Blackpool Council Overview and Scrutiny - Improving Services for the Community
ILLUMINATIONS INVESTMENT SCRUTINY FINAL REPORT
Illuminations Investment FINAL REPORT Blackpool Council Overview and Scrutiny - Improving Services for the Community
CONTENTS PAGE
1.0 Foreword by Chairman 3
2.0 Background Information 4
3.0 Methodology 5
4.0 Detailed Findings and Recommendations
4.1 Promenade Collections and Small Scale 5 Donations 4.2 Sponsorship 7 4.3 Local Business Collections 8 4.4 Memorabilia Sales 10 4.5 Car Parking 11 4.6 Events 11 4.7 External Funding 12
5.0 Conclusion 13
6.0 Financial and Legal Considerations 13
Action Plan 16
Appendix A – Meetings of the Working Group
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1.0 Foreword
Blackpool Illuminations are the number one tourist attraction in Blackpool, generating tremendous visitor numbers and trade for the town. They are a unique, world famous series of events, extending the tourist season and providing revenue for businesses and employment for local people.
The Illuminations are a significant financial commitment for the Local Authority, especially in difficult economic times. In the past, a significant amount of the funding for the illuminations has been provided by donations from the private sector, collections from the public and sponsorship. However, this funding has decreased significantly in recent years. The Tourism and Regeneration Overview and Scrutiny Committee agreed to investigate this issue, while analysing alternative methods for generating increased funding directly for the Illuminations.
A part of the scrutiny review process, Members examined why businesses, both large and small, now donate so little money, why the direct collections from the public have declined and why merchandising and sponsorship have never really proved significant. As a result, we have produced a series of recommendations covering all these areas and hope that most of them can be pursued for the benefit of the town. We have also given due regard to financial implications as we are aware that all Local Authorities are facing significant budgetary restraints, both in the short and long term. Therefore, we have tried to ensure that the recommendations have no financial implications or will be able to return the initial necessary expenditure through generating increased income on a long-term basis.
On behalf of the Working Group, I would like to thank the officers within visitBlackpool and the Council’s Illuminations department who contributed to this scrutiny review so that it could be completed in a timely manner. I also freely acknowledge the help and assistance given to me by the other Councillors on the Committee.
Councillor Robert Wynne
Chairman of the Tourism and Regeneration Overview and Scrutiny Committee
July 2010
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2.0 Background Information
2.1 In January 2010, the Tourism and Regeneration Overview and Scrutiny Committee considered a report which detailed the current sources of investment to the Council’s Illuminations. These included the Promenade collection, a collection from local businesses and from the sponsorship of features. The revenue generated by these ‘traditional’ methods has been declining year-on-year for the last couple of decades. For example, donations from visitors and local business have declined from £353,500 in 2002/03 to £147,700 in 2008/09. This situation means that unless other resources become available, there will be a very limited capacity to build new features to refresh the annual lighting display. Much of the core funding from the Council is exhausted in erecting, dismantling and maintaining the nine-week event.
2.3 There have been a number of attempts to generate investment through alternative methods, such as through branding of the event and the sale of Illuminations memorabilia. However, all but one of those initiatives have either lost money or broken even. Furthermore, the availability of Government grants and funding for the Illuminations is likely to diminish and the contracting out of the Illuminations service cannot guarantee cost savings or improved delivery. In light of these issues, Members consider that it was essential that a detailed exploration and assessment of potential sources of investment to secure a sustainable funding stream to the Illuminations.
2.4 It was therefore agreed in January 2010 that an Illuminations Investment Scrutiny Working Group be established. Councillors Julian Minuer, Robert Wynne, Tony Brown and Fred Jackson volunteered to sit on the Working Group and upon first meeting, agreed to the following objective:
“to ascertain sources of funding and investment to improve and sustain the provision of Illuminations in Blackpool.”
2.5 In April 2010, Councillor Jackson was replaced by Councillor Gary Coleman on the Tourism and Regeneration Overview and Scrutiny Committee, and therefore also on the Working Group, for the Municipal Year 2009/10.
2.6 Issues that were considered throughout the course of the review included:
• Background information relating to current sources of investment. • An outline of alternative investment attempts and an analysis of why these were unsuccessful, relating to the following: - small scale donations - sponsorship / advertising - street collections - memorabilia sales - toll charging - events - external funding • The level of investment/sponsorship required to sustain the Illuminations. • An investigation into potential investment sources, with careful consideration of brand image.
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2.7 Blackpool Council Corporate Plan 2010/11
2.7.1 It was identified that the scrutiny review would help the Council to achieve the following goal and objective as outlined in the Corporate Plan 2010/11, including:
Goal 1 – Improve Blackpool’s Economic Prosperity
• Provide high quality, all year-round reasons to come to Blackpool.
3.0 Methodology
3.1 During the review, the Working Group consulted with visitBlackpool and the Illuminations division to discuss the strengths and limitations of previous funding methods and consider alternative techniques to increase sources of income and evaluate sponsorship opportunities. An outline of the meetings is attached at Appendix A.
4.0 Detailed Findings and Recommendations
4.0.1 The following evidence outlines the background information relating to previous funding and investment attempts for the Illuminations, together with recommendations relating to solutions that the Working Group believes will attract increased funding.
4.1 Promenade Collections and Small Scale Donations
4.1.1 Members consulted with the Illuminations division and the Assistant Director for Enterprise and Business Development to gather evidence and information on the collection of small scale donations. This is principally undertaken via designated collection huts that are located at the start and end points of the Illuminations along the Promenade, to encourage passing motorists to donate to the Illuminations. On average, this yields around £114,000 per year. Other forms of small scale donations are acquired through collection boxes, the Friends of the Illuminations scheme and a bucket roving collection, which in total generates on average an additional £4,000 per year.
4.1.2 The level of funding acquired through the Promenade collection system has been declining progressively over the past decade, suggesting that visitors are becoming increasingly reluctant to donate to the attraction. For example, officers from the Illuminations division and visitBlackpool reported that in their experience, some visitors used alternative routes to purposely avoid the collection points along the Promenade.
4.1.3 The Working Group considers that the image of the collection huts is outdated and uninviting. They have not had a revamp in a number of years and do not actively encourage donations. Therefore, Members recommend that the collection huts be redesigned and enhanced to provide a more entertaining and interactive service to visitors, which would add to the overall Illuminations experience.
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4.1.4 Members are conscious that the Council is facing severe budgetary constraints and has more pressing priorities than investment in the revamp of collection huts; however, they would like to point out that any spend on the huts would be a valuable investment as it will generate increased donations and achieve an enhanced tourism experience. Furthermore, consideration to the sponsorship of the huts should also be explored as a means of paying for the revamp and continued maintenance.
Recommendation 1
That the Promenade collection huts are improved / made more interactive, with
consideration made to sponsorship opportunities.
4.1.5 It was also considered that the collection employees operating the huts could also provide a more interactive and entertaining service for visitors. For example, their uniforms could be more visually appealing and represent a Blackpool theme. Members note that the uniforms will still need to retain the necessary safety elements due to the location of staff on the highway. Both Recommendations 1 and 2 are supported by the Illuminations division who understand the significant value and return in this form of investment.
Recommendation 2 That the uniform of the collection staff is improved / made more entertaining.
4.1.6 Another issue relates to the significant reduction to the level of donation per visitor, suggestion that individuals are either reluctant to donate or do not perceive any benefit from donating. In order to encourage donating, Members consider that the Council should capitalise on this opportunity to increase the promotion of its tourism assets whilst providing visitors with something in return. For example, discount vouchers for Blackpool attractions and venues could be issued in return for a contribution. This would not just encourage donations, but also promote the attractions and increase tourism by encouraging the visitors to use the discount vouchers. Furthermore, as the Council now owns a number of major attractions, such as the Blackpool Tower, the Sandcastle and Louis Tussaud’s Waxworks, the recommendation may not create any cost implications for the Council.
Recommendation 3 That discount vouchers for other Blackpool attractions and venues be handed out in return for donations at the Promenade collection huts.
4.1.7 At the collection huts, visitors often query where their donations are directed to and are reportedly, on occasion, disappointed when they are advised that it goes to the Council or the Illuminations. This demonstrates two issues: first, that donators may not be aware that their contribution goes directly back to the Illuminations; and second, that the perception of donating money to a Council is deemed unfavourable and inappropriate. To resolve this, Members recommend that improved awareness that the money goes direct back to the Illuminations budget (and that this is used to maintain the displays and create new features) is essential and that the collection employees receive sufficient training to enable them to explain this to visitors.
Recommendation 4
That collection hut employees be trained to educate and increase awareness to visitors of the donations process for the Illuminations.
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4.1.8 It is also recommended that teaming up with a well-established local charity and awarding them with a certain proportion of the collection will encourage more individuals to donate. This will also achieve increased positive publicity for both the Council and the charity, which is an incentive for them to also participate in the collection.
Recommendation 5 That the Illuminations department explores the possibility of working in partnership with a well-established local charity for collections and awarding the charity with a certain per cent of the collection.
4.2 Sponsorship
4.2.1 Over the years, the Council has been unsuccessful in attempts to secure a single major sponsorship partner for the Illuminations. While this would generate a sustainable funding stream to the division to help maintain and improve the Illuminations, despite its best efforts the Council has faced numerous challenges in creating sponsorship interest. Predominately, it is difficult to quantify a return for the sponsorship deal due to the nature of the attraction as the majority of the visitors simply drive through the Illuminations. Furthermore, because it is a visual attraction, many companies do not understand what Blackpool Illuminations is, as an event.
4.2.2 In previous years, an online gambling company had been willing to consider being a sponsor. However, this was during 2008 at the time when Blackpool’s application for a resort casino was being considered, and therefore it was felt that the sponsorship could potentially cause conflict for the Council.
4.2.3 The Illuminations division advised that to date, almost all sponsorship has been for the creation of a small section or feature for local and national businesses. The sponsorship money was only sufficient to cover manufacturing costs and therefore did not yield any additional income for the Council. The division regularly made sales calls to a number of local, regional and national businesses to gauge interest in the design of a feature; however, this was very resource intensive and not cost effective.
4.2.4 The Working Group considered other forms of sponsorship that would still attract the interest of businesses, but would be more cost effective for the Illuminations to provide. Members consider that the level of interest already gained from businesses for the provision of small Illuminated features was promising and felt that similar provision could be made for small local businesses.
4.2.5 Existing electronic signage displays at the Welcome Arches are considered ideal for a nightly sponsorship deal for local businesses, as it provides them with an opportunity to market their own business. Sponsorship fees could be set according to popularity and potential catchment for the evening, for example, Saturday and Sunday evenings would be at a higher price due to the increase in visitors. The Illuminations division has advised that this would be at no extra cost to the Council as it would use existing equipment.
Recommendation 6 That local businesses are invited to sponsor the Illuminations on a nightly basis, making use of the existing electronic signage.
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4.2.6 The Working Group also considers that the ‘switch on’ of the Illuminations is an event that is extremely popular for the town, which could also be capitalised on in terms of generating sponsorship opportunities. Members feel that the offer of a nightly ‘switch-on’ should be explored to enable local businesses to be photographed switching on the Illuminations in return for sponsorship. Again, this would be at no cost to the Council.
Recommendation 7 That the offer of a nightly ‘switch-on’ be explored to enable local businesses to be photographed switching on the Illuminations in return for sponsorship.
4.2.7 With regard to securing large scale sponsorship, Members recommend that one premium brand be secured for the Illuminations, who would work with the Council to maximise marketing and promotional opportunities. This brand would need to be able to make returns for itself on a significant scale and should be allowed to directly market their products to Illuminations visitors.
Recommendation 8 That one premium brand be secured for the Illuminations, who will work with the Council to maximise marketing and promotional opportunities. This brand should be able to make returns for itself on a significant scale and be allowed to directly market their products to Illuminations visitors.
4.3 Local business collections
4.3.1 This is predominately undertaken via a team of collection staff visiting local businesses to encourage them to donate money for the provision of the Illuminations, in the hope that local businesses will recognise the impact that the event has on generating increased visitors to the town and therefore increased trade.
4.3.2 The Illuminations division advised that funding in this area has decreased over the past decade to around £27,000 in 2009. Previously a team of collectors was appointed to undertake this role; however, due to the associated costs, it has been replaced by the Illumination’s administration team who now only contact businesses that have donated in previous years. The level of donations varies significantly between businesses and there is no correlation between the size of a business and the level of donation.
4.3.3 The key issue with this form of donation relates to the perceived lack of value to contributors, in that they do not feel that they gain anything in return for making a donation. In addition, the recent recession of the economy has had a significant impact on local businesses, with owners becoming increasingly prudent with business spend. Members believe that a culture change is required in this area, to stop Illuminations donating being perceived as an ‘appeal fund’. Instead, a membership and rewards scheme should be developed, where local businesses receive recognition and opportunities in exchange for their investment. Such a scheme will be at no extra cost to the Council in order for it to be sustainable and cost effective and it is suggested that the minimum donation for the reward scheme be £100. The following incentives could be offered as a reward package:
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• allocation on a designated night as the official sponsor for the Illuminations, using the existing electronic signage display; • free or reduced price invitations to Council-run events (at no cost to the Council); • reduced or free entry to Blackpool owned tourism assets (at no cost to the Council, as outlined at paragraph 4.1.6; • a presence on the visitBlackpool web site as an official supporter (for accredited businesses only); and • higher level donations, such as £500, to secure greater rewards, such as VIP or Golden Circle admission to the Switch On event.
4.3.4 Members consider that it is important to reward those businesses that have continued to contribute to the Illuminations over previous years and therefore recommend that the reward scheme be extended in the first year only to those businesses who have donated over a period of time, but not to the £100 minimum. It is hoped that once they receive and experience the reward package for the first year, they will be encouraged to make minimum donations in future.
Recommendation 9 That a reward scheme be developed to offer a package of incentives for local businesses, with the minimum donation being £100, and that this be extended in the first year only to those businesses who have donated over a period of time, but not always to the £100 minimum.
4.3.5 Members are conscious of the advice provided by the Illuminations division and visitBlackpool that there are insufficient resources to effectively market, manage and administer such a reward scheme without the recruitment of an extra employee. They are mindful that the Council is currently facing severe budgetary constraints and is therefore not in a position to recruit additional employees without thorough consideration and an identified need.
4.3.6 In light of this, the Working Group recommends that the possibility of appointing a company to undertake the collection and administration of the reward scheme on behalf of the Council be explored. To avoid cost implications, the company should be paid on a ‘commission only’ basis, such as at a small proportion of the donations that they secure. Members have been advised that by the Illuminations department that this is possible and that the Council had previously explored the possibility of contracting a company to operate on a “no success, no fee” basis.
4.3.7 Members point out that the reward scheme could still be promoted and managed by the current Illuminations team that undertake the annual business collection. However, for the scheme to be as advantageous as possible and be used to its full potential, the appointment of a third party company should be explored as the preferred option.
Recommendation 10 That consideration is made to business collections being undertaken by a private company on a ‘commission only’ basis.
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4.4 Memorabilia sales
4.4.1 For the 2008 Illuminations period, the Council first attempted to sell official Illuminations memorabilia and illuminated toys through the Tourist Information Centre and a number of licensed mobile sellers along the Promenade. Despite this being a positive idea to generate additional income, it encountered a number of issues including:
• the location of the Tourist Information Centre, which is not in a prime location for visitors; • visitors are unable to differentiate between official and illegal sellers, therefore the Council does not have full share of the market; and • increased enforcement is required to restrict the sale of illegal goods that claim to be official Council product.
4.4.2 In light of these issues, the income generated by memorabilia sales does not offset the running costs and is therefore, to an extent, a futile exercise. However, Members still consider that the sale of memorabilia is a constructive way of generating income, whilst enhancing the town’s tourism offer. They are mindful that all major national attractions and events offer souvenirs to visitors, yet agree that a more effective and robust sales method in Blackpool is required.
4.4.3 To rectify these issues, Members recommend that the goods should be sold at key Council outlets, such as designated vans along the Promenade and via the visitBlackpool web site, with all profit directed back to the Illuminations budget.
4.4.4 Furthermore, the standard illuminated goods that are sold by illegal traders are cheap to manufacture and look very similar to existing Council products, therefore Members feel that Council goods need to be unique and of a higher quality so that visitors can easily identify them. A number of images have recently been designed that are unique and exclusive to Blackpool and Members recommend that the images be used to formally brand memorabilia items and create miniature versions of the Illumination displays, such as a mini working version of the Tableaux.
4.4.5 The Working Group also consider that the annual Illuminations Switch On is one of the town’s biggest and most popular events which should be capitalised on in terms sales opportunities. In light if this, it is recommended that a range of Switch On memorabilia be designed exclusively for sale during the Switch On weekend, incorporating the official Blackpool logo.
Recommendation 11 That Council memorabilia products are unique and of a high quality and that exclusive designs are used to formally brand memorabilia items. In addition, a range of Switch On memorabilia be designed exclusively for sale during the Switch On weekend, incorporating the official Blackpool logo.
4.4.6 Officers from visitBlackpool advised the Working Group that the Illuminations DVD was the most popular download on the visitBlackpool web site, averaging around 850,000 hits per year. Such popularity could be capitalised on, with the introduction of a small fee, no more that £1.00, to download the DVD, with the
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income directed to the Illuminations budget. Members are aware that the current DVD is out of date and agree that in order to justify a £1.00 fee, it needs to be current and of a high quality. While the creation of a new DVD may incur a cost to the Council, this would be a worthwhile investment in terms of a) increasing downloads and therefore generating income, and b) presenting a higher-quality image of Blackpool, thereby contributing to the Council’s aim of a ‘world class destination’. To achieve cost effectiveness, Members suggest that the Illuminations department work in partnership with the Blackpool and the Fylde College to design and produce the DVD.
Recommenda tion 12 In partnership with the Blackpool and Fylde College, the Illuminations DVD be updated and be available for download via the visitBlackpool web site for a small fee (£1.00 maximum).
4.5 Car Parking
4.5.1 During the course of the review, Members considered methods that could be used to encourage tourists to park their cars and visit the Town Centre. There was a concern that a proportion of Illuminations visitors simply drove down the Promenade and did not park up and spend money in the town. To rectify this, it is recommended that the new headland space along the Promenade be used as an opportune location for car parking and that the parking fee revenue be directed back to the Illuminations budget.
4.5.2 Members are aware that the headland space is predominately for leisure activities and events and therefore recommend that parking should only be provided on temporary business during the Illuminations period and on the most popular evenings. This should also be on condition that the headlands would not be required for any other purpose during those hours.
4.5.3 Temporary parking could be managed by the Council’s Parking Services team, without the installation of designated spaces or parking features. Parking officers could be advised on a temporary parking layout for the headland, manage and control the inflow of traffic and collect parking charges form motorists upon entry to the car park.
Recommendation 13 That the possibility of using the new headland space along the Promenade be explored as an opportune location for temporary car parking and that the parking fee revenue could be directed back to the Illuminations division.
4.6 Events
4.6.1 The Illuminations Switch On ceremony is recognised as one of the town’s most popular events, attracting significant crowds and achieving nationwide interest and promotion. Members are aware that in previous years, opportunities to maximise and expand the event have been limited due to the sponsorship contract with BBC Radio 2. However, following Radio 2’s withdrawal from the 2010 event, Members consider that this provides the Council with an opportunity to commercialise the
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event and explore alternative sponsorship options. It is recommended that a similar approach be used not just for the Switch On ceremony, but for all major events within the town.
Re commendation 14 That the Council explores sponsorship opportunities for all major events.
4.6.2 Consideration was also made as to how the Illuminations, as an attraction, could become more interactive and entertaining for visitors. Members consider that the new Promenade headland space is an opportune location to host live acts and performances, which would add a new dimension to the Illuminations experience. They suggest that these performances could be Council-run or operated by event companies.
Recommendation 1 5 That the Council explores the possibility of providing live acts and performances on the Promenade headlands to coincide with the Illuminations period and that these either be Council-run or operated by events companies.
4.7 External funding
4.7.1 The Working Group is aware that the Illuminations division has been successful in its bid to the Heritage Lottery Fund for the preservation of its Illuminations archive. While Members agree that this is a great success and has congratulated the division on its achievement, unfortunately the grant is very specific and cannot be allocated towards the development and creation of new features. Members consider that it is crucial that the division continues to refresh and redevelop the Illuminations displays so that the attraction continues to be appealing to returning visitors and expands and develops in line with the redevelopment of other major attractions in the town.
4.7.2 Other sources of funding have been successfully awarded over the past two to three years, however, these are due to expire over the next 18 months and alternative sources will need to be identified. Members are also aware that the level of funding available externally has significantly decreased in light of the reduction to public sector grants and understands that the Council has more significant and important priorities for the town in terms of its investment and regeneration. They therefore recommend that every attempt should be made to explore other sources of external funding that could provide the Illuminations division with a one, two or three-year income to continue to enhance the displays and create new features.
Recommendation 16 That the Council continues to explore potential sources of external funding for the Illuminations department.
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5.0 Conclusion
5.1 The Working Group considers that the decreasing income to the Illuminations budget is an issue that needs to be addressed urgently. The Illuminations is one of the town’s key assets which attracts around 3.5 million visitors annually to experience the light show. It is renowned world-wide and is an essential strand to Blackpool’s heritage. Members believe that the Council’s recent acquisition of the major tourism assets of the Tower, the Winter Gardens and the Golden Mile, will create a significant focus on the town and will enable Blackpool to capitalise on it’s tourism offer. These assets are set to improve significantly over the next few years, helping to achieve the Council’s ambition of developing and providing a ‘world class destination’. It is therefore essential that as a major strand to the town’s tourism offer, the Illuminations continue to be improved and extended inline with the regeneration of the town in order to achieve a high quality experience for visitors.
5.2 However, the Working Group is mindful that in light of the economic climate, together with the increasing pressures to the local authority budget, the Council does not have the resources to invest heavily in the improvement and sustainability of the Illuminations. This means that unless other resources become available, there will be a very limited capacity to build new features to refresh the annual lighting display. Much of the core funding from the Council is exhausted in erecting, dismantling and maintaining the nine-week event. Therefore, to an extent, the Illuminations must endeavour to become a self-sustaining asset. Inexpensive, but valuable methods of generating income are key to the continuation of the Illuminations and during the course of the review, the Working Group examined and assessed a range of potential techniques that could financially assist and support the department.
5.3 Members consider that a number of the recommendations contained within this report will provide a number of ‘quick win’ solutions that will:
a) enhance the visitor experience of the Illuminations; b) encourage visitors to donate more to the attraction or purchase memorabilia; c) capitalise on the attraction and add more value to it as a major asset; and d) demonstrate the benefits of business donations to proprietors.
5.4 They also believe that the recent success of Blackpool Football Club and the tourism partnership with Merlin Entertainments, will generate significant promotion and recognition of the town as a popular family destination, thereby making it easier to attract major sponsorship deals for the Illuminations and other key assets.
6.0 Financial and Legal Considerations
6.1 The Working Group is mindful that all local authorities are facing severe budgetary constraints on both a short and long-term basis and appreciate that any expenditure will need to be assessed according to the priorities of the Council. It has therefore attempted to ensure that the majority of the recommendations will have no financial implications or will be able to return initial costs through generating increased income.
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6.2 With regard to Recommendations 1 and 2, expenditure will be required in order to redesign the collection boxes and enhance the uniforms of collection staff. Members are aware that the Illuminations department has a limited budget, but following consultation with the department would like to highlight the following:
a) a short-term investment in the improvement of the collection boxes will generate long-term increased income through donations, thereby the investment will pay itself off after a number of years; and
b) the possibility of securing a sponsorship partner for the collection boxes who will be able to market directly to visitors, with the sponsorship fee used for the improvement of the collection boxes, thereby not requiring any investment from the Council.
6.3 The Working Group agrees that the second option is the most favourable as it would not result in a cost implication, however, it believes that should the Council be unable to secure a sponsorship partner, that the first option would still be an extremely worthwhile investment.
6.5 There is also a cost associated with Recommendations 11 yet Members believe that similar to other projects, the initial expenditure will soon be returned when the sales of memorabilia have increased.
6.6 With regard to Recommendation 12, the creation and production of a new Illuminations DVD would incur a significant cost to the Council and therefore Members stress that the Blackpool and Fylde College be encouraged to produce the DVD in partnership with the Council, to minimise costs. As with other recommendations, the additional income generated by the project will pay for the initial expenditure.
6.7 In relation to car parking on the Promenade headlands, as outlined at Recommendation 13, the conditions of the Traffic Regulation Order in place will need to be reviewed to ensure that there is a provision for temporary vehicle use in certain circumstances. In addition, there will a requirement for parking attendants to direct motorist, collect parking fees and monitor vehicles. Members suggest that the Council’s Parking Services be asked to provide staff and that payment for the service be sourced from the parking income, thereby incurring no additional cost to the Council.
6.8 The Working Group is aware that visitBlackpool will be testing the Promenade headlands to ascertain the feasibility of hosting live events and performances. These findings will help to determine the viability of Recommendation 15 and therefore Members suggest that advice from visitBlackpool is taking into account once the series of tests events has been undertaken.
6.9 With regard to resources, Members appreciate that both the Illuminations division and visitBlackpool are stretched and do not have a specific remit to chase sponsorship or marketing opportunities, as outlined at Recommendations 8, 9, 14 and 16. As a result, no one is currently exploring sponsors, donors or other opportunities that can generate increased income for the Illuminations. Members therefore recommend that either an employee be given this task to the exclusion of other duties, or that the possibility of contracting a private business to
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undertake this work on a commission-only basis be explored, as outlined at Recommendation 10. In addition, it is suggested that the new arms length management company, Marketing Blackpool, may be able to incorporate this work into its remit, once formally established.
6.10 Comments from Section 151 Officer
6.10.1 The following comments were provided by the Section 151 Officer to demonstrate the financial considerations that need to be acknowledged in respect of four recommendations included within the report. These would require further costings, as follows:
• Recommendation 1 – This would benefit from additional information regarding specification, a business case and payback expectations.
• Recommendation 2 – This would expect relatively insubstantial costs, dependent on the numbers of staff. The suggestion later in the report regarding partnering with a charitable organisation could increase this cost.
• Recommendation 11 – At this stage there are no indications of the cost of design or margin expectations. There will inevitably be a risk of over quantities, seasonal residue, etc.
• Recommendation 13 – This is on the assumption that no parking bay markings would be displayed, there would need to be a cost/benefit analysis to determine the likely income stream, cost of staff supervision / enforcement, and/or the opportunity/loss if another event was earmarked for the Promenade areas.
• Paragraph 6.9 – This refers to additional resources required to approach sponsors and locate new sponsors, which is suggested could be part of the remit of Marketing Blackpool, or alternatively conducted in conjunction with the private sector on a commission basis.
6.11 Comments from Legal
6.11.1 Legal Services has confirmed that they have nothing to add to this report at this stage in relation to any arising legal implications.
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Illuminations Investment Scrutiny Action Plan
Recommendation Cabinet Member Rec Accepted Target Date Lead OSC Notes Comments by Executive? for Action Officer Update
Promenade Collections and Small Scale Donations
R1 That the Promenade collection Agreed – the huts For start of Richard huts are improved / made more need to be more Illuminations Ryan interactive, with consideration effective at 2011 made to sponsorship opportunities. publicising that all donations go Section 151 comments: This would directly to for the benefit from additional information Illuminations. regarding specification, a business case and payback expectations.
R2 That the uniform of the collection Agreed. For start of Richard staff is improved / made more Illuminations Ryan entertaining. 2011
Section 151 comments: This would expect relatively insubstantial costs, dependent on the numbers of staff. The suggestion later in the report regarding partnering with a charitable organisation could increase this cost.
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R3 That discount vouchers for other Agreed – For start of Natalie Blackpool attractions and venues businesses be Illuminations Wyatt be handed out in return for invited to pay for 2011 donations at the Promenade their discount collections huts. vouchers to be printed and included in a pack.
R4 That collection hut employees be Agreed. For start of Richard trained to educate and increase Illuminations Ryan awareness to visitors of the 2011 donations process for the Illuminations.
R5 That the Illuminations department Agreed – with the For start of Alan explores the possibility of working stipulation that the Illuminations Cavill in partnership with a well- charity would 2011 established local charity for receive 10 per cent collections and awarding the above a charity with a certain per cent of determined level of the collection. collection.
Sponsorship
R6 That local businesses are invited to Agreed. For start of Alan sponsor the Illuminations on a Illuminations Cavill nightly basis, making use of 2011 existing electronic signage.
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R7 That the offer of a nightly ‘switch Agreed – due For start of Alan on’ be explored to enable local consideration Illuminations Cavill businesses to be photographed required to staffing 2011 switch on the Illuminations in return requirements and for sponsorship. cost implications. Also, the recommendation should be extended to include residents and visitors the opportunity for special occasions, with the possibility of developing a ‘package deal’ to include food and accommodation.
R8 That one premium brand be Agreed. For start of Alan secured for the Illuminations, who Illuminations Cavill will work with the Council to 2011 maximise marketing and promotional opportunities. This brand should be able to make returns for itself on a significant scale and be allowed to directly market their products to Illuminations visitors.
Illuminations Investment Page 18 of 22 FINAL REPORT Blackpool Council Overview and Scrutiny - Improving Services for the Community
Local Business Collections
R9 That a reward scheme be Agreed. For start of Alan developed to offer a package of Illuminations Cavill incentives for local businesses, 2011 with the minimum donation being £100, and that this be extended in the first year only to those businesses who have donated over a period of time, but not always to the £100 minimum.
R10 That consideration be made to Agreed – with an For start of Alan business collections being investigation into a Illuminations Cavill undertaken by a private company more positive 2011 on a ‘commission only’ basis. image for the collection.
Illuminations Investment Page 19 of 22 FINAL REPORT Blackpool Council Overview and Scrutiny - Improving Services for the Community
Memorabilia Sales
R11 That Council memorabilia products Agreed – good For start of Natalie are unique and of a high quality should be Illuminations Wyatt and that exclusive designs are sustainable and 2011 used to formally brand memorabilia timeless, while still items. In addition, a range of having a memento Switch On memorabilia be element for a designed exclusively for sale particular year / during the Switch On weekend, event. incorporating the official Blackpool logo.
Section 151 comments: At this stage there are no indications of the cost of design or margin expectations. There will inevitably be a risk of over quantities, seasonal residue, etc.
R12 In partnership with the Blackpool Agreed – although To be Alan Discussions will start now with and Fylde College, the dependent on considered – Cavill the College in case there is Illuminations DVD be updated and available depending work which needs to be done be available for download via the resources. on the during this season . visitBlackpool web site for a small Possibility of doing availability of fee (£1.00 maximum). this as an IPod the College Application and so and whether need to investigate they need to the best technology film the for this. Illuminations.
Illuminations Investment Page 20 of 22 FINAL REPORT Blackpool Council Overview and Scrutiny - Improving Services for the Community
Car Parking
R13 That the possibility of using the Rejected on the For start of Alan new headland space along the ground of safety Illuminations Cavill & Promenade be explored as an and proposed 2011 Shirley opportune location for temporary usage of the Young car parking and that the parking headland space, fee revenue could be directed back though may be to the Illuminations division. revisited in the future. Suggestion Section 151 comments: This is on that instead, an the assumption that no parking bay investigation be markings would be displayed, undertaken to there would need to be a explore ways in cost/benefit analysis to determine which visitors can the likely income stream, cost of be encouraged to staff supervision / enforcement, park their cars and and/or the opportunity/loss if experience the another event was earmarked for Illuminations on the Promenade areas. foot.
Events
R14 That the Council explores Agreed. Ongoing. Natalie sponsorship opportunities for all Wyatt major events.
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R15 That the Council explores the Agreed. Ongoing. Natalie possibility of providing live acts and Wyatt performances on the Promenade headlands to coincide with the Illuminations period and that these either be Council-run or operated by events companies.
R16 That the Council continues to Agreed. Ongoing. Natalie explore potential sources of Wyatt external funding for the Illuminations department.
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