APPENDIX 11 ‘DESTINATION SWANSEA BAY’ ACTION · PDF fileAPPENDIX 11 ‘DESTINATION SWANSEA BAY’ ACTION PLAN 2013 – 2016 The Action Plan is crucial to the delivery of the Destination

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


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



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


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


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


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


completing project is Sept ’15 with many elements to deliver within this timeframe.

INFRASTRUCTURE / PUBLIC REALM: CAR PARKING



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


• 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


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



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


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


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


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


INFRASTRUCTURE / PUBLIC REALM: CLEANSING



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


• 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



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


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


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.



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


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


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)


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


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’


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


• 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-


• 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


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 own Strong Spring and Autumn/Winter marketing campaigns in place Full use of social media to help visitors plan ahead

ST1, ST3, ST4


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


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.



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




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



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



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



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


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


ST1, ST2, ST3, ST4

8.8 Develop positive attitude • Develop one-to-one CCS Planning / CCS own Pre-application ST1, ST2,


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



PRODUCT DEVELOPMENT



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


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


BUSINESS SUPPORT



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


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


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


• 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


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


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



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



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 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’


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


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


Browse



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


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


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



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


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)

Documents

APPENDIX 11 ‘DESTINATION SWANSEA BAY’ ACTION · PDF fileAPPENDIX 11 ‘DESTINATION SWANSEA BAY’ ACTION PLAN 2013 – 2016 The Action Plan is crucial to the delivery of the Destination