NORTH LANARKSHIRE COUNCIL

To: ECONOMIC REGENERATION COMMITTEE COMMUNITY SERVICES COMMITTEE

From: DIRECTOR OF PLANNING & ENVIRONMENT

REPORT

Subject: NLC Tourism MemberlOfficer Working Group and Lanarkshire Tourism Action Plan Reports Update

Date: 17 January 2005 1 Ref: REP.1109 I I

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PURPOSE OF REPORT

The purpose of this report is to update members on the progress with implementing actions which were agreed as part of the work of the Council's Member Officer Working Group on Tourism and included in the Lanarkshire Tourism Action Plan. This report seeks to inform members of the wider partnership progress with tourism development in addition to Council specific actions.

Background

The North Lanarkshire Council Member Officer Tourism Working Group reported its recommendations to committee in March 2005. These recommendations were consistent with the newly developed Lanarkshire Tourism Action Plan which was launched by the Minister for Tourism, Culture and Sport, Patricia Ferguson MSP in February 2005 at Hamilton Racecourse.

The Action Plans have been progressed on a Lanarkshire partnership basis by sub-groups of the Lanarkshire Economic Forum (LEF) and within the Council by a newly established Tourism Officer Working group. These groups meet monthly and include representation from services that have responsibility for actions within the Tourism Action Plan. This has ensured that the work of the Officer Member Working group continues and that the Council co-ordinates its input to the development of tourism on a Lanarkshire wide basis.

Progress to date

A summary of progress against all the key actions is attached in Appendix 1 of this report. Below specific actions that were prioritised by the OfficerlMember Working Group are highlighted.

Lanarkshire Strategic Tourism Marketinq Proiect 0 Partnership and European funding was secured and 2 FTE Tourism staff were appointed

to the project in Feb 2005. 0 ElOOk of tourism promotional campaigns have been or are in the process of being

developed. These are listed in Appendix 2. 0 Campaigns have been targeted at Day Visitor and Shortbreak market throughout Scotland

and North of England using Visit Scotland Databases. 0 A new web site to promote Lanarkshire as a visitor destination is being developed. This is

planned to go live in Feb 06'. 2 new private public sector tourism partnerships bodies have been established - Lanarkshire Attractions Associations (LAA), Lanarkshire Hoteliers Associations (LHA). 3 issues of a new tourism newsletter for Lanarkshire have been produced and are circulated to 500 tourism businesses in Lanarkshire.

0 Research has been commissioned to increase the quality and quantity of tourism information specific to Lanarkshire. This includes hotel occupancy and customer satisfactory surveys. Results of this will start to become available from January 2006. Discounts and passport offers to other Council attractions are being incorporated within the various promotional campaigns.

3.3 Strathclvde Countw Park A Development Master Plan is about to be submitted with a view to securing outline planning Dermission for a number of leisure and tourism related development opportunities on sites identified within Strathclyde Country Park. These include a major garden centre, a cable water-ski facility, a 120-bedroom hotel, a development of holiday chalet/lodges, the development of existing sports pitches to provide a mix of indoor 5 aside and 7 aside and a new generation all-weather surface. It is intended that these opportunities will be advertised for commercial expressions of interest.

3.4 Consultation Though the Lanarkshire Economic Forum (LEF) and the newly established LAA and LHA, as well as the regular tourism newsletter there has been a significant increase in communication and consultation with the private sector. The LAA has worked well and a number of meetings have been held which all have found beneficial. The LHA has been more difficult with only one full meeting held, the second having been cancelled due to poor attendance. Officers are currently reviewing this and trying to engage with potential new members to drive the Hoteliers Group forward.

In addition, it was agreed by Committee in November to establish a Lanarkshire Area Tourism Forum, with North Lanarkshire Council being represented by Councillor Robertson. The Forum will include representation from all the main tourism operators in Lanarkshire. The first meeting will be held on the 8th December 2006. It is proposed that all future discussions and consultation with the industry be focused through these existing groups.

The Chief Executive of Visit Scotland has indicated his desire to meet with representatives from the Lanarkshire tourism industry and it is likely this will be facilitated through the Area Tourism Partnership in February.

North and South Lanarkshire Council have also negotiated with Scottish Enterprise to include for the first time a tourism category in the Annual Business Awards competition hosted by Scottish Enterprise. Both Councils have jointly sponsored this category and have been involved in nominating local tourism businesses for the award. The winner will be announced at the annual awards dinner held in February.

3.5 Kelvin Vallev Action Plan

Phase 1 of the f l .3m environmental improvement plan to Kilsyth streetscape has been completed. An application has been made to Historic Scotland for the refurbishment of derelict properties in the main street including the White House and public realm works including restoration of railings and the bandstand in the town park.

An 'About Kilsyth' Group has been established and they are currently working to secure funding to employ a Development Officer who can work with the group and assist in the development of an integrated approach to marketing the numerous visitor attractions in the Kilsyth area in order to attract more visitors.

3.6 Activitv-based tourism opportunities With the completion of the Drumpellier Course in November 2005, orienteering courses are now established in all 3-country parks in North Lanarkshire. Council Officers are in discussion with the Forestry Commission and a local group of enthusiasts on the development and promotion of the Carron Valley Forest Mountain Biking Course. In conjunction with Smartways and the Wider Countryside Access projects a range of way-marked and mapped walking and cycling routes have been established.

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Challenge Fund Visit Scotland announced a new f l m Challenge Fund in March 2005. The Fund provides financial support for tourism marketing campaigns and is open to application from tourism groups and ‘partnerships’. It was intended that groups from North Lanarkshire would aim to submit at least one application in 2005. Whilst significant development work was undertaken by Council officers with an ‘About Kilsyth’ group it was agreed by all that the project was not at a stage to submit an application. The group has continued to develop and officers will seek to identify other potential applicants for the 2006 Challenge Fund.

Events Community Services led a number of meetings and discussions with promoters, event organisers, Lanarkshire tourism partners and Events Scotland on the development of an event strategy for Lanarkshire.

The consensus of opinion was that the event programme for 2005 was fairly well established with significant commitment of resources already in place. The consultation process has re- affirmed the understanding that the expansion of a major events programme necessarily involves a significant lead-in time, often resulting from the normal bidding processes to host such events. World ctass sports events such as Triathlon or Rowing can involve substantial investment in infrastructure and a lead-in time of 6 or more years.

Preliminary discussions have also taken place regarding the rationalisation of some of the diverse Council-organised events with a view to establishing a more integrated celebration of the “place”, perhaps through the promotion of a major “Cultural Festival”.

As part of the work of the LSTMP partnership an audit of venues and events across Lanarkshire has taken place. The development of an event strategy would recognise and prioritise the need to improve and develop existing and new public and private sector venues.

A new Lanarkshire Brand and Communications Project (LBCP) based within the Policy & Economic Development Service will identify and support the development of high profile events and as part of its communication strategy to promote Lanarkshire as a place to work, live and visit. This work will be progressed from January 2006.

In addition, an Economic Impact Analysis study was completed in relation to the FlSA World Rowing Masters Regatta held in North Lanarkshire in September 2005 to gauge the true cost/ benefits of support for the staging of such World Class Sports Events. The results of this will be available from January 2006 and will include recommendations for future event organisation.

In the short term, LSTMP has established the www.eventslanarkshire.org website to be integrated into the major seelanarkshire.com website currently under development and due to go live in February 2006.

This will work will progress on a Lanarkshire wide basis and will focus on establishing a long term programme of events, both Community based and of wider national and international interest, as an integrated part of the Lanarkshire Tourism Action Plan and LBCP.

Asset Disposal and Advertising The Council’s Open Space Strategy, and the Sports Pitch Strategy and Asset Management Plan are both currently in progress regarding Community Services facilities, These strategies will properly inform and facilitate a planned developmenVdisposa1 programme with a view to freeing up resources for re-investment in developing tourist attractions and event venues. Council vehicles advertising is now regularly being used for the promotion of tourism related events such as the FlSA World Rowina and the Summer Flower Festival.

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Sianane A review of tourism signage is underway with an audit of all A, 6 and motorway roads is almost complete. It is intended to work with South Lanarkshire Council and Visit Scotland to agree consistent policies and procedures for the approval of new and replacement signage. On completion the new procedures and policies will be promoted to the tourism operators through the various new forums and the tourism newsletter.

Corporate Considerations

The Lanarkshire Tourism Action Plan supports the Council's corporate theme of 'Stimulating Business and the Economy' and the key aim of 'Improving the image of North Lanarkshire'.

Conclusions

The report clearly demonstrates that there has been significant progress and real achievements have been made particularly in:-

raising awareness of the importance of tourism development to the local economy, 0 promoting Lanarkshire as a visitor destination for day visitors and the short-break market,

and engaging in an on-going and open discussion with private sector tourism providers in North Lanarkshire.

Progress with other strategic development issues has moved forward but slowly. This is mainly due to the low base and low priority that tourism has been in the past and it requires consistent communication and pressure to be able to remove barriers to progress. There is recognition that improvements to our environment, infra-structure and many of the Council's assets are critical to North Lanarkshire securing an increasing share of the tourism market and deriving real long term economic growth and sustainability. This will require long-term planning and investment of Council resources.

There have also been changes and vacancies of staff in both Policy and Economic Development and Communities Services and this has made it difficult to maintain steady progress.

Recommendations

The Committee is asked to note the content of the report.

David M Porch Director of Plannincl and Development

2nd Dec 2005 Local Government Access to Information Act: for further information please contact Caitriona McAuley, Economic Development Manager, telephone: 01236 616279

Appendix 1 To Improve the Quality and Range of Tourism Product

-- Assist Tourism Business Projects: 3 year programme

Provide sustainable and environmental business practices and develop niche projects in the tourism sector, including farm diversification projects

P&E

to start up, grow

South Lanarkshi re Council, Business Gateway

and develoD

Open to farm businesse s in Lanarkshi re

Nov 2005

Rural Strategy

€2 - 3k Ellen Byers

Performance I Update

New pan Lanarkshire farm diversification project developed.

ment work underway.

Implement ongoing programme of infrastructure development at Strathclyde park Kelvin Valley Action Plan

Establish the Garde Projects: 3 year programme

Community Services

Planning and Environme

Restoration and refurbishment of Airdrie Observatory Sir John Wilson Town Hall

Creation of Colzium Conference, visitor centre Community Facility and Estate Upgrading Work

Support partnerships with the private sector to develop new facilities at Strathclyde Park

Community Services

Community Services

Community Services

SEL SARA

Communit Y Services, SEL, British Water- ways, SNH, CSFT

I Visitor I

HLF - Airdrie 0 bservat ory

P&E

M&D's Holiday Inn Express

Motherw ell

Forth and Clyde Canal areas

zstina

Ai rd rie

Kilsyth

Mother well

on

2004 2007

2003 - ongoing

2004 2007

Tourism Strategy, Cultural Strategy

SCP Develop- ment Plan

f308k

€5 million Costs are indicative at this stage

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E200k (Airdrie Observat OrY)

E250,k (S JWTH €400k

f160k

George Simpson

Danny Mc Guinness

Jillian Ferrie Bill Davidson

Sandra Mousdale John Turnbull

Rowing course upgraded. Landscaping works and IT replacement complete. Facilities upgrade finalised.

f2.6m project to restore and conserve Kilsyth's townscape has been developed and submitted to Historic Scotland for E l .5m grant. An About Kilsyth group established. Development Officer funding applied for. E I .3m of environmental improvements in Kilsyth town centre completed.

HLF bid under investigation for Airdrie Observatory.

Rewiring work commenced in SJWTH on 14 Nov 05.

Refurbishment works down-graded to wind & watertight and re-decoration

New play area under design

Move to submit comprehensive development master-plan for outline planning permission

Develop town

Establish a new town centre at Ravenscraig as a leisure-led shopping destination incorporating a mix of retail, large and small scale leisure facilities including an indoor ski slope and a sports arena Antonine Shopping Centre

centres and

Planning and Environment

Housing and Property

retail facil

SEL

P&E, Private Sector, TCI

ies to attract Location

Ravens-craig

Cumber nauld

On- going

On- going

risitors a

Changing Gear and Corporate Strategy

Changing Gear, Develop ment Plan

tourism - - _. . . - .

Performance I Update

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Outline planning consent for town centre was granted in May 2005. Legal challenges to town centre remain in House of Lords and Court of Session. These will probably be heard in Summer 2006.

London and Regional Properties were selected to carry out the development comprising a shopping mall of over 300,000 sq.ft. Planning consent has been granted, and Phase A was completed in 2004 with the opening of the Tesco development. Progress continues with the letting of the mall development of over 30 shops (Phase B ) to be anchored by Ounnes Stores.

Develop and improve town centres providing a safe and attractive environment for shoppers and visitors

f20m Lizanne McMurrich

Develop apprc Ravenscraig Regional Sports Facilities Bid

SportScotland funding support announced. Now progressing towards phase 11. Continued dialogue with Sportscotland and other partners.

Environment

wiate rang Community Services

of leisure C/Exec. P&E Education,

Scotland, Private Sector

SEL, Sport-

DeveloD ranae of nature based touris Projects: 3 year programme

External Partners

Dumbreck Marsh Local Nature Reserve Services Councils Access and Arts SNH Project Lanarkshire

Commissioning and Planning Community implementation of a and Services, walking and cycling Environment Sustrans, strategy for North Paths for Lanarkshire All

Forward

Wishaw, Motherwell, Bellshill, Airdrie, Coatbridge Cumber - nauld, Kilsyth

On- going

acilities Ravenscraig 2004-

ongoing

Changing Gear and Corporate Strategy

Fraser Cariin Ellen Byers

€1 3m worth of environmental improvements completed across 7 towns. Programme of support for town centre businesses (in particular retail sector) being developed to commence 2006 including: Workforce Development - from 1 .I .06; Job Rotation from I .4.06; Projects under development include: Approved Retailers Scheme; Commercial Area Improvement Scheme and implementation planned from April 2006 subject to approvals.

I I

n activities

Completed Gear,-Local Transport Strategy

Abernethy

North 2004-05 Changing €49k David Lanarkshire Completed Gear, Local McDove wide Transport

Strategy I I I I

site 1 a programme of community art events and workshops arranged

Strategy document now complete and identified schemes agreed and i implementation rolling out.

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Establishment of Path network and support the implementation of the Public Access Strategy - Clydewalk way

Projects: 3 year Lead Internal and Location Start Links with Costsl Lead programme Service in External and other Budget OfFicer

NLC Partners End strategies Date and action

plans North 2004 J. -

project Develop Dalzell Estate

Performance I Update

Planning application submitted. Evaluation

and RSPB Reserve at Barons Haugh Motherwell and link to Clyde Walkway

I - .--. - .---_ -_-_ - _.

Costsl Lead Projects: 3 year Lead Internal and Location Start Links with programme Service in External and other Budget OfFicer

NLC Partners End strategies Date and action

plans -

Complete missing sections of Strathkelvin Walkway

Performance I Update

Planning, community Services

Community Services

Community Services

Develop scramble and Community Strathclyde quad biking at Services Police Lanarkshi 2007 Turnbull Forrestburn SNH re wide Vicky

CSFT, S.A.U Abernethy

CSFT, SNH

RSPB SNH

in progress. Temporary site at Harthill operational. Discussions with potential partnership organisations continuing.

P&E CSFT SNH Kilsyth Community Council

DeveloD scramble and Communitv Strathclvde North 2004 J.

North Lanarkshire wide

Motherwell

Strathkelvin

Planning application submitted. Evaluation

2003

2005 2007

I Vicky I Ahernethv

-- Forrestbui 1 SNH I rewide I I

PCFT S A I1

2004 Ongoing

I operational. Discussions with potential oartnership organisations continuing.

Joint Health lmproveme nt Plan Public Access Strategy

Clyde Valley Long Distance Footpath Develop- ment Plan Cultural Strategy Public Access Strategy Biodiversity Action Plan

Cycling & Walking Strategy

f400k P/a

E l .5m

€1 OOk

Vicky Abernethy

Vicky Abernethy Terry Taylor

John Turnbull Vicky Abernethy

David McDove

Minor improvement works in progress across network - budget ratification awaited

HLF grant award €879,000. SNH grant award $85, 000 RSPB partnership commitment c. f200k. Design works in progress. Project start February 06

Initial phase of works onsite completed. Subsequent phases at planning stage. P&E currently progressing various schemes to extend the current route.

Upgrade the _I I1 Projects: 3 year programme

Greenhead Moss Nature Park Enhancement

Improve the environment and quality of urban design at Gateways and key corridors of North Lanarkshire

Broadwood Loch Environment Environmental Improvement Works

cal envii

Commun ity Services

Planning and Environ ment

Commun ity Services

Greenhead Moss Community Trust.NLC, SEL, SNH, CSFT Community Services

Planning and Environment

Wishaw

NL - wide

Cumbernauld

2004

2004

2003

2005 -

, of tourism

Joint Health Improvement Plan

Changing Gear, Local Transport Strategy Urban Design Strategy, Development Plan,

Joint Health Improvement Plan Open spaces Strategy, Tourism Strategy LBAP

f800k

f40k

f80k ?? f200k

f 50k

John Turnbull

David McDove David Baxter

Terry Taylor

Tom Peebles Brian Thomson

-- Performance I Update

Peoples Millions grant of f50k awarded for Earthship Visitor Centre project. Currently investigating further external funding sources.

P&E progressing improvements to Overtown Footbridge Ramp access. Revised planslcostings to be prepared by Landscape Services based on recent developments adjacent to identified junctions

Bellside Roundabout & A73 road corridor improvements to proceed to tender

Review of tourism signage underway. Phase 1 of audit complete 3rd phase of landscape improvement works complete. Further Access & Woodland Management improvements in progress

Signage complete. No further works planned

Projects: 3 year programme

Implement urban and rural parks environmental improvement programmes

Implement urban and rural parks environmental improvement programmes

Commun

Services ity

Sommun tY Services

P&E Education Scottish Wildlife Trust SNH CSFT SEPA Greenspace Scotland BTCV cvs HLF P&E Education Scottish Wildlife Trust SNH CSFT SEPA Greenspace Scotland BTCV cvs HLF

North Lanarkshire wide

North Lanarkshire wide

2002 Ongo Ing

2002 Ongo ing

Strategy Social Inclusion Environmental Justice Healthy Living Capacity Building

Cycling & Walking Strategy Open Space Strategy Social Inclusion Environmental Justice Healthy Living Capacity Building

Cycling & Walking Strategy

f 75,000 + external funding

E95k

€75,000 + external funding

f95k

Shiona MacPhail

David McDove

Shiona MacPhail

David McDove

Performance I Update

Funding received from Scottish Executive for a 3- year biodiversity programme. Consultations carried out with local communities.

P&E just completed cyclepath improvements through West End Park

Funding received from Scottish Executive for a 3- year biodiversity programme. Consultations carried out with local communities.

P&E just completed cyclepath improvements through West End Park

P r o j e c t s : 3 T programme Service

Further develop

in NLC

Central Scotland forest I SEL SNH BTCV Scottish Wildlife Trust HLF Forestry Commission.

Lanarkshire Wide

I I

Open Space Strategy, Local Biodiversity Action Plan. Community Plan Healthy Living, Scottish Forestry Strategy

f50k (38.

Also Forrest match funding for various capital works. + external funding support.

Pertormance I Update

New (enhanced locational premium) announced by Forestry Commission to encourage new woodland planting and management. NLC preparing woodland management plans for Viewpark Glen and Coltness Woodlands. Various projects have been implemented, (with partner support). Eg. Kate’s Well Salsburgh, Ravenscraig Green Link, new community woodland - Wellside, Airdrie. Etc Total Projects value €1 m, 1 18k.

DeveloD ootential 4 . . Projects: 3 year programme

Further develop North Calder Heritage Trail

Develop interpretative facilities for Cambusnethan Kirk graveyard

Develop West of Scotland local history and archaeology strategy

Support proposal for the establishment of the Antonine Wall as a World Heritage Site

local

Commun itY Services

Commun ity Services

Commun ity Services

Commun ItY Services

SNH CSFT SEL P&E

To be agreed

Glasgow CC,SLC East 3unbartonshire, 3enfrewshire 3nd 4yrs h ire :ouncils P&E Scottish Executive Historic Scotland SNH (?) Falkirk Council Slasgow University

Airdrie Coatbridge

Cambus- nethan

West of Scotland wide

Kilsyth

2004 Ongoing

2006 (provisio nal)

2005 2008

2004

Strategy Local Biodiversity Action Plan Cultural Strategy Cycling & Walking Strategy

rourism Strategy Cultural Strategy Access Strategy

E l OOk

f300k

John Turn bull

Brian Thomson

Carol Haddow

Carol Haddow

Carol Haddow

Performance I Update

End of contract of NCHT Officer. Feasibility of appointing Warden for South Airdrie, and Ranger for schools and development work in wider Monklands corridor being considered. Minor Landscape works completed and tender for road crossing and further planting works in preparation.

Currently sourcing external funding.

Funding secured from Strategic Change Fund for Museums.

Bid to establish the Antonine Wall as a World Heritage Site launched

Develop Lanarkshire Events Strategy in partnership with the private sector

Lead Officer

Jillian Ferrie

Develop Youth Arts Festival

Performance I Update

Meeting arranged to progress North Lanarkshire’s

Review Councils Event Programme i

Jillian Ferrie

Jillian Ferrie

ity Private Services sector

Funding for project in October 06 being sourced. Application made to SAC.

Review to be developed as part of the NL Officer WG on Tourism

Commun Scottish itv Arts Services Council

Commun ity Services

I

Strategy Community Services marketing plan 1 Strategy Community Services

approach

Develop a wider knowledge of Lanarkshire and its attractions within local businesses and communities

providers and people as ambassadors and storytellers for the area

9 ‘

PO02 - &OOZ

6u!06uo - &OOZ

au\m 531 13s 31s

Appendix 2 :onfirmed activities Market Northern Irish Short break Market

500 Lanarkshire tourism businesses 96k included in Schools packs across Scotland 25k households in a 3 hour radius

120k leaflets included in Bedroom packs in hotels across Scotland and North of England 96k distributed through schools 'Bags of Fun' plus a further 1 OOk to be available through visitor outlets. Day Visitor Family markets

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LSTMP - TOU Promotion Stenaline Campaign

Performance/Outputs 6 month campaign April - August. Included pull out promotion in Daily Mirror, Stena web site, editorial coverage in Northern Irish media. 19 bookings made. Website live - May 2005. Healthy visitor numbers. Will be absorbed into Lanarkshire web portal.

15,000 copies of 'hard copy' events guides distributed

Newsletter distributed to 500 tourism related contacts. 3" Newsletter produced in November. Positive anecdotal feedback received.

Awaiting results

Awaiting results

Awaiting results

Raising awareness exercises: 0

0

0

0

0

0

0

0

0

Glasgow TIC welcomes 31 5,000 visitors per annum Essential Guide circa 200,000 copies Where to Stay guide 100,000 copies What's On In Scotland 50,000 copies Poster site Glasgow TIC 2006 - €850 Full page advert in 2005 & 2006 Essential Guide - €1,300 Half page advert in 2005 & 2006 Where to Stay Glasgow €1,666 Advert (back inside cover) Whats On in Scotland Guide 2005 Underground Advertising to take place in Spring 2006.

Lanarkshire Events Website & 'hard copy' 2005 Events Guide

Tourism Newsletter

Great Days Out Campaign Autumn Gold Campaign Landmark Bedroom Folders

Lanarkshire Attractions Leaflets

Poster Publicity - GlasgowTIC - Glasgow

Undergound Stations and Trains

- Whats On Scotland ( Full Page Ad)

sm Promotior Date April 2005

May 2005

May, July and November 2005 June 2005

Sept 2005

December 2005

Feb/March 2006

March 2006

I Plan - Past or Budgeticost f25k

f 3 K (website)

f500 (distribution of 'hard copy' events guide) E400 per issue.

f22k

f6800 insertion fees. Print costs additional 0 Tbc

E4k