Strategic Development of the Industrial Powerhouse Product - Rebanks Consulting

Strategic

Development

of the

Industrial

Powerhouse

Product

Copyright® Rebanks Consulting Ltd. Reproduction in whole or in part of any content in this presentation including images, graphics, logos, and written content is an infringement of copyright.

Do we really belong together?

Heritage

Economic

development

All she thinks about is money Why should I support his

silly hobby?

What is this relationship?

Comparative Performance

Allocation of Resources

Manufacturing

Financial Services

Agriculture

Tourism

Nuclear

Creative and Cultural

Service Sector

Public Sector

What do I know?

“Excellent piece of work” ICOMOS“Paradigm changing” “Very excellent” UNESCO

So what is Industrial Powerhouse exactly?

An idea/story/stories40,50 or 90 attractionsA marketing campaign/WebsiteA collection of cultural attractionsAn attraction investment programme

But it needs to be a coherent product…

D.I.V.O.R.C.E. Approach

M.A.R.R.I.A.G.E approach

2009 2010 2011 2012

People’s History Museum launched

Industrial Revolutionaries Exhibition –Harris Art Gallery Preston

Real People – Real Lives Bolton Museum, Permanent Exhibition

Launch of New Museum of Liverpool

Launch of Refurbished MOSI, Manchester

150th anniversary of invention of internal combustion engine

200th anniversary of birth of Elisabeth Gaskell – BBC celebration

Developing Major Project2011

Global Threads –Cultural Olympiad project

2012 Olympics

Industrial Powerhouse Timeline

Mar

20

10

Sep

t 2

01

0

Manchester Museums Consortium

2.3 million

URBIS

260,000

Harris

250,000

Manchester Art Gallery

394,000

IWM

245,000

Bolton Museum

310,000People’s History

Museum

Ellesmere Port Boat Museum

Blackwell

Haig Mine

The Lowry

841,000

Queen Street

Mill

17,000

TATE Liverpool

1.1 million

International Slavery

Museum

410,000

New Museum

of Liverpool

So what are the key IP attractions?

MOSI

852,000

The Walker

396,000

Windermere Lake Cruises

1.2 million visits

Tatton Park

770,000

Merseyside Maritime Museum

1 million

Quarry Bank Mill

160,000

National Museums Liverpool

1.5 million

Anderton Boat Lift

70,000

Helmshore Mill

Cheshire East

CANALS/

TRADE

Cumbria the Lake District

INDUSTRIAL ANTIDOTE

Lancashire and Blackpool

MONEY MADE/MONEY

SPENT

Merseyside

INDUSTRIAL TRADE, SLAVERY

AND MIGRATION –CONTEMPORARY

CULTURAL

Greater Manchester

ORIGINAL MODERN, INDUSTRIAL CITY, CONTEMPORARY

CULTURAL DESTINATIONCheshire

West

TEXTILE/

FASHION

Key attractionsKey destinationsKey stories

Helmshore Mill Queen

Street Mill

Weavers Triangle The IP MoleculeBolton Museum

HarrisMuseum

Blackburn Museum

Macclesfield Silk Museum

Quarry Bank Mill

Paradise Mill

Anderton Boat Lift

TouchstonesOldham

Rochdale Pioneers

Ellesmere Port Boat Museum

Industrial Powerhouse should be the stimulus to see these things as parts of a larger/better product…

The connection that propels people from one site to another…

The glue that binds disparate bits together into a strategy for effective development…

The marketing that sells the whole and the bits.

Heritage Boatyard Project

Conditions for growth…

Quality of collection/siteSupport of local authorityManagementLogistics/site potentialReputationAmbition

Product has to be good for marketing to work!

Logistics dictate the reality…

Some sites developed for…

Local benefit/impact

Regional/National/International impact

Markets are defined by logistics and specifics…

E.g. Pennine Lancashire – Actions

Identify - Local, Regional, National SitesRevolution Project – Metaphor 2010

Support accordinglyProjects – Revolution AnalysisDevelop ‘gems’ for the future – Queen St Mill

Invest in major impact scenario – 2011-12

Heritage is bigger than museums/mills…

The Future

New ambition for the future

Better integration of past and present

Develop community/social value

Develop economic/cultural/arts value

Industrial Heritage is the ‘cultural glue’

Binds places together – the soul of this place

The trouble

with industrial

heritage…

European Film Awards 2010

Jahrhunderthalle - Former gas power

station of Bochum’s steel mills, Essen

iPEEP Project

Pompidou MetzDundee V&A –£47 million – 500,000 visitors,900 indirect jobs

British Museum –£135m extension planned

Abu Dhabi - $27 billion

Guggenheim, Maritime Museum, Performing Arts Centre…Abu Dhabi Louvre - $500 million for name rights

- $546 million for 10 years expertise- $52 million to build collection

Abu Dhabi – A $27 billion reminder…Cultural heritage - some places have to buy it… but why bother…

Because everywhere sensible wants to avoid

being caught in the ‘Clone Trap’…

“There are over 1,000 locations in Europe alone, all promoting exactly the same thing, looking identical and representing themselves in similar ways – through pictures of people playing golf, people in call centres, airplanes taking off. These places have become commodities, indistinguishable from one another and offering little or no added value”

Sean Young of Locum Consulting

Because culturally-motivated visitors

spend more…•16% of Staying Visitors

•Current 2 Year Value £4,395

•Trip Spend £788Familiar Families

•14% of Staying Visitors

•Current 2 Year Value £3,969

•Trip Spend £955 Cultured Families

•16% of Staying Visitors

•Current 2 Year Value £3444

•Trip Spend £643

Frequent Adventurous Independents

•15% of Staying Visitors

•Current 2 Year Value £2,490

•Trip Spend £557Old Scenery Watchers

•17% of Staying Visitors

•Current 2 Year Value £2,290

•Trip Spend £539Wilderness Couples

•22% of Staying Visitors

•Current 2 Year value £1,541

•Trip Spend £745New Explorers

Because new technologies and ideas make

this work better than ever before…

Because if we don’t others will…

Because this story is our ‘cultural glue’ it

binds our places and stories together…

Because this our story…

These are the places that invented the modern world – a global epicentre

This isn’t about the past, its about the future… But we need your help.