Make It York
York’s new Destination Management Organisation
Exciting times lie ahead for the progression and development of York’s culture, business support, inward investment and tourism sectors. The city’s very first Destination Management Organisation (DMO) – Make It York – brings together the work currently delivered by Visit York, Science City York (SCY) and City of York Council’s inward investment, events and festivals teams into one new strategic and dynamic company.
Destinations are places where people want to live, study, invest in or re-locate to and visit. Destinations are multifaceted places containing a number of stakeholders with their own specific needs. Experience shows that without collaboration, coordination and a continued focus, places do not evolve with a common purpose. To create a successful and sustainable economy, all the components that make a successful destination need to be managed in an integrated and strategic way, with a clear focus on the needs of residents, businesses and visitors. This is pivotal to the strategic framework for Make It York. Make It York will be a dynamic public/private partnership which brings together many different threads of activity, from inward investment to tourism, city centre management to cultural development.
Why has Make It York been set up?
Make It York has been conceived to ensure that all sectors in York work together for the benefit of the city. It is a completely new way of working and will bring together public and private sector expertise to secure a bright future for the York economy, as well as opening up innovative and new opportunities for income generation. We have worked closely with City of York Council and other partners to create a business plan stakeholders in the city are confident will take York forward.
How will Make It York work?
Make It York is a share company limited by guarantee: all income generated will be invested back into the company for the benefit of York and its surroundings. There will be various brands within Make It York and the Visit York brand will be one of these, supported by its strong private sector membership base. What’s more, Make It York will be in a strong position to tap into opportunities for new income streams. This will in turn support the work of encouraging organisations to relocate here; attracting both leisure and business visitors, domestically and from overseas and boosting the profile of York as the preferred UK city for study.
Alongside all of this work Make It York will support York’s cultural sector to enable the city and its surroundings to develop as a world-class vibrant and attractive destination to live, study, visit and do business.
What’s the ambition for York?
Whether you’re an investor seeking to set up an innovative new business here, a conference organiser seeking a special venue or a visitor looking for new adventures, York has a special mix of outstanding venues, world class visitor attractions, exciting festivals and a superb retail and restaurant scene. But it’s also the people and businesses who live and work here who make York the special place that it is. All of this and our location just a stone’s throw from the stunning national parks of North Yorkshire and such easy accessibility to the rest of the region, UK and Europe makes York an exciting place to be.
York and its surroundings have a compelling mix of the old and the new. We are proud of our unique history and heritage and at the same time York never stands still. There’s a flourishing contemporary scene too and it’s exciting news that York has recently been awarded UNESCO City of Media Arts accreditation. The city is also at the cutting edge of science and innovation and home to an impressive wealth of expertise. Our universities are held in the highest esteem, with students travelling here from across the globe and it’s no surprise that York is consistently voted one of the nation’s favourite places to live and work.
Initially the top three objectives are to ensure that in setting up Make It York we join up our marketing of the city and its surroundings in a more co-ordinated way, that the new company is set up and structured effectively so that we can start making a tangible difference and that we contribute effectively to some of the key opportunities for York this year; such as the Business Improvement District project, the UNESCO City of Media Arts status and new events and developments across the city such as the Tour de Yorkshire and our brand new Centre of Ceramic Arts.
How will tourism marketing be delivered?
Tourism marketing, delivered under the Visit York brand, will continue and this will form part of a much wider and exciting remit that Make It York will have for marketing the city and for developing what York has to offer. For the first time ever, teams responsible for marketing and promoting York will be brought together with those who currently manage and organise city events and festivals and the city centre. This means, by working as one brand new Destination Management Organisation we will have more opportunity to ensure we plan effectively, meeting the needs all of all various customers in a joined up and co-ordinated way.
There’s a lot to do and this will all take time but one thing we’re convinced about is that a ‘joined up’, team approach to the opportunities we have, will be a major advantage and ensure that York is able to punch above its weight on the national and international stage long into the future. If you would like to get in touch you can email the new Managing Director: Steve.Brown@makeityork.com
To find out more and get in touch with the team visit www.makeityork.com
Make It York