Agenda item

To receive the report of the Chief Executive of Marketing Gloucester concerning Marketing Gloucester’s performance

THIS ITEM HAS BEEN MARKED TO FOLLOW AND WILL BE CIRCULATED AS SOON AS IT HAS BECOME AVAILABLE.

The Chair welcomed Councillor Noakes (Cabinet Member for Culture and Leisure), Anne Brinkhoff (Corporate Director) and Jason Smith (Chief Exectuive Marketing Gloucester Limited) to the meeting.

Councillor Noakes stated that Marketing Gloucester Limited (MGL) had had a good year and she had been hearing an increased amount of positive talk about Gloucester as a cultural destination. She also highlighted contributions MGL had made towards increased cultural funding for Gloucester.

Jason Smith explained that MGL managed destination tourism and events in Gloucester, alongside promoting and marketing Gloucester and attracting investment. Due to MGLs work there had been a 60% increase in tourists between 2013 and 2015, and 4100 jobs were supported by tourism in the City. Building on this, MGL was looking to introduce a tourist card, similar to the current resident’s card scheme, as well as capitalising on Gloucester’s involvement in the Great Gloucestershire High Street, The Great British Highstreet and its Digital Pathfinder status.

Jason Smith explained that MGL was operating within budget, and was continuing to develop sponsorship models for many events. As part of these sponsorship attempts there was an aim to package multiple events together, as done with SOMAC (Summer of Music and Culture), which allowed for cross promotion of events.

Councillor Haigh wished to ask a question related to the confidential MGL Audit report that was not on the agenda for the meeting, but had been circulated to Members of the Committee at their request. As such, a motion was passed to move into private session and the press and public were removed from the room.

RESOLVED that the press and public be excluded from the meeting during the remainder of this item of business on the grounds that it is likely, in view of the nature of business to be transacted or the nature of the proceedings, that if members of the press and public are present during consideration of this items there will be disclosure to them of exempt information as defined in Paragraph 3 of Schedule 12A of the Local Government Act 1972 as amended.

Councillor Haigh asked about MGL funding and whether there were plans to move towards a zero contribution model, similar to that of Aspire. Councillor Noakes advised that Cabinet would be looking at MGL funding as part of the budget and she could not make any commitments at the present time. Councillor Noakes stated that spending on MGL in 16/17 was the same as in previous years, but that it was bringing a lot more revenue in.

Councillor Wilson asked how greater transparency could be ensured, given that the Council provided significant funds to MGL, and what the working relationship between MGL and The Council was like. Councillor Noakes informed the Committee that there was a good working relationship, partly because the Leader of the Council was also the Chair of MGL. She also informed the Committee that performance review meetings were now formalised and that a full report on MGL’s performance would be available in March.

Councillor Hilton asked about the recommendations in the confidential Audit Report.Anne Brinkhoff reported that this was being purused by the Audit and Governance Committee and further audit work would be undertaken in early 2017.

Councillor Hampson asked how the success of an event was measured? Jason Smith explained that different events had different aims so success was measured in different ways.  Some were measured by turnout such as the Fireworks, other were measured by increased financial intake such as Art in the City. Councillor Noakes explained that event monitoring sheets were completed after events to gauge the success of an event.

Councillor Haigh asked for clarity regarding the relationship between MGL and the Council and whether there were any conflicts of interest, given that the Leader of the Council was also the Chair of MGL. Councillor Noakes stated that MGL was a Council body and that, proper arrangements were in place to prevent any conflict interest.

Councillor Haigh said that young people at the Mayor and Young People’s Conference and had expressed a feeling that Gloucester’s cultural events did not reflect the diversity present in the City. Councillor Noakes agreed that more diversity was needed and due to this, young people were a key focus for the Culture Trust. Jason Smith disagreed that the diversity of the City was not reflected in the cultural offerings, using the example of SOMAC which catered for a diverse audience, with Beat Box and Street Dance in King’s Square, a Haka at The Quays and a classical music concert in the Cathedral, all on the same day. He advised that MGL aimed to provide something for everyone and were aiming for successful engagements with mass audiences.

Councillor Hilton asked whether Members would be consulted on MGLs plans for the year ahead. Councillor Noakes confirmed that the Festivals and Events report was considered by Cabinet every January and that she welcome the Committee’s scrutiny. Jason Smith told the Committee that MGL operated on a five year plan, and he would be happy to share it with the Committee.

Councillor Melvin praised the work that MGL had been doing and asked why the Culture Trust was required, as MGL had a wealth of skills that were not being utilised by the Culture Trust. Councillor Noakes said that the Arts Council had recommended a Culture Trust be formed and the Culture Trust Board had been selected by a panel, but that MGL could be called upon by the Culture Trust Board for assistance if needed.

Councillor Lewis expressed his desire that more Councillors got involved in cultural events, such as ‘The Assize of Ale’, and stated that since MGL’s inception Gloucester was improving in cultural offerings and had achieved a critical mass which would continue to grow. Councillor Finnegan echoed the comments and said that she had heard people speak positively about Gloucester’s cultural offerings from as far afield as Birmingham.

The Chair thanked Councillor Noakes, Anne Brinkhoff and Jason Smith for their presentation.

RESOLVED- That the report be noted.