selsey dmp

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Selsey Destination Management Plan 2014-2019

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Page 1: Selsey DMP

Selsey Destination Management Plan

2014-2019

Page 2: Selsey DMP

2

This Destination Management Plan is designed to look at the positive aspects of Selsey and the negative

aspects that require attention and are in need of improving. This includes looking at three key themes:

The overall visitor experience of Selsey, this goes in areas such as how visitors engage with Selsey, the level

of customer service, managing the overall quality of Selsey and market research.

Destination Marketing, how visitors perceive Selsey in their own eyes and the way marketing can attract

new customers and retain existing ones.

Industry Competitiveness, dealing with the requirements for a variety of businesses in Selsey in terms of

support and advice on how they can improve themselves and by doing so, develop a sustainable tourism

industry.

Foreward

Page 3: Selsey DMP

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Contents

Situation Analysis………………….……..………………...p.4

SWOT Analysis………………………...…..………………...p.5

Stakeholders…………………………….....………………...p.6

Vision……………………………………….………….………...p.7

Goals…………………………………………….………..……...p.8

The VICE Model……………………………….…………....p.13

Priorities…………………………………………….………....p.15

Page 4: Selsey DMP

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Situation Analysis

The situation of Selsey is that it has the potential to become a high quality, well-known seaside destination. It is said to be the sunni-

est spot in Britain because of its unique weather patterns with clear skies that could provide possible opportunities for star gazing

tourism in the future if circumstances permit it. Selsey’s fishing heritage has made its fishing industry of crab, lobster and other shell-

fish a strong industry which makes Selsey a prime spot for fisherman to visit. However, there is a need to make this industry more sus-

tainable to accommodate the needs of fisherman which are said to be unsatisfied due to its popularity. Selsey is said to have a rustic

charm with a sense of community and identity behind it, there is a quiet atmosphere that is celebrated as a strength plus it is situated

next to the known nature reserve Pagham Harbour. Selsey’s attractions include its famous lighthouse on the coast as well as its many

local heritage sites that have been awarded with blue plaques as part of its heritage trail. There are also events that are hosted at cer-

tain times of the year, there is the Selsey Festival that takes place in the Summer for the course of a three week period and SeaSelsey

that celebrates its maritime heritage.

However despite these strengths, Selsey is said to be the most deprived area in the Chichester District in terms of income generated

because of the low income residents and unemployed. There is also the need to protect from climate change and there is also the re-

development of Selsey’s sea defences against the coast as part of Selsey Town Council’s commitment to the Manhood Peninsula Part-

nership which promote sustainable development against climate and promote co-ordination with those in the Manhood Peninsula

area.

Page 5: Selsey DMP

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SWOT Analysis

Strengths • Sunny like weather

• Quiet atmosphere e

• Selsey festival • Good transport links

• Rustic charm of a seaside town

Weaknesses

• Needs tidying up

• Renovations needed to restaurants

• Weak brand

Negatives thoughts about Selsey on social media

• Litter problems

• Poor quality of the beach

• Poor signage

Better co-ordination needed for different groups

Opportunities

• Astronomy tourism

• East beach development

Better promotion under the new visit Chichester website

• Annual calendar of events

• Art exhibitions

• Viewing points- telescopes

• Cycle paths

To rebuild selsey as an unique destination on the south coast because of its geographical location and coastal heritage

Threats

Different groups want different things

• Lack of appeal to return

Comes short compared to other seaside towns

Not resistant to shocks such as recessions

• The tide

• Cost to update sea defences

• Mostly surrounded by water

Page 6: Selsey DMP

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Visitor Profiles

The recent Selsey visitor survey undertaken by Tourism South East (2010) highlights specific aspects about the profile of those visiting the Manhood

Peninsula area with focus on Selsey, and perceptions of the visitor experience. Indicative results are presented in this section.

Overall , the age profile of visitors to Selsey suggests a strong presence of families with children 15 years old or younger.

39% of visitors were children aged 0-15 years

A sample of Selsey in 2006 highlighted a proportional of visitors aged 55 or more but this has fallen in 2010 by 13%. Because of the younger profile of visitors

Out of the 178 people interviewed, the highest proportion stayed in their caravan (35%)

33% stayed in a rented caravan. While 12% stayed in a touring caravan.

4% stayed in service accommodation (1% in hotels and 3% in B&B’s)

Domestic visitors account for 99% of visitors to Selsey.

The highest proportion of visitors came from Surrey (20%), Hampshire (13%), Greater London (11%), Berkshire (9%) and West Sussex (8%).

Day visitors most likely came from Surrey (32%), Hampshire (21%) and West Sussex (21%). However a small number of visitors came from further away.

Reason for Visiting

96% of visitors described their visit as a holiday or leisure based, 4% were Visiting families and friends

23% said there were visiting for the first time. While the remaining 77% said they have visited before. 25% of visitors stayed for more than 1 day.

Page 7: Selsey DMP

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Stakeholders

This Destination Management Plan for Selsey will require the participation of the many stakeholder of Selsey that aim to make Selsey a prosperous

seaside town. This include:

Town Council

Pub owners

Shop owners in high street

Lifeguard station+

Holiday park

Medmerry Stakeholder Advisory Group

Selsey Coastal Trust

Accommodation providers

Chichester District Council

R.N.L.I

East Beach Pond Group

Manhood Wildlife & Heritage Group

Fisherman- Selsey Fishermen’s Association

Public transport- buses

The Parish of Selsey

Local residence including disabled, low income families, un-

employed

Police

Sussex Biodiversity Partnership

Selsey Business Partnership

Diving community

Manhood Peninsula Steering Group

Page 8: Selsey DMP

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Vision

The aim of this Destination Management Plan is highlight the aims and objectives in developing Selsey as a sustainable tourism destination. These include:

To create an environment in which businesses in Selsey can grow sustainably without any barriers holding them back

To raise the standards set for the overall quality in the visitor experience

To promote co-operation with other seaside destinations that are nearby Selsey including Chichester

To create new opportunities in product and market development for businesses in the rural, urban and the protected landscapes that border with Selsey

To help create a catalyst that stimulates growth in existing businesses and the development of new businesses in Selsey

To ensure that the integrity of Selsey’s environment is protected and management especially around the coast edges of Selsey

To contribute to sustaining and enhancing local communities and improve the sense of identity

Page 9: Selsey DMP

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Goals

Goal 1: To enhance profile and visitor experience

Objectives: To maximise opportunities for walking and cycling To enhance business competitiveness To raise awareness of attractions of Selsey

Action Steps Business workshops supported by the University of Chichester Raise events profile by providing information for the new Visit Chichester website Promoting walking around the Medmerry via Visit Chichester website Implement the use QR codes and Geocaching around Selsey Improve the quality of signage around Selsey with up to date and clear infor-

mation Introduce a touch screen information point for the tourism information centre

Reference: http://

www.visitsouthport.com/things-

to-do/southport-seaside-stroll-

p239601

Southport Seaside Stroll

A 2 mile walk that goes over

the main attractions of the

town. starts and finishes at the

Tourist Information Centre at

the Lord Street/Eastbank

Street junction, near the Li-

brary and Town Hall

The Isle of Wight Walking Festival

It boasts 16 days of unbeatable, exciting,

informative and healthy walks in May, and

four days in October. It is suitable for a

variety of visitors and it said to be the big-

gest walking event in the UK and Europe.

Reference: Isle of Wight Walking Festival

(2014) http://

www.isleofwightwalkingfestival.co.uk/

about-the-walking-festival-the-uks-largest-

walking-festival-16th-anniversary.aspx

South Downs National Park QR

Codes Heritage Research Project

Bringing an innovative way of

presenting information to visitors

who have smartphones easily

with up to date information.

Reference: KBST Consulting

(2014) http://

www.kbstconsulting.co.uk/QR/

SDW.htm

Visit England Alternative Information Delivery

Models

New touch screen information points as part of

their new in-house face to face services for the

tourism information centres.

Reference: Visit England (2014) http://

www.visitengland.com/

Page 10: Selsey DMP

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Goal 2: To have an annual calendar of events

Objectives To raise profile for events To reinforce the culture of Selsey To increase the number of visitors at events

Action Steps Promote events on the Visit Chichester website, newspapers, Visit Selsey

website Host art festivals to celebrate the artistic side of Selsey- Patrick Moore via the

Visit Chichester and online brochure Plan an art trail similar to what Littlehampton does Create a crafts market similar to St Ives

Littlehampton Art Trail

An art trail from Bognor Regis to

Littlehampton showcasing the

public art Littlehampton has to

offer.

Reference: Visit Littlehampton

(2014) http://

www.visitlittlehampton.co.uk/see-

and-do/art-and-culture

St Ives Craft Market

A collection of small workshops and

studios where the craftsmen at

work, as well as buy their goods

Reference: St Ives Community TV

(2014), http://stivestv.co.uk/all-st-

ives-tv-videos/sloop-craft-market-

christmas/

Bournemouth Arts by the sea Festival

A multi form arts festival to enhance and market

the arts offer of Bournemouth to visitors.

Reference: Arts Bournemouth (2014)//

www.artsbournemouth.org.uk/about-us/#

Page 11: Selsey DMP

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Goal 3: To renovate the condition of Selsey

Objectives To promote co-operation with the local community To improve the quality of Selsey To renovate the run down areas of Selsey

Action Steps Encourage volunteering to clean up Selsey Renovate old buildings such as the cinema and pubs Consult with shops on how to improve the quality of the street market Increaser the number of floral displays

Tewkesbury Borough Council

A litter picking scheme in co-operation

with the local community to target areas

of town and keep it clean.

Reference: Tewkesbury Borough Council

(2014) http://tewkesbury.gov.uk/

CHttpHandler.ashx?id=2815&p=0

Regeneration of Coastal Towns

A report on supporting the regeneration of coastal towns in England

Reference: English Heritage (2014) http://www.helm.org.uk/guidance-

library/asset-challenge-heritage-regeneration-coastal-towns-england/

Coastal-Towns-Report3.pdf

Page 12: Selsey DMP

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Goal 4: To capitalise on being the sunniest spot in Britain

Objectives To promote Selsey as a sunny seaside destination To promote water sports such as diving, surfing and Kayaking To improve the quality of the beach To attract visitors from West Wittering

Action Steps Promote lifeboat tours To use brochures, leaflets, Visit Chichester to promote summertime in Selsey Raise the profile of the Selsey festival Introduce water tours around the Medmerry Increase activity around the beach with beach sports and food stalls/ facilities

Weymouth Guided Lifeboat Tours

Guided tours on a lifeboat in Weymouth which most

recently became available throughout the whole year

instead of lifeboat week

Reference: RNLI (2014) http://rnli.org/NewsCentre/

Pages/Guided-tours-of-Weymouths-RNLI-allweather-

lifeboat-now-available.aspx

Chichester Harbour Tours

Guided water tours around the harbour, good

for bird watching.

Reference: Chichester Harbour Water Tours

(2014) http://

www.chichesterharbourwatertours.co.uk/

Hove Water sports

Activities include Activities available

Yacht sailing , power boating, dinghy sailing ,

windsurfing, wakeboarding, SUP, Stand up

Paddle boarding , Fitness classes and kayak

hire.

Reference: Lagoon Water Sports (2014)

http://www.lagoon.co.uk/

Page 13: Selsey DMP

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Goal 5: To attract various visitors to Selsey

Objectives To enhance the number of accommodation providers in Selsey To provide more variety for visitors in the evening

Action Steps Encourage more B&B’s and self-catering by promoting the benefits of being an accom-

modation provider Provide incentive to encourage the community to accommodate visitors Promote night sky tourism Increase the number of restaurants and pubs around Selsey

LEADER Programme

Helps to support local businesses by providing advice

and investment to start up businesses

Reference: LEADER (2014) http://www.leader-

programme.org.uk/

Northumberland Dark Sky Park

The home to the largest area of protected night sky in Europe, the first in its

kind in England. Councils, residents, businesses and tourism agencies working

together to make it happen.

Reference: Northumberland National Park

(2013) http://

www.northumberlandnationalpark.org.uk/

parklive/news/news-pages/europes-biggest-

dark-sky-park-unveiled-in-northumberland

Page 14: Selsey DMP

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Sustainability is a fundamental part of this destination manage-

ment plan for Selsey as it focuses on strengthening Selsey as a

destination in the long run. The VICE model defines sustainable

destination management as the fair interaction of the VICE mod-

els key components of a destination, the visitors and the overall

visitor economy, the industry that services and caters to their

need, the community that act as a host to welcome the visitors to

the destination and the environment is the destination and the

impact that the other three groups have on the environment.

The aim of this Destination Management Plan is draw inspiration from the VICE model and use its structure as a

basis to work with Selsey’s tourism industry in order to create a strategy that would:

Welcome visitors to Selsey, involve them in the attractions of Selsey, educate them in the local history that Selsey

has been blessed with and satisfy their needs no matter how diverse they might be.

Allow businesses in Selsey to be thrive and grow successfully in an industry that promotes profitability, high quali-

ty in service to customers, co-operation to make Selsey a high quality destination and opportunistic for new busi-

nesses to start up in.

Create a community that has a sense of identity, committed to engage with each other as well as visitors and that

works together to make Selsey a great destination.

Protect, preserve and enhance the local environment that Selsey has against all threats that seek to destroy

Selsey’s beauty and atmosphere.

The VICE model is a simple tool to make tourism an integrated

part of sustainable development for a destination such as Sel-

sey. The model can help bring out a sense of community and

identity, resilience from internal and external pressures that

would affect a destination and a degree of financial independ-

ence away from relying on government money to cover the

costs of operating a tourism industry for a destination.

VICE Model

Page 15: Selsey DMP

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Priorities

Artistic development of Selsey

Create arts festivals that celebrate and reinforce the artistic side of Selsey that has longed been underappreciated.

Highlight the local artistic talent in Selsey in the brochures, leaflets and the relevant websites such as Visit Chichester

Create a series of art festivals that are spread out through the year instead of focusing on the peak periods

Uphold Selsey’s heritage by organising events to raise awareness and provide a venue to promote and sell homemade

crafts such as jewellery and paintings to visitors similar to the Sloop Crafts Market in St Ives

Reinforce the sense of identity around the local community of Selsey

Create an art trail showing the heritage of Selsey to bring in visitors and the community together similar to what Little-

hampton does

Focus on making Selsey the hero behind the artistic culture and highlight the key players that contribute towards it.

Customer Service and Quality Management

Increase the number of accommodation in Selsey and assess the overall quality similar to the Visit Chichester Assessment Scheme

Support participation in the industry in nationally recognised schemes

Work with partners and offer training and advise to support the increase in quality

Recognise and reward best practice across Selsey through an annual awards programme similar to the LEADER programme

Identify businesses that do best practice and make them mentors in quality management

Deliver high quality information with the implementation of a touch screen information point to enhance the quality of the visitor experience

Update the signage around Selsey and add QR codes for quality visitor experience

Page 16: Selsey DMP

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Marketing and Communication

Develop a marketing strategy to maintain the pro-active marketing and promotion of Selsey as a high quality seaside destination focusing on

the brand and thematic-led activity

Link a range of information to the new Visit Chichester website

Develop online content through the use of social media and provide the basis for user generated content

Explore opportunities to develop the day visits and short breaks based around itinerary planning

Work with businesses in Selsey and support their development

Promote new activities in Selsey such as walking tours around the Medmerry and water sports

Business Support

Develop an industry portal on the Visit Chichester website to help cater the industry’s best practice and act as a

networking hub for businesses

Support industry participation in nationally recognised training programmes such as Welcome to Excellence

Work with the University of Chichester to provide training and business development support, and receive bene-

fits from student placements, research, managerial projects and event management support

To capitalise on available funding to introduce training opportunities in Selsey

Page 17: Selsey DMP

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Special thanks to Dr Andrew Clegg, Head of Visit Chichester and lec-

turer of the University of Chichester and Sam Tate, Tourism Officer for

Selsey for their contributions to this DMP.

Written and designed by

Timothy Hern

Yeseul Kim

Ivan Ivanov

University of Chichester

Upper Bognor Road

Bognor Regis

PO21 1HR

Page 18: Selsey DMP

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References

Arts Bournemouth (2014), about us, date accessed 11/05/2014 from http://www.artsbournemouth.org.uk/about-us/# English Heritage (2007), An Asset and a Challenge; Heritage and Regeneration in Coastal Towns in England, date accessed 11/05/2014 from http://www.helm.org.uk/guidance-library/asset-challenge-heritage-regeneration-coastal-towns-england/Coastal-Towns-Report3.pdf Chichester Harbour Water Tours (2014), About us, date accessed 11/05/2014 from http://www.chichesterharbourwatertours.co.uk/

Isle of Wight Walking Festival (2014), About the Walking Festival, the UK's largest walking festival - 16th Anniversary, date accessed 11/05/2014 from http://www.isleofwightwalkingfestival.co.uk/about-the-walking-festival-the-uks-largest-walking-festival-16th-anniversary.aspx

KBST Consulting (2014), South Downs National Park, date accessed 11/05/2014) from http://www.kbstconsulting.co.uk/QR/SDW.htm

Lagoon Water Sports (2014), Welcome to Lagoon Watersports, date accessed 11/05/2014 from http://www.lagoon.co.uk/

LEADER Programme (2014), Welcome to LEADER, date accessed 11/05/2014 from http://www.leader-programme.org.uk/

Northumberland National Park (2013), Europe's biggest Dark Sky Park unveiled in Northumberland, date accessed 11/05/2014 from http://www.northumberlandnationalpark.org.uk/parklive/news/news-pages/europes-biggest-dark-sky-park-unveiled-in-northumberland

RNLI (2014), Guided tours of Weymouth RNLI all-weather lifeboat now available, date accessed 11/05/2014 from http://rnli.org/NewsCentre/Pages/Guided-tours-of-Weymouths-RNLI-allweather-lifeboat-now-available.aspx

St Ives Community TV (2014), The Sloop Crafts Market, date accessed 11/05/2014 from http://stivestv.co.uk/all-st-ives-tv-videos/sloop-craft-market-christmas/

Tourism South East (2010), Selsey and East/West Wittering Visitor Survey 2010 Report of Key Findings, date accessed 11/05/2014

Tewkesbury Borough Council (2014), Volunteer Litter Picking Scheme, date accessed 11/05/2014 from http://tewkesbury.gov.uk/CHttpHandler.ashx?id=2815&p=0

Visit England (2014), Visit England Alternative Information Delivery Models, date accessed 11/04/2014 from http://www.visitengland.org/Images/TIC%20VE_FINALREPORT_jan2012_tcm30-30794.pdf

Visit Littlehampton (2014), Art & Culture, date accessed 11/04/2014 from http://www.visitlittlehampton.co.uk/see-and-do/art-and-culture