CP 6 Flashcards
Why do many rural areas need rebranding?
Loss of jobs in agricultural sector due to mechanisation and globalisation
Compare space used for agriculture and the percent of workers in agriculture in the UK, what is this representative of?
70% of land is agricultural in the UK. Only 1% of people work in agriculture.
Mechanisation
Between 1995 and 2000 What percent of rural settlements lost lost vital institutions? How many institutions is this?
20%, 30,000 institutions
What are many rural towns suffering from?
Spiral of decline
REBRANDING - GASTRONOMY
Where is Ludlow?
Market town in rural south Shropshire
REBRANDING - GASTRONOMY
Compare the population of people in Ludlow in 2001 and 2011
2001 - 9528
2011 - 10 266
+700 increase
REBRANDING - GASTRONOMY
What is gastronomy?
High quality food
REBRANDING - GASTRONOMY
What are the two groups of stakeholders
Local groups - groups based in Ludlow
External agencies - agencies based outside Ludlow
REBRANDING - GASTRONOMY
What year did the first food festival occur in Ludlow?
1999
REBRANDING - GASTRONOMY
Who created the idea of food festivals in Ludlow, are these external or internal
Town of Ludlow, and the District Chamber of trade and commerce
Local groups
REBRANDING - GASTRONOMY
What is the purpose of the food festival
Showcase areas food and drink producers.
Invite visitors to explore Ludlow
REBRANDING - GASTRONOMY
Compare the number of visitors to Ludlow in the 1999 food festival and the 2010 food festival
1999 - 6000
2010 - 21 000
REBRANDING - GASTRONOMY
What are Gastrotourists
People who travel to area for good food
REBRANDING - GASTRONOMY
How many local food producers get to show their products
150
REBRANDING - GASTRONOMY
What happens at Ludlow food festival
Local food producers show off products
Trails around the town
Demonstrations, talks, workshops, children’s activity
REBRANDING - GASTRONOMY
How many festivals are now held in Ludlow
Two - spring and autumn
REBRANDING - GASTRONOMY
What is slow food
Good quality and healthy food, Clean production, fair working conditons
REBRANDING - GASTRONOMY
When was Ludlow named a slow food town, why was this a big deal?
2005 - UK’s first slow food town
REBRANDING - GASTRONOMY
What does the title local to Ludlow represent
Promotes food and drink produced within 30 miles of Ludlow
REBRANDING - GASTRONOMY
What is the aim of the local to Ludlow campaign?
Reduce environmental cost of food production (food miles), support local economy
REBRANDING - GASTRONOMY
What does a producer have to do to become ‘local to Ludlow’
Organise Ludlow Market, on the second and fourth Thursday every month.
Promote and support local food and drink producers
Reduce environmental impact
REBRANDING - GASTRONOMY
What is the Ludlow Farm shop?
Oakly Park Estate - sells produce that is locally sourced on the estate
Selling beef, lamb, oil, honey, flowers, fruits, vegetables, wild deer (no natural predators, so numbers must be reduced this way)
REBRANDING - GASTRONOMY
What is a specialist food establishment
Shop selling high quality produce.
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What happened when Ludlow was named a culinary centre
Agglomeration of economies, many other food specialist shops relocated to Ludlow, all benefit.
Positive multiplier effect, people spend money in other sectors (hotels..)
REBRANDING - GASTRONOMY
What is Mr Underhill’s, what did this do to Ludlow’s reputation, when did it close?
Michelin starred restaurant, not even Manchester has one.
People will travel to come here, and spend money in other sectors (Positive multiplier effect)
Closed December 2015
REBRANDING - GASTRONOMY
What is the Mousetrap
Over 35 years - specialist cheese maker
Sell products online and in person.
Wedding ‘cake’ cheese
REBRANDING - GASTRONOMY
How has Ludlow’s reputation changed since the first food festival?
From a declining rural area to - the ‘culinary centre’
REBRANDING - GASTRONOMY
How has newspapers had an impact on Ludlow’s reputation
Daily telegraph and the times (read by affluent) portrays Ludlow as a culinary centre, many people see and believe this
REBRANDING - GASTRONOMY
Compare the percent of second home ownership in Ludlow in 2001 and 2008
2001 - 1.7%
2008 - 2.1%
REBRANDING - GASTRONOMY
Compare the percent of 60+ year olds in Ludlow in 2001 and 2011
2001 - 29%
2011 - 33%
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Compare the percent of Management and professional occupations in Ludlow in 2001 and 2008
2001 - 42%
2011 - 67%
REBRANDING - GASTRONOMY
What is the Chamber of commerce, local or external, what role did they have?
Local group, 1999, established food festival
REBRANDING - GASTRONOMY
What is the Ludlow food festival, local or external, what role did they have?
Local group, 1999, brings gastrotourists, showcases area, local food and drinks
REBRANDING - GASTRONOMY
What is the ‘Cittaslow movement’, local or external, what role did they have?
External, 2005, award for quality food, clean production, and fair wages. Ludlow was the first UK town to be awarded this
REBRANDING - GASTRONOMY
What is the Local to Ludlow campaign, local or external, what role did they have?
Local, promotes food and drink made in a 30 mile radius of Ludlow
REBRANDING - GASTRONOMY
What is the Ludlow farm shop, local or external, what role did they have?
Local, sells locally sourced foods, grown at the estate
REBRANDING - GASTRONOMY
What is the Specialist food establishments, local or external, what role did they have?
Local group, Mr Underhill’s, The mouse trap.
Creates a reputation, agglomeration of economies
REBRANDING - GASTRONOMY
What is the National Newspapers, local or external, what role did they have?
External agencies, +2009, creates a reputation/portrays as ‘food heaven’
REBRANDING - GASTRONOMY
Which has more of an impact on Ludlow, local or external groups
At the start (1999-2005), local, because they created the food festival, which started the rebranding process.
In later years (+2005), external groups promote area to wider area (national)
REBRANDING - GASTRONOMY
Where is Ludlow deprived the most
The Sandpits Estate
REBRANDING - GASTRONOMY
How badly deprived is the Sandpits Estate?
Bottom 40% of deprived areas in the country
REBRANDING - GASTRONOMY
What type of housing is the Sandpits Estate made from
Socially rented houses
REBRANDING - GASTRONOMY
Compare unemployment in the Sandpits Estate and regional average
Sandpits - 8.7%
Regional average - 4.6%
REBRANDING - GASTRONOMY
Has the Rebranding of Ludlow helped residents in the sandpit area
No - jobs in Ludlow are now high skill, with little low skilled jobs
REBRANDING - GASTRONOMY
What are the successes of Ludlow’s rebranding
Centre for gastronomy - good reputation - Michelin star restaurant
Slow food award
Food festivals - now two per year
Counter urbanisation - population increase
Agglomeration of economies
REBRANDING - GASTRONOMY
What are the negatives of Ludlow’s rebranding
Bottom 40% of deprived areas regionally
High unemployment
No jobs for low skills
Decrease in young - move to find other jobs
REBRANDING - MINING INDUSTRIAL DECLINE
Decline of China clay mine in south east Cornwall lead to the creation of what in 2001?
Eden project
REBRANDING - MINING INDUSTRIAL DECLINE
What is the Eden project
Tourist attraction in Cornwall. two large bio-domes, with a diverse collection of plants and flowers
REBRANDING - MINING INDUSTRIAL DECLINE
How much did the Eden project cost to fund
How much has it profited
cost £100 million,
Generated £2 billion since 2001
REBRANDING - MINING INDUSTRIAL DECLINE
Why is the Eden project more then just a tourist attraction?
The core - sustainable education centre
Big Lunch - community project
Eden degrees - Cornwall college - horticulture, plant science garden and landscape design
Geothermal wells - supply green energy
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Social positives
Over 9 million involved in big lunch per year, taking place in over 70 countries
employs around 400 full time staff - reduces Cornwall’s unemployment rate by 6%
Education
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Social negatives
Low wage, seasonal jobs
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Economic positives
Catering uses 2500 local suppliers
Local multiplier effect - each visitor spends around £150
Employment of 400 staff
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Economic negatives
Jobs are low wage and seasonal
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Environmental positives
Catering uses local suppliers - less food miles
constructed on brownfield site
Geothermal energy
Conservation of plant species
REBRANDING - MINING INDUSTRIAL DECLINE
Environmental negatives
Increased congestion and pollution
