Barnsley and Rotherham. What comes to mind? If you’re local, they are part of the South Yorkshire conurbation, often in the shade from the long shadow cast by Sheffield. But take a closer look. It has some amazing cultural and heritage assets, and a rural landscape that nudges up against the Peak District. Something should be done! Luckily the Great Place WE programme connected both council boroughs in a way that enabled culture, heritage and tourism to engage.
Working with our associate Blue Chip Tourism, we conducted an options appraisal exploring how a dual-local authority area could come together to work towards more effective, sustainable destination management.
As part of the analysis of how a focus on a ‘Greater Wentworth & Elsecar’ area as a visitor destination could work, we explored how they can effectively operate with the current regional marketing strategy/proposition, as they develop products and take them to market.
The appraisal included product (development) mapping, visitor (priority segment) analysis, and destination connectivity analysis, key stakeholder mapping; and delivery, management and communications structures.
This was not premised on new funding resources being available, or staffing, but a series of aligned projects and capital developments that have started to build dialogue and partnership working. The opportunity is a shared one amongst a typically wide variety of destination stakeholders: from voluntary sector organisations to local authorities, private sector to charities, communities and businesses. We used the process to critically engage whilst building advocacy to generate shared solutions and a forward-looking vision for the destination.
Recommendations are now focused on branding, governance and staged development. Major capital projects and programmes are now commissioning content, product development, brand development, and marketing plans, working in partnership to maximise their potential.
Rachel Blake, WE Great Place Programme Manager
The recommendations of the report have laid the groundwork for establishing coordinated travel trade activity.
This ongoing plan has progressed through the cultural and destination partnership working on this project - including Rotherham bid’s to become the world’s first Children’s Capital of Culture.
The new consortium has grown and supported new and pilot projects across Barnsley and Rotherham.
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