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

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

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

4. 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

5. 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

6. Private Sector Relationship Building

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

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

9. 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

10. 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

11. Case Example
2012 Marketing Campaign Video