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Agenda Item No

The Vale of Glamorgan Council

Cabinet Meeting: 23 February, 2015

Report of the Cabinet Member for Regeneration, Innovation, Planning and Transportation

Vale of Glamorgan Destination Action Plan (2014-2017): Feedback from Consultation Exercise and Final Destination Action Plan (as amended)

 

Purpose of the Report

1. To outline the feedback received following the consultation exercise which has informed changes to the draft Destination Action Plan that was presented to Cabinet in June 2014 (Cabinet Minute: C2352 refers).

Recommendations

1. That the consultation feedback report attached at Appendix A outlining the responses received following the Consultation exercise be noted.

 

2. That the Draft Destination Action Plan (as amended) following the consultation exercise attached at Appendix B be noted, approved and adopted.

 

3. That a copy of this report and the Final Destination Action Plan be referred to Scrutiny Committee (Economy and Environment) for information.

 

4. That a copy of this report and the Final Destination Action Plan be referred to the Youth Cabinet for information. 

Reasons for the Recommendations

1. To note the feedback from the consultation exercise.

 

2. That the amended Destination Action Plan is approved and adopted following the amendments from the Consultation exercise.

 

3. To keep Economy and Environment apprised.

 

4. To keep the Youth Cabinet apprised.

Background

2. On 16 June 2014 a report was presented to Cabinet regarding the Draft Destination Action Plan (Cabinet minute: C2352 refers).  The report outlined the requirements for such a Plan and the process required to take the draft plan forward.  The report also identified the main priorities of the Destination Action Plan which were as follows:

• Raising the profile (promoting the Vale).

• Improving the public realm and tourism infrastructure (Place Development).

• Enhancing the tourism product and experience (Product Development).

• Enhancing the sense of place (Place Promotion).

 

3. During the meeting on the 16 June 2014, Cabinet resolved:

• T H A T the Draft Destination Action Plan as attached at Appendix A to the report be approved for consultation purposes.

• T H A T the report be referred to the Scrutiny Committee (Economy and Environment) as part of the consultation process.

• T H A T the report be referred to the Councils Youth Cabinet as part of the consultation process.

• T H A T following consultation a further report be presented to Cabinet with the results of the consultation, and with any revisions necessary to the plan.

Relevant Issues and Options

4. Since the Cabinet in June 2014 an extensive consultation exercise has taken place with members and stakeholders.

 

5. As part of the consultation, on the 15 July 2014 the report was referred to Scrutiny Committee: Economy and Environment (Scrutiny Committee Minute: 217 refers).  The comments and suggestions raised by the Scrutiny Committee are included in the consultation feedback report attached at Appendix A.

 

6. As outlined in the June 2014 Cabinet report, the Draft Destination Action Plan would also be discussed at the Vale of Glamorgan Agricultural Show Business Breakfast. On the 13 August 2014 the Vale of Glamorgan Agricultural Show Business Breakfast took place.  The Business Breakfast was well attended by local businesses and organisations who were afforded the opportunity to comment on the draft plan. A summary of the responses from this event are also included within the consultation feedback report attached at Appendix A.  The outcome from this event was also reported to Cabinet on the 1 December 2014 (Cabinet Minute: C2566 refers).

 

7. The draft plan was also referred to Youth Cabinet in December 2014 for discussion and the Youth Cabinet's comments are summarised within Appendix A.

 

8. There was also a consultation with stakeholders who were invited to comment on the draft plan between 28 November 2014 and 23 January 2015.  During this period 5 responses were received and have been included in the consultation feedback report attached at Appendix AAppendix A also includes the Council's response to the comments that have been received.

 

9. In summary the main points emerging from the process included:

• The need to provide overnight accommodation to reduce the reliance on day visitors.

• The role of Cardiff Airport in any partnership working.

• The relevance of Cardiff as a destination and maximising the Vale of Glamorgan's proximity to Cardiff.

• Encouraging schools to use the Country Parks and Heritage Coast.

• The need to provide for all weather/ all year attractions.

 

10. As a result of the findings from the consultation the following amendments have been made and the amended Destination Action Plan is attached atAppendix B for formal approval:

• The provision of an additional action to deal with the need for all weather/ all year attractions.

• The provision of an additional action relating to activity tourism.

• The provision of an additional action to deal with taxi operators and up to the minute information relating to public transport.

• An amendment to an existing action to include the provision of toilet facilities by others.

• An amendment to an existing action in relation to accommodation. Reference to Group Travel to be added.

• The provision of an additional action to consider cross boundary accommodation with all partners.

• An amendment to an existing action within Priority 3 (Action 19, Penarth).  The action to be reworded to say - 'Ensure sustainable and convenient links between Cardiff Bay Barrage, Penarth Town Centre, the Esplanade, Cliff Tops and Cosmeston Country Park.

Resource Implications (Financial and Employment)

11. The formulation of the Destination Action Plan and consultation event has been funded from within existing budgets.  Any initiatives or actions contained therein would be required to be funded from other funding streams that can be identified as necessary and appropriate.

Sustainability and Climate Change Implications

12. Destination Management planning can contribute positively to the sustainability and climate change agenda by ensuring that sustainable modes of transport are utilised. 

Legal Implications (to Include Human Rights Implications)

13. None attributable to this report.

Crime and Disorder Implications

14. None attributable to this report.  However effective Destination Management can lead to an increase in visitor numbers that will in turn heighten natural surveillance which can reduce crime and disorder.

Equal Opportunities Implications (to include Welsh Language issues)

15. None attributable to this report.  Destination Management can contribute positively by ensuring that destinations are accessible to all.

Corporate/Service Objectives

16. The Destination Action Plan has been developed following consultation with partners and stakeholders and will provide strategic direction to ensure that the Vale's role as a visitor and tourist destination is maximised. 

Policy Framework and Budget

17. This is a matter for Executive decision.

Consultation (including Ward Member Consultation)

18. This report outlines the responses following the consultation exercise undertaken to inform the Destination Action Plan.

 

19. The report is not ward specific so no Member consultation has been undertaken on the content of this report.

Relevant Scrutiny Committee

20. Economy and Environment.

Background Papers

Consultation Feedback Responses

Draft Destination Action Plan.

Cabinet Meeting report and minute: 16 June 2014

Cabinet Meeting report and minute: 1 December 2014

 

 

Contact Officer

Rob Thomas - Director of Development Services - 01446 704630

 

 

Officers Consulted

Finance

Legal

 

 

Responsible Officer:

Rob Thomas - Director of Development Services

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