Decision details

9.1

This report proposes that Marketing Sheffield submits an EOI/applies for Local Visitor Economy Partnership (LVEP) accreditation in January 2023 via the Visit Britain formal process and undertakes any additional work to ensure we meet the eligibility criteria.

LVEP status will:

·       Not formally change the nature of Marketing Sheffield’s remit.

·       Help us capitalise on Marketing Sheffield’s current successful work for the benefit of the Sheffield visitor economy for 2023 and beyond.

·       Be the starting point for more significant private sector engagement around visitor economy promotion.

·       Allow Sheffield to apply for national funding schemes administered via Visit England as and when they become available.

·       Allow strategic support from Visit England, involvement in national strategy development and involvement in Visit Britain/Visit England marketing and other activity.

·       Allow Sheffield to lead the way in South Yorkshire on developing national and international audiences and reputation.

·       Strengthen SCC’s relationship with SYMCA in this area by providing expertise and access to the national framework.

·       Take the first step to addressing the challenges within the current Marketing Sheffield structure (financial and capacity)

9.2

RESOLVED UNANIMOUSLY: That the Economic Development and Skills Policy Committee approve that:-

1.    Marketing Sheffield submit an EOI for LVEP accreditation in January 23 via the Visit Britain formal process and undertake any additional work to ensure it meets the eligibility criteria.

2.    An information briefing on Market Sheffield be added to the Work Programme

9.3

Reasons for Decision

9.3.1

·       Marketing Sheffield has achieved much success even within tight budgets. The small but highly experienced team has achieved many successes through creative work with partners which could be scaled up with the right support. LVEP status will help us capitalise on this work for the benefit of the Sheffield visitor economy for 2023 and beyond.

·       It should be a catalyst for more significant private sector engagement.

·       It will allow Sheffield to apply for national funding schemes administered via Visit England as and when they become available.

·       It will allow strategic support from Visit England, involvement in national strategy development and involvement in Visit Britain/Visit England marketing and other activity.

·       It allows Sheffield to lead the way in South Yorkshire on developing national and international audiences and reputation.

·       It will strengthen SCC’s relationship with SYMCA in this area by providing expertise and access to the national framework.

·       It is the first step to addressing the challenges within the current Marketing Sheffield structure (financial and capacity)

9.4

Alternatives Considered and Rejected

9.4.1

Should Marketing Sheffield not apply for LVEP status Sheffield ‘loses its seat’ at the table within the new national framework. Sheffield will disappear from the national agenda for tourism. Inclusion in the national and regional tourism agenda, and opportunities to access match-funded or grant-funded tourism campaigns will be lost. Sheffield will not be able to achieve its aspiration to be recognised as a European City Break destination without support of the national tourist board. We would lose strategic support from Visit England, involvement in national strategy development or involvement in Visit Britain/Visit England marketing and other activity. There would be no lead LVEP for South Yorkshire thus the subregion would not be part of the new national framework.