Be the Business Heart of the South West Tourism and Hospitality Programme Action Plan – August 2020

06 Oct 2020

Be the Business Heart of the South West Tourism and Hospitality Programme Action Plan – August 2020
What Be the Business is a fully-funded programme designed to support tourism and hospitality businesses improve their leadership and management skills, business productivity and competitiveness.
The programme has been timed to align with post-Covid19 economic recovery plans taking place across the Heart of the South West region and will be delivered through three products:
  1. Business Surgeries
One to one, 30 minute phone/video calls with hospitality sector strategist Jon Yantin (bio below) of Stake Concepts, designed to stimulate action in business leaders (56 surgery sessions available). Take up with be reviewed and businesses will be encouraged to sign up to programme products and also sign-posted to the HotSWLEP Growth Hub for any further business support. Sign-up page.
  1. Peer-to-Peer Coaching Groups
Online facilitated peer-to-peer coaching groups designed to get business leaders sharing challenges and collaborating together to overcome them (8 cohorts of 6 business leaders meeting for 6 fortnightly sessions).
More info. Sign-up page.
  1. Masterclass Webinar Series
Series of 8, 45-minute weekly webinars designed to improve leadership and management skills, focusing on practical things business leaders can immediately implement in their business. Sessions will also feature sector case studies/Q&A with like-minded small business leaders.
Weekly Tuesday sessions starting at 12pm, 6th October to 1st Dec, (avoiding half term in anticipation this may be busy following marketing campaigns). All listed here with registration pages>
Plus:- Be the Business support page
The Be the Business tourism and hospitality programme page to be updated to reflect HotSW programme and to link businesses to product sign-up pages above.
Who for Tourism and hospitality business owners, leaders and managers across the Heart of the South West LEP region – Torbay, Devon, Plymouth, Somerset.
Partners Co-ordinating Partners:
  • TDA, on behalf of Heart of the South West LEP
  • Be the Business
Supporting Partners:
  • Destination Plymouth
  • English Riviera BID Co
  • Visit Devon
  • Visit Somerset
  • Visit Exmoor
  • South West Tourism Alliance
  • Local Authorities across the HotSWLEP
  • To support tourism and hospitality businesses in their recovery from the impacts of Covid-19.
  • To help build resilience for the future, support business diversification and protecting jobs.
  • The programme reflects DMO partnership working across the HotSWLEP area.
Benefits to DMOs
The Be the Business Programme provides further support for businesses who have been hit hard by Covid-19, to enable business recovery through these difficult and uncertain times.
The Programme demonstrates the support available to businesses through DMOs and demonstrates further partnership working in the region.
Partners can promote and position the opportunity as a ‘free, value-added’ benefit to their existing membership packages, and can be leveraged when it comes to membership renewal cycles and generating income.
Timings – Comms  & programme delivery W/c 14th September [3 weeks before masterclasses start]

  • Programme PR  - to follow (TDA and LEP quotes)
  • PR shared with DMOs, TDA, HotSWLEP & Growth Hub, local authorities, Chamber of Commerce’s, local networking groups and local/industry press.
  • TDA Business newsletter – monthly, launched 15th Sept; then 12th Oct, 9th Nov.
  • HotSWLEP Growth Hub newsletter fortnightly, 30th Sept, 14th Oct, 28th Oct, 11th Nov, 25th Nov.
  • Social media shares
W/c 21st September
  • Launch PR – continued share as above.
  • Business 1-2-1 surgeries begin (demand led)
  • Expressions of interest in peer groups gathered and groups begin to be matched (demand led)
  • Social media shares
W/c and 28th September
  • DMO Partners promotions start – launch emails to businesses
  • Business 1-2-1 surgeries (as above)
  • Peer to peer groups (as above)
October – weekly activity
  • Partner promotions continue – weekly emails where possible using BtB marketing collateral
  • Masterclass-webinar series begin on 6th, 13th, 20th
  • Business 1-2-1 surgeries continue
  • Peer groups continue
November – weekly
  • Partner promotions continue
  • Masterclass-webinar series continues 3rd, 10th, 17th, 24th
  • Peer groups continue
  • Masterclass-webinar series conclude, last one on 1st Dec
  • Peer groups continue and conclude by Christmas
  • Programme evaluation to take place including take up per area and in total, plus business feedback.
Comms Pack BtB comms pack containing all shared resources for DMOs to use, adopting their house style including – RD to distribute;
  • Launch email text
  • Masterclass email text, social media post and graphic
  • Additional hero banner images for the masterclasses – for use either on webpages etc
  • The priority is to promote the masterclasses which run on Tuesdays from 6th Oct to 1st Dec.
  • The recommended time for sending comms out to businesses is on a Wednesday for the following Tuesday’s masterclass.
  • Each DMO has its own tracking link to promote programme comms.
  • Programme webpage and main CTA is
Commitment  required from Supporting Partners: Partners help is needed to promote the programme to tourism and hospitality businesses across the region and to maximise take up – E.g DMO mailings, newsletters and social media etc.
BtB will provide marketing assets by Zip files in advance, RD will support distribution.
If resources allow, partners to nominate a dedicated comms lead to take responsibility for the promotion of the programme and confirm when/how messages can be sent out as part of their local comms plan (to discuss with RD).
  • Emails: If possible, weekly comms, dedicated email or in newsletter.
  • Social media (those with b2b channels), post 1-2 messages per week.
  • Website (those with industry facing sites): use launch PR and supporting graphics.
  • Branding: Partner’s logos are displayed on all programme communications. ,.
RD will support partners to identify available communication channels:
  • Alexander Rushton, Hospitality Programme Manager, Be the Business
Alex leads the Be the Business Collaborative Networks for Hospitality & Tourism programme. Alex spent his early career in project management before moving into the events industry where he designed and delivered a wide range of training and conference events before moving to direct large-scale international congresses and trade shows. He is now working nationwide to support the tourism and hospitality sectors as part of the Be the Business national movement. LinkedIn.
  Jon is a senior hospitality professional with over 25 years’ experience across hotels, restaurants, bars, clubs and casinos. Having worked in corporate, entrepreneurial and NASDAQ listed organisations, Jon brings a wealth of sector experience, specialising in business planning, fundraising, site selection, conceptualisation, licensing, operations, development and launch alongside strong commercial acumen and in-depth operational understanding. Today Jon operates Stake Concepts, a boutique advisory firm and is currently advising a range of hotel developers and operators across the UK and Europe. LinkedIn.
Key contacts Rebecca Davies, TDA
07810630989 /
Alex Rushton, Be the Business
07887775003 /
Launch email: – suggested text – please adapt as you need for local/house style.
Subject: New! Business Support Programme – sign up now
It goes without saying that the past six months have created a vast amount of uncertainty for hospitality and tourism businesses, and that these are extraordinary and very difficult times.
That is why we have joined in partnership with the Heart of the South West LEP, TDA and DMOs across the South West to work withBe the Business, to deliver a FREE support programme for tourism and hospitality business leaders - to rebuild their businesses and our local economies. We previously contacted you about the programme earlier in the summer, this has now been redesigned and is now live, starting in October. Sign up now and find out more about the programme here>.

What’s Available?
  • Masterclass webinars
Starting on Tuesday 6th October, 12pm-12.45pm, a series of 8 weekly, 45-minute sessions designed to improve leadership and management skills. Focusing on practical things business leaders can immediately implement in their business.
Register here> [New: DMO trackable specific link to be provided by RD].
  • Business surgery consultancy calls
A 1-2-1 “surgery-style” consultancy call with hospitality business strategist Jon Yantin, designed to help you plan ahead and discuss:
  • Are there ways to increase revenue?
  • How could you pivot or enhance your business offering?
  • What can you be doing now to prepare for the future?
Find out more>.
  • Peer-to-peer working groups
Facilitated online groups for local business leaders to discuss challenges and use combined expertise to support one another. Benefit from:
  • A supportive group of trusted business leaders.
  • Working through real-life business challenges.
  • Confidence make changes in your business.
  • Development of leadership skills.
  • Growing your professional network.
Find out more>.
Should you require any further information about the Be the Business programme please visit , or email or contact programme lead, Alexander Rushton, on 07887 775003.
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