Presentation on Destination Wirksworth
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Transcript of Presentation on Destination Wirksworth
INTRODUCING DESTINATION WIRKSWORTHA BIG SCHEME WITH NO MONEY BUT TONS OF ENTHUSIASM
WHAT IS DESTINATION WIRKSWORTH?
• A grassroots campaign to promote Wirksworth, Duffield and the Ecclesbourne Valley as a place to visit
• The railway is a central part of the initiative and differentiates the campaign from the usual ‘Visit Arcadia’ format.
Why Bother?
1. The majority of the railway’s visitors are ‘civilians’
2. Wirksworth is a true destination and now back on the railway map
3. The railway offers a road-free southern gateway to the Peak District
4. The Ecclesbourne Valley offers great leisure opportunities in its own right
Why Now?
• The railway has operated to Duffield for two seasons–Maturing operation
• Wirksworth has a reputation for innovation but can be described as ‘unfocused’
• At this stage of the economic cycle, Wirksworth has an opportunity to ready itself for recovery
Wirksworth Then and Now
1989• The Wirksworth
Project
• Traditional Manufacturing
• Minerals extraction
• Dying railway
2012• The Wirksworth Festival
• Information, creative and high-tech industries
• Broadband and tourism
• Passenger railway
Strengths
• Wirksworth is a beautiful town• Derbyshire’s Gentle Valley• Proximity to the Peak District• Accommodation• Other attractions• Duffield is our gateway
Weaknesses
• Wirksworth– forever the bridesmaid?–much enthusiasm, little coordination
• Strong local competition– Ashbourne, Bakewell, Matlock– Stately homes– Industrial heritage
• The railway is still a tiddler
Passenger Figures
NYMR
SVR
WSR
Swan
age
BluebellGCR
KWVR
ELR
Churnet V
alley
Peak Rail EVR
050,000
100,000150,000200,000250,000300,000350,000 330,000
248,000220,000
202,000175,000
150,000 150,000
110,000
70,000 60,000
25,137
Passengers
Comparative Lines
Peak Rail
Northam
pton
Crickla
deEVR
GC(N)
Chinnor
Wall
ingford
Churnet V
alley
010,00020,00030,00040,00050,00060,00070,00080,000
60,000
20,00016,000
25,137
15,000 15,0009,700
70,000
Passengers
Opportunities• The railway is early in its development• Get in on the ground floor• The Ecclesbourne Valley is virgin
territory• Wirksworth has a growing presence as
an attraction• Rail travel is sustainable: railways
have returned to fashion• Midland Main Line: the ‘Sparkes
Effect’
Threats
• The economic cycle• The railway fails to ‘take off’• Wirksworth fails to get its act
together– Lack of focus– Empire-building
INTRODUCING IRIS:THE FACE OF DESTINATION WIRKSWORTH
THE DESTINATION WIRKSWORTH OFFERING
Wirksworth – A New Destination
Wirksworth – A Proper Destination
Duffield – A New Connection
Duffield – A New Connection
Duffield – A New Connection
Derbyshire’s Gentle Valley
We can offer:
• Traffic-free gateway to the Peak District• An unspoilt, historic town• Close proximity to a World Heritage Site• Real shops• A variety of walks from strolls to full hikes• A range of cafes and restaurants• Over 60 places to stay• 15 pubs selling Real Ale, most with food
How? – Three options
• Do nothing
• The Wirksworth and District Tourist Board
• Destination Wirksworth
Do nothing
• Costs nothing• Individual businesses fend for
themselves• Use the entrepreneurship of
individuals• Individually very agile• Cross-promotion is patchy• Provides no support framework• Divided we fall?
Wirksworth & District Tourist Board
• A great idea• Centrally-guided, centrally-funded
initiative • Run a coordinated campaign• Would require funding• Still relies on participation• Slow to set up (slow to react?)
Destination Wirksworth• “Just jolly-well do it”• An alliance of participants led by the
Railway• Railway has pump-primed initiative but
we are looking for sponsors• Internet-led, but now producing
material• The train is departing, you are welcome
to board!
Spreading the Word
Spreading the Word
Spreading the Word
Spreading the WordPOSTERS AT STATIONS AND IN SHOPS, PUBS ETC.
THESE NICE PEOPLE SELL THROUGH TICKETS TO WIRKSWORTH FROM THEIR TRAINS AND STATIONS…
Spreading the Word
A VISION FOR THE FUTURE
near
The Visitor Experience
• Through tickets to Wirksworth• The Wirksworth Hopper bus service• Real Ale and local guides to direct
visitors• Pre-booked accommodation• Walking tours• Steam trains!
This Needs To Be A Team Effort!