Destination Coventry
Destination Coventry

Patrons to help DMO drive visitor economy in Coventry and Warwickshire

Destination Coventry has brought together six founding Patrons to help drive visitor economy in Coventry and Warwickshire.

The new destination management organisation (DMO), which officially launched in December 2021, is bringing together private and public sector organisations, in a bid to capitalise on the packed schedule of international events coming to the region this year.

Six founding Patron members from across the private and public sectors have signed up to support the new DMO – with organisations representative of Destination Coventry’s support throughout both Coventry and Warwickshire.

No Ordinary Hospitality Management, Coventry Building Society Arena, Coventry Business Improvement District (BID), Warwickshire County Council, CV Life and Coventry City of Culture Trust are the inaugural Patrons.

The Patron members have pledged to support the DMO in its efforts to raise the profile of Coventry and the wider region to national and international audiences, while also aiding Destination Coventry in focusing its support to the needs of both leisure and tourism businesses in the region through its two brands – ‘Visit Coventry’ and ‘Conference Coventry and Warwickshire’.

The DMO is a collaboration between Coventry City Council and Coventry and Warwickshire Chamber of Commerce.

In 2021 Destination Coventry’s marketing campaigns resulted in more than 1.9 million YouTube views, over 318,000 broadcast TV impressions, 524,552 broadcast radio reach and saw posts reach more than one million social media accounts.

Paul Jones, managing director of Destination Coventry, said: “We’re delighted to be welcoming some of the biggest and most influential organisations in Coventry and Warwickshire as our founding Patron members.

“Our Patrons are perfect examples of what we are working to achieve with Destination Coventry – bringing together organisations from across our region and from different corners of the visitor economy to drive the sector’s future.

“Coventry and Warwickshire is hosting a hugely exciting schedule of major national and international events this year. We will be working with the sector to help it to capitalise on this incredible opportunity, and having our six inaugural Patrons on board will support us in that effort.

“We’ll be working closely with our partners at Coventry City Council and Coventry & Warwickshire Chamber of Commerce to expand our membership over the coming months and continue to mould the services we offer to the needs of businesses in our region.”

Cllr Heather Timms, portfolio holder for environment, climate and culture, Warwickshire County Council said: “Warwickshire County Council is delighted to be able to pledge its support to Destination Coventry through a Patron membership. 

“Our organisations already work together across administrative boundaries in supporting the visitor economy and this membership extends this collaborative approach. Coventry and Warwickshire is an exciting area to visit, boasting a diverse range of leisure attractions, business and conference facilities, and world class cultural and heritage venues.  

“We look forward to working closely with Destination Coventry to grow the value of tourism to our region, and building on our countywide Visit Warwickshire marketing campaign, in partnership with the county's destination organisations - Shakespeare's England and Northern Warwickshire Tourism.”

Coventry Building Society Arena is the largest venue in the region, with 7,600 square metres of flexible indoor space, and is set to open the doors on its £6.3 million state-of-the-art Commonwealth Convention Centre later this year.

Paul Michael, commercial venue director of Coventry Building Society Arena, said: “To be one of the founding patron members of Destination Coventry is a great honour. It is an organisation committed to driving the visitor economy in our region, which will benefit all venues of all sizes.

“With major international events taking place in Coventry and Warwickshire throughout 2022, we have a great opportunity to grow our region as a visitor destination. We look forward to working closely with Destination Coventry to help it achieve its goals over the coming months and years.”

No Ordinary Hospitality Management (NOHM) is a heritage attraction specialist, adding innovation and expertise to some of the region’s most treasured historical jewels. It operates Coombe Abbey Hotel and commercial outlets in Coombe Abbey Park, manages six restored historic buildings turned accommodation and runs St Mary’s Guildhall.

Richard Harrison, managing director of No Ordinary Hospitality Management, said: “As a newly launched addition to the hospitality sector in the region, we’re pleased to be doing our bit for Coventry’s visitor economy as a founding Patron of Destination Coventry.

“With our portfolio continuing to expand through the opening of new NOHM led venues across Coventry and Warwickshire, we want to pass on the skills we as a business have picked up on our journey to fellow members of the initiative and to the wider project, with the aim of driving increased revenue to the local area through tourism.”

Coventry Business Improvement District (BID) is an elected body which works alongside business and other stakeholders in Coventry city centre to drive change within the city centre ring road.

Coventry BID director Trish Willetts said: “As an organisation whose aim is to shout about Coventry and its wonderful businesses and to encourage visitors both locally and further afield, it makes sense for Coventry BID to play an active role in Destination Coventry, which is why we’ve joined as a Patron member.

“Having a DMO which focuses on promoting Coventry to audiences near and far can only be a good thing for the city. It should be yet another tool in Coventry’s toolbox when it comes to attracting visitors and increasing footfall.

“More people coming to Coventry means more visitors to our BID businesses as well as all the other cultural, retail and hospitality hotspots in our city, so we’re looking forward to working with Destination Coventry for the benefit of everyone.”

Coventry City of Culture Trust is an independent charity which led the city’s successful bid to be UK City of Culture 2021 and has led on its delivery.

Laura McMillan, director of audience strategy at Coventry City of Culture Trust, said: “We are thrilled that the Trust is among the first Patrons for Destination Coventry. Coventry is the perfect city break destination and with Assembly Festival Garden re-opening on 14 April, followed by the UK’s first immersive digital art gallery, The Reel Store, opening on 13 May, there has never been a better time to plan a trip.

“We look forward to working with Destination Coventry, and its members, to welcome visitors to Coventry to experience ground-breaking digital art and West-End quality shows in the heart of the UK.”

CV Life operates culture and leisure venues around Coventry, including The Wave, Coventry Transport Museum, Herbert Art Gallery and Museum and many more.

Aman Surey and Ruark Jon-Stevens, Marketing & Communications Managers at CV Life, said: “As a trust operating several of the city’s largest visitor attractions, we have worked with Destination Coventry on a variety of initiatives and campaigns and can directly see the impact that their work has in attracting national and international audiences to the city.

“We are delighted to be a founding Patron and look forward to continuing to work with them.”

Destination Coventry’s programme has now launched with three levels of membership; Basic, Full and Patron. Businesses across the region have started to sign-up and the DMO is launching an additional membership package specifically for suppliers to the sector.