1.3.7 The Rebranding Process and Players in Rural Places Flashcards
• Diversification in the post-productive countryside is achieved through re-imaging and regenerating rural places through recreation, heritage, media and event management that have been driven by local groups and external agencies • The consequences of rebranding on the perceptions, actions and behaviours of people, including those in other places who choose to relocate there, changes to businesses and the local community
1
Q
How are governments agents of change?
A
- Improve infrastructure
- Control tax policy
- Provide/improve public services
- Legal power to change land use (e.g. compulsory purchase order)
- Win sporting events
2
Q
How are corporate bodies agents of change?
A
- Investment (e.g. FDI)
- Improve technology
3
Q
How can PR be an agent of change?
A
- Help to give a clear image to improve a place
4
Q
How are community/local groups agents of change?
A
- People can come up with their own ideas
- Can do lots of the labour for free as volunteers
5
Q
What is the aim of rebranding?
A
To attract new investment, shops, tourists and residents
6
Q
What does rurality mean?
A
The degree to which an area of the natural, non-urban world depends on agriculture/food/forestry
7
Q
What does peripherality mean?
A
The distance either in time or space from the opportunities provided by urban areas
8
Q
What percentage of jobs in rural areas are in farming?fishing and tourism?
A
Farming/fishing = 7%
Tourism = 12%
9
Q
What is a rural area? (from the 2004 definition)
A
Areas in which no settlement is greater than 10,000 people
10
Q
What are suburbs?
A
Area towards the edge of a city where the majority of land use is low density housing
11
Q
What is the hinterland?
A
- Area outside an urban area, whose primary economic orientation is that city
- Can reach a city in 45mins
- Similar to RU fringe
12
Q
What is a remote rural area?
A
Far away from urban areas
13
Q
What percentage of people live in rural areas in England and Wales?
A
- 18.5% of the English/Welsh population live in rural areas
- 33% of those live in rural hinterlands
14
Q
What percentage of the English/Welsh rural population work in cities?
A
20%
15
Q
How have technological improvements caused the primary workforce to decline?
A
- Replaces human labour
- Reaper and binder took away jobs in the 19th century
- Combine harvesters, picking technology and machinery for raising root crops replaced human labour
- There has also been a rise in agriunits which cultivate crops under controlled conditions
16
Q
How has the rising scale of farms caused the primary workforce to decline?
A
- Farms have grown and small scale family farms have merged
- Supermarkets demand economies of scale (especially evident in dairy farming)
17
Q
How has the rise in factory farming caused the primary workforce to decline?
A
- Of livestock and birds
- In salad vegetables picked, priced and packed in industrial units
18
Q
How have year round crops caused the primary workforce to decline?
A
- A demand for the supply of certain crops both in and out of season has increased supply from foreign, usually cheaper, suppliers
E.g. Kenyan runner beans, Spanish tomatoes
19
Q
How has rural employment changed in England between 2008 and 2012?
A
Hinterland:
- Lost mining/quarrying (-1%) and manufacturing (-0.5%)
- Growth in health and social care (+1.5%) and tourism (+0.2%)
Remote rural:
- Lost mining/quarrying (-0.3%) and manufacturing (-0.5%)
- Growth in tourism (+0.8%) and wholesale/retail (+0.5%)
20
Q
What is rebranding?
A
The way a place is changed and marketed so that the image and perception of it are improved
21
Q
What is regenerating?
A
A long term process aimed at improving the economy and social environment of the area
22
Q
What is reimaging?
A
Changing the reputation and perception of the area by the use of specific improvements
23
Q
What is the rural idyll?
A
- The romantic idea that the countryside and the past is better
- Conservative idea as people want to protect the idea from unwanted changes
- Leads to rural areas being preserved/protected
24
Q
What aspects of rural areas are preserved?
A
- Traditional buildings
- Local employment
- Locally born population
- Rural pursuits
Often due to inherent beauty or because people live there
25
What is the rural idyll not accurate?
- Where food production occurs and any cultural sensitivities can get in the way of efficient farming
- It is a perception which glosses over socially excluded groups like travellers
- Focuses on one perception of the countryside and ignores the others
- Rural employment is only 1% in primary industry
26
What themes are used to rebrand rural areas?
- Recreation
- Heritage
- Media
- Event management
- Food and produce
27
Why did Blaenau Ffestiniog need rebranding?
- Founded as a town based on primary industry
- Decline of quarrying led to a decline in population
- Population was only 4900 in 2011
28
What was done to rebrand Blaenau Ffestiniog (recreational)?
- Has a station on the Ffestiniog and Welsh Highland Railway (end stop on the Ffestiniog line)
- Part of the UNESCO 'slate landscape of North Wales' World Heritage Site
- Antur Stiniog 2007 was an initiative that established mountain bike trails and it now employs 19 people
- Zip World (built in the old quarries) employs 450 people
- 2015 Velorail uses sustainable bike technology
- Bounce Below trampoline park was built
- Y Dref Werdd (Green Town) project aims to reduce social problems among population, improve health and create a community of stakeholders who are passionate about the environment and contribute to community development
- Project has developed new allotments and is introducing smart energy
- Blaenau Ymlaen was set up in 2006 as a local partnership between the community and the researchers developing the project
- Locals came up with the idea of turning the slate railway into a tourist railway, which was converted by volunteers
29
What external bodies provided assistance with funding?
- Gwynedd County Council
- Welsh Government
- European Union funding
30
How has heritage been used to stimulate economic activity in Coombe Martin, North Devon?
- The Hunting of the Earl of Rone is a large event
- Important moment in history is reenacted by locals
- Banned in 1837 but reinstated in 1974 to attract tourists and promote heritage
- People of Coombe Martin have a genuine attachment to their customs and they themselves have kept it going for centuries (shows resilience)
31
How is media used to rebrand Northern Ireland?
- Game of Thrones series was filmed in Northern Ireland
E.g. Dark Hedges (Ballymoney), Castle Ward, Ballintoy Harbour, Tollymore Forest Park, Magheramorne Quarry
32
How can the Game of Thrones series be used to generate tourism in Northern Ireland?
- People want to visit filming locations
- Creation of the Game of Thrones Studio Tour
- Local businesses engage with the Game of Thrones legacy
- Restaurants and pubs near filming locations may have themed menus, events and accommodations
- Local stores sell Game of Thrones themed products
- Themed activities in the area
33
How many visitors and how much money does the Game of Thrones add to the economy of the rural areas?
- By 2018, 350,000 people travelled to Northern Ireland per year
- From 2010 to 2014, the series contributed between £21 million and £23 million annually
- Between 2010 and 2018, GOT tourism contributed £250 million and the annual contribution if roughly £50 million
34
What are the positive impacts of Game of Thrones tourism in Northern Ireland?
- Economic growth as money is spent on tours, dining, souvenirs and accommodation
- Job creation in hospitality, transportation and in the Studio Tour
- Global recognition attracts further investments
- Preservation and promotion of heritage, with some funding towards conservation
- Diversification of tourism from others
35
What are the negative impacts of Game of Thrones tourism in Northern Ireland?
- Overtourism leads to overcrowding which damages natural environment and the traffic congestion/noise disrupts locals
- High footfall at sensitive sites (e.g. Cushendun Caves) has led to erosion and littering
- Increased vehicle emissions from tourist buses
- Uneven economic benefits
- Some locals feel like their heritage/natural landscapes have been over-shadowed or overly commercialised
- Tourism is dependent on GOT so may decline as the show recedes from public attention
36
How has the Goodwood Festival of Speed represented Goodwood, West Sussex well?
- Celebrates the area's motorsport heritage
- Beautiful grounds and location which promotes WS's natural beauty
- Attracts globally renowned people which creates an international reputation
- Highlights community as they work together to organise the event
- Duke of Richmond hosts it
37
How does the festival boost the local economy?
- Attracts up to 200,000 visitors each year
- Brings substantial spending power and attendees stay in West Sussex after to explore the area
- Increased demand for taxis, car rentals and public transport
- Surge in accommodation bookings for hotels, B&Bs and rentals (booked up months in advance)
- Tourists visit restaurants, pubs and acfes
- Creates jobs through event staff and employing local suppliers
- Exposure and networking opportunities for local businesses
- Attracts future tourism/investment
- Encourages infrastructure improvements
- Brings £25 million annually
38
Why has the provenance of food and drink been used to rebrand Cartmel, Cumbria?
- A small village of 1500
- Home of sticky toffee pudding which is now a centre for high end gastronomic tourism
39
How does Cartmel use food produce to attract visitors?
Sticky toffee pudding:
- Home of the sticky toffee pudding
- Patented the name for further income, which aided improvements of the village shop
- Attracts food enthusiasts
- Historical narrative is emotional
- Offer tours and tastings
Celebrity chefs:
- Simon Rogan established L'Enclume which is a 2 star Michelin restaurant in the old forge
- Named number 1 restaurant in the UK by Good Food Guide
- Celebrity chef Chris Evans raved about Cartmel on Radio 2
Other:
- Cheese shop has located in Cartmel to benefit from the growing gastronomic cluster (Cartmel Cheese)
- A market in the historic setting outside the Priory (the 12th century church)
40
How does Cartmell use recreation and heritage to add to its appeal?
- Horse racing
- Racecourse is a venue for stadium style concerts in summer
- Cartmel Priory is a key heritage site
- Architectural heritage and preservation of character
- Attracted craft and retail business
41
What is habituation/NIMBYism?
- Objection to change by locals due to attachment to past memories
- Wish village to remain as it once was
42
What are the positives of rebranding?
- Can harness perceptions of a community and community spirit by encouraging volunteering in place of local government services
- Boosts economy
- Creates jobs
43
What are the problems associated with rebranding?
- Overtourism which causes environmental degradation and loss of tranquility
- Seasonal employment
- Changing demographics as there are increased retirees and holiday homes
- Develops a reliance on tourism
