There are 3 parts to this: VISION LEADERSHIP STRATEGY
The best you can hope to achieve is to fulfil the potential of what is there. Lanark and its people may well have this potential but first you must establish a compelling vision for the future and the strategies to achieve this vision.
A revitalised town centre VISION
−Nurture collective effort −Increase footfall and visitors to the town −Create a positive image for Lanark −Forge partnerships and “connectedness” −Make practical improvements to town centre Key Objectives “Do many small things well”
Communicate and share the vision, build understanding and buy-in. Align and inspire teams and stakeholders to act in order to fulfil the vision. LEADERSHIP
−A Development Trust working group −Result focussed to deliver the key objectives −Part of a branded campaign such as “Lanark Vision” −Suggested themes: Heritage and tourism Attractive town Events Marketing and communications Business development in town centre Team Lanark – a leadership coalition
−Lanark Vision team working with stakeholders and investors to deliver projects −Umbrella association to inform, engage and inspire stakeholders and wider community −Possibly supported with executive/project manager −Potential to develop into BID Team Lanark (cont)
Create a destination Create an experience VISITOR & TOURISM MARKETING STRATEGY
Leisure & Recreation built on Lanark’s unique and dramatic location Lanark Live! Because the Lanark brand has a strong association with events Heritage Experience Based on Lanark’s rich history and New Lanark
Built on Lanark’s unique and dramatic location ―Nature and outdoor experience ―Start of Clyde Walkway ―Enhances Lanark’s overall image Leisure & Recreation
Because the Lanark brand has a strong association with events −New Lanark Arts Association −Support for arts and events from BBCS −Events calendar −Digital sign in High Street to promote events −Visual and street art project −Future Lanark Arts Centre use for Tolbooth Lanark LIVE !
Based on Lanark’s rich history and New Lanark −Signage, interpretation boards, etc. to support tourist feel −Town heritage and history trails −New Lanark link up −Visitor Centre for telling the Lanark story Heritage Experience
A town is just a town but a town that thinks of itself as a brand and can articulate its essence and story, is a whole lot more.
−That captures the essence of the town −Branding project such as “Lanark – Historic Heritage Town” −Branding can also support: Lanark LIVE! Lanark VISION, etc. −Lanark Life website used to support strategy −Visitor information guides, etc. Branding & Marketing