rebranding. why has the british seaside declined
TRANSCRIPT
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Downfall of the British seaside
REBRANDING
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Create a mind map
Why has the British seaside declined
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Add to your ideas
Read the article ‘weathering the storm’ from the Guardian and add to your mindmap
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Using what you know about rebranding so far how could these places rebrand for the 21st century
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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.
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Walton-on-the-Naze, Essex
Walton-on-the–Naze has the longest beach in Essex and the second longest pier in the UK.
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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
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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
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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