Councillor Collett introduced the report and explained that Watford needed to have a strong brand and identity.  There would be a new brand: ‘Watford: We Will Surprise You’ in order to raise the town’s profile and attract businesses.  As well as the town centre with the new intu centre and Warner Brothers attraction, Watford needed to be a greater part of the tourist offer with award winning parks and free events.  The new brand and website would be owned by the council and the day to day management of the service would be managed by a commissioned service from the Watford BID.  The Council would be part of the Destination Management Board.

The Managing Director commented that partnership funding would be sought and there was good dialogue with West Herts College, Warner Brothers and the BID.  There had also been discussions with the Watford Observer about collaborating to promote the brand and to get feedback and input from residents. 

Councillor Bell asked questions regarding footfall at the top of town and how to revitalise Queens Road.  The Mayor responded that he wanted to ensure there was growth across the town.  Following the opening of the new cinema and bowling, there had been a 27% increase in footfall in the town centre.  Warner Brothers were looking at ways to increase visitors’ dwell time in the town.  The Big Events at the top of the town were being reviewed but there had been no decision yet on a permanent new attraction.  There was still vibrancy in Queens Road and the council was always working closely with the businesses.

Cabinet discussed that whilst high streets nationally were in crisis Watford was experiencing growth.  The new destination management plan would encourage new ideas in areas which were less vibrant presently to create a whole town effect and change perceptions of Watford.  Work was being carried out on Clarendon Road to look at the journey for visitors from Watford Junction in order to get the signage right.  The new branding would integrate with other brands within the town such as the large ‘W’ brand and the consultants would provide guidelines on this. The Mayor was part of a Town Centre Taskforce to ensure that the top of town was a welcoming area.

            RESOLVED

            That Cabinet agrees:

1.         To approve the overall destination management strategy.

2.         To endorse the new brand development and approve the proposal from the Watford BID attached to the report as the Destination Management Organisation (DMO) service provider.