North Pennines AONB Partnership - North Pennines Tourism Working Group

Transcription

1 North Pennines AONB Partnership - North Pennines Tourism Working Group Friday 13 th May am-12:30pm Present: Pauline Elliot (Chair) Ninebanks Youth Hostel Craig Wilson Visit County Durham Ron Smith Cumbria Tourism Verona Woodhouse Visit Allen Valleys Dawn Goodwill-Evans Active Northumberland Duncan Wise Northumberland National Park Authority Lynda Bares Upper Teesdale Tourism Network Shane Harris, Fiona Knox, Maya Horton, Simon Wilson, Aimee Lee North Pennines AONB Partnership Guest: Cameron Gordon Roof of England Apologies: Alex MacLennan Forestry Commission Kim Holden South Tynedale Railway Sue Gilbertson Alston Moor Partnership Liz Curry Weardale Visitor Network Andrea Runkee Cumbria Tourism Martin Kitching Northern Experience Wildlife Tours Rachel Milner - Raby Estates Elaine Edgar (Epiacum Heritage) Jude Leitch (Northumberland Tourism) Sally Hemsley/Jessica Goodfellow (Eden Tourism) Heather McCarty Natural England David Heatherington Weardale Museum Mike Boase/Shelagh Connor Killhope Lead Mining Museum

2 2. Minutes of last meeting The minutes from the last meeting were agreed to be a true account of the meeting held on Friday 27 th November Matters arising SH Item 4: New geodiversity project -Unfortunately the bid was knocked back from the national HLF round (in May) -In effect the pot was 4x oversubscribed ( 80m of projects with only 20m available) - 800K for essentially an awareness raising project was (in hindsight) a big ask -Intention is to re-cast the bid into 2 smaller ones which would be determined at a regional level Item 5: International Dark-Sky Association Dark Sky Reserve Status -On the back of the positive discussion at the last WG a paper went to the full AONB Partnership on 8/12/15 -Was discussed in more detail (from a resource implication point of view) at 16/03/16 North Pennines AONB Executive Group broadly supportive from the LAs. -Next step is further consideration at the full AONB Partnership on 19/05/16 further paper drilling further into the detailed requirements for the status. Item 7: Durham Destination Management Plan -Thanks for the group input to this. -It covers the period and has now been published

3 Item 8: Proposed East Fellside LPS -Stage 1 submission on track for end May Shape looks to be 4 Programmes: 1: Climate, landscape & vegetation change: interpretation, education, engagement & research 2: Past tales from a living landscape: celebrating the sense of identity of the Fellside communities (oral histories, support for Music on the Marr, village greens, buildings conservation) 3: Addressing environmental challenges: habitat and species conservation woodlands, peatlands, rivers etc. 4: Living and working on the East Fellside: Know Your East Fellside and North Pennines, Heritage Holidays/Volunteer Holidays, enhancing physical infrastructure/walks/cycle routes etc., developing visitor gateways. -Hopefully that there will be a dedicated Countryside Business Officer whose role will be, in part, to develop the tourism linkages of existing businesses and new opportunities in the area. -If successful development phase will be Oct2016-Oct2017. Stage 2 submissions Oct Delivery March 2018-March Developing a visitor giving scheme for the Allen Valleys/North Pennines - SH SH introduced the paper (previously circulated) and the group had a positive discussion about the possibility of introducing a visitor giving scheme. The main points of the discussion were: The desirability of linking projects with businesses to encourage a sense of ownership. Needs to be balanced with the administrative demands of this approach. Whether there is enough tourism volume in the Allen Valleys to support a viable scheme? Linked to the need to devise a solution/project structure which is capable of being scaled up across the North Pennines. RS mentioned Cumbria's Fairbooking scheme and how accommodation providers could benefit by cutting out the likes of LastMinute.com etc. with their top sliced fees. They could if they wanted use this as a means of providing some opportunity for visitors to give to worthy causes. For example visitors could elect to give a percentage of the accommodation provider's improved return (because they are not paying 10-20% to LastMinute.com) to a worthy cause (to be decided). Instead of receiving from the accommodation provider a free

4 a room upgrade, free wine, chocolates or whatever they get to donate to the chosen good cause(s). The need to identify a project/projects which are appealing enough for visitors to contribute to. Debate about the most appropriate way to collect donations i.e. opt in vs. opt out. Collection boxes vs. opt out additions to bills. 5. Allen Valleys Landscape Partnership Scheme: Tourism related work FK/MH - Work is on-going at the Hearse house, Smelt Mill and the Mine shop at Barney Craig (West Allen Valley) to ensure all sites are safe and interpretation work is taking place. - One LEADER bid is for signage at Allenheads, the observatory and interpretation work which has passed the first stage, and this bid was submitted on behalf of the AONB. If the second round submission could be made by June 9th then a decision should be made by mid-august. - The second bid is on behalf of Allen Valleys Enterprises Ltd and is to create a camping barn in addition to the restoration works at Barney Craig mine shop. This would allow the building to be transferred to AVEL as an asset. The first round application is due on June 1st. Since the meeting Andy Lees and Jon Charlton met with the LEADER officer from Durham County Council and issues over VAT and contract management may mean that this bid also has to be submitted by the AONB Partnership. -The Allenheads Observatory is on-going, a steering group has been created and their first meeting is soon: - In the process of creating an Astronomical Society for the North Pennines (to be based at the Observatory). - LEADER bid has been submitted and is awaiting approval. - The design for the observatory came from students at Newcastle University and they have been working with the architect on the design development. - Timescales are flexible at this point but the aim for the launch is November. - Heritage Open days are being organised to take place between 8th and 11th September. Anyone who would like to get involved please speak to Fiona Knox. Emma Wright and Simon Fawcett are working on an event which will celebrate the Deneholme woodland garden and trail for one of the open days. The events will take place throughout the Allen Valleys and will include activities such as guided walks, bell ringing and a range of other activities which are yet to be arranged. - FK has been working with P.S Business matters creating a media tool kit. A new heritage information centre has been created in the post office at Allendale. - The Folk Festival is running from Friday 30 th September-Sun 2 nd October. The website is now live and the new leaflets are available and being distributed. -The new Allendale visitor trail is now available. -The community website is being developed and will be a portal to visiting the Allen valleys.

5 -The project Hop-on Hop-off is run by a volunteer who is working with the bus service which currently runs to and from Allendale 7 times a day. 6. Tourism asset mapping exercise The group was split into two teams to take part in mapping exercise which was started at the North Pennines Tourism Seminar (14 March 2016, Melmerby). 7. Roof of England: Developing and promoting tourism activity in the North Penninesprogress update CG - CG believes that the North Pennines warrants a focussed Destination Organisation of its own. -A meeting was held in March with the CEOs of the 3 existing DMOs, AAPs, The AONB Partnership and Chairs of the existing Tourism Networks the general feeling was positive to move forward. Work is on-going with the branding of the Roof of England. A Facebook network page has been set-up and working is ongoing on content. -In the process of creating iconic imagery around the North Pennines. - Cycling weekly are doing a four page spread on the Roof of England Sportive. -CG has been working with businesses to promote bunting (purple, yellow and green) which is to symbolize the link between businesses and help spread/create information. - The organisational structure will be a CIC (Community Interest Company) and is in the process of being set up. A charitable body will also be created the intention is for it to be a membership organisation. T -The next step for RoE is finding funders in order to move the whole project forward. 8. North Pennines Tourism seminar: March 2016-SH -Held in Melmerby on 14 March Themed on product development, 65 delegates in total -In the morning we heard from Colette Walker from Blue Sail Marketing on trying to tap into international markets/cameron Gordon introduced the Roof of England initiative and the Fellfoot Forward Landscape Partnership Scheme development. -After tea we focussed on the asset mapping exercise (which we ve continued today) -In the afternoon we launched our Nine Standards Rigg crowdfunding campaign and heard about the North Pennine Dales and Solway, Borders and Eden LEADER Funding Programmes. -We ll look to hold the 2017 Tourism Seminar in March next year.

6 9. North Pennines Electric bike network-sh -Background: 2015 season saw patchy uptake of bike hire from the 11 Hire Points. Few broke even, many lost money. Result was that most wanted to leave. -October 2015-February 2016 we reviewed the network and explored the possibility as tendering it as a whole with a view to finding a private sector partner to take the whole network on. Undertook a Soft Marketing Questionnaire Exercise and consulted with individuals low response to questionnaire and uncertainty over whether there was a player willing/able to come forward -March 2016 decided not to tender this year. -This season we re working with three individuals/organisations, with Hire Points now in St. John s Chapel (Chatterbox Café) and Blanchland/Edmundbyers (village shops) AND to follow Hire Points on Alston Moor, in collaboration with Alston Moor Partnership. -We re able to continue support it through the Allen valleys LPS this season (principally paying for insurance). Next season is the last year we can do this. -Details at Round table update on activities specifically relating to North Pennines AONB. Jude Leitch: Northumberland Tourism - It s in our Nature campaign about to go live with national press, outdoor advertising and online advertising. This campaign was delayed whilst we participated in the #Love the North national marketing campaign coordinated by Visit England to mitigate negative perceptions following the winter flooding in the North. -Latest tourism stats and information available in our business barometer. This can be found on and is updated every month. Visits to are up 13.7% so far this year and 89% of attractions are reporting increased visitors, partly due to the early Easter but also the Robson Green effect. -Also new to our Tools and Toolkits section is the Business Toolkit for Cycle Tourism, developed by Cycle Northumberland to help businesses become cycle friendly and benefit from the cycle pound. Rachel Milner: Raby Estates/High Force -Lord Barnard s has passed; there was a memorial service on Friday 6th May, which was a fitting tribute to his life. Business as usual across the Estate for the time being, as his son Henry Francis Cecil, who has succeeded to the title of 12th Baron Barnard, goes through the process of taking ownership. -Looking to renew and perhaps improve some of the interpretation at High Force. The High Force Hotel new management, which changed last year, seems to be continuing to go well, refurbishment and improvements were made last Spring and it has been under new

7 management since May last year, the hotel is open for refreshments 7 days a week, this should certainly improve the visitor offer at High Force this season. -Raby Castle is now open to visitors for the Summer season, with a good events programme happening. Shane Harris: North Pennines AONB Partnership -Tourism Business Survey closed on Wednesday. 90 responses. Will report findings at next meeting -Bowlees Visitor Centre Now open 7 days a week, 10am-5pm. New brochure. Wild Wednesdays run throughout school holidays. The new Bowlees Discovery Club (5-11year olds) is the last Saturday of the month (flyer). New for 2016: Footsteps to Nature Trail to Gibson s Cave, mud kitchen, willow bird hide. Thanks to a grant from Teesdale AAP we ll be starting on a new sensory garden and hay meadow project adjacent to the centre in Crowdfunding - We raised over 15,000 via crowdfunding (total raised = 21,405) to repair Wainwrights Coast-to-Coast footpath near Nine Standards Rigg. The stone flagging will start in the autumn. -May is National Walking Month campaign led by Living Streets. We ve been running a Twitter campaign which has reached the following (with 13 tweets): seen by 40,317; 594 engagements; 59 RTs and 92 likes. Based on this the whole campaign should reach in excess of 100,000 people (25 tweets left). Elaine Edgar: Epiacum Roman Fort -New car parking area, interpretation and self-guided trail at the fort will make it more accessible for visitors. Ron Smith: Cumbria Tourism -CT s 2016 plans focus on digital marketing, PR and the distribution of publications we will be launching a new fully responsive website in June our PR focus is on supporting key anniversaries e.g. BP s 150th, Visit England s Year of the Garden and the strong timetable of local events e.g. Lakes Ignite. We will be conducting monthly enewsletters and social media campaigns to showcase Cumbria s key themes of culture, outdoor activities and food and drink. CT will continue to work with other Northern destinations on press trips and building on the work done through the Northern Tourism Growth Project (primarily to help tackle misconceptions of inaccessibility and London-centric messaging undertaken by VB/VE). -The LEP/CCC have invested 300k with Allendale, Eden, Carlisle, South Lakeland for boosting local events and festivals. A similar amount of public funding is supporting the Cumbria leg of the Tour of Britain/Lakes Alive programme. There is a high expectation with businesses and Government that this programme of events will deliver the urgently needed economic recovery of Cumbria s visitor economy. -VE s main 2016 domestic marketing campaign is to be launched on the 19th May. The aim of the campaign is to encourage more UK residents to take domestic holidays this year. The multimedia campaign includes working with trade partners like Thomas Cook, Shearing s and

8 Super break, extensive social media activity and some TV, digital and press partnership activities. Recent film footage of The Lake District will be used in campaign. -Unlike recent RGF programmes undertaken by CT, there will no direct support for CT to undertake the support activities required by VE/VB. CT and other destination organisations are expected to provide content to benefit local businesses. All VE/VB activities will point to national or OTA websites. Please note that the VE/VB campaigns will again be London managed and will favour larger travel operators working through the travel agent network (travel trade). Only a very small proportion of tourism businesses in Cumbria work through the travel trade so the scope for generating bookings is limited. -Cumbria Tourism will continue to make the case and lobby for a sustained consumer and trade campaign (which as previously stated) we recommend is needed for at least a 12 month period to ensure that consumers are frequently reassured that all areas are operating normally, and that there is an enhanced events and festivals programme, and as usual a great of range things to see and do. (Item 7 in the Exec Board Papers CT/LEP proposal) -Government intervention report refers to Government support for flood recovery to date -Tourism Growth Plan will replace the Destination Management Plan as required by the LEP -Great North Exhibition Cumbria bid will be led by Whitehaven Harbour with Arup support. -Cumbria LEP has supported the Lake District China Forum with match funding for a China Airline promotion. 11. AOB & dates of next meeting The next meeting was set for Thursday 22 September 2016.