What could the impact be for our town centres if local Government, businesses and retail came together to create an experience that drove tourism?
It's an interesting question and one that's played out for me in a summer which has seen family trips to Bath and Great Yarmouth. On paper the historic city and the traditional seaside town have little in common, but the potential of their approaches to holiday tourism could bear dividends.
We spent two nights in both places and were overwhelmed with a choice of activities, some we knew about and planned and some we stumbled across. It was the 'stumbling across' that got me thinking, particularly in Bath where our meandering discovered a children's festival in a central park, a beach event for all ages just off the Royal Crescent and a environmentally-themed interactive right in the middle of the main shopping area. All three served to hold us in situ for longer, spending money of course!
In Great Yarmouth, the possibilities of things to do were endless. It felt like the town, which is a recipient of £20m from the Government's Town Deal, had all bases covered with the Pleasure Beach, new art gallery, waterways regeneration project, circus and of course, the beach and piers. So much to do for all ages - supported also by Banksy's 'spraycation' which added to the fun.
The seaside challenge is one of seasonality yet the Borough Council has a long-term commitment to generate year-round tourism, driven through a culturally-rich offer. Like many, it's town centre may be suffering, but you can't help feeling this will change as visitors realise the extent of the opportunity. We left behind a significant amount of money in coffee shops and restaurants that we would have otherwise not visited were it not for our tickets to the Pleasure Beach and circus!
The last decade has seen a huge decline in high street retail due to the rise in the price and convenience of online shopping. The Covid-19 pandemic has added more pressure, but the Arcadia Group - owners of Top Shop - Edinburgh Woollen Mill Group and Debenhams were all suffering long before that.
If you search online for 'creating a town centre experience' there are documents discussing this from years ago. It seems that experts knew it was coming, but to what extent have local Government reacted? Those without investment such as the Town Deal or similar grants will of course find it harder, but packaging experiences doesn't need huge investment.
I talk a lot about creating quality visitor experiences within individual attractions, but what has struck me this summer is the importance of creating the experience of a place; a series of activities that draw people in, hold them there for longer and get them spending money; memorable events that encourage photographs to treasure and share, driving others to want to visit.
If individual attractions, businesses and local Government were to form partnerships, focused on driving tourism, which will in time drive income to reinvest in regeneration, you can't help feeling it would give town centres more of a chance to survive and thrive.
It's about understanding audiences and thinking about why they should visit your city or town rather than the one down the road. What both Bath and Great Yarmouth succeeded in doing this summer is leaving us wanting more and in a way, that's what you're aiming for.
This is the year to maximise repeat visits, be that annual tourism or more local audiences. One of the positive opportunities presented by Covid - and let's face it, there aren't many - is domestic tourism and the potential to promote the UK to its own as an easy place to visit.
Will we go back to Great Yarmouth this winter? Probably. Although the log flume and beach might not be so appealing in December, the gallery, circus and waterways will be. And we're already talking about next summer's weekend. Oh, and we now know where there's an amazing cafe full of Portuguese treats whatever the weather!
