If you live in Norwich, you have probably said this or heard it many times. It is because you and others see historic, cultural and natural assets throughout the City and wonder why “someone” is not doing “something” about it.
We’ve heard it quite often as well, and are working to transform those assets into products. Trying to rally the “someones” by developing a though-out series of “somethings”. If your questions is “hasn’t that been done before?” The answer is sometimes “yes,” but here is what is different. Past efforts, the Heritage Walk and the various walking tour brochures of the city’s historic neighborhoods, do not tell the story well. There is no hook that captures the imagination of a visitor, to get them to need to stop in the first place, nor has there been a marketing component to create a value proposition. Old buildings, scenic views and “neat” places are not enough to create the draw that places like Norwich need. What do Tourists want? Value for their time and money, unique experiences, along with insight and education. Marketing materials need to inform tourists that these places will deliver and then, most importantly, we need to deliver. Continue reading