Simplify to succeed: Make It York consolidates brands to deliver growth
Five ‘brands’ become two at Make It York, as managing director Sean Bullick – now six months into the role – makes his first
significant changes to take the destination management organisation into its second phase of operation.
Under Sean’s plans, five of the brands currently used by Make It York to handle different strands of its business will be reduced to two. Visit York will be the consumer-facing side of the organisation, continuing its focus on the tourism sector, whilst Make It York will focus on wider economic development. The work delivered primarily under the banners of VisitYork4Meetings, Make It York for Business and Science City York will be absorbed into the new combined teams, with businesses able to contact the core team across the organisation.
The move comes as a response to changing conditions and opportunities in the city since Make It York was established four years ago, including the UNESCO City of Media Arts designation, plans for the development of the York Central site, the development of York’s cultural strategy and the place-based narrative work that has been commissioned by City of York Council.
“Make It York was set up to deliver marketing, inward investment, city centre management and cultural development for the city under one roof. Over our first four-year term, we found our feet and showed where we could make most impact, from supporting and delivering festivals like Bloom! and the city’s Christmas celebrations to managing the re-vamped Shambles Market,” explains Sean. “Coming in with fresh eyes, I am really
excited by the opportunities out there and am confident that we have the expertise to build on the work that has already been done. By bringing all our consumer activity together under the Visit York brand, and our commercial focus under a broader Make It York banner, it will be easier to support businesses, established and new to the city. We must keep building on exciting opportunities that make a real impact to those living, working and studying in the city.”
The move is accompanied by an internal restructure, with initial plans to recruit into three brand new roles created as part of Make It York’s growth approach. Four members of staff have also left the company. “Within Phase Two, over the next four years, we will continue to grow our self-funded activities, though we will remain a not-for-profit company, with any income generated above operating costs invested back into the city,” adds Sean.
Businesses working with Make It York will receive briefings
on the changes at Make It York over the coming weeks.
For further media information or photographs, please contact:
Pyper York Limited
Tel: 01904 500698