Case Study – Destination Coventry

Louise Bennett (former CEO of the Chamber) approached Hartley Events & Consulting to work on behalf of the Coventry & Warwickshire Chamber of Commerce with Coventry City Council on the 2-year proof of concept collaboration between the Chamber and CCC looking at the “the art of the possible” in terms of the commercial vehicle for the new Destination Management Organisation (DMO), Destination Coventry and through the collaboration, the benefits to the Chamber and their membership.

The project involved consultation with other destination management organisations, tourism stakeholders and other Chambers of Commerce recommendations for membership models and pricing.

This project started in December 2020.

In May 2021 our contract was extended with the focus changing from tactical to delivery – supporting the DC team with business development activities including membership acquisition and particularly “top tier” patron / stakeholder engagement. We also conducted research and a feasibility study to introduce a new membership category to support suppliers.

There were a number of extensions to the contract and additional projects that we have supported and delivered, including some of these key projects:

1. Contributing to the membership sales strategy and membership sales/acquisition.
2. Sense check membership satisfaction – (membership was officially launched in December 2021) satisfaction survey and report completed in December 2022.
3. Inaugural Annual Conference – developed the content/programme and speaker acquisition and management as well as stand sales.
4. Meet the Supplier Event – curated the 2-panel discussions, managed panellists and chaired the panel sessions on the day.
5. Event Agency Research Project – How do DMOs work with event agencies – met with venues, other DMO and event agencies to better understand how DC can work more closely with event agencies.
6. Worked with both the Chamber of Commerce and Destination Coventry on collaborative projects including the CRF and ARG funding projects – through these programmes: Successful ARG-funded businesses enjoyed 1-year complimentary membership of DC and Chamber of Commerce. With the CRF Programme – developed a Small summit event focusing on Skills and Recruitment in the Hospitality industry.

Created membership packages that not only met the needs of potential members and created an important revenue stream for the DMO – with over 100 members and high retention rates. The success can be seen in terms of securing members for the newly formed Destination Coventry as well as additional membership for the Chamber of Commerce.

1. Through our network and experience, we played a key role in the early days of securing venue membership for Destination Coventry. Our relationships with both Amadeus and CWRT helped to recruit both these organisations as Patron Members.
2. Sense check membership satisfaction – some positive feedback and good NPS, which reinforces the success of the membership offering across venue and supplier members.
3. The inaugural conference was well attended and positively received.
4. The Meet the Supplier Event was another great event and supports the supplier members with an opportunity to showcase and network.
5. The event agency project has provided some useful intel in terms of how to work with agencies, create successful fam trip programmes and some of the associations and membership organisations DC need to be working with to promote C&W as a destination of choice for agencies.
6. 20 successful ARG applicants that qualified for DC membership.
7. I am now a board member of Destination Coventry. This will allow me to strategically support the organisation and connect my clients with partners in the same industry.