 |
Report to City of York Council Shareholder Committee
12 October 2026
Introduction
This paper provides an update of Make It York’s (MIY) activities from February 26 to October 26. It also presents:
Appendix 1
· 1a Audited Accounts – 2025/26 (Confidential)
· 1b Management Accounts report incorporating Profit & Loss statement, Balance Sheet and Cashflow forecast – July 2026 (Confidential)
Appendix 2
· Appointment of New Director - Professor Brendan Paddison (Confidential)
Appendix 3
· SLA strategic linkages Key Performance Data dashboard to December 25
Appendix 4
· MIY Strategic Risk Register Quarter 2 update
Financial Position (April 2026 – March 2027)
The full-year forecast indicates a significantly stronger year-end financial position than originally budgeted. Performance to date has exceeded expectations, supported by higher-than-anticipated income, continued cost control and effective management of operating expenditure.
Forecast income is expected to exceed the prior year’s unaudited results, reflecting the successful growth in market trader income, strong cost management and the continued success of city events. Further cost efficiencies are also expected to be achieved through the planned relocation of the office and Visitor Information Centre (VIC)
Overall, the business remains in a strong financial position, with positive income performance, continued focus on cost management and planned efficiencies providing a solid outlook for the remainder of the financial year.
Key Income Streams
Core income streams, including memberships and Shambles Market, have continued to perform strongly. These results reflect sustained demand, effective delivery, and careful cost management across the company’s commercial activities, supporting a positive outlook for the remainder of the financial year.
Cash Position and Investment
Make It York continues to maintain a strong and stable cash position, providing the company with the flexibility to invest in its operations, assets, and future growth. This includes continued investment in Shambles Market, alongside other key areas that support the long-term development of the city and the organisation.
International marketing remains an important strategic priority, helping to strengthen York’s profile nationally and internationally, attract visitors and support sustainable long-term growth.
The company’s continued strong financial position provides a solid foundation for Make It York to deliver its objectives and respond positively to future opportunities, giving City of York Council confidence in the organisation’s resilience and ability to deliver over the years ahead.
Governance
Premises and Registered Address
Make It York relocated its registered office from 21 Parliament Street, York, to Suite 2B, Swinegate Court East, York, at the beginning of August 2026. In accordance with the existing contractual arrangements, the approval of the City of York Council, as the Company's Shareholder, was required before the registered office could be changed. This was requested from the CX prior to the relocation.
The Visit York Visitor Information Centre has also relocated and is now operating from a dedicated retail premises at 28 Swinegate, York. The new location provides a dedicated visitor-facing space and supports the continued delivery and development of the Visitor Information Centre service.
Declarations of Interest
All directors and staff have completed the annual Declarations of interest. These are updated annually.
Risk and Assurance
Make It York maintains a comprehensive corporate Risk Register, which is formally reviewed and assessed on a quarterly basis. The current Risk Register is attached as Appendix 4. The Risk Register provides a structured framework for identifying, assessing and managing strategic, operational, financial and compliance risks across the organisation.
Risks are assessed in terms of likelihood and impact, with appropriate mitigating actions and controls identified to reduce exposure. The quarterly review also considers changes in risk scores, emerging risks and the effectiveness of existing controls.
Significant or escalating risks are reported to the Board through the quarterly governance reporting process, ensuring that the Board has appropriate oversight and assurance and can challenge management where necessary. Any risks requiring Board-level intervention or a change in risk appetite will be specifically highlighted.
Business Continuity Plans
Make It York maintains a comprehensive Business Continuity Plan (BCP) to support the organisation’s resilience and its ability to maintain critical services during significant disruption.
The BCP is formally reviewed and revised annually as standard, with updates made throughout the year where there are material changes to the company, its operations, key personnel, premises, systems or identified risks.
The plan is also submitted to City of York Council (CYC) on an annual basis as part of MIY’s wider governance, resilience and assurance arrangements.
Business continuity arrangements are supported by the corporate Risk Register and are intended to ensure that key services, responsibilities and escalation arrangements are clearly understood in the event of an incident or disruption.
Legislation
MIY have updated it’s policies and procedures considering Employment Law changes which came into effect early in 2026. It is fully compliant, and relevant policies and procedures have been independently assessed by an external HR expert to ensure compliance.
Training
All staff complete mandatory training to ensure MIY remains compliant with current legislation, regulatory requirements, and recognised good practice. This includes training in Equality, Diversity and Inclusion (EDI), Sexual Harassment in the Workplace, Data Protection and Information Security, and Fire Safety.
In addition to mandatory training, MIY provides mentoring opportunities that enable staff to develop their skills, knowledge, and confidence by learning from experienced colleagues. This supports continuous professional development, encourages knowledge sharing, and helps build a skilled and resilient workforce.
Director Recruitment
The MIY Board is proposing a new board member to be ratified by the CYC Shareholder Committee. (Appendix 2)
Director Resignations
There have been no resignations from the board since the last report to shareholder.
Performance
We continue to maintain a transparent approach to measuring and reporting the impact of Make It York’s activities. A copy of the year to date Quarterly Strategic Linkages Key Performance Dashboard Report is included in the report pack at Appendix 3.
The Dashboard continues to develop and provides an increasingly comprehensive view of MIY’s performance and contribution against agreed strategic priorities. Reporting now provides greater visibility of the impact of MIY’s activities, recognising that this includes wider economic, social, cultural, tourism impacts.
The Dashboard provides the Board and shareholder with a clear evidence base to assess performance, challenge delivery and understand the wider value generated through MIY’s work.
Accountability and Transparency
We have transparent and accountable processes and procedures along with a clear governance structure in place for Board members, Managing Director, and Heads of Service.
The board of directors meets bi - monthly and all board papers are circulated one week in advance with managers attending to present reports and answer questions.
Data reports are provided to the board including key performance data, evaluations including customer satisfaction, and industry data such as tourism data.
Challenge on delivery of agreed outcomes
The Service Level Agreement (SLA) is monitored, and performance data is challenged as part of quarterly monitoring meetings with the City of York Council officer and members.
Health and Safety
Health and Safety – We have had no Health and Safety incidents.
All MIY delivered events are risk assessed and have event management plans in place and are discussed at CYC Safety Advisory Group. All third-party events taking place on MIY managed spaces are required to complete detailed application forms and submit risk assessments, event management and noise plans and the organiser is required to attend a Safety Advisory meeting.
Assets
All our equipment in use is safe, maintained and employees are adequately trained on how to use the equipment prior to commencement of use. Appropriate maintenance contract in place for relevant equipment.
We have a retention and disposal asset schedule which is reviewed on a quarterly basis.
Tourism Advisory Board
Tourism Advisory Meetings (TAB) meetings are held monthly and chaired independently. Representatives of CYC at meetings as do MIY. They are tasked with collectively delivering the CYC Tourism Strategy.
Tourism Economic Impact
Data and Analysis
Steam Data 2025
Visitor Survey April 26 – August 26
Quarterly Tourism Data
International Tourism
Showcasing York as a word-class destination, connecting with international travel and tourism buyers to inspire future visits and partnerships – events included:
· Visit Britains Nordics showcase
· Britain and Ireland Marketplace
· UKinbound Convention
· Visit England English Destinations Showcase (Benelux region)
· ITB Berlin
· BTTS Birmingham
Media/agents FAMS facilitated:
· Canadian Buyers
· Chinese Buyers
· Conde Nast Traveller Spain media
· Spanish travel agents
· Spanish TV media filming
· VisitEngland Chair visit - Lady Victoria Borwick
· Beyond the Brochure (BtB) Your First – showcasing venues FAM
· National Geographic Book Commission - most haunted
· Canadian media
England’s Heritage Cities Travel Trade
York is part of the ETOA Membership and will attend a meeting of the EHC travel trade leads to discuss making the most of ETOA membership and future opportunities and utilizing this as another avenue for promoting York.
Digital Statistics
From February to early September 2026, Visit York’s digital channels continued to deliver strong audience engagement. The website attracted 629,500 users, generating 1.5 million views and 816,200 sessions, alongside 163,300 outbound link clicks to support partners and the wider visitor economy.
Social media generated more than 8.16 million impressions, reaching almost 6 million people and delivering nearly 300,000 engagements, with an engagement rate of 4.47% and more than 1.85 million video views.
Email marketing also remained an important engagement channel, with 603,247 recipients, 349,209 opens and 32,400 clicks, achieving an average open rate of 43.75% and a 9.28% click-through rate.
Marketing & Communications Campaigns
Campaigns
Visit York’s “This is York: The Chocolate City” campaign ran from February to April 2026, celebrating York’s chocolate heritage and positioning the city as a distinctive spring and Easter destination. Across social, web and email, the campaign delivered 795,000 social impressions, 656,000 reach, 34,800 engagements, 20,500 website users and nearly 148,000 email recipients.
Visit York’s “Summer in York: Sunrise to Sunset” campaign ran from late April to August 2026, encouraging visitors to stay longer and make more of York’s summer offer. Activity focused on attractions, culture, food and drink, family experiences and the Watchers Sculpture Trail, supported by digital advertising, social media, PR, email and a dedicated Summer Hub. The campaign generated over 1 million social impressions, nearly 775,000 reach, 33,700 engagements, 11,300 website users and more than 206,000 email recipients.
Positive PR and Promotion for York:
· York voted one of the best destinations in the Tripadvisor Travellers’ Choice Awards, recognising consistently strong visitor reviews.
· York named one of the UK’s top cities for food and drink by Which?, highlighting the quality of the city’s culinary offer.
· York recognised by Motorfinity as one of the UK’s most EV-friendly destinations for days out, featuring attractions including the Shambles, York Castle Museum and York’s Chocolate Story.
· The Wizard Walk of York ranked 4th worldwide for Family Friendly Experiences in the Tripadvisor Travellers’ Choice Awards 2026, with York Minster ranked 12th among the UK’s Top Attractions.
· York named one of the UK’s most dynamic business locations for 2026 by Growth Flag, and the strongest performer in Yorkshire and the Humber.
· York named one of the UK’s Best Places to Live by The Sunday Times, recognising its strong community, cultural offer and quality of life.
PR stats from February – September 2026:
653 print and online articles
· £2.39M sum of advertising value equivalent (AVE)
· 327M opportunities to see (OTS)
Visit York Tourism Awards
Visit York Tourism Awards took place on 12th March 2025, 16 Awards in various categories. 3 of Visit York Winners were shortlisted for the National Visit England Awards in which York received:
Gold- Monkbridge House (Small accommodation of the year)
Silver – Castle Howard (International Award)
Silver – Wizard Walk of York (Experience of the year)
Markets
The York Makers Market & NMTF Young Trader Showcase took place on 29 July 2026 from 7.30pm to 10.00pm.
The new family-friendly market supported York’s Purple Flag status and was a Make It York event, supported by Fabrication York, who provided workshop demonstrations.
The Makers Market brought together 39 local craft and artisan traders, showcasing a wide selection of locally made and Yorkshire-inspired goods. Visitors were able to browse unique products, support independent businesses and enjoy the demonstrations and lively evening atmosphere.
The event also hosted the local heat of the Young Trader of the Year Competition, a national initiative delivered by the NMTF to encourage and identify the market traders of the future. Two young traders were put through to the Regional competition in Barnsley.
Waste management at Shambles is being reviewed overall; this includes the implementation of new waste receptacles with new recycling options.
Events and Festival
Christmas Market
The market will be delivered from 12 November to 20 December, and it will be held in Parliament Street and St. Sampson’s Square.
The market is open 6 days a week, Wednesday to Monday with a rest day on a Tuesday when the market is closed.
Seaside
Seaside Fun and Yorkshire Day Market - 30 July to 2 August 2026
This year's Yorkshire Day Market was delivered over the four days on Parliament Street as part of a weeklong programme of family entertainment and activities designed to attract residents and visitors of all ages. 25 local artisan traders showcased and sold Yorkshire produce, supporting local businesses and celebrating the region's food, drink and craft offer.
Murton Park participated by bringing a children's tractor experience and deliver a programme of family craft activities. The event saw the return of the popular sandpit, extended to operate throughout the four-day event. It was located on St Sampson's Square alongside themed seaside props and family activities.
The City of York Council Fostering Service attended to promote their service, as well as providing activities, whilst encouraging fostering families to attend and participate in an inclusive and welcoming atmosphere.
Parliament Street and St Sampsons Square was decorated with themed bunting and props, and families will be able to take part in the Seagull Trail throughout the Shambles Market.
The
Tempest Playpark
Commissioned
in partnership with York BID, Thors and Make It York, and funded by
the York and North Yorkshire Combined Authority, The Tempest is a
new semi-permanent, heritage inspired children's play structure
that will extend Thors' summer offering on Parliament Street.
Planning permission has been secured for five years, with
installation scheduled from July to September 2026 before returning
annually from May to September for the following four
years.
The playpark delivered a high quality, inclusive play experience that encourage exploration, creativity and active play and the installation provided a distinctive, safe and durable attraction for residents and visitors across the summer period.
Community Events
Working with City of York Council, Make it York has assisted 15 community organisations by supporting them with their planning and delivery. Also, 8 grants have been processed to support new one-off community activity and events.
Culture
York Ice Trail: An Enchanted City – Evaluation
The Watchers of York
The new trail launched on 29 June 2026 and remained in situ until 31 August 2026. This was a brand-new, city-wide sculpture trail delivered in partnership with York Minster and launched alongside the legendary York Mystery Plays.
Ten sculptures were placed across the city, creating a trail for visitors and residents to explore. A trail map and online trail hub were available from the Visitor Information Centre, alongside a range of Watchers of York merchandise.
Filming in York
Make It York manages filming applications on behalf of City of York Council for filming on Council managed land and the public highway. As filming activity in York continues to build, a review of the filming application process and supporting documentation has been undertaken to ensure it reflects current best practice, supports larger and more complex productions where appropriate.
Key productions in the city this year include: Feature Film, Scorn, Patience series 3 and Amazon documentary, The Breck Bednar Story
Smaller, recognisable productions: A Place In The Sun, BBC One Show, 22 Kids & Counting, The Piano and Four In A Bed.
Conclusion
MIY continues to deliver against the sLA objectives, Key Deliverables, Outcomes and Outputs whilst playing a key role in strengthening the City’s position as a leading place to live, work, study, and visit.
The city’s brand is gaining stronger national and international recognition supported by focused marketing activity, the ongoing success of the Visit York Pass, and the strength and appeal of its culture, heritage, markets, and events offer.
This is being further amplified through York’s growing digital presence and reach, enabling the City to engage with increasingly diverse audiences across domestic and international markets. Together, these activities are strengthening the City’s profile, supporting visitor demand and reinforcing its reputation as a distinctive, vibrant and attractive destination.