- 7 french row
The SAVP is made up of a diverse group of over 70 representatives from the public sector, private sector, and the community. Meetings currently take place bi-monthly on the virtual platform Zoom, and SAVP members are encouraged to attend every meeting (dates posted below).
In February 2013, a previous Cabinet at St Albans District Council (SADC) approved the St Albans Visitor Economy Strategy and established the SAVP to support the SADC Visitor Economy team. The Visitor Strategy expired in 2018, the dedicated SADC Visitor Economy resource no longer exists, the manned tourism information centre transformed to unmanned visitor information points, and the SAVP has not operated under the original terms of reference for several years. For example, there have been no annual scrutiny presentations to SADC Scrutiny Committee and no involvement with the Head of Service for leisure and heritage. The Portfolio Holder for Tourism did not sit on the group. All of which contributed to a silo approach to Destination Management, and there being no replacement visitor plan to roll out at the end of 2018.
Following the local election and administration change in May 2019, the new Portfolio Holder for Tourism, in consultation with SAVP stakeholders, undertook a review of the tourism strategy, process, the performance of the previous Visitor plan against the 2017/18 Cambridge report, and an audit of the legislative role of the BID. In consultation with the SAVP, the PH then implemented a new Tourism strategy for 2020 onwards, to realign activities, responsibilities, facilitate a partnership approach across the BID and SADC, diversify the SAVP representation, leverage economies of scale/purchasing power and to help the St Albans brand, Enjoy St Albans, be marketed consistently across the district, nationally and internationally.
As a result, day to day responsibility for marketing and promotions of St Albans city locally, nationally and internationally, lies with the BID, and the promotional scope of the BID was was widened to the District. This wider scope is helpful to the BID because the wider District attractions clearly have a role to play in encouraging people to come to and stay longer in St Albans City itself. Visit Herts is responsible for promoting Hertfordshire nationally and internationally, amplifying the spend of all St Albans destination management stakeholders, including the BID/SADC.
The SAVP is a volunteer committee of representatives drawn from all sectors of the St Albans Visitor Economy, as well other stakeholders. The SAVP advises the SADC PH, the St Albans BID Board subcommittee and the respective SADC and BID Managers, including vetting potential projects in the City & District, and informing about their own stakeholder activities and needs. The activities of SADC, in partnership with the BID, are focused on the continued growth and prosperity of the visitor economy in the City & District of St Albans.
The SAVP provides advice, guidance and assistance to the BID and SADC to support the delivery of the destination management objectives as established by the Portfolio Holder for Tourism and the BID Board marketing subcommittee, in consultation with SADC officers, which will be incorporated into the Destination Management Plan. The SAVP will abide by any terms and conditions which may be set out by the BID, in consultation with St Albans Council.
This report sets out a Tourism Profile for St Albans and District and outlines strategic priorities and actions to develop the visitor economy in the city and the wider district. The aim is to deliver a comprehensive Tourism Strategic Action Plan for St Albans to provide a roadmap for the district to move forward as a visitor destination with the engagement and support of key stakeholders. Delivery of the plan will be a collaborative process involving key stakeholders representing the private and public sectors leading to deliverable actions to guide management and investment in St Albans and key performance indicators to help leverage the uniqueness of St Albans to create a credible and distinct visitor offering.