Martin Traynor, Chairman of the King Richard III Visitor Centre, and Iain Gordon, Director of the Centre, will provide an update on the success of the Centre’s first year of operation and on future development of the Centre. The Commission is recommended to note the updates and comment as appropriate.
Minutes:
Martin Traynor, Chairman of the King Richard III Visitor Centre, and Iain Gordon, Director of the Centre, were welcomed to the meeting.
Mr Traynor advised the Commission that the King Richard III Visitor Centre had been open nearly two years. Reports on the Centre were made on the basis of a calendar year, as a fiscal year could contain two Easters, which were a key time for the Centre.
Mr Gordon explained that:-
· Seasonal rates of visitors were experienced at the Centre, but as this was a unique Centre, it was difficult to compare these rates to other venues;
· Visitor numbers did not include people attending corporate tours and events. Approximately 90,000 people had attended these;
· Initially, it had been difficult to generate interest in group events, but this was improving;
· Although the number of children visiting the Centre had decreased, this could improve over the forthcoming summer holiday period;
· 2017 would be the first year when there would be no events that could skew figures. For example, there previously had been King Richard’s reinterment and the success of Leicester City Football Club;
· Approximately 10% of visitors to the Centre last year had been international, but the number of international visitors had been removed from the overall totals, as there had been a significant spike in these for the reinterment events. It now was hoped that international visitors could be encouraged to include Leicester on tours of the country;
· Data on gift aid donations had been collected from January 2016. This had been used to help identify the geographical locations from which visitors came;
· There had been an increase in paid-for marketing activity in 2016. In addition, links to the reinterment through the success of Leicester City Football Club had been very beneficial;
· In September 2014 no educational resources were available and a lot of work had been done to rectify this situation. As a result, educational visits had progressed well. Over two-thirds of workshops were attended by those interested in science aspects, such as archaeology;
· Advice on educational partnerships was taken from the local Teachers Advisory Panel;
· The Visitor Centre was a high quality facility and did not yet need major refurbishment. However, some changes were being made, such as some replanting outside;
· It was necessary to generate some surplus income over the summer period, as a loss could be made during the quieter months of November to February. Capital reserves for the building also were accumulated;
· The reinterment had generated approximately £60 million and the success of Leicester City Football Club had generated a further £16-17 million. Another direct benefit had been the increase in the number of visitors to the city. Indirect benefits were harder to gauge, but the profile of the city had increased and the television and other media coverage received would have cost millions of pounds to buy. The challenge now was to build on this; and
· As part of future plans for the Centre, it was hoped that the travelling royal art exhibition could visit it.
Members queried how the permanent exhibition could be developed over time. In reply, Mr Traynor explained that the core of the exhibition would remain the same. It was in the unique position that English literature was taught in the vast majority of schools worldwide, so there was likely to be wide knowledge of King Richard III. In addition, 26 million people lived within a two-hour travel distance.
The main issue for those managing the Centre was how to package it. Packaging could include the Guildhall, the Cathedral, Abbey Park, Abbey Pumping Station and the Bosworth Battlefield Heritage Centre. Mr Gordon endorsed this, stressing the importance of collaboration and partnerships, including being part of the Leicester Tourism Partnership. This would help in the aim for the city to be seen as a primary tourist destination.
Mr Traynor stressed that action needed to be taken now as, although the profile of the city currently was very high, this would only last for a period of time.
Members made some suggestions on how Centre and the city could be marketed:
o People could dress in armour at appropriate visitor attractions;
o Appropriately costumed people could be located around the city, (for example, in the market area, at Leicester Castle, or in the medieval part of the city);
o Marketing videos could be sent to travel agents around the world;
o More use could be made of flags;
o More use could be made of English folklore, such as morris dancers; and
o The sporting statue near the clock tower in the centre of the city could be illuminated.
The Commission noted that there would be promotional opportunities in the coming year that should be taken advantage of. For example, there would be Champions League football fixtures in the city and the people attending those tended to be reasonably affluent. In addition, the Leicester Tigers rugby team was a very effective international brand, so more could be done in packaging sports and tourism. This would include cultural programmes while visitors were here.
The city had a very good reputation for being welcoming, so this should be built on, for example by adopting a “games maker” approach to welcoming people to the city, such as was used in the 2012 London Olympics.
AGREED:
That the presentation be received and welcomed.