Building Local Economies & Sense of Place - Kingsland - Simon - - PowerPoint PPT Presentation

Tourism & Urban Development: Building Local Economies & Sense of Place

• Kingsland -

Simon Milne, Carolyn Deuchar, Suzanne Histen, Veronica Palumbo, Cassandra Rakei, Romy Fischer, Doris Bell

Key themes

• We need jobs and strong communities

– Visitors have a role

• How do you attract and manage visitors?

– Information is vital (signage, Internet)

• Slow travel

– Enhance opportunities for interaction

• Network enterprises and destinations

– “We’re all in this together”

• Community support and engagement is essential,

tourism must sustain and enhance local quality of life

– “Communities will work for tourism if tourism works for communities”

Source: areeweb.polito.it/didattica/chimica/images

A traditional way of slowing tourists down

Add to the experience … ???

Source: Stuart Dredge (www.techdigest.tv)

Or give them some information on road …

Source: Interislander (www.interislander.co.nz/Our-Ships-And-Services/Kaitaki/iSITE.aspx)

Better still, give visitors the information they need before, during and after travel and ‘connect’ them as they travel …

Source: LPHS (www.lphs.school.nz)

‘Local’ matters …

• National and regional marketing and development

(top-down) need to be supported by local content, information and collaboration (bottom-up)

• Local stories and knowledge enhance the

competitiveness and uniqueness of communities and destinations (the fabric)

• Interactive tourists require interactive communities

Online Experience – Approach

Little information about Kingsland in these categories Good information about events in Kingsland

31 events are listed for Kingsland Good information about events and link to the event’s website

Online Experience – Summary National Level

• Information on Eden Park

speaks about Kingsland as a ‘vibrant suburb’

• One link to a local

accommodation provider

• Little information about

what to do in Kingsland

• Good list of events with

relevant details

• But little information is

given about e.g. accommodation, activities, attraction, things to do

www.newzealand.com www.nz.com

There is some good information on events in Kingsland and about the suburb’s vibrant flair

“vibrant funky suburb”

The main attraction of Kingsland seems to be connected to sports

Kingsland is presented as a recently renewed, ‘vibrant suburb’ These links are not currently working

Kingsland is not listed as a shopping area

Good presence of some local bars and restaurants, but they appear to be individuals rather than part of the ‘village’ Kingsland

“edgier, younger culture”

Very interesting information about free Wi-Fi Zone in Auckland Kingsland Train Station and the main street are included

Kingsland features in many Council initiatives

Online Experience – Summary Regional Level

www.aucklandnz.com

• Main attraction in Kingsland

seems to be Eden Park and spending time in ‘funky’ bars

• Good information on local

dining facilities

• Little information can be

retrieved on accommodation providers

www.aucklandcity.govt.nz

• Interesting information about

the Kingsland free Wi-Fi areas

• Kingsland features in many

Auckland Council initiatives

• Little information about what

to do in Kingsland

The local bars, dining and Eden Park are shown to be the main visitor attractions

Site provides more than 120 results for businesses located in Kingsland

Excellent results

• n the first page!

Link does not work Outdated information Good overview for what Kingsland offers Mentions the history

• f Kingsland

Excellent results on the first page!

Online Experience – Summary International Level

www.google.com

• Excellent results
• n the first page,

including Facebook page, Wikipedia and kingslandnz.com

www.wikipedia.com www.yahoo.com

• Good links,

including Facebook page, aucklandnz.com, kingslandnz.com, eventfinder.co.nz

Strong web presence that can attract visitors

• More information

about what Kingsland offers is encouraged

Good linkages between local businesses

• Good, interactive

page with a variety

• f pictures and up-

to-date information (esp. on events)

Online Experience – Summary Social Media

• Little information

that would draw a visitor to Kingsland

• Twitter account is

active and has followers, which is a good start

There is potential regarding YouTube and Twitter networks, however Kingsland’s Facebook presence is very strong

Good use of social networks

Site provides all the basic information a visitor needs for planning the trip

Online brochure with historical walk for visitors

Great information on local businesses

Site provides extensive information on Eden Park

Local businesses do not link back to kingslandnz.com

Kingsland links to Eden Park online, however Kingsland does not appear as a ‘friend’ of Eden Park

Online Experience – Summary Local level

• Very attractive home page, full of interesting content
• Excellent information about Kingsland’s history
• Good information about local events with a calendar
• Little linkage found between local businesses
• Lack of connection between local business websites

and kingslandnz.com

www.kingslandnz.com

A very good website that can draw visitors to Kingsland, however more linkages between local businesses would add to the experience

Onsite Experience from a visitor’s perspective

Onsite Experience – Sense of Place

Onsite Experience

• Kingsland’s bars give visitors the idea of a lively and vibrant nightlife
• Some old buildings along the main road capture a visitor’s attention,

but little information about them is provided onsite

• Good variety of shops, but lacks a village atmosphere
• There is a strong connection between Kingsland and Eden Park
• A visitor gets the impression of an edgy and young, but also homely

suburb

Sense of Place

Onsite Experience – Events & Activities

Onsite Experience

• Main things to do are shopping and passing time in cafés or bars
• Events in Kingsland and surrounding suburbs are being promoted by

bars and cafés

• Little information on Love Vintage & Retro market
• Nixon Park with its sports facilities is a nice place to spend time, but

more directions from New North Rd would be helpful

Events and Activities

Onsite Experience – Transport, Information & Connections

Onsite Experience

• Getting to Kingsland from CBD with public transport is fairly easy with

the bus stop and train station stating ‘Kingsland’

• Great sign to show you enter Kingsland, however the colour has faded
• Plenty of directions at train station that links to Eden Park, but little

was found within Kingsland

• Lack of signage with information for Nixon Park at most access points
• Free Wi-Fi signage is easily visible

Transport, Information & Connections

Onsite Experience – Local Businesses

Onsite Experience

• A variety of different cafés and restaurants (many offer free Wi-Fi)
• Home-ware and souvenir shops containing unique and interesting items
• Many businesses included ‘Kingsland’ in their shop name presenting a

sense of pride

• However, businesses seem to be individuals rather than a part of the

‘Kingsland team’

• Staff are welcoming and friendly

Local Businesses

A WAY FORWARD?

Mile End, Montreal

• Many internal links to retrieve

further information

• Interesting information on the

history and a good number of attractive pictures

Many references and external links

Local residents offer guided tours to visitors

The Montréal equivalent to aucklandnz.com

Searching ‘Mile End’ leads to a good number of diverse results

Phase 1

Identify What’s on the Web? Enhance How can these

• nline resources be

better linked? Meet Bring a group of key individuals/stakeholders together to improve and enhance existing web linkages and resources A low-cost option with immediate outcomes

Optimize existing resources

Phase 3 Phase 4 Phase 5 Phase 2

Phase 2

Optimize existing resources

Build human capital (skills, local capacity)

Phase 3 Phase 4 Phase 5

Create Train A group of people who can work to improve the web presence (on-line visibility) and also onsite information Local linkers and influencers

Phase 3

Help Enable the area to better understand its visitors and what they think of the experience of visiting Kingsland Uncover Find ways to support visitors to grow a relationship with Kingsland (information provision is key) Lay the foundation for a decision-support system

Optimize existing resources

Decision- support

Phase 4 Phase 5 Build human capital (skills, local capacity)

Phase 4

Develop Build on and develop themed trails, walks and activities, e.g. art, food, history Build links to more individuals/stakeholders

Optimize existing resources

Themed trails, meanders and activities

Phase 5 Decision- support Build human capital (skills, local capacity)

Phase 5

Optimize existing resources

Collecting ‘our stories’

Decision- support Build human capital (skills, local capacity) Themed trails, meanders and activities

Engage Sustained web-raising, community-generated digital content, stories, tips for travellers, local knowledge, traditional knowledge (e.g. biodiversity) Auckland’s ‘fabric’

Thank you for your time

www.nztri.org

simon.milne@aut.ac.nz