The Journey

the journeydunfermline

The Bruce Festival25th-26th August 2012

Dunfermline Live7th-9th December 2012

Dunfermline Fireworks5th November 2012

Winter FestivalChristmas Lights Switch On24th November 2012

Winter FestivalChristmas Lights Switch On

24th November 2012

introduction

review: the journey so far

chairman’s statement

financial director’s report

management & finance

bid member engagement

city centre action plan

strategic objectives

a clear identity

delivering for dunfermline

contents

Dunfermline Delivers27 Canmore Street | Dunfermline | KY12 7NU

Tel: 01383 732 226Email: [email protected]

Web: connectingwithyou.co.uk

Company Limited by Guarantee | SC 365019VAT Reg: 988 8176 47

connecting with you

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introduction

Scotland’s town centres and local high streets are a significant contributor to the national economy

They are a focus of services, employment, leisure and civic activity for their populations, often acting as the heart of local communities

a shared vision

The aim of this document is to act as a review of Dunfermline Delivers activity since its inauguration as Dunfermline’slocal Business Improvement District (BID)company in June 2009 and to set out our plans to develop and build on what has been achieved.

As we take the next steps on our journey we look forward to better engagement,improved business confidence and civic pride in our city centre.

We aim, working with BID members, partners, stakeholders and the wider community to achieve:

introduction

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A cohesive strategy for the revitalisation of our city centre

Enough resources to make an impact

Effective organisation and co-ordination

Working and effectivepartnerships

Successful delivery of projectsand events

Agreed key performance indicators (KPIs), evaluation and outcome reporting

Member Support Services Marketing & Promotion

Business Grants

Festivals & Events Knowledge Transfer

Networking

Perception & Image Initiatives

A say in Shaping your Future

BID membership benefits

Many of the projects with which the BID is involved are ongoing and considering the BID is less than half way through a five year programme (at the point this review was carried out) should be regarded as work in progress. Further, many of the activities the BID is involved with are not quick fixes; it will take time and effort to change the perception and image of Dunfermline, to improve its retail mix and to facilitate large infrastructure projects.

It is relatively straight forward to say that the BID isdelivering the projects set out in its Business Plan but itis much more difficult to secure meaningful evidence of whether this is actually having any impact on thetrading environment and performance of the citycentre i.e. has it improved the retail mix, has it changed the perception and image, has it attracted more people to use the city centre. Dunfermline Delivers has monitored the projects it has been delivering in terms of spend, timing, etc., but has been much less successful, for a variety of reasons, in monitoring the outcomes and impacts of these projects.

There is little formal evidence to demonstrate either tangible or intangible impacts of the BID, althoughcrime statistics and The Bruce Festival visitor surveys are both positive and encouraging, as is anecdotal ad-hoc evidence provided by some city centre businesses.

It should be noted that the Dunfermline DeliversBusiness Plan (2009-2012) does not contain any specific targets against which the BID seeks to deliver.

There is general agreement that a BID is a “good thing” and that Dunfermline Delivers is “going in the right direction” and recognition that it should bring local benefits. Overall the general view seems to be that Dunfermline is performing well in difficult circumstances and has continued to hold up well compared to some other cities during an unprecedented economic downturn.

The activities of Dunfermline Delivers may haveassisted Dunfermline to maintain performance but there is limited evidence to suggest this is down to any particular projects, although the Safer Towns programme may well be having a positive impact on the evening economy. The most successful Dunfermline Delivers projects are viewed as the most highly visible e.g. the Floral Enhancements and the PremisesImprovement Scheme.

A recent BID levy payer survey, found that 48% ofrespondents thought the BID was making excellent or good progress with only 8% thinking progress was poor or unacceptable.

In common with many other BIDs, business apathy is apparent in Dunfermline and there is a general lack of interest in and active support for what the BID is doing and offering e.g. procurement packages, workshops, networking events. Engaging with BID levy payers is a challenging and on-going issue.

On the basis of the research undertaken during the course of this evaluation, and the performance and progress of Dunfermline Delivers to date, it is suggested that there is no obvious reason why Fife Council should decline to provide funding to Dunfermline Delivers over its fourth and fifth years.

Dunfermline Delivers places a lot of emphasis on eventsand it is understood that events are well received by the public but with limited evidence to support their impact on the city centre, the issue of whetheractivity and spend is perhaps currently too skewed towards events is raised. It is recommended that more effort needs to be devoted to researching and articulating the impact of events on the city centre.

As a condition of funding it is recommended that Fife Council should insist on improved reporting and that monitoring frameworks to measure the Key Performance Indicators as set out in the original Dunfermline Delivers Business Plan are instigated.

review: the journey so far

In September 2011, Fife Council commissioned Campbell MaCrae Associates to conduct an independent review of Dunfermline Delivers’ performance from inception and here follows an extract from the detailed report that came out of this work.

Dunfermline Delivers

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strengths

successful event delivery

overall view performed well in difficult circumstances

weaknesses

lack of BID Memberengagement

lack of formal reporting

opportunities

better partnerships


threats

business apathy

insufficient project funding

summary: situation analysis, dunfermline delivers review:

“ It is suggested that in the future all BIDS will have to be more rigorous in setting quantifiable targets and measuring impact if they are to demonstrate real benefit to levy payers and local authority funders and thus secure their continued support and funding”

general agreement that a BID is a good thing

overall view that Dunfermline is performing well in difficult circumstances

lack of strategic direction and clear KPIs

business apathy, lack of BID memberengagement

no formal internal annual reviews and reporting of Dunfermline Deliversactivities and progress

poor communication with members and partners

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chairman’s statement

Sometimes it just doesn’t feel like three years since I took over as Chair of Dunfermline Delivers. There are otherdays when it seems like I have been inpost forever!

Time passes so quickly and seldom in the commercial world does any set of circumstances exist for long before some new challenge hoves into sight. Challenges have not been hard to come by these last five years as the UK, Europe and further afield has been battered by the economic gales of the recession.

It was into such turbulent times that Dunfermline Delivers was born and in truth there could not have been a more testing time in which to try to arrest towncentre decline and stimulate growth and civic pride.

I am however immensely proud of all that we have achieved. Working with our partners at Fife Council and our stakeholders the various board members both past and present have given generously of their time to endeavour to deliver a town centre that is safe, vibrant and a good place to live and work. Much has been achieved but much work of course remains. It is a fact of life that town centres are evolving, a work in progress and that their function and purpose will never again be as it was for the bulk of the last century. Online shopping and retail parks are facts of life and here to stay. They do however represent an opportunity as well as a challenge and are far from the death knell some would have us believe.

Dunfermline Delivers recognises the size of the task that lies ahead. We are neither complacent nor fearful but instead remain enthusiastic and optimistic about the future. Dunfermline has so much to offer.

Town centre businesses are resilient and inventive, showing initiative and doggedness. The town’s people are rightly proud of their town, its history and its many unique attributes and are willing to lend support and reward hard work. The success of the Alhambra and Reubens are examples of Dunfermline business accomplishments.

Going forward we are committed to listen even more attentively to the advice and constructive criticism of our BID levy payers. Whilst we believe we have had many successes including The Bruce Festival, TheFireworks Display, The Winter Festival and Dunfermline Live, we recognise that some things could have been done better. I give you my commitment to communicating better and more frequently in the future.

We will continue to listen and to engage. Indeed if there were to be one vital component of our future plans that I would highlight as the special X factor that will need to succeed in delivering the town centre we all crave, it would be engagement. Without it we are flying blind, delivering services and events that might not be feeding through to your bottom line in terms of increased sales opportunities.

So please, talk to us, get involved, be vocal. Other than full board membership there are ways in which you can become involved. Simply speak to our team at Canmore Street for more details.

Michael MalocoChairman of

Dunfermline Delivers

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Ian CondieFinancial Director ofDunfermline Delivers

As our Chairman has mentioned in his comments, Dunfermline Delivers was launched in the early stages of what continues to be an extremely tough trading climate for many town centre businesses.

The Board and our management team have been challenged to deliver an increasingly ambitiousprogramme of local events from a decreasing budget, and that has required us to be extremely cost consciousas we strive to keep ‘the books in balance’. In our first 9 months of existence, we managed to end up with a surplus at 31 March 2010 of £72,937, but by 31 March 2012, that had all but gone, and the surplus being carried forward at that date was down to just £6,051. Of the total income received by the company from itsinception up to 31 March 2012 of £968,635, 47% has come from BID Levies, 40% from Fife Council and the balance of 13% from a mixture of public and private grants, sponsorships, ticket sales, etc.

A large portion of that income has been spent on putting on various events that have been gaining in stature each year, and which aim to put Dunfermline ‘on the map’ as a destination worth visiting – The Bruce Festival, The Easter and Winter Festivals, the annualFireworks Display and Dunfermline Live. Of the £962,584 spent to 31 March 2012, over 53% has been spent on staging and publicising these various events.

Another significant cost has been the ‘Safer Town’ initiative, designed to boost the town centre night-time economy. Through a combination of the taxi marshalls, and support for the street pastors, many of the problems associated with the town centre have been greatly reduced, making Dunfermline a more attractive place for visitors to come for a night out. That has accountedfor a further 9% of our expenditure budget to date.

Other elements of our Business Plan - improvingPerception and Image, the Retail offering in the town, and Facilitation have accounted for a further 5%, meaning that two-thirds of our entire budget has been spent directly on the key elements of the Business Planon which the BID company was voted into existence.

financial director’s report

The remaining one-third covers staffing costs, premises and administration. From the financial perspective, we try to run ‘a tight ship’ to make sure that as much of the income contributed by our stakeholders as possible finds its way back to providing tangible benefits to them.

The Board are in no doubt as to the challenges that lie ahead for both the company and the town centre. We need to ensure that every £1 of income is made to work as hard as possible in promoting Dunfermline town centre for the benefit of both the BID levy payers and those living and working here.

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company aims & activity

Dunfermline Delivers is a business improvement district (BID) company. There are over 400 businesses that form the membership of the BID company

To deliver positive economic returnsfor our members and partners, effect economic impact for Dunfermlinethrough collaborative activities, festivals and events

To be the voice of the area and advocate for all who invest, work, visit and live in Scotland’s ancient capital

To encourage growth success andprosperity of Dunfermline through inward investments marketing and promotion

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Chief Executive: Maggie Mitchell | [email protected] Member Support Manager: Susan De Swarte | [email protected] Officer / Street Ambassador: Alun Black | [email protected]


delivered by

Sector No. of RepsRetail 2 National

4 IndependentLeisure/Marketing 2Property Owner 1Finance/Legal 2Tourism 1Services 1

Local Authority 2

Each business (levy payer) in the BID area has the opportunity to nominate a representative for election to the board; you can nominate yourself for election. The board is comprised of up to 15 representatives from business sectors within the BID area boundary and 2 Fife Councillors. Board members are supported by observers from Fife Council, VisitScotland and Fife Constabulary.

dunfermline delivers management

fundingDunfermline Delivers is financed by BID Memberlevy, Fife Council and various business, project and community grants that are applied for on a project by project basis.

A budget is agreed at the beginning of each financial year and income/expenditure reported on at board meetings.

our board

We believe that regeneration of the city centre will be of benefit to all of our members. With the increased footfall and expenditure, that we hope our activity will bring, providing sustainability to businesses in all sectors.

We want to engage with our members, to hear and listento views and comments. BID Member feedback is valued and essential for Dunfermline Delivers in the evaluation and improvement of what we do.

It is important that BID Members engage and communicatewith us so that we know what activities, workshops or seminars are of interest and benefit.

An essential part of the role of Dunfermline Delivers is to connect and engage with visitors, businesses, stakeholdersand partners.

We believe that by working together with businessesand partners to maintain a consistent positive and energetic profile, we can maximise marketing and promotional efforts.

Dunfermline Delivers will report outcomes and evaluations on the activities we undertake; we will include both the positives and negatives, on all of the projects we deliver.

All projects will have a project plan with desired outcomes, clear actions, timelines, costs, key performance indicators and measurements.

Marketing Strategy: transparent andregular reporting against activity, KPIs and timelines

BID Members: regular surveys andfeedback evaluation to check that activity meets existing and changing needs

Partnerships: continual review to ensurethat required outcomes are achieved

Projects: ensuring that project plans are adhered to; evaluated; reported and continually improved

www.connectingwithyou.co.uk10

How we communicate with our BID Members:

Newsletters Workshops Website & Business Listings Social Media Email Surveys Marketing Pack - Event Support BID Member Welcome Pack Design Support Linkedin Forum

Chief Executive: Maggie Mitchell | [email protected] Member Support Manager: Susan De Swarte | [email protected] Officer / Street Ambassador: Alun Black | [email protected]

BID member engagement

outcomes & evaluation

Improve visitor and business signage

Review of and improvement plan for city centre parking

Street scape improvements to pedestrian zone

Improved city centre access via shuttle bus service connecting travel centres and attractions

Cohesive visitor promotion

Campaign for early review of city centre business rates

Market city centre opportunities to businesses; make vacant units available to start-up businesses

Investment in city centre through refurbishment of City Chambers

Enforce city centre property maintenance

Address derelict property; improve visage and cleaning of city centre

Work with private sector on city centre development projects

Encourage change of use for vacant properties into housing, education and leisure uses to bring vibrancy to city centre

Work with partners to improve the communication of plans andinvestment opportunities

Greater co-ordination between Fife Council services, businesses and other external partners

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The City Centre Summit held in June 2012 highlighted that all in Dunfermline have the same basic desire for the successful regeneration of our city centre.

This action plan was developed by Fife Council, stakeholders and partners as a result of discussion at and following the summit.


“ Successful town centres are vibrant, distinctive, diverse and highquality, offering a mix of retail, food and beverage, residential, leisure and business uses; shops alone are vulnerable”

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We believe that the successful promotion of Dunfermline City Centre should focus on the distinctiveness of Dunfermline’s offering.

However, we need to understand what our offering is, to define our proposition and strengthen Dunfermline’s identity along-side: improving the retail mix; increasing occupancy rates; driving foot-fall; improving the street scape; encouraging investment; developing festivals and visitor attractions.

Dunfermline has fantastic assets including geographical location, good transport links, spectacular green spaces, history and heritage, vibrant night-life and entertainment, cafes, bars and restaurants, service businesses and a variety of retail and shopping.

A range of diverse events, organised by Dunfermline Delivers, take place in Dunfermline including The Bruce Festival, Fireworks Display, Winter Festival and Dunfermline Live each attracting many 1000’s of visitors and proving the potential of Dunfermline as a festival destination.

What Dunfermline has lacked is positioning, a clear message, a USP and a cohesive and sustainableapproach to branding and its activities that will sell the ‘experience’ that is Dunfermline.

Dunfermline Delivers believes, in line with the tourism forum group, that Dunfermline’s proposition is Dunfermline - at the Centre of Scotland’s Story. This key message applies to both businesses and consumers. It is hoped that all will adopt this positioning.

Every aspect of Dunfermline is part of the customerexperience including car parking; customer service; food and drink; entertainment; street scape; cleanliness and so on. Everything is important from clear signage to quality visitor attractions.

In creating a memorable experience we can inspire customer loyalty, return visits and positive selfperpetuating public relations and deliver Dunfermline as a cultural destination at the Centre of Scotland’sstory. Every one of us has a responsibility in ensuring that a positive and memorable experience is delivered.

This journey has already begun with the recently launched Dunfermline connecting with you logoproviding recognisable branding for the events and activities organised by Dunfermline Delivers. Thisbranding and identity can also be seen in the new www.connectingwithyou.co.uk website, promotional literature and event marketing and will continue to be developed as part of all future activity.

The review carried out in September 2011 highlighted the challenges that we face and issues that needed to be addressed. We have acted on the points raised in the report and now look to positively move forward into 2013 and 2014

strategic objectives

working in partnership with

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perception & image

strategic objectives To deliver, working with members, partners and stakeholders a clear, cohesive and positive image for Dunfermline that entices visitors and residents alike

To create an environment where a positive and cohesive perception, reputation and civic pride in Dunfermline exists

To create a reputation for Dunfermline as the city at The Centre of Scotland’s Story

Complete benchmark perception survey of BID members, stakeholders and partners, locals and residents

Gain engagement from members, partners and stakeholders

Ensure consistent and clear messages in all activity

Support business partners and stakeholdersin delivering the experience

key actions

Deliver successful BID projects, events and festivals on time and within budget

Achieve a measurable increase in positive perception, community engagement and civic pride

Dunfermline is perceived as a great destination that is green, clean and safe enhanced bysuccessfully gaining and retaining Purple Flag and a Scotland in Bloom Award

working in partnership with

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Dunfermline - where positive perception and image, reputation and civic pride exist; clean, green and safe is a prerequisite and environmental sustainability championed

the vision

key performance indicators

support projects

desired outcome

our strategic objectives

Dunfermline positioned as a good place to do business, an outstanding place to live, an exceptional destination, a great experience

Bid Member Engagement: To include perception survey, forums and meetings

Safer Towns: As part of this programme we have applied for Purple Flag accreditation, as a city with a safe, varied and welcoming night-time environment; if we gain the accreditation we will be the first city/town in Scotlandto do so. Expansion of the Safer Town initiative to include better information sharing and Safe Child

Keep Scotland Beautiful: To take Dunfermline’s floral enhancements to the next level we will enter Scotland in Bloom in 2013 looking to achieve recognition for our spectacular park and public spaces

Going Green: We have applied for funding for theDunfermline, Going Green initiative. A project that will offer BID Members a sustainable, value for money recycling service with the benefit of taking Dunfermline on the Zero Waste Journey. Enhanced by support from Green Business Fife on energy saving and sustainability

Dunfermline Public Arts Project: Developing our reputation for arts and culture


A vision for the shape, style and image of the city centre is required and we need to plan to attract businesses that fit with this vision.

Our vision is to promote the Maygate, Bruce Street and Bridge Street areas as Dunfermline’s Boutique Quarter. An area where entrepreneurs, innovation and new business ideas; traditional industries such as linen and weaving; artisan producers and arts and culturalbusinesses and organisations are attracted.

It is envisaged that this will complement the upper High Street and Kingsgate shopping areas, adding to the shopping and visitor experience and regenerate an area where many businesses have closed or are closing.

Vacant shop units can provide natural showcases for transient exhibitions that support the theming of the Boutique Quarter.

To enable this to happen all stakeholders will have to work together to create a suitable environment where fledgling business and new ideas can flourish. The support of Fife Council, property owners, landlords and agents will be required.

Support has already been offered by Fife Council, via Dunfermline Delivers to a business looking to set-up a micro-brewery in Bruce Street. This is an ideal example of the type of producer and potential visitor attraction that we should be encouraging.

It is believed that this vision works well alongside the promotion and development of our Heritage Quarter, including the new museum and other historical attractions.

Communications to attract larger retail businesses/chains to locate in Dunfermline will also be made to increase the overall retail offering and visitor shopping experience.

Dunfermline needs to work together to achieve the sum of its parts and deliver more!

City Centres are no longer just a place to shop they must provide a hub for activities and generate a unique experience that caters for a variety of needs meeting a wide range of expectations

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business growthThere are many social, economic, physical and environmental problems which town centres have had to respond to over the last thirty years

The transition to a low carbon economy, the knowledge economy, new consumer markets, transport connectivity, internet shopping and differentdemographic patterns are driving change.

Out of town retail and outlet centres and theexpansion of powerful retail chains have all had a significant impact on the traditional High Street as we struggle to face the challenges posed by the current economic position and look to the future.

Regional and local niche markets are also becoming increasingly competitive for the tourism, heritage, culture, craft and food sectors. These drivers present real challenges and opportunities to town centreregeneration.

Town centre regeneration is complex and, if it is to be successful, needs more than just physical investment in buildings and public realm and we must look to support and consider not only the retail element but other civic and community roles and issues that shape a town centre.

An integrated and holistic approach is required across local authority functions, businesses and communities and beyond just physical (typically retail) projects. This kind of approach needs to focus on services, cultural, civic, community and visitor assets.

We need measures to directly support businesses, stimulate business growth, attract visitors and encourage pride in the city centre. Much of this is already being addressed in Dunfermline via the City Centre Action Plan and the associated City Centre Steering, Projects and Stakeholder groups.

Dunfermline Delivers as an active member of theaforementioned groups and supporter of the action plan and looks to its own strategic objectives to enhance and support these initiatives.

To attract, working with members, stakeholders and partners, inward investment for capital projects that complementDunfermline’s existing proposition

To attract, working with members, stakeholders and partners, new businesses that will enhance the retail and service offering

To support, working with members, stakeholders and partners, existing businesses development, encouraging growth andinnovation

key performance indicators Support offered to members, stakeholders and partners to assist in promotion of capital projects

Increase in number of new businesses, business development projects or business growth initiatives Increase number of grants and support projects taken up by prospective and existing businesses

the vision

Business Growth, development and investment is encouraged and attainable, physical regeneration is visible and measurable, and improvement of the street scape is on-going and maintained

Develop inward investment pack, contact and promote to potential investors Develop new business pack, contact andpromote to potential new businesses toDunfermline

Develop BID Member welcome and support package Develop commerce section of website to include investment, business and property information

Example of 3D shop front graphic

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key actions


support projectsVisage: 3D graphics – to improve the look of empty units and promote usage ideas to prospectivebusinesses

Business Development Grant: to support new and existing businesses

Premise Improvement Grant: visage improvement grant to enhance the overall image of the city centre available to new and existing businesses

Capital Project: support inward investment, provisionof concepts, ideas and innovation

Tourism Grant: to encourage tourism linked business ideas and projects available to new and existing businesses

Dunfermline positioned as a successful and attractive place to do business

desired outcome


Experience Dunfermline: Radio campaign with bill boards and posters to promote Dunfermline with affordable add-on for individual BID members to promote their businesses – targeted at a Scottish/Regional audience

Display Banners: Advertising on the High Street to promote forthcoming events and visitor attractions

Events: Markets and Exhibitions, Street Theatre, Pop-up displays, Gallery Days, Heritage Days and so on

Festivals: Spring Festival, Summer Festival, Winter Festival. Embracing and extending what we do: The Bruce Festival, Fireworks,Dunfermline Live and Winter Festival

Engagement: BID member marketing packs for each event making it easier for members to get involved and get the most out of the activity

Shop & Dine Dunfermline: Developing the Twi-light economy – 5pm-8pm – encouraging shops to stay open late, maybe the last Thursday of every month to create a visitor package which will attract late night shoppers into the city and to then stay and have coffee, drinks a snack or a meal

Shop Dunfermline: Rotating posters to promote shop local on a themed basis e.g. Christmas, Valentine’s Days, Easter and so on, supported by car stickers, jute shopping bags and linked to press advertising and PR

Festive Dunfermline: Encouraging hotels and restaurants to create themed packages e.g. Tinsel and Turkey that attract locals and visitors in to the city at different times of the year

Destination Dunfermline: Daycation, Staycation, Extended stay – looking to develop partnerships (LTA, VisitScotland, BID Members) to deliver tourism packages. Working with Cruise Project to encourage cruise ship passengers to visit Dunfermline and local businesses to adopt “cruise friendly” status

Digital Dunfermline: On-line presence allowing information such as maps and guides to be printed off in advance of visit, mobile website that will promote local businesses, offers and attractions.Digital signage and city centre Wi-Fi

Connecting Dunfermline: Heritage and Activities support – literature, downloadable and mobile trails e.g. linenand weaving, Forth Crossing Pilgrimages links and promotion.

Social Media: We aim to enhance our on-line and social media presence to grow our followers from a local to national to international audience

Active Dunfermline: Encourage people to get out and about for example Walkabout Sunday or Dunfermline Cycle Saturday and link these activities to BID Members special offers

Dunfermline Fringe: A mixture of music, arts, crafts, literature and theatre to gain cultural recognition and awareness

Dunfermline Delivers aims to deliver a strategic marketing campaign that will support our key aims and achieve recognition and reputation for Dunfermline as a must go / must do destination whether a business, visitor or resident

We will look to support and develop activity around the Heritage quarter by inspiring visitors to partake in tours both traditional and those with a more quirky and interactive twist such as ghost tours and those that include technology for example the use of a mobile tour linked via QR Codes.

Our events and event marketing will be built and developed around the ‘Dunfermline – at the Centre of Scotland’s Story’ proposition and highlight Dunfermline as the must go/must do location for arts, history, shopping and heritage, innovation, creativity, entertainment and other activities that together deliver a great experience.

We will also look to support the creation of further living accommodations in the city, bringing more life and people into the centre.

Dunfermline offers leisure activities such as cycling and walking routes and indoor activities via the Carnegie Leisure Centre, these are important as part of a living and working environment and the mix for attracting inward investment.

The role of art in the city centre has the potential to be much greater and have more impact, enhancing the tourism and visitor spaces and the reputation of the area as the natural home for city festivals and cultural activities.

Linking aspects of history and heritage, arts and culture,entertainment and nightlife, cafes and restaurants, business innovation and artisan producers, we can create aDunfermline Fringe, putting us back at the Centre of Scotland’s Story, as a place that understands and cherishes its roots as the ancient capital of Scotland, the birthplace of kings and queens, its links to philanthropy and commerce, and is supportive of tradition and of what is new andemerging.

Dunfermline Delivers will actively promote and lobby for Carnegie College, as part of the new Fife College, to develop a centre of excellence within the city centre.

We aim to develop closer links with Dunfermline’s twinned cities - Logrono, Spain; Trondheim, Norway; Vichy, France; Wilhelmshaven, Germany; Albufeira, Portugal; Sarasota, USA to help develop media and tourism interest and festival visitors. We also look to further develop our links to America to encourage knowledge transfer, visitors and cultural exchange.

We will, where and when it is relevant and appropriate, work with marketing partners to promote Dunfermline. Our marketing approach will be delivered via a mix of promotion, advertising, public relations and digital media and will include:

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marketing & promotion

key actions Deliver festival and event calendar that attracts a growing demographic and geographical audience

Deliver business support and promotional activity to ensure businesses attain optimum benefit from generic marketing and local events Deliver marketing strategy to include marketing, public relations, digital and social media – in support of commerce, heritage and lifestyle

key performance indicators Create positive economic impact via festivals and events bringing footfall to the city centre Increased number of businesses buying into joint marketing activity for festivals and events

Raised awareness of Dunfermline as a business and visitor destination

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the vision

Marketing and Promotion is cohesive, key messages, tourism, cultural, arts, lifestyle,heritage development and activity is undertaken in a united approach with centres of learning, arts, culture and history

Increased footfall and visitor spend in city centre venues, shops and restaurants

Increased levels of support forbusiness (cross sector) activity and encouraging local employment

More engaged residential and business community spending moretime and resources in Dunfermline

working with

support projects Champion lighting of tourist routes and illumination of visitor attractions and areas to enhance offering

Encourage arts and cultural projects, exhibitions and street theatre to attract a wide and varied audience

Attract and support of continental, local arts, crafts, food & drink, artisan markets and other styles of markets that will create interest and footfall Successful events and festivals that increase footfall and have significant economic impact for example The Bruce Festival and Dunfermline Live

Develop working with partners, easilyaccessible promotional information and literaturethat entices visitors to Dunfermline desired outcome

Dunfermline positioned as a great destination and experience for both business and visitors



Local Tourism AssociationDunfermline & West Fife

positioningat the Centre of Scotland’s Story

essencea great destination for people and business

valuesinspiring, vibrant and engaging

personalityunique mix of ancient capital and aspiring future

promisewe will always deliver a great experience!

our dunfermline

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promoting dunfermline

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the journeys end

Dunfermline...

...where businesses, visitors and residents think of Dunfermline, as a vibrant,interesting and must invest in or go to destination that offers art & culture, is great for shopping, has terrific night-life, accessible and affordable outdoor and leisure activities, is rich in history and heritage and delivers a great experience for all…

The City Centre Summit highlighted thatall in Dunfermline have the same basicdesire for the successful regeneration of our city centre, however, we have to been unsuccessful in working together todeliver this objective.

If we are to see our vision for Dunfermline achieved we will all need to work together in developing working partnerships with BID Members, Stakeholders, and the wider community, steps vital to the regeneration of Dunfermline.

Each year, with regular updates during the year, we will review, evaluate and report on the delivery of the objectives contained in our business plan. We will engage with our members, stakeholders and partners to seek their views, good and bad, and to act on this information to ensure continuousimprovement in all that we do.

Where benchmark figures or information is notcurrently available we will endeavour to put in place procedures and processes to gather this information.

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delivering for dunfermline the journey ahead


27 Canmore StreetDunfermline | KY12 7NU

01383 [email protected]

connectingwithyou.co.uk

Photography: Mark Grieve Photographic ArtCraig Brown PhotographyAC&C Photography

Design: Your Design Works

January 2013

Documents

The Journey