Marketing Birmingham Commercial Partners Meeting 30.04.13
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Transcript of Marketing Birmingham Commercial Partners Meeting 30.04.13
marketingbirmingham.com
Commercial Partners Meeting
30 April 2013
Paul KehoeChairman
Neil RamiChief Executive
Document HeadlineDocument Sub-headline
Group travel – market increase by 35.9% coaches and 37.3% visitors
Hotel occupancy - +80%, peaking at 85% in mid December – 4% increase
Hotel revenues - up by 11% on 2011 to more than £7.7 million
Christmas market footfall - 4.3 m delivering an economic impact of £85m
An integrated international campaign
Attracting more visitors
Winning new conferences & events
Securing inward investment
Integrated programmes
Programme Results
2012/13 marketingbirmingham.com
Account JobsADI Group 60Codemasters 25
Dana Spicer Europe Limited 150
Deutsche Bank 150
NAC 600Franklin and Andrews 40
Ishida 20Large automotive OEM 370
Expansions
Account JobsAcuity ETS Ltd 8Adam Stokes 20ASG Immigration Limited 10ASOS 20Auctus 30Ayogo 15Halal food company 40Business Growth Fund Plc 50CT Dent 5Dotted Eyes 50UK Medical Svs Co 100US BPO 120Hotel La Tour 100India Business Hub 3Linalis 10Lulu Group International 30Mechel services 30
Investments
Investment projects 2011-13
Nervecentrix 10One Point Three 10Owned IT 15Pata AB 10Pure Mobile 15
Sanguine Hospitality Management Company Ltd 150Skanska 32Solicitors Regulation Authority 600Waste Company 40Synapse Information Ltd 15Tinyme 1Toyota Tsusho UK 25Trowers and Hamlin LLP 25Unipres 20Vocam 5Willmott Dixon Partnerships Limited 10Yomik 10
Account Jobs
Account Jobs
NVC Lighting Technology Corporation 230Office of the Public Guardian 300Sertec Group Holdings Ltd 150ReachLocal 8Metal Pressings 150Virgin Media 150
Wesleyan Assurance Society 400
US Metallics Co 40
FDI projects 2012/13
businessbirmingham.com
Visit Birmingham achievements
Christmas campaigns
- delivered 3m visitors in 2011
- delivered 4.3m visitors in 2012 & 4%
increase in hotel occupancy
TV commercial viewed by 29m people in 2012
New York Times recognition as top 20
destination in 2012
Supported more than 20 independent cultural
festivals
Welcomed 2.5m visitors through dedicated
information service
International 2012
Domestic2012
Birmingham
Number of visitors30.9m 104m 33.5m
Visitor value £18.5bn £16.2bn £4.9bn
Average stay7.6 nights 5 nights 4.6 nights
Attracting national & international visitors
Birmingham’s visitor economy
Delivered - 10% growth since 2006
Supports - 60,000+ jobs from entry level - senior management
Generated - significant capital investment 10 new hotels in last 18 months
Case study: Christmas campaign 2012
Group travel increased by 35.9% coaches and 37.3% visitors
Hotel occupancy +80%, peaking at 85% in December (4% increase on 2011)
Hotel revenues up by 11% on 2011 to more than £7.7 million
Christmas market 4.3 m footfall, delivering £85m economic impact
Developing inbound traffic:IrelandItaly (Rome)Sweden (Stockholm)Germany (Munich)
Digital traffic
- Ireland up by 30%
- Italy up by 1314%
- Sweden up by 487%
- Germany up by 561%
Page views increased by 15%
Growing global connectivity
City region collaboration
MIPIM 2013£540,000 of global media coverage, 30% online increase
12 capital investment enquiries
15 FDI enquiries
Site Selectors 201212 senior advisors to corporate end users
20+ commercial partners involved
Where the world meets
Sales missions - 30 national & international
Ambassador programme - generated 5
events in collaboration with Universities
2012/13 International National Total impact
New events secured
6 8 14
Bed nights generated
11,200 22,100 33,300
Est. impact £5.1m £8.2m £13.3m
Recent media coverage
Programme Highlights
2013/14marketingbirmingham.com
Business Birmingham – FDI pipeline
Business Birmingham active projects in pipeline as per March 2013
14%
7%
5%
5%
3%
5%
4%
For the first 15 companies the ROI consideration over a 10 year period from an investment value of £7.25m in grants and an administration burden of £250k is as follows:
Potential Create 3,900 jobs for Birmingham A grant per job rate of £1860 per job Increased economic activity of £843 million Generate £45 million of rates income For a £26.58m investment this project has the potential to: Create 14,286 jobs for Birmingham Increase economic activity from salaries alone by £2,500m Generate £184million of rates income
Mobile Investment Fund
Birmingham is the fastest growing city in terms of FDI attraction in the UK. WM has grown FDI levels by 21% year on year since 2007 compared to the NW at 8%
Proposal to UKTI that Business Birmingham leads on sector based strategic relationship management initiative for Automotive, BPFS and Medtech
Match funding from UKTI to resource increased account management team on its behalf and in conjunction with PA Consulting
UKTI Strategic Relationship Management
Source: FDI Markets, Financial Times, 2012
Destination Country 2009 2010 2011 2012
UK 34% 35% 32% 42%
France 15% 9% 9% 12%
Germany 15% 19% 17% 9%
Spain 7% 10% 8% 11%
Ireland 8% 9% 13% 12%
Site Specific Propositions
Key component of business development strategy to secure anchor tenants for major schemes
Detailed business cases built around specific market opportunities, i.e. LPO, JLR Supply Chain, Third Sector relocation
Specific business development strategies wrapped around each proposition, utilising own and partnernetworks and contacts
Cost model based on future developments to demonstrate high quality, low cost credentials and detailed cost savings.
Independent benchmarking and partners intelligence and research
Document Sub-headlinemarketingbirmingham.com
Barriers
Post-2012 Olympics
Aviation developments
- Birmingham Airport
Strong destination offer
culture, heritage + food
Investment in
infrastructure, retail +
public realm
Opportunities
Economic performance
issues
Policy changes by
competitors to attract
visitors
New markets opening
BRIC as inbound
sources
Limited awareness of
anything outside London
Small share of voice in a
crowded marketplace
Deterrent effect of the
visa regime
Domestic perceptions
Product + packaging
gaps
Cost
Global trends
Volume and value – to drive overnight visitors using culture as a motivator
Celebrating the next generation – 11 organisations and 70 individuals
Multi-channel campaign – Spring 2013 targeting national visitors
Putting a spotlight on culture
Culinary summer 2013 National tourism campaign – May – July profiling Birmingham’s culinary offer and drive overnight leisure visitors
Partnership opportunities – hotels, restaurants, bars, markets, producers and festivals
Regional celebration – collaboration with the chef community and University College Birmingham to put a spotlight on the next generation
ICC Champions Trophy 2013: 5 key games, including the final, at Edgbaston
Rights package with ICC to promote Birmingham to one fifth of the world’s population
Strategic Marketing Opportunities
Significant input to the Greater Birmingham Project
MB Board Agreement to align with GB&SLEP
LEP Board 14 march 2012 agreed MB a strategic delivery partner
Developing a Greater Birmingham positioning
SLA to be operational from April 2014
Greater Birmingham Strategy
Neil RamiChief Executive
Marketing Birmingham Commercial Partners Meeting
Andy Street, Chair of the GBS LEP
30th April 2013
A busy few months…
• Signed City Deal - Sep 12• White Paper Consultation - Oct 12• No Stone Unturned - Oct 12• Offer to ‘pilot’ NSU - Nov 12• Prime Minister’s Blessing - Dec 13• Greater B’ham Project - Mar 13• Govt Response to NSU - Mar 13• Strategy for Growth - May 13• Spending Review - June 13
Plus delivering the LEP’s wider agenda…..
No Stone Unturned
• Launched at the Town Hall• 89 recommendations • Big ideas:
• Single Pot of funding
• Localise EU funding
• Legal status for Chambers
• Unitary local govt
• Conurbation Mayors
• Local Growth Teams
• LEP role in skills
Opportunity for real change.....
So we stepped forward…
Greater Birmingham Project
• Intense Review• Weekly visits by Lord
Heseltine • 8 workstreams• Engagement from across
private, public and voluntary sectors
• Local and national input
Current complexity exposed…
Single Pot opportunities
• Fit for purpose business support• Deliver growth plan for the M42 Economic Gateway• Grow Birmingham Airport• Create Sector Acceleration Zones
– Life Sciences, Advanced Manufacturing, Digital & Creative, Enterprise Belt
• Build world-class skills system • Expand collaborative & innovative procurement• Pilot ‘Gainshare’ scheme (earn-back)• Establish a Neighbourhood Economic Growth Project• Accelerate roll-out digital infrastructure
Media Launch
Government Response
• Agreed 81 of 89 recommendations • Establish a ‘Single Local Growth
Fund’• Streamline management of EU
funding• Set up Local Growth Teams • Ease regulatory enforcement• Reform planning • Establish 11 Industrial Strategy
Partnership Councils• LEPs to work out business support • LEPs responsible for setting local
skills strategies
Our work is not yet done…
Decisions still to influence…..
• Scale of the Single Local Growth Fund (SLGF)• Proportion of SLGF that is open to competition (vs
proportion allocated notionally to each LEP)• How process will work in overlapping areas• Format of the LEP Growth Plan• Assessment of plans • Amount of strings attached to funding• Monitoring process
Strong building blocks…
• Strategy for Growth has wide support• Sets out our Strategic Enablers:
1. Growing the number of successful businesses
2. Building on our sector strengths and opportunities
3. Stimulating innovation in products, processes, services and business structures
4. Improving our skills talent pool
5. Improving physical and digital connectivity
6. Optimising the economic value of the region’s assets
Next stage
• Develop Strategy into a “strategic growth plan” for accessing the SLGF, showing:• Level of ambition• Clarity of prioritisation• Evidence of deliverability and capacity• Support and commitment of partners• Leverage of resources• Strength of governance
• Align to EU Investment Strategy
Rallying call….
• We are at the forefront of this agenda but need to maintain momentum
• Real opportunity for devolution but still arguments to be won and doubters to convince
• Overwhelmed by support for Gr B’ham Project – need to build on this to develop our SLGF bid
• Welcome ideas, input, expertise to help make the best case for Greater Birmingham
Questions & Answers