Cornwall Need For Rebranding
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Transcript of Cornwall Need For Rebranding
Cornwall – Rural Rebranding
Identifying the need
Current issuesCurrent issues
1. The decline in rural 1. The decline in rural servicesservices
Gorran Garage – closed 2001
Gorran Garage – now
Villages without shops or services
Where there’s tourism, services survive
Grocers
Café
Post Office
Holiday flat to let
Bakery
The seasonal The seasonal economyeconomy
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
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
Traditional industries face difficult times
Livestock Farming, Fishing, China Clay, Tin Mining
There are signs of economic
diversification
But there are indicators of real deprivation
But competition for this sort of property is great …..
5. House prices … cheaper than London 5. House prices … cheaper than London
And property prices are higher and rising more quickly than the UK average
… caused by a booming retirement market
Note the youth ‘brain drain’
and the high % of over-50s
And the lowest wages in England and Walesmake property hard to afford
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?
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
Using the moneyUsing the money
The Eden ProjectThe Eden Project
Turning this ……..Turning this ……..
…… …… into thisinto this
So … how successful has it been?So … how successful has it been?
FifteenExtreme Academy
South-West FilmStudios
Combined Universities Cornwall
Lobb’s Farm Shop
‘The Beach’
Eden Project
Gaia Centre – Delabole