This report of the Strategic Director Place (Document “R”)is to inform the Executive of the Destination Management Plan (DMP) and Tourism Review reports and consider that the new approach to destination management is the right way forward and agree the delivery model for the Tourism frontline service.

Recommended –

(1)          That the strategic approach to Destination Management outlined in the DMP report be implemented.

(2)          That Bradford Visitor Information Centre be kept in its current location until 2019 and partnership opportunities be identified to find future resourcing and delivery options for frontline visitor information, including professional Welcome Ambassadors in Bradford. 

(3)          That a team of Pop up volunteers be developed to meet and greet at key events across the district.

(4)          That the Bronte Society takes over the lease of the Haworth Visitor Information Centre building and provides a frontline Tourist Information provision for Haworth and Bradford District. The Council consults with them on the TUPE Transfer of current staff.

(5)          That Ilkley Parish Council fund Ilkley Visitor Information Centre and the service moves from the Town Hall into Ilkley Library.

(6)          That Shipley College have a Visitor Information Point in Victoria Hall and direct all emails and phone calls to Bradford Visitor Information Centre.

(7)          That the remaining budget be invested into Tourism development and marketing creating 2 new posts of a Tourism Digital Media Officer and Tourism Officer.

(Regeneration & Economy Overview & Scrutiny Committee)

                                                                        (Pete Massey – 01274 432616)

The report of the Strategic Director Place (Document “R”)was to inform the Executive of the Destination Management Plan (DMP) and Tourism Review reports and consider that the new approach to destination management was the right way forward and agree the delivery model for the Tourism frontline service.

On 25 July 2017 the Regeneration & Economy Overview & Scrutiny Committee considered an update on the Tourism Review and Destination Management Plan (Regeneration & Economy Document “C”).  The Strategic Director advised members that the Committee was very supportive of the report.  The Committee wanted transport networks to be used to showcase the district and the district’s restaurants to be part of the offer.  He noted that the food offer was mentioned as a strategic approach to the district.  The Committee supported the use of volunteers to promote the district.  The positive suggestions made by the Committee had been  taken on board in Document “R”.

Councillor Hawkesworth attended the meeting and disclosed an interest in the box office element of the Visitor Information Centres and the Ilkley Summer Festival as a friend of Kings Hall Ilkley.  She was in favour of the Ilkley visitor information centre moving to the library and the support from Ilkley Parish Council.  She suggested that consideration be given to the future use of the empty visitors centre as a visitor destination itself.  The Leader noted that  this was not for discussion at today’s meeting  and that local ward Councillors would be consulted on the next steps.

The Environment, Sport and Culture Portfolio Holder recognised the changes that had taken place in delivering visitor information and thanked officers and partners from Ilkley Parish Council, the Bronte Society and Shipley College for the constructive way in which they had addressed the issue. 

The Leader noted the shift in emphasis on how the service was delivered with a much reduced budget.  She thanked Ilkley Parish Council, the Bronte Society and Shipley College in their commitment to provide visitor information and anticipated a similar partnership arrangement for Bradford.

Resolved –

(1)          That the strategic approach to Destination Management outlined in the DMP report be implemented.

(2)          That Bradford Visitor Information Centre be kept in its current location until 2019 and partnership opportunities be identified to find future resourcing and delivery options for frontline visitor information, including professional Welcome Ambassadors in Bradford. 

(3)          That a team of Pop up volunteers be developed to meet and greet at key events across the district.

(4)          That the Bronte Society takes over the lease of the Haworth Visitor Information Centre building and provides a frontline Tourist Information provision for Haworth and Bradford District. The Council consults with them on the TUPE Transfer of current staff.

(5)          That Ilkley Parish Council fund Ilkley Visitor Information Centre and the service moves from the Town Hall into Ilkley Library.

(6)          That Shipley College have a Visitor Information Point in Victoria Hall and direct all emails and phone calls to Bradford Visitor Information Centre.

(7)          That the remaining budget be invested into Tourism development and marketing creating 2 new posts of a Tourism Digital Media Officer and Tourism Officer.

Regeneration & Economy Overview & Scrutiny Committee

ACTION: Strategic Director Place