Agenda item

9.1

The Economic Development and Skills Policy Committee considered a report of the Executive Director City Futures proposing that Sheffield City Council’s Marketing Sheffield service submits an application for Local Visitor Economy Partnership (LVEP) accreditation in June 2023 via the VisitEngland formal process.  

9.2

RESOLVED UNANIMOUSLY: That the Transport, Regeneration and Climate Policy Committee:

1. Agrees that Marketing Sheffield leads on the submission of an LVEP application to VisitEngland.

2. Agrees for Sheffield City Council to be established as the accountable body on

behalf of South Yorkshire in delivering the requirements

3. Notes the need to establish an operational structure which supports the delivery of the LVEP and seeks SYMCA financial resources as a mechanism for creating the required structure.

4. Notes the development of Sheffield’s draft Destination Management Plan

required as part of the accreditation process 

9.3

Reasons for Decision

9.3.1

Inclusion in the national and regional tourism agenda, and opportunities to access match-funded or grant-funded tourism campaigns will be lost if Sheffield does not pursue LVEP status as part of a South Yorkshire partnership approach

9.3.2

Sheffield would lose strategic support from Visit England, involvement in national strategy development or involvement in Visit Britain/Visit England marketing and other activity.

9.3.3

There is no alternative existing structure across South Yorkshire that could lead such a partnership and therefore the subregion would not be part of the new national framework.

9.3.4

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.

9.3.5

It will create a catalyst for more significant private sector engagement

9.3.6

It will allow Sheffield, via the South Yorkshire LVEP, to apply for national funding schemes managed by VisitEngland as and when they become available

9.3.7

It will allow for strategic support from VisitEngland, involvement in national strategy development and involvement in VisitBritain VisitEngland marketing and other activities.

9.3.8

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

9.3.9

It will strengthen SCCs relationship with SYMCA and the local authorities in this area by providing expertise and access to the national framework

9.3.10

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

The alternative decision-making option would be for each Policy Committee where a project was taking place to agree the business case of the project and then approval to draw down funding is sought from Strategy and Resources Budget, which due to timescales of reporting cycles, would be a lengthier process. 

9.1

The Economic Development and Skills Policy Committee considered a report of the Executive Director City Futures proposing that Sheffield City Council’s Marketing Sheffield service submits an application for Local Visitor Economy Partnership (LVEP) accreditation in June 2023 via the VisitEngland formal process.  

9.2

It was clarified that the application form published in the appendices was not the final version and that further detail had and would be included prior to submission.

9.3

Members commented on the planned purpose built conference centre and the data used to identify that need. It was explained that a study had been commissioned on conferencing facilities and the results of this would be presented to the committee at a later date for information.

9.4

RESOLVED UNANIMOUSLY: That the Transport, Regeneration and Climate Policy Committee:

1. Agrees that Marketing Sheffield leads on the submission of an LVEP application to VisitEngland.

2. Agrees for Sheffield City Council to be established as the accountable body on behalf of South Yorkshire in delivering the requirements

3. Notes the need to establish an operational structure which supports the delivery of the LVEP and seeks SYMCA financial resources as a mechanism for creating the required structure.

4. Notes the development of Sheffield’s draft Destination Management Plan required as part of the accreditation process 

9.5

Reasons for Decision

9.5.1

Inclusion in the national and regional tourism agenda, and opportunities to access match-funded or grant-funded tourism campaigns will be lost if Sheffield does not pursue LVEP status as part of a South Yorkshire partnership approach

9.5.2

Sheffield would lose strategic support from Visit England, involvement in national strategy development or involvement in Visit Britain/Visit England marketing and other activity.

9.5.3

There is no alternative existing structure across South Yorkshire that could lead such a partnership and therefore the subregion would not be part of the new national framework.

9.5.4

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.

9.5.5

It will create a catalyst for more significant private sector engagement

9.5.6

It will allow Sheffield, via the South Yorkshire LVEP, to apply for national funding schemes managed by VisitEngland as and when they become available

9.5.7

It will allow for strategic support from VisitEngland, involvement in national strategy development and involvement in VisitBritain VisitEngland marketing and other activities.

9.5.8

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

9.5.9

It will strengthen SCCs relationship with SYMCA and the local authorities in this area by providing expertise and access to the national framework

9.5.10

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

9.6

Alternatives Considered and Rejected

9.6.1

The alternative decision-making option would be for each Policy Committee where a project was taking place to agree the business case of the project and then approval to draw down funding is sought from Strategy and Resources Budget, which due to timescales of reporting cycles, would be a lengthier process.