Mid Regional Forum 27 January 2020

Lake Vyrnwy Hotel,

10.00am - 1.00pm Present:

Name Representing Steve Hughson (Chair) SH Royal Welsh Agricultural Society Wendy Abel WA Mid North Tourism Network Val Hawkins VH Mid Wales Tourism Arwyn Watkins OBE AW Cambrian Training Company Anthony Rosser AR BHA Wales Chair / Carwyn Jones-Evans CJE Growing Mid Wales Richard Tyler RT Beacons National Park Authority Greg Thomas GT Powys County Council Dafydd Wyn Morgan DwM Cambrian Mountains Initiative Bev Dimmock BD RSPB Jenni Thomas JT Powys County Council Mike Booth MB Dwr Cymru Welsh Water Emma Edwards-Jones EEJ Wales Activity Tourism Organisation (WATO) Jim O’Rourke JOR Aberystwyth University Rhodri Llwyd Morgan RhLlM Aberystwyth University Dylan Roberts DR Salop Leisure Rob Bullen RB Dyfi Biosphere Angela Munn AM The Lake Vyrnwy Experience Welsh Government Helen Jones HJ/REM Regional Engagement Manager, VW Gwawr Price GP/WWM Wales Way Manager, VW Peter Francombe PF Tourism Industry Support Manager, VW Catrin Elis CE Senior Tourism Marketing Manager Ann Watkin AW Head of Strategy, Operations Alignment & Planning Alan Samuel AS Regional Engagement Assistant, VW Simultaneous Translation Heledd Davies HD Heledd Ifan Davies Translation

Apologies

Rob Holt RH Deputy Director Tourism Development & Major Events, VW Lucy Von Weber LVW Head of Marketing, VW Paul Donovan PD WATO Claire Williams CW Cambrian Rail Partnership Justin Baird Murray JBM Metropole Hotel Aled Rees AR Twristiaeth Ceredigion Tourism/Cambria Tours Llion Pughe LlP Best of Wales Rowland Rees-Evans RRE Mid Wales Tourism Aled Davies AD Ann Eleri Thomas AET Ceredigion CC / Ceredigion Destination Management Partnership Julie Lewis JL Powys County Council Gareth Price GP Twristiaeth Ceredigion Tourism Rebecca Wilson RW Transport for Wales Jane Lewis JL Regional Learning and Skills Partnership

Minutes:

Welcome and opening comments – Steve Hughson SH welcomed all to the Forum, thanked AR for his hospitality in such an iconic location and highlighted Lake Vyrnwy Hotel’s continuing success.

SH provided a preview to the agenda followed by announcing the appointment of Rhidian Morgan as Visit Wales’ new Head of Tourism Development. SH wished Rhidian’s predecessor, Gerwyn Evans all the very best with his future endeavours.

SH commented on the remit of the forum; to perform as a working group and shape the Mid Wales agenda. SH explained this function will be important in the development of the Mid Wales Growth Deal.

Projects including the The Old College, Lake Vyrnwy Experience, Centre of Alternative Technology, Canal, and Dyfi Bridge indicate Mid Wales’ progress.

SH thanked VH, her team and all involved in the tourism awards and acknowledged the hard work required. He also congratulated Mid Wales Tourism on their managing of the South East Wales awards. PF reiterated thanks to Mid Wales Tourism and announced the

National Tourism Awards date as either the 6th or 7th of May. He asked for members’ feedback and concluded that 6th May was most popular date. Confirmation of this will be communicated asap.

SH invited AR to comment on the Regional Skills Partnership. AR explained the current skills development progress has been the most progressive he’d experienced in his career. AW added this period is a game changer but requires robust communication. PF linked this to the Tourism Action Plan, which will be unpacked in this meeting.

Minutes / actions from last meeting / Regional updates - Steve Hughson

Minutes for the lasting meeting were approved by AR and seconded by DR.

Actions from last meeting:

SH thanked HJ for arranging the Growing Mid Wales update today and welcomed Carwyn Jones-Evans to the meeting.

SH also thanked all members for their comments and contributions to the Tourism Action Plan.

SH acknowledged links to tourism roadshow information and presentations were sent to forum members.

HJ will arrange for the Marine Group at the June forum (to be held in Ceredigion). Due to the location, it was felt more appropriate for the Lake Vyrnwy Experience project to be invited to this meeting.

Regional updates

SH thanked those members for providing updates pre-meeting, emphasising that they were a key component in the communication process between Visit Wales and the industry. SH called for this information to be submitted in a timely fashion, when requested.

SH commented on the Dark Skies work undertaken by members, including the Cambrian Mountains Initiative. SH added that Mid Wales featuring in both National Geographic and ITV are great for the area.

DWM announced a further extension to the Cambrian Mountains project by 12 months. SH thanked DWM for his commitment to the project and all others involved.

Verbal highlights

N.B. Only late/non submissions included below; submitted reports circulated to members in advance of meeting.

DR bought tourism tax to the attention to members, the subject is being discussed throughout the UK. DR also informed members about a proposed motorhome tax, which might effect trade. Electric vehicles were also highlighted in terms of the demand of electric vehicles, range and charging point availability.

Welsh Government update – Peter Francombe PF thanked members for their input into the Tourism Action Plan. All comments were reviewed and helped to shape the direction of the plan. PF presented the condensed plan in the Open/ Croeso booklet and directed members to the “Plan on a Page”. PF also directed members to the full version on the Tourism Zone.

PF presented videos of the launch and the action plan and explained further the key messages of the plan. He provided details of the funding opportunities currently open, including the Brilliant Basics £10m fund and the £50m Development Bank of Wales fund and added further explanation of the product development areas e.g. golf, cycling and the Paradore models. PF continued to highlight the importance of regional engagement and the possible development of an open forum meeting – to engage with whole communities. An explanation around the development of Events Wales was also provided. SH noted the transformative potential of major events.

Action – AS to send members links to the full version of the plan. AS

Growing Mid Wales – Carwyn Jones-Evans

CJE explained he has been leading on the Growth Deal since Autumn 2019 (for both Ceredigion and Powys County Councils). He referred members to the briefing notes circulated prior to the forum. Having been through a steep learning curve, the current position is to develop a high-level proposition document (for government), by March 2020. The aim of the deal is to unlock further funding and the capital only project is about achieving leverage. The involvement of regional tourism representation will depend on the development of the Plan over the next year.

SH thanked CJE for his presentation and invited questions.

AW stressed the importance of the development of a strategic programme of investments to transform the region and the need to be clear about our ambition, rather than concentrating on individual projects. The growth deal is a means of fiscal stimulus and transformational change – to unlock bigger value and benefit whole regions.

VH enquired about the development of infrastructure in Mid Wales (through the Growth Deal). CJE explained the £55m over 15 years is not a huge amount and infrastructure projects are expensive.

However, encouraging further investment is a way to achieve bigger ambitions. CJE noted JT (Jenni Thomas) as the tourism development representative in the Growing Mid Wales group.

SH explained the importance of having the Growing Mid Wales project as a recurring item on the forum agenda. AS Action – to send CJE’s and JT’s contact details to members.

Action – members to receive a Growing Mid Wales update before CJE March 2020.

Action – including Growing Mid Wales on forthcoming forum HJ agendas. Visit Wales Marketing update – Catrin Elis

CE presented a marketing update to members including the bi-annual campaigns, starting with #YearOfOutdoors and showed members the current TV advert.

VH asked about the time period of the Year of Outdoors. CE explained that the thematic years are planned to be two years in duration, with planning for the next theme in the latter part of 2021. SH contributed an idea for this: The Year of Experiences.

DR posed the question about promoting those areas, such as Mid Wales, which are currently not oversubscribed. RT suggested that ambitious projects could perhaps be fed into GMW.CEJ said that this would be possible with the inclusion of private sector involvement to develop a platform for the region going forward.

Adventure Smart – Emma Edwards-Jones

EEJ presented a series of adverts (some funded by Mountain Training Cymru) which presented safety information in an up-beat a concise manner. After rises in rescue incidents, the need to coordinated safety information which is meaningful has been increasingly necessary. EEJ explained terminology is being standardised and the impact of messages is being refined to have more impact.

HJ asked where members can access the information. EEJ directed members to www.adventuresmart.uk. Resources have the same key message but can be tailored to different sectors or organisations. EEJ encouraged members to use the resources as widely as possible (but not as an aside to other marketing information).

AR asked if accommodation providers should record visitors’ journeys (expected return times etc.). EEJ explained that the risk of false calls are high and the responsibility should lie with the person undertaking the activity.

SH thanked EEJ for her engaging presentation.

The Old College – Jim O’Rourke and Rhodri Llwyd Morgan

RLM announced a £10m award from the HLF which adding to existing funds, places the project in a strong position. This is HLF’s 2nd largest funding award in Wales to date. A total £20 million pounds has been reached with £7m left to fundraise

Planning permission and architectural plans are hoped to be in place by the end of 2020. RLM explained the breath of partnership has captured people’s imagination and on target to capture year-round use of the building. Grateful for the funding and support, RLM explained prices can escalate and therefore planning for this. RLM praised JOR for transforming the project and developing the commercial elements.

JOR provided members with some history of the Old College, including its building, uses and architecture. JOR illuminated the challenges ahead in developing such a large, listed building and have it pay for itself. A parking agreement has been agreed with the Church and an atrium will be built at the rear (with modern elements which can’t be added to the listed building). JOR added ideas includes weddings and events with sea views, 31 suite accommodation and café. JOR continued to explain development ideas such as a science museum, Victorian lecture theatre, university research space, galleries – and many more development ideas. JOR highlighted the large promenade footfall, which will be key to the project’s success.

SH thanks both RLM and JOR for their informative and illustrative presentation.

The Lake Vyrnwy Experience – Angela Munn

AR introduced AM and explained the project had been formed between: Hafren Dyfrdwy, RSPC, Lake Vyrnwy Community Council and Lake Vyrnwy Marketing Association.

AM explained the project group was formed to create a £7m+ bid to promote the valley. A project which has been a decade in the making, it’s about sustainability as well as promotion. For example, looking at the transition for upland farmers following Brexit.

AM is hopeful for a project submission in May 2020, which if successful will leave a target of £500k to reach. AM explained further about the need to invest in infrastructure and in a vision for the valley.

Mission Statement: we would like our hidden gem to reimagined, revitalised and revealed.

Aims:  Natural Heritage project  Destination Management  Visitor Centre & Hub development  Outdoor Education and Events space  Community and Volunteer Engagement.

AR commented on the bid process, which he feels has been enlightening. AR added since visiting the Elan Links project, the idea forming a Trust looks favourable.

HJ enquired about economic targets, to which AM explained their business plan has targets for 5, 10, 15, 20 years. AR added the first emphasis is about building upon the length of time spent in the Valley.

SH thanked AM for her presentation and wished it every success.

AOB

AW explained to the group the change from Regional Economic Plans to Regional Economic Frameworks (i.e. the prosperity for all WG framework). This involves a common set of priorities, which develops regions. This is promoted through a number of events which are formed upon a co-design and co-delivery model. A Stakeholder Engagement Participation document will be developed – with engagement events happening at the end of the year.

GP directed members to the Wales Way guide, produced to highlight the development of the routes. GP invited all members to contact her with any questions or ideas.

PF invited members to look at the fuller plan on the Tourism Zone, and to also think about where and when the open forum should take place.

Date of next meeting Thursday 25th June The Old College, Aberystwyth

Action – to arrange the Marine Group to present at the next HJ forum.