RCC - Cultural & Agri-Development Workshop Case Study Presentation

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RCC - Cultural & Agri-Development Workshop Case Study Presentation

  1. 1. Cultural and Agri-Tourism Development Workshop CASE STUDIES River Canyon Country December 2012
  2. 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. 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. 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. 5. Timeframe• 1995 Planning & Development• 1996 Concept Launch• 1998 Commercial Launch• 2001 Subscription Income• 2002 LEADER+
  6. 6. Geographic markets1 Tourism and Food members %5045403530 All Tourism25 Food201510 5 0 West Cork Cork City Rest of UK Other Ireland
  7. 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. 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. 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. 10. Unique town square and attractive location
  11. 11. HYDEN – Case Study of a self-reliant and entrepreneurial community
  12. 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. 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. 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. 15. ‘The Wave Rock Experience’
  16. 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. 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. 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. 19. The Tin Horse Highway
  20. 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. 21. Shire Logo – creating the Bush Races theme
  22. 22. Town entry signs
  23. 23. Kulin created the first Community Bank in Western Australia
  24. 24. Community-built water park
  25. 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. 26. Corrigin Dog Cemetery
  27. 27. The Dog in the Ute Competition
  28. 28. Town entrance signs
  29. 29. INNOVATION IN AGRICULTURE AWARDSWINDMILL FLOUR – BRENDAN GRYLLS Corrigin WA
  30. 30. Regional produce – yabbies
  31. 31. Wheatbelt Regional Cuisine
  32. 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. 33. Kellerberin – creating a global presence
  34. 34. Committed groups - unfocused
  35. 35. Committed people – focused

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