Agenda item

To consider the final report of the Promoting Redditch Task and Finish Group.

(Executive Summary attached – Task and Finish Group report under separate cover)

The final report of the Promoting Redditch Task and Finish Group was presented to the Committee by members of the Group, the Chair, ex-Councillor Graham Vickery and Councillors Brenda Quinney and Derek Taylor.

The report had been produced out of a consensus amongst Members that the town might more effectively be promoted and a sense of pride inculcated into local residents and businesses. It was noted that the review and report had identified three areas upon which the Council and its partners should focus their energy, these being the development of business within the town, the development of services for business visitors and the development of leisure tourism.

It was acknowledged by the Group that, whereas a number of the recommendations contained within the report might be implemented in the short term, other recommendations were linked to longer term aspirations for the future which the Committee was urged to endorse in principle. In detailing the background to the recommendations, the Group highlighted a number of more general points including the need for the Council to act as the support in these processes rather than as the leader and the lack of any substantial funding implications arising from the proposals.

Officers reported that the Chair of the Redditch Town Centre Partnership had clarified evidence that had been included in the report from her interview with the Group.  In particular, she wished members to note that the town’s industrial heritage could be used to promote Redditch, particularly when targeted at a specific audience and used creatively.

The Committee thanked the Group for a good, detailed report. It was noted that the views of many people and organisations had been sought and a number of proposals developed that were both interesting and worthwhile. Officers commented upon a number of the recommendations, endorsing much of what had come out of the review and identifying those areas where there was already work ongoing to address the issues which had been highlighted. In the area of leisure and arts it was particularly noted that the changes to the management structure for Cultural and Leisure Services would increase capacity and resilience and lead to increased focus on a number of issues which had been the subject of recommendations from the Group. Likewise, the Town Centre Partnership endorsed the contents of the report and was utilising the findings of the review to shape its activities going forward.

There was an acknowledgement that certain issues were more intractable and were outside of the power of the authority to directly influence. However, the efforts that were being made to achieve goals such as a more rounded shopping experience or a wider appeal in the night-time economy were recognised.

In responding to the comments of the Committee and Officers, the Group noted that one of their objectives had been to stimulate debate on these issues and, to that extent, the undertaking had been very worthwhile. The Committee was content to endorse the recommendations before it and consequently

RESOLVED that:

1a)      leisure tourism marketing be targeted at families of all cultures within Redditch and a radius of 20 miles, highlighting the attractions of the Arrow Valley Lake and Countryside Centre and the shopping opportunities;

1b)      business marketing should promote Redditch’s strategic and rural location, being vibrant and modern using strap lines which reflect these images;

2)                         a significant festival and events programme be developed and marketed cohesively to raise the profile of the town in the region;

3)                         promotional material be developed in partnerships and through Redditch Matters;

4)                         the Palace Theatre, Forge Mill Needle Museum, Bordesley Abbey Visitor Centre and a public arts programme be developed with increased management resource to provide increased audiences, more events and significant installations;

5)                         the Redditch Town Centre Partnership should work to create a more rounded shopping experience in the Kingfisher Shopping Centre and Church Green, with event based programmes to refresh the offer and a cohesive marketing strategy incorporating recognisable branding, key qualities and identifiers;

6)                         Redditch market be developed to provide again a substantial marketing strategy for the town centre and develop opportunities for new entrepreneurs;

7)                         the Council ensure that business promotion receives appropriate investment and provide an information resource fit for purpose;

8)                         the new North Worcestershire Economic Development Service and Strategy should recognise the importance of tourism to the local economy and ensure that adequate resources are allocated to the promotion of tourism in the area;

9)                         the need for the promotion of Redditch hotels as a business resource, not necessarily by the Council, should be recognised;

10)                     consideration be given to devising a Visitor Ambassador Scheme;

11)                     the Council endorse the Redditch Advertiser's proposal to introduce a Redditch Community Awards programme and work with the newspaper and other partners to deliver the scheme;

12)                     the Council ensure that deficiencies in road signage are addressed: location naming, systemic effectiveness and physical cleanliness;

13)                     the Council actively seek to establish promotion partnerships and ensure that commercial interests have a full and effective voice; and

14)      the Council ensure that electronic promotion tools are constantly developed and exploited to the full.  This should include introducing a virtual business centre and consistent provision of card payment facilities both online, in promotional materials and at all venues.