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TMI Annual ConventionStoke-on-TrentMonday 10th & Tuesday 11th November 2014

Programme

Emma Bridgewater

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welcomeWelcome and Introduction to Stoke-on-TrentWe would like to welcome you to the unique city of Stoke-on-Trent, affectionately known as The Potteries. The City boasts many visitor centres, award winning museums, over 25 pottery factory shops and the exclusive Staffordshire Hoard. Surrounded by stunning countryside with beautiful gardens, less than an hour from the Peak District and the closest city to Alton Towers theme park.

World-famous backstamps such as Wedgwood, Moorcroft, and Portmeirion, along with world-class designers such as Sophie Conran, Vera Wang, Emma Bridgewater, Jamie Oliver and John Rocha, are the obvious reasons why almost everyone in the world will have already heard of “(Made in) Stoke-on-Trent”.

The history and heritage of the area is well preserved at numerous locations across the city - most notably of all, perhaps, at the award-winning Gladstone Pottery Museum, the most complete Victorian pottery factory in the UK, boasting interactive exhibitions and a “Flushed with Pride” tribute to toilets past, present and future!

Elsewhere, The Potteries Museum and Art Gallery not only houses the finest collection of Staffordshire ceramics in the world, but is also now ‘home’ to the Staffordshire Hoard – the largest ever ‘find’ of Anglo-Saxon gold treasure in the UK worth over £3 million.

One of the most popular visitor attractions in the Midlands, The Trentham Estate, celebrated its 10 Year Anniversary in 2014 and it is ‘home’ to around 140 Barbary Macaques, who are now happily welcoming visitors into their supervised enclosure of The Trentham Monkey Forest.

But the major reason for visiting Stoke-on-Trent is undoubtedly the potteries themselves.

New for Summer 2014 is the restored and regenerated Middleport Pottery (Home of Burleigh), an engaging and creative visitor and education destination.

The latest city landmark to appear will be the £34 million regeneration of the World of Wedgwood, due to open in April 2015. The inspirational new complex will combine a state-of-the-art “visitor experience” including an interactive factory tour, the Wedgwood Museum, inspirational brand spaces,

a flagship retail store, stylish Wedgwood Tea rooms and a new restaurant championing locally sourced produce.

In Autumn 2015 The British Ceramics Biennial will be back for its fourth festival in Stoke-on-Trent featuring the best in contemporary ceramic art and craft through stand out events, installations, exhibitions, workshops and more.

For more information on the above and more see www.visitstoke.co.uk

Welcome to Stoke-on-Trent for TMI’s 24th Annual Convention. The theme this year is Policy, Practice and Progress and I am sure the programme will generate the usual level of intense debate amongst attendees as in previous years.

Stoke-On-Trent is a city I know well having spent three years at University here. I guess my journey into destination management started in 1990 when I arrived at Keele University as a know-it-all student. The city back then was in the early stages of its renaissance having hosted the second of the national Garden Festivals four years previously in 1986. That renaissance was clear to see back then and I am looking forward to seeing how it has progressed.

In this year’s programme we are delighted to welcome a range of speakers including Matthew Rice who will tell us about the Emma Bridgewater story and how they are contributing to the ongoing regeneration of Stoke-on-Trent. We will also hear from Peter Dodd about the hugely successful Tour de France Grand Depart.

Looking to the year ahead while there will undoubtedly be challenges there will equally be opportunities. I am particularly looking forward to the Rugby World Cup and the influx

of overseas visitors that will come with it. The general election looms ever closer and the leading parties are setting out their tourism policies. Kurt Janson will give us an insight into these as part of the morning session.

We have made two significant changes to this year’s convention. Firstly we have made it slightly shorter in recognition of people’s busy schedules, and secondly we have chosen a later date, avoiding clashes with other events. Holding a convention such as this would not be possible at all but for the support of our sponsors and I would like to extend a huge thanks to our main sponsor Staffordshire University and event sponsors New Mind/Tell Us, NVG, Stoke on Trent, Acorn T-Stats, e-Strategy and Quality in Tourism.

As always, please make sure you tell us what you think about this convention but also what you’d like TMI and the Tourism Society to take into account when planning our future events. All our events are based on feedback from our members and looking forward, we want to make sure that they continue to be both relevant and engaging. I hope you enjoy the convention, if you do please make sure you go back and tell your colleagues.

President’s Welcome

Neil McCollum

Lessons and IdeasTMI’s mission is to support and develop professionals in destination management: your professional development is at the heart of everything we do. By attending the Annual Convention, you are gaining up to 13 hours of accredited professional development - and will receive a certificate after the event for your records. We encourage you to maximise the benefits of attending and create your own lasting record of:• the most important lessons

you learn, and• the best new ideas they help

you generate.However you do this – on paper, laptop or other media - you can take your learning back to the workplace, share it with colleagues and demonstrate to others how the Convention has helped to meet your professional training and development needs.

Rating each sessionRating the sessions you attend at the TMI convention will:• help you distil in your own

mind which were the most valuable sessions for you

• help you to give an honest account of the benefits of attending to your employers

• help TMI in planning future events to meet your requirements.

Please use the forms provided to record your ratings!

In 2014 Staffordshire University celebrates a centenary of education heritage in Stoke-on-Trent. For over 100 years we have been offering vocationally-inspired education relevant for the age. The University is synonymous with North Staffordshire’s proud industrial heritage of hard working people producing first-class products for a world market.

Today, the success, growth and economic prosperity of both Stoke-on-Trent and the University are dependent on keeping the best of our industrial pasts whilst ensuring we capitalise on exciting new opportunities linked to the knowledge economy and the creative and cultural industries. In line with our mission to transform people and communities through accessible, high-quality, higher education by working in partnership within and outside the University, Staffordshire University is embarking on an exciting period of change. Our vision is to create a vibrant and dynamic edge of city campus as part of a wider University Quarter, with brilliant learning and teaching facilities, good public transport links and social activities.

As an integral part of the city’s landscape and economy, we’re the friendly University with the global edge. We’re a place literally in the middle of everything, at the heart of the UK. We understand the importance of civic engagement for a regionally-rooted University. We proactively engage with business organisations across all sectors, and have strong links with many professional bodies including the Tourism Management Institute.

We encourage all of our staff and students to create the difference, to challenge the world around them and change it in a positive way. We don’t just push boundaries, we break them. We don’t just open books, we open minds.

For further information, visit www.staffs.ac.uk or contact Paul Williams, Head of the Business School paul.williams@staffs.ac.uk

Follow your Curiosity to a World of Great Minds at Staffordshire University

Best Western Moat House hotel

Samantha HallVisitor Economy Manager

Stoke-on-Trent City Council

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programme programmeMonday 10th November1400-1530 Optional and highly recommended visit to Emma Bridgwater pottery, including opportunity to

see pottery at work and try your hand.

1600-1700 Tour of The Potteries Museum & Art Gallery and the stunning Staffordshire Hoard. Presentation and the remarkable stories of its discovery by experts.Return to Moat House Hotel for 1730.

1800-1845 England successes and futures. James Berresford, VisitEngland. Venue: Moat House Hotel.

1845-1900 Update on Fair Booking, Malcolm Bell, Visit Cornwall.

1900-2100 Team building by Teamday.co.uk, presentation of newTMI Fellow and buffet dinner at The Moat House.

Tuesday 11th November0830-0900 Tourism Management Institute - Annual General Meeting

0900 - 0925 Registration, arrival drinks & sponsor displays

0925 Welcome Neil McCollum, TMI President

0930 The Emma Bridgwater story – and the regeneration of Stoke on Trent.

Matthew Rice, Director, Emma Bridgwater

1000 Pre election Tourism Policies Kurt Janson, Tourism Alliance

1030 ‘The Tour de France – Yorkshire style’ Peter Dodd, Welcome to Yorkshire

1100 2 minutes silence

1102 Tea / Coffee

1140 International tourism trends David Edwards, VisitBritain

1210 Destination Branding: story telling and story doing John Till, Owner, thinkingplace

1240 Making BIDS work for your Destination Mo Aswat, The Mosaic Partnership

1310 Lunch – and opportunity to network & meet sponsors

Workshops – Digital & Diversification

Workshops – Case Studies

Workshops – Destination measurement & development

1400 Facebook & the latest in social – Stuart Devlin, e-Strategy

Scottish & Danish destinations - a comparison of evolving purposes and roles - Constantia Anastasiadou, Edinburgh Napier University

Reach for the Stars – The importance of quality in visitor destinations, Quality in Tourism - Lynda Hall

1430 Here to Stay – UK Trends in Visitor Accommodation Development – Andrew Keeling, Hotel Solutions

Destinations - a source of wellness and well-being: trends and opportunities – Paul Bamber, University College Birmingham

Evidence base for evolving destinations – Ian Thomas & Newcastle Gateshead Initiative

1500 Tea / Coffee

1530 Local brand – International impact – lessons from Northern Kenya

Tom Buncle, Yellow Railroad

1600 Reflections on Tourism Development Victor T.C. Middleton OBE

1630 Closing comments Neil McCollum, TMI President

Staffordshire University Science Centre

Staffordshire Hoard at the Potteries Museum & Art Gallery

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plenary speakers plenary speakers

James BerresfordVisitEngland

Tom BuncleYellow Railroad

Neil McCollumTMI President

Victor T C Middleton OBE

Mo AswatThe Mosaic Partnership

Peter DoddWelcome to Yorkshire

Kurt JansonTourism Alliance

David EdwardsVisitBritain

Matthew Rice

Emma Bridgwater

James Berresford, VisitEngland. His early career started in arts administration and theatre marketing before moving to countryside recreation. He then went on to Nottinghamshire County Council as Tourism Officer, then Assistant Director of Leisure. He was appointed to the Heart of England Tourist Board as Regional Director before joining the Northwest Development Agency as Regional Business Manager for Tourism. He was subsequently appointed a Director of the Agency with oversight for Tourism and Culture. On 2 July 2009 James took up the post of Chief Executive of VisitEngland. He is a Director of the Liverpool Institute of Performing Arts (LIPA) and the National Skills Academy for Hospitality. James was recently given an Honorary Doctorate in Business from Chester University.

Tom Buncle is Managing Director of Yellow Railroad Ltd, an international destination consultancy, which specialises in destination branding and marketing, tourism strategy, and destination management planning. Tom has worked for clients in the UK, Europe, Africa, Middle East, North America and the Caribbean. He is a former Chief Executive of Visit Scotland and worked for Visit Britain in the USA, Canada, Scandinavia and Southeast Asia. He is also an author and lecturer on destination branding, tourism marketing, and global travel trends. He authored the definitive Handbook on Tourism Destination Branding, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC). He speaks regularly at international conferences and lectures at universities and business schools. Tom’s motto: “Life is not a dress-rehearsal”.

Neil McCollum is Historic Properties Director, South East for English Heritage and is responsible for a range of high profile historic attractions including Dover Castle, Battle Abbey and Osborne House. Neil, joined English Heritage in 2012 as General Manager for Dover Castle and prior to that spent 20 years in destination management, most recently as Head of Tourism for Greenwich and Tourism Manager for Canterbury City Council.

Mo brings over 20 years of place management experience. As part of the UK’s BID Pilot Programme, he was integral in developing the national legislation that now governs their formation. He was the Executive Director of one of the first Business Improvement Districts (BIDs) in the UK and then set up The Mosaic Partnership which has advised on 65 BIDs across the UK, Europe, and the US. This includes the only 3 Destination BIDs currently operating, Bournemouth Coastal, Greater Yarmouth & Dartmouth.

Peter Dodd joined Welcome to Yorkshire, as International Sales and Marketing Director in 2009 after spending over 20 years as a tourism and destination marketer. In 2012, Peter became the agency’s new Commercial Director which combines his work and expertise in marketing as well as positioning Yorkshire as a world-leading place to do business. Peter played an instrumental part in the Welcome to Yorkshire team which won the bid to bring the Grand Depart of the Tour de France – the world’s largest annual sporting event – to Yorkshire in 2014.

Victor Middleton OBE, FTS, a Founder Fellow and former Chairman of the Tourism Society, started his career with Blue Chip companies in FMCG before joining the then British Travel Association in 1968. In 40 years in tourism he has been a pioneer academic of tourism studies, an author with a focus on marketing and tourism research and an independent Consultant for over 25 years covering projects in the UK and many countries around the world.

After graduating with a first class Masters Degree in Public Policy from Lincoln University (NZ), Kurt worked for the New Zealand Department of Conservation. He was subsequently employed by the New Zealand Tourist Board to develop national and regional tourism strategies before moving to Britain in 1997 to work as Policy Manager for the English Tourist Board and the British Tourist Authority. He became the Head of Strategic Planning for VisitBritain with responsibility for Policy, Strategy, Sustainable Tourism, Business Planning and Marketing Evaluation. Kurt left VisitBritain in 2004 to run the Tourism Alliance.

Wiltshire born, David studied Economics at Manchester University. David joined VisitBritain as Tourism Trends Manager in June 2003 and became Head of Research and Forecasting in November 2008, taking on responsibility for the evaluation of VisitBritain’s work in 2011. In his current role David has worked to ensure that VisitBritain is recognised as an authority on inbound tourism to Britain. David is responsible for the annual VisitBritain forecast for inbound tourism and delivering bespoke research projects focussing on Britain’s competitiveness.

Matthew Rice is a painter, author and architectural enthusiast. He met and married Emma Bridgewater after meeting at a trade fair. Matthew went to Chelsea and Central School of Art and set up a furniture design company with a friend - David Linley Furniture. In 1989 he set up his own company Rice-Paper. Nowadays Matthew works alongside Emma managing the day to day running of the business and creating well known Emma Bridgewater designs which reflect his passions from Birds, Dogs, and Animals to the well known Black Toast design. He also spends time writing books including The Lost City Of Stoke-on-Trent.

John Tillthinkingplace

John Till is founding director of thinkingplace, the UK’s only place specialist company. He established the business in 2006 having developed one of the most comprehensive place brand strategy’s seen in the UK for his university city of Hull. John is a champion of the role of a place brand or narrative as a catalyst for economic development, enhancement of the place ‘experience’ and true engagement of the private sector in place development. He has worked with over 40 places including South Downs National Park, Coventry & Warwickshire, Carlisle and Northern Ireland.

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workshop speakers workshop speakers

Stuart Devline-Strategy

Kevin Millington ACORN T-Stats

Andrew KeelingHotel Solutions

Lynda HallQuality in Tourism

Paul BamberUniversity College Birmingham

Constantia AnastasiadouEdinburgh Napier University

Stuart Devlin, Digital Director at e-Strategy is an experienced digital and social marketing strategist working with some of the UK’s leading travel, hospitality and destination brands, including LEGOLAND, Visit England, Princess Cruises, Brittany Ferries, Marriott Hotels and Michael Caines MBE. An expert in commercialised social media, web development and search strategies, Stuart is a passionate up-to-date digital marketer who gets to the core quickly and understands on-line marketing from a consumer point of view.

Kevin Millington, Acorn T-Stats. Kevin believes that statistics can be sexy, and has built a company around that notion! Acorn T-Stats has developed systems of tourism statistics in destinations across the UK, such as Newcastle, Bath, City of London and Cornwall, and in places overseas as diverse as Lesotho, Fiji and the Falkland Islands.

Andrew Keeling, Hotel Solutions. Andrew specialises in working with UK destinations to help them understand and realise the potential for hotel and visitor accommodation development in their area. He has undertaken work in more than 150 destinations, ranging from major cities and urban destinations to historic towns and cities, seaside resorts and rural destinations. He has an expert knowledge of all of the key trends in visitor accommodation development in the UK, from the new hotel products that are coming into the UK to trends in the development of pub accommodation, the self-catering and touring caravan and camping sector and the growing market for glamping.

Lynda Hall is Training and Quality Manager for Quality in Tourism. She has been an assessor for sixteen years, working in most areas in England and in most sectors of the industry. For the past three years she has been part of the management team focussing on training and quality. Prior to her role within Quality in Tourism, Lynda was a Training Consultant working mostly in hospitality and food industry. Her employment with the Hotel and Catering Training Board for eight years provided her with training and presentation skills which she uses regularly in her current role.

Paul Bamber is a lecturer at University College Birmingham specialising in Destination Marketing and Management. A member of TMI since 1996, Paul’s previous roles included Tourism Officer for Leeds City Council and Marketing Campaigns Manager for Marketing Manchester. For the last two years Paul has been part of a European project (WelDest) in partnership with four European Universities exploring health and well-being in tourism destinations.

Constantia Anastasiadou is a Reader in Tourism at Edinburgh Napier University, Edinburgh UK. She graduated with an Honours degree in Economics from the University of Macedonia, Thessaloniki, Greece and an MSc and PhD from the Scottish Hotel School, University of Strathclyde, Glasgow UK. Her research interests include: European tourism policy and planning, tourism governance and management structures and customisation processes in heritage and tourism.

Ian Thomas Newcastle Gateshead Initiative

Ian Thomas, Newcastle Gateshead Initiative. Ian has worked in tourism research for over ten years monitoring the performance of destinations in North East England. Ian has a keen interest in using new technologies to improve the speed and accuracy both of data collection and reporting and this led to the partnership with Acorn and development of the T-Stats platform for the destination.

We’re delighted you have joined us for the 24th TMI Annual Convention in Stoke-on-Trent. This year’s event promises to be another highly productive, engaging and entertaining programme designed specifically for tourism professionals. TMI events are highly rated in the tourism industry; they’re based on innovation, best practice, delegate feedback and industry trends and we’re extremely proud of them, so your feedback on all aspects of the Convention is important to us. We also welcome your thoughts and ideas on topics for future events so that we can respond to your needs and continue to support and help you develop.TMI is the destination management section of the Tourism Society and exists to meet the needs of our members, providing a range of excellent services. An organisation for individuals engaged in destination management and promotion, we constantly strive to support them in this fast-changing sector.What we do and the benefits of membership to members:

Tourism Management Institute. Supporting and developing professionals in destination management.

TOURISM SOCIETY MEMBERSHIP BENEFITSIn addition to TMI member benefits, as a member of Tourism Society you will also receive:• Quarterly journal – ‘Tourism’ • Membership directory• Invitations to regional and national seminars and courses• Discounts on publications, parking, hotels, holidays, research,

transportation and subscriptionsFor more details visit the Tourism Society websitewww.tourismsociety.org

VALUE FOR MONEYMembership of TMI offers excellent value for money. Our income is mainly derived from membership subscriptions and invested back into the Institute to improve support and development to our members. We urge you to join now if you’re not already a member, or if you are, to encourage your colleagues to join.

TMI and Tourism Society membership rates for 2014-2015*

Full membership £144: for those working in the industry for more than 5 years, or 3 years plus a relevant qualification

Associate £144: for those working in the industry for more than three years, or a relevant qualification

New entrants £130: for those entering destination management from a different profession

Student £47: for students on all tourism related courses at all levels. Discount available for students on TMI recognised courses

For full details and to apply, visit the membership section of the TMI web site, www.tmi.org.uk

PROFESSIONAL EVENTS Each year, we run two top quality events – the one-day spring Hot Topic, and the longer autumn Annual Convention. Members benefit from special rates at these and all Tourism Society events, nationally and regionally. Learning from these events, along with the experience-sharing, contacts made and networking are often cited as the main benefits of membership.

PROFESSIONAL DEVELOPMENT Career development has always been a priority for TMI as our members range from newly qualified graduates to experienced senior managers and consultants across a variety of destination management roles and organisations. In addition to TMI events and our online LinkedIn Group, all TMI members have their individual, password protected log in to the full TMI web site, www.tmi.org.uk, which includes the TMI Knowledge Bank, giving them access to informal help and advice from some of the industry’s most experienced practitioners in both the public and private sector, as well as to a database of documents and resources such as case studies, best practice information, strategies and reports, events and training opportunities, and supplier and job vacancy information to support their professional development

TMI AND HIGHER EDUCATION We have very close ties with UK and overseas academic institutions and encourage collaboration between industry practitioners, academics and students. Some 30 courses across 14 universities are now TMI accredited under the TMI Higher Education Course Recognition Scheme, and can cite this on their Key Information Set returns. Recognised courses are listed on the TMI web site, www.tmi.org.uk, and benefits include discounted student membership, access to TMI members for projects, placements and guest speakers, as well as the opportunity to enter the David Hughes Memorial Award.

INVOLVEMENT IN POLICY MAKING TMI keeps a watching brief on emerging policies and our Executive co-ordinate TMI’s input to consultations, involving members in the process. We seek members’ views when TMI responds to any government/national consultations and in our policy and advocacy work. We are members of and provide input into the Tourism Society’s ‘Think Tank’.

KEEPING MEMBERS UP TO DATE TM Eye, our fortnightly e-newsletter keeps members up to date with all the latest news from the Institute and industry, job vacancies, events and training opportunities, qualifications and surveys. You can also follow us on Twitter @TourismMI and join our active LinkedIn group.

PARTICIPATION IN THE INSTITUTE As a member you’ll be invited to the Institute’s Annual General Meeting and be eligible to join one of TMI’s four Working Groups and/or stand as a National or Regional Representative on the TMI National Council.

INDUSTRY RECOGNITION Associates, Members and Fellows are awarded the letters ATMI, MTMI and FTMI. Membership of the Institute is increasingly recognised as the primary acknowledgement of professional status in the destination management industry.

* All prices quoted include full membership of The Tourism Society for one year.