5.05 pm – Report of Assistant Director – Economic Growth attached.

The Assistant Director – Economic Growth presented a report on the current position of the Chesterfield visitor economy and the development of the visitor economy strategy and action plan.

The report referred to the Visitor Economy Audit (VEA) which had recently been completed and which would form the baseline for the development of the strategy and action plan. The report outlined key points from the VEA, including Chesterfield being:

·      a historic market town with the Crooked Spire and Market alongside heritage related attractions such as Barrow Hill Roundhouse and Chesterfield Canal;

·      a visitor hub for the wider Peak District and surrounding major attractions such as Chatsworth House and Hardwick Hall;

·      a provider of a range of serviced accommodation and a sub-regional service centre with a range of national and local retail and food and drink outlets.

The report identified increasing use of the Visit Chesterfield website as an information source, and a previous survey had identified the profile of visitors to the area as fitting the ‘country-loving traditionalists’ category. It recognised the need for the impact of Covid-19 to be considered in the development of the strategy and action plan, and it outlined some of the recent and current developments, including:

·      Northern Gateway area – Saltergate multi-storey car park, Premier Inn, food and drink units in the former Co-op building, upgraded public realm along Elder Way and Knifesmithgate and the new Enterprise Centre;

·      The outdoor screen in St James Square;

·      Additional funding to support the redevelopment of the outdoor market as part of the Revitalising the Heart of Chesterfield (RHOC) scheme, designers for which were about to be procured, with the potential to support a more ambitious events programme in the town centre;

·      On-going investment in Chesterfield Canal, including a new canal basin as part of the Chesterfield Waterside regeneration scheme;

·      The Peak Resort development, including an indoor activity centre and a health and wellbeing campus;

·      The future provision of high-speed rail services to Chesterfield station and a masterplan for a high quality urban realm and gateway to the town centre.

The report outlined the purpose of the Visitor Economy Strategy to establish priorities for marketing, investment, product development and training to enable sustainable growth of the visitor economy, and it was proposed to build partnerships with organisations and stakeholders through a new Visitor Economy Board to oversee the delivery of the strategy and action plan. Following further engagement with key stakeholders it was planned to complete the strategy and action plan for adoption by the Council by April, 2021.

Arising from Members’ questions and discussion the following points were raised for consideration as part of the ongoing work on the development of the Visitor Economy Strategy:

·      The importance of an enhanced online presence to attract visitors and assist them to plan their visit;

·      Potential to grow the arts and cultural offer;

·      Scope to develop a broader story of the town’s heritage (e.g. Roman, industrial, arts and crafts) and current attractions and events, and for signposting of these within the station masterplan;

·      Development of family friendly events at weekends;

·      The need to take account of the Council motion from December, 2019 regarding the economic benefit of tourism and the visitor economy.

It was confirmed that a brief had been produced for the engagement and research work required in preparation for the development of the Visitor Economy Strategy and it was hoped to procure specialist support to undertake this in the near future.

The Chair suggested that a Scrutiny Project Group be set up to contribute to the preparation of the Visitor Economy Strategy and action plan. Councillors Dyke, Fordham and Borrell offered to be part of such a group and an invitation would be made for other members to join this.

The Chair thanked the Cabinet Member for Town Centres and Visitor Economy, the Executive Director and the Assistant Director – Economic Growth for their contribution to the meeting.

RESOLVED –

(1)   That the current and proposed work on the development of the Visitor Economy Strategy be supported.

(2)   That a Scrutiny Project Group be set up to contribute to the preparation of the Visitor Economy Strategy and action plan, to include Councillors Dyke, Fordham and Borrell, and that an invitation be made for other members to join this group.