Digbeth Marketing
Date: 25 August 2010 13:32
Subject: Digbeth Marketing
To: andy_munro@birmingham.gov.uk
Hi Andy
It was good to talk to you the other day and to hear that a marketing
proposal / group is being explored once more.
Having read your article on the Digbeth is Good website I have a few
additions and comments that you and your group may want to consider.
Starting with the end of your document 'Regenerating Digbeth' I
believe the list of organisations and representatives may need to be
re-evaluated with some important additions added, additions from
organisations that play an important part in the 'festival' and
events life of Digbeth.
Capsule, who run Supersonic Festival and The Flatback festival play an
important part in Digbeth's diverse cultural life - these are
specific, and internationally recognised festivals; Shout Festival,
which is predominantly based around Hurst Street also adds to this
diversity by using venues within the Digbeth area. If a holistic
marketing programme is to be developed the reputation of these
activities needs to be recognised and utilised.
Besides the research you have quoted there was market research done on
the St Patrick's Festival and Branding research undertaken on Digbeth
by Students from Birmingham University College in 2006, 2007 and 2008
- the Festival and the Forum should have this information.
I have also attached a report which I was commissioned to write in
2006 by the Irish Forum concerning the Irish Quarter Cultural Strategy
- this work was undertaken following discussions at the Irish Quarter
Board concerning what the 'Irish Quarter Offer' was to be.
I have also attached a copy of the Irish Quarter Business plan
submitted in March 2006 to the board; it was the discussion from this
document that produced the commissioning of the cultural and venue
development document.
While these document are 'of their time' there are still some elements
that ring true
Any marketing needs to take account of the huge changes that have
taken place in Digbeth since these reports:
-The variety of pubs that now serve the area
-The improvements in the Irish Centre and the development of The Institute.
The reports did not consider the developments along the Custard
Factory (Devonshire House), Fazeley Street, Floodgate Street, the
Bond, Icon or Vivid, developments that have increased the diversity of
provision as well as organisations and businesses that have
established themselves in the area.
Whilst entertainment provision has increased over the past 2-3 years,
so has the number of places to eat and stay in - while this has been
alluded to in the past, it is now becoming an integral part of
people's visit to Digbeth, the 'Digbeth offer'.
Lastly, whilst there are a large number of 'creative and cultural'
organisations, there are also an increasing number of social
enterprises being developed utilising the facilities and location of
the area - these organisations can only add to the rich diversity of
activity and provision offered in Digbeth.
I hope this information is useful. Please feel free to contact me if
you have any questions about these matters.
Sincerely
Ted Ryan
