A Masterplan for the Lower Don Valley, Sheffield Strategy for Destination Development LOCUM DESTINATION CONSULTING ROCKWOOD HOUSE PERRYMOUNT ROAD HAYWARDS HEATH WEST SUSSEX RH16 3TW UNITED KINGDOM TEL: +44 (0) 1444 459449 FAX: +44 (0) 1444 458911 E-MAIL:
[email protected] WEB: www.locum-destination.com DATE: 07 July 2004 FINAL JOB: J04001 FILE: j04001 report draft 040707.doc July 2004 Destination Market Analysis CONTENTS 1 Executive Summary 4 1.1 Current State Analysis 4 1.2 Destination Development Strategy 7 2 Introduction 11 2.1 The Lower Don Valley Master Plan 11 2.2 The Destination Market Analysis 11 2.3 Consultees 12 3 Sheffield – Past, Present and Future 13 3.1 Summary 13 3.2 Background 13 3.3 Sheffield City Strategies 15 3.4 Sheffield Sports Strategies 18 3.5 Tourism Strategies 23 4 The Visitor Market Context 26 4.1 Summary 26 4.2 The Yorkshire Context 27 4.3 The Sheffield Context 32 4.4 How Does Sheffield Compare to the Other Core Cities? 38 5 Destination Audit of the Lower Don Valley 42 5.1 Summary 42 5.2 Assessment of the Lower Don Valley Destination 45 5.3 Meadowhall 49 5.4 Sports Venues 49 5.5 Other 58 Locum Destination Consulting J04001/JEA/7/7/04/j04001 report final 040707.doc Page 2 Destination Market Analysis 6 The Role of Destination Thinking 60 6.1 Summary 60 6.2 The Role of Destination Thinking in Regeneration 60 6.3 The Role of a Large-Scale Visitor Attraction 60 6.4 Creating a Destination: Some Contextual Thinking 62 6.5 The Opportunity 62 6.6 The Destination Effect 63 6.7 Getting the Logic Right 65 7 Developing