Agenda item

Report of Strategic Director Corporate Resources.

Committee received a progress report on the future direction of the management of Go Gateshead Sport and Leisure service.

It was noted that the vision for the service was agreed by Cabinet in 2015 and it was agreed that the Council continue to provide Leisure Services in order to deliver additional income. It was reported that the benefits of an in-house model would enable the Council to focus leisure on the achievement of broader priorities such as health, wellbeing and inequality.

It was noted that since 2015, facilities have been transferred in order to generate income. A number of key income areas have been developed to ensure self-sufficiency, for example; aquatics, ensuring increased income generation through swimming lessons, increasing memberships through family and junior memberships. A big key income area is ‘Clip n Climb’, this is unique to the area and generates £300,000 per year income, in addition investment has been made into a soft play centre in the same hall as the clip n climb facility.

It was acknowledged that workforce is the key to success, as well as ensuring the retention of customers they speak to customers on a daily basis, therefore ideas from the workforce are taken on board. There has been a focus on bringing in skills, for example through a marketing manager, a dedicated operations team, improved development and training and engagement.  A pay and reward scheme has been implemented to incentivise staff through an employee of the month award. A market supplement of 15% has been provided for swimming teachers because this will further improve income generation.

The Market Development Manager has worked on the branding of ‘Go Gateshead’ to make it recognisable and more prominent on digital platforms. The website has seen the biggest change, this is scheduled to go live on Wednesday at 10am. The new website will not look like the Council’s website and has been developed in line with how people access information. The key function of the website will allow an online booking facility for Clip n Climb which will increase bookings, this will in time expand across the whole service.

It was reported that each Centre has a business plan so that employees can understand the targets. This engages employees and shows how they fit in and what can be expected from staff. Staff are also spoken to on a monthly basis so that they understand how their centre has performed.

It was confirmed that through developing the workforce will help increase the number of people through the doors, building blocks for this are in place.

It was reported that FMG have been commissioned to review the management options for Gateshead Stadium, the initial report will be fed back to Councillors in the near future. It was confirmed that 26 organisations were consulted during the review as well as user groups of the facility.

Committee felt it was beneficial to have a stand alone website in terms of trading opportunities. It was questioned whether there are any staff incentives around the number of memberships per week. It was confirmed there is no incentives for memberships, although staff are continually engaged and incentives could be considered in the future.

It was questioned whether there is a breakdown of where visitors are from to establish whether there are any areas where people are not accessing the facilities. It was confirmed that to a degree this information is known, a health equity audit has started and it seems visitors to the facilities are from a widespread of the Borough. However, visits to Clip n Climb are not recorded and this is probably a more regional interest, also casual swimmers are not recorded either.

It was suggested that as Clip n Climb is a regional offer, more should be done to improve the look of the building on the outside, for example through branding, to make it more welcoming. It was confirmed that each centre now has branding on totems outside the buildings, there is scope for further external work to be done subject to planning.

The point was made that feedback as to why people do not attend the facilities is important. It was suggested that people possibly choose alternative facilities due to opening hours and cost. It was acknowledged that there are cheaper facilities, however they would not be able to offer the engagement with customers and support that is offered in the Council’s facilities.

Committee felt that it would be a selling point to get the message to the public that profits are ploughed back into the facilities, whereas this would not happen with the private sector. It was also suggested that it would be beneficial to show the ambition of the service so customers know they are adding to the future of the facility.

It was questioned whether investment would be made in better equipment and longer opening hours in order to be self-sufficient by 2022/23. It was confirmed that the facilities are continuously reviewed and work is ongoing towards what customers want and being reactive to that. Investment into equipment continues with high-tech equipment in place in all Centres currently.

Committee requested that an update reported by brought back in six months.

RESOLVED    -           That Committee was satisfied with progress of the Go

Gateshead Sport and Leisure service as outlined within the report and agreed to receive a progress report in six months.