Chris Brown Chief Executive 3rd May 2012 DMO – Evolution or Revolution?

Areas to cover How we started Why we changed Where are we now Opportunities and challenges

Creation of Visit Chester and Cheshire From 2004/5 – March 2011 Role of NWDA / Private Sector Grant Driven / Process / Bureaucracy Doing the right thing

A Changing Landscape 2009 - 2011 Recession Change in Local Government General Election Result Demise of NWDA / Creation of Local Enterprise Partnerships (LEPs) A move towards creation of Marketing Cheshire

Revised Sub Regional Architecture April 2011 Leaders Board Local Enterprise Partnership Community Safety & Justice Health & Well Being Culture & Sport Employment, Skills & Learning Climate Change & Sustainability Marketing Cheshire Management Team Programme Office Virtual Support Place- Based Delivery Teams Stakeholder Forum Revised Sub Regional Architecture April 2011

Private Sector Relationship Building

New Ways of Working Increased commerciality Private / Public not Public / Private Move away from grant led culture Centralism v Localism Link to national bodies

Current Position Public Sector support “Investment” not grant Striving to be “Place Marketing” Agency of Choice Securing new services – Chester TIC “Demand” led culture

Challenges Economic climate not conducive to risk Changing culture of your team – behavioural challenge Private Sector view of destination organisations Provision of information v commercialisation–websites Lack of expertise Managing expectations

Opportunities Creating joint ventures Becoming more entrepreneurial Challenging the not for profit remit Uncertainty creates vacuums and opportunities Reductions in formal structures opens up entrepreneurialism

Case Example 2012 Marketing Campaign Video