No spin, no secrets
Dec 3 2008 by Alistair Gilmour, The Journal
Worth
“People come here and spend serious money on everything from newsagents to hotels and public transport,” says Jessica Roberts, head of business tourism at destination agency NewcastleGateshead Initiative.
During an interview it’s important to establish some common ground early on, it puts both parties at their ease. The consensus reached between this particular interviewer and interviewee is that we never want to hear the phrase “best-kept secret” again.
For someone in Jessica’s position, there is no point in keeping the gem-laden North East concealed. The benefits of everything we have in the region need to be shouted about.
And, Jessica is a shouter – not in the Gallowgate End manner – she delivers the message from Newcastle and Gateshead and surrounding area in an exuberant and wholehearted fashion that could not fail to impress the most critical of doubters.
She says: “It’s my job to take the lead in efforts to promote the region as a first-class destination for conferences and meetings. It’s a brilliant role, I’m so lucky, I’m selling a really striking product.”
Perceptions, both locally and far beyond, have changed dramatically in the seven years of NewcastleGateshead Initiative’s existence.
“Not so long ago, who would have thought that there would be a Conservative Party Conference in Gateshead or indeed a Hilton Hotel,” says Jessica. “The sector has really changed, people’s perceptions have changed, and my job is to get people enthusiastic about something that’s already brilliant.
“We have five staff in the convention bureau, a really mixed team with lots of skills and expertise. We’re now really strong at attracting a wide and varied mix of organisations – such as medical and scientific conferences – and we can beat anybody in the world at that.
“Now I can go and say NewcastleGateshead can win this event or that event against the likes of Prague or Paris. It’s vital, a conference is much more than a meeting, it’s business involving movers and shakers – well-connected people – it’s key people getting a sense of what’s going on here.”
Jessica and her team have a terrific way of introducing Newcastle and Gateshead to prospective investors – they simply let the surroundings do the talking. Negotiations and consultations will come later, but after a walk around, contracts are invariably almost in the bag.
“I spend a lot of time bringing people here from around the country and internationally, showing them the place, talking about it,” she says. “They could be from the private sector, or hoteliers, academics and the corporate sector.
“We’re only three hours from London – some people expect it to be six – and even when they arrive, the Central Station is such a wonderful example of the legacy of an industrial past.
“I take people to Grainger Town, the Castle Keep, and talk about Roman roots. They ask questions, but then you find you don’t really have to tell them much because they’re shedding all their preconceived notions. When people come here they go away surprised, excited and impressed and tell their family, friends and working contacts.”
Jessica’s job is made all the easier by unwitting natives, North East ambassadors, all.
She says: “People have always been proud to come from here – our people are our strength, they make it work. We’ve got a city full of tour guides. And we’re lucky to have such icons as The Angel, the bridges and The Sage, truly world-class icons. Not many places in the UK have got even one of those – and we’ve got them coming out of our ears. It’s not spin, it’s genuine and no best-kept secrets either.” It doesn’t end there, however, inviting a delegation to pump £3.5m into the local economy takes a little bit more than showing off Antony Gormley’s contribution or a ground-breaking river crossing.
“We survey delegates and ask them to describe the place in three words,” says Jessica. “Those three most used are ‘friendly, interesting, vibrant’.
We’re almost punching above our weight and we really need dedicated conference facilities like they have in Glasgow, Manchester, London and Birmingham.
“We’ve got the knowledge, the expertise and the professionals who can deliver good hotels and venues but we really need a conference venue to stand on its own.
“The momentum is there and it’s my job to make it happen. The signs are good and we’ll certainly be shouting about it.”
It’s perhaps just as well that Jessica Roberts can’t keep secrets.
