Agenda Item No_____15_______
TOURIST INFORMATION
Summary:
This paper outlines a review of the Council’s Tourist
Information Centres (TICs) and recommends ways of
delivering the service more efficiently and effectively,
providing better value for money.
Options considered:
The review included the assessment of different delivery
models in partnership with Town Councils and third
sector organisations. Maintaining the status quo was
dismissed on the basis that a similar service can be
provided at a lower cost to the Council.
Conclusions:
Significant savings could be achieved throughout the
service.
The removal of the self service points and Destination
Management Systems will provide the Council with
savings in a function which is now hardly used.
In addition, a relevant body has come forward with a
proposal to run one of the TICs. Assuming this proposal
is taken forward, a subsequent reduction of staffing
levels and reduced running costs will contribute to total
savings, achieved from the review, of £224,444 over five
years with no anticipated impact on service.
Recommendations:
1. That Cabinet accepts the ‘Community Right to
Challenge’ Expression of Interest (EOI) from a
relevant body to manage the Wells TIC, noting that
the EOI meets the appropriate legal requirements
under the ‘Community Right to Challenge’
regulations.
2. That subject to a positive outcome from a detailed
evaluation of the relevant body’s proposal, and the
absence of any formal challenges or additional
EOIs, officers and the relevant Portfolio Members
for Localism and Tourist Information Centres are
given delegated authority to negotiate a Service
Level Agreement with a relevant body with a view to
the implementation of service transfer at the start of
the 2013 season.
Cabinet should note that if we do receive further
EOIs the organisation will undertake a procurement
exercise in line with the Council’s current contract
standing orders.
3. That Cabinet approves the proposed reduction in
TIC staffing levels.
4. That officers are authorised to terminate the
maintenance and support contracts with the New
Vision Group for the 24/7 kiosks and DMS systems.
Reasons for
Recommendations:
All recommendations:
To deliver Tourist Information services more efficiently
and effectively, providing value for money that could
produce savings to the Council with no overall loss of
service.
Recommendations 1 and 2:
To embrace the Government’s localism agenda to
empower individuals and communities to take more
responsibility for their own futures and to build a
stronger civic society.
Cabinet Member(s)
Ward(s) affected
Cllr Tom FitzPatrick
All
Contact Officer, telephone number and email:
Estelle Packham
01263 516079
estelle.packham@north-norfolk.gov.uk
1.
Introduction
North Norfolk District Council has always recognised the importance and
value of the tourist sector to the local economy and community. This is
reflected in the long-standing role of the Council as a provider of various
Tourist Information Centres (TICs) for which there is an ongoing commitment
to support. Currently there are four TICs within the district; the year round
North Norfolk Information Centre in Cromer and three seasonal TICs in Wells,
Holt and Sheringham.
Our Corporate Plan recognises that, with continuing reductions in overall
income, we have the need to deliver our services far more efficiently and
effectively than ever before. As part of the ongoing need to assess future
council expenditure Cabinet requested a strategic review of Customer
Services, including the assessment of different delivery models in partnership
with Town Councils and third sector organisations for the future provision of
the TICs.
2.
Current Provision
The North Norfolk Information Centre (NNIC) in Cromer is our only year round
centre and is designed and promoted as a general information hub with tourist
information being a key part of the information services provided. This is
different from the three seasonal TICs whose purpose is to provide tourist
related information only.
Each centre is staffed by a total of three advisors working on a rota basis to
cover the hours required. Two of the three advisors are on duty at any one
time. This equates to 2.2 FTE at Cromer; 1.3 at Sheringham and Wells; and
1.1 at Holt. All staff are on permanent contracts except for two staff at
Sheringham whose contracts expired at the end of the 2012 season.
Each centre houses a self service information screen which is available 24
hours a day all year round. The centres also make use of a Destination
Management System (DMS) which provides the staff with the capacity to book
accommodation (featured in our accommodation brochure) on behalf of our
customers and access tourist related information.
3.
Review of Service
3.1
Potential working partnerships
In carrying out the review, the Head of Customer Services has had
discussions with the Town Councils at Sheringham, Wells and Holt and other
third sector groups that have worked with us in the past mainly in relation to
the delivery of tourist information.
3.2
Technology
The 24/7 self service kiosks located at each the TICs allow customers to
access tourist related information outside of centre opening times. Recent
analysis including a customer survey and reporting figures indicate that these
are no longer significantly utilised, probably the result of better access to the
internet.
Each TIC also makes use of a Destination Management System (DMS),
which allows the TIC advisors to access tourist related information and to
book accommodation that is featured within the Council’s accommodation
guide. Recent analysis of the reports from the system shows that this is rarely
used by the TIC assistants for booking accommodation, with only a handful of
bookings per centre per season, and better tourist related information is
available using standard internet search engines.
Also the Council is ceasing production of the North Norfolk accommodation
guide with effect from 2013, this being an important element in the use of the
technology.
3.3
Customer volumes and staffing
The staffing arrangements at both the Cromer NNIC and the Sheringham TIC
remain appropriate because of the continuing high volume of visitors and, in
fact, at peak times the Cromer centre has to call on additional support staff.
The comparative volumes are lower at Wells and significantly lower at Holt
and therefore necessitate a revision of the current staffing arrangements at
these centres.
The volumes at Holt are significantly lower than those at Cromer but, as much
of the footfall at Cromer is for information other than tourism and for other self
service transactions, it is difficult to compare the two centres.
However the volumes at Holt are also much lower than those at Sheringham
(typically some 40% lower over the season) and, as Sheringham offers a
similar service to Holt, it is difficult to justify current levels of staffing at Holt.
4.
Findings
4.1
‘Community Right to Challenge’ Expression of Interest
A ‘Community Right to Challenge’ Expression of Interest (that provides
opportunities for community ambitions in running local services under the
2011 Localism Act) has been received by a relevant body and officers are
satisfied that the proposal in principle details the information required in an
Expression of Interest. This includes:
• Financial resources
• Capability of providing the service
• Ability to promote or improve the social, economic or
environmental well-being of the area
• Capacity to meet the needs of the service and users moving
forwards
The full proposal can be found in confidential Appendix 1.
A service specification for this particular service will be drawn up and
provided within a detailed Service Level Agreement to progress the
‘Community Right to Challenge’ process.
The service specification will
include:
• The safeguarding of any staff terms and conditions that may be
transferred
• Appropriate staffing levels to meet service and user needs
• Minimum opening hours
• Minimum levels of customer service standards
• Standards of training
• Consistent levels of information, marketing and branding that meet the
area wide needs of the North Norfolk tourist information services
• Maintain satisfactory levels of accessibility
• Location of where the service is provided
4.2
Staffing
The current staffing levels are considered appropriate for Cromer NNIC and
the Sheringham TIC but there is scope for changing how these are arranged
to cover the hours over the season.
The staffing of the Wells TIC needs revision but this would be superseded by
a relevant body’s proposal, if accepted.
The customer volumes at Holt do not justify the current staffing provision and
the arrangements therefore need to be revised.
Initial discussions have been had with the staff concerned, to advise of the
likelihood of potential changes, prior to any formal consultation, which will
include UNISON.
4.3
Technology
The low usage of the kiosks does not justify the service and maintenance
costs.
Similarly the low and decreasing number of accommodation bookings, the
discontinuation of the Council’s accommodation brochure and the increasing
availability of tourist information via the Internet mean that the DMS is no
longer justified.
5.
Financial Implications and Risks
5.1
Financial Appraisal
In addition to service improvements and community benefits it is likely that
savings will be made. Please see confidential Appendix 2 for further
financial information.
5.2
Reputation
Clearly the TIC service is considered a key part of the Council’s tourism offer.
As such, there may be a perception that the Council is not fully committed to
the provision of tourist information services if the above findings are
implemented.
However, the proactive approach that is proposed seeks to protect the
service now and in the future in the light of financial constraints. On the basis
that Town Councils and local community groups have been involved in the
review, officers believe that this will mitigate negative perceptions around the
proposal.
5.3
Health and Safety considerations (Potential lone working)
A lone working risk assessment has been undertaken by the Corporate
Health & Safety Team. Officers have concluded that the proposed
arrangements are in line with the Council’s existing policy and will comply
with relevant legislation.
6.
Sustainability
There are no major sustainability issues arising from this report.
7.
Equality and Diversity
The proposals will not reduce customer access to the TICs.
8.
Section 17 Crime and Disorder considerations
There are no anticipated negative issues.
9.
Conclusions
Significant savings could be achieved throughout the service
The removal of the self service points and Destination Management Systems
will provide the Council with savings in a function which is now hardly used.
In addition, a relevant body has come forward with a proposal to run one of
the TICs. Assuming this proposal is taken forward, a subsequent reduction of
staffing levels and reduced running costs will contribute to total savings,
achieved from the review, of £224,444 over five years with no anticipated
impact on service.
10.
Recommendations
10.1
That Cabinet accepts the ‘Community Right to Challenge’ Expression of
Interest (EOI) from a relevant body to manage the Wells TIC, noting that the
EOI meets the appropriate legal requirements under the ‘Community Right to
Challenge’ regulations.
10.2
That subject to a positive outcome from a detailed evaluation of the
relevant body’s proposal, and the absence of any formal challenges or
additional EOIs, officers and the relevant Portfolio Members for Localism and
Tourist Information Centres are given delegated authority to negotiate a
Service Level Agreement with a relevant body with a view to the
implementation of service transfer at the start of the 2013 season.
Cabinet should note that if we do receive further EOIs the organisation will
undertake a procurement exercise in line with the Council’s current contract
standing orders.
10.3
That Cabinet approves the proposed reduction in TIC staffing levels.
10.4
That officers are authorised to terminate the maintenance and support
contracts with the New Vision Group for the 24/7 kiosks and DMS systems.