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Cultural and Agri-Tourism Development Workshop CASE STUDIES River Canyon Country December 2012
A Taste of West Cork - IrelandRegional Branding• Food and Tourism• Retail marketing within region and external• Highly successful and effective• Improves local agricultural basewww.wcdp.ie
Regional Branding – “achieving competitive advantage through the use of the area’s unique image & identity” • LEADER programme – integrated development strategy – dedicated resources • West Cork – Strong regional image – Local resource potential
Food & Tourism Sector • Importance to Local Economy • Local Resource Potential • Sustainable Development • Potential for Added Value • Cultural Wealth • People = Place = Product • Owner-Managed
HYDEN – Case Study of a self-reliant and entrepreneurial community
HYDEN – at the end of the rail‐line • 340 km east of Perth – 5 hours drive • Population 400 • Settled in 1920’s • Wheat and grain farming area – large scale and remote
‘The Wave Rock Experience’Creating a world famous tourism destination • 2,700 million years old natural rock formation • This feature measures 15 metres high and 110 metres around a granite cliff
CREATING THE HYDEN TOURISM DEVELOPMENT COMPANY • It began with the establishment of a caravan park, followed by cabins, hire vans and has now grown into the Wave Rock Motel complex – a $5 million facility.• The Company has promoted Wave Rock such that it now attracts 160,000 people per year
Creating the next stage – an international airport and lakeside resort!This initiative has resulted in a facility that attracts up toseven planes a day.The company shareholders have never taken a dividend –they prefer to invest in their own community.
Hyden Business Development Company• Local farmers (23 families) have each contributed as registered equal shares• The company supported the establishment of 5 new businesses in Hyden.
Impact and Benefits• Tourism has generated 70 jobs• The town has 100% full employment• Over 80% of the tourism jobs employ people under 30 year old• Wave Rock Prime Beef – a quality driven cooperative marketing initiative aimed at making Hyden the ‘Beef Capital of the Wheatbelt’• New tourism attractions - by young local entrepreneurs, eg: Stargate Observatory, Steel Fabricator, Supermarket
Kulin Bush Races – Case StudyKulin is a small country town (pop approx. 300)about 4 hours drive east of Perth.• It has created a major tourist event – each year in October they hold the Kulin Bush Races.• Nearly 4,000 people travel to Kulin and stay for the race weekend.
Corrigin – Case Study‘Dog in the Ute’ – world record holderTown planning committee ‘Corrigin – OurFuture Committee’ decided to put Corriginon the map.• Created a world record attempt at the number of ‘dogs-in-utes’ event.• Had over 2000 entries• Created national publicity• Now national competition with Victoria
Kellerberin Art Space - Case Study Kellerberin is a small country town (pop approx. 200) about 3 hours drive east of Perth. • It has created an international art space to attract international artists to the town. • Creates a global presence for a small wheatbelt town.