HADRIAN’S WALL MAJOR STUDY REPORT Project Number: 15051 Date: March 2004 Prepared for: ONE Northeast & North West Development Agencies Prepared by: Economics Research Associates & Major Study Consultant Team TABLE OF CONTENTS 1. Executive Summary ............................................................................................. 1 Introduction ............................................................................................................ 1 The Major Study Process.......................................................................................... 1 Current Status of Hadrian’s Wall ............................................................................. 1 Lessons from Comparable Developments ................................................................ 3 The Vision ............................................................................................................... 4 Strategic Objectives................................................................................................. 6 Organisational Strategy........................................................................................... 6 Interpretation and Product Development Strategy .................................................. 9 Marketing and Communications Strategy ............................................................. 12 Testing the Strategy .............................................................................................. 13 Recommended Next Steps Post the Major Study ................................................... 16 Suggested Targets and Measures .......................................................................... 16 2. Introduction....................................................................................................... 18 3. Process ............................................................................................................... 19 The Client and Steering Group .............................................................................. 19 Major Study Process .............................................................................................. 19 Major Study Progress Reviews ............................................................................... 20 4. Current Status of Hadrian’s Wall....................................................................... 22 Introduction .......................................................................................................... 22 The Current Hadrian’s Wall Offer........................................................................... 22 Supporting Infrastructure...................................................................................... 41 Organisation ......................................................................................................... 42 Branding and Communication............................................................................... 44 Market Assessment ............................................................................................... 45 Summary of Fact Finding Stage............................................................................. 50 5. Review of Comparable Developments .............................................................. 52 Introduction .......................................................................................................... 52 Findings from Comparable Locations .................................................................... 54 6. The Vision .......................................................................................................... 57 Introduction .......................................................................................................... 57 Visioning Programme............................................................................................ 57 Testing the Draft Vision......................................................................................... 61 Development of Agreed Vision.............................................................................. 65 Implications of the Vision on Organisation............................................................ 66 Implications of the Vision on Visitor Experience .................................................... 67 Implications of the Vision on Tourism Infrastructure ............................................. 68 7. Strategic Objectives........................................................................................... 70 Introduction .......................................................................................................... 70 Key Areas .............................................................................................................. 71 8. Organisational Strategy..................................................................................... 73 Introduction .......................................................................................................... 73 Strategic Requirements ......................................................................................... 73 Recommended New Organisation structure .......................................................... 76 Resources and Funding ......................................................................................... 78 9. Interpretation and Product Development Strategy .......................................... 80 Introduction .......................................................................................................... 80 Story Telling .......................................................................................................... 80 Recommended Product Development Plan............................................................ 81 Recommended Schedule for Development ............................................................ 92 Initial Capital Cost Estimates of Development Plan.............................................. 100 Assessing Adjustments to The Development Plan ................................................ 101 Recommended Next Steps Post Major Study ....................................................... 102 Impact on Current Initiatives ............................................................................... 102 10. Marketing and Communications Strategy ......................................................107 Introduction ........................................................................................................ 107 Strategic Requirements ....................................................................................... 107 Tools and Channels Available to the Marketing team .......................................... 108 The ‘Greatest Roman Frontier’ and the Marketing of the North of England......... 108 Timing................................................................................................................. 108 Top Line Costs of Implementation....................................................................... 109 11. Economic Impact of Strategy ..........................................................................111 Introduction ........................................................................................................ 111 The Structure of the Economic Impact Model...................................................... 111 Visitor Numbers and Expenditure ........................................................................ 113 Development Costs ............................................................................................. 116 Site Operating Assumptions ................................................................................ 117 Employment Model............................................................................................. 118 Economic Effects................................................................................................. 120 Decline Scenario.................................................................................................. 122 12. Broader Impact of Study .................................................................................124 Introduction ........................................................................................................ 124 Operations .......................................................................................................... 124 Community ......................................................................................................... 124 Key Findings of Environmental Assessment ......................................................... 125 Key Findings of Transport Assessment................................................................. 135 13. Next Steps Post Major Study ...........................................................................139 Introduction ........................................................................................................ 139 Key Next Steps..................................................................................................... 139 Timing Issues....................................................................................................... 140 14. Suggested Targets and Measures ...................................................................141 Introduction ........................................................................................................ 141 Measurement Tools............................................................................................