Agenda item

Report of the Cabinet Member for Economy, Environment and Transport

(please note colour copies of the report and appendices are available on the County Council website)

In recognition of the advantages to the County and its residents of a strong sport and leisure offer, and the health benefits of an active community the County (in partnership with Sport Across Staffordshire and Stoke-on-Trent) had developed its Sportshire Strategy in 2013. Significant progress had been made towards attaining the Sportshire initial objectives and a refreshed strategy for 2016-2020 had been produced, learning from experience to date and responding to new corporate priorities and the current sporting, economic and health landscape.

The Select Committee considered the four strategic objectives which worked towards ensuring that Staffordshire was a leading sporting destination with a booming sporting economy and residents who enjoy the health benefits of an active lifestyle. The four objectives were:

·         The County has a thriving sports industry, which provides high levels of employment to local people;

·         Staffordshire is known nationally as a “Sporting Destination” with a high-performing visitor economy;

·         Out residents participate regularly in sport and physical activity and enjoy the health benefits of an active lifestyle; and

·         The area hosts a calendar of significant events, delivering economic growth, promoting Staffordshire and inspiring further participation.

Members received feedback on the two major sporting events held in Staffordshire, Ironman and the UK Corporate Games. Ironman had seen over £1m spent by athletes and spectators. The television package had been broadcast by 27 channels with a reach of over 225 million viewers.  The UK Corporate Games saw £3,089,827 spent by competitors during the games, with 4460 participants from 64 businesses. 79% of competitors travelled from outside of Staffordshire, with 8.6% from outside the UK.

Considering four criterion of: improving residents health and wellbeing; creating a positive economic impact; social impact and civic pride; and building reputation and profile; it was proposed that Staffordshire should bid to host The Great Swim and the 2017 UK Corporate Games. Ironman 2017 was already scheduled to be held in Staffordshire as part of their 2015 successful bid.

Members were aware of the benefits of sport and asked whether its positive impact on emotional wellbeing and mental health was considered when promoting and hosting events. This was a pan Staffordshire issue and consideration was given across all agencies to promote the advantages to wellbeing of a healthy active lifestyle.

Members asked whether sponsorship packages were offered to smaller local businesses for these events. The County Council had opportunities to promote the Staffordshire brand as part of their hosting package and consideration could be given to local businesses buying into this. There was the possibility of a financial benefit to the County should they be able to secure significant extra sponsorship for the events.

Members queried some of the figures set out in the report evaluating the financial impact to the County of the UK Corporate Games (UKCG). Direct economic impact figures around shopping and attractions was listed as £390,663 for the 2015 UKCG, which was exactly the same figure given for the 2010 UKCG in Liverpool. Members heard that it was more difficult to evaluate the UKCG than the Ironman competition as in most instances corporate companies paid for accommodation and other expenses, with individual participants surveys therefore not giving the level of information gained from other events. The Corporate Games partners had put these figures together, based on the figures from the Liverpool 2010 event. However Members felt this needed to be revisited and stressed the importance of having robust data to enable the event to be accurately evaluated.

Members understood that the County Council had paid to host the Ironman competition in 2015 and again in 2017 and suggested that in future a cost benefit analysis would help to provide transparency over the benefits gained. Members asked that this analysis should include all cost, for example officer time, not just direct costs.

The report did acknowledge some operational difficulties in hosting the Ironman competition. In particular the scale of the road closures created some difficulties with residents. Select Committee members shared concerns over the impact on some communities, with pockets of the County being effectively “locked in” during the event. Every area should have had an alternative route diversion available, however work would be done to mitigate the impact for residents of any future event road closure. Work was already underway with effected Parish Councils to discuss  best ways forward.

The Great Swim would be based at Chasewater and Members involved in the Courtyside Estate Review visits raised again their concerns around the red tape that prevented best use of this facility. This had been around the catering contract with Entrust and difficulties in alternative food sales on the site. Members were anxious that this issue was resolved prior to any future significant event being held on the Chasewater site. Members also suggested that, should the Staffordshire bid be successful, the event should be called the Great Midlands Swim – Staffordshire.

Members asked for a report evaluating the impact of the 2017 Ironman competition to a future meeting, approximately three months after the event and for clarification regarding future funding of the Great Swim.

RESOLVED – That:

a)    future evaluation reports include a detailed cost benefit analysis;

b)    any figures used to highlight the success of events should be robust;

c)    the negative impact on local communities of Sportshire events should be acknowledged and everything possible done to mitigate these; and

d)    an evaluation report of the 2017 Ironman event be brought to a Select Committee meeting approximately three months after the event.