River Canyon CountryDecember 2012

Cultural and Agri-Tourism Development Workshop

CASE STUDIES

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

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

Food & Tourism Sector

• Importance to Local Economy

• Local Resource Potential • Sustainable Development• Potential for Added Value• Cultural Wealth• People = Place = Product• Owner-Managed

Timeframe

• 1995 Planning & Development

• 1996 Concept Launch

• 1998 Commercial Launch

• 2001 Subscription Income

• 2002 LEADER+

Geographic markets1

Tourism and Food members

05

101520253035404550

West Cork Cork City Rest ofIreland

UK Other

All Tourism

Food

%

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

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

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!

Unique town square and attractive location

HYDEN – Case Study of a self-reliant and entrepreneurial community

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

‘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

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

‘The Wave Rock Experience’

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.

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.

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

The Tin Horse Highway

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.

Shire Logo – creating the Bush Races theme

Town entry signs

Kulin created the first Community Bank in Western Australia

Community-built water park

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

Corrigin Dog Cemetery

The Dog in the Ute Competition

Town entrance signs

INNOVATION IN AGRICULTURE AWARDS

WINDMILL FLOUR – BRENDAN GRYLLS

Corrigin WA

Regional produce – yabbies

Wheatbelt Regional Cuisine

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.

Kellerberin – creating a global presence

Committed groups - unfocused

Committed people – focused