rebranding. why has the british seaside declined

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