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7.rebranding process and players in rural areas (rural rebranding examples…
7.rebranding process and players in rural areas
rural rebranding examples
cornwall
superfast cornwall
broadband supplied by BT
EU payed £4 million
cost £12.5 million
eden project
built in the China Clay Pit in 2001
ranked #13 most popular tourist attraction in the UK
Over 18 million tourists
educational charity with 3 biomes of natural habitats
watergate bay
open all year round, extreme sports take place especially in winter
surfing competitions, multiplier effect for business and tourism
areohub
the largest planning free environment in the UK
100% relief rate for 5 years, attracts businesses
5 miles to the A30, good transport links
provides training in engineering and flying
boardmasters festival
in the last 10 years it has had
over 100,000 people
and in the UK's top 10 festivals
after 1980s surfing became part of the World Championships and the festival grew in popularity
Biltmore village, USA - hotel
1 million visitors a year
marketing campaign by changing logo, updating technology, providing maps, etc.
Glastonbury festival
£250,000 spent on local community because local residents open up their homes for festival goers.
payed over £1 million to local charities and good causes.
controversial
as there are many cons - littering, noise levels, pollution,
crime rates increase by 30%
in the area at the time of the festival.
trying to become more sustainable with offsite parking and recycling points.
South Shropshire
Church Stretton
creating slogans like
'in the heart of the Shropshire hills'
encouraging rebranding.
AONB
home ownership is at 82%.
20% least deprived areas of the country.
'Walkers are Welcome' status
using its strengths of having 80% independent sops, adding character and uniqueness too the area.
Ludlow
Ludlow ECO Business Park opened in 2008,
included more energy efficient, sustainable features that
reduce greenhouse gas emissions by up to 50%
compared to standard office buildings.
at the forefront of Cittaslow's network,
aiming to reduce the number of fast food outlets taking over the town centres.
Sandpits estate falls into the both 40% of deprived areas in the country
counter-urbanisation
transportation developments
since the 1980s, rural populations have increased
rural idyll
clean, peaceful, picturesque environment that is desired by many groups
key promoters of a rural lifestyle are early retirees, artists, tourism entrepreneurs and media
not all rural areas are ideal - e.g
isle of white
"it is shocking. It is a poor, inbred, white ghetto with pitfully low education standards."
David Hoare, Ofsted Chair
high unemployment, lack of opportunities, poor education and health services
still dominated by dependents
- 1/4 of people living in welsh rural areas are over 65.
reasons for rural rebranding
Attract investment
Discard negative images like crime, deindustrialisation, deprivation, etc
Promote pride by local community
Emphasise attractiveness of a place
failed rebranding
rebranding can also result in a loss of community and residents being forced out of an area.
South Shropshire
rebranding to attract visitors often overshadows the deprivation and poverty underneath the picturesque image:
Church Stretton falls in the 20% most deprived areas.
Doncaster's earth centre
£60 million cost to build a leisure, recreation and educational park designed to showcase sustainable living, now used as a paintballing site.
Opened in 1999 but closed in 2004 due to lack of visitors, poor location and transport access was limited.
Doncaster's earth centre
tried to attract inward investment and visitors.
Longnor
emphasis was too much on bringing visitors in rather than keeping residents
. Not all essential services thrived, and by 2015 many loved locations closed down. The climbing wall is a forgotten facility.
Medical amenities are restricted (6 mile drive to the nearest hospital)
diversification of a post-production countryside examples
Daylesford organic farm
sells food, produce, clothing, gardening equipment, home wear, yoga classes and spa treatments.
sustainability
2 cafe's in London
feather down farm days, Bangor
'Glamping' holidays
situated in AONB
the concept was bought from the UK to Holland in 2006, and now they have 24 farms in the UK alone.
:star:A farmer received 47% grant from a funding called
Annog
, aiming to help farming families in rural economies. Other farms would also receive loans to initiate diversification
Ginger Piggery's Thached Barn
services, crafts and clothing.
educational tours for primary schools to encourage interactive learning
Weddings and Christenings
diversification can help mitigate the impact of fluctuating food prices