visitor destination identity study (DNA): Southend the questions - - PowerPoint PPT Presentation

creating a Maritime and coastal visitor destination identity study (DNA): Southend

what is Southend for? who is Southend for? why is Southend special? what is Southend’s ambition? what is Southend’s ‘story’?

the questions that matter

environment products communications behaviour

Southend story

what we did

desk research 0.5 day immersion 10 x stakeholder interviews 1 x workshop

evidence gathering

immersion

stakeholder engagement

busy exciting aspirational culture and art activity based blue flag beach ambition wants to be ‘experience led’ 7 mile shoreline challenges longest pier from ‘armpit’ to place to be

describe Southend

undersold health and deprivation crime town centre not enough in bad weather disjointed nightlife weak no vision culturally not know enough think beyond town centre lack of parking quantity/quality accom infrastructure council corporate & restricting

describe Southend cont

beaches estuary culture events Leigh-on-Sea (food & drink) Hadleigh Focal Point Gallery mountain biking watersports and activities wildlife rail connectivity airport flies to Europe artist community

assets

• ld and traditional

‘TOWIE’ day trip internationally not know ‘London on sea’ good place to live trying to work with Europe Jamie Oliver shifted view plans for Museum of Estuary need for investment in cultural programme

external view

is Southend…

Y(%) N (%) DK (%) Welcoming 89 11 Vibrant 89 11 Cultural 67 33 6 Traditional 67 33 6 Forward looking 67 11 22 Ambitious 67 33 Good place to live 100

Y(%) N (%) DK (%) Creative 100 Confident 78 22 Good place to visit 89 11 Good place to do business 100 Safe 67 33 Skilled 56 44 Easy to navigate 33 67

what’s important?

area not just town place led approach: business and council widen the offer arts and culture visibility town centre clean up focus 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 Adventure Island fountains sand fish and chips beach huts arcades seafood fish market tidal pools Rossi ice cream extended night life offer

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 galleries changing perceptions using all beaches London different audiences creativity artists seaside & culture Museum airport

• ther activities

big idea

London’s seaside culture

London’s seaside culture wet n’ wild culturing creativity buzzing beaches big idea and themes

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

priorities