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Delivering Transformation: Tourism Development in St.Helens

Delivering Transformation: Tourism Development in St.Helens. A dramatic shot of one of the resident glass-blowers at the spectacular & multi-award winning World of Glass, voted England’s Best Small Visitor Attraction in 2003…. 1. The Past & the Legacy.

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Delivering Transformation: Tourism Development in St.Helens

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  1. Delivering Transformation: Tourism Development in St.Helens A dramatic shot of one of the resident glass-blowers at the spectacular & multi-award winning World of Glass, voted England’s Best Small Visitor Attraction in 2003…

  2. 1. The Past & the Legacy The Grade 1 listed Sankey Viaduct – the 1st viaduct on the world’s first passenger railway line, traversing one of the world’s 1st industrial canals… • Cradle of the industrial revolution: glass/coal • Mass unemployment & demographic change • Cultural legacy & environmental degradation • No historic association with tourism! • Significant heritage assets - Rainhill Trials Stephenson’s world famous Rocket locomotive, that in winning the Rainhill Trials gave birth to the age of speed & so revolutionised passenger travel forever…

  3. 2. The Transformation Begins… The historic Sankey Canal & The World of Glass – a telling reflection of the ongoing transformation… • 30 years of landmark partnership-based regeneration • Construction of the Linkway • 2001 - Creation of The World of Glass • 2002 - Formation of the Tourism Business Network with TMP • 2002 - 1st ever Tourism Strategy - economic significance - key assets - • Statement of intent - benchmark marketing tool - raise profile/credibility - • Merseyside award runner-up

  4. The arterial Linkway that provides rapid transit to & from St.Helens town centre to the M62 & beyond… 3. The Location (Location, Location) • Midway between Liverpool, Manchester, & airports, at the hub of the motorway network • With a catchment of 7+million people within an hour’s drive • An ideal base within 1 hour from the Lake District, Chester, Blackpool, Leeds, the Dales, & the Peak District…

  5. Sean Long faces the fray, as the Saints go marching on, challenging to regain their Rugby Super League title... photo c. Bernard Platt & St Helens RLFC 4. The Transformation Continues… • Expansion of The World of Glass • New award-winning Cultural Quarter – 5athegallery • Enhanced Town Centre Partnership & nightlife offer • Renovated Citadel Arts Centre • Refurbished Theatre Royal • 1st ever Tourism Awards • National City Growth Strategy (CGS) pilot

  6. 5. The CGS • US, private sector-led model • Focus on competitive strengths • 4 themes: transforming business, • culture, environment, perceptions • 5 clusters -> TLBN • 50 projects include: • Destination St.Helens casino/stadium • Sherdley Park • “Kew in the North” • Carr Mill Dam • “Beacons of Merseyside” • Canal restoration & extension • Haydock Helipad The verdant splendour of Houghwood & its commanding views across Cheshire, just one of St.Helens’ 7 appealing golf courses…

  7. The striking modern St.Helens Hilton, just one of the three 4* hotels with first rate leisure, conference, & dining facilities in the Borough… 6. The Transformationaccelerates… • Launch of visitsthelens.com & logo • £6.7million Focal Point funding • NW Road Transport Museum • Destination St.Helens announcement • International Glass Art Exhibition • UK’s largest Continental Market • Christmas lights/package/marketing • New tourism marketing materials • Europe’s largest tourism trade fair • Destination benchmarking • TDI Approval

  8. 7. The TDI • New Service Area & dedicated budget • Support the TLBN/cluster development • Product development & packaging – sport, heritage, business tourism • Event development • Profile raising – PR & visitsthelens.com • Quality & skills development • Research & feasibility • Merseyside & NW programmes/ linkages: C of C 2008 & 2-way dispersal • Commercial sustainability Fine dining in the chic & relaxing setting of Colours restaurant…

  9. 8. The Facts • 2000: 1.93M visitors = £40.5M • 2003: 6.8M visitors = £114.3M • World’s 1st railway/canal • Birthplace of the age of speed • Global name in rugby circles • UK Top 10 jazz & blues venue • Award winning Cultural Quarter • Gormley’s Turner prize winning “Field” • England’s Best Small Visitor Attraction • UK’s most visited racecourse & an aerodrome • First new Grade 1 race created in over 70 years • National televised powerboating championships • Motorshow NW, Eclectica World Music Festival, Comedy Festival • One of UK’s largest Continental Markets Horses on the gallop at world famous Haydock Park…

  10. 9. The Message Booming evening economy – Chicago Rock, just one of many town centre outlets buzzing with revellers… • Tourism development - symptom & a cause of transformation • Quality, image-led focus on existing assets & key opportunities • Partnership & dispersal in action – private sector & TMP • Determination, perseverance & belief • St.Helens tourism a model of achievement for other LAs • See the products, visit the website, spread the word…

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