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Visitor Economy Strategy

Visitor Economy Strategy. Update – September 2008. Strategic themes. Leadership and the Visitor Economy Embrace ‘Blackpool As One’ philosophy Blackpool and its enduring brand strength Welcome, surprise and delight visitors Investment in enterprise, infrastructure and people.

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Visitor Economy Strategy

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  1. Visitor Economy Strategy Update – September 2008

  2. Strategic themes • Leadership and the Visitor Economy • Embrace ‘Blackpool As One’ philosophy • Blackpool and its enduring brand strength • Welcome, surprise and delight visitors • Investment in enterprise, infrastructure and people

  3. Leadership and the Visitor Economy • New Business & Visitor Economy Strategy division • Strong and growing business leadership group • Delivering private sector input and support • Driving up business confidence • Visitor Economy Strategy now has clear ‘ownership’ • Key objective of increasing visitor spend • Developing new indicators to measure spend • Co-ordinating commercial sponsorship opportunities

  4. Embrace ‘Blackpool As One’ Philosophy • BBLG engaging key players in visitor economy • Shared passion and ambition for Blackpool • Established cross-sector media coverage group • Joint positive PR and marketing campaigns • Public sector/private sector joint working • Private sector involvement in 365 and quality agenda

  5. Enduring Brand Strength • Raising the bar on quality • Phasing out of local accommodation grading scheme • Hotels pointed towards national ‘star rating’ • Numbers risen by 15% in three months • Strong partnership approach to accreditation • Workshops, quality awareness days • Development of hotel ‘induction’ packs • Seeking national standards across visitor economy • Improved food/drink offer - breakfasts/fish and chips

  6. Brand Development Programme • Brand repositioning involving 50+ stakeholders • New vision for Blackpool agreed by all partners • Establishment of nine thematic working groups • Cover everything from built environment to entertainment to people • Assessing current offer/aligning to new position • Identifying new opportunities across visitor economy • Action plans spanning 10 year timescale

  7. Welcome, surprise and delight visitors • Development of Welcome To Blackpool programme • 2000 participants over next two years • Designed to encourage civic pride • Development of 365 events volunteer force • Already used at Veterans' Day/beach volleyball • Code of conduct • Illuminations research

  8. Investment in Enterprise, Infrastructure, People • Targeted business support via BlackpoolUnlimited.com • Bespoke services to help non-accredited hotels • Expansion of Invest In Best grant scheme • Start up grants for new businesses in visitor economy • Growth programmes for mature businesses eg, Coronation Rock • Roll out of customer service programmes • Resource efficiency programmes to enhance profits • Development of wi-fi zone (piloted at beach volleyball)

  9. Future plans • Refinement and alignment of new brand vision • Re-align Visitor Economy Strategy (post-casino) • Staging of visitor economy ‘best practice’ conference • Establishment of Blackpool-wide wireless network • Development of tourism skills strategy • Development of media toolkit - words and images

  10. Visitor Economy Strategy Thank You

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