Agenda Item No
The Vale of Glamorgan Council
Cabinet Meeting 15th October 2012
Report of the Cabinet Member for Regeneration, Innovation,
Planning and Transportation
Vale of Glamorgan Agricultural Show - Vale of Glamorgan Council
Business Breakfast, Feedback Report and Business Liaison
Purpose of the Report
1. To outline the
feedback obtained during the Business Breakfast and Workshop
session held during the Vale of Glamorgan Agricultural Show on the
22nd August 2012. The report also sets out proposals for
future business liaison activities and networking.
1. That the success
of the Council's Business Breakfast held at the Vale of Glamorgan
Agricultural Show be noted.
2. That a delegate
feedback report on the Business Breakfast held on the 22nd August
2012 be issued to all delegates for information.
3. That further
focussed events be held to consider key themes or topics at regular
intervals throughout the year with delegate feedback reports being
provided as necessary.
4. That a copy of
this report be referred to E&E for information.
Reasons for the Recommendations
1. The report is
2. To inform
delegates of the outcome of the event held on 22nd August 2012.
3. To enable
meaningful engagement to be fostered with regard to economic
development and related activity in the Vale of Glamorgan.
4. To keep the
E&E Scrutiny Committee apprised of the situation.
2. In March 2012
Cabinet considered a report on Business Liaison Activities in the
Vale of Glamorgan and resolved that future business networking
initiatives be undertaken to include the use of web based
applications such as "linked in" and business user groups alongside
a series of other events, some of which had already been
established, as follows:
The Leader's Business event at Dyffryn Gardens held during the
The Annual Vale of Glamorgan Show Business Breakfast, with relevant
guest speakers and topics being a focus for discussion, to take
advantage of the holding of an important event in the Vale
The Built in Quality Awards evening, held in January every year to
celebrate success in the Vale of Glamorgan construction
The Annual Extraordinary Economic and Environment Scrutiny Meeting
that considers the economic situation and business issues.
The Retailer's Forum which deals with specific town centre
In addition, it was resolved to seek to provide one further
networking event, geared specifically at businesses to supplement
the Leader's event at Dyffryn and the annual Vale Show Business
Breakfast. It was indicated that the third networking event
targeted at the business sector takes place at or around St David's
3. Having regard to
the above, this year's Vale of Glamorgan Show was held on the 22nd
August and the Council took the opportunity to hold a Business
Breakfast, the objectives being to:
ongoing relationships and dialogue with the business and tourism
sectors of the Vale of Glamorgan.
facilitate discussions between tourism and non-tourism businesses
in the Vale of Glamorgan.
capture the input from the two sectors to inform future activity of
the Council's Creative Rural Communities, Regeneration, Tourism and
Economic Development Teams.
4. The event
commenced at 9.30 am with presentation by Phillipa Davies (Mrs
Motivator) and a subsequent workshop session facilitated by
Philippa Davies. That workshop session was based around two
(a) What is
really good about the Vale that we should be promoting and,
(b) What are
the gaps, either in provision or in links that might make existing
facilities more effective?
5. During the
morning participants on each table were asked to consider the
questions posed and to feedback relevant comments. Each table
was hosted by a Cabinet Member and an officer of the Council who
assisted in the feedback sessions. A wide range of
representatives were present and this ensured that the discussion
was lively and feedback relevant and thought provoking. In
this regard, this business breakfast differed from previous years'
events as a consequence of involving a more participative and
Relevant Issues and Options
6. The feedback
from the event is in the process of being presented as a delegate
feedback report and it is the intention to issue the report to all
delegates who attended the business breakfast. That delegate
feedback report will be finalised and circulated at the Cabinet
meeting on the 15th October and will also be published on the
Council's website. In brief, the responses to the two
questions can be summarised as follows:
What is good about the Vale that we should
Delegates referred to many attributes, which in
summary can be grouped together as follows:
Attractive countryside with areas of natural beauty.
Excellent location, in close proximity to centres of population and
the capital city of Cardiff.
The All Wales Coastal Path was seen as a significant asset.
Diversity of the offer to visitors, ranging from the coast, through
to the countryside with many landmarks and villages and towns, all
with their own characteristics and attributes.
Barry Island was seen as a strength that should be promoted.
Redevelopment opportunities, especially based around Barry
Opportunities for active leisure and tourism based around the
Good access to a range of transport links that provide access to
Cardiff and the strategic transport network.
What are the gaps, either in provision or
in links that might make existing facilities more
The need for targeted investment, especially in regard to road
The need for "all year round facilities", with wet weather
attractions seen as vital.
The need for improvements to the Airport, especially with regard to
the range of flights into and out of the Airport.
The need to enhance gateways, with an emphasis on the public realm,
signage and branding.
Improved marketing on a regional and national level which would
lead to more effective promotion of the Vale of Glamorgan as a
In terms of marketing, the opportunities exist to sell the fact
that the Vale of Glamorgan is perfectly positioned to benefit for
the status of Cardiff as a capital city.
The need to strengthen the vitality of the town centres was raised
as an issue.
More effective use of the web to market the Vale of Glamorgan as a
The need for a focused approach to events in order to benefit from
a key event or events, with reference being made to the benefits
realised from events such as the Vale Show and Eisteddfod.
A key message was the need to define the Vale of Glamorgan in
branding terms in order to be successful.
7. The above
represents a summary of the feedback and greater detail is being
worked into a feedback delegated report, which as stated above will
be provided to all delegates.
8. In terms of
taking the work and feedback forward, the views of the delegates
will inform the work of the Council, especially in relation to the
key areas of marketing and branding, the management of the natural
and built environment and the way in which we work with our
partners in promoting the Vale of Glamorgan. Of particular
relevance is the fact that the Council is in the process of
commencing work on a Destination Management Plan and the feedback
received from the Business Breakfast will assist in informing work
on the Plan. It is envisaged that further workshops could be
established on this important subject.
9. In addition to
the facilitated workshops held on the day, delegates were asked to
provide feedback as to the value of the event and the results have
been promising. In this regard, all respondents found the
delegate packs useful and all but one respondent indicated that
they would like to attend future events. In terms of detailed
feedback two thirds (66%) of the respondents indicated that they
would have preferred to have more time to network at the
event. In terms of future events, respondents suggested
topics that included the promotion of the Vale as a tourism
destination, working together to market the Vale of Glamorgan and
the role of Cardiff Airport. These suggestions very much link
to the need to commence work on a Destination Management Plan for
analysed the feedback received, it is considered both appropriate
and relevant that the success of the event should inform decisions
as to the format, nature and frequency of future events. As a
consequence the intention is to hold similar events, based around
specific topics during the next twelve months and beyond.
This will allow focused discussions on key themes and will
help to inform the decisions of the Council in moving forward on
key issues relating to business in the Vale of Glamorgan.
moving forward, I therefore do not propose an Evening Business
event at Dyffryn, as in previous years. I remain to be
convinced as to the usefulness of such an event. As stated
above, it is my preference to concentrate on more focused events,
such as the one held at the recent Vale of Glamorgan Agricultural
Resource Implications (Financial and Employment)
Business Breakfast was funded from within existing budgets.
Any future similar events will need to be funded from within budget
and any initiatives to be progressed will need to have resource
implications identified as relevant.
Sustainability and Climate Change Implications
promotion of the Vale of Glamorgan area for investment will have
sustainability implications that will need full and detailed
consideration as part of the wider consideration of issues.
By way of example the location of tourist or visitor attractions
will need to consider transport links as well as links to services
and other facilities so that the implications on climate change can
Legal Implications (to Include Human Rights Implications)
directly attributable to this report.
Crime and Disorder Implications
directly attributable to this report.
Equal Opportunities Implications (to include Welsh Language
are no direct equal opportunities implications relating to this
report, although the provision of tourism and events in the Vale of
Glamorgan need to be accessible to all sectors of the community and
will need to be marketed in Welsh as well as English.
holding of the Business Breakfast allowed the opportunity to
network with businesses and partners. The ideas emerging also
feed into the Council's consideration of future direction on
tourism and related investment in the Vale of Glamorgan.
Policy Framework and Budget
matter is a matter for executive decision.
Consultation (including Ward Member Consultation)
19. As the
issues are not specific to one particular ward, no Member
consultation has been undertaken on the content of this report.
Relevant Scrutiny Committee
Facilitator feedback and networking notes from
Operational Manager Countryside and Economic
Operational Manager Leisure and Tourism
Tourism and Events Manager
Principal Economic Development Officer
Rob Thomas, Director of Development