Winchester Tourist Information Centre

Business Plan 2007/2008

Winchester Tourist Information Centre Business Plan 2007/2008

1. Introduction The tourist information centre (TIC) is centrally located on the ground floor of Winchester Guildhall, a Grade II listed conference and community venue, which also houses an art gallery and a caf. Currently a total of 9 staff are permanently employed at the TIC, and further 4 staff are recruited for the summer season. The TIC sits within the Development Directorate of Winchester City Council and is part of the Cultural Services Division. The team works closely with Tourism Marketing and Special Events to provide a seamless service for visitors, residents, stakeholders and industry customers. The TIC offers a wide range of services, which include: Accommodation bookings: local, countrywide and Book a Bed Ahead services offered in person, by telephone, e-mail or fax. Information management: day to day maintenance of the VISIT destination management system. Events: distribution of quarterly free Whats On in Winchester leaflet, including management of mailing lists. Information provision: wide range of visitor and local information on Winchester, Hampshire and Britain, including a holiday information service for residents planning holidays in the United Kingdom. Guided tours: liaison with Winchester Area Tourist Guides Association, ticket sales and publicity for guided tours. Merchandise: sale of souvenirs, postcards, publications and stamps. Ticket agency: for local events Bikeabout: bicycle loan service Industry communications: co-ordination of communications with and meetings of attractions, accommodation owners and other tourism providers.

Winchester Tourist Information Centre Business Plan 2007/2008

The centres visitor numbers for the 2006-2007 financial year are listed below: Personal callers Postal enquiries E-mail enquiries Telephone calls Total 216,764 8,665 4,915 16,627 246,971

The total budget for 2007-2008 is 340,040. It is estimated that an income of 62,340 will be generated from sales of merchandise and fees and charges, which will contribute towards running costs.

Expenditure
Employees Premises Transport Supplies and Services Capital Financing Costs Management Overheads Total Expenditure 152,980 42,720 2,600 54,410 3,450 83,880 340,040

The centres opening times are as follows: May to September Monday to Saturday 9.30am to 5.30pm, Sundays 11am to 4pm and Bank Holidays 10am to 4pm October to April Monday to Saturday 10am to 5pm

Winchester Tourist Information Centre Business Plan 2007/2008

2. Strategic Context The Tourist Information Centre Business Plan describes the teams work to achieve the three main objectives of the Tourism Strategy 2004-2008 as follows: 1) To improve the recognition of Winchester as a dynamic and creative destination in its key markets. 2) To use tourism as a driver for development within the district which enhances the visitor experience and improves services and facilities for local people. 3) To maintain a strong emphasis on sustainability in the interests of the local community and the environment. It also supports all four of Winchester City Councils corporate priorities for service delivery: Economic Prosperity High Quality Environment Safe and Strong Communities An Efficient and Effective Council In addition, the plan directly supports the tourism objectives of the Cultural and Economic Services Division Business Plan for 2007-2008. Its targets have been drawn up in consultation with the head of cultural services and tourism marketing manager. The drawing up of the plan has involved staff consultation. The aims of the TIC business plan are developed and discussed with TIC staff through the annual appraisal process, and responsibilities are allocated both during appraisals and via team briefings throughout the year.

Winchester Tourist Information Centre Business Plan 2007/2008

Corporate Strategy 2007-2012

Cultural Strategy 2003-2008

Tourism Strategy 2004-2008

Cultural and Economic Services Division Business Plan 2007-2008 Tourism Marketing and Special Events Business Plan 2007-2008 Tourist Information Centre Business Plan 2007-2008

Winchester Tourist Information Centre Business Plan 2007/2008

3. Review of 2006/2007 Winning the gold award in the national Enjoy England Awards for Excellence, in April 2006, got the year off to a great start. Spring saw the introduction of a new quality assessment scheme for restaurants, tea rooms, pubs, cafs and other eateries, piloted by Winchester City Council and Test Valley Borough Council on behalf of the regional tourist board, Tourism South East. Twenty-six businesses achieved either the full quality marque or a local produce award. In July and August the TIC Manager judged the TIC of the Year category in the regional Tourism South East Tourism ExSEllence awards. During August, the busiest month of the year, Winchester TIC also came first out of 474 centres across the UK in a national mystery shopper email campaign, conducted by independent experts on behalf the official UK tourism body, VisitBritain. In December the TIC Manager was invited to Buckingham Palace by Her Majesty the Queen to a pre-Christmas reception in recognition of her contribution to local life. January 2007 saw the departure of a long standing member of the team, Stuart Fensome, Senior Information Assistant, as well the retirement of Information Assistant Barbara Basford.

4. The Year Ahead It will be hard to top 2007 in terms of achievement. With the departure of two key members of staff, the team will need to work hard to maintain current customer service standards and to guard against complacency. The refurbishment plans will provide a real opportunity to improve merchandising and the financial performance of the centre over the next three years. The loss of the post of cultural services systems co-ordinator will provide staff with opportunities to develop their IT skills. The arrival of full time Senior Information Assistant, who brings with her a wealth of industry knowledge, should help with communication and the generation of new ideas.

Winchester Tourist Information Centre Business Plan 2007/2008

5. Contact Point All enquiries relating to this business plan should be addressed to: Alison Woods Tourist Information Centre Manager Winchester Tourist Information Centre The Guildhall High Street WINCHESTER Hampshire SO23 9GH Tel: 01962 848 347 Fax: 01962 850 348 E-mail: awoods@winchester.gov.uk Council website: www.winchester.gov.uk Visitor wwebsite: www.visitwinchester.co.uk

Winchester Tourist Information Centre Business Plan 2007/2008

Project or Activity

1) Review the layout of tourist information centre and bid for funds for capital refurbishment

Golden Tread Supports Corporate/Tourism Strategy Objective Cross reference to Cultural Services Business Plan Corporate Strategy objective: A Modern Council Cultural Services Business Plan Target 2

Purpose

Lead Officer and Key Partners

Target Outcomes

Target Completion Date

To current customer expectations and Disability Discrimination Act requirements To enhance income generation opportunities in order to offset running costs of TIC to Winchester City Council

TIC Manager Head of Cultural Services

a) Redesign specification produced for procurement exercise b) Consultation of staff, users, stakeholder groups and industry experts c) Report to Cabinet for capital funds

a) March 2007

b) April 2007

c) June 2007

2) Replace TIC telephone system

Corporate Strategy objective: A Modern Council

To improve service to TICs customers. To provide maintenance cover To improve management information

TIC Manager Head of IMT Client IMT Administrator (telephones & procurement)

a) New system in place that is user friendly and compatible with city council system b) Fewer customers deterred by poor phone service

a) October 2007

b) December 2007

Winchester Tourist Information Centre Business Plan 2007/2008

3) Recruit and support businesses to gain Hampshire Hospitality Award

Tourism Strategy objective two: to use tourism as a driver for development within the District which enhances the visitor experience and improves services and facilities for local people

4) Diversity impact review

Tourism Strategy objective two: to use tourism as a driver for development within the District which enhances the visitor experience and improves services and facilities for local people Corporate Strategy objective: A Modern Council & Tourism Strategy objective two: to use tourism as a driver for development within the District which enhances the visitor experience and improves services and facilities for local people

5) Light touch service review

To ensure that visitor expectations are met or exceeded To improve relationship with food hospitality sector To meet requirements of Disability Discrimination Act, Race Relations Act 1976 and Sex Discrimination Act To ensure that visitor expectations are met or exceeded

Tourism South East (Sub-regional Manager) Hampshire Local Authority Tourism Officers Tourism Marketing Team

a) additional 10 businesses recruited b) ongoing liaison with and support for businesses c) ensuring that benefits package is introduced a) TIC service open to all potential users

a) April 2007

b) March 2008 c) December 2007

TIC Manager Head of Tourism Director of Human Rescources

a) Consult with HR for timetable

TIC Manager Head of Cultural Services Tourism Marketing Manager

a) identify areas where performance could be improved b) identify changes that will impact on the service over the next 3-5 years c) improve research/evidence base d) improve community engagement/custo mer consultation

a) December 2007 b) December 2007

c) December 2007 d) December 2007

Winchester Tourist Information Centre Business Plan 2007/2008

6) Introduce range of initiatives to boost income opportunities via TIC

Tourism Strategy objective one: to improve the recognition of Winchester as a dynamic and creative destination in its key markets objective three: to maintain a strong emphasis on sustainability in the interests of the local community and its environment Cultural Services Business Plan Target 2, 4 & 6

To improve: value for money of the TIC service by making better use of resources; financial performance of services and customer service

TIC Manager Senior Information Assistant Tourism Marketing Manager Head of Cultural Services Hampshire County Council Tourism South East

a) Capture customer contact data to assist with Year of Sculpture ebulletins to mailing list b) take on additional Bikeabout bicycles from Hampshire County Council (to replace their Gladstone Street operation). increased memberships to 50 per year c) investigate the introduction of a premium rate line for customers calling from outside the Winchester District d) key merchandise for sale on-line e) increase the range of goods for sale within TIC f) investigate the introduction of a membership association

a) April 2007

b) March 2008

c) December 2007

d) June 2007

e) March 2008

f)

June 2007

Winchester Tourist Information Centre Business Plan 2007/2008

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g) sell tickets for Winchester Cathedrals ice rink as well as other Cathedral events through the year h) pilot and launch online bookings on www.visitwincheste r.co.uk i) introduce green tourism initiative for Winchester District in line with model established by New Forest Managed trend towards flexible working to ensure that work outputs are constant (or improved). TIC Manger to work from home one day a week to assist in project delivery

g)

December 2007

h) July 2007

i)

Ongoing

j)

j)

Ongoing

Winchester Tourist Information Centre Business Plan 2007/2008

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