URGENT changes were needed in the coming year to make Minehead Information Centre (MIC) financially sustainable, town councillors were told.

MIC manager Sally Turner with Jim Whittaker, a trustee of Minehead Coast and Development Trust, which provides management support, outlined the issues to councillors.

They said a strategic review of MIC’s purpose and market relevance was conducted early this year, looking at its customer base and service delivery.

The information centre has been operating since 2014 from the Beach Hotel, which is part of Dulverton YMCA group, with five part-time staff.

It is considered Minehead’s primary community hub, providing comprehensive visitor services, including local produce sales, accommodation booking, and leaflet distribution.

The review identified two distinct customer groups, local residents and visitor communities.

It confirmed some services should continue but also acknowledged a need to modernise some aspects.

MIC maintained active partnerships with multiple agencies to promote Minehead, serving as a key contact point for various initiatives, including coach tours, South West Coast Path passport stamping, and the local plastic-free steering group.

Its digital presence included management of the Minehead Bay website which launched in 2018 and social media channels, which had more than 4,000 followers.

Analytics showed increasing website traffic despite a declining physical footfall, with local residents comprising up to 30 per cent of clients, a trend which suggested MIC’s operational model might need adapting to reflect changing visitor information-seeking behaviours.

Ms Turner and Mr Whittaker said MIC was looking to reshape its approach to destination marketing, but it needed a sustainable funding and revenue model.

They invited the town council to collaborate on promotion initiatives for Minehead, and said staff salaries were the largest budget item.

Volunteer models had been explored as a cost-saver but paid co-ordination would still be required for effective management.

They said seasonal variations in visitor demographics were experienced with mostly families in summer and older people in the autumn.

Ms Turner and Mr Whittaker said there was a focus on creating a centralised source for Minehead merchandise without directly competing with local retailers, and enhancing social media presence to better engage with users.