Decision details

To terminate the contract with Swiftrapid Ltd t/a Immediate Solutions for sponsorship services relating to lamp post banners and car parks with effect from 1 January 2019.

The contract was let on 1 October 2015 and was due to run until 30 June 2020, but thus far it has not generated the anticipated increase in income. In addition, the landscape within the Council has changed since the contract was let and a structure is now available for managing the activity in-house, which would maximise the benefit for the Council.

With the establishment of Marketing Cheltenham and the adoption of a more commercial approach it is envisaged that regaining full control over this income-generating activity will simplify management of the lamp post banners and enable more flexible administration, which is better suited to meeting the Council’s current needs. It will also enable the Council to retain 100% of the income generated, which will be used to support services.

The sponsorship activity for lamp post banners will be managed by Marketing Cheltenham. With its focus on building relationships and networks with local businesses the service holds local knowledge with a ready market to tap into. Targets for income generation will be set for the service. New roles are being created to take forward the activities of marketing Cheltenham, one of these being Sales and Sponsorship.

Terminating the contract will also present an opportunity to review the current arrangement with Cheltenham Festivals and the constraints around banner advertising within the conservation area.

Sponsorship opportunities within the Council’s car parks have not been brought forward by the Company through the contract, suggesting this opportunity is of more limited interest. However, this could be revisited internally at some point in the future and opportunities may also present themselves through the work of Marketing Cheltenham.

The contract could run its full term to the end of June 2020; however, it is considered this would not be in the best interests of the Council.

Cabinet Member Healthy Lifestyles

Cabinet Member Finance

Leader

One Legal

Cabinet Members are supportive of bringing the activity back in-house to regain full control of an income-generating activity, ensuring the Council receives 100% of the income, which can be used to support services.

One Legal have confirmed that terminating the contract early is permitted under the terms of the contract.