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Presentation on Destination Wirksworth

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Neil Ferguson-Lee
Neil Ferguson-Lee

Destination Wirksworth is a grassroots campaign to promote the town of Wirksworth, Duffield, and the Ecclesbourne Valley as a tourist destination. The campaign aims to capitalize on the maturing Wirksworth-Duffield railway and differentiate the area from typical "Visit Arcadia" promotions. The initiative faces challenges from local competition and a historically unfocused approach in Wirksworth. However, the railway provides a traffic-free gateway to the Peak District and the valley offers leisure opportunities. If stakeholders unite behind Destination Wirksworth, they have an opportunity to coordinate promotion and welcome visitors arriving by train.

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INTRODUCING DESTINATION WIRKSWORTH A 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 railways 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 2012 The Wirksworth Project The Wirksworth Festival Traditional Information, creative and Manufacturing high-tech industries Minerals extraction Broadband and tourism Dying railway Passenger railway
Strengths Wirksworth is a beautiful town Derbyshires 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 Passengers 350,000 330,000 300,000 248,000 250,000 220,000 202,000 200,000 175,000 150,000 150,000 150,000 110,000 100,000 70,000 60,000 50,000 25,137 0
Comparative Lines Passengers 80,000 70,000 70,000 60,000 60,000 50,000 40,000 30,000 25,137 20,000 20,000 16,000 15,000 15,000 9,700 10,000 0
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
Derbyshires 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 Word POSTERS AT THESE NICE PEOPLE SELL STATIONS THROUGH TICKETS TO AND IN WIRKSWORTH FROM THEIR SHOPS, PU TRAINS AND STATIONS BS ETC.
Spreading the Word
A VISION FOR THE FUTURE
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!

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Presentation on Destination Wirksworth

  • 1. INTRODUCING DESTINATION WIRKSWORTH A BIG SCHEME WITH NO MONEY BUT TONS OF ENTHUSIASM
  • 2. 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.
  • 3. Why Bother? 1. The majority of the railways 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
  • 4. 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
  • 5. Wirksworth Then and Now 1989 2012 The Wirksworth Project The Wirksworth Festival Traditional Information, creative and Manufacturing high-tech industries Minerals extraction Broadband and tourism Dying railway Passenger railway
  • 6. Strengths Wirksworth is a beautiful town Derbyshires Gentle Valley Proximity to the Peak District Accommodation Other attractions Duffield is our gateway
  • 7. 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
  • 8. Passenger Figures Passengers 350,000 330,000 300,000 248,000 250,000 220,000 202,000 200,000 175,000 150,000 150,000 150,000 110,000 100,000 70,000 60,000 50,000 25,137 0
  • 9. Comparative Lines Passengers 80,000 70,000 70,000 60,000 60,000 50,000 40,000 30,000 25,137 20,000 20,000 16,000 15,000 15,000 9,700 10,000 0
  • 10. 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
  • 11. Threats The economic cycle The railway fails to take off Wirksworth fails to get its act together Lack of focus Empire-building
  • 12. INTRODUCING IRIS: THE FACE OF DESTINATION WIRKSWORTH
  • 14. Wirksworth A New Destination
  • 15. Wirksworth A Proper Destination
  • 16. Duffield A New Connection
  • 17. Duffield A New Connection
  • 18. Duffield A New Connection
  • 20. 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
  • 21. How? Three options Do nothing The Wirksworth and District Tourist Board Destination Wirksworth
  • 22. 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?
  • 23. 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?)
  • 24. 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!
  • 28. Spreading the Word POSTERS AT THESE NICE PEOPLE SELL STATIONS THROUGH TICKETS TO AND IN WIRKSWORTH FROM THEIR SHOPS, PU TRAINS AND STATIONS BS ETC.
  • 30. A VISION FOR THE FUTURE
  • 31. 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!
  • 32. This Needs To Be A Team Effort!