Centre needs major overhaul

Spalding’s South Holland Centre is in need of a major overhaul in appearance, marketing and usage, according to a report to go before the district council.

Despite heavy subsidising by council tax payers, the building’s image is ‘understated’, the function room is ‘disappointing’ and the offices ‘unattractive, poor and untidy’, says the report by the South Holland Centre Task Group.

Despite repairs to the foul drain, there was still a smell in the basement area and two meeting rooms were out of use. Birds were still a problem in the glass tower despite money spent on updating.

Analysis of the figures, described as ‘difficult to read and understand’, showed only 34p per audience member in terms of ‘add on’ sales, while the national average is £4.37.

As a result, potential income for the years 2019/20 was £642,572, £1m under where it could have been has more ‘add on’ sales been achieved.

“The task group found difficulty in understanding the management structure and identifying where the overall actual responsibility resided,” says the report.

“The basis on which the programmes have been selected proved difficult to appreciate as did the lack of promotional activities relating to the function room and meeting rooms.”

There is no promotion for wedding use in the function room and no apparently connection with Ayscoughfee where ceremonies are held.

Film choice was also in the report which said the centre lost out to multi-screen venues, but the relaxation of industry rules around launches may help in the future.

“How, and who is responsible for that overall programme, the choice of individual films and shows is arrived at, did not seem to be entirely clear.

“A fresh look at potential alternative audience and users as well as timings,” was highlighted in the report.

Members of the task force found both the website and use of social media for the centre to be ‘poor’ with ‘disappointing’ use of the database.

“Much better use can be made of the database and general promotion.”

But there remains a ‘significant proportion’ of audience members who prefer to book by phone or by personal visit.

“The whole purpose of the SHC needs redefining” members of the joint performance, monitoring panel and policy development panel will be told next Wednesday.

A raft of recommendations includes creating an action plan within two weeks of the report being accepted.

The list also includes:
l a three-year business plan
l review of ticket prices
l review hire costs
l substantially increase
‘added sales’
l market parking, use the
foyer better
l broaden the use of the
building
l team-up with a wedding
organiser
l improve marketing and
promotion
l potential for a total re-brand
along with a different name.
l better film booking
l make use of external
expertise where appropriate
l recruit volunteers
l enhance maintenance