Transcript - Tourism Management Institute

Maximising the Economic Impact of a
Major Event
Liverpool, European Capital of Culture
2008
Keith Blundell, Head of Tourism,
Liverpool City Council
Liverpool 2008
Maximising The Economic
Impact of a Major Event
Keith Blundell
Liverpool City Council
An incredible journey
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2nd City of the Empire
Birthplace of the Beatles
World Heritage Site
World Capital of Pop
Objective 1 Region
European Capital of Culture 2008
Platform for Spectacular Renaissance
Contents
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Culture Company Aims
Tourism Objectives
Actions
Results
Questions
Culture Company Aims
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A world class programme of artistic events
Something of interest for everyone
Reposition the city and challenge any negative
perceptions
Involve as many people as possible
Contribute to the city's regeneration
Sustainability
What was the Liverpool ECoC? | Key stakeholders
Health partners
Community partners
Visitor attractions
Sport
Environment
Funding partners
Cultural partners
Heritage
Events team
08 Place Tourism
Education partners
Creative Comms
Arts team
Liverpool 08
Comms
Media
Marketing Chief Exec
08
Welcome
Visitor infrastructure
08BusinessConnect
Sponsors & suppliers
Volunteers
Merseyside Businesses
Transport partners
International
Relations
Merseyside Boroughs &
Regional stakeholders
Politicians
National Agencies
Merseyside & NW Orgs
Tourism Objectives
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To maximise the tourism benefits of
Capital of Culture
To improve awareness of the entire
Liverpool offer
To ensure a lasting tourism legacy
To achieve a 10% increase 2007-2008
Tourism Context
• Attack Brand for the Region
• Emerging Subregional Structures
• Worldwide Awareness
• Limited Understanding/Knowledge
• Poor UK Reputation
Maximising Tourism
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Strategic Partnerships
Growing Capacity
Adding Functions
Tourism Infrastructure
Marketing
08 Welcome
Look of the City
Strategic Partnerships
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TMP/NWDA
VisitBritain – Person in Thames Tower
Trinity Mirror
Carriers/Merseytravel
Local Networks/Fora
Growing Capacity/Adding
Functions
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Tourist Information Services
Day Visitor/Product Marketing
Umbrella Marketing
Commercial and Communications
Marketing Milestones
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Brand Announcement August 2004
Themed Year Campaigns 2005-6
Nat Campaign Spring & Autumn 2006
Highlights Announcement WTM 2006
Ballot and Event Calendar September
2007 (Final Announcements)
Yearbook December 2007
Marketing Campaigns 2
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Co-commissioned Artwork with TMP
Supplements in Times, Sunday Times
and Guardian
Outdoor/Tube advertising
Seasonal Guides
Infrastructure
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Information and Wayfinding 2004
Coach Parking
Arena and Convention Centre
S1 Shuttle Service
New Hotels
Cruise Facility
New/Improved Attractions
Retail Development
Hotel Growth
City Centre Hotels:
• 1999 17 hotels 1,984
rooms
• 2008 32 hotels 3,354
rooms
568 new rooms in next
12-18 months
City Centre Rooms by Grade
2008
Budget,
25.3%
4 star,
31.7%
2 star,
7.4%
3 star,
35.5%
Hotel Performance
% Room Occupancy
Liverpool Hotel Room Occupancy
(Jan-Dec)
100
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75.8
71.3
Jan - Dec 2008
Jan - Dec 2007
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Liverpool City Centre Roomnights Sold (JanDec)
1,000,000
No.of Roomnights
• Occupancy levels showed
exceptional performance in
2008
PKF reported Liverpool to
have highest occupancy of all
UK cities in May at 81.1% – up
from 75.2% in 2007
• PKF results for July show
Liverpool hotels 12.6% jump in
occupancy and an 18%
increase in room rate from
2007
915,204
724,783
800,000
600,000
400,000
200,000
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Jan - Dec 2008
Jan - Dec 2007
08 Welcome:Our Approach
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Training and Awareness
New Products and Materials
Partnership Working - Call to Action
Volunteer Programme
Innovative and Quirky
Welcome outcomes
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5,000+ workshop places delivered
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2,000 transport staff
1,000 taxi drivers
Night-time economy pilot
Foreign language courses
2,000 info packs distributed
2,500 DVDs distributed
1,000 Volunteers
Dressing Programme
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Street Lighting Columns
Temporary Flagpoles
Street Catenary Wires
Building Wraps
Environmental Detractors
Impact Buildings
2008 : The Programme
What the papers say…
‘Liverpool rising’
Glasgow Herald
‘Drawn to the water’s
edge’
The Times
‘The next Barcelona’
Wall Street Journal
‘Get back… to Liverpool’
Le Figaro
‘Culture capital
celebrations hit high
note’
Kuwait Times
Media statistics
(provided by CISION):
• More than 12,751 ‘articles’ – regionally,
nationally and internationally
• Total potential audience: 4.5 billion
• Total Net Effect 1.9 billion
• EAV: £43.7m
Web statistics
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800,000 visitors from 189 countries logged on
to www.liverpool08.com since January
The website was named ‘site of the week’ in
the Times and the Mirror
‘Liverpool 08’ was the third most searched for
phrase worldwide via Google on January 11
Cultural dividend
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More than 15 million people attended a cultural
event or attraction in Liverpool in 12 months
75% Attracted by Capital of Culture Events
Tourism dividend
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Liverpool has moved from 16 to 6 in terms of UK
Cities for International visitors
3rd in Conde Nast UK Cities list
Hotel occupancy significantly up on 2007, even
allowing for additional bed space
08 Place named English Tourist Information Centre of
the Year
25% of all visitors new to the city
More data from www.impacts08.com
2007-2008
(Full year*)
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Beatles Story 30%
National Museums Liverpool 32%
Tate Liverpool 68%
Philharmonic 34%
Everyman & Playhouse 22%
Magical Mystery Tour 46%
Service Indicators
2007- 2008
08 Place
LJLA
Albert Dock
Phone Calls
Email Enquiries
Packs Sent
2007
2008
% Increase
227,947
107,004
9,892
42,249
9,505
15,424
387,516
116,903
208,804
47,632
13,314
32,573
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n/a
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In Conclusion
• City used the event to accelerate and publicise an
incredible recovery
• Events are an opportunity to build on key brands and
products
• Timing is critical- need to resolve operational and
marketing tensions
• 2008 promoted broader Liverpool offer
• Partnerships are key to success
• It’s never too early to plan the legacy
• It’s not just about the event
• www.impacts08.com for further information
Professional Tips & Tricks of
Fundraising
Nick Booker, Attract Marketing Ltd
Bridget Rennie, City of London Festival
Professional tips and
tricks of fundraising
Nick Booker
Director - Attract Marketing Ltd
Bridget Rennie
Development Manager - City of London Festival
Finding the money
Nick Booker
Director - Attract Marketing Ltd
Marketing – the 5 Ps
• Proposition/product
• Place
• Promotion
• Price
• People
Funding sources
• Earned income (such as ticket sales, merchandise etc)
• Grant giving public bodies
• Local authorities
• Charitable Trusts and Foundations
• Business sponsorship (cash or as ‘in-kind’ e.g. donated materials or services)
• Foreign government/embassy support
• Individuals
Case for support
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Introduction
Description of the project/festival
Why the project/festival is needed
USPs
Why now?
Benefits
How much the project/festival will cost or the opportunity*
Funding structure
Timescale involved
Assessment of the outcomes and benefits*
Value for money
Organisation’s track record
Key people
Creating the case
• Erase all previous assumptions
• Approach the project as something new
• WHY are we undertaking the project/festival?
• What will be gained from it?
Principles
• Best ‘Cases for Support’ - clarity and simplicity
• Why hasn’t this been done before?
Approaching potential supporters
• Diversify
• Check guidelines
• Target list
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Contact mapping – who knows who?
Match
Start close
Adapt
Conditions
• Long-term relationships
• Other events – who have they approached?
• RTFM!
Critical points
• Know your project/artists/product/festival
• Know your targets
• Know your budget
• Know your sources
• Be credible, reliable and focused
What you value as important may not be to everyone!
SMART
• Specific
• Motivational
• Arresting
• Relevant
• Truthful
Basic truths
• Organisations are not entitled to support
• It’s not magic
• Do not beg
• Ask
• No ‘right’ moment
• Time, patience, and planning
• Prospects and donors are customers
Basic protocols
• Keep control
• Keep your funder informed – the good and the bad
• Involve the funder
• Invite funders to all your events
• Treat funders as friends not as a bank
• Say thank you
Sponsorship
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Can be extremely rewarding
Broadens the financial base
Enhance your image
Not a quick fix to financial problems
Long term
Nurture carefully - servicing
Commercial sponsorship
• Major factor in financial success
• Competitive
• Tangible benefits
• Cash-donation or an in-kind contribution/employee involvement
• Effort, perseverance and considerable flair
• Set realistic targets
Sponsors’ Objectives
• CSR/Sociological Objectives
• Broad Business Objectives
• Specific Business Objectives
Benefits to the sponsor
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Association with a successful brand - you
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Association with a specific event
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Contact with an existing or a new market
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Entertainment opportunities
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Advertising at the event
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Company’s logo/name on all printed material
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Company’s logo/name on merchandising (eg. T-shirts)
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Company’s logo/name shown on festival banners and
point of sale displays
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Website link from your site to that of the sponsor
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Reference and brief details included in all PR
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Free VIP tickets and opportunity to purchase more at a
discounted rate
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Product placement
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Exhibition space
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Sponsor's name added to festival/event title
Getting sponsorship
• Research - target list
• Track record: yours and theirs
• Your income needs
• Ability to service the sponsor
• Features and benefits
• The message: relevant, upbeat and value for money
Sources - Charitable
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Over 8,000 grant-making trusts in the UK
Charities Aid Foundation Directory of Grant Making Trusts
Directory of Social Change www.dsc.org.uk
Funder Finder and Grants on Line
You will probably need to have charitable status
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You will need to be able to meet the trust’s objectives precisely
Communication is sometimes limited
Timing – some trust boards only meet once/twice a year
Use the directories/on-line sources to locate trusts that might help
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Those in your geographical area
Those interested in your work/your target group
Those that make awards of the size you need
Contacts – get to know them
Some funding sources
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Arts Councils – England, Wales, Scotland, Northern Ireland
Awards for All - www.awardsforall.org.uk
Calouste Gulbenkian Foundation
Clore Duffield
Esmée Fairbairn Foundation - www.esmeefairbairn.org.uk/funding/main-fund.html
Foyle Foundation
Heritage Lottery Fund/Big Lottery Fund/Awards for All
Google Grants UK Beta Programme - www.google.com/grants
Jerwood
Paul Hamlyn
PRS Foundation for New Music - Awards to Festivals - www.prsf.co.uk/funding/festivals.htm
UK Villages Community Kitty - www.communitykitty.co.uk
Wellcome Foundation
Corporate sources
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Arts and Business www.aandb.org.uk
Business Community Connections www.bitc.org.uk
Websites - The UK Sponsorship Database www.uksponsorship.com
Local companies
Individual giving
• Gift Aid
• One-off donations
• Give As You Earn
• Friends schemes
• Legacies
Remember - you are selling!
• Proposition/product
• Place
• Promotion
• Price
• People
Thank you!
Attract Marketing Ltd
Brook House
4 Lawrence Gardens
Kenilworth
Warwickshire
CV8 2GH
T: 01926 864900
E: [email protected]
W:www.attractmarketing.co.uk
Case study
City of London Festival
Professional tips and tricks of fundraising
Bridget Rennie
Development Manager - City of London Festival
City of London Festival
• An annual summer Festival of international arts
– music, film, architecture and visual art
– performances, exhibitions, walks and talks
• Unlocking the City with world-class creative arts
• Innovative programme of free outdoor events – jazz, world music and street arts
• A diverse arts education programme in the City’s surrounding boroughs
Funding mix
City of London Festival funding mix
Local authority – 35 %
Corporate Sponsorship –
35%
Earned income (box office
& advertising) – 15%
Trusts & Foundations –
10%
Individual giving – 5%
Business sponsorship
• Principal Sponsor
• Principal Partners
• Event sponsors
• Corporate Members
• Education Partners
Be flexible!
City of London Festival & Bank of America
2007: Corporate Member
2008: Principal Partner
• Sponsor of highlight Festival event
• PR support – new channels
• New education partnership
• Staff involvement
• Free programme at Canary Wharf
Why City of London Festival?
• Location
• Unique hospitality opportunity
• Relevant to CSR programme
• Good brand fit
• Leverage opportunities – tailored to the sponsor
Festivals: the challenges
• One-off event – engagement
• Lack of cultivation opportunities
• No building
• Overcrowding
• Late programming
Festivals: the opportunities
• Passionate fans – know your audience
• Unique atmosphere
• Sense of place
• Sense of community
• Exciting programmes
Use your assets!
Why your Festival?
• Access to audience
• Exclusivity
• Exciting content
• Festival factor – a moment out of time
• Opportunities to leverage – especially important with
one-off event
- Technology – yours and theirs
- Staff involvement
• Publicity through association
Sponsorship in a recession
• ‘Cash & dash’ is over
• What else can they offer – VIK
• Be creative – it’s a partnership
• Help them prove the business case
- Performance-related payments
• Accountability – community
• Invest time in servicing sponsors
• Over-deliver
• Brand fit
Aim high!
Thank you!
Bridget Rennie
Development Manager
City of London Festival
E [email protected]
T + 44 (0) 20 7583 3585
F + 44 (0) 20 7353 0455
W www.colf.org
Questions?
Professional tips and tricks of fundraising
Nick Booker
Director - Attract Marketing Ltd
Bridget Rennie
Development Manager - City of London Festival