DECISION

RIBBLE VALLEY BOROUGH COUNCIL
REPORT TO COMMUNITY COMMITTEE

					Agenda Item No.	    
meeting date:		9 MARCH 2010		
title: 			CLITHEROE, LANCASHIRE’S FOOD TOWN		
submitted by:  		DIRECTOR OF COMMERCIAL SERVICES
principal author:  	REBECCA KAY – TOURISM & ARTS OFFICER

1	PURPOSE

1.1	To inform members of the recent plans for developing Clitheroe into Lancashire’s First Food Town.

1.2	Relevance to the Council’s ambitions and priorities:	

•	Council Ambitions – This report contributes to making sure that the council provides efficient services, to protect and enhance the existing environmental quality of our area and improving access for all.
•	Community Objectives – This report relates to the following priorities outlined in the community strategy: encouraging access for all, community cohesion, culture and tourism

•	Corporate Priorities – To provide services for people where they live, improve access to services, promote the exceptional environment of area and lifestyle. 
•	Other Considerations – None

2	BACKGROUND

2.1	In 2008 RVBC launched the Ribble Valley Food Trail after receiving some match funding from Lancashire and Blackpool Tourist Board and from the Lancashire Rural Tourism Initiative Fund (combined funds from Lancashire Rural Recovery Action Plan, and North West Development Agency). 

2.2	The Trail was created as a Ribble Valley Borough Council tourism and regeneration initiative to showcase the quality food related businesses in Ribble Valley. It was set up to be part of Taste Lancashire 08, a year of events and activities coordinated by the Lancashire and Blackpool Tourist Board aimed at promoting Lancashire food. 

2.3	The trail went on to be a huge success gaining national acclaim, raising the awareness and profile of Ribble Valley and winning some major accolades also capturing the attention from other councils and tourist boards around the United Kingdom who wanted to replicate the idea.  
•	Highly Commended for the Best Tourism Experience Category 2009 Lancashire and Blackpool Tourism Awards.
•	Highly Commended National Countryside Alliance Awards 2009: Best Rural Enterprise Award, after winning North West Region Award. 
•	Finalist CIPR PRide Awards 2008: Best Low-Budget Campaign 
•	It has also been short listed for the Best Government to Citizen Communication Campaign in the 2009 Good Communication Awards.
2.4	The Lancashire and Blackpool Tourist Board are continuing with the Taste Lancashire Campaign, as Food Tourism is now high up on the agenda for the North West Development Agency. 

2.5	The Council’s Leader sits on the Board of Director’s for the Lancashire and Blackpool Tourist Board and in recent discussions with their Chief Executive, considered the future potential of developing food tourism in Ribble Valley and Clitheroe and the possibility of making Clitheroe, Lancashire’s first food town. 

2.6	A meeting was later convened with officers and the Leader and Chief Executive, from both the Council and Tourist Board respectively, with representatives from the Clitheroe Chamber of Trade and Ribble Valley Tourism Association. In preparation for this meeting the Taste Lancashire Executive produced a paper to outline the potential for a project for the group to consider the proposal for Clitheroe to become a Food Town. 

3	CURRENT SITUATION

3.1	The meeting was held on 5 February 2010 with the purpose to discuss and agree on a development action plan, involving organisations interested in tourism for Clitheroe.  

3.2	The group recognised the potential to build upon the success of the Ribble Valley Food Trail, thanks to the quality of businesses across the district and therefore decided the development of the food trail should be part of this wider project. 

3.3	Members of the group supported this idea and came up with the overall vision: 
•	For Clitheroe to become renowned nationwide as a Fine Food Destination, branded clearly as Lancashire’s Food Town, thus increasing the footfall and visitor economy to Clitheroe and its surrounding areas. Supporting the Ribble Valley Food Trail 
3.4	The main objective for the project is to: 
•	To organise a significant event in 2011 e.g. The Clitheroe Food Festival incorporating a Press/PR launch gaining national media attention and raising the profile of Clitheroe and Ribble Valley.

3.5	The group decided that it is necessary to develop a range of projects throughout 2010 that will support the launch in 2011. These smaller projects will help to develop the quality of businesses, awareness and range of activities in preparation for 2011. The proposed activities include: 

•	Set up organising committee to co-ordinate the activities - a smaller project working group, under the umbrella of the original group.

•	Business support – encourage hospitality businesses in the area to go through the Taste Lancashire Accreditation Scheme through match funding, raising awareness of the scheme, working with LBTB. 

•	Developing activities – organise a Clitheroe Street Market, majoring on Food, encouraging local producers to attend and thus creating further opportunities for the promotion of Clitheroe. 

•	Develop the next phase of the Ribble Valley Food Trail. 

4	ISSUES

4.1	Resources – RVBC will undoubtedly be steering this project within the Community Development section, therefore issues regarding staff time on each of the activities, with some requirements to lean on other departments for assistance.  

4.2	Funding – RVBC has not allocated any funds towards this scheme yet or any parts of it. There may be some opportunity for funding from external bodies and these will be researched if it is agreed that the project should go ahead, however from enquiries already undertaken from other areas the cost to put on a quality festival in 2011 could be substantial.

4.3	Buy in from Clitheroe businesses and the Clitheroe Chamber of Trade is required to support the Food Town concept and support is required from other areas of the County who may already be discussing doing a similar project. However, LBTB have expressed their initial support to the project for Clitheroe. 

5	RISK ASSESSMENT

	The approval of this report may have the following implications:

•	Resources – Substantial officer time to research, develop and carry out this project and its supporting preparatory projects.

•	Technical, Environmental and Legal – None

•	Political – Support and buy in of the project from local businesses is needed for the project to work. The focus will be on Clitheroe, however it should be recognised that the Food Trail will still promote the whole district. 

•	Reputation – The council is developing upon an already very successful project, to further assist the visitor economy of the local area. Businesses are already querying where the future lies with the food trail but national attention will want something else to support it – an opportunity perhaps not to be missed. 

6	RECOMMENDED THAT COMMITTEE:

	Agrees in principle to take the project forward.

JOHN C HEAP
DIRECTOR OF COMMERCIAL SERVICES

Background papers: Clitheroe Food Town Initiative Paper 

For further information, please contact Rebecca Kay  Tel: 01200 414496