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APPENDIX 11
‘DESTINATION SWANSEA BAY’ ACTION PLAN
2013 – 2016 The Action Plan is crucial to the delivery of the Destination Management Plan. It identifies the short and medium term actions planned by the City and County of Swansea and its partners and also clarifies who should be responsible for delivering them. This Action Plan is intended to be monitored, reviewed and updated on a regular basis by the Steering Group and Delivery Groups as explained in Section 6.0 of the DMP. Queries and feedback about this document should be directed to [email protected] How to read this Action Plan:
Actions / Projects – what we are proposing to do as a destination to address the issues raised in the Destination Management Plan. Outputs / Milestones – how we plan to achieve it Lead – who has the main responsibility for the action / project Support partners – who else is involved in this action / project Identified Costs and Funding – cost of the action / project and funding available Progress Update – what has been achieved so far Strategic Links – How it links with the DMP Strategic Themes and other major policies & strategies Completed actions are highlighted in yellow. Abbreviations used in the Action Plan:
ABP – Associated British Ports AONB – Area of Outstanding Natural Beauty ATCM – Association of Town and City Management BB&M – Beyond Bricks & Mortar BEP – Building Enhancement Programme BID – Business Improvement District CCM – City Centre Management CCS – City and County of Swansea CTNW – Church Tourism Network Wales DG – Delivery Group EandSP – Environment and Sustainability Partnership ERDF – European Regional Development Fund ESF – European Social Fund GTBS – Green Tourism Business Scheme’ HLF – Heritage Lottery Fund LAAA – Local Alcohol Action Area LDP – Local Development Plan MDT – Mumbles Development Trust NEAT – Neighbourhood Environment Action Team NPTCBC – Neath Port Talbot County
Borough Council NRW – Natural Resources Wales RAGS – Rural Accommodation Grant Scheme RDP – Rural Development Plan RLP – Regional Learning Partnership RSA – Rural Swansea Action SBFSB – Swansea Bay Federation of Small Businesses SERP – Swansea Economic Partnership ST – Strategic Theme (see Section 4.3 of the DMP) STEAM – Scarborough Tourism Economic Activity Monitor SWCC – South Wales Chamber of Commerce TIC – Tourist Information Centre TISS – Tourism Investment Support Scheme TSB – Tourism Swansea Bay UWS – University of Wales Swansea UWTSD – University of Wales Trinity St David V&VP – Vibrant & Viable Places WG – Welsh Government WRAP – Waste and Resources Action Programme
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 2
‘DESTINATION SWANSEA BAY’ ACTION PLAN
2013 – 2016
INFRASTRUCTURE / PUBLIC REALM: SIGNAGE
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
1.1 Improve pedestrian signage scheme across City Centre
• Delivery of Wayfinding Strategy, incl. mapping solution and information boards
• Due for completion July 2015
CCS Regener ation CCM CCS Tourism
CCS own Additional funding being sought
Draft strategy complete. Nearing completion
ST1, ST2
1.2 Improve destination signage for Swansea Bay on M4 and at key gateway sites into Swansea
• Signage proposal • 4 gateway signs as
previously designed within CCS
• Official DfT Tourist Gateway Signs option to be explored
CCS Traffic Mgmt CCS Tourism CCS Design Team
CCS own Visit Wales TISS funding unlikely
Various options being explored and funding being sought – update at next meeting
ST2
1.3 Conduct a ‘pilot audit’ of signage on Gower
• Pilot audit • Recommendations to
CCS Transportation
CCS Tourism / Traffic Mgmt CCS AONB
CCS existing resources
Audit took place Aug 14 Recommendation report complete
ST2
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 3
1.4 Implement suggestions from Gower Signage Audit
• Identify key priorities for improvement
• Explore funding opportunities
CCS Tourism / Traffic Mgmt (Lead Officers: Ryan Jones / Geraldine Williams / Nerys Adams)
External funding Potential RDP / Visit Wales (RTEF)
On-going ST2
INFRASTRUCTURE / PUBLIC REALM: TRANSPORT
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
2.1 Explore a plan to combat traffic congestion at particular spots during peak times in Mumbles and Gower
• Improve public transport
links and bus stop infrastructure between City Centre and Mumbles / Gower
• Investigate solutions for congestion spots in Parkmill at peak times, e.g. use of Park & Ride sites, traffic lights, road widening, etc.
CCS Traffic Mgmt Mumbles Forum Baytrans CCS Tourism TSB
CCS own Land purchase, widening of road could cost up to £250K – seek potential source of funding via ERDF Baytrans applying for Sustainable Dev Fund for bus stop infrastructure
On-going
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 4
Cost estimates being collated for Blackpill and Parkmill
2.2 Encourage visitors and tourism operators to use public transport
• Comprehensive section on Public Transport on tourism website and partner websites
• BayTrans Travel Guide
to be used to encourage sustainable transport amongst trade
• Discounts / offers via City Centre Loyalty Card and tourism attractions
• Develop a closer working partnership with Arriva and First Cymru
• Explore Gower bus tickets available online or from most UK train stations
• Add-on £1.50 fare to
CCS Tourism TSB / Baytrans CCS AONB CCM
CCS existing marketing resources BayTrans to provide Travel Guides
Close working relationship with BayTrans Offers in place via City Centre Loyalty Card and at Gower Heritage Centre Info available via tourism website and Swansea TIC Inception meetings with Arriva and First took place May/July 2014 TIC member to sit on First Cymru Panel
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 5
Gower from P&R sites
2.3 Sustainable Travel Plan for South West Wales
• Appointment of new Regional Travel Plan Co-ordinator (TPC)
• Sustainable Travel Plan for South West Wales
• CCS to provide advisory role on City Region Board
CCS Transport CCS TSB CCM
TPC role funded by WG – contract completed Nov 14 Funding ending in Mar 15 – unsure of future
Regional TPC appointed Awaiting feedback at next Delivery Group
ST1, ST4
2.4
Scrutiny enquiry report from members into public transport and social inclusion: 13-point Action Plan for improving bus and train services across the county
• Feasibility of a ‘Quality Partnership’ for bus services across CCS
• CCS review of its transport subsidy scheme (on-going)
• Integrate community
transport into public transport network
• Ensure all bus stops are fully disabled accessible (raised access)
CCS Transport Public transport providers
CCS own By March 2015
Community Transport Officer appointed. Community bus launched All new buses to include low floors. ¼ of bus stops have raised access. Work on-going but depends on budget.
ST1, ST2. ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 6
2.5
Develop a Local Transport Plan
• Local Transport Plan CCS Transport
Local Transport Fund (WG) Swansea Bay City Region Funding Streams
To be adopted by Council Jan 2015 Nov ’14 update - on target for Jan ’15 publication but funding levels are low (BG)
ST1, ST4
2.6 Implement Active Travel (Wales) Act (This Act will drive forward our vision to promote cycling and walking as a real alternative to the car)
• WG to issue guidance notes for Local Authorities
• Map and plan suitable routes for walking and cycling
• Improve infrastructure for walking and cycling
• create more opportunities for pupils to walk and cycle safely to school
CCS Transport Sustrans NPTCBC
£150,000 CCS invested in new cycle routes
Swansea Bay Cycle Routes tube map launched in 2014 Latest phase of Waterfront City development plan to include new cycling provision along Princess Way and Victoria Quay. Nov ’14 update – some issues re. time limits. Deadline for
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 7
completing project is Sept ’15 with many elements to deliver within this timeframe.
INFRASTRUCTURE / PUBLIC REALM: CAR PARKING
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
3.1 Renewal of all CCS car parks equipment making it more functional and enabling visitors to pay by phone and credit / debit card
• New machines • Upgrades to some
existing machines • Payment by card or
mobile phones at selected sites
• Scheme extended to CCS beach car parks
• Transferable ticket now available across foreshore
CCS Traffic Mgmt CCM
CCS Traffic Mgmt / Highways £238,000
Done. Awaiting connection for card payments at Caswell, Port Eynon and Horton
ST2, ST4
3.2 Improvements to infrastructure of all CCS car parks
• Improved car parks infrastructure and visual appearance across destination
• New information / tariff boards to include visitor info, QR code, etc.
CCS Traffic Mg mt CCS Tourism CCM
CCS Traffic Mgmt / Highways By March 2015
On-going upgrade and discussions between Tourism and Traffic Mgmt re: visitor
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 8
• Investigate possible locations for leaflets stands
• Promote transferable ticket across CCS Car Parks
information CCS Tourism awareness campaign re: transferable ticket
3.3 Improve coach parking provision and drop-off points throughout the destination £1 charge applicable for overnight stops
• Re-visit coach parking review based on fresh evidence
• Look into possibility of
using Fabian Way Park & Ride sites as potential coach parking sites (incl. overnight parking)
• Establish Bracelet Bay as Mumbles coach parking site
• Identify potential coach drop-off point in Mumbles
CCS Traffic Mgmt CCS Tourism TSB CCM
CCS own (Car Parks) By March 2015
Key sites under discussion Coach parking review complete and recommendations drawn P&R sites being looked at as potential coach parking areas (overnight) Planning to be consulted for overnight stays
ST1, ST2, ST4
3.4 Investigate possibility of introducing motorhome
• Identify key sites • Review overnight
CCS Traffic Mgmt
CCS own (Car Parks)
Key sites / rates under
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 9
provision at key points in the destination Key sites:
• Bracelet • Blackpill • The LC
parking regulations • Identify required facilities
and costs • Check Planning
implications
CCS Planning Apps CCS Tourism
By March 2015
discussion Planning to be consulted for overnight stays
INFRASTRUCTURE / PUBLIC REALM: CITY CENTRE/MARINA
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
4.1 Swansea City Centre Strategic Framework Review
• Appointment of consultants – Jan 14
• Draft review – Oct 14 • Cabinet approval – Dec
14 • Launch – Jan 15
CCS Regeneration SERP CCM Swansea BID CCS Tourism WG
£129,000 (CCS, WG, WEFO)
Complete. Launch 29th Jan
ST1, ST2, ST3, ST4 Regional Economic Strategy
4.2 Deliver ‘Waterfront City’ Programme – due to complete by April 2015
• Boulevard Project • Connection to Maritime
Quarter • Building Enhancement
Programme (BEP) / Property Development Fund (PDF)
• Glynn Vivian Art Gallery refurbishment
• Swansea Library
CCS Regeneration WG SERP CCM Swansea BID CCS Tourism
£32M convergence funding (ERDF / WG)
Boulevard Project due to end Nov 14 BEP / PDF fully committed. Nov ’14 – substantially complete
ST2, ST4 Regional Economic Strategy
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 10
4.3 Deliver Vibrant and Viable Places (V&VP) Programme 2014-2017
• Project priorities being developed in conjunction with Welsh Government and linked to outcomes of the City Centre Framework Review.
CCS Regeneration WG / SERP CCM Swansea BID CCS Tourism
£8.43M (CCS / WG)
Approved by Cabinet Priorities to be set over next few months. Nov ’14 – clean money available that can be used to access additional funding
ST2, ST4 Regional Economic Strategy
4.4 Develop and implement a bid to gain Purple Flag status for the City Centre
• Capitalise on night time economy, diversify offer, attract wider audience
• June ‘snapshot’ exercise • Present application • Draw and implement
Action Plan with sub-groups
• LAAA designation • Pub and Club Watch
review • Healthy Nightlife
initiative
Safer Swansea Partnership CCM Swansea BID CCS Tourism ATCM
CCS own
COMPLETE AND ACHIEVED FEB 2015
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 11
4.5 City Centre Ambassadors scheme
• Recruitment of ‘Ambassadors’ to ‘meet and greet’ visitors at identified locations and times/events.
• Key public-facing staff to attend WorldHost Training
Swansea BID / UWTSD TSB CCS Tourism CCM
Swansea BID TSB funding
4 ambassadors recruited from UWTSD (July 14) New uniforms for City Centre Rangers Round of WorldHost training complete
ST1, ST2
4.6 Swansea Market roof refurbishment
• New roof with energy-efficiency measures
• Additional building enhancements, e.g. signage, entrances
CCS Special Projects CCM
Approx £1.9M CCS/VVP/BEP Waterfront City Convergence Programme (ERDF and WG)
Work on-going ST2, ST3, ST4 VVP
4.7 Utilise empty shopfronts as windows on the wider destination, showing images and destination messages to encourage visitors to
• Reduced visual impact
• Opportunity to promote activities and attractions
CCM WG
CCS own Vinyls in place on High St and at various City Centre locations. Additional properties
ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 12
move around the destination.
being looked at on Craddock St and Princess Way .
4.8 Recruit businesses into the City Centre to help improve the economy and vibrancy of the area.
• Entrepreneurial package launched early 2014
• 2 new Business Rates Schemes
Swansea BID CCS Business Support & Entrepreneurship WG Business Rates Task & Finish Group
CCS own Swansea BID VVP
Complete
ST1, ST2, ST4 VVP
4.9
Left luggage facilities and lockers in City Centre
• Investigate possibility of using vacant / existing premises to provide left luggage facilities or lockers for visitors to the City Centre.
Swans ea BID/CMM CCS Tourism CCS Regeneration
On going CCS own Private investment Swansea BID
ST2
4.10 Monitor development of Tidal Lagoon project
• Provide input into planning/ Econ Dev enquiries
External developers External developers
On-going
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 13
INFRASTRUCTURE / PUBLIC REALM: CLEANSING
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
5.1 Consider a new strategy and set of actions that will reduce the nuisance caused by dog fouling in public places and to improve cleanliness
• Dedicated team • 60 additional dog waste
bins
• Publicity campaign to educate dog owners
• Extend litter and dog fouling enforcement
CCS Waste Management Community groups CCM NEAT Probation Service
£160K CCS budget
Complete ST2, ST4
5.2 Toilet refurbishment programme
• Identify priorities • Roll-out refurbishment
programme
CCS Highways Transportation CCS Corporate Building & Property
CCS own (£30K) Possible VW / TISS funding
Awaiting feedback at Next Delivery Group
ST2, ST4
5.3 ‘Recycling on the Go’ initiative to encourage residents and visitors to recycle their waste. (target 52% in Wales)
• Deployment of recycling bins across destination
CCS Waste Management
Possible WRAP Cymru funding
Complete Awaiting final figures at Next Delivery Group
ST2, ST4
5.4 ‘Gum Removal Project’ in City Centre
• Gum removal machines
CCS Highways Transportation
£30K Tidy Towns Grant
Complete
ST2
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 14
• Gum recycling units.
• Promotional and educational campaign supported by Wrigleys
Community groups Swansea BID Probation service Wrigleys
Awaiting final figures at Next Delivery Group BID continue to deliver gum removal in city centre.
5.5
Consider introducing gull-resistant refuse bags
• Look into feasibility of introducing special CCS black bags at a small cost for use in identified areas of Swansea where seagulls (and other wildlife) are an issue
CCS Waste Management
CCS Waste Management Small resident fee
Under consideration
ST2, ST4
INFRASTRUCTURE / PUBLIC REALM: OTHER
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
6.1 Tackle on-going issues relating to Mumbles to make it an attractive, welcoming, clean destination in its own right, which residents and visitors can be proud of.
• Street Lighting Replacement
• Gum removal exercise • Awareness campaign for
local trade • Tackle empty shops • BEP grant for shops • Keep Wales Tidy Grant • Street furniture • Development of castle
Mumbles Traders Association CCS Traffic Mgmt / Highways Mumbles Community Council Friends of
CCS own funds Tidy Towns Grant Keep Wales Tidy BEP
Regular forum meetings in place Awaiting feedback at Next Delivery Group
ST1, ST2, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 15
and major events • Mumbles in Bloom
scheme – possibility to enter Britain in Bloom
Oystermouth Castle
6.2 Uplands project in readiness for DT 2014
• Pavement improvements • Settlement signs • Improved traffic flows
CCS Traffic Mgmt / Highways
CCS own Settlement signs in place Options being looked at to relocate pedestrian crossing
ST2, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 16
SUSTAINABILITY / ENVIRONMENT The DMP, in line with the UDP, seeks to adopt a sustainable approach to the development of the destination capitalising on environmental protection, economic growth, safeguarding of resources and improved accessibility – in order to achieve a healthy, visually attractive, ecologically and historically rich environment.
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
7.1 Development and publication of the ‘Sustainable Tourism Strategy and 5 Year Action Plan for Rural Swansea (including Gower AONB)’
• Develop Strategy and Action Plan
• Public consultation process - complete
• Finalise Strategy and Action Plan 2013-2018
• Deliver 5-year Action Plan
RSA CCS AONB CCS Tourism Tourism business providers Natural Resources Wales Community groups Landowners
RDP
Strategy draft complete Integrated Impact Assessment (IIA) complete
ST1, ST2, ST3, ST4 AONB Management Plan LDP RDP EUROPARC
7.2 Revise and implement the Gower AONB Management Plan
• Revised Management Plan
• 5 year action plan
CCS AONB AONB Partnership
CCS own IIA scheduled for Nov 2014 Nov ’14 - public consultation in progress
ST1, ST2, ST3, ST4 Countryside and Rights of Way Act
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 17
7.3 ‘Gower Explorer’ bus service: ensure seasonal Sunday & Bank Holiday Gower service plan in place after RDP support ends
• Gower Sunday bus service enhancement programme (RDP)
• Plan to access funding from 2015 following end of RDP project (Oct 2014)
BayTrans / CCS Transportation CCS Tourism
WG / CCS own funds Visit Wales funding secured for 2015 season (May-Oct
4 year contract for Gower Buses (Mon-Sat) awarded to NAT – starting 04/08/14 Long-term solutions being sought
ST2, ST4 Local Transport Plan
7.4 Develop a Park & Ride transferable ticket whereby passengers can use their ticket to access a bus service from the City Centre to Mumbles and Gower
• Transferable ticket system in place
CCS Transport Baytrans CCM
CCS own Complete - £1.50 extension ticket in place.
ST1, ST2, ST4
7.5 Address needs of the growing ‘EV’ (Electric Vehicles) market
• Look into feasibility of introducing electric charging points across the destination at corporate level
CCS Traffic Mgmt CCM CCS Tourism
CCS own
CCS looking into costs and feasibility at corporate level On-going
ST2, ST4
7.6 Improve promotion and further development of
• General tourism promotion for cycling in
CCS Tourism
CCS own
‘Activities & Attractions’
ST2, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 18
the National Cycle Network
the area
• Possible South Gower Trail (RDP)
• Walking and Cycling in Rural Swansea Marketing Campaign (RDP)
• New MTB Trail at Clyne Valley Country Park
• Swansea Bay Cycle Network (tube map)
• Cycle hire pool bike scheme on foreshore
• Closer working partnership with key cycling organisations, e.g. Sustrans, British Cycling, Wheelrights…
CCS European Team CCS Traffic Mgmt / Highways CCS Cycling Officer CCS Rights of Way CCS Countryside Access National Resources Wales Gower Cycling Festival Sustrans British Cycling Wheelrights
RDP funding
leaflet in place ‘Walking in Rural Swansea’ leaflet series in production Comprehensive cycling section on tourism website New MTB Trail open Swansea Bay Cycling Tube Map launched Inception meetings with Sustrans and British Cycling to be arranged
UK Healthy Cities Network Act of Travel (Wales Act)
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 19
7.7 Encourage local operators to join the ‘Green Tourism Business Scheme’ (GTBS)
• More local businesses signing up to GTBS
• Promotion in tourism trade e-shots
CCS Tourism Visit Wales TSB
CCS own On-going promotion in trade e-shots
ST2, ST4 CCS Sustainable Dev Policy
7.8 Support ‘Swansea Food Waste Reduction Cluster Project’ with the ‘Environment and Sustainability Partnership’ (EandSP)
• Free waste survey, food safety review, waste prevention plans
• Free practical training • Access to grant funding
for equipment and consultancy support
• Free publicity
EandSP WRAP CCS Tourism
WG funding Inception meeting with WRAP conducted Awaiting update from WRAP at next Delivery Group
ST2, ST4 CCS Sustainable Development Policy
7.9 Improve the area’s overall prosperity by procuring goods and services locally when possible
• CCS to lead the way on local spending by signing up to the Welsh Procurement Policy and conserving its Green Dragon Status Award
• Actively promote Local
Farmers Markets and Local Food Producers
• Work in close
CCS Tourism CCS Procurement Ffres RSA CCS Education BB&M Team
CCS own RDP/RSA funding
Tourism attendance and presentation at Ffres Food Conference New section on tourism website for ‘food & drink’ businesses
ST4 Welsh Procurement Policy BB&M Scheme WG Policy on ‘Sustainab
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 20
partnership with Ffres and the ‘Taste Local’ initiative
• Encourage local
procurement amongst tourism operators / promote those who do
• Support BB&M scheme
to recruit locally
• CCS to continue to apply the Welsh Government Policy on ‘Sustainability and Community Benefits’ as part of its procurement strategy
Successful Local Producers event at Parc-le-Breos (Mar 14) in partnership with RSA
ility and Community Benefits’
7.10 Focus destination marketing efforts on digital channels to drive sustainability and encourage stakeholders to follow suit
• Reduce Swansea Bay Holiday Guide print run
• Greater focus on digital
marketing (e.g. website and social media)
CCS Tourism CCS own Complete Social media campaigns extremely successful New tourism website and blog launched
ST3, ST4 Visit Wales ‘Partnership for Growth’
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 21
7.11 Continue to evaluate and monitor destination performance against pre-set targets and review objectives as required
• STEAM • Visitor survey • Trade survey • TIC survey / mystery
shopper exercise • Occupancy survey • Web survey • Conversion Research
CCS Tourism Visit Wales Research agencies STEAM
CCS own 2013 results: 4% increase on visitor numbers, expenditure & employment figures Visitor and Trade Surveys planned for 2015
ST4
7.12 Continue to work in compliance with the Authority’s Welsh Language Scheme and Equality and Diversity Scheme.
• Treat English and Welsh languages on the basis of equality when conducting public business and providing services to the public in consultation with Access to Services and attendees beforehand.
• Promote equality of opportunity, for example by using accessible venues for Tourism Stakeholder Days.
CCS Tourism CCS Access to Services Visit Wales
CCS own Ongoing Tourism website to be fully bilingual
ST1, ST4 Welsh Language Scheme 2006-2009 Equality and Diversity Scheme 2009-2012
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 22
• Promote positive attitudes and good relations, for example by organising networking events to foster good relations between tourism stakeholders
• Eliminate unlawful discrimination, for example by encouraging staff training and grading scheme amongst tourism operators
• Encourage participation in public life, for example by reaching out to a wide audience with tourism e-newsletter and marketing / grading opportunities
7.13 Ensure Welsh culture
and identity – including language – are an integral part of destination management
• ‘Sense of Place’ events and World Host training for tourism operators with Dylan Thomas theme
CCS Tourism CCS Sustainable Development Team CCS Funding
RDP
2 x ‘Sense of Place’ trade events (Mar and May 2014) 2 x WorldHost
ST1, ST4 Welsh Language Scheme 2006-
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 23
• Integrate a ‘Sense of Place’ element to destination marketing
• Promote suitable RDP
projects, which focus on Welsh identity in key areas of the destination
• Build on momentum
from City of Culture bid by confirming Swansea as Wales’ City of Culture
• Greater focus on heritage / sacred sites / faith tourism product
CTNW
training with Dylan Thomas theme (Nov / Dec 2013) Strong ‘Sense of Place’ element to marketing campaigns e.g. Rhossili, videos, etc. Support CTNW-led project to look at faith tourism on Gower
2009 Equality and Diversity Scheme 2009-2012
7.14 Carry out ‘future-proofing’ review of the destination – by anticipating future challenges Swansea Bay may face in terms of sustainability
• Identify long-term issues which are likely to impact on the destination
• Integrate sustainability questions into future visitor research to gauge long-term social, environmental and
CCS Sustainable Development Team CCS Tourism CCS Planning
CCS own Business plans to include full SWOT analysis Sustainability issues discussed a monthly team briefs On-going
ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 24
economic trends
• Identify pressure points on resources caused by development of tourism sites
consultation with Planning re: tourism-related apps / major projects
7.15 Continue to run strong out-of-season marketing campaigns to encourage visits in shoulder months (Autumn & Spring).
• Autumn / Winter and Spring marketing campaigns
• Disseminate availability information and special offers in order to encourage out-of-season bookings
• Liaise with local
campsites and caravan sites to check availability and better manage visitor flow
• Provide visitors with suggested travel routes depending on time of year to reduce congestion
CCS Tourism Visit Wales TSB
CCS Tourism own Strong Spring and Autumn/Winter marketing campaigns in place Full use of social media to help visitors plan ahead
ST1, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 25
7.16 Review of the Mumbles Conservation Area (MCA)
• Review and possible extension of MCA
• MCA Appraisal and Management Plan due early 2015
CCS Planning
CCS own Public consultation due early 2015
ST1, ST4
7.17
Maintain and improve the environmental quality and visitor enjoyment of Swansea Beach
• Adopt and implement an Environmental management plan and Interpretation Strategy for Swansea Beach
CCS Nature Conservation
CCS own Awaiting feedback at next Delivery Group
ST1, ST2, ST4
7.18 Implement the ‘Gower Beaches Management Plan’
• Appoint consultant to deliver project - complete
• Produce 4 action plans • Create Beach
Management Group
CCS Tourism CCS Leisure CCS AONB
Visit Wales P4G £15k
The Tourism Company appointed Nov ‘14
ST1, ST2, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 26
PLANNING Strategic/General Action: Review UDP tourism policies to ensure LDP is facilitating sustainable tourism delivery. Output: Develop a strong evidence base to enable LDP tourism policies to address:
- sustainable tourism developments, - the balance of economic, social and environmental concerns; - seasonality; - facilitating the development of wet weather facilities; - facilitating the improvement of the quality of the accommodation stock; - facilitating the improvement of the quality of caravan and campsites and the integration of caravan and camp sites in the landscape.
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
8.1 Develop planning policies to encourage sustainable tourism initiatives and improve the quality and range of the accommodation base.
• Planning polices within the LDP which facilitate of a range of high quality sustainable tourism development
CCS Planning CCS own To be included in LDP process – subject to further refinement
ST1, ST2, ST3, ST4 LDP
8.2 Develop planning policies which seek to balance the development of tourism facilities to support economic growth with
• Planning policies within the LDP which facilitate the implementation of tourism developments that encourage growth whilst respecting the
CCS Planning CCS own To be included in LDP process – subject to further refinement
ST1, ST2, ST3, ST4 LDP
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 27
the protection and enhancement of the natural environment.
environment
8.3 Develop planning policies which encourage the provision of a range of quality attractions and facilities in the city centre and waterfront, including Fabian Way gateway to provide year round destination for short breaks.
• Planning policies within the LDP which facilitate of the development of a range of quality attractions and facilities throughout the City and County of Swansea that are enjoyed year round
CCS Planning CCS own To be included in LDP process – subject to further refinement
ST1, ST2, ST3, ST4 LDP
8.4 Develop planning policies which seek to reinforce and improve the city centre as a regional focus for shopping, culture, leisure and tourism activities
• Planning polices within the LDP which support the expansion of Swansea city centre’s role as a regional focus for shopping, culture and urban leisure/tourism activities
CCS Planning CCS own To be included in LDP process – subject to further refinement
ST1, ST2, ST3, ST4 LDP
8.5 Develop planning policies which protect the countryside, particularly on the
• Planning policies within the LDP which seek to protect the countryside from development that
CCS Planning CCS own To be included in LDP process – subject to further
ST1, ST2, ST3, ST4 LDP
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 28
undeveloped coast and areas of high landscape quality, from development that would cause harm.
would cause harm and recognise the importance and value of the landscape as tourism resource.
refinement
8.6 Develop planning policies that extend and improve appropriate access to, and enjoyment of, the countryside and accessible urban greenspace.
• Implementation of the Actions contained within the Countryside Access Plan 2007 – 2017
CCS Planning CCS own To be included in LDP process – subject to further refinement
ST1, ST2, ST3, ST4 LDP Countryside Access Plan 2007 – 2017
8.7 Develop planning policies that seek to upgrade the visual environment and image of the area through improvement of the quality of existing caravan and camp sites throughout the County and provide for new/extended caravan and campsites in Gower
• Planning policies that seek to increase the quality of caravan and campsites throughout the County and provide for appropriately located new/extended caravan and campsites in Gower in line with the Landscape Sensitivity and Capacity Study (2014) and forthcoming Design Guide
CCS Planning CCS own To be included in LDP process – subject to further refinement
ST1, ST2, ST3, ST4
8.8 Develop positive attitude • Develop one-to-one CCS Planning / CCS own Pre-application ST1, ST2,
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 29
towards Planning policies and procedures
contact • Pre-application visits
and advice • Simplified guidance
notes & policies • Success stories & case
studies (via Tourism) • Mentoring scheme
CCS Tourism TSB Gallu Business support providers
process in place Guidance on planning apps for tourism development in place Dedicated officers for Gower and Mawr
ST3, ST4 LDP
8.9 Partnership working between Planning and Tourism
• Improved communication process between Planning and Tourism concerning major tourism-related applications
CCS Planning / CCS Tourism
CCS own COMPLETE Consultation process between Planning and Tourism in place
ST1, ST2, ST3, ST4 LDP
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 30
PRODUCT DEVELOPMENT
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
9.1 Commission a ‘Swansea Accommodation Demand Study’ to assess current need for additional hotel developments
• 1 report with recommendations
Visit Wales CCS
Visit Wales COMPLETE (Oct 2013)
ST1, ST2, ST4 Visit Wales ‘Partnership for Growth’
9.2 Commission feasibility study to identify potential for resurrecting the Mumbles Train
• 1 feasibility study To be discussed at next round of Delivery Group
To be discussed at next round of Delivery Group
To be discussed at next round of Delivery Group
ST2
9.3 Encourage investment from retail brands to occupy empty units in key sites:
• City Centre • Uplands • Mumbles • Pontarddulais
Outputs to be discussed at next Delivery Group E.g. ‘Creative Bubble’ initiative (BID)
CCS Regeneration Swansea BID / CCM WG CCS Tourism Private sector CCS Business Development
CCS own VVP
Awaiting feedback at next Delivery Group BID working with private landlords and liaising with CCS Regeneration.
ST1, ST2, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 31
9.4 Launch of the new Mountain Biking Trail at Clyne Country Park
• New mountain-biking trail launched
• Promotion as part of the tourism offer
CCS Outreach CCS Tourism CCS Marketing
CCS own COMPLETE ST3, ST4
9.5
Look into feasibility of creating group accommodation in Mawr to tap into area’s huge potential as base for active holidays
• Market research • Business case • Planning issues • Marketing • Liaise with activity
providers
Bob Morgan at Cartref Holidays Mawr Development Trust CCS Visit Wales
Private investment Potentially Visit Wales TISS
June 2014 start Inception meeting held with CCS Tourism
ST1, ST2, ST3, ST4
9.6 Support the implementation the Rural Development Plan 2014-2020
• 1 x Local Development Strategy
• Identify tourism related projects
CCS European Unit Local Action Group
Rural Development Plan
2014 -2020 ST1, ST3, ST4
9.7 Support the development and delivery of the hydro-hub project
• 1 high-profile hydro-hub CCS Regeneration UWS
ERDF Under consultation
ST1, ST2, ST3, ST4
9.8
Support the development and delivery of the Hafod Copperworks project
• 1 high-profile heritage tourism attraction
CCS Regeneration UWS
ERDF Under consultation
ST1, ST2, ST3, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 32
BUSINESS SUPPORT
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
10.1 2014 Tourism Trade Communication Plan
• 1 online communication plan to include annual Tourism Stakeholders Day, clinics / training days, workshops, open days, etc.
CCS Tourism TSB Gallu SWWTP Visit Wales CCS Planning Business Support providers
CCS own TSB/Gallu available to run events
Jan 2014 COMPLETE
ST1, ST3, ST4
10.2 Develop online CCS ‘one-stop shop’ for local business support.
• Redevelopment of tourism trade website visitswanseabay.info
• Customised ‘shopping basket’ style info for business support, marketing, grant, planning, etc.
CCS Tourism TSB Business Support providers Visit Wales SWWTP Inform Swansea
CCS own Tourism Trade Website migrated to new CCS website Inform Swansea portal launched 2013
ST1, ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 33
10.3 Administer RDP ‘Rural Accommodation Grant Scheme’ (RAGS) to help develop accommodation provision in rural Swansea
• Target businesses in rural parts of Swansea
• Aim to support 8-10 tourism projects
CCS Tourism CCS European Officer WG
£80,000 RDP funding
10 projects supported Project closing date Nov 2014
ST1, ST2, ST3, ST4 RDP
10.4 Develop a programme of Event Management Workshops for local tourism operators
• 1 workshop to take place in Spring 2015 run by TSB
TSB CCS Tourism CCS Special Events Gallu
Visit Wales RTEF Workshop scheduled for 24.02.15
ST1, ST3, ST4
10.5 Explore the possibility of a Mumbles Business Grant Scheme (link to City Region status).
• Business improvements • Marketing • Communications • Development of visitor
trails e.g. Mumbles Heritage Trail, Castle Trail, etc.
Centre for Business MDT TSB CCS Tourism CCS Nature Conservation
Coastal Communities Fund application unsuccessful (Dec 2014)
Other funding streams need to be explored
ST1, ST2, ST3, ST4
10.6 Review current trade survey and liaise with relevant Business
• 1 annual Trade Survey • Increase number of
respondents
CCS Tourism Centre for Business
CCS own RTEF funding
New survey to go out Autumn 2015
ST1, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 34
Support agencies and CCS Departments to create new survey to capture productive data
TSB Business Support providers Visit Wales
being explored
10.7 Natural Environment and Rural Communities (NERC) 2006 Act Training for stakeholders to raise awareness of the duty to protect, enhance and promote biodiversity
• Training workshops for CCS Delivery Teams
CCS Nature Conservation CCS Tourism
CCS own Possibly TSB if extended to the tourism trade
5 Biodiversity Training Sessions held (Sept 13-Mar 14). Possibility to extend training to tourism trade depending on resources
ST1, ST2
10.8 Widen participation in training programmes linked to the tourism industry in order to develop life skills
• Actively promote training opportunities to the local tourism industry in partnership with TSB
• Engage with all
Business Support providers to ensure training provision is adequate
TSB CCS Tourism Business Support providers People First CCS Education BB&M Team
TSB Funding Workways (European Social Fund)
Awaiting feedback at next Delivery Group on Regional Delivery Plan for Skills and Employment
ST1, ST2, ST4
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 35
• Co-ordinate delivery of highly relevant training courses to local tourism industry, e.g. ‘Sense of Place’ workshops, ‘WorldHost Training with Dylan Thomas Theme’, etc.
• Maximise opportunities
for subsidised training and affordable learning in the area
• Link with BB&M Team
and Workways when relevant and promote schemes to local tourism operators
Workways Swansea Chamber of Commerce Springboard Career Wales
10.9
Create Learning and Education opportunities for the development of skilled young people entering the tourism industry
• Continue to offer Work Placement opportunities in Culture & Tourism Departments to local students
• Offer support and guidance to Tourism & Hospitality students in
CCS Tourism TSB Gower College Swansea Swansea University
CCS own Workways (ESF)
On-going Awaiting further feedback at next Delivery Group on Regional Delivery Plan
ST1, ST2, ST4 BB&M scheme
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 36
the shape of one-to-one advice, background research, statistics, industry knowledge, etc.
• Greater linkages with
local schools, colleges and universities, e.g. presence at key events
• Link with BB&M Team
and ‘Workways’ when relevant and promote schemes to local tourism operators
Swansea Metropolitan University CCS Education BB&M Team Workways Springboard Career Wales
for Skills and Employment
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 37
MARKETING, PR & EVENTS Marketing activity is defined within three expressions of customer engagement with the destination: • inspire eg poster campaigns, social media, direct mail, press and media, branding • browse eg, visitswanseabay.com (vsb.com), literature and the Tourist Information Centre (TIC) • engage eg by booking accommodation, visiting attraction, buying event tickets at the TIC. Inspire
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
11.1 Develop new or reinforce existing key messages used to promote the destination:
Key messages:
• Natural beauty • Health / sustainability • All Wales Coast Path • Dylan Thomas & Culture • Heritage
Supporting themes:
• Mawr/Rural Swansea • Mumbles • Premier League • Spring • Autumn/Winter • Wildlife / Nature
CCS Tourism Visit Wales TSB CCS Countryside Access CCS Nature Conservation CTNW
CCS Tourism own 2015 / 16 campaign underway
ST1, ST2, ST3 Visit Wales ‘Partnership for Growth’
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 38
11.2 Strengthen the delivery of the online message
• visitswanseabay.com • Social media:
Twitter/Facebook, #visitswanseabay
• Search Engine Optimisation
• Group and Individual Bloggers
CCS Tourism Visit Wales TSB
CCS Tourism own On-going ST1, ST2, ST3 Visit Wales ‘Partnership for Growth’
11.3 Review and improve destination branding and ‘Sense of Place’ on arrival
• Use local images • Digital portals • Review current signage
and information provision
• Coach Arrival Area at Swansea Bus Station – large panel and information board
• Wayfinding Strategy
CCS Tourism Baytrans CCS Transport CCS Regeneration Arriva Trains Wales / First Cymru
CCS own Visit Wales Regional Tourism Engagement Fund (RTEF)
Strong links with Arriva and First Cymru Secured RTEF funding to dress up coach arrival area
ST1, ST2 Visit Wales ‘Partnership for Growth’ VVP
11.4 Continued attendance at Cruise Wales national and regional meetings to maximise opportunities for cruise ship visits to Swansea
• Attendance at Cruise Wales meetings
ABP Visit Wales Cruise Wales CCS Tourism
CCS own On-going ST1, ST3, ST4 VisitWales ‘Partnership for Growth’
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 39
11.5 Continue to address the coach and group markets, especially outside summer season
• Review and update existing information
• Out-of-season promotion to group trade, e.g. outdoor pursuits
• Attendance at major 2015 travel trade shows: BOBI, MAMA and South West Travel Show
CCS Tourism Visit Wales Tourism Trade
CCS Tourism own Visit Wales RTEF funding for shows
Part of the ‘Integrated Marketing Plan’ Current information under review
ST1, ST3, ST4 Visit Wales ‘Partnership for Growth’
11.6
Address the growing overseas visitor market
• Utilise worldwide PR coverage from Premier League to promote destination outside UK
• Continue to work closely
with Visit Britain on overseas campaigns
CCS Tourism Visit Wales Visit Britain
CCS Tourism On-going marketing campaigns (Swansea Bay and Visit Britain), journalist visits and PR
ST1, ST3, ST4 Visit Wales ‘Partnership for Growth’
Browse
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
12.1 Encourage visitors to explore more of the destination while they are here
• Display tourism videos on ‘Big Screen’
• Utilise blog, ‘temptations’
CCS Events
CCS own On-going as part of 2015/16 activity
ST2, ST3
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 40
section of the website to cross-sell the destination
• Continue to produce and promote ‘aftercare literature’ e.g. Beaches Guide, Things To Do Guide, Environmental Events Programme, etc.
• Use empty shopfronts to display iconic imagery and key messages
• Look into possible extension of Loyalty Card to Mumbles
CCS Tourism CCS Tourism CCM / BID CCM / BID / Mumbles Forum
12.2 Attract more major and sporting events
• Swansea Half-Marathon • National Airshow • Proms in the Park
CCS Events CCS own On-going ST2, ST3 UK Healthy Cities Network
12.3 Continue to actively promote attractions, activities and facilities which residents and visitors can use to
• Active Swansea marketing campaign
• Passport to Leisure (PTL) scheme
CCS Tourism CCS Marketing CCS Nature Conservation
CCS own RDP funding for some projects
Active Swansea campaigns in place
ST2, ST3 UK Healthy Cities
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 41
improve their health and well-being, lead more active lives, therefore improving their overall quality of life
• Walking & Cycling in
Rural Swansea campaign (RDP)
• Barham Walking Information Centre (RDP)
• Swansea Bay Cycle Network (tube map)
• Cycle hire pool bike scheme on foreshore (Swansea Uni)
CCS Transportation RDP Swansea Uni
LTP (tube map)
Walking leaflets produced Barham Centre project in place Swansea Bay Cycling Tube Map produced
Network
12.4 Tourist Information Point at Gower Heritage Centre
• Tourist Information Point at Gower Heritage Centre
Gower Heritage Centre CCS Tourism
GHC own Awaiting update at next Delivery Group
Engage
No. Actions / Projects Outputs / Milestones Lead (bold) and Support Partners
Identified Cost & Funding
Progress Update
Strategic links
13.1 Develop ticketing opportunities at the Tourist Information Centre
• Event ticketing • Attractions ticketing
CCS Tourism CCS Events
CCS own On-going as part of 2015 activity
ST2, ST3
‘ ‘Destination Swansea Bay’ 2013 – 2016: The Action Plan 42
13.2 Promote a year-round programme of events and cultural activities across the destination
• Increase communication between Departments about forthcoming events
• Maximise opportunities arising from high-visibility events, e.g. Gower Walking Festival, Half-Marathon, Airshow
CCS Events CCS Tourism Visit Wales
CCS own VSB event section Blog
ST2, ST3 Visit Wales ‘Partnership for Growth’
13.3 Seek corporate sponsorship for producing ‘Beaches’ and ‘Things To Do’ Guides.
• Prepare sponsorship package and research possible companies to approach
• Arrange meetings with
companies to discuss potential sponsorship of the guide
CCS Tourism External funding On-going Aim to implement this by 2016
13.4 Improve upon negative perceptions of Swansea Bay as identified in the recent perception research
• PR campaign including journalist visits
• Outdoor media campaign
CCS Tourism RTEF 2015/2016 (tbc)
Subject to funding
Last updated 12th May 2015 (GW)