Agenda Item No. 8
THE VALE OF GLAMORGAN COUNCIL
COMMUNITY LIAISON: 27 JANUARY 2015
REFERENCE FROM CABINET: 1 DECEMBER 2014
C2566 VALE OF GLAMORGAN AGRICULTURAL SHOW – BUSINESS BREAKFAST – FEEDBACK REPORT AND DESTINATION MANAGEMENT PLANNING (RIPT) (SCRUTINY COMMITTEE – ECONOMY AND ENVIRONMENT) -
Cabinet was presented with the feedback obtained following the Business Breakfast and workshop session held during the Vale of Glamorgan Agricultural Show on 13 August, 2014.
Local businesses and organisations attended the breakfast to discuss the plan, which sought to build the reputation of the Vale of Glamorgan with tourists and visitors. The Business Breakfast event formed a key part of consultation on the plan and guests in attendance were encouraged to have their say on the draft plan.
A number of suggestions were made during the session on how the Council could continue to make progress in securing the Vale's position as a popular tourist visitor destination. Steve Webb, a specialist in destination and tourism management provided a short presentation at the event.
The feedback from the event was in the process of being presented into a delegate feedback report which would be circulated to all delegates and used to inform the finalisation of the Destination Management Plan. In outline, delegates were asked:
- Whether the five priorities in the Destination Management Plan were correct and
- Whether the actions to deliver the priorities were relevant?
In summary and in terms of the priorities in the Destination Management Plan the following reflected a summary of the comments received on the day:
- The product needed developing in advance of promotion.
- Resourcing the priorities was fundamental if the Vale of Glamorgan was to progress.
- Raising the profile of the Vale of Glamorgan was essential and enhancing the sense of place (Place promotion) was also vital.
- There was a need for development of the product to give people a reason to visit the area.
- Brand identity was vital - the brand "Coast, Countryside, Culture" was ideal.
With reference to the actions to deliver the five priorities contained in the Destination Management Plan the following was a summary of the relevant issues raised and discussed:
- Signage - strategic and local was seen as essential.
- The need to promote the Vale of Glamorgan beyond the Vale.
- Accessibility and proximity to Cardiff was a strong selling point.
- Gateways needed enhancing.
- Use of key messages when branding, such as the Heritage Cost, activities, food and drink.
- Use proximity to the Capital City as a positive message.
- Provide more overnight accommodation to retain visitors within the area and reduce reliance on day visitors.
- Barry Island is a strong brand.
- Need to develop all weather attractions.
- Need to focus on tourism throughout the year, not just summer.
- Activity tourism and leisure to be promoted and seek to work with parties to avoid negative perceptions.
In terms of taking the work and feedback forward, as stated above, the views of the delegates would inform the finalisation of the Destination Management Plan.
This was a matter for Executive decision
(1) T H A T the success of the Council's Business Breakfast event held at the Agricultural Show on 13 August, 2014 be noted.
(2) T H A T a delegate feedback report on the Business Breakfast held on 13 August, 2014 be issued to all delegates for information.
(3) T H A T the feedback received from the Business Breakfast event informs the finalisation of the Vale of Glamorgan Draft Destination Management Plan.
(4) T H A T a copy of the report be referred to Scrutiny Committee (Economy and Environment) and Community Liaison Committee for information.
Reasons for decisions
(1) To note the report.
(2) To inform delegates of the outcome of the event held on 13 August, 2014.
(3) To enable a meaningful review of the Destination Management Plan as part of the current consultation.
(4) To keep Scrutiny Committee (Economy and Environment) apprised of the situation.
Attached as Appendix – Report to Cabinet – 1 DECEMBER 2014