ETAG Conference 2010‘Success Through Partnership’

Wednesday 27 January 2010John McIntyre Conference Centre, University of Edinburgh

ETAG Conference 2010

Welcome from Keith McDermottConference Chair and Managing Director, Brilliant Red

ETAG Conference 2010ETAG Conference 2010‘Success through Partnership’‘Success through Partnership’Success through PartnershipSuccess through Partnership

Keith McDermottKeith McDermottManaging PartnerManaging Partner

Brilliant Brilliant Red Red ConsultingConsulting

AgendaAgendaAgendaAgenda9.159.15 Success Through PartnershipSuccess Through Partnership

Gordon Dewar Gordon Dewar –– ETAG Chairman & MD of BAA Edinburgh AirportETAG Chairman & MD of BAA Edinburgh Airport

9 309 30 Edinburgh in ActionEdinburgh in Action –– Planning forPlanning for9.309.30 Edinburgh in Action Edinburgh in Action –– Planning for Planning for the futurethe future

Councillor Tom Buchanan & Dave Anderson, city of Edinburgh Councillor Tom Buchanan & Dave Anderson, city of Edinburgh CouncilCouncilCouncilCouncil

10.0010.00 4 Workshop Seminars4 Workshop Seminars12.1512.15 Partnerships for SuccessPartnerships for Successpp

Mary Cooper, President of LSA Partners, FloridaMary Cooper, President of LSA Partners, Florida

1.001.00 Conference SummaryConference Summary1 151 15 N t ki L h & ClN t ki L h & Cl1.151.15 Networking Lunch & CloseNetworking Lunch & Close

What are the Key Strategic Issues?

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To promote new forms of engagement between public and private sectors, building on the success

of ETAG to date.

The Future…..

Working together as businesses creates a synergy and economy which benefits us all Shared information sharedeconomy which benefits us all. Shared information, shared

initiatives, and collaboration give all of the businesses in the Edinburgh tourism market a mutual benefit….More t e d bu g tou s a et a utua be e t o einspired visitors and higher repeat business than ever.

Linked attractions, integrated products, multiple information points, joint promotional initiatives, clarity of shared vision, and portals which create simplicity of access to the world of

benefits for our guestsbenefits for our guests.

Success Through PartnershipSuccess Through PartnershipSuccess Through PartnershipSuccess Through Partnershiph Common purpose

together

share

we not me synergyshared risk

scale

give and take collaborategive and take

co-operate

Shared visionnegotiating power

Some ThoughtsSome ThoughtsSome Thoughts……Some Thoughts……

"It is amazing how much you can accomplish h it d 't tt h t th dit "when it doesn't matter who gets the credit. "

Some ThoughtsSome ThoughtsSome Thoughts…Some Thoughts…

"No one can whistle a symphony. It takes a whole orchestra to play it. "

~ H.E. Luccock

Some ThoughtsSome ThoughtsSome Thoughts….Some Thoughts….

"Sticks in a bundle are unbreakable. "

~ Kenyan Proverb

HoweverHoweverHowever…..However…..Whilst it both essential and indeed highly beneficial

to work in partnership,these partnerships require leaders. Every single

one of you has a part to playin establishing, motivating, driving, nurturing,

sustaining, and fueling the Organic business that is Edinburgh Tourism.

So………

As JFK almost saidAs JFK almost saidAs JFK almost said…As JFK almost said…

‘ask not what Edinburgh can do for you….. ButBut

What you can do for your city…..’

"Coming together is a beginningComing together is a beginning.Keeping together is progress.Working together is success "Working together is success.

~ Henry Ford~ Henry Ford

ETAG Conference 2010

S th h P t hiSuccess through Partnership

G d DGordon Dewar,Chair of ETAG & Managing Director, BAA Edinburgh Airport

ETAG Conference 2010

Edinburgh in Action – Planning for the FutureEdinburgh in Action Planning for the Future

Councillor Tom BuchananCouncillor Tom Buchanan,Convenor, Economic Development, City of Edinburgh Council

andandDave Anderson, Director of City Development,

City of Edinburgh CouncilCity of Edinburgh Council

Edinburgh in Action –

Planning for the FuturePlanning for the Future

Edinburgh Planning for the FutureEdinburgh ‐ Planning for the Future

• The recession: how is the city fairing?

• Partnerships: working together for success

• Sustainable Strategic Development: what is• Sustainable Strategic Development: what is happening now

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A year ago…

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The recession

2010…Are we makingmaking traction?

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Late Summer 2009Late Summer 2009

All rights reserved ©2009 Johnston Press Digital Publishing

Edinburgh is fighting back andweathering the recession far betterg fthan was feared.Bill Jamieson, Executive Editor, The Scotsman

11 August 2009, The Scotsman ©2009

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Cities are the Drivers of InnovationCities are the Drivers of Innovation

“Economic activity –such as trade commercesuch as trade, commerce and innovation – has always originated inalways originated in cities. Cities…are the central engines of g feconomic growth and development.” 

Professor Richard Florida

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Scottish Index of Economic Resilience

100

Sectoral Mix

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Scottish Index of Economic Resilience

60

80

100

Edinburgh  Scottish Average

e EKOGEN

 200

20

40WorkforceEconomic Dynamism

omic Resilien

ce

0

Index of Econo

EnterpriseLabour Market urce: Scottish I

EnterpriseLabour Market

Sou

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Business Start Up ratesBusiness Start Up rates

4% net V.A.T. registration ratesgAbove Scottish (3.5%) and national (2.9%) averages

NOMIS Figures 2009

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Gross Value Added (GVA) per headGross Value Added (GVA), per head

EDIEDI

UK

otland

Sco

£30.6k GVA per person for Edinburgh Above Scottish (£19.2k) and national (£20.4k) averages

Based on ONS figures

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Employment: Economic active levelsEmployment: Economic active levels

80.5% economically active peopleAbove Scottish (79.7%) and national (78.9%) averages

NOMIS Figures 2009NOMIS Figures 2009

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Educational AttainmentEducational Attainment

45.1% Educated to NVQ Level 4 or above45.1% Educated to NVQ Level 4 or aboveAbove Scottish (33.8%) and national (29.0%) averages

Also, 85% with 5 or more GCSEsAlso, 85% with 5 or more GCSEs NOMIS Figures 2009

26(NVQ Level 4 is HND, Degree and Higher Degree level qualifications or equivalent)

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Delivery ThroughDelivery Through Partnershipp

Delivery Through PartnershipDelivery Through Partnership

• How does Edinburgh work throughwork through partnerships to maintain momentummaintain momentum and be ready for the future?

Working together for Edinburgh

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Positive examples of partnership

• Edinburgh’s Festivals ‐• “It is an extraordinary if• It is an extraordinary, if 

improbable achievement – and one that many other cities would love to emulate … Edinburgh creates a platform not justcreates a platform not just where people can feel free to experiment but also 

h th d tone where they do not need to worry if it does not work.“

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Positive Examples

• Lesson one:illiwillingness to create 

and permit a l lcompletely open 

marketplace.

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Positive Examples

• Lesson two: blend d dtop‐down and 

bottom‐up. There is i l i dno single mind 

planning what h i Edi b hhappens in Edinburgh; there are and always h b l fhave been lots of minds, which work in diff t

32different ways.

Positive Examples

• Lesson three: the d li Fneed to listen. For 

example the creation f h F i kof the Fringe, market 

forces have developed h F i d hthe Fringe, and other Festivals have been 

dcreated to meet new demands.

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New I fInfrastructure

What can the Council do?Physical 

Development

Sustainable Strategic DevelopmentSustainable Strategic Development

d b h

City CentreEdinburgh Waterfront

West Edinburgh

South Edinburgh

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Realising the City Centre’s potentialRealising the City Centre s potentialEICC Extension

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Realising the City Centre’s potentialRealising the City Centre s potential

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New infrastructure: TramNew infrastructure: Tram

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West Edinburgh:gCreating the conditions for Take‐off

Airport Development

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West Edinburgh:gCreating the conditions for Take‐off

West Edinburgh Planning Framework

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Imagining a newWaterfrontImagining a new Waterfront

Forth Ports Re‐development

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A final thoughtA final thought on trends…

Emerging Trends for 2010Emerging Trends for 2010

• Brand is expected to surpass location assurpass location as deciding factor 

• Ageing consumers will g gchange the game

• Playing catch‐up with h ltechnology

• The Rise of the ‘Pop‐Up’ a transitoryUp  – a transitory experience

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http://www.hotelmarketing.com/index.php/article/060607_hospitality_2010_four_mega_trends_to_shape_the_future/

Consumer Trends in 2010Consumer Trends in 2010

B i U lUrbanyBusiness as UnusualTracking and AlertingMass MinglingEco EasyEco EasyEmbedded GenerosityProfile (My)ningReal‐Time ReviewsProfile (My)ning

(F)luxuryMaturialism

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It is no longer a lonely planetTechnology is changing everythingTechnology is changing everythingExample of the iPhone

• November 9, 2007 iPhonelaunched in UK

• Apps store launched on 10 July 2008

• 2 Billion apps sold by 28 S t b 2009September 2009

• November/January 2009/10 ‐iPhone becomes available on multiple UK networks ‐ Orangemultiple UK networks ‐ Orange sell 30,000 and Vodafone 50,000 iPhone 3G and 3GS on their respective release days.

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ETAG Conference 2010

Edinburgh in Action – Planning for the FutureEdinburgh in Action Planning for the Future

Councillor Tom BuchananCouncillor Tom Buchanan,Convenor, Economic Development,

City of Edinburgh CouncilCity of Edinburgh Council

Councillor Tom BuchananCouncillor Tom BuchananCouncillor Tom BuchananCouncillor Tom Buchanan

Convenor of the Economic D l t C ittDevelopment Committee

Th Cit f Edi b h C ilThe City of Edinburgh Council

Crisis!Crisis!

Crisis in ContextCrisis in Context• Unemployment• Unemployment• GDP • House prices• Bank lending to businesses• Bank lending to businesses • Bankruptcies • National Debt > £2tn ?

P bli S t t ti i t d• Public Sector cuts anticipated

A changed world!A changed world!

Our actionsOur actions…

• Recognised the threat early on• Invested a record sum in EconomicInvested a record sum in Economic

Development activity – including an additional £1 3m in Resilience fundingadditional £1.3m in Resilience funding

EARN Economic Action Resilience NetworkEARN - Economic Action Resilience Network

• There is more to Edinburgh than the Council

• Key partners providing a network of joined up servicesjoined-up services

• Maximise impact, minimise duplication

EARN PartnersEARN Partners• Capital City Partnership• Edinburgh Science Triangle• Skills Development Scotland• Essential Edinburgh• Essential Edinburgh• Scottish Enterprise• Jobcentre PlusJobcentre Plus• Edinburgh Colleges and Universities• Edinburgh Chamber of Commerce• NHS Lothian• Federation of Small Businesses• Scottish Financial Enterprise• Scottish Financial Enterprise• City of Edinburgh Council

How is Edinburgh faring?How is Edinburgh faring?• Unemployment at 3.2% - well below Scottish and UK averageUnemployment at 3.2% well below Scottish and UK average

• Commercial Investment continues:• Tesco Bank HQTesco Bank HQ• Virgin Money HQ• Handelsbanken • PrimarkPrimark• Urban Outfitters

• Investment in Physical Development continuesInvestment in Physical Development continues• £291.45m attracted to Edinburgh since April 2009

• Business Gateway Start-ups – up 6 2%Business Gateway Start ups up 6.2%• New Business Incorporations – up 10.5%

A h iAre we havinga ‘good’ recession?g

Tourism 2009 a good yearTourism 2009 - a good year

• Festivals attendance • Year-on-year airport passenger numbersy p p g• Hotel occupancy

Vi it t j tt ti• Visitors to major attractions• STEAM figures g

Why?Why?• Increase in ‘Staycations’• Increase in Staycations• Pound’s vs Euro• Homecoming 2009• Airline uncertainty• Airline uncertainty

• Quality Product

Partnerships in action!Partnerships in action!

– ETAGF ti l Edi b h– Festivals Edinburgh

– Essential Edinburgh– Edinburgh Hotels Association– Area Tourism PartnershipArea Tourism Partnership– Edinburgh Chamber of Commerce

DEMA– DEMA

M i t i i th t t iMaintaining the status quo is actually moving backwards!

Developments in the pipelineDevelopments in the pipeline…

EICC – Additional Function SpaceEICC Additional Function Space

National Museum Refurbishment

N T tt St d

Portrait Gallery Refurbishment

New Tattoo Stands

Usher Hall

With investment from:CEC• CEC

• Scottish EnterpriseS tti h G t• Scottish Government

• Scottish Arts Council• Heritage Lottery Fund• National Museums of Scotland• National Galleries of Scotland• and more…

But we wantBut we want ….• Cruise Liner Terminal• Cruise Liner Terminal• Revitalised City Centre• Big Wheel at Leith• New Royal Highland and Agriculture Society Showground• Refurbished Meadowbank Stadium

R f bi h d A bl R d Ki Th t• Refurbished Assembly Rooms and Kings Theatre• Large-scale Concert Arena• Airport ExpansionAirport Expansion• Improved rail connectivity• Redeveloped Ross Bandstand

But it’s notBut it s not just big-ticketjust big ticket projects and p jevents

Total Visitor ExperienceTotal Visitor Experience• Shops• Shops• Restaurants• Hotels• Visitor Attractions• Visitor Attractions• Events• Transport

P bli R l• Public Realm

Destination Edinburgh Marketing Alliance (DEMA):di t d l d hi h t ita co-ordinated leadership approach to city

marketing

DEMADEMA

• Establishment of DEMA in April 2009 was only a first step on the road - we now need y pto make it work for us all

• Wholly reliant upon a collaboration between the public and private sectors

DEMA Networking EveningTuesday 30th March 2010Tuesday 30 March 2010

17.00-19.00Assembly Rooms George StreetAssembly Rooms, George Street

Where now?Where now?

• Have confidence in Edinburgh but recognise that competition is fierceg p

• Build upon our strong position with continual investmentcontinual investment

• Accept that the Public Sector cannot be the solution to all problems

• Industry must take control• Industry must take control

“It’s about going to the blackboard and raisingblackboard and raising your hand!” y

- C.J Cregg

Any Questions?y Q

(but just for Dave!)( j )