crieff bid business open meeting crieff hotel 25 …...•july - a5 flier hand delivered 380,...

Welcome……….

Crieff BID Business Open Meeting

Crieff Hotel

25th November 2014

Tonight’s Agenda……………

BIDS in Scotland

Results of Business Survey

Draft Activity Plan

Budget and Levy

Your views

BID Steering GroupName Business Sector

Stephen Leckie Crieff Hydro Hospitality

Ailsa Campbell Campbell’s Bakery Retail/Wholesale

Lorraine Davey Blue Flax Tearoom Retail/Catering

Graham Donaldson Gordon and Durward Retail/Wholesale

Graeme Bingham Crieff Property & Mortgage Centre Financial

Steuart Cuthbert JL Gill Retail/F&B

David Agnew Valentine’ of Crieff Retail/Non F&B

Richard Gibson Smart Green IT Services

Jane Coulson Ancaster House Care Home

Jean Ann Scott Miller Advisory/CCC

Chris Macintosh Advisory/CCC

Mike Morgan PKC PKC Liaison

BID Area

BIDs Scotland

30 up and running

22 in pipeline like Crieff

100% (7) have renewed after first 5 years *

Average yes vote is 74%

Scot Govt and PKC supported

7 Renewal BIDs

BID Type Date

Falkirk Town Centre 2011

Inverness City City Centre 2013

Clackfirst Business Park 2013

Enterprising Bathgate Town Centre 2013

Essential Edinburgh City Centre 2013

Alloa Town Centre 2013

Dunfermline Town centre 2014

BIDs Scotland

30 up and running

22 in pipeline like Crieff

100% (7) have renewed after first 5 years

Average yes vote is 74%

Scot Govt and LA support

The facts……

•Eligible persons/property per the Assessors list

•Levy is based on the RV not what is paid

•Levy is flat for 5 years

•25% turnout required with 50% yes

•Exemptions: Churches, Youth Clubs (charity shops, PKC pay)

Information

•May - press Alan Rankin starts

• July - A5 flier hand delivered 380, website goes live

•September – Questionnaire hand delivered and posted 360

•October – Press, AR face to face with 20 businesses

•November – Meeting flier hand delivered and posted 385, Press, Open Meeting,

Steering Group out meeting businesses

Business Survey

•Posted to 360 addresses

•79 responses

•22%

Strengths and Weaknesses………..

BID impact…….

Business Survey……what improved..

Business Survey……BID to do……

Increase no of visitors

Improve traffic and parking

Improve appearance

Give businesses more support

Save costs

Proposed Activities……………

1. Market Crieff - increase visitor and shopper spend

2. Welcome Crieff - attractive and welcoming place to visit

3. Your Bottom Line - stronger local businesses

4. Making it Happen - a strong BID Team

Market Crieff – increase visitor and shopper spend

• Crieff Brand• Develop our USP

• Marketing Campaigns• 3 year campaigns to target markets

• Events support• Support grants for local events to grow all year activities

• Visitor information• VIC location and information points across town

Welcome Crieff – an attractive and welcoming place to visit

• Traffic• Work with CUSP and PKC to embed new parking and monitor impacts

• Street Ambassadors to help visitors and keep traffic on the move

• Crieff - Looking Good!• Annual plan with PKC to improve places, signage …….

• Streetscape improvements with PKC

• Cash support for ‘Crieff in Leaf’

• Business Support• Business support schemes

Your Bottom Line - stronger local businesses

• Your Bottom Line• Local trade directory• Staff Loyalty Scheme• Group buying and consolidated purchasing schemes• Crieff £: Local Voucher scheme promoting spend with local businesses

• Business Networking• Annual Networking event and B2B showcase• Crieff Succeeds bi-monthly newsletter

• Advocacy• Representing your interests

Marketing & Promotion Group

Marketing Proposal

Our Remit

We have 3 key priorities:

Develop a strong identity for Crieff to promote itself with

Bring this identity to life

Improve visitor information and signage

April 2013

April – May 2013Gather existing research & data

June 2013

June – August 2013Conduct new research with locals and visitors

Feb 2014

Feb 2014Generate SWOT Analysis

March 2014

May/June 2014Marketing Proposal

Sept 2013

Sept – Nov 2013Consolidate information

The Journey so far…

Crieff’s Key Strengths

Location

Heritage

Wider Environment

Local Attractions/Events

Resort Economy

Visitor Survey Key Findings A particularly attractive destination for families and groups, often in large sizes

83% are here on holiday

20% just for a day-trip

63% stay overnight

Most people stay for 2 nights but families typically stay longer, usually 4 nights but anything up to 17 nights!

57% were repeat visitors, in fact a high number have been visiting for years. This high loyalty presents us with a huge opportunity to create Crieff ambassadors, but we must promote fresh things to see and do to these people.

Main sources for finding out about Crieff as a destination:

42% from family, friends, colleagues

27% already know about it

26% internet

5% tour company/leaflet/map

Crieff's key selling points

The USPs of Crieff identified as:- Friendly & Welcoming- Central Location - Beautiful Scenery & the Outdoors

Crieff’s provenance:- Historical market town (12c)- Crossroads and Central meeting point for the drovers- Royal connection – Earl & Countess of Strathearn (plus our own

tartan)- Holiday resort – Victorian to modern day- Historical buildings and visitor attractions- Hosting key annual events: The Drover’s Tryst Festival & The Highland

Games

Truths about Crieff

Welcome to Crieff‘Scotland’s Heart’

The New Identity…

Central location – easilyaccessible, close proximity to Edinburgh/Glasgow

Historic crossroads, a meeting place – it has a pulse

‘Scotland in miniature’ – it epitomises Scotland (Highland cows, whisky, tartan, the games, scenery)

Existing symbolism –warm & friendly, generates sense of ownership

Friendly & welcoming –the town has a heart

Heart symbol is visually strong and effective - very emotive

Crieff – ‘Scotland’s Heart’ – Why…?

HOW DO WE BRING THE IDENTITY TO LIFE?

Marketing & Promotion

Marketing Activity

• Create a visual identity & logo

• New Crieff website

• New entry/exit and internal town signage

• Town map

• Themed campaigns, events & activities

Crieff -‘Scotland’s Heart’

Tartan | theme 1Tartan AuthorityWe are so privileged to have THE tartan authority based here in Crieff which provides tremendous opportunities for education, heritage, arts & crafts, tourism, PR & promotion of the town to the outside world.

Exploit our Tartan Strathearn tartan presents extensive opportunities for merchandise & crafts and links Crieff with the Countess of Strathearn.

Drovers | theme 2Establish ‘The Drover’s Route’ As a must do walk similar to the famous West Highland way. Create more opportunities for employment and revenue through accommodation, transportation, retail, food & drink.A great way of providing, improving and promoting access to the countryside for walkers and cyclists and making Crieff a real outdoor destination.

Work with the Drovers Tryst to make the festival even greater.

The Drover’s Route

Croabh Trees | theme 3Visualising Crieff’s name Promote our Trees & countryside. Craft shops & galleries, photography, art & retail. Celebrate our trees, plant more to enhance the town. Promote our woodland walks better (link with Paths group).

BushcraftFamily courses, corporate activities, survival courses etc. Bushcraft would promote Crieff for it’s trees and natural environment, attracting new audiences to the town and hence new commercial opportunities with it.

Love of Crieff | theme 4 ‘We Love our…’ campaign

‘We would Love a…’ campaign

Benefits for Crieff

• Stronger, cohesive promotion of the town, it’s strengths and activities

• Increased footfall to town and bring in new audiences

• More for repeat visitors to see and do

• Increased revenues for all businesses

• Attract new businesses/empty buildings utilised

• Create a better place to live, work and play

• Restore the town to its former glory

• A happier community with sense of pride

Business Survey Prizes…..

• Campbell’s Bakery £25 large hamper• Crieff Hydro Aloft adventure• Crieff Hydro Brasserie dinner for 6• Frank Thomson’s £25 voucher• Gordon & Durward £50 voucher• Gourlay’s Butcher £50 voucher• Irving Geddes £150 free personal Will • JL Gill £50 12 year Glenturret• Tower Hotel Gastro Pub & Appts £30 voucher • Valentine’s of Crieff £50 voucher

Winners!

• Campbell’s Bakery £25 large hamper Yanns

• Crieff Hydro Aloft adventure P&A Eye Care

• Crieff Hydro Brasserie dinner for 6 Perthshire Holiday Lets

• Crieff Visitor Centre £25 Voucher John Dewar Contractors

• Frank Thomson’s £25 voucher McKenzie Strickland

• Gordon & Durward £50 voucher Cee Gees

• Gourlay’s Butcher £50 voucher Artspace

• Irving Geddes £150 free personal Will Sam Park Hairdressing

• JL Gill £50 12 year Glenturret Guthrie and Robertson

• Tower Hotel Gastro Pub & Appts £30 voucher Ojs Pantry

• Valentine’s of Crieff £50 voucher The Eye Centre

Tonight’s Agenda……………

BIDS in Scotland

Results of Business Survey

Draft Activity Plan

Budget and Levy

Your views

Proposed Activities……………

•Market Crieff - increase visitor and shopper spend

•Welcome Crieff - an attractive and welcoming place to visit

• Your Bottom Line - stronger local businesses

•Making it Happen - a strong BID Team

BID Budget – How do we pay for this? (Draft Budget)

Item 2015 2016 2017 2018 2019 2020 %

Levy 102.0 102.0 102.0 102.0 102.0 510.0 70%

PKC 35.0 35.0 35.0 35.0 35.0 175.0 24%

VS 10.0 10.0 - - 10.0 30.0 4%

Others 2.4 2.5 2.7 2.7 2.7 13.0 2%

Total 149.4 149.5 139.6 139.7 149.7 728.0

Marketing 50.4 57.9 59.4 57.4 57.4 282.5 39%

Welcome 28.0 33.2 30.5 33.7 30.9 156.3 22%

Support 5.6 3.7 3.1 3.1 3.1 18.6 3%

BID Legals 6.8 7.1 7.1 7.1 12.1 40.2 6%

BID Team 41.3 42.3 43.3 44.4 45.5 216.8 30%

Total 132.1 144.0 143.4 145.7 149.0 714.4

BID Levy – How do we pay for this?

Crieff BID Levy

BAND Rateable Value of Property Annual Levy Cost per day

BAND A £1,000 - £1,999 £150 £0.41BAND B £2000 - £2,999 £200 £0.55BAND C £3000 - £4,999 £225 £0.62BAND D £5,000 - £9,999 £275 £0.75BAND E £10,000 - £19,999 £375 £1.03BAND F £20,000 - £44,999 £595 £1.63BAND G £45,000 - £99,999 £795 £2.18BAND H £100,000 - £199,999 £995 £2.73BAND I £200,000 - £499,999 £1,500 £4.11BAND J £500,000 - £999,999 £2,000 £5.48

BAND K £1,000,000 plus £2,500 £6.85

Proposed Activities……………

•Market Crieff - increase visitor and shopper spend

•Welcome Crieff - an attractive and welcoming place to visit

• Your Bottom Line - stronger local businesses

•Making it Happen - a strong BID Team

Timeline

•December – official notification•Jan - Business Plan to all local businesses

•May - Ballot papers go out•June - Ballot closes•July - BID Co. formed•Aug - open for business