Download Agenda Item 8 - page 1 AGENDA ITEM NO 8 TITLE: OLIVER

TITLE:
AGENDA ITEM NO 8
OLIVER CROMWELL’S HOUSE BUSINESS UPDATE
Committee: Community Services Committee
Date:
5 July 2010
Author:
Tourism and Town Centres Team Leader
[K53]
1.0
ISSUE
1.1
To review the business performance of Oliver Cromwell’s House in 2009/10
and key performance targets for 2010/11.
2.0
RECOMMENDATION
2.1
Members are recommended to note the business performance for 2009/10
and approve key performance indicators for 2010/11.
3.0
BACKGROUND/ISSUES
3.1
Community Services Committee approved a three year Business Plan for
Oliver Cromwell’s House at the meeting on 16 July 2008. The plan agreed to
set out a business strategy to increase visitor numbers by 10% and earned
income by 17% over a period of three years until 2012. This report identifies
performance over the second year of the business plan against the approved
targets.
3.2
During the period 2009/10 the following actions identified in the Business
Plan were achieved:
i)
ii)
iii)
iv)
v)
vi)
vii)
3.3
Box Office Service and phone payments
Developed tour planning service
Increased education package
Won Regional Tourist Information Centre of the Year
Launched new website with improved content and additional pages
Implementation of new foreign language paper guides
Launch of Function Room
There were two actions which were not achieved:
3.3.1 Upgrades to exhibition models and a new external sign were not implemented
due to budget restrictions. It is hoped that enhancements will be able to be
made at the end of this financial year.
3.3.2 Tourist Information Points were not revamped/reviewed due to lack of
resources. It is hoped that these will be achieved in Year 3
Agenda Item 8 - page 1
3.4
Admissions to Oliver Cromwell’s House increased by 1,392 to 12,464. Some
of the increase can be put down to the successful joint admission ticket which
operates with Ely Museum. This meant that admission income was up by
£4,000. Group income once again showed an increase of over £2,000. Also,
retail was up, with spend per head increasing from £1.97 in 2008/09 to £2.20
in 2009/10, which was especially pleasing in light of the current economic
conditions. Income generation from the TIC, shop and visitor attraction
showed very pleasing levels of improvement compared to the previous two
years:
2007/08
2008/09
2009/10
Admissions
£40,557
£40,497
£44,965
Profit on Misc. Sales
(Books & Souvenirs)
£11,413
£12,519
£15,023
Bed Bookings
£1,384
£1,429
£1,223
Guided Tours
£3,899
£7,389
£9,599
Function Room Hire
Total Income
% Change in income
£95
£57,348
-
£180
£62,014
5%
£312
£71,120
13%
In addition, users visiting the tourism website rose by 8% to 59,961.
3.5
The financial performance of the business has already met its three-year
financial projections, and therefore adjustments have been made to the key
targets. Agreed charging policy for admissions to the attraction and group
tours remain as in the original plan. The revised anticipated targets for
2010/11 are detailed in Appendix A.
3.6
The key priorities for Oliver Cromwell’s House in 2010/11, in accordance with
the Business Plan are identified below:i) Exhibition upgrades
ii) Draft Cultural Olympiad Events Programme
iii) Upgrade inserts in Tourist Information Points
iv) Erect new sign outside OCH
Agenda Item 8 - page 2
4.0
CONCLUSIONS
4.1
Despite the recession, Oliver Cromwell’s House has performed well in terms
of increased income levels and winning Regional Tourist Information Centre
of the year.
4.2
The Oliver Cromwell’s House Business Plan has successfully achieved the
majority of its project improvement targets only under achieving due to budget
reductions. It is hoped that the increased trend in income will continue in
2010/11.
5.0
FINANCIAL IMPLICATIONS
5.1
Financial forecasts would suggest no issues arising for the service or targets
identified in the Business Plan
6.0
APPENDICES
6.1
Appendix A - 2010/11 Revised Business Performance Targets
Background Documents
Location
Contact Officer
Oliver Cromwell’s House
Business Plan 2008-2011
Oliver
Cromwell’s
House, Ely
Tracey Harding
Tourism and Town Centre Team
Leader
01353 616482
E-mail:
[email protected]
Agenda Item 8 - page 3
Appendix A – Revised Business Targets for Oliver Cromwell’s House – 2010/11
Performance Indicator
Actual
2009/10
Target
2010/11
Admission Numbers
12,464
13,000
Attraction Admission Income
Group/Tour Income
£44,965
£9,599
£45,000
£9,500
Bed booking Income
£1,223
£1,300
Profit on Sales
£15,023
£15,200
Average Retail Spend
£2.20
£2.25
Room Hire
£312
£500
Customer satisfaction
95%
95%
59,961
60,500
TIC regional
Winner
Shortlisted for
Regional
Attraction
No. of visitors to website
Quality Mark
Agenda Item 8 - page 4