracy with which it is achieved projects an important message about how welcome – or otherwise – visitors are.

There is an extensive scheme of white on brown signs on Halton’s trunk roads indicating the way to the main visitor and leisure attractions. These signs are particularly valuable in view of the complex road system and high volumes of traffic.

Tourism operators in the Borough stress the importance of good consultation and planning: one missing or misleading sign can undo the excellent work done by the rest of the scheme. This is an area for communication in the Halton Tourism Forum meetings.

There are no signs for Halton’s attractions on the Motorways. If it can be achieved within motorway regulations, it would be useful to erect composite white on brown signs for the area, tourism features.

The major roundabouts at the Runcorn-Widnes exit from the M56 are currently featureless, as is the trunk road towards Runcorn with the exception of conventional direction signage. These sites offer opportunities to create a distinctive landscape or sculptural feature to promote the identity of Halton. Alternatively, distinctive signage could incorporate a key message about the area. Examples of this approach can be found at Skelmersdale in gateway features with the message ‘Skelmersdale – World Class for Business’ and at Manchester where boundary signage incorporates space for changing messages – currently ‘Manchester 2002: Host City XVII Commonwealth Games’.

It is recommended that

• The Council seeks to erect composite direction signs to Halton’s attractions on the M56 motorway

• A distinctive landscape or sculptural feature and/or distinctive signing is commissioned for the approaches to the Borough from the M56

34 8. The Tourist Information Centre

The Tourist Information Centre (TIC) provides the essential core of this service. As an accredited centre the Runcorn TIC is one of the 550 TICs in Britain that offer a free nation-wide service to residents, visitors from nearby areas and tourists alike. Membership of the National Tourism Network brings many advantages including access to the widely recognised ‘i’ brand, the symbol for tourism information. It also enables it to carry information about accommodation, eating, attractions and travel within a range of 50 miles or a day’s excursion. Conversely materials from Halton are circulated to other TICs in that area.

There is also access to the English Tourist Council web site, which allows information to be listed for world access.

In-person visits to TICs still predominate but there is a growing trend towards increased use of telephone and e-mail enquiries.

The TIC is collecting statistical returns of enquiry types and numbers in order to benchmark with comparitor services. However the scale and nature of enquiries and income at Runcorn is broadly in line with that at TICs in similar substantial towns such as Ashton under Lyne or Oldham.

The TIC is able to provide tourism information and leaflets to satellite information points in libraries and other points in the Borough, though these have no official accreditation. It is a proactive service, fully involved with all aspects of the promotion of tourism and events in the Borough. It is in regular touch with the accommodation providers and is an important source of business referrals especially for smaller hotels and guesthouses. Staff compile accommodation lists and undertake inspections for the national accommodation standards scheme for those establishments who wish to be part of the Book A Bed Ahead scheme (BABA). The staff maintain contact with attractions and other operators, collecting information about their activities and keeping them informed of developments.

The TIC contributes to publications and tourism guides. Staff provide tourist information packs on the Borough for visiting groups and individuals, national media and production companies. They also help school and college students with project and course work relating to tourism and leisure and give talks to local groups on the role of Tourist Information Centres. Familiarisation trips around the Borough are promoted in partnership with the Halton Tourism Group to raise the profile awareness of Halton’s tourism product.

The tourism staff commission local artists and crafts people to produce distinctive items as souvenirs of the Borough for such events as town twinning visits. They also act as agents for clients, by booking accommodation and supplying tickets for events, theatre, transport and tours, which are commission earning opportunities.

Overall the TIC in Runcorn plays a valuable and distinctive role in information provision and assistance both to local people and to visitors. The challenge now is to continue to develop the quality of the service so that it can be benchmarked against the best.

To this end, Halton has, along with a number of other local authorities, signed up to be part of a benchmarking scheme. This will compare the levels of business against comparative Centres in other regions.

Indicators include the number of personal callers to the Centre who ask for assistance with a number of matters, the income to each Centre from the BABA scheme, income from souvenirs and publications and the hours the TIC is open.

35 The Southern Region Tourist Board, who is piloting this scheme for the whole of England, will collate the data. Once the data has been collated it will be sent to the Centre managers who will use it for best value and customer consultation purposes.

The image and location of the TIC are therefore increasingly important in helping local people to appreciate their own borough and providing reliable specialist information to the visitors.

TIC Location

The TIC occupies a building in Church Street in Runcorn. The present location and premises fall short of the ideal on a number of counts; the building is in such a state of disrepair that major work is needed and the building is off-centre from the main shopping area. The current SRB developments in the old town also appear to make the building redundant.

The ideal location for a TIC is close to main visitor flows but accessible to local people and public transport. The premises should have a separate identity from general Council information and be prominently branded as a TIC. It should be smartly presented as an important image-maker for the Borough. (NWTB guidelines)

Options for accommodation

A Kiosk

Ideas have been discussed concerning a small kiosk being built within what will become the bus transition area in the new SRB old town plans. This would also double as a kiosk, which the bus companies could also utilise for dissemination of their information. Access to the service would be direct, with no internal accommodation for the public, and no facilities for the staff at work. This would make the service unacceptable in terms of the NWTB and the ETC.

Libraries Within each of the libraries there is an information station, giving information about the locality and the wider regional services available. This service has been built over a number of years by CCC and now has access to new technology and the more traditional library sources.

Within the Halton Lea library, there is an available Kiosk, which has been suggested for the TIC location. However, if it were to be sited within a Library service building, there would be no separate identity for the TIC service and the profiling and branding of the service would be difficult. Loss of a shop front would be a dramatic change in the positioning of the service, in terms of present public awareness.

New Shop Unit – non HBC If funding were available, this option could be an alternative, which would allow the positioning of a new TIC within any part of the Boroughs shopping districts. There would however be a net outgoing to the Council due to rents being paid to an external body.

Currently, in Widnes there are no shop units available, which would be appropriate for the successful operation of a TIC.

Halton Direct Link Centres Although at first this option would seem to be a favourite in terms of public satisfaction, there are a number of flaws in the way in which venues such as this would operate.

Halton Direct Link is designed for local people to access all Council services such as arranging benefits, reporting street lighting faults or housing repairs. This service and atmosphere would not

36 be conducive to the running of a TIC, where the emphasis is on selling and promoting the Borough to visitors. This would also jeopardise the TIC accreditation.

Halton Borough Owned Shop Unit

In order to facilitate the move of several businesses in Runcorn Old Town, which will allow the SRB developments to take place, a number of older shop premises have been bought or long term leased. The available premises are within Church Street, adjacent to the bus station, supermarket, post office and the new Arts Centre. A potential site within the old Alexander’s Furnishing building has been explored and would seem to meet the TIC needs and fulfil the NWTB and ETC requirements. It would be an accessible building and be situated in a very desirable position for the TIC in terms of promoting the Borough to local people and visitors.

With the development of on-line information, siting a physical TIC building in only one part of the Borough will ensure that everyone has access to tourist information.

Wider TIC Provision linked to the TIC

In addition to an official TIC, there are plans to provide and service a number of Tourist Information Points. These would be sited in Libraries, Shopping Centres and Transit interchanges. This would allow the necessary outreach required to succeed in ensuring that information is available to as many people as possible.

An ERDF bid from the North Cheshire Partnership plans for a network of computer terminals, which will allow access to local attractions information, as well as links to external agencies.

The branding and profile of the new TIC will be seen as a priority. High profile events and involvement in promotional events outside the Borough will help to stimulate an increasing number of visitors, leading to growth both economically and socially for the Borough and its residents.

The Promotions and Tourism team will have a greater involvement in the planning and marketing processes, which will allow information to be given to the public and other agencies with greater efficiency. The aim is to keep the £ spend in Halton.

Utilising the TIC as a venue for talks and events will increase the throughput and profile. Links with education for promoting school visits coupled with the further development of the Tourist Forum will create links and ensure that the new TIC will act as a focus for the people and tourism industry of Halton.

It is recommended that

• A new Tourist Information Centre is set up with a shop front location in Runcorn, close to the Arts Centre to add to the impressive regeneration of the old town and add further to the profile and vitality of the area.

• There is clear signage to the new location

• the opening hours are kept under review

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9. Information and Communications Technology (I.C.T)

Research carried out by NorthWest Tourist Board identified Cheshire (including Halton) as an area of low investment in this form of communication. Following this review, a strategy for the way forward for ICT was established by NWTB, linking into the national strategy produced for the English Tourism Council.

This should establish the way forward for all local authorities and commercial operators and will identify areas which can be progressed through partnership, rather than each Authority going it alone. This will enable even small areas to maximise the opportunities available, in a cost- effective manner.

Greater Manchester, Lancashire and Sefton Council’s are already pooling resources to utilise database systems for tourism, promoting their activities such as Marketing Manchester through the English Tourism Web site. There is a National Database for events called ‘TRIPS’, which can be accessed through the Internet and the ‘Visit Britain’ site. All Tourist Information Centres use this as a reference tool for visitor enquiries.

The development of a National Tourism site, utilising databases from across the country is now being investigated. This will provide information for consumers, tourism businesses and other information providers to produce a definitive information system.

The Internet

Increasingly, the Internet is being utilised as a tool to access tourism information by those travelling to a destination, or those looking for a destination to travel to. It has provided a low cost platform to access consumers.

The internet will allow even small businesses to market themselves all over the world at low cost. This in turn will enable consumers to either purchase facilities or enable them to make decisions regarding what they will do with their expanding leisure time. The Travel & Tourism industry is expected to account for an increasing share of this rapidly growing market, having 10% at present, rising to 30% in 2003 (Computer Industry Almanac)

The Role of ICT in Developing Tourism in Halton

The development of tourism in Halton will be enhanced by the use of internet, intranet and the wider communications network. The increasing frequency of internet use by those with leisure time will continue to market the facilities and attractions we have within the borough even when council offices are closed.

There are a number of problems, as outlined in other sections of this document, with the name of Halton. If we are to market the Borough over the internet, the name Halton appears infrequently, although the names of Widnes and Runcorn are more frequent. The utilisation of search engines and the way in which meta text (the descriptor text used to name web pages) are used will facilitate links with the common names associated within the borough to the Borough name.

The marketing of any web sites placed on the internet will also have a bearing on the frequency of use. If web pages are developed to market the area, these should be announced in as many places as possible, including standard press editorial throughout the Country and beyond.

The Borough Council’s ICT Developments

38 Halton Borough Council has recently produced a web site, developed around its intranet system. The information covers councils services and activities, whom to contact etc.

The Promotions & Tourism Section do have web pages within the website. Access, to these pages, is currently being enhanced by putting links on to the introduction page of the website. However, the site is governed by its appeal. Customers are unlikely to access the Council site looking for Tourist attractions.

There are links to Tourism Operators own web pages and the development of a page on which these can be placed is in the process of being produced. Links to sites of interest for tourists such as The AutoQuest Stadium is also available, although the information contained needs to be updated frequently.

Tourism and Accommodation Operators.

The main operators and accommodation providers have their own web pages, and the smaller sites have developed links within larger sites. This has led to fragmentation of the Halton product. It is however possible to link them together on one site, thereby retaining each attraction’s own character.

Operators who currently have their own web site include the following: -

Catalyst Museum The Cycle Museum Runcorn Ski & Snowboard Centre Claymoore Navigation Norton Priory Museum & Gardens Daresbury Village and Church De Vere Hotels Forte Post House Hotels Everglades Park

Some of the larger hotels have access points within the Parent companies pages, and some of the smaller ones utilise sites which act as directories such as ‘Smoothhound’ to advertise their facilities.

The majority of smaller accommodation providers in the Borough do not have their own dedicated web site.

Access to Information.

Under ERDF Objective 2 a bid has been put forward and approved, to allow people access to tourism internet services in the shopping district of Halton, Ellesmere Port and Frodsham. The Kiosk operation will promote North Cheshire (this is the area that attracts the ERDF funding).

The initial idea is to provide travel, accommodation, attractions and events information at major travel interchanges. The site would only link up to other sites within the North Cheshire promotional area. This will enable each Borough to market their facilities and attractions to both local people and visitors to the area.

The information on the kiosks will be transferred onto a web site to enable North Cheshire to be marketed nation-wide. The branding of the site will encompass the three Councils colours, and the descriptors will include known phrases such as Cheshire, Close to Liverpool, Manchester & Chester in order to attract as many hits as possible when people use search engines to gain information.

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This project is at present on hold while discussions take place regarding the possibility of siting the Kiosk for Ellesmere Port within the Cheshire Oaks Outlet Village. This would prove a more suitable position, however it would mean that access to sites other than North Cheshire would be available to view, therefore the opportunities for the region we want to promote would be reduced.

The Cheshire Oaks Kiosk would however enable access to over 6 million visitors per year, which would be more than a site within any of the regions would get. This would increase the hit rate on the kiosk, therefore increasing its desirability for advertisers, thus reducing the cost to the partnership.

Chester Services Partnership Halton is a part of a wider partnership for this Motorway service station. Partners include Warrington, Chester City, Ellesmere Port & Neston, Vale Royal, Flint, North Wales Borderlands and the private operators of Blue Planet and Cheshire Oaks Outlet Village.

Within the Motorway Service station is a Tourist Information Point where people may browse the leaflets on display, or use the kiosk unit that is designed to show internet style information. The unit does not have access to telephone lines and the whole internet, but does store selected information for people to view on its own memory systems internally.

The unit has proved successful, although the design of the components has led to some problems with hardware failure on several occasions.

Destination Management Systems Cheshire, Lancashire and Greater Manchester are looking into utilising large databases to produce a destination management system. This style of database can contribute to many different markets for tourism.

The database could service Tourist Information Centres, providing access to up to date information on the regions. It could be used to drive kiosk based information systems, using filters to reduce any unnecessary information available.

The database could also drive web-based activities including on line booking facilities for accommodation providers and attractions. It could also provide information for media including newspapers and television companies wishing to gain information either about events, or places within the district.

Tourism Industry suppliers could also use the database to market their products to our facilities, this would also ease the way in which information flowed from suppliers and users of the facilities on offer.

If these databases were to come to fruition, joining such a scheme would enhance the way in which Halton can market its facilities.

Commerce The facility to book online for the major hotel chains already exists. For the smaller operator, this facility is beyond their means in terms of outlay for terminal equipment and secure servers on which business can be transacted.

There will come a time in the future when the cost of this facility will fall, and smaller outlets can then undertake the transition to e bookings.

A facility does exist called ‘room check’, currently operated in Chester and York, which uses a computer booking system held centrally by the local authority, which allows on line booking. This however is dependent upon each accommodation provider telephoning in each day to update the

40 rooms, which they have available. It is not thought that Halton has the accommodation capacity to invest in this style of system, although Halton could enter into an agreement with Chester or Liverpool to be a partner in such a project.

Business 2000. Discussion with Business 2000 revealed a link between tourism and local business infrastructure. It is proposed that links from all the operators web sites be installed on the Business 2000 site, as well as providing accommodation information.

The proposed installation of kiosks for Business 2000 would mean that local tourist information was available to a wider number of people, in hotels, at transport interchanges and on the World Wide Web.

Problems associated with New Technology .

The majority of the smaller operators and accommodation suppliers have either no access to computer/ internet technology, or are limited in their views as to the value of utilising this style of marketing facilities.

Bed & Breakfast and small hotel operators in the Borough have not yet registered with any of the directory suppliers for accommodation, nor have they looked into having web sites developed.

There is a need for an education and training on the use of new technology and the way in which it can work for SME’s. This would enable these operators to fully integrate with others in the Cheshire and Merseyside area.

The pace at which technology is moving would suggest that to wait and see would be a prudent approach. However people are now starting to use new technology to access information, and if Halton’s information is not available, the user may never look again for Halton as a destination.

It is recommended that

• every opportunity to develop Halton’s tourism potential using new technology be investigated to enable the marketing of attractions and accommodation.

• investigations continue with partners to enable web based developments to be achieved in a sustainable manner

• links to Business 2000 and Economic Development services are developed to bring a wider benefits to local business and tourism operators

• Halton utilises nationally recognised database systems so ensure that integration into wider networks of information provision is made available to Halton and its tourism operators.

• a series of ICT training initiatives are developed for local tourism operators so that they have a greater understanding of marketing their businesses.

Recommendations

The recommendations made throughout the strategy under the various headings have been taken to form the Action Plan.

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