Annual Report 2007/08 We are on our way to achieving our mission of being recognised as a leading-edge destination management partnership. Corporate Vision 1. and Mission Statement As the official Destination Management Organisation for Leicester and Leicestershire, Leicester Shire Promotions is committed to promoting the destination to visitors and investors. Corporate Vision The company aspires to be recognised as a leading Destination Management Organisation delivering innovation, creativity and results that are seen by its peers to be leading edge. The company is geared towards the achievement of this by focusing on three areas: • To improve the ‘drawing power’ of Leicester and Leicestershire • To actively work with emda and regional partners to improve the economic performance of the region • To be financially stable and viable Mission Statement Leicester Shire Promotions will help to shape and facilitate a strong and successful destination renowned for its progressive, well-rounded approach and its unique blend of world-class attributes. We will establish and develop a profile of Leicester and Leicestershire as destinations of choice within England and the most distinctive within the East Midlands. We will strive to deliver one cohesive destination, which seamlessly embraces the diversity of facets. 2 Leicester Shire Promotions Annual Report 2007/08 Contents 1. Corporate Vision and Mission Statement 2 2.Chair and Chief Executive’s Reports 4-5 3-4 3. Operating Summary 6-17 Key Achievements & Performance against KPIs 6-7 Tourism 8-9 District Partnerships 10-11 Investment 12-13 Marketing 14-15 PR and Communications 16-17 4. Case Studies 18-25 Tourism - Taxi Project 18-19 Investment - ATX Software 20-21 Marketing - Stay Play Explore 22-23 Image - One Leicester 24-25 5. Financial Statements 26 6. Corporate Governance 27 7. Organisational Structure 28 8. Who’s Who at Leicester Shire Promotions 29 9. Overview of Corporate Plan for 2007/8 30-31 Leicester Shire Promotions Annual Report 2007/08 3 Chairman and 2. Chief Executive’s Report In the last year, Leicester Shire Promotions has continued to make significant gains and has built up a strong financial and operational platform. A number of these key achievements and success stories are highlighted later in this report. This platform will become invaluable as we seize several key challenges and opportunities in the year ahead, ranging from securing additional funding to the introduction of a new economic development company for the destination. Our year-end results, reporting back on the targets and key performance indicators set at the beginning of the year, have shown a positive shift in terms of a significantly raised profile for the destination, increased overnight stays and visits, and jobs created and safeguarded. The indicative STEAM figures elsewhere in this report show that this activity has made a significant impact on the local economy. The last year has seen much excitement at the impending completion of major regeneration projects, particularly in the city with the new Highcross Leicester and Curve theatre developments. In terms of the business offer, the regeneration work, largely focused on the Leicester Regeneration Company’s Masterplan, has already begun to create new opportunities for investors and companies. From a personal viewpoint and further to my announcement last year, I will be retiring from my role as Chairman of Leicester Shire Promotions following the completion of my tenure. I look back over my time at Leicester Shire Promotions with enormous satisfaction and pride. I am confident that following the many achievements over which I have presided, we have left the company in a position of great strength. I would also like to take this opportunity to wish my fellow directors and the Chief Executive every success for the future. The developments above, along with many others, will continue to strengthen the offering of the city and county for visitors and investors. With such a transformation in the destination ‘product’ over the coming months, I am confident that the team at Leicester Shire Promotions will take advantage of this unique opportunity to successfully promote Leicester and Leicestershire to a worldwide audience. Angela Lennox, Chairman 4 Leicester Shire Promotions Annual Report 2007/08 The results listed in this Annual Report provide us with further evidence that we are on our way to achieving our mission of being recognised as a leading-edge destination management partnership. This clear focus and proven ability to deliver leaves us well positioned to become a new and essential delivery vehicle as part of a new approach to delivering economic development across the whole county. We welcome the clearer strategic direction this will provide and look forward to continuing to play a vital role in the economic success of Leicester and Leicestershire. We also take great pride that when we hand the delivery of investment services over to the new agency, it will be operating at the peak of its performance to date, a fact demonstrated by the recent endorsement of our work from an independent review by DTZ. This Annual Report is testament to the clear focus and direction of the company. We have a powerful foundation on which to develop and evolve our activity. We will continue to maximise the value of our investment and the impact that results. Martin Peters, Chief Executive Leicester Shire Promotions Annual Report 2007/08 5 3. Operating Summary Key Achievements Key Performance Indicator Percentage achieved Evidence significant influence over 500 new bed nights attached to conference events 443% Increase unique visitors to the conference website from 500 to 750 per month average 154% Secure financial support from private sector partners of £25,000 for joint initiatives 208% for the serviced accommodation sector, including SFR Increase unique visitors to the leisure website from 1,500 to 2,000 per month average 272% Increase active records on leisure tourism database from 1,000 to 15,000 171% Create and safeguard 1,200 jobs, of which 1,000 would be core outputs as defined by emda 110% Secure financial leverage from 5 commercial partners with service level agreements 160% Secure 10 positive national features on Leicestershire, including at least 1 TV slot of a minimum 90 seconds 430% People assisted in their skills development (Leicestershire) 292% KPIs Summary 2007/08 2007-08 2007-08 OBJECTIVE KPI Description / TARGET target actual Objective 1: Business Tourism: To create and Evidence significant influence over 500 new bed nights attached to 500 2,217 implement a focused, conference events proactive event bidding unit to support the wider strategic objectives for Increase unique visitors to the conference website from 500 to 750 9,000 13,882 the destination per month average To create a prioritised target list of 50 events 50 50 Increase active records on business tourism database to 2,000 2,000 1.010 Objective 2: Leisure Evidence a minimum of 3,650 bed nights significantly influenced by Tourism: To promote 3,650 2,336 Leicester, Leicestershire LPL activity (includes 150 direct bookings) and Rutland as a destination of choice for leisure tourism Secure financial support from private sector partners of £25,000 for joint initiatives for the serviced accommodation sector, 25,000 51,875 including SFR Increase unique visitors to the leisure website from 1,500 to 2,000 24,000 65,182 per mth average Increase active records on leisure tourism database from 1,000 to 15,000 25,640 15,000 6 Leicester Shire Promotions Annual Report 2007/08 2007-08 2007-08 OBJECTIVE KPI Description / TARGET target actual Objective 3: For Invest Create and safeguard 1,200 jobs, of which 1,000 would be core outputs as defined Leicestershire to make an ever 1,200 1,322 by emda growing contribution to Leicester and Leicestershire's Secure financial leverage from 5 commercial partners with service level wealth creation through job 5 8 agreements creation and safeguarding Increase unique visitors to the Invest Leicestershire website from 3,000 to 3,500 39,208 33,145 per month average Increase the number of active investment records from 1,700 to 2,000. 2,000 1,809 Objective 4: To develop a wide awareness of, and create Secure financial leverage of £25,000 from partners to support joint initiatives 25,000 45,000 positive associations with, the Leicestershire and Rutland Secure 10 positive national features on Leicestershire, including at least 1 TV slot of brands 10 43 a minimum 90 seconds Develop an active database of 1,000 records of influencers and stakeholders locally 1,000 1,000 and nationally Objective 5: To drive up the Increase the provision of quality assured facilities by 60 of all accommodation quality of the visitor experience 60 45 stock. (Leicestershire) in Leicester, Leicestershire and Rutland Increase the provision of quality assured facilities by 10 of all accommodation 10 6 stock. (Rutland) Accommodation images uploaded onto Englandnet (Leicestershire) 126 138 Accommodation images uploaded onto Englandnet (Rutland) 40 42 People assisted in their skills development (T6) (Leicestershire) 25 73 People assisted in their skills development (T6) (Rutland) 5 4 Objective 6: To deliver improved intelligence on the Hold six-monthly briefings to inform partners of trends and forecasts 2 2 tourism industry to all stakeholders Number of hotels participating in LJ forecaster (Leicester) 9 3 Participation in Steam of 80% of local authorities 8 6 Leicester Shire Promotions Annual