TIC front page
9/3/06
10:43 am
Page 1
2006-2007
TIC Framework
ERDF Objective 2, Priority 3.2 TIC Framework Dec 2005
Contents Summary ................................................................................................................. 2 Framework Objectives................................................................................................ 3 Strategic Fit.............................................................................................................. 4 A Detailed Description of the Framework....................................................................... 6 Delivering Framework Objectives ................................................................................. 8 Outputs ................................................................................................................... 9 Match Funding ........................................................................................................ 11
1
Summary
The Strategy for Tourism in England’s Northwest sets out how we intend to become a winning Region by, amongst other activities: Providing easy access to the region’s tourism products: Making It; Easy To Find Information, Easy To Book; Easy To Get Here, Easy To Enjoy; Easy To Return. A key activity in this objective is the creation of best practice in visitor management, including visitor orientation and information - Guided by a Visitor Information Strategy. This framework is supplementary to the requirements of the RAP and will define the standards and requirements against which ERDF Measure 3.2 project proposals can be evaluated – in terms of their ability to meet our strategic aims and objectives for the provision of Visitor Information of the highest quality. Providing a network of modern Tourist Information Centres, well located, easy to find and of the highest quality to provide this information is key and funding will be made available for capital projects whose activity seeks to support this purpose. Especially for: •
Orientation and signage;
•
Landscaping;
•
Refurbishment of buildings (not including any statutory obligations) and improvements to lighting and point of sale areas and facilities;
•
Information (and data) points
ICT equipment and software, especially if providing appealing audio, visual or multimedia experiences. One size does not fit all, and the framework will enable differing approaches to be evaluated against common criteria and deliver consistent outputs.
2
Framework Objectives
This framework establishes a set of requirements that must be considered, adhered to and measured against in order to provide the modern, welcoming and high quality environment in which to deliver the consistently high levels of service to which we aspire for the delivery of Visitor Information at our Tourist Information Centres (TICs), TICs which will ultimately serve to increase the contribution from Tourism to the Region’s GVA. These centres will make best use of ICT to provide more and better information – the right information, to the right people at the right time and in the right format. This information will be consistent with other information we provide at other times, places and channels. They will become centres of excellence by raising standards and improving the effectiveness of information provision and by constantly striving to achieve high levels of service and standards and, as best practice evolves – to act as mentors to others. They will develop a culture of commercialism. Some of this culture will come from staff training - which is out of scope for the framework. However, much of it will come by way of effective signage, design, lighting, point of sale material and importantly - location. By providing an easy to find, quality environment with readily available information about quality products we will increase visitor spend, repeat visits and referrals. The information about the products and services promoted will reflect the strategic aims and objectives of our Tourist Boards, the NWDA and Visit Britain.
3
Strategic Fit
Details of the Regional Action Plan can be found on the NWDA website at: http://nwda-cms.amaze.co.uk/DocumentUploads/RAPCOMMISSIONINGGUIDANCE.doc
For ERDF Information Notes please visit www.eurofunding.org.uk/ - specifically Note 2 on Capital Eligibility and Note 8 on Outputs plus supplementaries on Cross-Cutting Themes The key strategies to achieve growth in the Visitor Economy are; Tomorrows tourism today, the DCMS vision for encouraging growth and productivity in the Tourism Industry and improving the Tourism Balance of Payments, refers to the need to provide more and better information, to improve the means by which customers access information and to support a modern network of tourist information centres. It emphasises the need to improve the quality of the experience for our visitors, not just in terms of our products, but also in the design and delivery of all Tourist Services. The Regional Economic Strategy states that tourism is crucial to the economic well being of the region and is committed to positioning the Northwest as the best tourism destination in Britain. The Strategy For Tourism In England’s Northwest sets out to fulfil the Tourism promise in the RES. Principal objectives include enhanced communication with visitors and a high quality support infrastructure. A few critical locations will be used as exemplars for the region to “Make It Easy” for customers to find information, to book to enjoy and to return. The visitor information strategy for England’s Northwest aims to deliver Visitor focused information about the region’s tourism products and services. Our vision is of coordinated, commercially successful visitor information provision in the Northwest that exceeds the expectations of our visitors and that makes a contribution to the visitor economy. Great Destinations recognises tourism as an increasingly vital part of the overall economy of the Northwest and sets out a series of principals, one of which concerns “management of place”. This stresses the importance of local information provision engaging with strategic aims and marketing activities. The 4
need for the local material and messages to reflect market intelligence, established branding guidelines and agreed service standards to reinforce our approach at all other levels. All of the above have clearly identified the current value of tourism to the Northwest, and of the potential economic impact that a more a skilled, quality led and effectively promoted tourism industry can deliver.
5
A Detailed Description of the Framework
The framework sets out to “Make It Easy” for Visitors’ by: •
•
Providing TICs that are o
modern
o
well located
o
easy to find
o
welcoming
Which offer o
consistently high standards
o
easy access
o
informative and comprehensive information about our tourism products
o •
•
quality products
Understanding o
our customers
o
their needs
o
our businesses
Encouraging o
booking/consumption of our tourism products;
o
contribution to the Region’s Visitor Economy;
o
best practice in visitor management, visitor information and visitor orientation
o
integration with other Visitor Information channels
o
a culture of commercialism
The framework is intended to “Make It Easy” for those applying for measure 3.2 funds by clearly defining additional criteria over and above the requirements of the RAP, to guide applicants when submitting expressions of interest and will enable parts of the evaluation process to be specifically aligned to meet the aims of the Regional Tourism Strategy and the Visitor Information Strategy. The framework sets out to clearly state the Region’s strategic priorities for TICs and how the TIC network relates to provision of information for Visitors in the 6
wider sense – sub-regionally, regionally and nationally, and across al channels, whether face to face, over the telephone, electronically or in print.
7
Delivering Framework Objectives
As under Strategic Fit please see the appropriate websites on Eligibility etc. The objectives of each project evaluated against the framework will be measured against the original RAP bid. It will be the responsibility of the applicant/s to deliver the framework objectives. NWDA and Manchester Enterprises will jointly manage the components of the project relating directly to the framework. Applications will be submitted to NWDA where they will be checked for; •
completeness and conformance to the basic eligibility requirements of the programme;
•
strategic fit in the Tourism realm;
•
evidence of need;
•
value for money;
•
risks
•
options - to challenge that this is this the best/only way to achieve the desired outcomes;
•
compliance with National TIC network standards.
Applications that successfully pass this stage will be forwarded to Manchester Enterprises for evaluation against the full range of ERDF requirements. This approach will ensure that the relevant expertise is applied at the point where the projects aim to make a difference and reference to the framework will ensure compliance with our strategic aims. Project monitoring will be carried out by Manchester Enterprises. Applicants will submit Quarterly Progress Reports to NWDA and as part of the ERDF Claim process tracking the delivery of milestones, outputs and expenditure. None of the funding will be administered by NWDA. However, the application for funds will be guided by them.
8
Outputs
Output information is available on the www.eurofunding.org.uk website. There is a direct link between the number of visitors to an area and the significant contribution those visitors make to the visitor economy in terms of GVA. The methodology for extrapolating the “cause and effect” is improving, however it is still imprecise. We can accurately measure the number of visitors to a TIC and the number of purchases each makes. These purchases may be complete or as a deposit and the balance payable directly to the provider. They could equally be for a physical good, a service or for the information itself. Each of these activities are measurable and would be expected to show significant growth as a result of our intervention. Key outputs are: •
Evidence of welcoming and accessible TICs
•
Increased visitor numbers to the TIC
•
Increased awareness of the quality, richness and diversity of tourism products in the Region.
•
Increased visitor spend (measured at the TIC)
•
Increased uptake of strategically important products
•
Increase in commercial activity at TICs
•
Increase in the level of service and standards, evidenced by improved customer satisfaction/mystery shopping survey results
•
Adherence to established Network Standards for TICs
Key ERDF Outputs are: OUTPUT •
New/improved visitor & cultural attractions
•
New/improved visitor & cultural facilities
•
Environmental enhancement schemes
•
Feasibility/Research studies supported
RESULTS •
New Jobs created
•
Jobs safeguarded
•
Increased Sales (£m) 9
•
Sales safeguarded (£m)
Cross Cutting Themes Equal Opportunities Outputs •
New Jobs created
•
Jobs safeguarded
•
Net additional Jobs
•
Net jobs safeguarded
Information Society Number of projects providing ICT facilities and services to support innovative ways of exploiting the economic potential of the region's tourism assets Sustainable Development •
Hectares of brownfield land made ready for development
•
No of redundant, derelict buildings
•
No of public transport initiatives
•
No of initiatives to enhance local environment
10
Match Funding
As a framework against which bids will be evaluated, there will be no funding allocated to the framework directly. Each project, bidding for funds and being measured against the framework, will be responsible for demonstrating match funding and providing definitive evidence of this and the outputs achieved via the reporting process throughout the life of the project.
11