RE-BRANDING

BACKGROUND, FIELDWORK, CONCLUSIONS

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  • Created by: Amy
  • Created on: 17-01-12 17:18

What is rebranding and why are seaside resorts in

Rebranding is the was a place is re-developed and maketed to gain a new identity. It may involve re-imaging and re generation. 

Why are they in decline?

  • Holiday makers have turned their backs on traditional English holidays
  • As summer ends, tourist numbers decline and there is no money brought in. 
  • environmental challanges 
  • outward migration of young people
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Why does Scarborough need re-branding?

Economic challenges:

  • high levels of un employment- seasonal employment
  • Low skill economy
  • poor transport connectivity 
  • physical isolation

Social challanges:

  • High levels of multiple deprivation 
  • high levels of poor housing conditions
  • Ageing population- out migration of young 

Physical Challenges:

  • Physical isolation 
  • Risk from climate change 


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Fieldwork to investigate economic problems in Scar

Primary data:

  • Clone town survey 
  • retail quality survey 
  • Questionnaires
  • Land-use survey 
  • recorded interviews

Secondary data:

  • Vision for Scarborough- report by Yorkshire Forward 
  • 2001 census- statistics in population ages and numbers
  • Scarborough Employer needs survey- scarborough borough council 
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Key players and their roles

People who lead the project and advise:

  • Yorkshire forward 
  • Scarborough Borough council 

Fundraisers and sponsers:

  • european regional development fund 
  • council 
  • yorkshire forward 
  • sport england 
  • town teams  

Local decision makers:

  • town team 
  • council 


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Ten towns of quality- one of the re-branding strat

  • cultural town
  • heritage town 
  • healthy town 
  • tourist town 
  • living town 
  • 360 town 
  • investment town 
  • learning town 
  • festival town 
  • confrence town
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Possible re-branding strategies

  • Themed events 
  • improving public transport 
  •  improving shopping quality 
  • use of sport and culture to attract inward investment 
  • Flagship attractions 
  • Use of technonogy 
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Using sport for regeneration

Japan olympics 2002

positives:

  • put a derilict area into a wealthy community 
  • it boosted the economy 
  • It attracted tourists and therefore increased money 

Negatives:

  • enviromantal issuses as destroying land 
  • stadium is not often used 
  • the community has to pay higher council tax to pay for it all
  • increased crime rates 
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Fieldwork:

Ghost town survey:

  • method:In core area of scarborough. recording the amont of vacant shops on a GOAD MAP. tOTAL POPULATION SURVEY ALONG TWO TRASNECTS EG. WESTBOROUGH. 
  • results:Average number of vacant shops 2.4%
  • 16% on aberdeen walk to 5.1% on Eastborough. Areas closer to town centre having more prdestrians so more money. 
  • Conclusion: In feb 2010, the guardian stated Scarborough had 2.4% vacant shops. Reason we may have different results is because they covered a wider area. from 2010 there has been 2 years of econimic probelms such as shops entering liquidation. Overlaps in maps may be another reason. more rebranding needds to take place and put them in a virtuus cycle. 
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Clone town survey

  • Method: total population survey, count number of inpependant shops and number of chain stores and record on GOAD MAP. 
  • Results:  37.2 average clone town score.- pheriphiral areas such as eastborough have lower rents so they have lower rents which allows independant shops. closer to a home town than clone town. 
  • Conclusion: 2005 the new economics foundation said it had a clone town of 19.8. may suggests rebrabding has had a big impact on since 2005. But still a border town so more room for improvement. we did not cover all of scarborough and this may have affected out results. may have miscalculated so we need to cover a wider area and let other people check calculations for accuracy. 
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Questionnaire

  • Method:  Selected participants usin systematic sampling throughout the town centre as it removes bias eg. every 5th person. 
  • MAKE UP RESULTS-
  •  CONCLUSION:  Could not use systematic samplying, so had to  asking people who we thought may help us.  many elderly people were asked and therefore made our results biased.  In conclusion regarding rebranding our results tentatively suggests to us that rebranding to some extent is working and it has been successful, however, there may be other factors involved in our results such as family and jobs.
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Retail quality survey

  • Method: quantitative technique. We then gave each aspect such as ‘quality of goods’ a subjective score. (on a scale of 1=poor to 5= good provision). Then once this was completed we found an average for the total retail quality score. After we had found our average
  • Results: 43/70- higher value- better 
  • Conclusion-  to some extent the retail quality is good, still room for improvement.  We can only make a partial conclusion to this though as we do not know what it was like before rebranding began, we have no data to compare it to.  For this survey, we could question the validity of our results as it was judged on our perception of Scarborough’s shopping quality and appearance. 
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Attraction potential survey

  • Method:  This is a quantitative technique in which it uses subjunctive adjectives or objective nouns. We used stratified sampling and visited a selection of locations. We scored each question, in our opinion, on how good or bad it was. With +2 been the best and  -2 been the worst. 
  • Results: 21/40
  • conclusion: could say it has been susessful, but the no traffic section: it could just be an extremely quite day. overall the town centre received quite a high score but there is still much more room for improvement. the results we got may not be a true refection on Scarborough’s town centre. As it was our perception on Scarborough that we used to score, the mark we gave may not be valid or an accurate reading
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