cumbria tourism windermere tic 19th november 2009 cumbria tourism windermere tic 19th november 2009
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Cumbria Tourism
Windermere TIC
19th November 2009
Cumbria Tourism
Windermere TIC
19th November 2009
Current TIC Network Structure
Cumbria’s 27 TICs
Local Authority (16)directly managed Windermere, Kendal, Ulverston
Barrow
Grange
Penrith, Alston, Kirkby Stephen, Appleby
Silloth, Workington, Cockermouth
Whitehaven, Millom
Carlisle, Brampton
Current TIC Network Structure
Cumbria’s 27 TICs
Visit Scotland (1)Southwaite
Local Authority (16)directly managed Windermere, Kendal, Ulverston,
Barrow
Grange
Penrith, Alston, Kirkby Stephen, Appleby
Silloth, Workington, Cockermouth
Whitehaven, Millom
Carlisle, Brampton
National Park Information Centres (3)directly managed
KeswickBownessUllswater
Current TIC Network Structure
Cumbria’s 27 TICs
Visit Scotland (1)Southwaite
Local Authority (16)directly managed Windermere, Kendal, Ulverston
Barrow
Grange
Penrith, Alston, Kirkby Stephen, Appleby
Silloth, Workington, Cockermouth
Whitehaven, Millom
Carlisle, Brampton
National Park Information Centres (3)directly managed
KeswickBownessUllswater
Private Sector (7)
Ambleside BroughtonSedberghConistonEgremontMaryportRheged
TIC Classifications
Strategic: Geographical gateway, transport hub, strategically important to
destination
Destination: High footfall visitor destination eg town centres, visitor
attractions
Local: High % local users with footfall < 50k pa
Strategic & Destination TICs
Cumbria’s KeyStrategic & Destination
TICs
Bowness, Keswick & Ullswater Kendal, Ulverston & Windermere
Barrow, Carlisle, Penrith, WhitehavenAmbleside, Coniston, Rheged
Visitor Throughput
Average footfall
206,000
Average bookings value
£482,000
Windermere
0
100000
200000
300000
400000
500000
600000
2004 2006 2008
Footfall
Accommodationbookings £
SLDC ~ current situation as we know it
Significant budget problems Total TIC Budget appox £700k (gross) Windermere TIC
Expenditure £337k Income £115k Net cost £222k (£100k central management costs)
Premises owned by SLDC, little investment since 1985 Final decision on future of TICs due 9th December Deadline for other organisations to deliver the service
extended to March 2011 Grant scheme for next 3 years
Cumbria Tourism’s Role
1. Guidance on new partnerships, new methods of delivery and better use of public funding
2. Modernise and invest in key centres (eg Bowness)3. Continue and improve staff skills and training
programmes4. Gather and disseminate intelligence and best practice5. Supporting new countywide Cumbria Visitor Information
Partnership
Face to face still a high priorityLAs and LDNPA to play an active and continuing role
Windermere Business Survey November 2009
Online survey 30th October – 12th November
Purpose: Identify importance of Windermere TIC to the local
and wider economy, and to individual businesses Explore the future vision of the TIC
370 businesses contacted
98 responses (27%)
It provides an important feeling of welcome to visitors to Windermere Town
3.2%6.4%
11.7%16.0%
62.8%
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Disagree Neutral Strongly Agree
It provides an important feeling of welcome to visitors to Windermere town
(62)
It plays an important role as an information point at the gateway of the Lake District
4.3% 4.3%7.4%
17.0%
67.0%
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Disagree Neutral Strongly Agree
It plays an important role as an information point at the gateway of the Lake District
How important is Windermere TIC for your business?
20.4%
11.8%
18.3%
25.8%23.7%
0%
5%
10%
15%
20%
25%
30%
Very Unimportant Neutral Very Important
How important is the Windermere TIC for your business?
Divide between businesses who rely mainly on the internet and those who receive business from the TIC
How important is the TIC to Windermere Town and the visitor economy
3.3% 5.4%8.7%
14.1%
68.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Very Unimportant Neutral Very Important
How important is the TIC to Windermere town and the visitor economy?
Very few businesses (9%) rated Windermere TIC’s impact in the local and wider economy as unimportant
Do you think the TIC should close?
0.0% 2.1%
10.6%5.3%
81.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Definitely Close Neutral Definitely Not Close
Do you think the TIC should close?
Overwhelming majority of respondents feel that not keeping the TIC open is a clear message from the county to visitors that ‘they are not welcome’
Pay a greater commission on accommodation bookings?
42.7%
10.1%
22.5%
12.4% 12.4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Would Definitely Not Consider
Neutral Would Definitely Consider
Paying a greater commission on accommodation bookings
Pay a commercial rate for advertising space?
17.0%
6.8%
33.0%
22.7%20.5%
0%
5%
10%
15%
20%
25%
30%
35%
Would Definitely Not Consider
Neutral Would Definitely Consider
Paying a commercial rate for advertising space
Could the TIC be better situated?
65.2%
19.1%
32.6%
6.7%14.6%
3.4%0.0%
15.7%
0%
10%
20%
30%
40%
50%
60%
70%
The Windermere
TIC should stay where it is
In a single location for
Bowness and Windermere
Windermere and Bowness
need to be kept separate
Windermere Crescent Road
Ellerthwaite Square
Broad Street car park
Brockhole Closer to the Railway / Bus
station
Would the TIC be better situated in any of the following locations
Who in future should be providing the service?
69.1%
25.9%21.0%
13.6%
39.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
South Lakeland District Council
Private/commercial businesses
Co-located and provided by another local service
Co-located and provided by a commercial provider
Community/voluntary managed service with an
adequate grant from South Lakeland District Council
Who in future should be providing the Windermere TIC services
Survey Conclusions
1. Perception that a TIC presence is vital, regardless of whether it delivers direct value to businesses
‘…it provides a shop front for the whole area to visitors coming to this unique part of the UK.’
2. Majority of respondents prefer current location
3. BUT 272 (73%) businesses didn’t complete the survey
Your views and feedback?