Issue - meetings

The report introduces the Heritage Services Business Plan update for the five-year period 2019/20 to 2023/24. It sets out the business unit's strategy for delivering savings targets and increasing its return to the Council on an ongoing and sustainable basis. The Plan includes strategies for pricing, marketing and investment in conservation, staff development and the quality of the visitor experience to achieve the ambitious targets set out in it, and an analysis of the risk involved.

Councillor Paul Myers introduced the report by saying that this was the Heritage Services Business Plan update for the five-year period 2019/20 to 2023/24.

Key issues addressed in the Business Plan 2019-2024 were:

•  increased profit returned to the Council to support corporate finances;

•  a new tiered pricing structure at the Roman Baths;

•  reducing congestion and attrition caused by high visitor numbers;

•  a new strategy to manage groups;

•  ongoing marketing to continue to promote the shoulder months;

•  benchmarking the Roman Baths’ performance with other leading attractions;

•  ongoing investment in conservation, the visitor experience, commercial activity and staff development.

The Business Plan would aim to grow annual profit by £2.2 Million (28%) by 2024, by increasing income, reducing the revenue cost base after inflation and efficiently managing the staff establishment.  By 2024 profit returned to the Council would be £10 Million p.a.

The Roman Baths was the only local authority-run member of the Association of Leading Visitor Attractions.

To maintain this level of performance and achieve the forecast levels of profit to support the Council’s financial position would require:

•  keeping Roman Baths visitor numbers at very high levels;

•  implementing a new Roman Baths pricing strategy to maximise revenue whilst ensuring that price does not become a barrier to entry;

•  sustaining staffing and investment levels to support large price increases and improve visitor satisfaction.

School groups would continue to enjoy preferential rates in off-peak months when most of them visit.  The Service would continue to invest to protect and conserve the Council’s heritage assets, improve the visitor experience, enhance commercial performance and develop its staff, in order to deliver these outcomes.

Councillor Paul Myers moved the recommendations.

Councillor Charles Gerrish seconded the motion by saying that this was an ongoing success for the Heritage Services Team.  Ticket price restructuring would address the visitors’ numbers, especially during peak times. 

Councillor Tim Warren said that he was really proud of the work done by Heritage Services.

RESOLVED (unanimously) that the Cabinet agreed to:

1)  Approve the Heritage Services Business Plan 2019-2024 (“The Plan”);

2)  Confirm that it wishes Heritage Services to continue to work to the business principles agreed by the Council Executive in 2004, as amended.