Tourism & Urban Development: Building Local Economies & Sense of Place - Kingsland -

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

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

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

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5 A traditional way of slowing tourists down

6 Source: Stuart Dredge ( Add to the experience???

7 Or give them some information on road Source: Interislander (

8 Better still, give visitors the information they need before, during and after travel and connect them as they travel Source: LPHS (

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

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13 Online Experience Approach

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

17 31 events are listed for Kingsland Good information about events and link to the event s website

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

20 vibrant funky suburb

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23 The main attraction of Kingsland seems to be connected to sports

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

25 Kingsland is not listed as a shopping area

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

27 edgier, younger culture

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

29 Kingsland features in many Council initiatives

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

31 Site provides more than 120 results for businesses located in Kingsland

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33 Excellent results on the first page!

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

35 Excellent results on the first page!

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

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40 Good linkages between local businesses

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

42 Good use of social networks

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

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45 Online brochure with historical walk for visitors

46 Great information on local businesses

47 Site provides extensive information on Eden Park

48 Local businesses do not link back to kingslandnz.com

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

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

51 Onsite Experience from a visitor s perspective

52 Onsite Experience Sense of Place

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

54 Onsite Experience Events & Activities

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

56 Onsite Experience Transport, Information & Connections

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

58 Onsite Experience Local Businesses

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

60 A WAY FORWARD? Mile End, Montreal

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

62 Many references and external links

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64 Local residents offer guided tours to visitors

65 The Montréal equivalent to aucklandnz.com

66 Searching Mile End leads to a good number of diverse results

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

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

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

70 Phase 4 Optimize existing resources Build human capital (skills, local capacity) Decisionsupport Themed trails, meanders and activities Phase 5 Build links to more individuals/stakeholders Develop Build on and develop themed trails, walks and activities, e.g. art, food, history

71 Phase 5 Optimize existing resources Build human capital (skills, local capacity) Decisionsupport Themed trails, meanders and activities Collecting our stories Auckland s fabric Engage Sustained web-raising, community-generated digital content, stories, tips for travellers, local knowledge, traditional knowledge (e.g. biodiversity)

72 Thank you for your time