Be in it to win it! In 2014 the Tour de France one of the greatest sporting events in the world is coming to Yorkshire and your business can benefit. This is the first time that the Grand Départ has taken place in the North of England. There will be unprecedented media focus, many hundreds of thousands of spectators, a global TV audience of millions, a substantial cultural response and an atmosphere of celebration. The Tour de France is so much more than just a cycle race, and the Grand Départ is one of its highlights it is a real celebration, the opening ceremony for a global sporting event with an extraordinary following. Hosting the Grand Départ in Yorkshire is expected to boost the local economy in Yorkshire by at least 88 million. The businesses of Sheffield should be ready to get involved with confidence. Even if your business is not directly connected to cycling, sport, infrastructure or hospitality, it can provide the kind of exposure and profile that would be impossible otherwise. Yorkshire will host two Stages taking the riders through historic York, the Dales, Harrogate, Ripon, Calderdale and other iconic Yorkshire locations before it culminates in Sheffield. The regional tourism agency Welcome to Yorkshire is the prime instigator of the Grand Départ Yorkshire 2014. They are responsible for the original bid and are helping to deliver many of the various elements of the event alongside TdFHub 2014 Ltd. Sheffield City Council is determined to help you make the most of this prestigious race and the media attention that comes with it. Sheffield will host the last 30km of Stage 2 of the Grand Départ. Starting in York, it will make its 200km journey through Harrogate and West Yorkshire, arriving in Sheffield at Midhopestones from the A616. The route will continue through High Bradfield, Worrall, Oughtibridge & Grenoside; towards Hillsborough then Shirecliffe, Burngreave & Wincobank. The finish line is in the Lower Don Valley. A map of the route can be downloaded at www.welcometosheffield.co.uk/tdf2014. The route is selected by The Amaury Sports Organisation (the ASO); due to the steep climbs throughout Stage 2 it is being counted as one of the most demanding (Stage 2) in the history of the race. There is a total of 3400m of uphill portions and most of them are in the last 30km. Hospitality, food, drink, innovation, engineering, medical technology, research, design, digital and more this is your chance to take advantage of this focus on our City, our strengths, our passion and our people. We have a very diverse business profile in Sheffield it s one of our strengths and different businesses have different requirements. Sheffield City Council will do all we can to make sure your business has the most accurate, upto-date information, all the advice and technical help you need to benefit form the Grand Départ. There are going to be legal and procedural requirements, and there are some restrictions that will be necessary to make sure everything runs smoothly. This document sets out some of the ways your business can get involved. You might be looking to provide goods and services to spectators, you might be on the route of the stage, you might be thinking about how you can use the global publicity We have gathered together some useful advice, contacts and some example case studies that illustrate how your business could get involved. We are working very hard to ensure you have everything you need to do the very best for your business, safely, without damaging the environment or taking unnecessary risks.
1. A race of many parts The Grand Départ The Cultural Festival The first two Stages Contents 2. Fame and fortune - Media and Branding 3. We are a local business - We want to benefit from the spectators and increased visitors to the region during the Grand Depart 4. We re looking at international trade - We want to make the most of the increased international profile. 5. My business is on the route - How can we make sure we get the benefit, and avoid disruption? 6. We are not based in Sheffield - We want to get involved in Stage 2, who should we speak to? 7. We work with expertise and know-how - My business has expertise in fields relating to the Tour. How can we get involved? 8. Maps of routes 9. Sheffield City Council - How can Sheffield City Council help?
1. A race of many parts The Grand Départ of the Tour de France consists of several distinct but interlinked elements: th The Cultural Festival from 27 March to 7 th July th The Opening Celebration, Leeds 5 July th Stage 1: Leeds to Harrogate 5 July th Stage 2: York to Sheffield 6 July th Stage 3: Cambridge to London 7 July The Cultural Festival 27th March to 7th July The Cultural Festival is the name given to the 100 days leading up to the start of the Tour. This is an opportunity, right across Yorkshire, to welcome the world, celebrate and mark this extraordinary occasion with art, music, writing, theatre and many other cultural creations. It will allow thousands of people to get involved and engage millions of visitors and residents in an innovative and ambitious world-class event. The spotlight will be on True Grit creative expressions of physical skill, courage and determination Yorkshire en fete the transformation and celebration of Yorkshire culture, heritage and landscape: urban, rural and coastal World-class Yorkshire a focus on Yorkshire s vibrant and innovative artists, arts organisations and creative industries. The Cultural Festival is an opportunity to raise Yorkshire s creative profile, forge new collaborations across the county, regionally, nationally and internationally, and broaden the appeal of our brand. There will be: A Festival website Social media Festival leaflet and flyers Advertising Public relations local, regional, national and international tourist and cultural There are plenty of opportunities for you to get involved, support creative partners, participate in artistic projects, spread the word, sponsor and contribute to events. In Sheffield, you should contact Rebecca Maddox, Head of Business Development (Culture), Sheffield City Council. T: 0114 273 4428 or by email: rebecca.maddox@sheffield.gov.uk. Stage 1 and Stage 2 5th & 6th July The first two Stages take place in the 5 th and 6 th July starting in Leeds and ending in Harrogate on the first day, then leaving York for Sheffield on the second day. Stage 3 7th July The third stage will start in Cambridge and finish in London. There will be some disruption as well as some extraordinary opportunities. We will keep www.welcometosheffield.co.uk/tdf2014 up to date with disruption information, and we will communicate widely, as early as possible, to keep local residents and businesses informed. 2. Fame and Fortune Media and Branding The Tour de France will dominate global sports coverage for three weeks from 5 th July 2014. Covering 3,600 miles the Tour is seen by over 3 billion people each year. Over 120 TV networks around the world are expected to broadcast the race every year, with the Grand Départ attracting 3
almost as much of an audience as the finish in Paris. The last hour of every section is broadcast live right across Europe the last hour of Stage 2 will be completely Sheffield based. There will be over 2000 journalists from 35 countries heading to Yorkshire and looking for stories. We want the Tour to have the same kind of effect on local businesses as the London Olympics in 2012. The Games created a halo effect for London and the whole of the UK, increasing not just sports visitors but boosting all kinds of interest, especially in business. The UK is already a rising star in cycling especially road cycling. With Bradley Wiggins winning the Tour de France in 2012, then collecting a gold medal in the Olympics, followed by Chris Froome s exciting win in the 2013 Tour de France, a Grand Départ in the UK is set to embrace the race as never before. Watching live Although the Tour de France is the largest annual sporting event in the world. It is absolutely free for roadside spectators. The Stages attract not just cycling fans and supporters, but families, daytrippers, casual visitors and local populations onto the street to witness the spectacle. Over 12 million are expected to witness the Tour this year, with some 1,880,000 people predicted to line the route of the Stages in Yorkshire. Locally, we expect in excess of 250,000 of those spectators to be in Sheffield. Social media focus Web and social networks have become a key part of the tour experience, for the passionate followers, as well as the millions of TV viewers. The official Facebook page shot past one million fans last year, the Google+ account is well over 500,000 and the @letour Twitter feed has topped 300,000 followers. Even individual cyclists like @ChrisFroome have almost 300,000 Twitter followers Branding As with may other global sporting events, the branding associated with the Tour de France and the Yorkshire Grand Départ is heavily restricted. You are only be able to use the various logos and marks if you have written permission from the ASO and Welcome to Yorkshire. Usually, use of the logos is only permitted by organisations that have entered into sponsorship agreements, specifically for the Tour de France, with these organisations. The following is a handy checklist of Dos and Don ts for marketing your business alongside the Tour. Do make absolutely sure you are not using logos or artwork that might be restricted. The organisers will take it very seriously even if you have made a simple mistake. It s worth making sure, if you are in any doubt you can ask Vikki Harris, Head of Marketing at Welcome to Yorkshire. You can contact Vikki on 0113 322 3517 or email: vharris@yorkshire.com. Don t: guess at the rules, it s not worth it. It is free to ask, and costly to make assumptions. Do use social media to engage with the Tour, the Cultural Festival and all the other events around the race. Following, liking, posting and re-tweeting builds your profile too. Don t use the words Tour de France, Grand Départ or Le Tour in literature promoting your business. You can, however, mention it in a factual way. If you are not sure about the difference, contact Vikki Harris (see above). Do create marketing that promotes your business, reflects your connection with Yorkshire values, what you make have in common with the sport of cycling endurance, determination, skill, strength. Don t create artwork that could look similar to official colours and logos. The Tour de France has a very particular colour palette, it is best to avoid anything too close. 4
Do plan ahead, make sure you build in time to check branding. Last minute errors can be costly in terms of wasted print or legal issues. Don t be tempted to download logos and banners from websites and use them in your own publicity. Do send details of any events you are planning to us and we ll help you promote them. Send information to tdf2014@marketingsheffield.org. If you do want to use some official branding, consider joining Welcome to Yorkshire. As a member, you can download the Yorkshire Loves Le tour web banner and logo for your web site. There are also resources and toolkits that you can access. This is a quick, easy and approved way of joining in the Tour de France. To discuss membership for your business contact Liz Tattersley, Head of Membership on 0113 322 3549 or email her at ltattersley@yorkshire.com. 3. We are a local business - We want to benefit from the spectators and increased visitors to the region during the Grand Depart There are a great many people coming to our region, as well as an even bigger number of people from Yorkshire who will line the route of the Grand Départ and get involved in the many events that make up the cultural festival. If your business is looking to provide products and services to these people, there are a few things to be aware of. Although there will be some lifting of restrictions, there will also be some fairly reasonable rules to follow to make sure whatever you do has a positive effect. And because you may want to operate both within and outside of Sheffield City Council s area you may need to check with other authorities too. Food and drink, and other supplies The Grand Départ and the race itself will see thousands of spectators gathered along roads where there are usually few facilities, as well as in areas that are already well served. There is a considerable opportunity for food and drink operators to sell from their existing locations, as well as looking to create temporary or mobile outlets. However, this doesn t mean there will be no restrictions. We want the spectators to have choice and value, and an organised approach is needed. There are a range of other supplies the spectators will need during their time at the event. Some will be freely available from existing outlets, others may need to be brought in. You will need to check with the relevant authorities, but Sheffield based businesses should come to us first. You will find more information in Guidance Sheet 1 Temporary and Mobile Catering Facilities Accommodation Accommodation will represent one of the major challenges for the Tour de France in Yorkshire. There will be hundreds of thousands of spectators. Of course, many will be on day trips from the region and nearby. However, a significant number will want to be able to stay in Yorkshire for a few nights perhaps longer. With the increased demand there will be opportunities for temporary camp sites and short-stay accommodation. Camp sites will need to be created in a way that provides adequate, safe and environmentally sound facilities. You will find more information in Guidance Sheet 2 Setting Up a Temporary Camp or Caravan Site Guidance Sheet 3 Renting out your House, or Setting up a Temporary B&B. 5
Transport Getting around during the event will not always be straight forward. Roads will be closed, public transport will be disrupted, there will be increased traffic at some times, almost none at others There will be opportunities for businesses to provide transport, but obviously we need to make sure this provision is well organised and co-ordinated with the organisers and other partners. There will also be a requirement to ensure that the route is kept clear of parked vehicles, whilst providing adequate car parking facilities for spectators who travel in their own vehicle. There will also be a need to provide temporary car parking facilities for residents along the route who do not usually have any other option than to park their own vehicles on the road. You will find more information in Guidance Sheet 4 Setting up a Temporary Car Park To assist in your planning, here is a fictional case study that might help:- Case study - The private camp site A local pub, close the Tour route has a large piece of land adjacent to it and the owners want to take advantage of the many visitors to the region during the Tour, creating a small caravan park. They have an agreement with the farmer who owns the land, and have researched the required service suppliers to supply the power, toilets and other facilities. The pub is within Sheffield City Council jurisdiction it has a Sheffield postcode. They get in contact with Sheffield City Council, licensing services and Marketing Sheffield. They also contact Welcome to Yorkshire. There are regulations usually including permission and a licence. There has been some relaxation of the planning rules to help people get involved, but it is still important to contact the authorities. Sheffield City Council provide practical advice on facilities, toilets, waste disposal, access, parking, insurance and general health and hygiene issues. Not only do they get help, but they get access to other advice about the potential for marketing, limitations on branding and design and help to connect with other local businesses. Free of charge listing is given on www.welcometosheffield.co.uk and the facilities are included in all of the city s marketing of Sheffield as a great destination to watch the Tour de France. They decide to join Welcome to Yorkshire so download and use the Yorkshire Loves Le Tour banner for their own website and email marketing. The pub makes sure they have the approved branding and get their publicity done in good time without any issues arising from the incorrect use of logos. The project is a unique and interesting collaboration and attracts the attention of the local press, as well as coverage in camping and cycling websites. The pub uses its social media to raise the profile and receives excellent advance bookings The success leads to more bookings, additional trade in the pub long after the event, and plans for something more permanent in the future. 4. We re looking at international trade - We want to make the most of the increased international profile. Yorkshire is going to be a destination brand with global recognition in 2014, and Sheffield will be part of it. Never before will the fact that your product was made in Yorkshire, or your service is offered from Yorkshire, have been so important. Yorkshire will have the eyes of the world, and a unique and powerful association with one of the most enduring sporting identities. There could never be a better time to weave your brand values into the Yorkshire brand, and introduce your business to international markets. 6
Yorkshire already benefits from excellent export and international services, this is the time to capitalise on this renown and cement future orders and new business partnerships. Businesses associated with cycling are clearly in the running. Cycles, sports equipment and apparel will receive excellent coverage. However, many other products and services will also benefit from the halo effect of this globally significant event. The Tour de France is a very broad interest sport. Ideas associated with excellence, engineering, precision and innovation can benefit, but the joie do vivre and bonhomie are reflected in the welcome, the great food, drink and the warmth of the people here. Businesses looking to use the Grand Départ to progress their export opportunities may benefit from being involved in the United Kingdom Trade and Investment (UKTI) which will take place in Sheffield, 2 nd to 4 th July. This expo-style event will showcase business to an invited overseas audience. UKTI has professional advisors located both in the UK and across over 100 countries who have the experience and contacts you need to get the most out of the increased interest that will come from the Tour. If you are interested in participating in the UKTI event, please contact tdf2014@marketingsheffield.org. To assist in your planning, this fictional case study might help:- Case Study - The cheese maker A local Yorkshire cheese manufacturer is already selling will into local and national markets and wants to use the Tour to highlight the quality and uniqueness of their products. They are planning to create a campaign that references the Tour, as well as creating a special edition of one of their products to celebrate the event. They want to use the Tour to raise their international profile, and have already made contact with press in their target markets. However, they need to be prepared to deliver their product to these markets, and that s where the UKTI helped. UKTI provided clear advice on export, tailored to their specific sector. Their International Trade Teams are located in local offices around the country, including Yorkshire, and they were put in touch with dedicated sector specialists who were able to provide support tailored to their needs and growth stage. UKTI are perfectly placed to help with paperwork, contacts both overseas and within the supply chain, customs and excise regulations, research, trade shows and logistics. Increased profile and publicity during the Tour, as well as attending trade events with UKTI led to better relationships with European agents and the setting up of new distribution channels. Thanks to advice from UKTI, cheese sales received a boost and more effective logistics open up new markets in several European countries. 5. My business is on the route - How can we make sure we get the benefit, and avoid disruption? As a business on or near the route there is a two fold impact. For those businesses who can sell directly to the spectators it will be a major opportunity. For others, there may be serious disruption. The precise route to be taken by each stage is now published and any businesses will have found themselves on or close to the route. This initially looks like wholly positive news, but there will always be some disruption, not just on the day of the race, and there will be restrictions on what can be done and how businesses can take advantage. Some businesses may have to change plans made before the announcement of the route, or alter regular arrangements. Some may have to close at different times. 7
We will post as much information as possible, as early as possible, on www.welcometosheffield.co.uk/tdf2014 and Sheffield is committed to minimising disruption where possible. This fictional case study might be useful. Case Study - The B&B Owners of the White Rose Bed and Breakfast were delighted when they heard that Yorkshire was to be hosting the Grand Départ. It would surely bring increased business and help them to boost trade in 2014. They were even more delighted when they saw they were close to the route of Stage 2. However, they quickly realised that although being close to the route was going to be great for their visitors, the disruption may make it difficult for them to trade as normal. They had already planned a marketing campaign around the Cultural Festival and collaborated with a number of regional cycling clubs to offer stays to people trying out the route for themselves. Long before the Grand Départ itself, they asked Sheffield City Council to help with precise dates, time and information about proposed closures before committing to marketing or taking bookings. By working closely with SCC, the White Rose B&B was able to make sure that they advertised the days they were going to be open, and the amended check-in/out times, accurately. They allowed for disrupted deliveries and transport on specific days, and were able to co-ordinate marketing efforts and social media with other local service providers. By making sure they were both informed and flexible about their new check-in/out times, they were able to provide a reliable service, resulting in repeat bookings and new relationships with cycling organisations and visitors. 6. We are not based in Sheffield - We want to get involved in Stage 2, who should we speak to? If your business is not based in the Sheffield area, but you still want the chance to offer services to the spectators or tap into the energy and publicity of the Grand Départ you still can. Those businesses who want to provide services to the visitors need to know what they can do, who to approach for permission etc and what kind of activity is expected and required. A fictional case study might help in demonstrating what can be done. Case Study - Glamping A London based event management company specialising in luxury glamping sites were looking to make the most out of the Tour. They have already secured local sites near the Cambridge Stage and wanted to add Yorkshire to their offer. The idea was to be able to provide visitors with seamless accommodation across the two or even three sites within a single offer. Initial discussions had led to conversations with local farmers one within the Sheffield City are and he other some way into York s authority. The organisers contacted Sheffield City Council and arranged a time to meet with advisors to discuss the potential for a site. SCC were able to help with all the paperwork, ensure the farmer was properly insured and check the site for suitability - as well as helping to broker meetings with the opposite number in the York local authority. As a result, there was a joined up approach. The operator helped provide high-value accommodation and a luxury glamping experience to the Grand Départ, while benefitting the land owners and creating longer term relationships with potential future events and festivals. 8
7. We work with expertise and know-how - My business has expertise in fields relating to the Tour. How can we get involved? Yorkshire is a smart place our knowledge economy is particularly strong and we have a great deal to offer in terns of innovation, sport science, engineering, research and development, and event management. Our universities offer a strong base for emerging businesses with a host of pioneering projects becoming commercial operations each year. There may well be opportunities for knowledge businesses to engage with the Tour and benefit from the profile of the event. This could include research, trials, publishing and promoting papers and articles, associating with event delivery organisations This fictional example might be useful. Case Study - The sports researcher A sports science consultant was looking into the benefits to a region of the uptake of cycling primarily as a result of the recent Olympic and Tour de France successes. They wanted to carry out a range of questionnaires on residents within the Sheffield City region with the objective of measuring the increase in cycling activity, attitudes to cycling as a mode of transport rather than recreation, and a quantitative assessment of the increase in bike ownership among certain groups. Working with SCC, they were able to contact specific groups and communities, carry out detailed research as well as access some data already collected by the Council. 8. Maps of the Route Detailed maps of the route, fan zones, parking facilities, the finish line area etc will be available on www.welcometosheffield.co.uk/tdf2014. 9. How can Sheffield City Council help you: A series of Guidance Sheets have been produced: Guidance Sheet 1 - Temporary and Mobile Catering Facilities Guidance Sheet 2 - Setting Up a Temporary Camp or Caravan Site Guidance Sheet 3 - Renting out your House, or Setting up atemporary B&B Guidance Sheet 4 - Setting up a Temporary Car Park Guidance Sheet 5 - Planning a Community Event or Street Party Tourism Marketing Sheffield will promote Sheffield as a to destination at which to see the Grand Départ. If you follow the guidance which has been developed, we will promote your business, your event etc via www.welcometosheffield.co.uk and @visitsheffield and other appropriate channels. For advice on how to get your business or services included, please contact: Wendy Ulyett, Tourism Manager, Marketing Sheffield T: 0114 221 1900; or by email wendy.ulyett@marketingsheffield.org If you are holding an event which could be included in the cultural festival programme please contact: Rebecca Maddox, Head of Business Development (Culture), Sheffield City Council. T: 0114 273 4428 or by email: rebecca.maddox@sheffield.gov.uk 9
Licensing we want to make it easy for you to do business whilst providing an worthwhile experience to spectators. For advice on the appropriate licensing regulations please contact Licensing Services, Tel: 0114 203 7752 or visit www.sheffield.gov.uk/licensing. Environmental Health before you start to sell food you should register your premises. For advice on registering, please contact Environmental Health, T: 0114 273 5774/273 4415; Email: healthprotection@sheffield.gov.uk Road Closures refer to www.welcometosheffield.co.uk/tdf2014 If you are not sure who to contact, please email tdf2014@marketingsheffield.org with your query and we will direct you to the right person or organisation. Welcome to Yorkshire Welcome to Yorkshire is the official tourism agency for Yorkshire. Their priority is to make Yorkshire the most popular visitor destination in the UK. Welcome to Yorkshire is a membership organisation so to take advantage the benefits they can offer, you will need to buy a membership package. They have a range of services designed to help their members take full advantage of the event. You can find out how to become a member on their web site www.yorkshire.com. As a member of Welcome to Yorkshire, you would be able to use the specially created graphics in your online activity. Social Media Social media is easy to engage with, and costs little. Choose some of the most active twitter accounts to follow: @visitsheffield; @marketingsheffield; @letouryorkshire are all great Twitter accounts to engage with. Use hashtags such as #tdf2014 #Sheffield #sheffieldissuper in your tweets for maximum effect. 10 S