Ards and North Down Tourism Events Grant Programme

GUIDANCE APPLICATION NOTES

(Please read PRIOR to completing Application Form)

INTRODUCTION

Ards and North Down Borough Council (the Council) has published its corporate plan 2015-2019. Within the plan it has identified strategic priorities and corporate objectives. The Council supports and encourages organisations to deliver projects within the Borough, which are consistent with the Council’s Corporate Objectives: people, place, prosperity and performance. The tourism events grant programme will help deliver, in particular, prosperity and place. (See Appendix 1).

The Council wish to support quality, unique events that align with our corporate objectives, as listed above. The event must, as a minimum, deliver on the following two corporate objectives to be eligible for application:

Place

Events must demonstrate how they will provide beneficial tourism experiences, and where possible, showcase the Borough’s natural, cultural and environmental assets.

Prosperity

Events must demonstrate how they will make the Borough’s town and rural localities prosperous. The event will increase visitors to the Borough through bed night generation, spectator and participant numbers, and the active promotion of the event and Borough, to a range of tourism market segments (See Appendix 2)

Who can apply

Eligible applicants:

Constituted community and voluntary organisations Limited companies

Eligible events:

The event:

will be delivered within the Ards and North Down Borough between 1 April 2018 and 31 March 2019;

will attract a minimum of 500 visitors/spectators; will have a minimum of 50% of its overall project costs, from a non Council

contribution. No portion of this funding must be attributed to any other amount provided by the Council within the 2018/2019 financial year;

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will be open to all members of the general public; this includes free or paid for elements;

must meet the defined tourism event critieria.

Tourism Event Criteria

Events must meet the following eligibility criteria:

Place

• Enhance the profile and appeal of the Borough, by delivering an event which enhances the natural, cultural and environmental assets of the Borough.

• Enhance the visitor experience to the Borough.• Demonstrate that the event is focussed on building its sustainability into future

years, for example, additional revenue opportunities or reductions in event delivery cost.

NB an event is deemed as activity reflective of the event programming over consecutive days/nights i.e. there is NO break in the event duration.

Prosperity

• Encourage attendance from visitors and participants from within and outside the Borough.

• Increase economic benefit to the Borough through bed night generation and additional visitors (participants and spectators/visitors).

• Demonstrate how the event will promote Ards and North Down to the key visitor tourism market segments.

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THE APPLICATION PROCESS

The Council tourism events grants programme 2017/18 offers financial support to eligible events taking place between 1 April 2018 and 31 March 2019. Funding is available for events from £500 to £10,000. There is only one call in one financial year.

The application process will include four stages.

Stage 1

Full completion of the application form Pass/Fail

Provision of all required accompanying documentation Pass/Fail

The applicant must pass both criteria to move to the next stage of the assessment process.

Stage 2The event must meet eligible Tourism Events Eligibility Criteria to move to Stage 3.

Stage 3 Applications will be assessed and scored under the following criteria

Place

Event description to include:

how it will meet the requirement to enhance the natural, cultural and environmental assets of the Borough;

how it will enhance the visitor experience within the Borough; and how the applicant will demonstrate that plans are in place to deliver event

sustainability.

The application must meet a minimum pass mark to move to Stage 4.

Stage 4Applications will be assessed and scored under the following criteria

Prosperity

Marketing plan : to include how the event will be promoted and to what tourism market segments. Ards and North Down Borough Council seeks to provide financial support for events which best meet the interests of the event’s core tourism market segments. The application must demonstrate how their event supports at least one of the defined Tourism NI market tourism segments

Projected bed nights (only bed nights within the Ards and North Down Borough will be regarded as eligible, no private dwellings or non-registered campsites are deemed eligible)

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Projected visitor/spectator numbers and participant numbers . The event must attract at least 500 visitors/ spectators to be eligible for application

GRANT AWARD

The level of grant will be determined for each application. Please note where the number of successful grants, exceeds the available grant budget, a percentage reduction will be applied to all applications.

TIMETABLE

The Tourism Events Grants application process will open on Friday 15 September 2017 and close at 12 noon FRIDAY 13 OCTOBER 2017. Please note late applications will not be accepted. All electronic applications received will receive receipt of acceptance electronically. If delivered in person you will be issued with hardcopy receipt at time of submission.

Return of application form and all required documentation must be submitted by email to anne.poots@ardsandnorthdown.gov.uk or in hard copy format to Visitor Information Centre, Tower House, 34 Quay Street, Bangor, BT20 5ED. Please ensure you read and understand the Important Information notes prior to the completion of your application form.

The Application Form – Guidance application notes will also assist you with your application.

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The Application Form – helpful notes

SECTION 2: YOUR EVENT – OBJECTIVE PLACE

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Q6: For the event to be eligible for funding all elements of the event must be open to all members of the general public to attend. This includes free or paid for elements.

Q8: 50% match funding: Any event unable to demonstrate secured or projected independent match funding (excluding any additional council funding outside of the Tourism Event Fund) will be deemed ineligible and not proceed to the next stage of scoring.

Q9: This answer should provide the total estimated number of audience expected. This must be above 500.

SECTION 3: YOUR EVENT – OBJECTIVE PLACE

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Q1: Events supported must demonstrate how they will:

• Encourage attendance visitors from within and outside the Borough;• Generate economic benefit for the Borough through increased spend;• Enhance the profile and appeal of the Borough;• Enhance the visitor experience to the Borough;• Demonstrate how they will promote Ards and North Down Borough to our key

market segments – see Appendix 2;• Enhance the natural, cultural and environmental assets of the Borough.

Q2: Event supported must demonstrate the uniqueness of the event and how the event will enhance the visitor experience to the Borough by:

• Programming (new or expanded event content / activity);• Choice of date (to maximise the potential for the event);

or otherwise• Promoting Ards and North Down Borough Council to our key market

segments – see Appendix 2.

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SECTION 3: YOUR EVENT: FINANCE

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• The Council support cannot be included as part of the minimum income requirement.

• In-kind support is not included in the budget.• Applications that do not provide a budget will be ineligible and will not be

scored. NB: The scoring panel may contact the event organiser for further clarification if required. If clarity is not provided, the application’s score may be reduced based on the data provided. (Please refer to sample income and expenditure in Appendix 3)

SECTION 4: OBJECTIVE PROSPERITY

SPECTATOR AND PARTICIPANT NUMBERS

It is important to be open and accurate when submitting the projected number of spectators and participants who will attend the event.NB: ensure that you keep your spectator numbers and participant numbers separate.

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Q2: Rationale:It is vital to give a clear justification of how you have arrived at your projected numbers for both spectators and participants. Please give a clear evidence based explanation which may include:

• Previous similar events;• Police counts;• Research / Surveys for events (independent or internal);• Previous ticket sales and or online booking system data;• Postcodes of attendees;• Capacity of site;• Duration of event.

Please include as much detailed relevant information as possible. Applications that do not provide a justification may be deemed ineligible and may not be scored.

SECTION 5: Accommodation

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Q2: Rationale:

It is vital to give a clear justification of how you have arrived at your projected number including the breakdown of areas. Please give a clear evidence based explanation which may include:

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• Previous similar events;• Accommodation counts;• Research / Surveys for events (independent or internal);• Previous online booking system data;• Duration of event.

Please include as much detailed relevant information as possible. Applications that do not provide a justification may be deemed ineligible and may not be scored.

Private accommodation, non –registered or accommodation located outside of the borough of Ards and North Down is not deemed as an eligible bed night and cannot be counted as part of the application.

SECTION 6: Event Marketing and Evaluation

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This section of the application process enables you to demonstrate how you will promote the event and that of Ards and North Down and the promotional opportunities you can offer Ards and North Down. This information should be detailed and achievable.If your application is successful, this information will form part of the Letter of Offer and items not delivered will result in deductions in the final award post event.

Examples of the type of activity in each section have been listed in Appendix 4. The following information may also be of use:

Print Opportunities could include:• Flyers• Brochures• Billboards• Adshels• Telephone box advertising• Bus advertising

Paid for Advertising Opportunities could include:• Press advertising• Magazine advertising• Television advertising• Radio advertising• Online advertising

PR Opportunities could include:• Press releases in newspapers• Photo opportunities• Speaking at launch events• Press releases in magazines• Radio interview

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• Television interview• Television programme• Outside broadcasts

Online Opportunities could include:• Facebook advertising• Twitter posts• Facebook posts• Blogs• Ezines• Website listing / banners

Branding Opportunities could include:• Branding launch event• Entrance and egress branding• Stage branding• Onsite branding

Bespoke opportunities for Ards and North Down:Within this section describe any unique ideas how your event will promote and communicate Ards and North Down and our objectives and Borough. This maybe something that is quirky and different from traditional marketing activity. For example

the opportunity to host corporate activity on a tall ship, participate in an event; highlight the number of tickets you will make available to Ards and North

Down for your event.

When completing these sections please complete one printed item per line in the table.

Q2: Detail how you will acknowledge the award of grant by the Council. This can include social media, press release, website promotion.

Please note that evidence will be required as part of the post event analysis and copies of all activity should be held detailing activity.

Q3: How do you intend to measure the success of your event?

This may include:

Proof of ticket sales Press coverage Independent count assessment e.g. PSNI Screen shots of online coverage and promotion Staff counts at events

Estimated Budget: The budget spends on marketing and promotion will form part of the scoring evaluation. It would be expected that a minimum of 10% be spent on marketing and PR.

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The Northern Ireland Act, Section 75

The Northern Ireland Act 1998, Section 75

We would ask you to recognise that Ards and North Down Borough Council has duties and responsibilities under the NI Act 1998, Section 75. We request when working with or on behalf of the Council you comply with these duties and responsibilities. Fulfilling these duties and responsibilities means going beyond avoiding discrimination - it requires a pro-active approach to the promotion of equality of opportunity and good relations between the categories identified within the legislation.

For further information on the equality scheme please visit the website   http://www.ardsandnorthdown.gov.uk/about-the-council/equality

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Appendix 1

Ards and North Down Borough CouncilCorporate Plan 2015-19

Summary

Our Purpose

Our purpose is to make Ards and North Down the best place to live, work, visit and invest.

Our Vision

Our vision is that Ards and North Down will be a place to be proud of which is more prosperous, vibrant, healthy, sustainable and where people enjoy an excellent quality of life.

Our objectives

Our objectives are concerned with both external impact and organisational development. We have grouped our external objectives under three headings – people, place and prosperity. Delivery upon these will be supported by inward looking objectives concerned with performance excellence.

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Appendix 2

Tourism Market Segments

Tourism Market Segments criteria as defined by Tourism Northern Ireland and applied to the Ards North Down tourism events grant programme.

Each visitor segment has a description below and the key market identified in brackets (NI - Northern Ireland, ROI - Republic of Ireland, GB - Great Britain). Please note: when selecting the key visitor segment for your event you must clearly demonstrate how you will market to this sector. You may note the appeal of your event to more than one grouping.

Time Together (from NI and/or ROI)Couples interested in events where they can spend quality time together either to celebrate a special occasion or to get away from the daily pressures. The key draw is a romantic venue with a large emphasis on relaxation and contemporary cultural experiences.

Mature Cosmopolitans (from NI and/or ROI) They tend to be older, though not exclusively so. They are more frequent break takers who aspire to travel more and in today’s economic climate are more likely to have the disposable income that allows them to do so.They are interested in fine dining, the theatre, scenic drives and genealogy.

Family Fun (from NI and/or ROI)Are families travelling with their children and interested in events that offer attractions that will keep their children amused whilst giving them an opportunity to relax. Their principle focus in life is raising their family and if they can chill out at the same time all the better. Typically planned in advance, they enjoy family orientated events within a fun and safe environment whilst making memories.

Young and Lively (from ROI) Focused on urban experiences with lively nightlife being the key appeal but complimented by shopping and action packed activities. This segment enjoysevents offering entertainment, a social element with city experiences, contemporary culture, music festivals, street animation and promoting the local scene.

Great Escapers (from GB and/orOverseas) Tend to be younger, around thirty. They are couples and may have a baby or youngchildren. They are in need of time out from their busy lives and careers and are interested in rural holidays as a couple / family. These people are searching for events to get physical with nature and to reconnect with their partner. They wantto connect with the landscape and soak up the beauty of it all. They appreciate history as a backdrop and part of their experience, but don’t want to go into too much detail on this. They want to go home refreshed and revitalised, their batteries recharged.

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Social Energisers (from GB and / or Overseas) Are young (18-34) and like to holiday in groups or as couples. They are friendsor colleagues, looking for a cool, exciting trip with new and vibrant events. They like having a laugh and sharing the adventure with their friends.They love new experiences and exploring new places. It’s great if there is lots to do in a relatively small area, so they don’t have to plan too far ahead including music, festivals and contemporary culture.

Culturally Curious (from GB and / or Overseas) Are older, most are over 45 and more than a quarter over 65. They travel as couples or on their own. They are out to broaden their minds and expand their experiences by exploring new landscapes, history and culture.They are interested in all that a place has to offer and they want it to be authentic. They want to cover everything in one visit. Independent, ‘active’ sightseers, they are looking to encounter events in new places, and experiences that are out of the ordinary.

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Appendix 3

Q6 [a] EXAMPLE – Event Expenditure and Income Summary

NB these figures should equate to those provided in Q6[a] – Event Expenditure

Please retain all receipts and invoices as evidence of spend as these MUST BE submitted for inspection with the final event accounts. These receipts and invoices must be relevant to the allocated spend as detailed in your submitted budget.

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Production and Venue Costs

Marina Hire £500

Hire of portable toilets (x2 x 2 days) £500

Entertainment / Artistic Programme

Band for event finale £500

Marketing and Promotion Costs

Advertising Belfast Telegraph £400

Advertising News Letter £150

Advertising Cool FM £800

Canoe Monthly £300

Health and Safety Costs

Hire of Safety Boat £200

Fuel for Safety Boat £50

Administration Costs

Stationery & postage £50

Other Expenses

Accommodation for judge £60

Trophies £300

Appendix 4

Section 6 Q1: EXAMPLE Summary Marketing Plan

NB: Must be completed for all applications to be scored. Fund 2 will be expected to include a higher level of content than Fund 1 applicants.

This section will be used by Ards and North Down Borough Council for post event evaluation purposes.

The Event _______________________________________

The Objective/s of the marketing plan __________________________________

The Event Target Market Segment/s ____________________________________

Please indicate timeline of marketing activity as per schedule below

Please list planned marketing/promotional activity for your event in the applicable sections below.

Printed Materials – distribution timeline

Print Items Quantity Reach Opportunity for AND

e.g. flyers 2000 AND, Belfast, Scotland

Inclusion of AND logo

e.g. posters

Advertising Activity – timeline

Advertising Activity

Channel/ProgrammePublication

Reach Opportunity for AND

e.g. Newspaper advert

Belfast Telegraph National Inclusion of AND logo

e.g. Radio U105 National Mention on Support of AND

e.g. Billboards AND, Belfast Inclusion of AND logo

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PR Activity – timeline

Channel/Programme Publication Reach Opportunity for AND

e.g. Radio Radio Ulster National Mention on air of AND support

e.g. TV UTV National Mention on air of AND support

Online Activity – timeline

Online Activity Description of Activity

Reach Opportunity for AND

www.eventwebsite.com Specific event website with all event information covered.

Global potential

Inclusion of AND logo and link to www.visitardsandnorthdown.com

Social Media Facebook page

Global potential

Inclusion of AND logo, support and link to www.visitardsandnorthdown.com

Branding Opportunity – timeline

Branding Opportunity

Branding Activity Description

Presence for AND across the event site.

AND banners. Specified locations for AND banners to ensure maximum exposure.

Presence for AND across the event site.

AND pop-ups / tear drop banners.

Specified locations for AND banners to ensure maximum exposure

Presence for AND across the event site.

Promotional items/giveaways AND event staff can attend to hand out giveaway’s etc.

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Please include an estimated budget, showing a breakdown of the Marketing costs.

This section is scored and will impact grant award: please refer to guidance application notes.

Printed Materials £Advertising Activity £Online Activity (paid for) £Overall estimated marketing budget: £Budget % as part of overall estimated event budget

%

Please detail any bespoke/unique ideas you will use to promote your event and the support of AND. (Max 150 words)

N.B. Evidence of all activity listed above will be required as part of

submission. Failure to achieve the activity listed may result in a minimum 5%

maximum 10% penalty of total grant award.

ALL PRESS RELEASES AND DESIGN MUST RECEIVE APPROVAL FROM ARDS AND NORTH DOWN MARKETING. ALL ITEMS MUST BE RECEIVED WITH A MINIMUM OF2 WEEKS’ NOTICE FOR APPROVAL.

For all marketing enquiries, Ards and North Down branding materials and provision of your event content for inclusion in visitardsandnorthdown.com please contact: marketing @ardsandnorthdown.gov.uk

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