Minutes:
The Interim Managing Director provided the Members with an overview of the first business plan for Belfast Waterfront and Ulster Hall Ltd. He explained that it was a one year plan within the context of a five year strategy and that it would cover the period up to 31st March, 2021.
The Business Support Director provided the Committee with an overview of the financial plan for the company.
The Director of Sales and Marketing advised the Members that her team’s focus was to generate increased income and as such it was important to be able to sell Belfast as a destination as well as the venue itself. She explained that the company had invested in updating systems and equipment in order that the sales and marketing staff could provide a 24/7 service on an international platform.
She explained that feedback from a recent conference she had attended had illustrated that there was a perception from some conference organisers that Belfast was difficult to get to. She clarified that, in recognition of this, the Company were working with Visit Belfast to update information and marketing materials regarding travel connections to the city, in order to challenge such perceptions.
She highlighted to the Members some of the positive feedback which they had received from conference delegates so far, particularly with reference to the helpful front of house staff, the cutting edge technology and the excellent catering. It was agreed that future performance reports would provide insight into customer satisfaction and feedback.
A Member stated that they were delighted that the newly appointed caterers at the Belfast Waterfront were sourcing all of their food and drinks from local suppliers. In addition to this, the Interim Managing Director advised that, in conjunction with the Council, consideration was being given to the development of an ‘app’, which would be geared towards out-of-town delegates, offering discounts and providing suggestions for local restaurants, bars, hotels and sites within the city.
During discussion, the Director of Sales and Marketing explained to the Committee the Corporate Social Responsibility elements which were included within the Business Plan. She described how there were reduced rates for charities and not-for-profit events. She also explained that the Company would nominate a charity each year and would ensure that the venues were used to benefit that charity as much as possible. The Interim Managing Director added that the company planned to promote work experience for local young people, offering experience in the catering industry, front-of-house, sales and marketing with low barriers of entry. It was also noted that an analysis of current employees indicated that the majority were from the Belfast area and a Member commended the Company for engaging with local communities to provide employment opportunities.
In response to a further Member’s question, regarding the targeted number of bookings which the Belfast Waterfront had secured in comparison to other conference venues in the UK and Ireland, the Interim Managing Director advised that an independent economic assessment had provided targets whereby, by the end of 2020, the Belfast Waterfront would:
1. attract 50,000 delegate days (35,000 of which should be from out-of-state);
2. host an average of 6 Large/National Association and 6 European/International Conferences per annum; and
3. reduce the annual operating deficit by £1.6m from the baseline.
He advised that, in terms of the ICCA (International Congress and Convention Association) league rankings, the Belfast Waterfront was doing well in its first year, when compared to similar sized cities. The Interim Managing Director and the Director of Development agreed that aligning with what Invest NI, Tourism NI and Visit Belfast were doing would be vital in attracting out-of-state conferences.
A Member asked for feedback on potential areas for improvement and the Director of Sales and Marketing advised that they were keen to explore the issue of taxi and bus-drop off points, however, it was noted by the Committee that the adjoining land at Donegall Quay was not owned by the Council.
The Committee agreed that a report would be submitted to a future meeting on managing the risks for the Belfast Waterfront and the Ulster Hall.
After discussion, the Committee noted and approved the Business Plan.