Call to 'sell' town's hidden gems

Barnsley's leading figures are to be told that they must make more effort to capitalise on unique selling points in the borough to help bring in much needed cash from visitors.

In particular, they should focus on attracting tourists to the more rural west and its towns and villages, and shift the attention from "urban" culture to be found in the town centre.

More effort should also be made to promote the countryside of the former coalfields in the Dearne Valley and the market, which is compared with "the best in the country".

The borough's regeneration scrutiny commission, which examines Barnsley's economic health makes the recommendations in a document to be published later this month.

Members of Barnsley Council's ruling cabinet will be asked to act on the points raised and use resources that are available to promote attractions and maximise income.

According to commission members much has been achieved, but there are still parts of the borough's "cultural offer" which are not being exploited to their full potential.

The report says: "With responsibility for the marketing and promotion of tourism now resting with the districts, work needs to be progressed in improving the appeal of Barnsley.

"The commission encourages the authority to consult local hotels, restaurants and attractions, as part of developing incentives to enable more tourism spend to be achieved.

"As well as urban culture, the Barnsley 'welcome' should do more to market the arts, foods and crafts which grace the west of the borough, and discussions should take place.

"A specific proposal would be to turn the hidden delights in the west into a craft and food trail, linking establishments together and providing a stimulus to the rural economy and small business."

The report says educational avenues such as Worsbrough Mill and the Cooper Gallery could also be used to make money, particularly from school visits from outside Barnsley.

A major plank of the way in which the town promotes itself should also be with its market, commission members say, and more cash should be spent on its advertising budget.

Authors of the report said that when questioned, most people in the town still saw the market as the "mainstay" tourist attraction and added that position should be built on.

It is suggested that the council look to attract coach parties in a similar way to that achieved by Bury market in Lancashire, which regularly attracts people from outside the town.

The report says: "Based on current visitor data, an increase in grant aimed at enhancing the market's reputation for choice and value for money could convert some coach parties that would hitherto go to markets such as Bury.

"This could lead to a growth in visitors and shoppers to Barnsley market from outside the region of between 25 and 50 per cent. This could equate to an increase in income of over 100,000 over a 12-month period."

The report points to Cannon Hall museum, which is run by the council, as a good example of the authority's previous work, but also says that more money could be made there.

It adds: "Cannon Hall is fulfilling its promise as a major cultural attraction in the area. However its potential could be enhanced if the full benefit of a wedding experience could be fulfilled.

"Discussions should take place with a view to relaxing or modifying any existing conditions which currently prevent Cannon Hall from hosting wedding receptions."