SP606 Project Report

Transcription

Teesdale Marketing – Marketing Teesdale
Enterprising Market Towns 2006 – 2008
2008
This report has been compiled by Hazel Coppack, Chief Executive Officer of Teesdale Marketing,
on behalf of Teesdale Marketing, to report back on the Enterprising Market Towns Project 2006-08.
The support of Dr. Anne Allen, Tourism Project Leader, in compiling the information for Eat
Teesdale and Discover Teesdale, is gratefully acknowledged.
CONTACT INFORMATION
Any queries regarding the content should be directed to:
Hazel Coppack
Chief Executive Officer
Teesdale Marketing
c/o 3 Montalbo Road
Barnard Castle
County Durham
DL12 8BP
Tel: 01833 631870
Email: [email protected]
www.teesdalemarketing.co.uk
This project has received funding from One North East Single Programme through the County
Durham Economic Partnership and Leader +. Partnership working has involved cash and in-kind
support from: The Bowes Museum, Killhope Lead Mining Museum, Middleton Plus, Raby Estates,
Teesdale District Council and Upper Teesdale Agricultural Support Services (UTASS)
Table of Contents
PROJECT SCOPE AND DEVELOPMENT ............................................................................... 5
PROJECT MANAGEMENT AND FINANCIAL ADMINISTRATION..................................... 7
TABLE: SUMMARY OF OUTPUTS AGAINST REQUIREMENTS ......................................... 8
TABLE: SUMMARY OF OUTCOMES REQUIRED AND ACHIEVED.................................... 9
SUB-PROJECTS....................................................................................................................... 10
1.0
SKILLS DEVELOPMENT PROGRAMME .................................................................. 10
2.0
EVENTS ....................................................................................................................... 11
3.0
LOCAL FOOD AND PRODUCE PROJECT - EAT TEESDALE ................................. 12
3.1 Eat Teesdale website www.eatteesdale.co.uk.................................................................. 12
3.2 Supporting local producers and the promotion of local produce...................................... 13
3.3 Eat Teesdale Lamb Campaign ....................................................................................... 13
3.4 Food festivals................................................................................................................ 14
3.5 Year of Food and Farming ............................................................................................ 14
3.6 Farmers’ Market ........................................................................................................... 16
4.0
DISCOVER TEESDALE - OVERVIEW........................................................................ 17
4.1 Familiarisation visits ..................................................................................................... 18
4.2 Trade shows ................................................................................................................. 18
4.3 Publications.................................................................................................................. 19
4.4 Website ........................................................................................................................ 20
4.5 Advertising and PR....................................................................................................... 21
4.6 Photography ................................................................................................................. 22
2008 onwards ............................................................................................................................ 23
©2008 Teesdale Marketing
Page 3
PROJECT SCOPE AND DEVELOPMENT
The Enterprise Market Towns Project 2006-08 (SP606) was designed to incorporate into one single
project selected elements from a range of earlier, highly successful, projects delivered by Teesdale
Marketing Limited through the Market Towns Initiative. These projects had the aim of promoting
Teesdale for tourism, business and inward investment with a view to increasing footfall and thereby
stimulating economic growth and vitality.
The projects incorporated into SP606 were:

Discover Teesdale Travel Trade Initiative

Teesdale Local Food and Produce Initiative

Teesdale Skills Development Programme

Teesdale Business and Promotion Network
The Enterprise Market Towns Project SP606 also incorporated the management costs of the Market
Towns Initiative, previously administered through the Market Towns Partnership and Teesdale
District Council. Through SP606, the employment costs of the Programme Manager, Project
Manager, a Trainee Project Manager and the MTI office costs were to be covered.
The purpose of combining all of these areas was to achieve added efficiency, gain better value for
money and provide a means of employing and managing the Market Towns Initiative staff.
In previous years, project leadership of Discover Teesdale Project, Local Food & Produce Initiative
and the Business Promotion Network had been undertaken by personnel funded through the
respective projects. It was envisaged that this project leadership, plus development and operation of
new and existing MTI projects would, through SP606, be undertaken by the MTI management
team, resulting in a co-ordinated programme of projects and activities in Barnard Castle and
Teesdale and maximum benefits to Teesdale through linkages and joint working.
Due to a delay in the offer letter being issued (21st August 2006), the project did not commence until
1st September 2006.
In the early stages of the project it was recognised that as the MTI legacy projects had either been
completed or their proposed development reduced, the MTI Management requirement for SP606
was significantly less than originally anticipated.
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In June 2007 it was agreed between the Durham Sub-Regional Partnership and Teesdale Marketing
Ltd that following changes to the staffing of the Teesdale Enterprise Market Towns Initiative
(TEMTI) part of the funding freed up by the departure of the Programme Manager and Project
Manager would be used to:

support the appointment of a Barnard Castle Vision Project Leader who would report to
the Vision Steering Group and be contracted to Teesdale District Council (Assistant to
the Vision)

appoint an appropriately skilled person to project lead the Discover Teesdale and Local
Food & Produce projects (Tourism Leader)

strengthen the management role and responsibilities of the existing Teesdale Marketing
business administrator (Executive Officer)

improve communications work to help both Teesdale Marketing and the Barnard Castle
Vision including provision of a dedicated Barnard Castle Vision website (Vision and
Teesdale Marketing Communications).
This agreed proposal reflected the changing impetus from the project work which was well
underway and established in Teesdale to a greater need to support the work of the delivery of the
Barnard Castle Vision whilst at the same time improving the project leadership of Discover Teesdale
and the Local Food & Produce sub-projects and tightening the management of the overall project.
The Barnard Castle Vision work was at a stage where an essential issue was one of task managing
the various assessments and investigations to take project delivery forward. In all other respects the
TEMTI work carried out by Teesdale Marketing Ltd. as outlined in the bid and offer letter would
continue with projected outputs and outcomes on target to be achieved.
The changes were implemented 1st July 2007.
Teesdale Marketing reassigned funding to allow recruitment in August 2007 of a freelance project
manager for combined Discover Teesdale/Local Produce project leadership and to buy in specialist
expertise to deliver specific tasks. In this way both Discover Teesdale and the Local Produce
Initiative have maximised cross-linkage and the use of limited resources and kept overhead costs to a
minimum.
Teesdale Village Halls Consortium staff continued to manage the maintenance of the online events
database and production of the events guide under the direction of the responsible Teesdale
Marketing director and A Leitch of Teesdale District Council project led the Skills Development
Programme throughout the full period of SP606.
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Additional responsibilities were assigned to the Business Administrator role making it an executive
position with direct accountability to the board of Teesdale Marketing for

financial management

overall project management

management of Teesdale Marketing business

PR
in addition to Teesdale Marketing business and financial administration, member networking
activities such as the regular member newsletters, dissemination of information from other
organisations/individuals, provision and maintenance of the image library for members, media and
projects, and update and maintenance of the farmers market and Teesdale Marketing websites.
PROJECT MANAGEMENT AND FINANCIAL
ADMINISTRATION
The project was overseen and monitored by the Board of Directors of Teesdale Marketing which
met monthly.
A director was assigned to each Teesdale Marketing sub-project to monitor progress and report to
the Board at the monthly meetings.
Financial operations were monitored by the Finance Committee which met monthly, usually prior
to the Board meeting, and accounts were independently examined by our auditor, Addison’s & Co.
In addition, directors Budget Monitoring meetings were held regularly, the Discover Teesdale subproject had its own steering group which met regularly, management of the Skills Programme was
through a panel which met to consider applications for training assistance and in year 2 a
monitoring group for the food sub-project was set up.
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TABLE: SUMMARY OF OUTPUTS AGAINST REQUIREMENTS
Output
Requirement
06-07
Achieved
06-07
Requirement
07-08
Achieved
07-08
NTF1 – new jobs created
5
5 claimed
5
5 claimed
NTF3 – businesses created
3
3 claimed
3
3 claimed
NTF4 – businesses supported /
advised
45
48 claimed
50
78 claimed
45
145 claimed
50
210
claimed
NTF6 – learning opportunities
Notes:

Originally, it was intended that outputs for new jobs and businesses-created would be
delivered by the new build at Enterprise House, Barnard Castle, a project to be delivered
through the MTI Management part of SP606 i.e. an MTI project independent of
Teesdale Marketing’s core activities. Due to delays in funding for the new build, 06-07
outputs for the jobs and businesses created were re-assigned to Teesdale Marketing
projects. With the cancellation of the new-build in mid 07-08, all outputs for SP606 0608 have been delivered through direct Teesdale Marketing projects (Local Food
Initiative, Discover Teesdale, Events and Skills Programme).

In both years, the number of businesses supported (NTF4) far exceeded that claimed.
However, due to the qualifying requirement of £250 or 2 hours advice per business, most
have had to be assigned as project outcomes.
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TABLE: SUMMARY OF OUTCOMES REQUIRED AND
ACHIEVED BY 31ST MARCH 2008
Outcome
Achievements
Increased occupancy of town
centre shops
Increased occupancy achieved
Increase in skills and employability
of local workforce
Over 80 types of training courses taken - Appendix 2
Over 400 individuals trained
Increase in visitor numbers to
Teesdale
Appendix 9 – coach and visitor numbers
Appendix 7 – FAM clients
www.teesdalediscovery.com: monthly unique visitors 7,000 with
August 2007 attracting the highest number (8,563) since records
began
Increase in profile for Teesdale
Local Food
Appendix 4 – Businesses featured on www.eatteesdale.co.uk
Appendix 6 – Businesses featured on
www.teesdalefarmersmarkets.co.uk
Middleton-in-Teesdale local producers market April to September
PR opportunities for local producers
www.eatteesdale.co.uk: monthly unique visitors 200
www.teesdalefarmersmarkets.co.uk: monthly unique visitors 1,250
Increase in private sector
participation in regeneration in
Teesdale
£97,000 private sector match funding through participation in skill
programme
Appendix 5 – businesses supporting the Eat Teesdale Lamb
campaign
Appendix 3 – businesses supporting Events in Teesdale
Barnard Castle Vision
Refurbishment of several town centre shops
Increase in Teesdale Marketing membership from 140 to 153
Active participation of the 8 Teesdale Marketing Directors
Additional outcomes
20+ businesses through the Skills Development Programme
32+ new jobs created as a result of these new businesses
333 businesses supported in 2006-07 and 423 in 2007-08 which do
not qualify as Outputs – Appendices1,3,8
Events guide grown from A4 bi-fold leaflet to 68 page booklet
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SUB-PROJECTS
1.0
SKILLS DEVELOPMENT PROGRAMME
As with the previous 2003-06 Teesdale Marketing Skills project, the 2006-08 Skills Development
Programme provided 50% match funding for a diverse range of training for a large number of people
who work or live in Teesdale. Under the project leadership of A Leitch, Learning Skills Coordinator with Teesdale District Council, the 2006-08 programme, like the previous project, far
exceeded the outputs required. Throughout the period of the project, applications continuously
exceeded the grants available. In an effort to satisfy demand for training, funds were taken forward
from year 2 into year 1 and additional funds made available towards the end of year 2 through
uptake of the 10% two year project uplift.
Over the course of the project the private sector match funding for the project was £97,242 against a
£47,360 requirement i.e. a total training value of £144,602, with over 400 persons benefiting from
the scheme. Of these, at least 20 were potential business start up referrals from the Teesdale
Enterprise Agency and the scheme was instrumental in the successful creation of these new Teesdale
businesses which in turn created at least 30 new jobs.
Over 83 different types of training courses were undertaken over the period of the project, ranging
from acupuncture and adult numeracy support to walling and youth work courses (see appendix 2)
Many local people have benefited from training accessed through UTASS who quoted recently “We
are most grateful to both Andy for his tremendous drive and commitment and also to Teesdale Marketing
for facilitating easily accessible funding, delivered here in Teesdale, and in an environment where
trainees feel at home and have a positive learning experience”
From a local farmer who has benefited from the scheme “I enjoyed the computer training and the
funding towards it helped. The group was very small and the tutor was good, with a relaxed, friendly
atmosphere. I learned a lot and I will definitely go along to future courses. It gave me the confidence to
do it myself and I’ll now go in and use the computers on my own at UTASS” The Teesdale Mercury 9th
April 2008.
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2.0 EVENTS
The objective of Events within SP606 has been to continue
the promotion of Teesdale events through the
maintenance of the online events database and publication
of the twice yearly Events Guide - work which was
initiated as part of the 2003-06 Business Tourism project.
Under SP606, Events was assigned its own budget and a
contract awarded to the Teesdale Village Halls
Consortium to continue the work necessary for the
production of the twice yearly Events Guide and
maintenance of the online Events database. The Events
Guide has grown from an A4 folded leaflet in 2005 to a 68
page (Summer-Autumn 2008 edition). The importance of
this work has been recognised by the production of the
events guide having been written into the action plan of the Sustainable Community Strategy.
Through the project, Teesdale Marketing has also been able to support the Barnard Castle Meet by
contributing towards the costs of the print of the 2009 Meet Calendar, an historical book about
Barnard Castle and the distribution of Meet Programmes to accommodation providers in the dale
i.e. activities which will help to ensure the future sustainability of this important annual event which
brings significant economic benefit and pleasure to Teesdale.
A member of the Meet Committee said “The Meet Committee would like to thank Teesdale Marketing
for their support. It has given the committee a much needed boost and will help safeguard the future of
this historic event which involves all the community” The Teesdale Mercury 20th February 2008.
The AutumnWinter06 Events Guide was published in November 2006 and its distribution by the
Teesdale team was used as a means of engaging with local retailers and tourist attractions.
With the guide attracting significantly more events for publication than previous editions, it was
decided to hold a distribution day for tourism and hospitality businesses, at a local village hall, to
coincide with the launch of the next edition, the Spring-Summer guide 2007.
In June 2007 the Events project was given directorial leadership. With an increase in the events
budget due to the re-allocation of funds, Teesdale Marketing was able to hire accessible, larger
venues with the aim of attracting increased numbers of tourism-related businesses to the Event
Guide launch events. As a result, the Winter07-Spring 08 Events Guide was launched in October
2007 at the Morritt and the Summer-Autumn2008 guide was launched in February 2008 at The
Bowes Museum. At the request of OneNorthEast, the February event was opened to tourismrelated businesses regionally. Both events provided an opportunity for attractions and businesses to
promote themselves via promotional stands and leaflet exchange, were well attended and attracted
media coverage which raised the profile of the events promotion work being done by Teesdale
Marketing in conjunction with the Teesdale Village Halls Consortium.
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3.0 LOCAL FOOD AND PRODUCE PROJECT - EAT
TEESDALE
– supporting the production and use of local products
The Eat Teesdale project grew out of Teesdale Marketing’s
successful Local Food and Produce Initiative that began some
five years ago following the earlier establishment of the
FARMA-accredited farmers’ market in Barnard Castle.
With the imminent end of the previous Local Food Initiative
which had funded a coordinator post for the farmers
market/promotion of local produce, steps had been taken towards the end of the 05-06 financial year
to enable the Barnard Castle farmers market to be managed by a stallholder/Teesdale Marketing
management group on a day to day basis with Teesdale Marketing retaining a strategic overview
and providing administrative support.
In September 2007, Teesdale Marketing published ‘A Taste of Teesdale: supporting rural
producers and artisans’, a five year operational plan prepared in consultation with local partners
(Barnard Castle Vision, the Enterprise Agency for Teesdale and Wear Valley, Middleton Plus, the
Teesdale Partnership, Upper Teesdale Agricultural Support Services and Teesdale District Council).
A Taste of Teesdale is a blueprint for a series of ambitious projects, including continuing support for
the farmers market, that are intended to revolutionise the food offer in Teesdale acting as a catalyst
for tourism. Implementation of the plan has begun.
3.1 Eat Teesdale website www.eatteesdale.co.uk

Contains a directory of local producers and places to eat and buy local produce
made/grown/produced in Teesdale. It features recipes, news, events and includes
around eighty local businesses (see Appendix 2).

A flier promoting the website was sent to all Teesdale households in partnership with
Radio Teesdale.
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3.2 Supporting local producers and the promotion of local produce

The project has worked with local hamper company
Teesdale Trencherman to increase the range of local produce
available for sale by mail order and online.

Teesdale Marketing provided support to enable local
producer Broom Mill Farm to receive specialist help from an
Italian salami producer so that they could start producing a
Teesdale salami. Teesdale Marketing also organised PR
coverage to promote the new product for the benefit of the
wider Teesdale food offer.
The Countess of Wessex samples
Teesdale Salami

Teesdale Marketing has supported a publication by
the Teesdale Branch of the North of England Mule
Sheep Association promoting the Mule lamb and
the Teesdale Area.

Through events organised by UTASS, Teesdale
Marketing has and continues to support local
farmers affected by the threat of Blue Tongue
disease.

Teesdale Marketing has supported Middleton Plus and UTASS in the establishment of
the local producers market in Middleton-in-Teesdale.

Local products have been purchased for showcasing in the Barnard Castle Tourist
Information Centre. The aim is to promote the range of locally produced products
available from the dale whilst also supporting the local retailers who stock these
products.
3.3 Eat Teesdale Lamb Campaign

In response to the movement restrictions imposed as a result of the outbreak of Foot &
Mouth Disease in autumn 2007, the export market (which usually accounts for some
60,000 lightweight lambs in Teesdale) collapsed. By the time the ban was lifted, the
market had lost confidence in UK lamb and consequently lamb prices and sales fell
dramatically. Teesdale Marketing responded by working with UTASS to launch the Eat
Teesdale lamb campaign to encourage local people to buy whole and half lambs direct
from the farmer for the freezer.

The campaign was a success. One farm alone sold more than 60 sheep in this way.
Page 13

The story was covered by the Teesdale Mercury, the Darlington & Stockton Times and
Radio Teesdale. Some 16 producers mainly in the upper dale joined the campaign and
UTASS acted as a point of contact for sales enquiries (see appendix 5)

The campaign highlighted issues about continuity of supply, consistency in quality of
butchery and presentation. As a result there is now a real interest among the farms in
working co-operatively to cut, process, package, market and distribute lamb (and
mutton) direct to customers. To that end Teesdale Marketing has sought to engage with
the Regional Food Group, English Food and Farming Partnership, Business Link and
One North East Rural Team to explore the feasibility of a food processing facility that
might also add value by turning unpopular cuts of meat into ready meals. This work will
continue in partnership with the Barnard Castle Vision.
3.4 Food festivals

Organised in partnership with The Bowes Museum the annual two day Food & Craft
Festival attracts up to 6,000 visitors. Teesdale marketing aims to grow this event to
become a dale-wide Teesdale Festival of national importance within 5 years.

The atmospheric Christmas Festival, also organised in partnership with The Bowes
Museum, has now become a fixture on the local produce calendar and takes place on the
last Sunday before Christmas, attracting thousands of visitors.
3.5 Year of Food and Farming

The project has worked with Natural England, the regional promoter of DEFRA’s Year
of Food and Farming (YOFF), UTASS and farms in Teesdale to promote school visits to
farms, open farm events and talks in schools by Teesdale producers. Broom Mill Farm,
Pikestone Farm, Kingfisher Eggs, Teesdale School and Bowes-Hutchinson School have
all been involved. The activity has been covered in YOFF newsletters and the local press
and a joint programme with Natural England broadcast on Radio Teesdale.

The project has also supported costs for Teesdale School to run a workshop on sourcing
food locally at a national conference.

Teesdale Marketing organised a training day at Hall Hill Farm for farms interested in
opening to the public to explore issues surrounding health and safety, risk assessments,
insurance and the Countryside Educational Visits Accreditation Scheme. As a result of
this day, the following programme of activities was set up and advertised through
www.eatteesdale.co.uk and www.yearoffoodandfarming.org.uk
o
Farms open for educational visits include: Herdship Farm, Harwood-in-Teesdale
DL12 0YB tel 01833 622215 Topics include: farming in environmentally sensitive
area, stewardship.
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o
Farm walk, holiday cottage. Highside Farm, Middleton-in-Teesdale DL12 0NT
01833 640 135 Topics include sheep farming & wool production, Swaledale sheep,
rare breed pigs and rare breed Teeswater sheep. Camping and meals available.
o
Guided walks through Upper Teesdale farmland led by Farm Conservation Advisor
starting from Field Studies Centre, Middleton-in-Teesdale DL12 0QB tel 01833
640509
o
Food tasting and talks by farm suppliers and the head chef at Cafe Bowes, The
Bowes Museum DL12 8NP tel 01833 690606
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3.6 Farmers’ Market

Though self-sustaining and run by a stallholders management group supported by
Teesdale Marketing, the farmers’ market remains an important part of the wider Eat
Teesdale Initiative.

FARMA accredited, the market is held on the first Saturday of each month.

The market featured in a North East England TV commercial produced by One North
East in September 2006.

The market has grown from 25 stalls at April 2006 to 31 stalls at March 2008.
The Countess of Wessex at the market


In May 2007 a special market was held in
honour of the Countess of Wessex when
she visited The Bowes Museum.

There is a waiting list for stalls and the
size of the market is limited only by the
space available on the Market Place
cobbles.

The market won the Taste of NE
England Gold Award 2006
The market won the VegSoc Gold Award 2007 for Best Vegetarian Offer Rachel Markham,
Vegetarian Society, was one of the mystery shoppers who judged the market against dozens of others across
the country. She said “What struck me was the freshness of the produce, together with the availability
of lots of different things that are suitable for vegetarians”. The Teesdale Mercury, 3rd December
2007.
Stall holders receive VegSoc Award

New business –Tree House Farm Creamery
The farmers’ market website, www.teesdalefarmersmarkets.co.uk , which was set up in
2003, continues to advertise the market, its products, achievements and news and is
linked to the wider local produce initiative’s new website www.eatteesdale.co.uk . It
attracts 1,250 unique visitors per month.
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4.0
DISCOVER TEESDALE - OVERVIEW
Discover Teesdale was conceived of as a virtual tourism team and was set up some 5 years ago as a
joint initiative by Teesdale Marketing, The Bowes Museum, Raby Estates and Teesdale District
Council to bring together marketing and tourism-related staff working in Teesdale attractions, the
tourist information centres in Barnard Castle and Middleton-in-Teesdale and the District Council.
The aim was to fill the need for a group tourism initiative at a time when the tourism service offered
at county and regional level did not meet local needs. The project’s focus has been group travel and
niche markets that specifically relate to the tourism products in Teesdale. By combining resources –
both in-kind and cash contributions and attracting external funding – the group developed
promotional materials, a website, FAM visits and trade shows targeting the travel trade and group
travel tour organisers in a way which complemented rather than duplicated tourism activity at sub
regional and regional levels.
In the last two years the team has continued its successful approach of 1:1 relationship development
with product managers, group travel organisers and tour operators through escorted familiarisation
visits, participation in group travel trade shows, targeted distribution of bespoke publications,
continued development of the award-winning website www.teesdalediscovery.com, new
professional photography and targeted advertising.
Teesdale visitor attractions and key tourism businesses now have a relationship with all the major
tour companies and relevant travel trade product managers / intermediaries. These relationships
can be sustained by individuals, organisations and through the new County Durham Tourism
Partnership Travel Trade and Groups Alliance (TT & GA) which has adopted the Discover
Teesdale model. The Bowes Museum and Raby Estates are key players in the Alliance and will be
able to ensure that the programmed activity meets their needs. In addition Teesdale Marketing has
been invited to join to represent other attractions and tourism businesses in Teesdale.
This development provides a means of sustaining Teesdale’s travel trade activities until March 2009
– and provides an opportunity to develop the Discover project in a new direction – to develop a
solution for local tourism.
At the same time Local Government Review means that Teesdale District Council will be replaced
by a new county-wide council in April 2009. Arrangements for tourism services in the new
authority have not been determined. Teesdale District Council currently runs the Tourist
Information Centre in Barnard Castle and has a budget for marketing and promotional material. In
the absence of any plan, there is a risk that existing services will be reduced or even lost to Teesdale.
In January 2007, the Board of Teesdale Marketing agreed to establish Explore Teesdale to focus on
increasing and sustaining tourism in Teesdale and safeguarding Teesdale’s local identity whilst also
working in conjunction with CDTP and other partners to promote the larger region.
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The aims of Explore Teesdale are:

to increase occupancy levels in visitor accommodation in Teesdale

to increase visitor numbers at Teesdale attractions and Teesdale events

to extend the dwell-time of visitors in Teesdale

to attract more high spending visitors to Teesdale
4.1 Familiarisation visits
Jan Williams, Blue Badge Guide (Winner North East England Tourism Awards 2005 "Best Tourism
Ambassador" and Winner SMILE 2005 Tourism Employees Award) has run some 18
familiarisation visits for the project in the last two years. These one-to-one visits have been tailored
to meet the needs of client product managers, travel writers, group travel organisers, tour operators
and tourism organisations. Many of these have translated into bookings and have generated press
coverage and positive feedback
Arguably the project’s biggest success in 2007 was to get the
endorsement of international author Bill Bryson who recorded an
introduction for podcasts to promote the project’s new tour
itineraries, also prepared by Jan Williams. This recording is
available online at www.teesdalediscovery.com and
www.teesdalemarketing.co.uk
Following a FAM in February 2008, Mountain Goat Ltd
immediately incorporated a seven day tour based at the Teesdale
Hotel in Middleton-in-Teesdale.
John Martin Coaches, for whom the team held a FAM in 2007, have included Teesdale in their
2009 brochure. (See Appendix 7 for FAM clients and Appendix 9 for coach visit statistics)
FAM feedback:
“… one of the most beautiful regions of England. Dreamy green dales dissected by roaring white water
rivers, ancient castles, stately homes, picture postcard villages flanked by sandstone cottages, amazing
museums, cosy welcoming pubs, epicurean cuisine and some of the warmest most welcoming people
you’ll ever meet. With the Get Carter theme, what else, on my iPod my train left Newcastle station. Just
over an hour later, I was in the tiny hamlet of Romaldkirk and checked into the impossibly pretty Rose
and Crown. An 18th century coaching inn overlooking old stocks and a water pump, under the
stewardship of owner and chef Christopher Davy it’s also one of the culinary gems of the area. The
reception festooned with awards, not least 2006’s Michelin Pub Of The Year, bears testament to its
excellence. An idyllic base to explore the region or sit beside the fire with a glass or two. A few miles
down the road lies the market town Barnard Castle. Developed where the old Roman road crossed the
mighty River Tees, it’s a box ticker of a village. Medieval church – check, antique shops – check, 12th
Page 18
century castle – check. It even has a pub where Cromwell reputedly drank. Back in the car again,
winding roads perched on towering valleys gave magnificent views of this blessed corner of England.
White-washed cottages, remote farmhouses, distant Norman castles. Even under the gun-metal skies of
mid-winter, this place was enchanting. Imagine what it’s like under the flaming July sunshine. Green and
pleasant land indeed. After a quick stop at High Force, a raging waterfall where the Tees cascades down
a 100ft drop in an explosion of aquatic violence and the eery calm of Cow Green reservoir we were in
Bowes Museum. Built in the style of French palace, the Bowes is a treasure trove where you’ll find El
Greco, Goya and Carravaggio. But it’s renowned for the Silver Swan, which still thrills visitors daily at
2pm sharp. Peace and tranquility supposedly reduces stress and improves health by reducing blood
pressure, cutting the risk of heart attacks. Possible, I suppose. But what is true is a few days in the North
east felt like a warm bath where the water or the welcome never got cold. I felt revitalised and refreshed
and for me that’s reason enough to go back” Daily Mirror
Northern Ireland
“I just wanted to say a big thank you for yesterday. I thought
the day was a great success; fantastic networking and I have
a much better understanding geographically of the area and
the type of locations and services that Teesdale can offer film
makers.” Northern Film & Media
“Following a very successful Fam trip to Teesdale, Mountain
Goat Holidays of Windermere will be including Teesdale in
its Holiday brochure for 2009. This will be for both a 7 night
touring holiday based in Teesdale and also as part of a 2
centre holiday based in Windermere and Middleton in
Teesdale.” Mountain Goat Ltd
“The fam was extremely useful as we were definitely not
aware of all that the area has to offer and then to be guided
around and see it first hand was invaluable.” John Martin
Coaches
Right - Coverage following visit to Teesdale by TNT Magazine
4.2 Trade shows
Discover Teesdale attended in the following trade shows to promote Teesdale as a visitor
destination:
 British Travel Trade Show
 One North East Roadshows
 Excursions 2008
 Great Days Out, Bolton
 Luxury Group Travel, Kensington Palace
Contacts made at these events are followed up by invitations to familiarisation visits and details are
added to the Discover Teesdale contacts database for mailings.
Page 19
4.3 Publications
The project produced two annual Teesdale
inserts to Welcome Folders and Elmtree
Press bedroom browsers which are
distributed to accommodation outlets within
an hour’s drive time. The project also
published a new directory of tour itineraries,
a Conference Pack and a Teesdale Bedroom
Browser.
“Discover Teesdale from the comfort of the
hotel bedroom
TOURISM chiefs in Teesdale are hoping new
publicity about the area will be seen by three
million people across the North.
Teesdale Marketing's award-winning Discover
Teesdale team has produced more than 70,000
information leaflets, which will be placed in
hotel and guesthouses before the start of the
tourist season.
Teesdale Marketing's director of tourism
Catherine Turnbull said: "Our plan is to place
Teesdale information into bedrooms in
accommodation in the North-East, Cumbria
and Yorkshire. We believe each leaflet will be
seen by at least 45 people during the course of
the season, meaning that more than three
million people in total will see our message." The Northern Echo, February 2007
4.4 Website
The project’s multilingual website www.teesdalediscovery.com (also registered as
www.visitteesdale.co.uk and www.exploreteesdale.co.uk) was maintained and improved in 2007/8.
The new itineraries were published online and made available as downloads together with the
podcast by Bill Bryson. The accommodation database was updated and redesigned to include a
Google map. An attractions Google map has also been added. Links were added to Radio 4
broadcasts and TV programmes about Teesdale. The look and feel of the site has been updated, the
header refreshed to ‘Explore Teesdale’ and new information about attractions and activities in
Teesdale added.
Visitor statistics for the site remain buoyant with the average number of unique visitors per month in
excess of 7000. The site ranks highly in search engines. Google and other tourism sites
Page 20
(www.eatteesdale.co.uk www.rabycastle.com www.visitcountydurham.co.uk
www.northpennines.org.uk www.teesdale.gov.uk ) are the main referrers. The majority of visitors
(68%) are from the UK, 12% are from the United States and Canada, 6% Europe (Netherlands,
Scandinavia, France, Germany).
The accommodation and events databases are the most frequently accessed pages. The project has
explored ways to integrate these databases into Destin-e. This requires programming input from the
Destin-e system web developers and this has not proved possible. This remains an ambition of the
project to save duplicated effort and to enhance the data collected at County-level.
4.5 Advertising and PR
The project has run two advertising campaigns Virgin trains Hotline magazine and Living North
magazine. In addition there have been news stories in
the local press (Teesdale Mercury, Northern Echo and
Darlington and Stockton Times) and the North
Pennines AONB newsletter.
Virgin Hotline magazine
campaign
Living North
Page 21
4.6 Photography
The project commissioned new images of Teesdale from professional photographers Richard
Jemison and Nigel Whitfield to update media packs and the Teesdale image library which is made
freely available to the travel trade, media contacts and local businesses.
The Press Images CD is now in its fourth
edition and there is also a Groups
Collection which includes PDFs of the
new tour itineraries in addition to the
Teesdale images.
Teesdale Marketing also sponsored the book Teesway One Nine
Nine by Richard Jemison and purchased copies to send to key
contacts in the travel trade. The book is image-rich with 66
innovative photographs accompanied with powerful, moving poetry,
illustrating the River Tees from its source in Teesdale to its mouth at
the North Sea. The photographs and poetry capture the raw and
gentle beauty of Teesdale along with the remarkable, and often
unexpected, visual appeal of industrial Teesside.
Page 22
2008 onwards
The economic viability of Teesdale has been greatly supported by the work undertaken in project
SP606 to raise the profile of Teesdale, support businesses and increase visitor footfall. Businesses
have been provided with opportunities to promote themselves, improve their skills base, develop
themselves and work together for mutual benefit.
The private sector has been willing to undertake training to enable their businesses to expand or new
businesses to be created.
Private businesses have also been willing to invest in the refurbishment and occupation of town
centre premises but the turnover of several of these would indicate that businesses are experiencing
difficulties in the current economic climate. Also, the number of premises which are empty, and the
length of time which they remain so, indicate a lack of business confidence in investing in the area.
Although current tourism and economic regeneration projects, including SP606 and Retail
Distinctiveness have supported businesses, and continue to support them, in maintaining a level of
economic viability, several businesses continue to struggle to survive. Without an additional, major
attraction in the dale to encourage in particular the lucrative overnight visitors, footfall will not
increase sufficiently to result in significant, additional visitor spend and businesses will continue to
struggle to improve or even maintain their economic viability.
Teesdale Marketing and the Barnard Castle Vision
Since its inception nine years ago, Teesdale Marketing has successfully delivered tourism-related
projects of economic importance to the area, far exceeding required outputs and outcomes for all
projects. In carrying out its work, Teesdale Marketing has worked closely with other organisations,
private businesses and individuals to maximize resources and expertise to the benefit of Teesdale, its
businesses, residents and visitors.
When the Barnard Castle Vision was initiated, TML recognised its importance to the future, longterm economic viability and sustainability of the town and Teesdale and so supported its delivery,
through the agreed reassignment of funding in 2007, by enabling an Assistant to the Vision project
leader to be appointed to task manage the various Vision assignments and investigations necessary
to take the project forward.
We believe that as well as continuing to work with other partners, Teesdale Marketing could, as a
proven project delivery organisation, work very effectively in partnership with the Barnard Castle
Vision to deliver those projects proposed by the Vision which align themselves with the tourismrelated remit of Teesdale Marketing.
Page 23
Appendix 1 – Businesses supported by www.teesdalemarketing.co.uk
Account Solutions
Teesdale Glass Engravers
Addisons Auctioneers
Teesdale Hotel
Addisons Chartered Surveyors
Teesdale Motor Club
Aladin Enterprises Ltd
Terence Hardy Bespoke Kitchens
Anne Mason Art
The Blue Bell
Annie and Marcus Art
The Bowes Museum
Barnard Castle TIC
The Collector
Bowman Solutions
The Jersey Farm Country Hotel
Bridget Tyldsley Design
The Moorcock Inn
Brunswick House
The Morritt
Castle Players
The Orchard
CCS Catering
The Rose and Crown
Changes International
The Teesdale Gallery
Colliewobbles
Thorngate Coach House
Comtek
TOC Aromatherapy
Deepdale Off Road
Wensley House Limited
DLM Landmaster
East Briscoe Farm Cottages
F E Wilkinson
Frog Hall
Gordon Jones Photography
Hauxwell Grange Cottages
Herdship Farm
HOW Support Services
Langleydale Lamb
Number 34 The Bank
Pecknell Farm caravan site
Peter J & R Olivier
Raby Castle
Selfishly Mine
Simply Recruit
Smart IT Training
Star Cobblers and Key Cutters
Star House Physiotherapy
Summary House
Swinholme
Teesdale Aviation Event
Page 24
Appendix 2 – training courses undertaken through the Skills Development Programme
Acupuncture training
Excavator training
Oftec oil boiler training
Adult numeracy support
Farm rent review training
Pat test course
Basic counselling skills
Fine art training
Personal Licence Holders
Bat Conservation
First aid training
Plastering
Beauty therapy
Food hygiene
Plumbing
BHS stage 2 training
Fork lift truck training
Pool lifeguard training
Boiler diagnostic training
G.P. referral exercise training
Pub management
Catering
Gas fitting
Cattle hoof trimming
German training
Residential management and
agency software
Grantmanship
Salami making
Cellar management
Heat pump installation
Script writing
Certificate for Councillors
HGV driving
Self protection
Child protection
Holistic therapy training
Sheep shearing
Community radio
Home inspector training
Solar panel installation
Complementary therapies
training
Joinery
St John Ambulance First aid
Computing
Kinesiology training
Stone carving training
Core LPG gas safety
changeover assessment
Ladder and step user training
Swimming teacher training
Management training
Taxation training
Crop spraying
Manual handling course
Database training
Teesdale chiropody &
podiatry
Marketing
Dental training
Medical related
Thomas International
Procedures
Designated premises
supervisor training
Mobile erector training
Town planning
Music
Tractor driving
Nail technician
Trailer training
Early years first aid
National Arts Fundraising
School training
Training for access platform
use
Electrical
NCPLH course
Tree felling
Energy assessing
No hands massage training
Unvented hot water systems
Environmental training
Off road driving training
Walling course
Equestrian instruction
Off-shore training
Youth work
Droving
Dry-stone walling training
Page 25
Appendix 3 – Businesses featured on events database
2D
Craft Works!
Mickleton Cinema Club
9 Kings Bistro
Dalestone Crafts
Mickleton Mill Caravan Park
A.O.N.B.
Deepdale Off Road
Mickleton RnB Club
Artworks
Durham County Council
Middleton Carnival
Barnard Castle and Teesdale
Arts Society
Durham County Council
Countryside Rangers
Middleton Plus
Barnard Castle Country
Market
English Heritage
Morritt Hotel
Natural England
Eggleston Agricultural
Society
North East Oval Motorsports
Eggleston Carnival
Northern Kites
Firethorn Holiday Cottage
Raby Estates: events &
shows
Friends of Richardson
Hospital
Radio Teesdale
Gainford Drama Club
Ride of Your Life
Gala Theatre, Durham
Riverdale Cottage
Barnard Castle Tourist
Information Centre
Great North Air Ambulance
Riverside Restaurant
Barnard Castle Town Council
Green Explorers Young
People’s Group
Romaldkirk Fair
Green Lane Play Area
Sanctuary Wild Life Centre
Hall Hill Farm
St John’s Church Lynesack
Hamsterley Forest Visitor
Centre
St Mary’s Parish Church
Barnard Castle Farmers’
Market
Barnard Castle Meet
Barnard Castle Ramblers
Barnard Castle Rhythm and
Blues
Barnard Castle Steam Fair
Barney Big Bash
Black Horse Comedy Club
Bowes Agricultural Society
Bowes Amateur Theatrical
Society
Bowes Carnival
Bowes Museum: exhibitions,
workshops, special events
Butterwick Hospice
Cancer Research UK
Hamsterley Hoppings
Hamsterley Trailblazers
Highlights Rural Touring
Scheme
Hollincroft B&B
Ingleton Village Fete
Castle Gallery – exhibitions
by individual artists
Interopera
Castle Players
Jack Drum Arts
Charles Dickens Lodge
Charity
Jackass Youth Theatre
Chernobyl Children’s Project
(Teesdale)
Kirkstone B&B
Claire International
Cotherstone Fun Weekend
Country Coffee Shop
Catering
Killhope
Langdon Beck Hotel
Low Green Cottage
Romaldkirk Holiday Cottages
St Teresa’s Hospice
Staindrop Carnival
Stainton Grove Community
Centre
Teesdale (School) Soul Band
Teesdale Banner Festival
Teesdale Brass Band
Concert
Teesdale Churches: organ
recitals, concerts, special
religious events, fundraising
fetes
Teesdale Conservation
Volunteers
Teesdale Enterprise Agency
Macmillan Cancer Support
Teesdale Food & Craft
Festival
Made in Teesdale craft group
Teesdale Glass Engravers
Marie Curie Cancer Care
Page 26
Teesdale Leisure Centre
Teesdale Marketing
Teesdale Open Studios
Teesdale Triathlon
The Library Theatre Touring
Company
The Old Granary
Thorpe Farm Peel House
West Hury Farm
Whorlton Village Day
Winston Caravan Park
Winston Follies
Teesdale Village Halls –
individual events
Toulson Promotions: truck
show, steam show, harness
racing
Witham Hall: events,
exhibitions, shows
Teesdale Village Halls
Consortium
University of the 3rd Age
Wood n Wheels Cycle Hire
UTASS
YMCA
Wear Valley & Teesdale LSP
Yorkshire Fairs
The Blue Bell
The Bridge Inn
The Four Alls
The Fox and Hounds
Wear Valley District Council
Weardale Railway
Page 27
Appendix 4 – Businesses featured on www.eatteesdale.co.uk
Alison’s County Pantry
Ancient Unicorn Inn
Bakers Loaf
Bessy Beck Trout
Black Horse
Black Swan
Gainford Dairy
Red Well Inn
Glendale Ginger
Riverside Restaurant at the
Swan
Headlam Hall Hotel
Hunter House Farm Dairy
Jersey Farm Country Hotel
S&A Greaves
Serendipity
Shire Honey
Bluebell Organics
John Keenan Family
Butchers
Boot & Shoe Cottage
Just William
Teesdale Trencherman
Border Country Foods
Kingfisher Eggs
The Bakery/Peggoty’s
Bradley Hall
Kirk Inn
The Beaconsfield
Bridgewater Arms
Langdon Beck Hotel
The Bridge Restaurant & Bar
Broom Mill Farm
Lartington Lamb
The Conduit
Burtree House Farm
Loopy Lisa’s
The Hayloft
Butler’s Pantry
Lowfield Gardens
The Morritt Arms Hotel
Café 1618
Mainsgill Farm
The Oak Tree Inn
Café Bowes
McFarlane’s Butchers
The Potting Shed
Chocolate Fayre
Moody Baker
The Rose & Crown Hotel
Coach & Horses Inn
Moorcock Inn
The Shop
Commercial Hotel
Mr Buns
The Teesdale Hotel
Country Coffee Shop
Catering
Mrs P’s Country Kitchen
Thorpe Farm & Peel House
Old Well Inn
TOC (aromatherapy)
Olive Tree
Trees House Creamery
Northumberland Cheese
Company
Valentine’s Restaurant
Dalestone Crafts
Deer and Dexter
Pickled Pink Preserves
Eggleston Hall Coach House
Bistro
Pikestone Farm
Country Fayre
Crusty Loaf
Fox & Hounds Country Inn
F Simpson and Son
Pimlotts
Raby Castle Stable
Tearooms
Teesdale Game & Poultry
Weardale Soup Company
Westholme Farm
William Peat Butchers
Xocolatyl
Zeta’s Coffee Bar
Page 28
Appendix 5 –Participating farms in Eat Teesdale Lamb campaign:
West Common Top Farm, Forest-in-Teesdale
Middle End Farm, Middleton-in-Teesdale
Waters Meeting, Harwood-in-Teesdale
North Crane Row, Hamsterley
Wemmergill Hall Farm, Lunedale
Langleydale Lamb
Laverock Hall, Eggleston
Herdship Farm, Hardwood-in-Teesdale
Pikestone Farm, Woodland
Westholme Farm, Marwood
Highside Farm, Lunedale
Houghall Farm
Greta Farm, Gilmonby
East Mellwaters, Bowes
Lartington Lamb
McFarlanes Butchers
Page 29
Appendix 6 – Businesses supported by www.teesdalefarmersmarkets.co.uk
Alison’s Country Pantry
Bessy Beck Trout
Bluebell Organics
Border County Foods
Broom Mill Farm
Burtree House Farm
Country Fayre
Dalestone Crafts
Deer n Dexter
Glendale Ginger
Hunter House Farm
Just William
Kingfisher Eggs
Loopy Lisa’s Fudge
Lowfield Gardens
Mainsgill Farm
Moody Baker
Northumberland Cheese
Olive Tree
Pickled Pink
Pimlotts
Shire Honey
TOC Aromatherapy
Trees House Creamery
Weardale Soup Company
Westholme Farm Meats
Xocolatyl
Page 30
Appendix 7 - FAM clients
Admiral PR
Benchmark Communications
County Durham Tourism Partnership
Daily Mirror Northern Ireland
Event Durham
John Martin Coaches
Mountain Goat Ltd
Northern Film & Media
Orient Express
Parker's Execulink Ltd
Port of Tyne
Shearings Holidays
Simply Groups
Tourist Information Centres (North East)
TNT Magazine
Page 31
Appendix 8 – Businesses supported by Discover Teesdale accommodation database
1 Syke Cottages
Red Lion Cottage
33 Newgate
Hamsterley Forest Bed and
Breakfast
5A Market Place
Hauxwell Grange Cottages
Restmoor Cottage
Alwent Mill Cottage
Headlam Hall Hotel
River Cottage
Barn House Mews
Hersey Farm Country Hotel
Riverdale Cottage
Barnard Castle Camping &
caravan site
High Fewster Gill Cottage
High Force Activity Centre
Romaldkirk self-catering
cottages
Belvedere House
High Shipley Caravan
Shepherds Cottage
Blackthorne Cottage
High Shipley Farm
Snaisgill Farm Cottage
Blackton Grange
Hollin Croft
Stable Court
Bluebell Barn
Holwick Bunkhouse
Startforth House
Boot and Shoe Cottage
Homelands Guesthouse
Bridge Inn
Hury Lodge
Stonecroft and Swallow’s
Nest
Brignall Mill
Hush Cottage
Strathmore Barns
Brock Scar Cottage
Iris Cottage
Strathmore Lawn East
Brunswick House
Jasmine Cottage
Swinkly Cottage
Bunny Cottage
Kingsway Adventure Centre
The Barn
Cheeseborough House
Kirkcarrion Holiday Cottage
The Barn Low Selset
Clove Lodge
Kirkstone B&B
The Coach House
Clove Lodge Cottage
Laneside
The Conifers
Country Cottage
Langdon Beck Youth Hostel
The Four Alls
Crich House
Lavender Cottage
The Granary Eggleston Hall
Daisy Cottage
Lily Hill Farm
The Morritt
Dale End
Lodge Farm
The Old Granary
Doe Park caravan site
Lodge Farm holidays
The Old Dairy
Dole House Apartment
Lonton South Farm
The Rose and Crown Hotel
Dove Cottage
Marwood House
The Teesdale Hotel
East Briscoe Farm Cottages
Mayland Farm Cottage
Thorngate Coach House
East Greystone Farm
Cottages
Meadow’s Edge Granary
Cottages
Thwaite Hall
Fawnlea Cottage
Millriggs Cottage
Wackford Squeers Cottage
Ferndale Cottage
Miners Cottage
Waterside
Firethorn Cottage
Moorcock Inn
Wemmergill Farm
Frog Hall Cottage
New Cottage
West Tofts
Gill Bank Farm Holiday
Cottage
Number 34
Westfield Cottage
Old Well Inn
Whitbridge House
Glendale
Pecknell Farm Caravan site
Willow Cottage
Greta House
Plovers
Wilson House
Grove Lodge
Porter Row Cottage
Winston caravan park
Hamsterley Bed & Breakfast
Raygill Riding Centre
Woodland House Cottage
Red Well Inn
Vistoria Cottage
Page 32
Appendix 9 - Coach visit statistics
Attraction
Barnard Castle
Number of group visits / coaches / web site hits
Coach numbers not logged by Teesdale District Council
Cars using Galgate carpark:
2005-06: 311,451
2006-07: 295,073
2007-08: 297,234
The Bowes Museum
2006-07: 215 groups.
2007-08: 223 groups.
High Force
Figures not available
Tourist Information Centre visitors
Middleton-in-Teesdale
2006-07: 10,811
2007-08: 10,835
Tourist Information Centre visitors
Barnard Castle
2005-06: 27,303
2006-07: 28,065
2007-08: 25,356 (extremely wet July & August)
Raby Castle
2007-08: 48 groups. 26,435 visitors.
www.teesdalefarmersmarket.co.uk
www.eatteesdale.co.uk
www.teesdalediscovery.com
1,250+ per month
200 average per month
7,000+ per month
Page 33

SP606 Project Report

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