3. Geography
⢠Jersey is the largest of the Channel Islands
at 118km sq.
⢠22km from NW coast of France and 137km
from England
⢠Population of 97,857
Politics
⢠Jersey is a British Isle
⢠It is a Crown Dependency and is NOT part
of the UK
Location of ⢠Autonomous government â âStates of
Jersey, Channel Jerseyâ
Islands
Economy
⢠Financial services as the dominant industry,
followed by tourism and agriculture
(Source: States of Jersey Statistics Unit, 2011)
9. Jerseyâs Tourism in 2010
⢠689,700 visitors
⢠£230 million on-island visitor spend
⢠Hotels, Restaurants and Bars - 3.5% contribution to GVA
(States of Jersey Statistical Unit, 2011)
⢠Mature tourist destination, experiencing decline
⢠Traditional seaside resort â âbucket and spadeâ
⢠Needs radical change:
⢠Attract a more âcosmopolitanâ audience
⢠Best hope is in the short breaks market
⢠Hotels that are attractions in their own right
⢠Emphasise the quality of the food offer
⢠Offer quality urban, countryside and beach experiences
(Locum Consultancy, 2006)
10. Present Governance Structure for
Jersey Tourism
⢠Jerseyâs tourism marketing department is âJersey Tourismâ
⢠States of Jersey âEconomic Development Departmentâ remit
⢠£5.923 million(37%) of the entireEDD net revenue expenditure
budget is allocated to the tourism sector for 2012
(States of Jersey, 2011)
11. A Public-Private Partnership for
Jerseyâs Tourism Marketing â The Proposal
Structure:
⢠The PPP would be a relationship between EDD and the industry
⢠Mixed public-private sector âTourism Boardâ, led by an independent
Chairman appointed by EDD
Funding:
⢠Initial funding from EDD, with subsequent funding dependent on the PPPs
ability to generate private funding
⢠Funding from corporate contributions, direct income, joint marketing
activities
⢠The PPP would not benefit from centralised EDD support (HR, finance, IT)
12. A Public-Private Partnership for
Jerseyâs Tourism Marketing â 6 key Objectives
1. To harness industry leading expertise
2. To work with EDD and other States departments to ensure government
policy fully supports growth of the sector
3. To generate industry funding to add to Government investment
4. To operate more commercially
5. Generate a stronger sense of partnership
6. To operate with a private sector culture and deliver quicker and more
effective decision making
13. âWhat is clear is that, whilst there are many
different organisational models from which
Jersey could learn, our circumstances are unique
and will require a specific Jersey solutionâ
(EDD, 2009:8)
14. Methodology
Pilot Study: Data collection phase 1
The âJersey caseâ:
⢠Unusual political, economic & social characteristics
⢠Applicability of findings to other similar SIEs
Data collection method:
⢠Telephone interviews of between 30 and 60 minutes
⢠Secondary data includes government documents, feasibility studies, consultancy reports,
newspaper articles, blog posts etc.
Sample:
⢠5 x key respondents â Jersey travel, accommodation and hospitality reps
Limitations:
⢠Timing of the data collection coincided with confidential talks
Considerations:
⢠Anonymity of the respondents
⢠âInsiderâ status of the researcher
15. The Findings: âa marketing organisation
does not sit well in a civil
Why a PPP for Jersey Tourism? service department. The
two cultures are, to me,
entirely differentâŚâ
âto create a more
commercially focused
organisationâŚâ
âdrive money to the
sales end and away
âHiring and firing
from the back
would be that much
officeâŚâ
easierâŚâ
âI absolutely donât
think theyâre âUse experienced and
[Jersey Tourism] specialist professionals to
are accountable execute the strategy as
enoughâŚâ opposed to generalistsâŚâ
16. The Findings:
Obstacles to the PPP? âObviously, there are
significant additional
costsâŚâ
âthere were clearly going to
be some major problems
devolving staff from a
government run civil service
department into a
commercial organisationâŚâ âItâs quite difficult, firstly, to get the
sector together, and then secondly
itâs quite difficult to get them to
agree on anything!â
âit has just simply not
received the political âIt has been more about
drive to drive it to maintaining the status quoâŚâ
completionâŚâ
17. The Findings:
Obstacles to the PPP â âislandnessâ?
âThere is no doubt that in a
geographic area of 45sq. miles
âbut there is a genuine concern that youâre obviously much more
finance is so important in terms of the aware of everything thatâs going
economic activity in Jersey that itâs on that you might be if you were
always going to divert focus and in 450,000 sq. milesâŚâ
fundsâŚâ
âItâs a bit of an odd thing in Jersey that
you write two letters to the Jersey
âI suppose the closeness of Evening Post and then that changes
individuals within government policyâŚâ
government to the private
sector is an issue, yesâŚâ
18. âIslandnessâ as an obstacle to PPP?
Competition
Personalised with the Small island
Collaboration
politics finance mentality
industry
19. Does this sound familiar⌠?
Small island comparative study⌠?
Any questions?
Thank you! ď