Jersey National Park funding for 2020

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A decision made on 4 February 2020

Decision Reference: MD-E-2020-0007
Decision Summary Title :	Jersey National Park funding 2020		Date of Decision Summary:	29 January 2020
Decision Summary Author:	Director		Decision Summary: Public or Exempt?	Public
Type of Report: Oral or Written?	Written		Person Giving Oral Report:	N/A
Written Report Title :	Jersey National Park Limited: Business Plan 2020		Date of Written Report:	January 2020
Written Report Author:	Jersey National Park Limited		Written Report : Public or Exempt?	Public
Subject: Jersey National Park Limited (JNP) funding for 2020.
Decision(s): The Minister approved a grant of up to £100,000 to fund the cost of delivering the objectives. contained within the JNP’s business plan for 2020.
Reason(s) for Decision: The Minister, having considered and endorsed the JNP’s 2020 Business Plan, accepted that the maximum budget requested was appropriate to deliver the objectives therein. The Minister further noted that the award had been approved through the Government Plan 2020-23 process.
Resource Implications: The grant will be provided from the Department’s annual revenue budget for 2020. The Government Plan 2020-23 allocated £100,000 to the Department in 2020 for this express purpose. There are no further financial or manpower implications.
Action required: The Director is instructed to arrange for a grant agreement to be finalised and executed. Officers are further instructed to monitor delivery of the objectives and to take action as appropriate through the course of the year.
Signature: Senator L J Farnham		Position: Minister for Economic Development, Tourism, Sport and Culture
Date signed:		Date of Decision (If different from Date Signed)

Jersey National Park funding for 2020

Jersey National Park

Business Plan 2020

1. Context and Purposes

National Parks worldwide are special places. They protect vital landscapes, wildlife habitats and cultural heritage. They provide focus for recreation and tourism and are important places where people live and work.

The Jersey National Park is no different; there are 3 Key Purposes as it was designated:-

The conservation and enhancement of the natural beauty, wildlife and cultural heritage of the Jersey National Park
To promote opportunities for the understanding and enjoyment of the special qualities of the Jersey National Park by the public.
To cultivate the economic benefits to Jersey of having the Jersey National Park

1.1 Vision

Expanding the above 3 Key Purposes creates a perpetual vision for the Jersey National Park:

“A beautiful and varied landscape where there is a vibrant and harmonious relationship between people and nature… Historic buildings and archaeological landscapes are conserved and there is engaging interpretation and up to date technology that helps visitors and islanders appreciate and understand the Park’s special qualities. Within the Park, people of all ages and abilities are able to enjoy outdoor activities and quiet tranquillity. Local business and farmers thrive and any new development is sympathetic in scale and style.

The Park will enhance the quality of life for all, draw inward investment and support prosperity and long term sustainability”

1.2 Benefits

The areas of Jersey and its offshore reefs designated as comprising the Jersey National Park, provide many benefits for biodiversity and society across its breadth and scope.

Jersey National Park – respect it and what it represents, now and for the future

These benefits also contribute towards the Government of Jersey’s Common Strategic Policy priorities (CSP) - please refer to point 7 of section 2.2 Aims 2020 below:

1	Natural Environment (landscape, biodiversity and water)
a)	Increased quantity, quality and connectivity of habitats that enhance Jersey's uniqueness	CSP5
b)	Increased opportunities to market Jersey as the place to see exceptional landscapes	CSP3
2	Built Environment
a)	Ensures that the designated objectives of the Jersey National Park are protected through application of planning policy and legislation, thereby further protecting that which makes Jersey special	CSP5
3	Historic Environment (archaeology, history and historic landscape)
a)	Long term protection of the historic environment, including sites of international importance	CSP5
b)	Increased understanding of the value of the historic environment and its importance to the cultural identity of the Island	CSP5
4	Recreation and Access
a)	increase in recreational and access resources, especially those that offer sustainability benefits within the Jersey National Park	CSP2
b)	an understanding that both the resident population and visitors require access to open spaces in which they can partake in activities conducive to maintaining good health and enhancing personal enjoyment and wellbeing	CSP2
5	Fostering Understanding
a)	Through interpretation, information and education, the purposes and benefits of the Jersey National Park can be disseminated, raising awareness and respect for the natural habitats and biodiversity within the Park	CSP5
b)	Providing opportunities to help with habitat conservation and maintenance, and to undertake citizen science activities and outdoor education for schools and higher education and community groups	CSP5
c)	Utilisation of IT technology solutions, as well as more traditional forms of communication material, to link visitors to the places of interest and biodiversity within the Jersey National Park	CSP5
6	Business and Tourism
a)	increased knowledge of the existence of the Jersey National Park, where it is and what its objectives are, offering a huge potential to increase visitor numbers. This to be achieved by working directly with Visit Jersey along with other stakeholders with direct interests in the Jersey National Park	CSP3
b)	Both helping to grow established and developing new innovative businesses, operating fully or partially under a Jersey National Park brand and logo, by association with the Park and its key purposes.	CSP3
7	Rural Economy
a)	Opportunities to better understand and recognise the role of sustainable agriculture and horticulture within the Jersey National Park and therefore, also throughout the Island, thereby promoting the exceptional quality of produce to locals and visitors alike	CSP3 CSP5
b)	It promotes the many facets and values of this industry to the Island both economically and culturally. The Jersey cow, an Island icon, grazing pastures and meadows is a prime example	CSP3 CSP5
8	Community Well-being
a)	Offers opportunities to increase awareness of the many qualities of the Jersey National Park through community engagement and by doing so, instilling a greater sense of pride and place	CSP2
b)	Open landscape provides excellent health benefits and opportunities for top level sporting events. It also engenders environmental respect and appreciation of Jersey's outstanding coastline.	CSP2 CSP5
c)	Improved co-ordinated implementation of activities across stakeholder groups, from environmental enhancement programmes through to management of tourism related events in conjunction with Events Jersey	CSP3 CSP5

2. Aims and Objectives

2.1 Business Plan 2016

The previous Business Plan, dated April 2016, identified short term and medium term aims and objectives. If followed a period of activity during 2014 and 2015 to develop the Jersey National Park beyond a concept and a planning designation created in the Island Plan 2011 – to start to bring it to life.

The short term aims and objectives in the 2016 Business Plan have been achieved, most notably the establishing of a Jersey National Park brand image, logo and web based presence. The governance structure has been created in the form of a company limited by guarantee, with two directors, both being members of the Interim Working Group set up to progress the original management plan and action plan for the Jersey National Park. Expanding the governing Board and members of Jersey National Park Limited will form part of the objectives for 2020, and subject to funding from Government Plan 2021-23 for subsequent years.

The medium term covered 2016 to 2020, so this new 2020 Business Plan overlaps and takes forward the themes of the previous aims and objectives. Clear progress has been made, but limited by funding and resource. Only two of the original Interim Working Group members have remained involved with the Jersey National Park, whereas the 2016 Business Plan was written on the basis of participation by the full IWG team. However, the remaining two have made substantial efforts over the period to move forward with the medium term aims and specifically to maintain awareness and promotion of the Jersey National Park. Despite these achievements thus far, the action plan has been stalling overall due to lack of resource.

Over the forthcoming period 2020-23, there will be the following aims and objectives

2.2 Aims 2020-23

Establish Jersey National Park’s place in the community
Cement Jersey National Park’s main partnerships through working on shared initiatives
Further grow Jersey National Park’s profile and enhance its role as a protector of Jersey’s natural capital in conjunction with its partners
Undertake joint marketing campaigns with Visit Jersey and contribute to Jersey PLC’s broad tourism offering
Organise educational events for Islanders of all ages
Obtain charitable donations to further the work of Jersey National Park
Contribute towards delivery of the following Government of Jersey’s Common Strategic Priorities :-

a) create a sustainable, vibrant economy and skilled local workforce for the future (CSP3) – We will support and strengthen our tourism industry (CSP 3.1.7) By enhancing our international profile and promoting our Island identity (CSP 3.3)

b) protect and value our environment (CSP5) – By protecting the natural environment through conservation, protection, sustainable resource use and demand management (CSP 5.2)

c) Improve Islanders’ wellbeing and mental and physical health (CSP2) – By supporting Islanders to live healthier, active, longer lives (CSP 2.1)

d) Improve and promote access to open green space by implementing the access strategy (CSP 5.2.4)

e) By embracing environmental innovation and ambition (CSP 5.1)

Contribute towards delivery of the Government of Jersey’s Future Jersey 2017-2037 vision around 3 stated themes of Community, Environment and Economy. Specifically, the following vision outcomes:-

a) Natural environment

b) Built and historic environment

c) Health and wellbeing

d) Sustainable resources

2.3 Objectives

2.3.1 Short Term Objectives (2020)

	Achievable with existing resources (2020 committed Government funding) and within JNP’s control
1	Establish the Jersey National Park governance Board and membership, creating associated terms of reference	CSP3
2	Recruit paid Park officer and pro-bono secretarial and treasurer support, and pro-bono ad-hoc legal assistance	CSP3
3	Build relationships with key stakeholders of the Jersey National Park through Board membership organisations, Parish connetables, Government of Jersey ministers & officers and existing contacts	CSP3
4	Develop the relationship with National Parks UK, through existing associate membership	CSP3 CSP5
5	Oversee the refurbishment of the Francis Le Sueur centre	CSP3
6	Establish accounting system and bookkeeping records for the increasing Jersey National Park activities
7	Open the Francis Le Sueur centre as the headquarters of Jersey National Park and as an information, education and events centre. Establish operating terms, opening hours, insurance, the provision of information and the holding of educational events. Determine the scope of information, education and events activity in conjunction with awareness and promotional campaign.	CSP5
8	Represent the interests of the Jersey National Park in contributing to consultations and updates to Government of Jersey Strategies and policies including:- Island Plan, Landscape Characterisation Review, Rural Economy Strategy, Sustainable Transport Policy, Carbon Neutrality Energy Policy, Countryside Access Strategy.	CSP5
9	Soft launch of “Friends of Jersey National Park” membership - proud supporters of a JNP, eg, clubs, associations, businesses, individuals
10	Deliver the 2020 Marketing Plan
	Aspirational
1	In respect of the Island Plan, push for increase in boundaries of Jersey National Park to include marine foreshore and RAMSAR sites	CSP5
2	Develop and implement a new awareness and promotional campaign of Jersey National Park in conjunction with Visit Jersey supported by Freedom Media	CSP3 CSP5
3	Through Board membership organisations and the Government of Jersey Natural Environment Team, establish biodiversity and habitats within the Park and maintenance needs	CSP5
4	Explore opportunities for corporate sponsorship, charitable and philanthropic donations, and volunteer opportunities, identifying specific projects, events, habitat maintenance and the associated benefits, together with setting out acceptable criteria for association with Jersey National Park	CSP2 CSP5
5	Investigate and establish plans to install sustainable/renewable energy solutions at the Francis Le Sueur centre	CSP3
6	Investigate opportunities for the Jersey National Park to assist the Rural Economy Strategy for mutual economic and awareness benefit	CSP3

2.3.2 Medium Term Objectives (2021-2023)

1	Continuous development of stakeholder relationships for the achievement of the 3 Key Purposes of the Jersey National Park. To include, but not limited to, Visit Jersey, Jersey Business, Jersey Product Promotion Ltd, Locate Jersey, Digital Jersey, Jersey Sport, Jersey Finance, National Trust, Durrell, National Parks UK, RJA&HS, Farmers Union, Jersey Heritage, Parishes and RAMSAR management	CSP3 CSP5
2	Undertake strategic marketing initiatives with Visit Jersey and Freedom Media focussing on each of the themes of:-	CSP3 CSP5
	i) Natural habitat/biodiversity/wildlife
	ii) Wellbeing (open space, peace, reflection, recuperation, at one with nature)
	iii) Cultural heritage
	iv) Rural economy
	v) Recreation and sport
3	Undertake various events at the Francis Le Sueur centre and the wider Park areas, covering education, art and craft, citizen science, biodiversity and habitat/landscape enhancement, climate change, etc	CSP2 CSP5
4	Develop links with the rural economy and farming. Help raise awareness of agriculture and horticulture within the Jersey National Park and generally the importance of the rural economy to Jersey. To develop more countryside pathways access across farming land within the Jersey National Park	CSP3 CSP5
5	Continue representing the Jersey National Park in public consultations of updates to the key Government of Jersey Strategies and Policies as detailed in the short term objectives	CSP5
6	Develop corporate sponsorship and volunteering, charitable and philanthropic donations
7	Development of the Friends of the Park scheme, including promotion, benefits, updates, etc
8	Francis Le Sueur Centre to be significantly energy self-sufficient and a model example of sustainability and use of renewable energy technology within the National Park	CSP3

3. Marketing Plan

3.1 Short Term (2020)

Create and deliver a new Jersey National Park awareness campaign to promote its treasured landscapes, natural environmental diversity, and cultural heritage

- Incorporate relevant statistics from the ‘Key Information about the Coastal National park’ document

- Determine target stakeholder groups – businesses, associations, charities, NGO’s, schools, visitors

Produce modified promotional films – current versions too focussed on beach and water sports. Needs to portray richness of natural and historical environments, farming, recreation and wellbeing
Identify events in the local calendar that take place within the Jersey National Park and use opportunity to create awareness and importance of the Jersey National Park
Consider signage within the Jersey National Park to “signpost” to visitors that they are entering/are in the designated Jersey National Park. This to be done in conjunction with the developing island Access Strategy
Liberation 75 anniversary celebrations – the large number of German occupation sites within the Jersey National Park is a good awareness promotion opportunity, combining the way Islanders coped during the occupation relying on the Jersey natural and farming environment and resources within the Park’s boundaries
Identify the scope of information, education and events to be held at FLS centre or within the Jersey National Park

- Consider information formats, ie, paper leaflets, information boards, IT solutions, eg, JNP mobile app, interaction boards and exhibits, etc

- Organisations to reach out to and work with

- Topics and issues, eg, Jersey National Park statistics, habitats biodiversity, climate change, carbon neutrality, preservation and respect for Jersey National Park

Following completion of its refurbishment, promote the Francis Le Sueur Centre as the ‘Heart of the Park’ and as an Information, Education and Events centre
Review product literature and opportunities for digital delivery of information and education material to be produced in the medium term
Soft launch of “Friends of the Jersey National Park” membership scheme

3.2 Medium Term (2021-2023)

Provide digital solutions for the provision of Jersey National Park information and educational material, eg, mobile apps, interactive exhibits, digital information boards around the Park covering wildlife/habitats/biodiversity/geology/access, geo-caching, etc
Promotion and awareness of Jersey National Park via local businesses within the Park utilising their websites, premises, literature, menus, products (link to Genuine Jersey such as grown/made in the Jersey National Park)
Target marketing of Jersey National Park to environmental interest groups in UK and Europe
Promotion campaign of pathways within Jersey National Park, working with the Countryside Access Forum and Government of Jersey Natural Environment Team
Undertake focussed promotional campaigns and initiatives around each of the following marketing themes:

- Natural habitat/wildlife

- Wellbeing (open space, peace, reflection, recuperation, at one with nature)

- Recreation/Sport

- Cultural heritage

- Rural economy/farming

4. Key Performance Indicators for 2020

10% increase in number of unique visitors to the website compared to 2019
Based on Jan 2020 survey, 20% increase in awareness of Jersey National Park by end of the year
8 educational and/or environmental-related events held at Francis Le Sueur centre (Centre available from April 2020 onwards)
Corporate sponsorship obtained either financially or in kind (hours spent) towards environmental projects within Jersey National Park (ethos is not to detract sponsorship from the likes of Jersey Heritage/National Trust, etc already in the Park)
4 volunteer-based activities undertaken in the Park
Concept established for a Friends of the Park membership scheme with online donation mechanism facility created for both public and corporate donations
All 8 key Benefit subject areas (please refer to section 1.2) and key Park stakeholders/groups either represented or appointed to Jersey National Park Limited
Francis Le Sueur centre operational and open to the public as Jersey National Park headquarters and information, education and events centre
1 major marketing campaign promoting Jersey National Park
Positive contribution to government strategies and policies relevant to Jersey National Park, e.g. Island Plan

Jersey National Park – respect it and what it represents, now and for the future

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