Hello Manchester!

Well, the last few months have been rather hectic, as I said goodbye to Bath and moved to Manchester. I am now pleased to say that my feet are now firmly under my new desk at Marketing Manchester, in my new role as Director of Tourism. Read the first of my new Manchester Tourism blog posts here  www.marketingmanchesterblog.wordpress.com

Goodbye to Bath

After 3 years as Chief Executive of Bath Tourism Plus (BTP), this is my final week before I up sticks to Manchester to start a new role as Director of Tourism. As I close the door on my Georgian era, I have been asked by many to reflect on my achievements.

Now, if you know me, you will know that I don't really crow, much preferring to 'get on with the job' and leaving others to take their own views on my actions. But, as I am getting older, I thought that it might be a good idea to note some highlights, before I forget them! So, looking back, here are some things that spring to mind:

BTP now has an established track record of delivering considered, high profile marketing and PR campaigns that deliver significant results (our RGF funded activity alone has to date generated £43.3million of incremental business in the area); we have forged strong partnerships with B&NES, Bristol Airport, First Great Western and many private sector businesses (our membership has now topped over 510); both our turnover and our commercial activities have increased; our Christmas Market continues to be the UK’s favourite and is recognised for the significant business that it drives into the area, whilst the Great Bath Feast which I established three years ago is already becoming a calendar favourite; and we continue to provide quality visitor information in a wide range of formats – from our Visitor Information Centre to our website and app.

Looking ahead, there are many great opportunities and some challenges! I look forward to visiting the new Rec and seeing the new additions to the city’s accommodation stock at The Gainsborough, Z Hotel and Apex Hotel. It would also be good to see the transport strategy in action – with more of the city centre becoming pedestrianised or shared space. Ongoing investment in cultural events and the management of the World Heritage Site will continue to deliver economic returns far beyond their costs. The challenges are really about not being complacent – even in such a beautiful destination, competition from other destinations (including Manchester!) is fierce.

And then there is the question of how to make Bath Tourism Plus less reliant on public funding, even though we already generate 80% of our own budget through membership and commercial activities. There are doubtless some new activities that will contribute to this, but the question is best answered by Bath’s tourism businesses – the beneficiaries of BTP’s activities – and how much they value a dynamic, peer-leading destination marketing organisation.

 

The Empire Lines Strike Back

 This summer, brace yourself for a transatlantic world record battle of bodices and breeches!

The first skirmish will take place in July when the Louisville Chapter of the Jane Austen Society of North America will attempt to break the Guinness World Record for 'The Largest Gathering of People Dressed in Regency Costumes’. The record is currently held by Bath and stands at 409 people.

But no sooner will the record be smashed (or not), than Bath will have the opportunity to re-gain its crown when it hosts its own Jane Austen Grand Regency Promenade, leaving from the Assembly Rooms on Saturday 13th September.

The Grand Promenade, which will take participants past many of the city's most iconic Georgian landmarks, is just one highlight in this year's Jane Austen Festival which promises to be the biggest in its 14 year history.

For more details: www.visitbath.co.uk/janeausten

Bath - Birthplace of Destination Management?

Back in the early part of the 18th Century, Bath was the must visit destination for the fashionable classes. And at the very centre of the city, the flamboyant, self appointed Master of Ceremonies, Beau Nash, was the person who managed proceedings. It was Beau Nash who set out the rules for how society should behave; he personally greeted all visitors and was responsible for making sure that Bath remained the most desirable of leisure destinations. 

Three hundred years later, as we assess the role of destination management, it is remarkable to see the similarities between Georgian Bath and Bath today.

Beau Nash encouraged the building of attractions. The Assembly Rooms were built with his support and encouragement to host entertainment which was the 'hot ticket' of the day.

He organised events. He brought the latest musicians down from London and encouraged dancing and gambling. He created spectacles in the Pleasure Gardens.

He created programme itineraries which set out how visitors might spend their time. His fashionable promenades might be seen as the equivalent of today's walking tours.

He was very aware about the importance of marketing. He knew what would appeal to visitors and knew how to grab people's attention. And he knew that word of mouth was great publicity.

He was innovative and recognised that creating unique offers was key. He encouraged the mixing of classes in social circles which was unheard of elsewhere. In doing so, he created and maintained Bath as a 'must visit' destination of the 18th Century.

Three hundreds years on and fashions have changed. But it's interesting to see how the principles which Beau Nash used to establish a successful and thriving visitor destination are still the very same. 

Great News - Cultural Destinations Funding

Great news this week as Arts Council England announced the 10 destinations across England which have been successful in securing funding from a new ACE/VisitEngland Cultural Destinations programme: a joint proposal from Bath and Bristol has won £350,000 to be spent on creating cultural collaborations across the area.


The grant will help to fund a three year project aimed at bringing together the tourism industry and the arts and cultural attractions in both cities.


A coordinated approach by Bath and Bristol will help put the region on the map for cultural tourists, who do not necessarily appreciate how close the two cities are.


Bath Festivals, the Holburne Museum, the American Museum in Britain, the Bath Preservation Trust, the Cultural Forum for the Bath Area are amongst the organisations taking part in the initiative.


This is great news for the visitor economy of Bath and North East Somerset. This project will lever greater economic impact from existing visitors to Bath and Bristol, encouraging them to stay longer and discover further cultural experiences and, alongside this, will present the critical mass of the two destinations to potential new cultural markets.


It is a major step change in collaborative working between the cultural and tourist sectors and the two cities.

Official Opening of Bailbrook House

 

After six months of hard work, the £10million restoration at Bailbrook House Hotel was officially opened on 10th October 2013 and I had the pleasure of 'doing the honours'. Guest included Julia Hands, Chairman and Chief Executive of Hand Picked Hotels and Jonathan Squire, the hotel's General Manager.

Bath - The UK's Favourite Short Break City

It’s official! Bath has been voted the “UK’s Favourite Short Break City” by readers of The Guardian, beating Edinburgh and York. This is great news, and the value of this should not be underestimated.

We will now be maximising the PR and marketing value of this accolade, incorporating the message into our marketing campaigns.