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RCC - Cultural & Agri-Development Workshop Case Study Presentation

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  • 1. Cultural and Agri-Tourism Development Workshop CASE STUDIES River Canyon Country December 2012
  • 2. 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
  • 3. 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
  • 4. Food & Tourism Sector • Importance to Local Economy • Local Resource Potential • Sustainable Development • Potential for Added Value • Cultural Wealth • People = Place = Product • Owner-Managed
  • 5. Timeframe• 1995 Planning & Development• 1996 Concept Launch• 1998 Commercial Launch• 2001 Subscription Income• 2002 LEADER+
  • 6. Geographic markets1 Tourism and Food members %5045403530 All Tourism25 Food201510 5 0 West Cork Cork City Rest of UK Other Ireland
  • 7. Full-Time Employment – Brand members900 • Steady growth in800 employment Food full-time reflects growing700 Tourism full-time600 – Membership500 – Employment400 at enterprise300 level200100 • Increasing 0 importance of 1998 1999 2000 2001 2002 2003 2004 2005 employment in food enterprises
  • 8. Part-Time Employment – brand members250 • Part-time Food part-time employment is200 Tourism part-time more in the tourism industry150 • Steady growth in p/t employment100 also reflects growing50 – Membership – Employment 0 1998 1999 2000 2001 2002 2003 2004 2005 at enterprise level
  • 9. Martinborough – Waiarapa regionNew Zealand – reinventing a town • Rebuilding a heritage town • Building on unique factor and creating unique tourism experience • One person can make a difference!
  • 10. Unique town square and attractive location
  • 11. HYDEN – Case Study of a self-reliant and entrepreneurial community
  • 12. 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
  • 13. ‘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
  • 14. 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
  • 15. ‘The Wave Rock Experience’
  • 16. 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.
  • 17. 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.
  • 18. 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
  • 19. The Tin Horse Highway
  • 20. 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.
  • 21. Shire Logo – creating the Bush Races theme
  • 22. Town entry signs
  • 23. Kulin created the first Community Bank in Western Australia
  • 24. Community-built water park
  • 25. 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
  • 26. Corrigin Dog Cemetery
  • 27. The Dog in the Ute Competition
  • 28. Town entrance signs
  • 29. INNOVATION IN AGRICULTURE AWARDSWINDMILL FLOUR – BRENDAN GRYLLS Corrigin WA
  • 30. Regional produce – yabbies
  • 31. Wheatbelt Regional Cuisine
  • 32. 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.
  • 33. Kellerberin – creating a global presence
  • 34. Committed groups - unfocused
  • 35. Committed people – focused