Cornwall Need For Rebranding

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Cornwall Need For Rebranding

  1. 1. Cornwall – Rural Rebranding
  2. 2. Identifying the need Current issues 1. The decline in rural services Gorran Garage – closed 2001
  3. 3. Gorran Garage – now
  4. 4. Villages without shops or services
  5. 5. Where there’s tourism, services survive Grocers Café Post Office Holiday flat to let Bakery
  6. 6. The seasonal economy
  7. 7. … .. and seasonal unemployment
  8. 8. Tourism is a volatile industry
  9. 9. Traditional industries face difficult times Livestock Farming, Fishing, China Clay, Tin Mining
  10. 10. There are signs of economic diversification
  11. 11. But there are indicators of real deprivation
  12. 12. But competition for this sort of property is great ….. 5. House prices … cheaper than London
  13. 13. And property prices are higher and rising more quickly than the UK average
  14. 14. … caused by a booming retirement market Note the youth ‘brain drain’ and the high % of over-50s
  15. 15. And the lowest wages in England and Wales make property hard to afford
  16. 16. Re-branding – how to brand a ‘new image Mini-breaks – especially in winter. The need for ‘ pump-priming’ – new funding to help boost investment. Hence Objective One, granted to Cornwall in 1999. A focus on – a) new visitors – to lengthen the tourist season b) what Cornwall does well – the coast, environment, food. A younger market – singles as well as familiies Brand Cornish attractions as ‘destinations’ How?
  17. 17. How Objective One works: Match funding <ul><li>Investors set up (for example) £20 000 of their own money </li></ul><ul><li>Obtain a bank loan to match £20 000, making £40 000 </li></ul><ul><li>Bid to local councils to match it to make £80 000 </li></ul><ul><li>Bid to the South West Development Agency to match it </li></ul><ul><li>to £160 000 </li></ul><ul><li>Finally, bid to Objective One to match it to create £320 000 </li></ul>
  18. 18. Using the money The Eden Project Turning this ……..
  19. 19. …… into this So … how successful has it been?
  20. 20. Fifteen Extreme Academy South-West Film Studios Combined Universities Cornwall Lobb’s Farm Shop ‘ The Beach’ Eden Project Gaia Centre – Delabole

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