INTRODUCING DESTINATION WIRKSWORTHA BIG SCHEME WITH NO MONEY BUT TONS OF ENTHUSIASM

WHAT IS DESTINATION WIRKSWORTH?

• A grassroots campaign to promote Wirksworth, Duffield and the Ecclesbourne Valley as a place to visit

• The railway is a central part of the initiative and differentiates the campaign from the usual ‘Visit Arcadia’ format.

Why Bother?

1. The majority of the railway’s visitors are ‘civilians’

2. Wirksworth is a true destination and now back on the railway map

3. The railway offers a road-free southern gateway to the Peak District

4. The Ecclesbourne Valley offers great leisure opportunities in its own right

Why Now?

• The railway has operated to Duffield for two seasons–Maturing operation

• Wirksworth has a reputation for innovation but can be described as ‘unfocused’

• At this stage of the economic cycle, Wirksworth has an opportunity to ready itself for recovery

Wirksworth Then and Now

1989• The Wirksworth

Project

• Traditional Manufacturing

• Minerals extraction

• Dying railway

2012• The Wirksworth Festival

• Information, creative and high-tech industries

• Broadband and tourism

• Passenger railway

Strengths

• Wirksworth is a beautiful town• Derbyshire’s Gentle Valley• Proximity to the Peak District• Accommodation• Other attractions• Duffield is our gateway

Weaknesses

• Wirksworth– forever the bridesmaid?–much enthusiasm, little coordination

• Strong local competition– Ashbourne, Bakewell, Matlock– Stately homes– Industrial heritage

• The railway is still a tiddler

Passenger Figures

NYMR

SVR

WSR

Swan

age

BluebellGCR

KWVR

ELR

Churnet V

alley

Peak Rail EVR

050,000

100,000150,000200,000250,000300,000350,000 330,000

248,000220,000

202,000175,000

150,000 150,000

110,000

70,000 60,000

25,137

Passengers

Comparative Lines

Peak Rail

Northam

pton

Crickla

deEVR

GC(N)

Chinnor

Wall

ingford

Churnet V

alley

010,00020,00030,00040,00050,00060,00070,00080,000

60,000

20,00016,000

25,137

15,000 15,0009,700

70,000

Passengers

Opportunities• The railway is early in its development• Get in on the ground floor• The Ecclesbourne Valley is virgin

territory• Wirksworth has a growing presence as

an attraction• Rail travel is sustainable: railways

have returned to fashion• Midland Main Line: the ‘Sparkes

Effect’

Threats

• The economic cycle• The railway fails to ‘take off’• Wirksworth fails to get its act

together– Lack of focus– Empire-building

INTRODUCING IRIS:THE FACE OF DESTINATION WIRKSWORTH

THE DESTINATION WIRKSWORTH OFFERING

Wirksworth – A New Destination

Wirksworth – A Proper Destination

Duffield – A New Connection

Duffield – A New Connection

Duffield – A New Connection

Derbyshire’s Gentle Valley

We can offer:

• Traffic-free gateway to the Peak District• An unspoilt, historic town• Close proximity to a World Heritage Site• Real shops• A variety of walks from strolls to full hikes• A range of cafes and restaurants• Over 60 places to stay• 15 pubs selling Real Ale, most with food

How? – Three options

• Do nothing

• The Wirksworth and District Tourist Board

• Destination Wirksworth

Do nothing

• Costs nothing• Individual businesses fend for

themselves• Use the entrepreneurship of

individuals• Individually very agile• Cross-promotion is patchy• Provides no support framework• Divided we fall?

Wirksworth & District Tourist Board

• A great idea• Centrally-guided, centrally-funded

initiative • Run a coordinated campaign• Would require funding• Still relies on participation• Slow to set up (slow to react?)

Destination Wirksworth• “Just jolly-well do it”• An alliance of participants led by the

Railway• Railway has pump-primed initiative but

we are looking for sponsors• Internet-led, but now producing

material• The train is departing, you are welcome

to board!

Spreading the Word

Spreading the Word

Spreading the Word

Spreading the WordPOSTERS AT STATIONS AND IN SHOPS, PUBS ETC.

THESE NICE PEOPLE SELL THROUGH TICKETS TO WIRKSWORTH FROM THEIR TRAINS AND STATIONS…

Spreading the Word

A VISION FOR THE FUTURE

near

The Visitor Experience

• Through tickets to Wirksworth• The Wirksworth Hopper bus service• Real Ale and local guides to direct

visitors• Pre-booked accommodation• Walking tours• Steam trains!

This Needs To Be A Team Effort!