Moray’s Great Places Audience Development Plan Final Report 28th May 2019 7 Straiton View Straiton Business Park Loanhead, Midlothian EH20 9QZ T. 0131 440 6750 F. 0131 440 6751 E.
[email protected] www.jura-consultants.co.uk CONTENTS Section Page 1.0 Strategic Context 1. 2.0 Asset Mapping 6. 3.0 Market Appraisal 17. 4.0 Comparator Analysis 25. 5.0 Audience Development Strategy 29. 6.0 Action Plan 37. Moray’s Great Places Final Report - 1 1. STRATEGIC CONTEXT 1.1 Introduction This section sets out the strategic context for the development of the Moray’s Great Places heritage and culture project. We have considered the socio-economic profile and various development strategies for the Moray area in order to position the interpretative framework in the current and future strategic environment, determining current priorities and opportunities to which the Moray’s Great Places project can effectively contribute. 1.2 Area Overview • Moray lies to the north east of Scotland with Inverness and the Highlands to the west and Aberdeenshire to the east. Covering an area of 2,238 square kilometres, it is Scotland’s eighth largest council area. • With a population of approximately 96,000, Moray ranks 25th out of Scotland’s 32 local authorities in terms of population density. A population increase of 4.4%, is projected from 2016- 26, a growth which exceeds the projected average for Scotland generally (+3.2%)1. Just over half of the population live in Moray’s five main towns of Elgin, Forres, Buckie, Lossiemouth and Keith.