Appendix 2

 

 

Fourth Quarter Performance Monitoring 2019/20
 

 


Key to performance ratings

 

Direction

Performance has improved

Performance has been sustained

Performance has declined

N/A

No previous data to compare

 

RAG Rating

Target not achieved

Target slightly missed (within 10%)

Target met

Data Only

 

 

Performance Summary

RAG Rating

Green

Amber

Red

N/A[1]

Total

KPIs

2

1

4

1

8

Direction

Up

No Change

Down

N/A

Total

Last Year

2

0

5

1

8

Last Quarter

2

0

5

1

8

 

  • 28.6% (2 of 7) targetable quarterly key performance indicators (KPIs) reportable to the Economic Regeneration & Leisure Committee achieved the Quarter 4 target.
  • Performance has improved for 25% (2 of 8) KPIs compared to Q4 last year (2018/19)1.
  • 25% (2 of 8) KPIs are showing an improvement in performance compared to Quarter 3 this year (2019/20)1.

 

A Thriving Place  

 

Performance Indicator

Q4 2019/20

Value

Target

Status

Long Trend

Short Trend

Percentage of all available tickets sold at the Hazlitt

63.01%

50%

Number of visits per month to Visit-Maidstone.com

47,728

66,156

Footfall in the Town Centre

2,469,608

2,840,740

Number of students benefiting from the museum’s educational service

2,444

2,600

Footfall at the museum and Visitors Information Centre

35,702

17,000

Number of attendees to informal events

N/A

N/A

N/A

Contacts to the Visitor Information Centre

574

829

Number of users at the leisure centre

168,796

209,367

 

Two KPIs met their targets.  One was within 10% of its target, and four KPIs missed their targets by more than 10%. ‘Number of attendees to informal events’ is for information only. Data is unavailable for Q4 due to the Museum currently being closed.

 

‘Number of students benefiting from the museum’s educational service’ missed its target by 156 but was within 10% of the target. Performance has declined since last quarter but has improved when compared with the same quarter last year when 2,433 students used the service. It should be noted that from the beginning of March 2020, schools began to postpone or cancel visits. Prior to this, this indicator was on track to meet its target.

 

Four KPIs missed target by more than 10%. ‘Number of visits per month to Visit-Maidstone.com’ missed its quarterly target of 66,156 visits by 18,428 visits (27.9%) in Q4. The figure for Q4 (47,728) was 31.9% lower than the figure seen in the previous quarter (70,136) and 14.8% lower than Q4 2018/19 (55,992). March saw reduced numbers, with the cancellation of events and closure of businesses.

 

The quarterly target of 2,840,740 for ‘Footfall in the Town Centre’ was missed by 371,132 or 13.1%.  It is 13.1% lower than the figure for the previous quarter (2,840,806), and it is also 3.4% lower than the figure seen last year for Q4 (2,556,547).  It has been previously reported that the decreasing figures for this indicator reflect regional and national trends.

 

‘Contacts to the Visitor Information Centre’ missed the Q4 target by more than 10%. However, performance has improved by 22.9% since Q3 (Q3 saw a figure of 467), with 574 contacts in Q4 against a target of 829.  Compared with the same quarter last year, performance has declined by 35.0%. The Visitor Information Centre closed in line with COVID-19 guidance but has continued to provide a service via email and telephone.

 

‘Number of users at the leisure centre’ for Q4 was 168,796, which is 40,571 lower than the quarterly target. This was 1.9% lower than the figure for Q3 (172,004) and 17.8% lower than the figure for last year (Q4) which was 205,282. A breakdown of the target by month shows that the number of users was short by 3,037 and 1,417 for January and February, respectively. In March there were a total of 37,938 users which was 36,117 users short of the monthly target.

 

 

ERL - End of Year Outturn 2019/20

 

 

Annual Status

Direction of travel since 2018/19 (last year)

 

NOTE: Direction of travel for targeted performance indicators shows if performance has improved or declined. For data only performance indicators direction of travel shows if there has been an increase or decrease in volume.

 

Indicator

Q1 2019/20

Q2 2019/20

Q3 2019/20

Q4 2019/20

Annual 2019/20

Annual Target 2019/20

Direction of travel

Annual Status

Percentage of all available tickets sold at the Hazlitt

60.63%

50.88%

77.63%

63.01%

66.27%

50%

Number of visits per month to Visit-Maidstone.com

98,888

117,804

70,136

47,728

334,556

367,535

Footfall in the Town Centre

2,777,072

2,906,564

2,840,806

2,469,608

10,994,050

11,836,415

Number of students benefiting from the museums educational service

2,773

1,027

2,640

2,444

8,884

8,378

Footfall at the museum and Visitors Information Centre

20,649

24,836

17,127

35,702

98,314

65,000

Number of attendees to informal events

2,122

870

540

0

3,532

Indicator

Q1 2019/20

Q2 2019/20

Q3 2019/20

Q4 2019/20

Annual 2019/20

Annual Target 2019/20

Direction of travel

Annual Status

Contacts to the Visitor Information Centre

956

1062

467

574

3059

3315

Number of users at the leisure centre

213,590

203,900

172,004

168,796

758,290

805,257

Percentage of vacant retail units in town centre

Annual only PI

Unavailable

11%

N/A

N/A

Number of people attending paid for exhibitions

219

753

0

0

972

Business Rates income from the Town Centre

Annual only PI

£21,720,949

Total value of business rateable properties (New 2019/20)

Annual only PI

£147,123,115

N/A

N/A

 

 

Please note

 

The annual figure for the ‘Percentage of vacant retail units in town centre’ is taken from the figures for 2019/20 for the ‘Number of retail units currently vacant’ and ‘Total number of retail units in Town Centre’ PIs. The figure for the ‘Percentage of vacant retail units in town centre’ is collated from a survey of the town centre which is carried out by One Maidstone and then fed into a national survey by Springboard. Due to the coronavirus (COVID-19) lockdown in March, this survey did not take place, therefore data for the 2019/20 year is ‘Unavailable’.

 

Summary of 2019/20 year

 

Performance at the Museum has been exceptionally good this year, particularly the educational service. The Museum has not only met its KPI targets for the year, it has also met its financial targets too.  Visit Maidstone was redesigned and relaunched this year.  It was on track to meet its annual target prior to the impact of COVID-19.

 

Footfall in the town centre has held up well when compared to regional and national averages. However, quarter 4 saw significant reductions in footfall due to COVID-19.

 

Looking forward, the Museum will reopen in July but without the educational service. We will continue to monitor footfall in the town centre as a key indicator for economic recovery.

 



[1] PIs rated N/A are not included in the summary calculations

* Indicates data that has not been authorised