rebranding. why has the british seaside declined
TRANSCRIPT
Downfall of the British seaside
REBRANDING
Create a mind map
Why has the British seaside declined
Add to your ideas
Read the article ‘weathering the storm’ from the Guardian and add to your mindmap
Using what you know about rebranding so far how could these places rebrand for the 21st century
Model of tourism development Exploration: A small number of
tourists explore a new location, for personal adventure.
Involvement: Acceptance by the locals increases then the destination becomes more popular. Travel and accommodation facilities are improved.
Development: Local people become more involved and the area becomes established as a tourist destination, with a defined market. Package holidays begin.
Consolidation: Tourism has become an important economic and social activity. Resentment occurs. Numbers of tourists continue to rise but rate of increase slows down.
Stagnation: Increased local opposition to tourism, plus a growing awareness of environmental, social and economic problems, prevents further growth.
Rejuvenation: A secondary growth spurt brought about by a new impetus.
Walton-on-the-Naze, Essex
Walton-on-the–Naze has the longest beach in Essex and the second longest pier in the UK.
21st Century Walton-on-the-Naze
It is an ageing town inhabited by people who have retired there after happy holidays earlier in their lives
It is one of the most ‘top-heavy’ towns in the UK Many people live on pensions so have no money
for luxuries The town centre is a mixture of convenience,
charity shops and two funeral parlours
How should Walton-on-the-naze rebrand itself?
Your task is to decide how Walton-on-the-naze should tackle its image as the ‘waiting room for God’
In pairs you will assigned an option which you must then discuss and create a presentation on why this is the best solution
You will then have to present your ideas to the class
How should Walton Rebrand itself?Options
What? Why?
1 New Commuter Housing
2 Gentrification
3 The Sunshine Coast
4 Environmental Value
5 Flagship development
6 Retirement centre
7 Festival Town