IT WOULD be an understatement to say it has been a hectic few weeks. The announcement that Bruce Springsteen will join Coldplay and the Red Hot Chili Peppers in performing at the Stadium of Light makes an impressive hat-trick of headliners for next summer.
These events will bring tens of thousands of visitors to the region and, based on figures from the recent Take That and King of Leon concerts, should contribute around £18-£20m to the regional economy.
Additionally, our football business brings an estimated benefit of around £40m per season.
It is again our intention for the city and the region to gather businesses together to maximise the economic benefit from these events.
We plan to develop our approach with partners to enhance the visitor experience and elongate any stay in the region. But we also want to benefit many key businesses in terms of footfall and visitors’ spend.
The visitor economy has become so important to a region that for many years hid its light under a bushel. In recent years we have addressed this using our city breaks, stunning coastline and beautiful rural offer.
However, the axing of One North East and the resulting end of the Passionate People, Passionate Places campaign threatened to derail our momentum.
Many businesses question how the region will continue to compete with Scotland, Yorkshire and elsewhere.
At the same time, significant changes and budget cuts at a local level have led to further turmoil.
There remains a need for a strong North East voice and identity which can draw together stories and brands. This message can then be sold around the world.
An unintended consequence of the closure of the North East tourism marketing team as a result of One North East’s abolition has been the lack of a brand that private sector businesses can use to attract staff and investment.
We must continue to argue that businesses and the public sector need to maintain this strong sense of North East identity if we are to return to what The Boss might call the “Glory Days”.
:: Gary Hutchinson is head of venue and events SAFC and chairman of North East Chamber of Commerce Sunderland Committee
