North Carmarthenshire Report 11 August 2014

Transcription

Report: Audit of Current Tourist Trails, Provision, Recommendations for
Development, and Heritage Interpretation for North Carmarthenshire
14th of August 2014 | Report Produced By Canta
Table of Contents
1. Introduction ......................................................................................................... 2
2. Methodology ............................................................................................................. 3
3. Summary Of Findings - Audit of Current Trails ........................................................ 6
3.2 The Audit of Trails .................................................................................................. 8
4. Summary of Findings - “Things To Do” ................................................................... 18
5. Leaflets : Things To Do in North Carmarthenshire ................................................. 19
6. Summary of findings on the research into other areas of Open Access and
marketing recommendations ......................................................................................... 24
6.2 Heritage Leaflets .................................................................................................. 25
7. Marketing Plan ........................................................................................................ 35
8. Conclusion .............................................................................................................. 37
August 2014 | Audit of Current Tourist Trails, Provision, Recommendations for
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1. Introduction
1.1
This report has been commissioned by the Rural Tourism Clusters Project, which
is part of Carmarthenshire's Innovative Hubs Project - and has received funding through
the Rural Development Plan for Wales 2007-2013 which is funded by the Welsh
Government and the European Agricultural Fund for Rural Development.
1.2. The research for this report was undertaken by Canta Communication and
Marketing and was compiled during October 2013 – February 2014.
1.3
The consultation process was designed to support the CTA in its aim to deliver
the Rural Tourism Clusters Project by identifying the most achievable ideas for
development with the aim of supporting Carmarthenshire’s rural communities to
enhance and improve their local area through tourism.
1.4
This particular consultation will work closely with, and be in keeping with the
efforts and vision of the North Tourism Cluster Action Group and their specific
requirements of research leading to the development of activities and project ideas
taking into consideration the distinctiveness and uniqueness of the area.
1.5.
Taking in the areas of Brechfa, Pumsaint, Caio, Lampeter, Llanybydder and
Llanllwni.
1.6.
The aim of the consultation was to:
 Identify current activities and attractions in the area and the potential for
development of suitable ideas specifically targeted at families.
 Identify current provision of tourist trails
 Identify ways of strengthening the provision using good practice marketing
ideas from other areas of open access.
 In conjunction with the Brechfa Forest and Llanllwni Mountain Tourism
Cluster Association (BALM) research into the heritage of the forest in
order to identify and develop any findings which could be of interest to
visitors to the area.
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2. Methodology
2.1 The key research was based on providing an audit of current trails; an overview and
recommendations for “Things to Do” in North Carmarthenshire with particular
reference to linkage with other communities in the specified area - and in
consultation with BALM - explore elements of the forest heritage for creative
development. The research was split into three elements for delivery and have been
addressed below under each specified element.
2.1i.
Element 1: Current Provision and Audit
This element required an audit of current trails provision in North Carmarthenshire, plus
research into area of open access land marketed successfully elsewhere in the UK.
The areas specified in the brief document were:
 Brechfa Forest and Llanllwni Mountain
 Llanybydder and Lampeter
 Pumsaint and Caio
 Abergorlech and Llansawel
Theses areas were identified as areas of particular tourist interest. The research has
also identified places of interest in the surrounding areas in keeping with the vision of
the commission that attention be given to the whole North Cluster Area.
2.1 ii Research Undertaken
On-line and desk research compiling an audit of current trails provision in North
Carmarthenshire including:
 Forestry commission: http://www.forestry.gov.uk/forestry/infd-96sd6r
 DiscoverCarmarthenshire:
http://www.discovercarmarthenshire.com/activities/walking-leaflets.html
 Dolaucothi Gold Mines (National Trust):
http://www.nationaltrust.org.uk/dolaucothi-gold-mines/things-to-see-and-do/
 Mountainbikingwales:
http://www.mbwales.com/en/content/cms/Bases/Brechfa/Brechfa.aspx
 Lampeter Town Council: http://www.lampeter-tc.gov.uk/default.aspx
 Sustrans Wales: http://www.sustrans.org.uk/wales
 Trails Wales
 Ramblers Associations including:
- Dinefwr
- Carmarthen District
- Lampeter
- Llanelli
- Pembrokeshire.
 I-footpath, UK walking trails phone app http://www.ifootpath.com/
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Mid Wales Trails app, Audio Trails
On-line and telephone research into areas of similar open access land drawing
on any relevant lessons which can be utilized in North Carmarthenshire and identify
suitable marketing methods for promotional purposes.
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2.2 i
Forestry Commission
The Institute of Chartered Foresters.
National Resource Wales
Llais Y Goedwig
Brecon Beacons National Park
Pembrokeshire National Park
Forest of Dean
Head of Visitor Services Epping Forest
New Forest
Sherwood Forest
Wales Visitor Needs 2013
Wales Visitor Survey 2011
Pembrokeshire Visitor Survey 2012
West Wales Visitor Survey 2013
Element 2: “Things to Do” in North Carmarthenshire
This element required recommendations of trails development and for linkages for the
current offer plus production of exemplar promotional materials for use by tourist
providers and businesses in the area. Of note, is the desire of the Action Group that the
findings be achievable for implementation in relation to the resources in the area.
Although North Carmarthenshire attracts many visitors due to its increasing popularity
amongst mountain bikers, many tourism providers in the areas have identified that the
lack of family activities on offer in the area – or lack of knowledge of existing activities –
are discouraging this specific group of users from travelling in extended family groups
and limiting their visits to short stays.
The research undertaken was focused on identifying current activities which could be
targeted towards the whole family, incorporating en element of fun things to do, as well
as an element of learning whilst travelling in the area.
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2.2 ii Research Undertaken
Visits to Brechfa, Llanybydder, Caio, Pumsaint, Llansawel, Rhydcymerau, Pumsaint,
Lampeter, Llanllwni, Talley.
Contact via telephone and e-mail with current businesses offering activities to ascertain
level of accessibility/ “drop-in” facility for tourists.
These included:
MudTrek
Felingwm Pottery
Jacobi Brewery
Spring Water Lakes
Cae Iago Stables
Tristar
Dolaucothi Gold Mines
Blanca Trekking
Norwood Gardens
Waunifor Craft and Pottery
Visitor Statistics obtained from:
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The Welsh Outdoor recreation Survey 2011
Wales Visitor Survey
Meeting with North Carmarthenshire Action Group to ascertain areas of activities
identified
for inclusion in promotional materials or activities with the potential for
development.
On-line and desk research into other areas of open access identifying marketing
activities which can be used to enthuse and inspire core stakeholders. These
opportunities were looked at from the perspective of achievability and sustainability
through local ownership, bearing in mind the potential to deliver long term benefits to
the area’s economy.
(See Appendix 1 for ideas)
2.3 i
Element 3: Creative Interpretation of the heritage of Brechfa Forest
This element was delivered by Trysor and required the creative interpretation of the
heritage of Brechfa Forest and production of exemplar materials. The research would
then be used to provide content on the Brechfa Forest and Llanllwni Mountain Tourism
Group (BALM) website www.roam-brechfaforest-llanllwnimountain.co.uk
One of the main requirements of the research was to interpret the heritage of the forest
and the traditional way of life in the area through identifying the most interesting
characters, stories and facts that could bring the area to life.
The sources identified for consultation included
 Regional Historic Environment Record (HER)
 National Monuments Record and its archive
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Cadw
Carmarthenshire County Archives
Carmarthenshire Museum
National Library of Wales
Natural Resources Wales
Carmarthenshire County Bio-Diversity Plans
BALM and other local partners
Initially, it was proposed that material taken from the HER (provided by the Dyfed
Archaeological Trust) would be revised and updated to include user-friendly, nontechnical descriptions. The core data from the HER was already being used by BALM
to inform their interactive map on their website (under licence from the Dyfed
Archaeological Trust).
This revision of the HER would also help inform Trysor of the breadth and depth of local
archaeology and heritage, and be a basis for the creation of short texts, covering
themed topics.
To initiate this element of the project, Trysor requested data from the Dyfed
Archaeological Trust. At this point it was discovered that a separate project had already
been commissioned under which the Dyfed Archaeological Trust would themselves be
undertaking a review and updating exercise of the HER for the Brechfa-Llanllwni
Mountain area, with the objective of improving the heritage data available for further use
by the BALM website.
In order to avoid any possible duplication, a project meeting was held at Ammanford in
November, 2013, at which all key stakeholders and contractors were present, resulting
in further clarification of this element of the study - namely to provide bilingual copy for a
series of easy-to-print leaflets that tourism providers in the BALM area could download
and print as required. This series of leaflets would be provided as pdf’s in order to be
used as digital resource, but would have consistency of design that would allow them to
be printed as a set to fit into a wallet or file which visitors could use to inform themselves
of important themes relating to local heritage and landscape.
Jenny Hall of Trysor attended a Community Event in December 2013, organised by
BALM, at which Dr John Langton spoke on the history of the Forest of Glyncothi.
3. Summary Of Findings - Audit of Current Trails
3.1.i The secondary research conducted indicates that a significant amount of
comprehensive and well-developed walking, cycling and riding routes available in North
Carmarthenshire are situated within a 5 mile radius of the Brechfa Forest.
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3.1.ii The further north you travel within Carmarthenshire, the amount and quality of
information on routes diminishes.
3.1.iii On-line information for walks around the Lampeter area is limited. An important
source is a publication created by the Lampeter Ramblers group, providing information
on a wide range of walks located in the Lampeter area suitable for varying abilities.
However, no reference is made to the difficulty levels of the routes.
3.1.iv. Brechfa Forest trails are widely available in all formats. Visitors can gather a true
picture of the route they are looking at. Providing lengthy information assures potential
users that the route is suitable for them and makes them more likely to visit the area in
the future.
3.1.v. Although the overall provision of information on the Brechfa trails is thorough,
information aimed at specific users is limited. Online information has become
increasingly important over the years and the first port of call for many visitors looking
for additional information.
3.1.vi Natural Resources Wales’(NRW) website provides good quality information
about routes and facilities near forestry trails. This includes a brief description of the
trails, the distance and difficulty levels of routes available and nearby facilities e.g.
toilets, information centre, parking.
3.1.vii Primarily, the information gathered about walks on the internet is derived from
numerous websites. This makes the research process rather lengthy and time
consuming for those planning activities.
3.1.viii Only a limited amount of designated routes with adequate facilities can be found
for horse riding in North Carmarthenshire. The best discovered during the research
process being the Keepers Lodge route in the Brechfa Forest.
3.1.ix The Brechfa forest is renowned for its first class mountain bike routes which are
graded and designed for a range of abilities and have gained much recognition by
enthusiasts. As a whole however, North Carmarthenshire has limited suitable cycle
paths for families and beginners which are safe and completely off road. There is
indication from the NRW website that it is possible to cycle in numerous woodland areas
in North Carmarthenshire. However, no designated routes or information about the trails
is given. They are indicated only by a cycling icon.
3.2 The Audit of Trails
Brechfa and Abergorlech Walks
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1.
Abergorlech Riverside walk (1mile)
This is a suitable walk for families along the Gorlech River and will take about half an
hour. It is a mostly a level walk. It starts from the Abergorlech picnic site. The Gorlech
river is known for its odd shape stones. Look out for these stones outside some of the
houses in the village.
2.
Abergorlech Forest Walk (2 miles)
This walk is a continuation from the riverside walk. This is a 2 mile trail that follows the
River Gorlech along the forestry roads before crossing a small bridge. The trail then
goes onto an official footpath and goes uphill through mature mixed broad leaf and
coniferous woodland. The walk has long and short variations. You can also leave your
car by the picnic area starting point. The walk’s second section is not suitable for all as
its get quite steep. The Picnic Area is not suitable for Horse Boxes.
3.
Brechfa Forest Gardens Walk (5 miles)
Starting from the Abergorlech picnic site, this trail commences at the car park and is a
continuation of the previous two walks. It leads to Brechfa Forest Gardens which
includes 89 different tree species from around the world, grouped in different copses,
planted in the 1950’s. This walk can be completed in 3 hours.
4.
Byrgwm Forest Walk (4miles)
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Starting at the Byrgwm Picnic site two miles north-east of Brechfa village, this easy walk
is accessible to horses and has cycling routes for varying levels. It can be completed in
2 and half hours and is a suitable walk for families.
This woodland has some large Douglas fir trees. Buzzards and red kites can be seen
and occasionally a goshawk has been spotted. More regular sightings include woodland
birds like gold crests, jays, wood pigeons, wagtails, nuthatches and blue tits.
5.
Keepers Lodge (1.5miles)
This route should take around an hour to complete. It is of moderate difficulty, but not
suitable for pushchairs. The picnic site has nearby horse-riding routes and there is
space for horseboxes.
6. Gwarallt Walk (0.25 miles)
Suitable for families, pushchairs (no steps), and is designed for wheelchairs but involves
a steady climb. This walk has great views of the Marlais Valley, Cothi Valley and the
rest of Brechfa Forest. Non native coniferous have been partly replaced by beech
woodlands and other native trees such as oak, rowan and birch.
Reference: Natural Resources Wales archived website Forestry Commission Wales and
the Forest Explorer app. Map and aerial photos for these routes can be found on the
app.
Dolaucothi and Pumpsaint Walks
7. Parkland Trail (1.98 miles)
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This walk starts from the Dolaucothi Gold Mines passing through small woodland areas,
past the Dolaucothi farm to Pumpsaint and back to the Gold Mine. This is an easy walk
with a few beautiful places for a picnic. The woodland can look lovely in spring when it is
covered with bluebells.
8. Woodland Trail (2.9 miles)
This trail is an extension of the Parkland Trail. Again starting at the mine, it passes the
Dolaucothi Farm, continues into the Allt Dolaucothi Forest and back to Pumpsaint. This
is an ideal walk to see the beautiful woodland environment. You may even come across
woodpeckers and badgers.
9. Estate Trail (4.4 Miles)
This is a strenuous walk. Again starting at the mine, it goes past Llandre Farm, along
the Cothi River, loops through the Allt y Gym forest onto the highest part of the estate.
This route has spectacular views over Carmarthenshire and the Cothi Valley and you
can spot pine martens and even red squirrels.
10. Miners Way Trail (1 mile)
The walk starts from the mine and goes in a short loop round the nearby forest and
caravan park. This is a short and easy walk to explore.
11. The Cothi Trail (6.8 miles)
This longer trail is suitable for walkers, cyclists and horse riders. It offers magnificent
views of the Cothi valley. Starting from Pumpsaint, past the Gold Mine onto Caio, then
climbing up through the forest, passing the Crossing, the Cothi River and looping back
to Pumpsaint.
12. Roman Audio Trail
This trail starts at the Gold Mine and highlights eight points of interest along the route.
These include open cast pits, stones, roman fort remains, leats and tanks. The National
Trust website notes that Carmarthenshire will soon introduce new trails combining
Roman and Celtic sites.
Reference: These routes are promoted on the National Trust website on the Dolaucothi
Mine and maps of the routes are also provided.
http://www.nationaltrust.org.uk/dolaucothi-gold-mines/things-to-see-and-do/
Caio Walks
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13. Cilgwyn Wood (2 miles)
Located within the Cothi and Irfon Forest, Cilgwyn Wood provides a pleasurable walk
that will take approximately 2 and a quarter hours to complete. Following the red trail
waymarking, a wide mix of trees (douglas fir, beech and western red cedar) can be
found in this small woodland area. In spring there is a blue carpet of bluebells.
A short 3km circular walk is available, incorporating a 500m long climb to the pond.
There is no designated car park and walkers should not obstruct gateways with their
cars.
Caio Forest is known as the ‘Land of Princes’ due to being located in the heartland of
the native Welsh princes. It is a great place to bring the family for a day out with a picnic
site and ample parking space available.
The following 3 walks start from the Caio picnic site:
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14. Rhodfa Glyn Annell (2.5 miles)
This child friendly path offers a very easy, reasonably flat walk on forest roads. Follow
the yellow trail waymarking along the easy-going graded trail around the forest.
15. Rhodfa Pont Annell (1 mile)
This is an easy-going graded trail suitable for families and small children and offers a
pleasant walk through a conifer forest. Follow the blue trail waymarking to experience a
splendind view of Caio Forest at the summit.
16. Rhodfa Rhiw Goch (1.2 miles)
A slightly more difficult trail providing a lovely, peaceful walk with a steep uphill section.
Follow the red trail waymarking along this moderately graded trail. Stout waterproof
footwear is needed for this route.
17. Pwll Boo
An easy accessible riverside walk that has free onsite parking. Pwll Boo is the starting
point for a riverside walk along the Afon Irfon. There is also a grassy riverside picnic
area nearby. You can sit and watch the rushing river flowing into a Washpool, where
farmers once washed their sheep during the shearing season.
Talley Walks
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There are 3 walks available in the Talley area. Parking is available in the village or at
Talley Abbey.
18. River Ig (2.5 miles)
This is a fairly easy path which follows the river and passes Talley Abbey.
19. Penrhiw-Geingen (2.5 miles)
Penrhiw-Geingen follows the River Ig trail, but incorporates some fairly steep paths.
20. Mynydd Cynros (2.5 miles)
Mynydd Cynros follows the drovers’ road onto the Abergorlech Country Walk. This path
crosses some rough and boggy ground.
Lampeter Walks
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21. Lampeter Town Trail
Lampeter Town Trail is popular with walkers and regarded as one of the main ‘family
friendly’ walks in the area. It is of low intensity and suitable for all ages. Lampeter's
history is explained in the town heritage trail, which takes you past Lampeter Rugby
Club (one of the founder members of the Welsh Rugby Union), the War Memorial
designed by W Goscombe John and the University. It also explains Lampeter's
connection with the attempted murder of Dylan Thomas in 1945. Information regarding
this trail can be accessed at the Lampeter Museum and shortly available in various
destination in the town.
22. Lampeter Murder Mystery Trail
Lampeter Is a very interesting place for a family day out and you can make it even more
interesting by taking the family on a ‘Treasure Trails Murder Mystery Walking Trail’. The
idea is simple;Treasure Trails will provide you with a set of clues for which you have to
find answers. To do this you follow their directions on a well-marked trail. The answers
will be found at various monuments.
Reference: The Lampeter Murder Mystery Trail is only available via
www.treasuretrails.co.uk
23. Barley Mow (1.5 miles)
A short, flat family friendly circular route bordering the river Teifi. This walk moves away
from the main town and follows pleasant water meadows towards the river. Due to the
location of the trail, the path can become quite wet at times which makes it hard to
navigate pushchairs or wheelchairs. Strong shoes should be worn. Soar Chapel, the
first congregational chapel in Lampeter is located on this trail.
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24. Pontfaen (2 miles)
A short continuation of the Barley Mow trail, the Pontfaen circular trail takes you further
up the river Teifi and passes the Peterwell Ruin, built in 1642 by David Evans, High
Sheriff of Cardiganshire. This is a fairly easy, flat trail suitable for families.
25. Teifi Meadows to Maestir Road (6.5 miles)
A slightly harder and longer circular trail combining sections of the Barley Mow and the
Pontfaen trails. This route has a gradual incline along the northern side of the Teifi
Valley providing an ideal place to see a long stretch of the valley below.
26. Teifi Meadows, Longwood and Five (7.5 miles)
Starting in Longwood, this winding half circular route takes you north of Lampeter
through a picturesque wooded area. The route circles the Falcondale, built in 1820 and
now a privately owned hotel. It then passes St Peter’s church and ‘Our lady of Mount
Carmel’ catholic church. This trail can be combined with the Teifi Meadows to Maestir
Road trail to make it a long circular route.
27-30. Castell Goetre and Castell Allt-goch (7 miles)
The Castell Goetre and Castell Allt-goch trail is a large circular route that can be split
into 3 smaller circular routes, varying in distance and interesting locations to see along
the way. Numerous historic sites can be seen on this route including the two Iron Age
hill forts. To access all possible routes there is a steep incline from the Rookery car
park to Mount Pleasant Farm, which then levels out onto a pleasant beech wood path.
If walkers wish to see both Hill Forts, a slightly shorter trail is available (6.5 miles) using
a different route with only a small variation.
31-34. Cwmann Walk (2.5 miles)
All walks in the Cwmann area provide spectacular views of the Teifi and Eiddig valleys.
The tracks incorporate a ‘crisscross’ network of both farm and green lanes. The shortest
circular trail available measures 2.5 miles and follows a farm lane with a gradual incline
out of the Teifi valley, taking the old turnpike/drovers road back to Lampeter.
A slightly longer circular walk measuring 3.5 miles follows the same route as the above,
but continues the ascent along a sunken lane to Bwlchnewydd before returning to
Lampeter.
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A combination of the above two walks is available, creating a 4 mile circular route
entering the Eiddig valley.
The largest of the 4 Cwmann trails is a combination of all routes and measures 8 miles
long. This walk continues the climb out of the Teifi valley. Parts of this walk are quite
steep and challenging, but rewarded with imposing views across Lampeter and its
surrounding hills.
35. Upper Forest Walk 1 (4 miles)
This short forestry trail leads through the water meadows bordering the river Dulas, with
a sharp incline onto the forestry road. Following this there is a gradual ascent along the
ridge above the Dulas Valley.
36-37. Upper Forest Walk 2&3 (4 miles)
These trails give you two alternative routes back to the Rookery car park when following
the Upper Forest Walk 1.
* All 16 Lampeter walks leave the Rookery Car Park located at the heart of Lampeter.
This provides easy and convenient access to the walks. Toilet facilities are situated in
the car park and food stores/outlets are located nearby. Full details are available in the
Lampeter Walks Booklet produced by the Lampeter Ramblers Association.
www.lampeterramblers.otg.uk
Brechfa Forest Cycling Routes
1. Derwen Blue (8.7 miles)
Starting from Byrgwm Picnic site, the Derwen Blue cycling route is suitable for novice
cyclists and families. This cycle route can be used as a stepping-stone to the steeper
and more technical red Gorlech route.
The Derwen blue trail climbs a steeper bank before taking in a longer, faster descent
that will have you pumping and whooping all the way to the valley bottom.
2. Derwen Green (6.8 miles)
The Derwen Green cycle path is a newly designed trail suitable for occasional cyclists
and families. Starting from Byrgwm Picnic site this green trail engages riders and
heightens their senses, providing a true taste of off-road riding. Clinging low to the
valley sides, the trail eases you in with steady climbs and fun descents.
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3. Gorlech Red (Approx 12 miles)
Named after the river Gorlech, this cycle path can be accessed from Abergorlech picnic
site. The trail has been designed especially for good cyclists with mountain bikes. This
route puts Brechfa firmly on the Welsh Mountain Trail Bike map. A hard, fast, all
weather surface trail which becomes more and more exciting as your skill level and
speed progresses.
4. Raven black (18.5km/11.5 miles)
Suitable for expert mountain bikers, the Black graded Raven trail starts at the Byrgwm
Picnic site. The trail effortlessly combines the more traditional narrow woodland single
tracks with Brechfa’s signature brash descents. It offers a fast, undulating trail that
sweeps between trees and flows sinuously into berms and over jumps.
Dolaucothi Cycling Route
5. Cothi Trail (6.8 miles)
As mentioned previously in the walking section of this audit, the Cothi trail is much a
longer trail suitable for walkers, cyclists and horse riders. It takes in magnificent views of
the Cothi valley, starting from Pumpsaint, past the Gold Mine onto Caio, then climbing
up through the forest, passing the Crossing, the Cothi River and looping back down to
Pumpsaint. This is a great route for families or individuals that do not have cycling
experience. Parking and toilets are located near this trail with extra facilities in
Dolaucothi Gold Mines.
Caio Cycling Route
6. Caio Forest
It is noted on the forestry commission website (www.forestry.gov.uk) that the Caio
Forest is a suitable location for cycling. However, there are no designated cycle paths
available at present, with information about the cycling routes fairly vague.
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4. Summary of Findings - “Things To Do”
4.1 i For the purposes of the North Carmarthenshire Cluster Group’s brief, the
recommendation was to prepare a series of exemplar leaflets in pdf format for use by
accommodation providers and businesses to encourage visitors to the area to stay
longer.
4.1.ii The premise for this research can be substantiated by figures obtained from the
“Wales Outdoor Recreation Survey 2011” which noted that woodlands/forests were the
most frequently visited main destination of the 6,045 people interviewed (18%) whilst
6% of visits were made with family members.
4.1.iii Despite technology continuing to have a growing role in the tourism market, the
Visitor Information Needs Report 2013 prepared by Visit Wales notes “Offline sources
are generally more important during a trip. Leaflets and brochures and word of mouth
recommendations from local people are particularly influencing visitors where they go
and what they do” This is in keeping with the vision of the Cluster Group.
4.1.iv . The number of food outlets is well represented in variety and standard. There
are a number of varied activities for all weathers. However – in the case of horse riding
in particular - some are restricted to adult participation only, whilst other attractions
offered activities for on-site residential visitors only.
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4.1.v According to the Visitor Information Needs Report 2013 “Day trip planning is
much more minimal than break/holiday planning”. Many of the activities included in
these leaflets require pre-booking, albeit the day before. This could present a barrier for
visitors to the area who prefer to roam without a fixed plan.
4.1.vi One potential attraction for visitors would consider opening its doors to the public
if assistance were available to meet the costs of Public Liability Insurance.
4.1.vii The area is well equipped to meet the growing need for outdoor activities as
noted in the West Wales Visitor Survey 2013 where the figure has increased from 15%
in 2011 to 30% in 2013.
5. Leaflets : Things To Do in North Carmarthenshire
Hidden Treasures
5.1 The following leaflets have been produced in order to meet the requirements of
The Cluster Group in identifying activities aimed at families and to encourage visitors to
stay in the area longer.
5.2
The recommendations have been designed to create linkages between each of
the identified areas thus creating an overall network of activities. These include
opportunities of supporting local businesses who not only provide activities for tourists
but also include various food outlets en route.
.
5.3
The research was concentrated on activities with the capacity to open their doors
to “drop-in” visitors, those being visitors with no fixed plans.
5.4
Hidden Treasures 1 and 2 are designed in a way to create signposted circular
routes incorporating the areas specified by the Action Group, which can be achieved in
a day or half a day depending on the time at each stop. They can also be used as a
guide to pinpoint one particular area of interest to visit.
5.5
The facts in Hidden Treasures 1 and 2 are sound bites of historical interest
allowing an element of further independent discovery as part of the activity.
5.6
Hidden Treasures 3 has a variety of activities suited to families. The walks have
been chosen to suit all ages and abilities, but areas which are more challenging have
been noted.
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5.7
It must be noted that all providers included in the Hidden Treasures 3 leaflet were
very happy to accommodate day visitors on the basis of bookings the day before any
intended visits in order to avoid disappointment.
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6. Summary of findings on the research into other areas of Open Access and
marketing recommendations
6.1 i Brechfa Forest is managed by Natural Resources Wales, (NRW), formerly the
Forestry Commission.
6.1.ii Primary research was based on comparisons between open access land
managed by Natural Resource Wales.
6.1.iii





Natural Resources Wales manage:
550km of mountain bike trails
135km of horse riding trails
450km of walking trails
five visitor centres
75 picnic sites
6.1.iv Brechfa Forest has much to offer. It was was recently included in Mountain
Biking UK magazine’s top 50 trail centres in the UK. The 18,000 acre area of ancient
and managed forest also has a significant amount of comprehensive and welldeveloped walking and riding routes available.
6.1.v The NRW sites at Coed-y-Brenin, Dolgellau, Garwnant, Cwmcarn and Afan
Forest Park in South Wales as well as Bwlch Nant-yr-Arian in Mid Wales all benefit
from having Visitor Centres on site. Their websites reflect the benefit of this added
resource by listing a whole host of varied activities for young and old which are held
regularly in the forests.
6.1.vi The home pages for Brechfa, Gwydyr in Conwy and Beddgelert in Gwynedd, are
minimal in comparison. Trails and events for each individual area have to be accessed
by choosing a forest and ticking areas of interest before being directed to the page
which holds the relevant information
6.1.vii At the time of this research (January 2014) there were no listings in both the
“What’s On” and “Other Activities” pages for Brechfa Forest
6.1.viii.
Cwmcarn and Afan Forest Park in South Wales are run by their
local councils, Caerphilly Borough Council and Neath and Port Talbot County Council
respectively. www.your.caerphilly.gov.uk/cwmcarnforest/visitor-centre
www.afanforestpark.co.uk
6.1.ix A short term recommendation to be considered would be to develop the open air
café at Brechfa Forest – The Shed - as a potential point of information for visitors. After
a very successful first season in 2013, The Shed will again be open for business during
the 2014 holiday season.
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Staff could be encouraged to become ambassadors
for the area under the
Carmarthenshire Ambassador Scheme. Alternatively, a group of local people could be
encouraged to form a network of ambassadors enabling a team of people to be located
at the site in rotation, to distribute the new leaflets and share their local knowledge
thereby encouraging people to stay in the area for a longer period of time.
6.1.x The experiences of other open access areas were looked at in relation to their
marketing strategies. The proximity of Epping Forest to London means that it exists in a
different geo-economic context to North Carmarthenshire, however the principal for its
success is one which can be replicated in any area.
6.1.xi Managed by the City of London Council, Epping Forest’s success in boosting
tourism has been achieved by building a strong relationship with local businesses and
the One Epping Forest Tourism Taskforce Group in particular. An initiative was
launched whereby many local stakeholders who all profit from tourism and its economic
benefits were brought together. This resulted in 100 businesses committing themselves
to promoting the forest.
(Ideas for activities from other areas can be found in Appendix 2)
6.2 Heritage Leaflets
A series of 9 topics have been produced:
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
Brechfa Forest
Industries of the Forest
The Monastic Grange
The Forest of Glyncothi
Churches & Chapels
Princes of Deheubarth
Prehistory
Famous People
Droving
During the late spring of 2014, a series of new photographs were taken by Trysor to
help illustrate aspects of local heritage.
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I.
Brechfa Forest
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II.
Forest Industries
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III.
Talley
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IV.
Glyncothi
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V.
Chuches & Chapels
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VI.
Deheubarth
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VII.
Prehistory
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VIII.
Famous People
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IX.
Droving
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7. Marketing Plan
7.1.i
Traditionally a marketing plan focuses on four areas
 product
 price
 promotion
 place
Identifying the role of each of these areas is important when considering how to
reach audiences.
7.1.ii Promotion of the North Carmarthenshire product should focus on:
 expounding the virtues of the area as a natural, unspoilt, peaceful, undiscovered
destination in the heart of Carmarthenshire. A hidden gem that is waiting to be
discovered.
 Accessibility, facilities and things to do.
 Highlighting activities which are not available in other parts of Carmarthenshire
 A pricing strategy comparable to other activities available within the county itself
as well as neighbouring counties.
7.1.iii The successful delivery of the promotion campaign will rely on human resource.
 The Brechfa and Llanllwni Mountain Group already have the infrastructure in
place to successfully promote that specific aspect of the landscape through The
Roam Brechfa Forest and Llanllwni Mountain Website. This resource could be
broadened to incorporate activities and attractions throughout the target area.
 Promotional material is essential in order to ensure people can access
information across all platforms.
7.1.iv Should extending the scope of the BALM Website prove impractical due to
demands on key drivers, or, not be in keeping with its aims, the creation of a website
for the North Carmarthenshire area should be considered. There is no doubt that
information communication technologies have brought about great change to the way
potential visitors search for and book holidays. The Wales Visitor Survey 2011 found
that the use of websites as information sources prior to a trip is growing. Nearly half
(43% consulted a website for information prior to their trip (up from a quarter in 2009).
The figures for the West was 38% with 47% citing knowledge from a previous visit as
reasons for visiting. The Pembrokeshire Visitor Survey 2012 notes that use of the web
is rising and that a fifth of visitors source their visit through websites.
With support and training, a team of people could be designated to take responsibility
for updating information. (See Appendix 3)
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7.1.v. A greater presence on the Discover Carmarthenshire website is needed. By
creating good communication ties with the council tourism department this will help
raise the profile of the northern parts of Carmarthenshire which is in competition with all
Carmarthenshire attractions. Due to the vast amount of information provided on the
Discover Carmarthenshire website, specific attractions and activities can be harder to
find.
All information such as event details, walking routes, activities etc. to be added to the
Discover Carmarthenshire Website should be addressed to
[email protected]
7.1.vi. It is important that North Carmarthenshire establishes a strong presence on the
internet. Many accommodation providers in the area already list well known attractions
in other parts of the county as well as attractions in neighbouring counties but have no
mention of what is available on their doorstep. Businesses should be encouraged to
include the information from this research on their individual websites.
7.1.vii










Tourism sector websites with a similar target audience should be targeted:
Visit Wales/Pembrokeshire/Ceredigion
South West Wales Tourism
Natural Resources Wales
Ramblers Association
National Botanic Gardens of Wales
Aberglasney Gardens
National Trust
CADW
Town Councils
visitbrechfaforest.com
7.1.viii The growing importance of social media in marketing cannot be ignored. It
provides an easy method of transferring up to date information. It is possible through
social media to have an instant relationship with potential visitors. It would be advised
that a Facebook, Twitter and Youtube site is linked to the website to provide additional
mediums for users to gather information.
7.1 ix It is important to remember that the local community has a role to play not only in
promoting the area to visitors but also in supporting the open access area and other
local attractions during the shoulder seasons for their own recreational purposes. Local
newspapers and radio stations are an effective means of sharing such information.
Many of these outlets will promote activities free of charge The local papur bro “Cwlwm”
is an important source of information as is Cothi Voice prepared and distributed via email by a member of the Cluster Group, Caroline Evans.
7.1.x. Branding is an effective marketing tool. The Forestry Commission of England
have been particularly successful in using branding to promote their open access areas.
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‘The Stick Man Trails’ is an initiative where all children’s activities in their forests are
promoted by using the ‘Stick Man’ e.g. Dress your Stick Man, Twig Pictures, Wood
Wonders etc. The Beast of Brechfa story which is legendary in the area would lend
itself easily to this concept leading to increase of ownership to the brand and brand
recognition.
Appendix 3 : Training for tourist providers
8. Conclusion
The findings of this report have been focussed on providing achievable
recommendations which can be implemented by the community network which already
has engendered much local activity, which benefits tourists and locals alike.
A mutual understanding of the needs of the community is paramount to the
development of ideas whilst collaboration is the key to their implementation.
There is no doubt that the residents of Brechfa and the Llanllwni Mountain area have a
deep understanding of the needs of the area, and, to a great extent are very successful
in engendering the feeling of ownership in those who live there. The village shop,
which is run by the community, is a prime example as is the work of the BALM Group.
The aim of this report is geared towards building upon those foundations in order to
reach the wider community within the Cluster Group by:
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
Highlighting the need for businesses in the area to ensure that all activities and
attractions on the leaflets are put on their websites. A number of tourist providers
have the major attractions in Carmarthenshire on their websites e.g. the
Botanical Gardens, but have no mention of activities on their own doorstep.
In November 2013, Alun Davies, the then Minister for Natural Resources and Food
noted in a statement on “Opportunities and Challenges Facing the Forestry Sector” that
“Woodland provides opportunities for recreation, leisure and tourism. The Coed y Brenin
Visitor Centre at Dolgellau is an excellent example of this, employing local people and
using locally produced food in the café, providing a great day out for families and
visitors to Wales.” He goes on to say that “Natural Resources Wales is supporting
communities to become more actively involved in the decision making in relation to their
own local woodland.
The statement corroborates the findings of this research in that the presence of a
staffed Visitor Centre enhances:
o
o
o
o
marketing through improved websites and on-site literature
visitor experience through contact with local, trained staff
time spent at location due to organised, family orientated activities
the length of the tourism season by holding activities throughout the year.
By exploring further the level of this “support”, Brechfa and the wider community could
benefit greatly from similar facilities to Coed y Brenin.
Despite being at the heart of some of the great historical events that have shaped the
character of Carmarthenshire, Brechfa and Llanllwni Mountain have found themselves
at times somewhat marginalised in modern times. The charm and beauty of these
hidden valleys remain however, as does a tremendous depth of history and culture that
combine as a significant asset to the modern tourist industry.
The story of the area is also sometimes lost against the better promoted, more
accessible, storylines of the Tywi valley or Carmarthen Town. Through this project, the
creation of a set of 9 bilingual leaflets sets some of the story down in an accessible
format, via the internet. These leaflets will compliment other work by the BALM group
and provide a foundation on which local people and visitors to the area can build,
deepening their appreciation of the rich human heritage of the district.
In the same way, the 3 Hidden Treasures leaflets were created as a resource for
accommodation providers to highlight the wide range of activities and choice of places
to eat in the area.
North Carmarthenshire and the areas encompassed in this report already have the
natural resources to ensure its positioning as a thriving tourist area. It is hoped that the
information collated and presented as a result of Canta’s research and findings will act
as a catalyst to build upon those foundations.
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APPENDIX 1 – Ideas for development
Conservation Work
Conservation work is essential in order to make sure that forest paths are maintained
and accessible. It can also be used as a tool to create a sense of ownership between
stakeholders. Whilst researching current volunteering projects in the UK one theme that
became apparent is that many forests categorise their volunteering groups into specific
conservation areas:
 The New Forest National Park offer volunteering in different areas - ancient tree
hunt, LiDAR heritage mapping, new forest remembers WW2 groups.
 Archray Forest in Scotland holds an annual volunteering event where individuals
can meet likeminded people and spend a day in the forest learning and
developing their skills.
 Epping Forest near London has a detailed weekly conservation volunteering
programme that incorporates a wide range of tasks throughout the year.
Recommendation:
The population of Brechfa forest and the surrounding area is far smaller than most
comparable forests that have a comprehensive volunteering scheme. However, by
incorporating these best practices – in collaboration with Natural Resources Wales the BALM Group could create a conservation programme with a heavy emphasis on
volunteering taster days based on specific topics (keep the forest tidy, hedge-laying,
walking tours, education tutorials, habitat mapping) These volunteering taster days
could be open to the public and held during the peak of the holiday season when
demand will be high.
Brechfa Beast Event
An annual family friendly event could be held during the summer holidays linked with
the tale of the ‘Brechfa Beast’. The aim of the event should be to get more families to
visit the forest and to see what is on offer. This event could provide a great opportunity
to incorporate the local community and businesses.
Friends and families could gather in the forest and walk a purposely designed trail to
look for any sign of the Brechfa beast. The trail could end at the ‘Shed’, located at the
heart of the forest which serves their famous Brechfa beast burger. A similar event is
held annually in the Forest of Dean called the ‘Boar Run’ where all activities held on that
day are based on the boar which originated in the forest.
Added non-curricular activities that can be provided:
Local schools workshops based on the tale of the Brechfa Beast:
 Children can create a real life version of the Brechfa Beast that can be hidden in
the forest on the trail.
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



Story telling in the forest
Drama group presentation of the tale
Games and activities
Dressing up
Play Area in the Forest
A ‘Valuing Forest Reaction Activities Report’ created by the Forestry Commission notes
that play areas seem to enhance the forest experience. They indicate that the provision
of family play areas can increase trips by 10.2%. This is the highest predicted
percentage change in trips over base.
Taking this into consideration, a local Sculptor/Artist could design and create work
stations scattered around a family friendly forest walk, where children can interactively
play. Grants could possibly be available. Connect four, hop scotch, climbing frames and
similar traditional games could be used.
Theme for Children’s Activities
A ‘Stick Man’ branding theme is being used by the Forestry Commission to advertise
their children’s activities within forests in England. Having a specific theme or story
associated with children’s activities helps to create brand recognition and makes it
easier for children and adults to recall the brand and associate the activities with the
forest. Following this line of thought, Brechfa could try and devise a theme that could be
associated with the forest and introduce activities aimed at children e.g. the Brechfa
Beast, Barry the Badger, Ben y Broga!
APPENDIX 2 – Ideas from other areas of open access
1. Brecon Beacons Events http://www.breconbeacons.org/events
2. Burnley Canal QR code trail, Audio Trails
http://www.audiotrails.co.uk/burnley-canal-trail/
3. Civil War Tour App in Montgomery County, Maryland
https://itunes.apple.com/us/app/civil-war-tourmontgomery/id538512478?mt=8
4. Highland Leisure & Tourism Events
http://www.highland.gov.uk/leisureandtourism/events/
5. Forest of Dean eventshttp://www.visitforestofdean.co.uk/whatson
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6. Forest Explorer App: Map and Arial photos for theses routes can be found on
the app.
7. I-footpath, UK walking trails phone app http://www.ifootpath.com/
8. I-nature trail, Darling National Wildlife Refuge
http://www.fws.gov/dingdarling/
9. Lochlomond Park Events http://www.lochlomond-trossachs.org/what-s-on-inthe-park/menu-id-912.html
10. Mid Wales Trails app, Audio Trails http://www.audiotrails.co.uk/childrentrails-mid-wales/
11. Montgomery Canal App, Audio Trails
http://www.audiotrails.co.uk/montgomery-canal-smartphone-trail/
12. Mugdock Country park Events http://www.mugdock-countrypark.org.uk/cgi-bin/calendar/long_calendar.cgi?m=09&y=2013
13. Natural Resources Wales archived website Forestry Commission Wales.
http://www.forestry.gov.uk/wales
14. National Trust Websites, Dolaucothi Mines
http://www.nationaltrust.org.uk/dolaucothi-gold-mines/things-to-see-anddo/
15. Rhonda Cynon Taff Heritage Trail http://www.heritagetrailsrct.co.uk/
16. South Pennines App, Audio Trails http://www.audiotrails.co.uk/reservoirtrails/
17. South West Coastal Path, Trail Events and QR Code/ NFC Trail information
http://www.southwestcoastpath.com/newsapp/article/99/
18. Volunteer Days, Forestry Commission Scotland
http://www.forestry.gov.uk/website/ourwoods.nsf/LUWebDocsByKey/0CDA
899F748A280280257C610059C648
19. Open Air Theatre, Epping Forest http://openairtheatre.com/
20. Epping Forest Conservation Volunteering http://www.efcv.co.uk/index.php
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21. Free Forest Foraging Guided Walks , Derry City Council
http://www.derrycity.gov.uk/News/Council-host-free-forest-foraging-events
22. The New Forest Events,
Fungahttp://www.thenewforest.co.uk/mushrooms.aspx
23. Fungi Guided Tours, Hampshire, Hidden Britain Tours
http://hiddenbritaintours.co.uk/site/home.asp
24. New Forest & Dorset Guided Walks
http://fuzzackerguidedwalks.yolasite.com/
Appendix 3 – Training for tourist providers
Welsh Government Digital Tourism Framework Project
The Digital Tourism Business Framework has funding available to improve e-commerce
knowledge and skills within communities. Tourism businesses or organisations who
wish to submit a proposal must be in a position to deliver on a 53 / 47% match funding
contribution. Applications must be submitted by September 2014.
The full details can be found at: http://wales.gov.uk/topics/tourism/dtbfl1
Please find the expression interest form for the Digital Project Communities Funding at
the back of this report.
Steps to be taken:
Contact Keri-Anne Davies, Digital Content Strategist
[email protected]
Contact Canta Marketing & Communications for a list of Software Developers
[email protected]
Google Apps
Google Apps is a more affordable cloud product that helps your business get connected
from anywhere on any device. Google apps start from £3.30 per user per month or £33
a year per user. Its set up is easy and is also simple to use and manage. Particularly
relevant to tourist providers would be the setup of a shared calendar where events
could be added and seen by authorised users. The price includes a business email,
document editing and storage and a shared storage drive.
Steps to be taken
[email protected]
You can also contact Canta Marketing & Communications for a list of IT companies
offering Google apps setup and support. [email protected]
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Workshops and Training
Digital marketing is now an important tool for businesses. In conjunction with the section
on communication, the Action Group may find the following of benefit in gaining the
skills required to maximise their on-line presence and increase website traffic.
Funding is available through Visit Wales to hold seminars/workshops. The Digital
Manger Justin Lewis would be happy to arrange an event in conjunction with the West
Carmarthenshire Cluster Group on how tourist providers can benefit from digital
marketing and also guidance on getting the best out of Sharewales, which was
launched to promote the benefits of technology via training guides, discussion forums
and case studies
.
[email protected]
Or contact Carmarthenshire Tourist Association for more details
[email protected]
‘Gallu' is the People Development Programme for all tourism related businesses in
South West Wales. Gallu can help with all your training needs either with the
facilitation of a workshop or by helping you source a training provider who already has
exactly what you need. These courses include improving IT and Social Media and
Marketing Skills and are held in various locations throughout Wales.
Contact: gallu.co.uk
The Wales Co-operative Centre has a scheme which helps voluntary groups, charities
or other organisations with technology. Although no funding is available, the advice and
help given is fully funded by Welsh Government and the European Regional
Development Fund and could include training on how to set up a website, help with
running an IT based project in the community or help finding support from other
agencies. A Cluster Group working on behalf of the community may be eligible for
support.
Full details can be found at: http://www.walescooperative.org
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North Carmarthenshire Report 11 August 2014

Transcription

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