3. Doncaster has traditionally been a prosperous area due to its
which has been important since Roman times. It sits
on the River Don, has the M1, A1 and M18 nearby, is on the East
Coast Mainline, has Doncaster Sheffield Robin Hood Airport just a
few miles away and is within easy reach of Sheffield, Lincoln, Leeds
and the Humber ports.
STRATEGIC
LOCATION
4. The town developed as a strong industrial centre in the 19th and
20th centuries based on coal and communications which saw
many people arrive to grow its population. Coal was at the heart
of
as it used the River Don and Don navigation to move the ‘black
gold’ to the steel centres of Sheffield, Rotherham and Scunthorpe.
Alongside coal came other industries such as glass production,
wire rope making and the town became a base for locomotive
and carriage building with the Mallard and Flying Scotsman being
perhaps the most famous engines made there.
DONCASTER’S
EXPONENTIAL
GROWTH
6. The demise of coal mining in the late 20th century had a knock on
effect for other industries, employment and confidence. In recent
times Doncaster has been re-inventing itself with regeneration
schemes; Lakeside which is home to housing, businesses,
leisure facilities and Doncaster Rovers; the Frenchgate shopping
centre and transport interchange; the Waterdale civic and
cultural quarter; and is about to develop a European Tour standard
golf course.
From an economic perspective Doncaster has built on its DNA
as it creates a new economy with a number of major, high-tech
logistics businesses taking advantage of its proximity to urban
centres and fantastic road, rail and air connectivity and it is
embracing being the
with the new National High Speed Rail College, leading-edge
rail businesses and Doncaster International iPort as a vital
intermodal terminal.
‘FUTURE
OF RAIL’
7. Doncaster is a place that’s
businesses, population, young people, visitors, students
and in confidence.
GROWING
11. We’ve taken a long hard look at our town and area so we know what’s
special about Doncaster and can be clear what we need to focus on in
order to be thought about and chosen. We’re clear on why
WE ARE SPECIAL
and how we are different.
12. Our new story explains what Doncaster has to offer, captures the
essence of the area and will be what puts us ‘on the map’ for all
the right reasons. It is unlikely that the words we use to represent
this new thinking will be seen by our ‘customers’ – they’re not
marketing slogans but instead describe the essence of the
‘NEW
DONCASTER’
13. They will determine how we develop our offer through the way
we communicate, what we build, the environment we create and
the way we behave.
Whilst some elements describe what we have and the way we are
now, they also reflect what we want and need to be in the future;
so our approach is both
in a reality that can be seen today.
ASPIRATIONAL
& ROOTED
16. THE BUSINESS
OF CONNECTIVITY
At a time of larger economic areas where places are coming together
to create critical mass by seeing how they complement each other
Doncaster has a fantastic opportunity to leverage and exploit its
location and relationships as it has done for hundreds of years.
17. Clearly, as it looks west it has a close and important relationship
with Sheffield, but Manchester must also be on the radar given
its pivotal role in the Northern Powerhouse and the Peak District
adds that beautiful
experience; to the south, London is just 90 minutes
away and just down the road is the growing city of Lincoln; to the
north is the financial services city of Leeds, and given the location
driven, logistical role Doncaster is developing, the Humber Ports
must be a vital link.
‘QUALITY
OF LIFE’
in what is a polycentric economic geography.
‘ENERGISING
THE EAST’
Doncaster is at the heart of these relationships but given
its much admired public and private sector leadership it can play
a big part in bringing people together and really
18.
19. It’s also vital that Doncaster makes the most of the expansion of
the airport as the European destinations it links with are as near
if not nearer than London and offer a whole new market whilst
also often acting as international hubs.
Doncaster is also building a business base based on its
communications and strategic position as it has before with
such as Amazon, Next, Tesco, Ikea and B&Q choosing the area
to locate their state of the art enterprise centres. This isn’t basic
distribution with sheds and low skilled jobs - this is high end,
integrated, IT driven logistics and sophisticated supply chain
services and solutions.
MAJOR
BRANDS
20. Importantly, Doncaster is also looking to ensure its successful
surrounding attractions such as the
are properly connected to a town centre that is a food, drink and
leisure destination for families and professionals.
RACECOURSE
YORKSHIRE WILDIFE PARK
GOLF COURSE
EUROPEAN TOUR
& LAKESIDE
22. LEISURE
LEADERS
Doncaster is at the heart of a significant and growing cultural
and visitor offer that will further develop with a focus on quality,
family related activity. An example of this has been the highly
successful staging of the Tour de Yorkshire which saw phenomenal
crowds, enthusiasm and excitement. Lakeside has the potential
to build on its success in holding major jet-ski events with
international standard action and the consequent media coverage
that will bring.
23. Doncaster racecourse has developed into a major entertainment
venue in its own right bringing international acts to the area and
each year it hosts the
flat race which is the oldest of Britain’s classics. In fact the town
is a major equine centre with horses being bought and sold at
bloodstock sales for huge sums of money.
If it’s animals you like The Yorkshire Wildlife Park is a rapidly
growing attraction and is the
walk through wildlife adventure. Rossington Hall is being
developed into a
destination and tournament venue with a
view to it holding European events in the next 5 years.
Doncaster football has benefitted from a new community sports
stadium and also has a very successful ladies team, the Belles.
There is no doubt that Doncaster will be on people’s lips for many
different sports in the years to come.
ST LEGER
UK’S NUMBER ONE
EUROPEAN
TOUR GOLF
24.
25. The town also benefits from being located with
on the doorstep including the Peak District National Park, and
this is a tremendous resource for walking, cycling and holidaying.
There are a number of historic houses in the area such as
Cusworth Hall and many attractive villages and towns to visit and
enjoy such as Bawtry.
BEAUTIFUL
COUNTRYSIDE
27. In the heart of Doncaster
has been opened as a £22 million
with a significant auditorium, different studios and is the anchor
for a new cultural and civic high quality centre. The town has also
had a popular and award winning market for hundreds of years
and it is one of the largest in the north receiving praise from
celebrity chefs and loyal customers alike.
ARTS VENUE
CAST
28.
29. BEACON FOR
SKILLS AND
ASPIRATION
Doncaster is re-inventing itself and whilst some of that is based on
what it has been known for and in its DNA, it is still challenging,
takes time and the hardest part is taking the people of the area on that
journey. The town is seeking to deliver on its promises, demonstrate
by ‘doing’ and engaging differently wherever it can; delivering the
new link road to the airport, creating iPort, winning the National High
Speed Rail College and holding a stage of the Tour de Yorkshire are
all testament to that.
30.
31. No amount of slick marketing will make people become
aspirational, they have to see and feel ‘change’, benefit from
what it brings and want to be part of it. All places have their time
and there’s no doubt that Doncaster is
There is a national need and desire to improve skills (linked to
aspiration) especially amongst young people, yet most places
haven’t got past that being an unfathomable challenge; Doncaster
might not have all the answers but it does have a plan and
successes to point to.
‘RIDING
THE WAVE’.
32. STRONG
UNIVERSITY
ENVIRONMENT
Whilst Doncaster might not have a university (yet) it is surrounded
by and part of a
that it can link to and take advantage of including the University
of Sheffield, Sheffield Hallam University, University of Lincoln,
University of Leeds, Leeds Beckett University, University of Hull
and the University of Huddersfield.
Doncaster is in the final stages of establishing an Advanced
Engineering and Digital Design University Technical College.
This would have a focus on advanced manufacturing, rail,
construction & infrastructure and digital design providing routes
to these most significant areas of employment growth locally,
nationally and internationally.
33. Doncaster was also successful in winning the National High
Speed Rail College to train young people who will deliver
HS2 and future rail infrastructure projects and the first
students will walk through the doors in September 2017.
Doncaster was successful because of the excellent links
to established and successful rail industry businesses,
this is an industry that is in the ‘blood’ of Doncaster and
the initiative will usher in a new generation of engineering
and manufacturing across the area.
To make sure that Doncaster is doing everything it can to
and the economy it has set up an Education Commission to better
align education, skills and employment. This has the aim of raising
attainment levels and ensuring that young people have the right
skills for the new jobs being created in the area.
GROW
YOUNG PEOPLE
34. Doncaster College and the University Centre which is a
partnership with the University of Hull occupy two campuses
with over 30,000 students and 1,000 staff in the heart of the
town and as a flagship of the waterfront regeneration area.
The University Centre is a first step towards there being a
University of Doncaster. The town also boasts the
which is the northern centre of excellence for
training in the horse racing industry.
When it comes to learning, skills, growing young people and
growing the economy Doncaster has tangible ambition but most
importantly it has a story (and successes) to tell about how it’s
going to get there.
NORTHERN
RACING
COLLEGE
37. The
is an emotional statement of intent for Doncaster and the
surrounding area that sits above and alongside the themes.
It projects what the place is about, what it stands for and
what matters. This is not a strap line or marketing message it is a
‘strategic signature’ for Doncaster.
‘BIG IDEA’
39. Many places have the aspiration to be a city but for most this is about
being given the status which in reality changes nothing. Doncaster
acts like a
CITY
has the public and private sector leadership of a city,
hastheconfidenceandambitionofacityandseekstoinfluencelikeacity.
40. Doncaster has got some challenges but far less than most and
one of the biggest is to recognise and celebrate its successes, its
businesses, its public sector, its people. It has a great story to tell
of thinking bigger and wider, of taking risks, creating a
approach for what it does, of truly engaging and involving
business, of a pro-active approach to growing young people,
of putting
at the heart of what it does and of growing the economy.
‘PLACE LED’
‘QUALITY’
