Cornwall Need For Rebranding

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Cornwall – Rural Rebranding

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Transcript of Cornwall Need For Rebranding

Page 1: Cornwall   Need For Rebranding

Cornwall – Rural Rebranding

Page 2: Cornwall   Need For Rebranding

Identifying the need

Current issuesCurrent issues

1. The decline in rural 1. The decline in rural servicesservices

Gorran Garage – closed 2001

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Gorran Garage – now

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Villages without shops or services

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Where there’s tourism, services survive

Grocers

Café

Post Office

Holiday flat to let

Bakery

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The seasonal The seasonal economyeconomy

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Unemployment in Cornwall compared to Great Britain

0

2

4

6

8

10

12

Jul-

97

Jan

-98

Jul-

98

Jan

-99

Jul-

99

Jan

-00

Jul-

00

Jan

-01

% u

ne

mp

loy

me

nt

Newquay - seasideresort

Cornwall average

Great Britain average

….. and seasonal unemployment

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Tourism is a volatile industry

Number of visitors staying in Restormel >3 nights during one week in August

52000

54000

56000

58000

60000

62000

64000

66000

1989 1990 1991 1992 1993 1994 1995 1996

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Traditional industries face difficult times

Livestock Farming, Fishing, China Clay, Tin Mining

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There are signs of economic

diversification

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But there are indicators of real deprivation

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But competition for this sort of property is great …..

5. House prices … cheaper than London 5. House prices … cheaper than London

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And property prices are higher and rising more quickly than the UK average

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… caused by a booming retirement market

Note the youth ‘brain drain’

and the high % of over-50s

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And the lowest wages in England and Walesmake property hard to afford

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Re-branding – how to brand a ‘new image

Mini-breaks – especially in winter.

The need for ‘pump-priming’ – new funding to help boost investment.

Hence Objective One,Objective One, granted to Cornwall in 1999.

A focus on – a) new visitors – to lengthen the tourist season b) what Cornwall does well – the coast, environment, food.

A younger market – singles as well as familiies

Brand Cornish attractions as ‘destinations’

How?How?

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How Objective One works:

Match funding

• Investors set up (for example) £20 000 of their own money

• Obtain a bank loan to match £20 000, making £40 000 • Bid to local councils to match it to make £80 000

• Bid to the South West Development Agency to match it to £160 000 • Finally, bid to Objective One to match it to create £320 000

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Using the moneyUsing the money

The Eden ProjectThe Eden Project

Turning this ……..Turning this ……..

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…… …… into thisinto this

So … how successful has it been?So … how successful has it been?

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FifteenExtreme Academy

South-West FilmStudios

Combined Universities Cornwall

Lobb’s Farm Shop

‘The Beach’

Eden Project

Gaia Centre – Delabole