Rural Rebranding Case Study

• post production countryside


  primary jobs employing less people as jobs go else where and mechanisation
• rural areas in decline- rebranding the post production countryside


  cornwall
• what industries did cornwall have?

  primary industries- fishing, quarrying, tin mining, copper, china clay
• why is it difficult to attract business and regeneration to rural and coastal areas?

  -core periphery

  -housing

  -distance and transport

  -healthcare

  -education

  -lower income
• problems with cornwall


  -can be as much as 8 hours away from London

  -few major road links

  -rail is slow, 2.5 hours to exeter

  -17 neighborhoods are among the top 10% most deprived in UK

  -30% children in poverty

  -lowest education attainment

  -brain drain, learn and leave

  -average income is £10,000 less then england
• what makes an area deprived?

  neighborhoods that lack the basic necessities they need to thrive. this may refer to income and employment, but also education, health, housing, services, commitment, safety and living environment
• negative changes in cornwall 2015-2019 data

  all caused by shift in industry

  income decrease- 88-99

  employment decrease- 74-91

  crime increase- 270-218
• camborne, cornwall


  spiral in decline mining jobs were lost
• holmans mining equipment


  employed 3,000 people all in one company
• foodbank in cornwall 


  largest in the country

  feeds 400-500 families a month

  14,000 meals
• what is the average wage in camborne

  £4 lower then uk avarage
• wild young parents 


  mentoring, activities, skills, raise moral

  no long term jobs around
• general strategies for rural rebranding

  -rural heritage and tourism

  -arts and media project

  -on-farm tourism fishing, accommodation, clay pigeon shooting

  -rural industry, development special furniture, jewelry

  -development of rural energy: local hydroelectric schemes, solar and wind farming organic crops

  -off farm development
• rebranding cornwall


  poldark

  jamacia inn

  expanded newquay airport

  promoted by rick stein on tv

  flagship project-> eden project