Liverpool Welcome

Connecting Passion with Place

Neil PetersonCulture Liverpool

2008 - A year like no other

„It‘s turning out to be one of the most succesful

Capital of Culture programmes we‘ve ever had“Jose Manuel Barosso – President European Commission

2008 Focus to City Regeneration• Arena and Conference Centre (ACCL)

• Retail developement to connect City and River

• Development of Cruise facility

• Redevelopment of Pier Head

• New museum for 2011

Joined up programme :Capturing benefits of 2008

• Tourism infrastructure• Local,national,international campaigns• 08 Welcome• Look of the City• The Programme

Opening Ceremony – The Peoples Opening

Creating the 08 Welcome

• Training and awareness• New products and materials• Partnership working• Innovative and quirky• 08 Volunteers

08 Welcome – Key Strands

•Front line staff and Volunteers

•Taxi Driver programme

•Engage transport and retail

•Language lessons

•Conflict resolution

•Creative apprenticeships

•Links to skills agenda

Why You Are Key to Our Success

Transport staff - first point of contact for visitorsHotel staff - key ambassadors who create first and lasting impressionsRetail staff - don’t underestimate positive impression on shoppersBars and pubs – special nights out are a key part of Liverpool’s special welcome You can have a major impact on visitors’ enjoyment of our cityYou can help visitors get more out of their time in the city

Why Welcome Matters

If visitors have a positive impression they are more likely to…

Spend their money in the cityPay a return visitRecommend the city to family and friends

By looking after visitors, we are looking after our future economic success

How I Can Play My Part

Be friendly, knowledgeable, welcomingPromote your cityKeep up to date with things to see and do

08 PlaceVisit exhibitions and attractionsWebsites

It’s the things that you say and do that make the difference

Welcome Outcomes

•5,000+ workshop places delivered•2,000 transport staff•1,000 taxi drivers•Night-time economy pilot•Foreign language courses•2,000 info packs distributed•2,500 DVDs distributed•National and International media •98% positive feedback in 2008

08 Volunteers•Engage and involve local people

•Added value at events and for tourists

•1000 Volunteers in 2008

•Opportunity to build skills and confidence

•European best practice example

08 Volunteers

•June 2005 start•25 volunteersBy 2008•100+ Volunteer events•7,000 Volunteer days•60+ Volunteer training sessions•1000 volunteers 2008•3rd uniform!

Opening Ceremony – The Peoples Opening

Our Approach in 2008

•“Blockbuster” events•Specialist squads

•Cruise•Evaluations•Roadshow bus•City Centre Welcome

•Partnership events • WFFG•Cultural Partners•Sefton Programme

Tall Ships

La Machine

La Machine – day Three

Special and Social

•Treasures•Welcome Lambanana•European dimension•City squad•Around the City in 80 Pints•Viennese balls•Celebrations•Access to money can’t buy

Motivation

‘It’s not about what we can get from it. It’s about giving something back.’

Liverpool has given me many years of employment, this is my way of putting something back.’

To give something back and be an ambassador for my city.’

What the Papers Said

• Liverpool people.. set the standard (for) friendliness and welcome

•2008 ... A sea change in the way it looked after vistors

• VB placed culture at the heart of national and international campaign

• Liverpool remains like nowhere else.. in a homogenised world

•Le come-back de Liverpool

•The next Barcelona

Building on 2008•City Stars programme

•Cross organisation partnership – City, L1, Bid

•250+ 08 Volunteers stayed in touch

•Piloted City Starsand conference welcome in 2010

• Formal Launch in May 2011

•Connection to Community Cultural Champions

•Part of EU Year of the Volunteer

Plans for 2011•Major events

•Presence on busy weekends in Central Retail District

•Station Welcome for major conferences

•Coach and cruise welcome

•TIC support at busy periods

•Continued support for cultural organisations and events

Key lessons•Investing in City welcome programmes pays

•Investing in your people is really appreciated

•Promotes City and Community pride

•Also grows your in-City tourism

•Volunteering brings out passion for your place

• Visitors really appreciate it – feedback confirms this

•Flexible and generous Partnerships are key to success

•They can also have other benefits at organisational level

•Recognition events for your Volunteers