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A dramatic shot of one of the resident glass-blowers at the spectacular & multi- award winning World of Glass, voted England’s Best Small Visitor Attraction in 2003… Delivering Transformation : Tourism Development in St.Helens
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Delivering Transformation: Tourism Development in St.Helens

Dec 31, 2015

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Nigel Lang

Delivering Transformation: Tourism Development in St.Helens. A dramatic shot of one of the resident glass-blowers at the spectacular & multi-award winning World of Glass, voted England’s Best Small Visitor Attraction in 2003…. 1. The Past & the Legacy. - PowerPoint PPT Presentation
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Page 1: Delivering Transformation: Tourism Development in St.Helens

A dramatic shot of one of the resident glass-blowers at the spectacular & multi-award winning World of Glass, voted England’s Best Small Visitor Attraction in 2003…

Delivering Transformation:

Tourism Development in

St.Helens

Page 2: Delivering Transformation: Tourism Development in St.Helens

1. The Past & the Legacy

• Cradle of the industrial revolution: glass/coal

• Mass unemployment & demographic change

• Cultural legacy & environmental degradation

• No historic association with tourism!

• Significant heritage assets - Rainhill Trials

The Grade 1 listed Sankey Viaduct – the 1st viaduct on the world’s first passenger railway line, traversing one of the world’s 1st industrial canals…

Stephenson’s world famous Rocket locomotive, that in winning the Rainhill Trials gave birth to the age of speed & so revolutionised passenger travel forever…

Page 3: Delivering Transformation: Tourism Development in St.Helens

2. The Transformation Begins…• 30 years of landmark partnership-based regeneration

• Construction of the Linkway

• 2001 - Creation of The World of Glass

• 2002 - Formation of the Tourism Business Network with TMP

• 2002 - 1st ever Tourism Strategy - economic significance - key assets - Statement of intent - benchmark marketing tool - raise profile/credibility - Merseyside award runner-up

The historic Sankey Canal & The World of Glass – a telling reflection of the ongoing transformation…

Page 4: Delivering Transformation: Tourism Development in St.Helens

3. The Location (Location, Location)• Midway between Liverpool, Manchester, & airports, at the hub of the motorway network

• With a catchment of 7+million people within an hour’s drive

• An ideal base within 1 hour from the Lake District, Chester, Blackpool, Leeds, the Dales, & the Peak District…

The arterial Linkway that provides rapid transit to & from St.Helens town centre to the M62 & beyond…

Page 5: Delivering Transformation: Tourism Development in St.Helens

Sean Long faces the fray, as the Saints go marching on, challenging to regain their Rugby Super

League title... photo c. Bernard Platt & St Helens RLFC

4. The Transformation Continues…• Expansion of The World of Glass• New award-winning Cultural Quarter – 5athegallery• Enhanced Town Centre Partnership & nightlife offer• Renovated Citadel Arts Centre• Refurbished Theatre Royal• 1st ever Tourism Awards• National City Growth Strategy (CGS) pilot

Page 6: Delivering Transformation: Tourism Development in St.Helens

5. The CGS

The verdant splendour of Houghwood & its commanding views across Cheshire, just one of St.Helens’ 7 appealing golf courses…

• US, private sector-led model• Focus on competitive strengths• 4 themes: transforming business, culture, environment, perceptions• 5 clusters -> TLBN• 50 projects include: Destination St.Helens casino/stadium Sherdley Park“Kew in the North” Carr Mill Dam“Beacons of Merseyside”Canal restoration & extension Haydock Helipad

Page 7: Delivering Transformation: Tourism Development in St.Helens

6. The Transformation accelerates…

The striking modern St.Helens Hilton, just one of the three 4* hotels with first rate leisure, conference, & dining facilities in the Borough…

• Launch of visitsthelens.com & logo

• £6.7million Focal Point funding

• NW Road Transport Museum

• Destination St.Helens announcement

• International Glass Art Exhibition

• UK’s largest Continental Market

• Christmas lights/package/marketing

• New tourism marketing materials

• Europe’s largest tourism trade fair

• Destination benchmarking

• TDI Approval

Page 8: Delivering Transformation: Tourism Development in St.Helens

7. The TDI

New Service Area & dedicated budget

Support the TLBN/cluster development

Product development & packaging – sport, heritage, business tourism

Event development

Profile raising – PR & visitsthelens.com

Quality & skills development

Research & feasibility

Merseyside & NW programmes/ linkages: C of C 2008 & 2-way dispersal

Commercial sustainability

Fine dining in the chic & relaxing setting of Colours restaurant…

Page 9: Delivering Transformation: Tourism Development in St.Helens

8. The Facts

• 2000: 1.93M visitors = £40.5M

• 2003: 6.8M visitors = £114.3M

• World’s 1st railway/canal

• Birthplace of the age of speed

• Global name in rugby circles

• UK Top 10 jazz & blues venue

• Award winning Cultural Quarter

• Gormley’s Turner prize winning “Field”

• England’s Best Small Visitor Attraction

• UK’s most visited racecourse & an aerodrome

• First new Grade 1 race created in over 70 years

• National televised powerboating championships

• Motorshow NW, Eclectica World Music Festival, Comedy Festival

• One of UK’s largest Continental Markets

Horses on the gallop at world famous Haydock Park…

Page 10: Delivering Transformation: Tourism Development in St.Helens

9. The Message

• Tourism development - symptom & a cause of transformation

• Quality, image-led focus on existing assets & key opportunities

• Partnership & dispersal in action – private sector & TMP

• Determination, perseverance & belief

• St.Helens tourism a model of achievement for other LAs

• See the products, visit the website, spread the word…

Booming evening economy – Chicago Rock, just one of many town centre outlets buzzing with revellers…