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Maximizing Commercial Opportunities in Culture & Customer Services

This review identifies commercial opportunities in pricing and marketing at South Cliff Holiday Park, retail opportunities in East Riding Leisure Centres, and commercial opportunities for foreshores and coastal activities.

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Maximizing Commercial Opportunities in Culture & Customer Services

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  1. Review of Commercial Opportunities within Culture and Customer Services August 2018

  2. Scope of the Work • ERYC secured funding for consultancy support through the LGA Productivity Experts Programme • Peopletoo were commissioned to provide consultancy advice to Culture and Customer Services to help further develop its commercial approach • Peopletoo were asked to undertake a high-level review to identify commercial opportunities in three specific areas: • Pricing and marketing approach at South Cliff Holiday Park • Current and potential retail opportunities within East Riding Leisure Centres • Commercial opportunities for foreshores and coastal activities

  3. Review Process

  4. A Model of Service Commercialisation

  5. An Overarching Approach Develop the next phase of a Business Growth strategy with the following key principles:

  6. An Overarching Approach

  7. Conclusions • Culture and Customer Services has a clear and strong commercial ambition with social value creation as a positive strategic driver • Some immediate opportunities: • Revenue per customer: There is substantial customer footfall across the services, but the Council needs to consider measuring and increasing revenue per customer. E.g. South Cliff appears to generate £1 per customer – need to consider how to drive to £3 then £5. The same applies to Leisure and Foreshores • Marketing value: Given the footfall and online traffic potential, the Council could drive advertising revenue and/or promote local business in terms of social value • Fill existing capacity and market trend analysis: Develop strategy to drive more footfall into facilities including tactical pricing. • Review existing contractual arrangements with current commercial partners/concessions and negotiate immediate gains as well as discussing longer term strategy. • Consistent planning for growth!

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