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RCC Case Study
The document provides case studies on cultural and agri-tourism development in Ireland and Australia. Specifically, it summarizes initiatives in West Cork, Ireland that successfully branded the region's food and tourism through regional marketing. It also outlines case studies from small towns in Western Australia that leveraged local resources and culture to develop tourism, including Hyden which attracted visitors to Wave Rock formation, and Kulin which created an annual bush race event. The document shows how small communities can gain economic and social benefits by promoting local assets and unique identities.
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RCC Case Study
- 1. Cultural and Agri-Tourism Development Workshop CASE STUDIES River Canyon Country December 2012
- 2. A Taste ofWest Cork - Ireland Regional Branding • Food and Tourism • Retail marketing within region and external • Highly successful and effective • Improves local agricultural base www.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
- 5. Food & TourismSector • Importance to Local Economy • Local Resource Potential • Sustainable Development • Potential for Added Value • Cultural Wealth • People = Place = Product • Owner-Managed
- 6. Timeframe • 1995 Planning& Development • 1996 Concept Launch • 1998 Commercial Launch • 2001 Subscription Income • 2002 LEADER+
- 7. Geographic markets1 Tourism and Food members % 50 45 40 35 30 All Tourism 25 Food 20 15 10 5 0 West Cork Cork City Rest of UK Other Ireland
- 8. Full-Time Employment –Brand members 900 • Steady growth in 800 employment Food full-time reflects growing 700 Tourism full-time 600 – Membership 500 – Employment 400 at enterprise 300 level 200 100 • Increasing 0 importance of 1998 1999 2000 2001 2002 2003 2004 2005 employment in food enterprises
- 9. Part-Time Employment –brand members 250 • Part-time Food part-time employment is 200 Tourism part-time more in the tourism industry 150 • Steady growth in p/t employment 100 also reflects growing 50 – Membership – Employment 0 1998 1999 2000 2001 2002 2003 2004 2005 at enterprise level
- 13. Martinborough – Waiaraparegion New Zealand – reinventing a town • Rebuilding a heritage town • Building on unique factor and creating unique tourism experience • One person can make a difference!
- 14. Unique town squareand attractive location
- 17. HYDEN – CaseStudy of a self-reliant and entrepreneurial community
- 18. 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
- 19. ‘The Wave RockExperience’ 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
- 20. 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
- 21. ‘The Wave Rock Experience’
- 22. Creating the next stage – an international airport and lakeside resort! This initiative has resulted in a facility that attracts up to seven planes a day. The company shareholders have never taken a dividend – they prefer to invest in their own community.
- 23. 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.
- 24. 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
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- 26. Kulin Bush Races – Case Study Kulin isa 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.
- 27. Shire Logo –creating the Bush Races theme
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- 40. Kulin created thefirst Community Bank in Western Australia
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- 42. Corrigin – CaseStudy ‘Dog in the Ute’ – world record holder Town planning committee ‘Corrigin – Our Future Committee’ decided to put Corrigin on 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
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- 44. The Dog inthe Ute Competition
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- 46. INNOVATION IN AGRICULTURE AWARDS WINDMILL FLOUR – BRENDAN GRYLLS Corrigin WA
- 47. Regional produce –yabbies
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- 49. 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.
- 50. Kellerberin – creatinga global presence
- 55. Committed groups -unfocused
- 56. Committed people –focused