1.11.2. Rebranding Llandudno as Alice Town

Question 1

Why did Llandudno need to be rebranded?

Answer 1

• Strict development regulations -> meant the area still had a very Victorian feel to it with many grade 2 listed buildings
• Closure of the Rabbit Hole Museum meant the town had lost its identity -> area needed to become more family friendly and more nationally important
• By republicising the link between Llandudno and Alice Lindell, the town hopes to attract more tourists of all ages

Question 2

What is tourism like in Llandudno?

Answer 2

• 243,000 each year between 2011 and 2013
• 3rd in a top 10 list of global tourists best rated UK destinations
• Proved a hit with Japanese tourists

Question 3

What is the economy like in Llandudno?

Answer 3

• 92% retail occupation rate
• 216 businesses and 647 jobs

-All profits from trail linked maps and apps sold are reinvested in community projects

• New businesses like the Looking Glass Ice Cream Parlour have created jobs in town

Question 4

What are the rebranding strategies?

Answer 4

• £10,000 investment strategy

-Shopping centre and Victorian centre rebranded to attract and secure additional retailers

• White Rabbit app -> heritage tourism
• 4 wooden sculptures of characters from the book commissioned in 2012 to mark the 160th anniversary of the birth of Alice Lindell
• A guided walk around the sculptures and other highlights of Llandudno -> the Alice Town Trail was the idea of local entrepreneurs

Question 5

What were some of the reactions to the rebranding strategy?

Answer 5

• Some say the statues don’t look like the real characters
• The average length of an overnight trip to Llandudno fell from 3.9 nights to 3.3 nights in 2015
• 12% of visitors site outdoor activities as an ‘attractor’
• 60% of visitors are 55 or over
• 10% of visitors are families with children