Agenda item

The Director of the Place Marketing Service will give a powerpoint presentation for this item.

The Commission considered a report of the Chief Executive providing an update on recent developments in relation to the jointly funded City and County Council Place Marketing Service which incorporated place marketing, strategic tourism and inward investment activities.  A copy of the report marked ‘Agenda Item 8’ is filed with these minutes.

The Commission also received a presentation from the Director of the Place Marketing Service on progress to date and future plans.  A copy of the slides forming the presentation is filed with these minutes.

Arising from discussion and questions the following points were raised:-

(i)          The Commission expressed disappointment that the presentation did not make reference to targets and outcomes and did not provide quantifiable evidence of what the Place Marketing Service had achieved.  Members were advised that the Inward Investment Team had already supported and was continuing to support a number of businesses that were interested in either moving to the area or looking to expand.  A Tourism Growth Plan and a Business Tourism Strategy were being developed with partners across the private and public sector and would be the subject of a future report to the Scrutiny Commission.  These would include performance measures.  Performance was also measured using STEAM data, a tourism economic impact modelling process.

(ii)         It was confirmed that, following a review a few years ago, neither the County Council nor Leicester City Council funded Leicestershire Promotions, although it continued to have a relationship with some district councils.  Visit Britain recognised both Leicestershire Promotions and the Place Marketing Service as Destination Marketing Organisations but also recognised the split between the tactical work of Leicestershire Promotions and the strategic work of the Place Marketing Service.  The two organisations complemented rather than competed with each other.

(iii)       In response to  a concern that the Place Marketing Service had not met its original savings target, the Commission was advised that substantial savings had been made when compared to the level of funding that Leicestershire Promotions used to receive.  The savings target had been revisited to enable the new organisation to be strengthened and to work effectively.  Work to generate income was ongoing, for example through the membership model.

(iv)       Some concern was expressed regarding the declining footfall in town centres.  The challenge was acknowledged; town centres needed to be distinctive in order to attract visitors.  District Councils were able to bid for funding from the Future High Street Fund to support Leicestershire’s Market Towns, six bids had submitted and the County Council had provided letters of support for all bids.

(v)        Concern was expressed regarding the impact that robotics had on local employment.  The Commission was advised that work was currently being undertaken by the LLEP and its partners through the development of the Local Industrial Strategy to strengthen key sectors to support growth.  A Skills Advisory Panel would also be created to develop a Skills and Employment Strategy for Leicester and Leicestershire, designed to match future demand to skills.  There was also a Skills and Employment Strategy for HS2; the County Council had volunteered to lead work on the inspiring young people theme.

(vi)       The map of business investment sites in Leicestershire had been prepared for MIPIM, the International Real Estate Industry Exhibition, which the Place Marketing Service had attended with a delegation of 25 businesses from Leicester and Leicestershire to showcase the opportunities and support available.  The map only included the larger sites; there was also a list of smaller sites which the website and development of a toolkit would bring to the fore.  All sites were also included in an online searchable database.

(vii)     It was noted that MIPIM had led to a number of follow up meetings.  It would be important to ensure that these contacts led to successful outcomes.

(viii)    It was confirmed that Leicester and Leicestershire were seen as attractive areas for businesses to invest in due to the central, well connected location, slightly lower than average costs and a more plentiful labour supply than other areas.  The work the Place Marketing Service was undertaking with the Leicester and Leicestershire Employment Hub also gave employers confidence in their ability to recruit staff. 

(ix)       Whilst the Business Improvement District (BID) Boards in Leicestershire were not represented on the Strategic Marketing Group, the Place Marketing Service worked well with district councils on inward investment and strategic tourism.  The County Council’s Economic Growth Team also worked closely with market towns and their BIDs, including through providing support to the elected members who served on BID Boards, as required.

(x)        The Leicestershire Rural Partnership had a key role in championing the broader rural economic offer including rural sectors such as tourism.  Work across the Midlands, led by the West Midlands Growth Company, was also being undertaken funded through Visit Britain’s ‘Discover England’ programme. The National Forest was leading on the cycling offer which would be promoted in Europe. .

(xi)       It was acknowledged that greater communication to members of the work that was being undertaken was needed.  Consideration should also be given to how local communities could be kept informed.

RESOLVED:

That a further report be submitted to the Commission in a year’s time, providing an update on progress and including detailed performance data, particularly related to investment in the county area.