creating a Maritime and coastal visitor destination identity study (DNA): Southend
the questions that matter what is Southend for? who is Southend for? why is Southend special? what is Southend’s ambition? what is Southend’s ‘story’?
environment Southend products behaviour story communications
what we did
evidence gathering desk research 0.5 day immersion 10 x stakeholder interviews 1 x workshop
immersion
stakeholder engagement
describe Southend busy ambition wants to be ‘experience led’ exciting aspirational 7 mile shoreline culture and art challenges activity based longest pier from ‘armpit’ to place to be blue flag beach
describe Southend cont undersold no vision health and deprivation culturally not know enough crime think beyond town centre town centre lack of parking not enough in bad weather quantity/quality accom disjointed infrastructure nightlife weak council corporate & restricting
assets beaches mountain biking estuary watersports and activities culture wildlife events rail connectivity Leigh-on-Sea (food & drink) airport flies to Europe Hadleigh artist community Focal Point Gallery
external view old and traditional trying to work with Europe ‘TOWIE’ Jamie Oliver shifted view day trip plans for Museum of Estuary internationally not know need for investment in cultural programme ‘London on sea’ good place to live
is Southend …
Y(%) N (%) DK (%) Welcoming 89 11 0 Vibrant 89 11 0 Cultural 67 33 6 Traditional 67 33 6 Forward looking 67 11 22 Ambitious 67 33 0 Good place to live 100 0 0
Y(%) N (%) DK (%) Creative 100 0 0 Confident 78 22 0 Good place to visit 89 11 0 Good place to do business 100 0 0 Safe 67 33 0 Skilled 56 44 0 Easy to navigate 33 67 0
what’s important?
area not just town place led approach: business and council widen the offer arts and culture visibility town centre clean up f ocus on ‘experience’ engage the airport businesses need to come together
themes for Southend
if Southend is to succeed what should be the key themes to focus on to change its image and drive its transformation?
jet skiing boat launching mountain bikes coastal path swimming, wild water kite surfing Adventure Island
theme wet n’ wild
theatre galleries, Twenty One / Focal Point events and festivals music scene artists celebrities food and drink
theme culturing creativity
multiple beach experiences seafood Adventure Island fish market fountains tidal pools sand Rossi ice cream fish and chips extended night life offer beach huts arcades
theme buzzing beaches
big idea what you are about what you stand for what you believe in clarity, consistency, self-awareness
emotive, ‘strategic signature’ & statement of intent
events creativity galleries artists changing perceptions seaside & culture using all beaches Museum London airport different audiences other activities
big idea London’s seaside culture
big idea and themes London’s seaside culture wet n’ wild culturing creativity buzzing beaches
priorities a new brand affordable overnight stays long term vision for the place people working together provide information for visitors seaside town not just the front
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