Holmforth- rebranding

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  • Created by: Amy
  • Created on: 18-01-12 10:12

Rebranding outline

The way in which a place is re-developed to gain a new identity

it may involve re-imaging and re-generation

re-imaging:

re-modling areas that have a negative or down side.

Re-generation:

Long term process involving economic, social and pyhsical action to reverse decline and create sustainable communities.

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Why are rural areas in decline?

  • decline in agriculture, decline in employment
  • lack of jobs means outmigration of the young
  • older generation taking over
  • services such as shops close down as people move away for work, creates economic problems.
  • media bias- boring, unfirendly
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Challanges for rural areas

  • Lack of transport
  • dissapaernce of rural services
  • changinf rural economic economy
  • affordable housing
  • depopulation
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Aims of rural rebanding

Step one:

  • reduce rural depopulation, balance depopulation sturcture.

Step two:how?

  • to attract new investments, tourists, and residents
  • promotion of rural area as a product.

Step three: aspects

  • revive a pr-exsisting area
  • differentiate a place from another area
  • associate with popular television series
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Why is Holmfirth attractive?

  • Outstanding scenery
  • Last of the sumer wine
  • food
  • wildlife
  • walking
  • traditional
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Last of the summer wine, ad'v and dv's

Advantages:

  • recieves great attention from the public
  • locals benifited from money spent by film crew
  • they fund souvenir shops
  • helps the local economy

Disadvantages:

  • Only a small village and cant cope with all tourists
  • Lack of parking for residents
  • lack of privacy for residents
  • Stops development and maintains a traditional view
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Holmfirth population

1991: 23, 394

2001: 25,047

Reasons why:

Pleasant senery, comutal village, last of the summer wine, new buildings.

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Field work.

Primary data:

  • Clone town
  • retail quality
  • attraction potential
  • vacant shop s
  • place check
  • questionnaire
  • tourist centre interview

Secondary data:

  • Census data
  • multipul deprivation index
  • local council documents
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Key Players in Rural rebranding

  • Eurpoean union
  • action with communities in rural england
  • natual england- gives farmers grants for various agricultural schemes
  • big lottery fund
  • heritage lottery fund
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Rural stategies to reband

  • Specalist food products- local identity
  • food towns and specalist markets
  • rural heritage and tourism
  • rural industry- developments such as spealist fuirniture
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Primary fieldwork results

Placecheck:

  • my oppinion is different to the elderly
  • older views are more developed
  • there is no recent developments so it needs to be improved

Attrction potential survey:

  • holmfirth achieved 23/34
  • looking closer at score, was given a plus two for almost everything. no rebrand needed

Environmental quality survey:

  • overall was very good achieveing 15/34
  • no rebrand needed but area can be improved
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Primary field work continued

Land use survey- vacant shop%:

  • 8% shops were vacant compared to national average of 12%
  • does not suggest a need for rebrand but could try and reduce that figure

Clone town:

  • 44- home town score
  • many independant shops and not many chains
  • no need for reband
  • chains were shops such as banks which ahev no individual compettiors so can not reband in this way
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continued

Questionnaire:

  • 51 residents, 41 visitors- high proportion of visitors suggest that tourism is successful. Are they there to visit though? )Bar chart)
  • 32 people lived in holmfirth for mor than 10 years- suggests people like holmfirth and wat to stay. No need for rebrand. (pie chart)
  • 59 people use farmers market, 53 use food and drink festival- food based suggests that a foodie rebrand is a good option. (web diagram)
  • LOTSW is not used by residents.
  • 34/92 were over 65. shows bias in our results, not representative
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Secondary data results

Home valley South ward data:

  • household income- 40,200 compared with national average of 34,400- suggets a prosperous settlement
  • standard hortality rates- 82 compared with 100 national average- suggesting a helthy population and long life expectancy area
  • GCSE RESULTS- A*-C- 75% COMPARED WITH NATIONAL AVERAGE OF 65%- suggets good education provision and a subsequently skilled work force

Holmfirth 2001 cenus data:

  • % no car- 18.4 compared with 26.8 national average- suggests a wealthy, prosperous settlement.                         
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