CONTROVERSIAL plans to replace Ashbourne’s Tourist Information Offices with information points in shops are starting to come to fruition.
The first of the Derbyshire Dales District Council’s cost-cutting “Visitor Information Points” (VIPs) will be set up in matlock, at the Peak Rail Station, in March as it replaces the town’s walk-in office — earmarked for closure on March 18.
The new facility will see Peak Rail staff working closely with district council bosses to provide a range of visitor services as part of their agreement to become an information point and there are high hopes the project will be a success.
Peak Rail joint managing director Jackie Statham said: “As one of the major tourist attractions in the Matlock area we acknowledge the need to promote tourism in our town.
“We are hopeful this new venue will be beneficial to Derbyshire Dales District Council and provide a very important service to the local tourist industry.” The decision to close Tourist Information Centres in the Derbyshire Dales includes Ashbourne’s Market Place office, which is due to disappear next Spring, and the entire venture is set to save £110,000.
A spokesman for the district council said: “We are thrilled that Peak Rail will be running a Visitor Information Point in Matlock, and glad that a local social enterprise will benefit from providing tourist information.
“We look forward to partnering with other businesses as well. The benefits to businesses which host a VIP include increasing footfall and bringing new revenue through sales of literature and Dales-branded souvenirs previously sold by TICs.
“We appreciate the continuing need for a physical presence at strategic points throughout the Dales, which is why we are going down the partnership route.
“What we also acknowledge however is that many visitors planning a trip to the Dales now have a wealth of online information to consult before setting out — and it is our intention to further improve this information too.
“Council Tax payers have told us that spending on visitor information is among their lowest priorities and that’s why the new scheme works so well — it has the potential to improve visitor services while cutting costs to taxpayers.
“While our own tourism staff do a great job, it is clear from the Derbyshire review findings that we needed to find new ways to provide visitor information in locations that offer the maximum impact for the minimum financial input.” Peak Rail is the first firm to agree a deal to host a VIP and for Derbyshire Dales District Council and the authority is still on the lookout for an Ashbourne firm willing and able to take over the services offered by the town’s current office.
Any businesses in the town interested in offering services such as taking accommodation bookings, giving advice and access to online content and literature can call Nancy Maitland on 01629 761103
