Objective One helps King Harry bring £2 million of off-peak business to southern Cornwall
More than £2 million of additional trade is expected to be generated for tourism businesses throughout southern Cornwall, thanks to £62,000 of Objective One funding to boost tourist numbers during 'off-peak' months.
King Harry's Cornwall is an innovative new marketing venture, based on the scheme originally devised by the King Harry Ferry Company, and involves the collaboration of more than 35 Cornish leisure, recreation and hospitality companies. The project, which is being led by Rural Economic Partnership Ltd on behalf of the private sector partners, has been created to encourage additional visitors into southern Cornwall during the quieter shoulder months. A desire to improve the quality of experience and service enjoyed by visitors means the scheme will also involve a training and development package to increase the skills of partners involved.
Focusing on the geographical area lying between the Eden project in the east and the National Maritime Museum in the west, with the King Harry Ferry across the Fal as the vital link within this southern flank of the county, the venture will actively promote southern Cornwall as a holiday destination during the late autumn, winter and spring.
The extended operating season generated by the initiative will have a direct impact on local tourism by increasing annual turnover and safeguarding local employment that is dependent on the tourism and hospitality trades.
Commenting on the rationale behind the creation of King Harry's Cornwall and the benefit to the local economy, acting project manager Patrick Polglase said: "The southern area of Cornwall is a superb holiday destination all year round, however during the quieter months it is particularly suitable for visitors looking for a quiet and relaxing break. King Harry's Cornwall delivers all of the visitors' holiday requirements in a convenient package of information.
"By providing awareness of the extensive range of attractions and activities, magnificent cuisine and places to stay or relax for a quiet drink, we hope that we can encourage people to have their holiday requirements accommodated in this beautiful part of the county rather than taking their valuable business to other UK and European destinations."
The scheme's marketing campaigns will be driven by direct response advertising, a fully interactive website and public relations. These activities will work towards raising awareness of King Harry's Cornwall as the gateway to a number of participating partners who offer visitors an extensive range of services and activities which include 'off the beaten track ' B&B's, cosy hotels, top visitor attractions, gardens, cycle hire and art galleries.
Cath Horton, Carrick Integrated Area Plan programme manager, who has been involved in the project’s funding application, described the value of the new venture for its partners: "King Harry's Cornwall is an out of season marketing campaign that will bring real economic benefit to this part of Cornwall by attracting visitors during the quieter months. This will lead to a more sustainable future for tourism, with significant financial benefits to the local economy, which is great news for both local businesses and potential employees alike."
Sally Newby, managing director of REP Ltd is delighted to be leading this exciting new project. She says: “We have been very impressed by the commitment and determination of the private sector in developing this new marketing opportunity and are looking forward to working in partnership for the benefit of the local area.”
The £125,289 project has been awarded £62,289 of Objective One Funding from the European Regional Development Fund (ERDF), with a total of £63,000 of match funding coming from the private sector, Carrick District Council, Cornwall Tourist Board and the SW Regional Development Agency.
Members of the King Harry’s Cornwall team are available for interview at the King Harry Ferry main office near Trelissick between 10am and 11am on Friday, September 7.
The total cost of the King Harry’s Cornwall Project for one year is £125,289 of which Objective One will provide £62,289 from the European Regional Development Fund (ERDF). The private sector partners will contribute £35,000 towards the costs and the remaining match funding will be provided by the SW Regional Development Agency (£18,000), Cornwall Tourist Board (£6,000) and Carrick District Council (£4,000 in kind).
European Regional Development Fund
The European Regional Development Fund (ERDF) is one of four funds that make up the Objective One programme for Cornwall and the Isles of Scilly, through which £314 million of grant aid available to support the local economy between 2000 and 2006. ERDF is defined by the European Commission as:
Helping reduce the gap between development levels and living standards among the regions and the extent to which least-favoured regions are lagging behind.
Helping redress the main regional imbalances in the Community by participating in the development and structural adjustment of regions whose development is lagging behind, and the social conversion of regions.
Carrick Integrated Area Plan
Carrick IAP Team is funded by Objective One, the South West of England Regional Development Agency, Cornwall County Council and Carrick District Council. The team are employed and managed by Rural Economic Partnership Ltd which is a subsidiary of Cornwall Enterprise, a local authority company controlled by Cornwall County Council.
The Carrick IAP Team comprises a Programme Manager, an Office Assistant and four IAP Development Officers who are each responsible for covering the following geographical areas and act as a first point of contact for project ideas:
North Coast Area - George Collinge (01209 891783)
Truro Area – Sarah Ignjic (01872 224604)
Falmouth Area – Sarah Kerkin (01872 224568)
Penryn & the Roseland Area – Ben Menadue (01326 376171)
The IAP Officers work from offices within the community whilst Cath Horton, the Programme Manager, and Helen Parsons, the Office Assistant, are based at Carrick House in Truro and can be contacted on 01872 224428, or via e-mail at firstname.lastname@example.org. Further information can be found on-line by visiting the SPIDER website at http://spider.carrick.gov.uk.
Objective One Partnership Office
Truro TR1 2UD