Issue - decisions

Matter for Decision

On 16^th October 2014 the Executive Councillor made an “in principle” decision, following Community Services Scrutiny Committee, to establish a new Destination Management Organisation (DMO) as an alternative delivery mechanism for the future provision of tourism services in Cambridge and the surrounding area. This model was based on guidance from Government and best practise nationally. This move would deliver a long term financially sustainable model for tourism, whilst increasing investment, safeguarding the visitor economy as a key economic driver for the city and the surrounding area, and reducing the cost to the City Council.

The report provided an update on progress with this project and sought final approval to create the new DMO.

 

Decision of Executive Councillor for City Centre and Public Places

 

The Executive Councillor for City Centre and Public Places resolved:

 

       i.        to approve the creation of a new Destination Management Organisation (DMO) as a private sector led, public/private sector tourism partnership and a “Not for Profit” Company Limited by Guarantee on the basis described in this report; and

      ii.        to delegate authority for all decisions necessary to implement and establish the DMO to the Director of Environment after consultation with the Executive Councillor, Chair and Opposition Spokes, subject to existing delegations to other officers and to compliance with budgetary procedures.

 

Reason for the Decision

As set out in the Officer’s report.

 

Any Alternative Options Considered and Rejected

Not applicable.

 

Scrutiny Considerations

The Committee received a report from the Director of Environment regarding the establishment of a new DMO.

 

The Head of Tourism and City Centre Management highlighted that a key aim of the new DMO would be to increase the value from our visitor economy through increased promotion of the Beyond Cambridge area. In doing so the aim would be, over time to change the perception of Cambridge as only a day trip destination. She also emphasised that the new DMO would continue to have a key focus on the management issues as this was essential in ensuring that visitors enjoyed a positive experience when visiting Cambridge.

 

The Committee made the following comments in response to the report:

     i.        If overnight visitors are to be encouraged there would need to be an increase in hotel capacity.

    ii.        Suggested that the Park and Ride services and other bus route needed to be operational into the evening period.

   iii.        Suggested that engagement from neighbouring authorities and the County Council would be needed.

  iv.        Cautioned against making Cambridge so expensive that school trips were discouraged.

   v.        Raised concerns that tourists were distorting the commercial make-up of the City Centre.

 

In response to Members’ questions the Head of Tourism and City Centre Management stated the following:

     i.        Surrounding areas had capacity for more visitors and these needed to be better promoted to visitors.

    ii.        The DMO would take the lead on the development of a Destination Management Plan for the Cambridge and beyond area but this would be in within its first 12-18 months. Whilst the DMO would facilitate this process, it would be a shared plan with broad stakeholder involvement including District and County Authorities, Business Improvement Districts (and other business Networks in the area) and the GCGP LEP.

   iii.        Currently tourism promotion and management in the surrounding districts is diminishing.

 

The Committee unanimously resolved to endorse the recommendations.

 

The Executive Councillor approved the recommendation.

 

Conflicts of Interest Declared by the Executive Councillor (and any Dispensations Granted)

 

No conflicts of interest were declared by the Executive Councillor.