Building Local Economies & Sense of Place - Kingsland - Simon - PowerPoint PPT Presentation

Tourism & Urban Development: Building Local Economies & Sense of Place - Kingsland - Simon Milne, Carolyn Deuchar, Suzanne Histen, Veronica Palumbo, Cassandra Rakei, Romy Fischer, Doris Bell

Key themes  We need jobs and strong communities – Visitors have a role  How do you attract and manage visitors? – Information is vital (signage, Internet)  Slow travel – Enhance opportunities for interaction  Network enterprises and destinations – “We’re all in this together”  Community support and engagement is essential, tourism must sustain and enhance local quality of life – “Communities will work for tourism if tourism works for communities”

Source: areeweb.polito.it/didattica/chimica/images

A traditional way of slowing tourists down

Add to the experience … ??? Source: Stuart Dredge (www.techdigest.tv)

Or give them some information on road … Source: Interislander (www.interislander.co.nz/Our-Ships-And-Services/Kaitaki/iSITE.aspx)

Better still, give visitors the information they need before, during and after travel and ‘connect’ them as they travel … Source: LPHS (www.lphs.school.nz)

‘Local’ matters …  National and regional marketing and development (top-down) need to be supported by local content, information and collaboration (bottom-up)  Local stories and knowledge enhance the competitiveness and uniqueness of communities and destinations (the fabric)  Interactive tourists require interactive communities

Online Experience – Approach

Little information about Kingsland in these categories Good information about events in Kingsland

31 events are listed for Kingsland Good information about events and link to the event’s website

Online Experience – Summary National Level www.newzealand.com www.nz.com  Information on Eden Park  Good list of events with speaks about Kingsland as relevant details a ‘vibrant suburb’  But little information is  One link to a local given about e.g. accommodation provider accommodation , activities , attraction , things to do  Little information about what to do in Kingsland There is some good information on events in Kingsland and about the suburb’s vibrant flair

“vibrant funky suburb”

The main attraction of Kingsland seems to be connected to sports

Kingsland is presented as a recently renewed, ‘vibrant suburb’ These links are not currently working

Kingsland is not listed as a shopping area

Good presence of some local bars and restaurants, but they appear to be individuals rather than part of the ‘village’ Kingsland

“edgier, younger culture”

Very interesting information about free Wi-Fi Zone in Auckland Kingsland Train Station and the main street are included

Kingsland features in many Council initiatives

Online Experience – Summary Regional Level www.aucklandnz.com www.aucklandcity.govt.nz Main attraction in Kingsland Interesting information about   seems to be Eden Park and the Kingsland free Wi-Fi areas spending time in ‘funky’ bars Kingsland features in many  Good information on local Auckland Council initiatives  dining facilities Little information about what  Little information can be to do in Kingsland  retrieved on accommodation providers The local bars, dining and Eden Park are shown to be the main visitor attractions

Site provides more than 120 results for businesses located in Kingsland

Excellent results on the first page!

Mentions the history of Kingsland Good overview for what Link does Outdated Kingsland offers not work information

Excellent results on the first page!

Online Experience – Summary International Level www.google.com www.wikipedia.com www.yahoo.com Excellent results More information Good links,    about what on the first page, including Kingsland offers is including Facebook page, encouraged aucklandnz.com, Facebook page, Wikipedia and kingslandnz.com, kingslandnz.com eventfinder.co.nz Strong web presence that can attract visitors

Good linkages between local businesses

Online Experience – Summary Social Media Good, interactive  Twitter account is  Little information page with a variety  active and has that would draw a of pictures and up- followers, which is a visitor to Kingsland to-date information good start (esp. on events) There is potential regarding YouTube and Twitter networks, however Kingsland’s Facebook presence is very strong

Good use of social networks

Site provides all the basic information a visitor needs for planning the trip

Online brochure with historical walk for visitors

Great information on local businesses

Site provides extensive information on Eden Park

Local businesses do not link back to kingslandnz.com

Kingsland links to Eden Park online, however Kingsland does not appear as a ‘friend’ of Eden Park

Online Experience – Summary Local level www.kingslandnz.com  Very attractive home page, full of interesting content  Excellent information about Kingsland’s history  Good information about local events with a calendar  Little linkage found between local businesses  Lack of connection between local business websites and kingslandnz.com A very good website that can draw visitors to Kingsland, however more linkages between local businesses would add to the experience

Onsite Experience from a visitor’s perspective

Onsite Experience – Sense of Place

Onsite Experience Sense of Place  Kingsland’s bars give visitors the idea of a lively and vibrant nightlife  Some old buildings along the main road capture a visitor’s attention, but little information about them is provided onsite  Good variety of shops, but lacks a village atmosphere  There is a strong connection between Kingsland and Eden Park  A visitor gets the impression of an edgy and young, but also homely suburb

Onsite Experience – Events & Activities

Onsite Experience Events and Activities  Main things to do are shopping and passing time in cafés or bars  Events in Kingsland and surrounding suburbs are being promoted by bars and cafés  Little information on Love Vintage & Retro market  Nixon Park with its sports facilities is a nice place to spend time, but more directions from New North Rd would be helpful

Onsite Experience – Transport, Information & Connections

Onsite Experience Transport, Information & Connections  Getting to Kingsland from CBD with public transport is fairly easy with the bus stop and train station stating ‘Kingsland’  Great sign to show you enter Kingsland, however the colour has faded  Plenty of directions at train station that links to Eden Park, but little was found within Kingsland  Lack of signage with information for Nixon Park at most access points  Free Wi-Fi signage is easily visible

Onsite Experience – Local Businesses

Onsite Experience Local Businesses  A variety of different cafés and restaurants (many offer free Wi-Fi)  Home-ware and souvenir shops containing unique and interesting items  Many businesses included ‘Kingsland’ in their shop name presenting a sense of pride  However, businesses seem to be individuals rather than a part of the ‘Kingsland team’  Staff are welcoming and friendly

A WAY FORWARD? Mile End, Montreal

 Many internal links to retrieve further information  Interesting information on the history and a good number of attractive pictures

Many references and external links

Local residents offer guided tours to visitors

The Montréal equivalent to aucklandnz.com

Searching ‘Mile End’ leads to a good number of diverse results

Phase 1 Optimize existing Phase 2 Phase 3 Phase 4 Phase 5 resources A low-cost option with immediate outcomes Identify Enhance Meet What’s on the Web? How can these Bring a group of key online resources be individuals/stakeholders better linked? together to improve and enhance existing web linkages and resources

Phase 2 Build human Optimize existing capital (skills, Phase 3 Phase 4 Phase 5 resources local capacity) Create Train A group of people who can work Local linkers and influencers to improve the web presence (on-line visibility) and also onsite information

Phase 3 Build human Decision- Optimize existing capital (skills, Phase 4 Phase 5 resources support local capacity) Lay the foundation for a decision-support system Help Uncover Enable the area to better Find ways to support visitors understand its visitors and to grow a relationship with what they think of the Kingsland experience of visiting (information provision is key) Kingsland