Strategic Development of the Industrial Powerhouse Product - Rebanks Consulting

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Strategic Development of the Industrial Powerhouse Product - Rebanks Consulting

  1. 1. Strategic Development of the Industrial Powerhouse Product Copyright® Rebanks Consulting Ltd. Reproduction in whole or in part of any content in this presentation including images, graphics, logos, and written content is an infringement of copyright.
  2. 2. All she thinks about is money Why should I support his silly hobby? What is this relationship? Economic development Heritage Do we really belong together?
  3. 3. Manufacturing Agriculture Tourism Nuclear Service Sector Public Sector Creative and Cultural Financial Services Comparative Performance Allocation of Resources
  4. 4. What do I know? “Excellent piece of work” ICOMOS “Paradigm changing” “Very excellent” UNESCO
  5. 5. So what is Industrial Powerhouse exactly? An idea/story/stories 40,50 or 90 attractions A marketing campaign/Website A collection of cultural attractions An attraction investment programme But it needs to be a coherent product…
  6. 6. D.I.V.O.R.C.E. Approach
  7. 7. M.A.R.R.I.A.G.E approach
  8. 8. 200th anniversary of birth of Elisabeth Gaskell – BBC celebration Industrial Developing Revolutionaries Sept 2010 People’s Real People – Real Lives Mar 2010 Major Project History Museum Exhibition – Bolton Museum, 2011 2012 Olympics launched Harris Art Permanent Exhibition Gallery Preston 2009 2010 2011 2012 150th anniversary of invention of internal Launch of New Global Threads – combustion engine Museum of Liverpool Cultural Olympiad project Launch of Refurbished MOSI, Manchester Industrial Powerhouse Timeline
  9. 9. The Walker International 396,000 Slavery Museum 410,000 National Museums The Lowry Manchester Museums Liverpool 841,000 Consortium 1.5 million 2.3 million Merseyside New Maritime Museum Museum of 1 million Liverpool MOSI 852,000 TATE Windermere IWM Liverpool Manchester Lake Cruises 245,000 Art Gallery 1.1 million 1.2 million 394,000 visits Blackwell Ellesmere Port Boat Museum Anderton Boat Lift URBIS Bolton Haig 70,000 260,000 Museum Mine People’s History 310,000 Museum Quarry Harris Helmshore Bank Mill 250,000 Mill 160,000 Queen Street Tatton Mill Park 17,000 770,000 So what are the key IP attractions?
  10. 10. Cumbria the Lake District INDUSTRIAL ANTIDOTE Lancashire and Blackpool Merseyside MONEY MADE/MONEY INDUSTRIAL SPENT TRADE, SLAVERY AND MIGRATION – CONTEMPORARY CULTURAL Greater Manchester Cheshire East ORIGINAL MODERN, INDUSTRIAL CITY, CANALS/ CONTEMPORARY TRADE CULTURAL Cheshire DESTINATION West TEXTILE/ FASHION
  11. 11. Touchstones Bolton Helmshore Mill Queen Weavers Triangle The IP Molecule Street Oldham Museum Mill Industrial Powerhouse should be the stimulus to see these things as parts of a larger/better Harris Blackburn product… Museum Museum The connection that propels people from one site Rochdale to another… Pioneers The glue that binds disparate bits together into a strategy for effective development… Key attractions Key destinations The marketing that sells the whole and the bits. Key stories Macclesfield Ellesmere Port Quarry Silk Museum Boat Museum Bank Mill Anderton Boat Lift Paradise Heritage Mill Boatyard Project
  12. 12. Conditions for growth… Quality of collection/site Support of local authority Management Logistics/site potential Reputation Ambition Product has to be good for marketing to work!
  13. 13. Logistics dictate the reality… Some sites developed for… Local benefit/impact Regional/National/ International impact Markets are defined by logistics and specifics…
  14. 14. E.g. Pennine Lancashire – Actions Identify - Local, Regional, National Sites Revolution Project – Metaphor 2010 Support accordingly Projects – Revolution Analysis Develop ‘gems’ for the future – Queen St Mill Invest in major impact scenario – 2011-12 Heritage is bigger than museums/mills…
  15. 15. The Future New ambition for the future Better integration of past and present Develop community/social value Develop economic/cultural/arts value Industrial Heritage is the ‘cultural glue’ Binds places together – the soul of this place
  16. 16. The trouble with industrial heritage…
  17. 17. European Film Awards 2010 Jahrhunderthalle - Former gas power station of Bochum’s steel mills, Essen
  18. 18. iPEEP Project
  19. 19. Pompidou Metz Dundee V&A – £47 million – 500,000 visitors, 900 indirect jobs
  20. 20. British Museum – £135m extension planned
  21. 21. Abu Dhabi - $27 billion Guggenheim, Maritime Museum, Performing Arts Centre… Abu Dhabi Louvre - $500 million for name rights - $546 million for 10 years expertise - $52 million to build collection
  22. 22. Abu Dhabi – A $27 billion reminder… Cultural heritage - some places have to buy it… but why bother…
  23. 23. Because everywhere sensible wants to avoid being caught in the ‘Clone Trap’… “There are over 1,000 locations in Europe alone, all promoting exactly the same thing, looking identical and representing themselves in similar ways – through pictures of people playing golf, people in call centres, airplanes taking off. These places have become commodities, indistinguishable from one another and offering little or no added value” Sean Young of Locum Consulting
  24. 24. Because culturally-motivated visitors spend more… •16% of Staying Visitors Familiar Families •Current 2 Year Value £4,395 •Trip Spend £788 •14% of Staying Visitors Cultured Families •Current 2 Year Value £3,969 •Trip Spend £955 Frequent Adventurous •16% of Staying Visitors •Current 2 Year Value £3444 Independents •Trip Spend £643 •15% of Staying Visitors Old Scenery Watchers •Current 2 Year Value £2,490 •Trip Spend £557 •17% of Staying Visitors Wilderness Couples •Current 2 Year Value £2,290 •Trip Spend £539 •22% of Staying Visitors New Explorers •Current 2 Year value £1,541 •Trip Spend £745
  25. 25. Because new technologies and ideas make this work better than ever before…
  26. 26. Because if we don’t others will…
  27. 27. Because this story is our ‘cultural glue’ it binds our places and stories together…
  28. 28. Because this our story…
  29. 29. These are the places that invented the modern world – a global epicentre This isn’t about the past, its about the future… But we need your help.

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