appendix 11 ‘destination swansea bay’ action plan · 2014. 6. 4. · way st2, st4 4.8 recruit...

APPENDIX 11

‘DESTINATION SWANSEA BAY’ ACTION PLAN 2013 – 2016

The Action Plan is crucial to the delivery of the Destination Management Plan. It identifies the short and medium term actions planned by the City and County of Swansea and its partners and also clarifies who should be responsible for delivering them. This Action Plan is intended to be monitored, reviewed and updated on a regular basis by the Steering Group and Delivery Groups as explained in Section 6.0 of the DMP. Queries and feedback about this document should be directed to [email protected] How to read this Action Plan:

Actions / Projects – what we are proposing to do as a destination to address the issues raised in the Destination Management Plan. Outputs / Milestones – how we plan to achieve it Lead – who has the main responsibility for the action / project Support partners – who else is involved in this action / project Identified Costs and Funding – cost of the action / project and funding available Progress Update – what has been achieved so far Strategic Links – How it links with the DMP Strategic Themes and other major policies & strategies Abbreviations used in the Action Plan: ABP – Associated British Ports AONB – Area of Outstanding Natural Beauty ATCM – Association of Town and City Management BB&M – Beyond Bricks & Mortar BEP – Building Enhancement Programme BID – Business Improvement District CCM – City Centre Management CCS – City and County of Swansea DG – Delivery Group EandSP – Environment and Sustainability Partnership ERDF – European Regional Development Fund ESF – European Social Fund GTBS – Green Tourism Business Scheme’ HLF – Heritage Lottery Fund LAAA – Local Alcohol Action Area LDP – Local Development Plan MDT – Mumbles Development Trust NEAT – Neighbourhood Environment Action Team NPTCBC – Neath Port Talbot County Borough Council NRW – Natural Resources Wales

RAGS – Rural Accommodation Grant Scheme RDP – Rural Development Plan RLP – Regional Learning Partnership RSA – Rural Swansea Action SBFSB – Swansea Bay Federation of Small Businesses SERP – Swansea Economic Partnership ST – Strategic Theme (see Section 4.3 of the DMP) STEAM – Scarborough Tourism Economic Activity Monitor SWCC – South Wales Chamber of CommerceSWWITCH – South West Wales Integrated Transport Consortium SWWTP – South West Wales Tourism Partnership TIC – Tourist Information Centre TISS – Tourism Investment Support Scheme TSB – Tourism Swansea Bay UWS – University of Wales Swansea V&VP – Vibrant & Viable Places WG – Welsh Government WRAP – Waste and Resources Action Programme

‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 2

‘DESTINATION SWANSEA BAY’ ACTION PLAN 2013 – 2016

INFRASTRUCTURE / PUBLIC REALM: SIGNAGE

No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners

Identified Cost & Funding

Progress Update

Strategic links

1.1 Improve pedestrian signage scheme across City Centre

• Delivery of Wayfinding Strategy, incl. mapping solution and information boards

CCS Regeneration CCM CCS Tourism

CCS own Additional funding being sought

Draft strategy complete.

ST1, ST2

1.2 Improve destination signage for Swansea Bay on M4

• Signage proposal CCS Traffic Mgmt / Highways

To be explored further - possible TISS funding available

Awaiting feedback at Next Delivery Group

ST2

1.3 Implement signage scheme for the key gateway sites into Swansea

• 4 gateway signs CCS Traffic Mgmt / Highways CCS Tourism CCS Design Team

CCS own Visit Wales TISS (potential)

TISS proposal ready Awaiting feedback at Next Delivery Group

ST2

1.4 Conduct a ‘pilot audit’ of signage on Gower

• Pilot audit

• Recommendations to CCS Transportation

CCS Tourism CCS AONB CCS Traffic Mgmt / Highways

CCS own

Audit to take place summer 2014

ST2


INFRASTRUCTURE / PUBLIC REALM: TRANSPORT



Progress Update

Strategic links

2.1 Improve public transport links to Mumbles to combat traffic congestion

• Better quality bus stop infrastructure in Mumbles

CCS Traffic Mgmt / Highways Mumbles Forum Baytrans SWWITCH CCS Tourism TSB

CCS own Awaiting feedback at Next Delivery Group

ST2, ST4

2.2 Encourage visitors and tourism operators to use public transport

• Comprehensive section on Public Transport on tourism website and partner websites

• BayTrans to produce a ‘Travel Plan’ for the trade to encourage sharing and sustainable transport in the workplace

• Discounts / offers via City Centre Loyalty Card and tourism attractions

CCS Tourism CCS AONB CCM TSB / Baytrans SWWITCH

CCS own

Close working relationship with BayTrans Offers in place via City Centre Loyalty Card and at Gower Heritage Centre Public transport info available via tourism website and Swansea TIC

ST2, ST4


2.3 Sustainable Travel Plan Strategy with tourism sites feeding into it

• Sustainable Travel Plan SWWITCH CCS TSB Baytrans CCM

SWWITCH Awaiting feedback at Next Delivery Group

ST1, ST4

2.4 Explore a plan to combat traffic congestion during peak times in City Centre and on Gower

• Proposed actions and suggestions to improve traffic flows at peak times

CCS Traffic Mgmt / Highways Baytrans / Tourism CCM


ST1, ST4

2.5

Scrutiny enquiry report from members into public transport and social inclusion: 13-point Action Plan for improving bus and train services across the county

• Feasibility of a Quality Contract scheme

• CCS review of its transport subsidy scheme

• Integrate community transport into public transport network

• Ensure all bus stops are fully disabled accessible

CCS Traffic Mgmt / Highways Public transport providers


ST1, ST2. ST3, ST4


INFRASTRUCTURE / PUBLIC REALM: CAR PARKING



Progress Update

Strategic links

3.1 Renewal of all CCS car parks equipment making it more functional and enabling visitors to pay by phone and credit / debit card

• New machines

• Upgrades to some existing machines

• Payment by card or mobile phones at selected sites

CCS Traffic Mgmt / Highways CCM

CCS Traffic Mgmt / Highways

£238,000

On-going Awaiting feedback at Next Delivery Group

ST2, ST4

3.2 Improvements to infrastructure of all CCS car parks

• Improved car parks infrastructure across destination

CCS Traffic Mgmt / Highways CCM



ST2, ST4

3.3 Improve coach parking provision and drop-off points throughout the destination

• Develop coach parking site off Fabian Way

• Establish Bracelet Bay as Mumbles coach parking site

• Identify solution for coach travel / parking in City Centre & Gower

CCS Traffic Mgmt / Highways CCS Tourism TSB CCM


ST1, ST2, ST4

3.4 Investigate possibility of introducing motorhome provision at key points in the destination

• Identify key sites

• Review overnight parking regulations

• Identify required facilities and costs

CCS Traffic Mgmt / Highways CCS Tourism


ST2, ST4


3.5 Engage with private car park operators across the destination

• Communication Plan with private car park operators

CCS Traffic Mgmt / Highways CCM National Trust


ST1, ST2

INFRASTRUCTURE / PUBLIC REALM: CITY CENTRE



Progress Update

Strategic links

4.1 Review of the Swansea City Centre Strategic Framework

• Appointment of consultants

• City Centre Strategic Framework Review

CCS Regeneration SERP CCM Swansea BID CCS Tourism WG

CCS 120,000

DTZ appointed as consultants (Jan 2014) Inception meeting carried out

ST1, ST2, ST3, ST4 Regional Economic Strategy

4.2 Deliver ‘Waterfront City’ Programme

• Boulevard Project

• Connection to Maritime Quarter

• Building Enhancement Programme

• Property Development Fund

• Glynn Vivian Art Gallery refurbishment

• Swansea Library

CCS Regeneration WG SERP CCM Swansea BID CCS Tourism

£32M convergence funding (ERDF / WG)

Scheme nearly complete Awaiting feedback at Next Delivery Group

ST2, ST4 Regional Economic Strategy


4.3 Deliver Vibrant and Viable Places (V&VP) Programme 2014-2017

Project priorities being developed in conjunction with Welsh Government and subject to Cabinet approval

CCS Regeneration WG SERP CCM Swansea BID CCS Tourism

£8.4M CCS/WG

Awaiting feedback and project proposals at Next Delivery Group

ST2, ST4 Regional Economic Strategy

4.4 Develop and implement a bid to gain Purple Flag status for the City Centre

• Capitalise on night time economy by diversifying the offer and attracting a wider audience

• Complete application to ATCM

• Draw and implement Action Plan with sub-groups driving key actions

• LAAA designation

• Pub and Club Watch review

CCS Regeneration CCM Swansea BID CCS Tourism ATCM

CCS own

Application fee paid Application to be presented to ATCM Sept 2014 Action Plan and sub-groups in place LAAA designation received Pub and Club Watch review underway

ST2, ST4


4.5 Develop an initiative to train City Centre Rangers to become destination ambassadors

• City Centre Rangers to attend WorldHost Training

• New uniforms to display ‘i’ to encourage people to approach Rangers

CCS Tourism / CCM Gallu TSB

CCS own Gallu funding

New uniforms in place WorldHost training planned for Spring 2014

ST1, ST2

4.6 Swansea Market improvement

• New roof with energy-efficiency measures plus additional building enhancements such as better signage and improved entrances (subject to funding)

• Vision to provide a long-term plan to facilitate funding for further improvements

CCS Regeneration CCM

Approx £2.6M CCS Waterfront City Convergence Programme (ERDF and WG) VVP

Work to be completed by 31.03.2015 Powell Dobson appointed for feasibility works Building contractor being procured Initial round of stakeholder workshops complete Cabinet approval sought summer 2014

ST2, ST3, ST4 VVP


4.7 Utilise empty shopfronts as windows on the wider destination, showing images and destination messages to encourage visitors to move around the destination.

• Reduced visual impact

• Opportunity to promote activities and attractions

CCS Regeneration CCM WG

CCS own Vinyls in place on High St and at various City Centre locations. Additional properties being looked at on Craddock St and Princess Way

ST2, ST4

4.8 Recruit businesses into the City Centre to help improve the economy and vibrancy of the area.

• Entrepreneurial package launched early 2014

• 2 new Business Rates Schemes

Swansea BID CCS Business Support & Entrepreneurship WG Business Rates Task & Finish Group

CCS own Swansea BID VVP


ST1, ST2, ST4 VVP


INFRASTRUCTURE / PUBLIC REALM: CLEANSING



Progress Update

Strategic links

5.1 To consider a new strategy and set of actions that will reduce the nuisance caused by dog fouling in public places and to improve cleanliness

• Dedicated team

• 60 additional dog waste bins

• Publicity campaign to educate dog owners

• Extend litter and dog fouling enforcement

CCS Traffic Mgmt / Highways Community groups CCM NEAT Probation Service

£160K CCS budget

Complete ST2, ST4

5.2 Promote the ‘Public Facilities Grant’ from the Welsh Government

• Increase number of businesses in tourism ‘hotspots’ which allow the public to use their facilities.

• Promote facilities via Swansea TIC and tourism website

CCS Traffic Mgmt / Highways CCS Tourism WG

WG Funding Awaiting feedback at Next Delivery Group

ST1, ST4

5.3 Toilet refurbishment programme

• Identify priorities

• Roll-out refurbishment programme

CCS Traffic Mgmt / Highways CCS Corporate Building and Property

CCS own (£30K) Possible TISS funding


ST2, ST4


5.4 ‘Recycling on the Go’ initiative to encourage residents and visitors to recycle their waste. (target 52% in Wales)

• Deployment of recycling bins across destination

CCS Traffic Mgmt / Highways CCS Waste Management

Possible WRAP Cymru funding

Complete Awaiting final figures at Next Delivery Group

ST2, ST4

5.5 ‘Gum Removal Project’ in City Centre

• Gum removal machines

• Gum recycling units.

• Promotional and educational campaign supported by Wrigleys

CCS Traffic Mgmt / Highways Community groups Swansea BID Probation service Wrigleys

£30K Tidy Towns Grant

Complete Awaiting final figures at Next Delivery Group

ST2

INFRASTRUCTURE / PUBLIC REALM: OTHER



Progress Update

Strategic links

6.1 Improve Connectivity in Swansea – bring next generation broadband to all parts of destination via the ‘Superfast Cymru’ initiative

• 11,500 wi-fi hotspots across Swansea (businesses, retail outlets and homes)

• BT’s £2.5 billion fibre roll-out programme by Spring 2014

BT / WG CCS Regeneration SWWTP

WG Awaiting feedback at Next Delivery Group

ST2, ST4 City Region status


6.2 Tackle on-going issues relating to Mumbles to make it an attractive, welcoming, clean destination in its own right, which residents and visitors can be proud of.

• Street Lighting Replacement

• Gum removal exercise

• Awareness campaign for local trade

• Tackle empty shops

• BEP grant for shops

• Keep Wales Tidy Grant – litter picking

• Street furniture

• Development of castle and major events

• Mumbles in Bloom scheme – possibility to enter Britain in Bloom

Mumbles Traders Association CCS Traffic Mgmt / Highways Mumbles Community Council Friends of Oystermouth Castle

CCS Capital Tidy Towns Grant Keep Wales Tidy BEP

Regular forum meetings in place Awaiting feedback at Next Delivery Group

ST1, ST2, ST3, ST4

6.3 Uplands project in readiness for DT 2014

• Improved traffic flows

• Signage improvements

• Settlement signs



ST2, ST3, ST4


SUSTAINABILITY / ENVIRONMENT



Progress Update

Strategic links

7.1 Development and publication of the ‘Sustainable Tourism Strategy and 5 Year Action Plan for Rural Swansea (including Gower AONB)’

• Develop Strategy and Action Plan

• Seek Cabinet approval

• Public consultation process

• Finalise Strategy and Action Plan 2013-2018

• Deliver 5-year Action Plan

CCS AONB RSA RDP CCS Tourism Tourism business providers Community groups Landowners

RDP

Strategy draft complete Integrated Impact Assessment (IIA) complete

Cabinet approval sought for draft in May/June

Public consultation period following draft approval

ST1, ST2, ST3, ST4 AONB Management Plan LDP RDP WG Sustainable Development Bill (under development) EUROPARC


7.2 Revise and implement the Gower AONB Management Plan

• Revised Management Plan

• 5 year action plan

CCS AONB AONB Partnership


ST1, ST2, ST3, ST4 Countryside and Rights of Way Act

7.3 Make improvements to and maintain the ‘Gower Explorer’ bus service and restore branding Ensure seasonal Sunday & Bank Holiday Gower service plan in place after RDP support ends

• 5 year plan

• Gower Sunday bus service enhancement programme (RDP)

CCS Traffic Mgmt / Highways BayTrans CCS Tourism

RDP Awaiting feedback at Next Delivery Group

ST2, ST4

7.4 Develop a Park & Ride transferable ticket whereby passengers can use their ticket to access a bus service from the City Centre to Mumbles

• Transferable ticket system in place

CCS Traffic Mgmt / Highways Baytrans CCM


ST1, ST2, ST4


7.5 Address needs of the growing ‘EV’ (Electric Vehicles) market

• Look into feasibility of introducing electric charging points across the destination

CCS Traffic Mgmt / Highways CCM CCS Tourism

CCS own


ST2, ST4

7.6 Improve promotion and further development of the National Cycle Network

• General tourism promotion for cycling in the area

• Possible North Gower Trail (RDP)

• Possible South Gower Trail (RDP)

• Walking and Cycling in Rural Swansea Marketing Campaign (RDP)

CCS Tourism/ CCS European Team CCS Traffic Mgmt / Highways CCS Cycling Officer CCS Rights of Way CCS Countryside Access

CCS own RDP funding

‘Activities & Attractions’ leaflet in place ‘Walking & Cycling in Rural Swansea’ leaflet in place Comprehensive cycling section on tourism website Awaiting feedback on Gower trails at Next Delivery Group

ST2, ST3, ST4 UK Healthy Cities Network


7.7 Encourage local operators to join the ‘Green Tourism Business Scheme’ (GTBS)

• More local businesses signing up to GTBS

• Promotion in tourism trade e-shots

CCS Tourism Visit Wales TSB

CCS own On-going promotion in trade e-shots

ST2, ST4 CCS Sustainable Development Policy WG Sustainable Development Bill (under development)

7.8 Support ‘Swansea Food Waste Reduction Cluster Project’ with the ‘Environment and Sustainability Partnership’ (EandSP)

• Free waste survey

• Free food safety review

• Free tailored waste prevention plans or workshops

• Free practical guidance and training to take action

• Access to grant funding for equipment

• Access to grant funding for consultancy support

EandSP WRAP CCS Tourism

WG funding Inception meeting with WRAP conducted Awaiting update from WRAP at next Delivery Group

ST2, ST4 CCS Sustainable Development Policy WG Sustainable Developm


• Free publicity on their involvement in the project

ent Bill (under development)

7.9 Improve the area’s overall prosperity by procuring goods and services locally when possible

• CCS to lead the way on local spending by signing up to the Welsh Procurement Policy and conserving its Green Dragon Status Award

• Actively promote Local Farmers Markets and Local Food Producers

• Work in close partnership with Ffres and the ‘Taste Local’ initiative

• Encourage local procurement amongst tourism operators / promote those who do

• Support BB&M scheme to recruit locally

CCS Tourism CCS Procurement Ffres RSA CCS Education BB&M Team

CCS own RDP/RSA funding

Tourism attendance and presentation at Ffres Food Conference New section on tourism website for ‘food & drink’ businesses Successful Local Producers event at Parc-le-Breos (Mar 14) in partnership with RSA

ST4 Welsh Procurement Policy BB&M Scheme WG Policy on ‘Sustainability and Community Benefits’


• CCS to continue to apply the Welsh Government Policy on ‘Sustainability and Community Benefits’ as part of its procurement strategy

7.10 Focus destination marketing efforts on digital channels to drive sustainability and encourage stakeholders to follow suit

• Reduce Swansea Bay Holiday Guide print run

• Greater focus on digital marketing (e.g. website and social media)

CCS Tourism CCS own Complete Social media campaigns extremely successful New tourism website and blog launched

ST3, ST4 Visit Wales ‘Partnership for Growth’

7.11 Continue to evaluate and monitor destination performance against pre-set targets and review objectives as required

• STEAM

• Visitor survey

• Trade survey

• TIC survey / mystery shopper exercise

• Occupancy survey

• Web survey

• Conversion Research, etc

CCS Tourism Visit Wales Research agencies STEAM

CCS own 2013 results just announced: 4% increase on visitor numbers, expenditure and employment figures

ST4


7.12 Continue to work in compliance with the Authority’s Welsh Language Scheme and Equality and Diversity Scheme.

• Treat English and Welsh languages on the basis of equality when conducting public business and providing services to the public in consultation with Access to Services and attendees beforehand.

• Promote equality of opportunity, for example by using accessible venues for Tourism Stakeholder Days.

• Promote positive attitudes and good relations, for example by organising networking events to foster good relations between tourism stakeholders

• Eliminate unlawful discrimination, for example by encouraging staff training and grading scheme amongst

CCS Tourism CCS Access to Services Visit Wales

CCS own Ongoing Tourism website to be fully bilingual

ST1, ST4 Welsh Language Scheme 2006-2009 Equality and Diversity Scheme 2009-2012


tourism operators

• Encourage participation in public life, for example by reaching out to a wide audience with tourism e-newsletter and marketing / grading opportunities

7.13 Ensure Welsh culture and identity – including language – are an integral part of destination management

• ‘Sense of Place’ events and World Host training for tourism operators with Dylan Thomas theme

• Integrate a ‘Sense of Place’ element to destination marketing

• Promote suitable RDP projects, which focus on Welsh identity in key areas of the destination

• Build on momentum from City of Culture bid by confirming Swansea as Wales’ City of Culture

CCS Tourism Gallu CCS Sustainable Development Team CCS Funding

Gallu RDP

Successful ‘Sense of Place’ trade event on Dylan Thomas (Mar 2014) 2 x WorldHost training with Dylan Thomas theme (Nov / Dec 2013) Strong ‘Sense of Place’ element to marketing campaigns e.g. Rhossili

ST1, ST4 Welsh Language Scheme 2006-2009 Equality and Diversity Scheme 2009-2012


7.14 Carry out ‘future-proofing’ review of the destination – by anticipating future challenges Swansea Bay may face in terms of sustainability

• Identify long-term issues which are likely to impact on the destination

• Integrate sustainability questions into future visitor research to gauge long-term social, environmental and economic trends

• Identify potential pressure points on resources caused by development of tourism sites

CCS Sustainable Development Team CCS Tourism CCS Planning

CCS own Business plans to include full SWOT analysis and anticipated challenges Sustainability issues discussed a monthly team briefs On-going communication and consultation with Planning re: tourism-related applications and major projects (e.g. tidal lagoon)

ST4

7.15 Continue to run strong out-of-season marketing campaigns to encourage visits in shoulder months (Autumn & Spring).

• Autumn / Winter marketing campaign

• Spring marketing campaign


CCS Tourism own Strong Spring and Autumn/Winter marketing campaigns in place

ST1, ST3, ST4


• Disseminate availability information and special offers in order to encourage out-of-season bookings

• Liaise with local campsites and caravan sites to check availability and better manage visitor flow

• Provide visitors with suggested travel routes depending on time of year to reduce congestion

Full use of social media to help visitors plan ahead (offers, availability, etc.)

7.16 Review of the Mumbles Conservation Area

• Review and possible extension of the Mumbles Conservation Area

CCS Planning CCS own Awaiting feedback at next Delivery Group


PLANNING Strategic/General Action: Review UDP tourism policies to ensure LDP is facilitating sustainable tourism delivery. Output: Develop a strong evidence base to enable LDP tourism policies to address:

- sustainable tourism developments, - the balance of economic, social and environmental concerns; - seasonality; - facilitating the development of wet weather facilities; - facilitating the improvement of the quality of the accommodation stock; - facilitating the improvement of the quality of caravan and campsites and the integration of caravan and camp sites in the landscape.



Progress Update

Strategic links

8.1 Develop planning policies to encourage sustainable tourism initiatives and improve the quality and range of the accommodation base.

• Planning polices within the LDP which facilitate of a range of high quality sustainable tourism development

CCS Planning CCS own To be included in LDP process – subject to further refinement

ST1, ST2, ST3, ST4 LDP

8.2 Develop planning policies which seek to balance the development of tourism facilities to support economic growth with the protection and

• Planning policies within the LDP which facilitate the implementation of tourism developments that encourage growth whilst respecting the environment




enhancement of the natural environment.

8.3 Develop planning policies which encourage the provision of a range of quality attractions and facilities in the city centre and waterfront, including Fabian Way gateway to provide year round destination for short breaks.

• Planning policies within the LDP which facilitate of the development of a range of quality attractions and facilities throughout the City and County of Swansea that are enjoyed year round



8.4 Develop planning policies which seek to reinforce and improve the city centre as a regional focus for shopping, culture, leisure and tourism activities

• Planning polices within the LDP which support the expansion of Swansea city centre’s role as a regional focus for shopping, culture and urban leisure/tourism activities



8.5 Develop planning policies which protect the countryside, particularly on the undeveloped coast and

• Planning policies within the LDP which seek to protect the countryside from development that would cause harm and




areas of high landscape quality, from development that would cause harm.

recognise the importance and value of the landscape as tourism resource.

8.6 Develop planning policies that extend and improve appropriate access to, and enjoyment of, the countryside and accessible urban greenspace.

• Implementation of the Actions contained within the Countryside Access Plan 2007 – 2017


ST1, ST2, ST3, ST4 LDP Countryside Access Plan 2007 – 2017

8.7 Develop planning policies that seek to upgrade the visual environment and image of the area through improvement of the quality of existing caravan and camp sites throughout the County and provide for new/extended caravan and campsites in Gower

• Planning policies that seek to increase the quality of caravan and campsites throughout the County and provide for appropriately located new/extended caravan and campsites in Gower in line with the Landscape Sensitivity and Capacity Study (2014) and forthcoming Design Guide


ST1, ST2, ST3, ST4


8.8 Develop positive attitude towards Planning policies and procedures

• Develop one-to-one contact

• Pre-application visits and advice

• Simplified guidance notes & policies

• Success stories & case studies (via Tourism)

• Mentoring scheme

CCS Planning / CCS Tourism TSB Gallu Business support providers

CCS own Pre-application process in place Guidance on planning apps for tourism development in place Dedicated officers for Gower and Mawr


8.9 Partnership working between Planning and Tourism

• Improved communication process between Planning and Tourism concerning major tourism-related applications

CCS Planning / CCS Tourism

Consultation process between Planning and Tourism in place Awaiting further feedback and LDP update at next Delivery Group



PRODUCT DEVELOPMENT



Progress Update

Strategic links

9.1 Commission a ‘Swansea Accommodation Demand Study’ to assess current need for additional hotel developments

• 1 report with recommendations

Visit Wales CCS

Visit Wales

Complete (Oct 2013)

ST1, ST2, ST4 Visit Wales ‘Partnership for Growth’

9.2 Commission feasibility study to identify potential for resurrecting the Mumbles Train

• 1 feasibility study To be discussed at next round of Delivery Group

To be discussed at next round of Delivery Group

To be discussed at next round of Delivery Group

9.3 Encourage investment from retail brands to occupy empty units in key sites:

• City Centre

• Uplands

• Mumbles

• Pontarddulais

Outputs to be discussed at next Delivery Group

CCS Regeneration WG CCM CCS Tourism Swansea BID Private sector CCS Business Development

CCS own VVP

Awaiting feedback at next Delivery Group

ST1, ST2, ST3, ST4


9.4 Refurbishment of Glynn Vivian Art Gallery

• Major alteration works

• Extension to the rear

• New entrance and shop

• New passenger lift

• More display space

• New lecture space

• Dedicated library

CCS Regeneration WG CCS Tourism

WG Arts Council of Wales CCS BEP ERDF


ST2, ST3

9.5 Launch of the new Mountain Biking Trail at Clyne Country Park

• New mountain-biking trail launched

• Promotion as part of the tourism offer

CCS Outreach CCS Tourism CCS Marketing

CCS own Awaiting feedback at next Delivery Group

ST3, ST4


BUSINESS SUPPORT



Progress Update

Strategic links

10.1 2014 Tourism Trade Communication Plan

• 1 online communication plan to include annual Tourism Stakeholders Day, clinics / training days, workshops, open days, etc.

CCS Tourism TSB Gallu SWWTP Visit Wales CCS Planning Business Support providers

CCS own TSB/Gallu available to run events

Jan 2014 Complete

ST1, ST3, ST4

10.2 Develop online CCS ‘one-stop shop’ for local business support.

• Redevelopment of tourism trade website visitswanseabay.info

• Customised ‘shopping basket’ style info for business support, marketing, grant, planning, etc.

CCS Tourism TSB Business Support providers Visit Wales SWWTP Inform Swansea

CCS own Awaiting re-launch of Swansea.gov.uk to develop new tourism trade website (May 2014) Inform Swansea portal launched

ST1, ST2, ST4


10.3 Promote and administer RDP ‘Rural Accommodation Grant Scheme’ (RAGS) to help develop accommodation provision in rural Swansea

• Target businesses in rural parts of Swansea

• Aim to support 8-10 tourism projects

CCS Tourism CCS European Officer WG

£80,000 RDP funding

8 projects supported so far Project closing Oct 2014

ST1, ST2, ST3, ST4 RDP

10.4 Develop a programme of Event Management Workshops to assist in sustainable event development and organisation, thereby improving the product offer of the destination.

• 1 workshop to take place in October 2013 run by TSB

TSB CCS Tourism CCS Special Events Gallu

TSB own Awaiting feedback at next Delivery Group

ST1, ST3, ST4

10.5 Explore the possibility of a Mumbles Business Grant Scheme (link to City Region status).

• Business improvements

• Marketing

• Communications

• Development of visitor trails e.g. Mumbles Heritage Trail, Castle Trail, etc.

• ‘Wild Mumbles’ Trail leaflet (CCS Nature Conservation)

Centre for Business MDT TSB CCS Tourism CCS Nature Conservation

Funding to be confirmed Possibly Coastal Communities Fund?

Awaiting feedback from Centre for Business at next Delivery Group

ST1, ST2, ST3, ST4


10.6 Review current trade survey and liaise with relevant Business Support agencies and CCS Departments to create new survey to capture productive data

• 1 annual Trade Survey

• Increase number of respondents

CCS Tourism Centre for Business TSB Business Support providers Visit Wales

CCS own New survey to go out Oct 2014

ST1, ST4

10.7 Natural Environment and Rural Communities (NERC) 2006 Act Training for stakeholders to raise awareness of the duty to protect, enhance and promote biodiversity

• Training workshops CCS Nature Conservation CCS Tourism

CCS Nature Conservation Funding


ST1, ST2

10.8 Widen participation in training programmes linked to the tourism industry in order to develop life skills

• Actively promote training opportunities to the local tourism industry in partnership with TSB and Gallu

• Engage with all Business Support providers to ensure

Gallu CCS Tourism TSB Business Support providers

Gallu Funding Workways (European Social Fund)

Awaiting feedback at next Delivery Group on Gallu activity and Regional Delivery Plan for Skills and Employment

ST1, ST2, ST4 RLP Plan (to be finalised Summer 2014)


training provision is adequate

• Co-ordinate delivery of highly relevant training courses to local tourism industry, e.g. ‘Sense of Place’ workshops, ‘WorldHost Training with Dylan Thomas Theme’, etc.

• Maximise opportunities for subsidised training and affordable learning in the area

• Link with BB&M Team and Workways when relevant and promote schemes to local tourism operators

People First CCS Education BB&M Team Workways Swansea Chamber of Commerce Springboard Career Wales

10.9

Create Learning and Education opportunities for the development of skilled young people entering the tourism industry

• Continue to offer Work Placement opportunities in Culture & Tourism Departments to local students

CCS Tourism TSB Gallu Gower College

CCS own Gallu Workways (ESF)

On-going Awaiting further feedback at next Delivery

ST1, ST2, ST4 BB&M scheme


• Offer support and guidance to Tourism & Hospitality students in the shape of one-to-one advice, background research, statistics, industry knowledge, etc.

• Greater linkages with local schools, colleges and universities, e.g. presence at key events

• Link with BB&M Team and ‘Workways’ when relevant and promote schemes to local tourism operators

Swansea Swansea University Swansea Metropolitan University TSB CCS Education BB&M Team Workways Springboard Career Wales

Group on Regional Delivery Plan for Skills and Employment


MARKETING, PR & EVENTS Marketing activity is defined within three expressions of customer engagement with the destination:

• inspire eg poster campaigns, social media, direct mail, press and media, branding

• browse eg, visitswanseabay.com (vsb.com), literature and the Tourist Information Centre (TIC)

• engage eg by booking accommodation, visiting attraction, buying event tickets at the TIC.

Inspire



Progress Update

Strategic links

11.1 Develop new or reinforce existing key messages used to promote the destination:

Key messages:

• Natural beauty

• Health / sustainability

• All Wales Coast Path

• Wales’ City of Culture

• Dylan Thomas Centenary and Legacy

• Heritage Supporting themes:

• Mumbles

• Premier League

• Spring

• Autumn/Winter

• Wildlife / Nature

CCS Tourism Visit Wales TSB CCS Countryside Access CCS Nature Conservation

CCS Tourism own 2014 campaign on-going



11.2 Develop an integrated marketing plan to ensure a cohesive approach to destination marketing, which is on brand and utilising the key messages and associated themes

• Integrated Marketing Plan

CCS Tourism Visit Wales SWWTP

CCS own Integrated Marketing Plan complete


11.3 Review the balance of print and online media

• Holiday Guide

• Attractions & Activities Guide

• Beaches Guide

CCS Tourism Visit Wales

CCS Tourism own

Review complete

ST4 Visit Wales ‘Partnership for Growth’

11.4 Create a destination-wide framework for digital marketing communications, content sharing and reputation management. Our mission statement is to: ‘introduce and affirm Swansea Bay as a diverse coastal destination that offers

• Identify who we are as a destination and our tone of voice

• Nurture a destination-wide branding initiative

• Distribute guidelines for how we communicate using Social Media


CCS Tourism own 2014 ‘Integrated Marketing Plan’ in place with emphasis on digital marketing

ST1, ST2, ST3, ST4 Visit Wales ‘Partnership for Growth’


fantastic urban and rural experiences through creating, curating and promoting digital content that nurtures crowdsourced advocation.’

11.5 Strengthen the delivery of the online message by developing a ‘Digital Destination Marketing Plan’ to include:

• Redevelopment of visitswanseabay.com

• Social media: Twitter/Facebook, #visitswanseabay

• Search Engine Optimisation

• Group Bloggers and Video Bloggers


CCS Tourism own New version of visitswanseabay.com launched Major SEO improvements Blog in place Successful social media campaigns in place Group and video bloggers planned for 2015


11.6 Review and improve destination branding and information

• Use local images

• Digital portals e.g. QR codes

CCS Tourism Baytrans

CCS own Inception meeting with Arriva Trains

ST1, ST2 Visit


provision at Bus/Train Stations and Coach Arrival Area to foster a ‘sense of place’ on arrival and the impression Swansea Bay is an inspirational place to visit

• Review current signage and information provision Investigate possibility of manning information point or training existing staff at station

• Introduce way-finding map

CCS Transport CCS Regeneration Arriva Trains Wales

Wales due Spring 2014

Wales ‘Partnership for Growth’ VVP

11.7 Develop a brand ambassador initiative, encouraging brand awareness in the destination

• Local people including City Centre Rangers, taxi operators, bus drivers, tourism operators, etc.

• VFR market

• Student population

• Celebrity endorsements

CCS Tourism TSB CCM

CCS own Gallu ‘Sense of Place’ funding

On-going WorldHost workshops held Tourism trade days held

ST1, ST2

11.8 Continued attendance at Cruise Wales national and regional meetings to maximise opportunities for cruise ship visits to Swansea

• Attendance at Cruise Wales meetings

ABP Visit Wales Cruise Wales CCS Tourism

CCS own On-going ST1, ST3, ST4 Visit Wales ‘Partnership for Growth’


11.9 Continue to address the coach and group markets, especially outside summer season

• Review and update existing information

• Out-of-season promotion to group trade, e.g. outdoor pursuits


CCS Tourism own Part of the ‘Integrated Marketing Plan’ Current information under review


11.10

Address the growing overseas visitor market

• Utilise worldwide PR coverage from Premier League / Europa Cup to promote destination outside the UK

• Continue to work closely with Visit Wales and SWWTP on overseas campaigns

CCS Tourism Visit Wales SWWTP UWS

CCS Tourism On-going marketing campaigns (Swansea Bay and Visit Wales), journalist visits and PR


Browse



Progress Update

Strategic links

12.1 Re-brand TIC to reinforce its position within the brand family and its activity as part of the offline marketing campaign

• External fascia

• Internal branding

• Staff uniforms, etc.


CCS own Due summer 2014

ST1, ST2, ST3, ST4


12.2 Encourage visitors to explore more of the destination while they are here or to visit again

• Use empty shopfronts to display iconic imagery of the wider area and key messages

• Display videos on ‘Big Screen’

• Extend reach of existing Swansea City Centre loyalty card to Mumbles

• All advantages of the big city (hotels, restaurants, entertainment) to come back to after a days’ visit to coast or country

CCS Tourism CCS Special Events CCM Mumbles Forum

CCS own On-going as part of 2014 activity

ST2, ST3

12.3 Attract more sporting events linked to the key messages:

• Watersports

• Cycling

• Triathlon

Awaiting update at next Delivery Group

CCS Tourism / Events

CCS own Awaiting update at next Delivery Groups

ST2, ST3 UK Healthy Cities Network


12.4 Continue to actively promote attractions, activities and facilities which residents and visitors can use to improve their health and well-being, lead more active lives, therefore improving their overall quality of life

• Active Swansea marketing campaign

• Passport to Leisure (PTL) scheme

• Walking and Cycling in Rural Swansea campaign (RDP)

• Barham Walking Information Centre (RDP)

CCS Tourism CCS Marketing RDP

CCS own RDP funding for some projects

Active Swansea campaigns in place ‘Walking and Cycling in Rural Swansea’ leaflet produced Barham Centre project in progress

ST2, ST3 UK Healthy Cities Network

12.5 Tourist Information Point at Gower Heritage Centre

• Tourist Information Point at Gower Heritage Centre

Gower Heritage Centre CCS Tourism

GHC own Awaiting update at next Delivery Group

Engage



Progress Update

Strategic links

13.1 Develop ticketing opportunities at the Tourist Information Centre

• Event ticketing

• Attractions ticketing

• Tours ticketing

CCS Tourism CCS Events

CCS own On-going as part of 2014 activity

ST2, ST3


13.2 Promote a year-round programme of events and cultural activities across the destination

• Increase communication between Departments about forthcoming events

• Investigate feasibility of a single events database to feed CCS websites

CCS Tourism CCS Events CCS Marketing Visit Wales

CCS own On-going ST2, ST3 Visit Wales ‘Partnership for Growth’

Last updated 27th March 2014

appendix 11 ‘destination swansea bay’ action plan · 2014. 6. 4. · way st2, st4 4.8 recruit...

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