StrategicTheme Getting Communities Encouraging Active ... · WhitePaper: makinghealthierchoices...

GettingStratfordDistrictActive

Strategic Theme2Enhance and

SustainFacilities

Strategic Theme3Community

Sport

Strategic Theme4Raising the

Profile of Sportand ActiveRecreation

Stratford-on-Avon District CouncilActive Communities Strategy

2008 - 2012

Strategic Theme1Encouraging

ActiveCommunities

Getting Stratford District Active page 1 Active Communities Strategy

© Stratford-on-Avon District Council

Map of Stratford District

Sport and Active Recreation does change people’s lives for the better. Ithas the potential to cut across all age groups and every community,delivering on some of the wider Government targets on health, education,regeneration and crime reduction.

Producing a strategy is always much easier than implementing it and thisdocument recognises that challenge. With the clear commitment andleadership of the District Council, and the active involvement of all of themajor partners, real progress will be possible. The results will be ofsignificant benefit to everyone living in Stratford District. We aim to be themost active district in the County of Warwickshire by 2012.

London 2012 Olympic and Paralympic Games

With London announced as the spectacular venue for the 2012 Olympic(2012 Olympics 27th July – 12th August) and Paralympic Games (29thAugust – 9th September 2012), we have a unique opportunity to mobiliseenthusiasm and raise the profile of sport and leisure across StratfordDistrict. This strategy leaves us well positioned to provide and create alasting legacy.

Insert Cllr Williams signature

Getting Stratford District ActiveCllr Christopher WilliamsCommunity Services Portfolio Holder

I am delighted to introduce the ActiveCommunities Strategy (2008-2012). ThisStrategy is a key document for the DistrictCouncil. It provides a strategic direction andsets a framework of the future provision ofsports and leisure services, and identifies therole of Stratford on Avon District Council asprovider, enabler and advocate in partnershipwith other agencies at a local, regional andnational level.

Our Vision:

To create a coherent strategy for theDistrict in order to secure

‘Activity for all for Life’


CONTENTSPAGE

District Map 1

Forward Cllr Williams 2

Introduction 3

The People of the District 4

Profile of the District 5

Bigger Picture 6

Delivery System for Sport 7-8

Our Vision 9

Health Inequalities 10

Strategic Theme Outline 11

Strategic Theme 1 12-16

Strategic Theme 2 17-18

Strategic Theme 3

Strategic Theme 4

Strategy Matrix

Introduction

Purpose of the Strategy

The Active Communities Strategy seeks to ensure the effective planning and co-ordination of an integratedrange of opportunities for participation in Sport and Active Recreation to meet the needs and aspirations ofthe District’s residents, and in support of the Council’s Corporate Objectives.

The benefits of having a strategy are that it:

� raises the profile of sport and active recreation locally.

� highlights how sport and active recreation can address cross cutting issues including:-

� health and well being

� community safety and community cohesion

� social inclusion

� environmental sustainability

� regeneration

� lifelong learning

� accessibility

� helps address the sporting needs of the local area in an effective and equitable way.

� helps to increase participation in sport and creates pathways for individuals to develop their skills.

� helps achieve the aims of Best Value, ensuring that the delivery of Sport and Active Recreationopportunities is done in an efficient and effective way.

� helps integrate the work of the Council departments and other agencies involved in this sector andfosters partnership working.

This strategy has been formulated after extensive consultation with local sport clubs, Sport England – WestMidlands, Warwickshire PCT, Southern Area School Sport Partnership, Sports and Leisure Management(SLM) and the Coventry, Solihull and Warwickshire Sports Partnership.



Stratford-on-Avon District has about 250 towns and villages spread over a predominately rural area covering 979 square kilometres. This makes it oneof the largest Districts in England and means access to services and the delivery of services are both major issues for residents.

The most recently available comprehensive assessment of the people in the District was taken from the 2001 Census. The population, as measured inthat Census, was 111,484 of which 48% were male and 52% female.

A significant factor is that the average age of local residents is 42, compared with an average age of 39 across England as a whole. Almost 50% of thepopulation is over 45, with only 18.3% under 16 years old. The proportion of the elderly aged 85+ has increased by nearly half over the last 10 yearsand this trend is expected to continue.

Age Group Number % of Population

0-4 5,993 5.4%

5-15 14,403 12.9%

16-19 4,610 4.1%

20-24 4,515 4.0%

25-29 5,446 4.9%

30-44 24,337 21.8%

45-64 31,972 28.7%

65-74 10,680 9.6%

75-84 6,907 6.2%

85+ 2,621 2.4%

The People of the District

Profile of the DistrictHow does Stratford-on-Avon District Council compare to other Districts in the Country?

Overall Stratford-on-Avon District is rated 15th in the State of Britain Local Future Report (2005/06)


Economic Well-being• Average size economy – 182nd

• Productivity – 104th

• Economic change - 301st

• Industrial structure – 116th

• Business & enterprise – 113th

• Education & Skills – 177th

• Labour market – 70th

Environmental Well-being• Housing affordability – 314th

• Accessibility (Road & Rail)- 286th

• Local services (Post Offices & Banks) – 249th

• Amenities (Leisure Centres) – 145th

• Natural environment – 75th

Social Well-being• Age profile- average age 41.6 years – 55th highest• Population up 10.7% 1991-2004 – 364th

• Occupational profile – 168th

• Prosperity – 44th most prosperous place to live• Deprivation- 39th least deprived area• Life expectancy - 80.2 years – 86th highest• Crime – 32nd safest place to live

out of 408 LocalCouncils in the UK}


The Bigger PictureNational, Regional and Local context

There are seven key National policies and Central Government legislation that have influenced the development of the Active Communities Strategy: The DisabilityDiscrimination Act (DDA), Game Plan, Planning Policy Guidance for Sport, Waneless Report, Chief Medical Officer’s Report, Choosing Health White Paper and theDelivery System for Sport.

Disability Discrimination Act(DDA)

The DDA was passed in 1995 toend the discrimination that manydisabled people face. Some of itbecame law for employers inDecember 1996. Others sectionswere introduced over time. Forservices providers e.g.businesses and organisations:• It has been unlawful to

treat disabled people lessfavourably than otherpeople for a reasonrelated to their disabilitysince 1996.

• Service providers havehad to make reasonableadjustments for disabledpeople, such as providingextra help or makingchanges to the way theyprovide their servicessince October 1999.

• Service providers havehad to make reasonableadjustments to thephysical features of theirpremises to overcomephysical barriers to accesssince October 2004.

Game Plan

Published in 2002, GamePlan set a new agenda – anagenda to increase andwiden the base ofparticipation of sport, anagenda for success on theinternational stage, and anagenda for reform in orderto create effective deliverystructures. ‘Government setthe ambitious objective of“increasing levels of sportand activity within the targetof achieving 70% of thepopulation as reasonablyactive – defined asparticipating in 30 minutesof moderate exercise fivetimes a week – by 2020”’.

Planning Policy Guidance for SportThe Government’s PPG17 ‘Planningfor open space, sport andrecreation’ guidance recognises thatopen spaces, sport and recreationall form the backbone of people’squality of life.

To ensure effective planning isundertaken for these areas, localauthorities are advised to undertakerobust assessments of the existingand future needs of theircommunities for open space, sportsand recreational facilities. Thisprovides the starting point forestablishing an effective strategy foropen space, sport and recreation atthe local level, and for effectiveplanning through the developmentof appropriate policies and plans.

The Waneless Report 2004:‘Securing health for the whole

population’The report identifies theneed for the NHS andpartner agencies to focus onprevention, the widerdeterminants of health andthe cost effective action thatcan be taken to improvehealth.

Chief Medical Officer’s Report(CMO Report):

‘At least five a week’

This 2004 report set out theevidence on the effects ofphysical activity in terms of thehealth of the population andmany clinical issues. It statesthat changes in attitude toactive lifestyles should occur inevery household. The reportbacks the recommendation thatfor health benefits to accrue thepopulation must undertake aminimum of 5 x 30 minutes ofmoderate physical activity perweek.

Importantly it demonstrated thatphysical activity helps toprevent coronary heart disease,musculoskeletel disorders,some cancers, obesity,diabetes and mental illness. Italso showed that not beingphysically active is a major riskfactor for many diseases andchronic illnesses. People whoare not active individuals haveconsistently been shown tohave a poorer health outlookthan active people.

Choosing HealthWhite Paper:

making healthier choiceseasier

This White Paper set outnew far reachingproposals for supportingthe public to makehealthier and moreinformed choices inregards to their health inorder to address theissues raised within theCMO Report. Reducingthe number of people whosmoke, reducing obesity(diet and exercise),increasing exercise levels,with particular emphasison targeting youngpeople, are among thekey priorities. Links toexisting initiatives, i.e.Healthy Schools, SchoolTravel Plans, FreeSwimming and Sportsinitiatives, support forcycling and PE andSchool Sport are evidentwithin the White Paper.

Delivery System for Sport

Sport England lead the development of a new Delivery System for Sport in response to Game Plan. The system was developed through independentanalysis of the facts and figures underpinning sport, and through research and impact evaluation – finding out what works best to make England anactive and successful sporting nation. The delivery system sets the broad strategic limits for sport – the boundaries – within which there is flexibility for‘local’ interpretation and prioritisation.

The report breaks down the community into various segments and recommends the following:

16% Mild Enthusiasts 20% Sporty Types 20% Couch Potatoes 44% on the sub bench

Those who participate in sport butcould do more.These people know the benefit ofsport and could be encouraged to domore.

Those who participate in sport and arekeen to continue.These people will play sport almostregardless of public policyintervention.

Those who do not participate and whodon’t want to. Have a negative attitudeto sport – often established at an earlyage.These people have little interest insport/fitness and like ‘putting their feetup’.

Those who do not currently participatebut could be persuaded if it was madeeasy enough.These people may have littletime/energy and feel they are not‘sporty’ enough.

Strategy:Increase access, reduce dropout andfoster enthusiasm.

Strategy:Safeguard provision of sportingopportunities; pathways to elite sport.

Strategy:Raise awareness, promote healthbenefits, change attitude to physicalactivity at young age.

Strategy:Remove barriers, offer incentives, takesport to them.



Priority Groups

5

Whilst the Sport and Active Recreation activities within each key themeneed to involve everyone, the research undertaken highlights the needfor a special focus to be on the following target groups:

Specific groups:� Black and Minority Ethnic communities

� Migrant workers

� People with disabilities

� Women and girls

� Young People

� Older adults

Young people are considered a major focus because:� They are a key priority in Government, Stratford District andSport England’s National Sports and Community strategy.

� The most effective way to achieve raised levels of involvementin Sport and Active Recreation is to attract people at an earlyage and to retain them via the provision of appropriate andpersonally sustainable opportunities.

� Utilising Sport and Active Recreation as a key vehicle toimprove lifelong health, combat crime, enhance health, promoteinclusion and support education and training is most effectivewhen implemented via intervention at an early age.

Older adults are considered a priority because:

� The District has an ageing population; almost 50% of thepopulation is over 45 years, with only 18.3% under 16 years old.

� An effective way to improve quality of life and promoteindependence is through raised levels of involvement in Sportand Active Recreation via the provision of appropriate andpersonally sustainable opportunities.

Our Vision for Stratford District

If Stratford District is to achieve its long term vision of increasing levels of participation by 1% per annum by 2020, it is crucial that local people are ableto access adequate and affordable facilities within a reasonable distance from where they either live or work.

The District Council Community Plan priority areas, including Supporting Individuals and Communities and Leisure & Culture, prioritise reducing thenumber of people with coronary heart disease, decrease the number of people smoking, reduce the number of people with long term illnesses andincrease the percentage of people playing sport or participating in active recreation.

Participation levels across the DistrictSport England’s ‘Active People’s’ survey was conducted in 2006. 364,501 interviews were conducted in each of the 354 local councils in England. Theprimary objective was to measure levels of participation in sport, active recreation and its contribution to improving the health of the nation. Sport andActive Recreation includes walking and cycling for recreation in addition to more traditional formal and informal sports.

The results of the survey ranked Stratford District as the 3rd most active local authority in the West Midlands region; only Stafford Borough Council at25.6% and Warwick District Council at 25.2% achieved higher levels of participation. Nationally Stratford was ranked 47th most active District in theCountry. On sports volunteering of 1 hour per week, Stratford was ranked 9th highest in the region and 3rd highest in the County of Warwickshire.


Subject Area Stratford on AvonDistrict Council

West MidlandsRegion

NationalLevel

NationalRanking

Participation 3 x 30 minutes per week 24.4% 19.3% 21% 47th

1 hr per week Volunteering in Sport 5.8% 4.7% 4.7% 86th

Satisfaction with leisure facilities 72.4% 69.1% 69.5% 128th


Health Inequalities in the DistrictThe District Council has adopted a ‘Health Inequalities Model’ tochallenge the perception that Stratford District is generallyprosperous, enjoying high rates of employment, above averageincomes and relatively low rates of crime. There are however pocketsof inequality in our District which cannot be ignored and we have towork together to address.

National statistics show Stratford District as one of the healthiest areasin the Country, ranking 86th out of 408 Councils (source: Local FuturesReport, 2006).

However these overall figures mask health inequalities within theDistrict itself. Analysis carried out by Warwickshire PCT shows thereare inequalities in the distribution of good health throughout theDistrict. For instance, the level of people with chronic heart disease inthe ward with the highest level is 60% higher than that in the ward withthe lowest level in the District.

This Strategy has been produced in order to provide a commonlyagreed direction for Sport and Active Recreation within StratfordDistrict for the next four years. It builds upon many related policiesand existing partnerships and, by working together with our partnerswe can provide opportunities for participation in order to meet theneeds and aspirations of the entire community.

The success of the strategy will be monitored by a multi agencysteering group as part of the Community Sports Network (CSN), onwhich local service providers are represented. They include a range ofpartners working within Stratford District, such as Warwickshire PCT,School Sports Partnership, Sports Leisure Management (SLM), Age

Concern Warwickshire and the Coventry, Solihull and Warwickshire -County Sports Partnership. Regular updates on the progress of thestrategy and the action plan will be reported to the steering group andannual reports produced.

Partnership working will be fundamental to the success of the strategyand all organisations involved in the development of this documenthave an important role to play over the next four years to achieve theresults that are needed for the improved health and well being ofresidents; it is not solely a strategy for the District Council or anysingle organisation.

National Health Facts:

� Physically active adults have a 20-30% reduced risk ofpremature death and up to 50% reduced risk of majorchronic disease such as coronary heart disease, stroke,diabetes and cancer.

� Around 20% (and rising) of the population are obese. Theoverall cost of inactivity is estimated to be in the order of£10.5 billion a year.

� Inactivity is one of the leading causes of death. It isresponsible for: 22 - 23% of coronary heart disease; 16 - 17%of colon cancer; 15% of diabetes; 12 - 13% of strokes; and11% of breast cancer


Strategic Theme 1:Encouraging ActiveCommunities

• Exercise Referral – The‘Get Active’ scheme

• Older Adults ActivityProgramme – Walks &Replay 50+

• SLM – ‘EveryoneActive’ campaign forLeisure Centres

• Health E WorkforceInitiative

• Holiday and playschemes for childrenand young people

Strategic Theme 2:Enhance and sustain facilityprovision

• Facility Strategy.

• Asset ManagementStrategy – (LeisureCentres, Skate Park,Play Areas, Pavilionand Recreationground).

• PPG17 assessment –built facilities andgreen/open spaces

• S106 Planning Gain –refurbishment ofexisting facilities,SupplementaryPlanning Guidance.

Strategic Theme 3:Community sport

• Passport to Excellence– working towardsLondon 2012

• School SportsPartnerships

• Community SportsNetworks (CSN) –Stratford ActiveCommunities Network

• Coventry, Solihull andWarwickshire (CSW)Sports Partnerships

• Sport Development –Sports Club Forum,Time Bank Scheme,Sports Awards

Strategic Theme 4:Raising the profile of Sportand Active Recreation

• Promoting access tofacilities and services –specific target groups

• Developing betterservices at our leisurefacilities – Quest andNBS

• Communication andMarketing strategy

• Measurement andValue for Money

• London 2012 –Olympic andParalympic Games

Strategic Themes


Strategic Theme 1: Encouraging Active Communities

Exercise Referral

Objective:

• To use sport and active recreation as a means of prevention andrehabilitation of certain medical conditions.

What we need to do to achieve our objective:

• To establish the Warwickshire Exercise Referral scheme in partnership with Warwickshire PCT, HealthProfessionals, Community Facilities, Colleges and Sports Leisure Management (SLM).

• To deliver the project in five leisure or community facilities across the District by 2012.• Refine the referral criteria to include specific medical conditions outlined in the Get Active Handbook.• Allow all eligible agencies and health professionals in the District to refer into the scheme.• All health professionals must sign up to the approved scheme guidelines outlined in the NHS NationalQuality Assurance Framework (Exercise Referral).

• Raise the profile of the referral scheme and other health related initiatives (walks, green gyms and localsports clubs) to health professionals in the District.

• Work with all leisure providers to increase the number and variety of activity sessions offered to referralclients as part of the scheme.

How we will measure success:

• Number of referrals into Exercise Referral scheme.• Achieve a 1.5% increase in participation year on year until 2012.• Number of referring agencies into the scheme.• 50% of eligible agencies will be registered by 2010, 90% of agencies registered 2012.• Number and % males participanting.• Number and % females participanting.• Number and % of residents (45+) participating in the scheme.

Baseline

• 13 surgeries referring into the scheme 2006-07.• 84 referrals in 2005-06 - 28 male, 56 female.



Older Adults Activity Programme

Objective:

• Encourage and support the implementation of a sport and activerecreation programme within a range of settings for older adults.


• Provide and support the implementation of a comprehensive programme of activities within a range ofcommunity settings for older adults living in the District.

• Work in partnership with public, private and voluntary sectors to identify specific groups and individualsthat would benefit from participating in physical activity.

• Work with partners to encourage greater participation in the activity programmes delivered across theDistrict.

• Identify funding for new delivery posts and additional venues for activity sessions.• Develop an outreach programme to specifically target more rural based residents across the District.• Regular communication and promotion of the activity programme to target groups and healthprofessionals.


• Number of sessions delivered across the District.• Number of venues participating in the programme across the District.• Number of participants taking part in activity sessions.• Achieve a 1.5% increase in participation year on year until 2012.• Number and % males participating in the scheme.• Number and % females participating in the scheme.• Number and % of residents (45+) participating in the scheme.

Baseline

• 4 walks established in 2006-07, 113 walks lead, 771 participants in 2006-07.• 110 Replay activity sessions, 1,482 participants.• Performance targets which have been set are part of the Active Communities CIF bids.



SLM – ‘Everyone Active’ campaign for Leisure Centres

Objective:

• To provide every resident of the District with an‘Everyone Active’ Card by 2012.

What we need do to achieve our objective:

• Develop a marketing campaign to raise the awareness of thenew card to residents across the District.

• Promote the card to specific target groups to increase theparticipation levels at the leisure centres.


• Number of cards issued to residents across the District• % male.• % female.• Number and % of residents (45+) participating in the scheme.• % with disabilities• % from BME

Baseline:

• Current members with a card - 8000



“Health E Workforce” Initiative

Objective:

• Develop ‘Health E Workforce’ initiatives for employees to participatewithin the working day.


• Encourage and support the implementation of the Health E Workforce initiative within the DistrictCouncil.

• Establish four “Health E Workforce” projects with major employers across the District by 2012including Stratford-on-Avon District Council.

• Work in partnership with the senior management teams and human resources departments ofmajor local employers to ensure Sport and Active Recreation is high on the agenda of employers.

• Conduct an audit of local employers and establish the advice, support and benefits companiesoffer to their employees.

• Promote a range of activities by offering special rates and training schemes to the organisationsand employees.

• Work in partnership with Warwickshire PCT to provide information and advice on developinghealthy lifestyles to companies and their employees.


• Number of organisations participating in the initiative.

• Two employers signed up to project by 2010, four employers by 2012.

• Number of participants taking part in activity sessions.

• Achieve a 1.5% increase in participation year on year until 2012.

• Number and % males participating in the scheme.

• Number and % females participating in the scheme.

• Number and % of residents (45+) participating in the scheme.

Baseline

• No local employers have officially signed up to the scheme.



5

Holiday and play schemes for children and young people

Objective:

• Promotion and expansion of holiday and play schemes for young people within Stratford District.


• Complement the existing Hi 5 holiday schemes by providing and supporting the implementation of acomprehensive programme of play development activities during term and non-term time across the District.

• Ensure appropriate selection, recruitment and training of holiday scheme Activity Leaders.• Work in partnership with the public, private and voluntary sectors to deliver, promote and encourageparticipation in the term and non term time activity programmes delivered across the District.

• Activity sessions will be delivered within a range of community settings for young people living in the Districtspecifically targeting rural based residents.

• Develop links with the different providers to avoid duplication of activity programmes across the District.• To provide a balanced programme of sporting activities or play development sessions that is both educationaland accessible to all section of the community.


• Number of sessions delivered.• Number of venues participating in the programme.• Sports Development Service Standard – 5 mile radius.• Number of participants taking part in activity sessions.• Achieve a 1.5% increase in participation year on year until 2012.• Number and % males participating in the schemes.• Number and % females participating in the schemes.• Number and % young people with special needs participating in the schemes.• Number and % MBE participating in the schemes.

Baseline:

• Participants 2007 – Hi 5 holiday scheme.• District Council Play Strategy has specific targets for participation and sessions delivered.

Strategic Theme 2: Enhance and sustain facility provision


Facility Strategy

Objective:

• Ensure that all residents living in the District can access a Disability DiscriminationAct (DDA) assured and quality accredited leisure facility within a 15 minute drivetime.


• Re-tender the leisure contract in 2010-2011.• Employ a project manager to develop the feasibility into a new facility.• Commission a detailed feasibility study into the development of a new leisurefacility in Stratford.

• Commission a study into the potential extension of facilities at Studley & Shipstonleisure centres.

• Develop a hierarchy of facility provision across the District linked to the LocalDevelopment Framework (LDF).


• Successful retender of the leisure contract by 2010-2011.• Completed feasibility study into a new leisure centre in Stratford by 2010.• Hierarchy of facility provision policy agreed by elected members by 2010.

Baseline:

• Outline study into a new facility commissioned in 2006• Open Spaces Audit 2005• Green Spaces Strategy 2007



Asset Management Strategy of existing stock:(Leisure Centres, Skate Park, Play Areas, Pavilion and Recreation Ground)

Objective:

• To maintain and enhance leisure and recreational facilities across the District.


• Commission a detailed condition survey of the leisure centres as part of the re-tenderprocess of the leisure contract.

• Produce an Asset Management Plan with a life cycle replacement plan for SDC assets.


• A condition survey is completed on the four Leisure Centres by 2011.

• An Asset Management plan is completed by 2011.

Baseline:

• Assets Management Plan 2005

• Leisure Centre Condition Survey 2004



Planning Policy Guidance 17 assessment (PPG17) :built facilities and green/open spaces

Objective:

• Conduct an assessment of the sport and recreation needs of people living, workingand visiting Stratford District set in line with Planning Policy Guidance 17 byNovember 2008.


• Carry out an assessment of the sport and recreational needs of people living andworking in the District.

• Conduct an audit of all existing sport and recreational facilities within Stratford Districtin terms of quantity, quality, catchment area, accessibility, levels and type of use.

• Recommend local standards for the provision of sport and recreational facilities interms of quantity, quality and accessibility for inclusion within the review of the LocalPlan as required by PPG17.

• Develop strategic options to address facility deficiencies considering the provisionand location of new facilities, the retention of important existing facilities, theenhancement of existing facilities and the negotiation of developer contributions.


1. PPG17 assessment completed by November 2008.2. Facility strategy created – 2008 – 20093. PPG17 and facility strategy policies embedded with the Local DevelopmentFramework (LDF) by 2009.

Baseline:

• No policy documents have been produced.



S106 Planning Gain :Refurbishment of existing facilities, Supplementary Planning Guidance

Objective:

• To create a Supplementary Planning Document within the Local DevelopmentFramework to secure contributions from housing developers to maintain andenhance strategic sport and recreation facility provision by November 2010.


• Establish a project team and prepare project plans to develop the Supplementary PlanningDocument in line with guidance issued by Central Government.

• Develop a Supplementary Planning Document

• Provide new public open spaces through delivery of the Local Plan proposals.


• Supplementary Planning Document agreed by November 2010.

Baseline:

• Supplementary Planning Guidance exists for open space but needs to be updatedand extended to include all aspects of sport and recreation.

Strategic Theme 3: COMMUNITY SPORT

Passport to Excellence - Working towards London 2012

Objective:

• To develop and support young sporting talent today for sporting success tomorrow.To give talented performers the chance to progress to the best of their ability, andachieve excellence.


• Promote the Passport to Excellence scheme to local sports clubs, schools and NationalGoverning Bodies.

• Establish a positive working relationship with local press, TV and radio outlets to raise theprofile of young sports stars.

• Seek a major sponsor to support the Excellence Scheme.


• Number of passports awarded each year (max 20 per year).• Past recipients their progress and success to international competition.• Number of female recipients.• Number of male recipients.

Baseline:

• 6 passes awarded in 2006: 4 male, 2 female.• 10 passes awarded in 2007: 3 male, 7 female.




School Sports Partnerships

Objective:

• To increase the physical activity levels of young people 5-16 living in the District.


• To work in partnership with the Southern Area Schools Sports Partnership to ensure that allyoung people 5-16 spend at least 5 hours and those 16-19 3 hours a week taking part in highquality PE, school and community sport by 2010.

• Provide strong links between schools, sports clubs, coaches, sporting governing bodies andothers who provide opportunities within the local community.


• By monitoring our success in line with the Public Service Agreement (PSA)target recently announced by government through the School Sports Partnership(SSP) yearly data collection exercise.

Baseline:

• 2006-07 83% of 5-16 year olds taking 2 hours PE, school and community sport.


Strategic Theme 3: COMMUNITY SPORTCommunity Sports Networks (CSN) - Stratford Active Communities Network

Objective:

• To establish and develop the ‘Community Sports Network’ to enhance the quality and range ofsports and active reaction opportunities to residents across the District.


• Undertake an audit of existing projects across the District by different sectors (public, privateand voluntary) to establish an accurate picture of provision.

• Secure external funding to resource the development of an annual Action Plan for the network.• The annual Action Plan will be monitored and evaluated to ensure that the implementation ofthe action plan is effective across Stratford district and the network can respond to newinitiatives or developments that may enhance sport and active recreation in the district.

• Support the Delivery System for Sport through the County Sports Partnership to deliveractions within this strategy with key partners.

• Lead the expansion of the Stratford Active Communities Network to include key partners fromthe private, voluntary and public sector agencies.


• % of residents (16+) participating in 3 x 30mins sport & active recreation per week.• % of residents (16+) doing at least 1 hour sports voluntary work per week.• % of residents satisfied or very satisfied with their local sports provision.• Active People Survey (2006), Sport England - Stratford on Avon District Results.• 50% of the CSN agreed Action Plan projects delivered by 2010, 80% by 2012.

Baseline:

• % of residents (16+) participating in 3 x 30mins sport & active recreation per week - 24.4%.• % of residents (16+) doing at least 1 hour sports voluntary work per week - 5.8%.• % of residents satisfied or very satisfied with their local sports provision - 72.4%.• Active People Survey (2006), Sport England - Stratford-on-Avon District Results.


Strategic Theme 3: COMMUNITY SPORTCoventry, Solihull and Warwickshire (CSW) County Sports Partnerships

Objective:

• Together getting Coventry, Solihull & Warwickshire active through sport


The work of CSW Sport will be concentrated on five strategic themes.

PLAN: Strategic Planning and Co-ordination : to strategically co-ordinate and plan local sport delivery and identify, broker andstrengthen strategic links with other organisations that may use sport to meet some of their objectives

INCREASE: Increasing Participation : developing pathways for young people, through supporting high quality clubs and other deliveryagencies (i.e. schools, local authorities, and organisations delivering sport in the voluntary community or private sector, colleges,universities) and interventions / projects and initiatives to encourage increased adult participation in sport and active recreation

DEVELOP: Workforce Development : develop an appropriately skilled workforce who supports sport – teachers, coaches, volunteers, andprofessional staff

MEASURE: Performance Management : generating evidence, identifying the strengths and weaknesses of existing work and the presentinfrastructure, and to enable informed decisions to made based on accurate data and evidence

PROMOTE: Marketing and Communication : Improving the methods and effectiveness of communicating information between partneragencies, and improving the marketing and communication of success to target audiences


• 1% annual increase for adults (16+) participating in 3 x 30mins sport & active recreation per week across Coventry, Solihull &Warwickshire.

• 1% annual increase in adults (16+) doing at least 1 hour sports voluntary work per week across Coventry, Solihull & Warwickshire.• The CSW Sport Business Plan will be monitored and evaluated through the CSP Performance Framework quarterly reporting andannual review process.

Baseline:

• % of residents (16+) participating in 3 x 30mins sport & active recreation per week -24.4%.• % of residents (16+) doing at least 1 hour sports voluntary work per week - 5.8%.• Active People Survey (2006), Sport England - Stratford-on-Avon District Results• CSW - 2006-07 Annual report


TimeBank Grants forSports Club Development

Sport Development - Club Forum, Time Bank Scheme, Sports Awards

Objective:

• To promote sport and active recreation within the District throughsupport, advice and funding to clubs and individuals.


• Ensure that all sports and leisure clubs in the District are listed on the website and Leisure Directory.

• Promote the sports forum, Time Bank grants schemes and Sports Awardsthrough regular communication with Elected Members, Parish Councils,sports clubs and partners. i.e. email, newsletter and web sites.


• Number of clubs attending the sports forum.• Number of Time Bank Grants awarded.• Number of coaching hours delivered through Time Bank grantsscheme.

• Number of sports clubs/societies listed in the Leisure Directory.• Number of nominations for the annual District Sports Awards.

Baseline

• 18 schools or sports clubs attended the sports forum 2007.• Five Time Bank Grants awarded in 2006-07.• 50 hours of coaching delivered through Time Bank grantscheme 2006-07.

• 99 sports clubs/societies listed in the Leisure Directory 2006-08.• 30 nominations for the Sports Awards in 2007.



Strategic Theme 4: Raising the profile of Sport and Active RecreationPromoting access to facilities and services by priority groups

Objective:

• To encourage a greater number of people from the priority groups to participate in Sport and Active Recreation.


• To increase the quantity and quality of opportunities available for people with disabilities to participate in sport, at all levels.• Ensure that all District Council leisure facilities are accessible to the whole of the community by exceeding the requirement of the DisabilityDiscrimination Act 2004.

• Where there are gaps in provision provide and support opportunities for priority groups to regularly participate in sport and active recreation.• Ensure effective communication between participants, clubs and leisure centres on the opportunities available.• Provide and promote appropriate training for local sports coaches and leisure centre staff.


• Number of priority groups using the leisure centres.• Number of training courses delivered on awareness and coaching of disabled performers.• Number of priority group members of the leisure centres.• Everyone Active Card details

Baseline:

• 5 priority groups use the leisure centres.• 1 training course delivered on awareness and coaching of disabled performers 2006-07.• Number of registered disabled members of the leisure centres 2007.


Strategic Theme 4: Raising the profile of Sport and Active Recreation

Developing better services at our leisure facilities

Objective:

• Seek to improve facilities and services offered at District Council owned Leisure Centres.

What we need to do to achieve our objective:• The Sports development team and leisure centres management company sign up to the Quest andTAES (Towards an Excellence Service) framework for service improvement.

• Conduct two National Benchmarking Service (NBS) surveys per year at District Council ownedLeisure Centres until the end of the leisure contract.

How we will measure success:• All District Council Leisure Centres to achieve a minimum 70% score for facility Quest andcontinually improve their scores.

• Sports Development service to achieve a 70% Quest score and continually strive to improve theirscore.

• Compare NBS finding to excellent Councils and family group on CPA and Culture Blockperformance indicators.

• The Leisure Centres achieve an ASA Approved Scheme status for Teaching and Coaching ofSwimming by 2010.

Baseline• Studley Leisure Centre 72%, Shipston Leisure Centre 68%, Southam Leisure Centre 74%, StratfordVisitor & Leisure Centre 72% Sports Development 71% 2006.

• NBS results for Studley Leisure Centre and Stratford Leisure & Visitor Centre 2006.



Communication and Marketing strategy

Objective:• Use media campaigns to encourage more people to become more active.


• Work is needed to focus the marketing and branding of sport and active recreation across theDistrict.

• Establish a long term media campaign using new technologies to encourage more people tobecome more active.

• Focusing on relevance: ensuring that individuals can see activities which are right for them.• Involvement in national regional and local sport and active recreation media campaigns i.e. SportEngland’s ‘Everyday Sport’ 30 minutes of activity a day message, Race for Life and National PlayDay.

• Work in partnership with other agencies to raise the awareness of the benefits of leading a healthyand active lifestyle.


• Benchmark our performance against other similar District Councils.• Participation levels in activities and events.

Baseline• Race for Life 2007- 2000 participants.

race for life logo

everyday sport logo

national play day logo


Strategic Theme 4: Raising the profile of Sport and Active RecreationMeasurement and Value for Money

Objective:

• To provide and deliver high quality, cost effective and value formoney services.


• The District Council and partners must generate more detailedinformation in the context of the Audit Commission inspections anddevelop clear justifications for ongoing investment in leisure and sportin all areas of provision.

• Ensure that service plans are completed evaluated and reviewedannually and that identified improvements to service delivery areincorporated in future plans.

• Any assessment of value for money will require the application of clearperformance indicators and the collation if underpinning measurement.

• Performance measures should clearly demonstrate the impact madeby the service. They must also take account of the difficultiesassociated with working with particular groups and generatingparticipation.


• Produce an end of year report to the steering group (CSN)measuring performance against targets.

• Benchmark our use of resources and budgets against othersimilar District Councils

• CIPFA family Group.

Baseline

• Sports Development Work Plan 2007.• CIPFA report 2007

LeisureService

s

Community Engagement

Consultation Work Plan 2006

End of YearReview

www.stratford

.gov.uk



London 2012 – Olympic and Paralympic legacy

Objective:

• To raise the profile of the Olympic and ParalympicGames amongst people of all ages and abilities, andgive them the inspiration to become champions of thefuture.


• To lead the delivery of a diverse sporting, volunteeringand cultural programme to celebrate the hosting of theLondon 2012 Olympic and Paralympic Games.

• Deliver the diverse sporting, volunteering and culturalprogramme.


• % of residents (-16) from the District participating in a2012 legacy event.

• % of residents (16+) from the District participating in a2012 legacy event.

Baseline:

• UK School Games – Coventry 2007


Strategic Themes SDC Corporate Objective 2008-2012 National Policies

Encouraging Active Communities• Exercise Referral Scheme• Older Adults Activity Programme• SLM ‘Everyone Active’ Campaign• Health E Workforce Initiative• Holiday & Play Schemes

Aim 1 - A District where everyone shares in animproved quality of life.• Extend opportunities for sport and activerecreation

Aim 3 - A District where business and enterprisecan flourish.• Capitalise on the opportunity of the 2012Olympics and Paralympic Games

Waneless ReportChief Medical Officer’s Report 2004Choosing Health White PaperDelivery System for Sport

Enhance & Sustain Facility Provision• Facility Strategy• Asset Management Strategy• PPG 17 Assessment• S106 Planning Policy


Waneless ReportChief Medical Officer’s Report 2004Choosing Health White PaperDisability Discrimination Act (DDA)Government’s Planning Guidance for Sport

Community Sport• Passport to Excellence Scheme• School Sport Partnership• Community Sports Network• County Sports Partnership• Sports Development



Waneless ReportChief Medical Officer’s Report 2004Choosing Health White PaperDelivery System for Sport

Raising the Profile of Sport & Active Recreation• Promote Access to Facilities & Services• Develop Better Services• Communication & Marketing Strategy• Measurement & Value for Money• London 2012



Waneless ReportChief Medical Officer’s Report 2004Choosing Health White PaperDelivery System for SportDisability Discrimination Act (DDA)Government’s Planning Guidance for Sport

Community ServicesStratford-on-Avon District Council

Elizabeth House, Church StreetStratford-upon-Avon CV37 6HX

Telephone 01789 267575Facsimile 01789 260007Minicom 01789 260747

Email [email protected]

Website www.stratford.gov.uk

If you find the text in this publication difficult to readwe can supply it in a format better suited to your needs.

Telephone: 01789 267575

SDC/1111/OCT07

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