Cornwall rebranding case study

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  • Created on: 18-03-13 22:46
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CORNWALL
Why does Cornwall need rebranding?
Core and Periphery Theory: remote and rural areas such as Cornwall are poorly served by transport
infrastructure i.e. 5 hours' drive time to London. They are a long way from core markets and job opportunities
are fewer. This can lead to Depopulation due to the outmigration of the economically active `the brain drain'.
An ageing (regressive) population is being created due to retirement migration to coastal locations and rising
second home ownership creating a lack of affordable housing for locals.
Deprivation caused by lower wages ­ Cornwall has the lowest weekly wages in Britain (25% below weekly
average). 79% of workforce is tertiary ­ many in tourism which is low paid and seasonal, 67% of tourism
revenue leaks out of county.
Lack of rural services; there is opportunity (level of services), mobility (lack of public transport) and household
(low income) deprivation (Shaw, 1979) 29% of UK villages don't have a village shop, 29% of all rural settlements
have no bus services. Lack of a threshold population to sustain such services.
Deindustrialisation in the post production countryside ­ decline in traditional employments e.g. exhaustion
of tin reserves and decline in overall fish stocks caused by previous over-fishing. This creates a negative
multiplier effect, low spending power and less business opportunities.
Rural rebranding schemes in Cornwall funded by Objective one:
Extreme sports academy at Watergate bay, targeting a younger age group, offered courses in
surfing and wave skiing. This has attracted more people to Watergate Bay hotel which employed
50-60 people all year in 2006, compared to 15-20 in 2003, as a result of increased trade.
Jamie Oliver's fifteen restaurant, trains local young people from disadvantaged backgrounds in
catering skills, therefore encouraging social inclusion. Profits fund further training and development.
To develop a `knowledge economy', University College Falmouth an Exeter University joined
forces to create the combined Universities in Cornwall (CUC). The CUC helps graduates set up
businesses or secure jobs in knowledge-based companies in Cornwall, trying to cut the `brain
drain' of graduates leaving Cornwall.
Investment in Arts, culture and industrial heritage has been used to help attract tourists,
from the Hall for Cornwall in Truro, to the opening of Tate St Ives in 1993.
For small farmers income is low due to imported food becoming cheaper and the power of
supermarkets forcing prices down, therefore farmers have had to diversify in an attempt to
increase incomes e.g. by embracing tourism, focusing on higher value products which are directly
marketed, adding value (valorisation) and adopting eco-approaches. For example Lobb's farm shop
which generated over £600,000 in additional sales in three years and created 14 jobs, with more in
the summer months.
In March 2001, the Eden project which was built on a brownfield site (china clay Quarry), opened
to visitors. 1.9 million People came in the first year; within six months it was the UK's third most
visited attraction. It has created a positive multiplier effect for the local economy; each visitor
to the Eden project spends on average £150 in Cornwall. The Eden project employs 400 full time
staff, 75% of these were previously unemployed. In 2003, an average of 80% of Cornwall's
businesses said they felt that Eden had brought positive impacts for them and the Cornish
economy. HOWEVER, there is huge traffic congestion, very high carbon footprint, NIMBYISM
objections to proposed mega wind turbine and ironically it is a major source of pollution.
However, it hasn't all been successful e.g. South west film studios which received £2 million from
objective one and was to create 200 permanent jobs, went bankrupt in 2004.

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