Newcastlegateshead initiative brochure annual review 2013

THEINITIATIVE Annual Review

2013

The Tyne is now FUNDING FOR GROWTH Coolest tourist website A warm Geordie welcome

for investors

04 Introduction

18

Festivals and Events

06

Corporate News

20

Visitor Information

10

Inward Investment

22

Student City

12

Business Tourism

23

Place Brand

14

2013 in Pictures

24

Working in Partnership

16

Leisure Tourism

26

Looking Ahead

Welcome

Contents

Welcome Welcome to The Initiative, a review of the many highlights and achievements of NewcastleGateshead Initiative over the past 12 months.

Everything we do is about delivering economic growth for NewcastleGateshead through work to attract visitors, conferences, events and investment to the area.

NewcastleGateshead Initiative is a tremendous example of public-private partnership working in action, and we could not achieve the same results without a collaborative approach. The successes captured here are testament to the strength of the partnership; the continued support of Gateshead Council, Newcastle City Council and our 170+ private-sector partners (businesses and organisations from across the region). We are enormously grateful for their continued support and commitment.

December 2013 marks the end of my second term as chair. I am privileged to have been able to play a part in NewcastleGateshead Initiative’s work to promote the area and to help change perceptions of NewcastleGateshead – activity which has boosted the visitor economy and the tourism sector, delivered transformational cultural festivals, attracted national and international conferences and new investment and, as a result, made a significant contribution to the local economy and business confidence in the area.

In challenging times, this work remains vitally important and I wish the NewcastleGateshead Initiative board and team every success for the future. I am proud to have been chairman and I wish my excellent successor, Paul Callaghan, all the best.

Jamie Martin, Chair, NewcastleGateshead Initiative, 2007-2013.

THEINITIATIVE Annual Review 2013

www.NewcastleGateshead.com/corporate

03

Introduction

INTRODUCTION 2013 has been another fast-paced year, during which we’ve delivered more than ever in pursuit of our mission to inspire people to visit and to live, learn, work and invest in NewcastleGateshead.

It was also a year of change in the region: shifting organisational structures, the publication of Lord Adonis’ independent economic review, the beginnings of economic optimism in the private sector and the challenges of ongoing funding reductions for public bodies and local authorities. Amidst this change, NewcastleGateshead Initiative continues to thrive. Our remit has widened and we have made clear our positive aspirations for the organisation and the destination. As we drive forward exciting projects across all areas of work, we will also ensure that we are actively engaged with the issues, agendas and opportunities for NewcastleGateshead and North East England in 2014 and beyond.

trend will continue. Average weekend occupancy figures for hotels reached 84% this summer; with the increase in available bed stock, this represented a 6% increase in bed nights sold.

The area’s hotels were exceptionally full during sporting highlights such as the Ashes at Durham County Cricket Club in August (96% full) and the Great North Run in September (98% occupancy on the Saturday night). And many of our key attractions – such as Centre for Life and Beamish Museum – reported a significant lift in visitor numbers to their exhibitions and events. At the same time, ongoing investment in the destination – from major hotel, restaurant and retail brands – is testament to the level of confidence in the area and enhances the quality and choice on offer for visitors and local people alike.

Looking back over 2013, our inward investment team - the newest addition to the organisation has forged ahead with ambitious work to attract investment from the UK and overseas. In just over 12 months, nine new investments have been secured, creating 192 jobs, and we are actively working with a further 68 businesses to bring new investment here – no mean feat for a brand-new operation which has already brought a significant boost to the local economy.

We’ve continued to build on what we do to attract more short-break visitors; using new digital initiatives, targeted national and international marketing campaigns and work to bring influential journalists here; while making sure that we are consistently telling the story of why this is such a genuinely inspiring place.

Tourism is another vital part of our economy, bringing in money, creating more jobs and raising NewcastleGateshead’s profile. Our work to attract national and international leisure and business visitors this year will build on the latest tourism figures, which show that annual total visitor numbers hit 17.7 million, contributing £1.3bn to the economy.

Indicative figures for 2013 suggest that this

The personality of the place also shone through our business tourism activity in 2013, with a campaign built around the NewcastleGateshead experiences that delegates love. The successful Conference Ambassador Programme, which works with academics and professionals to attract world-leading meetings in a range of fields, again saw us hosting a raft of conferences this year. The largest of which was the 12th International Colour Conference – Bringing Colour to Life – at Sage Gateshead. It attracted 600 delegates over five days and delegate

THEINITIATIVE Annual Review 2013

spend alone was worth an estimated £1.1m to the local economy.

Our culture team worked with partners across the destination during the past 12 months to bring together NewcastleGateshead’s cultural offer and to deliver some of our most popular festivals and events, including EAT! NewcastleGateshead, Juice Festival for children and young people and the NewcastleGateshead Winter Festival. This festivals and events programme secures positive profile, attracts

visitors, builds local engagement and enhances quality of life for residents. Local people and businesses are undoubtedly our strongest ambassadors and the programme of innovative events helps make NewcastleGateshead a culturally vibrant place to be.

None of this could be achieved in isolation; collaboration, support, funding and help in kind from a wide range of partners who share our aspirations for NewcastleGateshead is invaluable. Every pound invested, from the public or private sector, leverages wider

support and investment, making budgets, campaigns and activity stretch that much further, driving economic benefit for the area.

Thank you to all of our partners and stakeholders for your support this year; we look forward to working with you in 2014 and together making a real difference for NewcastleGateshead.

Sarah Stewart, Chief Executive, NewcastleGateshead Initiative.

www.NewcastleGateshead.com/corporate

05

Corporate News

Tourism Awards celebrate £3.6bn industry

Corporate news

Over 460 members of the regional business community came together to celebrate tourism successes and the strength of the sector at a glittering awards ceremony, held at St James’ Park, in November 2013.

We market NewcastleGateshead on a national and international stage. Our focus is on economic growth; we work to change perceptions and create positive profile in order to attract visitors, major conferences and events, students, new investment and jobs.

With the support of Northern Tourism Alliance members and other partners, NewcastleGateshead Initiative took on the running of the North East England Tourism Awards in 2012, to ensure that the event could continue to showcase the exceptional contribution of tourism businesses to our £3.6bn visitor economy.

The awards not only provide an important platform to celebrate innovation, quality and performance, but also provide a useful benchmark. Both shortlisted and winning businesses have cited the awards process as helping them to drive forward improvements in performance, quality, sustainability, staff morale and customer satisfaction.

In 2013, the awards gained momentum, with a 34% increase in applications from tourism businesses right across the North East.

Congratulations to all of this year’s winners, and good luck for the national VisitEngland Excellence Awards in spring 2014.

Sarah Stewart, Chief Executive

Local Heroes launch

Local heroes take pride of place We’re working with Gateshead Council and Newcastle City Council to launch a Hollywood-style ‘walk of fame’ around the Newcastle and Gateshead quaysides, celebrating our local heroes from the past 60 years to coincide with the Queen’s coronation anniversary.

Paul Callaghan named as new chair

A respected economist, businessman, entrepreneur and author, Paul also has significant public sector and public-private partnership experience. Most notably, Paul Callaghan

THEINITIATIVE Annual Review 2013

NewcastleGateshead Local Heroes honours current and past individuals, either from or with strong links to the area, who have made a significant contribution to NewcastleGateshead or the wider world. Bronze plaques will line both sides of the River Tyne. This will add a touch of famous Geordie personality to the scenic Quayside walking route.

Paul’s wealth of experience and expertise will be invaluable to the organisation and he will play an important role in leading the board and championing the work we do at a local, regional and national level.

North East England Tourism Awards 2013

Celebrating the great and good who have hail from the area will help us tell the NewcastleGateshead story to visitors, while giving local residents a place to take pride in our most notable local heroes.

www.NewcastleGateshead.com/corporate

07

@NGinitiative

Paul Callaghan CBE has been appointed as the new chair of NewcastleGateshead Initiative, succeeding Jamie Martin, managing partner of law firm Ward Hadaway.

he established the Leighton Group, helped found the Entrepreneurs’ Forum, led the formation of Business Link North East, chaired regional development agency One North East (2010 - 2012), and was asked to be the chair of chairs of all of England’s Regional Development Agencies, which involved close liaison with ministers and senior civil servants.

New arts role for chief executive

We’re delighted to have secured ERDF funding which will help us to grow the North East economy through additional business tourism and inward investment activity.

NewcastleGateshead Initiative chief executive, Sarah Stewart, who already sits on the board of national tourism body VisitEngland, has now been asked to join Arts Council England’s North Area Council.

The Area Councils provide an important forum for artists, organisations and other stakeholders to ensure their views are heard in the formulation of Arts Council strategy.

In addition to providing support and governance on an area level, each of the Area Councils will offer advice to National Council in terms of ‘on-the-ground’ knowledge of locally and nationally significant issues.

Speaking about her recent appointment, Sarah said: “Cultural venues and events play an integral role in attracting visitors to NewcastleGateshead and the North of England.

Understanding and reinforcing the importance of the cultural sector in driving the visitor economy will be one of the areas that I will seek to champion. I will also be able to use my role as a VisitEngland board member to share other successful examples of cultural tourism from across the country”.

Destination and corporate media coverage (Jan - Sep 2013):

Delegate placement scheme: Thinking Digital conference

This is the first time we have secured ERDF support for a project, and the funding enables us to expand and build on existing corporate priorities to deliver new work. A ‘business growth manager’, who will support indigenous SMEs to expand, and an ‘SME placement scheme’, which will allow local businesses to attend conferences and expand their networks and knowledge, are just two of the new resources we have been able to develop as a direct result.

Development Fund 2007-13

Tone of coverage: 98% positive

Total readership: 1.2 billion

The saying goes ‘knowledge is power’ and that couldn’t be more relevant to the work we do in marketing NewcastleGateshead as a destination.

Understanding our target markets – such as where our visitors come from, what they do while they’re here, how much they spend and how satisfied they are with their experience – is vital in helping us to shape our marketing strategy and approach.

We also know that outdated perceptions about NewcastleGateshead still exist among key groups, such as prospective students and investors. Research gives us with a greater understanding of these perceptions and is helping us to plan and deliver more efficient and effective communications.

Our research team has recently managed four key projects: • STEAM data - an economic model which delivers annual tourism volume and value figures.

• Visitor survey - to provide qualitative feedback.

Hotel Futures Study

NewcastleGateshead Initiative has been instrumental in supporting the growth of the visitor economy, which is currently worth £1.3bn and supports 18,799 jobs in the local area.

ITCM, September 2013

THEINITIATIVE Annual Review 2013

Independent, specialist consultants were commissioned to conduct the Hotel Futures Study (an update on a 2007 study). This involved a varied programme of consultation with existing hoteliers, developers, planners and key stakeholders; a comparative assessment of hotel supply and development in other key northern cities; and a review of economic development and planning strategies for the area. The detailed report includes a number of key recommendations that we are working with public and private sector partners to review and take forward.

• Perceptions research - analysing existing perceptions amongst key audiences.

• Hotel Futures Study - to provide robust information about hotel supply, performance, development and market trends across NewcastleGateshead, as well as assessing the potential for future hotel development.

The research expertise we have in house also provides a resource for the region – with our team managing STEAM, T stats (an online database that collects and presents research on the visitor economy) and bespoke economic impact projects for destination marketing agencies and private-sector partners across North East England. Most recently we were commissioned to assess the potential market for future music events at Durham County Cricket Club.

All of these research projects provide vital information which informs our activity – and that of key partners. Importantly, in challenging economic times, key findings also help to demonstrate return on investment, capture progress, and quantify the impact of our work for NewcastleGateshead and the wider region.

Charity of the year As part of our commitment to help local charities to raise their profiles, as well as funds, our staff voted Bright Red as our charity of the year 2013.

Bright Red improves the lives and treatment of people in the North who are dealing with blood cancer. Through care, research and education they are striving to beat illnesses such as leukaemia, lymphoma, myeloma, myelodysplasia and myeloproliferative diseases.

Our chosen charity becomes a bronze partner for a full year and enjoys access to all partner benefits within that time.

As well as being a beneficiary of our fundraising activity, the opportunity to network with other partners and become involved with our PR and marketing activity is helping to spread the message of Bright Red’s fantastic work.

To find out more go to www.brightred.org.uk

www.NewcastleGateshead.com/corporate

09

@NGinitiative

Over three years, the project – worth a total of £775,000 – will seek to create 60 new jobs, assist and improve the performance of 120 SMEs, attract 20 businesses to the North East and improve the performance of the EUROPEAN UNION local supply chain through Investing in Your Future increased investment.

European Regional

Total AVE: £4.3m

Total number of articles: 874

It’s all about good data

Corporate News

Funding for growth

We manage inward investment activity for Newcastle and Gateshead to attract new business, investment and jobs, support indigenous businesses to grow and ultimately to help deliver private-sector-led growth.

68

potential jobs in the pipeline

We have been tasked with managing inward investment activity for Newcastle and Gateshead and in just 12 months, nine new investments have been secured, creating 192 jobs, and we are actively working with a further 68 businesses to bring new investment here.

Offshore: a key sector

A collaborative approach with Newcastle City Council and Gateshead Council – as well as a range of partners – ensures that as a destination we respond to investment enquiries with one voice.

This helps to create more compelling bids which attract and retain investment, lead to more jobs, and healthier local and regional economies.

THEINITIATIVE Annual Review 2013

£56k

media coverage since March 2013

In collaboration with Gateshead and Newcastle councils, NewcastleGateshead Initiative has implemented a fresh approach to positioning NewcastleGateshead nationally and internationally as a place that’s ripe for business investment.

The Journal, August 2013

A warm Geordie welcome for overseas investors We’re world renowned for our warm Geordie welcome, and that’s exactly what awaits overseas investors, through Land:in NewcastleGateshead – our tailored business support service which launched in July 2013.

We’ve joined forces with a range of organisations to provide a support package of legal, property and recruitment services; offering exclusive discounts and corporate rates only available to overseas investors through the Land:in service. Overseas investors can also benefit from free office space for up to 12 months in a number of sought-after locations.

Using its full range of services, our inward investment team created a compelling bid to secure the move. Packed with essential advice on property, legal services and recruitment and training, the bid was supported by practical help to complete a successful Let’s Grow Fund application; as well as arranging site visits and facilitating introductions to key contacts and business networks.

“After visiting the North East it was clear that the region’s skills, work ethic, academia and infrastructure create an ideal location for our new R&D facility.

We’re excited about further developing AXON’s R&D activities to meet the growing demands of our dynamic industry.”

Gary Stratulate, CEO, AXON Energy Products.

@Tynetoinvest

To attract the right businesses, the team-supported by consultants in America and India – has spent the past year honing a laser-sharp focus to promote the area’s economic strengths to UK and foreign investors. The three target sectors are creative and digital, marine and offshore, and science and health - all things we’re genuinely great at; and where there’s global market potential to show we have academic excellence with available talent.

The American-based company has set up a specialist research and development facility in Team Valley, Gateshead, bringing 40 skilled engineering and R&D jobs to the area.

jobs created

4,650

We’re winning!

August brought fantastic news for our inward investment team as global oilfield equipment manufacturer and engineering provider, AXON Energy Products, chose Gateshead to be its next European business location.

192 live projects in the pipeline

Catherine Walker, Inward Investment Director

Case study

project successes and wins

Inward Investment

INWARD INVESTMENT

This collaborative approach reinforces our commitment to ensure that the right support is available for businesses who locate from overseas, and helps them to integrate seamlessly into the businesses community, giving them the best possible start in realising their ambitions for growth.

www.NewcastleGateshead.com/corporate

11

New direction for our ‘one-stop shop’ After six years with NewcastleGateshead Initiative, Paul Szomoru has been appointed to lead business tourism and our Convention Bureau team.

We promote NewcastleGateshead as a leading UK conference destination, to attract high-quality conferences and events that showcase the location.

Business visitors also spend more than leisure visitors (+ 72%) and are then likely to return with friends and family in the future.

Paul Szomoru, Head of Business Tourism

periences The delegate ex

Case study: Traverse bloggers conference 2014

A delegate experience like no other Every conference location shouts about its ‘top-class conference facilities’ and ‘excellent restaurants and bars’, so how do we stand out from the crowd in such a competitive marketplace and put NewcastleGateshead ahead of the rest? It’s all in the experience; it’s up to us to convince event organisers that no other place can create a conference atmosphere like us and that business tourists will enjoy the experience so much that they’ll want to come back with friends and family.

culinary delights of NewcastleGateshead’s acclaimed food festival EAT!, and took part in a roof walk on the landmark international music venue, Sage Gateshead.

The convention bureau team worked closely with colleagues in our PR team to bid for, and win, the Traverse 14 Conference. The event, which is taking place in February 2014 at Sage Gateshead, will bring 250 international travel bloggers here.

Sandra Fontaine, senior congress events and travel executive at Sanofi Pasteur MSD, commented:

Our innovative event bid was submitted in blog format, beating off stiff competition from Manchester. As well as clearly demonstrating our credentials as a creative destination for conferencing, the event will create a fantastic profile for the destination itself.

“What a great idea to invite conference planners to experience NewcastleGateshead outside of just the meeting room. While it’s clear the place has some fantastic venues for hosting conferences, I was delighted to see some of the equally wonderful activities on offer to delegates, and indeed all visitors, to the city.”

We are now working closely with the event organisers to help plan wider itineraries, ensure that the delegates enjoy unique NewcastleGateshead experiences, and have a truly memorable stay – providing plenty of blogworthy material!

Earlier this year, we organised a familiarisation visit to showcase the many inspiring experiences on offer to delegates. Conference planners from across the UK, sampled the Familiarisation visit delegates at EAT! NewcastleGateshead

THEINITIATIVE Annual Review 2013

In his new role as head of business tourism, Paul is leading the team with a new strategy which focuses on the destination’s key strengths. This is aligned with our inward investment activity, and refreshed communications that bring out the personality of the place and the experiences delegates love, while reflecting our famous warm Geordie welcome.

NewcastleGateshead Convention Bureau is part of NewcastleGateshead Initiative: a team with a reputation for attracting high-profile conferences to the destination and providing friendly and knowledgeable support.

Meet some of the new faces in the convention bureau team on the back page.

Bringing Colour to Life In July this year, NewcastleGateshead welcomed around 600 delegates from 33 countries as the Internationale de la Couleur (AIC) hosted its 12th International Colour Conference – Bringing Colour to Life – at Sage Gateshead.

Delegate spend alone for the event was worth an estimated £1.1m to our local economy.

The conference was secured for the destination in 2010 following a bid by NewcastleGateshead Convention Bureau in partnership with local Conference Ambassador, Professor Anya Hurlbert, director of the Institute of Neuroscience at Newcastle University.

AIC 2013 was just one of 14 major international events NewcastleGateshead hosted this year, other highlights included: · B ehaviour 2013, 750 delegates, Sage Gateshead · N utrition Society Summer Meeting, 600 delegates, Newcastle University · Royal Statistical Society International Conference 2013, 300 delegates, Northumbria University

@MeetOnTyne

That’s the thinking behind our ‘experiences your delegates will love’ campaign, which is aimed at conference and event organisers to position NewcastleGateshead as the ideal delegate destination.

campaign

The Convention Bureau exists to promote the destination as a place to hold meetings, conferences and business events, and to support meeting planners throughout the organising process. It is a ‘one-stop shop’ offering impartial, unbiased advice, and unrivalled local knowledge, and is the official point of contact for all conference organisers.

Business Tourism

BUSINESS TOURISM

As well as its world-class conference offer, delegates are drawn to NewcastleGateshead’s vibrant personality and world-famous icons.

The Journal, March 2013

www.NewcastleGateshead.com/corporate

13

2013 in Pictures

Carol Malia at the North East England Tourism Awards 2012 in January

Delegates at Sage Gateshead for the 12th International Colour Conference

England on their way to a 3-0 Ashes series lead in the fourth test at Emirates Durham ICG

Work begins on Crowne Plaza Newcastle hotel, part of the regeneration of the historic Stephenson Quarter

Starting 2013 with a bang – the return of New Year’s Eve midnight fireworks to NewcastleGateshead quayside

THEINITIATIVE Annual Review 2013

Mo Farah triumphs at Gateshead International Stadium in the European Team Athletics Championships

Juice Festival Finale Parade

Great North Run 2013. Image courtesy of Great Run / Scott Heppell

www.NewcastleGateshead.com/corporate

15

Our work to promote NewcastleGateshead as a vibrant and fun place to visit continues to benefit from a welcome boost to the tune of £0.5m over three years, thanks to Regional Growth Fund money via VisitEngland.

We promote NewcastleGateshead as a leading city break destination to boost overnight visitor numbers, support the growth of the visitor economy (worth £1.3bn) and, significantly, to change outdated perceptions; positive destination promotion underpins all of our work.

Tina Snowball, Director of Marketing and Communications

Geordieland

This allows visitors and residents alike to see what’s going on around them and make decisions about things to see and places to go while they’re out in NewcastleGateshead.

Visit www.geordielandmap.com and get tweeting!

THEINITIATIVE Annual Review 2013

Working in partnership with DFDS Seaways, we deliver a joint-funded marketing and PR campaign that targets city break visitors in Holland, Germany and Belgium. Activity this year included cinema and press advertising, online and social media activity and a media visit programme. By match-funding our international activity and working in partnership with a carrier, we are able to deliver more impactful campaigns and also effectively monitor results through passenger numbers.

+

19% We saw a 19% increase in DFDS Seaways’ sales (bookings for MiniCruise and CityCruise breaks to NewcastleGateshead Jan – Oct 2013 compared to total 2012 bookings).

visitor expenditure

1.9m

NewcastleGateshead.com is one of the coolest tourist websites around

overnight visitors (+14%) with a £404m expenditure

NewcastleGateshead.com has been ranked among The Sunday Times’ top ten destination websites in the world, alongside New York, Australia, India and Cape Town.

NewcastleGateshead.com plays a key role in encouraging people to take a city break in the destination, providing up-to-date information on hotels, restaurants, attractions, events and festivals.

The site has attracted over 1.3 million unique users over the past year with a new contentfocused strategy and a new and improved homepage, making navigation even easier and improving the end-user experience. These changes have created more ways for partners to advertise on the site and reach up to 150,000 unique visitors each month.

@altweet_pet

Geordieland plots Twitter content from venues, attractions, shops, bars, restaurants and individuals on an illustrated map of NewcastleGateshead; bringing together all of the fascinating information already shared across the destination into one place.

International partnership delivers results

£1.34bn

The funding is helping us evolve the popular ‘Have the Tyne of your life’ campaign which ran from autumn 2010 to spring 2013. The new campaign, ‘The Tyne is now’, began this autumn and will continue in spring 2014 and beyond; promoting our culture, nightlife and shopping experiences, and encapsulating what is most loved about NewcastleGateshead - our people and the warm Geordie welcome that positively resonates with everyone who experiences it.

/NewcastleGateshead

We’re proud to be putting NewcastleGateshead on the map with Geordieland – a unique website which harnesses the power of social media to help visitors and residents immerse themselves in the vibrant personality of the place, and make the most of the time they spend here.

Key leisure tourism stats

The Tyne is now

Leisure Tourism

Leisure Tourism

Newcastle voted in the UK’s top five favourite cities* *The Guardian and Observer Readers’ Travel Awards 2013

www.NewcastleGateshead.com/corporate

17

Festivals and Events

JUICE

Festivals and Events

Produced by NewcastleGateshead Initiative Juice, NewcastleGateshead’s festival for children and young people, was back for its sixth year in 2013.

We promote the breadth of NewcastleGateshead’s cultural offer, develop and deliver cross-river festivals and events, and where appropriate, take the lead in bidding for major events. Why? Because it secures positive profile, changes perceptions, attracts visitors and builds local pride.

Carol Bell, Head of Culture and Major Events

The ten day event provided a vibrant and exciting atmosphere for family fun during the October half-term break, increasing awareness among visitors of the fantastic experiences we have to offer, while also engaging local residents.

EAT! NewcastleGateshead Produced by NewcastleGateshead Initiative EAT! NewcastleGateshead, one of the most refreshing and innovative food festivals in the UK, celebrated its seventh year in 2013 with a packed programme of eclectic foodie events.

20,000 people attended events at Big EAT! Weekend including the British Science Festival Launch, EAT! Street & The Boiler Shop Steamer, and Food Heroes Tasting Market; in addition to over 5,000 attendees at events across the main festival programme.

2013 event highlights

Since its inception, EAT! has increased its national profile to become one of the UK’s most anticipated events in the foodie calendar; gaining critical acclaim, and in turn, boosting NewcastleGateshead’s reputation as

Visitors to our festivals and events have an estimated annual economic impact of £1.6m

European Team Athletics Championships

a place synonymous with a high-quality and innovative food and drink experience. In 2013, media coverage generated by EAT! was worth an AVE of £627,630.

EAT! NewcastleGateshead, along with our full cultural programme, supports our national campaign work to encourage more people to take city breaks in our destination. The hundreds of event partners we work with from across the region share our pride in the area, and come together to give visitors a unique experience. That’s what keeps them here longer, spending more and returning for a second helping.

EAT! is one of the biggest food festivals in the UK - so big, in fact, that it has its own fringe festival and stretches over 16 flavour-packed days, showing off the best produce and chefs that the North East has to offer.

Sponsored by Port of Tyne, Juice Festival is a showcase of the artistic talent and innovation we have in NewcastleGateshead, bringing together a 40-strong list of festival partners from major cultural institutions, regionally, nationally and internationally, such as Dance City, Live Theatre, Northern Stage, BALTIC Centre for Contemporary Art and Manchester International Festival.

Over 70 artists worked on the festival projects and hundreds of children and young people were involved as creative artists, event managers in leading and co-delivering events, volunteering and taking part as participants and audiences. www.juicefestival.co.uk

AOL UK

• Enchanted Parks, 11 – 15 December

• New Year’s Eve Midnight Fireworks

• New Year’s Eve Winter Carnival

• Chinese New Year, 9 February

www.EATNewcastleGateshead.com Produced by NewcastleGateshead Initiative

www.NewcastleGateshead.com/winterfestival

Enchanted Parks

Chinese New Year, 10 Feb • Evolution Weekender, 26 – 27 May • Festival of the North East, 1 – 30 Jun

The Ashes, 9 – 13 Aug • EAT! NewcastleGateshead, 24 Aug – 8 Sep • British Science Festival, 7 – 12 Sep

European Team Athletics Championships, 22 – 23 Jun • Lindisfarne Gospels Durham, 1 Jul – 30 Sep

Great North Run Weekend, 14 – 15 Sep • Juice, 25 Oct – 3 Nov • NewcastleGateshead Winter Festival, 23 Nov – 9 Feb

THEINITIATIVE Annual Review 2013

www.NewcastleGateshead.com/corporate

19

Since taking over responsibility for visitor information in NewcastleGateshead last year, we’ve focused on making sure that visitors have access to timely and relevant information when they’re out and about in the destination.

We manage and deliver an innovative visitor information service across NewcastleGateshead.

Well-informed visitors spend more, stay longer and are more likely to return. We want visitors to have a great experience and leave as ambassadors for the destination.

We’re doing this through a network of partners, working with organisations in the area to make sure information is clearly displayed and easily accessible in places with a high footfall, as well as at visitor attractions, major events and transport gateways such as the Port of Tyne, Newcastle Central Station and Newcastle International Airport.

We’re also embracing digital technology and have developed innovative ways of communicating with visitors, even before they arrive here. The website content has been refreshed with improved city guides and online shopping and booking services. Information is available on the move through digital apps for smartphones. Once they arrive, visitors can completely immerse themselves in what’s going on here with our interactive social media map: Geordieland (www.geordielandmap.com).

Cath Hindle, Head of Development

Brand-new look increases visitor spend A brand-new look for the Visitor Information Centre, along with a more extensive range of gifts, souvenirs and tickets, has contributed to a 43% increase in the amount each visitor spends in the centre.

We’ve invested in new signage to increase the visibility and appeal of the Grade II listed building, and sourced new products from local suppliers which reflect the personality of the place, including Wotmalike – a company which makes our best-selling range of Geordie-themed gifts, and Ouseburn Coffee Co. – Newcastle’s first independent roasterie.

The success of the retail offer not only benefits the local suppliers we work with; every penny is reinvested into the visitor information service, enabling us to continually improve the NewcastleGateshead visitor experience.

THEINITIATIVE Annual Review 2013

Visitor Information

Spreading the word

Visitor Information

Being the famously friendly bunch we are has earned us a reputation for providing a warm Geordie welcome for leisure visitors, students and business associates alike.

We’re rightly proud of our reputation and know that this, and the frontline people who create it, play a huge part in making sure people get the most out of their time in NewcastleGateshead.

43% increase in the amount each visitor spends in the centre

70

With that in mind, we’ve developed ‘Welcome to NewcastleGateshead’ destination awareness and customer service training for anyone working in the visitor economy in the North East. It’s a fun and interactive threehour workshop which looks at the story of NewcastleGateshead. It also includes a walking tour with a nationally accredited Blue Badge Guide who gives an informative, fun and quirky view of the destination. Whether they are born and bred here or new to the region, attendees get a whole new understanding and enthusiasm for why people visit.

of retail sales benefit our local suppliers

100% of profits invested back into the service

Welcome to NewcastleGateshead training

The NewcastleGateshead Visitor Information Centre team celebrating its gold award in Tourism Information Provider of the Year at the North East England Tourism Awards 2013

Over 800 people have been trained so far, including staff from Nexus, Ramada Encore, intu Metrocentre, Seven Stories, Blackfriars Restaurant, Eversheds, Port of Tyne and many of our other partners.

www.NewcastleGateshead.com/corporate

21

Place Brand

We promote NewcastleGateshead as the UK’s best student city and support HE and FE partners to attract and retain students – the region’s skills, capability and workforce of the future. Students also add to the vibrancy of the destination and become our global ambassadors.

We are working to cement a positive and enhanced reputation for NewcastleGateshead. By capturing local pride and maximising the engagement of local privatesector businesses, we can ensure that a strong and consistent story is told to promote NewcastleGateshead, supporting all areas of our work and our partners’.

Sarah Stewart, Chief Executive

Tina Snowball, Director of Marketing and Communications

“Feels like Newcastle is made for students.”

Engineering student living in NewcastleGateshead

An inspiring place to learn We work closely with the area’s colleges and universities to promote NewcastleGateshead’s vibrant student community, where one in six people is a student.

Again this year, we’ve supported university open days, providing destination information for the 20,000 potential students and their families who attended. We also organised NewcastleGateshead Initiative roadshows at Newcastle University and Gateshead College to showcase what the destination has to offer to university and college staff.

There’s huge potential to retain skills and expertise, and encourage them to live and work in NewcastleGateshead after graduation.

Completion of perceptions research among the student audience helps us to fully understand how they think and feel about the area. We are using these results and working with educational institutions to maximise opportunities to get the messages out to potential and existing students that NewcastleGateshead is an inspiring place to live, and work, once they’ve completed their studies.

We recognise the positive impact the student population has on the area, and not just when they’re studying.

20,000 students and their families attended university student open days in 2013

THEINITIATIVE Annual Review 2013

Voted best student city four times in the past five years (MSN Travel)

Number one in the UK for student social life (Times Higher Education Experience Survey 2012)

Student City / Place Brand

STUDENT CITY

We know our place

Spreading the word

NewcastleGateshead is a great place, but believe it or not, many people outside of the region still don’t see us as we really are; some even think we still work down the pit or in the shipyards!

Those who regularly come into contact with leisure visitors, students and business associates make a huge difference to the experience people have when they’re here.

They are best placed to get the message out about the great things happening in and around NewcastleGateshead. With that in mind, we’ve developed a short and fun training toolkit, designed for those who want to help tell our story but maybe aren’t quite sure where to start. The 15-minute training can be easily integrated into existing staff training programmes and is split into three parts: it has an intro with a local comedian, an interactive quiz with cool facts about NewcastleGateshead, followed by a short film which brings together all of the training elements covered in the session.

To change these outdated perceptions, we’ve been working with a group of business leaders and speaking to people of all ages who live, work and study here to identify the things that make us unique: our passions, our strengths, our places, our people, and how we work and play.

Together they create a compelling story that we’re using to promote NewcastleGateshead in a way which is different to anything we’ve done before. This is cementing our reputation as a

leading UK destination management agency.

The ‘Telling our Story’ campaign has engaged businesses and residents, providing them with information about what makes NewcastleGateshead great, the best way to talk about the destination, and examples of the fantastic things happening here.

For more information visit www.NewcastleGateshead.com/OurStory

The training has been well received by organisations such as Nexus and Newcastle International Airport, where participants have praised the fresh approach used, as well as the all-important Geordie humour that features throughout the video.

www.NewcastleGateshead.com/corporate

23

Partnership case study: Fenwick Fenwick has worked in partnership with NewcastleGateshead Initiative on a number of opportunities this year, with our annual EAT! Festival being a great example of our partnership in action. Matt McWhinnie, marketing manager at Fenwick, explained the range of activity which took place in 2013:

We work with over 170 organisations that want to play an integral role in boosting the profile of our place. Everything we do is driven towards delivering economic benefit for the people, institutions and businesses of NewcastleGateshead, and we greatly appreciate the contribution our partners make in helping us to achieve that. We thank all of our partners for their continued support and look forward to working with you all in 2014.

“We hosted a number of EAT! events, including EAT! Cook School and Naked Feast on the Roof. The former gave children aged 4-16 the opportunity to learn fun and educational cooking skills from some of the region’s leading chefs, many of which work here at Fenwick. We also partnered with EAT! to host a Naked Feast which celebrated young chefs, giving them a chance to step into the limelight. Andrew Adams and Alexander O’Neill from our catering team did an amazing job at preparing a three-course meal for diners on the roof of Fenwick.

Being part of such a brilliant celebration of food was a great experience for our customers and our staff.

Sarah Stewart, Chief Executive

New partners in 2013

Going for gold

Gold:

We’re delighted to announce that TT2 - the organisation responsible for the design, build, majority finance and operation of the new vehicle tunnel, the full refurbishment of the existing vehicle tunnel, and operation of all Tyne Tunnels until 2037 – has joined us as a gold partner.

TT2 Limited

Silver: Carillion • Malhotra Group • Newcastle Science City National Trust North East • Shout Digital

Bronze: TASTECLUB • New Northumbria Hotel • LA Taxis • Angeethi Indian Restaurant • Aspers Casino • The Biscuit Factory • Sunderland Empire Les Heslop Blue Badge Guide • Summerhill Bowling Club

Rachel Turnbull, CEO of TT2, said: “Since TT2 commissioned the second vehicle tunnel, the A19 has been rediscovered by motorists as the perfect route, not only to explore the stunning North East coast, but also as the most reliable route to the region’s major international travel hubs. What’s more, people are increasingly travelling via the A19 to reach Gateshead and Newcastle.

We see tremendous value in our partnership with NewcastleGateshead Initiative, with both organisations striving to strengthen the economic power of the region by encouraging inward investment and strengthening the profile of the region as a vibrant aspect of the UK’s future growth.

I look forward to a fruitful and productive working relationship with NewcastleGateshead Initiative that will reap success not only for our organisations but for the North East as a whole.”

“We’ve also benefitted through working together on media visits. When Newcastle Fashion Week took place back in May, via NewcastleGateshead Initiative, we were able to promote our fashion and beauty offer through Cosmopolitan Magazine. The publication’s top stylist, Sally Dixon, took part in a VIP shopping experience at the store which was hosted by our personal shopper, resulting in national media coverage. We look forward to continuing the beneficial partnership with NewcastleGateshead Initiative in the coming year.”

EAT! Cook School at Fenwick

Partner Roadshows To help increase awareness of NewcastleGateshead and all there is to see and do in the region, we’ve held a series of Partner Roadshows throughout 2013.

Aimed specifically at our non-tourism gold and silver partners who have a large employee base in the North East, each one-day event is designed to provide a fun and informal setting to engage with the employees of the partner. The events also provide bronze partners with an opportunity to showcase what experiences can be discovered at their business to a core local corporate and high-spending leisure market.

As well as promoting www.NewcastleGateshead.com, signing people up to receive the ‘What’s On’ newsletter, and distributing pocket guides and festival literature, we encourage people to volunteer to support delivery of festivals in the region.

THEINITIATIVE Annual Review 2013

We find being a partner of NewcastleGateshead Initiative is a great way to interact with other attractions, venues and businesses within the region.

We were delighted to host the 2013 Summer Social as this is a fantastic way to meet some of the other partners and showcase what Ocean Beach can offer families and businesses – and the rain actually stayed away!

Emma Arkley, Marketing Executive at Ocean Beach Pleasure Park

www.NewcastleGateshead.com/corporate

25

Working in Partnership

WORKING IN PARTNERSHIP

I am tremendously excited about working with the NewcastleGateshead Initiative board and team over the coming years. I believe passionately in the region and want to see it grow and prosper, which is only possible by encouraging a vibrant and imaginative cultural environment, nurturing and supporting entrepreneurs, developing indigenous businesses, attracting inward investment and extending education to create a talented and well-educated population.

The work that we do at NewcastleGateshead Initiative is critical to these aspirations.

NewcastleGateshead is the region’s capital and its most important conurbation. If the North East is to be successful, then NewcastleGateshead must be successful and NewcastleGateshead Initiative’s role is fundamental in helping to shape and drive that success.

Over the coming year, we’ll be building on all areas of activity to achieve greater profile, more visitors, new investment, jobs and economic benefit for the area.

The team recently secured ERDF funding for a project worth £755k over three years, which will provide greater resource for inward investment and business tourism activity. Work will step up a gear in 2014, with new staff in place. We will seek to create new

jobs, help to grow businesses and attract new investment.

Our ambitious inward investment strategy will see us focusing on and penetrating key international markets such as North America, Canada and India, as well as attracting investment opportunities from the European market. We’ll be aiming to get NewcastleGateshead and the wider region on the long lists of potential investors and a new dedicated account management role will provide the support needed to secure reinvestment from businesses already based here.

Looking Ahead

LOOKING ahead shout about and share the impact of our work.

As public-sector funding continues to reduce and organisational structures shift across the region, it’s more important than ever that we make the case for greater investment and support. Ambitious, outward-facing activity to champion this great place we call home, and put us firmly on the map, is critical to the longterm economic success of NewcastleGateshead and North East England. With your help – as partners, stakeholders and colleagues – we can make this case and really make great things happen.

Our wider business tourism strategy will be driven forward and the Convention Bureau team will be working closely with partners to showcase the destination at national and international trade shows and through targeted marketing and PR, as well as launching our brand-new Meetings and Events Guide.

Cultural milestones for NewcastleGateshead in 2014 include Sage Gateshead’s 10th birthday, internationally acclaimed exhibition Body Worlds at Centre for Life, the opening of Tyneside Cinema’s exciting redevelopments, and celebrations to mark the millionth Great North Runner over the line. Our annual festival programme will also feature an exciting mix of new projects and commissions across EAT!, Juice and NewcastleGateshead Winter Festival – and this critical mass of cultural highlights will provide inspirational hooks for much of our destination marketing and PR activity to bring short break visitors here in 2014.

Our biggest challenge, and greatest opportunity, for the next 12 months is to really

THEINITIATIVE Annual Review 2013

Ambitious, outward-facing activity to champion this great place we call home, and put us firmly on the map, is critical to the long-term economic success of NewcastleGateshead and North East England.

Paul Callaghan, Chair, NewcastleGateshead Initiative.

27

Meet the team 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

20.

21.

22.

23.

24.

25.

26.

27.

28.

29.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

1. Sarah Stewart Chief Executive 2. Cath Hindle Head of Development 3. Anne Howes Senior Office Manager 4. Pete O’Hara Management Accountant 5. Rachel Cameron Finance Manager 6. Jane Harkness Finance Assistant 7. Ian Thomas Research Manager 8. Sean Reed Research Assistant 9. Dezra Riley Monitoring & Evaluation Manager 10. Cariad Holmes Partnership Development Executive 11. Joy Sanders Administrator and Events Executive 12. Rachael Purvis Administrative Assistant 13. Tina Snowball Director of Marketing & Communications

14. Kathie Wilcox Head of Communications & Corporate Affairs 15. David Brookbanks Media & PR Manager 16. Shelley Armstrong Media & PR Manager 17. Vanessa Robinson Media & PR Manager 18. Becky Madeley Marketing Manager & Team Leader 19. Shelley Johnson Marketing Manager 20. Deb Robinson Marketing Executive 21. Carmel Lawless Marketing & Communications Assistant 22. Marc Burns Digital Marketing Manager & Team Leader 23. David Morton Social Media and Digital Content Executive 24. Jennifer Gibson Web Design and Marketing Assistant 25. Paul Szomoru Head of Business Tourism 26. Natalie Bowman Conference Development Manager

27. Alex Mackee Conference Sales Manager 28. Anna Moroney Operations Manager 29. Julie Rastelletti Business Tourism Executive 30. Laura Kennedy Business Tourism Executive 31. Catherine Walker Inward Investment Director 32. Julie Dodds Senior Investment Manager 33. Jennifer Hartley Senior Investment Manager 34. Mark Carrigan Business Growth Manager 35. Jude Murphy ERDF Programme Administrator 36. Claire Thompson ERDF Compliance Executive 37. Carol Bell Head of Culture & Major Events 38. Vikki Leaney Programme Development Manager 39. Madeleine Maughan Programme Development Executive

Visitor Information 1. Jonathan Gilroy Visitor Information Manager 2. Kate Bamforth Visitor Information Executive 3. Claremarie Ellis Visitor Information Executive 4. Helen Johnson Visitor Information Executive 5. Margaret Darby Visitor Information Executive 6. Sarah Gardner Visitor Information Assistant 7. Kathryn Cassell Visitor Information Assistant 8. Julia Scott Visitor Information Assistant 9. Gary Oliver Visitor Information Assistant 10. Ann Taylor Visitor Information Assistant 11. Paula Smith Visitor Information Assistant

NewcastleGateshead Visitor Information Centre T: +44 (0)191 277 8000 E: visitorinfo@ngi.org.uk

Open: Mon – Sat 9.30am – 5.30pm; Sun & bank holidays 10.00am – 4.00pm

NewcastleGateshead Initiative 9th Floor, Baltic Place East, South Shore Road, Gateshead NE8 3AE T +44 (0)191 440 5720 F +44 (0)191 440 5721 E firstname.surname@ngi.org.uk W www.NewcastleGateshead.com/corporate