December 2007

Word from the Chair
	Welcome to the final edition of the Partnership’s newsletter for 2007. It is coming up to the end of another busy year, and the start of a new exciting one for the Partnership. New developments in 2008 include a digital version of our Holiday Guide which will be available on the website. This is the first time the Partnership has offered an online version of the Holiday Guide and it is a major step forward in new and exciting ways of promoting the Western Lake District. I hope you are all as pleased as I was with the new 2008 Holiday Guide and Top Attractions leaflet, they are looking better than ever, and all credit must go to the Partnership’s marketing team who worked very hard on this. The rest of the newsletter will tell you all about projects and ideas that the Partnership team is working in, and as always we would welcome any input or feedback you might have on these. On behalf of the Western Lake District Tourism Partnership, I’d like to wish you all the best for Christmas and New Year. See you all in 2008! Denise Smalley Chair of Western Lake District Tourism Partnership
Partnership News
	Holiday Guide and Top Visitor Attractions leaflet 2008 The fantastic new Holiday Guide and Top Visitors Attraction leaflet have both now been printed for 2008, and distribution is now commencing well ahead of schedule. The Holiday Guide is distributed nationwide via BrochureLink which is the Tourist Information Centres ordering system, as well as being supported by a national media campaign which will begin in the new year. The Top Attractions leaflet is distributed in and around Cumbria with a print run of 250,000 copies. Due to the success of 2007's leaflet, the print run was increased by 10,000 for 2008 to ensure full coverage in the area. It is designed to be a handy and easy to use piece of information for visitors who are already in the area. Both publications will be launched in the local press very shortly, with photo opportunities taking place in both the Allerdale and Copeland boroughs. Website Development Digital Brochure - To support the Holiday Guide, we are for the first time having a digital version of it available on our website. This will enable visitors to our website to read through the brochure, and search for specific information within it. Work on this project is ongoing at the moment and should be available in the New Year. This is a very exciting development on our website and another great way of promoting the area to potential visitors. New Design - We are currently in the process of updating the overall design of the website to match the design of both our new publications. We are also looking at the way the search facility works on the DMS section of the website in order to make it more accessible and easy to use for the potential visitor. Both new developments should go live in the New Year, which will then be followed by an online media campaign to raise the profile of the area and direct for traffic to the website. FREE Training on Events promotion on our website It is FREE to promote Events on our website, and we are trying to encourage more event organisers in the area to use this facility. As well as the team here at the Partnership being able to upload these events now, it is also possible for event organisers themselves to be able to do this now. So, we have set up a FREE training day on TUESDAY JANUARY 29th 2008 to show people how to do this. If you are interested in attending this session, which would last around an hour, please contact Lucy Wilson on lwilson@western-lakedistrict.co.uk or 01900 818741 Western Lake District Accommodation Development Programme The Partnership is working with Cumbria Tourism to promote a development programme that will assist accommodation providers when applying for their inspections. For a fee of £75+VAT the accommodation providers would access the following support as well as some reduction in Cumbria Tourism membership: Quality Cumbria Assessment Workshop : Visitor needs and expectations Web development work shop Best Practice Case studies and visits Marketing product audit (1:1) Welcome Host Customer service workshop This programme will be rolled out in the New Year. If you require further information, please contact the team on info@western-lakedistrict.co.uk PR for the Partnership Promotion of the Western Lake District, activities and the Partnership work is carried out by the team and also Jane Hunt from Catapult PR. The following stories have secured space in local, regional and national publications over the last 3 months, with additional features for the press trips generated. Local/Regional R&ER Wainwright Walks with Ratty Steam and Romans Ghost Train Lake District Coast Aquarium – New Visitor Point Graysonside gains 5* GOLD rating Half term release – including Britain’s Favourite view! Celebrate 007’s Birthday Ghouly weekend in WLD The Santa Experience at Trotters National Daily Mirror, Daily Telegraph – Steam and Romans The Mail on Sunday – Ghost Train Press Trips Lancashire Evening Post - Armathwaite and Lodore Falls Blackpool Gazette (Murthwaite Green & Steam & Romans) Tony Thornton - Cumbria Press (Steam & Romans) Lancashire Evening Post planned for New Yea Blackpool Gazette - Armathwaite Hall The Winter Edition of the Travel Writers E-newsletter has also been sent out this month. This goes out to 250 travel writers all over the UK, and features suggested press trip itineries and ideas for walks in the area. If anyone has a story or some news that they would like to tell us about, please do not hesitate to get in touch with Fiona Tubman on 01900 818987/07515 100369 or ftubman@western-lakedistrict.co.uk . Cycling in the Western Lake District The team at the Partnership have been working over the last 18 months with various partners who are key stakeholders in both tourism development and cycling in the Cumbria, and have developed a map development scheme which will be one of the core projects for the next 2 years. The aim of the project is to produce a series of cycling maps covering the whole of the Western Lake District, over the next 2 years. The role of the WLDTP is to facilitate these maps, and in some cases take responsibility for the production, where there is not an organisation or resource to manage the project. Since the idea was created to develop these maps of the area, there has been further strategic developments through Cumbria Tourism for increased focused on Outdoor Activities in Cumbria, including the creation of the role of Cycling Officer, employed specifically to work on Cycle Developments in the area. Funding has been secured from all of our key funders, and additional funding from Cumbria Tourism has enabled the first project to begin. The first two areas producing cycle maps are Cleator Moor and Egremont, which will be produced by March 2008. If anyone would like further information on this project, please contact Fiona Tubman on 01900 818987/07515 100369 or ftubman@western-lakedistrict.co.uk
Other News from The Western Lake District
	VIP - The Aquarium The Lake District Coast Aquarium in Maryport has recently been fitted with a NEW interactive Visitor Information Point (VIP), one of only two currently located in the Western Lake District, the other being at Seatoller Barn, Seatoller, run by Honister Slate Mine. VIPs are designed to be a 'second tier' of tourist information and will compliment existing tourist information centres in the vital role they play in keeping visitors informed. All these new Visitor Information Points have a state of the art touch screen to provide visitors with access to accommodation, attractions and events throughout Cumbria. The touch screen information display is free to advertise on, subject to approval, so if you are interested you can get application forms from Cumbria Tourism at www.cumbriatourism.info/marketing or telephone 01539 822222 The Aquarium has also recently launched an Ambassador scheme. Like minded tourism businesses in the area are invited to become and Ambassador of The Aquarium. What is expected of an Ambassador? To actively promote the Aquarium and Maryport in your everyday routine Endorse the Aquarium as a quality visitor attraction and Maryport as a centre for tourism Make maximum and optimum use of marketing materials, reciprocal links on websites, printed material and word of mouth Establish a rapport with fellow Ambassadors and share knowledge and experience of living and working in Maryport In return you will receive a newsletter with details of special offers etc, as well as some discount offers for your own guests. If you are interested in joining this new scheme please contact Pam or Mark at the Aquarium on info@ld-coastaquarium.co.uk Gold Award for Graysonside A Western Lake District B&B has received a five star gold award for it's service. Janette and Andrew Likeman said they were shocked to win the Quality and Tourism Visit Britain Award, but pleased their hard work had been recognised. They received excellent marks in all categories for the quality of their rooms and hospitality. For more information please click on this link Graysonside Accommodation Details Sellafield Update Sellafield will close on Sunday 23rd December and not re-open until Tuesday 2nd Jan 2008. Something to make note of in the new year is the fact that the Visitors Centre exhibition hall and lecture theatre is available for anyone to hire. It is the only facility of it's kind in this area to be able to host such large events. For more information please contact Eva Watson-Graham on eva.e.watson-graham@sellafieldsites.com Holiday Fun at The Railway What to do with visitors over the festive period. Richard Copping, Marketing Manager of the Ravenglass and Eskdale Railway, says ‘there’s a warm welcome at the Railway. Steam trains are running from December 26th through to and including January 3rd. Carriages are heated, although for the masochists a few open-tops will be included! There are special pre-booked festive lunches at Fellbites Eatery Dalegarth in addition to the tasty selection of freshly prepared Cumbrian fair. As for bargain hunters – the shops have a blue cross-sale, which includes money-off all Thomas the Tank merchandise.’ Check out the website www.ravenglass-railway.co.uk for train times and more details. For February half term at the Railway 9th February – 17th February kids are travelling free. This generous offer, which the railway has run for the last few years, pulls visitors and locals alike from all areas of the Lake District. General Manager, Trevor Stockton has witnessed the growth in business as the tradition gains momentum. ‘From a fairly rudimentary service less than five years ago, now we have added in extra trains as well adding more carriages to the original sets. It’s a great curtain raiser after the glum days of January and for parents it’s a budget way of keeping the kids entertained in their school holidays.’ Solfest Award Solfest has recently won an award at the 2007 UK Festival Awards. The summer festival won the awards for BEST FAMILY FRIENDLY FESTIVAL, a category which saw it pitched head to head against the mighty Glastonbury. To win this award for family friendliness is an amazing coup for Solfest and for Western Lake District. Well done Solfest! Celebrities in the Western Lake District TWO stars of ITV soap Coronation Street, backed by a 100-strong crew, have been in the Western Lake District recently to film the next big cliffhanger storyline involving Maria and Liam. At one stage they were joined at Honister Slate Mine by the Hairy Bikers and ex-England football star Jack Charlton, who all rolled up at the Lake District attraction at the same time. Only days before the Corrie team turned up, Honister featured on another television programme in which fashion gurus Trinny and Susannah dressed mine owner Mark Weir and some of his workers. On the back of this visit, Honsiter Slate Mind have produced a charity calendar featuring the lucky lads who had the makeover. For more details on this, and the other celebrity spottings at Honsiter, please visit their website www.honister.com And remember to watch Coronation Street over Xmas to see how the story in the Western Lake District unfolds!
Business Profile - Liz Campbell
	Background on Liz Liz was born and brought up on a dairy farm in Dumfries. She left school and worked for Bank of Scotland in Dumfries, was transferred to Brighton, East Sussex to open new business branch. She enjoyed work but did not like living in Brighton so applied and was accepted for position as company secretary for the Texel Sheep Society in Kenilworth, Warwickshire, then offered position as PA, Office Manager and Steel Buyer for a family firm in Kenilworth. Really enjoyed this job, but met Roy at the Royal Highland Show, they were married within a year as there was 375 miles between them. They then moved to Lochgoilhead to work in the family business. Expansion led to Cockermouth in 1994 to build and run The Lakeland Sheep & Wool Centre/Shepherds Hotel at Cockermouth. All about Liz’s Business It is a family business employing approximately 240 people, comprising of caravan and chalet holiday parks, leisure centres, hotels, gift shops, village store, and a construction company and of course the farm where it all started from. The majority of the businesses are in the Cowal peninsula in Argyll but Roy, Liz and family are based in Cockermouth. They built and opened The Lakeland Sheep & Wool Centre/Shepherds Hotel in August 1995. At the time they had a live sheep show, gift shop, 13 bedrooms, café/restaurant and also housed the Cumwest Visitor Centre. When the council lease for Cumwest expired in 2005, they vacated the site and now have, farm show, conference room, gift shop, café restaurant and 26 modern large bedrooms. The hotel is now graded AA 3 stars and offers free wireless internet connection throughout the building. All alterations took place within the existing building. Liz’s secrets to running a successful tourism business? She doesn’t think there is any secret, only hard work and always try to adapt to what ever is thrown at you and adapt as best as possible to changes be it economic, marketing tactics or events like foot and mouth which devastated them in 2001. Importance of Tourism Tourism is now vital to this area, with old industries now going. Also most people now have more leisure time and enjoy spending time in the UK and look for a variety of things to do. It is also vital that schools realise the importance of tourism and guide some pupils to a career in this directions as it really is a job for life with fantastic opportunities. Working with the Partnership The tourism initiative was a tremendous help when Liz & Roy first moved to the Western Lake District and were building and establishing the centre, especially Joan Ellis who was the driving force behind promoting tourism on the West Coast at that time. Joan gave us valuable advice, contacts and became a friend. Liz was involved as a steering group member of the Partnership for 10 years. This gave her the opportunity to work with the partnership promoting the area and in turn promoting all the businesses in the area. She was also a committee member of the tourist trade association for approx 10 years & was both chair and secretary for some time. This was a great networking group, and again made vital contacts, friends and learned from the experience of others. Future ideas for the Partnership Liz thinks the Partnership needs to concentrate solely in the Western Lake District and promote the diversity of the area and not appear to be just a sub branch of Cumbria Tourism. More emphasis needs placed on website promotion and looking at alternative ways to bring visitors to this area. It is also important to hold networking opportunities for businesses, as many in this area are family run and a lot can be learned from discussions with like minded people. It is also important that the operators are given the opportunity to meet the Partnership staff Fiona and Lucy to feel that we are working as one. News from Liz The occupancy levels in the rooms have been fantastic over the last 12 months and they hope to develop and sustain this. They have quietly introduced a new “hot rock” cooking theme to the restaurant and aim to promote this fully in 2008. They are always trying to upgrade our free wireless broadband for residents, and business users who call in to the restaurant. They are in the process of making an outdoor canopied terrace area for summer use and also make “smokers” more comfortable. They are keeping up to date and refreshing the farm show. However, the introduction of blue tongue and the latest outbreak of foot and mouth are causing some concern. *And finally some thoughts on the Western Lake District:* What do you think the Western Lake District has to offer a tourist that is different to anywhere else? The Western Lake District is such a diverse area from the coast to the highest mountain in England. Attractions, shops, a variety of cafes bars and hotels, & self catering that give everyone something to choose from. Do you have any favorite places within the Western Lake District? Home in Cockermouth and Crummock water. Sum up the WLD in one word. Friendly! If you require more information on The Sheep & Wool Centre or Shepherds Hotel please log onto the website www.shepherdshotel.co.uk
And finally...
	Railway Attributes it's success to participation in the Partnership In line with the general trend across the county, as expressed in initial reports from Cumbria Tourism for the year 2007, the Ravenglass and Eskdale Railway has experienced a healthy increase in the number of visitors journeying on the Lake District’s oldest, longest and most beautiful Railway. Amongst the contributory factors to the Railway’s success, Marketing Manager, Richard Copping, is convinced that active participation in the Partnership is crucial. ‘By attending meetings called, and responding to E-mail requests for information, the Railway has received additional publicity at local, regional, and national level at little or no cost. With more or less fixed operating costs, every additional visitor is of great benefit to the company; particularly when it comes to the secondary spend in catering and retail.’ Richard added, ‘Apart from the evident benefits to ourselves, the advantages are obvious to the Western Lake District as a whole. People coming to the Railway are likely to visit other attractions in the area, particularly those who have joined in with our line guide voucher scheme. I hope that the lure of the Railway is sufficient that accommodation providers in the Western Lake District gain additional bookings, as people decide to explore the region.’ For 2008 the Railway has supported promotion of the Western Lake District through adverts in the Holiday Guide and the Top Attractions Leaflet. The Railway’s own leaflet will include clear references to the Western Lake District, while the company will be selling the region – the area that includes Britain’s favourite view - to various regional and national shows.