BETT Final Report

Report
BETT
BETT
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BETT
Content
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BETT Objective
The Approach
The Journey
Where we are now - SWOT Analysis
Bray Business Model:
 Brand
 Essential Elements for Success
 Key Sectors for Economic Development
 Essential Actions to Support Brand and enhance
quality of life in Bray
Next Steps
Acknowledgements
 Appendix
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BETT
BETT Objective
 To make recommendations to Bray Town Council on how
Bray can attract and nurture business and promote
sustainable economic development that creates jobs in
Bray.
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BETT
Content
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

BETT Objective
The Approach
The Journey
Where we are now - SWOT Analysis
Bray Business Model:
 Brand
 Essential Elements for Success
 Key Sectors for Economic Development
 Essential Actions to Support Brand and enhance
quality of life in Bray
Next Steps
Acknowledgements
 Appendix
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BETT
The Approach
 First meeting on 29th October 2009
 Met in plenary session on 10 Occasions
 Established focus groups – Industry, Tourism, Retail and Bray
Image/Activities
 Consultations:
 Survey of businesses
 On line Survey of Residents & Non residents
 Reviewed regeneration plans of towns/regions in Ireland and
UK
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BETT
The Journey
Where we are...
Where we want to be...
A high level analysis
of current state
(SWOT) provides a
starting point for our
recommendations
drawn from:
• BETT input
• Surveys
• Feedback from
consultations
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BRAND BRAY
• Direction & Focus
• Incorporates a
shared vision of
where we want to be
as a town
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BETT
Content







BETT Objective
The Approach
The Journey
Where we are now - SWOT Analysis
Bray Business Model:
 Brand
 Essential Elements for Success
 Key Sectors for Economic Development
 Essential Actions to Support Brand and enhance
quality of life in Bray
Next Steps
Acknowledgements
 Appendix
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BETT
Where We Are Now -SWOT Analysis
Strengths
Weaknesses
Location - Proximity Dublin/Airport/Wicklow hinterland
Seafront – Promenade/Harbour/Cliff Walk/Bray Head
Population – potential workforce/people/community
Transport – Road/Rail
BTC – taking action
Mermaid Centre/Festivals
Quality of life – amenities/clubs
Survey indicates business experience good to very good –
77%
Architectural heritage
Lack of focus on economic development/no plan
No clear brand definition
Poor retail shopping/no cinema
Poor supply of restaurants
Poor on-line presence
Lack of sound data for decision-making
Poor internal transport
Perceived difficulties re doing business in Bray
Opportunities
Threats
Arts/Culture
Good business park
Good companies
Natural resources/amenities
Dublin City Council Foreign Student – piggyback
26% respondents to survey import items that could be
supplied in Bray
Harbour / Dargle
Ardmore Studies/Bray Wanderers/Supply of Golf Courses
etc.
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Image
Currency (particularly Euro/Sterling)
Strong competition for business
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BETT
Ref 1: Business Survey Results
Note: Where issues were percieved by respondents they were asked in
the survey to identify what specific issues they faced
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BETT
Ref 2: Image of Bray
How would you compare Bray’s image
with other towns?
 Main street presentation
(Low level shopping / Euro-shops / Headshop / Florentine Centre / On street smoking
outside pubs)
 Shabby town
 Rough town
 Anti social behaviour / safety concerns
 On street begging
 Drug addicts
 Criminals
 Litter / Graffiti
 Ugly ESB Poles
 Poor entrances – Wilford, Dart, Hollybrook
 Out in the sticks
%
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Recurring Themes
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BETT
Content







BETT Objective
The Approach
The Journey
Where we are now - SWOT Analysis
Bray Business Model:
 Brand
 Essential Elements for Success
 Key Sectors for Economic Development
 Essential Actions to Support Brand and enhance
quality of life in Bray
Next Steps
Acknowledgements
 Appendix
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BETT
Bray Business Model
Brand Bray
Essential Elements for Success
Tourism
Industry,
Technology
& Services
Retail
Essential key actions to support brand and
enhance Quality of Life
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BETT
Brand Bray... BETT Input
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• It’s easy to find...
• ...and it’s hard to leave
Next Steps...
• Forward looking
• Willing to take the lead
1
• Sustainability focussed
• Care for the environment
The creation and design of
Brand Bray is an essential
step that incorporates a
shared vision.
It needs to be fully
2 developed in consultation
with all of the key
stakeholders
• Energized community
• Exciting atmosphere
• First choice for science and technology.
• At cutting edge in all of our activities
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BETT
Bray Business Model
1
Brand Bray
2
Essential Elements for Success
3
4
5
6
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Brand and Strategy
(based on
recommendations in
this report)
Leadership: Steering
Group with
responsibility and
Executive Change
leader
Implementation plan
with clear goals and
metrics
Sound data for decision
making
Bray promotion plan
Strong On-line
presence
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BETT
Promote Bray...
Brand
Bray
Communicate
Brand Bray
Welcoming
Promote each
of the sectors
(retail, industry
and tourism)
Progressive
Green
Appoint honorary
ambassadors
from high profile
Bray people in
business, arts
and media
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BETT
E-Communications...
Develop and maintain bray.ie website
To...
From...
• Appoint on line team to develop, manage and keep content up to date on all
aspects of Bray business
• Promote Brand Bray
• Promote Bray as a prime location for business. e.g. on line down-loadable DVD
• Interactive to support sectors e.g.implementation of e-marketing and ecommunication strategies
• Provide information to support economic development in Bray
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BETT
Bray Business Model
Brand Bray
Essential Elements for Success
Tourism
Welcoming
Industry,
Technology
& Services
Retail
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BETT
Tourism Strategy – top 3 recommendations...
Bray achieving
Classic Resort
status
Reorganisation
of Bray Tourism
structure
• Not just a strap-line
• Gives clear focus and declaration of intent
• Aimed at both residents and tourists
• Review role and responsibilities of Bray Tourist Board (BTB)
• Give BTB responsibility to lead the tourism strategy for Bray
• Give BTB resources and strategic responsibility for the Bray
Tourist Office
• Implement an e-marketing strategy
• Implement an e-communications strategy
ECommunications • Including bundling of tourism offerings
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BETT
Retail Policy – top 3 recommendations...
Commercialize
Florentine Site
- BTC to commercialize part
it currently owns
- Work with nama on
balance of site
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Appoint a Retail
Development Team
- Develop “retailer attractor
package”
- Reduction / elimination of
development levies, fast
track on planning, etc...
- Forum for landlords to
work together
- Approach prospective
retailers on a coordinated
basis
Green
Vibrant
Promote and Present
the town correctly
- Image is a problem –
needs to be rectified
- Attractive entrances to
town
- Streetscape to be
improved
- Improved car parking
- Improved security
- Proceed to implement
BTC’s retail policy in full
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BETT
Developing Industry – top 4 recommendations…
Establish a €1m
local enterp. fund
Full details on
how this could
work shown in
report in appendix
•To support and encourage
the development of an
enterprise attitude and
culture in Bray
•Appropriate location
Create an innovation
cluster in business parks
Develop collaborative
relations with academic
centres such as Nova
UCD, TCD, DCU, IADT.
Has many attributes already for this (access,
infrastructure, telecoms, etc...)
It is inline with government policy
Requires high quality office accommodation
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BETT
Bray Business Model
Brand Bray
Essential Elements for Success
Tourism
Industry,
Technology
& Services
Retail
Essential actions to support brand and enhance
Quality of Life
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BETT
Essential actions to support Brand & Enhance quality of Life
Address
negative
image
Main Street – presentation, retail mix,
anti social behaviour, begging etc.
Entrances – improve roundabouts, dart
station, harbour
General – anti social behaviour, litter,
graffiti
Arts/culture/film
Sustainability/green
Location as a positional hub
Education / foreign student capacity
Tidy Towns Campaign
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Promote
positive
image
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BETT
Arts, Culture and Film-making...
Current Strengths...
Recommendations...
Mermaid Arts
Centre
1
Ardmore Studios
2
Art Galleries
3
Well known artists
and performers
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Establish an Arts
council to promote
and coordinate
activities
Establishing a Youth
Arts Council for Bray
Develop an area for
social interaction
(e.g. Plaza / Cafe
area)
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BETT
Sustainable / Green…
Thermal
efficiencies
Model
sustainability
Promote
Electric
Public
transport
Water
conservation
Develop policies to
Promote
Sustainability/Green
and undertake a range
of high profile
initiatives (examples
shown in circles)
Charging for
electric
vehicles
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Green
Smart time
based electric
meters
Car pooling
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BETT
Content







BETT Objective
The Approach
The Journey
Where we are now - SWOT Analysis
Bray Business Model:
 Brand
 Essential Elements for Success
 Key Sectors for Economic Development
 Essential Actions to Support Brand and enhance
quality of life in Bray
Next Steps
Acknowledgements
 Appendix
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BETT
Next Steps...
Form Economic Development steering
1 group
2 Appoint an Executive Change Leader
Engage stakeholders on agreeing
3 strategy and develop Brand Bray
Agree an Action Plan –
4 timescales/metrics
5 Take high profile initiatives e.g.
Enterprise Centre, Enterprise Fund etc.
6
Welcoming
Address Image issues in parallel with
the above
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BETT
Content







BETT Objective
The Approach
The Journey
Where we are now - SWOT Analysis
Bray Business Model:
 Brand
 Essential Elements for Success
 Key Sectors for Economic Development
 Essential Actions to Support Brand and enhance
quality of life in Bray
Next Steps
Acknowledgements
 Appendix
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BETT
Acknowledgements...
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Enterprise Ireland – Pascal McGuire, Director, Mid-East Entrepreneurship, Peter Sheridan,
Manager Regional Business Development
ESB – John Campion, Executive Director, Sustainability, Tony Carroll, Project Manager,
Sustainability
IDA - Conor Agnew, Manager East Regional Office, Declan O’Neill, Project Manager,
Property Division
Mermaid Arts Centre – Nora Hickey, Artistic Director, Aoife Demel, Fergus Hannigan
Nova UCD, the Innovation and Technology Transfer Centre at UCD – Dr. Pat Frain,
Director, Nova UCD
Professor Frank Convery, UCD
Jim Walsh, Trinity Biotech
Ray Tedders and Hugh Quigley, BIFE
Henry Hobbs, Takeda
Justin Burke alert Packaging Ltd
Bernard Collins VHI
Ramada Hotel
Bray businesses who returned Business survey questionnaires
All who completed on-line survey
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