rcc - cultural & agri-development workshop case study presentation
TRANSCRIPT
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River Canyon CountryDecember 2012
Cultural and Agri-Tourism Development Workshop
CASE STUDIES
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A Taste of West Cork - Ireland
Regional Branding
• Food and Tourism• Retail marketing within region and external• Highly successful and effective• Improves local agricultural base
www.wcdp.ie
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Regional Branding– “achieving competitive
advantage through the use of the area’s unique image & identity”
• LEADER programme– integrated development
strategy– dedicated resources
• West Cork– Strong regional image– Local resource potential
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Food & Tourism Sector
• Importance to Local Economy
• Local Resource Potential • Sustainable Development• Potential for Added Value• Cultural Wealth• People = Place = Product• Owner-Managed
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Timeframe
• 1995 Planning & Development
• 1996 Concept Launch
• 1998 Commercial Launch
• 2001 Subscription Income
• 2002 LEADER+
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Geographic markets1
Tourism and Food members
05
101520253035404550
West Cork Cork City Rest ofIreland
UK Other
All Tourism
Food
%
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0
100
200
300
400
500
600
700
800
900
1998 1999 2000 2001 2002 2003 2004 2005
Food full-time
Tourism full-time
Full-Time Employment – Brand members
• Steady growth in employment reflects growing– Membership– Employment
at enterprise level
• Increasing importance of employment in food enterprises
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0
50
100
150
200
250
1998 1999 2000 2001 2002 2003 2004 2005
Food part-timeTourism part-time
Part-Time Employment – brand members
• Part-time employment is more in the tourism industry
• Steady growth in p/t employment also reflects growing– Membership– Employment
at enterprise level
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Martinborough – Waiarapa region New Zealand – reinventing a town
• Rebuilding a heritage town
• Building on unique factor and creating unique tourism experience
• One person can make a difference!
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Unique town square and attractive location
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HYDEN – Case Study of a self-reliant and entrepreneurial community
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HYDEN – at the end of the rail‐line
• 340 km east of Perth – 5 hours drive
• Population 400
• Settled in 1920’s
• Wheat and grain farming area – large scale and remote
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‘The Wave Rock Experience’Creating a world famous tourism destination
• 2,700 million years old natural rock formation
• This feature measures 15 metres high and 110 metres around a granite cliff
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CREATING THE HYDEN TOURISM DEVELOPMENT COMPANY
• It began with the establishment of a caravan park, followed by cabins, hire vans and has now grown into the Wave Rock Motel complex – a $5 million facility.
• The Company has promoted Wave Rock such that it now attracts 160,000 people per year
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‘The Wave Rock Experience’
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Creating the next stage – an international airport and lakeside resort!
This initiative has resulted in a facility that attracts up to seven planes a day.
The company shareholders have never taken a dividend –they prefer to invest in their own community.
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Hyden Business Development Company
• Local farmers (23 families) have each contributed as registered equal shares
• The company supported the establishment of 5 new businesses in Hyden.
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Impact and Benefits• Tourism has generated 70 jobs • The town has 100% full employment • Over 80% of the tourism jobs employ
people under 30 year old• Wave Rock Prime Beef – a quality driven
cooperative marketing initiative aimed at making Hyden the ‘Beef Capital of the Wheatbelt’
• New tourism attractions - by young local entrepreneurs, eg: Stargate Observatory, Steel Fabricator, Supermarket
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The Tin Horse Highway
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Kulin Bush Races – Case Study
Kulin is a small country town (pop approx. 300) about 4 hours drive east of Perth.
• It has created a major tourist event – each year in October they hold the Kulin Bush Races.
• Nearly 4,000 people travel to Kulin and stay for the race weekend.
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Shire Logo – creating the Bush Races theme
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Town entry signs
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Kulin created the first Community Bank in Western Australia
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Community-built water park
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Corrigin – Case Study
‘Dog in the Ute’ – world record holder
Town planning committee ‘Corrigin – Our Future Committee’ decided to put Corrigin on the map.
• Created a world record attempt at the number of ‘dogs-in-utes’ event.
• Had over 2000 entries• Created national publicity• Now national competition with Victoria
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Corrigin Dog Cemetery
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The Dog in the Ute Competition
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Town entrance signs
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INNOVATION IN AGRICULTURE AWARDS
WINDMILL FLOUR – BRENDAN GRYLLS
Corrigin WA
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Regional produce – yabbies
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Wheatbelt Regional Cuisine
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Kellerberin Art Space - Case Study
Kellerberin is a small country town (pop approx. 200) about 3 hours drive east of Perth.
• It has created an international art space to attract international artists to the town.
• Creates a global presence for a small wheatbelt town.
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Kellerberin – creating a global presence
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Committed groups - unfocused
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Committed people – focused