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St Andrews World Class Initiative - Planning Issue
St Andrews World Class - South Street Improvement Scheme
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Latest Proposal : South Street Improvement Scheme - 04/03580/EFULL

St Andrews World Class :

The drive to turn St Andrews into a 'world class' visitor destination has led to proposals to establish a new company which would take forward plans to raise the town's tourism profile. Members of Fife Council's environment and development committee recently voted in favour of turning 'St Andrews World Class' from an informal 'vision group' into a company limited by guarantee.

Ian Goudie, who sits on the community council's planning committee, said:

''We do need to think carefully about how we are going to contest this group. They see St Andrews as a resource to be exploited rather than a place where people have to live. The question is whether we will be properly informed about their activities at all and whether we will be properly consulted. One has to be very cynical about this - I see no reason to believe the validity of their economic forecast and we do need to think about what the knock-on implications are going to be."

Ted Brocklebank has added his voice to those questioning plans to promote St Andrews as World Class. The MSP is concerned about the ultimate agenda of the project and who is setting it.


South Street Improvement Scheme - 04/03580/EFULL
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South Street News :

South Street Improvement Scheme - Background Information

Fife Council is considering a proposal to reduce parking in South Street in St Andrews. This may have implications for Kingsbarns residents who drive to St Andrews in order to shop in the town centre.

The Merchants' Association has raised concerns regarding the proposal to replace current parking arrangements between Bell Street and Church Street with parallel parking. They say that the loss of some "two out of three'' spaces will only add to congestion as drivers "struggle to find a parking space.''

When this scheme was first announced, a member of the Merchants' Association said that :

"Our greatest fear is that if you make the parking too difficult to use people won't be able to find parking spaces, so they will not bother visiting the town centre. The lack of parking will restrict the number of people who can just nip into town to pick up some messages."

In response, Fife Council area transport manager Derek Crowe indicated that parallel parking is being introduced to St Andrews as part of a major policy objective. He explained that :

"Vehicles currently clutter the South Street area. We want to reduce car trips into the town centre and are trying to use the streets better than they are currently being used."

Concerns have been raised over plans to replace existing trees lining the pavements in South Street.

A representative of the St Andrews World Class Project said recently that:

"The current proposals to change the look of South Street have been the subject of some controversy. With hindsight, these proposals should not have been badged as being part of the St Andrews World Class Project. ..."

You may have your own concerns about this scheme, and the people behind it - you may be asking :


What is the St Andrews World Class Project, and how did it evolve?
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St Andrews World Class was originally launched as a research based initiative in 2002. Under the agreement, Scottish Enterprise Fife would provide expertise and significant investment in expanding the activity of St Andrews University’s research and enterprise services department and focus its activities on creating and assisting high value businesses from the university’s research.

According to press releases at the time :

The transformation of university research into successful commercial enterprises would be backed up by additional work between both organisations that will see St Andrews further develop as a significant location within the Scottish economy.

Through St Andrews World Class, Scottish Enterprise Fife would help the university enhance its competitive advantage as a world class teaching and research institution. Both organisations would also pool their resources to help St Andrews realise its potential as a visitor attraction and a viable commercial base for companies.

According to various sources in the public domain :

First Minister, Scottish Executive press release, 20 August 2002

St Andrews World Class, an agreement between the University of St Andrews and Scottish Enterprise Fife, is expected to generate up to 30 new businesses over the next 10 years, ensuring that Scotland’s economy benefits from indigenous knowledge and research as well as inward investment. .....

Launching the partnership, First Minister Jack McConnell said:

"For Scotland’s economy to flourish we must grow our own businesses as well as attracting inward investment. This partnership will help us capitalise on our first class academic research and turn this into business results.

"I believe St Andrews World Class will transform ideas into commercial reality and pave the way for future economic success, helping build a better, more vibrant Scotland for us all. I would like to congratulate everyone who has been involved with this excellent initiative."

Under the agreement, Scottish Enterprise Fife will provide expertise and significant investment in expanding the activity of the university’s research and enterprise services department and focus its activities on creating and assisting high value businesses from the university’s research. .....

Brian Lang, Principal and Vice-Chancellor of the University of St Andrews, said:

"The University of St Andrews has taken very seriously the contribution it makes to Scotland's economy through the production of new ideas and their transformation into processes which have economic impact for Scotland and the world.

"The partnership between the University and Scottish Enterprise Fife has long flourished but this new initiative means a renewed focusing of joint effort to ensure Scotland's leading university continues to contribute to Scotland's economic competitiveness."

St Andrews set to cash in on business drive - The Scotsman, 21 August 2002

The University of St Andrews announced its intention to spin out 30 companies over the next decade after securing a "significant, six-figure" partnership deal with Scottish Enterprise Fife yesterday.

As part of the "St Andrews World-Class" agreement, the size of the university’s commercialisation team will double from five to ten.

First Minister Jack McConnell, who announced details of the deal, said: "This partnership will help us capitalise on our first-class academic research and turn this into business results."

Scottish Enterprise (Fife) - Annual Report 2002/2003

Chief Executive’s Statement (Extract) - "St Andrews is a prime example of how Scottish Enterprise can intervene to progress a co-ordinated approach which capitalises on the town’s unique reputation as the globally recognised home of golf and the home of a world class university. Our St Andrews World Class strategy demonstrates that, through programmes such as the commercialisation of research at the University and introducing wireless broadband infrastructure to the town, we can satisfy the objectives of the National strategic document – A Smart, Successful Scotland." ....

St Andrews Tourism Task Group - Developing a clear vision of how the private sector wants St Andrews developed as part of the St Andrews World Class project is the mission of the Tourism Task Group. Made up of 12 representatives from leading organisations in the area, such as St Andrews University and St Andrews Bay Resort Hotel, the Group has been consulting with people in the tourism industry and interested parties to agree on the best way forward. Public bodies, such as Fife Council, have also been consulted to ensure the vision can be integrated with the goals of the public sector.

Scottish Enterprise (Fife) - Board meeting minutes, 9 December 2002

The Tourism Vision Group, 'a group of private sector tourism industry professionals with a desire to see St Andrews fulfilling its true potential,' explained their remit to the Board and the proposals and support required from private and public sector in order to achieve the objectives of the group.

It should be noted here that most of the members of the Tourism Vision Group now sit on the :

St Andrews World Class Project Executive

St Andrews Community Council, Minutes of meeting, May 2003

St Andrews Tourism Vision Group - A presentation was made by Alan McGregor, General Manager of St Andres Links Trust, Ann Murray-Smith, owner of Rufflets Country House Hotel, and David Corner, Secretary of the University.

They suggest that a vision or long term plan for the development of the town is necessary to make St Andrews a first class destination for visitors as well as being, as it is currently, world-famous. This must balance with the need to keep St Andrews a vibrant living and working community, that improvements should also benefit residents. ........

Ian Goudie was concerned at the emphasis on visitor spend; for a balanced town centre indigenous spending should be encouraged locally rather than going out to centres such as Dundee or Glenrothes. He emphasised that a railway link to St Andrews is a priority for quality of life in town by reducing the need for people to drive in and exacerbate the traffic problems we face. He also questioned the need for yet another umbrella organisation, which significantly overlaps with the Tourism Management Plan. The problem for St Andrews isn't vision, it is implementation. He called for more power to be devolved to the town to manage itself.

Scottish Enterprise press release, 15 July 2003

"The vision of establishing St Andrews as a world class destination will be developed by focusing specifically on golf and golf tourism; other types of tourism in the area, and technology-based development in association with St Andrews University."

University of St Andrews Press Release, 22 August 2003

The University has further strengthened its links with Scottish Enterprise (SE) Fife with the appointment of Principal and Vice-Chancellor Dr Brian Lang to their board.

Fred Bowden, Chairman of Scottish Enterprise (Fife), said, “We are delighted that Dr Lang has agreed to join the board. His experience speaks for itself and I am confident the board, SE Fife, St Andrews and Fife as a whole will benefit from his experience.

“His experience will be particularly important as we continue to work on the industry-led St Andrews World Class project which aims to capitalise on the reputation of the town to bring greater prosperity to the area.”

One-stop welcome vision for town, Gordon Berry, The Courier, 3 March 2004

The St Andrews World Class Initiative is a partnership involving public sector bodies, the university and representatives of private business. A group of private sector professionals has been working on a “tourism vision” for the town as part of the process.

Catchline Communications Group - St Andrews World Class - News release, 24 May 2004

Speaking at the launch of the "St Andrews World Class" vision, Mike Robinson, Fife Council's Head of Local Services (East) and joint chairman of the St Andrews World Class project executive said:

"The vision recognises that although St Andrews has in recent years reinforced its international status as the "home of golf", this is only one aspect of the whole St Andrews experience. St Andrews draws golfing and non-golfing visitors from around the world, and the benefits this brings to St Andrews makes living and working in the town so enjoyable and rewarding.

"This vision is much more than one of tourism development. Indeed a priority is not to increase dramatically the number of visitors to the town, but to better utilise the spare capacity which exists at off-peak times, and to manage more effectively the experience for those people who do visit." ......

Ann Murray-Smith of Rufflets Country House Hotel emphasised private sector support for the aims of St Andrews World Class:

"Realising the World Class vision means St Andrews must be about more than golf. We must offer a product that is attractive to all types of visitor, developing recognition of St Andrews as an activity resort, a cultural destination and a business centre.

"In short, the aim of St Andrews World Class is to make a visit to the town the best experience possible, and to ensure that local residents can be even prouder of the excellent environment that they enjoy."

Scottish Executive - Second progress report on Tourism Framework for Action, June 2004

On infrastructure development, St Andrews World Class is an industry-led initiative designed to realise the town's brand potential. Scottish Enterprise has supported it by working with the private sector to develop its vision for the town, resulting in the development of an integrated action plan. Scottish Enterprise will contribute to the delivery of the plan by focusing on key activity areas of innovation, business development, skills and infrastructure improvements.

Fife Council - Environment & Development Committee, 6 September 2004

Realising the potential of St Andrews is vital to the Fife economy and in terms of promoting Scottish tourism, St Andrews is crucial. St Andrews World Class is a partnership established by businesses in the town, working with the public sector to ensure that St Andrews fulfils its potential to become a ‘world class’ destination.

The St Andrews World Class ‘vision’ was developed from a dialogue between local businesses concerned that the town should not ‘rest on its laurels’, the public sector and local interests. ......

St Andrews World Class has been developed as a partnership which, until now, has been based on informal arrangements. In order to establish it on a more formal basis a Company Limited by Guarantee has been proposed as the best means of running the partnership and its projects.

Initial key projects include environmental improvements in the town centre and along West Sands, creating a public orientation centre at the St Andrews University Gateway Building, the joint promotion of golf facilities, developing the skills in local businesses and providing more opportunities for use of new technology.

Move to establish tourism company - The Citizen, 10 September 2004

The drive to turn St Andrews into a 'world class' visitor destination has led to proposals to establish a new company which would take forward plans to raise the town's tourism profile. Members of Fife Council's environment and development committee this week voted in favour of turning 'St Andrews World Class' from an informal 'vision group' into a company limited by guarantee.

Second thoughts on street revamp - The Courier, 6 November 2004

[A representative of the St Andrews World Class Project] said the 'world class' terminology was purely for 'internal' use - for those involved with the project in and around St Andrews and Fife - and visitors to the town would not be aware of it.

She said, "What is under consideration, however, is the creation of a single brand image for the town which would be suitable for use by a wide range of businesses and organisations.

One of the early successes of the project had been the "bringing together" of the four operators of the various golf interests in and around the town - St Andrews Links Trust, the St Andrews Old Course Hotel Golf Resort and Spa, the St Andrews Bay Golf Resort and Spa and the Kingsbarns links - who are collaborating for the first time in joint marketing."

St Andrews World Class - then and now
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'St Andrews World Class' has clearly evolved.

It is interesting to compare the current industry-led 'vision' with the original research based 'initiative.'

In 2002 we were told that :

St Andrews World Class, an agreement between the University of St Andrews and Scottish Enterprise Fife, is expected to generate up to 30 new businesses over the next 10 years, ensuring that Scotland’s economy benefits from indigenous knowledge and research as well as inward investment.

Under the agreement, Scottish Enterprise Fife would provide expertise and significant investment in expanding the activity of St Andrews University’s research and enterprise services department and focus its activities on creating and assisting high value businesses from the university’s research.

The transformation of university research into successful commercial enterprises would be backed up by additional work between both organisations that will see St Andrews further develop as a significant location within the Scottish economy.

Now we learn that :

St Andrews World Class is an industry-led initiative designed to realise the town's brand potential.

Initial key projects include environmental improvements in the town centre and along West Sands, creating a public orientation centre at the St Andrews University Gateway Building, the joint promotion of golf facilities, developing the skills in local businesses and providing more opportunities for use of new technology.

One of the early successes of the project had been the "bringing together" of the four operators of the various golf interests in and around the town - St Andrews Links Trust, the St Andrews Old Course Hotel Golf Resort and Spa, the St Andrews Bay Golf Resort and Spa and the Kingsbarns links - who are collaborating for the first time in joint marketing

It is also interesting to study the make-up of the recently formed St Andrews World Class Project Executive. Why is there little, or no, representation from the research community?


St Andrews World Class Project Executive - formed by May 2004
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The St Andrews World Class Project Executive appears to be the group who run the golf booking website standrewsworldclass.com - the 'external' face of St Andrews World Class.

According to the website :

St Andrews World Class Project Executive provides a variety of on-line offerings, including information about the St Andrews World Class Project Executive products and services, business information and publicity.

Address: The St Andrews World Class Project Executive, 40 High Street, Kirkcaldy, KY1 1LU

Membership :       

  • Mike Robinson, Fife Council   (Joint Chair)
  • Jonathan Stapleton, Old Course Hotel   (Joint Chair) *
  • Lindsey Adam, Bonkers Gift Shop
  • Stephen Carter, St Andrews Bay * / **
  • David Corner, St Andrews University *
  • Martin Grigg, Scottish Enterprise Fife *
  • Alan McGregor, St Andrews Links Trust *
  • Ian Hamilton, Vine Leaf Restaurant
  • Willie Johnston, Scottish Enterprise Fife
  • Patrick Lauchlin, Kingdom of Fife Tourist Board
  • Peter Mason, St Andrews Links Trust
  • Jim McLeish, Fife Council
  • Ann Murray-Smith, Rufflets Hotel *
  • Stuart Nichol, Fife Council

  *   member of the original St Andrews Tourism Vision Group
 **  chair of St Andrews World Class - Manpower, Skills & Business Development Group

Some members have commented on St Andrews World Class in the press - click on names for quotes.


St Andrews World Class News - for recent articles and press releases

South Street Improvement Scheme - 04/03580/EFULL

Concerns regarding this proposal should be lodged with Fife Council by 18 November


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