Croeso Welcome
STRATEGIC FRAMEWORK (2023-27)
BUILDING AN EXCITING, DYNAMIC AND AMBITIOUS PARTNERSHIP FOR THE FUTURE DELIVERY OF PLAS MENAI, THE NATIONAL OUTDOOR CENTRE
Wellbeing of Future Generations Act
Service Specification
Contract Reporting & Monitoring
Strategic clarity
Operational clarity
Sport Wales Vision & Objectives
Operating Agreement
Capital Investment
Plas Menai Strategic Framework Communications themes
Partnership Board
Retaining the golden thread back to our purpose and ‘why’…
Framework for development
Year 1
Developing a strong, intelligence driven baseline and testing of product development
Year 2
Initial delivery of growth and continued product and brand development
Year 3
Comprehensive product portfolio rollout and brand exploitation
Year 4
Consolidation, learning and refinement
Year 5
Sustainable delivery
DELIVERY
LEARN: Skills Courses NURTURE: Education & Community offer DEVELOP: Qualifications & Certification
For individual development, for qualification progression and to gain skills to undertake adventures
Local schools and community groups
Schools beyond North Wales catchment
International schools
Further & Higher Education partnerships
NGB awards covering dinghy sailing, windsurfing, powerboating, PWC, cruising and kayaking
Across the whole qualification pathway, for professional and volunteer instructors
Water Rescue Training courses, accredited by Rescue 3 Europe, for organisations that have employees who spend time working in or around the water.
ENJOY: Guided Adventures and Social Experiences
For individuals, groups and families using our unique destination and skilled staff
SUCCEED: Specialist services
Safe working practices in outdoor environments
Adventure days
Family adventure holidays
Bespoke offers to include guiding Challenges
Providing exceptional NGB, SPORT & SECTOR expertise and support
Sector leadership/ Contribution to coaching standards / Role model / Workforce development FACILITIES & COMMERCIAL
Leadership and team development
Bespoke training, cpd and instruction
Sports facility use including swimming pool and equipment
hire
Hosting of competitions, events, teams, clubs
Exploiting the Plas Menai and National Outdoor Centre brand
Bar and Catering
Accommodation
Including partner hosting meetings & conferences
Supported by improvements in the CAPITAL ASSETS
Improvements in business practice
Commercial partnerships
Evidencing impact and social return
Underpinned by the highest standards of GOVERNANCE and a constant focus on SUSTAINABILITY
An illustration: By the end of 2023 we will have -
What will success look like?
Multiple Bottom Line
Prosperity – contributions to the economy
People – social well-being
Planet – contribution to environmental health
Partnership – our collaboration ethos that ensures we meet contractual commitments
Nick de Bois – Chair, British Tourism Authority VisitBritain/Daniel StruthersInbound: How is Britain’s tourism industry recovering?
Tourism & the Economy (2019)
Tourism delivers economic prosperity for every region in Britain.
• Tourism is usually worth £127bn a year, around 9% of GDP.
• It was the UK’s third largest service export, and accounted for almost a third of all hotel investment in Europe.
• The industry supported 3.1m jobs in every part of the UK, and incorporated over 200,000 SMEs
• British residents took 99.1 million overnight trips in England, totalling of £19.4 billion.
• There were 41 million inbound visits to Britain, totalling £28.4 billion in spend.
Visits & Spend 2019-23
International visitor numbers and spend have been rebounding post-COVID. In 2020 & 2021, Britain saw a loss to the visitor economy of £147bn (£50bn inbound, £97bn domestic).
Inbound Visits (Millions)
Source: International Passenger Survey.
Inbound Spend (£Billions)
Wales Inbound Visits & Spend
Wales is set to beat pre-pandemic spend levels in 2023, but visits are set to remain below the million mark.
Top 5 Inbound markets for Wales:
• Republic of Ireland
• USA
• Germany
• France
• Netherlands
Difficult context of recovery
Cost of living: Pressures on finances mean leisure travel is deprioritised and businesses in the sector are facing increased costs.
Visitor documentation: We are competing against the Schengen VISA area which is c.30% cheaper for access to 27 countries.
Experience at the border: Last Summer we saw delays at the border and flight cancellations which could have a negative impact on perceptions.
Regional spread: In 2019, London received more than £15.7bn in inbound visitor spend, in comparison to £9bn in the Rest of England, and £2.5bn and £515m in Scotland and Wales respectively.
Urgency: Britain is seen as a destination to visit one day, not today.
Awareness: International visitors know less about the fantastic locations in Wales, Scotland, and England’s regions in comparison to London.
Domestic: Post-Pandemic Recovery
Domestic vs Overseas?
36% of respondents indicated they are more likely to choose a trip in the UK than overseas.
Top 5 reasons for UK preference
1. UK holidays are easier to plan (56%)
2. Shorter / quicker travel (46%)
3. UK holidays are cheaper (45%)
4. To avoid long queues at airports/cancelled flights (40%)
5. Uncertainty around restrictions at overseas destinations (27%) Both long term domestic and overseas overnight trip intentions have steadily increased since December 2022.
Cost of living – biggest barrier to a UK holiday
The top potential barrier to taking overnight UK trips in the next 6 months is the ‘rising cost of living’, followed by ‘UK weather’ and ‘personal finances’.
Top barriers to taking an overnight UK trip in next 6 months (May 2023):
1. Rising cost of living (35%)
2. UK weather (29%)
3. Personal finances (28%)
4. Rising cost of holidays / leisure (25%)
5. My general health (19%)
6. The cost of fuel (18%)
7. Limited annual leave (15%)
8. Difficulty getting money back if trip is cancelled (7%)
9. Prioritising overseas travel post-pandemic (7%)
Activities for a domestic trip
In July – September, ‘trying local food and drink’ is the top activity planned for a domestic trip.
Driving Recovery: VisitBritain’s activity for Wales
GREAT International Campaign
Our new international GREAT marketing campaign – ‘See Things Differently’ – showcases Britain as a dynamic, diverse and exciting destination in our key international markets.
Fake (Br)it till you make it
Our USA and Canada campaign champions our regional diversity by highlighting local accents and phrases.
British Airways Partnership
British Airways and VisitBritain have joined forces in a new campaign that gives an insider’s view on modern Britain, with all its vibrancy and warmth, to inspire US visitors to book their next visit.
GREAT International Campaign
Spilling the Tea on Great Britain
Our European and GCC campaign uses a Britain’s love of tea, through destination and short films to tell a fresh and exciting Britain.
Trade & Media Activity
Our activity with international media includes Welsh product and destinations, and work with Visit Wales and Welsh suppliers have a presence at trade events.
Educational Trips: In January 2023, trade buyers from Germany, Canada and Brazil visited Wales.
Media: Facilitated an Australian journalist from Great Walks Magazine to visit Snowdonia in May, and a French journalist from Le Monde to visit Cardiff in February.
Trade Events:
• ExploreGB
• Destination Britain North America
• World Travel Markets
• ITB Berlin
• Meet the Trade (i.e Paris Nov 22)
DMO Review Implementation: New English tourism landscape
DMO Review Implementation
Following the de Bois Review, DCMS announced that it will provide £1.8m over the next three years for VisitEngland to develop and administer a new accreditation scheme.
• Under the new scheme, Economy Partnership
• The North East is also Development Partnership
• VisitEngland recently
NewcastleGateshead
Northumberland, Cornwall and the West, Marketing
Derby, Visit Hertfordshire, Tourism, Birmingham,
• Successful implementation support the delivery landscape that can
Any questions?
Adrian Jones
75 Million Visitors in 2019
Largest DMO in North America
Business Overview – Riders Growth
Zip World Strategic Drivers:
Organic Growth on Existing Sites
• New rides
• Increasing capacities (night flights)
• Commercial Growth
New Business Development
• Developed pipeline of opportunities
• Balanced portfolio of underground & outdoor sites
Growing Themed Accommodation
• Developing our sites into short stay destinations with a range of themed accommodation
Strategic Synergies
• Rollout & reinforce a Brand Platform underpinned by consumer | Staff proposition
• Events (consumer)
• Sponsorship
• Flatten Visitation Profile
• Strategic UK locations
• Clustering sites in Regions
• Accommodation packages underpinned by attractions
• Activate new revenue streams – F&B / Events / Third Party Commission –extend the stay!
• Partnerships
• Ensure the digital customer journey maximises upsell | Short break proposition
• Procurement Strategy
• Leverage Scale
• ESG Strategy
Exploit Short Break / Multi Region Opportunity
• 20% of guests are repeat visitors
• Excellent Guest Satisfaction of 90%
• 66% of guests stay overnight
• Excellent NPS OF 67%
• 54% Families
• 19% Mixed Groups
• 43% of guests travel over 2 hours to our sites
HUGE – Short Break Opportunity
Short Break Proposition:
Single Day Positioning
• Weather impact / Walk up traffic high
• Revenue limited to experiences
• Corporate offering - limited
• Events / Parties – limited scope
• Scope of Offer / Place
• Adventure Highway
• Tiered Accommodation
• Differentiation of Sites
Short Break Positioning
• Increase dwell | Develop Loyalty | Resilience
• Clustering sites - Packages
• Premium offering
• Extend Events
• Off-peak business generation
• Corporate incentives / meetings
• Groups
Opportunity to increase revenue streams via dwell / packages
• Opportunity to ‘package’ Wales as a Short Break Destination
• Unique Tiered Accommodation offerings
• Flatten the seasonality curves (Easter + Winter Events)
• Higher % of premium offerings / increased ADR / Tourism Levy
Scope to Grow ‘Premium’ Accommodation offerings!
• Premiumization of the Tyn-y-Coed - 2024
• Unique ‘Adventurer’ theme
• Increasing room capacity from 18 to 27 rooms
• Higher % of premium offerings / increased ADR / Tourism Levy
• Nurture a Short Break Positioning – ‘Cluster’ Locations (Define PLACE)
• Create Short Break Packages – Incentivise longer stays
• Develop ties with other accommodation partners
• Develop GREEN transportation between sites
The Zip World Brand:
Zip World - Aspiration:
Double EBITDA growth over 5 years
Site Growth from 6 to 17
Average Ridership growth of 23.1% to 1.8m
Total adventures increasing from 27 to 62
Room Nights from 5,352 to 12,828 (hotel + themed pods)
• 76 Million Visitors in 2019 (24%
• 6% Tourist Development Tax (TDT) taken from Hotel Bookings within Orange County – 11000 hotel rooms
• 25% of takings went to Visit Orlando Destination Marketing Organization ($100m in 2019)
• Convention Center generated $3 billion economic impact annually
• 75% paid for other City-Wide Venues:
• Convention Center Debt Provision for Built / Upkeep / Expansion plans
• Amway Center, Camping World Stadium / Music / Group events management
• Arts / Museums – cultural enrichment
• Sports Commission - bringing large scale sporting events to City of Orlando
6.5% sales tax was used to supplement service provision for tourism / schools & infrastructure & removal of State Tax
Promotion of the region generates growth!
Tourism Levy: How will the levy be spent?
Who / How will this be managed?
1. Local Government?
2. Regional Marketing Organisations %?
3. % splits consistent?
Which services could be Funded?
1. County run venues that create economic impact
2. National Park Support | Beach Development?
3. Marketing that creates visitation | partner wealth
WHAT is contentious?
4. Sports & Arts – cultural enrichment
1. Funding of public services
2. Funding of City owned Buildings?
3. Expenditure on Marketing?
Thank You
Ein Gweledigaeth | Our Vision
• Bod yn hyderus a chydlynol, yn canolbwyntio ar wella llesiant economaidd, cymdeithasol ac amgylcheddol y rhanbarth.
• Rydym am weld y rhanbarth yn datblygu mewn ffordd gynaliadwy, gyda chyfleoedd i bobl ennill sgiliau newydd ar gyfer y dyfodol a chael gyrfaoedd gwerth chweil. Rydym am weld busnesau'n tyfu a chymunedau'n ffynnu.
• Byddwn yn gwneud hyn tra'n hyrwyddo ein iaith, ein diwylliant a'n treftadaeth ac yn unol â'r nodau llesiant i Gymru.
• To be confident and cohesive, focused on improving the region’s economic, social and environmental well-being.
• We want to see the region develop in a sustainable way, with opportunities for people to gain new skills for the future and develop rewarding careers. We want to see businesses grow and communities prosper.
• We'll do this while being champions of our language, culture and heritage and in line with the well-being goals for Wales.
Cysylltiedig |
Connected
• Datblygu a gwella cysylltedd ac isadeiledd digidol
• Improving and developing digital connectivity and infrastructure
Egwyddorion | Principles
Blaengar | Smart
• Manteisio ar arloesedd yn ein sectorau gwerth uchel a hyrwyddo ymchwil
• Promoting research and exploiting innovation in our high value sectors
Gwydn | Resilient
• Creu swyddi newydd o werth uchel ac annog pobl ifanc i aros
• Creating new high value jobs and giving young people a reason to stay
Cynaliadwy | Sustainable
• Amddiffyn ein hamgylchedd a datblygu ein rhanbarth yn gyfrifol
• Protecting our environment and developing our region responsibly
Cadeirydd | Chair Is-Gadeirydd | Vice-Chair
Y Bwrdd Uchelgais | The Economic Ambition Board
Arweinyddion Leaders
Cyng.
Ymgynghorwyr Advisers
Yr athro | Professor Edmund Burke Is-Ganghellor, Prifysgol Bangor Vice-Chancellor, Bangor University
Prif Weithredwyr Chief Executives
Dafydd Gibbard
Cyngor Gwynedd Gwynedd Council
Dafydd Evans
Prif Weithredwr | Chief Executive Grŵp Llandrillo Menai
Yr athro | Professor Maria Hinfelaar Is-Ganghellor a Prif Weithredwr Prifysgol Glyndŵr Wrecsam Vice-Chancellor and Chief Executive Officer of Wrexham Glyndŵr University
Yana Williams
Prif Weithredwr, Coleg Cambria Chief Executive, Coleg Cambria
Cyngor Sir Conwy Conwy County Borough Council
Askar Sheibani
Cadeirydd, Bwrdd Cyflawni Busnes / Prif Weithredwr, Comtek Network Systems (UK) Ltd.
Chair, Business Delivery Board / Chief Executive, Comtek Network Systems (UK) Ltd
Ian Bancroft
Cyngor Sir Wrecsam Wrexham County Borough Council
Dylan Williams
Cyngor Sir Ynys Môn Isle of Anglesey County Council
Graham Boase Cyngor Sir Ddinbych Denbighshire County Council
Rhun ap Gareth Cyngor Sir Conwy Conwy County Borough Council
Neal Cockerton Cyngor Sir y Fflint Flintshire County Council
Cyng. | Cllr. Dyfrig Siencyn Cyngor Gwynedd Gwynedd Council Cyng. | Cllr Mark Pritchard Cyngor Sir Wrecsam Wrexham County Borough Council Cyng. | Cllr. Jason McLellan Cyngor Sir Ddinbych Denbighshire County Council | Cllr. Llinos Medi Huws Cyngor Sir Ynys Môn Isle of Anglesey County Council Cyng. | Cllr. Charlie McCoubrey Cyng. | Cllr. Ian Roberts Cyngor Sir y Fflint Flintshire County CouncilCynllun Twf Gogledd Cymru North Wales Growth Deal
Amcanion | Objectives
Creu Swyddi | Job Creation
Creu hyd at 4,200 swyddi ychwanegol net
Create up to 4,200 net additional jobs
GVA
Cynhyrchu hyd at £2.4 biliwn GVA
ychwanegol
Generate up to £2.4 billion additional GVA
Buddsoddiad | Investment
Targed buddsoddiad
Cynllun Twf
Growth Deal investment
£240m
Targed Cyfanswm
buddsoddiad
Total investment target
dros | over £1bn
Rhaglen Programmes
Bwyd-amaeth a Thwristiaeth
Agri-food and Tourism
Cysylltedd Digidol
Digital Connectivity
Arloesedd mewn Gweithgynhyrchu Uwch
Innovation in High Value Manufacturing
Ynni Carbon Isel
Low Carbon Energy
Tir ac Eiddo
Land and Property
Prosiectau Projects
Rhwydwaith Talent Twristiaeth
Tourism Talent Network
Hwb Economi Wledig Glynllifon
Glynllifon Rural Economy Hub
Safleoedd a Choridorau Allweddol
Cysylltiedig
Connected Key Sites and Corridors
Porth Caergybi, Ynys Môn
Holyhead Gateway, Anglesey
Yr Ychydig % Olaf
The Last Few %
Ynni Lleol Blaengar
Smart Local Energy
Carbon a Bioamrywiaeth - Ein Methodoleg Carbon and Biodiversity - Our Methodology
Cyd-destun cyfnewidiol: allyriadau a bioamrywiaeth yn cynyddu fel
blaenoriaeth Targedau Allyriadau a Bioamrywiaeth • Allyriadau gweithredol sero net
• 40% yn llai o garbon corfforedig
• 10% o gynnydd net mewn bioamrywiaeth
Dull yn seiliedig ar risg - targedau wedi'u rhoi yn eu lle i liniaru
• Risg i enw da
• Risg i'r gwaddol
• Risg gyllido posib yn y dyfodol
• Risg strategol
Changing context: emissions & biodiversity escalating as a priority Emissions and Biodiversity targets
• Net zero operational emissions
• 40% reduced embodied carbon
• 10% Biodiversity Net Gain
Risk-led approach – targets put in place to mitigate
• Reputational risk
• Legacy risk
• Potential future funding risk
• Strategic risk
Prosiectau Projects
Rhwydwaith Talent Twristiaeth
Tourism Talent Network
Hwb Economi Wledig Glynllifon
Glynllifon Rural Economy Hub
Safleoedd a Choridorau Allweddol
Cysylltiedig
Connected Key Sites and Corridors
Porth Caergybi, Ynys Môn
Holyhead Gateway, Anglesey
Yr Ychydig % Olaf
The Last Few %
Ynni Lleol Blaengar
Smart Local Energy
#1 - Rhwydwaith Talent
Twristiaeth
Bydd y prosiect yn ceisio sicrhau sgiliau twristiaeth a lletygarwch ar gyfer y dyfodol a chynyddu'r budd masnachol o un o'r sectorau mwyaf sefydledig a thwf cyflymaf yn y rhanbarth.
Bydd y prosiect yn annog cydweithio rhwng y sector cyhoeddus a phreifat i gydlynu gweithredu ar sgiliau a twristiaeth a lletygarwch yn y rhanbarth.
datblygu cynnyrch, gan drawsnewid twf y sector
#1 - Tourism Talent Network
The project sets out to future-proof tourism and hospitality skills provision and increase the commercial benefits from one of the best established and fastest growing sectors in the region.
Successfully delivered, it will stimulate public-private collaboration to coordinate action on skills and product development, transforming growth of the tourism and hospitality sector in the region.
#2 - Hwb Economi Wledig
Glynllifon Bydd y prosiect yn creu hwb economi wledig nodedig o'r radd flaenaf ar ystâd Glynllifon ger Caernarfon. Bydd yn darparu cyfleusterau safonol ar gyfer cynhyrchu bwyd ar y safle i fusnesau newydd a’r rhai sy’n barod i ehangu, megis unedau busnes a Chanolfan Wybodaeth. Bydd hyn yn cynnig profiad ymarferol i gefnogi arloesedd a thwf menter.
Bydd y prosiect yn cryfhau cyfleoedd i gydweithio, datblygu'r gadwyn gyflenwi a thwf o fewn y sector bwyd a diod yng Ngogledd Cymru.
#2 - Glynllifon Rural Economy Hub
The project will create a distinctive, world-class Rural Economy Hub on the Glynllifon estate near Caernarfon. It will provide regional start-ups or expanding businesses with facilities such as business units and an on-site Knowledge Centre. These will offer practical experience to support innovation and enterprise growth.
The project will strengthen opportunities for collaboration, supply chain development and growth within an expanding food and drink sector in North Wales.
Cynnydd Prosiect Project Progress
Hwb Economi Wledig
Glynllifon
Glynllifon Rural Economy Hub
Rhwydwaith Talent
Twristiaeth
Tourism Talent Network
Bwyd-amaeth a Thwristiaeth
Agri-food and Tourism
Penderfynu ar gyd- Paratoi'r Achos Paratoi'r Achos Cymeradwyo'r Achos Paratoi'r Achos Cymeradwyo'r Achos Gweithredu a Monitro Gwerthuso destun y prosiect Amlinellol Strategol Busnes Amlinellol Busnes Amlinellol Busnes Lawn Busnes Llawn Implementation and Evaluation
Determine the project Prepare the Strategic Preparing the Outline Approval of the Outline Preparing the Full Approval of the Full Monitoring context Outline Case Business Case Business Case Business Case Business Case
Cysylltedd
Digidol Digital Connectivity
#3 - Safleoedd a Choridorau Allweddol
Cysylltiedig
Nod y prosiect hwn yw gwella dibynadwyedd ac
ansawdd gwasanaethau symudol ar y prif ffyrdd a llwybrau rheilffordd yng Ngogledd Cymru, gan alluogi gwasanaethau ffibr llawn i safleoedd masnachol allweddol ar draws y rhanbarth.
Bydd y prosiect yn canolbwyntio ar ddatblygu
rhwydweithiau ffibr optig, sy'n hanfodol ar gyfer
darparu band eang 4G, 5G a gigabeit galluog.
#3 - Connected Key Sites and Corridors
This project aims to enhance the reliability and quality of mobile services on the main roads and rail routes in North Wales, enabling full-fibre services to key commercial sites across the region.
The project will focus on developing fibreoptic networks, which are essential for delivering 4G, 5G and gigabit capable broadband.
Cysylltedd
Digidol Digital Connectivity
#4 - Yr Ychydig % Olaf
Er bod gweddill y DU wedi elwa o well cysylltedd yn
ystod y blynyddoedd diwethaf, mae rhannau o Ogledd Cymru yn dal i fod heb wasanaeth band
eang cyson, sydd wedi effeithio ar gymunedau, busnesau a'r economi ehangach.
Bydd y prosiect hwn yn mynd i'r afael â'r y 'bwlch
digidol' (y gwahaniaeth mewn ansawdd cysylltedd
rhwng trefi a chymunedau gwledig) ac yn ystyried sut all cysylltedd gyrraedd llefydd sydd heb fand eang cyflym iawn (30 megabits yr eiliad).
#4 - The Last Few %
Despite the rest of the UK benefiting from improved connectivity in recent years, parts of North Wales still lack consistent broadband coverage, which has impacted communities, businesses and the wider economy.
This project will address the 'digital divide' (the difference in connectivity quality between towns and rural communities) and consider how connectivity can reach the last of the region’s premises currently without superfast (30 megabits per second) broadband.
Tir ac Eiddo Land and Property
Bwriad y prosiect hwn yn gwella capasiti'r porthladd trwy
adfer tir (creu tir newydd o'r môr) yn yr harbwr. Wrth
wneud hyn, y nod yw sicrhau bod y porthladd yn gallu
cwrdd â gofynion cynyddol ymweliadau busnes a thwristiaeth.
Mae'r porthladd yn un o'r llwybrau trafnidiaeth prysuraf
rhwng y DU ac Iwerddon. Fel ail borthladd prysuraf y DU mae'n gyswllt trafnidiaeth pwysig rhwng y ddwy wlad.
This project will enhance the port’s capacity through land reclamation (creating new land from the sea) within the harbour. In doing this,the aim is to ensure the port can meet the increasing demands of both business and tourism visits to the region.
The port is one of the most used transport routes between the UK and Ireland. As the UK’s second busiest port it is an important transport link between both countries.
#5 - Porth Caergybi, Ynys Môn #5 - Holyhead Gateway, AngleseyCynnydd Prosiect Project Progress
Land and Property
Ynni Carbon Isel Low Carbon Energy
#6 - Smart Local Energy #6 - Ynni Lleol Blaengar
Nod y prosiect hwn yw cefnogi'r cynlluniau ynni ledled
Gogledd Cymru sy'n cyfrannu tuag at gyflawni targedau
ynni adnewyddadwy, datgarboneiddio sydd ag elfen o
berchnogaeth leol. Bydd hefyd yn helpu i sicrhau
buddsoddiad preifat a chymunedol mewn prosiectau ynni
newydd. Mae Perchnogaeth leol yn golygu asedau sy'n
eiddo i randdeiliaid yn gweithredu ac wedi eu lleoli yng
Ngogledd Cymru, gall rhain fod yn unigolion, cymunedau, busnesau neu sefydliadau eraill.
The project aims to support energy projects across North Wales which will help achieve renewable energy and decarbonisation targets and have an element of local ownership. It will also help unlock private and community investment in new energy projects. Local ownership is defined as assets owned by stakeholders located and operating in North Wales, whether that’s individuals, communities, businesses or other organisations.
Growth Deal Funding – Call for projects
uchelgaisgogledd.cymru ambitionnorth.wales