STRATEGY Derwent Valley Mills World Heritage Site

Transcription

1 TOURISM STRATEGY Derwent Valley Mills Wrld Heritage Site Nvember 2011

2 Cntents Executive Summary 3 Page 1 Intrductin Backgrund 4-5 Aims and purpse 5-6 The planning prcess Turism and the Derwent Valley Mills WHS Turism in the Peak District & Derbyshire 8-9 Wrld Heritage status and turism 9 Heritage turism in the UK 9-10 Visiting the DVMWHS Current markets & the impact f turism SWOT analysis f DVMWHS Summary 26 3 The ptential destinatin DVMWHS & the wider area attractins, settlements and trails Cmparisn with similar WHS destinatins Ptential visitr markets Ptential ecnmic impact Destinatin develpment Key attractrs the DVMWHS hubs Cnnecting rutes Interpretatin, branding and signage 58 Physical and envirnmental impact wise grwth Destinatin marketing Strategic cntext natinal and lcal turism marketing DVMWHS marketing aims 62 Influencing factrs and principles 62 WHS r wider valley the recmmended apprach t prmtin 63 The valley as destinatin Ptential crss cutting marketing themes 66 Primary & secndary markets 67 6 Recmmendatins Cnclusin 70 8 Actin Plan Appendix 74 DVMWHS Turism Strategy 2

3 Executive Summary This Turism Strategy and assciated Marketing Plan have been develped in respnse t the prpsals and recmmendatins fr turism develpment as set ut in earlier reginal, destinatin and site-specific plans. It frms an apprach fr the shrt t medium t lng-term develpment f the Derwent Valley Mills Wrld Heritage Site (DVMWHS) as a visitr destinatin, reflecting a mre integrated apprach t turism within the Partnership. The bulk f the wrk was cnducted by Jim Oribine Assciates with additinal input frm the Directr and the Regeneratin and Turism Panel f the DVMWHS. It has been develped in distinct phases, including initial cnsultatin with key wners and stakehlders, a master-planning wrkshp invlving DVMWHS partners, wider cmmunity cnsultatin, and jint wrking with the DVMWHS Turism, Arts & Heritage Panel and Technical Panels. Its prductin has als cincided with the develpment f a new visual identity and assciated branding strategy fr DVMWHS. The reprt has als undergne a cmplete review in the spring f 2011, incrprating a new prject lking specifically at the marketing f the DVMWHS. This had invlved further research and widespread cnsultatin. The Turism Strategy cnsiders DVMWHS current status as a visitr destinatin, and includes an verview f each site alng the Derwent Valley. A SWOT and cmpetitr analysis prvides an external perspective, and an assessment f the current impact f turism has been cnducted frm available data surces. The strategy identifies that the verall turism prpsitin which the DVMWHS ffers is still t be fully develped, the current prpsitin being based largely n a built heritage cre prduct which, as yet, has limited appeal. There has been an imprvement in branding and signage but there is little perceptin f DVMWHS as a visitr destinatin. The WHS cnsists f a diverse range f buildings and landscapes; it is nt a single destinatin site with a clearly identified identity. It has hwever many strengths, including its authenticity, unique prpsitin as the birthplace f the factry system, remarkable built heritage, and the natural beauty f the landscape, especially the river Derwent. The Partnership is well managed, and the cmmitment frm partners substantial and cnsistent. Althugh DVMWHS is nt yet viewed as a significant reginal destinatin, pprtunities exist t attract greater numbers f nn-heritage audiences, mre staying visitrs, and t establish the WHS as a unique turism ffer within the East Midlands, attracting ptentially up t 1m visitrs per year, including many frm verseas. Twards achieving this visin, the strategy cnsiders a ndal r hub apprach t the develpment f the DVMWHS attractins, with particular regard t investment in visitr infrastructure and services at the nrthern and suthern hubs at Crmfrd (as the main centre fr WHS interpretatin) and city f Derby. The market ptential and pssible ecnmic impact f this apprach are explred, althugh the study recgnises there is lack f turism data captured within the DVMWHS t enable accurate frecasts. A frward strategy suggests a visitr prpsitin based n the strengths f DVMWHS and the wider Derwent Valley, the key visitr markets, and a brief summary f a medium-term marketing apprach. Finally, a series f key recmmendatins fr destinatin develpment and destinatin marketing are identified. DVMWHS Turism Strategy 3

4 1. Intrductin Backgrund 1. This Turism Strategy has been develped in respnse t the prpsals and recmmendatins fr turism develpment as set ut in earlier reginal, destinatin and site-specific plans. It frms an apprach fr the lng-term develpment f the Derwent Valley Mills Wrld Heritage Site (DVMWHS) as a visitr destinatin, reflecting a mre integrated apprach t turism within the Partnership. 2. In develping this strategy hwever, we recgnise the significance f internal and external frces, particularly thse which impact upn the ability fr the Partnership t deliver a lng term plan. Fr it t have relevance and practical use, any such apprach must be flexible and adaptive, while keeping the lng term visin clearly in sight. 3. DVMWHS is already the subject f a cmprehensive Management Plan and Ecnmic Develpment Plan, as well as an arts strategy and transprtatin strategy, all f which feature turism as a key driver. 4. The Management Plan ffers guiding principles in relatin t certain turism activities, and identifies the need fr a balanced apprach which takes int accunt the ptential psitive and negative impacts. 5. The Ecnmic Develpment Plan examines turism within the wider ecnmic cntext, but recgnises that the turism prduct is still in an early develpment stage. It cnsiders the main prducts within the wrld heritage site, examines available infrmatin n current visitr markets, and identifies the site s strengths and shrtcmings as a visitr destinatin. The plan suggests: a strategy based n a ndal r hub apprach t the develpment f the WHS prduct, which fcuses particular investment at the nrthern and suthern hubs. fr the WHS t be develped as a cre feature within a wider Derwent Valley visitr prduct. the cncept f a cnnecting Peak-Valley-City prduct, an enabling structure within which agencies and stakehlders can flurish t develp the visitr ecnmy. that if this turism ptential is t be realised, then effective resurces (bth persnal and financial capital) will need t be given t the prject t ensure that its wider aspiratins can be delivered. 6. At a reginal level, the DVMWHS had been identified by East Midlands Turism (EMT) as an imprtant develpment prject, particularly being the nly wrld heritage site within the East Midlands. EMT s Turism Investment Opprtunities Assessment (TIOA) carried ut by Sctt DVMWHS Turism Strategy 4

5 Wilsn in 2007 acknwledged its ptential as a future turism driver, while als recgnising that at present, it des nt have the same brand recgnitin as lng established and well-knwn destinatins like the Peak District, Chatswrth & Sherwd Frest. 7. The TIOA identified the need fr a cmprehensive assessment that wuld: cnsider the ptential f the DVMWHS as a turism asset prvide an indicatin as t hw this ptential culd manifest itself suggest hw any ptential culd be delivered identify what resurce allcatin wuld be required. 8. As a result, Sctt Wilsn recmmended tw key actins fr DVMWHS REM22 Seek a framewrk fr delivering the turism ptential f the DVMWHS, detailing the current state f the individual cmpnents f the area, and the capacity f existing and future assets fr delivering a high quality experience fr visitrs, bth individually and cllectively. This shuld include an verall visin fr turism based n the principles f sustainable develpment, and the measures that will need t be implemented t achieve this verall visin. REM23 Investigate with the DVMWHS Turism Panel the mst apprpriate management structure and delivery vehicle fr implementatin f this turism visin and assciated develpment prpsals, including the identificatin f funding requirements Aims and purpse 9. Experience frm ther wrld heritage sites suggests that althugh the designatin cnfers a quality mark n the site, this des nt necessarily imply a mtive t visit fr mst f the general public. At present, DVMWHS des nt frm a lead prpsitin r attractr in reginal r destinatin-based marketing campaigns. 10. Suggested aims fr DVMWHS as a visitr destinatin are therefre: i. T define and develp the prduct(s) t make the disparate parts f the 15 mile linear DVMWHS int a recgnisable cherent entity with a rich and diverse visitr prpsitin. ii. T maximise the marketing pprtunities available t DVMWHS by clser assciatin with the wider Derwent Valley visitr prduct and by develping strnger links with the Peak District destinatin and city f Derby. iii. By 2020, t establish DVMWHS as a wrld class visitr attractin in its wn right, and as a significant turism driver within the East Midlands, attracting up t 1m visitrs. 11. As the next step twards achieving these aims, and fllwing the research, cnsultatin and strategic planning already undertaken by DVMWHS and EMT, the purpse f the Turism Strategy is therefre t: DVMWHS Turism Strategy 5

6 i. cnsider the verall ptential f the DVMWHS as a turism asset, by assessing the character, quality and visitr appeal f its individual heritage, landscape and scial histry cmpnents. ii. prvide an verall indicatin as t hw this ptential culd manifest itself in terms f the market, the vlume f visitr trips, their value t the ecnmy, and the return which culd be achieved n any investment levied. iii. identify where the flagship attractins shuld be within the DVMWHS, and estimate ptential mvement patterns f visitrs within the hub structure. iv. establish a lng term visin fr the DVMWHS as a visitr destinatin, based n the principles f sustainable develpment. v. Marketing apprach which will identify pprtunities and pririties fr develpment that will achieve a mre c-rdinated apprach t realise turism as a key ecnmic driver fr the WHS. vi. identify ptential negative impacts, and areas where sustainable practices can be adpted and intrduced t ensure the required balanced apprach t develpment is achieved. The planning prcess 12. The develpment f the Turism Strategy represents the next stage f planning frm previus wrk undertaken by DVMWHS and EMT, and has been carried ut in fur distinct phases: i. Cnsultatin with an agreed range f key wners and stakehlders t discuss turism pprtunities, pririties fr develpment and ptential barriers t prgress. Cnsultees were Amber Valley Brugh Cuncil, Derby City Cuncil, Derbyshire Dales District Cuncil, Jhn Smedley Ltd, Massn Mills, Strutts Nrth Mill, The Arkwright Sciety, Visit Peak District & Derbyshire DMP. ii. A Master-planning wrkshp held in early December 2008, invlving arund 25 partners frm the DVMWHS. The purpse was t identify current strengths and weaknesses within the turism prduct, explre the cncept f the site as a visitr destinatin, and agree a draft lng-term visin. iii. Preparatin f a first draft fllwed by cnsultatin with the DVMWHS Turism, Arts and Heritage Panel and DVMWHS Technical Panel. iv. Develpment f the first draft f the Strategy. 13. By building n previus wrk, and by taking this cnsultative apprach, the Turism Strategy aims t: DVMWHS Turism Strategy 6

7 bring clarity t the DVMWHS turism prduct fr partners and stakehlders. achieve mre c-rdinated apprach t funding applicatins, and prvide ptential investrs and funders with a clearer understanding f the added value that the WHS site can bring. give cnfidence t the lcal cmmunity and cnservatin rganisatins that their interests will nt be cmprmised thrugh the develpment f increased visitr activity. 14. In 2010, an additinal and related prject was cmmissined, t create a marketing plan fr turism in DVMWHS. This wrk has invlved further and wider cnsultatin within the WHS partnership, and included an extensive review f the first draft f the turism plan. The Turism Strategy nw incrprates a recmmended marketing apprach fr the perid up t and during the first year f peratin f the Gateway Centre at Crmfrd Mill, arund At this milestne, we recmmend that the Turism Strategy, and particularly the marketing element, is reviewed and adjusted. DVMWHS Turism Strategy 7

8 2. Turism and the Derwent Valley Mills WHS Turism in the Peak District & Derbyshire 15. Turism cntributes an estimated 1.4 billin t the lcal ecnmy in the Peak District and Derbyshire, and the area attracts ver 35 millin visitrs per year. The area s turism sectr emplys ver 24,000 peple bth directly and indirectly, and its ecnmic impact has increased dramatically by 17% between 2003 and In terms f visitr numbers: 1. Over 3.6 millin visitrs stay vernight each year with an average stay f three nights 2. Apprximately 31.5 millin day visitr trips are made annually generating spend f 912 millin in The Peak District is natinally recgnised and a majr brand within the regin, famus fr stunning landscapes, a rich and diverse cultural heritage and natinally imprtant histric hmes. This area cvers nt nly the Peak District Natinal Park itself, but als the adjining areas within High Peak, Derbyshire Dales and Staffrdshire Mrlands, that cntain many attractive market twns and histric villages. The Natinal Park receives mre than 22 millin visits annually and is the secnd mst visited in the wrld. 17. The wider Peak District area includes parts f Staffrdshire, Cheshire and the city f Sheffield. It is a well-established turist destinatin, cntaining majr attractins such as Chatswrth Huse, Carsingtn Reservir and ppular turist twns such as Buxtn and Matlck Bath, which cntains ne f the Wrld Heritage Site mills. The area experiences high numbers f day visitrs where sustainable turism initiatives, visitr management and public transprt are pririties. Many f the attractins within the Peak District & Derbyshire have industrial r transprt themes, which alng with Wrld Heritage status, ffer significant turism ptential. This is a ppular visitr destinatin that has develped niche markets fr factry shpping, film lcatins and events. Turism as an ecnmic driver cntinues t have huge ptential fr the Peak District, Derbyshire and surrunding areas. Its distinctive attributes, assets and experiences ffer a wide range f pprtunities fr extended marketing cverage t bst the lcal ecnmy thrugh increased turism activity, resulting in further stimulatin f the lcal private sectr. DVMWHS Turism Strategy 8

9 18. The visitr ecnmy in Derby currently delivers an annual spend f 280m frm 7m visitrs (STEAM 2009) althugh this largely cmprises day visitrs and vernight business visitrs. There is great ptential t imprve the value f the visitr ecnmy in the city - htels reprt lw ccupancy at weekends and an increasing number f bed spaces available pens up the pprtunity t attract larger cnferences and events. Derby has nt traditinally been a destinatin fr dmestic visitrs with n significant prfile and a perceived weak ffer. Hwever, recent develpments have greatly imprved the ptential visitr ffer with the result that the experience is nw perhaps better than the perceptin. An increased chice f accmmdatin is available ffering independent butique experiences and the familiar, respected natinal chain htels. Transprtatin t and arund city is much better and the city centre envirnment has been imprved thrugh a number f public realm prjects. Derby s diverse lcal ecnmy has bucked the natinal trends t withstand the recessin. Wrld Heritage Site status and turism 19. The 2008 DCMS paper Wrld Heritage fr the Natin cnsiders the benefits f WHS designatin acrss a variety f areas, including turism. It questins the ften quted suggestin that WHS status prvides a prmtinal advantage which attracts additinal visitrs, and cnfirms that evidence indicates nly a marginal effect (0-3% increase.) Additinally, it recgnises that if sites d nt have adequate infrastructure already, are nt marketed effectively and are nt currently well linked with the cmmn UK turism rutes, then they are unlikely t gain many additinal visitrs. 20. The 2008 Price Waterhuse Cpers reprt The Csts and Benefits f UK Wrld Heritage Site Status cmes t a similar cnclusin. Whilst it recgnises that heritage is a very imprtant mtivatr fr turism in the UK, the study des nt prvide enugh evidence fr a cnclusive answer as t whether WHSs cntribute t increases in turism numbers. It als cnfirms that whilst it is entirely likely that sme sites have gained an increased prfile as a result f their status and this status may lead t increased visitr numbers, identifying the chain causality is difficult. Als, that verall, the number f turists visiting these sites is likely t be affected by several factrs such as awareness, lcatin and access, intrinsic quality, links t ther flagships, lcal heritage critical mass and a number f ther factrs.. Heritage turism in the UK 21. There is clearly a high level public interest in the histric envirnment in the UK. The MORI pll cmmissined by English Heritage in 2000 met with psitive reactins frm the majrity surveyed. 51% f the ppulatin had visited a histric attractin during the previus year, (cmpared t nly 17% wh had attended a ftball match), and 98% felt that heritage was imprtant t educate children abut the past. DVMWHS Turism Strategy 9

10 22. Visit Britain s annual reprt Visitr Attractins Trends in England (September 2008) shwed a strng increase in visits t visitr/heritage centres in 2007 (up 12%). 72% f venues reprted an increase in visits cmpared with 51% amng attractins as a whle. Lng-term trends als demnstrated a steady increase in the numbers f visits t this type f attractin. The perid frm 1989 t 2007 has seen an 82% rise, the highest f all categries recrded. 23. The 2010 editin f the reprt revealed that all categries f attractins shwed grwth in 2009, with the mst striking increases bserved fr histric huses/castles (12%). Museums/art galleries reprted a 3% increase, smewhat lwer than the 7% reprted in Visits t visitr/heritage centres have shwn significant grwth in recent years and this trend cntinued in 2009, visitr admissins increasing by 5%. 24. In March 2010 Heritage Lttery Fund published a grundbreaking reprt Investing Success: Heritage and the UK Ecnmy, which demnstrated that heritage is a majr mtivatin behind the turism expenditure f dmestic and verseas visitrs. The research underpinning the reprt cncluded that the size f the heritage turism sectr by expenditure is in excess f 12.4 billin a year, supprting an estimated 195,000 (FTE) jbs. This includes natural heritage including visits t parks and wider cuntryside. 7.3 billin f this expenditure is based n built heritage and the museums sectr. 60% f the spend is by UK residents n day trips and UK hlidays. 25. The HLF reprt cnfirms that heritage turism is a key cmpnent f the UK ecnmy, stating the breadth, beauty and cultural imprtance f ur heritage are the mst imprtant factrs behind 10 millin hliday trips made by verseas visitrs. 40% f leisure visitrs cite heritage as the primary mtivatin fr their trip t the UK mre than any ther single factr. 26. The ecnmic cntributin f heritage turism is further evidenced thrugh research int the impact assciated with HLF funded prjects. This research has fund that spending by visitrs within lcal ecnmies is much higher than their spending at the heritage attractins themselves. 68% f spend n a heritage related visit is actually made arund the attractin itself in nearby htels, restaurants cafes and shps. 27. Recently published data frm Taking Part, a natinal survey f culture and sprt participatin, shws that in the12 mnths t March 2010, the percentage f adults in England wh had attended at least tw heritage sites in the last year was 59.2%, an increase n 56.9% measured in the12 mnths t March 2009.This equates t almst ne millin mre adults attending at least tw heritage sites in the last12 mnths. DVMWHS Turism Strategy 10

11 Visiting the DVMWHS 28. As the reputed cradle f the factry system, the DVMWHS extends apprximately 15 miles nrth t suth alng the Derwent Valley, stretching frm Massn Mills at Matlck Bath t the Industrial Museum hused in Derby s Silk Mill. Alng this sectin f the River Derwent, visitrs can enjy the rural splendur f the Derwent Valley and explre 16 distinct places f interest, each prviding a unique insight int the industrial and scial life during the 18th and 19th centuries. 1. Massn Mills 2. Crmfrd village 3. Willersley Castle 4. Crmfrd Mill 5. St,Mary s Church 6. Crmfrd Canal 7. High Peak Junctin Wrkshps 8. Leawd Pumphuse 9. Jhn Smedley s Mill 10. Belper River Gardens 11. Strutts Nrth Mill 12. Belper twn 13. Milfrd 14. Darley Abbey 15. Darley Park 16. The Silk Mill 29. The main A6 rad rute runs nrth-suth alng the valley, with cnnecting rutes eastwards t the A38 and M1 meeting it at Ambergate, and west t Ashburne jining at Belper. DVMWHS has a gd netwrk f bus and rail services, which prvide visitrs with an alternative t the busy A6, particularly in the summer. The Derwent Valley rail line als runs nrth-suth, with statins at Derby, Duffield, Belper, Ambergate, Whatstandwell, Crmfrd, Matlck Bath and Matlck. 30. Ppular walking rutes generally fllw the rute f the river. Sme frm part f the Derwent Valley Heritage Way which stretches frm Ladybwer Reservir in the nrth t Shardlw, suth f Derby. 31. The DVMWHS Ecnmic Develpment Plan suggested three types f turism prduct within the site, reflecting different levels f intensity : DVMWHS Turism Strategy 11

12 Destinatins where there is an histrical r heritage pull because f interpretive r exhibitin activity directly related t the WHS subject areas, e.g. The Silk Mill Derby s Museum f Industry and Histry, Belper s Derwent Valley Visitr Centre, Crmfrd Mill cmplex and Massn Mills. Lcatins which have little r n interpretatin which are part f the WHS prtfli f assets - Belper twn and riverside, Crmfrd village, canal, river and Willersley, Darley Abbey Village. Riverside and canal side areas which are part f the stry but which are relatively passive as visitr experiences. 32. In reality, the verall turism prpsitin which the DVMWHS ffers is yet t be fully develped. Even sme f thse built heritage prducts which are judged t have pull d nt attract large numbers f peple r prvide adequate facilities t meet the expectatins f mst visitrs. As prduct fferings in the turist and day visit market and even as amenities fr lcal peple, the WHS attractins cmpare prly with their nearby neighburs. 33. Many f the sites and cmpnents f the DVMWHS are free t visit r enter, making it difficult t measure visitr numbers r establish the ecnmic impact f any turism activity. Few places track r analyse visitrs, making it equally difficult t distinguish participatin by turists r residents. Sme pstcde analysis has been cnducted by the Silk Mill. 34. Much f the unique quality f the DVMWHS lies in its spectacular natural lcatin, and in its riverside setting. Participatin by visitrs taking advantage f this scenery - pssibly invlving walking, cycling and generally utdr explring prbably ges largely undetected and unrecrded, making it difficult t gauge the real imprtance f this aspect f the site. 35. Marketing material and infrmatin fr DVMWHS is f a high quality, as is the website, and a new strng visual brand identity has recently been develped. Visit Peak District and Derbyshire DMP supprts the WHS in its flagship publicatins, the Visitr Guide and Welcme magazine, as well as featuring it within the main destinatin website The WHS has branded signage t all the key sites and the name signs f the majr settlement all have WHS branded signs. These were intrduced in There are als branded interpretatin panels at all the key sites alng the site. and rientatin material alng the WHS is still generally lacking, and there is little n the grund t encurage dispersal f visitrs between sites. Nevertheless, mre can be dne. The M1 fr example makes n reference t the fact that a Wrld Heritage Site can be fund just a few miles away. N market research has yet been cnducted, but it is likely that public awareness f the WHS beynd the Derwent Valley itself is fairly lw. DVMWHS Turism Strategy 12

13 37. In and arund the WHS, there is a fairly wide chice f accmmdatin stck fr staying visitrs, including B&Bs and self catering establishments. Hwever, the range f serviced accmmdatin is pr, except in the city f Derby where there is evidence f a rapidly grwing gd quality htel sectr. Sme venues in the Derwent Valley have direct assciatins with sme f the key histrical figures, e.g. Alisn Huse B&B (Arkwright) & Makeney Htel (Strutt). 38. EMT s Investment Turism Opprtunities Assessment identified the fllwing cncerns abut DVMWHS currently as a destinatin: the lack f a strng brand identity fr the WHS as a whle the lack f harmnisatin f the built heritage, landscape and wildlife value f the valley as a cherent visitr ffer inadequate signage t the WHS frm key access rutes, including the M1, A38 and rail line The ptential fr imprved interpretatin f the WHS, particularly in relatin t the heritage sites and buildings which remain alng with Derwent Valley insufficient accmmdatin within the WHS fr large grups (i.e. cach trips) t encurage vernight stays 39. It is fair t say that the verall turism ffer within the cre wrld heritage site is currently largely underdevelped, incnsistent in quality and fragmented in nature. In the face f ther majr cnservatin pririties in the ten years since achieving WHS designatin, turism develpment has understandably nt been a significant strategic driver fr many f the rganisatins invlved, as cnservatin needs have had t take precedence. Hwever, huge strides have been and are still being made by many in restring and cnserving the built heritage, as well as the cmmitment by lcal authrities t preserve and prtect the natural landscape. The fllwing sectins (40 t 57) describe the main sites t be fund alng the WHS crridr, and their current prpsitins fr visitrs. 40. Massn Mills - Sir Richard Arkwright s 1783 shwpiece Massn Mills are the finest surviving and best preserved examples f an Arkwright cttn spinning mill, and this impsing building is an icnic visual gateway t the wrld heritage site at the nrthern end. Tday, sme 80% f the mill frms a successful shpping village (including Edinburgh Wllen Mills), licensed restaurant and cnference facility, and the grund flr and basement huse a wrking textile museum incrprating authentic histric wrking machinery. The wner has recently created a private museum f cttn textile prductin, based n his wn cllectin. The museum is pen daily, but whilst it attracts heritage enthusiasts and many schl grups frm all ver the midlands (arund 15k peple), there is little use f the facility by the hundreds f thusands f visitrs fr whm Massn is a purely retail experience. DVMWHS Turism Strategy 13

14 . This retail ffer is currently likely t be the greatest single attractr f visits t any f the DVMWHS sites, and cnsequently that which has the greatest ecnmic impact, althugh shpper numbers are nt penly available. The riverside setting is spectacular but little used as part f the visitr ffer, except fr thse taking the museum tur. Excellent n-site parking facilities are available fr cars and a there are drpping ff pints fr caches. There is sme interpretatin material abut the Mill within the museum area, but nne abut the surrunding area r WHS as a whle. 41. Crmfrd Village - Crmfrd is the factry cmmunity develped by Sir Richard Arkwright and his sn Richard Arkwright Junir. The village has many interesting histric features, including the Market Place, Greyhund Htel, mill wrkers husing, village Lck Up, frmer crn mill, pnds and mill water curses. Grant-supprted wrk is gradually helping t repair and restre many buildings and ther parts f the village fabric revealing its riginal character. Regular walking turs fr visitrs are delivered by the Arkwright Sciety based at nearby Crmfrd Mill, but there is n frmal recrding f visitr numbers in the village, and n site specific r WHS interpretatin material. The village cntains a gd selectin f small independent retailers and eateries which add t its visitr appeal, and a lng-established and well knwn bkshp which cntains a cafe. The histric hme f a manager f Arkwright s mills (Alisn Huse) prvides bed and breakfast and cnference facilities. In recent years hwever, a number f businesses including a bank, filling statin and greengrcers have disappeared, and the pst ffice has been threatened with clsure. "Celebrating Crmfrd", a weekend festival celebrating the village and the talents f the peple wh live here, started in June 2005 and has becme an annual event. Thrugh the central parts f Crmfrd, the visitr experience is affected by traffic cngestin and the heavy aggregate trucks which mve daily thrugh the village n their way t and frm sites n the A5012 and B Willersley Castle this is a 200 year ld Grade II listed building, built n the utskirts f Crmfrd fr Sir Richard Arkwright. Set in 60 acres f histric parkland, the huse retains many riginal features, including the striking Well Gallery with its glass dme. It nw perates as a Christian Guild htel and is pen t nn-residents fr light refreshments. Histrically, public access has nt been available t the htel grunds, and the wners have been strngly ppsed t the idea f a ftpath being created acrss the meadw next t the river the main cnsequence f this is that a cntinuus riverside ftpath cnnectin between Crmfrd Bridge and Lvers Walk in Matlck Bath des nt exist. Hwever the Guild is gradually mving twards a mre pen apprach t turism, and under new management the pprtunity fr clser integratin with the rest f the wrld heritage site and nearby visitr attractins nw exists. 43. Crmfrd Mill - the site f the wrld s first successful water pwered cttn spinning mill, built by Richard Arkwright in the years fllwing His achievements are acknwledged thrughut the wrld, and the mills at Crmfrd became mdels fr thers thrughut Britain and abrad. Crmfrd Mill is nw hme t cnference facilities, a small range f shps and a ppular restaurant in the mill yard serving lunches and light refreshments seven days per week. Turs f the mills are available t visitrs n mst days, and educatinal turs fr visiting grups are als well catered fr, nw in cnjunctin with Massn Mills. The Arkwright Sciety estimates arund 100k visits are made t the site each year, althugh this is impssible t gauge accurately. DVMWHS Turism Strategy 14

15 Interpretatin panels at Crmfrd Mill have been intrduced althugh there is scpe t develp the visitr s understanding f its significance. Mdest parking charges have recently been intrduced, but cach parking at the Mill is restricted due t structural limitatins f the current car park. Beynd the mill buildings themselves, pavements are restrictive in places, and pedestrian traffic acrss Mill Lane t the canal wharf is nt managed. The planned refurbishment f Building 17, a Grade I Listed building, is the next phase f a prject that ver the last thirty years has saved frm derelictin and brught back in t use this range f wrld famus industrial buildings. 44. Crmfrd Statin this was created in 1855 and its platfrm buildings have been recently restred by the Arkwright Sciety and private wners. The Dwnside building has been cnverted fr rental as ffice space, whilst the Upside Waiting Rm has been cnverted as self catering accmmdatin by private wners. These are the nly riginal statin buildings within the DVMWHS and cnstitute an imprtant surviving fragment f the frmer Midland Railway line t Manchester. It is envisaged by the Arkwright Sciety that the statin will, in time, becme part f the nrthern gateway t the DVMWHS fr thse peple travelling by train, and will include venue ticketing, infrmatin and a pssible transprt interchange. There are issues cncerning the pedestrian link between the statin and the Crmfrd Mill/Wharf area and village, nt least the restrictin t pedestrian and rad traffic presented by the narrw Crmfrd Bridge. The Crmfrd Histric Paving Restratin Prject cmpleted by Atkins in 2004, explred a number f practical issues arund the area. 45. St Mary s Church - Crmfrd s parish church was built riginally as a private chapel fr Sir Richard Arkwright within the parkland f Willersley Castle. It cntains the family vaults. The interir is decrated with striking wall paintings and stained glass by the Victrian artist, A.O. Hemming. Access is by prir arrangement nly, althugh the church nw appears regularly n the Arkwright Sciety s calendar f guided walks and in the annual prgramme f Discvery Days. The ftpath between the Church and the main A6 rad twards Massn Mills is nw a highly picturesque pedestrian rute which runs between the river and the Scarthin Rck, althugh the riverside view is largely bscured by vergrwn vegetatin. 46. Crmfrd Canal Wharf and Crmfrd Meadws (including Wheatcrfts Wharf) this site prvides the largest area f car parking and utdr leisure within the nrthern area, and is ppular with bth lcals and visitrs t the area. The car parking areas are wned and managed by Derbyshire Cunty Cuncil and have capacity fr arund 80 cars. The larger DCC area is als suitable fr caches, and has public tilet facilities. The histric wharf buildings are wned by the Cunty Cuncil and let t the Arkwright Sciety, which rents ut the Gthic Warehuse fr events & meetings and perates anther canal side building. Wheatcrfts Wharf, a ppular cafe-restaurant and bk shp restaurant, ffers hmemade fds, refreshments, bks, wildlife articles, maps and walking accessries. 47. Crmfrd Canal - the 10.5km sectin between Crmfrd and Ambergate which lies within the WHS was cnstructed in the early 1790s but is essentially disused as a waterway. It is a Site f Special Scientific Interest fr its entire length frm DVMWHS Turism Strategy 15

16 Crmfrd t Whatstandwell, and the 3.3km suthern sectin frm Whatstandwell Bridge t Ambergate is a lcal nature reserve. The canal-side path is nw hugely ppular with walkers f all ages and abilities, attracting an estimated 250,000 each year. The canal is well managed by Derbyshire Cunty Cuncil in the cntext f its Wrld Heritage and SSSI status t accmmdate a mixture f recreatinal, educatinal, turist and eclgical uses, and the rute als frms part f the Derwent Valley Heritage Way. The Crmfrd Canal partnership is currently cmmissining a scping reprt n a range f ptins fr the re-develpment f the canal. The walk frm Crmfrd Wharf t High Peak Junctin is suitable fr pushchairs & wheel chairs, althugh cycling is nt permitted due t the restricted width f the tw-path. There is little n-site interpretatin f the histry f the canal (as distinct frm the mills), and currently n guided walks r turs are ffered fr visitrs. The canal was until recently able t take a hrse drawn narrw bat, but plant grwth has made this difficult. Dredging f the canal wuld prvide an additinal attractin. The canal is supprted by the Friends f Crmfrd Canal wh have the lng term aim f restring the canal. 48. The High Peak Junctin Wrkshps these are sme f the wrld s ldest surviving railway wrkshps, built arund 1830 and restred t hw they wuld have lked in the 1880s. They lie at the junctin f the Crmfrd Canal and the High Peak Trail, a 17.5 mile trail which extends t Dwlw near Buxtn. Within the DVMWHS, High Peak Junctin represents a unique pint (bth physically and histrically) which links the mills, railway, water transprt and natural landscape, and the backgrund stry is t sme extent interpreted arund the site. The wrkshp huses a small museum (with audi guide) and shp, bth pen t the public during the summer mnths. The site, which als prvides picnic areas and tilets, is very well managed by Derbyshire Cunty Cuncil, althugh there is ptential t further develp sme aspects, including its catering facilities. Althugh a number f waymarked walks start frm here, the site nt easily accessible fr all, i.e. ver a ftbridge frm the car park r a walk dwn the canal frm Crmfrd Wharf. The smell frm the nearby sewage treatment plant, particularly in summer, is als a majr prblem which damages the verall visitr experience. 49. Leawd Pump Huse this is situated a few minutes walk away acrss the canal frm the High Peak Junctin Wrkshps. Leawd Pump is a steam pwered beam engine built in 1849 t pump water frm the River Derwent int Crmfrd Canal, and nw has regular steaming dates thrughut the year frm Easter until Octber when the perating engine can be seen by visitrs. Demnstratins are run by vlunteers (whse enthusiasm and devtin is clear) and the mix f sights, sunds and smells adds t a rich visitr experience. It is an impressive experience and it is unfrtunate that the engine is nt seen in actin mre ften and by mre peple, althugh financial cnstraints restrict its peratin. Derbyshire Cunty Cuncil wns the site and finance majr items f repair, whilst vluntary dnatins n pen days raise mney fr cal and maintenance. 50. Jhn Smedley s Mill lcated in Lea Bridge, this has seen cntinuus textile prductin fr 226 years. It nw frms the manufacturing headquarters f Jhn Smedley Ltd, renwned thrughut the wrld as a leader in the prductin f fine gauge knitwear prducts. The cmplex has at its heart the Arkwright pattern mill built in 1783 by Arkwright s financiar and landlrd Peter Nightingale. The factry is nt currently pen t the public but a secnds factry shp, which DVMWHS Turism Strategy 16

17 ffers a range f cttn and knitwear prducts, is very ppular and pen thrughut the year. A majr site develpment prject is planned, which may invlve a new visitr receptin, retail fr men and wmen s Jhn Smedley clthing, and a cafe/restaurant. The cmpany als hpes t ffer factry turs, which will add t its verall appeal as a visitr attractin. 51. Belper River Gardens lcated just ff the A6, next t Strutt s Nrth Mill, the gardens have flwerbeds, an arbretum, bandstand, water gardens, children s playgrund and bating facilities. Visitrs can enjy attractive views f the River Derwent and, thrughut the summer, listen t band cncerts, watch utdr theatre perfrmances and hire rwing bats. The gardens have n WHS interpretatin material, but are undubtedly the mst visitr-friendly riverside experience alng the wrld heritage site. 52. Strutt's Nrth Mill, Belper this histric building n the River Derwent at Belper, is William Strutt s pineering fire prf cttn mill f It huses the Derwent Valley Visitr Centre and high quality displays f hand spinning wheels, Hargreaves s Spinning Jenny and many mre exhibits. Visitrs can fllw the cttn prcess frm plant t thread, see unique cllectins f hsiery and jin guided turs f the mill building and areas f the histric settlement f Belper. Strutt's Nrth Mill cntains the best example f mill interpretatin within the valley, as well as sme material fr the whle f the WHS. The peratrs are supprted financially by Amber Valley Brugh Cuncil, and the centre has in recent years als becme a Turist Infrmatin Pint fr Peak District & Derbyshire. Parking is a majr prblem at the site, and space limitatins are currently restricting the develpment f the Trust s educatinal rle with schls. The Mill is staffed largely by vlunteers and its pening hurs are limited t afternns 5 days per week in the summer and afternns at weekends nly in winter mnths. 53. Belper the scale f Belper, its twn centre retail ffer, central psitin, and its transprt cnnectins make it an imprtant ecnmic hub in the WHS. Hwever it is nt knwn as a turist destinatin, and althugh histrically significant as perhaps the first mill twn, des nt have the mre rural visual charm f Peak District twns t the nrth. The ld part f Belper is the factry cmmunity created by the Strutt family fr their mill wrkers frm the 1780s. The Strutt s mill cmplex and greater part f the assciated husing have survived almst withut lss. The huses, farms and public buildings, tgether with the dcumentary material cllected, represent a unique archive fr visitrs t view, particularly thrugh guided turs & at the mill s exhibitin. Nne f the residential prperties are pen t the public. The De Bradelei Mill Stre, ne f the main retail attractins within the WHS, is als lcated in the twn n the main A6. Beynd the cnfines f the Nrth Mill, the twn cntains a small amunt f gd quality interpretatin material abut its rle within DVMWHS. 54. Milfrd - the village is situated between Duffield and Belper, with the A6 running thrugh its centre. It has a church, a chapel, garden nurseries, as well as a number f pubs with a gd DVMWHS Turism Strategy 17

18 reputatin fr fd and ales. Jedediah Strutt had established tw water pwered cttn spinning mills here by1793, and built cttages and ther buildings fr his wrkfrce. Nne f the residential prperties are pen t the public, althugh access t ne r tw is usually given n Discvery and Envirnmental Days. The Heritage Way walking rute deturs away frm the river at Milfrd. There are a number f WHS interpretatin bards in the village. 55. Darley Abbey - within walking distance f Derby City centre is the small factry village f Darley Abbey, created by the Evans family frm the 1780s nwards, and the site f ne f the mst cmplete early textile mill cmplexes. The mill nw huses a number f small business units and is currently nt an attractive envirnment fr visitrs. On site, there is a high quality restaurant which has views ver the river and weir. Next t the mill cmplex is Darley Abbey village - this has a 13 th century inn, attractive restred mill cttages built in rws r arund squares, and is a ppular destinatin fr visitrs. There are a number f gd quality infrmatin panels in the village, alng the riverside, in the park (prvided by the Darley Abbey Sciety.) 56. Darley Park this attractive park brders the village and was nce part f the Evans family estate. It is ppular with lcals and visitrs, having attractive flwer beds, shrubberies and wds, as well as lawns, wildflwer meadws and pen grassland. Darley Park als has a Natinal Cllectin f Viburnums and Hydrangeas, a tree trail, a very ppular café, and small children s play area. Darley Barn prvides utdr and envirnmental educatin activities. The river Derwent flws thrugh the park prviding a natural path t fllw alng ne side f it, and visitrs can return thrugh Darley Playing Fields n the ppsite bank. The park is als hst t ne the city s mst enjyed annual events held just befre schls return frm summer hlidays, the Darley Park Cncert - an evening f classical music with a firewrk display. 57. The Silk Mill, Derby s Museum f Industry and Histry this museum is lcated in the city centre n the banks f the River Derwent, arund a mile suth frm Darley Abbey. It is n the site f ne f the wrld s ldest factries, Jhn Lmbe s Silk Mill f the early 1720s England s first mdern factry. With a ptential 4,000 square metres f internal space, and suthern gateway t the Derwent Valley Mills Wrld Heritage Site, the Silk Mill is a majr city landmark and an integral cmpnent f the city s regeneratin. The existing museum was pened in 1974 but the museum is nw in majr need f verhaul. A rigrus prcess was cmpleted in 2010 t identify the preferred ptin fr the future f the Silk Mill, and cncluded that the current museum ffer shuld be replaced. One f the ptential utcmes is t realise a majr visitr attractin t inspire and engage peple in relatin t science, technlgy, engineering and mathematics (STEM). This initiative relies n building a partnership natinal in scpe with industry, educatin and thers acrss the city and the regin. The Silk Mill is currently mthballed whilst Derby Museums and Galleries mve twards trust status. It remains busy and pen t the public with a variety f targeted events. DVMWHS Turism Strategy 18

19 58. Events, turs and Discvery Days The largest rganised event in the Derwent Valley Mills Wrld Heritage Site calendar is the annual Discvery Days which take place ver a nine day festival perid each Octber half term. In 2010 it attracted ver 11,500 visitrs and included arund 100 activities and events saw ver 100 events and ver 12,500 visitrs. The mix includes guided walks, talks, exhibitins and children s events - the first weekend fcussing n Belper and Derby and the secnd n the Crmfrd area. Other activities included walks t Lea Mills via the Crmfrd Canal twpath frm High Peak Junctin, presentatins and guided walks alng the canal, and an evening talk n Crmfrd authr Alisn Uttley. Prmtinal supprt frm the Peak District and Derbyshire Turist Bard helped t bring in visitrs frm acrss the UK, including Kent, Yrkshire, Cumbria and the Midlands, sme staying the full week. Thrughut the year, Massn Mills and the Arkwright Sciety run regular guided turs and educatinal grup visits, mainly based arund the main Crmfrd Mill cmplex and Crmfrd Village. Other guided walks and turs include regular visits t Slinter Wd and t individual heritage sites such as St. Mary s Church and Jhn Smedley at Lea Mills. Current markets & the impact f turism 59. At a reginal level, the DVMWHS was identified by East Midlands Turism (EMT) as an imprtant develpment prject, particularly being the nly wrld heritage site within the East Midlands. EMT s Turism Investment Opprtunities Assessment (TIOA) carried ut by Sctt Wilsn in 2007 acknwledged its ptential as a future turism driver, while als recgnising that at that time, it did nt have the same brand identity as well established destinatins. 60. A self-generated survey (cnducted by the WHS) f 693 visitrs t the key sites within the DVMWHS between April 2007 and March 2008 revealed the fllwing data: Percentage f educatin visitrs = 8.7% Percentage f freign visitrs = 9.2% (natinalities: Netherlands, Yemen, USA, New Zealand, France, Denmark, Cyprus, Italy, Brazil, Greece, Switzerland, Sweden, Australia, Germany, Ireland, Japan, Hlland, Canada, Suth Africa, Spain, Pland.) Percentage f repeat visitrs 16.7% Age split: under 24-12%; 24 t 44-18%; 45 t 59-33%; ver 60-37%. Percentage wh knew they were visiting part f a Wrld Heritage : 58% Percentage f visitrs rating their visit excellent 75% 61. Between April 2007 and March 2008, the website was visited n 143,425 separate ccasins, an average f 392 visitrs per day. The average length f stay was arund 6 minutes. Of thse wh visited, 934 were frm China, the largest number fr a single DVMWHS Turism Strategy 19

20 cuntry utside the UK r US. Sweden fllwed at 663 and Japan at 628. The website was visited by peple frm 99 different cuntries. 62. Accurate research n the visitrs t the DVMWHS is currently lacking, and true visitr numbers t the WHS are impssible t gauge accurately. Using a cmbinatin f data frm different surces, nly a rugh picture f the impact f visitrs in and arund the WHS can be established. 63. STEAM data fr 2008 estimates the number f staying visitr trips (bth verseas and dmestic) t have been 3.52m in the Peak District & Derbyshire area. The number f day visitr trips t the destinatin is substantial at arund 32m, f which 22m are t the Peak District itself. This represents a huge leisure market which is largely visiting the area t the nrth f the WHS and arund its nrthern half. 64. Published data n visitr numbers t varius attractins in Derbyshire shw the substantial visitr numbers and reflect this nrthern factr: Upper Derwent Reservirs: Ladybwer, Derwent, Hwden - 2m visitrs in 2005 Carsingtn Water Visitr Centre 850,000 in 2007 Chatswrth: stately hme, gardens, farmyard, shps, restaurants and cafes - arund 600,000 visitrs per year. Denby Pttery: pttery turs, ckery demnstratins, shps and museum - 218,000 visits in Midland Railway Centre: museum and a standard gauge railway - apprximately 110,000 visits in 2006 Caudwell s Mill: craft shps, gift shp, artist s gallery and café - 97,400 visits in Gulliver s Kingdm: family theme park estimated 90,000 visitrs annually Heights f Abraham estimated100,000 visitrs annually Crich Tramway Village: restred perid village with preserved trams. 117,000 visits in Peak District Mining Museum apprximately 80,000 visits in 2008 Hardwick Hall & Gardens 125,000 visitrs in 2006 Kedlestn Hall - 91,000 visits in 2005 Haddn Hall 57,000 visitrs in 2005 Blsver Castle: 55,000 in By cmparisn, recrded visitr numbers t sites within the DVMWHS are relatively mdest: The Silk Mill, Derby s Museum f Industry and Histry - apprximately 36,000 visits Derwent Valley Visitr Centre (Strutts Mill, Belper) apprximately 10,000 visitrs annually Massn Mill Knitwear Museum arund 15,000 annually (including schl trips but excluding visitrs t the shpping centre) Arkwright s Mills at Crmfrd apprximately 100,000 DVMWHS Turism Strategy 20

21 66. In the suth, the city f Derby is yet t becme established as a credible destinatin fr leisure visitrs. Its turism ffer is under-develped and the city s staying visitrs (apprx 360k in 2006) cntinue t cme largely frm the business sectr. Hwever, a significantly expanding day visitr market is nw well catered fr by the Westfields shpping centre and the evening ecnmy by numerus bars and restaurants in the city centre. The influx f new htels, imprvements t the Railway Statin, and the regeneratin f the Cathedral Quarter and riverside will significantly imprve the leisure prduct in cming years. The city s arts, cultural and heritage ffer (including QUAD) is als playing an imprtant rle, and frms the main cnceptual link with the WHS STEAM data fr Amber Valley (in which mst f the DVMWHS is lcated) shws that the main market t the area is the day tripper, with vernight stays accunting fr arund nly 8% f the ttal visitr numbers. Hwever, in neighburing Derbyshire Dales t the nrth and west, staying visitrs represent sme 15%. 68. The spread f serviced and self catering accmmdatin prvisin fr staying visitrs als reflects the wider distributin f leisure visitrs at the nrthern end f the WHS. Recrds shw that Derbyshire Dales cntains arund 9 times the number f establishments (at arund 1300) than Amber Valley. In 2005, 137,000 visitrs were recrded t have stayed in Amber Valley and 541,000 in Derbyshire Dales. 69. In mst cases, visitr numbers t the WHS attractins are nly estimated (e.g. Crmfrd Mill at 100,000) and at mst ther sites n figures are available. N custmer facing research measures numbers f visitrs t Crmfrd village, Belper twn r Darley Abbey. It is very likely that mst ppular attractins within the DVMWHS (in terms f visitr numbers) are the shpping experiences f De Bradelei at Belper, Massn Mill at Matlck Bath and the Jhn Smedley factry shp at Lea. 70. Sme data n visitr numbers is captured frm peple cunters and car parking charges, but incme at retail peratins and catering utlets cannt be separated-ut t islate visitr spend frm that f lcal residents. Studies suggest that Crmfrd Canal and High Peak Trail attract sme 200,000 visitrs a year, which is nt far shrt f capacity given the Site f Special Scientific Interest (SSSI) status. Many f the utdr activities and experiences are free f charge, and the current visitr spend per head alng the WHS crridr is likely t be fairly lw. 71. Special interest and educatin grups visit a number f sites, and they are an imprtant part f the heritage rle rganisatins such as Strutts Nrth Mill in Belper, the Arkwright Sciety at Crmfrd Mill and Massn Mills. There is little c-rdinatin f data capture which wuld enable a systematic analysis. DVMWHS Turism Strategy 21

22 SWOT analysis f DVMWHS Strengths and Weaknesses Strengths 1. Prduct (a) Authentic and unique (WHS status) (b) Diversity f ffer (mills, villages, twn, river, canals) (c ) DVM Branding and Panels (d) Discvery Days (e) Unique in East Midlands Weaknesses (i ) N majr attractins (j) T diverse t be seen as a single destinatin (k) Pr quality interpretatin in sme areas (l) Venues spread ver 15 miles, n central pint (f) Flexible buildings capable f reuse (g) Of interest t schls and clleges (h) Village twn and city experiences 2. Place (a) Dramatic scenery (b) Clse t Peak District (c ) Clse t majr ppulatin centres (16 millin) (d) Gd transprt links (cycle rutes, M1, A 38 Derwent valley Line) (e) Other high quality attractins nearby (f) Nt a chesive lcatin (g) Nt in the Peak District (h) Few staying visitrs (i ) N useful trend data (j) A6 cngested at weekends/hlidays (k)lack f suitable accmmdatin mix e.g. n YHA r budget htels (l) Niche heritage appeal 3. Prmtin (a) Turism and Marketing Plan (b) Website (c) Newsletters (d) Overseas links t Germany and USA (e) Inadequate marketing budget (f) Nt a clear brand r place (g) N market research (h) Limited public perceptin f textile histry (i) N DVMWHS champins DVMWHS Turism Strategy 22

23 Strengths 4. Peple (a) Mtivated staff and partners (b) Eths f cllabratin (c) Panels and wrking grups (d) Active vlunteers Weaknesses (e) Cmpetitin between sites (f) Differing pririties (g) Limited Successin Planning (lss f knwledge) 5. Finance (a) Baseline supprt fr DVM Team (b) N WHS marketing budget (c) Limited lcal authrity supprt fr turism (d) All sites need capital investment 6. Operatins (a) Diversity f rganisatins (b) Majr sites have develpment plans (c) Diversity f rganisatins (d) Majr sites nt cmpleted DVMWHS Turism Strategy 23

24 Opprtunities and Threats 7. Markets and Visitrs Opprtunities (a) Lttery funding remains high (b) Invest in high quality prduct (c) Develp prduct grups and linkages within the WHS (clusters) (d) Imprving transprt links between the clusters (e) Increase crss selling f sites within WHS Threats (l) Reduced access t match funding and increased cmpetitin (m) Fewer schl visits due t funding cuts (n) Reduced funding fr Visit Peak District DMP (f) Develp high prfile prjects (g) Attracting mre staying visitrs (h) Develp nn-heritage audiences (i ) Develp shpping ffer (j) Increase marketing f WHS (k) Jint marketing with ther attractins 8. Plitical (a) Stable Natinal Curriculum (b) Heritage Lttery Fund and Arts Cuncil Lttery secure 9. Ecnmic (a) Ecnmic dwnturn mre hlidays in UK (b) Business supprt (spnsrship) (c) Philanthrpic giving 10. Scial (a) Ageing ppulatin with prpensity t visit (b) Public interest in heritage and green issues (c) Reductin f Lcal Authrity supprt (d) Ecnmic dwnturn less spending n hlidays (e) Onging recessin (f) Reductin in investment n Derwent Valley Line (c) Generatin with memries f mill/textile wrking sn t pass (d) Offer f limited interest t yung peple aged 15 t 24 (e) BME grups under-represented 12. Technlgical (a) New digital technlgies fr interpretatin and marketing (b) Hme based entertainments DVMWHS Turism Strategy 24

25 Opprtunities 13. Envirnmental (a) Develp green activities, cycling, walking etc Threats (b) Failure t maintain buildings and infrastructure (c) Traffic cngestin (d) Flding 14. Cmpetitin (a) Develp shpping ffer within DVM (b) Develp prduct fr nn-heritage audiences (smething fr everyne) (c) Leisure shpping (d) Rival attractins (e) Sites cmpeting fr the same funding DVMWHS Turism Strategy 25

26 Summary i. The verall turism prpsitin which the DVMWHS ffers is yet t be fully develped the current prpsitin is based largely n a built heritage cre prduct which has limited appeal and which cmpares prly against neighburing established visitr attractins. ii. iii. iv. DVMWHS is nt yet viewed as a significant reginal prject, althugh there is evidence frm ther Wrld Heritage Sites that reginal and Eurpean funding mechanisms are imprtant mechanisms which fuel turism peratins. Its many strengths include its authenticity, unique prpsitin as the birthplace f the factry system, the natural beauty/landscape/river/canal/grge/diverse landscape thrughut the site, and the fact that it is the nly WHS in the East Midlands. It is lcated clse t the Peak District Natinal Park and is centrally lcated within the UK, near large centres f ppulatin, with sme 16 millin peple living within 1 hur s drive. v. There is ptential fr the WHS t be develped as a cre feature within a wider Derwent Valley visitr prduct, and t maximise the marketing pprtunities brught by clser assciatin with nearby attractins and by develping strnger links with the Peak District and city f Derby. vi. vii. viii. ix. Opprtunities exist t attract greater numbers f nn-heritage audiences, mre staying visitrs, and t establish DVMWHS as a significant turism driver within the East Midlands, attracting ptentially up t 1m visitrs per year, including many frm verseas. There is currently little perceptin f DVMWHS as a destinatin, it has a lw prfile brand identity, and inadequate signage frm key access rutes, including the M1, A38 and rail line. DVMWHS has n central fcal pint, n TICs, and a lack f linked interpretatin f the WHS, particularly in relatin t the heritage sites and buildings which remain alng the Derwent Valley. Althugh they may have equal histrical r cultural merit within the cntext f the WHS stry, nt all sites within DVMWHS have the ptential r the desire t attract significant numbers f turist visits. x. An existing strategy is based n a ndal r cluster apprach t the develpment f the WHS prduct this recmmends particular investment and fcus n visitr infrastructure at the nrthern and suthern hubs at Crmfrd (as the main centre fr WHS interpretatin) and Derby. xi. xii. xiii. Visitr management at the hubs and within the WHS culd be based upn the cncept f attract and disperse, using sustainable transprt slutins where pssible alng the cnnecting threads f rad, rail and river. Delivery structures fr turism are nt yet in place, and there is currently insufficient resurce (bth persnal and financial) t implement a turism visin r manage DVMWHS as a destinatin. There is a need fr a mre c-rdinated apprach t funding bids. DVMWHS Turism Strategy 26

27 3. The ptential DVMWHS destinatin DVMWHS and the wider area attractins, settlements and trails 72. The DVMWHS Ecnmic Develpment Plan cnsidered a wide area f study, defined by a number f administrative wards, t enable the ecnmy f the area t be prfiled ver time. These included the WHS itself, the buffer zne and the hinterland verlking the WHS area including tw wards in Derby, the whle f Belper, Matlck Bath and the suthern part f Matlck. By fllwing a similar principle, a much brader visitr prduct may be cnsidered, including many well established visitr attractins and sites. 73. This brader valley wide apprach has already existed fr many years, and has been particularly champined by The Derwent Valley Trust, a charitable trust supprted by all the lcal authrities and many ther rganisatins and businesses. The Trust was established t secure recgnitin f the Derwent Valley and its immediate crridr fr its landscape, wildlife and heritage. The Trust wishes t prmte these t a wider audience whilst encuraging visitrs t prtect the envirnment by using their cars less and adpting sustainable means f transprt such as walking, cycling and public transprt. The Trust has secured the trademark The Natinal Heritage Crridr t further its aims. 74. The DVMWH Ecnmic Develpment Plan cnsidered the cncept f a Natinal Heritage Crridr t be weak in marketing terms althugh recgnising its cnceptual strength in that it refers t a mre bradly defined valley. Althugh it has n rganisatinal structure t hld it tgether fr branding, develpment and marketing purpses, such a wider gegraphical area has a strnger turism ffer and ptential. 75. Many f the valley s attractins, settlements and trails have heritage themes r in sme cases direct links with the wrld heritage site itself. A brader valley-wide visitr experience therefre als includes the fllwing sites and attractins: Matlck Bath The Heights f Abraham Peak District Mining Museum High Peak Junctin t Middletn Tp Wirkswrth & The Ecclesburne Valley Railway The Natinal Stne Centre Crich Tramway Village Heage Windmill Denby Pttery and Visitr Centre Midland Railway Butterley Keddlestn Hall Derby Museum & Art Gallery DVMWHS Turism Strategy 27

28 Pickfrds Huse Ryal Crwn Derby Derby Rundhuse Thus the wider valley prduct may be cnsidered t lk like this: 1. Massn Mills 2. Crmfrd village 3. Willersley Castle 4. Crmfrd Mill 5. St. Mary s Church 6. Crmfrd Canal 7. High Peak Junctin Wrkshps 8. Leawd Pumphuse 9. Jhn Smedley s Mill 10. Belper River Gardens 11. Strutts Nrth Mill 12. Belper twn 13. Milfrd 14. Darley Abbey 15. Darley Park 16. The Silk Mill Other nearby heritage visitr attractins Derby Art Gallery and Museum 18. Heights f Abraham 19. Peak District Mining Museum 20. Denby Pttery 21. Crich Tramway Village 22. Heage Windmill 23. Midland Railway 24. Kedlestn Hall (Natinal Trust) 25. Pickfrds Huse 26. Ryal Crwn Derby 27. Derby Rundhuse The fllwing sectins (76 t 99) describe the ther sites and attractins t be fund beynd the WHS crridr, and their current prpsitins fr visitrs. DVMWHS Turism Strategy 28

29 76. Matlck Bath is a thriving turist destinatin which attracts visitrs f all ages. The twn's parkland has attractive picnic areas, children s playgrund, wded walks and caves t explre alng the riverside path. Its wide pen main rute gives it the appearance f a seaside prmenade - the rad and river are enclsed within a deep-sided grge with limestne cliffs n either side. One side is lined with suvenir shps, amusements, cafés and fd utlets and the ther by a wide walkway alngside the River Derwent. The Lvers Walk ftpath leads t Derwent Gardens, where several thermal springs emerge and have been used t create the water gardens and ther pls. Derwent Gardens in cnjunctin with Lvers Walks als hsts the Illuminatins and Venetian Nights festival held frm August thrugh t Octber every year. 77. Heights f Abraham - Since first pening its gates t visitrs in 1780 the Heights f Abraham has remained ne f the Peak District's mst ppular turist attractins. Originally reached n ft, since 1984 it has been accessed with a jurney n Britain's first alpine style cable car system. Rising frm the valley flr, the cars allw visitrs stunning views f the Derwent Valley. The hillside is cvered in beech wds, and at the hilltp the Victria Twer prvides excellent views f the River Derwent. Tw caverns are pen as shw caves, Rutland Cavern and Great Massn Cavern, and guided turs f bth frm part f the experience. Entry t the Heights f Abraham Hilltp Park and all its features including Wdland Walks, Gift Shps, Play and Adventure areas, Cffee Shp and Bar 78. The Peak District Mining Museum this is situated in The Pavilin at the suthern end f Matlck Bath alngside the A6 and River Derwent. The museum displays tell the stry f anther aspect f the areas industrial heritage- that f lead mining- the histry f which spans frm Rman times t the present day, and includes equipment and varius mdels f lead wrkings. The museum als huses a large gift shp with an extensive cllectin f bks, gifts and suvenirs, and visitrs can g undergrund in the nearby Temple Mine fr an insight int what mining life was really like. The building huses a Turist Infrmatin Pint supprted by Visit Peak District & Derbyshire and Derbyshire Dales District Cuncil this cntains maps, literature and an infrmatin kisk linked t the fficial turist bard database. The venue attracts sme 90,000 visitrs per year. 79. High Peak Junctin t Middletn Tp The line f the frmer mineral railway, linking Crmfrd Canal with the Peak Frest Canal at Whaley Bridge near Stckprt, is nw a lng distance ftpath, bridleway and cycle rute - The High Peak Trail. The sectin leading ff frm the Crmfrd Canal cnnects High Peak Junctin with Middletn Tp Visitr Centre. The centre is at the tp f the hill, ffering spectacular views f the surrunding cuntryside as well as a gift shp, cycle hire, car park, tilets and picnic area. The Middletn Tp Engine Huse cntains the restred steam engine huse built in 1829 by the Butterley Cmpany t haul wagns up the Middletn incline, and is pen t the public n certain afternns. It is the wrld s ldest wrking rtative beam engine in its riginal engine huse, nce using the pwer f steam t raise and lwer wagns n the Middletn Incline f the Crmfrd and High Peak Railway. DVMWHS Turism Strategy 29

30 80. Wirkswrth is an histric twn f exceptinal character, ne f the ldest twns in the area, and nce the centre f Derbyshire's lead mining industry. Visitrs t the twn can quickly get away frm the main rad and explre n ft a netwrk f narrw lanes, yards and alleys. The Church f St Mary huses many interesting features including a Saxn cffin lid, Nrman fnt and fine carvings. Wirkswrth Heritage Centre is lcated ff the histric marketplace within Crwn Yard, where the histry and develpment f the twn is explained. The twn cntains a gd selectin f shps and there are a variety pubs and places t eat, althugh accmmdatin is in shrt supply. Well Dressings are held frm late May t early June, there is an annual Carnival and an Arts Festival in September. 81. The Ecclesburne Valley Railway is a cmmunity-wned and lcally-managed venture which perates turist passenger services between Wirkswrth, Duffield and Ravenstr using diesel and steam engines n regular days. There are 9 miles f single-track railway, five statin sites, tw level crssings, a yard with extensive sidings and a mineral branch t the ld Middlepeak quarry - its statins are largely intact and the layut at Wirkswrth virtually unchanged since the days f steam. The sectin f line between Idridgehay and Duffield pens in April 2011, a culminatin f 10 years hard wrk n the part f the dedicated vlunteer frce. 82. The Natinal Stne Centre is set in fifty acres f Derbyshire cuntryside and tells the stry f stne, its gelgical and industrial histry. The exhibitin inside shws hw advanced technlgy makes use f stne, and the site cntains six frmer quarries, fur lime kilns and ver ne hundred and twenty disused lead mine shafts. A number f stne-related curses and wrkshps cvering all aspects f dry-stne wall cnstructin are available. 83. Crich Tramway Village is hme f The Natinal Tramway Museum a ppular turist attractin where visitrs can ride vintage trams thrugh a unique perid street and ut int the pen cuntryside fr spectacular views. Visitrs can explre exhibitins and watch as trams are restred frm a wrkshp viewing gallery themed events als feature thrughut the year. The site als includes a wdland walk and sculpture trail, the restred Red Lin Pub, tearms and shps. 84. Heage Windmill. Built in 1797 and restred in 2002, this is a Grade II listed building, the nly wrking, stne-twered, multisailed windmill in England. It is set high in the Derbyshire cuntryside, prviding spectacular views ver the Derwent Valley. Car parking space is available n site with wheelchair access t an interpretatin centre, shp, tilets and the grund flr f the mill. High quality and entertaining guided turs are delivered t all flrs by a cmmitted grup f vlunteers. The adjacent drying kiln has been rebuilt and prvides the Visitr Centre and shp selling suvenirs, flur and light refreshments. DVMWHS Turism Strategy 30

31 85. Denby Pttery and Visitr Centre is situated next t the wrking pttery, set in a cbbled curtyard with award winning hme, garden, ckery and gift shps. Turs f the pttery and factry are available, all fully guided and including 'hands n activities. Visitrs can als pick up a bargain in the large Denby Factry Shp. The Visitr Centre has a ckery theatre and the ccasinal visiting celebrity chef. Burne's Restaurant serves snacks, meals and drinks prepared frm lcal prduce, and there is als a small museum, utdr play area and plenty f picnic seating. 86. The Midland Railway-Butterley cmprises steam and diesel hauled passenger trains perating alng an attractive seven mile rute thrugh an attractive rural part f east Derbyshire. The main site at Swanwick has a museum devted t the Midland Railway as well as a large cllectin f steam and diesel lcmtives. A variety f attractins including a large railway museum, a 35 acre cuntry park, demnstratin signal bx and Victrian railwaymans church, all f which are pen every day. Trains perate every weekend, schl hlidays and ther times. 87. Kedlestn Hall (Natinal Trust) is a spectacular Neclassical mansin, framed by histric parkland. Designed fr lavish entertaining and displaying an extensive cllectin f paintings, sculpture and riginal furnishings, Kedlestn is a fine example f the wrk f architect Rbert Adam. The Curzn family has lived at the Hall since the 12th century and the huse is set in ver 800 acres f magnificent landscaped parkland, with a pleasure garden, wdland walks, and fllies designed by Adam. Kedlestn was a key lcatin fr The Duchess film. 88. Derby Museum and Art Gallery. This huses a wide range f imprtant and attractive cllectins, cvering prcelain, paintings, archaelgy, histry, lcal regiments, gelgy and wildlife. Paintings by the celebrated 18th Century Derby artist Jseph Wright, Assciate f the Ryal Academy ( ) include prtraits, landscapes, subjects frm literature and scenes f industry and scientific equipment that represent this exciting perid f pineering discvery. This is the largest cllectin f the artist's wrk in any public gallery in the wrld. 89. Pickfrds Huse. This fine Gergian twnhuse built by Derby architect, Jseph Pickfrd, is a charming museum which relives the elegant lifestyle f Gergian times. Rms are decrated and furnished in fine style and a cstume display shws hw fashins have changed ver the centuries. At the rear f the building, a herb garden has been cultivated t service the impressive kitchen where an array f crckery and utensils are n display. 90. Ryal Crwn Derby china is knwn and cllected thrughut the wrld. The fine traditinal skills have led t an internatinal reputatin fr quality and creativity. The Ryal Crwn Derby Visitr Centre has been created t prvide an insight int the traditins, the histry and the skills that g int making Ryal Crwn Derby s special. The Visitr Centre is cmprised f a factry shp, a cffee shp and a museum; there are als factry turs available. DVMWHS Turism Strategy 31

32 Walking rutes and trails 91. The Derwent Valley Heritage Way is a 55-mile walk running alng the valley frm Ladybwer Reservir in the Peak District Natinal Park t the inland prt f Shardlw suth f Derby. The Heritage Way runs directly thrugh the DVMWHS and can be experienced as a lng distance walk r as a series f shrter walks, taking in beautiful scenery thrugh the Derbyshire Dales and a riverside path thrugh Derby. A guide bk n 'The Derwent Valley Heritage Way' is published by Jarrld Walking Guides and cntains rute descriptins, maps, travel infrmatin and details f attractins and heritage. 92. The High Peak Trail is a ppular walking and cycling rute stretching 17 miles nrthward frm High Peak Junctin n the Crmfrd Canal t Dwlw near Buxtn. It fllws the trackbed f the frmer Crmfrd and High Peak Railway and is a traffic free trail surrunded by beautiful cuntryside, ideal fr walkers, cyclists, hrse riders and nature lvers. Flat sectins f the rute are suitable fr wheelchairs and pushchairs. The trail frms part f Midshires Way and f the 130 mile Pennine Bridleway and Cycleway, which starts at Middletn Tp near Wirkswrth. There are numerus picnic sites, car parks and infrmatin pints alng the rute. At Parsely Hay the trail jins the Tissingtn Trail, part f the Natinal Cycle Netwrk, which runs suth east t Ashburne. 93. The Derwent Valley Walks are a series f 12 rutes designed t link tgether the railway statins in the Derwent Valley and encurage greater use f public transprt. They can be used n their wn as linear walks r cmbined t make circular walks all are waymarked by a series if discs which indicate the status f the paths fr walkers, cyclists r hrse riders. Three infrmative leaflets prvide detailed instructins f walks frm particular statins: N1. Frm Duffield and Ambergate; N.2 frm Ambergate and Crmfrd: N3. Frm Crmfrd and Matlck Bath. Each walk descriptin cntains infrmatin n distance and terrain. Lcal Events 94. The Peak District Walking & Outdrs Festival features mre than 100 events and walks n a wide range f themes during April and May. Shwcasing the very best f the Peak District with the UK's first Natinal Park at its cre the Festival highlights the area's wealth f diverse landscapes, frm rare mrland habitats and scenic limestne dales t attractive twns and pretty villages. DVMWHS Turism Strategy 32

33 95. Autumn Ftprints, the Amber Valley and Erewash Walking festival, takes place in September and features superb scenery, industrial heritage and attractive twns and villages - walks are led by knwledgeable lcal expert vlunteers and staff wh are enthusiastic t shw ff their patch. The Festival has prved very ppular with bth inexperienced and experienced walkers and is nw in its eighth year. 96. Wirkswrth Festival has becme established as a key event in the East Midlands cultural calendar. It dates frm 1995 when a grup f lcal artists pened their hmes t display their wrk, and this part f the event has nw becme ne f its highlights, the Art and Architecture Trail. The festival nw cmprises a brad-ranging prgramme f visual arts and perfrmance ver 17 days, ver three weekends annually in September. Year n year audiences fr the Festival have grwn, with nearly 10,000 peple taking part in Well dressing is ne f the mst famus and clurful custms in Derbyshire and the Peak District. It is the traditinal art f decrating springs and wells with pictures using nly natural materials, and its rigins are thught t date back t the time f the Celts r even earlier.tday s wells are decrated with flwer petals, berries, mss, cnes and seeds, which are pressed int clay held in a wden framewrk. Well dressing is celebrated in mre than sixty twns and villages thrughut Derbyshire and the Peak District. 98. Derby Rundhuse turs - This is the site f the wrld's first railway rundhuse, built by Rbert Stephensn in 1839 fr the Nrth Midland Railway. The crumbling remains f 19th century Grade II Derby Rundhuse has been sympathetically restred int a unique learning centre fr Derby Cllege. This special tur led by Derby City Cuncil TIC guides reveals hw the impressive new buildings cmplement the character f this histrical site. Interpretatin artwrk has been created thrughut the campus t celebrate the rle f key characters invlved in The Rundhuse histry including Matthew Kirtley, the Midland Railways first Lcmtive and Carriage Superintendent; famus railway engineer Gerge Stephensn and Francis Thmpsn, the riginal architect f the site. 99. Derby Ghst Walks - With ver 315 sightings f ghsts in the City Centre, Derby is fndly knwn as 'The Dead Centre f England'. Visitrs can chse frm tw ghst Walks, the Derby City Centre Walk and the Friar Gate (Derby Gal) Walk. The ghst walks invlve entertaining stry-telling arund the city streets, and haunted undergrund tunnels with many surprises en-rute. The walk is interwven with pub-stps and a light supper t finish DVMWHS Turism Strategy 33

34 Accmmdatin 100. In and arund the WHS, there is a limited chice f accmmdatin stck fr staying visitrs, including B&Bs and self catering establishments. The range f serviced accmmdatin is mdest, except in the city f Derby where there is evidence f a rapidly grwing gd quality htel sectr. Within a 10 mile radius f Belper (at the centre f the WHS) the fficial turist bard recgnises 36 accredited guest huses and B&Bs, 61 self catering prperties and 7 camping & caravanning sites. At the nrthern end are fund an additinal 32 guest huses and B&Bs within 5 miles f Crmfrd. Meanwhile in Derby there are ver 20 htels in and arund the city, including five 4* Sme venues in the Derwent Valley have direct assciatins with sme f the key histrical figures, e.g. Alisn Huse B&B (Arkwright) & Makeney Htel (Strutt.) Arund Crmfrd, sme accmmdatin venues are directly part f the Arkwright stry. They include: Willersley Castle Htel, Crmfrd (built as a mansin huse fr Sir Richard Arkwright) The Greyhund Inn, Crmfrd Village (built as the centre piece f the market place created by Sir Richard Arkwright) Nrth Street Cttages, Landmark Trust, Crmfrd (built as mill wrkers cttages by Sir Richard Arkwright) The Arkwright Sciety s Venture Centre hstel (built as the Crmfrd village crn mill). Alisn Huse B&B, Crmfrd (built as a gentleman s huse by the Arkwright family in c1844) Pear Tree Farmhuse, Lea (Built by Nightingale as a crn mill in c 1792) The Wharf Shed hstel, High Peak Junctin (built as a trans-shipment shed n the Crmfrd Canal. The ptential t prmte these many and varied heritage accmmdatin lcatins in a crdinated and themed way shuld be investigated, perhaps via the Wrld Heritage Site s wn web site. DVMWHS Turism Strategy 34

35 Cmparisn with similar WHS destinatins 102. There are currently 27 Wrld Heritage Sites in the UK, f which five thers are cncerned with industrial heritage and have a strng built cmpnent; Irnbridge Grge, New Lanark, Saltaire, Blaenavn Industrial Landscape and Crnish Mining. Nne f these have the same heritage r tpgraphic characteristics as DVMWHS, althugh there are sme similarities between individual elements. Nne have the Derwent Valley s linear layut The visitr prpsitin (i.e., what the site ffers as a mix f prducts and experience) varies cnsiderably, as des the quality f signage and interpretatin, the level f infrmatin prvisin, and quality f marketing and prmtin. The significance and prminence f the WHS designatin als varies markedly Irnbridge Grge A 4 mile x 2 mile cluster f mainly paid-fr attractins based arund r near attractive grge. Marketing message uses 2 straplines - the mst extrardinary district in the wrld and Ten Amazing Museums One Beautiful Valley. Gd quality printed marketing and website - Offers a number f family friendly venues Enginuity, Blists Hill Victrian Twn, China Museum, etc. Operates a single entry and passprt ticket system fr all venues. A centrally lcated (7 day per week) TIC peratin next t the Irn Bridge. Offers a number f well develped retail and catering ptins. Strng Irnbridge brand identity (less WHS brand). Extensive brwn signage t and arund the WHS. Gd site-specific and WHS interpretatin material at each venue. March-December prgramme f wrkshps and events. Shrt break packages with accmmdatin prviders, prmted by Shrpshire Turism. Irnbridge was established as a museum trust befre it became a WHS. The majrity f the sites are under a single management structure New Lanark Restred 18th century cttn mill village. Spectacular Lanarkshire valley setting, clse t the Falls f Clyde. Award-winning Visitr Centre pen 7 days per week, with gift shp and cffee shp. Passprt ticket allws access t all visitr areas. High tech audi visual 'Annie McLed's Stry tells the scial histry f the site. Craft and clthes shps + Edinburgh Wllen Mill Gd brwn signage t the WHS, including frm mtrway. Gd site-specific interpretatin material. Gd quality printed marketing and website - March-December prgramme f events DVMWHS Turism Strategy 35

36 On-site New Lanark Mill Htel 106. Saltaire Purpse-built "mdel" Victrian industrial village set in Yrkshire urban landscape. Key attractin Salt's Mill pen 7 days per week, huses shps, catering utlets and 1853 Gallery with cllectin f wrks by artist David Hckney. Privately wned. Direct rail cnnectin t Saltaire statin frm Leeds and Bradfrd. Brwn signage fr Salt s Mill nly nt WHS. N distinct WHS branding. N visible cnnectin between Mill and village, almst n interpretatin material. Village-based cmmunity website fr visitrs and residents - Annual Saltaire Festival with street market and events. Saltaire Trail circular walk + guided walks arund village. (distinctive public buildings - United Refrmed Church, schl, Victria Hall, hspital and almshuses) Village shps, cafes and restaurants. Sme n-site self catering accmmdatin Blaenavn Industrial Landscape 8km x 5km cluster f attractins and venues set in pst industrial rural landscape. Prtrays histry f Suth Wales as wrld's C19th majr prducer f irn and cal. Includes cal and re mines, quarries, railway system, furnaces, hmes f wrkers, and scial infrastructure f cmmunity mst free entry. Mdern visitr centre and TIC pen 6 days per week, ffers high quality WHS interpretatin, café, gift shp, educatin rms. Big Pit, The Natinal Mining Museum f Wales with undergrund turs, attracts arund 150,000 visitrs per year. Blaenavn Irnwrks (lcatin fr BBC Wales series Cal Huse) Pntypl & Blaenavn Steam Railway, Crdell (cmmunity heritage) Museum. Gd quality printed marketing and website with strng well designed branding - Branding carried thrugh and arund the WHS (village signs, site signs, etc) but yet t be fully implemented. Annual Wrld Heritage Day and April-December prgramme f events Crnish Mining 10 areas acrss Crnwall and West Devn which represent frmer mining districts, ancillary industrial cncentratins and assciated settlements. Includes authentic and histrically significant surviving cmpnents f the Crnwall and West Devn Mining Landscape frm the perid 1700 t Attractins include tin mines, museums, gardens, cuntry parks and tramways. Crnish Mining Attractins Marketing Assciatin (CMAMA) wrks with the WHS t ensure a high quality visitr experience at mining attractins. Mine & Yurs activity guide and website designed t intrduce visitrs t the Crnish Mining WHS - suggests places t see and things t d, including mines, museums, cycle DVMWHS Turism Strategy 36

37 trails, Areas f Outstanding Natural Beauty, alng with details abut getting there, eating and drinking. Cultural events prgramme designed t increase awareness and appreciatin f the distinctiveness f Crnish Mining culture Funding mechanisms which fuel turism peratins vary enrmusly between Wrld Heritage Sites. Supprt and investment by RDAs, Heritage Lttery Fund (HLF), Eurpean funding schemes and turism rganisatins play an imprtant rle fr many, and sme are clearly recgnised and supprted as significant reginal prjects. The examples belw include well established independent attractins e.g. Big Pit and Irnbridge Museums Trust wh have develped their capital bids and used the WHS status t assist them Hadrian s Wall Heritage Ltd (HWHL) is a new type f develpment cmpany established t develp the ecnmy f the Hadrian s Wall Crridr thrugh managing the Wrld Heritage Site. This invlves prtecting the archaelgy, landscape and envirnment, as well as increasing educatinal and visitr interpretatin pprtunities. HWHL was funded by fur agencies: One Nrth East, Nrth West Develpment Agency, English Heritage and Natural England. The WHS has als recently been awarded ver 4m f funds frm HLF and secured 6m f prject funding frm One Nrtheast RDA. The demise f the RDAs has meant that it will need t re-design its business mdel At Blaenavn, HLF awarded ver 5m t the Big Pit fr the creatin f a visitr centre and heritage museum. Majr additinal funding came frm the Welsh Assembly Gvernment, Wales Turist Bard, Llyds TSB Fundatin, The Calfields Regeneratin Trust, and ther trusts. 2.7m has als been spent n a WHS visitrs' centre n the site f a nce rundwn schl in Blaenavn At Irnbridge, ver 10m f funding was secured t undertake an ambitius develpment f the Blists Hill Victrian Twn, t include a landmark visitr centre and Wrld Heritage Site interpretatin venue. The financial supprt was prvided by MLA s Renaissance in the Regins prgramme, Advantage West Midlands ( 6.5m) and the Gvernment Office West Midlands ( 3.5m). Marketing appraches 113. The marketing apprach taken by ther UK Wrld Heritage Sites and heritage destinatins varies greatly, ften dictated by the structure and layut f the sites, fr example: Linear mdels Jurassic Cast, Hadrians Wall Cluster mdels Irnbridge, Blanaevn DVMWHS Turism Strategy 37

38 Single sites New Lanark, Saltaire, Giant s Causeway The fllwing sectins illustrate this. They are nt intended t prvide a plan fr DVMWHS, but rather are examples f the variety f slutins which have been arrived at fr the different wrld heritage sites The Drset and East Devn Cast Wrld Heritage Site is a castal strip f land arund 95 miles in length, ppularly knwn as The Jurassic Cast. In fact the term is used t include bth the WHS and the immediate twns and cuntryside which prvide the transprt, accmmdatin and infrastructure that enable peple t visit and understand the site. The twns prviding these services are knwn as Gateway Twns these prvide a gd range f accmmdatin, museums and visitr centres thrughut the area. In additin, 'anchr twns' f Exeter, Burnemuth, Ple and Christchurch als prvide an extensive range f visitr facilities. Turist Infrmatin Centres, lcated within sme f these twns, prvide pints f cntact fr visitr infrmatin Hadrian s Wall is ne f Britain s largest and mst cmplex Wrld Heritage Sites, running ver 150 miles frm Ravenglass t the Slway Firth and acrss t the Nrth Sea at Suth Shields. The Wall itself is 73 miles lng, running frm Bwness n Slway t the lwer Tyne. A Buffer Zne exists (similar t DVMWHS), a narrw band in urban areas but extending up t 4 miles frm the site in rural areas. The site includes ver 150 individually scheduled ancient mnuments. As a destinatin the WHS is marketed as Hadrians Wall Cuntry and cnsidered t include: Attractins: the Wall itself, the sites and museums, icnic buildings, retail, leisure and cultural facilities, events and scenery. Infrastructure: signage, transprt, parking, rientatin, interpretatin, public space and amenities. Services catering fr visitr and residents needs Irnbridge Grge WHS is a cluster f mainly paid-fr attractins based arund an attractive grge in Shrpshire, ften described as the birthplace f the industrial revlutin. Ten museums cllectively tell the stry f what happened in the valley arund 300 years ag. These sites include Blists Hill Victrian Twn (a recreatin f a small cmmunity at the end f Queen Victria s reign), Enginuity (a hands-n interactive centre designed fr yung peple), and Calbrkdale Museum f Irn (which celebrates the histry f early irn making.) The WHS is prmted as a single destinatin and largely as a family destinatin with a number f linked elements, althugh many f the museums are aimed mre at adults with an interest in industrial heritage. All individual sites are f a high quality. Shrt break packages with accmmdatin prviders, are prmted by Shrpshire Turism. DVMWHS Turism Strategy 38

39 Ptential visitr markets 117. Ptential markets fr DVMWHS can be cnsidered and segmented in a number f ways, including by visitr behaviur, hliday type and thematic interest. Explring lcal and natinal data n sme f these audiences will enable us t identify pririty markets t be targeted, as well as identifying pprtunities with ther marketing strategies which the DVMWHS may take the strategic decisin t link with. Psychgraphic analysis 118. Research cmmissined in 2008 by Visit Peak District & Derbyshire DMP, using Arkenfrd's ArkLeisure segmentatin, prvides useful data n existing and ptential visitr types t the area. ArkLeisure is a segmentatin mdel specifically designed fr the leisure and turism markets - it is based n individual's values, utlk n life and discretinary behaviur, including the hlidays they chse and destinatins that attract them. The research was designed t: Identify visitr types currently visiting the area Ptential new visitr types Measure awareness f the area and prducts that visitrs assciate with the Peak District & Derbyshire 119. In general, the mst ppular attractins r prducts with existing visitrs are: the cuntryside and villages histric and heritage attractins leisurely walking traditinal markets lcally prduced fd & drink % f respndents assciated the area with industrial histry, and 48% were aware f the wrld heritage site. The Arkenfrd research reveals a high prprtin f audience types with heritage interests already visiting. Segment types 'Csmplitans', Functinals and Traditinals are well represented, the prprtin f the latter grup being well abve the natinal average Csmplitans are the mst active f all the Arkenfrd segments when it cmes t hliday taking. They have a wide repertire f trips and are pen t trying new destinatins and experiences. The lcal research shws their high levels f interest in attractive cuntryside (97%), the Natinal Park (88%), the Wrld Heritage Site (81%), museums (78%) and industrial histry (67%). DVMWHS Turism Strategy 39

40 122. Traditinals are a relatively lder segment that are typically attracted by destinatins knwn fr their scenery and which are nt vercrwded with ther turists. Their interests scre similarly t Csmplitans - attractive cuntryside (96%), the Natinal Park (81%), wrld heritage site (66%), museums (67%) and industrial histry (58%) Visit England cnsiders tw types f market segmentatin cmmitment and value based using the Ark Leisure mdel. Cmmitment segmentatin Amng thse wh take breaks in England, VE cnsider tw key grups differentiated by the degree f engagement they have with brand England. Cmmitted visitrs (30%) f hliday takers) rate England highly cmpared t ther destinatins and are unlikely t switch away frm dmestic hliday taking in the future Shallw visitrs (38%) like England but als like ther destinatins - they will cntinue t take breaks in England but are mre likely than cmmitted visitrs t take breaks utside the cuntry Visit England campaign activities will fcus n bth cmmitted and shallw visitrs taking int accunt the differing prfiles f the tw grups. Value based segmentatin Under the value-based ArkLeisure system, Visit England marketing activity will be aimed at three key lifestyle segments - Csmplitans, Discverers and Traditinals between them, these segments make up 43% f the UK ppulatin. The main types f hliday breaks taken by each f these grups shw different thematic interests, sme f which have clear links with the types f prduct fund in the DVMWHS Csmplitans - city breaks (37%), cuntryside (36%) and events (24%) Discverers - utdr leisure and cuntryside (37%), seaside/cast (37%) Traditinals - heritage and histry (39%) cuntryside (51%) Analysis by hliday type (staying visitrs) 124. Beynd the Arkenfrd data, there is little available detail n the prfile f visitrs t the Peak District and Derbyshire. Hwever it s knwn that f the 36 millin visitrs per year, nly arund 10% invlve at least ne vernight stay - the vast majrity f visits are day visitr trips. Whilst specific data n lcal staying visitrs is lacking, natinal data prvides a useful insight int the characteristics f different types f hliday taker in the UK. DVMWHS Turism Strategy 40

41 125. The United Kingdm Turism Survey (UKTS) cnducted by TNS UK cmpiles and presents statistical infrmatin n the vlume and value f turism generated by residents f the UK and Republic f Ireland. The survey invlves ver 100,000 face t face interviews per year, cnducted with a large representative sample f the UK ppulatin which reflects varius demgraphic characteristics The mst recent reprt prduced frm the survey (UKTS the dmestic UK hliday market, August 2010) analyses the prfile and trends f the dmestic hliday market by length f trip, cmbining data cllated ver fur years frm 2006 t This data is summarised and segmented n the basis f shrt trips (1-3 nights), medium length trips (4-7 nights) and lnger trips f mre than 8 nights In terms f verall vlume and value: An estimated 54.9m trips were taken during the fur year perid The majrity (34.1m) were 1-3 nights in length, 17.4m were fr 4-7 nights, and just 3.4m 8 nights. The average number f nights spent away n a typical dmestic hliday was 3.7 nights, with a spend averaging 57 per night. Shrter trips invlve a much higher spend per night than fr lnger trips - 85 fr 1-3 night trips cmpared t 30 fr 8+ night trips Typical characterisitics f each f the segments are as fllws. Shrt 1-3 night hlidays These shrt break hlidays tend t invlve small party sizes reflecting their ppularity with yunger and lder lifestyle stages rather than families. They accunt fr 62% f ttal hliday trips, 33% f hliday nights and 49% f hliday spend. They are becming increasingly ppular, having risen by an average 5% per annum since 2006, and 18% in 2009 alne. Over half f these visits invlve the use f serviced accmmdatin. They are mre likely than lnger hlidays t be taken during the first fur mnths f the year, and in the perid Octber t December. They are mre likely than lnger trips t invlve train travel as the main frm f transprt. DVMWHS Turism Strategy 41

42 Mid length 4-7 night hlidays These tend t fit the prfile f a traditinal seaside hliday, and are ppular with families and thse in the 55+ grup. They accunt fr 32% f ttal hliday trips, 46% f hliday nights and 40% f hliday spend. They have seen steady grwth in recent years, having risen by an average 5% per annum since Half f these visits invlve the use f self catering accmmdatin. 47% are taken during the peak summer mnths frm July t September. Package/inclusive turs frm a small but significant prprtin f thee hlidays (11%.) Lnger 8+ night hlidays These share many f the characteristics f medium 4-7 night hlidays, and are als ppular with families (39%) and thse in the 55+ grup (41%.) They accunt fr just 6% f ttal hliday trips, 21% f hliday nights and 11% f hliday spend. In cntrast t ther hliday types, they have seen lwer levels f grwth, having risen by an average f just 2% per annum since % f these visits invlve the use f self catering accmmdatin. 63% are taken during the peak summer mnths frm July t September. The car is dminant as the main mde f travel fr these hliday types (83%.) Grup travel 129. Develping prducts and experiences t encurage grup travel activity culd result in significant ecnmic benefit fr the DVMWHS, especially frm the additinal secndary spend frm this type f visitr. In 2009 QA Research published Understanding Grup Travel Organisers the Natinal Grup Travel Reprt which prvides an excellent insight in t this market. The reprt identifies the fllwing: The grup travel peratr (GTO) market remains fairly static in size abut 11, 000 rganisers. The cre GTO market cntinues t be made up f ver 55s In rder f ppularity, the tp three types f attractins are histric huses/buildings (at 64%), parks/gardens (at 57% and cuntryside / utdr / beauty spts (at 55%) DVMWHS Turism Strategy 42

43 The prprtin f UK grup visits which are day trips has increased at the expense f shrt breaks, with lnger breaks remaining static since GTOs bk and travel thrughut the year, althugh spring and autumn are when mst trips are undertaken The GTO market can help extend the seasn by bringing in valuable revenue at quieter perids. Walking 130. Walking is ne f the mst ppular activities fr visitrs frm bth the UK and verseas taking a hliday r shrt break in England, accunting fr arund 5% f all hliday trips. Walking, rambling and hiking are the mst ppular activities and walking hlidays alne accunted fr 4.3 millin dmestic hlidays in m walking hlidays were taken in the UK in 2002, generating 868m Walking hlidays are ppular with all ages and have high participatin levels, althugh mre strenuus hiking and rambling generally appeal mre t yunger grups. 24% f trips in the UK included walking f mre than 2 miles as part f the hliday. Fur ut f five hliday-makers have engaged in hliday walking in the last three years. Walking is well supprted by the vluntary sectr, such as the Ramblers Assciatin, which wrks t prmte walking and imprve cnditins fr walkers. Walking prvides a viable sustainable turism prduct and ptentially a valuable surce f ff-seasn business. DVMWHS Turism Strategy 43

44 Ptential visitr markets - summary 132. Having cnsidered the cmpnent parts f the DVMWHS we recgnise and acknwledge that nt all f the site has an attractive pwer and is appealing t a mass audience. Hwever it is als imprtant t recgnise that its appeal des nt lie slely in industrial heritage Previus wrk arund the nrthern Crmfrd cluster f prducts has identified at least five attractrs which can mtivate visits frm a wide variety f audiences sme f these are already ding s, thers are in develpment. These attractrs are: The main Derwent Valley Mills Wrld Heritage Site Visitr Centre The variety f industrial heritage attractins Gentle utdr experiences based arund attractive waterways and nature reserves Mill-based retail clthing utlets Special events, turs and walks 134. It is thught that these attractrs will have appeal t a large diverse audiences seeking ne r mre f the fllwing: a gentle utdr experience a retail-based visit an infrmal, leisure-based heritage r histrical trip an rganised heritage r histrical educatinal trip (especially grups) a scial trip with an eating-ut element an experience built arund an event 135. This illustrates the wide range f ptential audiences fr just ne part f the DVMWHS. When the attractins and sites in the wider valley area are taken int accunt, the ffer has an even wider appeal and has the ptential t attract a large audience with a diverse range f interests. High visitr numbers at nearby attractins alng the valley are evidence f significant pull by ther peratins which are heritage-related but which are already mre turism fcused Given the relative weakness f the cre WHS prduct and the time still required t establish itself as a credible destinatin in its wn right, we recmmend that DVMWHS aims t maximise the pprtunities brught by clser assciatin with these nearby wellestablished attractins and with the wider turism industry, as well as with the valley s natural assets f river, wildlife and landscape. DVMWHS Turism Strategy 44

45 137. Given this visin we suggest the fllwing ptential audiences: a) Staying visitrs fr whm the Wrld Heritage Site (and the wider valley area) will be the main mtivatin fr the visit: UK hliday takers during peak seasn mnths (July t September) an already large audience which cntinues t grw natinally and which will engage the WHS with the main interests f existing visitrs - cuntryside & villages, histric & heritage attractins, and leisurely walking. Shrt breakers in shulder/winter mnths mre f a cuples market (f all ages) which is als grwing in ppularity and lking fr ff-seasn trips. There is ptential here t make use f the city s grwing chice f serviced accmmdatin and maximise the pprtunities ffered by cnnectins with the natinal rail netwrk. b) Staying visitrs in the Peak District: Thse wh are already visiting the area, mstly in r arund the Peak District, and wh can be encuraged t dip in t the Wrld Heritage Site fr a day as part f a wider mixed turism experience (this takes advantage f the attracting pwer f the Peak District and f the wide appeal f nearby visitr attractins.) c) Staying visitrs in the city f Derby: Visitrs wh are taking an vernight stay in ne f the city s grwing number f htels, and taking advantage f the wide variety f days-ut in the surrunding area using Derby as a Great Place, Great Base This takes advantage f the emerging strengths f the city as a gd base fr serviced accmmdatin, eating ut and central lcatin fr visiting the surrunding area. d) Day visitrs within 60 minutes drive r train time f the Derwent Valley: Thse lking fr a rewarding day ut with a diverse chice f activities and experiences in a single gegraphic cluster. e) Specialist audiences: Thse with particular interests in industrial heritage, in particular grup travel peratrs (GTOs) - the cre GTO market cntinues t be made up f ver 55s, and in rder f ppularity, their tp three areas f interest are histric huses/buildings (at 64%), parks/gardens (at 57% and cuntryside/utdr / beauty spts (at 55%) Thse with interest in natural heritage and gentle utdr experiences, in particular walkers (tapping in t existing Peak District & Derbyshire visitr markets.) DVMWHS Turism Strategy 45

46 Ptential ecnmic impact 138. Vlume and types f visitrs Althugh the evidence f WHS status being a turism advantage is incnclusive, sme well established sites clearly demnstrate the ptential t attract substantial numbers f visitrs: New Lanark - 410,000 visits in Giant s Causeway 407,000 visits in 2002 Irnbridge Grge Museum - 535,000 visits in 2003 Irnbridge - 494,000 visits in A wide variety f private and public sectr attractins (nn WHS heritage, industrial r science based) and museums als demnstrate the need fr, and practice f, charging fr admissin - prviding an n-ging surce f cmmercial incme. Examples include: Gladstne Pttery Museum (adult admissin ,000 visitrs in 2005.) Snibstn Discvery Park (adult admissin ,000 visitrs in 2007) Eureka (adult admissin ,000 visitrs in 2006) Explre at Bristl (adult admissin ,000 visitrs in 2007) Black Cuntry Living Museum (adult admissin ,000 visitrs in 2007) 140. It is difficult t gauge the verall ecnmic impact which increased levels f turism may bring t the DVMWHS, particularly as it is recgnised that nly certain parts f the site have cmmercial ptential. The prpsed hubs f Crmfrd, Belper and Derby have the ability t generate the greatest impact, bth directly t WHS partners, and indirectly t nn-whs lcal businesses At the Crmfrd cluster, an aspiratinal target f 300,000 visitrs per year is nt unreasnable, particularly when cmpared t New Lanark s 410,000 achieved in The ecnmic impact f this is likely t take different frms, including: Admissin charges t a WHS visitr centre at Crmfrd Mill (by cmparisn, 6.95 admissin charged at New Lanark). This may include admissin t bth Crmfrd and Massn, turs f the buildings, village, canal, High Peak Junctin and Leawd Pump Huse. Direct retail and catering incme at Crmfrd Mill, Massn Mill, Crmfrd Canal Wharf and indirectly t lcal businesses in Crmfrd Village. Incme t lcal accmmdatin prviders frm staying visitrs Fr Derby, this strategy is imprtant t the city s ambitins t stimulate sustainable ecnmic develpment by encuraging mre visitrs and imprving their experience. It shuld help twards creating and sustaining increased cmmercial activity and jbs acrss a number f DVMWHS Turism Strategy 46

47 sectrs, nt just turism. Derby is a key cultural, leisure and shpping destinatin and has the ptential t play an even greater rle in meeting the needs f visitrs t WHS. The prximity f WHS t the city centre retail areas can als be explited Given this desire fr ecnmic impact, the Silk Mill culd becme a paid-fr visitr attractin, with a target f perhaps 200,000 t 300,000 visitrs per year. As well as admissin charges t the Silk Mill itself (by cmparisn - adult admissin 6.25 at Enginuity), the ptential ecnmic impact n the city culd be significant, and include: Cmmercial spend at lcal arts and cultural venues and events, eg Quad, festivals, etc Incme t city htels frm staying visitrs. Retail spending thrughut the city centre. Catering incme at bars and restaurants The multiplier effect f an additinal 300,000 visitrs t Derby culd have a dramatic impact n the ecnmic well-being f many city businesses, htels, and upn the city in general. In 2006 in the Peak District and Derbyshire, average spend per head by day visitrs was arund 27 and 134 per trip fr staying visitrs Althugh an entry fee at Strutts Nrth Mill applies, the greatest ecnmic benefit t Belper is likely t be visitr expenditure n shpping and eating ut. The expectatins f lcal businesses f the ecnmic benefits t be gained frm WHS status are yet t be realised. This is largely because f the relative immaturity f DVMWHS as a visitr destinatin, but als because f Belper s general lack f identity and appeal as a turist destinatin. Belper s has an pprtunity t psitin itself as a distinctive riverside mill twn with factry shps, a diverse range f independent retailers and eating ut venues, and a fascinating scial histry t tell. By ding s, the much-anticipated need fr the visitr ecnmy t impact upn lcal businesses may be realised As DVMWHS gains in stature as a visitr destinatin, ecnmic benefits are likely t impact n the wider Derwent Valley area beynd the main hubs. Businesses in lcatins such as Milfrd, Darley Abbey and nearby villages shuld all begin t see the benefits f being part f, r being assciated with, the WHS. This message shuld be regularly reinfrced t encurage widespread supprt fr the WHS frm lcal businesses and stakehlders It is prpsed that a framewrk fr measuring the ecnmic impact n lcal businesses and cmmunities is devised and implemented at the earliest pssible stage. DVMWHS Turism Strategy 47

48 4. Destinatin develpment Key attractrs the DVMWHS hubs 147. Althugh they may have equal histrical r cultural merit within the cntext f the WHS stry, nt all sites within DVMWHS have the ptential r the desire t attract significant numbers f turist visits The Masterplan therefre uses the principle f attract and disperse, a cncept als fund and practised in sub-reginal and reginal strategies. This acknwledges that sme parts f the WHS have the ptential t attract nly niche markets, whilst thers have greater pulling pwer t attract larger audiences with mre diverse interests and desires. It fllws that the ability t successfully manage the dispersal f visitrs t benefit the entire WHS (particularly using lwimpact transprt slutins) becmes f paramunt imprtance The DVMWHS Ecnmic Develpment Plan suggested a strategy based n a hub r cluster apprach t the develpment f the WHS prduct, which fcuses particular investment at the nrthern and suthern hubs. Sme f the advantages f hub mdels include: the ptential fr a mre c-rdinated visitr experience a strnger visitr prduct ( > 3 ) the ptential fr a mixed visitr experience n ne site e.g. interpretatin, retail, catering ptentially greater ecnmic impact (mre t d = stay lnger = spend mre) it encurages cllabrative wrking between partners it supprts sustainable transprt strategies it prvides a better fcus fr investment by majr funders 150. Of the available hub develpment sites, Crmfrd and Derby have the greatest ptential - nt nly in terms f their prduct, infrastructure and their ability t attract additinal investment, but mre imprtantly their ability t attract and manage large numbers f spending visitrs. Belper als has ptential t be develped as a central hub, bringing direct ecnmic benefit t its numerus small businesses The need fr DVMWHS sites t attract spending visitrs - and nt necessarily thrugh entry fees must be recgnised. Withut the develpment f sustainable cmmercial incme streams, the WHS will cntinue t be under-funded and under-resurced, particularly in the key areas f marketing and prmtins It is als recgnised that, althugh the hubs have the ptential t generate the greatest ecnmic impact, the lcal amenity value f the Derwent Valley is als f great imprtance. It DVMWHS Turism Strategy 48

49 shuld be recgnised fr its unique ffer: a reasn fr the industry t flurish, a link between the scattered sites, a wildlife crridr prviding numerus pprtunities fr water related activities etc Access fr visitrs f all ages and physical abilities t view parts f the landscape by ft is paramunt. Using the hubs as fcal pints f activity, ftpaths can enable visitrs t experience the raw nature f the valley frm which the DVMWHS was brn. WHS interpretatin alng the Derwent Valley Heritage Way needs t be develped, alng with imprvements t surfacing and signpsting The Crmfrd Hub The grup f sites represents the strngest cluster f prduct in the entire WHS, and ptentially a future majr visitr attractin in its wn right. As a fully develped visitr prpsitin, it wuld be nt dissimilar t New Lanark in terms f harmnisatin f built heritage, scial histry, natural landscape and retail experiences. In fact, in sme respects, such a cluster culd ffer even mre in the way f a mixed experience which wuld have brad appeal t large diverse audience literally smething fr everyne. New Lanark recrded 410,000 visitrs in Given the apprpriate investment, prduct c-rdinatin and prmtin, there appears n reasn why a Crmfrd cluster culd nt achieve even greater numbers, particularly if it capitalises upn its prximity t the Peak District and ther attractins within the Derwent Valley. The Cluster wuld include: Massn Mills Crmfrd village Crmfrd Mill Crmfrd Statin Willersely Castle Crmfrd Wharf and Canal High Peak Junctin Wrkshps Leawd Pumphuse Jhn Smedley s Ltd 154. The ratinale fr a c-rdinated apprach t the develpment and further investment at Crmfrd is clear: It is the strngest cluster f visitr prducts within the WHS, ffering a rich and diverse mix f indr and utdr activities and experiences. It ffers the greatest harmnisatin f built heritage, scial histry, natural landscape and retail experiences. Its nrthern lcatin means it has greatest ptential t attract high numbers f Peak District visitrs suthwards int the WHS, and therefre ptentially the greatest ecnmic impact upn DVMWHS. There is space available at Crmfrd Mill fr develpment f a WHS Visitr Centre, new visitr infrastructure and an extensive events prgramme. There is adequate space available at Crmfrd Wharf t accmmdate cars and caches. Access rutes by rad frm the A38 and M1 are gd. Crmfrd Statin prvides a rail link with Belper & Derby hubs, giving the pprtunity fr sustainable nn-rad transprt slutins. DVMWHS Turism Strategy 49

50 155. Based n the current strengths f the nrthern cluster and its prducts, the recmmended prpsitin is based n develping five key elements r attractrs : The main Derwent Valley Mills Wrld Heritage Site Visitr Centre Crmfrd Mill, where the stries f the mills, wrkers and cmmunities f the DVMWHS will be brught t life thrugh audi visual presentatins and displays. The mill cmplex will als ffer visitrs cafés, shps, exhibitins, guided turs and special events thrughut the year. A variety f industrial heritage attractins Massn Mills at Matlck Bath, which will huse a huge wrking steam engine, Victrian Wrkshp and pssibly the UK s finest cllectin f wrking textile machines. Crmfrd Mill, the birthplace f the 18th Century factry system where the stry f the whle wrld heritage site, Crmfrd Mill itself, mill, wrkers and cmmunity f Crmfrd Village will be prtrayed thrugh exhibitins and guided turs. The High Peak Junctin Wrkshps, sme f the wrld s ldest surviving railway wrkshps, and a unique attractin which links the mill industries, railway and canal transprt. Leawd Pump Huse, husing a steam pwered beam engine built in 1849 t pump water frm the River Derwent int Crmfrd Canal, and which will have regular steaming dates thrughut the year. Crmfrd Village, the factry cmmunity with many interesting histric features, including the Market Place, Greyhund Htel, wrkers husing, the Lck Up, Pnd and the mill water curses. Middletn Tp Engine Huse, cntaining the wrldʼs ldest wrking rtative beam engine in its riginal engine huse. The Peak District Mining Museum, which tells the stry f the area's lead mining histry frm Rman times t the present day, and includes equipment and varius mdels f lead wrkings. Gentle utdr experiences based arund attractive waterways and nature reserves Crmfrd Canal Wharf and Crmfrd Meadws, the largest area f utdr leisure within the Cluster, including Wheatcrfts Wharf café/restaurant & bk shp, and public tilet facilities. Crmfrd Canal - the 10.5km sectin between Crmfrd and Ambergate, including a Site f Special Scientific Interest and a lcal nature reserve. Suitable fr pushchairs & wheel chairs between Crmfrd Wharf and High Peak Junctin. A riverside walking rute, between the area arund Massn Mills and the Lvers Walk ftpath leading t Matlck Bath. The High Peak Trail, in the frm f a ftpath and cycle rute, cnnecting High Peak Junctin with Middletn Tp Visitr Centre. DVMWHS Turism Strategy 50

51 Mill-based retail clthing utlets Massn Mills, Arkwright s spectacular water-pwered mill in a beautiful riverside setting nw hme t Edinburgh Wllen Mills, a fur level shpping village and licensed restaurant verlking the River Derwent. Jhn Smedley Ltd, a wrld leading prducer f fine gauge knitwear prducts the mill factry will be hme t men s and wmen s retail utlets and a high quality cafe/restaurant. Special events, turs and walks Discvery Days - each Octber half term, including a variety f guided walks, talks, exhibitins and children s events. Arkwright guided turs - f Crmfrd Mill, Crmfrd Village, St. Mary s Church, Willersley Castle, and Jhn Smedley Mill. Industrial heritage guided turs f Crmfrd Canal, High Peak Junctin, Leawd Pump Huse and Peak District Mining Museum Nature / cnservatin guided walks alng Crmfrd Canal and Slinter Wd Factry and Mill turs at Massn Mills, Crmfrd Mill and Jhn Smedley Mill The rle f Crmfrd Mill The Crmfrd Mill Creative Cluster prject represents the single largest planned investment within the area, and a ptentially significant shift in the rle f the nrthern hub within the DVMWHS. The refurbishment f Building 17, a Grade I Listed building, frming part f Crmfrd Mill cmplex, prvides the next phase f a prject that has ver the last twenty five years brught back in t use a range f frmer industrial mill buildings f significant histrical imprtance At present the Wrld Heritage Site lacks an interpretatin and rientatin facility which fcuses visitrs attentin n the cmmunities within the Derwent Valley and n their heritage. Building 17 at Crmfrd Mills has been identified fr this purpse because f its lcatin within the valley, its size, its histric significance, its availability and its situatin within an already visited site which cntains sme visitr infrastructure including catering, tilets and parking. Althugh Massn Mills is widely recgnised as the icnic visual gateway int the WHS frm the nrth, this new develpment will becme the cnceptual gateway thrugh which many visitrs will be directed arund the Cluster area and int t the rest f the WHS. This new facility, t be lcated n the grund flr f Building 17 will be the first visitr destinatin and rientatin centre fr the Wrld Heritage Site as a whle. The prject will invlve the refurbishment f Building 17 t huse fur flrs f managed wrkspace and a visitr interpretatin centre. The prject is planned t be cmpleted by 2014 and will include the fit-ut f the grund flr, auditrium, receptin and visitr centre and the fit ut f flrs ne & tw fr a business centre. DVMWHS Turism Strategy 51

52 The interpretatin centre will include an auditrium, designed t seat at least 70 peple using a cmbinatin f level and raked seated. It will ffer tw prgrammes each f abut 15 minutes which will infrm and inspire visitrs wishing t examine the built heritage and the natural envirnmental features f the Wrld Heritage Site. The secnd prgramme will tell the Arkwright stry fcusing n the imprtance f the system f factry prductin which he pineered at Crmfrd and which was ultimately exprted t many different parts f the wrld. The stryline will als include the scial implicatins f these develpments and draw attentin t the factry cmmunities assciated with these early mills. KEY RECOMMENDATION Develp a Visitr Develpment Plan fr the Crmfrd Cluster This prject will cnsider all key elements f the cluster centred n the nrthern hub as a majr mixed-use visitr destinatin f the future - the prduct mix, infrastructure and facilities, visitr management, visitr services, transprtatin (int and arund the site), rientatin, envirnmental impact, etc) The Derby Hub The Ecnmic Develpment Plan envisaged the Silk Mill / Darley Abbey as a prime cultural centre f the WHS, cntributing t the leisure and turism ffer f the City. The plan suggested this wuld build n the histric significance f the Silk Mill and its links t the Age f Enlightenment, the ptential upgrade t Derby s museums and the scpe fr extending the visitr experience with river trips t Darley Abbey Recent cnsultatin with partners has identified that this apprach will be inadequate t effect the step change required t bring significant benefit t the city and DVMWHS. Derby s turism ffer is still in develpment, and the city s staying visitrs cme largely frm the business sectr. T increase its appeal as a leisure destinatin, Derby may need t ffer a distinctive mixed-use mdern leisure experience and a substantial anchr turist attractin assets which will appeal t a diverse audience, and particularly spending families The Silk Mill itself is at a turning pint and has the ptential t re-invent itself as a cmpletely new type f visitr experience and an imprtant East Midlands visitr attractin. Within an industrial cntext, Derby sits at a unique psitin at bth the birthplace f the mdern factry system and yet still at the frefrnt f innvatin, science and creativity at the beginning f the 21 st century ne f the UK s high tech cities In late 2009/early 2010 a feasibility study and ptins appraisal was carried ut t cnsider hw the Silk Mill culd make the maximum cntributin t the city f Derby and the DVMWHS. The utcme f the study was t prduce a single preferred ptin with three alternative appraches DVMWHS Turism Strategy 52

53 fr future develpment. The preferred ptin depicts a majr visitr attractin fr Derby, with a grund flr and pavement café, and is integrated int the wider Cathedral Green develpment. Each apprach is designed t ffer a distinct, relevant and cmplementary visitr experience than is being cnsidered elsewhere n the WHS The Silk Mill is clsed in April 2011, but funding is being sught t re-pen the grund flr later in the year. The intentin is t secure a three year pp-up slutin that enhances access t this imprtant building, and prvides the fundatin fr a wider develpment plan fr the Silk Mill. This will be a public space designed t welcme 40,000 visitrs a year. It will serve as the suthern gateway t the Wrld Heritage Site, and will invlve retail, catering, events and exhibitin prgramming, and mdern interpretatin in the fllwing areas: the significance f the Derwent Valley Wrld Heritage Site (the fundatin f the mdern factry system and catalyst fr the Industrial Revlutin) the significance f the building (the site f the wrld s first factry) the shwcasing f the lcal, living traditin f ideas, inventin and applicatin (in assciatin with lcal industry) infrming and engaging peple in the plan fr the Natinal Centre Next t the Silk Mill, and at the suthern end f the DVMWHS, flws the wide River Derwent. This is ne f Derby s greatest untapped turist assets, and the riverside has fallen int disrepair frm lack f investment frm bth the public and private sectr fr a number f years. This issue is nw being addressed thrugh visinary regeneratin plans fr the city centre, largely based upn the area suth f the Silk Mill and t the nrth via public realm & waymarking. Frm here the visitr t the city encunters the Cathedral Quarter, the city s arts and cultural prgramme, new retail peratins, eating-ut establishments, riverside htels and cnference facilities. The cncept f a WHS Derby hub als prvides an pprtunity t expand this riverside regeneratin and visitr experience further nrth via Darley Park and Darley Village t Darley Abbey. Within this experience, the Silk Mill becmes the icnic link between the river-past and river-present, and a suthern icnic gateway t the DVMWHS The future rle f the Darley Abbey Mill cmplex has been develped in the Darley Abbey Regeneratin Strategy prduced in August The aim f the Strategy is t transfrm Darley Abbey Mills and Stables frm a declining backwater t a vibrant destinatin fr business, leisure, turism and cultural activity and t make them a flagship prject fr the wrking cnservatin f the WHS and the rejuvenatin f Derby as a City f Culture. The creatin f a clearly defined destinatin wuld cmpliment rather than challenge the nging regeneratin f the City Centre and wuld als help realise the Blue Crridr thrugh Derby. The Visin will be delivered by a partnership between Derby City Cuncil and site wners with supprt frm the DVMWHS Partnership. DVMWHS Turism Strategy 53

54 165. Belper Belper s future rle within the WHS visitr prpsitin is yet t be clarified. It is the nly mill twn in the WHS (perhaps the first in the UK), has a wide selectin f retail utlets, is well lcated in relatin t the rad and rail netwrks, but is nt recgnised as a turist destinatin. Its heritage stry is significant, and yet it prbably engages relatively few turists in cmparisn t nearby heritage attractins. The De Bradelei Mill Stre is ne f the main visitr draws within the WHS in terms f vlume f visits, and may frm the current basis f Belper s main rle within the WHS as a retail centre, set within the cntext f an 18 th century mill twn Althugh cntaining prbably the best example f mill interpretatin within the WHS, the current restrictins n space, parking and access issues at Strutts Nrth Mill d nt lend themselves t this being a central interpretatin centre fr the DVMWHS. Hwever, there is clearly a need t interpret the Strutt legacy, his cnnectin with Arkwright and the link thugh him t ther elements f the textile stry, especially Derby and the silk industry Belper s husing and urban layut are als an imprtant part f the early textile stry and lend themselves, as des Crmfrd, t guiding r mbile interpretatin methds. The built heritage and the persnalities invlved, prvide an imprtant element f the WHS stry. The very large under-utilised East Mill, verlking the river and River Gardens, is anther icnic structure within the WHS. The DVMWHS Ecnmic Develpment Plan claimed that, with the exceptin f Derby Belper is capable f develping an ffer with a wider range and greater degree f integratin between attractins, heritage, fd, shpping and accmmdatin than any ther site. This reflects Belper s great ptential as a mill twn visitr destinatin The scale and cmplexity f Strutt s Belper develpments are histrically imprtant, but they d nt in their wn right have the pulling pwer t attract large numbers f visitrs. Equally, althugh the twn has pckets f charm, there is a legacy f pr twn centre planning which is insensitive and at dds with the aspiratins f the WHS. The Twnscape Heritage Initiative has been successful in addressing sme f the prblems, but there is still much wrk t be dne - inapprpriate retail develpments, ugly shps frnts and unattractive signage remain within the twn centre. Belper des hwever have a grwing, diverse and appealing range f small retailers and eating ut venues, which cupled with its mills, scial histry, dmestic built heritage and riverside features prvide the basis fr a rewarding day ut fr visitrs in the area Significant regeneratin wrk has been cmpleted in recent years by the lcal authrity n redevelping Belper River Gardens. These distinctive gardens are situated at a pint where the River Derwent is at its widest, and it prvides access t a wide variety f native wildlife including swans, herns, Canada geese and a variety f ducks and mrhens. Rwing bats can be hired thrughut the summer fr use n the lngest navigable stretch f the River Derwent twards Ambergate. Thrughut the summer mnths a cpper-tpped bandstand is the venue fr cncerts and is particularly ppular with brass band enthusiasts. Outdr theatre perfrmances are als held in the Gardens. DVMWHS Turism Strategy 54

55 170. Is prpsed that the Belper hub prpsitin fr visitrs culd be built arund its cre attribute as a distinctive riverside mill twn with a diverse and appealing small-scale retail ffer, and a fascinating scial histry t tell. Its existing factry-shp prvisin culd be further strengthened by a mre visinary mixed-use apprach t the future rle f the East Mill, perhaps alng the lines f Salts Mill in Bradfrd. Achieving distinctiveness fr Belper will require careful planning, and a mre c-rdinated apprach by key stakehlders twards issues arund public realm, transprt, visitr management, etc. KEY RECOMMENDATION Develp a clear visitr prpsitin fr Belper T be develped in cnsultatin with lcal grups and stakehlders, and with the aim f achieving a distinctive marketing prpsitin fr the twn. This shuld cnsider Belper frm a visitr perspective, and cnsider aspects such as public realm, transprt, visitr management. The rle f Belper Nrth Mill (and pssibly East Mill) frms a fundamental part f this wrk. Cnnecting rutes 171. The DVMWHS Ecnmic Develpment Plan envisaged creating a value chain, established by the value that flws tw ways; frm the Peak District and Chatswrth in the nrth and frm Derby in the suth This principle is dependent upn the develpment f the tw key hubs within DVMWHS Crmfrd and Derby, with Belper as a pssible third. The pririties fr planning effective visitr management therefre becme: dispersal f visitrs arund the hubs themselves, maximising participatin, dwell time and spend. mvement f visitrs between the hubs, either by private r public transprt Cnsultants Sctt Wilsn were appinted by the Derwent Valley Mills Partnership in 2001 t carry ut an Integrated Transprt Study f the Wrld Heritage Site. The principal aim was t ensure that transprtatin within the Wrld Heritage Site is managed in an effective and sustainable manner s that the histric fabric, the landscape, the settlements and the cmmunities will be prtected frm envirnmental damage whilst safeguarding the needs f residents and ther users f the transprt system, including visitrs. DVMWHS Turism Strategy 55

56 174. The cnclusin reached was that there were n bvius direct cnflicts between the Integrated Transprt Strategy and existing plicies with regard t cnservatin, turism, transprt and planning. Further, that: Visitrs t the Wrld Heritage Site in their cars nly represented very small prprtins f the ttal visitrs and the ttal traffic in the Derwent Valley (particularly at the suthern end.) Allwing fr grwth, this psitin wuld nt change significantly (the develpment f turism wuld nt have serius impacts n the currently used transprt infrastructure f the Derwent Valley.) Envirnmental capacity wuld nt be an issue ther than in the area f Crmfrd Mill, althugh this may need t be reviewed if significant develpment were t ccur - here measures t encurage the use f sustainable transprt wuld prvide apprpriate mitigatin fr frecast visitr numbers This study emplyed an ptimistic scenari wuld see visitr numbers increase by 20% in the first 4 years and then by a further 22% ver the next 16 years, i.e. 42% ver a 20 year time span. Given the nw greater ambitins fr visitr numbers, particularly at the nrthern and suthern hubs, it is recmmended that the Integrated Transprt Strategy is re-visited during the planning f Crmfrd and Derby hubs Management and dispersal f visitrs arund the hubs will becme a key cnsideratin during planning stages. Areas t be explred shuld include: Infrmatin services Interpretatin and rientatin Visitr infrastructure Lcal transprt ptins, e.g., shuttle bus, river/canal bat, hrse drawn, etc Pedestrian rutes and trails, e.g. Belper Twn Walk and waymarking alng the river at Derby With regard t nrth-suth mvement f visitrs between the hubs, the cnnecting threads alng DVMWHS are: The A6 rad rute The Derwent Valley Line rail link, and The River Derwent. These three frm the basis fr the planning and management f visitr traffic in all its frms, including private and public transprt (car, bus, train), walking and cycling Gd public transprt infrastructure is already in place alng the valley. Belper, Crmfrd and Matlck Bath are served by Derwent Valley Line trains frm Derby and Matlck apprximately every minutes (11 trains per day Mnday t Saturday, and 7 n Sundays). Crmfrd and Matlck Bath. TransPeak buses run frequently t Belper and Crmfrd frm Nttingham, Derby, DVMWHS Turism Strategy 56

57 Matlck, Bakewell, Buxtn and every tw hurs frm Manchester. There are als sme Sunday services frm Alfretn, Ashburne, Chesterfield, Ripley and parts f Nttinghamshire In the shrt t medium term, the evidence suggests the greatest flw f visitrs int the WHS is likely t be frm the nrthern end. Given that the Crmfrd cluster will be the main fcus fr visitrs, the prmtin and c-rdinatin f all mdes f physical access t and frm Crmfrd need t be cnsidered, with emphasis n nn-car frms f transprt. Measures which have already been cnsidered in the Integrated Transprt Strategy include: Develpment f Park and Ride sites Imprved bus and rail service frequencies Imprved WHS signage Heritage shuttle buses Canal bat Imprved cycling facilities Imprved ftpath access fr all abilities 180. In the lnger term, an increase f visitr flw t and frm the Derby hub shuld be anticipated and planned fr, with particular emphasis n rail and bus links int and frm the city. Derby is well served by the rail netwrk frm mst parts f the cuntry including Lndn (up t 2 trains per hur), Birmingham (up t 4 trains per hur), Newcastle (up t 2 trains per hur), Stke/Crewe (hurly) and Cardiff (hurly.) Natinal Express caches frm thrughut the cuntry call at Derby, and a daily cach service perates between Lndn, Leicester Manchester via Derby, Belper and Matlck Bath. KEY RECOMMENDATION Develp the walking rutes between the three main hubs This will help t make them a strnger part f the visitr ffer, and mre clsely link the built t the natural envirnment. Sectins t cnsider will be the gap between Matlck Bath and the Crmfrd Canal (with a link thrugh the grunds f Willersley Castle) and the path between the Silk Mill and Darley Abbey. KEY RECOMMENDATION Strengthen the rle f the Derwent Valley Line in supprting visitr access and dispersal thrughut the DVMWHS This is crucial if the DVMWHS wishes t champin sustainable transprt thrughut the valley and encurage greater numbers f nn-car users int the Wrld Heritage Site. There is a unique pprtunity t attract day visitrs cming by train, but als t encurage mvement by visitrs up and dwn the valley t different parts f the WHS. There are n ther similar heritage sites in the UK which have a mainline railway running thrugh their entire length in such clse prximity. DVMWHS Turism Strategy 57

58 181. Interpretatin, branding and signage A separate prject has develped is develping an Interpretatin Strategy. This plan references any synergies with this piece f wrk. The DVMWHS has recently develped a new brand identity and guidelines which it is nw using n all its statinary and publicatins. It has als been used n new lcatin signage n rads thrughut the WHS. It is based n a lg (see cver) and has the ptential t be used in assciatin with a brader branding which is designed t attract visitrs. (see paragraphs 193 t 203) Physical and envirnmental impact - wise grwth 182. The Wrld Heritage Site designatin places a cmmitment n DVMWHS t the cnservatin and prtectin f the site and f its individual parts - the management plan has sme clear bjectives which have implicatins fr turism marketing, particularly the physical impact n certain parts f the site Amngst the many definitins f sustainable turism, we suggest the fllwing: Sustainable turism is turism cmmitted t generating a lw impact n the surrunding envirnment and cmmunities by acting respnsibly, while generating incme and emplyment fr the lcal ecnmy and aiding scial chesin. Sustainable turism aims t ensure that ecnmic develpment as a result f turism is a psitive experience fr everyne invlved; lcal cmmunities, turism businesses and visitrs At this pint we wuld simply highlight the fact that a balance must be struck verall thrughut the valley and at each f the parts f the WHS which have the ptential t draw high visitr numbers. In particular this requires: Planned visitr management in and arund clusters - especially the Crmfrd Cluster in the nrth, and certain individual sites such as Darley Abbey, Crmfrd Canal, etc DVMWHS Turism Strategy 58

59 Planned traffic management in and arund clusters (especially the Crmfrd Cluster and Belper) Strengthening the rle f the Derwent Valley Line in supprting visitr access and dispersal thrughut the DVMWHS On site Interpretatin which encurages lw impact spread f visitrs, and discurages ht spts f high cncentratin. DVMWHS Turism Strategy 59

60 5. Destinatin Marketing Strategic cntext natinal and lcal turism marketing The All England Destinatin Marketing Strategy 185. Visit England s strategic bjective is t increase England s share f the glbal visitr market, fcusing n pririty audiences, destinatins and themes. The rganisatin will use the best knwn and best lved English destinatin brands r attract brands, including the Peak District. Overarching themes that have been identified t encurage grwth in the visitr ecnmy are: Cuntryside / Rural Seaside / Cast Histry / Heritage Cities Visit England (VE) will ensure that thematic activities are supprted by partnership activity r affinity marketing (e.g. links with cnsumer brands), PR and scial media channels. Visit Peak District and Derbyshire Marketing Strategy 186. Visit Peak District and Derbyshire (VPD&D) is the Destinatin Management Partnership fr the Peak District and Derbyshire and was established in 2005 t ensure grwth and value f the turism industry. VPD&D currently returns a 44:1 ecnmic Return n Investment frm its marketing activity. VPD&D aligns with Visit England and has recently been selected as a pathfinder destinatin in recgnitin f the area s unique assets and wrld class turism ffer. VPD&D brings tgether majr attractins frm bth within, and surrunding areas, and will play a key rle in prmting the area n bth the natinal and internatinal stage. Destinatin Derby Visitr Ecnmy Strategy A Visitr Ecnmy Strategy fr Derby is being develped in assciatin with industry partners acrss the city and in particular the Derby Turism Cluster. Its first bjective Enhancing Derby s Identity Fr Visitrs aims t interpret Derby s cmpetitive edge and unique selling pints by prmting the city acrss a range f marketing tls as: Great Place prmting the city as a place t visit fr the leisure turism market fr staying visitrs and day/ evening visitrs, based n Derby s unique themes and stries and als n Derby s city ffer. Great Base frm which t visit the surrunding area and attractins (central psitin and ease f access) predminantly fr staying visitrs. DVMWHS Turism Strategy 60

61 Great Space - cncentrating n the business turism pprtunity thrugh prmtin f the city fr cnferences and majr business events Derby has sme unique themes and stries based arund the enlightenment perid and industrial transfrmatin. These are authentic as part f Derby's heritage and are meaningful t Derby whilst als being relevant n an internatinal mdern stage - fr example, WHS, Jseph Wright, engineering giants and 21 st century gaming technlgy. They are bth educatinal and interesting with pprtunities fr interpretatin t be attractive t a number f markets. It is fitting then that that these themes and experiences are being used twards develping a visin and strategy fr Derby turism. These stries will create a platfrm fr an inspiring visitr experience which puts the city s present-day strengths as a centre fr high technlgy and creativity int a meaningful cultural and histric cntext The Wrld Heritage Site status is a huge ptential asset t the city. There are ambitins within the city t attract mre f a family audience and create a visitr attractin f natinal significance t tell its stry set in the cntext f the wider valley and f the significance n the wrld scene f Derby innvatins. The innvatin, engineering creativity theme which supprts the WHS accreditatin, is manifest thrughut the city and transcends bth the histrical and the cntemprary Derby picture In the fllwing ways there are ways fr the visitr t engage with heritage aspects f the stry: Derby Rundhuse Derby Cllege. Turs f the Derby Rundhuse and the Railway Quarter Ryal Crwn Derby Turs f England s ldest surviving bne china manufacturer, prducing exclusively in Derby. The Jseph Wright Cllectin Wright is an artist f Internatinal repute and significance particularly as the first painter t capture science thrugh art and t prtray the significant figures. The Derby Museum and Art Gallery is hme t the largest cllectin f Wrights and this is recgnised as a wrld class asset. Derby is a cathedral city. Bess f Hardwick s tmb can be seen within and twer climbs are available. A family f Peregrine Falcns nest in the twer. DVMWHS Turism Strategy 61