Agenda item

[To receive a presentation on Visitor Experience: Strategy, Plan and Budget]. 

A presentation on Visitor Experience, Strategy, Plan and budget was given by the Director of Communications and Visitor Experience, and the Visitor Economy Manager.  A copy of the presentation slides are attached to the signed minutes. 

A Member of the Panel asked how many people attended the Speedway and Greyhound Racing at the Racecourse.  These people often went on to buy food and drink within the City at other venues. The Director of Communications and Visitor Experience commented that it was a point well made and more could be detailed on the benefits of the Racecourse in the future.  The Council were keen to build on some of the sporting elements in the City. 

A Panel Member asked if the Council wanted the City to have a unique signature event in 5-10 years’ time.  The Director of Communications and Visitor Experience responded that it was certainly an ambition but one that needed to be carefully considered.  He couldn’t put a timeframe on the ambition, but he certainly wanted to see some UK profile events in the City.  Achieving a unique signature event was a challenge.

There was a discussion about what success would look like in the City.  The Director of Communications and Visitor Experience stressed the importance of performance metrics and indicators to be able to judge success. 

The Vice-Chair referred to the events budget in the previous year having been exceeded by £200,000.   He expressed surprise that the Council had been putting on some events without a pre-established budget.  The Relight Festival did not have a budget but had cost the Council nearly £160,000.  He expressed concern about the budgets and profits for Council run events.  He wasn’t sure how indirect economic benefit was calculated.  He asked about the costs of the external consultants IPW.  He felt analysis of demand was important before events were hosted. 

The Director of Communications and Visitor Experience responded that there did need to be better use of data when looking at demand.  Economic modelling was based on the 2015 Great Britain Day survey.  They would be going to a newer model in the future.  The Relight Festival had been challenging because of the pandemic.  It hadn’t been intended to be a commercial event, it was more about indirect benefits.  The sales window had been hampered by further restrictions.  He reassured Members that the events programme in the future would be data driven. 

A Panel Member stated that it was important not to be in conflict with AEG and the events they would host at the Civic Halls.  They also needed to be mindful of events held at the Molineux and the Racecourse.  He emphasised the importance of the darts tournament returning to the Civic Hall and the economic impact it would bring to the City Centre.  He believed the Council should work with AEG to ensure it happened.

The Director of Communications and Visitor Experience agreed that AEG were critically important to the City.  City governance was critical to ensure events were co-ordinated.  PDC and AEG would have to have negotiations over whether the darts would return to the Civic Halls.

A Panel Member commented on the importance of the event programme in ensuring the Our Council priorities were met and enriching the culture of the City.  Wednesfield in Bloom and the Canal Festival were good examples of how volunteers could enhance the local economy.