ETAG Conference 2010 Success Through Partnership Wednesday 27

ETAG Conference 2010 ‘Success Through Partnership’ Wednesday 27 January 2010 John Mc. Intyre Conference Centre, University of Edinburgh

ETAG Conference 2010 Welcome from Keith Mc. Dermott Conference Chair and Managing Director, Brilliant Red

ETAG Conference 2010 ‘Success through Partnership’ Keith Mc. Dermott Managing Partner Brilliant Red Consulting

Agenda § 9. 15 Success Through Partnership § Gordon Dewar – ETAG Chairman & MD of BAA Edinburgh Airport § 9. 30 Edinburgh in Action – Planning for the future § Councillor Tom Buchanan & Dave Anderson, city of Edinburgh Council § 10. 00 § 12. 15 4 Workshop Seminars Partnerships for Success § Mary Cooper, President of LSA Partners, Florida § 1. 00 § 1. 15 Conference Summary Networking Lunch & Close

What are the Key Strategic Issues? 6 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, shared initiatives, and collaboration give all of the businesses in the Edinburgh tourism market a mutual benefit…. More inspired 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 guests.

Success Through Partnership share Common purpose together we not me synergy shared risk scale give and take collaborate co-operate Shared vision negotiating power

Some Thoughts…… "It is amazing how much you can accomplish when it doesn't matter who gets the credit. "

Some Thoughts… "No one can whistle a symphony. It takes a whole orchestra to play it. " ~ H. E. Luccock

Some Thoughts…. "Sticks in a bundle are unbreakable. " ~ Kenyan Proverb

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 play in establishing, motivating, driving, nurturing, sustaining, and fueling the Organic business that is Edinburgh Tourism. So………

As JFK almost said… ‘ask not what Edinburgh can do for you…. . But What you can do for your city…. . ’

"Coming together is a beginning. Keeping together is progress. Working together is success. " ~ Henry Ford

ETAG Conference 2010 Success through Partnership Gordon Dewar, Chair of ETAG & Managing Director, BAA Edinburgh Airport

ETAG Conference 2010 Edinburgh in Action – Planning for the Future Councillor Tom Buchanan, Convenor, Economic Development, City of Edinburgh Council and Dave Anderson, Director of City Development, City of Edinburgh Council

Edinburgh in Action – Planning for the Future

Edinburgh - Planning for the Future • The recession: how is the city fairing? • Partnerships: working together for success • Sustainable Strategic Development: what is happening now 17

A year ago… The recession 18

2010… Are we making traction? 19

Late Summer 2009 All rights reserved © 2009 Johnston Press Digital Publishing Edinburgh is fighting back and weathering the recession far better than was feared. Bill Jamieson, Executive Editor, The Scotsman 11 August 2009, The Scotsman © 2009 20

Cities are the Drivers of Innovation “Economic activity – such as trade, commerce and innovation – has always originated in cities. Cities…are the central engines of economic growth and development. ” Professor Richard Florida 21

Source: Scottish Index of Economic Resilience EKOGEN 2009 Scottish Index of Economic Resilience 22

Business Start Up rates 4% net V. A. T. registration rates Above Scottish (3. 5%) and national (2. 9%) averages NOMIS Figures 2009 23

Gross Value Added (GVA), per head £ 30. 6 k GVA person for Edinburgh Above Scottish (£ 19. 2 k) and national (£ 20. 4 k) averages Based on ONS figures 24

Employment: Economic active levels 80. 5% economically active people Above Scottish (79. 7%) and national (78. 9%) averages NOMIS Figures 2009 25

Educational Attainment 45. 1% Educated to NVQ Level 4 or above Above Scottish (33. 8%) and national (29. 0%) averages Also, 85% with 5 or more GCSEs NOMIS Figures 2009 (NVQ Level 4 is HND, Degree and Higher Degree level qualifications or equivalent) 26

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Delivery Through Partnership

Delivery Through Partnership • How does Edinburgh work through partnerships to maintain momentum and be ready for the future? Working together for Edinburgh 29

Positive examples of partnership • Edinburgh’s Festivals • “It is an extraordinary, if improbable achievement – and one that many other cities would love to emulate … Edinburgh creates a platform not just where people can feel free to experiment but also one where they do not need to worry if it does not work. “ 30

Positive Examples • Lesson one: willingness to create and permit a completely open marketplace. 31

Positive Examples • Lesson two: blend top -down and bottom-up. There is no single mind planning what happens in Edinburgh; there and always have been lots of minds, which work in different ways. 32

Positive Examples • Lesson three: the need to listen. For example the creation of the Fringe, market forces have developed the Fringe, and other Festivals have been created to meet new demands. 33

New Infrastructure What can the Council do? Physical Development

Sustainable Strategic Development City Centre Edinburgh Waterfront West Edinburgh South Edinburgh 35

Realising the City Centre’s potential EICC Extension 36

Realising the City Centre’s potential 37

New infrastructure: Tram 38

West Edinburgh: Creating the conditions for Take-off Airport Development 39

West Edinburgh: Creating the conditions for Take-off West Edinburgh Planning Framework 40

Imagining a new Waterfront Forth Ports Re-development 41

A final thought on trends…

Emerging Trends for 2010 • Brand is expected to surpass location as deciding factor • Ageing consumers will change the game • Playing catch-up with technology • The Rise of the ‘Pop. Up’ – a transitory experience 43 http: //www. hotelmarketing. com/index. php/article/060607_hospitality_2010_four_mega_trends_to_shape_the_future/

Consumer Trends in 2010 Urbany Business as Unusual Tracking and Alerting Mass Mingling Eco Easy Embedded Generosity Profile (My)ning Real-Time Reviews (F)luxury Maturialism 44

It is no longer a lonely planet Technology is changing everything Example of the i. Phone EDI • November 9, 2007 i. Phone launched in UK • Apps store launched on 10 July 2008 • 2 Billion apps sold by 28 September 2009 • November/January 2009/10 i. Phone becomes available on multiple UK networks - Orange sell 30, 000 and Vodafone 50, 000 i. Phone 3 G and 3 GS on their respective release days. 45

ETAG Conference 2010 Edinburgh in Action – Planning for the Future Councillor Tom Buchanan, Convenor, Economic Development, City of Edinburgh Council

Councillor Tom Buchanan Convenor of the Economic Development Committee The City of Edinburgh Council

Crisis!

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

A changed world!

Our actions… • Recognised the threat early on • Invested a record sum in Economic Development activity – including an additional £ 1. 3 m in Resilience funding

EARN - Economic Action Resilience Network • There is more to Edinburgh than the Council • Key partners providing a network of joinedup services • Maximise impact, minimise duplication

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

How is Edinburgh faring? • Unemployment at 3. 2% - well below Scottish and UK average • Commercial Investment continues: • Tesco Bank HQ • Virgin Money HQ • Handelsbanken • Primark • Urban Outfitters • Investment in Physical Development continues • £ 291. 45 m attracted to Edinburgh since April 2009 • • Business Gateway Start-ups – up 6. 2% New Business Incorporations – up 10. 5%

Are we having a ‘good’ recession?

Tourism 2009 - a good year • • • Festivals attendance Year-on-year airport passenger numbers Hotel occupancy Visitors to major attractions STEAM figures

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

Partnerships in action! – ETAG – Festivals Edinburgh – Essential Edinburgh – Edinburgh Hotels Association – Area Tourism Partnership – Edinburgh Chamber of Commerce – DEMA

Maintaining the status quo is actually moving backwards!

Developments in the pipeline… EICC – Additional Function Space National Museum Refurbishment Portrait Gallery Refurbishment New Tattoo Stands Usher Hall

With investment from: • • CEC Scottish Enterprise Scottish Government Scottish Arts Council Heritage Lottery Fund National Museums of Scotland National Galleries of Scotland more…

But we want …. • • • Cruise Liner Terminal Revitalised City Centre Big Wheel at Leith New Royal Highland Agriculture Society Showground Refurbished Meadowbank Stadium Refurbished Assembly Rooms and Kings Theatre Large-scale Concert Arena Airport Expansion Improved rail connectivity Redeveloped Ross Bandstand

But it’s not just big-ticket projects and events

Total Visitor Experience • • Shops Restaurants Hotels Visitor Attractions Events Transport Public Realm

Destination Edinburgh Marketing Alliance (DEMA): a co-ordinated leadership approach to city marketing

DEMA • Establishment of DEMA in April 2009 was only a first step on the road - we now need to make it work for us all • Wholly reliant upon a collaboration between the public and private sectors

DEMA Networking Evening Tuesday 30 th March 2010 17. 00 -19. 00 Assembly Rooms, George Street

Where now? • Have confidence in Edinburgh but recognise that competition is fierce • Build upon our strong position with continual investment • Accept that the Public Sector cannot be the solution to all problems • Industry must take control

“It’s about going to the blackboard and raising your hand!” - C. J Cregg

Any Questions?

(but just for Dave!)