Civic Centre, Castle Street, Merthyr Tydfil CF47 8AN Main Tel: 01685 725000 www.merthyr.gov.uk Report to Scrutiny Date Written 17th November 2014 Report Author Scrutiny Section Service Area Scrutiny Committee Date 24th November 2014 To: Chair, Ladies and Gentlemen Destination Merthyr Tydfil Presentation PURPOSE OF THE REPORT: To provide information for the Scrutiny Committee 1.0 ISSUE(S) FOR CONSIDERATION 1.1 The captioned topic has been placed on the Committees Work Programme. 1.2 Information has been provided for the Committee and is attached in the form of a presentation. 1.3 Officers will be present at the meeting to address any questions the committee may have. 1.4 The Committee will decide at the meeting how it wishes to progress matters. SCRUTINY SECTION MTCBC BACKGROUND PAPERS Title of Document(s) Document(s) Date Document Location ActionsDestination Merthyr Tydfil Review Chris Long, Alyn Owen and Beth Jones Economic Development Demystifying Destination Management How do we deliver effective Destination Management? • Buy-in from all departments/stakeholders/sectors involved •ActionsWorking in partnership to make sure there are no gaps or failures in the provision. Some of the important pieces that make up the entire destination include: • Car parking, toilets, leisure centres, parks and visitor information • Accommodation, activities and attractions • Cultural, Heritage and Countryside Experiences • Interaction with the local Community • Town Centre/Urban Development Visit Wales recognise that the role of Destination Management co-ordination should be fulfilled by Local Government, which clearly confirms the Council identifying Tourism as a Corporate Priority. Destination Merthyr Tydfil Merthyr Tydfil Tourism Destination Management Plan 2013 Priorities •ActionsPerception Change • Destination Development • Product Development Themes • Activity Tourism • Cultural & Heritage Tourism 2014 Review • Investment results • Baseline for 2015 plan Destination Review 2014 Achievements • Development of Tourism Attraction Product •ActionsCommunication (internal meetings) • Cyfarthfa Partnership Communication Meeting (promotions/website) • Promotions (National Trust vote) • Tourism Signage Work – Capital Regional Tourism Funding Opportunities • Trails – Active Travel Act • Focus on Activity Tourism (film) now leading to Cultural/Heritage Tourism development • Zoned focus on Activity/Business Development (North of Merthyr) • Funding Examples of Press Actions Visitor Figures Cyfarthfa Castle & Park 2013 – 527,342 2014 – 289,337 (to date) Actions Bike Park Wales 2013 – 36,737 (opened Aug 2013) 2014 – 29,635 (to date) Cyfarthfa Castle & Park remains the 3rd most popular free attraction to visit in Wales, with Bike Park Wales receiving National & International press/pr attention Taff Bargoed • Strategic Partnership being developed in Taff Bargoed • Most recent footfall figures for Parc Taf Bargoed show an increase in usage Merthyr Tydfil Tourism Visitor Figures (Calendar year) 2012 – 954,120 2013 – 986,520 Actions Employment Supported (Calendar year) 2012 – 848 2013 – 867 Economic Impact 2013 • At least 6 new Accommodation Providers • Plans for further developments • Tourism contributed £57.49 Million to the Local Economy • Since 2010 the tourism economy has grown in Merthyr Tydfil by 35%. * Note: STEAM – Scarborough Tourism Economic Activity Monitor Support for Destination Regional Landscape • Capital Regional Tourism & Visit Wales Engagement Teams •ActionsLead on SEWDER Task & Finish Group • Priority Plan Framework (Regional Action Plan) for Cardiff City Region • Regional Financial Investment Plan European Programme • SHARE • Atlantic Additional Support Funding searches will be undertaken to support Tourism Projects. It is hoped that addition Destination Support could come from EU Structural Funds, RDP and HLF. Links to urban regeneration and VVP are essential. Destination Future Partnership Delivery • External Merthyr Tydfil Tourism Destination Partnership Board •ActionsStrategic Partnerships embedded in the process (e.g BID/Leisure Trust) • North of Merthyr Business Cluster (embryonic Tourism Association) Future Challenges • Resource/staff facilitating partnership working for economic benefit • Continue to grow product Next Steps • Updated Destination Action Plan delivery • Formal structure for DMP Co-ordination Visitor Numbers - Over 1000 visitors on opening day and to date over 80,000 visitors Trails - 25km of Trails Events held – Welsh downhill championships & British downhill series Community Engagement – 5 Schools on board, 26 visits to date, 300 Children participating Future Developments – 2 new trails a year Continuing works with schools Helping local’s access the site with bikes and trails Continued links with local accomodation providers and stakeholders More events Trails network Rights of way network • 88 miles of public rights of way network • 50 miles of public footpath • 36 miles of public bridleway • 2 miles of byway open to all traffic Promoted trail network • The Taff trail (Route 8) • The Trevithick Trail (Route 477) • The Heads of the Valley Trail (Route 46) • The Celtic Trail (Route 47) Trail development progress • In 2010 the Trails development group was set up primarily with a focus on the Taff Trail. Group started as Key Officers from the Local Authority, parks department, estates, highways, road safety. • Partners joined the group on a bi-monthly basis, including, Ramblers Association, South Wales Police, South Wales Fire and Rescue Service, Probation Service, Sustrans, Welsh Water, Keep Wales Tidy • As well as monthly inspections on the Taff Trail, annual audits have been carried out on the Taff Trail since 2011 and this is now being rolled out on the 3 other trails • Taff Trail regional management group been set up with adjacent authorities with opportunities for submitting joint funding applications Signage 2013 Signage Audit : Key Findings 2013 Signage Audit : What Next? • Signage clutter in certain locations which • Create a works programme over the next 6 detract from the setting and confuse tourists months to maintain and improve visitor arrival (mainly regarding bicycle trails). points and approaches to the borough and town centre (Such as signage cleaning and vegetation •Signs look worn and weathered and because of cutting). this sense of neglect signage are more likely to be vandalized. • Work closely with tourist attractions/ business’ to identify if signage is needed. •Prince Charles Hospital signage are in very poor condition. • Any brown signs regarding trails are to be changed to Blue to create continuity. • Signage for public transport (bus/train stations) and car park facilities needs improving. •Prince Charles Hospital signage needs replacing. Costs estimated at £4825 for new post and • Some local signage is unnecessary, regular signage including installation. visitors and people living locally know where the facilities are such as schools and churches. Signage 2014 Taff Trail Signage Audit: Key Findings 2014 Taff Trail Signage Audit: What Next? • 14 Signs are damaged or worn which needs • Create a works programme over the next 6 replacing on the Taff Trail. months to maintain and improve visitor arrival points and approaches to the borough and town • 10 Posts are damaged or rusted which centre. needs replacing on the Taff Trail. • Capita are to provide a strategy/plan for signage • Extra signage is needed at locations where in the town centre and destination entry points. trail users have to travel though different wards to get to next section of the trail. • Capital Region Tourism (CRT) application has been submitted for funding of up to £10,000 to support • All Brown signs on the Taff Trail needs to be and develop the trails master plan. replaced with Blue signs to create continuity and to avoid confusion for users • Ensure a co-ordinated approach to signage, way marking and orientation in the Town centre, taking into consideration the wider attractions just on the outskirts of the town (Bike Park Wales and Cyfarthfa Castle & Park). • Possibility of funding through Sustrans for the installation of new signage on the Taff Trail. .