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Cabinet received report ES/0686 by the Cabinet Member with responsibility for Communities, Leisure and Tourism, who reported that ESC had ensured the continuing growth and success of its visitor economy through its support of The Suffolk Coast (STC) Destination Management Organisation. The DMO had provided brand and destination marketing services, performed well delivering excellent visitor information, website services and growing its membership base, supporting energy projects, consultation responses and other highly effective individual or joint marketing campaigns. It had performed particularly well in addressing local tourism business needs during the Covid and ongoing Covid lockdown pandemic which had affected the tourism sector, not only locally, but also regionally and nationally.
This report, Councillor Smith stated, set out the demand and rationale for reviewing the DMO's funding and operational agreement for the next three years from April 2021 to March 2024.
Councillor Smith reported that the value of the tourism visitor economy to ESC was estimated to be £695m and it supported approximately 11,000 full time jobs, which equated to 15% of the employment of East Suffolk. ESC and its predecessors had provided direct financial support to the DMO annually since 2012 and had had a three year agreement in place since 2015. Currently the financial agreement with the DMO delivered business plan outcomes and supported growth and development to the visitor economy in East Suffolk. ESC also provided officer time to help to deliver and support funding bids, advising on major decisions and overseeing and monitoring performance. The DMO was led by a Board of professional business leaders who all provided their time for free and they were supported by a marketing membership team that it employed directly.
Councillor Smith concluded by stating that destination marketing services were critical in ensuring the continuing development of the successful visitor economy. Whilst there was always room for improvement, Councillor Smith stated, the Suffolk Coast DMO had delivered the services consistently well in East Suffolk and required continuing financial commitment support from ESC.
Officers added that the funding provided by ESC only made up a part of the complete funding; it also received funding from its members through annual membership fees and it also received money through advertising via its website. Officers also commented that the DMO had been instrumental in supporting ESC's work with the major energy companies.
The Leader stated the importance, in coming out of the pandemic, of promoting what the ESC area had to offer and he commented that the DMO should be held to account for doing all that it could in supporting the re-start of the tourism industry. He also found it heartening that the DMO was at the forefront of negotiating, together with EDF and SPR, around what the impact of those particular projects would be on the local tourism economy and how any risks could be mitigated.
The Cabinet Member with responsibility for Housing highlighted the many East Suffolk attractions and he stated the importance of encouraging people to visit the wonderful area.
The Cabinet Member with responsibility for the Environment agreed with the comments made and referred to the wonderful biodiversity and it being a credit to East Suffolk for its nurturing and preserving of the ecology.
Councillor Jepson commented on DMO membership and suggested that perhaps now was the time to try and attract more people onto its website, even at a reduced rate, he suggested that this may encourage more people to promote what they had to offer within the District. Officers commented that they had been discussing this with DMO Board and those discussions were ongoing.
Councillor Byatt, prior to asking a question, registered Councillor Deacon's apologies for not being available to present the Scrutiny report; Councillor Byatt explained that this was due to technical reasons which were beyond Councillor Deacon's control.
Councillor Byatt referred to the recommendation within the report, in particular the cost of £55,000; he then referred to paragraph 4.2 of the report and costs in respect of advertising revenue; Councillor Byatt asked if the revenue cost was in addition to the £55,000. Officers confirmed that this was income that the DMO was seeking to earn as part of its sustainability for its overall viability.
Councillor Byatt referred to the Board of professional people giving up their time, and welcomed this; Councillor Byatt asked that given East Suffolk was the gateway to the Broads, would the Broads Authority be involved. Officers confirmed that the DMO did approach organisations on a regular basis that met the commitments and the approach of the DMO; as such, there was always an opportunity for the Broads Authority if its wished to take it.
In response to a further question from Councillor Byatt regarding disabled access to beaches, and the importance of this, the Leader confirmed the aspiration of ESC to improve access in respect of disability to all assets.
On the proposition of Councillor Smith, seconded by Councillor Rivett, it was by unanimous vote
RESOLVED
1. That it be approved that East Suffolk Council enters into a further three-year agreement with The Suffolk Coast Limited Destination Management Organisation to provide destination marketing and brand management services across the District at a cost of £55,000 per annum making a total commitment of £165,000 over the life of the agreement.
2. That authority be delegated to the Head of Economic Development and Regeneration, in consultation with the Cabinet Member with responsibility for Communities, Leisure and Tourism, to review the agreement should section 106 tourism mitigation funding, linked to major energy projects, become available during the lifetime of this agreement.