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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