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Martin Peters

Martin Peters. Chief Executive Leicester Shire Promotions. Key Influencers - 1993 . Financial pressures on local authorities Concerns of duplication and inefficiency from private sector Reflecting customer needs not local political pressures Need to be able to exploit opportunities at speed.

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Martin Peters

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  1. Martin Peters Chief Executive Leicester Shire Promotions

  2. Key Influencers - 1993 • Financial pressures on local authorities • Concerns of duplication and inefficiency from private sector • Reflecting customer needs not local political pressures • Need to be able to exploit opportunities at speed

  3. All of the above! Regionalisation and the roll of RDA’s Changes within the RTB structure Emergence of SSP’s as local delivery agents Key Influencers - 2003

  4. Leicestershire

  5. Leicestershire D M O

  6. Structure • Not for profit • Limited by guarantee • NOT under the influence of the public sector (the 20%) rule

  7. Defining the DMO • Place Marketing NOT tourism • Tourism development • Tourism marketing • DMS coordination • Inward Investment development • Inward Investment marketing • City Centre Management • Civic Pride

  8. Defining the DMO • Delivery agent for the regional agenda • EMDA • The sub-regional agenda • LSEP • The local agenda • Leicester City Council • Leicestershire County Council • ???

  9. Supporting Evidence • Attracts third party funding • 1993, cost to City Council £1.4m • 2003, cost to City Council £548k • 1993, investment in place marketing £1.5m • 2003, investment in place marketing £2.1m • 2004, investment in place marketing £2.7m+

  10. Supporting Evidence • Builds Partnerships • 1993 local tourism partnership <20 active participants • 2003 tourism forum > 100 participants • 2004 tourism forum > 200 participants

  11. Supporting Evidence • Builds Professionalism • 1993 Local authority in house design, print, plus contracted out advertising • Public sector PR support, plus some contracted out • Duplicated at each local authority • 2003 in house design, pr, advertising etc • Economies of scale

  12. Supporting Evidence • Maximises synergy • Consulted, designed, published and launched new City Masterplan on behalf of the URC • Consulted, designed, published and launched SSP strategy on behalf of SSP • Researched and developed Visitor Development Strategy on behalf of L.A.

  13. Supporting Evidence • Raises the game • Links tourism clearly with economic growth • Demonstrates tourism as a driver of regeneration • Puts tourism at the heart of debates of social inclusion and quality of life

  14. Accountability • Independent of RDA and SSP, therefore open to independent scrutiny • Involves and engages much wider range of industry partners • If they’re not happy – they won’t pay!

  15. Beware! • Does not relieve L.A’s of tourism responsibility • EC procurement legislation – might work against cohesive partnerships • Local level parochialism

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