Destination Development - Local Landmark and Gateway Projects

By Bruce Dickson, Tourism Development Solutions (TCDS), P.O. Box 19654, Portland, Oregon 97280.

Website: www.developtourism.com Email: tourismsolutions@msn.com

Destination dilemma:

Striking first impressions? Or ... 'it could be anywhere'.

By default, commercial signage from fast

food chains, gas/petrol stations (and the

like) often define the first impressions of

a town or place ... and they usually do so

right at its 'front door', on the main

entrance road or highway.

By contrast, imaginative gateway and

landmark projects provide communities

with the opportunity to make a memorable

statement about themselves, while also

announcing to travelers their arrival at the destination.

In many instances, these creations become major tourism

attractions and powerful destinational 'icons' in their own

right. By way of example, 'The Gateway Arch' designed for

St Louis (Missouri, USA) has come to virtually define that

city in many people's minds. Smaller communities have also

used gateway/landmarks to great effect, in more strongly

presenting their local spirit and sense of identity.

Obviously the size or scale can matter, as it will affect the capacity for visibility and impact. But there are many additional innovative ways to

create a gateway or landmark - as a significant public work of art - that are also able to authentically capture visitors' imaginations. (The exciting use of light & color for added night viewing, being just one atmospheric example.)

Other TCDS Web

Resource Papers

Destination Development:

Using landmarks & gateway projects to promote local identity

TOURISM RESOURCE: PRODUCT DEVELOPMENT

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Tourism and Community Development Solutions (TCDS) are destination development, strategy planning and local development specialists for rural, urban, regional and state tourism.

They have extensive & diverse experience in regional tourism development and regional cultural development, including drive tourism. Also in assisting newly emerging regional destinations and moderately resourced communities & attractions. TCDS provide the fresh perspectives and imaginative strategies so vital to success in today's competitive tourism environment.

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Destination development::

The 'could be anywhere' challenge

Regional Case Study: 'The Wellington Gateway'

A local icon with originality and impact

Located in an attractive setting on the outskirts of the Australian township of Wellington - about 4 hours north-west of Sydney by road - this distinctive 'environmental sculpture' (with its integrated visitor information bay) has already become a significant local icon and major regional landmark. It not only signifies travelers' arrival at the entrance to Wellington itself, but also marks the Highway's turnoff to the area's caves.

Background: Because of the excellent level of innovation and vision applied, the Wellington Gateway was destined to become a leading (in fact pioneering) example in rural Australia of what can be achieved through such initiatives. Like many other projects that dare to be different, it also challenged people in many worthy ways, with its distinctive design understandably generating much public debate and controversy.

During the planning stages, the artist's design (as approved by the local Council) instantly 'got people talking' - with local news stories running hot. However, predictably, the lively debate ultimately proved entirely healthy for the project - by greatly increasing levels of awareness and renown. (Many early critics later became fans)

By contrast, a gateway design which did not stir any feelings and emotions would most likely be very bland or predictable, and would stand little chance of creating lasting ... and potentially 'timeless' ... public interest. (This is not the same as saying that community feelings do not matter - since some ill conceived public artworks

have proved to be self indulgent 'blots on the landscape', with no real sense of local ownership ever present.)

Strengths: A great strength of the development process adopted for the Wellington Gateway was that, not only were the community actively consulted by the Council and the artist (with different opinions and issues aired in public), but they were also invited to directly participate in creating the sculpture's storytelling and themes. (The project artist's role was to also ensure that these contributions remained cohesive - and were

manifested in ways that served to both enhance the 'artistic end result' and fulfil the initiative's wider aims.)

Note: To some observers, the many decorative elements created for this Gateway by its talented artistic team ... and the way they grow out of its bodywork ... create a feeling slightly reminiscent of the somewhat bizarre (but fascinating) decorative elements found in the architectural designs of Antoni Gaudi in Barcelona.

'The Wellington Gateway'

New South Wales, Australia

Artist: Fran Ferguson