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Copy of Walton-on-the-Naze - Case Study AS Geography

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Stacey Begg

on 8 October 2013

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Transcript of Copy of Walton-on-the-Naze - Case Study AS Geography

Case Study for rebranding coastal resorts
The Basic Details
To conclude....
75 miles away from London, this coastal town was the key holiday destination for families with little money and/or no car - it was cheap and easy to get to. Many families spent their annual beach holiday there as it was popular during a time of little or no holidays abroad. It was also a popular place as many people only had two-weeks paid holiday a year.
There are many problems regarding the town of Walton-on-the-Naze.

Many businesses have been made bankrupt due to the lack of tourism.

Due to the increase in an older population, there are more older-based activities and facilities available , such as bingo, sheltered accommodation and funeral parlours.

There are limited facilities for younger families and many have moved out of the district in search for better jobs.

The city has turned into a dependent population of the older generation, due to the limited popularity of the younger population.
The Problems
There are many strategies being used in order to rebrand Walton-on-the-Naze:
New commuter housing -
expanding the town and renovating older property. This would attract younger people and boost spending power in the town
Gentrification -
a rebrand to attract a different socio-economic group. With the creation of better restaurants and bars, Walton on the Naze will benefit from 'London money'.
The Sunshine coast -
upgrade the tourism image and encourage more visitors. This will increase tourists as the weather is better in the Sussex coast
Strategies of Solution
Environmental value -
rebrand Walton-on-the-Naze's quality of the environment. There is a coastal spit which has been regarded

as a Site of Special Scientific Interest (SSSI)
Flagship development -
attract the casino market and create a gambling hotspot. This would ensure more jobs in the gambling industries.
Retirement centre -
rebrand the retirement market and focus on the over-60s as the core population. Upgrade the facilities for that age group and focus entertainment, shopping facilities and housing accommodation on the older generation.
Festival town -
attract the festival and conference market, with the special events through the year. The festival market is huge and will benefit Walton-on-the-Naze economically.
Strategies of Solution
Walton-on-the-Naze is a town desperate for regeneration. I believe the strategy of the building of retirement centres is the strategy most likely to benefit the coastal development. I believe this as due to the increase of the ageing population, there is a greater likelihood of this strategy working and being successful. I also believe that the strategy would be more beneficial to older generations unlike other strategies such as the festival culture as the resort has a reputation of an older resort i.e. not a place for younger people to go.
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