Improvement Work

Southend-on Sea Borough Council has been working with Sheffield Hallam University to combine the data obtained from the annual Active People Survey with market segment information and modelling to inform their Leisure & Sports Strategy refresh. There are a number of beneficial outcomes of taking this approach to using the diagnostic tool, in particular the work has

  • Identified target groups and how to reach them
  • Enabled an understanding of the barriers preventing participation for targets groups
  • Provided area modelling on growth markets for specific sports centres and deprived areas
  • Identified that current sport demand is met comfortably by supply, but a programming review could increase capacity and pave the way to further develop markets

In Cambridgeshire the launch of Culture First coincided with the offer of support from IDeA to carry out improvement work around culture and sport.  This meant that we could combine the opportunities and work efficiently together with a range of partners.