1. Rural rebranding case studies:
Great Plains, Buffalo National Forest Newstead Village and Wirksworth Book festivals/Flicks Foodie tourism
Commons Cast in the sticks
Why rebranding is Ideas for rebranding the Ideas for rebranding to Ideas for rebranding Ideas for rebranding Integrated projects in
needed, how places re- countryside focusing on create a sense of identity towns focusing on culture, towns focusing on the post-production
invent and market leisure and tourism. and community, why festivals. Rural tourism culture. Rural countryside, adding
themselves by re- Why rebranding is rebranding is needed, Rebranding players. diversification in post- value locally, rural
imaging to attract work, needed. Role of players. profile of place in need of Integrated projects in post productive countryside. tourism promoted via
residents and visitors Success of rebranding production countryside, Using innovative arts the media
implementing rural using innovative arts. projects
rebranding (adding
value, diversification,
environmental
improvements)
Problems: out Countryside commission Deprived community since Old lead mining town, lead All designed to attract Should have done
migration, poor farming, idea 1991, National Forest coal mine closed: closed. Limestone quarrying visitors, provide activities your own research
remoteness, ageing Company set up 1995 to Unemployment, out still going but much reduced. /work/business for Food trails are where
population, harsh run it. Funding from migration, dereliction, low Caused unemployment, out locals. Good for people go around
DEFRA, EU and EMDA migration plus physical
climate (extremes and education attainment, community. various food
Former coal mining area, damage (dust, noise,
hazardous), “ghost 200 square miles, now 8 probs with young people. vibration, dereliction) left Should have done your producers/shops/
towns” million trees planted Won competition for Big behind. own research restaurants trying
Strategy: Buffalo (18.4% cover, three times Lottery funding £400,000 1970s Conservation order. Hay on Wye and food/drink (cider in
Commons, would allow before) to do: new visitor centre 1980s refurbishment of town Lowdham, Notts book Somerset, whisky in
them to roam free, can Farmers and other (self build sustainable), (Market Towns Initiative, festivals (Hay is biggest Scotland, cheese in
be used for meat and landowners got money to turn old pit spoil heap site Derbyshire County Council, national event, Lancashire, etc)
hide, can attract tourists plant (farmers were happy into park, create fishing EMDA) Lowdham small local) Increases sales of
(eg dude ranching, to get income in hard lakes (where people can Arts Festival September 2 Selling books, authors local produce, creates
where you play at times, Blackbrook) pay to fish for a day) weeks, gets national read from books/are tourism (which might
Good for sustainability coverage, attracts artistic
cowboys) develop Headstocks interviewed about not be seasonal like
(new species, green-house community to live, and
Buffalos are perfectly gas sink, access for festival. others (young professional books, sign books. most UK tourism)
adapted to the plains people, reduced derelict Cast fishing project is part commuters). Festival funded Flicks in sticks is about Food festivals – again
they can cope with land). People in Ashby of it. Using fishing as a by Arts Council, NOW (new people who would food is sold usually
winters and poor grass don’t see jobs but happy way of giving young people opportunities for Wirksworth) normally have to go to lots of local food
(unlike cattle!) with environmental employability skills runs it. Lots of activities (arts town/city for film have it stalls, plus events
Sustainable Conkers (former Rawdon (research, leadership, and architecture trail, events, brought to them (in (celebrity chefs come
Colliery site) 200,000 communication etc), street theatre, gigs, concerts, adapted bus or in church and do
visitors in 2010, Sponsored hopefully will reduce crime some free) hall), it’s about making demonstrations are
by Next, Eon, Toyota, lots and antisocial behaviour people feel better! interviewed, sign
of activities, sustainable,
and give hope! books, etc)
but less funding now, more
volunteers.