Rural Rebranding Players and Strategies L/O: To know who the “rebranding players” for the country side are L/O: To understand what strategies can be used to rebrand rural areas Starter Activity: Use your knowledge about what you already know about the British countryside. What types of problems are being faced? Make a list of ideas in your notes.

Problems faced by Rural Areas Low wages – Cornwall has the lowest weekly wages in Britain at 25% below the UK average Decline in Primary Employment – PE dominated until the 1970s. Decline resulted due to a combination of national and international causes creating the Post Production Countryside. Seasonal Tourism – Tourism has helped offset job loss but jobs are seasonal and the success of a season depends on the weather. Some money will be “leaked” elsewhere. Lack of Rural Services – 99% of areas that suffer from a lack of services are rural. E.g. 72% of UK villages don’t have a village shop and 29% have no bus service Lack of employment opportunity – Many young people in rural areas leave seeking better opportunities elsewhere and therefore create a brain drain.

Core and Periphery What does it mean? Where is the core? The Periphery? Why? What does this mean for rural areas?

Approaches Top Down Strategies – wealth from top – trickle down Bottom Up Strategies – small scale projects – development is limited in consultation with local people - more targeted to local needs. Appropriate Or Intermediate Technology – appropriate to the needs of the local people, affordable, little damage to the environment and promotes self sufficiency and local skills

Local Government National Government National Park Authority Private CompaniesPrivate Investors Not-For-Profit Organisations Tourist Boards Local Community The groups involved in rebranding rural areas are basically the same as those for Urban areas. The are however a few differences in the process: Less money is available: - Rural locations in need of rebranding are unlikely to generate as much money as urban areas as not many people will visit. - There is less interest from “big business” but there are exceptions, for example energy developments like NP and Wind Farms Planning permission: -With concern over the environment growing planning permission for rural areas can be harder to get then in a run-down urban area. - It is especially difficult to get permission in National Parks. NPA may not approve new building in order to preserve the landscape, even if the building would be good for rebranding.

Rural Rebranding Strategies The countryside offers a range of rebranding strategies for example identity, culture, heritage, farm diversification and new technologies. A “resource audit” is needed to determine the success of the rebranding process. There are a range of factors that are important in championing on rural and local distinctiveness: 1.Location – Proximity to an urban market is a commercial advantage but remoteness may attract people seeking peace and tranquillity. 2.Physical environment – attractive landscape, terrain suitable for certain activities, climate etc. 3.Cultural heritage – Historical buildings, mines (e.g. Gateshead art sculpture), railways and Local history, cuisine, traditions and festivals. E.g. Lake District is often called “Wordsworth Country” on account of the poet 4.Human capital – skills, capital, attitude, risk taking and leadership in the population of the area. 5.Social capital – the ability of local institutions and people to take effective actions together at the local level.

Technology and the Media can help with Rural Regeneration: The Internet People can move to rural areas and work from home even though high- speed broadband connections tend to be focused in densely populated areas. This can be improved e.g. The Scottish Executive and the Highland Islands Enterprise (HIE) have funded a £70 million project to connect every community to high speed broadband attracting small businesses who want a slower pace to life. Community Radio Radio can cater to specific needs discussing local issues in local dialect helping people to feel more connected helping to rebrand and make people feel more positive. This can help an area attract more visitors and investors. Stations can broadcast and areas positive factors and support local business. Films Rural areas can be rebranded into good locations for filming e.g. Stately homes are advertised for hiring by the National Trust which can be popular for period dramas like Pride and Prejudice. Filming can spark general interest and encourage more fans and tourists to visit.

Exam Style Question With reference to examples, examine the role of different players involved in the rebranding process (10m) Remember to give a balanced argument. underline key words and plan your answers