Chapter 7 Flashcards
rebranding defintiion
marketing a place to give it a new identity in the conciousness of the public and bsuiness
regeneration and rebranding are often designed for what
tackle inequalities and make places economically productive and socially acceptable
whys rebranding needed
-attract inward investment and visitors
-increase public or consumer awareness of changes that have/will improve social, economic and physical characteristics of a place.
-To emphasize the distinctiveness and attractiveness of a place.
-To discard negative images associated with deindustrialisation, public disorder, crime, multiple deprivation, etc.
-To promote pride in a place by local communitie
reimaging
contributes to rebranding by coutnering negative images of places w booster imagery that promotes the place
economci and social problems cornwall
poorest county in UK
-average income of 28,000 in 2021 which 10,000 lower then UK average
-Cornwalls economy is dominate by fishing and agriculture w tourism being 3rd largest sector
-Tourism=15% of jobs and employs 21,000 people
problems associated w isolated, rural britain
-Deprivation - 20 neighbourhoods that are currently among the 10% most deprived in England, including Newquay town centre
-Decline in traditional industries- once home to a thriving pilchard industry. Fishing trawlers decreased to only 20 in 2022.
-Lack of investment and limited infrastructure-
-Rise in 2nd homes and increase in house prices
-Outward migration of young adults in search of employment opportunities and improved services.
lack of investment cornwall
only 1 of many 7 mainland counties in the UK without a motorway
2nd home problem cornwall
wages decreased by 6% in 2021 while house prices rose by 16% . Average in Cornwall is now 275,000 while average annual salary is 25,597 so house hunters need 10.7 times their wage to buy a home.
Outward migration of young adults in search of employment opportunities and improved services. in cornwall
In 2020 17750 people migrated from the county
hows cornwall rebranding
boardies
boardies info
-Founded in 2005 as an expansion of an existing surf competition
Fistral Beach and Watergate Bay
pros of boardies
-2017 generated 45 million of business revenue to the north Cornish coast- 80,000 visitors spent money in local abrs and hotels
in 2022, camping tickets sold in 8 min
neg of boardies
In 2022, 50,000 ppl camping at Watergate Bay and 220,000 footfall over 5 days during an Amber heat wave and also reports of antisocial behaviour
hows boardies a success
-census data showed an increase of 7% in ppl living in Cornwall and tourism continued to rise. Both accelerated by covid pandemic
-Rebranding the county as a destination for tourism and an attractive place to live has increased the money spent in scenic coastal settlements and created jobs and business opportunities
-Rebranding may be partially responsible for house price rise and many seasonal jobs and low paid
-County still suffers with outward migration, loss of services, limited investment, social deprivation and rebranding needs to form a wider strategy.
eden project case study
-opened 2001, 1 million visits in 2019
- All weather attracted site on waste ground from the mining sector this is so people are still attracted to go despite the weather
- Contributed to 2bn to the local economy
350 tertiary jobs
onsequences of rebranding on the perceptions, actions and behaviours of people
ositive Image: Rebranding can create a more positive image of Cornwall, attracting tourists and new residents. For example, the Eden Project have helped to position Cornwall as a cultural and educational hub3.
Increased Tourism: With attractions like the Eden Project, Cornwall has become a more appealing destination for tourists, leading to increased visitor numbers and spending.
Economic Opportunities: Rebranding efforts, shave created job opportunities and training programs for local
environmental concerns
